INT 409: Internship

Internship Report
On
“The Activities of Marketing Department of Shelaidah Dairy”

Submitted to

Mohammad Maniruzzaman

Assistant Professor and Chairman

Department of Marketing

Bangladesh University of Business & Technology (BUBT)

Submitted by

Abu Saleh Md. Asif

ID No: 16172101019

th
Intake: 42 Program: BBA

Department: Marketing

Mobile Number: 01616140600

Date of Submission: 25th August, 2021

 Letter of Transmittal

Date:

Mohammad Maniruzzaman

Assistant Professor and Chairman

Department of Marketing

Bangladesh University of Business and Technology

Subject: Request for Acceptance of the Internship Report on “The Activities of Marketing Department of
Shelaidah Dairy”

Sir,

I have the pleasure to submit my internship report on “The Activities of Marketing Department of Shelaidah Dairy”.
In accordance with your given instruction, I have prepared a fair and informative report on “The Activities of Marketing
Department of Shelaidah Dairy”.

I tried my level best to apply the theoretical concepts in real life working situations. I have thoroughly enjoyed preparing
this report as a partial requirement of the internship program. I will be very much obliged to provide you with further
information in case you need any clarification and queries.

Regards,

Abu Saleh Md. Asif

ID: 16172101019

Intake: 42
 Student’s Declaration

I am Abu Saleh Md. Asif (Id: 16172101019) Intake 42, Student of Bangladesh university of Business And
Technology. I hereby declare that all this internship report is on “The Activities of Marketing Department of
Shelaidah Dairy”, is prepared by me after the completion of three month works at Shelaidah Dairy, perused
under the supervision of Mohammad Maniruzzaman, Chairman, Department of Marketing, Bangladesh
University of Business and Technology (BUBT). They were added with utmost honesty and integrity. Any
statements from outside sources have been appropriately acknowledged throughout the report.

In addition, all the observations, findings, recommendations, analysis, and designs incorporated in the report
are formed from my own personal views, and opinions. I apologize if there are any mistakes made
unintentionally.

………………………………………..

Abu Saleh Md. Asif

Id: 16172101019

Intake: 42

Bangladesh University of Business And Technology (BUBT)

 Letter of Endorsement by Supervisor

I hereby declare that Abu Saleh Md. Asif has worked under my supervision, and prepared the internship report
entitled “The Activities of Marketing Department of Shelaidah Dairy”. After successfully completing the
internship report, Abu Saleh Md. Asif submitted in fulfillment of the requirement for the award of degree of
Bachelor of Business Administration in the Faculty of Business Studies, Bangladesh University of Business
and Technology.

This report is prepared with sincerity and dedication carried out by Abu Saleh Md. Asif alone and to the best
of my knowledge.

……………….................

Mohammad Maniruzzaman

Chairman

Department of Marketing.

Bangladesh University of Business and Technology (BUBT)

 Acknowledgement

I take this opportunity to express my profound gratitude and deep regards to my mentor Mohammad
Maniruzzaman for her exemplary guidance, monitoring and constant encouragement throughout the course of
this internship. The blessing, help and guidance given by him shall carry me a long way in the journey of life
on which I am about to embark on.

I also take this opportunity to express a deep sense of gratitude to my supervisor Md Tofiqul Alam of

HealthCare Pharmaceuticals Limited, Consumer Health Division (CHD) for his cordial support and

valuable information and guidance, which helped me in completing this task through various stages.

I am obliged to staff members of HealthCare Pharmaceuticals Limited, for the valuable information provided

by them in their respective fields. I am grateful for their cooperation during the period of my internship.

Lastly, I thank my parents, brother and friends for supporting me and encouraging me time to time to complete

this report.
Table of Contents
 Executive Summary

The report has been prepared based on three months long internship program that I had successfully
completed in Shelaidah Dairy. This report has been presented based on my observation and
experience gathered from the company.

Now-a-days a number of milk producer companies are available in Bangladesh. Shelaidah Dairy is
one of them. Their purpose is to serve good products to consumer. Shelaidah Dairy collect milk from
local village or market by co-operative union.

Before collecting them Shelaidah Dairy test the quality of milk by their local experts. Then they
transport collected milk to their all milk processed plant. But before sending them they chilled their
collected milk for ensuring quality of milk. Shelaidah Dairy serve pure products than any other milk-
producer company. Their purpose is to consumer satisfaction.

