Goa State Co-Operative Milk Producers’ Union

Limited
CURTI, PONDA-GOA 403401

SUBMITTED BY
Jayesh Desai
Class: B.ed

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 DECLARATION

I Mr. Jayesh Desai of class B.ed Declare that this project report is prepared by
me& not been previously formed for any award, diploma or any other degree in
Goa University /Mumbai University or else where

COURSE: BACHELOR OF EDUCATION- 1st YEAR

COLLEGE: V.Y.S B.ED COLLEGE, TONDAVALI

Signature:___________ Date:_____________

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 ACKNOWLEDGEMENT

In my field of education I have been successfully able to complete my Project Report

which is a part of my course line. Hence I would like to take this opportunity to
thank all those who have helped me in achieving success.

Firstly I would like to thank our principal Mr. Ankush Aundhakar for approving &
giving me this opportunity to make visit at Goa Dairy.

I would like to express my sincere gratitude to Goa Dairy marketing manager Mr.
Sushant Prabhugaonkar who has provided us with this training & also all the
necessary information required.

Last but not the least I would like to thank my fellow colleagues who have been
working with me, for being so helpful & supportive.

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 TABLE OF CONTENT
Sr. No Particulars Pg. No

1 EXECUTIVE SUMMARY 5

2 COMPANY PROFILE 6

3 INTRODUCTION 7

4 HISTORY 10

5 PRODUCTS & COMPETITORS 12

6 MARKET SHARE 14

7 PORTER'S FIVE FORCES 15

8 SWOT ANALYSIS 16

9 ORGANIZATIONAL STRUCTURE 19
PERSONAL &ADMINISTRATION
10 DEPARTMENT 20

11 FINANCE DEPARTMENT 23

12 PROCUREMENT DEPARTMENT 24

13 PURCHASE DEPARTMENT 26

14 PRODUCTION DEPARTMENT 27

15 QUALITY CONTROL LAB 32

16 STORES DEPARTMENT 37

17 VETERINARY DEPARTMENT 39

18 MARKETING DEPARTMENT 40

19 ENGINEERING DEPARTMENT 47

20 CONCLUSION 48

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 EXECUTIVE SUMMARY

The country is the largest producer of milk all over the world. The milk production is
expected to increase by 3.9% in the manufacturing year 2011 to 2012 as per the US
Govt. Report. The expected increase is due to rising domestic demand supported by
growing disposable income of India’s middle income group. The predicted output
for milk for the year 2011 to 2012 is 110 million tons, as per the report.
This project (Goa State Dairy Federation) is completely a government enterprise. The
project started during the year 1979 with the Goa Milk Union as an implementing
agency & the financial outlay of the project was Rs. 1.05 crores. The name of the
federation was changed to Goa District Co-operative Milk Producer’s Union Limited
during the year 1980. This was done to suit the model by laws of Anand Pattern.
In 1982, Goa Government provided the milk union a share capital of Rs. 15 lakhs &
N.D.D.B too provided the milk union a loan of Rs. 12.5 crores. The milk union as a
first step took over the entire milk procurement in the milk shed & completed it
during the year 1983. Towards the second step, the milk union took over the dairy
plant from Goa Government on 16 th May 1984. The Goa Government also transferred
its cattle feed plant (constructed & commissioned by N.D.D.B) to the Goa Milk Union
on the same day. Initially the Governments staff’s working in the dairy was allowed
to work for the union on the standard terms of deputation for the maximum period
of 2 years from 16th MAY 1984 (the date of transfer of facilities to milk union). And in
the same year the Goa Milk Union was handed over to co-operative institution in the
name of Goa District Co-operative Milk Producer’s Union Limited.
The capacity of the dairy plant was increased to 30,000 liters per day during the same
year. And the Co-operative Milk Producer’s started & maintained its own veterinary
to supplement the efforts made by the animal husbandry department of Government,
so that milk producers can obtain round the clock veterinary services.

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 COMPANY PROFILE

GOA STATE CO-OPERATIVE MILK

1 NAME
PRODUCERS UNION LIMITED
2 BUSINESS TYPE MILK PRODUCERS
HIGH FAT MILK, STD MILK, CREAM,
3 PRODUCTS & SERVICES BUTTER, GHEE, FLAVORED MILK, LASSI,
CURD, CHACH.
4 HEAD OFFICE PANJIM-GOA
MANUFACTURING
5 CURTI PONDA-GOA
UNIT
NANDINI, MAHANANDA, WARNA,
6 COMPETITORS BRAND
MAYUR, AROKYA
7 EMPLOYEES APPR. 250-300

8 YEAR ESTABLISHED 2/10/1972

GOA & SOME PARTS OF MAHARASHTRA
9 MARKET PLACE
& KARNATAKA
10 SALES/DAL (LITERS) 65000-70000
DISTRIBUTION
11 697
CENTERS
12 OWNERSHIP GOVERNMENT ENTERPRISE

INTRODUCTION

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Goa State Co-op. Milk Producers Union is an apex body of affiliated more than 175
Dairy Co-operative Societies having membership of more than 20,000 farmer
families. Their members procure at present about 35,000 liters of milk every day. Goa
milk Union, being an apex body and the only milk union in the state it has a status of
State Milk Federation, therefore shoulders the responsibility to plan and implement
the various developmental activities for the dairy development in the state.

A Co-operative Institution, having modern Dairy Plant of 1,00,000 liters per day
capability, & make available 65,000 liters of milk per day to the urban / semi urban
consumers through 180 milk booths and 750 retailers.

Apart from milk procurement, processing and product making, the Union is engaged
in increasing milk production by providing Technical Input Services, which includes
Veterinary Aid, Vaccination Program, Artificial Insemination Services for breeding
and Fodder Development Activities. The Union has also started Productivity
Enhancement Program and Clean Milk Program to increase milk production.

Fodder seeds of good quality, Root Slips of Perennial Grasses are supplied to the
farmers at the doorsteps, at minimum cost.

A Co-operative Development Program is launched since 1990, to organize, training

and educational facilities for members awareness and raise their participation in the
affairs of Co-operatives, adoption of advanced techniques in dairying, thereby
ensuring economic viability of co-operatives. Apart from above Women participation
program such as WDCLP and organization of Self Help Groups are taken up by
Union.

Aim of Goa Dairy

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  For development of socio – economic status of rural women by launching
Women Co-operative societies.
 Assuring a reasonable price for the milk produced by the members of the Goa
State Co-operative Milk Producers' Union through a stable, steady and well
organized market support.
 Marketing good quality milk and milk products to the consumers at a
reasonable price.
 To procure milk constantly from the farmers and supply healthy and bacteria-
free milk and milk products to the urban customers.
 To give help and guidance to the members with regards to livestock
production and enhancement program, training for farmers for scientific
techniques of breeding, feeding and management.
 To shun monopoly in the state.

