akram javed project

8/13/2019 Akram Javed Project

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EXECUTIVE SUMMARY

Marketing is indeed an ancient art. It has been practiced in one form or other since the days

of Adam, and Eve. It emerges as a management discipline. However, is of relatively recent

origin. And within relatively this short Period, it has gained a great deal of importance. In

fact, today most Management thinkers and practitioners the world over, regard marketing as

the most important of all management function in any business.

Indian dairy is said to be emerging as sunrise industry. Milk industry became India s

number one firm in terms of value of output since dairying in India is closely linked to

agriculture, Milk production is mostly based on the utili!ation of farm by product and crop"

residues. #ecause of this, the cost of milk production is much lower than any other industry.

Modern scientific processing technology and managerial innovation are opening up vast

opportunities in processing and marketing of various kinds of value added milk and milk

products like flavored milk, ice cream, and other delicacies. $hat s why most of the

consumers are attracted towards milk product materials. Most of the consumers are

attracting packed milk because in this method there is no any adulteration comparison to

loose milk. Most of the consumers prefer full cream milk as very essential because in this

milk, fat percentage is very high. After that % nd choice of consumers is &$M and the aged

person and patient type of consumers preferred skimmed milk .In this type of milk, fat is not

present. Most of the consumers purchase decision is based on 'uality of milk. ($ime

availability) factor generally influence to the people for better services. In consumers

opinion Mother &airy covers the ma*imum market share then comes PA+A dairy. Most of

the dealers think that if the 'uality of the milk is good then the sale will increase. -ow

onsumers are attracted towards (flavored milk).

/


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$he products marketing division is handling the marketing of #utter, hee, 0kimmed milk,

Milk powder, &airy whitener. $able butter is available in /11 gm 2311 gm pack in the

market. Pure ghee is present in 4 kg and / kg polypack in the market. 5ther than in (6.P)

and (7A+A-A0I) (Parag) product are also distributed in other state.

After MOTHER DAIRY PARAG DAIRY acquires 2 nd position in terms of 8uality,

Availability.

PARAG DAIRY plant of 7A+A-A0I is the first vertical dairy of Asia. $hus it is also

the most modern and automated dairy in -orth I-&IA, where 'uality of milk processed and

packed is second to none. Parag is widely accepted brand name of dairy product in India.

According to me Parag &airy has got a good position in the market.

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O !ECTIVE O" THE PRO!ECT

$o find out the satisfaction of dealers with reference to delivery and collection

time of PA+A milk.

$o find out the types of milk mostly preferred by the retail outlets.

$o find out the user s perception with reference to 'uality of milk supplied by

Parag dairy.

$o find out the sources of information regarding the availability of Parag milk.

$o find out the factors responsible for the growth in sales of branded milk in

ha!ipur region.

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SCOPE O" THE PRO!ECT

$he scope of study is to understand the problem faced by the company while increasing the

retail outlets. :ith the help of this pro;ect 7aranasi ooperative Milk Marketing including e*isting and non e*isting outlets?. MM< can also analy!e the pricing strategy

followed by the rivals. #y this study company will get the information about current

competitive position of the parag milk in the market.

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#IMITATIO$ O" THE PRO!ECT

/. 0ome people didn t gave the remarkable answer, so the surveyor has to make his own

assumption

%. 0ince the survey has been conducted in 7aranasi and gha!ipur, being so big market it

might not give true picture.

9. $he 'uestionnaire was too long and many a times respondents used to refuse to fill the

'uestionnaire as they considered it to be time consuming.

@. $he time period allotted for the study was limited as it had to be completed with this

stipulated period of time.

3. $he number of respondent covered in the study is limited. Although all efforts has been

taken to make this study a representative of total market of ha!ipur, the sample si!e is too

small so that data are not reliable. Most of the customer were busy in their work and saying

(sorry I don t have time) .0o it was very difficult to access information from those people.

. $he respondents were unable to read e*act data spontaneously.

B. It is very difficult to catch the e*act word of customers through 'uestionnaire

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I$TRODUCTIO$

DAIRY SCE$ARIO I$ I$DIA

Indian dairy is said to be emerging as a sunrise industry. Milk production is estimated to

e*ceed B@ million tones in /CCB and with the present growth rate of 3 percent per year,

production is likely to touch in /CCD, D million tones by the turn of the country, there by

taking India to the top position in milk Production surpassing the 60.

In /CC@"C3, milk became India s number one farm commodity in terms of value of output.

5ut of every /11 liters of milk produced, @@ were retained by the rural folk, and 3 liters

was the marketable surplus for the urban areas. 5ut of this 3 liters, only /1 was handled by

the organi!ed sector and the reaming @ by the traditional sector. :hich means there is still

scope for progress not ;ust in terms 'uality and production but in distribution patterns.

About B1 million farmers are engaged in dairy activities. $here are about 3B million cows

and 9C million buffaloes and the strength of dairy economy is in its live stock of %B1

millions, the record in the world.

In live stock holding, India occupies the first position, accounting for 3/ percent of the

world population /,@%1 millions.