The organization has many divisions and departments but I only got the opportunity to work in
'Marketing' department of that respective organization. Eventually, the main focus was on 'Internship
Experience' (Job Responsibility, Functions of the Department).

The process that the 'Marketing' dept. follows and the problems that it is facing are clearly exhibited
in the report. Besides, I have discussed the Mission, Vision, Products Detail, Operational Detail etc.
the company introductory chapter. To describe these things, I have presented several figures &
information of SD as well as external factors.

I hope that my report would give a through insight to all these responsibilities carried out during my
time as an intern. With limited access to data due to confidentiality, I have tried to provide as much
information as were possible about the works involving the recruitment in Shelaidah Dairy. Through
this program, I have got the chance to acquire some experience in a reputed company which is
expected to enlighten my career.
 Chapter 1
Introduction
1.1 Introduction

Shelaidah Dairy has earned a household name as a trusted dairy provider in Bangladesh. A sister concern
of Healthcare Pharmaceuticals limited (HPL), we have successfully manufactured, marketed and
distributed numerous branded dairy products for local market since 1998.
Our parent organization Healthcare Pharmaceuticals Limited (HPL) established in 1996, distributing
trusted and authenticated pharmaceutical products to local and international markets. Know more about
our parent entity at www.hplbd.com .
Our pasteurized, 100% cow milk is selectively sourced and freshly treated every day at Kumarkhali,
Kushtia. From collection to consumption, rest assured of zero human contact and null adulteration.  
1.2 Background of the study

The basic function of Milk Company is to provide milk to the urban dweller as well as rural area through
container. Milk processing has already started introducing some diversified areas with help of milk producer in
Bangladesh.

Dairy Technology is presently providing various milk and milk products for human consumption. Still raw
milk is sold in the market everywhere in the country. Deteriorate may occurs in the milk as being sold in the
open market over the country.
Milk is consumed by the different communities of the society. As milk is a nutritious food (drinks) and ideal
food containing its component.

In the Western world, cow's milk is produced on an industrial scale and is by far the most commonly consumed
form of milk.

As Bangladesh is an agricultural country, agricultural products like raw fresh milk is converted into various
milk products namely Skim milk powder (SMP) and full cream milk powder, butter, cheese etc. They can be
found in the market during off season as powder form with good quality. The number of milk consumer is
increasing day by day.

In 2011, FAO estimates 85% of all milk worldwide was produced from cows.

Presently there are milk producer companies in the market. Each of them is trying to maintain and increase
their market share. Among them Shelaidah Dairy is one of the leading companies in this sector.

Milk is a translucent white liquid produced by the mammary glands of mammals. It provides the primary
source of nutrition for young mammals before they are able to digest other types of food. Milk is defined to be
the lacteal secretion, practically free from colostrum, obtained by the complete milking of one or more healthy
cows, five days after and 15 days before parturition.
1.3 Objective of the study

This research paper based on a partial requirement of BBA faculty of (BUBT). The aim of arranging of
program it is to gather knowledge for its BBA student after completion of theoretical courses of BBA program.
Each study must carry out a research which is assigned by the research supervisor. I select “Marketing
Department of Shelaidah Dairy Limited” for my research and I have started my research work.

1.4 Methodology

Sources of Data

My study on this report is based both on-

 Primary data
 Secondary data

The collection of these two types of data is shown respectively.

Primary data

The study has been primarily based upon information extracted from official documents. Primary Data are
mainly collected from the practical experience and queries from the employees as well as the member of Ultra.
Interviews with the managers and officers of various departments were also being conducted.

Thus, the primary data such as information regarding the overview of Ultra, historical development, corporate
division, organizational structure, product line etc.

Secondary data

On the other hand, secondary sources (Website) were used to collect data regarding the company and different
kinds of papers, annual reports, etc. are the major secondary sources.

Both primary and secondary data are used to prepare this report.
1.5 Limitations

There were some limitations of the study and therefore the report may lack some crucial data. Such as;

♦ The general activities of Marketing department are so vast. So that’s why they were not being able to give me
enough time.

♦ Time of my internship program was very short because of the pandemic situation of Corona. So it was not
possible to collect more information within this short time.

