Organisation study at KERAFEDCHAPTER-1 INTRODUCTION The organization study undertaken as a part of the curriculum was done at “The Kerala Kerakarshaka Sahakarna Federation Ltd”, (KERAFED) Thiruvananthapuram. This study provides an opportunity to expose the students to an industry / organization and its operational conditions. This study also aims at having a better understanding of various departments and its functioning.This report consists of a detailed study of the history of the company, product profile, organizational hierarchy, various departments and their functioning etc. This study proved to be fruitful by familiarizing us to the organization and at the same time it also helped us to create practical awareness. KERAFED is one of the largest coconut oil producers in India. Its coconut oil complex at Karunagapally in Kollam district houses state-of the art facilities for extraction is one of the largest coconut oil mill in the sub-continent with an installed capacity of 200 TPD. KERAFED is the Apex Co-operative Federation of coconut farmers in Kerala. It is the single largest procurer of coconut/copra, produced in Kerala. It increases the income of 29 lakh farmers' families and creates employment opportunities is the industrial sector. IMK ADOOR Page 1 Organisation study at KERAFED Chapter- 2 Design of the study IMK ADOOR Page 2 Organisation study at KERAFED Objectives of the study 1. To study about the organization and how it functions. 2. To understand thee various functions of departments 3. To understand the flow of authority& responsibility of KERAFED 3. To assess the marketing efforts adopted by the company 4. To understand how the theoretical aspects are put to practice in the organization. Methodology The type of research used for study is descriptive research. It includes facts, findings and enquiries of different kind. The major purpose of descriptive research is description of the state of affairs as it exists at present Primary data. Primary data is obtained through observation or through direct communication with respondents in one form or another or through personal interview The primary data for the study obtained from: 1 .Unstructured interviews with Managers and Departmental heads, employees 2. Direct observation 3. Questionnaires Secondary data. Secondary data are those which have already been collected by someone else and which have already been passed through statistical process. The secondary data were collected from Company records Journals Text books Annual reports Internet etc. IMK ADOOR Page 3 It also provides a chance to see the practical constraints faced by the managers while putting theory into practice.kerafed. Limitation of the study 1. Many of their financial audits are yet to be published and this limited the collection of data. 2. Since a face to face interview was conducted. there is a chance of biasing. The company records which are of confidential nature were not provided. 4. A detailed analysis of each of the activities performed by the departments is included in the study.com. 3. Scope of the study The study is intended to attain a first hand experience of the overall running of an organization. The busy schedule of the departmental heads restricted collection of detailed information Period of study The study was conducted from15 June 2009 to 25 July 2009 IMK ADOOR Page 4 .Organisation study at KERAFED www. Organisation study at KERAFED Chapter---3 Industry Profile IMK ADOOR Page 5 . In Sanskrit the coconut palm is called “kalpa vriksha”.the roots. which are slow to mature and first flower six to ten years after planting. Their life span is only about thirty years. Two major classes of coconut palm are typically recognized on the basis of stature: tall and dwarf. They produce medium-to-large size nuts and have a life span of sixty to seventy years. when they are only about three feet tall. In India . the trunk. the wood. the blossom and all the parts of the nut. All the parts of the coconut tree can be put to useful purposes. which roughly translated means “Tree of Life”. The dwarf variety may grow to a height of twenty-five to thirty feet and begin flower after three years. it provides livelihood to about 10 million people through various activities from its cultivation to processing of its products. leaves. The ones most commonly planted for commercial purposes are the tall varieties. IMK ADOOR Page 6 .Organisation study at KERAFED CHAPTER-2 INDUSTRY PROFILE The coconut palm is one of the most valuable plants to man. The dwarf varieties may have originated as a mutation of tall types. 033. coconut oil extraction and coir manufacturing are the traditional coconut based industries in the country.000 710.500.91 million hectares with an annual production of nearly 13000 million nuts.000 3.Organisation study at KERAFED India is the third largest coconut producing country in the world. Country Indonesia Philippines India Brazil Sri Lanka Thailand Mexico Vietnam Malaysia Papua New Guinea Production (MT) 16. Currently the crop is grown in 1.500.34 per cent of the world’s coconut production and is one of the major players in the world’s coconut trade. The price of the coconut in the country is dependent on the prevailing price of coconut oil which is characterized by recurring violent fluctuations. The volatile price situation often ends in the negligence of the coconut gardens.830 1. Copra processing.000 Coconut Industry in India Coconut palms are grown widely in the coastal tracts of the country. Of the range of ways.000 650. The fluctuation in the price of the coconut oil simultaneously reflects on the price of coconut. The coconut economy of India is in a convenient status.000 9. leading to attack of pests and diseases and low productivity.500.000 940. product diversification and value IMK ADOOR Page 7 .000 959.000 1. India accounts for 22.950. promoting cost effective coconut based farming system.300.000 14. The behavior of coconut oil price is relatively dependent on overall supply of oils and fats in the country. Organisation study at KERAFED addition play a crucial role in the stabilization of the coconut oil driven domestic market and is essential for reorienting and engineering the Indian Coconut Industry cost effective and globally competitive. The Coconut Development Board has been playing pivotal role in promoting viable coconut based farming system, on-farm processing and products development. The production and marketing of value added products have started attracting commercial interest and the situation brought rejuvenation in the sector. The market promotional measures undertaken in pursuit of the popularization of health benefits of coconut oil and tender coconut water have attributed a stimulating effect on the less dependency of coconut oil driven coconut economy. There has been a well defined network in the country to undertake the R&D of coconut. The State Agricultural Universities, ICAR Institutes, Agriculture/ Horticulture Departments of States/ UTs, organizations like, NAFED, KERAFED etc. and private institutions contribute to the pursuit of the research and development process of coconut in the country. IMK ADOOR Page 8 Organisation study at KERAFED STATISTICAL DATA OF COCONUT • All India State-wise Final Estimates of area and production of Coconut 2005-2006 States Territories Andhra Pradesh Assam Goa Gujarat Karnataka Kerala Maharashtra Nagaland Orissa Tamil Nadu Tripura West Bengal A & N Islands Lakshadweep Pondicherry All India 104.0 19.1 25.3 16.4 385.4 897.8 18.0 0.9 50.8 370.6 3.3 24.9 25.5 2.7 2.1 1946.8 /Union AREA('000 Hectares) Production (Million nuts) 892.0 204.9 125.3 138.3 1209.8 6326.0 273.4 1.2 274.6 4867.1 7.0 323.5 87.1 53.0 27.9 14811.1 8577 10728 4953 8433 3139 7046 15189 1333 5406 13133 2121 12992 3416 19630 13286 7608 Productivity (Nuts/ha) Strength of Indian Coconut Industry One of the leading producers of coconuts in the world producing 13 billion nuts per annum. IMK ADOOR Page 9 Organisation study at KERAFED Coconut area distributed in 18 states and three Union Territories under different agro-climatic conditions. 