Market Analysis of Parag Milk and Its products in

Shahjahanpur 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 ,dministration
Technical -ducation . Research Institute
Post-Graduate .ollege, Gha/ipur 0 !%%"" 1'.P.2

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 Milk
And 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

!
:ead, &ept. o* +usiness ,dministration
%
0eclaration
9, Sateesh
(umar pal, hereby de3lare that this summer training proje3t report
entitled Market Analysis /f Parag Milk And Its Product In
Shahjahanpur Cityhas been prepared by me on the basis o* summer
training done at 6Pradeshi( .ooperative &airy ;ederation )td. !<
Par( Road )u3(no5, during the period 7 8une to 7 ,ugust under
the supervision o* Mr. Sanjeev Srivastava
This
proje3t report is my bona *ide 5or( and has not been submitted in
any *orm to any 'niversity or 9nstitute *or the a5ard o* any degree
or diploma prior to the under mentioned date. 9 bear the entire
responsibility o* submission o* this proje3t report.
%"
th
,ugust !"%
Sateesh Kumar Pal
M+, %rd semester

Te3hni3al =du3ation > Resear3h 9nstitute
P. G. .ollege, Gha/ipur


#
7
I40-5 /1 C/4T-4TS

PR-1AC-
9ndia?s modern dairy se3tor has e@panded rapidly *rom an in signi*i3ant !"",""" liters per
day 1lpd2 o* mil( being pro3essed in <7 ,the organi/ed se3tor is presently handling some
!" million lpd in over #"" dairy plants. ,lready , one o* the 5orld?s largest li4uid mil(
plants is lo3ated in &elhi, handling over A"",""" titres o* mil( per day 1Mother dairy,
&elhi2 9ndia?s *irst automated dairy 13apa3ity: 9 million lpd2 ---Mother &airy Gandhinagar
Bhas been established at Gandhinagar near ,hmedabad Gujarat? in 5estern 9ndia. 9t is
o5ned by 9ndia?s +iggest dairy 3ooperative group, Gujarat 3ooperative mil( mar(eting
*ederation 1G.NN;2 in ,anad,5ith an annual turnover in e@3ess o* Rs.!% billion 1'S
77"" million2,amul-999 5ith it?s satellite dairies, 5ith total installed 3apa3ity o* .7 million
lpd has also been 3ommissioned. 9ndia?s *irst verti3al dairy 13apa3ity: #"","""lpd2, o5ned
by the pradeshi( 3ooperative &airy ;ederation 1P.&;2 has been 3ommissioned at Noida
outside &elhi.
Mil( is an
almost ideal *ood. 9t has high nutritive value it is one o* the main sour3es o* proteins and
3al3ium *or a largely vegetarian population dairying provides a livelihood *or millions o*
9ndian *armers and additional.&airying provides a livelihood *or millions o* 9ndian
*armers and additional in3ome *or a large number o* rural *amilies as 5ell as a means *or
C
Doman to
parti3ipate in the e3onomi3 a3tivity in <<< 9ndia be3ame the largest produ3er o* mil(
primarily dye to the e**orts o* the 3o-operative movement
initiated by the National &airy &evelopment +oard 1N&&+2,the movement, 5hi3h started
at ,mul &airy in Gujarat, is no5 repli3ated in $",""" Eillages in about !"" distri3ts o*
9ndia *ollo5ing the repeal o* the F4uantitative Restri3tions? on *ood produ3ts by the
Government o* 9ndia under a DTG agreement, the 9ndian &airy se3tor *a3es a 3hallenge
*rom the large organi/ed dairies in the developed 5orld To meet this 3hallenge the 3o-
operative dairy se3tor has to *urther improve the produ3tion, 3olle3tion, pro3essing and
mar(eting o* mil( and mil( produ3ts. +esides 3onsumer behavior is also is also one
important and relevant *or produ3tion and pro3essing o* the produ3ts. More over, the
mar(eting o* these produ3ts 5ill de3ide the development operational pro3edures in this
regard. There *ore an attempt has been made to e@plore Market analysis of Parag milk
and milk products in Shahjahanpur city in order to high light the behavioral *a3tors
and *uture prospe3ts o* these produ3ts.
The
observations are presented *urther reasoning related to produ3tion and mar(eting o* mil(,
and mil( made produ3ts.

$
AC64/7%-0-M-4T
+e*ore getting into the theme o* summer training proje3t provided to
me, 9 5ould li(e to add *e5 heart*elt 5ords *or those persons 5ho provided
me the opportunity to do the summer training, 5ho guided me, helped me
during my summer training and 5ith out 5hom support this proje3t 3ouldn?t
be 3ompleted.
9 5ould li(e to give my than(*ul regards to Pro* Mr. Rahul ,nand Singh
1:ead G* &epartment G* Master G* +usiness ,dministration2 in 3harge *or
providing me 5ith su3h a healthy environment to upli*t my (no5ledge and
s(ill.
9 5ould li(e to than(s Mr. Sanjeev Srivastva, my Mentor *or lending his
helping hand *or 3ompleting my summer training proje3t.
9 deem it my privilege to e@press deepness o* gratitude to Mr. Eijay Shan(er
Srivastva 1,33ountant2, Mr. Ram Kishan 1Store Keeper2, Mr. Rajesh5ar
Singh 1&airy 9n3harge2, Mr. Eijay Kumar 1Sales =@e3utive 2, Mr. +hajan )al
1Sales =@e3utive2, Mr. R. &. Kush5aha 1Mil( &eveloper G**i3er2, Mr. T. P.
Ti5ari 1Mil( 9nspe3tion G**i3er2, Mr. Ram Sha(ya 1Mil( 9nspe3tion G**i3er2,
Mr. :aripal Singh Hadav 1Mil( 9nspe3tion G**i3er2, Mr. Kanish( 1.ler(2,
Mr. sudarshan )al 1,ssistants .ler(2, Mohammad Kamal ,hemad 1,ssistant
A
.ler(2, Mr. Talim ,li 1'rdu Translator2, Mr. S. K. Mishra 1,rea 9nspe3tion
G**i3er2 o* &ugdh 'tpada( Saha(ari Sangh )imited, Shahjahapur *or their
(ind help, support and enough *a3ility *or doing my summer training in their
organi/ation.
9 5ould li(e to a3(no5ledge my than(s to to Mr. Pradeep (umar Kush5aha,
Mr. &harmendra Kumar Pal, Mr. Ravi Ti5ari, Mr ,jay (umar, Mr. ,mit
Kush5aha, Mr. ,sho( Hadov, . Mr vive( Singh, Miss &ipali Singh, &eepa(
Gupta Mr. Hasha5ant +hard5aj, Mr. Pan(aj Singh, Mr. Eineet Rai, Mr.
Hogesh Singh, Mr. Saurav Singh, Mr. Sumit Singh, Miss. S5etlana, Mr.
Has5ant Singh Hadav, Master 'pendra Kumar Pal, Mr. .handan Singh,Mr.
Gaurav Rai, Mr. &hindra Rai, Mr. ,shutosh Singh, > 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%
<
PART+ )
Introduction
"
Introduction
The 3ompany?s name is &ugdh 'tpadada( Sah(ari Sangh )td, Shahjahanpur. 9t 5as
established in the year <<". The 3ompany is under in 6Pradeshik Cooperati#e 0airy
1ederation %td2 '3 Park Road %uckno&$ "tter Pradesh + ' '9 (()
The 3ommon brand name o* the 3ompany is 6PARAI is the pollen o* *lo5er.
The national dairy development board 5as 3onstituted under the ministry o* ,gri3ulture.
National &airy development +oard e@tends *inan3ial and te3hni3al help to the regional
dairy *ederation o* all the states under operation *lood. Regional &airy ;ederation in 'tter
Pradesh is (no5n as Pradeshi3 .o-Gperative &airy ;ederation. its head o**i3e is situated
at par( road in )u3(no5. ;inan3ial and te3hni3al assistan3e is provided to the
Shahjahanpur &ugdh Saha(ari Sangh under supervision and 3ontrol to the head o**i3e.
The
main obje3tive behind the establishment o* mil( *ederation is to en3ourage small mil(
*armers to produ3ing *armers to produ3e more mil( and to up grade their so3ial and
e3onomi3 status by providing them *air pri3e *or their mil( produ3ts, unemployment and
the pri3e o* essential 3ommodities are going up
simultaneously that is 5ay the government has *o3used its attention on this se3tor, under
this s3heme, the Government provides loan *a3ility to the rural *ol(s to

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
<A%, P.&; )td. started 5or(ing under operated *lood 9 15hite Revolution2 s3heme
mostly units o* mil( Saha(ari +oard 5here 3onne3ted under Gperation *lood 5ill having
the name &udgh 'tpada( Saha(ari Sangh 1&'SS2 )td. Ta(es royalty o* the 3ommon
brand name PARA > all the important poli3y de3isions are ta(en by Pradeshi3 .o-
Gperative &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 <A% Gperation *lood-!nd s3heme
5as laun3hed, main obje3tives o* the Gperation *ood 5ere the *ollo5ing:
J To 3olle3t the mil( dire3tly *rom the produ3ers 1villager?s through so3ieties2.
J To insure the supply o* 4uality mil( 3olle3ted *rom the villagers 5hi3h are being sold in
major mar(et area o* the 3ities.
J To save the produ3ers 1villagers2 and the 3ustomers *rom the 3lut3hes o* middle man.
The mil( is 3olle3ted *irstly through the so3iety level then it 3omes to P.&; level. ;inally
it 3omes under the state level i.e. *ederation.

There are *our regional mar(eting o**i3es in all over 'ttar Pradesh,5hi3h are engaged in
the mar(eting o* mil( produ3ts. )i(e, &esi Ghee, 3heese, s(immed mil( po5der, dairy
!
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.G Shahjahanpur, distribute desi ghee, 3heese, s(immed
mil( po5der ,dairy 5hitener and butter et3.
Gn some o33asions, the RMG Shahjahanpur has been a5arded *or their signi*i3ant role in
mar(eting o* the mil( produ3ts re3ently 9ndira Gandhi Priyadarshini a5ard o* <<7 5as
presented to the RMG Shahjahanpur *or a3hieving a pre-determined sales target.
They are organi/ing several 3onsumer a5areness programmed and re3eived
over5helmed response *rom 3iti/ens o* Shahjahanpur.
:A; Market+A pragmatic approach<

Mar(eting 5as
invented in 8apan around C7" by the *irst member o* Mitsui *amily to settle in To(yo as a
mer3hant and to open 5hat might be 3alled the *irst department store. .Mar(eting
department 5ithin 3ompany *irst appeared in the early t5entieth 3entury in the *orm o*
mar(eting resear3h department 13alled 3ommer3ial resear3h at the time2 under the
dire3tion o*
%
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 most
suited 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
#
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
/RA4ISATI/4A% STR"CT"R-

:At unit le#el2
:ere at unit level the organi/ation is leaded by General ManagerKin 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( Grgani/ational stru3ture at 'nit )evel:
!/AR0 /1 0IR-CT/R
M
C8AIRMA4
M
C8I-1 -4-RA%
M
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, RMG?s situated in 'tter Pradesh.
C
Regional Marketing Manager
:Regional Marketing /ffice;
The regional
Mar(eting o**i3e 1RMG2 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<
There is one
typist in the o**i3e, 5hose 5or( in to type the do3uments et3.