Role played by the Government

The government keeps a regular check on the functioning of the Union. In other
words, it means, that though the Union is a Cooperative society, there is an
interference of the government in the activities of the Union such as the government
verifies the Books of Accounts, it checks whether the Union maintains proper
hygiene and sanitation at the production plant since the Union has been awarded by
the Mnemonic Symbol.

VISION

 To organize Anand Pattern dairy co-operative societies at the visible areas to

help in the cause of society =- economic development of rural farmers, in the
way providing a remunerative market around the year at the doorstep of milk
producers and enraging dairy as business.

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  Also for the improvement of the socio- economic status of rural women by
establishing Anand pattern women co-operative societies and by establishing
linkage with related organization for overall development and progress.

MISSION

 To procure milk around the year from the farmers and supply healthy and
hygienic milk and milk products to the urban customers.

 To provide the members assistance and guidance with regards to livestock

production and enhancement program, training for farmers for scientific
methods of breeding.

 To avoid monopoly of private vender’s (competitors)

 To give Goans unadulterated milk and milk products.

 To give quality products at reasonable rates.

INDUSTRY ANALYSIS

The total demand industry for dairy is roughly of the order is 2,00,000 per day, out of
this Goa dairy supplies 80,000 lit per day.

However Goa dairy is not in position to fulfill the domestic demands.

Dairy farmer of Goa supply 30,000 lit of fresh milk everyday on an average.

Rest of the 50,000 lit. Production of Goa Dairy is augmented by milk and milk
producer from the neighboring state of Karnataka and Maharashtra.

Therefore there is no demand constraint. To overcome this problem some necessary

steps should be taken.

OBJECTIVES OF GOA DAIRY

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 To organize Anand pattern co-operative societies at the visible areas to help in
the cause of socio-economic development of rural farmers, in the way
providing a remunerative market around the year at the doorstep of milk
producer and enraging dairy as business.

 Also for the improvement of the socio-economic status of rural women by

establishing Anand pattern women co-operative societies and by establishing
linkage with related organization for overall development and progress.

 To procure milk around the year from the farmers and supply healthy and
hygienic milk and milk products to the urban customers.

 To provide the members assistance and guidance with regards to livestock

production and enhancement program, training for farmers for scientific
methods of breeding.

 To avoid monopoly of private vender’s.

 To give Goans unadulterated milk and milk products & to give quality
products at reasonable rates.

HISTORY

In 1963, Government established a department of Animal Husbandry &

Veterinary services, to specifically improve the cattle wealth of this region in
order to increase milk production. The Dairy development program in the
state was aimed at making this small state self sufficient in milk production
within a reasonable span of time. The state government established a number
of dairy Co-operative societies way back in the year 1965.

The animal husbandry department also set up a small dairy plant {Pilot
pasteurization plant} at Patto Colony in Panajim, same year to bring the rural

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milk producers under co-operative field. Also with the advent of time, the
number of co-operative societies grew considerably and milk production
increased to substantial level. The pilot pasteurization plant set up became
inadequate to handle the increased milk procurement. The Government
thought of having a modern pasteurization plant along with a bottling plant at
a more suitable location. Ponda was selected for installation of a H.T.S.T.
{High Temperature Short Time} pasteurization plant and the turnkey project
was given to N.D.D.B. Plant with a financial outlay of 35lakhs and an installed
capacity of 10,000 liters per day was commissioned on 2 nd October 1972 at
Curti Ponda.

This project {Goa State Dairy Federation} was completely a government

enterprise.
The project started during the year 1979 with the Goa Milk Union as an
implementing agency & the financial outlay of the project was Rs.1.05crores.
The name of the federation was changed to Goa District Co-operative Milk
Producers Union Limited during the year 1980 . In 1982, Goa Government
provided the milk union a share capital of Rs.15lakhs. N.D.D.B. too provided
the milk union a loan of Rs.12.5crores. The milk union primarily took over the
entire milk procurement in the milk shed and completed it during the year
1983. Towards the second step, the milk union took over the dairy plant from
Goa Government on 16th May 1984. The Goa Government also transferred its
cattle feed plant (constructed and commissioned by N.D.D.B) to the Goa milk
union on the same day. Initially the government staff’s working in the dairy
plant were allowed to work for the union on the standard terms of deputation
for a maximum period of 2 years from 16th May 1984 (the date of transfer of
facilities to milk union). And in the same year the Goa Milk Union was
handed over to co-operative institution in the name of Goa District Co-
operative Milk Producers Union Limited & It begin in the year same year i.e.,
1984. And then on the 30th May 1987 the name of Goa District Co-operative

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 Milk Producers Union Limited was changed to Goa State Co-operative Milk
Producers Union Limited.

The capacity of the dairy plant was increased to 30,000 liters per day during
the same year. And the Co-operative Milk Producers started and maintained
its own veterinary to supplement the efforts made by the animal husbandry
department of Government, so that milk producers can obtain round the clock
veterinary services.
Work Environment
The management realizes the important of Health and hazard free work
environment. Hence the management has provided as ambient atmosphere for the
employees to work in peace and give their best. Work environment that are required
for product conformity is maintained.

Management functions of Goa Diary

Planning :

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GOA DIARY has been able to Produce an appropriate blend of the policy maker’s
farmer’s board of management and the professionals each group appreciating its
roles and limitations. Bring at the command of the rural milk producers the best of
the technology and harness its fruit for betterment. Provide a support system to the
milk producers without disturbing their agro-economic systems. Management
functions: Management functions Milk is very perishable product so it has to be
consumed within 24 hours. In order to avoid wastage GOA DIARY converts the milk
into SNF and milk solids by evaporating the water, which comprises up to 60-70% of
milk contents. This is possible only if the distribution channel right from the
producer to the consumer is well organized. Last year, they are divided the retail
market into 14 specific segments to achieve further distribution efficiency. This year
GOA DIARY is focusing on inducting distributers having expertise in servicing such
specific market segments. 

ORGANISING:

GOA DIARY is leaded by the director under him five branches viz. Factory,
Marketing, Accounts, Purchase, Human Resources Department. Factory department
has a separate general manager under him three are six branches viz. Production,
Stores, Distribution, Cold Storage, Quality, and Deep-freezing. This department takes
care of the factory work.

STAFFING :
Staffing is a process which includes recruitment, selection, training, placement,
appraisal, promotion, and career planning. In larger organizations, a separate
department called Personnel Department looks after these functions and this is
headed by a qualified professional manager called Personnel Manager . Organization
structure: Organization structure The Organization Structure of Goa diary is divided
into two parts: External Organization Structure.

 Internal Organization Structure.

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 Organization structure: Organization structure State Level Marketing Federation
District Milk Product Union Ltd. Village Milk Product Union Ltd. Villagers The
Following is the External Organization Structure of Goa diary: Organization
structure: Organization structure External Organization Structure: External
organization structure is the organizational structure that effects the organization
from the outside. GCMMF is unit of Goa Milk Marketing Federation, which is a co-
operative organization. The villagers of more than 10,000 villages of Goa are the
bases of this structure.