3000 years' tradition in coconut cultivation. Premier coir manufacturing country in the world. Producer of best grade milling copra in the world yielding high grade coconut oil known for its aroma and flavor. Large number of farmer's co-operative societies in primary processing and marketing. Government agencies such as KERAFED, State Trading Corporation, Kerala State Marketing Federation and Karnataka State Marketing Federation in manufacturing and marketing of branded coconut oil in small packs. Hundreds of reputed and established private firms in manufacturing and marketing of various coconut products including branded coconut oil in small packs. Wide range of coconut products both edible and non-edible available for export. Technical know-how and trained manpower for the manufacture of various coconut based products. Good number of cultivars / varieties having specific nut characteristics. Availability of research support by reputed research organizations such as CSIR, ICAR and DRDO. Coconut Products of India IMK ADOOR Page 10 the dried kernel is the chief commercial product from coconut. Vinegar and soft drink are manufactured in the country from coconut water. Copra. Raw Kernel 5. Tender Coconut Water 2. Copra 3. which is mainly used for oil extraction. Coconut Toddy 7. Tender coconut water is another product which is manufactured and marketed successfully. It is used in the manufacture of toilet soaps. Coconut Oil 4. laundry soaps. But the efficient system of extraction of oil is by the use of expellers. Coconut Leaves 10. Coconut Cake 6. Coconut Shell based Products 8. Coconut Wood based Products 9. For the extraction of oil from copra the common method still prevailing in our country is by using rotary chucks. Besides. Coir Pith Coconut Oil Coconut oil makes up about 20 percent of all vegetable oils used in the world. the oil has varied industrial applications.Organisation study at KERAFED A large number of coconut products are manufactured in the country which have both domestic and export market. Coconut oil is made from fully dried copra having maximum moisture content of six per cent. Coconut Products: 1. surface active agents IMK ADOOR Page 11 . Coconut oil is an important cooking medium in Southern parts of the country especially in Kerala State. etc. pharmaceutical products and costly paints. hair tonics. Coconut oil is marketed in bulk as well as in packs ranging from sachets containing 5 ml. Since the price of coconut oil in the international market is very much lower than the domestic price. Owing to these qualities coconut oil has a potential market in the country. which is identical to special group of fats found human breast milk and also rich in vitamin-E. water is separated from oil. This is done on a small scale by the traditional method which is now partially mechanised or on a large scale by adopting wet processing technology. ice cream. to 15kg tins. filtered coconut oil is used for cooking and toiletry purposes. cosmetics. Applications Cooking IMK ADOOR Page 12 . Virgin Coconut Oil Virgin Coconut Oil is also made in the country from the milk extracted from raw kernel. It is used throughout the country as a hair oil as it helps growth of the hair. There are several brands known for their superior grade oil which have export market throughout the world. While the demand for coconut oil for cooking purpose is elastic. Refined coconut oil is mainly used in the manufacture of biscuits. Generally. Coconut milk is fermented and then by mechanical process. Refined coconut oil is also manufactured in the country for industrial uses. High quality of this oil makes it an ideal massage oil for babies and also for skin and hair applications. The virgin coconut oil is free from trans fatty acid.Organisation study at KERAFED and detergents. No heating or application of sunlight or dryer is done for the process. chocolates and other confectionery items. As a massage oil it has a cooling effect on the body. The branded coconut oil in small packs is mainly marketed as hair oil and body oil. high in medium chain fats (MCFA) known as lauric acid. its demand as hair oil is inelastic. the quality and attractiveness of consumer packs are important factors to compete in the world market. India has unbeatable quality advantage in this sector. provided diesel engines are adapted. and snack foods. Cosmetics and skin treatments Coconut oil is excellent as a skin moisturizer and softener. Antimicrobial effects Coconut oil be used in the treatment of fungal infections. and cooling or soothing the head. massage oils and cosmetics Coconut oil is an important component of many industrial lubricants. the refined oil is the one most commonly used. Manufacturing Coconut oil is used in volume quantities for making soap and cosmetics.Organisation study at KERAFED Coconut oil is widely used in cooking. IMK ADOOR Page 13 . Hydrogenated coconut oil is often used in non-dairy creamers. In this manner it can be applied to power generators and transport using diesel engines. Coconut oil is currently used as a fuel for transport in the Philippines Health effects Studies have found that coconut oil can help in weight loss and poison recovery. In diesel engines Coconut oil has been tested for use as a feedstock for biodiesel to be used as a diesel engine fuel. for example in the cold rolling of steel strip. Fractionated coconut oil is used in the manufacture of essences. Raw coconut oil can be used as a fuel for generating electricity by remote communities that have an abundant supply of coconuts and milling capacity. Coconut oil is used for styling hair. As a fuelTraditional use Coconut oil is used in oil lamps. skull and hair Gives softness and suppleness to skin on regular massaging Spreads easily on the skin when used as massage oil IMK ADOOR Page 14 . The numerous qualities of coconut oil reported are: Oil of natural origin Edible in raw form Saturated and stable Pleasing flavour Light colour Pleasant aroma Biodegradable High resistance to oxidative rancidity Sharp melting behaviour Narrow temperature range of melting Skin friendly oil Effective heat transfer agent in frying Better shelf life for fried product Ideal for deep frying Ideal confectionery fat Provides moisture barrier and imparts high gloss for bakery items in spray oil use Carrier and protective agent for fat soluble vitamins Low viscosity Superior baby oil Oldest and most widely used cosmetic raw material Maximum glycerin content Easily saponifiable even in cold Good emollient on skin. toiletry and industrial sectors because of its unique characteristics.Unique & Healthy Coconut oil finds extensive use in food.Organisation study at KERAFED Coconut Oil . natural shampoo and other cosmetics No harmful effects due to reheating Can be converted into diesel fuel Essential ingredient in ghee substitutes Nutritional / Medicinal Easy digestibility and absorbability Ideal energy source in baby foods Contains Vitamin E Composed mainly of short and medium chain fatty acids which have desirable qualities and functions Does not contain cholesterol Reduced fat accumulation in body Easily oxidized and therefore a preferred energy source IMK ADOOR Page 15 . liquid soaps.Organisation study at KERAFED Excellent base for hair oil Provides gloss to hair Germicidal and antimicrobial property Lowers evaporative loss of water from skin Protects skin from heat Ready penetration into the skin and appreciable water absorbing property Nourishes the hair roots and provides coolness to the body Imparts hardness and lathering property to soaps