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).

$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 2nd 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.

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.

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 <ederation =imited can increase their outlets by analy!ing the feedback given by the interviewer >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.

#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. A. $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

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, DA 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 3A liters was the marketable surplus for the urban areas. 5ut of this 3A liters, only /1 was handled by the organi!ed sector and the reaming @A 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.

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 milk products. great market for :estern type

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.

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 >/C9A"/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 $raining Programme and research in dairy technology and dairy husbandry were accelerated under the director of dairy research, a top senior official position first held by E5$H:A=A5+ $HE &AI+F &E7E=5PME-$ advisor to the ,57E+-ME-$ 5< I-&IA in /C@@.

$he polson &airy at A-A-& bridged the gap between the market at #ombay and milk products in Earia district by supplying pasteuri!ed and chilled milk to #ombay milk scheme and military cantonment in #ombay in /C@9. some of the points emphasi!ed by him wereG" A. =ack of an organi!ed milk industry in India and ready and milk produced in rural areas. . In the absence of ready and assured market the chance of proper impact of development input were very remote. C. India has to develop its own technology and technologist to solve the problem of &airy industry. D. #eing a country of village, inhabited by marginal farmers and landless laborers. &airy development in India had to involve these wide spread rural pockets to promote dairy development on co"operative lines. $hat was the only way towards tangible progress. $he farmers co"operative comple* were established in Earia district at Anand in /C@A and after independence the Arey milk colony and Amul set together a fast pace of dairy development with emphasis on developing techni'ue of processing and marketing, suitable to Indian condition . #etween /C@D and /C3B the Earia union e*panded its working from 3 village societies to C111 village societies. It was therefore inevitable that they attracted growing attention of policy makers. $oward the end of /CA1 the lessons of the ,u;arat dairy co"operative movement thus began to gete incorporated in the official s policy towards dairy development. /1 remunerative market for

$he government of India entrusted the $ATIO$A# DAIRYDEVE#OPME$T

OARD

0$DD 1 with the task of implementing operation flood which involved creation of Anand pattern or Amul type unions in it districts of the country.

De'e)&2*en( under ,)&&d 2r&.ra**e 0O"P1 =aunching of 5<P in /CB1 was the first step taken towards milk production at the rural level through the pattern of co"operative milk was efficiently procured and canali!ed to the consumer in the far flung cities.

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OPERATIO$ "#OOD PHASE O$E 03456/731

Phase "/, involving an investment of C3.@ crores, was formally launched on Huly /, /CB1. $his was the time the largest dairy development programmed was launched any where in the world. $he pro;ect was originally formulated for five years, but it suffered delays and was therefore create on the foundation built by phase"/, a viable dairy industry to serve the nation need for milk and milk product in /CD1s. $o achieve this, the programmed of work was set out in two parts, Huly, /CBD to Huly /CBC was used to carry out the preprogram action re'uired prior to launching of phase III $he originally of phase"// pro;ect proposal with an outlays of rest @D3.3 cores was finally approved by the planning commission and the ,overnment of India with revised targets and outlay of +s. %B9 cores which was to be carried over to phase"III. $he phase"II was implemented during the Ath five year plan. >/? E*pansion of e*isting dairies in metropolitan cities. >%? -ew dairies in @ metropolitan cities. >9? Milk collection J chilling centers. >@? 0torage and long distance transport of milk. >3? <eeder J balancing dairy plants >A? .o"operative organi!ation. >B? 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 Bth five year plan period was for a period from April /CDA 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 >A?&.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.&<"a cohesive body Isuccessfully does away with the e*ploitative force of yester years, the eventual middlemen, foregoing a direct link between the producer and the ultimate consumer. $o achieve this noble aim, a three tier cooperative structure has been eve loved comprising of primary societies at the village level, Milk union in the district and finally the main focal Ape* <ederation I the P.&< at the 0tate level. :orld #ank aided prestigious operation programme in the state has been implemented by P.&< in three phases beginning /CCB to the year /CC3. -early all the potential milk belts of the state were gradually covered in the three phases of 5peration <lood Programmed. P.&< s operation combine the basic guiding principle of Anand pattern Milk co"operative with the business skill of today s industriali!ed society. ,iving rise to an organi!ation, which in;ects corporate skills and dynamic professionalism into what, is traditionally a fundamental institution. $he +ural milk co"operative draw their inherent strength from the farmers committed participation. More than 3.3 lakhs rural milk producer families of /1DA3"village level dairy co"operative reaffirm their faith by selling surplus milk to P.&<. OTHER PROGRAMMES $he federation s unfailing reputation has won it the task of implementing various development and promotional programmers sponsored by stateJcentral government.

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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.<.P+5,+AMME? +eal ground work in dairying has been done by the co"operatives. &ue awareness has been created in the minds of producer and urban of the state. .o"operative have succeeded in the social and economical upliftment of women and downtrodden in the rural society. +ural migration to the cities curtailed because of continuous and sustainable employment generation at village level. +ural <amily :elfare Pro;ect >+<:P? 6ttar Pradesh &iversified Agriculture 0upport pro;ect >6P&A0P?

$he programmed achieved hitherto under this programme has own many laurels for P.&<. adding further to its reputation.