 External Organization Structure:

They all make milk village milk producers union, district level milk producers union
and then a state level marketing federation is established. The structure is Line
Relationship , which provides easy way to operation. It also provides better
communication between two stages. Chairman Managing Director General Manager
Asst. General Manager Finance Department Personnel Department Production
Department Marketing Department S & P Department.

A systematic & well-defined organizational structure plays a vital role & provides
accurate information to the Top- Level Management. An organization Structure
defines a clear-cut line of authorities & responsibilities among the employees of
GCMMF. The Organization structure of GOA DIARY is well-arranged structure. At a
glance a person can completely come to know about the organization structure.
Organization structure: Organization structure Internal Organization Structure: GOA
DIARY is leaded by the director under him five branch Viz., Factory, Marketing,
Accounts, Purchase, Human Resources Departments. Factory department has a
separate general manager under him there are six branches viz. , production, stores,
distribution, cold storage, quality, and deep freezing. This department takes care of
the factory work. Accounts department takes care regarding accounts i. e. day-to-day
work. Under the accountant there is one clerk. Purchase department takes care
regarding the purchase of raw material and many other things. Plant layout: Plant

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layout Plant layout is the overall arrangement of the machine tools, handling
equipment’s, storeroom and other various accessories required for facilitating
production in a factory. These arrangements are pre-planned with the results that the
building has been constructed to fit a layout of a given process. GOA DIARY plant is
indigenously worked out with facilitation of various production processes and
production of multi products under one plant.

DIRECTING :

Directing is concerned with supervising your team’s progress. In this step,

you have to keep an open channel of communication and get regular
updates to stay on top of things. A great way to do this is by giving and
receiving feedback to address any problem areas and improve performance.

Strategies Adopted to face the Competition

Strategies adopted to face the competition in the market by the Union are by
providing high quality products at reasonable prices and creating a confidence in the
mind of the consumers. For e.g., Doctors prescribe Goa Diary for babies as they trust
it to be the purest form of milk. The Milk Booths & Milk Centers are also influenced
by providing refrigeration facilities for the milk/ milk products.

Competitor’s distribution set up:

 2 brands from Govt. I.e. Nandini and Mahananda.
 13 brands from private co- operatives
 Milk is lifted from the dairy, Supplied to agents and then retail points.
 There is cut throat competition between all competitors.
 Competitors give High margin to retailers

Financial status

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The Union is monetarily sound & never incurred losses but it has been enjoying
surplus profit every year. The Union has never taken loan from any finance
institution in order to meet its financial requirements and therefore it has been
confidently said by the financial manager that the union is a self dependent. It has
taken loan recently from NDDB only to meet the expenditure regarding the further
expansion of the plant. The amount of loan taken from NDDB is Rs.94354975

Market Share
Brand Sale %
Goa Dairy 73000 33
Nandini 47000 21
Mahananda 18000 8
Arokya\Hatsun 14000 6
Warana 7500 3
Gokul 8300 4
Swaraj 8500 5
Goan 12500 6
Others 31200 14
Total sale per day 220000 100

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 Sales in %

Goa Dairy
14% Nandini
6% 33% Mahananda
5% Arokya\Hatsun
4% Warana
3% Gokul
6%
8% 21% Swaraj
Goan

CONTROLLING
This is where you have to measure the progress of each step
established in the planning stage against your organizational goals.
This step requires you to coordinate with your employees to ensure
that they’re moving in the right direction and in the right manner.
According to Gulick’s 7 functions of management, controlling can be
understood in terms of coordinating, reporting and budgeting.

FUTURE PLANS FOR THE NEXT 15 YEARS

 Milk supply through insulated vans will be facilitated to 5 more milk
distribution routes, taking the number of routes with milk supply through
insulated vans.
 To increase the production capacity of the plant.

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  In order to curtain the bacterial development it has been proposed o install
bulk Coolers.
 To replace the cans of aluminum with stainless steel cans.
 To install the computers at the cattle feed at the animal husbandry section
which will help in maintaining the records and lesson the work burden of
employees.

EMPLOYEES

 The numbers of employees employed are 238 out of which 39 are daily wages
 Wages and salaries are paid as per Central Civil Service Code as the Milk
Union follows CCSC rules.
 Working hours of the Administrative Office is 10:00 a.m. To 5:30 p.m.
 Working hours of the Dairy Plant is in shifts

(1st Shift -- 7:00 to 2:00, 2nd Shift – 2:00 to 9:00)

The Employees of the Milk Union are benefited by ESI facility, Provident
Fund, Group Gratuity Scheme and Leave Encashment facilities)
 Being shift system the gap of the employee on leave is filled by substitute
employee.

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  Workers are provided by Dust Allowances: Operators are given Maintenance
Allowances ; Soap, Towel and all floor shop workers are given Washing
allowances and also Canteen allowances are given to each employee.
 Area wise distribution of workers

PRODUCTS
Type of Milk Product sold:
Sr. No. Name Of Product

1. Shrikhand
2. Chach
3. Lassi
4. Flavored Milk
5. Ghee
6. Butter
7. Curd

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Types of milk sold:

Name Of Product Packing Agency Retail Price

Rate Rs. Rs. Ps.
Ps.
High Fat milk 1000ml 33.00 34.00
High Fat Milk 500ml 14.50 15.00
STD Milk 500ml 12.60 13.00
Tonned milk 500ml 9.00 10.00

Competitors of Goa
Dairy
Nandini
Goa Diary
Sumul
Gokul
Mahananda
Warana
Mayur
Bounce
Amba
Others

Porter’s five forces

1) Threat of new entrants:-

 Is high because there are no entry barriers.(De- licensing during

liberalization)

 Is moderate because for some people Capital Requirements are high

where as for some people like Reliance Industries it is low.

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  Access to an effective distribution channel is a barrier for new entrants
because a carefully knitted channel strategy wills not only an edge but
also preserves the freshness of perishable items.
 Product Differentiation (Logic for Brand Preference):
Once the brand image is formed, than it is difficult for any other firm to
introduce new brand into the market so unless and until it has low
price and superior quality.
 Government policies is a Barrier to entry from different licensed and
registered companies which are already dealing in drinking purpose
products and especially on national level in terms of environmental
friendly packing along with the recyclable form of material used.

2) Bargaining power of customers:-

 Is high because of various available brands.

3) Competitive rivalry:-
 Is high because of different brands and local players.
 Is again high because Customer’s switching cost is very low.
 Is high because of High exit barriers.
Huge investments of financial, human and marketing resources are
required to enter in this business because of need for plants which can
produce quality with consistency and need for procurement at high
level. After obtaining such plants it takes years to recover the fixed
costs and to breakeven so rivalry tends to be more vigorous when it
costs more to get out of a business than to stay in and compete.

4) Bargaining power of suppliers:-

 Is low because the suppliers are rural milk producers.

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 5) Threat of substitute:-
 Is low because of lack of availability of substitute products.