Illuminant and lubricant Does not leave a smoky flame if used in open lamps Blends well with other oils Potential fatty raw material in chemical industry due to its biodegradable nature Excellent fat source in the preparation of filled milk and infant food formulae Essential for the manufacture of toilet soaps. shaving cream. Two types of copra namely milling and edible are made in India. which should invariably start with in 4 hours after breaking. Copra making can be defined as the systematic process through which the fresh meat coconut containing 50 to 55% moisture is dried in sun or other sources of to bring down the moisture content to 5% to 6% only. Milling copra is used to extract oil while edible grade of copra is consumed as a dry fruit and used for religious purposes. University of Kerala showed that coconut oil: Does not elevate blood total cholesterol Increases blood HDL cholesterol Consumed along with coconut kernel lowers blood cholesterol Copra Copra is the dried meat. These halves are then kept for half an hour with the open side turned down to ensure that entire water is drained off. Substantial quantity of milling copra is manufactured using modern hot air driers resulting in the availability of superior quality copra which is required for the manufacture of best grade coconut oil. if this is not done . of the coconut. some moisture will be retained which will in turn lead to deterioration of copra. or kernel. Eleven to twelve month old nuts are utilized for copra making to obtain the optimum output of better quality copra. Organisation study at KERAFED Requires no transport system to absorb. Milling copra is generally manufactured by adopting sun drying and artificial means. The husked nuts are then split into halves and the water is drained off. A good number of farmers' coIMK ADOOR Page 16 . The halves or cups are now ready for drying. The nuts are first husked to remove the fibrous outer layer of the husk. digest and metabolize Very low content of Omega 6 fatty acid Studies undertaken by the Biochemistry Department. Insect attacked copra. 2. Inferior types of copra are generally: 1. colour etc. Mould effect Immature or rubbery copra made from immature nuts.63% 63% . Quality of copra is determined based on moisture content and extend of inferior type of copra. Edible copra is made in the form of balls and cups. Coconut oil is obtained by crushing copra most efficient method of extraction is by expeller. 3.65% Coconut Cake IMK ADOOR Page 17 .Organisation study at KERAFED operative societies are also involved in the manufacture and marketing of milling copra. Various Methods Chucks Rotary Mills Expellers Yield of oil 58% . Different grades of edible copra are available in the market according to the size. 4.60% 62% . Milling copra is available in different grades. Discoloured copra. Good quality copra is one which contains not more than 6% moisture. it appoints NAFED as its agency for procurement. NAFED National agricultural cooperative marketing federation. It undertakes price support operation. It was established with the object of coordinately and promoting the marketing and trading activities of the members in agricultural and other commodities. buffer stocking. In order to achieve this NAFED adopts various strategies with a view to ensure better returns to the farmers. Coconut Day (2nd September) September 2nd . There are a few such units in the country especially in Kerala. of every year has been designated as coconut day as per the decision of Asian and Pacific Coconut Community head quarters at Jakarta. which was organized in 1958. To promote interstate and international trade in agricultural and other commodities. This oil is generally used for industrial purpose and de-oiled cake is used to make mixed cattle feed. When the government of India formulates policies for support price in respect of certain commodities. export and important of commodities etc to balance production with consumption. The main aim of NAFED is to assist the marketing of cooperatives in the states to develop their marketing business. To render advice and technical guidance to its members.Organisation study at KERAFED Coconut cake is the residue left after the extraction of oil from copra which is mainly used as a cattle feed. represents the entire marketing structure at the national level. Their main objectives are: To make arrangements for the supply of agricultural requirements of its members. IMK ADOOR Page 18 . Coconut cake contains 4-5 per cent oil which is extracted by solvent extraction process. Organisation study at KERAFED Indonesia. encouraging investment in the sector and promote total development of coconut industry in the member countries. A major coconut growing countries including India are the members of the APCC. Foundation day of APCC also falls on 2nd Sept. In India coconut development board is taking the lead in the annual celebration of the coconut day IMK ADOOR Page 19 . The celebration of the annual coconut day is aimed at creating more awareness on the importance of the coconut and focusing world attention to this crop to enhance its potential in alleviating poverty. Organisation study at KERAFED CHAPTER 4 COMPANY PROFILE IMK ADOOR Page 20 . processing. As the coconut farmers in Kerala were reeling under the strange hold of powerful p country trade cartels that consistently manipulate market conditions and dictate price trend to their advantage . The primary objective of Kerafed is to organize coconut growers by bringing them under the cooperative umbrella and to provide them with all supplies and services to augment their income base by increased productivity and value additions through the integrated system of production achievement. The head office of KERAFED is located in Thiruvananthapuram. The federation started commercial production in 1993. dealers and suppliers. Kerafed aimed at procurement of 50% to60% of the total coconut / copra produced in the state which will be processed at its own processing unit and marketed. KERAFED is the single largest procurers of coconut / copra produced in Kerala from 900 societies all over the state. with a capacity of 200 Tons per day. (KERAFED) was registered under the cooperative societies Act in 1987. with assistance of European Economic Community.Organisation study at KERAFED Company Profile Introduction “Kerala Kerakarshaka Sahakarna Federation Ltd”. KERAFED has a good distribution network consisting of stockiest . IMK ADOOR Page 21 . KERAFED is the Apex Cooperative Federation of coconut farmers in Kerala and is the largest producer of coconut oil in India. storage . KERAFED's coconut oil complex at Karunagapally in Kollam district is one of the biggest such units in India. diversification and marketing of coconut oil and all/any products of coconut palm at a price remunerative to growers and fair to consumers.. National Cooperative development Corporation and the Government of Kerala. Ernakulam. and Alaphuzha. For effectively and efficiently carrying out the administrative and operational practices on a day to day basis. the state is divided into three region. For processing and product diversification. Idukki. Thus to increase the income of 29 lakh farmers' families and create employment opportunities is the industrial sector. Kozhikkode. procurement. thereby assuring economic prices to the growers. 