♦ Every organization has their own secrecy that is not revealed to others. All the information is not included in
this report due to confidentiality of organization.

♦ They did not provide me vast information because of their official obligations.

The project has encountered these limitations that may have hinder progress. But with constant effort, my goal
was to minimize the negative efforts of these limitations.
 Chapter-02

Company profile
2.1 Overview of the company

Shelaidah Dairy has earned a household name as a trusted dairy provider in Bangladesh. A sister concern of
Healthcare Pharmaceuticals limited (HPL), we have successfully manufactured, marketed and distributed
numerous branded dairy products for local and international markets since 1998.

People today understand that milk is not only a source of nourishment and satisfaction, but also pleasure,
health, happiness and peace of mind. They are increasingly aware that their dairy choices have a direct impact
on their wellness and lifestyle. Whether it is in terms of taste, health or convenience, we commit to creating
trustworthy products that improve the wellness of your life.

It is one of the fastest growing dairy firms in Bangladesh manufacturing branded dairy food products for local
markets. The firm started with only one product named ULTRA Fresh Milk. Now it has a number of products
like-Fresh Milk, Flavoured Milk, Sweetened Yogurt, Sour Yogurt, Matha, Rasamalai, Ghee and also has many
other products in the pipeline. Presently we distribute our products in Dhaka Metro. Shelaidah Dairy aims to
discover and develop innovative, value-added products that improve the quality of people’s lives around the
world and continuously contribute to the growth of Bangladesh.

Our parent organization Healthcare Pharmaceuticals Limited (HPL) established in 1988, distributing trusted
and authenticated pharmaceutical products to local and international markets. Know more about our parent
entity at www.hplbd.com.

Our pasteurized, 100% cow milk is selectively sourced and freshly treated every day at Kumarkhali, Kushtia.
From collection to consumption, rest assured of zero human contact and null adulteration.
2.2 Nature of the organization’

Shelaidah Dairy is a progressive dairy industry in dairy sector of Bangladesh. It

creates many opportunities for many employees. Also they create opportunities for
the farmers of rural area by harvesting of milk from them. They initially confirm
nutritional values of the milk provided by their registered, family farmers. All
parameters are checked daily to ensure zero additions of antibiotics and hormones.

The Shelaidah Dairy culture nurtures the best and brightest employees to
continuously improve. They truly encourage personal and professional growth during
employees time there. Their collaborative environment and resources help employees
to make their career advance, locally and globally.

At Shelaidah Dairy, sister concern of Healthcare Pharmaceuticals Limited (HPL),

their values drive the work they do every day. their employees take pride knowing
their commitment to the hardworking farmers they supported for over 2 decades.

1998 Shelaidah Dairy started their journey as a sister concern of Healthcare

Pharmaceuticals limited (HPL)
2003 Because of some internal issue they stopped their operation
2015 Shelaidah Dairy restarted their operation with milk, ghee, roshmalai,
matha
2017 Launch other milk based products like- sour curd, sweet curd, yogurt drinks
2021 Company tends to extend its products line. Flavored yogurt, fruit’n yogurt,
flavored milk, sugar free yogurt drinks are on the pipeline.

[source: www.shelaidahdairy.com]

Table 1: Historical development of Shelaidah Dairy

2.3 Vision, Mission, Values

Vision
To be recognized as a leading producer of nutritional, traditional dairy products with the
promise of healthier lifestyles.

Mission
We constantly strive to provide our valued consumers with the highest quality milk
and subsequent products with the best standards of service. Innovation is promised,
through state-of-the-art technologies and management practices to ensure sustained
nutritional values for our customers.

 Provide pure, nutritional dairy products to our consumers every day for
healthier lifestyles

 Facilitating self-employment opportunities and income for farmers

 Giving back meaningful returns to our partners & helping them grow

 Creating a work environment that nurtures the growth of employees

Values

 Respect people
 Ensure Justice
 Innovative approach
  Delight customers
 Responsible operations

2.4 Corporate Division

Starting from understanding customer's need and generating demand to making the
product available to end user and satisfying there need- it's a journey of Shelaidah Dairy
products touching several division or department. 09 departments to be exact. These
departments are-
 Human Resource Finance & Accounts Legal & Research &
Management
Administration Development

Commercial Production Marketing Supply Chain Sales &

Management Distribution

Figure 1: Corporate Division

Human Resource Management(HRM):

Like many other organization, Shelaidah Dairy has a separate HRM department to recruit and
provide different department of the organization with qualified manpower having required skills who
can serve the purpose well. Beside recruitment and training, another important responsibility of HRM
is to look after the employees’ welfare.

