Pride of Cows

SUMMER INTERNSHIP REPORT

May 2019 | June 2019

Nerul Depot

Industry Mentor
Mr. Mustafa Gangerdiwala

Faculty Mentor
Prof. Ravi Vaidee

By
Nihar Vora
PGDM 2018-20
S. P. MANDALI’S PRIN L. N. WELINGKAR INSTITUTE OF MANAGEMENT
DEVELOPMENT & RESEARCH

SUMMER INTERNSHIP PROJECT REPORT

ON

PRIDE OF COWS

Parent Company: PARAG MILK FOODS LTD.

CREATING AWARENESS FOR PRIDE OF COWS MILK

BY

NIHAR VORA

PGDM 2018 - 20

TRIMESTER IV

SPECIALISATION: MARKETING

ROLL NO. 48

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CERTIFICATE OF PARTICIPATION

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Acknowledgement
My management career started with a fruitful first year teaching me the basic managerial skills
which landed me this internship at Pride of Cows, Parag Milk Foods Ltd. It would have been
impossible without the constant support and guidance of many people and organizations. I am
very grateful to them and would like to extend my sincere thanks to all of them

I extend my sincere gratitude towards Prin L.N. Welingkar Institute of Management

Development & Research and Parag Milk Foods Ltd for giving me this excellent opportunity.

I am very grateful to our group director, Prof. Dr. Uday Salunkhe Sir, Career Management Cell
head Prof. Ramesh Kharwa Sir, faculty mentor Prof. Ravi Vaidee Sir and other faculty mentors
for their constant help and support and also for providing the necessary information related to the
project and guiding me to complete the project.

I would like to thank Mr. Sudarshan Katare, Logistics in-charge of Pride of Cows Nerul depot
and the delivery boys of Nerul Depot for their kind co-operation and help in familiarizing with
the potential areas of Navi Mumbai

I would like to express my sincere gratitude and thanks to my industry mentors Mr. Yatin Shinde
(Asst. Area Sales Manager) and Mr. Mustafa Gangerdiwala (Business Development Officer) for
giving me the due time and attention at Pride of Cows, Nerul Depot.

My appreciation is also towards my colleagues and people who have willingly helped me during
this journey.

My deepest gratitude towards my parents and family for always having my back and for their
constant support and guidance throughout my life.

And last, but not the least, my thanks to all of my friends who directly or indirectly helped me to
complete this project report.

Any omission in this brief acknowledgement is absolutely unintentional and does not imply lack
of gratitude.

Thanking You

Nihar Vora

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Table of Contents
Executive Summary ..................................................................................................... 5-6
Introduction of the Indian Dairy sector ........................................................................ 7-8
Company & Brand Overview ..................................................................................... 9-14
Competitor Analysis................................................................................................. 15-17
SWOT Analysis ............................................................................................................ 18
STDP of Pride of Cows ................................................................................................. 19
Customer Surveys & Feedbacks ............................................................................... 20-24
Events and Activities................................................................................................ 25-30
The Numbers Game of Nerul Depot .............................................................................. 31
Suggestion & Recommendations ................................................................................... 32
Learnings from the internship ........................................................................................ 33
Conclusion ................................................................................................................... 34
Bibliography ................................................................................................................. 35
Annexures…………………………………………………………………………….36-40

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Executive Summary

Background

The prime objective of the 2month Summer Internship at Parag Milk Foods Ltd was to increase
brand awareness, explain the benefits and most importantly, to increase the sales of their Premium
Milk Brand “Pride of Cows”. Since the product is positioned as a premium Farm-to-Home milk
and is not available at retail stores, several marketing communication means were required and
thus encouraged by the management to foster a positive brand equity by first establishing a
dialogue and then building relationship with the target audience. The target audience was to be
intercepted at premium residential societies, gyms, jogger’s parks and sports events and offered
free samples of the milk as a promotional activity.

Problem Statement

Creating awareness for Pride of Cows milk in Mumbai.

Objectives of the Internship:

 To increase brand awareness

 To conduct aggressive sampling of the product so as to enhance brand visibility
 To analyse the impact of such promotional activities on sales
 To improve business profitability by enrolling profitable customers
 To conduct customer surveys and derive useful insights to create new marketing
strategies
 To increase knowledge of consumer buying behaviour

Action Plan

Phase 1:

Understanding the dairy industry and primarily the product in detail, survey of potential areas to
intercept the target audience, competitor analysis and field visit to the manufacturing unit
“Bhagyalaxmi Dairy Farm” at Manchar, Pune

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Phase 2:

Understanding consumer behavior related to Pride of Cows through questionnaire surveys of

existing and churned customers, understanding their issues and needs and also conducting
dialogue with new customers. As a part of Business Development, the existing customers were
also requested for references so as to increase the customer base.