300 primary agricultural credit cooperatives societies in each region are members of the federation to undertake production. To undertake research and development activities on production . To develop the agricultural potential of Kerala State.Thrissur. To provide an impulse effect on internal production of coconut. manufacturing and marketing of products and by products of coconut palm. processing and marketing. . To establish and manage infrastructure facilities for production and supply of inputs and processing. Kollam. Kannur and Kasargode districts and the central region consists of Kottayam. the northern region and central region. IMK ADOOR Page 22 . Wayanad. the northern region consists of Malappuram.Organisation study at KERAFED The Objectives of KERAFED are: To reduce edible oil imports. To secure the marketing of coconut and its by-products. marketing activities at the farmer’s level. Pathanamthitta.the southern region. Palaghat districts. To strengthen the co-operative movement. each region will have one processing plant with a capacity 200 tones of copra per day. The southern region consists of the revenue districts Thiruvananthapurm. training camps. procuring copra under the price support scheme on behalf of NAFED. Government of India and rendering value added services to enhance their earnings through improved activities productivity. exhibitions. and procurement. Sl. offering them attractive support prices for coconut and copra during unfavorable market conditions. Primary Cooperative Agricultural Bank Primary Agricultural Cooperative Credit Societies 1 1 1 9 25 898 no 935 Nos. through the primary agricultural co-operative societies. Apart from these. publication and distribution of bulletins and literature on coconut farming Also Kerafed reimburses the expenses for establishing copra driers. and to by assisting them in production and help seminars farmers. District Cooperative Banks Ltd. the Federation organises periodic extension like demonstration farms.Organisation study at KERAFED FARMER FRIENDLY ORGANISATION For over 29 lakh coconut farmers in the state. IMK ADOOR Page 23 . Kerafed has been a beacon although. 1 2 3 4 5 6 Members of the Federation Government of Kerala Kerala state cooperative agricultural Kerala State Cooperative Agricultural Development Bank Ltd. 500 tonnes of coconut milk annually.100 tonnes of coconut cream and 3.000 tonnes of desiccated coconut. IMK ADOOR Page 24 . 2.Organisation study at KERAFED Value-Addition unit at the Kerafed Oil Complex Karunagapally It has been decided that the Kerafed should diversify its activities through a valueaddition project. The 5. As many as 103 lakh coconuts would be required for the project each year. Fifty per cent of the products were to be sold in the domestic market and the remaining exported.4-crore project would help produce 1. This copra is then transferred to the processing plants. Primary Agricultural Cooperative Society on their part check the quality of the copra and inform the KERAFED about the procurement details.Organisation study at KERAFED Copra Procurement Process Farmers or coconut growers Primary agricultural cooperative society coconut Mobile Team of Kerafed Processing. IMK ADOOR Page 25 . The respective mobile team officers visit the society and collect the same after checking the quality and transactional details.plant /Godown The coconut farmers deposit their product with the respective Primary Agricultural Cooperative Society and collect the rate of copra prevailing in the market on that particular day. longer shelf life and reasonable price. Tamilnadu. Kera. "KERA" Brand of coconut oil is known for its quality. 200 ml. the branded oil from KERAFED.cooking oil `Kera' and hair oil `Kera Kesh'. Its quality is conformity with the grade specifications laid down by the Bureau of Indian Standards vide IS: 542-1968. 500 ml bottles. In the selection and processing of copra. Apart from meeting the marketing needs in Kerala . KERAFED employs strict quality control measures to ensure product superiority and purity. half and one litre pouches. IMK ADOOR Page 26 . Mysore / other Government approved agencies. Karnataka and Andra Pradesh etc. Banglore. 8 ml sachets. 5 kg cans and 15 kg tins. The copra thus procured is processed using the most modern technology. Certificate of Authorisation to grade "KERA" coconut oil under AGMARK has also been obtained. apart from being delivered in packages of 100 ml. as per specifications. the programme to popularize the brand in cities like Newdelhi. Kera has gone globally with export to Middle East countries.Organisation study at KERAFED Product Profile "KERA" Brand of coconut oil is produced by KERAFED from copra of the finest quality. Mumbai and Kolkata is already on the roll. Secondary packing is done using 3/5 ply corrugated cartons. one litre pet bottles. Kerafed had tie up with a leading retail chain in Dubai and Abu Dhabi for the two brands . approved by CFTRI. directly procured from coconut growers in Kerala –“the land of coconuts”. as the federation has recently introduced 'Kerajam Kesamrudam' herbal oil in the state. The raw materials used for these packing are of virgin / food grade. There are also plans to develop more herbal oil products from coconut. A unique two stage filtering process is employed by KERAFED to retain the original aroma and flavour of coconut oil for a long period. is also marketed in bulk. purity. • Safeguards the interests of over 27 lakh coconut farmers in Kerala IMK ADOOR Page 27 . coconut cream. Plans are afoot to enter into the field of producing highly demanded coconut related products like desiccated coconut. It is hoped that the good will of KERAFED build up by high customer satisfaction by the performance of products like Kera. the year at economical rates. Not resting on the laurels. can be thus employed to conquer newer domains. A permanent place in the hearts of housewives. bottled tender coconut water. Truly the colour of gold and the smell of yore. KERA enjoys an undisputed plurality of the market share in keralites.Organisation study at KERAFED KERA is proud to be patronized by millions as the tastiest of all cooking mediums and the most ideal hair oil. chefs and every food loving Kerafed at a glimpse… • Integrated development of coconut and coconut products • Copra selection as per BIS parameters for processing • Most sophisticated processing facilities • Quality control laboratory with AGMARK guarantee • By far the largest coconut oil mill in India • Storage capacity of 2100 tones per day • A predominant share of the market in Kerala is enjoyed by Kera. the thought process is already at work at Kerafed. Kerala -a feat achieved by ultimate customer satisfaction. coconut milk and confectionery products etc. Organisation study at KERAFED Chapter-5 Department Profile IMK ADOOR Page 28 . Director (projects) is at the top of the organization hierarchy among the employees of the organization. Marketing Department. From those members an executive committee and a Chairman are elected.Organisation study at KERAFED CHAPTER--5 DEPARTMENTS FUNCTIONAL AREAS Departmental study Organization structure Organization structure is the systematic arrangement of the people working for the organization to achieve predefined goals . Board of Management elected by members of the federation is headed by a Chairman. normally an outside person. IMK ADOOR Page 29 . 3. Cooperative Development Service Department. Managing Director appointed by the Government of Kerala is the supreme authority of the federation. The departments in KERAFED are:1. Administrative Department. The structure has two dimensions – horizontal and vertical. The horizontal dimension indicates the departments and vertical dimension indicate hierarchy. Finance Department. 2. Production centres. 5. The federation has to get the approval from the board before implementing major decision. 