Accountant<
There is one
a33ountant in the o**i3e, 5or( in to (eep the *inan3ial data update.
Super#isors<
There are
three supervisors at the regional Mar(eting G**i3e, Shahjahapur. Their 5or( is to meet all
$
the eastern '.P. and they resolve the problems o* the sto3(s and apprise them about the
prevailing promotional s3hemes o* the Regional Mar(eting G**i3e.
S->-RA% "4ITS /1 0"SS .PC01


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P"RC8AS-
Earious ra5 materials 3an be given us-
. Ra5 Mil(
!. Polythene a3id.
%. Sulphuri3 ,3id.
#. .itri3 ,3id
<
7. Shora
C. ;uel
$. .old 5ater
A. Mil( .ontainer


PR/C"R-M-4T /1 PR/0"CT
:as a 5ide range o* produ3ts, 5hi3h 3an be broadly 3ategori/ed in t5o 5ays.
. )i4uid mil(
!. Mil( produ3ts.
)2 %I?"I0 MI%6<
Milk<
9t is the
best nourishing drin( and the easily available sour3e o* *at, 3arbohydrates, proteins,
!"
vitamins *or 3ommer3ial purposes, it is usual to dived the 3onstituents o* mil( into
*ollo5ing.
1ats<

.ommer3ially, is the most valuable and variable *ra3tion * mil(, the *at O in human mil(
is %.$7 and in the hariyana breeds #.A
Solid 4at 1ar :S41;<
These are
not *atty solids 3ontaining protein, la3tose and minerals li(e manages, 3al3ium et3.
7ater<
9t is *ound
A" to <"O in mil( and serves as the medium 3ontaining *at > SN;. :is range o* parag
mil( is available in ;ull standard mil( 15hole mil(2 3ontaining #.7O ;,T > A.7O SN;
are ,vailable in 7"" ml.
:II; Toned milk:

Toned mil( 3ontaining %."O *at > SN; are available in 7"" ml
:III; @anta milk:
!

janta mil( 3ontaining .7 *at > <OSN; are available in 7"" ml.
'2 Milk Products
:a; !utter
9t 3ontains less then A" mil( *or mire than 7O moisture and high
a3idity. 9t is prepared e@3lusively *rom mil( 3ream o* 3urd o* 3o5 or bu**alo mil( 5ithout
the addition o* salt, 3ooler or any preservative and is interred *or 3oo(ing on the
preparation o* Ghee
:A; hee
,bout #%O o* total 4uantity o* mil( produ3ed in 9ndia is manu*a3tured *irst o*
Ghee is derived *orm bu**alo mil( be3ause it is ri3her in *at that than 3o5 mil(.
:c; Paneer
9n P,R,G paneer is produ3ed by the traditional method in 5hi3h
3itri3 a3id is added to the booled mil( and the mil( immediately gets
adulated and 5ater is separated and paneer is obtained. 9t 3ontains less than 7"O *at or
more then C"O moisture.

:d; S&eet curd
9t
is also prepared by the traditional method 9t is pa3(et in small pots o* soil, 5hi3h give it
mire taste.
!!
:e; M"TT8A
This produ3t is
very mu3h in demand. 9t is spi3y > tasty abd the spi3es added in it are good 4uality
pa3(ed ,sho( Masala.
:f; /T8-RS
S(immed mil( po5er, lassi, mil(, Khoya, 3a(e is other produ3ts produ3ed by
P,R,G.
!utter-is available in !" gm, ""gm > 7""gm pa3(s.
Muttha-is available in !"" gm, ploy pa3(.
1"T"R- PR/0"CTS-
Some ne5
produ3ts li(e 3o**ee po5der, ready to ma(e 93e- 3ream po5der body and other mil( drin(s
are in the testing stages.
?"A%ITB C/4TR/%
!%
Puality 3ontrol is an essential and most important department *or any manu*a3ture Today
every organi/ation has e**i3ient 4uality 3ontrol o* system.
Puality 3ontrol is depending upon only pra3ti3al 1survey analysis and right
pro3edure2 5or(.
9n P.&; ltd
Shajahanpur at re3eption point o* mil( *rom di**erent so3ieties 1Produ3ers Eillagers mil(
is 3olle3ted and basi3 test are 3arried out 4ui3(ly a*ter at so3iety and dairy level, it is send
*or 3olle3tion through 3hiller. ;inally a*ter pasteuri/ation and standardi/ed grading three
type o* mil( obtain that is *ull 3ream mil( Toned mil( janta mil(.
Mil( pro3edure out through some stages. )u3(no5: *ollo5ing the national
dairy development board?s 1nddb2 seal o* 4uality
.erti*i3ation on all mil( and other produ3ts o* a mil( union in allahabad, uttar pradesh has
joined the sele3t 3lub o* states in the 3ountry to have ensured 4uality 3ontrol in dairy
produ3ts. the stamp o* 4uality B a pneumoni3 seal B provided by the nddb on produ3ts
under the brand name o* parag, produ3ed by the pradeshi( 3ooperative dairy *ederation
1p3d*2, 5ill no5 on mean a guarantee that the mil( being sold under this seal is 6pure,
hygieni3 and sa*eI. to start 5ith, the nddb has given its approval *or the ,llahabad union
1mar3h 2 and the mil( unions o* (anpur 5ill get the 4uality 3erti*i3ation on mar3h C
*ollo5ed by varanasi 1april <2 and lu3(no5 1may !%2. nddb teams have already made one
round o* inspe3tion o* these units and 5ill revisit the state this month to 3he3( various
parameters re4uired *or granting the pneumoni3 seal. 5ith this, up joins gujarat besides the
!#
metropolitan 3ities o* bangalore, delhi and (ol(ata to get this uni4ue distin3tion.
3on*irmingthis, parag managing dire3tor alo( sinha told times ne5s net5or( on saturday
that the ne5s o* the nddb 3erti*i3ation had 6brought in both great honour and 3hallengesI.
6sin3e it is a very 3oveted 3erti*i3ation 5e have an added responsibility no5 5hi3h 5e
ought to prove through 3on3erted e**orts to standardise 4uality in produ3ts,I he added.
there are about 7 mil( unions spread a3ross the state and it is e@pe3ted that 5ithin the
ne@t si@ months all o* them 5ill be 3overed by the nddb 4uality umbrella. a high-level
team o* nddb o**i3ials is e@pe3ted to visit the industrial to5n o* (anpur to give the *inal
green signal *or stamping o* mil( produ3ts in the 3ity *rom mar3h C. in !"" parag had
set a ne5 re3ord o* mil( pro3urement by not3hing up a *igure o* #.!$ la(h litres per day.
it sells about <A,""" litres o* mil( in the lu3(no5 region 5hi3h is no5 set to get a *illip
5ith the ne5 4uality stamp
A2 /rgano %eptic Test:
,*ter testing
and 3he3(ing it is done bet5een good and poor mil(.
Q Smell
Q Testing
!2 Clot on !oiling Test<
!7
9t passes
through three stages this is the *irst type o* testing mil(.
Q Seeing
Q Smell
QTesting
C2 Adulteration test<
C ;ormiline Test
Q Soda Test
Q 'rea Test
Q Sugar Test
Q .austi3 test
02 standard Plate Count S2P2C2 Test<
9n this type o*
testing not more than !7""" ba3teria?s should be present in one million o* liter mil(.
-2 Correct lactometer Reading :C%R; Test<
This type o* testing is done to *ind out 4uality o* mil(.
12 Methyl !lue Reduction :M!RT; Test<
!C
M.+.R.T. Test
is done *or mil( pasteuri/ation
:eating temperature should be %$.7? .
After Sterili=ation 4umAer of >ital Test are eDecuted:
The important test that is phosphorous tests, Methyl Test and +lue Redu3tion Test.
. Phosphorous test is user *orm 3on*irm the pasteuri/ation o* mil(.
Redu3tion *or 1Methyl blue is Test2 M+RT used maintaining appropriate 4uality o* mil(
in every hal* an hour. 9t is done 5ith *ull responsibility and 3are so that the o**ered produ3t
to the 3onsumer 3ould be rea3hed 5ith appropriate .alori*i3 Ealu

S41E1AT /1 MI%6 PR/0"CTS %IST
PR/0"CT 4AM- 1ATES41EM/IST"R-
Parag ;ull .ream Mil( 1Standard2 CO K <O
Parag Toned Mil( %.7O K A.7O
Parag 8anta Mil( ".7O K A.$O
Parag +utter !"gm. A"O K A7O
Parag +utter "" gm. A"O K A7O
Parag +utter 7"" gm. A"O K A7O
Parag Ghee 17 ltr .pa3(2 <<.<O K O Moist
!$
Parag Ghee 1 ltr .pa3(2 <<.<O K O Moist
Parag Ghee 1K! ltr .pa3(2 <<.<O K O Moist
Parag Ghee 1 !"" ml .pa3(2 <<.<O K O Moist
Parag Paneer 1 ""K7"" gm. Pa3(2 R
Parag Mattha 1 !"" ml. pa3(2 R
Parag &ahi 1!""gm. Kullhar2 R

MAR6-TI4 0-PARTM-4T

The 3omprehensive and intensive mar(eting a3tivities at &.'.S.S. )td Shahjahanpur are
3ontrolled by the Manager Mar(eting. ,ll the mar(eting sta** goes everyday in the mar(et
1Morning and =vening2, supervise the distribution o* mil( and mil( produ3t, the
distribution is done through vans in 5hole Shahjhanpur &istri3t.
The Route in
3harge or Supervisor duty is to see 5eather the mil( and, mil( produ3ts are properly
distributed to the agents o* P,R,G in due proper time. They observe the mar(et trends,
the 3ompetitor?s a3tivities the di**i3ulties o* mar(et they try to penetrate in ne5 mar(et
area 5here the agents o* P,R,G do not e@it. They also supervise 5eather the rare de3ided
by the 3ompany is as it suitable to the agents as 5ell as 3onsumers. ,ll the a3tivity 5hi3h
is done by mar(eting supervisors is *euded ba3( to the Manager Mar(eting and General
Manager o* the unit.
!A
,t present the
distribution o* mil( produ3ts is done through T,T, #"$ vehi3les, 5hi3h are agreement,
by the 3ompany.
Presently t5o
insulted vans ate supplying the mil( and mil( produ3t there is about C" retail point o*
P,R,G The agents o* P,R,G ta(en mil( and mil( produ3t a33ording to the demand
through the suppliers o* P,R,G vans , the distribution is done in evening and morning
insulated vans maintain lo5est temperature up to the 3onsumers in all over 'ttar Pradesh

Shahjahanpur units are *irst, 5hi3h has been a5arded MN=NMGM9. SHM+G) *rom

st
o* Mar3h !""! by national dairy &evelopment +oard 1N.&.&.+.2 State o**i3e Kanpur.
Dhile ta(ing
MN=MGN9. Symbol N.&.&.+. 3ome an agreement 5ith Shahjahanpur unit. 9n that
agreement various parameters o* mil( pro3urement mil( pa3(ing and mil( selling are
ta(en o* Shahjahanpur 'nit supply hygieni3. *resh mil( through the mil( vans
Shahjahanpur is *irst unit, 5hi3h is selling dire3tly the 3onsumers, door to door through
three loose mini tan(ers. These mini insulated tan(ers approa3h appro@imately #7"
3onsumers everyday to sell *resh hygieni3 mil(.