Finance & Accounts:

Monetary as an essential part to run every department, Finance & Accounts Department is engaged
with every department. From start to end- every department is surrounded by the support of Finance.
The main task of the department is to finance every business

project. Detail activity of Finance Department will be discussed in the Operation part of the
department.

Legal & Administration:

Business, particularly in Dairy industry are crucial because of direct involvement of final consumer.
The issue of Consumer’s Right is protected legally in our country and Shelaidah Dairy obeys the law
very strictly. That’s why, Shelaidah Dairy has to keep close relationship with the Legal Authority of
Bangladesh. Legal & Admin Department performs the job on behalf of Shelaidah Dairy Besides, in
every business contract Legal & Admin department plays an active role. Internal office administration
is also a part of their responsibility.

Research & Development:

To meet the consumer’s need better than the competitor, Shelaidah Dairy products are being
developing & modifying in every single day. Development doesn’t mean the development of the core
product only. Research continuously develop the Core Product, Packaging, Process etc. This is all
done by the Research & Development department.

Commercial:

The primary task of commercial department is to buy things which is needed for the company.
Everything is done by the commercial department. When different department need resources for
their operation, they send a purchase requisition to commercial and then commercial purchase the
resources that better serve department’s purpose. From negotiation with the 3rd party to deliver the
resources to the user and everything in between is commercial’s responsibility.

Production:

The production department is responsible for converting raw materials and other inputs into finished
goods or services. In between the processes of production, the department works to improve the
efficiency of the production or assembly line so that it can meet the

output targets set by company management and ensure finished products offer consumers the best
value and quality.

Marketing:

Identifying the customers need and developing process to meet the consumers need- is the core
responsibility of Marketing Department. To perform this task, Marketing department prepare yearly
budget, Brand planning, Production planning, Implement strategies, coordinate with different
department and many more. Marketing works closely with Research & Development, Commercial,
Supply Chain Management, Sales & Distribution and finally with the Finance Department.

Supply Chain Management:

Supply Chain Management maintains the product supply both inbound and outbound. When the raw
materials came in to the factory of Shelaidah Dairy, it is called inbound stream. And when the
products go to the market or to different distributor, that’s calls outbound stream. Shelaidah Dairy has
a strong supply chain team all over Bangladesh.

Sales and Distribution:

Sales and Distribution department has the responsibility for deciding where the company should sell
and what its prices should be. Sales & Distribution team makes Shelaidah Dairy products available to
the retail outlets. Dairy sales force makes a strong sales team who are the proud employees of
Shelaidah Dairy, making all the products available throughout Dhaka division.

3.5 Details of The Product Line

Ultra Pasteurized Milk

SKU's - (1 Litre, 500ml, 250ml, 200ml)

Straight from farmers, our pasteurized 100% cow milk is selectively sourced and freshly
treated every day at our plant in Kumarkhali, Kushtia.From collection to consumption,
rest assured of zero human contact and null adulteration. 3.5% milk fat percentage only
to promote happy and healthy lifestyles.

Ultra Flavored Milk

SKU's - (200ml)

Variants – Mango Flavored & Chocolate Flavored

Taste the sweetness of spring mangoes and sweet chocolates in every drop! Along
with the nutritional benefits of our pure milk.
 Ultra Yogurt Drink
SKU's -(200ml,100ml)

Variants - Mango Flavored, Strawberry Flavored & No Added Sugar

The first probiotic enrich drink in Bangladesh history. Sweetness of spring mangos
or fresh strawberries in every drop! Rich and creamy, indulge with the added benefits
of probiotics! Perfect for your post workout meals or as a regular snack.

 IMPROVE DIGESTION
 BOOST IMMUNITY
 INCREASE METABOLISM

Ultra Sweet Curd

SKU's - (500gm, 75gm)

Curd is a tasty staple in most local households. Thick, creamy and delicious, it is
considered as one of the healthiest foods in the world. A must for daily consumption
for the health conscious, the milk we use is rich in nutritional values. Ultra Sweet Curd
is a source of Calcium, Protein and Energy.
Ultra Sour Curd
SKU's-(500gm,75gm)

Sour curd is a cooking staple in most local households. Thick, creamy and delicious,
it is considered as one of the healthiest foods in the words. Highly recommended for
daily consumption, the quality milk we use is a trusted source of Calcium, Protein
and Energy.

