SynopsisON

CONSUMER AWARENESS TOWARD SARAS PRODUCT

Submitted in

Partial fulfillment of

The Post Graduation Degree

Of

Master of Business Administration

Faculty Guide:

Submitted By:

Mrs. Charu Sharma Mohd.

Imran Khan

2

Lucky Institute of Professional Studies

Jodhpur (Raj.)

(2008 - 2010)

3

CONTENTS

Sr. No.

Chapter Name Page No.

1.Introduction

4

2.significance

5

3.objectives

6

4.methodology

7

5. Chapter scheme 9

6Problem

11

7 SUGGESTIONS

12

8CONCLUSION 13

4

INTRODUCTION OF PROJECT

Agriculture still continues to be the major sector in India economy.

Indian agriculture is based on mixed farming i.e. crop production through

irrigation and rearing livestock. Co-operative dairying grew in the post

independence era on the foundation of co-operation. The demand for milk

and milk products continues to rise in our country year after year due to

growing incomes of families. To meet the growing demand of milk and

milk products, there is a need to revamp the country’s milk policy and

promote manufacture of high quality dairy product and meet international

standards. If the industry intends to make forays into international market,

it will also have to relate to the free market conditions, as compared to the

present dominance of the organized dairy industry by state units and

cooperative. There is very good scope for new entrepreneurs

5

SIGNIFICANCE

For research work ,I have assigned the topic “consumer awareness

towards Saras products“ which will help in analyzing the working

condition of today’s markets conditions such as overcoming competition

consumer demand customer satisfaction price etc. for the betterment of the

organization.

Dairy, as well as know the product, which we use in our daily life

Dairy products are perishable goods so its market is very chancy.

Moreover, we should plan time to time a good marketing strategy to have

a complete over hold on or market.

6

OBJECTIVES OF PROJECT

1. To know the market share of Saras products

2. To know the perception of customers regarding Saras products.

3. To determine the customers satisfaction regarding Saras products.

4. To determine the factors influencing the choice of customers regarding

Saras products.

5. To Know effectiveness of the Marketing strategy and sales promotion

in market.

6. Evaluating the competitor’s strength and weakness in rural market

7. Retailers expectation from company

7

METHODOLOGY

It is well known fact that the most important step in marketing

research process is to define the problem. Choose for investigation because

a problem well defined is half solved. That was the reason that at most

care was taken while defining various parameters of the problem. After

giving through brain storming session, objectives were selected and the set

on the base of these objectives. A questionnaire was designed major

emphasis of which was gathering new ideas or insight so as to determine

and bind out solution to the problems.

DATA SOURCE

Research included gathering both primary and secondary data.

Primary data is the first hand data, which are selected a fresh and thus

happen to be original in character. Primary Data was crucial to know

various customers and past consumer views about Saras products and to

calculate the market share of this brand in regards to other brands.

Secondary data are that which has been collected by someone else

and which already have been passed through statistical process. Secondary

data has been taken from internet, newspaper, magazines and companies

web sites.

8

RESEARCH APPROACH

The research approach was used survey method which is a widely

used method for data collection and best suited for descriptive type of

research survey includes research instrument like questionnaire which can

be structured and unstructured. Target population is well identified and

various methods like personal interviews and telephone interviews are

employed.

SAMPLING UNIT

It will help in analyzing the working condition of today’s markets.

Conditions such as overcoming competition consumer demand customer

satisfaction price etc. for the betterment of the organization. This research

was carried in jodhpur.

DATA COMPLETION AND ANALYSIS

After the data has been collected, it was tabulated and findings of the

project were presented followed by analysis and interpretation to reach

certain conclusions.

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CHAPTER SCHEME

INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was

started with 250 liters of milk per day. In the year 1972 Saras was

established.

A quality control expert in Jodhpur had suggested the brand name

“Saras”. Saras products have been in use in millions of homes. Saras

Butter, Saras Milk Powder, Saras Ghee, Saras Cheese, Saras Shrikhand,

Saras Ice cream and Saras Milk have made Saras a leading food brand in

India. (The total sale is Rs. 5 billion in 2009). Today Saras is a symbol of

many things like of the high-quality products sold at reasonable prices, of

the genesis of a vast co-operative network, of the triumph of indigenous

technology, of the marketing savvy of a farmers' organization. And have a

proven model for dairy development.

In the early 36’s, the main sources of earning for the farmers of

Jodhpur district were farming and selling of milk. That time there was high

demand for milk in Rajasthan. The main supplier of the milk was

Rajasthan dairy limited, which was a privately owned company and held

monopoly over the supply of milk at Rajasthan from the Jodhpur district.

This system leads to exploitation of poor and illiterates’ farmers by the

private traders. The traders used to beside the prices of milk and the

farmers were forced to accept it without uttering a single word.

TOPIC STUDY

10

I have assigned the topic “consumer awareness towards Saras

products“ which will help in analyzing the working condition of today’s

markets conditions such as overcoming competition consumer demand

customer satisfaction price etc. for the betterment of the organization.

MY FINDINGS

During the survey it was found that still there are 10% people who

have not interested in Saras Products.

Lake of Awareness in consumers. Many people are not know about

Saras Products specially children and teenagers.

As I found that the main product of Saras is Milk and company

firstly wants to capture maximum market share in milk market which

is approx. 66%, after it Saras is concentrating upon butter & cheese

which has market share of approx. 88%, so it is not concentrating

upon ice-cream.

When I interviewed people then many of the people cannot recall

Saras advertisement. It shows Lake of Advertisement or

advertisement is not timely given or advertisement is not given on

right time.

In its advertisement is not using any brand ambassador which

attracts all age group people.

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PROBLEMS

Limited time available for interviewing the respondents. As a result

of this it was not possible to gather full information about the

respondents.

When I interviewed children and teenagers, sometimes they use to

give answers under the influence of their parents or elders.

As summer training is going under summer season so sometimes

people are less interested in filling up questionnaire.

Non-cooperative approach and rude behavior of the respondents.

If the respondents answer does not falls between amongst the options

given then it will turn up to be a biased answer.

12

SUGGESTIONS

In order to maintain and increase the sales in the city of Jodhpur, the

following recommendations regarding Saras Products; particularly

regarding advertisement, distribution, promotional policies, etc, are

hereby suggested:

First and foremost Saras should take proper action in order to

improve service, because although being on a top slot in milk

supplies, it does not get the sales in ice-cream, which it should get.

Company should use brand ambassador which attracts each age

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

Sharuk Khan etc.

Saras should give local advertisements apart from the advertisements

given at the national level. Local advertisement must mention the

exclusive Saras shops of the city.

13

CONCLUSION

As we know that Saras is very big organization and market leader in

dairy products. It has maximum market share in Milk, Butter and Cheese,

which are its main/core products. As we also know Saras is a co-operative

organization but it should also include chocolate industry in its

organization, as it is a profitable industry we can’t ignore it. With the help

of research, company can find out its week points in ice-cream product and

can increase its market share through rectify mistakes. People have

believed in Saras’s product and they will accept its chocolates also if

effective actions were taken.