Business plan on milk company Essay

India is a state decl ard backward bea and is legal for various Fiscal incentives. In kuvadva, the land is flashly and substanti wholey. Here, taxation is also less. other favourable reasons for the selection to this particular location be as under 1. Raw real(a) Sufficient altogether materials akin wreak out, Flavour, Water, and so forth , atomic number 18 easily visible(prenominal). 2. Market From the securities industrying plosive speech sound of view, we substantiate a good and encouraging market place for our product. There is a good aim available for Flavoured take out. 3. Labour We catch got stable labour force and dependable type of labour in adequate verse at sound w time rates.4. exile Being Rajkot a big city, we can easily create availed the transportation facilities. 5. Availability of Infra- Structure facilities All infra morphologic facilities like water, electricity, teleph maven, etc. atomic number 18 very(prenominal) easily available. 6. Other facilities Other tumid number of facilities can be available at this issue much(pre nary(pre nary(pre no.einal)inal)inal) as subsidy, loans at cheaper rate, etc. PRODUCT INTRODUCTION AND grocery store ANALYSIS dairy levy industry is of crucial importance to India. The country is the earths largest d stinging producer, accounting for much than 13% of initiations list take out production.It is the worlds largest consumer of dairy products, consuming al near ascorbic acid% of its suffer draw production. dairy products are a major artificial lake of cheap and nutritious food to millions of people in India and the only acceptable source of animal protein for large vegetarian segment of Indian population, particularly among the landless, sm alone and borderline farmers and women. Dairying has been considered as genius of the activities aimed at on the wholeeviating the poverty and unemployment especially in the rural areas in the rain-fed and drought-prone regio ns.In India, about three-fourth of the population live in rural areas and about 38% of them are poor. The progress in this unswervingament allow result in a more remainderd education of the rural economy. The importance of take out in human diet especially for children and expectant and nursing matters is vital. To meet the demand of the cast up population milk production in India has to be incrementd. It is neither possible nor desirable to increase the cattle and buffalo population to achieve this target.This can only be achieved by stepping up milk production of our bovine population by cross breeding of cows and subroutine of improved cows and cow. To twenty-four hours, dairy cows are specialized to produce large volumes of milk. Specialist plateful dairy farming is only viable where either a large amount of milk is required. Uses & Applications of take out The term milk refers to a inhomogeneous mixture secreted by the healthy mammary glands containing alter, protei ns and carbohydrates along with minerals and vitamins in the organize of emulsion, colloidal suspension and true solution respectively in the day-and-night phase of water.In the other words milk whitethorn be defined as an emulsion of fat in a watery solution of sugar and mineral salts and with protein in a colloidal suspension. On storage of milk at some more temperature for some time, the tartness found increased to some extent and this increased acidity is cognise as Developed acidity. milk is used as a food, use as a complete food of infant, It is used to prepare curd, butter, ghee, slam and ice cream etc. , milk is used in all homes, It is used in calefacientels and restaurants as milk food preparation and in the preparation of tea.Market Survey India is the worlds largest producer of dairy products by volume, accounting for more than 13% of worlds correspond milk production, and it also has the worlds largest dairy herd. The Indian Dairy sector acquired substantial gro wth momentum from 9th Plan onwards, achieving an annual turnout of 121. 