INTERNSHIP PROJECT REPORT ON MOTHER DIARY (UNIT OF KMF) : INTERNSHIP PROJECT REPORT ON MOTHER DIARY (UNIT OF KMF) SAHANA.M
3rd Sem MBA
A INTROCUCTION : INTROCUCTION The first dairy in Karnataka was started in Kudige in Kodagu district in 1955, further in June 1974; an integrated project was launched in Karnataka to restructure and reorganize the dairy industry on the co-operative principle and to lay foundation for a new direction in dairy development. The present Karnataka Milk Federation (KMF) came into existence in 1984-as a result of merging of Karnataka Dairy Development Co-operation, small co-operatives and Karnataka Milk Production Development and loose vendors. : It is the second largest dairy co-operative amongst the dairy cooperatives in the country. In South India it stands first in terms of procurement as well as sales. One of the core functions of the Federation is marketing of Milk and Milk Products. The Brand ‘ ' is the household name for Pure and Fresh milk and milk products. COMPANY PROFILE : COMPANY PROFILE Mother Dairy, a Unit of Karnataka Milk Federation, which is located in Yelahanka in the Bangalore North Taluk, was established in a total area of 28 acres. The processing capacity of mother diary is 7.00lakh liters at a cost of Rs.20.86 crores in the year 2008.
The different facilities available at Mother Dairy are. Slide 5: The different facilities available at Mother Dairy are:
Estimation of 30 MT powder plant
Ice cream manufacturing unit VISSION OF MOTHER DIARY : VISSION OF MOTHER DIARY Quality assurance from cow to consumer.
To vanish the scarcity of mille
To fulfill the objectives of the white milk.
To strengthen the living standards of rural people.
Avoiding post-harvest losses. MISSION : MISSION Procuring the raw milk from the local farmers at a fair price.
Pasteurization and homogenizing of the procured raw milk.
Producing other milk products.
Transporting the pasteurized milk in various quantities from processing plant to the urban areas.
Supply milk to the consumer at a reasonable rate.
Developing good infrastructure facilities. QUALITY POLICY : QUALITY POLICY “Every employee of Mother Dairy will strive for consumer satisfaction by providing quality milk and milk products, at competitive rates and timely delivery through continual improvement" PRODUCTS : PRODUCTS DEPARTMENTS OF THE COMPANY : DEPARTMENTS OF THE COMPANY Production department
Packing and dispatching
Quality control department
Management information system department SWOT ANALYSIS OF MOTHER DAIRYSTRENGTH : SWOT ANALYSIS OF MOTHER DAIRYSTRENGTH Each department in the organization is very co-operative.
Providing the necessary welfare facilities for the employees thus putting the employees in the comfort zone and the retention level of employees.
Time duration between milk procurement and sale is comparatively less.
All the functions relating to milk and milk products are processed at the same plant.
Good brand image in the market.
Wide range of products available in the market.
Consumers are highly satisfied with Nandini products. WEAKNESS : WEAKNESS Some departments of Mother Dairy are lacking enough authority to take decisions.
Difficulty in adopting modem technology by following procedures.
Lack of counseling and absence of interaction between employees
Logistics of procurement: - weak distribution network because of bad roads and inadequate transportation facility make milk procurement problematic.
Heavy competition from the private vendors: - with the growing of many private players, it is difficult to the organization to compete with those, however lot of promotional for the activities has taken place to compete with them, it had become a weakness to the company by additional expenses.
Evaluation of effectiveness of training given to the staff. OPPORTUNITIES : OPPORTUNITIES Effective advertisements: - by providing the effective advertisements it is possible to the organization to Increase brand awareness of different products of Nandini.
Expansion of product line in current market.
Since Nandini is a well-known brand, it has an opportunity to diversify into other milk products.
Since Mother Dairy is recruiting its labour from permanent and contract basis, it has opportunity to meet production as per fluctuating demand.
Exploring possibilities to export the products required by the state of the art companies.
Strengthening of union-management relationship to achieve organizational objectives. THREATS : THREATS Competition from private vendors: - in the present situations private milk vendors are occupying the pride place in the dairy industries.
Poor microbiological quality of milk.
Result of globalization.
Change in technology.
Increase in milk procurement.(When there is a surplus· of milk production in other states)
Multinational companies entering into milk business for which Government should not encourage FINDINGS : FINDINGS KMF has learnt it hard way and has been continuously striving to compete with competitors and has been successful.
KMF is being showing consistent growth prospective.
It has centralized many functions that help of a better control and coordinate.
Company continuously strives for achieving total quality management.
This company assigns market field survey to us it shows the utilization of the available sources at present or current period of time. SUGGESTION : SUGGESTION Very important of all· is the marketing department function that is has to do good advertisement and build brand awareness in the market.
Job rotation, job enlargement and job enrichment needs to be done frequently which would motivate an employee to do better.
As KMF faces a tough competition from the private firms it must formulate.
In order to survive and to be leader KMF needs to come out with new products continuously and increase its product line.
The company should improve the promotional activities to create brand awareness and capture the market.
Retailer's Sales margin should be increased to motivate them to push the Products CONCLUSION : CONCLUSION This study has given as insight in understanding the various attributes of the products as well as the other factors which influences the buyer behavior of business markets for effective formulation of marketing strategies with respect to product, promotion and placement because the advertisement and sales promotional, strategies are very important for any product to become popular and push the sales up.