Dairy Report

CONTENT
SR.NO DESCRIPTION PAGE NO
ACKNOWLEDGEMENT
LIST OF TABLE
LIST OF GRAPH
ABSTRACT
1 INTRODUCTION 5
1.1 Company’s Profile
1.2 Aims Of Dairy
1.3 Objectives Of Dairy
1.4 Significance Of Project
2 METHODOLOGY 12
3 ANALYSIS AND INTERPRETATION 28
4 FINDING AND INFERENCES 62
5 RECOMMENDATIONS 64
6 CONCLUSION 66
APPENDICES 68
6.1 Bibliography
6.2 Questionaries
1
LIST OF TABLE
SR NO TABLE NAME PAGE NO
3.1 RETAILERS ARE SELLING KATRAJ 53
DAIRY PRODUCTS
3.2 NO OF RETAILERS KNOWS KATRAJ 54
DAIRY PRODUCTS
3.3 SERVICE TO THE RETAILERS FROM 55
KATRAJ DAIRY
3.4 OPINION OF RETAILERS ABOUT THE 56
PRICE OF MILK AND MILK PRODUCTS
3.5 AVAILABILITY OF MILK TO THE 57
RETAILERS DURING FESTIVALS
3.6 PRODUCTS WHICH ARE SELECTED BY 58
THE CUSTOMERS
3.7 INFLUENCE FOR THE PURCHASE OF 59
KATRAJ DAIRY PRODUCTS
3.8 CUSTOMERS SATISFACTION LEVEL OF 60
3.9 THE FACTORS PREFERENCE BY THE 61
CUSTOMERS
2
LIST OF FIGURES
SR NO TABLE TITTLE PAGE NO
1.1 REPORT ABOUT THE DISTRIBUTORS 39
2.1 REPORT ABOUT THE WHOLESALERS 52
3.1 RETAILERS SELLING SURVEY 53
3.2 RETAILERS KNOWS KATRAJ DAIRY 54
PRODUCTS
3.3 SERVICE FROM KATRAJ DAIRY TO THE 55
RETAILERS
3.4 OPINION OF RETAILERS ABOUT THE 56
MILK PRICE
3.5 AVAILABILITY OF MILK AT THE TIME OF 57
FESTIVALS
3.7 CUSTOMER PURCHASE OF KATRAJ 59
DAIRY PRODUCTS
3.8 CUSTOMERS SATISFACTION ABOUT 60
THE KATRAJ PRODUCTS
3.9 THE FACTORS PREFERENCE BY THE 61
CUSTOMERS
3
ABSTRACT
Katraj Dairy was incorporated in 1960 with an intension of providing
an organized facility of milk collection for the village level farmers situated
in Pune district.The objective of Katraj Dairy is to build a value chain of
farmers to source milk at an organized level, manufacture products with
high standards and sale these products in the competitive open market
place. Katraj Dairy has acheived ISO 9001:2000 & HACCP certification
from DNV in Oct. 2006 & maintained. The aims of katraj marketing is
consumer satisfaction and keeps the record of the response of the ends
users. For satisfaction of Customers and Retailers company may takes
some positive steps as it is very important in the competitive market and
the distribution channel used in Katraj Dairy is most systematic one.
4
INTRODUCTION
5
INTRODUCTION
Plant Name: - KATRAJ DAIRY PRIVATE LIMITED.PUNE
Plant Location: - Pune-Satara Road,
Opp.Rajiv Gandhi Udyaan
Pune 411 046.
Pune Zilha Sahakari Dudh Utpadak Sangh Maryadit, popularly
known as 'Katraj Dairy' in the local and branded as "Katraj", a district
level co-operative organization registered in 1960, involved in processing
milk and milk products.The representatives of milk producing farmers
based in rurals, encompassing almost the entire Pune District,manage this
organization on behalf of the milk producers for their (rural India) socio-
economic growth.The objective of Katraj Dairy is to build a value chain of
farmers to source milk at an organized level, manufacture products with
high standards and sale these products in the competitive open market
place.
The organization has a unique advantage of its strategic location as
it is based in Pune city, a place with historic and cultural importance and a
major district place in Maharashtra, India with a sound Educational and
industrial infrastructure, located about 180 kilometers from Mumbai (the
financial capital of India).Katraj Dairy was incorporated in 1960 with an
intension of providing an organized facility of milk collection for the village
level farmers situated in Pune district. Katraj Dairy started with milk
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collection of about 0.30 lakh (30.000) litres per day in the first year of
operation and today, has steadily grown to over 1.50 lakh (0.15 million)
litres per day and has a financial turnover of over Rs.150 crores (Rs.1500
million / US$ 33 million)
Katraj Dairy has acheived ISO 9001:2000 & HACCP certification
from DNV in Oct. 2006 & maintained. In Oct. 2009 Dairy has acheived ISO
9001:2008 & HACCP 2006 Dutch Standard from Det Norskey Veritus.
Katraj Dairy with its eight chilling plants and 12 BMC spread almost all over
the district has an installed milk handling capacity of over 5 lakh (0.50
million) liters per day. The main plant of Katraj is equipped with modern
Pasteurizer, homogenizer, Cream separator, Ghee processing, automatic
packing of milk and milk products and other quality testing devices and well
equipped labs. Katraj Dairy has an installed processing capacity of 2 lakh
(0.2 million) liters per day.