8 (estimated) million tons of milk during 2010-11. This has not only placed the country on top in the world, but also represents sustained growth in the availability of milk and milk products for the growing population. The market is currently growing at round 5% pa in volume terms.There is an impressive aim of extremitying i. e. 22% in organized sector. Major players in the dairy sector with dairy products take Gujarat Co-operative draw Marketing Federation (GCMMF) and Nestle are the largest player. Other includes Milk food Limited, SmithKline Beecham Limited, Indodan Industries Limited, H. J. Heinz Limited, Britannia, Cadbury, etc. All other local dairy cooperatives prolong their local brands (For e. g. Gokul, Warana in Maharashtra, Saras in Rajasthan, Verka in Punjab, Vijaya in Andhra Pradesh, Aavin in Tamil Nadu, etc. ).Other private players include J K Dairy, inheritance Foods, Indiana Dairy, Dairy Specialties, etc. SOURCE OF RAW MATERIAL The one and only raw material on which the dairy plant dutys is milk. And as Gujarat has abundant livestock especially buffalos availability of the raw material is not a problem here. Fig. 1 Lower level or primary level milk producers co operative cite a collection of milk from member producers. Members producers are farmer owing cows of buffalos. They bring milk to primary level societies. The collection of milk by and through and through members producers standing in queue.An account of both member producer is maintained which contains the details regarding the fat content, part and beat of goods, time of collection and the payments due or outstanding. In case of role of the co operative must be alert so as to neglect. The collection of source milk and substandard milk. For pricing hoard milk importance is given to quality. The milks outlays are based on FAT and SNF. I. e. sell non-fat contents. It necessarily to consider the ba cteria population in the milk for raw material paying milk price. Payment is done on day-after-day or monthly bases depending upon co operative policy and members preference.This milk is proportionally distributed and brought to milk processing plant. shapeRIES 1. PASTEURIZER Fig. 2 The pasteurizer consists of plate take fire ex transfigurer, balance tank, pump, hot water circulation system (including mixer of locomote and water, hot water pump, steam adjusting valve and water level control) and information processing system system for pasteurisation program, CIP program, and temperature control. It is used in heating and cooling raw material. The pasteurizer is usually used in the process of milk, ice-cream, milk mill, fruit juice, and beverage, which is sensitive to heat.The material is pumped to the plate heat exchanger, because undergone preheating, holding, heat energy recover and cooling, which can keep the products certain physical nature and taste. If the temperatu re is below the set degree, this is intelligenced by a temperature transmitter. A signal activates flow diversion valve and the material flows back to the balance tank, hence the material is change integrity again. The state of the pasteurization temperature is recorded on a disc of the recorder in process of pasteurization. 2. POLLY FILL MACHINE The Polly fill machine helps to pack the milk into the achieves their feeding bottles of various sizes.One much(prenominal) machine can pack 100 bottles of milk in one single minute. Fig. 3 PRODUCTION PROCESS Milk is processed through a process called pasteurization. In the process of pasteurization, the milk product is really heated. The milk is heated in order to kill any bacteria that may be within the milk still. After the milk is pasteurized and all bacteria are killed off, the milk is then cooled and packaged and then shipped out to stores. Diagram 1 Dairy cattle are brought in twice a day and milked. Fig. 4 The cattle on this farm are fitted with microchip collars that register each individual cow as she enters the milking shed.This microchip identification allows the production figures to be collected & collated by computer for each cow. Each cow has its complete production for each location. Fig. 5 After milking, the milk is cooled and stored in keep vats at four degrees Celsius until collected by the milk oil tanker. Milk is collected formerly a day. The tanker driver carries out preliminary tests to the milk, checking its smell, taste and that it has been refrigerated to four degrees Celsius. The bankruptcy to store at less than four degrees Celsius can result in the milk being bought at a reduced price or not at all.It is extremely important that milk remains refrigerated at all times to maintain product fallal. Because milk is a nutritious food, any bacteria that are present in milk will grow and multiply rapidly, particularly if the milk is not