Phase 3:

Conducting promotional free sampling activities and events in potential areas to create brand
awareness among potential customers. We educated them about the uniqueness of our Farm-to-
Home concept and the various benefits of consuming our product. Our most important task was to
increase the Litres per Day (LPD) sale of Nerul Depot by winning back Churned customers,
acquiring new ones and also to offer improved services by using the feedback of our customers.

Phase 4:

This was the final phase of the internship which consisted of analyzing the areas of improvement
for the organization and for oneself and preparing the presentation for the Company management.

To start off, we were given a brief training by our managers on how to approach and interact with
customers. The general flow of our interaction with the customer was to offer them our 200ml free
sample, explain our Farm-to-Home concept, the benefits of our product, our mobile app service
and then to request them for their residential address so as to deliver a 1 litre free sample for their
whole family to try and then follow up. Naturally, we did face a lot of rejections but also received
positive feedback calls which were very motivating and which led to branching out to other
marketing activities backed by our manager. Very useful consumer insights were gathered and
then segregated under various heads like Price, Quality, Customer Service, Payment facilities, app
usage, etc. These helped to plan out the further course of action leading to productive results.

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Introduction of the Indian Dairy Sector

The Indian Dairy industry has substantially grown over the years. Owing to prudent policy
intervention, our nation ranks 1st among the milk producing nations. Our annual output of 165
Million tonnes of milk during the year 2016-17 is 6.3% higher than that of 2010-14 period and is
the highest achieved by a nation over five years. The Indian per capita milk availability of 322
grams per day is more than the world average of 294 grams per day. Majority of our milk
produce is from small, marginal farmers and landless labourers. Approximately 15.46 Million
Indian farmers have been included under the ambit of our 162600 village-level dairy co-
operative societies.

The National dairy plan, Operations flood, Anand model, integrated dairy development program
are several government initiatives that have contributed in increasing the quantity and improving
the quality of dairy products in India. In our country, Buffalo milk captures the highest market
share of the total produced milk. As the price of milk depends on its fat content, buffalo milk,
which contains a higher fat content results in a higher profit margin as compared to cow milk.

Out of the milk produced in India, 40% is used or consumed on farm while the rest is available
for the commercial purpose. Almost 70% of the total marketable surplus goes through the
unorganized sector whereas only 30% is supplied by the organized sector.

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The Indian dairy sector can be broadly classified into the following categories:

1) Liquid milk
2) Value Added Products (VADPs)
a) Traditional VADPs like Ghee, cheese and butter milk
b) Non-traditional VADPs like yogurt, skimmed milk powder and flavoured milk
The “Liquid milk” category dominates the sector. However, the consumption of value added
products is increasing at a phenomenal rate.

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Company Overview

Parag Milk Foods Ltd

Parag Milk Foods Ltd, founded by Shri Devendra Shah in 1992, is one of India's most elite dairy
company, with a diverse portfolio consisting over 15 consumer-centric product categories.
Surprisingly, Mr. Devendra Shah’s father had refused to sign as a bank guarantor when Mr.
Devendra Shah wanted to apply for a business loan to start the company. But that did not stop
him from going after his dream. He worked extremely hard, recalculated costs and increased the
profit margin component to 18% and also got a bank guarantor. Thus was born Parag Milk
Foods. It started off with their most famous brand Gowardhan which has a production output of
12000 litres per day. Levering on its huge production capacity, Parag Milk Foods achieved
economies of scale and thus was able to offer huge quantities of milk at very reasonable prices. It
owns Asia’s largest Cheese plant and also India’s largest cow farm. It launched Bhagylaxmi
Dairy farm in 2005 and Palamner plant in 2010. It also recently acquired Danone Foods and
Beverages India Pvt Ltd’s 5500 square metres manufacturing plant in North India to boost sales
in the northern part of the country. It boasts of offering the best international source of scientific
knowledge and technical expertise in support of the development and promotion of superior
quality cow’s milk and dairy products which offer the right nutrition, health and well-being of
the consumers.