Ultra Ghee
SKU's - (900gm, 400gm, 200gm, 100gm)

Loaded with Omega-3, Fatty Acids and Vitamin A. ULTRA ghee provides many
amazing health benefits. Making it a supremely valuable addition to your diet for a
healthy lifestyle. Milk ingredients are sourced, processed and checked for nutritional
values every day!
3.6 Operation Details

The main function of Shelaidah Dairy is production and selling of dairy food items. As a
process, based on the requirements & helps of Marketing Department; Research &
Development develops the product and design the ingredient proportion. When the newly
developed product is locked, Marketing sends requisition to Supply Chain and
commercial to purchase specific ingredient whether from local market and from market
abroad. Then the Production Department produce dairy products. At this stage, The
Supply Chain(SCM) starts its activity. With the help of SCM, finished goods reached to
distributor house. In between, Marketing designs its brand planning to create consumer
pull & demand. Sales team has started its activity by this time. They take the products
from distributor house and place it into retail outlets. Support of Finance Department
surrounds all the activity mentioned above, also the IT department of HPL act as a
supporting hand all the time. The whole operation of Shelaidah Dairy is presented as a
figure below.

Figure 2: Operation Details

SWOT Analysis of the Organization

SWOT Analysis is a simple but useful framework for analyzing your organization's
strengths, weaknesses, opportunities, and threats. It helps anyone to build on what to do
well, to address what are lacking, to minimize risks, and to take the greatest possible
advantage of chances for success.

This SWOT analysis is done to understand what the present performance of Shelaidah
Dairy.

Strength:

• Enhanced milk production with consequently increased availability of milk processing

• Unique product line

• Product quality and continuous thriving to bring value added products

• Improved transportation facilities for movement of milk and milk products

• Employees feel more job security

• Country's vast natural resources offer immense potential for growth and
development of dairying

• Goodwill of mother organization (HPL)

• Good quality of products

• Using advance high-tech technology in the plant

Weakness:

• Absence of suitable raw material collection

• Absence of suitable HR policies

• Costing and pricing insensitivity
• Absence of operational excellence

• Lack of brand awareness

• Absence of proper data records which is essential for preparing development programs

• Enterprise Resources Planning (ERP) is very important software for day to day
business operation. But till now it is not running

• Regional imbalance of milk supply

Opportunity:

• Bringing new product line or more unique and value added products

• Expanding market for traditional dairy products

• Employment generation

• Growing demand for milk and milk products

• Development of software for project formulation for dairy enterprise

• Increasing distribution point all over the country

• The market position of the company is very good because its financial strength
is good and growth rate also increasing up day by day

Threat:

• Other competitive dairy company whose have similar product and services

• Competitor sourcing product at a cheaper price

• Sometimes, political instability can be a big threat of milk industries

 Charter -3
Theoretical Aspects
Over the last four years, Shelaidah Dairy has been continually discovering new creation and products, quality
products making that bring a new innovation in our business. Most of the pasteurized milk in our country is
making by Shelaidah Dairy.

Types of works:
 Searching new clients: At the first stage is find out new clients that are potential. They communicate with
them and try to understand their need and demand. They will get everything that they want.

 Communicate with existing client: Shelaidah Dairy always time care about their existing customers. Every
time they are communicating with them and their organization. So every time existing client provides their
work to the Shelaidah Dairy.

 Fulfill client demand: Shelaidah Dairy always time focus on client’s/customer demand. For example,
dealer/shop keeper want their products from Shelaidah Dairy, then Shelaidah Dairy must have done with
dealer/customer demand.

Target market: Every company needs their target market. But Shelaidah Dairy and food products company
ltd. Is business company, so there are target market or client will be young people and kids. Shelaidah Dairy
make various products like Pasteurized milk, Mango yogurt probiotic drink, Sour/sweet curd, Strawberry
yogurt probiotic drink chocolate/Mango milk, Butter, etc.

