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Market Analysis of Parag Milk and Its products inShahjahanpur City
Summer Training Project Report
Submitted to
autam !uddh Technical "ni#ersity$ %uckno&
In partial fulfillment of the requirements of the degree of
Master of !usiness Administration
Prepared by: Training Supervisor:Sateesh Kumar Pal Mr. Sanjeev Srivastava
rd Semester General Manager,Roll Number: !"#"$""!% &udgh 'tpada( Saha(ari
Sangh )td.Shahjahanpur
'()*+),
&epartment o* +usiness dministrationTechnical -ducation . Research Institute
Post-Graduate ollege, Gha/ipur 0 !%%"" 1'.P.2
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Certificate
This is to
3erti*y that Sateesh
(umar pal, pursuing M+ % rd Semester *rom this institute, has prepared the
summer training proje3t report entitled Market Analysis /f Parag MilkAnd Its Products In Shajhanpur City in partial *ul*illment o* the
re4uirements o* the degree o* Master o* +usiness dministration *rom
Gautam +uddh Te3hni3al 'niversity, )u3(no5, *or the session !" %-!" #.
This report
is based on summer training proje3t underta(en by Sateesh (umar pal at
6Pradeshik Cooperati#e 0airy 1ederation %td2 '3 Park Road %uckno&$
under the supervision o* Mr. Sanjeev Srivastava during the period 7 8une
to 7 ugust and *ul*ills the re4uirements o* regulations relating to the nature
and standard o* M+ 3ourse o* G. +. Te3hni3al 'niversity.
9
re3ommend that this proje3t report may be sent *or evaluation.
Rahul
Anand Singh
!
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ead, &ept. o* +usiness dministration
%
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0eclaration
9, Sateesh
(umar pal, hereby de3lare that this summer training proje3t report
entitled Market Analysis /f Parag Milk And Its Product In
Shahjahanpur City has been prepared by me on the basis o* summer
training done at 6 Pradeshi( ooperative &airy ;ederation )td. ! my *amily members
and all the respondents *or their dire3t and indire3t help. nd at last 9 5ould
li(e to a3(no5ledge my deep than(s to my *a3ulty member &r. Neetu Singh
1 ead o* Training > Pla3ement ell2, Miss. ;ati Sha*aat2, *or their (ind help
and 5ithout 5hom support this summer training proje3t 3ouldn?t be
3ompleted .
SAT--S8 6"MAR PA%
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PART+ )
Introduction
"
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Introduction
The 3ompany?s name is &ugdh 'tpadada( Sah(ari Sangh )td, Shahjahanpur. 9t 5as
established in the year
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pur3hase mil( giving 3attle, so that they 3an be 3urbed the rural 3ommittees are set-up *or
providing better 4uality o* *odder as 5ell as arti*i3ially to get the better the breeds o* 3attle
in order to raise their produ3tivity. The veterinary *a3ility is also provided to the *ormers.
9n the year
all the important poli3y de3isions are ta(en by Pradeshi3 o-perative &airy ;ederation )td. Dho monitors to all the &ugdh 'tpada( Saha(ari Sangh
)imited.
P R G
provides hygieni3, nutritious mil( produ3ts. 9n the year
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5hitener and butter et3. the o**i3es are lo3ated in Shahjahanpur, Earanasi,)u3(no5 and
Meerut respe3tively.
9 got my
pra3ti3al training at regional mar(eting o**i3e at Shahjahanpur, 5hi3h is situated at the
distan3e o* t5enty (ilometers *rom the industry Rausar Kothi. ll most all the distri3ts o*
'ttar Pradesh ate 3overed by R.M. Shahjahanpur, distribute desi ghee, 3heese, s(immed
mil( po5der ,dairy 5hitener and butter et3.
n some o33asions, the RM Shahjahanpur has been a5arded *or their signi*i3ant role in
mar(eting o* the mil( produ3ts re3ently 9ndira Gandhi Priyadarshini a5ard o*
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3hariest . Parlin. Mar(eting resear3h departments 5ere subse4uently established at '.S.