Parag Milk Foods Ltd enjoys popular reputation in foreign markets like Oman, Kuwait, UAE,
Singapore, Australia, New Zealand etc. through its exports. It recently launched its Pride of
Cows brand in Singapore a fortnight ago and positioned it as a pure and fresh milk brand. It
manufactures high quality products under globally renowned brands like Gowardhan, Avvatar,
Pride of Cows, Topp Up and Go to name a few. The products they offer consists of fresh milk,
skimmed and whole milk in powder form, ghee, paneer, a range of natural as well as processed
cheese, butter, cheese spreads, dairy whiteners, dahi and gulab jamun mix under their most
famous brands “Gowardhan” and “GO”. “Pride of Cows” is their premium brand of fresh Farm-
to-Home milk, Topp Up is their flavoured milk available in many variants whereas Avvatar is
their recently launched Sports Nutrition Supplement brand.

Parag Milk Foods Ltd. started off as a private sector company but they recently went public in
2016. Their current share price is Rs.245/share.

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Brands under Parag Milk Foods

Gowardhan:

Gowardhan is the most popular brand of Parag Milk Foods Ltd positioned to cater Indian
families, living in rural as well as in urban areas. The products under this umbrella brand are day
to day milk products, very familiar to consumers. These include Milk, Paneer, Ghee, Butter,
Curd, Dahi, Dairy Whiteners and Gulab Jamun Mixes. The promise of pure and fresh Cow milk,
is the brand's core rationale.

Go:

Derived its name from Gowardhan , the brand GO stands for “Cow” in Sanskrit. It caters to
families leading busy and active lifestyles. The brand’s customers mainly include young working
couples, urban centric families consisting of children. GO offers products like natural and
processed cheese, milk, cheese spreads, etc.

Topp Up:

This brand offers a range of flavoured milk having extra protein which helps in supplying the
right amount of strength and energy whenever required. Topp Up is made from very fresh cow
milk and offers flavours like Mango, Strawberry, Elaichi, Pista, Rose & Butterscotch. It has a
long shelf life at room temperature.

Pride of Cows:

This is the most premium brand of the company, based on a unique concept of fresh farm-to-
home milk. The brand owns the country’s most well-equipped dairy farm, with over 3000

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Holstein Friesian cows having an output capacity of 25,000 liters per day. Pride of Cows is a live
example of the company’s love for high quality fresh milk.

Avvatar:

Avatar is the company’s recently launched Sports Nutrition supplement brand. It consists of pure
whey protein. It was launched with a view to position itself as an unorganized protein brand in a
cluster of unorganized players.

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Brand Overview

Pride of Cows

Pride of Cows is Parag Milk Foods Ltd’s premium milk brand delivering fresh milk directly
from their farm to the consumer’s home daily. They have a standard serving size of 1 liter in
tamper-proof bottles (PET Technology) and deliver across Mumbai, Pune, Surat and have
recently started operating in some parts of New Delhi. The minimum order quantity is 2 litres per
week.

Farm: Pride of Cows’ modern day dairy farm “Bhagyalakshmi Dairy farm” is spread over a vast
26 acre land. It is located in Manchar, Pune, an area famous for its high quality of green produce.
The company also encourages its customers to visit this farm for their satisfaction and also to
promote dairy tourism.

Cows: The company has a fleet of more than 3000 Holstein Friesian cows, cross bred with
Indian Desi Gir cows. These cows are famous throughout the world for their superior quality &
quantity of milk. These loved cows are pampered with cool showers, German quality sleeping
mats and soft relaxing music.

Diet of Cows: The fleet of cows is given a Total Meal Ration everyday which includes a high
quality organic produce of alfalfa, greens, soya and bran. Their diet is ensured to have the right
balance of minerals, vitamins and nutrients. This diet is updated on a regular to include fresh
seasonal crops.

Nurturing: The company has hired a special team of international experts which is available 24*7
to care about the health and well-being of the cows.

Technology: The entire milking process is fully automated. There is absolutely no human touch.
Every cow stands on a 50 point mechanized rotary panel where the milk is extracted. Every cow
goes through a health check 3 times a day only post which their milk is extracted. The extracted
milk is first pasteurized and then homogenized and finally packed in PET bottles. It is kept at 4
degree Celsius temperature till the last leg of delivery.