Market analysis:

Bangladesh Dairy Milk Company has huge probability to gain heavy margin. This fact has behind some
reasons that are

 Bangladesh is most populated country. About 18 corer people in Bangladesh. So huge demand of milk for
healthy people. Because kids need fresh milk for proper growth.

 Many milk company established in Bangladesh. So every milk company collect and process huge milk.

 There are many companies in Bangladesh. But every people in the Bangladesh don’t know about them. So
they need TVC for market position and reached customers.
 Chapter-4
Analysis & Findings
Consumer Survey:

 Do consumers know about all the dairy products of Shelaidah?

Shelaidah Dairy

Yes
40% NO

60%

Survey result depicted that 60% people knew about all the product of Shelaidah Dairy. Another
40% portion doesn’t know about a number of the product of Shelaidah Dairy like- Sweet curd,
Strawberry/Mango yogurt drink, flavored milk, Pasteurized mango flavored milk. To increase
the sales, they should go for more advertisement for these products which is unfamiliar in the
market. Also they have to be updated in their web page regarding new products.
How would consumer know about the brand?

After survey, we came to know different consumer recognize the Shelaidah dairy in different way.

Shelaidah Dairy
Never
10%

Seldom Regularly Regularly

20% 40% Frequently
Seldom
Never

Frequently
30%

Survey outcome said that by online portion is higher rather than other ways. As 60% of the
consumer knew the dairy products of Shelaidah by online, 10% consumer knew by signboard,
and last lower portion is 40% consumer knew by newspaper advertisement. Therefore, they need
to focus more on online for consumer engagement and as well as other advertisement strategy.
How often consumer purchase the dairy products?

Shelaidah dairy

10%
Regularly
Frequently
20% 40% Seldom
Never

30%

Survey result conduct that 40% consumers are regularly purchased dairy products for various
reasons, such as- family choice, healthy or tasty etc. Then 30% consumers frequently purchase
dairy products of Shelaidah. After that, little bit lower portion of 20% consumers are seldomto
buy Shelaidah dairy products, here consumer had not much interest on Shelaidah Dairy products.
Last one is a few consumers never purchased Shelaidah Dairy products and the portion is not so
high only 10%. In this case, the most important thing is pricing policy based on competitor
products because reasonable price can attract more consumers to purchase. In addition, they
should increase sales commission, so that willingly sales person like to promote Shelaidah dairy
products to consumer.
Outlet of Shelaidah dairy products

Different consumer preferred different types of shops, following chart-

Shop

Departmental 50%

Confectionary 0%

Shop Small Store 4%

Local Super 6%

General Store 40%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Series 1

Survey result found that most of the consumer purchased the dairy products from general store
or marketplace. At most, 40% general stores are keeping Shelaidah dairy products. Then 50%
dairy products are keeping by departmental store. Lowest portions are 0% of confectionary, 4%
of small store and 6% of local super shop are storing Shelaidah dairy products. Therefore, they
should increase their engagement with others shop (local super shop, small store, departmental
store, confectionary) beside general store and marketplace.
Consumers Most Preferable Brand’s Name

Brand

30%

25%

20%
30%
15% 25% 25%
20%
10%

5%

0%
Milk Vita Pran Arong Ultra

Series 1

Survey result said that the top grossing dairy products is 30%, which is from Milk Vita. Then
second highest preferable brand is Pran and the portion is 25%. Sequentially other brands are
25% of Aarong, and last lowest portion is 20% of Ultra. Here, Shelaidah dairy need to analyze
their competitor strength for serving better quality products in the market as per consumer
demand for being more popular.
Consumer Opinion about the Shelaidah dairy

i. Quality –

Highly Satisfaction Satisfaction

Neutral Dissatisfaction
Highly Dissatisfaction
1%
8%
9% 28%

54%

Result of the survey regarded that consumer who purchased regularly and frequently Shelaidah
dairy products those are actual consumer. 54% consumers are highly satisfied and 28%
consumers are satisfied by consuming their products. Then 9% consumers are neutral and they
do not have much idea about the quality of Shelaidah dairy because they are buying other
brands. Besides, portion of 1% are highly dissatisfied and 8% consumers are dissatisfied to their
dairy products. So, here they should push up their customer manager to know about the reason
of consumer’s dissatisfaction and have to work on it for improvise.
 i. Quantity –