!<
A0>-RTISI4 A40 SA%-S PR/M/TI/4
The *ood
business is so highly 3ompetitive that a 3onstant battle is in progress to gain the
3ustomer?s good 5ill. 9ndustry is struggling *or a larger share o* the 3onsumer?s dollar.
,nd ea3h member o* that industry is endeavoring to get a larger part o* that share. The
te3hnology o* mil( produ3tion and handling has progressed to the point 5here 4uality is
almost universally good. 9t is be3oming in3reasingly di**i3ult to gain ne5 3ustomers on
the basis o* superior *lavor or (eeping 4uality. Pra3ti3ally all bottled mil( used in
manu*a3tured dairy produ3ts is also superior to that o* a de3ade ago. People travel in
business or pleasure mu3h more than ever be*ore and eat a5ay *rom home a great deal. ,s
a result they have an opportunity to 3onsume mil(, drin(s, 3heese, and butter distributed
by many di**erent manu*a3turers. The vast majority o* 3onsumers is not a5are o* any
appre3iable di**eren3es in the 4uality o* these produ3ts and has 3ome to a33ept them all as
%"
reliable mer3handise some 3onsumers may have traditional pre*eren3es *or one brand or
another, but they usually 3an be easily persuaded to a33ept substitutes.
T8- C/4S"M-R<
Pri3e-
3ons3ious buyers 5ill pur3hase their mil( and mil( produ3ts at the *ood store i* by so
doing they 3an e**e3t a saving o* a *e5 3ents i* their *avorite brand is on the shel*, they
5ill 3hoose it ,but ,i* not they 5ill readily a33ept 5hatever brand is there they may even
a33ept substitute produ3ts. Su3h as po5dered non*at mil(. 9mitation *illed mil( and
margarine it not that 3onsumers parti3ularly pre*er these produ3ts they are li(ely to buy
them be3ause they are 3heaper or possibly be3ause they thin( them less *attening through
the in*luen3e o* a store demonstration , an enthusiasti3 salesman. Gr point-o*-sale
advertising, they o*ten pur3hase substitutes.
IMP/RTA4C- /1 //0 A0>-RTISI4<
%
9n the
e@pansion period *ollo5ing 5orld 5ar
st
, it 5as a simple matter to start a dairy business
and su33eed anyone 5ho had (no5 0ho5, a *e5 hundred dollars, and an ample amount o*
3ourage 5as 4uali*ied to be3ome a dairy businessman. 9* he made produ3ts o* reasonably
good 4uality, he 5as almost 3ertain o* *inding a mar(et. )ittle advertising 5as needed.
Today 5u3h 3onditions do not e@ist. Gne 3an manu*a3ture and o**er *or sale the *inest o*
bottled mil( and mil( produ3ts and the best o*, yet 3ustomers may be so limited in number
that the business 5ill not su33eed. No5 the operator has to go a*ter 3ustomersL to attra3t
their attention, he must be a good mer3handiser. :e has to 3ompete 5ith other ,dvertisers
5ho are also a*ter ne5 business and, at the same time, are trying to hold their old
3ustomer.
,dvertising, there*ore, has be3ome a vital *un3tion o* the modern dairy enterprise. The
3onsumer must be 3onstantly reminded that a 3ompany is in the dairy business Mrs.
:ouse5i*e must be made a34uainted 5ith the ne5 items or spe3ial produ3ts that have been
per*e3ted *or her table She must be told and retold the merits o* an established line o*
goods. 9t is important to (eep reminding her o* the 3ompany or brand name hen3e she is
repeatedly told about the 3ompany or its produ3ts through various advertising media ,s
3ompetition *rom 5ithin and *rom 5ithout the industry in3reases, the dealer has to
in3rease his e**orts to attra3t and retain the 3ustomer?s good 5ill. .onse4uently, he 5ill
need to spend an in3reasing per3entage *or advertising purposes.
A0>A4TA-S /1 A0>-RTISI4<
%!
,dvertising
e@penditures have been 3riti3i/ed by the idealists as une3onomi3al to so3iety. They
3ontend that this e@pense ultimately has to be borne by the 3onsumer and is unjusti*ied
be3ause is does not add to the utility o* the 3ommodity. ,dvertising sponsors ans5er this
3riti3ism by pointing out that advertising leads to an in3reased volume o* business 5hi3h
brings about greater e**i3ien3y and eventually lo5ers the 3ost to the 3onsumer. The
advantages o* advertising are summari/ed as *ollo5s:
A2 MA4"1ACT"R-R !-4-1ITS /1 A0>-RTISI4<
. :elps sustain present mar(et.
!. .an e@plain merits o* produ3ts to the publi3.
%. .an establish good5ill *or the 3ompany and prestige *or its
produ3ts.
#. :elps to level o** pea(s o* produ3tion and distribution.
7. .an maintain 3loser 3onta3t 5ith 3ustomers.
C. .an lo5er 3osts through in3reased volume o* goods handled.
$. ,34uaints ne53omers to the territory 5ith the 3ompany?s name
and brand.
A. :elps in establishing ne5 items on the mar(et.
<. 9s use*ul as a means o* in*orming 3ustomers o* improvements in
methods o* manu*a3ture, or 3hanges in the produ3ts or 3ontainers.
". :elps establish good publi3 relations.
%%
. Ma(es it easier to se3ure ne5 dealers.
!. Ma(es it easier to hold dealers.
!2 R-TAI%-R !-4-1ITS /1 A0>-RTISI4<
. ,dvertised good 3an be handled at less 3ost. This is parti3ularly true o* nationally
advertised brands.
!. Mar(ets *or ne5 produ3ts 3an be more easily established.
%. The responsibility *or 4uality is de*initely pla3ed on the manu*a3turer.
#. There are *e5er problems 3onne3ted 5ith the handling o* advertised brands,
5hi3h are usually standardi/ed and 4uality-tested
7. :andling 5ell-established and reliable brands o* dairy produ3ts adds prestige to
other items sold in the store.
C. 9t is less ne3essary to 3arry several other brands 5hen a 5ill- established and
re3ogni/ed brand o* dairy produ3ts is 3arries.
$. More help*ul dealer aid is li(ely to be re3eived *rom the distributors o*
advertised brands, sin3e su3h operators are usually more up to date in their
mer3handising methods.
%#
C2 C/4S"M-R !-4-1ITS /1 A0>-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<
Mu3h
advertising loses its e**e3tiveness *or thin(ing people be3ause the statements made are
o*ten e@aggerated, misleading, or *alse. .are should be ta(en by the advertising manager
that all 3opy that ma(es statements o* s3ienti*i3 *a3t is 3he3(s 5ith the te3hni3al
department. =@aggeration *or the sa(e o* emphasis should not be 3arried too *ar. 9t should
not be implied by a3tion or statement, 5hether on the radio or television or in the
%7
ne5spaper, that mil( sold by the 3ompany is ri3her that other mil( unless it is a3tually
3ontains some *ro/en 3ream and 3ondensed mil(. or that the butter is made *rom s5eet
3ream 5hen it a3tually is made *rom neutrali/ed sour 3ream advertising themes that are in
a high level and are 3ompletely ethi3al 5ill eventually help 5in *or the 3ompany prestige
and good 5ill. .onsumers (no5 they 3an buy *rom su3h 3ompanies 5ith 3on*iden3e.
IMP/RTA4C- /1 PR/00"CT ?"A%ITB<
Sin3e 4uality
is the main theme o* most selling programs, it is useless to spend tremendous amounts o*
money on advertising unless the produ3ts o**ered *or sale are o* good grade. The sales
manager loses heart 5hen his salesmen bring ba3( su3h 3omplaints as sour mil(, poor
5hipping o* the 3ream, *eathering o* the 3ream in 3o**ee, putrid *lavors in the 3ottage
3heese, a *ly in the dirty mil( bottles, moldy 3heese, *at separation in the evaporated mil(,
o@idi/ed *lavor in the mil(, sandiness in the or strong *lavors in the butter. Dhat 3an he
boast about in his advertising i* su3h de*e3ts 3ommonly o33urS :e is e@tremely
embarrassed i* he re3eives reports that the 3ontains less mil( *at the la5 re4uires or that
the overrun e@3eeds the standard set by la5.
Puality
3ontrol, there*ore, should pre3ede the establishment o* an e@tensive advertising program.
The dire3tor o* sales and the dire3tory o* laboratory to the su33ess o* the 3ompany. 9*
%C
either *ails, the progress o* the 3ompany 5ill be impeded. The sales manager may be able
to establish a temporary mar(et *or the produ3ts, but unless the laboratory supervisor sees
to it that 4uality is al5ays at a high level, the demand 5ill not be permanent. Dhen a
3ompany on3e slipa on 4uality it may ta(e years re3over 3ustomer good 5ill. .onsumers
ate slo5 to *orget disappointments,
,nd advertising 5ill not easily restore their 3on*iden3e 3ompanies that have 5ell-
established reputations *or produ3ts 3an maintain their mar(et mu3h easier. =ven in the
*a3e o* (een 3ompetition than those 5ho have not.
IMP/RTA4C- /1 I4T-%%I-4T A0>-RTISI4<
Mu3h o* the
advertising presented to the pubi3 the appeal it should have to *avorably impress
intelligent buyers. Some statisti3ian dis3overed that several million people in this 3ountry
are not o* high mentality and as a result many 5riters o* advertising 3opy point their
propaganda guns at a level that 5ill stri(e this minority group they overlool the *a3t that a
vastly larger group o* our population have the mental 3apa3ity to thin( *or themselves and
are there*ore 3apable o* understanding and appre3iating intelligent advertising there are at
least "" million people in the united states 5ho are 3apable o* reading, and
3omprehending the meaning o* 3are*ully 5ritten 3opy yet mu3h o* the advertising
approa3h is made 5ith 3artoons, se@y slants, soap operas, and similar types o* propaganda,
most o* 5hi3h is entirely unappre3iated by those millions o* people 3apable o* thin(ing at
a reasonably high level this type o* advertising 3heapens rather than glori*ies a 3ompany?s
%$
name or brand it sma3(sa o* gaudiness and e@aggeration rather then distin3tion and
dependable 4uality
,dvertising is
essentially publi3 relations its purpose is to 3onvin3e people that an organi/ation is high-
3lass 3ompany manu*a3turing a high-3lass produ3t advertising should tell 3onsumers all
about the goodness o* the produ3ts o**ered *or sale it should 3onvin3e Mrs. +uyer that the
3ompany brand o* mil( or 5ith 3on*iden3e.
Su3h an assignment is rot simple to 3arry out it is mu3h easier *or a 3ompany to
buy standardi/ed, mass-produ3ed advertising by simply inserting the 3ompany name in the
spa3e indi3ated by the agen3y , a 3ompany e@poses its 3ustomers to the same line i* atta3(
used by other dealers in other mar(ets. The sameness o* su3h advertising deadens rather
than stimulates the modules to buy that lies dormant in all potential 3ustomers. Gnly
highly gi*ted and e@perien3ed advertising 5riters 3an ma(e the appeal that has the
distin3tion, genuineness, and ror3e-dulness ne3essary to 3ause people to pre*er produ3ts o*
one 3ompany to those o* any other.
The dairy
industry lends itsel* to institutional advertising it is the 3ompany that must be soldL people
are more li(ely to sele3t a 3ertain brand i* they *eel *riendly to5ard the 3ompany itsel* i*
they believe the 3ompany is sin3ere, honest, progressive, and interested in supplying the
3onsumer 5ith a good produ3t at a reasonable pri3e, there 5ill be little sales resistan3e
5hen the time 3omes to buy .
%A
&airy
3ompanies, espe3ially those having national distribution, have an e@3ellent opportunity to
advan3e not only their o5n 3ause but that o* the entire industry as 5ell by the use o* a
3are*ully planned and intelligent method o* a34uainting the publi3 5ith the merits o* their
produ3ts the advertising and publi3 relations departments should 3ooperate in planning
their programs, *or their obje3tives are the same and their methods should be 3arried on at
the same level.
SA%-S PR/M/TI/4S P%A4S<
.onsumer
3onta3t may be reali/ed in a number o* di**erent 5ays, and e@perts disagree over the
relative merits o* ea3h approa3h to the problem usually dairy 3ompanies use di**erent *or
advertising their produ3ts, sele3ting those most appli3able to lo3al mar(ets and o* a total
3ost 5ithin the limits o* the advertising budget set up by the 3ompany.
1/RMS /1 0IR-CT A0>-RTISI4<
. 9n*ormative in3luded in this group are letters, pri3e lists, sales manuals
5indo5 and 3ounter displays banners 3ompany publi3ations, 3harts, menus, pa3(age
en3losures, pa3(age labels, 3ir3ulars, re3ipet boo(s, ne5spaper and maga/ine 3opy and
radio and television programs.
%<
!. Persuasive this group in3ludes personali/ed letters, post 3ards,
bro3hures, boo(lets , business-reply *orms, 3oupons, and premiums, a type o* material
long in popular use sales managers.
%. Reminders. To (eep the 3ustomer *rom *orgetting the 3ompany name
or brand, e@tensive use is made o* 3alendars, blotters, and novelty gi*ts, 5hi3h are sent to
the 3ustomer are letterheads and envelopes, business 3ards, orders, billboards, and spot
advertisements on radio and television.