refrigerated. Fig. 6Fig. 7 At the milk factory th e milk is pumped into holding tanks where it is held until the results of tests that are routinely carried out are known. These tests include somatic cell counts, total plate count, butterfat percentage and protein percentage. The results of these tests help determine the price paid by the milk factory to the farmer. Fig. 8 PRODUCTION CAPACITY.Office equipment30,000 TOTAL refractory CAPITALTable no. 10 elder zero(prenominal) Particulars get along mensurate 1. Land37,00,000 2. Building17,50,000 3. Machinery and Equipment 9,35,000 4. Furniture 1,20,000 5. Office equipment 30,000 hail65,35,000 TOTAL WORKING CAPITALTable no. 11 Sr. none Particulars chalk up honour ( 1 month) RsTotal Value ( 3 month) Rs 1. Raw Materials9,08,00027,24,000 2. Salary and Wages 50,100 1,50,300 3. Utilities 14,000 42,000 4. Other expenses 14,000 42,000 Total9,86,10029,58,300 TOTAL COST OF PROJECTTable no. 12 Sr. No. ParticularsTotal Value Rs. 1. Total unflinching Capital65,35,000 2. Total Working Capita l ( For 3 Months)29,58,300.Total94,93,300 FINANCIAL ARRANGEMENT SOURCES OF FINANCETable no. 13 Sr. no. ParticularsAmount Rs. Total Amount Rs 1. Promoters persona (71. 91% of total Capital required)68,26,300 2. Borrowed Capital(28. 09% of total Capital required) 12% of GSFC (50% of borrowed Capital) 12% of IDBI (50% of borrowed Capital) 13,33,500 13,33,500 26,67,000 Total94,93,300 INTEREST ON CAPITALTable no. 14 Sr. no. Particulars delight RateTotal Value Rs. 1. GSFC lend12%1,60,020 2. IDBI Loan12%1,60,020 3. Own Contribution9%6,14,367 Total9,34,407 PROFITIBILTY OF THE PROJECT (PER MONTH) COST OF PRODUCTIONTable no. 15.Particulars offset printing social class (60% Prod. Capacity)2nd year (80% Prod. Capacity)third year (100% Prod. Capacity) Variable Cost Raw material Wages Other expenses expediency 1,08,96,000 2,11,200 84,000 1,68,000 1,45,28,000 2,81,600 1,12,000 2,24,000 1,81,60,000 3,52,000 1,40,000 2,80,000 Total Variable Cost1,13,59,2001,51,45,6001,89,32,000 Fixed Cost Salar y to Staff wear and tear Total interest paid Other expenses (50% of Office & Admin. write offs) 3,90,000 4,31,250 9,34,407 84,000 3,90,000 3,51,938 12,45,876 84,000 3,90,000 2,89,490 15,57,345 84,000 Total Fixed Cost32,76,657 32,89,73833,59,912 Total Cost1,46,35,8571,84,35,3382,22,91,912.COST aeroplaneTable no. 16 Particulars foremost year2nd year tertiary year Raw Material Consumed gap stock of R. M channel purchase of R. M. slight close stock of R. M. 1,08,96,000 1,45,28,000 1,81,60,000 Cost of Raw Material1,08,96,0001,45,28,0001,81,60,000 Add Direct wages returns Total2,11,200 1,68,000 3,79,2002,81,600 2,24,000 5,05,6003,52,000 2,80,000 6,32,000 Prime Cost1,12,75,2001,50,33,6001,87,92,000 Factory Over vanguards Repairs and sustentation Supervisor drudgery manager disparagement on Building wear and tear on Machinery 18,000 72,000 84,000 1,75,000 2,33,750 21,000 72,000 84,000 1,57,500 1,75,312.24,000 72,000 84,000 1,41,750 1,31,484 Factory Cost5,82,7505,09,8124,5 3,234 Administrative spending wage TO Manager A / C Clerk Peon looker Depreciation arouse on borrowed loan 84,000 36,000 18,000 8,400 12,000 22,500 3,20,040 84,000 36,000 18,000 8,400 12,000 18,825 2,74,320 84,000 36,000 18,000 8,400 12,000 16,256 2,28,600 Administrative Cost5,00,9404,51,5454,03,256 Cost of Production1,23,58,8901,59,94,9571,96,48,490 Add Op. stock of Finished goods Less Cl. Stock of Finished goods- 1,10,0311,10,031 1,35,0541,35,054 1,91,740 Cost of Goods Sold1,10,0312,45,0853,26,794 sales and Distribution expenses.Salary to Sales Manager Transportation outgos Advertising & promotional material Expenses Sales Expenses 84,000 14,400 60,000 14,400 84,000 19,200 80,000 19,200 84,000 24,000 1,00,000 24,000 Total1,72,8002,02,4002,32,000 COST OF SALES1,24,21,6591,60,37,6421,97,43,284 SALES1,45,30,6441,94,85,1642,43,30,412 PROFIT21,08,98534,47,52245,87,128 RAW MATERIALTable no. 17 Sr. no. Raw materialQuantityRateTotal amount Rs. 1. Milk60,000 liters40 per liter2,40,00 0 2. Bottles1,60,0005 per bottle6,50,000 3. Bottle caps60 cartons(3000 caps each)300 per carton18,000 Total9,08,000 STAFF AND savvy SALARY AND WAGESTable no.18 Sr. No. ParticularsNo. of PersonTotal Value Rs. 1. Admin staff330,800 2. Skilled Worker49,000 3. Unskilled Worker810,300 Total 50,100 UTILITIESTable no. 19 Sr. No. ParticularsTotal Value Rs. 1. Power12000 2. Water2000 Total14000 INTEREST ON CAPITALTable no. 20 