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policies which have been selected to be compared and about the product. Target
In today’s competitive world while entering in the market it is very necessary to have
good knowledge of the potential of a particular market. The information regarding the
activities of competitor’s existing in the market so that we can plan our each activity
according to that. It is also necessary to retain the existing customers apart from
attracting the new customers. The final outcome of the project is that the parameters
which hinder the sale of milk products of Parag Dairy are Price, Quality, Service and
Taste. Milk market is a totally unpredictable market and the organization should be
over-cautious of any complaints that come into milk as it includes the sentiments of a
mother for her kid and she would not prefer to give anything to her kid for which she is
not 100% satisfied. So the company should take every step possible to contain these
problems which in some way or the other affects the sale of Parag Dairy and its
retailers. It is concluded that Parag Dairy i.e. Single Toned milk has a high potential in
the market and it is the known to its customers and its acceptance is comparatively
higher as of other variants and competitors present in the market and they do not want
Certificate ii
Declaration iii
Acknowledgement iv
Preface v
Executive Summary vi
Introduction 1-27
1.
Findings 83-85
8.
9. Recommendations 86-87
Conclusions 88-89
10.
Limitations 90-91
10.
Appendix 94-96
12.
CHAPTER-1
INTRODUCTION
INTRODUCTION
STRATEGY
Strategy is important because the resources available to achieve these
goals are usually limited. Strategy generally involves setting goals,
determining actions to achieve the goals, and mobilizing resources to
execute the actions. A strategy describes how the ends (goals) will be
achieved by the means (resources).
A strategy is a unified, comprehensive and integrated plan that relates the
strategic advantages of the firm to the challenges of the environment. It is
designed to ensure that the basic objectives of the enterprise are achieved
through its proper execution by the organization.
Characteristics of Strategy
2. Universal Applicability
4. Strategy Review
6. Allocation of Resources
7. Objective oriented
8. Related to Environment
9. Future Oriented
3. STRATEGY EVALUATION
The strategies should give direction to the managers who will use and
implement the plans and policies the best and proper method, way to
adopt it. The selection of the best strategy alternative is not the end of
strategy formulation. Policies define the ground rule for implementation.
A policy defines the area in which decisions are to be made, but it does
not give the decision. It spells out the sanctioned general direction and
areas to be followed. Functional strategies operate below the Strategic
Business unit or business level strategies. Functional strategies or
functional plans and policies are made within the guidelines set at higher
levels. Plans are made to select a course of action while policies are
required to act as guidelines to action. Environmental factors relevant to
each function area have an impact on the choice of plans and policies.
Functional areas are traditionally divided into finance, marketing,
production and personnel. Strategies can be divided as basic, general,
departmental. Organisations frame strategies in al functional areas. The
functional areas include - Human Resource Strategies, Marketing
Strategies, Financial Strategies and Operational Strategies.
TYPES OF FUNCTIONAL STRATEGIES
FUNCTIONAL STRATEGIES
OPERATIONA
HUMAN
MARKETING FINANCE L/
RESOURCE PRODUCTION
Marketing Strategies
Product Strategy
Product Line (Multi product or diversified)
Development of Product
Other policies (Packaging)
Pricing Strategy
Skimming
Rapid skimming- high price heavy promotion
Slow skimming-high price low promotion
Penetration
Rapid Pricing - low price heavy promotion
Slow penetration- low price low promotion
Distribution Strategy
Financial Strategy
Operational Strategy
explains the position and role of your products and services in the market
are changing that will influence the firm, its product and its customer, and that
distinct subsets of customers having similar needs and wants, each of which
Consumers do not buy what you sell. They buy what has value to them.
Marketing strategy is sorting out who your audience actually is, and then finding out what
has meaning for them. What do they care about, and how does this relate to your offer?