Channel of 0istriAution<
, 3hannel i*
distribution is a 3hain through 5hi3h a produ3er trans*ers the o5nership o* his goods and
servi3es to his 3onsumers. .hannels o* distribution are also (no5n as middleman, agents
o* distribution and distribution 3hains. 9n *a3t a 3hannel i* distribution is a bridge to 3over
the gap bet5een the manu*a3turers and 3onsumers. The term 63hannel o* &istributionI
has been de*ined by many eminent authors. Some o* the important de*initions are as
*ollo5s.
Philip 6otler<

#"
=very produ3er see(s to lin( together the set o* mar(eting intermediaries is 3alled the
mar(eting 3hannel 1also trade 3hannel or 3hannel i* distribution2.
7illiam @2 Stanton<

, 3hannel o* distribution 1some times 3alled a traded 3hannel2 *or a produ3t is the rouT
ta(en by the title to the goods as they move *rom the produ3ers to ultimate 3onsumers o*
the industrial users.
Types of 0istriAution:
:A;0irect 0istriAution method:
'nder dire3t distribution method the manu*a3turer o* the produ3ers sells their
produ3ts under their o5n management. +ata, &em and Raymond are e@ample o* su3h
dire3t distribution method. They sell their produ3ts through the 3hain o* outlets open by
them over 9ndia.
:!; Indirect 0istriAution Method:
Dhen the manu*a3turers or the produ3er see(s see(s the help o* middleman
or agents to mar(et their produ3ts. 9t is 3alled indire3t distribution method. 'nder this
#
method a produ3er or manu*a3turers sell his produ3ts to 3onsumers through the 5holesaler
and retailers.
C; MiDed 0istriAution Method:
'nder mi@ed distribution method, the produ3ts are mar(eted, 5ith the help o*
both &ire3t and 9ndire3t distribution methods.
P.&;, Regional Mar(eting G**i3e, Shahjahanpur has adopted the route o*
indire3t distribution method o* mar(eting produ3ts. The management o* P.&;, has vested
the po5er o* appoint distributorsKsto3(iest in then 3omponent
,uthority. These distributionKsto3(iest are appointed *or the mar(eting o* the various mil(
produ3ts. , person, 5ho 5ishes to mar(et the mil( produ3ts have to deposit R.s.7""K- as
se3urity money to the P.&;. The P.&;, RMG has appointed some distributors 5ho bring
the mil( produ3ts to the retailers, and the retailers are re4uired to sell mil( produ3ts to the
3onsumers at a 3ommission basis. ;or the distributors o* mil( produ3ts there are separate
vehi3les, 5hi3h are engaged delivering the mil( produ3ts to its distributors. The P.&;,
RMG,
Supplies the mil( produ3ts to Renu(ot, +hadohi, Mir/apur, Gha/ipur, +alia and some
other eastern part o* 'tter Pradesh.
RM/Fs Channel of 0istriAution
Manufacturers
#!
G
RM/
G
0istriAutors
G
Retailers
G
Consumers
S7/T A4A%BSIS
* AFS U ,E,9),+9)9TH

,;;GR&9+9)9TH
,..=PT,+9)9TH
Product Parag Milk
S U STR=NGT:
Dhat is the 3ase 3ause *or the Sale o* mil(S
. ,E,9),+9)9TH
!. P',)9TH
%. P',NT9TH
#%
#. &9;;=R=NT P,.K S9N=
7. ,..=PT,+9)9TH
C. ,;;GR&9+9)9TH
$. +R,N& 9M,G=
A. &9STR9+'T9GN N=TDGRK 1.:,NN=)2
7 U 7-A64-SS
.
M9N9M'M .G)& STGR,G= .,P,.9TH
!. .GMP,R,T9E=)H :9G:=R PR9.=
%. NG PRGMGT9GN NG R=P),.=M=NT PG)9.H
/ U /PP/RT"4ITB
. .GE=R,G= G; S:,8,:,NP'R
!. ,PPG9NT &9STR9+'TGR TG 9N.R=,S= S,)=
%. ,PPG9NT &9STR9+'TGR TG 9N.R=,S= S,)=
#. 9N.R=,S= T:= S'PP)H &'R,T9GN
T U T8R-ATS
. MGR= M,RG9N +H .GMP=T9TGRS
!. R=&'.=&M =VP=NS=
##
%. .GMP=T9TGRS S=))9NG T:= PRG&'.T ,T )GD=R PRG.=
+y this analysis 5e 3ome to (no5 5hat is our strength > 5ea(ness. 9t
tells the position o* the 3ompany. 9t help in in3reasing the sale o* the produ3t 5hi3h
ultimately in3rease the pro*it o* the 3ompany.9t gives the a33urate position or 3orre3t
position o* mar(et.


/P-RTI/4 1%//0 I4 "2P2
The operation *lood 5as laun3hed in <A!. The main obje3tive o* the operation ;lood
5ere-
. To 3olle3t the mil( dire3tly *rom produ3er through 6,N,N&
P,TT=RNI.
!. To ensure the supply o* 4uality mil( in major to5n areas in the state.
%. To ma(e the produ3ers and the 3ustomers the 3lote o* middleman.
#7
The above obje3tive have to be a3hieved through a pro*essionally managed three 3o-
operative i.e. village level primary 3o-operative &istri3t )evel mil( unions and state )evel.
PRICI4 P/%ICB<
, poli3y is a guideline *or a3hieving a pre-determined obje3tive. The ultimate
obje3t o* any enterprise or organi/ation is to earn ma@imum pro*it through ma@imum sale.
;or the a3hievement o* this obje3tive, it be3omes imperative, that the pri3e o* the produ3ts
must be determined only a*ter a 3are*ul 3onsideration and tal(ing into a33ount all the
aspe3ts o* pri3ing poli3ies to be adopted by an organi/ation and a good organi/ation has to
sele3t any one o* them suitable *or it.
9* the mar(et *or a produ3t is highly 3ompetitive very lo5 pri3es may be *i@ed to
boost the 3ompetitors. 9n the absen3e o* 3ompetition, high pri3es may be *i@ed thus
#C
earning high pro*its pri3ing poli3ies may be adopted in di**erent mar(et 3onditions and in
di**erent stages o* the li*e 3y3le o* a produ3t The pri3ing poli3y o* P.&; , RMG is highly
*le@ible in the 5inter season, there is a glut o* mil( in the mar(et but the 3onsumption o*
mil( remains the same, to sell this e@3ess mil(, pries may be lo5ered by 3ompetent
authority o* P.&; ,on the other hand, mil( being a perishable 3ommodity, it dies nit last
long in the summer season and there is a de3ease in the produ3tion o* mil(, but the
3onsumption i* mil( may be in3reased &i**erent rural 3ommittees appraise the 3ompetent
authority i* P.&; about the prevailing state i* mil( produ3tion and mil( pro3urement.

