PRINCIPLES OF MANAGEMENT & MARKETING

GROUP NO-06GROUP MEMBERS ROLL NOPOOJA KALWAR 18TANMAYEE RAUT 56BHAGYASHREE BORKAR 07DHANASHREE KHAVANEKAR 22SWATI SHINDE 45SHRUTI TUMBRE 49KAVERI MURKUTE 32

AAREY MILK PRODUCTION

EstablishmentWorli Dairy is established in 1961 situated at Worli Seaface.The project cost of plan was Rs. 420 lakhs of which an amount of Rs. 80 Lakhs was provided by UNICEF in Foreign Currency.Dairy was inaugurated by Smt. Vijayalaxmi Pandit, Governor of Maharashtra.Dairy has processing and packaging capacity of Rs. 4.50 lakhs litres of milk handling per day.Milk product like Energee , Lassi, Dahi and Masala Milk are also daily manufactured in the plant.Dairy helps to meet the need of consumers in the Central and Southern part of Mumbai city. (Colaba to Mahim & Sion).

HistoryAarey Milk Colony was established in year 1949. On 04.03.1951 Central Dairy, Aarey was inaugurated by auspicious hand of then Prime Minister of India Shri. Pandit Jawaharlal Nehru .This Dairy is pioneer of it's kind in entire Asia.After 1970 milk produced in mofussil area was also received in this dairy.It distributes milk in Western Suburbs of Mumbai City.In 1961 Aarey established a new dairy at Worli seaface to meet the need of consumers in the Central and Southern part of Mumbai city.In 1979 Aarey started processing , packing & distributing of Aarey ghee from the Mother dairy which is located at Kurla.

OverviewType : Government undertakingFounded in : 1949Headquaters: Goregaon(E), Mumbai,IndiaIndustry : DairyKey people : CEO dairy inchargeProducts : Milk & related productsTurnovers : 200 croresEmployees : 3,000 +

ConceptThe Aarey Concept Cost effective production, including primarily, procurement of milk from over two million diary farmers which, in turn assures poor farmers reasonable prices. Climbing up in the value chain by diversifying into value added products, such as milk, sweets, confectionaries, truly as food company. Sustained building up loyalty of customers, not by promoting individual products but all products under the umbrella of its premium brands. Facilitating reach to customers throughout the state by a strong chain of distribution outlets.

ProductsCow Milk Cream Milk Tonned Milk Buffalo Milk Energee(200 ml. Bottle) Coffee/ Chocolate Energee ( 200 ml. Bottle) Capuchinno/ Mocha Energee (200 ml. Bottle). Diet Energee( 200 ml. Bottle) ShrikhandMasala Milk (200 ml .Bottle.) Special Masala Milk (200 ml. Bottle.) Plain Lassi,Mango Lassi,Strawberry Lassi Dahi Ghee

STORAGE As milk comes from 300 – 400 km far away,it is heated slowly upto 72.5 degree celcious & stored in insulated tanks which contains inner & outer layer insulation which does’nt transfer heat. There were 80 – 100 tankers of milk. All the products after packing is kept in full tempreture in a chilling section.

Strength•The spirit of development can be seen and felt in everything that they do.• Marketing is simply their tool to achieve ultimate objective – Human Development. •Aarey is focused on delighting their customer by developing new products to meet their expectations and delivering the best quality products at the lowest prices that they expect. •This unflagging commitment to the consumer explains their marketing success.

Target Per Day:Cow Milk : 95000 litersTonned Milk : 30000 liters Special Milk : 35000 liters Energee :22000 bott. Masala Milk :1000 bott. Lassi :20000 bott. Ghee :1500 kg. Dahi : 500 cup

CompetitionThe rules ‘of the game’ of the Indian Dairy Industry have changed.Since 1991, anybody and everybody has been free to enter the dairy industry and to reap benefit from the market that our federation created and nurtured with Aarey . Multinationals, backed by their surplus capital, are seeking a hefty share of milk and milk products. At the same time, regional private companies have been able to penetrate markets on the strengths of aggressive pricing made possible by cavalier treatment of taxation laws and quality standards. More recently, Government has even allowed free import of dairy products, leaving the door open of dairy open subsidized imports from advance dairying nations. The dynamics of the Indian dairy industry are now increasingly linked to the global dairy industry.

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