What message can you deliver that is both true and meets your consumer squarely at the
level of their needs? Marketing strategy is the process of uncovering messages that can be
heard. Marketing strategy allows you to answer the crucial question your offer must address:
“Why should / care?” To paraphrase Peter Drucker: Consumers do not buy what you sell. They
There are four (4) main types of marketing strategies that businesses can apply in marketing
The market challenger marketing strategy means that you research and identify minor unmet
needs that you believe your business can cater for competitively. There is little or no
competition here, and it makes it easy to establish yourself in the market. Challengers use the
Having a market niche means that your market is differentiated into fine tuned segments. The
niches make it easier to address the need of consumers in each of the market niches. This is a
fundamental type of marketing strategy as you are able to address the differing preferences of
diverse consumers as well as moving with current trends in the market. Diversifying the
The market follower depend waits for his competitors to identify markets and carry out
weaknesses and improve on them. This marketing strategy saves you on cost arising from
having to carry out research because you only have to work on your competitors weaknesses
largely attributed to the performance of the marketing. Therefore there must be suitable
strategies
PRODUCT STRATEGY
Every organisation must have appropriate product strategy. The product
strategy enables to take decisions in respect of
Product Line/Mix
A company may follow either a single product strategy or a multi-product
strategy. A company may concentrate on core product line or a diversified
product line business.
Development of new products
A firm must decide about the development of new products or modified
products to face the competition in the market and to meet the needs and wants
of the customers.
Other Product policies
A firm must decide on other product policies in respect of Policies relating to -
product packaging, Product Positioning, Branding and Brand extension.
PRICING STRATEGY
While fixing prices, a firm may consider several factors such as cost of the
product, demand for the product, competition in the market, the nature of product,
the nature of consumers, objectives of the firm etc.
High prices are charged in order to earn high profit margins. A firm may
follow either -
Rapid skimming - where high prices are charged and there is heavy promotion.
Slow skimming - where high prices are charged and there is low promotion.
There are several other pricing strategies such as - follow the leader pricing. Standard
PROMOTION STRATEGY
A firm must frame policies in respect of promotion. The various promotion
strategies are in respect of -
Advertising Strategy
A firm must frame strategy in the area of advertising in respect of - o Advertising
budget strategies - brand-wise, area-wise, period-wise and media- wise.
o Media scheduling strategies - bursting, flighting, pulsing etc. o Media Selection
strategy - depending upon nature of product, competitors, advertising, consumers.
Publicity
your company via the media. Therefore a firm needs to frame proper publicity
strategy in respect of -
Personal selling is a promotional method in which one party (e.g., salesperson) uses
skills and techniques for building personal relationships with another party (e.g.,
involved in a purchase decision) that results in both parties obtaining value. It plays
industrial goods.
o The number of sales force, selection and training. o The compensation to the sales
force. o The products, which require personal selling efforts. o The markets or areas
Marketing research is "the process or set of processes that links the consumers,
customers, and end users to the marketer through information. It is the systematic
gathering, recording, and analysis of qualitative and quantitative data about issues
relating to marketing products and services. A firm must decide in respect of - o The
products which requires market research o The markets where marketing research to be
conducted.
o The type of marketing research such as sales research, product research, consumer
STRATEGIES
This means business owners can create a marketing plan that they are more
comfortable with and take advantage of marketing methods that are best for their
company. A marketing strategy is the foundation and key element to achieving success.
This is all possible because marketing saves time and helps business owners to define
their product and let potential consumers know they exist.
Increase in Profit
Effective implementation of marketing strategies enables a company to achieve its
organisational objectives such as increase in profit and increase in market share. The
company gains higher returns at lower cost.
Provides a Plan
Not everyone markets according to a plan, and this is the very reason one should write
down a plan and stick to it. A marketing plan acts as a guide as the business progresses,
so owners can see where their time and money is going. It provides a look into the
future goals of the company, and gives step-by-step directions on how to achieve those
goals.
Defining a Brand
Defining a brand means knowing what you are selling, and to whom you’re selling it
to. In other words, you must also define your audience. Without knowing who to
market to, business owners can lose. Due to marketing strategies the image of the
company improves in the mind of various people.
STRATEGIES
Marketing strategies can give your marketing efforts and campaigns a focus. Instead of
hoping that customers find their way to your small business or marketing to everyone
all the time, marketing strategies help to divide what is an ocean of consumers into
navigable segments. These segments can then be addressed individually so that your
marketing message is attractive to each
Cost
Adverting and marketing costs money. If you don’t do the proper research then you
might end up throwing money away. Wasting marketing efforts by targeting the wrong
Investment of time -
Researching the appropriate marketing strategy, designing and writing the adverts,
getting them published, dealing with any response. It’s important to spend time keeping
track of how successful or not your marketing campaign is. A potential disadvantage of
marketing here is the risk of time wasted for an unsuccessful campaign.