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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<e "&rce =i(< in 0Our ,&r(e1 $he organi!ation boasts of around more than three thousand employees that covers a whole gamut of highly 'ualified and motivate professionals M#A s, ..A. s Engineers, &airy $echnologist, .hemist, and vetinarians. $he staff has been trained for special function being performed by the <ederation.

I$"RASTRUCTURE 0P#A$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 Eanpur 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, <lavored milk, Paneer, and Ehoa. $he clientele include several prestigious institutions" 6.P. and 7aranasi besides the Indian and the <areast. $he turnover of the federation inclusive of the +M5 s and .attle feed plants union is +s 3@3.1D cores. $he global market for Indian Milk product is likely to brighten further in view of the ,A$$ agreement and P.&< is poised to emerge as an active player in foreseeable future. EXISTI$G MAR?ET STRE$GTHS $he field stiff is contacting more than %3111 retails outlets every morning and evening. P.&< is serving more than % million consumers ever day by providing them by top 'uality fresh milk. $he consumers have faith in PA+A, products and P.&< believe that a satisfied customer is their best advertisement.

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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 (<&usand )i(ers

Pure ,hee Pasteuri!ed #utter

Instant milk powder Instant milk mi*

Paneer 0kim milk powder

:hite #utter

Milk .ake

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COMPA$Y PRO"I#E

Para. DairA Es(aB)is<*en((Parag &airy (7aranasi) is a pro;ect under the operation flood /// scheme of the ,overnment of India. It has been e*ecuted by -ational dairy &evelopment board >-&&#? with a capital investment of +s 31 cores, for Pradeshik co"operative dairy <ederation =imited, =ucknow. 0ome 6ni'ue features of the dairyG" Pradeshik co"operative &airy <ederation =td. is more than four decades old in the Indian &airy Industry. A'uasi government organi!ation in the co"operative sector, it is the leading organi!ation in the dairy sector in the -orthern India. P.&<" a cohesive body I successfully does away with the e*ploitative force of yester years, the eventual middlemen, fore going a direct link noble aim, a three tier co"operative structure has been evolved comprising of societies at the village level, milk union in the districts 2 finally the main focal Ape* <ederationLthe P.&< at the state level. :orld #ank aided operation program in the state has been implemented by P.&< in three phases beginning /CCB to the year /CC3. -early all the potential milk belts of the state were gradually covered in the three phases of operation <lood programme.

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USI$ESS A$D MAR?ETI$G

STRATEGY O" THE COMPA$Y

=ast year, we marketed products worth 60 M %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 ><ull cream and tonned? 0kimmed milk powder in bulk and consumer pack &airy whitener Pure ghee $able butter :hite butter &emineralised whey powder .asein edible and industrial grade &ahee $he taste, flavour and e*cellent 'uality of our 0MP"I0I and pure ghee have made them as the brand leader in the market. In tune with the rapidly changing technology, production, units are well armed with the latest e'uipment. $hese facilities enable to cater to the needs of clients of Parag by selling over %,31,111 liters of milk per day in 7aranasi. :ide network of Parag backed by a team of dedicated and skilled professionals is ready on its tows to provide you fresh and nutrious dairy products. $hey always

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welcome all clients satisfaction.

'ueries and leave no stone unturned for client s utmost

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 the case 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 ASSURA$CE
"ROM PRODUCERS TO CO$SUMERA- 57E+7IE: In the new millennium, the world is emerging as a new place with increasing challenges for co"operative dairy industry to produce superior 'uality milk 2 milk products at a competitive price. In this changed environment the testing of milk 2milk products at a different stages of handling, has become a necessity to ensure good 'uality 2 safe food for the consumers.

DE"I$I$G :UA#ITY

8uality is an outcome of intelligent efforts and a strong will to produce superior and safe food articles of internationally accepted standard

.ustomer satisfaction is at the focus of the latest international standards for 'uality 8uality as defined by the international organi!ation for standardi!ation is Nthe totality of features and characteristics of a product and service that bears on its ability to satisfy stated or implied needs).

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:UA#ITY O" MI#?

/. -utritional or compositional 'uality <at 20-<, protein =actose, Minerals 2 vitamin Etc %. <ood 0afety 8uality .ontamination due to feed, medicines, fertili!ers, environment etc In the milk at upper level. Microbial 'uality, which is a function of general health of the cattle and milk handling practices subse'uent to milking " $he ,eneral hygiene of the farmers. 9. 0ensory 8uality 5ff " flavour, smellJ flavour which consumer likeJ dislikes.

"ACTORS I$"#UE$CI$G :UA#ITY

$he 'uality of an food materials including milk 2milk products is influenced by the manner in which the raw material, producer, transporter, processing, post production handling, storage consumer and regulatory environment interact each other. ,ood processing and handling can only help to prevent or inhibit further deterioration in 'uality but can not off "set the harmful effects of the deterioration in terms of to*ins and acids which have already been produced due to increased #acterial Activity in the raw milk.

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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 <at testing by ,erber method is carried out in most of the &.0

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=ack of <armers participation.

STRATEGY ADOPTED
Mass awareness campaign

" .MP awareness through village level meetings, booketlets, calendars 2 posters " 5rgani!ing e*hibitionsJstalls at unionJ&.0 level " $o provide technical support for hot water system, as vessels etc " -ew technological supports " 0aniti!ation of cans at &.0 level .ooling of Milk at &.0 level

" Introduction of #M. " +educing transportation time through rationali!ation of routes Incentives to &.0 for supplying good bacteriological 'uality milk.