Benefits of POC Milk

 Untouched by human hand

 Low bacterial count
 Fully automated milking process
 No additives or preservatives
 Homogenised & Pasteurised milk
 Fresh Farm to home cow milk
 Supplied in Tamperproof bottles (PET) technology
 Maintained at 4 degree Celsius temperature till last
leg of delivery

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Logistics:

Daily requirement of Milk is sent from depots of Mumbai, Pune, Delhi and Surat to
Bhagyalakshmi dairy Farm at 1 P.M and a final quantity at 5 P.M a day before it is required.
Bhagyalakshmi Dairy farm starts procuring the milk from their cows as per their orders,
processes and packs it and finally transports the milk by cold storage vans to Mumbai, Pune and
Surat. The truck leaves Manchar by 6 P.M and reaches Mumbai by 10-10.30 PM. Mumbai is
divided into various depots for ease of delivery to customers. These Depots are located at places
which are centrally located from where reach is maximum. The van unloads the required
quantity at the respective depots where it is stored overnight in the cold storage facility of the
depot at 4 degree Celsius temperature. Each depot divides its allocated area into routes for ease
of delivery through which milk is delivered at the customer’s doorstep by delivery boys. Depot
in-charge manages the delivery routes and the quantity of milk to be delivered. At present, there
are 30 routes at Nerul. Each delivery boy carries an insulated bag which can store a maximum of
40 bottles of 1 litre size. The delivery boys report at the depot at 5 am, collect the milk in their
respective insulated bags and start their delivery routes by 5:30 am which ends by 8 A.M every
morning. Once they deliver the bottle to the customer, they update the application with a
“Delivered” status post which the customers receive an SMS about the delivery. In case a
customer complains that the seal of the received bottle is broken or if the milk quality is not
good, the bottle is collected back and sent to the farm where a thorough check is made about the
issue. This Reverse Logistics is easy to carry out as Pride of Cows has its own cold storage vans
running up and down daily. The company also recently launched its brand in the Singaporean
market where the milk is transported once a week and is then stored at a cold storage facility.

Customer
Surat Depots Doorstep

Truck from
Customer
Manchar Pune Depots Doorstep

Mumbai 14 Depots of Customer

Depots Mumbai Doorstep

Nerul, Airoli
Nerul Depot Customers

Vashi, Sanpada
Customers

Ghansoli,
Koparkhairne
Customers

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Order Patterns: The customers can order Pride of Cows milk for a minimum order of 2 days a
week. They can also order it thrice a week, on alternate days or even daily.

Billing Pattern: Pride of Cows offers a Postpaid Service. The customer receives a bill in the 1 st
week of every month for his consumption in the previous month. Payment can be done online on
the app or by cash or even by cheque.

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Competitor Analysis

In business, whoever bites into your product’s market share is an indirect competitor of your
company although the market segment may be different. In fact, interns also won customers who
used to use different brands of milk like Amul, Nestle, Gokul and even Gowardhan.

The Indian dairy industry has been majorly dominated by Amul having the largest production
capacity and average daily milk collection capacity of 29,00,000 litres. Parag Milk Foods faces
serious competition by Amul especially in the state of Gujarat where nearly 90% of the market
share is captured by Amul. Pride of Cows offers its service in the city of Surat but is facing
intense competitive rivalry by Amul. The prime difference between these 2 major players is that
Gowardhan offers cow milk whereas Amul offers mostly Buffalo milk.

Indian consumers also like to make by-products like dahi, ghee, etc from their milk. The
company also faces competition from Mother Dairy, who is famous for its high quality dahi and
double toned milk Live Lite.

Players like Gokul, who offer cow as well as buffalo milk, also pose as a threat to Parag Milk
Foods as consumers opt them for cheaper prices and higher fat content.

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Pride of Cows was the Pioneer of the Farm to Home milk concept. However, they could not
prevent other players from entering the market once the concept gained popularity. Other players
subsequently ventured into the market with their own touch points to offer. But that did not stop
Pride of Cows from staying strong and competing on its parameters like purity, freshness, rich
quality farm to home milk and post-paid app service. There are only a few players who offer this
Farm to Home concept of Milk.

Sarda farms

The SARDA FARMS of Nasik are the major competitors to Pride of Cows. Their vast farm of 50
acres in Shenith, Igatpuri is home to a fleet of 1,200 Holstein Friesian cows that are fed a
formulated diet consisting of greens and dry fodder and sugarcane. Like Pride of Cows, they offer
a mobile app service as well. However, they offer a Prepaid Service which can be a hurdle
as the Indian consumer prefers to first use the service and then pay for it. Unlike Pride of Cows,
they do not offer a Free sample to the customers before they subscribe to the service.