Failure
An obvious disadvantage to a promotional strategy is its potential for failure. You could
invest time and money designing and advertising a sale, and sacrifice normal profits
during the promotion, only to achieve moderate results. Careful research and expert
advice from a marketing consultant can help maximize your chances for success, but
nothing’s guaranteed.
Predictability
If your promotions occur in a predictable pattern, potential customers might wait for a
sale rather than buy the product or service at full price now. That means if a retail
clothing store offers a sizable discount on most holidays, sales will be low between
holidays, and relatively few customers will ever pay full price.
Bargain Hunters
New customers might learn to love your product or service and become long-term
clients. Or they might abandon you as soon as the promotion is over and continue to
hunt for bargains. Converting bargain hunters to permanent customers depends on
developing brand loyalty.
Competitions
Competitors in the marketing space may be another disadvantage. You have to work
hard to make your product stand out or else you may lay back in spite of spending your
time and money.
CHAPTER-2
COMPANY PROFILE
COMPANY PROFILE
ESTABLISHED 1938
In 1950 a co-operative milk supply union was organized in Lucknow. This started
collecting milk from village and supplied to Lucknow and local Markets. This milk
union continued function for about a decade; in the mean timeLucknow milk scheme
was established by government of India IN 1959-60 to ensure the cheaper milk to the
local population of Lucknow. The scheme started operating through 12 chilling centers
in Eastern Uttar Pradesh. These chilling centers mainly coated in the District of
Lucknow, Barabanki, Raebareli, Kanpur, Unnao, Sitapur etc. the milk was mainly
collected through contractors. 10 milk unions were also found at the same time, around
each chilling centers. These continued functioning in a rather lop-sided manner till
1977.
This programme was launched in Uttar Pradesh in 1972 and the implementing agency
was in the Pradeshik cooperative dairy federation limited which was framed in the year.
The basic idea was to replicate anand pattern societies in Uttar Pradesh. In august
September 1972organization of societies in Lucknow district was taken up bar out,
Mohanlalganj, Amausi blocks. A spear head team from national dairy development,
which started functioning from April 1978 with a team of 27 employees, drawn fromL
ucknow milk 198 milk procurement cooperative societies by the year 1981, when the
operation fllod-14 programme ended.
Feeded balancing dairy, Lucknow Producer’s Co-operative Milk Union Ltd was set up
under operation flood-1 programme with the specific purpose of supplying milk of
local markets and other districts dairies and conversion surplus milk into various dairy
products. This dairy is situated in the middle of Lucknow. The dairy was commissioned
in April 1978.
remunerative market for milk produced in the milk shed comprising district of
flood-1 scheme. Thus feeder balancing dairy was obliged to receive entire surplus milk
from the rural areas, through a network of milk coop. In 1978-79 the average handing
of milk per day at FBD-Lucknow Producer’s Co-operative Milk Union Ltd was
whole milk packed in polythene sachet for local consumers. The supply of milk was
Ltd was to convert surplus milk into various dairy-products, this activity started in
Sept. 1978.
With manufacture of skimmed milk powder and ghee, the manufacturing of table butter
Producer’s Co-operative Milk Union Ltd, and expansion programme has been
Increasing the capacity of ghee plant from 1.m.t. to 4.m.t. per day.
PARAG provides hygienic, nutritious milk and milk product. In the year 1983
Operation Flood - II scheme was launched, the main objectives of the Operation Flood
were following-
To collect the milk directly from the producers (Villagers through society).
To insure the supply of quality milk collected from the villagers which being
MANAGING DIRECTOR
1C IC GM
1C 1C IC
PRODUCTS OF THE COMPANY
2.0 GHEE
BUTTER:
It contains less than 80% milk fat and more than 15% moisture and high acidity. It is
prepared exclusively from milk cream of curd of cow or buffalo milk with out the
addition of salt, color or any preservative and is intended for cooking or for
preparation of ghee.
GHEE:
About 43 % of total quality of milk produced in India is manufactured first in to butter
and then converted into ghee. Bulk of ghee derived from buffalo milk because it is
richer in fat that cow milk. In Parag surplus butter is melted in steam jacket kettles.
Which are equipped with mechanical stirrers and heated with steam till the moisture is
removed.
PANEER:
In Paragpaneer is produced by the traditional method in which citric acid is added to
the boiled milk and the milk immediately gets adulterated and water is separated and
paneer is obtained. It contains less than 50% fat of more than 60% of moisture.