I$TRODUCI$G $E= TECH$O#OGIES

Automatic Milk .ollection 0tations >AM.0?

" It helped in bringing transparency at &.0 level " It has simplified the operational and day accounting activities #actaslyde

"8uick testing and easy to use technology for total bacterial load and coliform load " It helps in creating awareness about bacteria among farmers, &.0 Adulteration &etection Eit

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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. Eeeping this in view 7+0 <oods already organi!ed about 311 village centers. Every center is located in puce room owned by the company or hired locally and provided with a small laboratory for conducting 'uick platform tests including fatO, 0-<O, acidity test, .5+, #+ and .-+ on which payment is made. .ompany has also provided running water for the cleaning of utensils, e'uipment and storage of milk. &uring the flush season at each village 911 kg to B11 kg of milk is collected. As per the time schedule, small si!e vans collect the milk and transport it 'uickly to the nearest chilling centerJdairy plant. In these plants milk is cooled to a temperature of less than C degree centigrade to preserve %D its 'uality.

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<e ,&))&Cin. *aD&r 2r&duc(s *ar+e(ed BA c&*2anA are as ,&))&Cs Pure *i)+ .<ee /.-ame of the ProductG %.+egular packingG 9.6sageG @.IngredientsG 3..ompositionG Parag pure ,hee 311gms.,/kg.,%kg.,/3kg Ideal for cooking, baking, garnishing and sweet making. Milk fat Milk fat CCO Moisture 1.9O .alorie value C11 calorie per /11 g. Acidity >1O5lcic Acid? /O ma*. #audoin $est >"? ve. Made from fresh cream, has a typical rich aroma and granular te*ture and ethnic product. Meets A,MA+E special grade $in packG /year Poly packG 4 year

A.8uality standardsG

B.0pecial <eaturesG D. Product 0pecification C.0helf lifeG

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TaB)e u((erG -ame of the product +egular packing PA+A, PA0$E6+IPE& #6$$E+ /11 gms.311gms. &uple* board carton, @11 gms tin pack.

6sage

As table butter on toast, chapatti, in baking and .ooking #utter,salt,Annatocolour Milk fat D1O min., Moisture /AO ma*.,salt %.3O, .urd 1.DO, calorific valueG B%1 calorie per /11 gms. .oli forms per ml.311 ma*. Feast and Mold Icount %1 ma*. Made from fresh cream by hygienic method Meets A,MA+E 0tandards

Ingredient .omposition

Micro"bio 0tandards 0pecial features Product 0pecifications

0helf =ife

C months at "/1 degree to "/% degree c

.arton 0i!e

%1kgs. Q913R913R%DA mm /3 kgs. If /11 and 311 gms

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-ame of the product +egular packing

PA+A, 0EIMME& MI=E P5:&E+ %11 gms. #ag in #o* 311 gms. #ig in #o* %11 gms. Poly Har 311 gms. Poly Har

6sage Ingredient .omposition

Ideal for making tea, coffee, sweet Milk 0-<, Moisture Milk <at G /.%3 Ma* Protein G 93O K .arbohydrate G 3%O Mineral B OK Moisture 9. 3 O K .alorific value G931 cJ/11 ,M0.It has e*cellent natural dispensability

0pecial features Product specifications 0helf life .artoon si!e

Meets A&PI e*tra grade and #I0 e*tra grade //J% Fears 311R91 Q/3 kg. %11RC1 Q /D kg.

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DAIRY =HITE$ER -ame of the product +egular packing 6sage Ingredient .omposition 0pecial features Product specifications PA+A, 06+6.HI I-0$A-$ MIS 311 gm. And /1 kg. tin %11 gm.And 311 gm. #ag in #o* Ideal for making tea, coffee Partially 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 O Packed under nitrogen , and has e*cellent natural &ispensability Meets #I0 specifications for sweet and milk powder

9%

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 -umber of 0tops by the 7an 0ales man

%"/ 6P A3 E BCB@ /@ &ivendu &hama

.hart Pr&2er(ies Dea)er $a*e =al #abu Harish store Arivind store 0inghal store #&ca(i&n Ehoda .olony Hagat puri Hagat puri Hagat puri C&nsu*2(i&n &, 'ari&us *i)+ ca(e.&ries 0in cara(es1 "CM 3 / 9 AA T%M " " " " DTM % / " " S?M " " " /

99

0harma store Mano; store Eanu store Eusum store 7i;ay store Aarti store &eepak store 0unil store H E store #aba store "

Earkarduma mod #iswas -agar #iswas -agar #ihari colony #ihari colony #ihari colony #iswas -agar #iswas -agar #iswas -agar #iswas -agar

B B /% 9 % %A A 3 B @

" " " " " / " " " "

9 "% " " " / " @ " "

9 " " / " " " " " "

+oute -umber &elivery 7an -umber -umber of 0tops by the 7an 0ales man .hart Pr&2er(ies Dea)ers na*e #ahadur store ",autam store Eapil store

/"% 6P A3 # %@9B /1 Pappu

#&ca(i&n Ashok -agar 0ec.A 7aranasi 0ec.3 7aranasi

C&nsu*2(i&n &, 'ari&us *i)+ ca(e.&ries 0in Cara(es1 "CM TM DTM S?M 9% // %9 % 9 @ @ 9 9 " " "