6% 3%
7%

44%

40%

Highly Satisfaction Satisfaction

Neutral Dissatisfaction
Highly Dissatisfaction

Survey outcome found that consumer who have purchased regularly and frequently dairy
products of Shelaidah, those are knew the actual quantity of their dairy products. 44%
consumers are highly satisfied and 40% consumers are satisfied by consuming their products.
Then 7% consumers are neutral and they do not have much idea about the quality of Shelaidah
dairy because most of the time they are purchasing other brands product. Besides, portion of 3%
are highly dissatisfied and 6% consumers are dissatisfied to their dairy products. So, they should
focus on quantity of products based on competitor and consumer demand.
 i. Price Range-

Shelaidah dairy Price Range

7% 5% Highly Satisfaction

7% Satisfaction
34%
Neutral

Dissatisfaction

47% Highly
Dissatisfaction

Survey result conducted that 34% consumers were highly satisfied and 47% consumers were
satisfied with the price range of Shelaidah dairy products. Then 7% consumers were neutral
about the price range and those consumers had not much idea about the price range of Shelaidah
dairy because most of the time they are buying others brand. Only few consumers were not
satisfied and the portion is 7%. To end with that 5% are highly dissatisfied. Therefore, they
should analyze the market or competitor price range.
Reason for purchasing dairy products-

REas on f or Pur chas ing Shelaidah Dair y

100%

90%

80%

70%

60%
30% 20% 30% 20%
50%

40%

30%

20%

10%

0%
Family Choice Brand Value Healthy Testy

Overall review result said that 20% consumer consumed the Shelaidah dairy products for taste
and 30% are consuming for healthy. Besides, 30% of them also consumed for family choice. At
last some consumers are concerned about the Shelaidah dairy’s brand value or image at most
20% of them are consume for that.
 Recommendation, Conclusion & Implication

1.The official website of Shelaidah Dairy is not up to date. So they should update their website with
all the new products information.

2. To increase the work efficiency, SD need faster computer device with easy operating system and
should also develop their internet facility.

3. SD's ERP set up doesn't cover all the distributor house throughout Dhaka city. It only has the
setup in few territory and only for primary sales. The core support that ERP ensures is- on time
actual sales data which is the prime documents of all sales claim. To get the actual on time sales
data, SD should bring all the territory and all the distributor's house under ERP set up in earliest
possible time. Otherwise, there is a chance of fraudulent which would be very expensive and time
consuming to take care of.

4. Maintaining good relationship with the distributor is key for month to month payment collection.
For the very same reason, SD needs to settle all the sales claim very fast that distributor already
settled with the retailers. So, I will recommend SD to settle all the sales claim month to month if
possible.

5. Though SD couldn't bring all the distributor under ERP coverage yet. Mostly SD have to collect
the sales claim manually and the claim format varies region to region. Which bring difficulties for
the finance guy to convert all the claim in a common format. So, I will recommend to develop a
single common sales claim format at list till the date SD Shelaidah Dairy brings all the distributors
under ERP coverage; which will make the whole activity much easier to deal with.

Conclusion

An internship report covered both company's overview and student's performance. The
internship program helped to learn about real corporate life and also helped a student to
develop various skills which are better for future progress. Shelaidah Dairy is such an
organization from where I gathered many knowledge and skills. Shelaidah Dairy is a
 BSTI (Bangladesh Standards and Testing Institution) certified company with the mission
to delight consumers through food products that are nutritious, innovative and testy. Their
range of products contains nutritional elements which is vital for a healthy active life.
Their priority is to bring the best and most relevant brands to people, whatever their
needs, throughout their lives. They only provide the tastiest and purest products,
nurturing consumer with love and tender loving care.

Reference
1. Website of Shelaidah Dairy [www.shelaidahdairy.com]
2. http://www.fao.org/about/en/ (Accessed: 09 March 2021)
3. https://www.basu.org.in/wp-content/uploads/2020/06/SWOT-Analysis-of-Dairy-
Industry.pptx (Accessed: 22 March 2021)

5. Appendix:

5.1 Survey questionnaires:

Consumer:

 Are you having dairy products on the basis of regularity?

 Which dairy product are you buying the most?
 Which brands do you buy the most? And why?
 What is your expectation about the quality of the product?
 Which size of product do you buy the most? And is it reasonable for you?