4.OTHERS:
Skimmed milk powder, cake and khoya are other products produced by Parag.
FUTURE PRODUCTS:
Some new products like coffee power, ready to make ice-cream powder, baby food
and other milk drinks are in testing stages.
PARAG, S MILK PRODUCTS:
Butter available in 20gm, 100 gm and 500 gm packs.
Pure ghee available ^ kg.
Paneer available in 100 gm.
Skimmed milk powder - in 500 gm. cartons & 200 & 500 gm. plastic bottles
Rate of Parag’s Product
PRODUCT’S NAME WEIGHT(ML/GM/KG) PRICE RATE
MILK 200ML Rs. 5.00
MEETA DAHI 200ML Rs. 13.00
SADA DAHI 200ML Rs. 12.00
CHAVAL KHEER 100ML Rs. 8.00
CHHENA KHEER 100ML Rs. 13.00
FLAVORED MILK 200ML Rs. 7.00
CHHACHH 500ML Rs. 9.00
BESAN LADDOO 250GM Rs. 60.00
PEDA 250GM Rs. 60.00
RASGULLA 200GM Rs. 36.00
RASGULLA 500GM Rs. 90.00
GULAB JAMUN 200GM Rs. 40.00
GULAB JAMUN 500GM Rs.100.00
DESHI GHEE 500GM Rs. 151.00
DESHI GHEE 1LITRE Rs. 300.00
KLAKAND 1KG Rs. 260.00
PANEER 100GM Rs. 20.00
Marketing Department
Objective
The basic objective of marketing department is to deliver product on time with strong
supply chain management and control the product price because it is most important
aspect for consumer otherwise they will switch to another brand products
About the Marketing Department
The comprehensive and intensive marketing activities at DUSS Ltd Lucknow are
controlled by the marketing manager. All the marketing staff goes every day in the
market (morning and evening), supervises the distribution of milk and milk products,
the distribution done through milk van in whole Lucknow city.
The route in-charge or super-visitor duty is to see whether the milk and the milk
product are properly distributed to the agents of Parag in due proper time. To observe
the market trends the competitor activities, the difficulty of the market. They try to
penetrate the new market area where the agent of Parag does not exist. They also
supervise whether the rates decided by the company is as it is executed in the market
or not. They also supervise whether the behaviour of the transporter is suitable to the
agent as well, as the customers all the activities which are done by the marketing
supervisor are feed back to the manager marketing and GM of the unit.
At present the distribution of the milk and milk product is done through 20 TATA 407
vehicles which are agreement by the company. Presently two insulated vans are
supplying the milk and the milk products. There are ten retail points of Parag. The
agent of Parag take milk and milk product according to the demand through the
supplier of the Parag van, the distribution is done in the evening and
morning.Insulated vans maintain lowest temperature up to the customers.Lucknowunit
supply hygienic, fresh milk through the milk vans. Lucknow is the first unit which is
selling directly to the customer, door to door three loose milk tankers.
Marketing Mix
In market as there many types of products are available so it becomes difficult for the
marketers to pursue the right segment market so that they can position product
effectively to target customer. In order for this they use mix of tools of marketing,
Marketing mix is a set of marketing tools that the firm uses to pursue its marketing
objectives in the target market. These tools can be classified broadly into 4 P’s of
marketing:
Product
Price
Place
Promotion
Why SCM strategy is important for an Organization?
Supply chain management strategies are the critical backbone to Business
Organizations today. Effective Market coverage, availability of products at locations
which hold the key to revenue recognition depends upon the effectiveness of supply
chain strategy rolled out. Transportation network design and management assume
importance to support sales and marketing strategy.
Distribution of milk should be more through retailers or direct from the company.
Company adopts a new distribution channel as home delivery because the time is most
important.
Promotional Strategy
Pulling strategy
The Company should use sales promotion method to attract the consumers like off
discount coupons, poster of pleasing personality and creative advertisement of Parag
should be given on television and radio. Advertising plays an important role in
creating image and top of mind awareness.
Pushing strategy
As retailer play an important role in promoting the products to the end users, so
schemes and prize should be given as incentives for achieving high performance. This
will help in providing the required push for the product. Special display of Parag at
outlets should be done to attract the consumer to the final purchasing decisions are
made at the point of purchase. The retailers are not satisfied with the commission
providing by Parag Company so company must increase commission on sale.