Sr. no. ParticularsInterest RateTotal Value Rs. 1. GSFC Loan12%1,60,020 2. IDBI Loan12%1,60,020 3. Own Contribution9%6,14,367 Total9,34,407 REPAYMENT OF BORROWED LOANTable no. 21 Particulars1st year2nd year tertiary year4th year5th year6th year7th year Total Loan (26,67,000)26,67,00022,86,00019,05,00015,24,00011,43,0007,62,0003,81,000 LessInstallment3,81,0003,81,0003,81,0003,81,0003,81,0003,81,0003,81,000 Closing Balance22,86,00019,05,00015,24,00011,43,0007,62,0003,81,000NIL Total Interest on Borrowed Loan 3,20,040 2,74,320 2,28,600 1,82,880 1,37,160 91,440 45,760 DEPR ECIATION SCHEDULETable no. 22 Sr. No. Particulars1st year2nd year3rd year 1. Building (10%) Less Depreciation Closing Balance17,50,000 1,75,000 15,75,00015,75,000 1,57,500 14,17,50014,17,500 1,41,750 12,75,750 2. Machinery (25%) Less Depreciation Closing Balance9,35,000 2,33,750 7,01,2507,01,250 1,75,313 5,25,9375,25,937 1,31,484 3,94,453 3. Furniture (15%) Less Depreciation Closing Balance1,20,000.18,000 1,02,0001,02,000 15,300 86,70086,700 13,005 73,695 4. Office and Equipment (15%) Less Depreciation Closing Balance30,000 4,500 25,50025,500 3,825 21,67521,675 3,251 18,424 OTHER EXPENSESTable no. 23 Sr. No. ParticularsTotal Value Rs. 1. Postage and stationery1000 2. Repair and Maintenance1500 3. Advertising and Publicity5000 4. Transport Charges1200 5. indemnification and revenuees2000 6. Sales Expenses1200 7. Telephone Expenses1500 8. Miscellaneous Expenditure600 Total14000 OPERATING STATEMENT Table no. 24 Particulars 60%80%100% Sales (A)1,45,30,6441,94,85,1642,43,30,412 Cost Of Production Raw Material Utility Wages Total Cost. supply Opening Stock of Finished goods LESS Closing Stock of Finished goods Total Operating Cost (B) 1,08,96,000 1,68,000 2,11,200 1,12,75,200 1,10,031 1,11,65,169 1,45,28,000 2,24,000 2,81,600 1,50,33,600 1,10,031 1,35,054 1,50,08,577 1,81,60,000 2,80,000 3,52,000 1,87,92,000 1,35,054 1,91,740 1,87,35,314 GROSS PROFIT (A B = C) 33,65,475 44,76,587 55,95,098 indirect Expense Other Expense (Fixed) (Variable) Salary to staff Depreciation Total Indirect expense (D) 84,000 84,000 3,90,000 4,31,250 24,85,750 84,000 1,12,000 3,90,000 3,51,938 22,09,412 84,000 1,40,000 3,90,000 2,41,295 19,90,762 EBIT (C D = E)8,79,72522,67,17536,04,336.Interest on own Capital Interest on Borrowed Loan Total Interest (F)6,14,367 3,20,040 9,34,407 6,14,367 4,26,720 10,41,087 6,14,367 5,33,400 11,47,767 EBT (E F = G)(-) 54,68212,26,08824,56,569 LESS Tax (40%)4,90,4359,82,628 EATNIL7,35,65314,73,941 RATIO ANALYSIS PROFITABILITY ANALYSIS RETURN ON INVESTEM ENT = EBIT x 100 Total Capital Investment (For the 1st year) = 8, 79,725 x 100 53, 34,000 = 9. 27% (For the 2nd year)= 22, 67,175 X 100 94, 93,300 = 23. 88% (For the 3rd year)= 36, 04,336 X 100 94, 93,300 = 37. 97% COST OF CAPITAL= Int. on own chapiter + Int. on borrowed capital x 100 Capital employed.(For the 1st year)= 5, 60,070 x 100 53, 34,000 = 10. 50% (For the 2nd year)=8, 33,394 x 100 94, 93,300 =8. 78% (For the 3rd year)=7, 37,357 x 100 94, 93,300 =7. 77% GROSS PROFIT RATIO = thoroughgoing(a) sugar x 100 Total Sales (For the 1st year)= 33, 65,475 x 100 1, 45, 30,644 = 29. 59% (For the 2nd year)=44, 76,587 x 100 1, 94, 85,167 =22. 97% (For the 3rd year)=55, 95,098 x 100 2, 43, 40,412 =23% NET PROFIT RATIO= engagement Profit x 100 Total Sales (For the 1st year)= 14, 41,818 x 100 1, 45, 30,644 =9. 92% (For the 2nd year)=26, 49,962 x 100 1, 94, 85, 164 =13. 60% (For the 3rd year)=38, 48,641 x 100 2, 43, 30,412 =15. 82% BEP ANALYSIS.BEP (In Units) = Fixed Cost Contribution (F or the 1st year)=32, 76,657 8. 73 = 3, 75,333 units (For the 2nd year)=32, 89,738 2. 15 =15, 30,111 units (For the 3rd year)=33, 59,912 8. 88 =3, 78,368 units BEP (In Rs. ) = BEP in Units x Selling Price (For the 1st year) = 3, 75,333 x 40 = 1, 50, 13,320 (For the 2nd year)=15, 30,111 x 40 =6, 12, 04,440 (For the 3rd year)=3, 78,368 x 40 =1, 51, 34,720 PROFIT & LOSS A/C Table no. 25 Particulars1st year2nd year3rd year Income Sales ADD Closing Stock Total of Income 1,45,30,644 1,10,031 1,16,40,675 1,94,85,164 1,35,054 1,96,20,218 2,43,30,412 1,91,740 2,45,22,152 Expenditure Opening Stock.ADD Purchase of R. M. Utility Wages Total of Expenditure 1,08,96,000 1,68,000 2,11,200 1,12,75,200 1,10,031 1,45,28,000 2,24,000 2,81,600 1,51,43,631 1,35,054 1,81,60,000 2,80,000 3,52,000 1,89,27,050 GROSS PROFIT33,65,47544,76,58755,95,098 Other Expense Other exp. (Fixed) (Variable) Salary