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India s dairy industry generates an annual business of +s. 39,111 cores and is e*pected to

touch +s. DD,111 cores by the turn off century. It s highly skilled manpower pool is other

advantage.

$he country has built up a strong base for education, research, e*tension and training in

dairy and veterinary science and manpower resources available here are much cheaper than

other countries.

0ince dairying in India is closely linked to agriculture, milk production is mostly based on

the utili!ation of farm by products and crop residues.

#ecause of the cost of the milk production is much lower than the many developed

countries, modern scientific processing technology and managerial innovation are opening

up vast opportunities in processing and marketing of various kinds of value added milk

product like flavored milk, yogurt, ice"cream and other delicacies.

$he emerging consumption patterns present new challenge for the dairy industry. $he

strategy is now shifting from distribution to sales and marketing. E*treme perishability of

milk possibility of its contamination necessitates rapid movement of the product. $he highly

decentrali!ed natures of the production assets and lie then ade'uate development of physical

infrastructure make the desired speed of movement of milk difficult.

Indian dairy is multi layered shaped like a pyramid with the base Map of market for low cost

milk. $he narrow tup at the top is small but there e*ists a great market for :estern type

milk products.

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Indian love to drink milk, hence no efforts are needed to make it acceptable its availability

is not a limitation either, because of simple production.

It leaves the vital marketing factor affordability. How to make milk affordable to the large

ma;ority with limited purchasing power. $his is essence of challenge.

A% "&&d ser'ice ins(i(u(i&na) *ar+e(%

It is growing at the double rate of consumer market.

# % De,ense *ar+e(-

It is growing market for 'uality of product at reasonable prices.

% In.redien( *ar+e(-

A boom is forest in the market of dairy product based as raw material in

Pharmaceutical and allied industries India with their si!eable dairy industry groining rapidly

and on the path of moderni!ation would have decades to come.

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I$TRODUCTIO$ TO DAIRY CO/OPERATIO$

&uring the early /C%1s military dairy farms were established for ade'uate supply of milk to

the army station.

Establishment of the imperial Indian council of agricultural research in /C%C and transfer of

the office if the imperial dairy e*pert and the institute at #angalore to the central

government of India was on the right path of giving due importance to animal husbandry

and dairying.

0ubse'uently -. . :right, &irector, &airy +esearch Institute 0cotland, was invited to

review the progress of dairying in India.

His four"year stay >/C9 "/C@1? gave a remarkable impetus to dairy development. Even to

this day we reali!e the importance of &.+. :right recommendation, which he made in his

report towards dairy development Imperial &airy +esearch Institute >I&+I? in /C@/.

=ater on it was renamed as (Indian &airy +esearch Institute) and regional stations subs

regional station e'uity as -ational &airy +esearch Institute >-&+I? in /C33 with +egional

station.

Academic $raining Programme and research in dairy technology and dairy husbandry were

accelerated under the director of dairy research, a top senior official position first held by

5$H:A=A5+ $HE &AI+F &E7E=5PME-$ advisor to the 57E+-ME-$ 5B? Pro;ect of skim milk powder and butter oil donated.

/%


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OPERATIO$ "#OOD PHASE /33 03473/781

$he success of phase"I clearly demonstrated the reliability of Anand and pattern in milk

sheds. $hus, phase"// launch on 5ctober //, /CBC was designed.

OPERATIO$ "#OOD PHASE 9III

5peration flood was a continuous programme. $he phase"III during the B th five year plan

period was for a period from April /CD to March /CC1, but the program was intended

further. $he key physical target of phase"/// is as followsG"

>/?-o of Anand co"operative societies.

>%? -o of Anand pattern & 0 under %3,111.

>9? Milk animals under co"operative ambit, lakh lpd /3%.C

>@? Milk procurement peak, lakh lpd /D9.9

>3? #uild up of dairy capacity lakh lpd %11.1

> ?& 0 membership, lakh /11.%

>B? 6rban centers to be covered for marketing %11.

$hus Indian dairy industry is progressing well. $he tremendous strides taken towards

moderni!ation of dairy provided effective boost to indigenous, manufacture of dairy

e'uipment, veterinary medicines and vaccines and long distance transport vehicles for milk.

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SOME U$I:UE "EATURES O" THE ORGA$I;ATIO$

Pradeshik co"operative &airy federation =$&. is more than four decades old in the Indian

&airy Industry. A 'uasi government organi!ation in the co"operative sectors, it is the leading

organi!ation in the dairy sector in the -orthern India. P &


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&ue to reputation, efficiency and wide network with 'uality manpower, P &< is currently

implementing following developmental and promotional programmers supported by

central Jstate govt.

integrated mini &airy pro;ect >MI&P?

women &airy pro;ect >:&P?

apturing a dominant shares of the urban milk market, hitherto served by multitude of small

milk vendors, reating a procurement network to link numerous co"operative producer

societies in different milk shed areas to the organi!ed urban dairy industry, 6pgrading the

milk production capacity of Indian bovine stock through a programme of cross"breeding,

veterinary services and au*iliary activities.