9@

Eailash store 0an;ay store 0aschin store $iwari store 0harma store &evi lal store &hulichand store $undu store

0ec.D 7aranasi 0ec.D 7aranasi 0ec.D 7aranasi 0ec.D 7aranasi 0ec.D 7aranasi 0ec.D 7aranasi 0ec.// 7aranasi 0ec./3A 7aranasi %"3

91 @ A B D D A C

9 % / % 9 @ 3 A

% / 3 9 % / 3 9

" % " / " " " "

+oute -umber &elivery 7an -umber -umber of 0tops by the 7an 0ales man

6PA/ . 311% %% +a;inder 0ingh

.hart Pr&2er(ies Dea)ers na*e -ew fine bakery 0uresh store .haudary store +adhaswami store Arpit #akery #ist store #&ca(i&n 0elampur Mau;pur Mau;pur Famuna 7ihar Famuna 7ihar Famuna 7ihar C&nsu*2(i&n &, 'ari&us *i)+ ca(e.&ries 0in Cara(es1 "CM TM DTM S?M % 9 9@ % %9 %@ % 9 @ 3 A B 9 3 @ A " " " " " " " "

93

#ansal store ,upta store Hain store $anu store &ev +a; store <au;i store Master store 0arder store Mahipal store Pappu store 0hyam store .hhabra store .haumali store #ara #hani store ,uru;i store .hart

Famuna 7ihar Famuna 7ihar Famuna 7ihar Famuna 7ihar Famuna 7ihar Famuna 7ihar Eha;uri Eha;uri #ha;anpura #ha;anpura #ha;anpura #ha;anpura #ha;anpura #ha;anpura #ha;anpura

9@ /% %A /3 /D %1 9@ 3 B @@ @ 9 % / A

D C / " 3 A B D % / 9 @ 3 B 3

" " C " A " " " " " A " " 3 @

" " " " " " " " " " " " " " "

Pr&2er(ies +oute -umber Dea)er $a*e #&ca(i&n &elivery 7an -umber +am 7eer $israpusta -umber of 0tops by the 7an 0hyam store 0udamapuri 0ales man #achcha ram store 0udamapuri Ashok store Haridutt store Arvind -agar Arvind -agar

C&nsu*2(i&n &, 'ari&us *i)+ ca(e.&ries 0in cara(es1 %"B "CM T%M DTM S?M 6P A/& @%%A %9 % / " /@ 3D / % " Earan 0ingh 9@ " " " /11 @3 9A " " " " " "

Erishna store 7inod store +akesh store Maheshwari store #harat store Praveen store 0ubhas store Hasan 0tore + E store "

#hagpura &ayalpur Munshi market Earol -agar Mustakabad Mustakabad Mustakabad Mustakabad Mustakabad

%9 %/ 99 %9 9 @ @% 9 A

" " " " " " " " "

9 @ 9 % % " " " "

" " " " " " " " "

+oute -umber &elivery 7an -umber -umber of 0tops by the 7an 0ales man

B"9 6P A/ & A@3/ %% +a; Eumar

9B

.hart Pr&2er(ies Dea)ers na*e Avadhesh store +amesh store #him store +attan store -eelam store #abli store 0a;eev store 0ahmim store Mehtab store Man 0ingh store Praveen stoe #harat store Master store 7icky store 6mesh store Ashwini store 0an;ay store +a;asthan store +a;eev store Erishna store 0hribhagwan store #&ca(i&n I$5 +a;ghat +a;ghat 7aranasi ,ate 7aranasi gate 0adar #a!ar 0adar #a!ar 0adar #a!ar 0adar #a!ar Pandav -agar Pandav -agar Modi -agar Pun;abi #agh Pun;abi #agh Pun;abi #agh Pun;abi #agh 0araswati 7ihar 0araswati 7ihar 0araswati 7ihar Earol #agh 0adar #a!ar 9D C&nsu*2(i&n &, 'ari&us *i)+ ca(e.&ries 0in Cara(es1 "CM TM DTM S?M 9 3 A @ D % 3 @ A B D D 9 /% 3 %9 @ B @ A B % @ " " " " " " A " " " 9 " " " 9" " % " " " " " " " " " " " " " " " / % % " " " " " " " / " " " " " " " " " " " " " " " " " "

" "

+oute -umber &elivery 7an -umber -umber of 0tops by the 7an 0ales man .hart Pr&2er(ies Dea)er $a*e +avi store -anda store -aseer store $op foods Eapil store Akshay store $hompson press +ekha Eirana store Pepsi 7aranasi Authority " #&ca(i&n -angla -angla #hangel #hangel Phase I% Phase I% Phase I% 0upiana

/"@ 6P A3 E 1//1 /1 +a; 0ingh

C&nsu*2(i&n &, 'ari&us *i)+ ca(e.&ries 0in cara(es1 "CM T%M DTM S?M / % 3 D % % / 9 " " " % A 9 " " " " " " 9% /% /1 " @ % @ " " " " " " " " " " " " "