Katraj dairy manufactures / Distributes milk and milk products like
Pasteurized/ Homogenized-Cow milk ,Tonned milk , Double tonned
milk ,Standardized Milk,Full cream milk,Cow & Buffello Cream and
Ghee,Shrikhand,Amrakhand,Malai Paneer,Dahi,Flavoured Milk,Lassi,
Jeera Tak,Table Butter,Milk Powder,Softy Ice cream,pedha,Khoa and in the
near future plans to introduce sterilized milk in 200ml bottle and hard
icecream with different flavours in different pack sizes.
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COMPANY’S PROFILE
NAME OF COMPANY: Pune Zillha Sahakari Doodh Utpadak Sangh,Katraj
Maryadit,Katraj Pune(KATRAJ DAIRY)
YEAR OF ESTABLISHMENT: 7TH March 1960.
CHAIRMAN:Shri Gopalrao Ramchandra Mhaske.
PERSON OF CONTACT:Dr.Vivek Hindurao Kshirsagar.
EXPECTED TURNOVER: 125 crores.
ANNUAL INCOME: 1 crore.
COMPANY TYPE: Milk and Milk Products
CONSTITUTION: Co-Operative.
QUALITY SYSTEM: ISO 9001:2008 AND HACCP certified, DNV.
MAIN MARKET: Maharashtra.
WEBSITE: www.katrajdairy.com
CAPACITY: 5 lacs litre/Day
E-MAIL:sales@katrajdairy.com
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AIMS OF DAIRY:
 Provide Milk and milk products to the people of Maharashtra.
 Maintain good quality of milk and products.
 Follow the rules and regulations of the Government of Maharashtra
and ISO.
 Maintain discipline and Hygiene in the surrounding of the dairy.
 Maintain the standard of their products in the markets.
 Do the survey and forecasting about the new products in the market.
 Advertise and Launch various products.
 Proper and Organized Transport System.
 Well experienced and qualified staff.
 Feedback from the customers in the form of interviews ,e-mails,
letters etc.
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OBJECTIVES OF THE STUDY
Primary Objective-
1) To study the distribution system, which is carried out according to
their plan.
2) To study the maintenance of quality control techniques.
3) To study the co-ordination between manufacturer and distributers.
Secondary Objective-
1) To identify and understand the milk distribution system at Katraj
Dairy.
2) To find out various effectiveness criteria of distribution system.
3) To carry out the milk distribution survey in different area.
4) To analyze the distribution system for the further development.
5) To suggest measures for improvement in distribution channels.
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SIGNIFICANCE OF THE PROJECT:
The following are the advantages of the projects-
1) Increases the marketing knowledge of the student.
2) Motivates the student to Design any kind of the project with more
confidence.
3) Increases the practical experience of the business.
4) Student learn more about the training.
5) Meeting with the top managers, e.g. sales manager, marketing
manager, HR manager and learn more from them.
LIMITATIONS:
The Following are the disadvantages of project.
 Limited Information.
 No photos were allowed in industrial region.
 Barriers in communications.
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METHODOLOGY
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RESEARCH METHODOLOGY
Research Objective:
Primary objectives:
 To study the attitude and satisfaction among the distributers and the
retailers for katraj dairy product at Pune.
Secondary Objectives:
 To study and analyze various factors influence the distributors to
purchase the dairy product.
 To analyze the factors influencing perception and buying decision of
customers.
 To find out the effectiveness of advertisements for katraj dairy product.
 To know the market of the katraj dairy product.
 To know the preference of the retailers and customers.
 To know the opinion of the customer and retailer about the quality of the
katraj dairy.
 To know the opinion of the customer and retailer about the price of
katraj dairy product
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 To know about the opinion of the customer and retailers about the
service of the katraj dairy.
SAMPLE SIZE
The total sample size is 230 from which
Distributors 20
Wholesalers 30
Retailers 80
Customers 100
TOOLS USED IN THE PROJECT
1.QUESTIONAIRES.
2.PRIMARY DATA
3.SECONDARY DATA
4.TELEPHONIC COMMUNICATIONS
5.E-MAIL.
There are various steps involved in the Research Process.They are-
 Define Research problems.
 Review of previous findings
 Formulation of Hypothesis.
 Design Research.
 Data collection.
 Data analysis.
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 Suggestion and conclusion.
 Preparation of report.