Tasting notes: Sarda Farms offer a range of variants viz pasteurized; pasteurized and
homogenized; and skimmed. Their skimmed milk contains 0.5% fat whereas the other variants
contain upwards of 3.5% fat. These are variants prove to be a major plus point for them as Pride
of Cows offers only Homogenized and Pasteurized. SARDA’s fresh, smooth milk is very
different from that of other players.

Price: Unlike Pride of Cows, they offer 3 options viz Rs.90/litre for a monthly subscription, Rs.77/
litre for a 3 to 6 month plan and Rs.75/litre for a yearly plan.

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Country Delight

Recently started by IIM Alumni, Country Delight provides natural, fresh and unadulterated Cow
and Buffalo milk directly to one’s doorstep. They do not have their own farm but this milk is
sourced directly from farms within 100km radius and delivered within 24-36 hours of the
milking process. They send an FSSAI-certified lab report of the milk quality every fortnight.
They, too, have a mobile app service. Customers can use this app to order milk daily, on
alternate days or on weekends. They can also use it to pay bills, reschedule deliveries, etc. As a
differentiator, they also provide a free milk testing kit to test the for adulteration like urea, starch,
detergent, etc.

Tasting notes: Country Delight offers its cow and buffalo milk in Half litre packs also. They also
have Introductory offers like “Buy milk for 5 days and pay for 4 days only” so as to incentivize
sales.

Price: Buffalo milk – Rs.33 for 0.5 litre and Rs.66/litre

Cow milk – Rs. 27.50 for 0.5 litre and Rs. 55/litre

Aggregator platforms like BigBasket Daily and SuprDaily

Apart from the above mentioned players, aggregator platforms like BB daily and Suprdaily also
offer online services whereby customers can also order milk from various brands in addition to
their groceries and vegetables. The advantage for them is that they are a ‘One Stop’ solution to a
consumer’s needs. However, it is a prepaid service, unlike Pride of Cows, which offers a
Postpaid Service.

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SWOT Analysis of Pride of Cows

Strenghts Weaknesses
Deliver in 12-24 hours of milking Low sales force team
Economies of scale Troublesome Logistics
Premium single-breed fresh cow milk High Price
Company expertise in dairy business Low customer interaction
Product falls under organic concept Low product awareness
No 3rd party operations
PRIDE
OF COWS
Opportunities Threats
Rising consumer focus on hygiene of New competitors have entered
dairy products Better offers from competitors
Increasing demand for low fat and Premium substitutes & alternatives
organic milk
Untapped market of Lactose Intolerant
people
Potential markets like Bangalore,
Coimbatore, Chennai, Hyderabad

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 Segmentation, Targeting, Positioning and Differentiation of Pride of Cows

Segmentation
Positioning
A) Geographic Segmentation
Urban Areas - Premium Societies
Freshness
B) Demographic Segmentation
Income - High Earning People Milk Full of Love
Age - 27 & above Mothers trust Pride of Cows
Gender - Mainly Female Organic milk
C) Psychorgraphic Segmentation
People who can afford and want to have
Quality milk
People who want flexibility

Targeting Differentiation

High Earning People Fully Automated Milk Extraction process

Health Conscious People Own 3000 cows feeding on Organic food
Educated People Delivered with 12-24 hours of milking

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Customer Surveys & Feedbacks

To have a better understanding of Consumer buying behavior, we were also assigned tasks of
cold calling Existing customers and Churned customers so as to know their insights related to
our product and service.

Existing Customers Survey

For this task, interns had to cold call all the existing customers and ask for their feedback. A
questionnaire was to be filled by the customers which included questions about the service,
quality, delivery, billing and overall satisfaction about the product. (Please refer to Annexure
‘A’) It was indeed a challenging job to interact with the customers and solve their various issues
and concerns and to educate them about the product in detail. Majority of them liked the product
and did not mind paying a premium for it, but some customers had issues related to the service.