Pricing Strategy
DugdhSangh should make a strategy to analyze the consumer’s capability and then set
accordingly prices. DugdhSangh should make its products keeping in the mind of
king'. Marketing of products should be consumer oriented i.e. marketing of goods and
services according to the needs and wants of consumers. The management of the
company should visit the market on a periodical base to give the direct feedback on
the market equation. The company must provide training and refrigerator to their good
provide an inspector who has full power to replace the milk at the retail point.
ORGANIZATION PERFORMANCE
ESTABLISHMENT OF ORGANIZATION:
• . . . . rd
The organization was established in year 1938 and was registered on 23 March 1938.
Lucknow: Following the National Dairy Development Board’s (NDDB) seal of quality
certification on all milk and other products of a milk union in Allahabd, Uttar Pradesh
has joined a select club of states in the country to ensure quality control in dairy
products. The stamp of quality - a pneumonic seal-provided by NDDB on products
under the brand name of Parag, produced by the Pradeshik Cooperative Dairy
federation (PCDF) will now on mean a guarantee that the milk being sold under this
seal is “pure, hygienic and safe”. The NDDB had given its approval of the quality
certification for the Allahabad Union, milk union of Kanpur followed by Varanasi and
Lucknow. With his UP joined Gujarat besides the metropolitan cities of Bangalore,
Delhi and Kolkata to get this unique distinction. The news of NDDB certificate had
brought in both great honour and challenges. It is a very coveted certification, which
has an added responsibility that could be proved through concerted efforts to
standardize quality in products. There are about 51 milk unions spread across the state
and the NDDB quality umbrella has covered nearly all of them.
The consumption of milk and milk products in Lucknow has been a sudden spurt in
recent times and the demand has grown much beyond the local production levels. In
this regard, Uttar Pradesh Milk Union has decided that Lucknow would be
supplemented with supply from neighboring districts. This decision was taken by
Pradeshik Cooperative Dairy Federation (PCDF) general manager S.K. Prasad, since milk
supply from local Union members, besides Rai-Bareli disrtict, could barely meet the
demand in the UP capital, said here today. Now milk tankers would ferry from Sitapur,
Shahjahanpura, Rai-Bareli, Barabanki, Sultanpur, Lakhimpur, Gonda, Basti and
Bahraich districts to the Lucknow Milk Union Dairy for processing and subsequent
supply in the state capital.
Production unit gets 1million liters of milk per day. This increases to 1.5
million liters in winters and come down to 7-8 lakh liters per day. The steady sales
progress of the milk union is reflected from the fact that from an average sales of
94,460 liters of liquid milk per day in the year 2002-03. The sale grew to 1,36,886
liters per day in the year 2007-08 and during the year 2008-09 and the sales stands at
1,44,992 liters per day till 30th Nov 2008.
Consequently, the sales turnover of the Milk Union has grown from Rs. 64.07 crore in
the year 2002-03 to Rs. 120.75 Crore in the year 2007-08.
STRATEGIES IN DIFFERENT STAGES OF PRODUCT
Slow Skimming
Most of the market is aware of the product.
Market is limited.
When there is threat of competition.
Rapid Penetration
Strategy :
Maturity Stage
Strategy:
Market modification.
Product modification.
MARKETING DIVISION
The marketing division of LMU has been divided into two parts:-
The division is important because the marketing strategies of both are entirely different.
LTQUTD MTLK MARKETING
At present the liquid milk is having the market name as “PARAG” and it is
being marketed through local units/ milk union in major cities of U.P and Delhi under
the director of the PCDF Ltd. Lucknow, Kanpur, Delhi, Varanasi and Meerut are the
main center point for the maximum milk demand.
The above products reach the ultimate consumers through one of the following
channels:
Stockiest sale
Concessionaire sale
♦ Clearing and forwarding agents
Stockiest sale in three system having two intermediaries viz.
Cash discount
Advertising
Product development
Product range
Sales force
Sales aid
Stock level
Units of sale
Distribution arrangements
Credit
Packaging
BRAND LOYALITY
Take a look at Levis for a brand that suffered badly from fatigue. In the 80s
they had a strange hold on the denim market. Then in the 90s they were caught with
their pants down (so to speak). The lure of their brand vanished. Competitors took the
fight to them. I don’t think that they have regained that brand strength since.
