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<p>Consumer preference and customer satisfaction SUMMER TRAINING PROJECT REPORT SUBMITTED TOWARDS PARTIAL FULFILLMENT OF POST GRADUATE DIPLOMA IN MANAGEMENT (approved by AICTE , govt. of India) ACADEMIC SESSION 2010 2011 AKGIM Ghaziabad submitted by shobhit pachauri roll no 1044 Batch Ist year External supervisor Parth sarthi Designation Marketing manager Name of company Address : gokhle marg , jobling road ,lucknow AJAY KUMAR GARG INSTITUTE OF MANAGEMENT 27km stone ,delhi hapur bypass road, P.O.adhyatmic nagar , Ghaziabad-201009</p> <p>1|P ag e</p> <p>Certificate</p> <p>This</p> <p>is certify that the summer internship project of PGDM ,consumer preference and</p> <p>satisfaction of parag milk and products is an original work and that this has not been submitted anywhere in any form . My indebtness to other works /publications has been duly acknowledged at the relevant places . The project work was carried during 15th june to 30th july in PARAG</p> <p>2|P ag e</p> <p>PREFACEAs a part course requirement of my MBA program we are asked to undergo two months summer training in any organization so give as us exposure to practical management and to get to us familiars with various activities taking place in the organization.</p> <p>We got any opportunity to undergo our summer training PARAG, lucknow, where we related the project.</p> <p>The project has been prepared to deliver, as much information from the very small but resourceful facts to mast known facts. Hence we have to do survey in the region of lucknow.</p> <p>All organization face changes in their environment with resultant changes in their market and their resulted to satisfy their customers. Each organization faces new marketing problem and opportunity in their existing and potential market.</p> <p>Decision-makers cope with these challenges in various ways. The marketers being required to forecast the risk and uncertainly of a situation in their own ways, supported by market research. However uncertainty cannot be completely dominated in market forecasting.</p> <p>3|P ag e</p> <p>AcknowledgementThis project work has not been the product of my own effort only but it bears the imprint of many people. Mr.Parth sarthi who is our marketing manager. I also thankful to Mr. Scott who helps in our field work. In completing this project work I want to be special acknowledge to Ms. Namita nath kumar,Faculty of Marketing who helped every steps where I feel any difficulty. Besides this also want to thanks my friends who have contributed their precious time and effort in completing this project.</p> <p>4|P ag e</p> <p>CONTENTSSL. No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Preface Declaration by student Acknowledgement Graphs Synopsis About the company Introduction Marketing structure Purchase Procurement of the product Marketing department Channel of distribution SUBJECT i-I ii-ii iii-iii vii-xix PAGE</p> <p>5|P ag e</p> <p>13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28.</p> <p>Competitors of Parag Rate list Profitability appraisal Market research Sale promotion Quality control Objective of the study Methodology Source of data Analysis Problems Suggestion Conclusion Bibliography Questionnaire Member of co-operative dairies in U.P.</p> <p>6|P ag e</p> <p>REPORT IN SUMMARY BASIS FOR SURVEY CONDUCTS</p> <p>Awareness about Parag Milk Product</p> <p>Yes No</p> <p>97% 3%</p> <p>Yes No</p> <p>7|P ag e</p> <p>FAMILY SIZE</p> <p>2~3 3~5 5~7 &gt;~7</p> <p>15% 35% 30% 20%</p> <p>2~3 3~5 5~7 &gt;~7</p> <p>8|P ag e</p> <p>Quality of Parag Milk</p> <p>Purity Price Availability Packaging</p> <p>60% 20% 15% 5%</p> <p>Purity Price Availaibility Packaging</p> <p>s</p> <p>9|P ag e</p> <p>10 | P a g e</p> <p>Brand of Packet Milk</p> <p>Parag Mamta Sudha Other</p> <p>80% 7% 4% 9%</p> <p>Parag Mamta Sudha Other</p> <p>11 | P a g e</p> <p>Market structure through to Area