No. of Surveys Filled: 193

No. of References Generated: 89

No. of Samples sent to References: 58

No. of Orders Generated: 11

Feedbacks from Customers:

1. Delivery Boys do not pick up the used plastic bottles regularly.

2. Glass bottles should be introduced instead of plastic
3. Information should be provided beforehand in case there is a delivery issue on a
particular day so that alternate arrangements of milk can be made
4. Insulated milk bags were promised but not yet provided.
5. Customer care helpline is very busy and not reachable.
6. Mobile Application is quite slow

Observation:

1. A lot of customers were unaware about the Social media presence of Pride of Cows

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 Results of the survey
Number of respondents = 193

 How did you come to know about Pride of Cows?

Retails Others,
By Call, Store, 2.6% Friends/Relatives= 48.7% = 94 people
10.36% 0.5% Internet = 23.8% = 46 people
Internet,
Events, 23.8% Events = 14% = 27 people
14% By call = 10.36% = 20 people
Friends/
Others = 2.6% = 5 people
Relatives Retail stores = 0.5% = 1 person
48.7%

Internet Friends/Relatives
Events By Call
Retails Store Others

We thus understood that word of mouth marketing is the main source of awareness for our
brand. To improve the other sources of brand awareness, the company should conduct more
events/activities and also increase its online presence.

 What was the reason you chose Pride of Cows?

Other, 1.56%
Freshness, 11.4% Taste = 41% = 79 people
Quality,
30% Quality = 30% = 58 people
Recommendation = 16% = 31 people
Taste Freshness = 11.4% = 22 people
41%
Recommendation Others = 1.56% = 3 people
, 16%

Freshness Taste
Quality Recommendation
Other

Taste and quality are thus the primary reasons of opting for Pride of Cows milk. The company
should thus keep consistency on these fronts and assign the Customer Service team to contact
existing customers to get more recommendations and references which can help increase sales

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 Why/How do you mainly use Pride of Cows?

Cooking, Other, Complement

8.3% 0.5% other food, Direct consumption = 33.16% =64 people
1.56% Breakfast, Cereals = 31.6% = 61 people
Breakfast
Cereals, 31.6% In
Beverages = 24.9% = 48 people
Beverages Cooking = 8.3% = 16 people
24.9% Complementing food = 1.56% =3 people
Direct ,
Others = 0.5% = 1 person
Consumption
, 33.16%

In Beverages Direct Consumption

Breakfast Cereals Cooking
Complement other food Other

We learnt that people primarily prefer to have the Pride of Cows milk in a raw form or
with their breakfast cereals or beverages (tea/coffee)

 Have you used Pride of Cows App?

Yes = 53% = 102 people

No = 47% = 91 people

No
Yes 47%
53%

While more than half of the customers use the Pride of Cows mobile app, a substantial
number of them do not use the mobile app. The company should work on their app
services and thus promote its usage among maximum customers

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  Rate your Overall Satisfaction with POC?
Neutral Dissatisfied
4% 0% Extremely Satisfied = 21%= 41 people
Satisfied = 75% = 144 people
Neutral = 4% = 8 people
Extremely
Satisfied Dissatisfied = 0% = 0 people
21%

Satisfied
75%

Extremely Satisfied Satisfied Neutral Dissatisfied

The results of this question are motivating since almost all of the customers are satisfied
with Pride of Cows. However, efforts should be made to convert the 4% Neutral
customers into satisfied customers by understanding and solving their needs.

 Would you like to taste POC Premium Ghee?

Yes = 90% = 174 people

No No = 10% = 19 people
10%

Yes
90%

Yes No

This shows that majority of the customers are willing to try products made out of Pride of
Cows milk. This must imply that the product quality is high and favourable

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Churned Customer Surveys

This task consisted calling the customers who had discontinued the Pride of Cows milk service
and ask them the reasons for discontinuation. Purpose of the task was to win back these
consumers and assure them that the service is accurate and punctual. This was one of the most
difficult tasks as the churned customers did have many unattended grievances.

No. of Churned Customers Called : 74

No. of Churned Customers Won Back : 3

Churned Customer Insights

 Price is the Issue - Customers feel it is pinching their pocket. Hence they discontinued
the service

 Health Issues- Many customers were suffering from medical problems like diabetes, etc.
and their doctors had recommended stopping milk. Many customers wanted skimmed
milk whereas Pride of Cows does not offer such a variant.

 Out of Station/Change of address – Majority of the customers discontinued the service as

they had shifted to a new location or were traveling and said that they will restart once
they return back.

 Service Issues - Few customers required milk at different timings than the company’s
delivery timings of 6-8am. Some customers also had a bad experience with the Pride of
Cows service hence stopped the milk

 Not liking Milk by-products – Many customers did not like the dahi, paneer and ghee
made from Pride of Cows milk hence they stopped the service.