,reater 7aranasi ,reater 7aranasi

9C

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 .<ormation of ppts. in the test tube indicate .5# test positive. @% A#COHO# TEST G" $ake 3 ml in a test tube . Add 3 ml >A1O by volume? alcohol with constant shake. <ormation of ppts. indicates alcohol test positive E% TITRA #E ACIDITY TESTG" $ake /1 ml milk in /11 ml conical flask add /1 ml distilled water and / ml phenolphthalein solutions titrate with -J/1 -A5H till fant pinkish colour appears. O$A Q 1.1C S ml. of -A5H used. 8% $EUTRA#I;ER TESTG" $ake % ml milk rosalic acid >1.13O in A1 O alcohol?, add % ml of milk .+ose red colour indicate neutrali!er test positive. F% UREA TEST G" $ake % ml milk in test tube , add % ml &MA# solution and mi* the contents. Appearance of yellow colours indicates the urea test positive. 5% SUGAR TEST -" $ake 9 ml milk in a test tube, add 3 ml dilute H.= >/.%? containing 1./O resorcinol. Mi* well and keep test tube in boiling water for 3 minutes. #rick red colour formation indicates

@1

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" $ake3 ml milk in a test, add 1.3 ml of / O ferric chloride solution. mi* well and conc. sulphuric acid slowly along the side of tube. <ormation of violet ring at ;uncture of two li'uid confirms formalin test positive. 33% HYDROGE$ PEROXIDE TEST -" $ake 3 ml milk in a test tube and add % drop of para phenyl diamine hydrochloride >/O?. <ormationof blue colour indicates hydrogen pero*ide test positive.

32% % R% TEST 0E6 DEGREE CE$TIGRADE1-/ .entrifuse the milk, take out cream plug 2 make ghee. Add a drop of clear fat on #utyrorafractometer prism maintained at @1 degree centigrade . +eading should be in range of @1" @9.If #.+ reading taken at temperature other than @1 degree centigrade , apply the following formulaG @/

+ 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 -/ $ake %% ml alcoholic E5H solution >1.3-? in a flask, add / ml of clear <A$ sample. 0aponify the <A$ sample and add %3 ml boiling water along with the sides of flask. Eeep on shaking the flask . $urbidity indicates the presence of mineral oil. 3E% M R TEST -/ $ake /1 ml milk in a sterili!ed tube, add / ml M#+ dye solution plug with a sterili!ed cork and invert the tube to mi* contents and incubate in a water bath at 9B degree centigrade. .heck the tube for decolourisation first after /1 minutes, ne*t after 91 minutes and subse'uently after every hour. M#+$ is counted deleting initial 91 minutes of incubation. 38%PHOSPHATASE TEST-/ $ake / ml milk in a sterili!ed test tube, add 3 ml phosphatase dye . Incubate at 9B degree centigrade in a water bath. 5bserve the colour after /1 minutes, 91 minutes and finally after % hours. Fellow colour indicates the test positive perform control test also for comparision by boiling of milk sample. 3F% SA#T TEST -/ $ake / ml milk in a test tube , add % drop of /1 3 potassium chromate solution . $he whole solution turns canary yellow in colour. -ow add 3 ml -J/11 0ilver nitrate and mi* well .$he persistance of canary yellow colour as such show the positive salt test.

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TRADE PRO"I#E

$he <ederation is marketing milk and milk products under a common brand name PA+A,. $he total product range under the PA+A, brand includes ,hee, #utter, Mattha, <lavored Milk, and .urd, besides all type of li'uid milk. $he sales network is spread throughout -orthern India, and the <ar East. #esides these the <ederation is marketing the following industrial units. .attle feed pacing material Milk transport cans. Plastic crates units Milk testing e'uipments .heese plant Ice"cream plant

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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.

@@

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.

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

"&))&Cin. are (<e re.i&na) *ar+e(in. &,,ices/. ,HAPIP6+ %. 0AI&P6+ 9. 7A+A-A0I @. +AMP6+

$hrough these offices marketing of PA+A, have been monitored each of these office is headed by +egional Manager >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$I5E.&.P I-" .HA+,E P6#=I.A$I5@A

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<ar.e PuB)ica(i&n $his division carries out a news paper monthly by a name &ughdha 0ahakarita. $his gives

detail information about various technical inputs given to the society members. $his newspaper is circulated through various milk unions in the district.

"I$A$CE /. <inancial Management %. Audit 9. Accounts

MATERIA# DIVISIO$ /. .entrali!ed purchase and inventory control. %. Milk procurement technical inputs. 9. Milk procurement and farmer s organi!ation

@B

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=E 0PE.IA= <EA$6+E0 06I$A#=E <5+ @D

Parag ,old >full cream m Milk? Parag $oned >$oned Milk?