C/MP-TIT/RS /1 PARA
+utter, &eshi Ghee and s(immed mil( po5der are the main produ3ts distributed through
RMG Shahjahanpur these produ3ts are mar(ed in and around Shahjahanpur.
9n 3ase i*
butter, the 3hie* rival brand o* P,R,G is ,mul it is really a good produ3t but due it the
normally in its supply in Shahjahanpur it has been able to retain its hold in the mar(et.
P,R,G butter is doing 5ell and its mar(et share is parallel to that an ,mul in
Shahjahanpur.
#$
9n 3ase o*
s(immed mil( po5der, some multinational 3ompanies have a minor presen3e in the
mar(ets all Gver 9ndia so P,R,G s(immed mil( po5der 3ould not do and is nit doing
5ell in the mar(et and is struggling to survive.
Same thing is
happening 5ith its produ3t &airy 5hitener. 9t has no 5ay multinational 3ompanies and is
not doing 5ell ij the mar(et and is struggling to survive.
Same thing is
happening 5ith its produ3t &airy 5hitener 9t has no 5ay multinational 3ompanies and
other +rands P.&; and laun3hing its baby *ood in a highly 3ompetitive mar(et.


%iHuid Milk Sale 0escription
September
#A
Milk AcHuiring 0escription
Year
2010.11 2011.12 2012.13
April 4214 5441 7043
May 3123 3457 4538
June 2802 2879 5559
July 3148 4646 5170
August 2668 6222 5134
September 3836 9133 7662
Ot!ber 4233 7742 7942
"!#ember 3334 7605 17724
$eember 5618 7428 17488
January 7325 8870 19958
%ebruary 8346 9150 22881
#<
Mar& 7395 8864 20082
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Series1 Series2 Series3

7orking Committees
Year
September
7"
0
100
200
300
400
65.9 172.1 235.1 375.75
(ty)M.*.+
Cattle 1ood Sale 0escription
Year 2009.10 2010.11 2011.12 2012.13
(ty)M.*.+ 65.9 172.1 235.1 375.75
7
Specific Physical Achie#ements In Pre#ious
Bears !y /rg /ne i#en !elo&
,artiulars year year year year
2009-10 2010-11 2011-12 2012-13
.!r/ing !mmittee 252 281 293 304
Member s&ip 14195 14495 15655 17265
mil/ pr!0uti!n 4825 4670 6786 11838
Sale !1 li2ui0 mil/ 1601 1279 1320 1366
Sale !1 animal 1ee0s 65.9 172.1 251.75 375.75
7!
These Are the 0escription of Physical
Achie#ement of April '()* of '()'+)*
,artiulars April April *arget A&ie#ement
2013 2013
.!r/ing !mmittee 286 300 286 300
.!r/ing Member s&ip 11497 11165 11497 11165
Member s&ip 5749 7165 5749 7165
mil/ pr!0uti!n 12000 12252 12000 12252
Sale !1 li2ui0 mil/ 1820 1985 1820 1985
Sale !1 animal 1ee0s 36 16.25 36 16.25
7%
0escription of "sing Capacity of !ulk
Milk Cooling Plant


M!nt& A#erage &an0ling
"!#-12 2433
$e-12 2598
Jan-13 3162
%eb-13 3978
Mar-13 4158
7#

0escription of "sing Capacity of !ulk Milk
Cooling Plant
M!nt& 3tili4ati!n !1 apaity
"!#-12 48.605
$e-12 51.905
Jan-13 63.205
%eb-13 79.905
24336 155
25986 165
31626 195 39786 245
41586 265
"!#-12
$e-12
Jan-13
%eb-13
Mar-13
77
Mar-13 83.165
Situation of use Aefore appro#ed amount
under I20202P2 planning &ithin last years2
Hear =@penditure
Appr!#e0
2008-09 56.36 56.36
2009-10 46.993 46.993
2010-11 41.356
41.356
3tili4ati!n !1 apaity
"!#-126
48.605
$e-126
51.905
Jan-136
63.205
%eb-136
79.905
Mar-136
83.165
7C
Inte&sine mini 0airy project progress detail
:Tart to march '()*;
Mini $airy 1!un0ati!n aim
%%<
7eni1iiaries seleti!n
$!%
Submissi!n !1 applieeti!n t! t&e ban/
7A
$ebt !n l!an appr!#e0 by ban/
!<<
$istributi!n !1 ban/ l!an 0!es 1
!#7
$istributi!n !1 ban/ l!an 0!es 2
7
,ur&ase0 attle n!
!<"
8nsuran attle
!CC
8mpl!yment
%$
mini 0eiry 1!un0eti!n n!
!A<
0
10
20
30
40
50
60
Appr!#e0 9:pen0iture
2008.09
2009-10
2010-11
7$
0
100
200
300
400
500
600
700
800
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0etails of milk &ay and concerned &ith cold
strongE !MCEIMCE conducted Ay organi=ation
in year '()'+)* are as follo&s<
;!l0 st!rage ;!merae0 mil/ <ay "! !1 !mmittees A#erage mil/ 2uantity
S&a=a&anpur 4 180 6000
8.am..u. 1 100 4000
7.am.. 2 50 1000
7A
0
1000
2000
3000
4000
5000
6000
;!merae0
mil/ <ay
"! !1
!mmittees
A#erage mil/
2uantity
S&a=a&anpur 8.am..u. 7.am..
0etails of current assests and liaAilities
&ues
>upies 8n la/&
;uel .A"
10-<!men 0eiry pr!=et
.<C
8ntensi#e mini 0eiry pr!=et
.<A
*ransp!rters
#.A"
Sta11
7.""
$istt planning
<."<
Mil/ 0ues
%%.""
t!tal 7$.C%
7<
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10
20
30
40
50
60
70
%
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9n my assigned topi3 FM,RK=T ,N,)HS9S G; P,R,G M9)K ,N& 9TS PRG&'.TS
9N S:,:8,:,P'R? under the guidan3e o* Mr. Sanjeev Srivastava 9 have to pass
through di**erent aspe3ts o* mar(et.
Gver the last 3onsumer behavior has re3eived in3reasing attention o* resear3hers
and others 5hile this is most 5el3ome, sometimes it is *ound that many irrational and
uni*ormed 3on3lusions are dra5n 5ith respe3t to the nature o* 3onsumer de3isions. 9n the
*ield o* mar(eting is the 3onsumer behavior that ultimately de3ides the state o* mar(et
and mar(eter the obje3tive o* my study is to analy/e the needs o* *lavored mil(
C"
3onsumers. +uyers in*luen3e ultimately produ3t pri3e pla3e and promotion de3ision
5hi3h determines the mar(eting mi@.
=**e3tive
mar(eting de3isions are based on sound in*ormation the. ;un3tion o* mar(eting resear3h is
to provide in*ormation that 5ill assist mar(eting managers in ma(ing de3isions
in*ormation is needed to identi*y problems and to solve the as they have been identi*ied.
, resear3h
pro3ess involves identi*ying a management problem, translating that management problem
into a resear3h problem and 3olle3ting, analy/ing and reporting the in*ormation spe3i*ied
in the resear3h problem. , good resear3h proje3t results in helping to best de3ision, that
3an be made at the least
.ost o* ma(ing it. , 3ompetently 3ondu3ted mar(eting resear3h proje3t helps to identi*y a
stru3ture and solve a mar(eting problem. The in*ormation it provides 5ill have the
meaning to the manager 5ho is going to use it so that it 5ill be relevant to his per3eption
about the problem and 5ill be re4uire level o* a33ura3y and it 5ill have been obtained by
using the methods and ma(ing appropriate measurement *or the problem.
The 3ompany?s name is Pradeshi3 .o-operation &airy *ederation )td.. The head o* is at
industrial area, Raushar (othi Shajahanpur The 3ommon brand name o* the 3ompany is
6P,R,GI is the pollen o* *lo5er.
C
The national
&airy &evelopment +oard 5as 3onstituted under the ministry o* agri3ulture. National
development board e@tends *inan3ial and te3hni3al help to the regional dairy *ederation o*
all the states under operation *lood. Regional dairy *ederation in 'ttar Pradesh is (no5n as
Pradeshi( .o-operative &airy *ederation. 9ts head o**i3e is situated at par( road in &ugdh
Saha(ari Sangh under supervision and 3ontrol to the head o**i3e.
The main
obje3tive behind the establishment o* mil( *ederation is to en3ourage small mil( *a(ers to
produ3ing them *air pri3es *or their mil( produ3ts 'nemployment and the pri3e o*
essential 3ommodities are going up simultaneously that is 5ay government provides loan
*a3ility to the rural *ol(s to pur3hase mil( giving 3attle so that they 3an be 3urved. The
rural 3ommittees are
set-up *or providing better 4uality o* *odder as 5ell as arti*i3ially to get the veterinary
*a3ility is also provided to the *ormers by these 3ommittees.
9n the year
<A% P.&; )td. Started 5or(ing under Gperated ;lood 9 15ith Revolution2 s3heme,
mostly units o* mil( saha(ari board 5here 3onne3ted under operation *lood-99, having the
name &ugdh 'tpada( Saha(ari Sangh 1&'SS2 )td. Ta(es royalty o* the 3ommon brand
name P,R,G and all the important poli3y de3isions are ta(en by Pradeshi3 .o- operative
&airy ;ederation )td Dho monitors to all the &'SS )td. i. e. Earanasi and Kanpur et3.
C!
P,R,G provides hygieni3, nutritious mil( produ3ts 9n the year <A% operation
;lood-99 s3heme 5as 9aun3hed, main obje3tives o* the operation *lood 5ere the
*ollo5ing:
To 3olle3t the mil( dire3tly *rom the produ3ers 1 villagers through so3ieties 2.
To insure the supply o* 4uality mil( 3olle3ted *rom the villagers 5hi3h is deing sold in
major mar(et area o* the 3ities.
To save the produ3ers 1villagers2 and the 3ustomers *rom the 3lut3hes o* middle man .
The mil( is 3olle3ted *irstly through the so3iety level then it 3omes to P.&;) level
;inally it 3omes under the state level i.e. *ederation.
There are *our regional mar(eting o**i3es in allover 'ttar Pradesh, 5hi3h ate
engaged in the mar(eting o* mil( produ3ts. )i(e, &esi Ghee, .heese S(immed mil(
po5der, &airy Dhitener and +utter et3 . The o**i3es are lo3ated in Earanasi, Rampur,
)u3(no5 and Meerut respe3tively
Research Methodology
. Gbje3tive o* Resear3h
!. Resear3h design
%. sampling &esign
C%
#. .onstru3tive Puestionnaire
7. ;ield Dor(
C. )imitations
C#
PART+II