4. Organisation study at KERAFED Chapter-6 Organization chart IMK ADOOR Page 30 . Organisation study at KERAFED Organization structure Managing Director Director Projects Marketing Manager Finance Manager Manager (CDS) Senior A/C Administrative Officer Plant Manager Assistant Manager & Regional Managers Assistant Manager & Assistant Manager (A/C) Assistant Manager Packing Confidential Assistant / Typist Confidential Assistant Accountant Assistant Manager (Mechanical & Production) Junior manager (Quality Control) Cashier Confidential Assistant / Typist Supervisor Lab Supervisor (Production Material) Shift-in Charge (Filling) Shift-in Charge (Mill) Supervisor (Maintenance) Analyst Godown Packing / Material Assistant Supervisor (Filling) Supervisor (Mill) Operator Workers IMK ADOOR Page 31 . Collection of payments. KERAFED has it all-an aggressive marketing strategy. Appointment of agencies. Strengthening the agency network. who is assisted by Junior Manager . IMK ADOOR Page 32 . energetic sales team with an insight into the future. three Regional Managers and Branch Managers. the marketing department strategies and efforts helps the federation to increase the sales through the advertising. Forecasting the demand. there are two marketing apprentices.Organisation study at KERAFED Marketing Department Marketing Department is controlled by Marketing Manager. For each districts in Kerala . Structure of marketing department Marketing Manager Assistant Manager Confidential Assistant Functions To find new markets. Creating awareness. Keeping relevant information and exchanging with other Regional Managers Branch Managers departments. Grievance redressal of customers. sale offers/discounts and creating proper distributing channels. Deciding pricing strategies. Below them are the confidential assistant and clerks. Price fixation . priority booking registers. The marketing manager monitors the pulse of the market. IMK ADOOR Page 33 . competition prevailing in the market .the assistant sales manager is concerned with general duties like finding out market of Kera oil by field work. dispatch registers. activities of competitors . Main channel of communication with the customers are : 1. he analyses all such situations and then takes effective promotional activities . Order evaluation and acceptance of order registers. • • MEDIA PRINT MEDIA News paper Magazines etc. 2. The sales officer and other staffs in the department help to strengthen the link with agents.Organisation study at KERAFED OBJECTIVES OF MARKETING DEPARTMENT The main objectives of marketing department are: Selection and appointment of stockiest/agents/direct sales customers and others. demand levels etc. PROMOTION OF PRODUCTS Advertisement of KERAFED products are mainly done through media and such type of things are done by star communication. fixation of sales commission and overall sales policy including market budget. in their respective States. Thus confirming the availability of Kera to consumers year round. Kera has made its presence felt in States like Madhya Pradesh. Mumbai and Kolkata is already on the roll. non performing distributors were replaced . Tamil Nadu Co-operative Oil Growers Federation (TANCOF) and Oil Federation of Madhya Pradesh will all soon be complementing the already existing marketing and sales channels of Kera. all the distributors were given a target based upon the market potential and they were fixed to keep minimum of one –week stock in Godown.cooking oil `Kera' and hair oil `Kera Kesh'. The programme to popularize the brand in cities like Newdelhi. Kerafed had tie up with a leading retail chain in Dubai and Abu Dhabi for the two brands . The complaints of distributors . Exported 40 MT to middle east in 2006-07. In addition . Banglore. Additionally in Kerala itself Kerafed have around 5000 retail outlets selling Kera. The marketing officials are visiting 50 outlets per day by which a consultant rapport is kept with the retailers were fixed to stock kera.CSD. Andhra Pradesh and Karnataka also. Oilseed co-operatives like Karnataka Oil Federation (KOF). Tamil Nadu. retailers and consumers were immediately solved. Kera is currently part of the biggest retail network . Apart from meeting the market needs in Kerala. Ministry of Defence. IMK ADOOR Page 34 . Kerala State Civil supplies corporation and Consumer Federation has taken up distribution in the public sector . The distributors network was revived and distributors were appointed wherever vacancies existed .Organisation study at KERAFED Recently the advertisement of KERAFED’s products shown in Asianet and in Kairaly channel PLACE (Distribution) Apart from private distributors. 9 87.98 123.35 227. Between 400 and 600 tonnes of `Kera' coconut cooking oil was sold in Kerala.90 1193.56 67.Organisation study at KERAFED Sales `Kera' from `Kerafed' continues to play a dominant role as cooking oil in the Kerala market. every month.70 161. Sales creates record during the Onam seasons.35 483.57 897. Kera sales volume 1 liter 500ml 100ml and others 75% 20% 5% Districts Thiruvananthapuram Kollam Pathanamthitta Alappuzha Kottayam Idukki Ernakulam Trichur Palakkad Malappuram Kozhikode Wayanad Kannur Kasargode District wise sales(MT) 2007-08(9Months) 676.96 315.03 540. in pouches.48 IMK ADOOR Page 35 .92 102.30 316. Kerafed expects to sell about 20 tonnes of coconut cooking oil in the Gulf market every month.08 140. even at grass root level. CDS departments is also dealt with purchase of packing materials such as cans. Its primary function is to procure coconut and copra from the producers through primary co-operatives with support price declared from time to time by the Union Government. this ensures the quality of copra procured. pet bottles. The firms quoting lowest bid is selected.Organisation study at KERAFED Cooperative development services Cooperative development services department is responsible for the procurement of coconut / copra from PACS and individual coconut farmers. The direct interaction with the farmers eliminating middlemen results in the entire benefits accrued to the farmers and only best of raw materials then sourced goes into the making of Kera. KERAFED is the single largest procurer of coconut in Kerala. these are purchased by inviting quotations annually. . KERAFED gives much importance to the quality of collected copra and therefore lending “moisture meters “ to the PACS at a subsidy . carry bags etc. Structure of Cooperative development services department Manager CDS Senior Accountant Assistant manager (packing) Senior Assistant IMK ADOOR Page 36 . COCO CARE. KLF NIRMAL etc .Organisation study at KERAFED Cooperative development services department forms an integral part of the activities of the firm .5MT copra during 2006-07 and 7751MT in 2007-08(9months). The main players in the Indian market are SHALIMAR. In addition to copra. Kerafed is constantly trying to increase its copra procurement by giving more incentives to the primary agricultural cooperative societies that procure more copra. TATA products etc. it can collect from the individual farmers also. But the so collected coconut is insufficient to meet the demand . IMK ADOOR Page 37 . The copra procurement guidelines are issued time to time . actual transportation cost is also paid. in addition to service charge since the coconut / copra is collected at the plants . Superior quality copra is required for the manufacture of best grade coconut oil. THEJAS. Kerafed also purchased coconut from farmers directly at 4 Rs 40 paisa / coconut. COMPETITORS The main competitors of KERAFED in the state are KPL SHUDHI.Parachute is the main market leader in the Indian branded coconut oil industry. Members societies get the market price plus Rs 40/ quintal. This will motivate other societies to boost up their copra procurement. As per procurement policy . Kerafed has procured 9501. Purchase policy The whole procurement policy is aimed at giving maximum benefits to the farmers. Kerafed has to collect coconut through PACS. Since the availability of copra is comparatively seasonal. sometimes a large quantity of copra should be stored for meeting festival seasons. to which concerned officers act accordingly. The finished goods reaches the consumers through distributors appointed in districts and cities. Organisation study at KERAFED FINANCE DEPARTMENT IMK ADOOR Page 38 . Structure of finance department Finance manager Assistant manager(accounts) Senior Accountant Accountants Cashier The major functions of the finance department are. 3) Loans from NCDC. cooperative banks and government of Kerala. Internal Auditing. These funds are employed for the procurement of copra. Assistant manager( Finance ) Staffs Releasing the payments and collecting receipts from contract with outsiders. The main sources of funds of Kerafed are. In Kerafed . 