1.DEFINING RESEARCH PROBLEM:
In this research I tried to find out the general interest of the subject matter.
I tried to study the distribution channels and Quality control methods of
Katraj Dairy.
2.REVIEW OF PREVIOUS FINDINGS:
In this stage I try to review and recall past studies and information.
3.FORMULATING HYPOTHESIS:
It helped me to focus the attention on importance of his work
4.RESEARCH DESIGN:
The research design is the structure within which the research is
conducted.
5. SAMPLING DESIGN:
Sampling design deals with the method of selecting population i.e.item for
evaluation for given study.I have choosen random method of sampling.
As KATRAJ DAIRY is a widespread organization which having 20
distributors and 100 Retailers.but I take the total size of sample was
limited which is used for questionaries.
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6.DATA COLLECTION:
Data are the facts,figures and other relevant materials,past and present
serving as basis for study and analysis.There are two types of data sources
,Primary and secondary data.
QUESTIONARIES:
The Questionaries was prepared to analyze the effectiveness of the training
session conducted in KATRAJ DAIRY.distributors and retailers are selected
from the one area which is part of city and questions are asked to the
distributors and retailers.
FEEDBACK FORMS:
These forms were analyzed to identify the steps and techniques used in the
process of distribution in the company.
UNPUBLISHED SOURCES:
The various sources we used for collection of secondary data are library
books,website ,internet, different brouchers, journal and manuals .Different
tools used for analysis some pie charts, bar diagrams, graphical
presentations.
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PRODUCTION
Production is defined as the act of manufacturing, mining or growing
commodity usually in bulk of sale. One fundamental objectives of marketing
is maximum utilization of marketing complex steps than an accomplished
taking proper decision marketing plans are designed to fill all the
characteristics of selling and distributions operation by determining the
general size of marketing and consumer behavior. Marketing planning
involves study of various alter-native to get designed output of product sale.
Broadly speaking the production producers concern themselves with the
decision regarding the right type of strategy, customers, market, quality,
quantity, advertisement and promotion etc. The fundamental objective of
production as to market sell right type of materials both in quality and
quantity at the right time using the most appropriate method of marketing is
the most affective manners there must be systematic co-ordination and
regulation of various activities for efficient marketing. All elements should
be properly determined. To have optimum use of marketing resources with
optimum costs and time and having most economical combination.
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PRODUCTS PRODUCED IN KATRAJ DAIRY MILK
The following are the products which are produced by katraj dairy milk.
 MILK
 CREAM
 GHEE
 SHRIKHAND
 AMRAKHAND
 MALAI PANEER
 DAHI
 FLAVORED MILK
 LASSI
 JEERA/PLAIN TAAK
 TABLE BUTTER
 MILK POWDER
 SOFTY ICE CREAM
 PEDHA
 ICE CREAM
 STERILIZED MILK
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MILK PROCESSING FACILITY IN PUNE DISTRICT
Type of processing Ownership Capacity
facility
Katraj Dairy Pune milk union 200000
Awasari Chilling Pune milk union 50,000
Centre
Pait Chilling Centre Pune milk union 50,000
Wada Chilling Centre Pune milk union 10,000
Bhor Chilling Centre Pune milk union 20,000
Kondhapuri Chilling Pune milk union 10,000
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Centre
INTRODUCTION OF MARKETING
Marketing is a system of business activities designed to plan, price,
promote and distribute want satisfying goods and services to target
markets, in order to achieve organizational objectives.Marketing planning
involves study of various alter-native to get designed output of product sale.
Broadly speaking the marketing producers concern themselves with the
decision regarding the right type of strategy, customers, market, quality,
quantity, advertisement and promotion etc. Marketing is used to identify the
customer, satisfy the customer, and keep the customer. With the customer
as the focus of its activities.The adoption of marketing strategies requires
businesses to shift their focus from production to the perceived needs and