E-E+A= IMPA $ >5.


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E$COURAGI$G RURA# PEOP#E I$ DIRYI$G/ A PRIORITY

$owards upliftment of rural poor, P &< has emerged as the leading institution in the state.

0mall and marginal farmers and landless laborers have been able to participate in draying on

an appreciable scale only since the launching of various developmental programmers.

&arying is a labour intensive activity governed largely by availability of female labourK

hence rural women are also actively participating in dairy.

$hrough its consistent efforts P &< has ensured that the rural women remains indispensable

parts of darying in the state.

MA$AGEME$T ///T MACHI$ERY1

$he organi!ation is e'uipped with sophisticated Plat 2 Machinery hee, #utter Milk

Powder, and other &airy product on a big scale. $he manufacturing capacity covers

appro*imately 9Bmt. hee, 91mt.#utter, and 33mt. 5f Milk powder on per basis.

P &< has also the distinction of having the post sophisticated and computeri!ed first

vertical dairy in 7aranasi. $his is a state of Art pro;ect within its various sections located in

the basement and three floors of the building.

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$he total capacity available with the affiliated milk unions including the newly ac'uired

Parag &airy, 7aranasi /391 $=P&. #esides the dairy plants various new pro;ects have been

commissioned At =ucknow, Allah bad, ha!ipur, Aligarh, and anpur as well.

E'uipped central 8uality control =aboratory based at =ucknow which hecks orgenolepetic

chemical and microbiological 'uality of the products.

MAR?ETI$G

$he federation is marketing milk and milk products under a common brand name PA+A .

$he total product range under the Parag #rand includesG " HEE, #utter, 0MP :MP &airy

whitener,


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PCD"/ SOME "ACTS

PRADESHI? CO/OPERATIVE DAIRY "EDERATIO$ #IMITED 0PCD"1

Parent organi!ation of PA+A &airy, 7aranasi .P &< monitors and controls

$he operation of around /9 dairy plants in 6.P. P &< has its head 'uarters in =ucknow

>6.P?. P &< is monitoring around 91 dairy co"operative union in 6.P. P &< has a capacity

of /3/1 thousand liters of milk per day.

$UM ER O" CO/OPERATIVE-@6

$UM ER O" DAIRY P#A$TS- 3@

CAPACITY- 3836 (


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COMPA$Y PRO"I#E

Para. Dair

Es(aB)is-&?

with a capital investment of +s 31 cores, for Pradeshik co"operative dairy


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USI$ESS A$D MAR?ETI$G

STRATEGY O" THE COMPA$Y

=ast year, we marketed products worth 60 %1 million. Parag is a house hold name for the

'uality and price" anchorage. 5ur clientele include several prestigious organi!ation of

7aranasi besides the Indian Army and Indian Air =ines. 5ur sales network is spread

throughout Indian.

$he global market for Indian milk products is likely to brighten further in view of the latest

A$$ agreement. At present we are successfully e*porting our product to neighboring

countries.

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PRODUCTS O" THE COMPA$Y

Parag proudly present itself as a premium brand in the Indian &airy industry. A list of

nutritious and premium 'uality product of parag includeG"

Milk >


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welcome all clients 'ueries and leave no stone unturned for client s utmost

satisfaction.

AC?GROU$D

Parag is in the business of milk for more than 31 years. Parag milk is entirely collected

from village level collection centers that are developed by Parag. $he 'uality of Parag

milk, regularity of supply and value of commitment has made Parag as the hallmark in

our sphere of operation. $oday Parag is the second largest distributors of milk in

7aranasi 2 6.P.

$he taste and flavor , low sodium level , low ash , content and low plate count of

Parag dairy products has fetched as accolades of clients . Products of Parag have found

wide acceptance with countless prestigious institutions. It includes -estle India =imited,

0mithkline #eechman, Hindustan =ever =imited, Mother dairy 2 thers.

%%


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CO$SUMER EHAVIOUR

onsumer behavior consists of human behavior that goes in marketing purpose decision. In

case of basis necessary things of life >food, cloth and house? a person not takes any rise and

wants to purchase best brand available in the market.

A person do not e*periment with food products, he only purchase known brand or pre"used

brand. He switches over only in the condition of suggestion of friends and relatives.

A general behavior of people is to select the best option available in the market. #ut option

means that brand which he knows and that brand is best 'uality at fewer prices. #ut in thecase of food product a person do not main emphasi!e on price of thing, his main emphasis is

on 'uality. 0o in this case people want only best milk brand which they knew.

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:UA#ITY O" MI#?

/. -utritional or compositional 'uality


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CO$STRAI$TS IDE$TI"IED I$ E$SURI$G :UA#ITY

Portable water and drainage, approach road and electricity in & 0 villages

Awareness among the farmers resulting in poor hygiene, sanitation 2 environment

condition

Inade'uate microbial 'uality testing facilities in dairies

High ambient temperature, particularly in summer resulting in faster growth of

microorganism in the milk

=onger time of storage 2 transportation

old chain for raw and pasteuri!ed milk.