wise</p> <p>Brand</p> <p>Goods</p> <p>Satisfactory</p> <p>Need Improvement</p> <p>Parag Sudha Mamta Others</p> <p>70% 40% 72% 48%</p> <p>23% 35% 28% 41%</p> <p>7% 25% 0% 11%</p> <p>80% 70% 60% 50% 40% 30% 20% 10% 0% PagragGoods</p> <p>SudhaSatisfactory</p> <p>Mamta</p> <p>Others</p> <p>Need Imporvement</p> <p>12 | P a g e</p> <p>Improve the Parag Milk &amp; other Products 30% Packaging Quality Any other 15% 50% 5%</p> <p>Price</p> <p>Price Packaging Quality Any other</p> <p>13 | P a g e</p> <p>Daily Consumption of Milk</p> <p> Litre one Packet 1 Litre Two Packet 1.5 Litre Three Packet More than 1.5 Litre More Than 3 Packet</p> <p>25% 37% 28% 10%</p> <p>1/2 Litre one Packet 1 Litre Two Packet 1.5 Litre Three Packet More than 1.5 Litre More than 3 Packet</p> <p>14 | P a g e</p> <p>Rate of Parag Milk if Reduced with Other Competitors then Connection May Increase</p> <p>Yes No</p> <p>80% 20%</p> <p>Yes No</p> <p>15 | P a g e</p> <p>Advertisement</p> <p>65% 13% 12% 6% 4% Awareness</p> <p>Friends Society News Paper Others Sources of</p> <p>Advertisement Friends Society News Paper Others</p> <p>16 | P a g e</p> <p>Regular Users of Pasteurized Milk</p> <p>Parag Others</p> <p>80% 20%</p> <p>Parag Other</p> <p>17 | P a g e</p> <p>Products of Parag Used Mostly Except Parag Milk</p> <p>Curd/Mattha Butter Ghee Pancer</p> <p>35% 45% 15% 5%</p> <p>Curd/Mattha Butter Ghee Pancer</p> <p>18 | P a g e</p> <p>Market Structure Through Areawise</p> <p>Name of Product Parag Mamta Sudha Others</p> <p>Lucknow East 55% 30% 5% 10%</p> <p>Lucknow West 60% 25% 4% 11%</p> <p>Lucknow North 60% 35% 1% 4%</p> <p>Lucknow South 75% 20% 1% 4%</p> <p>100% 80% 60% 40% 20% 0%</p> <p>Parag</p> <p>Mamta</p> <p>Sudha</p> <p>Other</p> <p>19 | P a g e</p> <p>Synopsis</p> <p>Production plant visitParag dairy has a huge production plant in lucknow,in which we visited for 5 days and gained Good knowledge about production .</p> <p>y y</p> <p>We saw heavy machinery there which is used to purify the milk. We saw there heavy containers in which milk are stored .</p> <p>y y</p> <p>We learn about the quality control. We learn about the process of production of different milk items there Such as flavored milk , curd , cheese. We saw the store room of packed milk from where the milk used to Dispatch daily.</p> <p>y</p> <p>20 | P a g e</p> <p>Questionnaire filing</p> <p>y</p> <p>After getting handsome knowledge about the production plant we sent to the field work i.e. our next task is of questionnaire filling for which we went to the field.</p> <p>y</p> <p>We get the 50 questionnaire each which we has to fill up in three three days . 50 questionaire are divided into 2 parts i.e. 25 questionaire contains the questions Which is related to the consumer and remaining 25 are for the storekeepers or agents Of lucknow.</p> <p>y</p> <p>While at the time of questionnaire filling we interacted with the peoples face to face By which we had to communicate with them which ultimately increase our communication skills and we get the different views of the people about the dairy products.</p> <p>21 | P a g e</p> <p>Testing campaign</p> <p>y</p> <p>After the questionnaire filling we get the very interesting work i.e testing campaign. for which we went to the ATM of parag.</p> <p>y</p> <p>Testing campaign is a group task which contains 5 trainee in each group and sent to the different areas of lucknow.</p> <p>y</p> <p>y</p> <p>Our group sent to the SRI A.K. OJHA , LDA COLONY,POWER HOUSE. At where ATM of parag is Situation. . We used to check the purity of milk with the help of testing machine .