wants of their customers as the means of staying profitable. Marketing
research involves conducting research to support marketing activities, and
the statistical interpretation of data into information. This information is then
used by managers to plan marketing activities, gauge the nature of a firm's
marketing environment and attain information from suppliers.
The marketing activities of the organization include providing support
to the milk unions within and outside the state.the marketing department
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conducts various surveys to know the needs and expectations of the
customers.
Marketing department is responsible for the sale of liqid milk.it decides
the routes by which the milk is supplied, the number of booths in districts
and up country. It also appoints distributors for supply of milk from dairy
plant to different areas of district and up country market.Various sales
promotion techniques are used by marketing department to increase the
sales of the products. Like it mainly includes the management related with :
1)Sales and marketing
2)Advertisement
 Hoardings
 Glow sign board
 Gift hampers
 Banners
 Advertisement through local cable
 Wall paintings
3) Cost fixation
4) Distibution of product
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 It also cares:
5)Production and distribution based on consumer needs
6)Transportation management
7)Import:export management
8)Packaging
9)Sales expansion etc.
10)Incentive schemes to dealers
11)Consultancy and hiring of marketing agency.
MARKETING PROCEDURE OF KATRAJ DAIRY :
Katraj dairy is a well known and renowned milk production dairy. It
is one of the famous, reliable and oldest dairy in pune. It aims at consumer
satisfaction and keeps the famous, reliable and oldest dairy in pune. It aims
at consumer satisfaction and keeps the record of the response of the ends
users. They know how to increases number of customers as in example
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whenever any customer comes with complaints of milk spoiling. They do
not only exchange milk but also tell the causes of spoiling of milk. As India
is a developing country and lacs in standard of living and literacy, people
are not aware of the pasteurization, homogenization etc. They produce as
per demand they do not believe in first producing then thinking to sell the
products. They also target certain class of people. As an example for heart
patients they produce double tonned milk. In this milk fat content is very
less approximately nil. Double tonned milk is mostly produced for child and
old person. Cow milk is produced in cholesterol level. It is injurious to health
and may cause heart attack. They believe and concentrate in market
survey. Market survey is nothing but going to group of people and ask
about the product as for example, feedback of product launched, their
advices for production and in future what product should be launched one
thing that they are using and that is costless is co-operative nature and
mutual understanding customer get attracted by their nature and way of
explaining. They are so co-operative that at the first meet only visitors
become their customers. They give add in ETV and GTV but not in a large
scale because it is a old dairy and add cost much and it increase cost. It
can be said that katraj’s cow milk has monopoly in market. They are whole
and sole producers of cows milk. They started with 0.30 lacs liter per
years. Now days they produce 2.0 lacs per day this vast difference
indicate their efficiency they are not misusing their position( of being largest
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seller of cow milk) but work hard for customer satisfaction and their
benefits.
It is a co-operative sector so there is no question of black marketing and
illegal activities. Now a days a competitive market. Everyone is trying to sell
his product as much as can possible, many producers are using a shortcut
to increase benefit and shortcut mean adulteration. It is the process of
adding unwanted substance in any product. Katraj dairy produced as per
consumer requirement. In today’s world product are produced as per
demand not first producing and then trying to sell them. Chitle’s milk is only
competitors of buffaloes milk against katraj. It’s now cake work for katraj to
sell their product. They have won heart of customers.
DISTRIBUTION CHANNELS OF KATRAJ DAIRY
Product distribution (or place) is one of the four elements of the