Maintenance of e'uipments at dairy Jcc like can washer,

can scrubber, flow diversion valve etc.

TYPICA# O SERVATIO$S

Mi*ing of Nmorning 2 evening milkN

Milking the animals in dirty surrounding with cow"dung 2 animal urine

N0toring the milkN in the house before supplying it to the society

6se of NAluminum, plastic, I 6tensilsN for making the animals and carrying the milk

to & 0

Addition of neutrali!ers, formalin and hydrogen pero*ide in raw milk

6se of plastic ;erry cans at & 0 level for transportation of raw milk


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=ack of


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" $here are two adulteration kits, small and large

"0mall adulteration kit is used for 3 adulterants

" =arge adulteration kit is used for /1 adulterants

PROCUREME$T PROCESS

In 6P milk production is scattered with large"scale producers. A 'uick survey done in the

recent past reveals the fact that the average land holding is very small. $he number of family

members is high as compared to the buffaloes that a family owns. $he number of buffaloes

is less with %1O"31O dry or pregnant, thus the producer has to feed such animals that are

not in lactation.

$he average milk yield per lactation of buffaloes is 911 days ranges between C11 kgs to

about /311 kgs. Producers retain the %3O of the produced milk and rest of the B3O is

marketing surplus. $hus these 'uantity of surplus milk available with a producer ranges

from % kgs"/1 kgs per day. An ade'uate system of organi!ing milk procurement, 'uality

control, 'uick testing and chilling 2 transportation is re'uired in most of the village.

eeping this in view 7+0


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At certain centers facilities for the pre"cooling of milk is also available. It also avoids any

rise in acidity while storage and transportation.

T


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TaB)e u((er G

-ame of the product PA+A PA0$E6+I E& #6$$E+

+egular packing /11 gms.311gms. &uple* board carton,

@11 gms tin pack.

6sage As table butter on toast, chapatti, in baking andooking

Ingredient #utter,salt,Annatocolour

omposition Milk fat D1O min., Moisture / O ma*.,salt %.3O,

urd 1.DO, calorific valueG B%1 calorie per /11 gms.

Micro"bio 0tandards oli forms per ml.311 ma*.Feast and Mold count %1 ma*.

0pecial features Made from fresh cream by hygienic method

Product 0pecifications Meets A MA+ 0tandards

0helf =ife C months at "/1 degree to "/% degree c

arton 0i!e %1kgs. Q913R913R%D mm /3 kgs. If /11 and 311 gms

91


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-ame of the product

+egular packing

6sage

Ingredient

omposition

0pecial features

Product specifications

0helf life

artoon si!e

PA+A 0 IMME& MI= P5:&E+

%11 gms. #ag in #o*

311 gms. #ig in #o*

%11 gms. Poly ar

311 gms. Poly ar

Ideal for making tea, coffee, sweet

Milk 0-


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DAIRY =HITE$ER

-ame of the product

+egular packing

6sageIngredient

omposition

0pecial features

Product specifications

PA+A 06+6 HI I-0$A-$ MIS

311 gm. And /1 kg. tin%11 gm.And 311 gm. #ag in #o*Ideal for making tea, coffeePartially skimmed milk and sugar

Milk fat /C O milk Protein %9 O,arbohydrates 3/ O, =actose 9@ O,

0ugar /B O , Minerals 3 O, Moisture 9 OPacked under nitrogen , and has e*cellent natural&ispensabilityMeets #I0 specifications for sweet and milk powder

9%


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TYPE O" RESEARCH

My research pro;ect is 'uantitative and 'ualitative both because the 'uestion was both type the

variables are easily measurable in some 'uestion but in other 'uestion response are not easily

measurable. 0o I divided all the responses in some variable and then collect the data with the

help of this 'uestionnaire and after that analy!e the data which comes from the research.

8ualitative research is specially important in the behavioral science where the

aim is to discover the underlying motives of human behavior. $hrough such research we can

analy!e the variables in a particular manner or which make people like or dislike a particular

things.

+oute -umber %"/

&elivery 7an -umber 6P 3 E BCB@

-umber of 0tops by the 7an /@

0ales man &ivendu &hama

hart

Pr& er(ies C&nsu* (i&n &, 'ari&us *i)+ca(e.&ries 0in cara(es1

Dea)er $a*e #&ca(i&n "CM T%M DTM S?M

=al #abu hodaolony

3 " % "

Harish store agat puri / " / "

Arivind store agat puri 9 " " "

0inghal store agat puri " " /

99


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0harma store arkardumamod

B " 9 9

Mano; store #iswas -agar B " "% "

anu store #iswas -agar

/% " " "

usum store #ihari colony 9 " " /

7i;ay store #ihari colony % " " "

Aarti store #ihari colony % / / "

&eepak store #iswas -agar " " "

0unil store #iswas -agar 3 " @ "

store #iswas -agar

B " " "

#aba store #iswas -agar @ " " "