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 Events and Activities

These tasks involved creating brand awareness of Pride of Cows through sampling activities. We
targeted potential customers at premium societies, gyms, jogger’s parks, etc.

Number of events/exhibitions/activities organized: 16

Number of Customers met : 275 (Approximately)

Number of 1 litre Samples Sent: 142

Number of Order Generated: 21

Event/Activities Details

TOTAL INVESTMENT
NAME OF THE TYPE OF LOCATION (EVENT FEES+200ml
ACTIVITY ACTIVITY SAMPLES)
Society Rs.2000/ + Rs.1620/ =
Mahavir Amrut CHS Sanpada Palm Beach Road Rs.3620
Society Rs.3000/ + Rs.1620/ =
Bhumiraj Iraisa Sanpada Palm Beach Road Rs.4620
Retail Only 200ml samples of
Jogger’s Sampling Sanpada Palm Beach Road Rs.1080
Society Rs.4000/ + Rs.1800/ =
Tharwani Heights Sanpada Palm Beach Road Rs.5800
Retail Only 200ml samples of
Jogger’s Sampling Millenium Park, Sanpada Rs.1350
Gym Rs.4000/ + Rs.1800/ =
Gold's Sports Event Vashi Rs.5800
Society Rs.3000/ + Rs.2160 =
Keshav Kunj-2 Sanpada Rs.5160
Retail Only 200ml samples of
Jogger’s Sampling Mini Sea shore Vashi Rs.1260
Retail Only 200ml samples of
Jogger’s Sampling Sanpada Palm Beach Road Rs.1080
Society Rs.3000/ + Rs.1800/ =
Moraj Palm Paradise Sanpada Palm Beach Road Rs.4800
Society Rs.2000/ + Rs.1440 =
Shree Mangal CHS Vashi Rs.3440
Gym Only 200ml samples of
Gold’s Gym Vashi Rs.1080
Gym Only 200ml samples of
Gold’s Gym Vashi Rs.900

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 Society Rs.2000/ + Rs.1620/ =
Vignahar Heights Nerul Palm Beach Road Rs.3620
Gym Only 200ml samples of
Gold’s Gym Vashi Rs.990
Jimmy Tower 1&2 Society Rs.5000/ + Rs.1800 =
CHS Koparkhairne Rs.6800

While conducting these events, I was fortunate enough to on-board some elite customers for the
company:

1) Mr. Amar Haware – Managing Director of the famous Haware Builders. Orders 1 litre of
Pride of Cows milk daily
2) Mr. Arun Sutar – Owns 15 Restaurants & Bars in Navi Mumbai. Order 3 litres of Pride of
Cows milk daily

Page | 26
Sequence of events from Targeting to Sale Conversion

Identifying the
potential
Target Market society/jogger's
park in an area

Seeking
Negotiation Permission &
finalizing date &
time for sampling

Setting up Kiosk,
Sales Personal Selling
and then door to
door selling

Lead Filling of
Generation Questionnaire

Brand Spot Sales

Customer Potential
Interaction Customers
Awareness

Business New Sales

Generation
Development

Consumer Product & Service

Information
Education

Consumer Referrals & Loyalty

Programs
Growth
Page | 27
Sampling Activities at Residential Societies

Bhumiraj Iraisa, Sanpada

Vignahar Heights, Nerul

Page | 28
Sampling Activities at Jogger’s Parks/Gardens

Sanpada Palm Beach Road

Mini Sea Shore, Vashi

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Sampling Activities at Gold’s Gym, Vashi

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The Numbers Game of Nerul Depot

Sale figures are in Litres Per Day (LPD)

LPD April 2019 768.56

LPD MAY 2019 689.35

LPD JUNE 2019 762.36

LPD JULY 2019 (Forecasted) 825

Customer
Acquisition April

2019 47

Customer
Acquisition May

2019 87

Customer
Acquisition June

2019 116

Customer
Acquisition July

2019 (Forecasted) 15

Forecasted Customer Acquisition for July 2019 is only 15 customers because Interns performed
Activities only till June 28th 2019

Page | 31
Suggestions & Recommendations

 Collaborating with premium builders & societies having ready to occupy possession of
flats and thus starting new milk supply.