marketing mix. Distribution is the process of making a product or service
available for use or consumption by a consumer or business user, using
direct means, or using indirect means with intermediaries.
• A set of interdependent organizations (intermediaries) involved in the
process of making a product or service available for use or
consumption.
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Channels function-
• Information
• Promotion
• Contact
• Matching
• Negotiation
• Physical Distribution
• Financing
• Risk taking
Channel Design
A firm can design any number of channels. Channels are classified
by the number of intermediaries between producer and consumer . A level
zero channel has no intermediaries. This is typical of direct marketing. A
level one channel has a single intermediary. This flow is typically from
manufacturer to retailer to consumer.
• Channel decisions
– affect other marketing decisions
– involve long-term commitments
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Distribution Types-
1. Intensive distribution means the producer's products are stocked
in the majority of outlets.This strategy is common for basic
supplies,snack foods,magazines and soft drink beverages.
2. Selective distribution means that the producer relies on a few
intermediaries to carry their product.This strategy is commonly
observed for more specialised goods that are carried through
specialist dealers,for example, brands of craft tools, or large
appliances.
3. Exclusive distribution means that the producer selects only very
few intermediaries.Exclusive distribution is often characterised by
exclusive dealing where the reseller carries only that producer's
products to the exclusion of all others.
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Channel levels-
Manufacturer
Distributor
Wholesaler
Retailer
Consumer
27
ANALYSIS
AND
INTERPRETATION
28
REPORT ABOUT THE DISTRIBUTORS
DISTRIBUTOR NAME-Shivam Milk Agency.
OWNER NAME- Sandip Uttam Ghate.
ADDRESS-Mangalmurti complex,pune satara road,near united
agency,dhankavadi,Pune.
CONTACT NO-9822710621
AREA COVERED-Market Yard,kondhwa gaon,undri,satav nagar,mahadev
nagar.
QUESTIONRIES
1) What is the response of products?
-Very Good.
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2) What is the daily sales of products?
-5500 Litres Daily.
3) What is the response of distributors?
-Good.
4) What is the feedback of distributors?
-Good ,if sometimes leakage problem,packet change by company.
5) What is the improvement in distribution channels?
-No.
6) What is your suggestion ?
-Marketing is less.
7) Wholesalers covered by distributor?
-20 wholesalers.
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DISTRIBUTOR NAME-Balaji Milk Agency.
OWNER NAME- Sanjay Ramchandra Ambekar.
ADDRESS-Mangalmurti complex,pune satara road,near united
agency,dhankavadi,Pune.
AREA COVERED-Wanowari gaon,salunke vihar,manish park.
QUESTIONRIES
-Very Good.
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-6200 Litres Daily.
-Good.
-Good ,if sometimes leakage problem,packet change by company.
-No.
-Marketing is less.
-22 wholesalers.
32
DISTRIBUTOR NAME-Sairam Milk Agency.
OWNER NAME- Mr.Pradip Rankhambe.
ADDRESS-Ambegaon Pathar,Dhankavadi,Pune.
AREA COVERED-Shevalwadi,Hadapsar,Fatima nagar,Vaiduwadi.
QUESTIONRIES
-Good.
-5500 Litres Daily.
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-Good.
-Very Good .And Supply of milk is more.
-No.
-Increases the Advertisement.
-15 wholesalers.
34
DISTRIBUTOR NAME-Om Sai Milk Agency.
OWNER NAME- Mr.Anil Londhe.
ADDRESS-Ambegaon Pathar,Dhankavadi,Pune.
AREA COVERED-Lohgaon,yerwada,vishrantwadi,dighi.
QUESTIONRIES
-Very Good.
-6500Litres Daily.
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-Better response.
-Minor defect from the market in ones a time in between the
month ,due to careless handling.
-Time to time service.
-Increases the Customer by visiting school,tata management,try to
increases marketing for the distribution.
-15 wholesalers.
36
DISTRIBUTOR NAME-Samarthkrupa Milk Agency.
OWNER NAME- Miss.Vaishali satish Gavhane.
ADDRESS-Bibvevadi Pune.
AREA COVERED-Koregaon park city area.
QUESTIONRIES
-Very Good.
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-5000 Litres Daily.
-Good
-Very Good .
-Delivered within a time.
-No.
-20 wholesalers.
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TABLE NO 1.1 : REPORT ABOUT THE DISTRIBUTOR’S
Distributor’s Address and Area covered Daily Feedback (overall
sale response of the product