2) share capital contribution by cooperative institutions. Auditing.Organisation study at KERAFED FINANCE DEPARTMENT A well managed financial department is the strength of a good business enterprise . Accounting.1) Share capital contribution of government of Kerala. procurement and allocation of funds are the major function of finance department. finance department is headed by finance manager responsible for all the financial transaction. marketing expenses and administrative expenses etc. Government Auditing. IMK ADOOR Page 39 . 4) Grants and subsidies. Statutory Auditing. The budgeting is an all important task and no margin of error is expected in this activity. The mode of payment is through bank or cash counters according to the employees wish. The finance department of Kerafed conducts inspection of concerned transactions details of primary cooperative societies. The salary of an employee consists of basic pay. The process of internal auditing is conducted by cooperative wing auditor assisted by the finance department and statutory audit by an professional chartered accountant. enabling the employee to see different allocations before he accepts the salary . labour. The cash section deals IMK ADOOR Page 40 . The payroll will be prepared one day before the disbursement . dearness allowance.Organisation study at KERAFED Information management Budgeting The various sections working with the finance department are . Budgeting Commercial Accounts Bill Passing Establishment Cash Works One of the primary functions of the finance department is maintaining the books of accounts . The trial balance is prepared on this basis of the various ledger folios and other transaction details and then profit and loss account and balance sheet is prepared based on trail balance.in this process extensive use of computers are employed for the purpose of feasibility and accuracy. Data such as future sales are provided by the marketing department on the basis of past sales details and current market conditions. Budgeting is one of the other vital activities undertaken by this department. The budgeting process involves prediction of future sales and the preparation of estimates based on that sales. city compensation allowance which is paid monthly to employees. The future production . increment. cash and other resource requirements are detailed in the budget. The payment exceeding Rs 20000 will be in cheques. Finance department maintains a full record of all activities in computers .Organisation study at KERAFED with the payment and receipt of cash. Consolidated records of accounts are made using computers. IMK ADOOR Page 41 . Organisation study at KERAFED ADMINISTRATIVE /H R DEPARTMENT IMK ADOOR Page 42 . accident benefits. fringe benefits . The functions of administrative department includes.R department commonly seen in other organization.Organisation study at KERAFED ADMINISTRATIVE / H R DEPARTMENT In KERAFED Administrative department is responsible for general as well as personnel administration. 5) Special allowances.1) General as well as personnel administration. training etc. Employee profile Category Permanent employees Deputation Contract Temporary and casual Employee Compensation Structure 1) Basic salary. 2) Administrative functions . 3) Other functions like providing canteen services. IMK ADOOR Page 43 Number of employees 95 7 12 147 . Administrative officer is the head of the department . 4) City compensation allowances.In KERAFED administrative department is just like the H. 3) Home rent allowances. Provident fund . recording and controlling absenteeism etc. 5) Maintaining the relationship with workers and organization. 2) Dearness allowances. 6) To provide sufficient and adequate training to employees when any technological changes are introduced. ESI . 4) Keeping and maintaining confidential report of each employees for the purposes like promotion . includes attendance monitoring . The Kerala State Public Service Commission. 2. The administrative officer acts as a link between government and the organization . Paying bonus 8. 3. He has the responsibility to monitor and inform the activities of the organization to government and pass the government the organization.Through direct recruitment by the board. IMK ADOOR Page 44 . Recruitment Employees are recruited through 1. Structure of administrative department Administrative Officer Confidential Assistant Clerks / staffs This department is responsible for the human resource activities of the firm and has got a vital role in the company .Organisation study at KERAFED Medical reimbursement schemes are also available for the workers and gratuity is given in collaboration with Life Insurance Corporation of India. One day leave as compensation and ESI.By deputation from other department.3%(minimum bonus). Employee compensation KERFED employee compensation structure contains: 1.their presence is felt in all activities of an organization. 4. House rent allowance. 2) Kerafed employees organization . 2. IMK ADOOR Page 45 .On contract basis. Trade Unions Trade unions are voluntary organization of employees or employers formed to protect and promote their interests through collective action . In Kerafed there are two trade unions for employees . 3. Dearness allowance. Employees are also given computer training . Basic salary. Training and Development Staff and employees are given training in office management in association with HRD .various training programs are given to workers also. Special allowance.Organisation study at KERAFED 4. 1) Kerafed staff association . Packing and filling unit. when it enters the factory gate it is send to the weight bridge for checking the weight and then it is send to the Godown and unloaded. The raw material copra is send to the plant by carriage. Storage division. takes samples of copra to test whether the copra is rubbery of fungus affected and also test the moisture content of copra . The production department of Kerafed has the following three division. Based on the standard prescribed by Kerafed . The capacity of the plant is 200MTPD (Metric Tonnes per Day). IMK ADOOR Page 46 . The Quality department reaches there and do the physical inspection. The machine and equipments in Kerafed is installed in straight line basis. Manufacturing Process. if all the things are right then it is accepted for processing. Production department undertakes the process of transformation of copra into oil and oil cake. A series of processing is used to convert copra into oil.Organisation study at KERAFED PRODUCTION PLANT The production department function of Kerafed is to manage the production and to produce the product according to the demand. Organisation study at KERAFED Hierarchy of Production plant Plant Manager Assistant Manager (Mechanical & Production) Junior Manager (Quality Control) Supervisor (Production Material) Shift-in Charge (Filling) Shift-in Charge (Mill) Supervisor (Maintena nce) Supervisor Lab Godown/ Packing / Spares Assistant Supervisor (Filling) Supervisor (Mill) Operator Analyst IMK ADOOR Page 47 . There are nearly100 temporary loading and unloading workers at the production plant. The man power required to run the unit per shift is 16.Organisation study at KERAFED Storage