SWOT ANALYSIS OF GOA DAIRY

STRENGTHS:

 Demand:

 The demand for Goa Dairy Milk in Goa is high compared to

competitors.

 Technical manpower:

 Professionally-trained, technical human resource pool, built over last 30

years.

 Mnemonic Sign (Logo):

 Goa Dairy is branded with a mnemonic sign by the NDDB for keeping
its standard quality. This sign marks the quality of product in the minds
of customers this helps to sell their product in Goa.

 Availability of raw material:

 Presently the raw milk is abundantly available, if it is less in Goa they

can also procure as much as raw milk they want from outside states.
And in Goa from last five years the procurement is also increased
because of many programs organized by the GOA DAIRY.

WEAKNESS:

 Perish ability:

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  Pasteurization has overcome this weakness partially.

 Difficulty of procurement:

 Inadequate supply of milk and improper infrastructure.

 Problematic distribution:

 It is distributing its products through contractors who are not the

employees of Goa Dairy.

 Limited Scope for production

 As the capacity of the plant is less there is a limited scope for increase in
production.

OPPORTUNITIES:

 Line extension:

 There is a phenomenal scope for innovation in product development,

packaging and presentation. Given below are potential areas of value
addition:

o Steps should be taken to introduce value-added products like ice

creams, dairy sweets, etc. This will lead to a greater presence and
flexibility in the market place along with opportunities in the field of
brand building.

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 o Addition of cultured products like yoghurt and cheese lend further
strength both in terms of utilization of resources and presence in the
market place.
o Yet another aspect can be the addition of infant foods, geriatric foods
and nutritional.

THREATS:

 Competition:

 Milk production is a monopolistic competition so many new

players enter into the market.

 Unavailability of milk in the market:

 Goa Dairy’s processing capacity is restricted to 1,00,000 liters. But there

is a demand of almost 2,40,000 liters in Goa because of which the
customers switch to other brands. This can become a serious threat to
Goa Dairy in future.

 Selling at higher price by the Milk Centers:

 Today milk Centers are selling the milk at higher rate. For e.g. If Goa
Dairy sells milk to milk centers at Rs.10.00 then they have to sell it to
the Rs.11.00 by keeping Rs 1 commission on half liter. But they sell it to
the customers at Rs. 12.00. By selling it for higher price, customer’s feels
that Goa Dairy’s milk is expensive, forcing them to shift to other brand.
Goa Dairy has no control over the Milk centers to restrict them from
doing this.

ORGANIZATIONAL STRUCTURE

Chairman
24
 B.O.D.

M.D

Marketing Procurement Persona Finance Veterinary Production Engineering

l

Assistant
Marketing Assistant Personal Manager Officers Supervisors Manager
Officer Manager Officer

Supervisors Account Live Stock Assistants Assistant

Officer-1 Assistant
Supervisor Manager

Field-Sales Account Clerk Senior

Supervisor
man Assistant engineer

Clerk Engineer
Field-Sales Junior
man supervisor

Supervisor
Clerk Milk 25
technician
Clerk Keeper
Electrician
Departmental study at the factory
Following are the departments mentioned in with detailed study. How every
department in an organization functions, and what are the procedures involved is
very important to be noted, in order to study the overview of the organization.

PERSONAL & ADMINISTRATION DEPARTMENT

Introduction
The Personal Department takes care of all recruitment & training of employees in the
Union. This department is responsible for providing all schemes and facilities from
Union to the employees like providing transport facility, apron, towel, soaps, shoes,
provident fund, Chaturthi bonus, ESI (Employee State Insurance) etc.
Departmental Head
He is responsible for the personal management, training, safety and security of all
employees etc.
Functions of Personnel and Administration
 To maintain entire pay roll, rules and regulations of the company.
 This department also acts as a timekeeper as they have to calculate and maintain
Daily Attendance, and other personnel files records.
 Handle all legal matter.
 This department also does the recruitment of employees, and plans for training of
employees.

Departmental Structure

26
 HR
MANAGER

ASSISTANT
MANAGER

PERSONAL
ASSITANT

FINANCE DEPARTMENT

Introduction
The main role of this department is to collect the financial data from the various
departments such as the procurement, personel, production etc. And the payments
are made as per their needs .This department makes payments to societies according
to the data given by procurement and quality control lab.

Functions of Finance Department

 Payroll preparation and disbursement.
 Budgetary control.
 Verification of all transactions.
 Preparation of financial statement.
 Maintaining books of accounts.
 Making timely payment to contractor, farmers etc.
 Timely payment of salaries to the employees of the company.
 Completing Income and sales tax Assessments.
 Payment to Government dues.

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 Departmental Head
His duties & responsibilities are to see that all the business transaction to
finance are prepared in proper manner. He keeps overall control on all
accounting functions and ensures timely service to other departments within
the limits of company’s policies and guidelines. At the end of the each
financial year, he finalizes the financial statements, prepare a report stating the
financial position of the Union and submit it to the managing director.

DEPARTMENTAL STRUCTURE
MD

MANAGER

ASST.
ACCOUNTANT

ACCOUNTANT

CLERK

PROCUREMENT DEPARTMENT

Introduction
It has seen that the local procurement is increasing at a phenomenal speed during the
past five years. This is because the Union has implemented several schemes in the
interest of milk producers which has shown excellent outcome in milk procurement.
The collection routes are re–organized and time was revised so that the milk reaches
at exact time at R.M.R.D (Dairy Plant). The milk is procured from 175 Co –operative
Societies. To enhance milk production, Union is giving a reward according zone wise
to milk producers whoever is supplying highest quantity of milk.

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Functions of Procurement
 To make provision for bringing the milk from societies to the manufacturing
plant.
 To revise the milk collection time if necessary so that it reaches at specified
time at RMRD (Dairy Plant).
 To implement the different schemes and programs like Women Leadership
Development Program, Group Insurance Scheme, Education Support Scheme
etc.
 To organize Awareness & Education Programs for spreading the clean milk
production in the societies.

Method of Procurement
Goa Dairy collects the milk through hired vehicles from all over Goa spread over 171
dairy societies covering over 20,000 families twice in a day. According to the
feedback from Quality Control Lab, the price is decided & paid to the farmers. If the
milk contains high fat, then dairy pays more to the farmers. The payment to the
farmers is made fortnightly.

Payment
According to the feedback from the Quality Control Lab about quality of milk the
prices for milk is decided & paid by dairy to the farmers. If the milk contains high fat
then dairy pays more prices to the farmers. The payment to the farmers is made
fortnightly in their account.

DEPARTMENTAL STRUCTURE

MANAGER

29
 ASSISTANT
MANAGER

SUPERVISOR
MILKO TESTER
TECHNICIAN

BMC
TECHNICIAN

Purchase Department

Departmental chart

30
PROCEDURE OF PURCHASE DEPARTMENT

1. Receive purchase requisition from store\ User section

2. Float enquiries for required items through emails, Inquiry letters and verbal
intimation.

3. Receive rate quotation from supplier.

4. Prepare comparative statement.

5. Take Technical opinion from user Department incase of technical requisition.

6. Drafting and preparation of purchase order through system.

7. Approval of Draft purchase order from Managing Director/ General Manager.

8. Dispatch of purchase order to selected supplier.

9. Material Follow up with the ordered item.

10. Receiving and inspecting material.

31
11. Checking and passing of bills for payment.