High fat, creamy

,rowing children, youth, and sportsmen

Medium fat, +easonable price

All purpose milk

MAR?ETI$G COMMU$ICATIO$ I$ RURA# MAR?ETS

Marketing communication and promotion too possess problems in rural markets. $here are many constraints in maintaining the profile of the audience and availability of the media. $he literacy rate among the rural consumers being low, in addition to the level of literacy, the tradition bound nature of rural people. $heir cultural barriers and taboos and their overall economic backwardness add to the difficulty of communication task. It has been estimated that all organi!ed media put together can reach only 91O of the rural population of IndiaK $7 is an ideal medium for communicating with the rural masses. #ut it reaches in the rural areas are limited even today. As regards the print media the circulation is limited. It has been estimated that 99O of the total cinema earnings in the country comes from the rural India. +ural communication to be effective repeat e*posure is a must and if the gap between the e*posures is long the message looses during this period. In short the cru* of marketing communication in the rural conte*t is one of finding a media mi* that will deliver the re'uired message in a cost effective manner to target an audience that is predominantly illiterates. OVERCOMI$G THE CO$STRAI$TS A$D MA$AGI$G THE

COMMU$ICATIO$ TAS?G @C

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. (<e *edia *iG Evidently, in the rural conte*t the firm has to choose a combination of formal and non I formal media. $he possibilities are indicated belowG Media *iG in (<e rura) c&n(eG( <ormal and organi!ed media $7 .inema Press 5ther print media &irect mail +adio 5utdoors

$O$/"ORMA#H RURA# SPECI"IC MEDIA Information centre of company s product Music records 0tudy classes &emonstration House to house campaigning by special promotion re'uired. Audio visual vans or publicity vans.

T<e ,&r*a) &r.aniIed *edia 31

$.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 $7 in potency and effectiveness. CI$EMAG " $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. 6UTDOORSG"" 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#H 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.

3/

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=E PA+A, &56#=E $5--E& MI=E PA+A, 0EIMME& MI=E PA+A, <6== .+EAM MI=E

SPECIA# "EATURES High fat , creamy Medium in fat content , reasonable price Medium in fat content , more economical price <at free milk, very economical price

SUITA #E "OR ,rowing children, youth, and sportsmen All purpose milk Adult and weight conscious people Heart patients, diabetics etc.

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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. <or growing child aged person and every common people be whole group of member totally depend upon milk. $herefore it is fulfilled our basic needs. 0o in this reason government could not adopt ta* on milk. $hat is why its becomes very normal. Every category people can be buying milk different branded And different types of milk is &$M, <.M, A-& 0EIMME& MI=E etc. ,overnment can also has been adopting to maintain milk 'uality that s why >%9 'uality test every day testing and checking milk in company?. &ue to its reputation P.&< is currently implementing following development and promotion programmes supported by .entralJstate government pro;ect dairy pro;ect, rural family welfare pro;ect, 6ttar Pradesh &iversified Agriculture support pro;ect. #esides this government also helps rural people to given loans for dairy purpose. ,enerally these facilities are given government in that people those small and marginal farmers and landless labour and government also encourage rural :omen and actively participating dairying.

39

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*.

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S=OT A$A#YSIS O" PARAG DAIRY

STRE$GTHS

5+,A-IPA$I5-A=

Advantage of being first vertical dairy in Aisia. Most hygienic 2computeri!ed dairy. Proper 2 ade'uate Infrastructure. Authority 2 responsibility clearly defined. <unctional organi!ation. .omputeri!ed 2 automated operation. #est 'uality products >%9 'uality checks? .omparable 'uality products. <unded by ,ovt. of 6.P 27aranasi Ade'uate own funds 5verall satisfactory financial position

P+5&6.$I5 <I-A-.E MA+EE$I-, PE+05--E= +esponsibility of staff clearly defined -umber / brand in 7aranasi +easonable in price ,ood distribution network Highly 'ualified 2 motivated staff.

33

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.

3A

=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

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(A sa*2)in. /. 0imple random sampling %. 0ystematic sampling 9. 0tratified sampling @. Area sampling $&n/ Pr&BaBi)i(A sa*2)in. /. .onvenience sampling %. 8uota sampling 9. Hudgment sampling @. Panel sampling Sa*2)in. uni( 0ampling unit /11 retails outlets.

3D

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. <or this purpose structured and non "disguised 'uestionnaire was prepared and administered to various customers in different market segments like government houses, corporate house and various other individuals.

3C

SOURCE O" I$"ORMATIO$G Pri*arA s&urces Personal survey conducted with carports manager and other government s officials. :UESTIO$$AIRE METHODS $he greatest advantage of the 'uestionnaire methods is its versatility. Almost every problem in marketing research can be studied only 'uestioning. 8uestioning is usually faster and cheaper than observing. As a result, less time is typically wasted in 'uestionnaire study. STRUCTURED $O$ DIS GUISED :UESTIO$$AIREG" 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 Iended. $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.

A1

$O$ 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 A. More distributors. B. &elivery regularly D. &elivery timely C. Proper market research.

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TOO# A$D TECH$I:UES

$ools and techni'ues which used in this pro;ect areG" Measuring scalesG" -ominal scale ,raphics rating scale Marketing research tools 0urvey 8uestionnaire 0tatistical tools #ar diagram Pie chart

A9

DATA A$A#YSIS > I$TERPRETATIO$

:% =<a( (A2e &, *i)+ A&u .enera))A useJ Milk powder Pasteuri!ed milk -on Pasteuri!ed milk $able / Mi)+ 2&Cder Pas(euriIed *i)+ 7 76 32 $&n Pas(euriIed *i)+

A@

$able %

Para. %1

M&(<er dairA @1

A*u) %1

G&2a) !ee /%

AnA O(<er D

Do you get the proper quantity of milk from the dealer?