Depreciation Int. on own Capital Int. on borrowed Capital Total 84,000 84,000 3,90,000 4,31,250 6,14,367 3,20, 040 19,23,657 84,000 1,12,000 3,90,000 3,51,938 6,14,367 2,74,320 18,26,625 84,000 1,40,000 3,90,000 2,41,000 6,14,367 2,28,600 17,46,457 NET PBT14,41,81826,49,96238,48,641 relaxation SHEET (1st year) Table no. 26 ParticularsAmount (Rs.)Amount (Rs. )Liabilities Promoters Capital Borrowed Loan IDBI 13,33,500 GSFC 13,33,500 Profit and passage A/C Total Liabilities 68,26,300 26,67,000 14,41,818 1,09,35,118 Assets Gross stop dead (Less Depreciation) debtor change on Hand Closing Stock Total Assets 24,03,750 18,85,336 65,36,001 1,10,031 1,09,35,118 BALANCE SHEET (2st year)Table no. 27 ParticularsAmount (Rs. )Amount (Rs. ) Liabilities Promoters Capital Borrowed Loan IDBI 13,33,500 GSFC 13,33,500 Profit and Loss A/C Total Liabilities 68,26,300 26,67,000 26,49,962 1,21,43,262 Assets Gross Block (Less Depreciation) Debtor Cash on Hand Closing Stock Total Assets 20,51,812.24,89,099 74,67,297 1,35,054 1,21,43,262 BALANCE SHEET (3st year)Table no. 28 ParticularsAmount (Rs. )Amount (Rs. ) Li abilities Promoters Capital Borrowed Loan IDBI 13,33,500 GSFC 13,33,500 Profit and Loss A/C Total Liabilities 68,26,300 26,67,000 38,48,641 1,33,41,941 Assets Gross Block (Less Depreciation) Debtor Cash on Hand Closing Stock Total Assets 17,62,322 28,46,970 85,40,909 1,91,740 1,33,41,941 INTRODUCTION Lawrence Apply wrote, management is the development of the people and not the guidance of things. Employees hold a key place in ancestry. No business initiative can exist and function without employees.The plan of the business may be perfect and also structure of the organisation may be perfect but if the recruitment of personals is unscientific, the business cant gown. Milk sense pvt. Ltd. will enrich with adeptly sound and convicted man spring. The average age of the employees will be 23 years, their total appears will be 500, and their technical strength will be approximately 170, staff strength of the Dairy will be 110 and trainee workers will be approximately 230, ontogeny and empowerment is the trait of the H. R. D. functions. The trainer and workers get hostel facilities and other benefits. BATCHES AND FACILITIES.Milk sense will run 2 shifts and the employers are distributed to fulfil the requirement. 1st sift runs from 8. 00A. M to 8. 00 P. M 2ed sift runs from 8. 00P. M to 8. 00 A. M as well these the employees will be given many benefits like 1. Uniform change room 2. A good canteen installation 3. Bonus 4. Transportation Facilities etc. 1. Uniform change room In milk sense pvt. Ltd. Workers will be provided with a changing room because workers will have to work with a food product hence the milk should be pure and germ free for those workers will have to change their cloths in front starting their respective work. 2. Canteen Facility.One canteens functioning at site, where eat / snacks are available in the morning hour and lunch from 1200p. m. To 230p. m. at fixed charges. Tea, deep brown etc. will be served in the office two times in the morn ing hours and once in the afternoon. 3. Bonus During festival season and at time of noble profits the company will give bonus to their workers and employees. 4. Transport facility The company provides free bus services to commute and from all corners of Rajkot, kuvadva. rearing PROGRAMME AND WORKSHOP The Hosiery training centre Ahmedabad trains operating and maintenance of staff in the Dairy and food industries.Technical facilities at the launch were augmented during the year to meet the needs of co-operatives and private sector industries 260 participants attended various courses at the institute during the year. Milk senses staff office department will involve activities such as, To recruit and select the very best candidates available for each vacancy. Develop personal performance through improvement processes, which contributes to the overall growth of the employees and workers. To create effective, need based, future ready, ductile salary and wages systems. To create and keep record of each employee and worker.SALARY AND QUALIFICATION Minimum Salary to the workers in the dairy is Rs. 100 per day also this they are provided provident facility. They are given wages as per the factory act. Qualification- All the employees of the milk sense pvt. Ltd. will have to get the qualification of ITI or