"

hart

Pr& er(ies C&nsu* (i&n &, 'ari&us *i)+ca(e.&ries 0in Cara(es1

Dea)ers na*e #&ca(i&n "CM TM DTM S?M

#ahadur store Ashok -agar 9% % @ "

" autam store 0ec.7aranasi

// 9 9 "

apil store 0ec.37aranasi

%9 @ 9 "

+oute -umber /"%

&elivery 7an -umber 6P 3 # %@9B

-umber of 0tops by the 7an /1

0ales man Pappu

9@


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ailash store 0ec.D7aranasi

91 9 % "

0an;ay store 0ec.D7aranasi

@ % / %

0aschin store 0ec.D7aranasi

/ 3 "

$iwari store 0ec.D7aranasi

B % 9 /

0harma store 0ec.D7aranasi

D 9 % "

&evi lal store 0ec.D7aranasi

D @ / "

&hulichand store 0ec.//7aranasi

3 3 "

$undu store 0ec./3A7aranasi

C 9 "

+oute -umber %"3

&elivery 7an -umber 6P / 311%

-umber of 0tops by the 7an %%

0ales man +a;inder 0ingh

hart

Pr& er(ies C&nsu* (i&n &, 'ari&us *i)+ca(e.&ries 0in Cara(es1

Dea)ers na*e #&ca(i&n "CM TM DTM S?M

-ew fine bakery 0elampur % % 9 "

0uresh store Mau;pur 9 9 3 "

haudary store Mau;pur 9@ @ @ "

+adhaswami store Famuna 7ihar % 3 "

Arpit #akery Famuna 7ihar %9 " "

#ist store Famuna 7ihar %@ B " "

93


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rishna store #hagpura %9 " 9 "

7inod store &ayalpur %/ " @ "

+akesh store Munshi market 99 " 9 "

Maheshwari store arol -agar %9 " % "

#harat store Mustakabad 9 " % "

Praveen store Mustakabad @ " " "

0ubhas store Mustakabad @% " " "

Hasan 0tore Mustakabad 9 " " "

+ store Mustakabad " " "

"

+oute -umber B"9

&elivery 7an -umber 6P / & @3/

-umber of 0tops by the 7an %%

0ales man +a; umar

9B


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hartPr& er(ies C&nsu* (i&n &, 'ari&us *i)+

ca(e.&ries 0in Cara(es1Dea)ers na*e #&ca(i&n "CM TM DTM S?M

Avadhesh store I$5 9 % " "

+amesh store +a;ghat 3 @ " "

#him store +a;ghat " " /

+attan store 7aranasi ate @ " " "

-eelam store 7aranasi gate D " " "

#abli store 0adar #a!ar % " " "

0a;eev store 0adar #a!ar 3 " " "

0ahmim store 0adar #a!ar @ " " "

Mehtab store 0adar #a!ar " "

Man 0ingh store Pandav -agar B " " "

Praveen stoe Pandav -agar D " " "

#harat store Modi -agar D " " "Master store Pun;abi #agh 9 9 " "

7icky store Pun;abi #agh /% " / "

6mesh store Pun;abi #agh 3 " % "

Ashwini store Pun;abi #agh %9 " % "

0an;ay store 0araswati 7ihar @ 9" " "

+a;asthan store 0araswati 7ihar B " " "

+a;eev store 0araswati 7ihar @ % " "

rishna store arol #agh " " "

0hribhagwan store 0adar #a!ar B " " "

9D


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""

hartPr& er(ies C&nsu* (i&n &, 'ari&us *i)+

ca(e.&ries 0in cara(es1Dea)er $a*e #&ca(i&n "CM T%M DTM S?M

+avi store -angla / " 9% "

-anda store -angla % % /% "

-aseer store #hangel 3 /1 "

$op foods #hangel D 9 " "

apil store Phase % % " @ "

Akshay store Phase % % " % "

$hompson press Phase % / " @ "

+ekha irana store 0upiana 9 " " "

Pepsi reater 7aranasi " " " "

7aranasiAuthority

reater 7aranasi " " " "

"

+oute -umber /"@

&elivery 7an -umber 6P 3 E 1//1

-umber of 0tops by the 7an /1

0ales man +a; 0ingh

9C


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MI#? TESTI$G

3% ORGA$O#EPTIC EVA#UATIO$

heck colour , taste and flavour of milk.

2% CO TEST-/

$ake %ml of milk in a dry test tube. #oil milk on flame of spirit lamp .


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sugar test positive.

7% STARCH TEST -/

$ake 9 ml milk in a test tube , boil and cool under tap water and add % drops of / O Iodine

solution. Appearance of blue colour indicates starch test positive.

4%HYPOCH#ORITE TEST -/

$ake 3 ml milk in test tube, add /.3 ml of BO potassium Iodide. Appearance of yelloish

brown colour indicates hypochlorite test positive. If solution is clear add @ ml dilute H =

>/.%? and heat the test tube at D3 degree centigrade for / minute. ool and add 1.3 ml starch

solution. Appearance of blue or red colour indicates presence of bleaching powder.