20% Yes No 80%

M&s( &, (<e c&nsu*ers .e( *i)+ ,r&* (<e dea)er (i*e)A%

:% H&C d& A&u c&*e (& +n&C aB&u( Para. *i)+J -ews paper

A3

<riends <rom the nearest shopkeeper Any other $able 9 <rom the nearest shopkeeper @1 Any other %1

-ewspaper %D

<riends /%

How do you come to know about prag milk?

News paper 20% 28% Friends From the nearest shopkeeper Any other

40%

12%

MaGi*u* nu*Ber &, c&nsu*ers ca*e (& +n&C aB&u( Para. *i)+ ,r&* (<e neares( s<&2+ee2ers%

:% D& A&u +n&C aB&u( 2as(euriIed *i)+ and i(s e,,ec(i'enessJ Fes -o

AA

$able @ Yes 7E $& 3F

Do you know about pasteurized milk and its effectiveness?

No 16% Yes No Yes 84%

I( Cas ,&und (<a( aB&u( 7EK &, (<e re.u)ar cus(&*ers Cere aCare &, (<e 2as(euriIed *i)+ and i(s e,,ec(i'eness%

:% D& A&u +n&C aB&u( qua)i(A c&n(r&) 2r&cess used BA di,,eren( dairA ,ir*sJ

Yes

AB

$&

$able 3 Yes FE $& @F

Do you know about Quality Control Process used by different Dairy firms?

No 36% Yes 64%

Yes No

FEK &, (<e cus(&*ers Cere aCare &, (<e :ua)i(A C&n(r&) Pr&cess used BA di,,eren( dairA ,ir*s% :% DO A&u +n&C (<a( Para. *i)+ is n&( &n)A 2as(euriIed Bu( a)s& c)ari,iedJ

Yes $&

AD

TaB)e F Yes F6 $& E6

Do you know that Parag milk is not only pasteurized but also clarified?

No 40% Yes 60%

Yes No

F6K &, (<e cus(&*ers Cere aCare (<a( Para. *i)+ is n&( &n)A 2as(euriIed Bu( a)s& c)ari,ied%

:% =<a( is A&ur &2(i&n aB&u( (<e qua)i(A &, Para. *i)+J

EGce))en( G&&d

AC

A'era.e e)&C A'era.e TaB)e 5 EGce))en( @@ G&&d %@ A'era.e /A e)&C A'era.e /A

12 10 8 6 4 2 0 Exce ent A!era"e Exce ent #ood A!era"e $e ow A!era"e

M&s( &, (<e cus(&*er saAs Para. *i)+ is eGce))en(.

:% =<ic< are (<e Brands &, *i)+ A&u se))J Mother dairy Parag Amul ,opal Hee B1

Paras Any other

$able D Mother dairy /1 Parag /A Amul %1 ,opal Hee D Paras D Any 5ther @

hich are the brand of milk you sell?

10 8 6 4 2 0 %other dairy Am& 'aras %other dairy 'ara" Am& #opa (ee 'aras Any other

M&s( &, (<e re(ai)ers s&)d M&(<er dairA (<en Para. > A*u)%

:% =<A A&u 2re,er (<a( 2ar(icu)ar BrandJ High demand High profit Easily available in time ,ood 'uality B/

$able C

Hi.< De*and @1

Hi.< Pr&,i( %1

EasA a'ai)aB)e in (i*e /A

G&&d :ua)i(A %@

hy you prefer that particular brand?

#ood ,&a ity 24% Easi y a!ai a+ e in )i"h pro*it time 20% 16% )i"h demand )i"h demand 40% )i"h pro*it Easi y a!ai a+ e in time #ood ,&a ity

M&s( &, (<e re(ai)ers s&)d On (<e Basis &, <i.< de*and%

:% =<a( is (<e *&s( i*2&r(an( ,ac(&r C<en 2urc<asin. *i)+ ,r&* c&*2anA dis(riBu(&rHsa)es*anJ /. .redit 9. .onsumer scheme 3. #rand name $able /1 Credi( /A Mar.in %1 C&nsu*er Sc<e*e D :ua)i(A %D rand $a*e /A C&nsu*er Pre,erence /% %. Margin @. 8uality A. .onsumer preference

B%

hat is the most important factor when purchasing milk from company distributor!salesman?

.ons&mer pre*erence 12% $rand name 16%

.redit 16%

.redit %ar"in .ons&mer scheme

%ar"in 20% -&a ity 28% .ons&mer scheme 8%

-&a ity $rand name .ons&mer pre*erence

M&s( &, (<e re(ai)ers s&)d On (<e Basis &, :ua)i(A%

:% =<a( (A2e &, *i)+ .enera))A A&u BuA *&reJ

<.M &$M 0EM $M $able /% "CM /1 DTM A S?M @ TM 3

B9

hat type of milk generally you buy more?

10 10 / 0 6 4 / F.% 01% 23% 1%

F.%

01%

23%

1%

"CM <as <i.<es( ran.e &, se))in. a*&n. (<e cus(&*er%

:% =<e(<er A&u .e( (<e su22)A &, Para. *i)+ in 2r&2er quan(i(A &r n&(J Fes -o

$able /9 Yes AD $& 9%

B@

hether you get the supply of Parag milk in proper time or not?
No 32% Yes 68%

Yes No

I( Cas ,&und (<a( *&s( &, (<e re(ai)er .e( su22)A in 2r&2er (i*e%

:% H&C is (<e Be<a'i&r &, (<e sa)es*an &, 2ara. *i)+J ,ood #ad -ormal

$able /@

B3

G&&d //

ad D

$&r*a) A

How is the behavior of salesman parag milk?