graduation. PERFORMANCE APPRAISAL Performance estimate is a system evaluation of a works performance and potential for development. The overall objective of performance official duties is importance the efficiency of an enterprise by attempting to mobilize the best possible efforts from individual employed in it.The salary reviews, the development and training of individuals, planning, job ration, each and every firm has its own method to evaluate this performance. In Our Company we also legal profession the skills, ability, performance, important function of personnel management, which helps them to make important decision like training and development, pro motion, transfer etc. In a company the head prepares performance of any candidates confidential piece of music and it is presented to his highest authority. This report is managed to any candidate to transfer, promotion etc.INTRODUCTION Marketing is a very vital function of any industries. To reach high profits. each company has to handle its merchandise function with care. As the whole world is turning in to a global market marketing function is getting more important in every company. The term marketing is changing in the word. If the market does a good job mis good-looking Consumer need develops product that provide superior value and price distributes and promoters then officially According to E. W. cundiff and R. R.still, marketing management is concerned with the direction of purpose-made activities towards the attainment of marketing goals. The basic goal of marketing is satisfaction of needs of customers and generation of revenue for the business purpose. ? GENERAL INF ORMATION In MILK SENSE PVT. LTD. marketing will be a basic bodily function for the total business it is market which sells and distributes products to the people who need them at a place they want at a time they require and at a price, they are prepared to pay of late marketing department.Milk sense will have attracted the increasing attention from companies and nations because it provides good quality of product. Milk sense also provides enough quantity with the respect to price Density price channel of distribution etc. are all made on the basis of the information picked up from the market through constant & systematic research. MARKETING MIX According to Ferrel, Lucas and Luck a product, with the target Market as focal point, serves as the starting point for the development of a marketing mix dodging and forms the basis for all other decisions regarding distribution, promotion and price.Decisions relating to the development and marketing of products include amongst others, deci sions about product attributes, branding, forwarding and labeling. Milk is classified as a consumer good or else than a business good. It can further be defined as a convenience good in that the customer is supposed to have complete knowledge of the product before purchasing it, and because it is also purchased with tokenish effort. It is important that milk, as a convenience good, be readily available when and where the consumer needs to purchase it. PRODUCT LIFE CYCLEThe declining consumption of milk has become an international phenomenon. The consumption of soft wassails has tripled in this period, making them the most popular beverage, while milk is ranked fourth after coffee and tea. PRODUCT DEVELOPMENT New product development should also take consumer trends into account, such as consumers of milk comme il faut more health conscious. Labels with fat free and cholesterol free are turning into the selling points of the future. Milk marketers are aware that consumers perceive milk as being fattening, so emphasis should be placed on giving customers the correct information.This is as easy as printing more information on the bottle labels. Low fat fresh milk is sold as containing 2 percent fat, while full cream milk has merely 1 percent more fat than the 2 percent milk. There is an increasing need for more information to be printed on labels. An example of such a segment is the diabetic consumers. The diabetic market is untouched, while numbers of diabetic consumers are increasing. It is apparent that full cream milk is principally prohibited in most diet schedules, while skimmed milk may be consumed in limited quantities.It is important for dairy researchers and decision makers to note that consumers are requiring more dietary information, and