Rubber 1 < C2 and s5i*t and 3ompany 1 < $2. This department is to sell sometime late
ompanies began to 3ombine mar(eting.
Resear3h,
advertising 3ustomer servi3es and other mis3ellaneous mar(eting *un3tion into mar(eting
department.
business and industrial enterprises 3an a3hieve its obje3t o* ma@imi/ing the pro*its only
5hen it tries *or the satis*a3tion o* these need and 5ants. Thus, a produ3er must produ3e
5hat his 3onsumers need, pri3e must be distributed through the 3hannel 5hi3h ate mostsuited to his 3onsumers.
Mar(eting is
the business *un3tion that identi*ies 3urrent un*ul*illed needs 5ant de*ines and measures
their magnitude, determiners 5hi3h target mar(ets the organi/ation 3an best serve and
de3ides on appropriate produ3ts, servi3es and programs to serve these mar(ets. Thus, the
mar(eting serves as the lin( bet5een a so3iety its pattern o* industrial response.
Marketing /rgani=ation
Mar(eting
organi/ation is an organi/ational stru3ture 5hi3h implements it poli3ies o* the enterprise,
helps in ta(ing de3ision regarding produ3tion, pa3(ing, advertisement, sale-promotion,
pri3e brand, trade mar( and 3hannel o* distribution
#
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et3. helps in ma(ing mar(eting a3tivities and helps in 9mplementing the de3isions so that
pre-determines obje3tives o* the enterprise may be a3hieved.
'nder organi/ational stru3ture, various departments are established 9n the enterprise
a33ording to the re4uirements o* mar(eting a3tivity these
&epartments
may be sales department, advertising department and a*ter sales servi3es department are
spe3i*i3ally determines and the duties, right and liabilities o* all the employees o* these
departments are 3learly de*ined and assigned to them.
7
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/R A4ISATI/4A% STR"CT"R-
:At unit le#el 2
ere at unit level the organi/ation is leaded by General Manager in 3harge unit o* P &;
)td. ll the important de3isions are ta(en by the GM 5ith the approval o* +oard o*
&ire3tor and ead o**i3e. t unit level all the administrative 5or( done by Manager
dministration, all the mar(eting 5or( in done by Mar(eting Manager, all the
pro3urement 5or( is done by manager P > 9 all the *a3tory 5or( is done through *a3tory
manager. ll the *inan3ial 5or( is done by manager *inan3e 'nder these managersL
Supervisors and 3ler(s 5or( rgani/ational stru3ture at 'nit )evel:
!/AR0 /1 0IR-CT/R
C8AIRMA4
C8I-1 -4-RA%
eneral Manager
The o**i3e o*
General Manager, mar(eting is in Shahjahanpur. The General Manager, mar(eting,
3ontrol and gives Regional mar(eting o**i3es, RM ?s situated in 'tter Pradesh.
C
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Regional Marketing Manager
:Regional Marketing /ffice ;
The regional
Mar(eting o**i3e 1RM 2 situated in Shahjahanpur by a Regional mar(eting Manager,
Dho manages the a**airs o* 5hole eastern 'ttar Pradesh e is assisted by *ive persons.
They are-
Typist-RTISI4
. 9ntelligent advertising 3an be o* edu3ational value to the publi3.
!. Sin3e advertised brands must be reliable, the 3onsumer 3an buy 5ith more
3on*iden3e.
%. The 3onsumer does not have to depend on the reliability o* the dealer 5ho sells
him the mer3handise.
#. dvertising may redu3e 3ost through in3reased e**i3ien3y o* manu*a3ture
brought about by in3reased volume o* sales.