12. Other function of purchase Department which runs the purchase department
smoothly are as under:

A) Timely supply schedule- To make continuous availability of material, so that

there may be uninterrupted flow of material for production.

D) Negotiation skill: To make purchase competitively and wisely at the most

economical prices.

C) Material Planning/ Budgeting: To make purchase in reasonable quantity to

keep investment in material at minimum.

D) Strict on material control quality: To purchase proper quality of material to

have minimum possible wastage of material and loss in production.

E) Vendor relationship development: To develop good relationship with vendor

this will ensure the best term of supply of material.

PRODUCTION DEPARTMENT

Introduction
The Production Department of Goa Dairy is separated into two divisions.
1. Processing Division
2. Quality Control Division
Processing Division looks after the production, packaging and storage of milk and
milk products .The Division handles 90,000 liters of milk per day and produce the
products like Standard Milk, High Fat Milk, Homogenized Milk, Flavored Milk,
Lassi, Curd, Chach ( Masala Tak ), Cream, Butter & Ghee. The total of each product is
as follows i.e. STD=140000 packets of 500ML Per day, High Fat =15000 packets Per
day, Chach (Masala Tak ), Flavored Milk, Lassi, Curd Cream, Butter & Ghee depend

32
on seasonal Demand. The Goa Dairy also has a chemical and bacteriological lab to
examine the quality and fat content in the milk.

Functions of the Production Department

 To manufacture milk and milk products according to the given procedure.
 To maintain the registers like e.g. Production planning registers, daily
production register etc
Technology
The machinery and equipment used in Goa Dairy are good & with state of the art
facilities. Regular maintenance, checking and timely replacement of the machinery is
done. The variety of machinery and equipment used in the process of milk and milk
Products are HTST ( High Temperature Short Time ) , Packing machine from the
Micro Company ,Pasteurization machine from Micro Company , Computers from
Wipro Company , small measuring and sealing machines , chilling tank and storage
tanks.
The capacity of these machines per hour is as follows:
 Chilling capacity - 20,000 liters
 Pasteurization capacity – 10,000 liters
 Packing machines – 9000 packets.

The Production Process can be shown below using a Flow Chart

33
Process of Production

Milk from all over Goa spread over 175 societies covering over 20,000 families is
brought to Goa Dairy through hired vehicles twice in a day. Milk is procured in
Stainless Steel cans of 40 liters each

34
& are offloaded manually on a conveyer belt that takes to the inspection point. At the
inspection point cover of cans are removed manually and milk is inspected. The milk
in the cans is graded, poured, measured by weight, sampled and bulked to provide
continuity of supply to the pasteurization equipment. On reception dock each and
every milk cans are brought together for grading in a definite order, according to
each society. The milk is graded and tested for price fixing purpose. The grading is
important because the superiority of the finished product depends on that of the raw
milk used.

There are some platform tests for inspecting raw milk. An experienced milk grader
verifies and decides the acceptance or rejection of milk from each society, based on
the odor test. Other tests for appearance, sediments, acidity (sourness), adulteration
etc. Are done at the Quality control Lab. An exact and representative sample of milk
is taken for succeeding bacteriological and chemical analysis in the lab. All the
samples are tested in the quality control lab for the final decision of acceptance or
rejection. The documentation of the chemical and bacteriological quality of all
accepted milk is maintained for making payments.

The milk received at the inspection point is poured manually into weight tank
suspended from a weighing machine discharge valve for rapid emptying. This is a
necessary step in accounting for milk receipts and disposals, making payments for
milk producers. The weighted milk is then released into a dump tank placed

35
immediately below the weight pan, from this tank then the raw milk is pumped
continuously to raw milk storage tanks. To improve the aesthetic quality of milk,
before storage all visible unknown substance is removed from the milk by passing
the milk through the clarifying assembly.
Then in raw milk storage tanks the milk is Chilled & stored. This is done to control
the growth of bacteria. There are three storage tanks of 5,000 liters each and five
storage tanks of 15,000 liters each in the processing plant. After chilling the cream
from milk is separated with the help of cream separator i.e. (Centrifugal Machine).
Then the fat level is adjusted, this process is called standardization, according to the
milk produced for e.g. Std. Milk will have 4.5% fat where as High Fat milk will have
6.5%. Then in pasteurization process, the milk is heated to 75 ° C and then within few
seconds the temperature is brought down to 4° C. In this technique of pasteurization,
the pathogenic bacteria which are there in the milk get killed due to rapid increase
and decrease of temperature. The pasteurized milk is afterward sent to the
refrigeration store tank in order to maintain its quality. Then afterwards before
packing, the milk from refrigeration store tank is moved to small tank attached on
top of the filling machine to get the force of gravity.

Packing of Milk
Then the milk is packed with the help of flexible polymer packaging films. The film is
a polymer of low density poly-ethylene & it is procured from Bicholim, Daman and
Kolhapur. Filling machine follows a form –fill – seal system. The filling machine
prepares milk packets of prescribed sizes i.e. 500 ml and 1 liter. Sampling and testing
of packed milk is done every half an hour. Packed milk is staked into crates and
passed over the conveyer belt to warehouse rooms before it is sent for distribution. In
warehouse room all milk packets are exposed to cool air at 5 °C for preservation. The
warehouse room is insulated from all the sides.

36
Flexible polymer packaging films
Working hours of Production Department
The production is going in two shifts, first shift starts at 7.00am & ends at 2.00pm.
And the second shift starts without wasting any time i.e. From 2.00pm to the 9.00pm.

Hygiene in Production Department

 Cleaning of can washer and create washer.
 Cleaning of milk storage tank in a week.
 Cleaning of cans everyday.
 Cleaning of road tanker.
 Washing of Ghee kettle everyday.
 Washing of floor daily.
 Washing of walls.
 Washing of pipe lines.
 C.I.P of pasteurizers.
 Cleaning of utensils used for production daily

Some ways of maintaining good hygiene and sanitation at the production centre
are as follows:
 Pest control treatment is done once in 15 days.

37
  Manual cleaning and sweeping is done on Wednesdays and Saturdays.
 Workers are made to dress up in white clothes so that the dirt is identified
which prevent contamination of milk.
 Visitors are not allowed to enter in the Production Centre. The Dairy has
visitor’s gallery from where they can see the production process.
 The workers are asked to wear gloves and plastic cover for their head so as to
prevent hair falling.
 Regular checking is done of workers nails and cloths.
 Proper toilet facilities are provided to the workers and they are asked to use
soaps to keep themselves clean.