36% "ORMA#I$ TEST G"

$ake3 ml milk in a test, add 1.3 ml of / O ferric chloride solution. mi* well and conc.

sulphuric acid slowly along the side of tube.


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+ Q +/ T1.33 >$/"@1?

+Q #.+. reading at @1 degree centigrade

+/Q 5bserved reading at $/

$/Q $emperature degree centigrade at which #.+ reading taken.

3@% MI$ERA# OI# TEST -/

$ake %% ml alcoholic 5H solution >1.3-? in a flask, add / ml of clear


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TRADE PRO"I#E

$he


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I$TRODUCTIO$ TO THE PRO #EM

+etailers are the one of the most important member of the distribution channel. $hey are the

people who provides product to the final consumers. As they have the direct touch with the

consumers, so they can play a vital role for influencing the buyers decisions. $he company

should try to provide services to the retailers in such a way that they can satisfy with them.

$he basic ob;ective of my study is to identify dealer s need i.e. :hat types of milk is

generally they buy, :hy are they buying different brands of milk, Important factors for

purchase decision of dealers, $o find out whether the milk is supplied on time, Are they

satisfied with the delivery process of PA+A milk, How is the behaviors of the salesman,

Are there any shortcomings being faced by the drivers and the salesman in the delivery

process, Is there any defect in packaging etc.

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MA$AGEME$T HIERARCHY

P &< has /1 division every division has managers who are responsible of every division is

responsible to Managing &irector.

$he division heads of each division shall be responsible for the performance of their

respective division not only at the head office but also in the units" union in the field. $hese

officers are responsible for achieving fi*ed target and implementation of system for sorting

the problem of unions. All plans having ambition more than one year or those likely to have

an impact on other functional division well before approval implementation be routed

through management service division which will check the plan to see whether they are in

conformity with corporate ob;ective.

$he Managing of the organi!ation is appointed by state overnment. HeJ0he is the IA0

officer. Earlier the posts of secretary, Managing &irector of milk commissioner were

different, but these days M.& of the organi!ation has the authority of all the three posts.

@3


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REGIO$A# MAR?ETI$G O""ICE

"&))& in. are (marketing? who has certain area of operation allocated to him

and has a warehouse located in that particular town. Product are transferred from the

manufacturing units under instruction from eneral Manager >Marketing? at the head office

to the respective ware house from where they are distributed either to stockiest or to the

clearing 2 forwarding agent. $he regional manager is assisted in his marketing function by a

team of sale force. Entire marketing operation is monitored at the head office under the

supervision of the eneral Manager Marketing.

=OR?I$G O" DI""ERE$T DIVISIO$S O" PCD"

ADMI$ISTRATIO$-

Administrative division has @ sub divisionsG

PE+05--E=

A&MI-I0$+A$I5-

E.&.P

I-" HA+ E P6#=I A$I5-

@


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Personnel and administration division deals with welfare activities, promotion policies,

demotions, recruitments, transfer polices confidential reports, and other such activities.

#esides this they also make service under the guidance of Managing &irector. $here service

rules are made under the co"operative act.

E.&.P

$he Electronic data processing has % divisionsG

/. &ata processing

%. 0ystem Management

In/c


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MAR?ETI$G

/. =i'uid Milk Marketing

%. Milk product Marketing

3% #iquid Mi)+ Mar+e(in.-

At present the li'uid milk has been brand name PA+A is being distributed through local

units or milk in ma;or cities.

E$GI$EERI$G

$his division has two sub divisionsG

/. Pro;ect Engineering

%. Maintenance Engineering

RESEARCH A$D DEVE#OPME$T

/. Market +esearch

%. Product +esearch

PRODUCTS #I$E O" PARAG DAIRY

Parag &airy has a good product line of milk and milk products. It has introduced a number

of milk products in order to cater to the needs and demands of current and prospective

customers.

$he dairy has launched variants of products in order to meet the re'uirements of all sections

of consumers.

$FPE 5< MI= 0PE IA=


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A company that seeks a long term in rural market has to s'uarely encounter these

constraints and find a way of communicating effectively with the rural target audience.

Se)ec(in. (


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$.7G :ith the increase in coverage and the increase in $7 ownership in the rural areas $7

has the potential to become the primary medium for rural communication. 0tudies have

shown that BBO of the village in India now $7 in potency and effectiveness.

CI$EMA G " $he cinema is a useful medium in the rural conte*t. Most India villages have

one or more cinema halls and %CO of all rural people view cinema as a member of regular

lifestyle and habits.

6UTDOORS G"" 5utdoors also lend itself well to rural communication. Infact presently

many companies are using the outdoor hoardings and wall painting etc.

THE $O$ 9 "ORMA# RURA# SPECI"IC MEDIA

Audio visual publicity vans. $he A7 unit or the publicity van is very useful for rural

communication. $he van is a comprehensive mobile promotion at the e*clusive command of

the concerned firms. -aturally the A7 vans are 'uite popular with rural marketing firms.

Practically all the firms in the agric. Input business have their own A7 vans all over their

respective marketing territories. Phillips India has very successfully used the A7 vans for

populari!ing their radios in the rural market.