PROCUREMENT OF MILK
RECEPTION OF MILK:
Reception of milk refers to the process of making the decision regarding the
acceptance of milk for further processing, whether the milk is acceptable or not, has to
be decided by the person in charge of the reception section. The place where the
process is carried out is known as reception dock. Since the future processing of milk
mainly depends upon its quality. The decision of accepting the milk must be made
very carefully.
CHILLING OF MILK:
After reception of good quality of raw milk to sufficiently low temperature so that
the growth of microorganism present in the milk is checked. In this process the
temperature of milk should be reduced to less than 10 degrees C preferably 3.4 degree
C.
STEURIZATION OF MILK:
The process of heating every particle of milk and milk products to at least 63
degree C and holding at such temperature continuously at least 30 minutes or heating
it to at least 71.5 degree C and holding at such temperature continuously for at least 15
seconds. All pasteurized milk shall be cooled immediately to a temperature of 10
degree C or less shall be maintained at the temperature until delivery.
DUSS have its own packing machines sponsored by DRDA, Muzaffarnagar. 9000
litres of milk of different standards i.e. (1) Full Cream (2) Standard milk (3) Double
tonned milk is packed per day. The poly packed milk is being supplied in different
cities i.e. Muzaffarnagar, Haridwar, Saharanpur and Meerut also. Rest milk is send to
the Mother Dairy, Delhi and Feeder Balancing Dairy Pratappur, Meerut city by its
own milk tankers. DUSS are also manufacturing 300kg to 400 kg per day from the
cream let after standardize milk. DUSS have its Ghee packing machines sponsored by
IRDA, Muzaffarnagar. Mostly ghee manufacturing in the DUSS is mostly purchased
by the Primary Milk Cooperatives Societies. Paneer and flavoured milk are also
prepared by DUSS on the demand basis. There is no regularly supply of these
products.
MILK PROCESSING
The milk that the milk trucks deliver to the company production plants is
transported in large milk tanks. Milk is milk, but all milk is not the same. That also
applies to the storage of the milk. The milk is received from Parag Dairy farmers in
the Uttar Pradesh, which Parag processes with protected designation. Parag Dairy
farmers and employees work according to quality guideline, which ensures thequality
of the processes. Naturally, there are ISO guidelines. And increasingly, the Hazard
Analysis of Critical Control Point (HACCP) and the British Retail Consortium (BRC)
procedures are considered as the standards for the food safety. Quality assessments
also take place during the process at the plant.
Processing starts as soon as possible after the milk has been delivered. An
important first step is pasteurization, which involves heating the milk briefly and then
quickly cooling it again. This process effectively eliminates unwanted bacteria. The
milk is then stored at low temperature. Another initial step is standardization i.e.
adjusting the fat content of the milk. The milk is spun around in large centrifuges,
which separates the lighter elements (cream)from the heavier elements (skimmed
milk). This gives each type of milk its own fat content: 3.5% for full fat milk, 1.5% for
A basic principle in dairy processing is separating the cream from the skimmed milk.
With the exception of milk fat, skimmed milk contains all the goodness of milk, such
as proteins, calcium and minerals. After the cream has been skimmed off, anything is
possible using skimmed milk, cream and combination of the two.
STEP 4:- CREAMS:
Cleanliness
Foreign particles
Organoleptic test
Soda test
Alcohol test
Urea test
Glucose test
Sugar test
Salt
Formaline test
Starch
Sodium Thiosulphate
STRENGTHS
WEAKNESSES
Perishability: Pasteurization has overcome this weakness partially. UHT gives milk
long life. Surely many new processes will follow to improve milk quality and extend
its shelf life.
Lack of control over yield: Theoretically, there is a little control over milk yield.
However, increased awareness of development like embryo transplant, artificial
insemination and properly managed animal husbandry practices, coupled with higher
income to rural milk producers should automatically lead to improvement in milk
yield.
Logistics of procurement: woes of bad road and inadequate transport facility make
milk procurement problematic. But with the overall economic improvement in India,
these problems would also get solved.
Problematic distribution: yes, all is not well with distribution. But if ice creams can be
sold virtually at every nook corner, why can’t we sell other dairy products too?