Name
milk in their area)
(in Good Very Poor Bad
litre) Good
Shivam Milk Mangalmurti complex,pune satara 5500 
Agency road,near united
agency,dhankavadi,Pune(Market
Yard,kondhwa gaon,undri,satav
nagar,mahadev nagar.).
Balaji Milk Mangalmurti complex,pune satara 6200 
Agency road,near united
agency,dhankavadi,Pune(Wanowari
gaon,salunke vihar,manish park).
Sairam Milk Ambegaon Pathaar ,Dhankawadi pune. 5500 
Agency (Shevalwadi,Hadapsar,Fatima
nagar,Vaiduwadi.)
Om Sai Milk Ambegaon Pathaar ,Dhankawadi pune. 6500 
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Agency (Lohgaon,yerwada,vishrantwadi,dighi
Samarthkrupa Bibvevaadi,pune(Koregaon park city area) 5000 
Milk Agency.
REPORT ABOUT THE WHOLESALER(KATRAJ PARLOR)
PARLOR NAME-Nalawade Parlor
OWNER NAME-Mr.Nalwade.
ADDRESS-Ambegaon Pathar.
QUESTIONRIES
1) What is the response of parlor?
-Very Good.
2) What is the daily sales of products?(In Rupees)
40
-3000 Rs.Daily.
3) Which type of products are taken from dairy?
-All the products ,which manufactured by katraj dairy
4) What is the feedback of customer?
-Good.
5) Suggestion to dairy?
-Lassi is very thick.
-Improve in the lassi products.
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PARLOR NAME-Sandipani Dugdhalaya.
OWNER NAME-Dr.kshirsagar.
ADDRESS-Raghavnagar pune.
CONTACT NO-020 24376787.
QUESTIONRIES
-Very Good.
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-4000 Rs.Daily.
-Products are good.
-No.
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PARLOR NAME-Ranware Milk Parlor.
OWNER NAME-Miss Hema Ranware.
ADDRESS-Bharati Vidyapeeth parisar pune.
CONTACT NO-9421177865.
QUESTIONRIES
-Good.
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-3000 Rs.Daily.
-Products are good.
-Introduced New Flavors.
45
REPORT ABOUT THE WHOLESALOR(KATRAJ PARLOR)
PARLOR NAME-Gauri Milk Parlor.
OWNER NAME-Mr.Halande.
ADDRESS-Market Yard Pune.
QUESTIONRIES
-Very Good.
-8000 Rs.Daily.
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-Pedha ,Lassi,and Icecreams are very good.
-Give various schemes to the parlor.
-No.
47
PARLOR NAME-Gire Milk Parlor.
OWNER NAME-Mr.Gire.
ADDRESS-Balaji Nagar Pune.
QUESTIONRIES
-Very Good.
-3000 Rs.Daily.
48
-Lassi,and Dahi are very good.
-No.
-Increases the shelf life of products.
49
PARLOR NAME-Vikrant Milk Parlor.
OWNER NAME-Rajesh Kunjir.
ADDRESS-Ambegaon Pathar Pune.
QUESTIONRIES
-Good.
-4000 Rs.Daily.
50
-Products are good.
-Introduced New Flavors.
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TABLE NO 2.2:REPORT ABOUT THE WHOLESALERS
Wholesaler’s Address Daily Feedback (overall response of the
Name sales of customers about the products in
the their area)
product Good Very Poor Bad
(in Good
Rupees)
Nalawade Milk Ambegaon Pathar ,Pune 3000 
Parlor
Sandipani Raghav nagar ,pune. 4000 
Doogdhalayaa
Ranware Milk Bharati Vidyapeeth 3000 
Parlor Parisar Pune.
Gauri Milk Parlor Market Yard Pune 8000 
Vikrant Milk Parlor Ambegaon Pathar ,Pune 4000 
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RETAILER SURVEY
TABLE NO 3.1 SHOWING RETAILERS ARE SELLING KATRAJ DAIRY
PRODUCT.
PARTICULAR RESPONDENT
Retailers selling katraj product 63
Retailers not selling katraj 17
product
Fig.3.1.Shows Retailers Survey
INTERPRETATION
53
From the above figure it can be seen that 63 retailers are selling katraj dairy
product while 17 retailers are not selling katraj dairy product.
TABLE NO. 3.2 SHOWING THE NO OF RETAILORS KNOWING ABOUT
THE KATRAJ DAIRY MILK AND MILK PRODUCTS.
PARTICULARS RESPONDENT PERCENTAGE
Yes 76 95.00%
No 4 5.00%
Fig.3.2.Shows Retailers Knows katraj Dairy Products
INTERPRETATION
From the above graph it is understood, that majority of the retailers
ie.95.00% know about the katraj milk and milk products and only
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5.00% doesn’t know about the milk and milk products of the katraj
dairy.
TABLE NO 3.3 SHOWING SERVICE TO THE RETAILERS FROM
KATRAJ DAIRY.
SERVICE RESPONDENTS RESPONSE IN %
GOOD 65 81.25%
AVERAGE 15 18.75%
Fig.3.3.Shows Service from katraj dairy to retailers.
INTERPRETATION
55
From the above figure it is understood that 81.25% retailers are saying that
service of katraj dairy is good while only 18.75% are saying that service is
average.
TABLE NO 3.4. SHOWING OPINION OF RETAILERS ABOUT THE
PRICE OF MILK AND MILK PRODUCTS OF KATRAJ DAIRY.
PRICE RESPONDENTS RESPONSE IN %
GOOD 70 87.50%
AVERAGE 10 12.50%
Fig No.3.4 Shows Opinion of Retailers About the Milk Price
INTERPRETATION:
56
From the above figure it is understood that 87.50% Retailers are saying
that the price of katraj Dairy products is excellent while 12.50%are saying
that it is good. Katraj Dairy is giving both Quality and reasonable price to