Division. Fire Extinguisher. Safety belts and First Aid box etc are provided to ensure the safety of employees. copra to be transferred to the manufacturing division is done through conveyors whose base starts from within the Godown. The pros and cons due to this method are. More product is required during the festival seasons especially during “onam”. The Godown section is headed by an officer in charge whose office is situated inside the Godown. The storage capacity of Godown is 6000tonnes. It depends or varies on the festival seasons. The storage division follows FIFO method of issuing. He maintains the records pertaining the intake of copra and also transfer of copra to the manufacturing division. Manufacturing Division The manufacturing unit is headed by a technical officer whose cabin is situated with in the manufacturing unit. There are mainly three shifts in the factory. The production plan of the unit depends on the market demand of the product. The gigantic size of the Godown is not proportion with the amount of copra procured. Thus almost 50% of the Godown capacity is unutilized. The copra that comes first goes out first. The effect of current market price is not at all considered in FIFO method because the stock assed now may have been purchased at a very early time with different market price and so it will be difficult to fix the sales price. Gas masks. IMK ADOOR Page 48 . Thus no accumulation of old stock is allowed and there by no wastage as a result of decay or low quality. for processing. Manufacturing process Well dried copra with a moisture content not exceeding 6 per cent is cleaned well from any foreign matter. Extraction from copra Oil content IMK ADOOR 64% Page 49 . second extract oil etc is derived which is then passed on to the first filter and then the second filter . If any waste substance is found along with the copra then the gates are closed and the entire lot is carried back in the return passage and cleaned before reintroducing it into the expellers . The crushed copra is then put into the expellers and first extract oil. 5) Filters for oil filtering. 7) Packaging. The purpose of gates is to check the flow of any unwanted substances into expellers. dried copra is received through the conveyors and is directly passed through a cutting machine and there it goes for crushing. After crushing . This oil is then passed on to the storage units through pipelines and the oil is stored in the bulk for sediments in order to get clear oil for one week. 6) Tank forms for oil storage . 4) Expellers for copra crushing .Organisation study at KERAFED The machines that are operated : 1) Conveyor systems used for copra loading. In the manufacturing unit . The oil cake obtained as a by-product will find a ready market as a cattle feed and in the manufacture of mixed cattle feeds. The crusher blades crush the pieces of copra into smaller pieces before being fed into expellers . 3) Boiler system for heating copra. 2) Copra cutting Cutter for slicing copra. This process of double filtration provides pure and high quality oil. the copra is converted into small which are required for the purpose of extraction. These small pieces are transferred to the expellers by small passages consisting of crushed blades and gates. After one week it is used for packing and filling. As the machines are laid on straight line basis .Oilcake Loss Organisation study at KERAFED 32% 4% The entire process and machinery in the manufacturing division is automated and thus requires minimum labour. any error in anyone unit except the expeller can cause a temporary halt or delay in the work. The modern equipment in the unit ensures smooth flow of work as well as contribute to the overall quality of the final product. PRODUCTION PROCESS CHART Copra GODOWN CLEANER CUTTER Oil OIL TANK Oil CRUSHING UNIT EXPELLER (Stage -1) EXPELLER (Stage -2) Oil cake IMK ADOOR Page 50 . Secondary packing is done using 3/5 ply corrugated cartons. the officer can have a complete view of the unit and effective control over the unit. Strict quality specifications are followed in terms of material used as packing material The raw materials used for these packing are of virgin / food grade. This section is headed by a separate officer. Bottling filling line in the plant can automatically fill and seal bottles . increase of the oil quality and also the quality of the packing material . shift-in-charge whose cabin is located inside the packing unit. Machine Pouch Filling Machine Single Double Tin/ Can Bottle Filling Line machine Sachet Filling Machine 2 1 1 1 1 Number Quality Check process in this unit is undertaken under two levels. approved by CFTRI. Mysore / other Government approved agencies. As per the demand the packing division takes oil from the storage tanks and uses it for filling into sachets. processing and packing of coconut oil under extremely hygienic conditions. Man power required per shift is 37. Before any oil is used for packing the Quality Control lab technically checks that the lot of oil on IMK ADOOR Page 51 . as per specifications . pouches and bottles .Organisation study at KERAFED PACKING UNIT AND FILLING The oil complex at karunagapally houses State-of the art facilities for extraction. Packing And Filling Unit is highly mechanized and here oil is usually packed in different packs ie .There is also a sachet machine which fills oils in 6ml sachets. Due to this layout . The role of manual labours in this unit is limited. from 6ml sachets to 15 kg tins. (2)QUALITY CONTROL DEPARTMENT Quality specifications of a global standard are adhered to by KERAFED stringently at all stages of production. If the load passes the quality inspection. KERAFED'S quality control laboratory meeting AGMARK parameters confirms the purity of Kera. the process of packing is undertaken. The price of the product varies frequently and on that basis the machine is adjusted to print the existing price. Once the Quality Report is ready from section. 2) Immature or rubbery copra made from immature nuts. To the extend that only Grade I copra certified by the Bureau of Indian Standards (BIS) is set aside for aside for processing . 4) Discoloured copra. Every load arrived at Godown is subjected to quality tests. the Material Receipt and Service Request prepared by the Procurement Section is given to Account Section for the IMK ADOOR Page 52 . Inferior types of copra are generally : 1) Mould effected. In order to ensure quality . Copra with moisture content below 6% is normally accepted for processing in KERAFED.Organisation study at KERAFED the basis of specified guidelines due approved . the load is accepted and deposited at KERAFED Godown. In the packing unit manual weighing is also conducted after the oil is packed to ensure 100% accuracy. initially Random sampling techniques is used . The moisture content affects the shelf life. the load is rejected. to detect inferior types of copra.Random sample is drawn for its moisture test at the laboratory . The fungus seriously affects the grade of oil. If the load fails the Quality test. 3) Insect attacked copra. And to find out the Moisture content. Free Fatty Acid content in the oil is examined. The value of “Y” and “R” is obtained from an instrument called Lovibond Tintometer. In KERAFED the maximum permissible moisture content in oil is .5 it is considered as 1St grade. 1. the oil will be very high quality . The formula used for the IMK ADOOR Page 53 .1 . A value up to 4 units is permissible. 