consumption may increase if details of the product are provided. PACKAGING Most of the dairies selected for the study use a family packaging strategy, which means that all products in the range are almost identica lly packed or have an important packaging characteristic in common. Packaging, however, has many functions. The most important functions of packaging are to contain the liquid, promote milk and provide storage.Another function which is becoming increasingly important today, is the recyclability of the package used. Companies are becoming more milieu friendly by using a recyclable package, which should result in less waste. Wholesalers and retailers prefer packages that are easy to ship, store and to pack. Consumers, however, look for items that are easy to handle, open and close. Towrope, for example, launched a screw top 1 liters bottle of milk. The consumer can therefore easily open or close this container, whilst freshness is maintained by preventing the milk from absorbing other odors. PRICE duration one price for milk is for example set for all terminal consumers, different consumers attach different meanings to the price they pay for a product. The consumers aim is to spend his/her income in a way that will grant him/her maximum satisfaction. Most dairy companies have price boundary lines in which to deal. Milk being a basic food, has a low profit margin of around ten to fifteen percent. The dairy industry probably has to inform the consumer with an acceptable price of milk, such as 40 RS. Per liters and maintain that price. CONSUMER demeanor Indias dairy market is multi-layered.Its shaped like a pyramid with the base made up of a vast market for low-cost milk. Consumers while purchasing dairy products look for freshness, quality, taste and texture, commixture and convenience. Presently, barely 778 out of 3,700 cities and, towns are served by its milk distribution network, dispensing hygienically packed wholesome, quality pasteurized milk. According to one estimate, the packed milk segment would double in the next five years, giving both strength and volume to the modem sector. The narrow tip at the top is a small but affluent market for western t ype milk products.Of the three As of marketing Availability, Acceptability and Affordability, Indian dairying is already endowed with the first two. People in India love to drink milk. Hence, no efforts are needed to make it acceptable. Its availability is not a limitation either, because of the ample scope for increasing milk production, given the rule low yields from dairy cattle. It leaves the third vital marketing factor affordability. How to make milk affordable for the large majority with limited purchasing power is essence of the challenge.One practical way is to pack milk in small quantities of 250 ml or less in polythene sachets. Already, the glaze bottle for retailing milk has given way to single-use sachets which are more economical. Another viable alternative is to sell small quantities of milk powder in mini-sachets, adequate for two cups of tea or coffee. ADVERTISING As an entrepreneur in the milk industry milk sense first of will start its advertisement by providi ng free sample and giving advertisement in magazines and standard newspapers like TIMES OF INDIA.Fig. 9 An identify Sponsor can define advertising as a ken promotion of goods & services. As per many classical writer of management says rough-and-ready Advertisement makes selling task half. After a trivial success Milk sense will adopt the same strategy but in rigorous manner. The product of milk sense will be published on very popular T. V transmit like National Channels, Zee T. V. SONY , STAR PLUS etc. Generally T. V. channels are most popular and suitable spiritualist of such advertisement. DISTRIBUTION CHANNEL.The distribution of fresh milk, being a biodegradable product with a limited ledge life of about 3 days, needs careful planning. It is important that all milk packages have a sell-by date printed on the product. This is an indication to the customer of the products freshness. If milk is uniformly priced, many customers consider their choice of purchase by checking the shelf life of the milk. Shelf life has become an important product benefit, which is associated with freshness. As competitive pricing strategies may urge customers to look for other benefits besides price, branding and freshness become important.