the customer
TABLE NO 3.5 SHOWING AVAILABILITY OF MILK
TO THE RETAILERS DURING FESTIVALS
PARTICULARS NO.OF PERCENTAGE
RESPONDENTS
YES 55 68.75%
NO 25 31.25%
Fig.No.3.5.Shows availability of milk at the time of festivals
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INTERPRETATION
From above graph it is understood that 68.75% of retailers are satisfied
with their needs during festivals ,while 31.25% retailers are not completely
satisfied with their needs during festivals.
CUSTOMERS SURVEY
TABLE NO 3.6 SHOWING THE PRODUCTS WHICH ARE SELECTED
BY THE CUSTOMERS
PRODUCTS NO.OF RESPONDENTS PERCENTAGE
Lassi 10 10.00%
Jeera tak 9 9.00%
Shreekhand 10 10.00%
Cow ghee 14 14.00%
Tonned milk 42 42.00%
Flavoured milk 9 9.00%
Paneer 6 6.00%
INTERPRETATION
58
From the above table it is understood that 42.00% of customer give 1st
preference to tonned milk and 2 nd preference to cow ghee and give 3 rd
preference to other products.
TABLE NO 3.7 SHOWING THE INFLUENCE FOR THE PURCHASE OF
KATRAJ DAIRY PRODUCTS.
RESPONDENTS
FAMILY 15 75%
ADVERTISEMENT 5 25%
59
Fig No.3.7 Shows customers purchase of katraj dairy products
INTERPRETATION
From the above figure it is understood that 75% customers know about
katraj dairy Products from Family and 25% know from the advertisements.
TABLE NO 3.8 SHOWING THE CUSTOMER SATISFACTION LEVEL OF
RESPONDENTS
YES 85 85%
No 15 15%
60
Fig No.3.8 Shows customer satisfaction about the products
INTERPRETATION
From the above figure it is understood that 85% customers are satisfied of
the products and 15% customers are not satisfied about the product.
TABLE NO 3.9 SHOWING THE FACTOR PREFERENCE BY THE
CUSTOMERS:
PARTICULARS NO.OF PERCENTAGE(%)
RESPONDENT
QUALITY 35 70
PRICE 5 10
SERVICE 5 10
61
ALL 5 10
Fig No.3.9 Shows the factor preferences by the customers
INTERPRETATION
From the above figure it is understood that 70% give preference to the
quality of katraj dairy product. while 10% give preference to the price and
the customers give 3rd preference to service.
62
FINDING
AND
INFERENCES
FINDING AND INFERENCES
1. All the customers are satisfied with products of Katraj Dairy.
63
2. Almost all the retailers are not satisfied as they are not getting the
replacement of milk bag.
3. Some retailers are not happy as they are not getting milk products
during festivals.
4.The delivery of products is as per time but some products are not
available as per demand.
5. Sometimes the demand of products is more,but due to the lack of
milk the production is not continuous,hence it affect on the market.
64
RECOMMENDATIONS
RECOMMENDATIONS TO THE KATRAJ DAIRY
1. Organisation should advertise the products of katraj dairy on electronic
65
media,print media and wall painting,so that more customers come to
know about the products of katraj dairy.
2. For satisfaction of customers and Retailers company should take
some positive steps as it is very important in the competitive market.
3. Even the small retailers the organization may provide the milk
products.
4. If the cost of some products is decreases then the the products
demand is increases.for examples-Cheese And Paneer.
5. Introduced new innovatives modern techniques for the marketing to
increases the sales of products.
66
CONCLUSION
CONCLUSION
67
Through this project it has been proved that, the marketing channel
used in Katraj Dairy is systematic one but there are some chances of for
further improvement.They deliver their product to the Distributor within a
specific time,but sometimes delay takes place which hampers the
distribution process,so they should focus on timely distribution.They
produce the good quality products as per market demand,but continuous
innovation is required. Katraj Dairy have ability to survive in this competitive
market because of the mutual understanding&co-operative behavior
between the company,distributors and retailers.The research has helped
me to know the actual meaning of marketing and distribution procedure.
68
APPENDICES
1.BIBLIOGRAPHY
69
REFRENCE BOOKS:
1. Principles of marketing :Philip Kotler,Gary Armstrong;(12th ed.).
2009-10.Page-(17-23)
2. Research Methodology:C.R.Kothari;
3. Annual Report of marketing organization.(2008-09,2009-10)
WEBSITE VISITED:
1. www.katrajdairy.com
2. www.dairymachine.com
3. www.indiadairy.com
4. www.ebook3000.com
2.QUESTIONRIES
70
……………………………………………………………………………
.
……………………………………………………………………………
3) What is the response of retailers?
……………………………………………………………………………
4) What is the feedback of retailers?
…………………………………………………………………………...
……………………………………………………………………………
…………………………………………………………………………….
……………………………………………………………………………
8) What is your suggestion about the distribution process of katraj