2) Moisture Test Presence of moisture decreases the shelf life of edible oil. it will be transparent with pleasant odour.25.if the moisture content is 0. If Free Fatty Acid content in the oil is 0 to 1. This is to determine the grade of the oil. The oil extracted is subjected to the following tests: 1) Acid Value This is a test to asses the quality of oil. 3) Colour test Kera oil posses calculation is Y + 5R Where “Y” indicates Yellow “R” indicates Red.5 to 3 it is considered as 2nd grade.Organisation study at KERAFED Approval of the cost of material and then passed by plant manager. But both can be used as edible oil. 4) Unsaponification matter a light Yellowish tinge. Max. PLANT MANAGER JUNIOR MANAGER (QC) SUPERVISOR LAB ANALYST Departmental Hierarchical of Quality Control department Product Specification/ Oil Standard Moisture % wt.8 0.. The oil content of oil cake obtained as a by-product is also tested. Min.0 0. 0. question does not occur. not Deeper than Acid value. Polenske Value. matter % by wt.8 IMK ADOOR Page 54 . Here adulteration tests are not required at Kerafed because kera is its product.25 Colour in 1/4 cell Lovibond Y+5R.Organisation study at KERAFED It is an important test carried out to find the adulteration in the oil. Unsap. Max. Max. Usually shelf life of any coconut oil is 6 months but kera oil has a shelf life of 1 year which speaks of the high standards of quality maintained. As it has no profit motivation . 4 2.. Organisation study at KERAFED COMPETITIVE INDUSTRIES STRUCTURE OF (PORTER’S FIVE FORCES MODEL ) POTENTIAL ENTRANTS Entry Barriers Threat of New Entrants Bargaining Bargaining Power Power SUPPLIER S Constraints RIVALRY AMONG On Pricing EXISTING FIRMS BUYERS SUBSTITUTES The competitive structure of industries is a very important in business environment .Identification of forces affecting the competitive dynamics of an industry will be very useful in formulating strategies IMK ADOOR Page 55 . 3. 3. 2.Organisation study at KERAFED According to Michel porter’s well known model of structural analysis of industries . 3. 5. Importants of the buyer to the supplier. Number of Firms and their Relative Market Share. supplier industry.the state of competition in an industry depends on five basic competitive forces viz. Diverse Competitors Fixed or Storage Costs. Extent of concentration and domination in the Importance of product to the buyer. 4. Government Policy Economies of scale product Differentiation Capital Requirement Monopoly Elements (C) Bargaining power of Suppliers 1. IMK ADOOR Page 56 . Product Standardization and switching Costs. State of Growth of Industry. 2. 1 Rivalry among existing firms 2 Threat of new entrants 3Threat of substitutes 4 Bargaining power of suppliers 5 Bargaining power of customers (A) Rivalry among Existing Firms 1. 2. 5. (B) Threat of New Entrants 1. 4. 4. 5. 2. Extent of buyer’s information (E) Threat of Substitutes 1. differentiation of the product. Profitability of the buyer(low profitability tends to pressure costs down). The volume of purchase relative to the total sale of The importance of the product to the buyer in terms The extent of standardization or the seller. 3. 2. of the total cost. (D) Bargaining power of customers 1.Organisation study at KERAFED 4. Switching cost. Category Killers Unauthorized products IMK ADOOR Page 57 . 6. Extent of substitutability of the product. Organisation study at KERAFED SWOT ANALYSIS IMK ADOOR Page 58 . 2. as per the direction of Nafed. Most modern machinery for oil extraction . Brand name ‘Kera’ – has a strong brand image. 3. Quality of products. Many times Kerafed is forced to procure copra at a price greater than the market price. Use of coconut oil. Weakness 1.Organisation study at KERAFED CHAPER-5 SWOT ANALYSIS Strength 1. Strong network of primary co-operative societies in the state. 2. 4. Policy formulation and decision making are much affected by government interference and this result in delay of decision making and implementation. 3. 6. So the market expansion on northern region restricted. Not utilizing the installed capacity of production units. IMK ADOOR Page 59 . edible oil is much less in North India. Product diversification is possible 4. 5. Plants have adequate production capacity. There are some arguments that coconut oil as edible oil cause health problems. 2. Adequate support from Nafed. IMK ADOOR Page 60 . Advertisement and promotional activities the market can be expanded to other states. 2. Unfiltered coconut oil obtained from country chucks are available in market at low price. Through proper coordination of the co-operative societies the federation can enhance procurement and marketing. government of Kerala and other agencies. Primary agricultural co-operative societies and co-operative marketing societies form a large network in the country. Liberal import policies of Government lead to cheaper substitutes for coconut oil. Heavy competition from private companies. Threat 1. 3. 4.Organisation study at KERAFED Opportunity 1. A large portion of the rural population in Kerala is still using the coconut oil obtained from the country chucks (not the brand oil) so there is a huge market potential for brand coconut oil in the segment. 4. 3. This resulted in loss. 8) Little efforts for product diversification and expansion. 3) The two oil mills manned and managed by the federation in Karunagappally in Kollam district and Naduvannur in Kozhikode were not utilizing the installed capacity of copra crushing operation. 10) Lack of raw material in peak times IMK ADOOR Page 61 . Still the federation has not tried for ISO certification. 4) Quality specifications of a global standard are adhered to by KERAFED stringently at all stages of production. 7) KERAFED facing stiff competition in the market. 5) The procurement of copra as per the recommendations of NAFED has made the federation to collect and store copra at a price higher than the market price.Organisation study at KERAFED CHAPTER-6 SUMMARY OF FINDINGS: 1) The federation itself and the brand” kera” have a good reputation among the keralite consumers. 2) Lack of professionalism in an age of competition. 9) Not much concentration on exporting. 6) KERAFED gives maximum benefits to the coconut farmers and at the same time provides high quality value added products to the consumers. in the treatment of fungal infections etc. 3. 4. Studies had proved coconut oil’s potential in the field of Cosmetics and skin treatments . as a fuel for generating electricity. The federation should start measures to get the ISO certification. Give promotions regarding more production of coconut. Vigorous drive in raw material procurement besides full utilization of the copra crushing units. as a feedstock for biodiesel . 2. 6. Developing and marketing more Value added products from coconut oil is needed. 5. Give more attention on export market.Organisation study at KERAFED SUGGESTIONS 1. The marketing efforts should be increased especially advertisement and sales. eyeing a increased raw material supply in future through purchasing of green coconut IMK ADOOR Page 62 . It continues to play a dominant role as cooking oil in the Kerala market . The brand “kera” enjoys good reputation in all markets. IMK ADOOR Page 63 . I also extend my thanks to the entire staff of KERAFED and hope KERA conquers new markets.While concluding my project I express my faithful thanks to our respected teachers who have helped us from beginning to the end of my project work .KERAFED gives maximum benefits to the coconut cultivators and at the same time provides high quality value added products to the consumers. promotional aspects and other related marketing activities. the various departments of KERAFED. (KERAFED) Thiruvananthapuram functions. KERAFED is committed to setting high quality standards and maintaining them. its organizational structure. manufacturing of kera oil etc its marketing activities and the quality control techniques adopted.Organisation study at KERAFED CONCLUSION The study has covered “The Kerala Kerakarshaka Sahakarna Federation Ltd”. com IMK ADOOR Page 64 . Kerafed.Organisation study at KERAFED BIBLIOGRAPHY Journals Annual Reports Company records WWW.