Moreover, it is only a matter of time before we see the emergence of a cold chain
linking the producers to refrigerator at the consumers home
Competition: With so many new comers entering this industry, competition is being
tougher day by day. But then completion has to be faced as a ground reality, the market
is large enough for many to carve out their niche.
OPPORTUNITIES:
“Failure is never final, and success is never ending.” Dr. Kurien bears out this
statement perfectly .He entered the industry when there were only threats. He met
failure head-on, and now he is clearly an example of “never ending success”. If dairy
entrepreneurs are looking for opportunities in India, the following areas must be
tapped. Value addition: There is a phenomenal scope for innovation in products
development , packaging and presentation. Given below are potential areas of value
addition:-
Steps should be taken to introduce value added products like shirkhand, ice cream,
paneer, khoya, flavoured milk, dairy sweet etc.
This will lead to a greater presence and flexibility in the market place along with
opportunities in the field of brand building.
Addition of cultured products like yoghurt and cheese lend further strength, both in
terms of utilization of resources and presence in the market place.
A lateral view opens up opportunities in milk proteins through casein, caseinates and
other dietary proteins, further opening up export opportunities.\
Yet another aspect can be the addition of infant foods geriatric food and Nutritional.
Export potential: Efforts to exploit potential are already on. Amul is exporting to
Bangladesh, Srilanka, Nigeria and the Middle East. Following the new GATT treaty,
opportunities will increase tremendously for the export of agriculture products in
general and dairy products in particular.
THREATS
> Milk Vendor, the unorganized sector: Today, milk vendors are occupying the pride of
place in the industry. Organized dissemination of information about the harm that they
are doing to producers and consumers should see a steady decline in their importance.
SCOPE OF THE STUDY
To learn different strategies which are used by retailers in market to convince the
customers?
OBJECTIVES OF THE STUDY
OBJECTIVES OF THE STUDY
To discover the main reason beyond shifting of customer from Parag milk to
other brands.
To find out customer satisfaction level regarding Parag milk.
•
CHAPTER-4
RESEARCH METHODOLOGY
Research methodology is a way to systematically represent research on any problem. It
tends taken by the researcher in studying the research problem along with the logic
behind them. It tends to define the methodology for the solution of the problem that
has been undertaken for the purpose of the study. The methodology may include
DESIGN
DESCRIPTIVE RESEARCH:
SAMPLING DESIGN
The following factors have been decided within the scope of sample design:
Universe of study: Lucknow.
Sample Size: A sample of minimum respondents will be selected from various areas of
Lucknow. An effort was made to select respondents evenly. The survey will be carried
out on 100 respondents.
Sample Unit: In this project sampling unit consisted of the various individuals who are
the customers of ParagDairy.
Sampling Technique: For the purpose of research convenient sampling technique will
be used.
Sampling Frame: It consisted of various sources from where information about the
respondent is extracted.
DATA COLLECTION
There will be two types of data sources used in this research. These will be
Secondary data
Secondary data is the data collected from already been use or published information
like journals, diaries, books, etc .In this research project, secondary source used were
various journals, and website of various online journals.
Primary data
Primary data is the data collected for the first time from the source and never have
been used earlier. The data can be collected through interviews, observations and
questionnaires. In this project, an appropriate questionnaire will be designed which
will be filled by the customers of Parag Dairy.
Universe-Lucknow
DATA ANALYSIS
Data Analysis and Interpretation
Parag Milk
Figure 4.2
Figure 4.2 shows that 31% respondents replied that Parag Milk has excellent quality
however 25% respondents replied that Namaste India excellent quality, 44%
respondents replied that Parag Milk is good in terms of quality however 43%
respondents replied that Namaste India is good in terms of quality.
2) Milk brand is more demanding by the customer
Parag Milk 64%
Others 36%
■ Parag Milk
Figure 4.3
Figure 4.3 shows that 64% respondents replied that Parag Milk is more demanding by
the customer however 36% respondents replied that Namaste India is more demanding
by the customer.
Excellent Good Average Poor
Parag Milk 25% 42% 18% 15%
Parag Milk
Figure 4.8
Figure 4.8 shows that 25% respondents replied that Parag Milk is excellent in terms of
value for money however 27% respondents replied that Namaste India is excellent in
terms of value for money. 42% respondents replied that Parag Milk is good in terms of
value for money however 43% respondents replied that Namaste India is good in terms
of value for money.
8) Rate the pricing of Parag Milk.