QUALITY CONTROL LAB

Introduction
Goa Dairy has a good mechanism for producing Quality of milk & milk product. And
with this intention NDDB has offered Goa Dairy a Mnemonic Sign. Mnemonic Sign
signifies Cooperativeness & Quality of Milk. This quality of milk creates a confidence
in the minds of the customers that the money spent on buying of the milk is worth.
To maintain confidence, the selling of quality milk turn out to be the main function of
the Producers. In order to provide quality milk as per the mnemonic sign conditions,
regular tests have to be conducted. For this purpose, the Goa Dairy has a Quality
Control Lab. This lab was established on 19th June 1971.

Functions of Quality Control Lab

 To check the quality of raw milk & finished products and give advice to
production department.
 To accept customer complaints, study, analyze, and then take corrective and
precautionary action.
 To verify whether the quality of finished produced milk is as per the
mnemonic sign conditions.

38
Procedure followed by Quality Control Lab
The system followed in the milk testing while undertaking Quality Control function
is given below:
 First of all when the milk is brought at the dock, samples are taken in small
white plastic bottles and also in the test tubes.
 These samples are taken to the lab for testing by the employees.
 After milk testing if the results are positive, permission is granted to pour the
milk in storage tanks.
 After Pasteurization, once again the milk samples are taken to confirm
whether the milk is pasteurized properly. If the outcomes are positive,
permission is granted by the lab for further processing.
 Lastly, after the milk processing, packaging is done. Then packed samples are
taken randomly in order to make sure that the quality of milk is good, and if
the results are good permission is given to dispatch the products in the
market.

QUALITY POLICY: MILK DAIRY

“We commit ourselves to procedure pure, clean and hygienic milk from our
members, societies as well as from other sources and process the same scientifically
in a hygienic environment in order to supply fresh and quality milk and milk
products to the customers at most satisfaction at competitive process”.

“WE WILL STRIVE HARD TO CONTINUALLY IMPROVE OUR PERFORMANCE

THROUGH THE PARTICIPATION OF ALL STAKE HOLDERS”.

QUALITY OBJECTIVES BASED ON QUALITY POLICY

39
  Procurement of pure and fresh milk.
 Processing the same scientifically.
 Supply of fresh and pure milk products to customers.
 Supply Milk & Milk products at competitive prices.
 Achieve utmost customer satisfaction.

List of standard operating procedure

 Sampling of raw material
 Sampling of finished goods
 Retaining of raw material samples
 Retaining of Finished goods samples.

The different machines and equipments used for testing the quality of milk are as
follows:

 Electronic milk testing machine: This machine is used by the Quality Control
Lab to test the amount of fat content present in the milk.
 Gerber Centrifuge: This machine is used as a part of testing the quality of milk.
 Electronic Weight Scale: This scale is used to check the weight contents of
milk.
 Microscopes: are used to check the minute organisms present in the milk
which we humans cannot see with our naked eyes.
 Laminar Air Flow: This machine is a sterilizing machine .It is used to sterilize
all the apparatus used to test the quality of mil

The following apparatus are used for testing milk:

1. Electronic colony counter
2. PH meter
3. Autoclave (sterilizer)

40
 4. Hot air ovens
5. Insulator
6. Distillation assembly
7. Hot plats
8. Water bath
9. Designator.
IMPORTENCE OF COLD CHAIN IN MILK

The term market milk refers to fluid whole milk that is sold to individuals usually for
direct consumption. It excludes milk consumed on the farm and that used for the
manufacture of dairy products.
Average composition of milk

Constituents Cow milk Buffalo milk

% %
Water 86.36 83.22
Total solids 13.64 16.78
Fat 4.90 7.30
Solids not fat 8.74 9.48
Proteins 3.4 3.8
Lactose 4.6 4.9
Ash 0.74 0.78

MICROBIOLOGY OF MILK
Nearly all the changes which take place in the flavor and appearance of milk after it
is drawn from the cow are the result of the activities of microorganisms of these the
most important in dairying are bacteria, mould ,yeast, and viruses. Microorganisms
are visible only with the aid of a microscope. A few are desirable while most cause
undesirable changes and relatively small proportions are disease producing types
and are called pathogens.
Spores of bacteria are resistant to pasteurization but spores of yeast and mould are
destroyed during pasteurization. Growth of micro-organisms - In microbiology

41
growth refers to increase in numbers. Milk drawn from a healthy cow already
contains some bacteria their number multiply during production and handling
depending on the cleanliness of these operations. Subsequently their number may
grow still further depending on the storage conditions.
The process of pasteurization was named after Louis Pasteur who discovered that
spoilage organisms could be inactivated in wine by applying heat at temperatures
below its boiling point. The process was later applied to milk and remains the most
important operation in the processing of milk.
Pasteurization means a drop of milk to be heated at 73 deg C for 15 seconds & to cool
the milk by way of flash cooling unto 4 deg C immediately so as to kill all undesired
micro organisms and also to retain all vitamins, proteins & minerals in milk as it is.
The pasteurization is an invention & it is invented by the great scientist called ‘Luis
Pasteur’. Pasteurization of milk plays important role for reducing the microbial flora
in milk.
Purposes for the process of milk pasteurization in Goa Dairy:
 Public Health Aspect - to make milk and milk products safe for human
consumption by destroying all bacteria that may be harmful to health
(pathogens)

 Keeping Quality Aspect - to improve the keeping quality of milk and milk
products. Pasteurization can destroy some undesirable enzymes and many
spoilage bacteria. Shelf life can be 7, 10, 14 or up to 16 days.

DEPARTMENTAL STRUTURE

Managing
Director

Senior 42
Chemist
 Chemist

Chemist
Assistant

LDC

Milk
recorder

Skilled
worker

Workers

Stores Department

Objectives

1) Issue material as per indent in shortest time.

2) Prevent wastage of materials

43
3) To keep paper inventory

DEPARTMENTAL STRUCTURE

PROCESS FLOW CHART

1.Material Receipt
Purpose
1) To receive quality material as per required specification
2) After security entry same material comes to store section.
3) Store section check challan or bill
4) Store section check the material physically whether as per challan and as per
purchase order.
5) After Physical check material he sent to concern section along with challan and
inspection slip or materials received register for necessary verification and stock
entry is taken In material receipt register file.
6) After verification of materials from concern section store section send GRN indent
and bill sent to purchase section for further process. Different items are stored in their
concern section.
Reference
Material receipt register, Good received register, GRN slip file

44
2. Physical stock verification
Procedure
1) Office order from higher authority
2) Stock register check
3) Physical stock verification by concern authorized person
4) Prepare stock verification and statement
5) Verification statement submit to higher Authority
Reference:
Order from MD, Stock verification statement, Stock statement file
3. Material Inspection
Purpose
1) To check quality and quantity of as specification
Procedure
1) Purchase material physical cheek by store section
2) Store section inform to user section
3) Store Section sends material and material inspection slip for checking of material
4) User section returns the slip after signature
5) After inspection report take entry in GRN register
Reference:
1) Material Inspection report file, Good receipt Register, GRN slip file