/Ajecti#e /f Research
The purpose
o* Resear3h is to dis3over ans5er to 4uestions through the appli3ation o* s3ienti*i3
pro3edures. The obje3tive o* this resear3h is to s6Mar(et ,nalysis o* Parag Mil( ,nd Mil(
Produ3tion 9n ShahjahanpurI. The tudy the main aim is to *ind out truth 5it3h is hidden
and 5hi3h has not been dis3overed.
C7
)2 To *ind out the
3onsumption > mar(et share o* &airy Mil(.
'2 To *ind out the
3onsumption > mar(et share o* &airy Ghee.
*2 To *ind out the
3onsumption > mar(et share o* &airy +utter.
,2 To *ind out the
3onsumption > mar(et share o* &airy Paneer.
R-S-ARC8 0-SI4
, resear3h design is arrangement o* 3ondition *or 3ollation and analysis o* data in the
manner that aims to 3ombine relevan3e to the resear3h purpose 5ith e3onomy in
pro3edure. Resear3h design is a 3on3eptual stru3ture 5ithin a resear3h is 3ondu3ted.
CC
Dhile
developing the resear3h design, the resear3h pays attention on some points su3h as :
"4I>-RS- <
The *irst step
in developing any resear3h design is to 3learly de*ine set o* obje3ts , te3hni3ally 3alled the
'niverse 5hi3h is to be studied. The universe 5as de3ided as some spe3i*i3 area o*
Shahjahanpur.
SAMP%I4 "4IT <
,
de3ision has to be ta(en 3on3erning a sampling unit be*ore sele3ting a sample. The
sampling unit 5as de3ided as the o33upational unit 0 +usinessmen, Pro*essionals
,=@e3utive and others. The data 5as 3olle3ted through these units.

SII- /1 SAMP%-<
This re*ers to number o* items that 5ere sele3ted *rom the
universe to 3onstitute a sample. This is a major problem be*ore any resear3her. The si/e o*
the sample should be neither large nor small. 9t should be at an optimum. Gne more thing
5hi3h is to be 3onsidered is the budget available in the sample design, 5hi3h the
resear3her has de3ided to be 7"".
C$
AR-A /1 I4T-RS-T <

The area o* interest in the proje3t 5as to meet the de3ision mar(er in house 5ho ta(es the
*inal de3ision 5ith the help o* ;amily members, ;riends +usiness asso3iation et3, in
buying mil( > mil( produ3t.
SAMP%I4 PR/C-0"R-<

;inally the resear3h de3ided the type o* sample and the te3hni4ue involved in sampling.
The 3riteria 5hi3h 5as *ollo5ed is:
)2 Sample must be true representative o* the 'niverse
'2 Sample must be o* su3h nature that results small errors.
*2 Sample must be that basis 5hi3h 3an be 3ontrolled.
,2 Sample study should vie5 general appli3able vie5 5ith reasonable
level o* 3on*iden3e.
SAMP%- 0-SI4 <

Non probability sampling is used by the resear3her in the 5ay to data 3olle3tion. 9t is also
(no5n as deliberate sampling , opposite sampling , judgment sampling. 9n this type o*
sampling, resear3her 3hooses any person in the population 5ho 3an solve his problem.
CA

:o5ever, in this sampling, there is no assuran3e that every element has some spe3i*i3
3han3e o* being in3luded in the sample. Sampling error 3an no be estimated and the
elements o* bias are al5ays there. This type o* sampling is adopted be3ause o* its relative
time and money inherent
SAMP%4 0-SI4<
The method o* sample sele3tion e@e3uted *or the purpose
o* dra5ing out 3on3lusion is strati*ied random sampling method.
Strati*ied
random sampling is a *orm o* systemati3 sampling in 5hi3h the population is *irst divided
into a number o* strata on the basis o* di**erent 3riteria. , simple random sample is ta(en
*rom ea3h stratum and su3h samples are brought together to *rom the total sample. The
proportion in 5hi3h these elements appear
in the total saple is di**erent *rom the proportion in 5hi3h the strata *rom 5hi3h they have
been dra5n and appear in the population.
C/4STR"CTI4 ?"-STI/44AIR-


.onstru3tion o* appropriate and 4uestionnaire needs a lot o* attention 3lear vie5 o*
the problem in study.

C<
,*ter having a 3lear vie5 o* the problem , the resear3her de3ides to have some obje3tive
type o* 4uestions and some open ended 4uestions. Puestions should be small and must be
3onstru3ted 5ith vie5 o* their *orming a logi3al part o* 5ell throughout tabulation plan.
Then the 4uestions 5ere arranged in logi3al *orm and the rough dra*t 5as 3he3( *or
te3hni3al *aults. The de*aults identi*ied 5ere removed. Then the pilot study 5as
underta(en *or pre-testing o* the 4uestionnaire may be edited in the light o* the results o*
the pilot studying. ,*ter the test ne3essary amendments 5ere ma(ing and *inal
4uestionnaire 5as prepared *or resear3h 5or( to be 3arried out.
1I-%0 7/R6
The test o* data 3olle3tion is al5ays a 3hallenging job. The resear3her adds intervie5
method *or the purpose.
I4T-R>I-7 M-T8/0
$"
The resear3h used personal intervie5 method *or data 3olle3tion. The intervie5 5as
3arried out in a stru3tured 5ay 5here ea3h and every 4uestion had a purpose 5as no pre-
determined order set *or the 4uestions. The intervie5er 5as *ree to as( supplementary
4uestion i* needed. :e 5as also allo5ed to 3hange the se4uen3e o* the 4uestions.
The resear3her
*ound personal vie5 o* ea3h respondent and also observed very things , 5hi3h made the
5or( o* data 3ollation a bit easier. Supplementary in*ormation 5as also 3olle3ted 5hi3h
made interpretation 5or( valuable.
%IMITATI/4S
)2 The resear3h is restri3ted to the Shahjahanpur mar(et and houses only.
'2 The resear3h is restri3ted to mil( > mil( produ3t 3onsumers only.
Non-3onsumers are not part o* resear3h.
$
*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
$!
. 9n3ome 19n Month2:-
+elo5 7,""" 7!
7,"" to ",""" !#%
","" to 7,""" %C
,bove 7,""" $"
$%
#<O *amilies lying bet5een Rupees 7,"" to ",""" monthly in3omes, !$O *amilies earn
","" to 7,""". The *amilies, 5hose monthly in3ome is above 7,""", are 3over #O in
number > "O *amilies 3ome under the monthly in3ome o* belo5 7"""
'. G33upation -:
+usinessman <<
Pro*essional !$<
Gthers !!
Income roup
Classification
7el!< 56000
105
56001-106000
495
106001-156000
275
156000 Ab!#e
145
$#
/ccupational %e#el Classification
7usinessman
405
,r!1essi!nal
565
Ot&ers
45
9n Shahjahanpur there are 7CO pro*essional, #"Obusineesman and #O others out o* ""O
%. &o you use mil(-:

$7
Milk Consumption of Family
Yes
985
"!
25
,s usual <AO *amily o* Sahahjahanpur 3onsumer mil( and e@3eptionally !O do not
3onsume.
#. :o5 mu3h Mil( 3onsume by your *amily in a dayS


+elo5 liter %"
+et5een - 7 liters %%7
+et5een 7-" liters !7
,bove " liters "
$C
Three hundred thirty *ive *amily o* Shahjahanpur 3onsume only liter mil( and remaining
!7 *amilies out o* #<" 3onsume 7-" liter mil(.
7. +y 5hi3h mean do you buy Mil(S
&airy Mil( %"
)o3al Eendor %C"
Milk Consumption By The Family In A
+elo5
liter
!$O
7et<een
- 7 liters
CAO
+et5een
5-10
liters
7O
,bove
10 liters
05



$$
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 %"
Puality 77
,vailability %7
Gthers "

Mean of purchase of Milk by Family
$airy
Mil/
275
l!al
#en0!r
735
$A
Reason To Purchase Dairy Milk
,rie
235
(uality
425
A#ailability
275
Ot&ers
85
,s it is 3lear *rom the 3hart that #!O a33ept dairy mil( due to its 4uality and !$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 GheeS

Hes #C"
No #"
$<
FamilY Who ses !hee
Yes
925
"!
85
<!O *amilies use ghee and only AO *amilies do not use ghee.
$. :o5 mu3h Ghee 3onsume by your *amily in a monthS
A"
Consumption "f !hee By The
Families
M!re 6 3 /.
g.
35
7el!< 61 /.
g.
605
7et<een 1
t! 2 /. g.
325
7et<een 2
t! 3 /. g.
55
Most o* the *amilies 3onsume (g Ghee, to ! (g Ghee 3onsumed by #< *amilies. !
;amily 3onsume !-% (g Ghee and remaining C *amily 3onsume more than % (g Ghee in a
month.
+elo5 , (. g.
+et5een to ! (. g.
+et5een ! to % (. g.
More , % (. g.
A
<. +y 5hi3h mean do you buy GheeS
Parag &airy 7%
)o3al Ghee vendor %"$
Mean of Purcha#e
,arag $airy
335
?!al @&ee
#en0!r
675
C$O *amilies buy Ghee *rom lo3al ghee vender and other %%O *amilies out o* #C" buy
*rom Parag &airy2
A!
" . 9* you ta(e Parag Ghee then 5hy
Pri3e <!
Puality %
,vailability !"
Gthers "
Reason To Purcha#e Dairy !hee
,rie
605
(uality
205
A#ailability
135
Ot&ers
75
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%

. &o you use +utterS
Hes %A%
No $
Family Who ses Butter
Y9S
775
"O
235
$$O *amilies out o* 7"" *amilies use butter and !%O *amilies do not use butter.
A#
!. :o5 mu3h +utter 3onsume by your *amily in a monthS
+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 A
Month
+elow ,1 k. g.
34%
Between 1 to 2
k. g.
44%
+et5een ! to % (.
g.
14%
More , 3 k. g.