dairy?
………………………………………………………………………….
9) Is production and marketing well planned ?
………………………………………………………………………….
10)Are all products are distributed within a time ?
…………………………………………………………………………..
71

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CONTENT

SR.NO DESCRIPTION PAGE NO

1.1 Company’s Profile

1.2 Aims Of Dairy

1.3 Objectives Of Dairy

1.4 Significance Of Project

3 ANALYSIS AND INTERPRETATION 28

4 FINDING AND INFERENCES 62

SR NO TABLE NAME PAGE NO

3.1 RETAILERS ARE SELLING KATRAJ 53

3.2 NO OF RETAILERS KNOWS KATRAJ 54

3.3 SERVICE TO THE RETAILERS FROM 55

3.4 OPINION OF RETAILERS ABOUT THE 56

PRICE OF MILK AND MILK PRODUCTS

3.5 AVAILABILITY OF MILK TO THE 57

RETAILERS DURING FESTIVALS

3.6 PRODUCTS WHICH ARE SELECTED BY 58

3.7 INFLUENCE FOR THE PURCHASE OF 59

KATRAJ DAIRY PRODUCTS

3.8 CUSTOMERS SATISFACTION LEVEL OF 60

KATRAJ DAIRY PRODUCTS

3.9 THE FACTORS PREFERENCE BY THE 61

SR NO TABLE TITTLE PAGE NO

1.1 REPORT ABOUT THE DISTRIBUTORS 39

2.1 REPORT ABOUT THE WHOLESALERS 52

3.1 RETAILERS SELLING SURVEY 53

3.2 RETAILERS KNOWS KATRAJ DAIRY 54

3.3 SERVICE FROM KATRAJ DAIRY TO THE 55

3.4 OPINION OF RETAILERS ABOUT THE 56

3.5 AVAILABILITY OF MILK AT THE TIME OF 57

3.7 CUSTOMER PURCHASE OF KATRAJ 59

3.8 CUSTOMERS SATISFACTION ABOUT 60

THE KATRAJ PRODUCTS

3.9 THE FACTORS PREFERENCE BY THE 61

Katraj Dairy was incorporated in 1960 with an intension of providing

in Pune district.The objective of Katraj Dairy is to build a value chain of

farmers to source milk at an organized level, manufacture products with

users. For satisfaction of Customers and Retailers company may takes

some positive steps as it is very important in the competitive market and

the distribution channel used in Katraj Dairy is most systematic one.

Plant Name: - KATRAJ DAIRY PRIVATE LIMITED.PUNE

Plant Location: - Pune-Satara Road,

Opp.Rajiv Gandhi Udyaan

Pune 411 046.

Pune Zilha Sahakari Dudh Utpadak Sangh Maryadit, popularly

known as 'Katraj Dairy' in the local and branded as "Katraj", a district

level co-operative organization registered in 1960, involved in processing

milk and milk products.The representatives of milk producing farmers

based in rurals, encompassing almost the entire Pune District,manage this

economic growth.The objective of Katraj Dairy is to build a value chain of

farmers to source milk at an organized level, manufacture products with

The organization has a unique advantage of its strategic location as

major district place in Maharashtra, India with a sound Educational and

industrial infrastructure, located about 180 kilometers from Mumbai (the

financial capital of India).Katraj Dairy was incorporated in 1960 with an

intension of providing an organized facility of milk collection for the village

million / US$ 33 million)

Katraj Dairy has acheived ISO 9001:2000 & HACCP certification

Pasteurizer, homogenizer, Cream separator, Ghee processing, automatic

equipped labs. Katraj Dairy has an installed processing capacity of 2 lakh

(0.2 million) liters per day.

Katraj dairy manufactures / Distributes milk and milk products like

Pasteurized/ Homogenized-Cow milk ,Tonned milk , Double tonned

milk ,Standardized Milk,Full cream milk,Cow & Buffello Cream and