4. Issue of Material
Purpose
To issue material as per indent in time
Process
1) After receiving of indent or request letter from user section
2) Verification of indent and correctness of indent is done.
3) Issue the mentioned material in the indent section after receiving sign.
4) Same issue entries poster in issue register\stock register.
Reference

45
1) Indent file
2) Material receipt registers
3) Material Issue register \ stock book
5. Material storage
Purpose
1) Material store in proper place
Procedure
1) Make GRN after inspection of material
2) Accepted material is issued as per purchase order
3) Rejected material kept separate or returns separately and informs to purchase
section.
Accepted material stock in proper order
4) Received material taken in stock material
Ref. Material receipt register.
Goods receipt register.
GRM slip file.
6. Scrap disposal
Purpose
1) Scrap disposal to prepare channel
Procedure
1) Calling of quotation\ tender from different parties for the financial year
2) Fixing the last date of receiving quotation\ tenders
3) Opening of seal tenders\ quotations
4) Preparing of final list (make comparative statement)
5) Sending the list of quotation along with comparative statement for approval
6) Informing the highest bidder to lift material with stipulated period.
7) Issuing the material to the party after full payment against delivery challan and
cash receipt from accounts section
8) Issue the gate pass security copy of delivery challan

46
VETERINARY DEPARTMENT
Introduction
Milk Union is providing the Animal Husbandry & Veterinary Services since healthy
animals are the true wealth of dairy farmers. The veterinary department looks after
the development & health of cows & buffaloes in the state. The main objective of this
department is to increase the milk productivity by imparting training to farmers, to
organize educational programmes to all the farmer members (i.e. Milk producers of
Goa State Cooperative Milk Producers Union) & encourage them all for rearing the
milk animals with related activities.

Functions of the Veterinary Department

 To cater service to members of Goa dairy in terms of input activities and
training.
 Providing health treatment & medicines for milk producing animals.
 Implementing different schemes and programs to the members.
 Encouraging the farmers for rearing milk animals.

Departmental Head
 The overall implementation and observation of different schemes, programs &
services to members of Goa Dairy pertaining to veterinary department.
 Providing emergency services in terms of health & artificial insemination,
medicines to the milk producers at subsidized rate.
 Organizing infertility camps & training programs at society level.
Future plan of this Department
To increase productivity of milk and maintain quality.

MARKETING DEPARTMENT

47
Introduction
The Union has been able to create its brand image both in milk and milk products.
Milk has shown a remarkable growth of 6 to 8 % over the previous years. This was
viable for the union because of the hard work and pains taken by the employees to
improve the quality and distribution of milk and milk products. The main emphasis
was given on reaching milk and milk products to the customers as quick as possible.
The customers are served through several booths and centers which are spread over
urban and semi – urban regions. More and more efforts are done to increase the sales
network and to cover up more areas and also to improve on the accessibility of milk
and milk products wherever they are in scarce.

Functions of this Department

1. To market the products of Goa Dairy throughout Goa.
2. To arrange vehicles on contract basis for distribution purpose and distributing
the routes to them.
3. To set up milk booths, other sale outlets all over Goa.
4. To reduce the cost of transportation by reorganization of supply routes.
5. To advertise the products of Goa Dairy through all possible ways.
6. To build the brand image of Goa Dairy in the customers mind.
7. Proper implementation of the schemes.
8. To see that the demand for the milk & milk products are met on time

Main objective of Marketing Department

To access the reason due to which sales of Goa Dairy have not been increasing
although they have good infrastructure, good agents, good supply chain, reasonable
rates and good quality products.

Head of the Department

48
His duties & responsibilities are to look after all the marketing aspects of the Union.
His duty is to fill up the gap between the demand and supply by taking suitable and
appropriate action. Besides that he has to also see that all the vehicles which are
engaged in the delivering the finished products are reached on time and delivery of
milk and milk products are also made on time to booths & milk centers.

Brand name of the Union

The Union sells all its products with a brand name called ‘Goa Dairy’. This brand
name of Goa State Cooperative Milk Producers’ Union Ltd. Has been suggested by
the government in the year 1981 since this Union was the only milk/ milk products
producing firm in Goa.

Mnemonic Symbol (Logo) of Goa Dairy

With a view to facilitate cooperative societies to survive highly in competitive market
of milk/ milk products, NDDB (National Dairy Development Board) had decided to
assign Mnemonic symbol to be used on the milk packing of selected cooperative who
maintain national standards in their products. The Union had been assigned the
Mnemonic sign as a symbol of cooperativeness & quality of products. This was an
indication of the Union success towards maintaining good quality of milk. This logo
comes into practice in the year 2001 for Goa Dairy. The logo/mnemonic symbol has
placed milk and milk products of Goa Dairy at a higher rank than other brands
competing in the market.

Market Share
Goa Diary is leading the market with 35% of the market share.

Goa Dairy USP (Unique Selling Proposition)

Quality of Milk/ Milk product at reasonable price.

Expanding Marketing

49
Standardization of color, logo and retail outlet design across regional cooperative
brands with a view to create brand awareness among consumers under a common
mnemonic umbrella.
 Introduction and improvement of marketing systems and processes necessary
to perform better in a competitive market place.

Channel of Distribution

Goa Dairy Retailer Consumer

(Manufacturer)

Goa diary distributes its product through its booth as well as general retailers; there
are about 35 routes who supply product to the retailers and booths. Booths are the
retailers which are run by local people but financially supported by Goa diary. They
sell Goa dairy’s product from a particular time.
The sale of milk/ milk products is being carried out through 35 routes with 35 milk
distributing vehicle each vehicle for each route. Vehicles such as tempos are engaged
for the distribution of the milk/ milk products to the distant places in Goa. 30 routes
distribute the milk/ milk product in the evening while 5 routes distribute in the
morning. To sell Goa Dairy milk / milk products thee are 175 Milk Booths & 697Milk
Centers. The demand for the milk and milk products of Goa Dairy is met as per the
demand slip.
There are two shifts of loading the tempos & sent to the Milk Booths & Milk Centers
ultimate consumers / dealers. In the evening 5 vehicles (tempos) are loaded with
milk packets between 11.30 to 12.00 leaving to the routes of Panjim, Canacona,
Aldona, Siolim and between 12.15 to 1.00 vehicles are loaded leaving to the routes of
Vasco, Mapusa, etc.
In the morning 35 vehicles are loaded with the milk packets and leave to the other
distant places of Goa. The Union does not supply milk to the neighboring states of
Goa but takes the supply of raw milk from the neighboring states like Maharashtra,
Karnataka & Andra Pradesh.