</p> <p>y y</p> <p>We went there with one supervisor which helped us in critical situation of testing. Now we had to go door to door to aware consumers about the test camp of milk is held in their colony for two Days ,so that they came and test the purity of their milk and then compare with the parag milk. Next day consumers came in good numbers to our campaign and tested their milk,where they find that their milk is not that much pure as much they thinks . then we told them about the quality of parag packed milk which gaves them very much satisfaction. At testing campaign we learn lots of things and enjoy as well,i.e. how to deal with the consumer when you are awaring the consumer about your product and challenging the consumers for the quality of their presently using product.</p> <p>y</p> <p>y</p> <p>22 | P a g e</p> <p>Make new agencies</p> <p>Now in our fourth task we get pure marketing job i.e. we have to make new agencies Of parag milk and parag products, For which our group had sent to the southcity,telibag Which we can say that it is the outer part of lucknow, where the no. of parag agencies are Very less than any other area of lucknow . Now at this time we have to visit the local Shopkeeper of that area which does not have the agencies of parag ,and we has to told them the benefits of taking parag milk agencies . we visited to almost 5-10 shopkeepers in a day and then we have to submit the daily report to our trainer . In our this task we make almost 6-7 new agencies which makes the new customer of parag.</p> <p>23 | P a g e</p> <p>PROCUREMENT AND INPUT DEPARMTMENT(p&amp;I )</p> <p>In this I get to know about the collection of milk i.e. how the parag collect surplus milk from farmers and provided that milk to production department . for this information I met to the Sir VIZENDRA PAL head of P&amp;I department..</p> <p>Procedure of collection of milk from farmers</p> <p>the department used to visit to road side village farmer and know about the no. of animals they have and they used to form a society of farmer of minimum 30 members . for which they fixed some fees for that i.e. ENTRENCE FEES SHARE MAONEY 5 Rs 50 Rs</p> <p>i..e. total 55 Rs to become a member of society in this farmer get the testing machine and stationary items for the purification of milk i.e. to measure the fat of milk and other formalities. The procurement and input department fixes their transport which they called B..M.C. (bulk milk collection) they used to sent their BMC to the villages to collect the milk and get it that in parag dairy. Society payment The P&amp;I department pay to the society according to the quality of milk . Standard quality fixed by parag 6.5 fat 9% SNF (solid not fat) i.e. if the quality of farmers milk meet to the standards then they get good amount otherwise acc. To the quality of milk</p> <p>24 | P a g e</p> <p>. managerial implicationsBy our up till research , parag dairy gets the benefit of two types: Parag aware about the consumer preference Of dairy product i.e. how much the consumers like the parag dairy products And in testing camp parag tested their milk before the consumers which creates a good image of Parag and help the parag in their comptitors.</p> <p>learning outcomesFrom our training up till now the very first thing we learn or get the knowledge about the Production i.e. first five days of training we used to visit in the production plant and learn their that how the milk is prepared for the final use of consumers . Then after production we get the field work in which we interact with the consumers and Shopkeepers by we increase our marketing capability.</p> <p>25 | P a g e</p> <p>About the company</p> <p>Name of the organization :</p> <p>lucknow producers co-operative Milk union limited .</p> <p>Address of the organization :</p> <p>22,jobling road, lucknow</p> <p>Established</p> <p>:</p> <p>1938</p> <p>Registration</p> <p>:</p> <p>23rd march 1938</p> <p>First dairy insepector</p> <p>:</p> <p>N.K.. BHARGAVA</p> <p>Place of the establishment</p> <p>:</p> <p>initially at charbagh, shifted to Ganeshganj.</p> <p>Founder</p> <p>: Mr. Rai. Bhadhur gopal lal pandey</p> <p>Board of directors</p> <p>: Mr. gopal pandey</p> <p>Mr. N.C. chaturvedi</p> <p>Mr. Tej</p> <p>shanker</p> <p>26 | P a g e</p> <p>Mr. Pushkar Nath Bhatt</p> <p>Per day production of Milk</p> <p>:</p> <p>Initially 4000 liters</p> <p>Area of distribution</p> <p>:</p> <p>initially bhakshi ka talab Tewariganj, gosainiganj at present At present in entire district.