7. dvertising supports entertainment and edu3ational *eatures o* interest to the
publi3, su3h as radio and television programs, agri3ultural *airs, labor day
parades, *ourth o* 8uly 3elebrations
3arnivals, and sports Sports events
IMP/RTA4C- /1 A0>-RTISI4 ACC"RACB mil( produ3t 3onsumers only.
Non-3onsumers are not part o* resear3h.
$
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*2 The resear3her has dra5n the 3on3lusions *rom 7"" data samples. So
there may be some variation *rom the a3tual position.
,2 The study is 3ondu3ted in summer season.
0ata Analysis.
Interpretation
$!
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#
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/ccupational %e#el Classification
usinessman40
,r! essi!nal56
Ot&ers4
9n Shahjahanpur there are 7CO pro*essional, #"Obusineesman and #O others out o* ""O
%. &o you use mil(-:
$7
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Milk Consumption of Family
Yes
985
"!25
s usual
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Three hundred thirty *ive *amily o* Shahjahanpur 3onsume only liter mil( and remaining
!7 *amilies out o* #
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Eendor are the measure sour3e o* mil( provider in Shahjahanpur 5ho provided mil( to
$%O *amilies and other !$O *amilies provided by &airy mil(.
C. 9* you ta(e Parag mil( then 5hy
Pri3e %"uality 77
vailability %7thers "
Mean of purchase of Milk by Family
$airy
Mil/
27
l! al
#en !r
73
$A
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Reason To Purchase Dairy Milk
,ri e23
(uality42
A#ailability27
Ot&ers8
s it is 3lear *rom the 3hart that #!O a33ept dairy mil( due to its 4uality and !$O go *or
dairy mil( be3ause o* availability !%O *amily li(e dairy only *or the pri3e and remaining
AO out o* ""O a33ept dairy by other reason .
$. &o you use Ghee
Hes #C" No #"
$
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FamilY Who ses !hee
Yes
92
"!8
$. o5 mu3h Ghee 3onsume by your *amily in a month
A"
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Consumption "f !hee By TheFamilies
M!re 3 /.g.
3
el!< 1 /.g.
60
et
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" . 9* you ta(e Parag Ghee then 5hy
Pri3e
vailability !"thers "
Reason To Purcha#e Dairy !hee
,ri e60
(uality20
A#ailability13
Ot&ers7
Pri3e is the main *a3tor by 5hi3h reason C"O *amilies out o* 7% pre*er Parag ghee and
!"O *amilies pur3hases *or 4uality.
A%
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. &o you use +utter
Hes %A% No $
Family Who ses Butter
Y9S77
"O23
$$O *amilies out o* 7"" *amilies use butter and !%O *amilies do not use butter.
A#
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!. o5 mu3h +utter 3onsume by your *amily in a month
+elo5 , (. g. %+et5een to ! (. g $"+et5een ! to % (. g. 7!
More , % (. g. %"
$" *amily 3onsume to ! (g butter % *amily 3onsume (g and other 7! and %" *amily
3onsume !-% (g and more than % (g butter in a month.
Butter Consumption By Families In AMonth
+ elow ,1 k. g.
34%
Between 1 to 2k. g.
44%
+et5een ! to % (.g. 14%
More , 3 k. g.8%
A7
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%. +y 5hi3h mean do you buy +utter
Parag &airy A"mul !"%
7%O *amilies li(e mul butter and remaining #$O *amilies use Parag &airys butter 2
Mean of Purcha#e of Butter
Parag &airy
#$mul7%O
AC
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#. 9* you ta(e Parag +utter then 5hy
Pri3e
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Hes ##7
No C7
A$O *amilies use Paneer and remaining %O *amily don?t use paneer.
C. o5 mu3h Paneer 3onsume by your *amily in a month
Family Who uses Paneer
Hes
A$O
"!
%O
AA
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+elo5 , (. g.+et5een to ! (. g.+et5een ! to % (. g.
More , % (. g.
Consumption of Paneer By A Familyin A Month
0
50
100
150
200
250
el!< t&an1 /. g.
et
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Parag &airy #