High Reasonable Low
Parag Milk 18% 75% 7%
Parag Milk
Figure 4.9
Figure 4.9 shows that 75% respondents replied that the pricing of Parag Milk is
reasonable however 69% respondents replied that the pricing of Namaste India is
reasonable.
9)Parag Milk always available at your shop
Strongly Strongly
Agree Disagree
Agree Neutral Disagree
Parag Milk 32% 49% 5% 8% 6%
Parag Milk
Parag Milk
Figure 4.12
Figure 4.12 shows that 23% rated the promotional efforts of Parag Milk as very effective
however 22% rated the promotional efforts of Namaste India as very effective. 56% rated
the promotional efforts of Parag Milk as effective however 53% rated the promotional
efforts of Namaste India as effective.
12) Rate the TV advertisement of Parag Milk.
Very Not Not at all
Effective Effective Effective Effective
Parag Milk 31% 47% 14% 8%
Parag Milk
Figure 4.13
Figure 4.13 shows that 31% rated the TV advertisement of Parag Milk as very effective
however 32% rated the TV advertisement of Namaste India as very effective. 47% rated
the TV advertisement of Parag Milk as effective however 49% rated the TV advertisement
of Namaste India as effective.
13) Rate the online advertisement of Parag Milk.
Very Not Not at all
Effective Effective Effective Effective
Parag Milk
Figure 4.15
Figure 4.15 shows that 25% rated the online advertisement of Parag Milk as very
effective however 30% rated the online advertisement of Namaste India as very
effective. 54% rated the online advertisement of Parag Milk as effective however 52%
rated the online advertisement of Namaste India as effectiv
FINDINGS
FINDINGS
31% respondents replied that Parag Milk has excellent quality however, 44%
respondents replied that Parag Milk is good in terms of quality.
64% respondents replied that Parag Milk is more demanding by the customer.
30% respondents replied that Parag Milk has excellent packaging in terms of safety
and attractiveness however 42% respondents replied that Parag Milk has good
28% respondents replied that Parag Milk is excellent in terms of healthiness however
25% respondents replied that Parag Milk is excellent in terms of value for money
however 42% respondents replied that Parag Milk is good in terms of value for
money.
75%respondents replied that the pricing of Parag Milk is reasonable.
32%respondents were strongly agreed with the fact that Parag Milk always
Parag can cut costs for some period of time followed immediately by strong
advertising. As we have seen during the research that most of institutions give
outlets). As the quality and taste and availability of Parag are best in market
and local milk companies’ good margin to them, Price remains the main
Mergers and Acquisition in the milk industry with local players help the
this both companies can buy the milk from local dairies taking over their
In today’s competitive world while entering in the market it is very necessary to have
good knowledge of the potential of a particular market. The information regarding the
activities of competitor’s existing in the market so that we can plan our each activity
according to that. It is also necessary to retain the existing customers apart from
attracting the new customers. The final outcome of the project is that the parameters
which hinder the sale of milk products of Parag Dairy are Price, Quality, Service and
Taste. Milk market is a totally unpredictable market and the organization should be
over-cautious of any complaints that come into milk as it includes the sentiments of a
mother for her kid and she would not prefer to give anything to her kid for which she
is not 100% satisfied. So the company should take every step possible to contain these
problems which in some way or the other affects the sale of Parag Dairy and its
retailers.
LIMITATIONS
LIMITATIONS
Books
Q3. How will you rate the packaging of Parag Milk in terms of safety and attractiveness?
Excellent Good Average Poor
Parag Milk
Q4. How will you rate the Parag Milk in terms of nutritive values?
Excellent Good Average Poor
Parag Milk
Q5. How will you rate the Parag Milk in terms of taste?
Excellent Good Average Poor
Parag Milk
Q6. How will you rate the Parag Milk in terms of healthiness?
Excellent Good Average Poor
Parag Milk
Q7. How will you rate the Parag Milk in terms of value for money?
Excellent Good Average Poor
Parag Milk
Q10. How will you rate the distribution system of Parag Milk?
Excellent Good Average Poor
Parag Milk
Q11. How will you rate the promotional efforts of Parag Milk?
Very Not
Effective Effective
Effective Not at all Effective
Parag Milk
Q13. How will you rate the online advertisement of Parag Milk?
Very Not
Effective Effective
Effective Not at all Effective
Parag Milk