</p> <p>27 | P a g e</p> <p>COMPANY PROFILE</p> <p>INTRODUCTION:History of co-operative dairy industry in U.P. dates back to 1971 when katra co-operative milk Society was set up in Allahabad . in 1962, PRADESHIK CO-OPERATIVE MILK FEDERATION was Established , keeping in mind the aims to consumer and also help the backward classes and and villagers economically. Pradeshik co-operative dairy federation is a pioneer milk production with the main objective of Removing the middle man from transaction between producers and consumers . keeping these Objectives and aim in pradeshik co-operative dairy federation was set up as the state level apex Body for launching operation flood.</p> <p>The main objective behind the establishment of milk federation is to encourage small milk producing farmers to produce more milk and to up grade their social and economic status by providing them fair prices for their milk products. Unemployment and the prices essential commodities are going up simultaneously that is way the government has focused its attention on this scheme, the government provides loan facility to the rural folks to purchase milk giving cattle, so that they can be curbed. The rural committees are set-up for providing better quality of fodder as well as artificially to get the better the breeds of cattle in order to raise their productivity. The veterinary facility is also provided to the formers by these committees.</p> <p>In the year 1983 PCDF Ltd. started working under Operation Flood I (White Revolution) scheme, mostly units of Milk Sahakari Board where connected under Operation Flood-II, having The name28 | P a g e</p> <p>Dugdh Utpadak Sahakari Sangh (DUSS) Ltd. PCDF Ltd. takes royalty of the common brand name PARAG &amp; all the important policy decisions are taken by Pardeshic Co-operative Dairy federation Ltd. who monitors to all the DUSS Ltd. i.e. Lucknow, Allahabad &amp; Kanpur etc. PARAG provides hygienic, nutritious milk &amp;milk products. In the years 1983 Operation Flood-II scheme was launched, main objectives of the Operation Flood were the following: To collect the milk directly from the producers (villager's through societies). To insure the supply of quality milk collected from the villages which are being sold in major market area of the cities. To save the producers (villagers) and the customers from the clutches of middle man. The milk is collected firstly through the society level then it comes to PCDLF level. Finally it comes under the state i.e. federation. There are four regional marketing officers in all over Uttar Pardesh, which are engaged in the marketing of milk products like, desi ghee, cheese skimmed milk powder, Dairy Whitener and Butter etc. The officers are located in Varansi, Rampur, Lucknow and Meerut respectively.</p> <p>I got my practical training at regional marketing office, gokhlemarg, Lucknow, . Almost all the districts of Uttar Pradesh are covered by R.M.O., Lucknow. The R.M.O. Lucknow distributed deshi ghee Dairy whitener skimmed milk powder,butter etc.In the district of Maharajganj ,Mau, Ghorakhpur, Ballia, Shonbhadra, Azamgarh, Jaunpur, Mirzapur, Allahabad, Pratapgarh, Chunnar and Bhadhoi.</p> <p>29 | P a g e</p> <p>On some occasions, the RMO Lucknow has been awarded for their significant role in marketing of the milk products. Recently, Indira Gandhi Priyadarshani award of 1995 was presented to the RMO, Lucknow for achieving a predetermined sales target.</p> <p>They are organizing several consumer awareness programs and received overwhelmed response from the citizen of Lucknow.</p> <p>A). MARKETING-A PRAGMATIC APPROACHES: Marketing was invented in Japan around 1650 by the first member of the Mitsui family to settle in Tokyo as a merchant and to open wha...</p>