 Providing an insulated bag for customers who opt for “drop at doorstep” option

 Awarding “Best Depot” award every month across the 4 operational cities for motivating
Business Development Officers and depot in-charges to perform better and also to
maintain hygiene, safety and cleanliness in depots.

 Providing T-shirts & shoulder bags to delivery boys & asking them to wear them
compulsorily during delivery.

 Drying/Cleaning up of the delivery bags and the cold storage for proper hygienic delivery
of Milk bottles

 Some Go Green badges, tokens of appreciation to customers who return their bottles for
recycling/ provide more number of customer references

 Various variants in milk like only pasteurized, toned, double toned, etc.

 Booklets/ Brochures with complete details of BDO, Depot in-charge, Billings, Order
Patterns, Delivery Timings and Service, etc. while delivering the sample

 Engaging customers on social media through days’ celebrations Eg. Father’s Day- Gift
your father good health and long life by Pride of Cows milk

Page | 32
Learnings from the internship

 Sales Techniques- We used various sales techniques like emphasis on particular words,
repetition to grab attention, understanding the consumer needs through friendly
conversation, and other methods like keeping a sales script book for more sales, etc.

 Sales Pitching- To buy the product, one should understand the product completely. Sales
pitching helped us to make the customer understand the product and benefits and start the
order.

 Hypnotic Selling- This enabled us to understand the needs and wants of the consumer
through interaction with them.

 Age Progressions- Explaining the customers the benefits of the consumption of Pride of
Cows milk in the long term and positive factors.

 Stories Selling- Telling stories keeps the customer’s attention directed and makes him
understand the product in detail.

 Negotiation Skills- Negotiating with various stakeholders for sales promotion and selling
the milk product.

 Consumer Buying Behaviour and its cycle- Consumer is the king. This internship helped
me to understand this myth. I have learnt to understand a customer’s needs and thus
target them accordingly

 Branding Strategies, B2C Sales- Various strategies to reach the niche premium segment
and increase brand awareness.

 Communication Skills- Communicating the exact message to the consumer in proper

language and through a proper medium.

Page | 33
Conclusion

The Indian market is rapidly undergoing changes on account of westernization setting in and thus
resulting in lifestyle changes, improvement in the standards of living, more health consciousness
and hence changing diets which lead to changes in the product lines available to retailers.

The population of India is about 1.3 billion crores whereas that of our cows and buffaloes is
about 120 million. 70% of our population resides in villages while only 30% of our population is
based in cities. The Indian dairy market is fragmented and has limited government intervention.
However, with the trend of urbanization, this is changing. But the pace of this change depends
mainly on the government rules and their implementation. Food safety and security is of prime
importance to the government and will remain to be so in the future as well since feeding this
vast population is essential for our country’s sustainable growth.

The Indian dairy market is growing rapidly on account of increasing consumption of Value-
added dairy products and also the value chain formalization. The prime reasons for this growth
are higher spending power, increasing interest of consumers in protein-rich diets and increasing
awareness and availability of dairy products through various distribution channels like the food
service segment and the organized retail channel.

Keeping the above information in mind, Pride of Cows has excellent potential to leverage on the
current market scenario. The company should thus come up with an aggressive strategy to
increase its growth by capturing a larger market share.

Page | 34
Bibliography
http://www.paragmilkfoods.com/our-brands.php

http://www.prideofcows.com/about-us/

http://dahd.nic.in/about-us/divisions/cattle-and-dairy-development

http://www.sardafarms.com/Home#products

https://www.bigbasket.com/pb/sarda-farms/milk/

https://countrydelight.in/story

https://www.business-standard.com/company/parag-milk-foods-45144/information/company-
history

https://www.google.com/search?biw=1366&bih=608&tbm=isch&sa=1&ei=0V4XXeqsN4uWwg
Opi7uIBQ&q=amul+vs+gowardhan+&oq=amul+vs+gowardhan+&gs_l=img.3..0i24.4036.8649.
.9143...0.0..0.188.1565.0j11......0....1..gws-wiz-
img.......35i39j0i67j0j0i8i30.5_JMeiAKqSk#imgrc=_

http://www.paragmilkfoods.com/gowardhan-milk.php

http://www.paragmilkfoods.com/pride-of-cow.php

http://www.paragmilkfoods.com/go.php

http://www.paragmilkfoods.com/topp-up.php

Page | 35
Annexures

Annexure ‘A’ – Existing Customer Survey Questionnaire

The following is a Google form created for ease of taking Customer Surveys

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