50
The carrying of each tempo is 6,300 liters of milk. The milk is supplied to the dealers
and to the booths of Goa Dairy which are situated at almost all over Goa region. The
Union does not appoint salesman to sell its products, this is because of simple reason
that the milk is supplied directly to the retailers and to the booths of the Goa Dairy
which is situated in almost all the areas in Goa and does not face any problem as far
as channel of distribution is concerned. The original copy of the demand slip is kept
with the marketing manager and duplicate copy is issued to the milk booths & milk
centers.
As show in the above format of the demand slip, the details of the products such as,
the type of product demanded whether it is ghee, standard milk, high fat milk,
butter, etc. & the quantity or the number of units each milk product to delivered etc.
Are mentioned clearly in the demand slip which enables the union to supply their
products to the milk booths & milk centers at right time.
Reach
The Goa Dairy Network.
 Includes 178 milk societies for procurement of milk.
 Operates all over Goa by having vending milk booths 175 & 697 milk centers.
 Covers nearly 20,000 farmer families as their members.
Advertising of Milk/ Milk Products
In order to keep up the heavy competition, there is a need for attractive advertising
for every successful organization. Goa dairy also advertises its various products in
the different advertising Medias. Annually Goa dairy spends around One lakh
rupees on advertisement. Advertising medium adopted by Goa Dairy are as follows.
 Press advertising
 Painting on vehicles
 Painting on shops etc.
 Seminars on dairy milk
Among all the mediums of advertising, it has been found that advertising by painting
on vehicles is the most attractive and the cheapest form of advertising. They have

51
recently started one more advertising method that is giving seminars to the school
children those who visit the Goa dairy as part of their study trip.
Sales Promotional Instruments
 Sign boards
 Banners
 Booth painting
 Flex Board
 Sun Board
 Stickers

Sales Promotional Strategies

Collection of Empty Packets (Schemes for the Buyers)
The incentives are also given to the consumers on collection of any 60 empty milk
packets of Goa Dairy. If an individual collects 60 empty packets of standard milk or
high fat milk, then these packets are exchanged with 1 milk packet to the individual.
The collected empty packets are not used again for the packaging & these empty
packets are sent for recycling.

Objectives of collection of empty packets:

 Firstly, to serve the society with a clean, friendly & plastic free environment
caused due to Goa Dairy disposal packets. This indirectly influences the
customers towards building the Unions’ reputation in the market.
 Secondly, the Union receives the benefits of gaining information about the
consumption of milk of Goa Dairy from each family & of that particular area.
This helps the Union to predict the sales, to produce milk and to deliver the
certain number of products by arranging the suitable channel of distribution
for that area.

Storage Facility provided to the Milk Booths & Milk Centers

52
Delivering of the finished products to the milk booths & milk centers is not the last
resort of the marketing function. In this intense competitive market, it turns out to be
very crucial for any flourishing organization to tackle the troubles faced due to
competitors. By keeping this in mind, the union also cares for the milk booths & milk
centers for the storage problem faced by them. In order to tackle this problem of
storage facilities on the milk booths & milk centers, the union has offered the
refrigerators to store the products of Goa Dairy.

Credit Facilities given by the Union

The Union provides credits facilities to hotels & to the governmental organization
such as schools, colleges, hospitals etc for a period of 15 to 30 days.
The Milk Booths & Milk Centers are also influenced by providing refrigeration
facilities for the milk/ milk products.
Incentives provided to the contractors & Milk Booths & Milk Centers.

The Milk Booths & Milk Centers are given commission as 40 paisa per liter on milk.
While contractor gets the commission of Rs. 7 on the sale of per Rs. 1000 & Rs. 6 per
km, sale & 2 paisa per liter, gets always whether the milk packets get leak or not

CONSUMER AWARENESS PROGRAMME

The consumer will be educated through our awareness programme with the help of
one mobile laboratory. Also the school children visiting dairy plant [Appt 25000
annually] will be given basic information regarding milk and milk product as regards
to the quality, nutritional value and its importance in respect to health. For this a hall
within required space is proposed for construction having necessary sitting
arrangement, accessories and equipments like LCD.

Problems Faced by Goa Dairy while Marketing

 Breakage of milk packets while loading & unloading the vehicles.

53
  Transportation and maintaining cold sanitation during the summer season,
etc.

Strategies Adopted in order to overcome the Marketing Problems

 To reduce the breakage, the employees have adopted vertical placement of

milk packets in the crate.
 Old vehicles are replaced by insulated vehicles to maintain the temperature.

Other Our Marketing Strategy

 Rout wise Study of Our Market: Thorough rout wise study will be conducted
to find out root causes of our short supply to the booths and other centers to
eliminate non availability of our milk in the market.
 Consumer awareness programme: We will be having pamphlets with details
of our milk processing activities and quality conscious activities so that we can
educate market about our product pure and freshness quality compare to
other brands in the market.
 Documentary Film Presentation Programmers: As a part of Consumer
awareness programme, Documentary film will be prepared and presentation
to the consumer at various places like in all the Schools, Colleges, Panchayats,
Mahila Mandal etc.
 Annual Contract Uniform Prices: We will try to maintain fixed annual rate to
all the hotels and Industrials Canteens who are buying regularly from us with
a large volume.
 Regular Study of Competitors Areas: We will identify our competitors
market and Increase our Advertisement and other promotional activities
aggressively in that area to achieve our Goal.
 Maintenance of Quality through Cold chain System: Possibly most of the
centers and booth will be provided freezes to maintain our cold chain

54
 temperature so that the quality of our milk can be maintained as per our
standard.
 Demand Slip Compulsion: demand slip for the sales man will be made
compulsory in order to get exact demand for the production schedule
 Contactor Meeting: Regularly meetings of the Contractors will be held to
obtained information in order to find out decrease of our sale from the
respective sales centre or any booth, so that we can immediately find out the
reason for the rectification
 Booth Timings: Preferably timing of our booths to be increased from the
existing one and preference will be given to those who can keep our booth
open for the whole day
 CUSTOMER COMMUNICATION
 All modes of communication are used namely Verbal, Letter, Telephone, Mail
Letter, Telephone, Mail.
 Feedback collected and analyzed by management. Customers complain will be
register and handled by Assistant Manager & will be table in MRM for review

ENGINEERING DEPARTMENT

55
HEAD OF THE DEPARTMENT
His main duties are to take care of all Machinery & computer at the plant. He also
does the check up of machine according to the schedule. Whenever the new
machinery is set up the responsibility of his is to see all the employees are well
informed about new machinery.

FUNCTIONS OF THIS DEPARTMENT

 This dept. Takes care about the safety of the employees & also provides better
working facilities to them.
 When new machinery is introduced the responsibility of this dept. Is to see
that all the employees are well informed about new machinery & it’s
functioning.
 To provide with steam supply.
 To provide continuous electrical supply to all the sections of the factory.
 Maintenance of all machines & equipments.
 Maintenance of all surroundings related to the organization.

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CONCLUSION

 With the conclusion of my Report , I have a few things to embark on full-

time and I am still in the process of prioritizing which to focus on and may
be dropping some load off my back. It is hard to make a decision when my
interests are so varied, but I still have some time left to decide. For now, I
need to clear up all the pending issues that have been left behind when I
was doing my project. My project ends, but more work is coming.  

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