1/ 10 / 0 11 #ood 8 $ad 6 Norma

I( Cas ,&und (<a( *&s( &, (<e sa)es*an Be<a'i&r is .&&dJ

:% Are (<ere anA s<&r( c&*in. Bein. ,ace BA (<e dri'er and (<e sa)es *an in (<e de)i'erA 2r&cess &, 2ara. *i)+J Fes -o .an t say

$able /3

BA

Fes 3A

-o %@

.an t say %1

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

/6% Yes No .an4t say

20%

24%

Yes *&s( 2e&2)e ,u)),i)) (<e s<&r(a.e &, 2ara. *i)+ BA sa)es*an%

:% Is (<ere re.u)ar de,ec( in (<e 2ac+a.in. &, 2ara. *i)+J Fes -o -eed to be improved

$able /A Fes -o BB -eed to be improved

%%

B9

#s there regular defect in the packaging of Parag milk?

/% 22%

53%

Yes No Need to impro!e

Yes (<e *&s( 2e&2)e are saAin. re.u)ar de,ec( &, 2ara. *i)+%

:% =<ic< (A2e &, *i)+ c&nsu*ers 2re,er *&s(J <ull cream milk $oned milk &ouble toned milk 0kimmed milk

$able /B <ull cream milk 3A $oned milk C &ouble toned milk 91 0kimmed milk 3

BD

hich type of milk consume prefer most?

F& cream mi k /% 30% /6% 6% 1oned mi k 0o&+ e toned mi k 2kimmed mi k

M&s( &, (<e 2e&2)e use ,u)) crea* *i)+%

"I$DI$GS A$D RECOMME$DATIO$S

/. $here are a number of organi!ed points and no single dealer is found to control the whole area therefore the burden totally falls on the driver and salesman. %. $he scheduled time of delivery of milk is between // and /% p.m but the driver go to sleep first and afterwards load the van. $his indicates the lethargic attitude towards work. 9. $he delivery of other brands of milk such as ,opal;i, Mother dairy, amul, is earlier than that of PA+A,.

BC

@. $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. 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 <ar bad for easy and overall distribution of milk

D1

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/

SUMMARY H 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%

I #IOGRAPHY

OO?S RE"ERRED 0AUTHORLS $AME1/. Marketing Management >kotler Phillip? %. PA+A, Hournal 9. www.google.com @. www.parag.com

D9

A$$EXURELS

:% =<a( (A2e &, *i)+ A&u .enera))A useJ Milk powder Pasteuri!ed milk -on Pasteuri!ed milk

:% H&C d& A&u c&*e (& +n&C aB&u( Para. *i)+J -ews paper <riends <rom the nearest shopkeeper Any other

:% D& A&u +n&C aB&u( 2as(euriIed *i)+ and i(s e,,ec(i'enessJ Fes -o

:% D& A&u +n&C aB&u( qua)i(A c&n(r&) 2r&cess used BA di,,eren( dairA ,ir*sJ

Yes $&

:% DO A&u +n&C (<a( Para. *i)+ is n&( &n)A 2as(euriIed Bu( a)s& c)ari,iedJ Yes

D@

$&

:% =<a( is A&ur &2(i&n aB&u( (<e qua)i(A &, Para. *i)+J EGce))en( G&&d A'era.e e)&C A'era.e

:% =<ic< are (<e Brands &, *i)+ A&u se))J Mother dairy Parag Amul ,opal Hee Paras Any othe

:% =<A A&u 2re,er (<a( 2ar(icu)ar BrandJ High demand High profit Easily available in time ,ood 'uality

:% =<a( is (<e *&s( i*2&r(an( ,ac(&r C<en 2urc<asin. *i)+ ,r&* c&*2anA dis(riBu(&rHsa)es*anJ /. .redit 9. .onsumer scheme %. Margin @. 8uality D3

3. #rand name

A. .onsumer preference

:% =<a( (A2e &, *i)+ .enera))A A&u BuA *&reJ <.M &$M 0EM $M

:% =<e(<er A&u .e( (<e su22)A &, Para. *i)+ in 2r&2er quan(i(A &r n&(J Fes -o

:% H&C is (<e Be<a'i&r &, (<e sa)es*an &, 2ara. *i)+J ,ood #ad -ormal

:% Are (<ere anA s<&r( c&*in. Bein. ,ace BA (<e dri'er and (<e sa)es *an in (<e de)i'erA 2r&cess &, 2ara. *i)+J Fes -o .an t say

:% Is (<ere re.u)ar de,ec( in (<e 2ac+a.in. &, 2ara. *i)+J Fes -o

DA

-eed to be improved

:% =<ic< (A2e &, *i)+ c&nsu*ers 2re,er *&s(J <ull cream milk $oned milk &ouble toned milk 0kimmed milk

:% =<a( Brand d& A&u 2re,er *&s(J Parag Mother dairy Amul ,opal Hee Any 5ther

:% Are A&u sa(is,ied Ci(< *i)+ A&u c&nsu*eJ Fes -o

:% =<a( (A2e &, *i)+ A&u usedJ <ull cream milk $oned milk &ouble $oned milk

DB

0kimmed milk

DD