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COMPARISIO$ =ITH OTHER USI$ESS

In view of specific individual needs preference and re'uirements of various types of milk

with different special 'ualities have been developed in PA+A &airy ompany.

TYPES O" MI#?

PA+A $5--E& MI=

PA+A &56#=E $5--E& MI=

PA+A 0 IMME& MI=

PA+A


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GOVER$ME$T PO#ICES IS RE#ATED TO THE USI$ESS

overnment is taking instruct in business because milk is using for human hea. And every

country wants their people should take milk regularly. enerally milk is basic food for

people.


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TAX ASPECT

0ale ta* is paid on milk product to government. $here is nothing but in transportation Mandi

$a* is paid of BO for ghee. $here is no ta* particularly in milk from one place to another

but in milk product government has adopted some ta*.

3@


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0taff aware on the ob;ective set by top mgt.

=EA?$ESSES

+un and owned by govt.

=ess advertising and promotional e*penditure.

=ow brand e'uity.

:eak position in the mind of customer.

=ack of professionalism in sales force.

OPPORTU$ITIES

rowing awareness among consumers regarding nutritional value of milk products.

Health positioning of brand because of growing concern among consumers

regarding health.

Appropriate time to venture into production and marketing of 6H$ milk, to serve

milk, ice creams.

THREATS

PA+A as a brand, being threatened by the ma;or presence of Mother &airy.

=ess advertising and promotional e*penditure are currently negatively affecting and

shall do more harm in long run to the profitability of company.

=ack of professionalism sucking the life blood of organi!ation.

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=ack of good distribution network threatens the very survival of company as well as the

brand PA+A .

RESEARCH METHODOIOGY

In marketing pro;ect the accuracy and authenticity of the obtained data depends upon the

partial skill which is e*ercised in preparing the pro;ect and selecting the most effective

techni'ue of data collection.

TYPE O" RESEARCH DESIG$ G

>/? E*ploratory research

>%? onclusive research

>9? &escriptive research

>@? ausal relationship

A$A#YSIS > I$TERPRETATIO$ O" DATA

After collection of data, ne*t task of research process is analysis and interpretation of data.

8uestionnaire is processed and edited to make sure that all 'uestion are answered. He

resulting data should be logical and consistent. After editing, data are tabulated and

analy!ed. &ata analysis includes the statistical test which may be editing, coding, tabulation,

interpretation. oding is the assignment of numbers to the observation so that data can be

analy!ed, whereas tabulation refers to classification and cross classification of observed

data. $he above things are common in all type of market research pro;ect. 0tatistical tests

are applied to certain such research where data are comple* and casual relation is to be

established.

3B


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0tatistical tests are useful to describe the data at hand, test hypothesis and make predictions

or estimates. &escriptive analysis is use to reduce data at hand to a smaller set of number of

summary measure represent information.

SAMP#I$G

According to a famous statistician (F6=E the ob;ective of sampling is to get ma*imum

information about parent population with minimum effort.

Pr&BaBi)i( sa* )in.

/. 0imple random sampling

%. 0ystematic sampling

9. 0tratified sampling

@. Area sampling

$&n/ Pr&BaBi)i( sa* )in.

/. onvenience sampling

%. 8uota sampling

9. udgment sampling

@. Panel sampling

Sa* )in. uni(

0ampling unit /11 retails outlets.

3D


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SAMP#I$G PROCESS

$wo general s classes of methods e*ist for selecting samples.

$hese are probability methods and non" probability methods

PRO A I#ITY SAMP#I$G METHODS-/

Probability sampling methods are those in which every item in the universe has a known

chance, or probability of being chosen for the sample. $his implies that the selection of

samples items is independent the controlled ob;ectively so that items will be chosen strictly

at random.

RESEARCH DESIG$ O" PRO!ECT

A preliminary study of customersJ viewer s user satisfaction was done by the method of

research.


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SOURCE O" I$"ORMATIO$ G

Pri*ar s&urces

Personal survey conducted with carports manager and other government s officials.

:UESTIO$$AIRE METHODS

$he greatest advantage of the 'uestionnaire methods is its versatility. Almost every problem

in marketing research can be studied only 'uestioning. 8uestioning is usually faster and

cheaper than observing. As a result, less time is typically wasted in 'uestionnaire study.

STRUCTURED $O$ DIS GUISED :UESTIO$$AIRE G"

Most 'uestionnaire studies made in marketing research are of this type. A structure

interview of this type introduced more reliable result. $he purpose of the 'uestion is clear

and thus undisguised. It is simple to administer and easy to tabulate and analy!e. $his

'uestionnaire has also got the provision of the analyses. $his 'uestionnaire has also got the

provision of the analyses. $his 'uestionnaire has also got the provision go the alternative

responses, which helps makes clear the 'uestion.

$O$/STRUCTURED $O$/DISGUISED :UESTIO$$AIRE

6nstructured and undisguised 'uestionnaire is distinguished by the fact that the purpose if

the study is clear, but the response is the 'uestion is open ended. $he initials stimulus here

is constant. :ith is the interviewer attempts to get the sub;ect to talk freely about their

attitudes towards movie channelsJ services.