8%
A7
%. +y 5hi3h mean do you buy +utterS
Parag &airy A"
,mul !"%


7%O *amilies li(e ,mul butter and remaining #$O *amilies use Parag &airys butter2
Mean of Purcha#e of Butter
Parag &airy
#$5
,mul
7%O
AC
#. 9* you ta(e Parag +utter then 5hy S
Pri3e <$
Puality %$
,vailability %"
Gthers C

7%O *amilies go *or pri3e, !O *amilies go *or 4uality > due to availability $O *amilies
li(e parag butter.
7. &o you use PaneerS
Reason To Purchases Dairy Butter
Pri3e
7%O
Puality
!O
,vailability
$O
Gthers
<O
A$
Hes ##7
No C7


A$O *amilies use Paneer and remaining %O *amily don?t use paneer.
C. :o5 mu3h Paneer 3onsume by your *amily in a monthS
Family Who uses Paneer
Hes
A$O
"!
%O
AA
+elo5 , (. g.
+et5een to ! (. g.
+et5een ! to % (. g.
More , % (. g.
Consumption of Paneer By A Family
in A Month
0
50
100
150
200
250
7el!< t&an
1 /. g.
7et<een 1
A 2 /. g.
7et<een 2
A 3 /. g.
M!re t&an 3
/. g.
Consumption of Paneer
F
a
m
i
l
i
e
s
!%" *amily 3onsume paneer -! (g, !7 *amily use (g, andC7 *amily 3onsume !-% (g
paneer and remaining !7 *amily out ##7 3onsume more then % (g paneer in a month
$. +y 5hi3h mean do you buy PaneerS
A<
Parag &airy #<
)o3al Paneer Eendor !<C

C$O people out o* ##7 *amilies pur3hase paneer *rom )o3al paneer vender and remaining
%%O *amilies buy *rom Parag &airy.
A. 9* you ta(e Parag Paneer then 5hyS
Pri3e #$
Mean of Purchase of Paneer
Parag &airy
%%O
)o3al
Paneer
Eendor
C$O
<"
Puality 7%
,vailability %$
Gthers !

%7O *amilies out o* #< *amilies li(e Parag Paneer due to its 4uality, %!O *amilies li(e
Parag Paneer be3ause o* its pri3e, other !7O *amilies pre*er it *or its availability and
reaming AO *amilies pre*er Parag Paneer due to some other reason
Reason To Purchase Dairy Paneer
Pri3e
%!O
Puality
%7O
,vailability
!7O
Gthers
AO
<
1indings
.
Recommendation
1indings
<!
. ,s there is no doubt That Parag Mil( is re3ogni/ed by its 4uality that is 5hy most o*
the ;amily in Shahjahanpur pre*er Parag Mil(. ,vailability o* the produ3t and pri3e are
the other *a3tor by 5hi3h it is pre*erred by the people.
!. ,s Parag &airy a5are 5ith its responsibility be3ause o* this one hundred *i*ty three
*amily pur3hase ghee o* Parag &airy.
%. Parag dairy provide Ghee in the mar(et at lo5 pri3e in 3omparison o* other 3ompany so
it is pre*erred by <! *amily in Shahjahanpur.
#. Parag dairy provide the best 4uality o* butter in the mar(et o* Shahjahanpur. They are
very 3ons3ious about their produ3t 4uality and pri3e. This results as a large no. o* *amily
li(e butter o* Parag &airy.
7. 9n the re*eren3e o* Paneer, Parag &airy is used by one hundred *orty nine *amily in
Shahjahanpur.
C. Most *amily li(e Paneer o* Parag &airy be3ause o* its 4uality. Gther *a3tors o* its
popularity amongst people are pri3e and availability.
$. #<O *amilies lying bet5een Rupees 7,"" to ",""" monthly in3omes, !$O
*amilies earn ","" to 7,""". The *amilies, 5hose monthly in3ome is above 7,""", are
3over #O in number > "O *amilies 3ome under the monthly in3ome o* belo5 7""".
A. 9n Shahjahanpur there are 7CO pro*essional, #"Obusineesman and #O others out o*
""O
<. ,s usual <AO *amily o* Sahahjahanpur 3onsumer mil( and e@3eptionally !O do not
3onsume.
<%
".Three hundred thirty *ive *amily o* Shahjahanpur 3onsume only liter mil( and
remaining !7 *amilies out o* #<" 3onsume 7-" liter mil(.

.Eendor are the measure sour3e o* mil( provider in Shahjahanpur 5ho
provided mil( to $%O *amilies and other !$O *amilies provided by &airy mil(.
!. ,s it is 3lear *rom the 3hart that #!O a33ept dairy mil( due to its 4uality and !$O go
*or dairy mil( be3ause o* availability !%O *amily li(e dairy only *or the pri3e and
remaining AO out o* ""O a33ept dairy by other reason.
%. <!O *amilies use ghee and only AO *amilies do not use ghee.
#. Most o* the *amilies 3onsume (g Ghee, to ! (g Ghee 3onsumed by
#< *amilies. ! ;amily 3onsume !-% (g Ghee and remaining C *amily 3onsume more
than % (g Ghee in a month.
7. C$O *amilies buy Ghee *rom lo3al ghee vender and other %%O *amilies
out o* #C" buy *rom Parag &airy2
C. Pri3e is the main *a3tor by 5hi3h reason C"O *amilies out o* 7%
pre*er Parag ghee and !"O *amilies pur3hases *or 4uality.
$. $$O *amilies out o* 7"" *amilies use butter and !%O *amilies do not
use butter.
A. $" *amily 3onsume to ! (g butter % *amily 3onsume (g and
other 7! and %" *amily 3onsume !-% (g and more than % (g butter in a month.
<#
<. 7%O *amilies li(e ,mul butter and remaining #$O *amilies use Parag
&airys butter
!". 7%O *amilies go *or pri3e, !O *amilies go *or 4uality > due to
availability $O *amilies li(e parag butter.
!. A$O *amilies use Paneer and remaining %O *amily don?t use paneer
!!. !%" *amily 3onsume paneer -! (g, !7 *amily use (g, andC7 *amily
3onsume !-% (g paneer and remaining !7 *amily out ##7 3onsume more then % (g paneer
in a month
!%. C$O people out o* ##7 *amilies pur3hase paneer *rom )o3al paneer vender
and remaining %%O *amilies buy *rom Parag &airy
!#. %7O *amilies out o* #< *amilies li(e Parag Paneer due to its 4uality, %!O
*amilies li(e Parag Paneer be3ause o* its pri3e, other !7O *amilies pre*er it *or its
availability and reaming AO *amilies pre*er Parag Paneer due to some other reason
<7
R-C/MM-40ATI/4
)2 The behaviors o* transporters should be 3ongenial be3ause this may
result into dis3ountment o* retailers.
<C
'2 The pro*it margin is very lo5 in 3omparison to other brands o* mil(
available in the mar(et, so the pro*it margin should be raised to a reasonable e@tent.
*2 The 3ompany should provide promotional tools su3h as =le3tri3 Sign
+oard, Tin +oard, +anners, posters to retailers *or in3reasing the sales.
,2 The &airy sta**s visit should be on regular basis on regular basis on
de*ined routes and should be aimed upon *urthering the relations 5ith retailers.
J2 The 4uality and 4uantity should be as satis*ying as given in the
advertisement.
92 ,dvertising has great impa3t on the mind o* the people so various
advertising strategies should be adopted *or the publi3ity.
K2 The sele3tion o* an agent or dealer should based on the *inan3ial
position and lo3ating o* his shop.
L2 the 3ompany should provide di**erent sales promotional programmers
and s3hemes to the dealers and 3onsumers.
32 There should not be any adulteration and mi@ture in the pa3(ed Mil(
li(e syntheti3 3hemi3als e.g. 'rea et3.
)(2 ;a3tory should be mire hygieni3 than the present 3ondition. .ompany
should pay more attention to5ards 3leanness o* *a3tory.
))2 The preservation should be proper and as possible as it should be *resh
to avoid 3omplaint regarding *oul small.
<$
)'2 The pa3(ing should be attra3tive and perishable and good *rom
hygiene point o* vie5.
)*2 P,R,G Mil( +ar should be established 5ithin t5o (ilometer.
),2 &oor to &oor supply o* P,R,G Mil( should be given to permanent
3onsumers.
)J2 Mil( should be taste*ul *or 3hildren.
)92 9n3entive should be given to permanent 3onsumers.
)K2 .ompany should ma(e the people a5are about the *lavored mil(
)L2 .ompany should ma(e the people a5are about the *lavored mil( as it
is very outdated and due to ris( i* brea(age, people do not pre*er to 3arry it in bul(.
)32 The 3ompany should add the 3rushed pie3es o* the respe3tive *lavors
in the bottles o* *lavored mil(.
'(2 .ompany should mar(et their produ3t.
')2 The 3ompany should laun3h the ne5 *lavor i* 3o**ee in the mar(et.
''2 Produ3t should be available at all the outlets
'*2 .ompany should in3rease margins in the mar(et.
',2 .ompany should promote their produ3ts in the main mar(et through
ma@imum margin, better servi3e repla3ement, better supply providing transparent
re*rigerators, 3ounter bo@ disp"lay and also through posters and banners.
'J2 .ompany should promote their produ3t in the mar(et 5here ma@imum
young boys and girls 3olleges are situated.
<A
'92 :aving some vie5 (eeping in mind be*ore planning to provide any
s3heme, they should e4ually ma(e a5are about the s3heme to the big as 5ell as smaller
retailers
Keeping in vie5 the in3reasing importan3e o* the need to study the 3onsumer
behavior and the *ast 3hanging s3enario at the international and national level, there e@ist a
vast potential *or ensuring resear3h studies in this *ield. )u3(no5, though being one o*
the older 3ities, e@perien3e o* the latest te3hnologi3al advan3es, need to studies through in
order to help the mar(eter to a33ommodate in the ne5 developing and up3oming mar(et.
. The in3reasing edu3ation among 5omen has made them analyti3al i*
the produ3t 3ontents and its a**e3t on the *amily members. 9t needs to be seen that more
in*ormation in terms o* details regarding the 4uality o* the produ3t should be avoided so
that the 3onsumers are mire motivated to e@periment ne5 and latest produ3t being
laun3hed in the mar(et.
!. There is need to o**er more re5ard s3hemes in order to *inan3ially
motivate and attra3t the 3onsumers. ;or this, a detailed des3ription o* a s3heme along
5ith the bene*its should be available to 3hee( 3on*usions among the 3onsumers.
%. +e*ore laun3hing a ne5 produ3t, the mar(eter must study the needs
and demands i* the target 3onsumes. 9* the produ3t is up to their standard o* s3rutiny, the
3onsumer 5ould be promoted to buy it.
#. The produ3t should also be easily available at the nearest retail outlets.
;or result orient and e**e3tive mar(eting e**orts, mire emphasis should be pla3ed on the
<<
4uality o* the produ3t and it 5as noti3ed that poor 4uality drive a5ay the potential
3onsumers.
7. The mar(eter should also ta(e help o* pro*essional surveyors or
resear3her 5ho are a5are o* the impli3ations o* the psy3hoanalysis. This 5ould in turn
help in dis3overing di**erent hidden *a3tors o* 3onsumer re4uirements 5hi3h 5ould enable
the mar(eter to e@ploit more e**i3iently the target mar(eter to e@ploit more e**i3iently the
target mar(et 5ithout hampering the 3onsumers interest.
C. The 3onsumers o* )u3(no5 demand more attention 5here 3onsumer
edu3ation is 3on3erned. Though everyone is involved in some 5ay or another in buying
pro3ess, they are s3ar3ely a5are o* their right as 3onsumers.
$. Produ3ts should be made a33ording to the 3onsumer desire regarding
taste, pri3e and availability and the produ3t should also be available at ea3h pla3e every
time by maintaining this, the 3onsumers are not *lu3tuated to5ards other brands due to
unavailability.
A. People should be made a5are o* the di**erent *a3ts *or e@ample,
reading 3ontents o* the pa3(age be*ore pur3hasing, 3he3(ing the retail pri3e, data and year
o* manu*a3ture et3, as maintained on the 3over so to avoid unne3essary out3omes.
<. No5adays, parents are more health 3ons3ious so the 3ompanies in
their advertisement 3ampaign should give more emphasis on the ingredients in the
pa3(ages.
""
". There should be some pa3(s a33ording to the rural mar(et demand, but
the 4uality should be maintained a33ording to the 3ompanies re3ommended e@pense.
. Prote3tion ,3t at the same time, the 3omplaints 5ho are graduates
should be en3ouraged to *ight their o5n 3ases so as to 3he3( the in*lu@es o* advo3ates 5ho
end up earning and demanding more than the a3tual 3ompensation.
C/4C%"SI/4
The study 5as done on in Shahjahanpur 3ity based on data analysis, *indings and
re3ommendation about branded and mil( 5ere made.
9
per3eive the pradeshi( .o-operative &airy *ederation, RMG shahjahanpur 5ill diversity
into mar(eting o* some mil( produ3ts in *uture, and by adoption o* ne5 mar(eting tools it
5ill its pri3e stru3ture e**e3tive and 4uality o* produ3ts in *uture and by adoption o* ne5
mar(eting tools it 5ill ma(es its pri3e stru3ture e**e3tive and 4uality o* produ3ts better in
order to provide ma@imum satis*a3tion to the 3onsumers.
, 3onsumer de3ision ma(ing to sele3t a parti3ular produ3t *rom among
di**erent produ3ts is 4uite 3omple@. , number o* *a3tor?s in*luen3e his de3ision su3h as
"
the image o* the manu*a3turer, the pri3e o* produ3t, it?s brand name, pri3es, et3. hen3e an
analysis o* the e@tent o* the impa3t o* these *a3tors on a 3onsumers de3ision ma(ing
pro3ess 5ill provide some youth*ul aid to mar(eting e@e3utives in determining the pri3e
pattern and other aspe3ts o* mar(eting mi@.
This analysis
parts the *inding o* our study in relation to the e@tent o* 5hi3h the 4uality per3eption is
a**e3ted by brand name, 3ompany name, durability
pri3e o* the produ3t, pa3(aging the produ3t, et3 Gur studies sho5 to the 3onsumers the
major attra3tion i* branded produ3ts is an assuran3e o* 4uality.
This leads to
the repeat pur3hasing 5hi3h *or the mar(eter 3an signi*i3antly redu3e promotion 3ost and
in3rease the sales. The ultimate 3ustomer get to e@press their approval o* the total produ3t
1in3luding the brand names2 by their degree o* brand pre*eren3e. The degree o* brand
pre*eren3es obtained is a test o* management?s ability to 3arve out a separate mar(et and
has 3onsiderable impa3t on pri3e, pla3e and promotion de3isions.