1


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$O$ 9 STRUCTURED DISGUISED :UESTIO$$AIRE

Many people are either unwillingly or unable to give accurate report as to their own

attitudes and motivations. $o overcome this disguised methods are designed so that the

respondents so not know what the ob;ectives of the study are such disguised methods may

also be unstructured. Pro;ective techni'ue is its type.

/


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SOURCE O" I$"ORMATIO$

Ma;or sources of information for this pro;ect are customer scattered various area of

7aranasi. It was very difficult to gather the information from some of them as they were in

hurry and not willing to give the information related with the topic and sometimes not ready

to fill the 'uestionnaire. $hey thought it was not beneficial for them and was ;ust wastage of

time. #ut I would try to my best and make ready to fill the 'uestionnaire told them that it is

also profitable for them.

Ma*imum customers gave very good response in filling 'uestionnaire also provide e*tra

information related to topic .0o that I have prepared this report

IDEA# MAR?ETI$G STRATEGIES "OR COMPA$IES

/. &ecrease in price

%. Improvement in 'uality of product

9. #etter technology

@. Emphasis on advertising

3. Proper after sale service

. More distributors.

B. &elivery regularly

D. &elivery timely

C. Proper market research.

%


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DATA A$A#YSIS > I$TERPRETATIO$

:% =


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$able %

Para. M&(


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$able @

Yes $&7 3F

I( as ,&und (


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$&

$able 3

Yes $&F @F

F K &, (


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TaB)e F

Yes $&F6 6

F6K &, (


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A'era.e

e)& A'era.e

TaB)e 5

E ce))en( G&&d A'era.e e)& A'era.e@@ %@ / /

M&s( &, (


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Paras

Any other

$able D

Mother dairy Parag Amul opal ee Paras Any 5ther /1 / %1 D D @

M&s( &, (


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$able C

M&s( &, (


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M&s( &, (


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"CM


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I( as ,&und (


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G&&d ad $&r*a)// D

11 8 6

0

/

10

1/

#ood $ad Norma

How is the behavior of salesman paragmilk?

I( as ,&und (


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Fes -o an t say3 %@ %1

"re there any short comings being faced by the drivers and thesalesman in the delevery process of Parag milk?

/6%

24%20%

YesNo.an t say

Yes *&s( e& )e ,u)),i)) (


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%% B9 3

#s there regular defect in the packagingof Parag milk?

22%

53%

/%YesNo

Need to impro!e

Yes (


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@. $he delivery of the milk is totally unscheduled which results in the loose of market

share, which should be paid attention to with immediate effect.

3. $he leakage of milk was found at various points of distribution because of which the

drivers and the salesman have to tolerate the rough behaviors of the dealers this

happens due to carelessness of production department and the dispatch personnel.

. A focal point should be set up at #iswas -agar so that the van does not have to make

any e*tra rounds to cater the demands of the dealers, and to facilitate the easy flow of

milk because that area is the ma;or consumer of milk.

B. $he condition of some delivery vans is miserable which should be improved so as to

enhance the efficiency of the salesman and the drivers.

D. PA+A booths have to be established at various points in 7aranasi for easy and overall

distribution of milk.

After Mother &airy, Parag milk was found to be the ne*t best alternative choice of the

dealers because of its early delivery.

Most of the dealers are getting their supply as per the demand regularly but some times

variations occur.

Many a time s the drivers and the salesman have to face the anger of the dealers

because of the leakage in the packets of the milk.

PA+A booths have to be established at various points in 7aranasi and


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Milk is not evenly distributed in the Haryana region as the delivery schedule is very

limited and there is not more than one van on this route.

As PA+A &airy, 7aranasi packs milk for Mother &airy of more than /.B3 lack liters

of milk 7aranasi does not face any problem for milk.

$he Mother &airy sells its milk at a cheaper rate in comparison to PA+A milkK hence

PA+A should also decrease its price in order to beat its competitors.

D/


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SUMMARY CO$C#USIO$

Most of the customers are attracted towards packed milk because in this method there is no

rationali!ation in comparison to loose milk. Most of the customers preferred full cream milk

because in this fat percentage is very high and is highly in demand by the customer.

After that second choice comes &$M because in this fat O is low and the aged person and

patient prefer skimmed milk. Most of the customers purchase decision depends upon the

'uality of the milk. $ime availability also affects their purchasing decisions.

In customers opinion sales of Mother &airy is more followed by PA+A &airy. ustomer is

fully satisfied with its distribution channel, time availability, and other facility.

D%


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I #IOGRAPHY

OO?S RE"ERRED 0AUTHORLS $AME1-

/. Marketing Management >kotler Phillip?

%. PA+A ournal

9. www.google.com

@.www.parag.com

D9
http://www.parag.com/http://www.parag.com/


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A$$EXURELS

:% =


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$&

:% =


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3. #rand name . onsumer preference

:% =


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-eed to be improved

:% =


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0kimmed milk

akram javed project

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