9t 5as
observed that the demographi3 and e3onomi3 *a3tors greatly a**e3t the 3onsumer
pre*eren3es. +esides these, the 3onsumer personality,attitudes, 3ulture, so3ial
"!
.lass to 5hi3h they belong, pla3e o* residen3e, his edu3ation and literature level also
a**e3ts the 3onsumer pre*eren3es.
Dith the
advent o* ne5 te3hnologi3al advan3es, the mar(et has been *looded 5ith variety o*
produ3ts pertaining to su3h demands to 3onsumers as they are overloo(ed earlier. ,s a
result, even though 3onsumers in the lu3(no5 3ity are large, there has been 3onsiderable
3hange in the last *ive years. These 3hanges are identi*ied both in the behavior o* the
3onsumers as 5ell as the mar(eters.
9n addition it
is e@pe3ted that the 3hanging age mi@ is 3ausing signi*i3ant shi*ts in mar(eting strategies
o* these 5ho ma(e the mar(et 3lothes, 3ar, applian3es and hundreds o* other produ3ts and
servi3es. The age mi@ also bring about 3hanges in 3onsumer e@penditure.
Dhile
analy/ing the reading and vie5er ship pattern, it 5as observed that the most 3ommon
media 5as television vie5er-ship. This media is mainly 3ontributing to5ards
entertainment and ne5spaper to se3ond pla3e 5hi3h 5as 5idely read and have the
monopoly o* the major sour3e o* in*ormation and 3ommuni3ation, 3onsumers largely rely
on their personal e@perien3es in order to de3ide the 4uality o* the produ3t.
"%
,vailability o*
the produ3t and the taste play an important role in produ3t de3ision ma(ing. .onsumers
pre*er to buy produ3ts available easily at reasonable pri3e and good 4uality.
%IMITATI/4
The training period 5as short during this short period 9 tried my level to ma(e the study
and *ull proo* yet there is *ollo5ing limitation.
.- 9t 5as observed that most o* the 3ustomers 5ere not playing proper attention to *ill the
4uestionnaire.
!.- 9 re4uired the submitted the report in t5o months and hen3e 9 had less time at my
disposal. 9t 5as not possible there*ore to 3ondu3t a 3ensus survey.
%.- The resear3h 5as 3ondu3ted in di**erent root Shahjahanpur only.
#.- The resear3h is restri3ted to the Shahjahanpur mar(et and houses only.
"#
7.- The resear3h is restri3ted to mil( > mil( produ3t 3onsumers only. Non-3onsumers are
not part o* resear3h.
C.- The resear3her has dra5n the 3on3lusions *rom 7"" data samples. So there may be
some variation *rom the a3tual position.
$.- The study is 3ondu3ted in summer season.
AnneDures
:MAR6-T S"R>-B;
4ame<+ MMMMMMMMMMMM2
Address<+ MMMMMMMMMM22222
/ccupation<+ MMMMMMMMMM
. 9n3ome 1 9n Month2:-
l. +elo5, Rs. 7,""" 1 2
ll. +et5een 7,""" > ",""" 1 2
lll. +et5een ",""" >7,""" 1 2
lE. More, 7,""" 1 2
"7
!. :o5 many members in your *amilyS
l. +elo5 , 7 1 2
ll. +et5een 7 > " 1 2
lll. +et5een " > 7 1 2
lE. More ,7 1 2
%. &o you use Mil(S
l- Hes 1 2
ll- No 1 2
#. +y 5hi3h mean do you buy mil(S

l. &airy 1 2 ll. )o3al Mil( Eendor 1 2
7. :o5 mu3h Mil( is 3onsumes by your *amily in a dayS
l. +elo5 , liter 1 2
ll. +et5een > 7 liters 1 2
lll. +et5een 7 > " liters 1 2
lE. More , " liters. 1 2
C. &o you use GheeS
l. Hes 1 2 ll. N o 1 2
$. :o5 mu3h Ghee is 3onsumes by your *amily in a monthS

l. +elo5 , (. g. 1 2
ll. +et5een > ! (. g. 1 2
lll. +et5een ! > % (. g. 1 2
lE. More , % (. g. 1 2

"C
A. +y 5hi3h mean do you buy GheeS
l. &airy 1 2 ll. )o3al Ghee vendor 1 2
<. &o you use +utterS

l. Hes 1 2 ll. No 1 2
". :o5 mu3h +utter is 3onsumes by your *amily in a monthS
l. +elo5 , (. g. 1 2
ll. +et5een > ! (. g. 1 2
lll. +et5een ! > % (. g. 1 2
lE. More , % (. g. 1 2
. +y 5hi3h mean do you buy +utterS
l. Parag &airy 1 2
ll. ,mul 1 2
lll. )o3al Eendor 1 2
!. &o you use PaneerS

l. Hes 1 2 ll. No 1 2
%. :o5 mu3h Paneer is 3onsumes by your *amily in a monthS
l. +elo5 , (. g. 1 2
ll. +et5een > ! (. g. 1 2
lll. +et5een ! > % (. g. 1 2
lE. More , % (. g. 1 2

"$

#. +y 5hi3h mean do you buy PaneerS
l. &airy 1 2 ll. )o3al Paneer Eendor 1 2
7. 9* you ta(e Parag mil( then 5hy

9. Pri3e 1 2 99. Puality 1 2

999. ,vailability 1 2 9E. Gthers 1 2
C. 9* you ta(e is Parag Ghee then 5hyS
9. Pri3e 1 2 99. Puality 1 2

999. ,vailability 1 2 9E. Gthers 1 2
$. 9* you ta(e is Parag +utter then 5hyS
9. Pri3e 1 2 99. Puality 1 2

999. ,vailability 1 2 9E. Gthers 1 2
A. 9* you ta(e is Parag Paneer then 5hyS
9. Pri3e 1 2 99. Puality 1 2

999. ,vailability 1 2 9E. Gthers 1 2
"A
Bibliography
"<

!I!%I/RAP8B
. Mar(eting Management :
Philip Kotler
!. Prin3iples o* Management :
Sherel(ar and sherele(ar
"
%. Resear3h Methodology :
..+. Kothari
#. Mar(eting management :
8... Easymey
7. Times o* 9ndia, )u3(no5
C. 9nternet
$. S3hi** man > Kanu( .onsumer +ehavior
1Page. No. A!-A72
A2 ..R.
Kothari
Resear3h Methodology

:arper D. +oyd
<2 +usiness
Dorld
C Mar3h !""$
"2 +usiness
5orld
!# &e3. !""C
2 :industan times
A 8uly !""C

!2 Tha(ur +urton and Srivastava 9nternational

management 3on3ept
and 3ases
1Page. No. %#!-#"72
%. .ompanies ,nnual Report
!