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SUMMER INTERNSHIP REPORT

ON
"SEGMENTATION TARGETING POSITIONING"

SUBMITTED BY
Mr. AMOL SURESH SAGAR
Roll No - 03

PGDM (MARKETING)
Batch: 2014-16

Under the guidance of:


MS. MRUNALI MAYEKAR
(BUSINESS DEVELOPMENT OFFICER)

Vivekanand Education Society's


Institute of Management Studies & Research, Chembur,
Mumbai

1.
ACKNOWLEGEMENT

Mr. AMOL SURESH SAGAR

Roll No. 03

Course: PGDM

2.
DECLARATION

I, AMOL SURESH SAGAR, student PGDM Semester II of Vivekananda Education


Societys Institute of Management Studies & Research, Chembur, Mumbai, hereby declare
that, I have completed Summer Internship Project on SEGMENTATION TARGETING
POSITIONING in PARAG MILK FOODS PVT. LTD. company during the academic year
2014-16. The information submitted is true and original to the best of my knowledge.

Mr. AMOL SURESH SAGAR

Roll No 03

MMS/PGDM (Marketing)

3.
PROJECT COMPLETION CERTIFICATE
To whomsoever it may concern

This is to certify that Mr. AMOL SURESH SAGAR of Vivekanand Education Societys
Institute of Management Studies and Research (V.E.S.I.M.) has duly completed his project as
part of his PGDM curriculum for 2014-16 at, PARAG MILK FOODS PVT. LTD. from May
to June 2015 on SEGMENTATION TARGETING POSITIONING under the guidance of
MS. MRUNALI MAYEKAR.

Signature with date

Designation

Seal of the company

4.
CERTIFICATE

This is to certify that Mr. AMOL SURESH SAGAR of Vivekananda Education Societys
Institute of Management Studies & Research, Mumbai specializing in Marketing has
completed his Summer Internship Project on SEGMENTATION TARGETING
POSITIONING in PARAG MILK FOODS PVT LTD. COMPANY during the academic
year 2014-16.

For VESIM

DR. SANDEEP BHARDWAJ

5.
INDEX

SR. NO. CONTENT PAGE NO.


1 EXECUTIVE SUMMARY 7
2 INDUSTRY PROFILE 8-14
3 PESTEL ANALYSIS 15-17
4 DAIRY GUIDELINE 18-20
5 GOVERNMENT REGULATION 21-26
6 COMPANY PROFILE 27-34
7 SWOT ANALYSIS 35
8 THE PRODUCT 36-38
9 DISTRIBUTION MODEL 39-43
10 LOGISTICS &OPERATIONAL MODEL 44-45
11 PROMOTIONAL ACTIVITY 46
12 RESEARCH METHODOLOGY 47
13 SEGMENTATION 48-52
14 TARGETING 53-56
15 POSISTIONING 57-61
16 CUSTOMER SURVEY 62-82
17 CONCLUSION 83
18 BIBLIOGRAPHY 84

6.
EXECUTIVE SUMMARY

Parag milk foods pvt. Ltd. Produces and supplies dairy products in
india and internationally. The company offers skim milk powder, whole
milk powder, processed cheese, curd, butter, butter oil, anhydrous milk
fats, ghee, dairy whiteners, and gulab jamun mix powders. It serves hotels,
restaurants, institutions, and caterers. The company offers its products
through retailers and retail outlets, as well as exports to the middle east,
south east asian, and african countries. Parag milk foods pvt. Ltd. Was
founded in 1992 and is based in pune, india. Parag milk foods pvt. Ltd.
Launchs his new brand call pride of cows in 2012 which is premium to
serve best to the people. Whole report is defining about the internship
process which was done within the stipulated time allocated by the
institute.
The whole experience the internship is to study the actual process
of the company . The report is talking about the company and there
process for the tackling the business aspect with retaining the social
values. Process in which following for serving milk to every household
farm to home concept which is very effective in terms of the capturing the
market. What is value of the Parag in current market and where they stand
in the current market. Market scenarios in which they fall under the niche
segment. According to the market analysis to study the current stand in the
market through the market survey and to supplement the theory which was
used to study the whole market survey. The study is descriptive in terms of
the methodology. To achieve the satisfaction level of the customers
through using the various techniques available in the theory with the
effective manner to best fit strategy. To face the challenges which arises in
the market and to tackle this challenges through the various methods.

7.
INDUSTRY PROFILE

Indian dairy Industry - a profile

Today, India is 'The Oyster' of the global dairy industry. It offers opportunities
galore to entrepreneurs worldwide, who wish to capitalize on one of the world's
largest and fastest growing markets for milk and milk products. A bagful of
'pearls' awaits the international dairy processor in India. The Indian dairy
industry is rapidly growing, trying to keep pace with the galloping progress
around the world. As he expands his overseas operations to India many
profitable options await him. He may transfer technology, sign joint ventures or
use India as a sourcing center for regional exports. The liberalization of the
Indian economy beckons to MNC's and foreign investors alike.

Indias dairy sector is expected to triple its production in the next 10 years in
view of expanding potential for export to Europe and the West. Moreover with
WTO regulations expected to come into force in coming years all the developed
countries which are among big exporters today would have to withdraw the
support and subsidy to their domestic milk products sector. Also India today is
the lowest cost producer of per litre of milk in the world, at 27 cents, compared
with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this
lowest cost of milk production and increasing production in the country
multinational companies are planning to expand their activities here. Some of
these milk producers have already obtained quality standard certificates from
the authorities. This will help them in marketing their products in foreign
countries in processed form.

The urban market for milk products is expected to grow at an accelerated pace
of around 33% per annum to around Rs.43,500 crores by year 2005. This
growth is going to come from the greater emphasis on the processed foods
sector and also by increase in the conversion of milk into milk products. By
2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million.
Presently the market is valued at around Rs7,00,000mn

Background

India with 134mn cows and 125mn buffaloes, has the largest population of
cattle in the world. Total cattle population in the country as on October'00 stood
at 313mn. More than fifty percent of the buffaloes and twenty percent of the
cattle in the world are found in India and most of these are milch cows and
milch buffaloes.
Indian dairy sector contributes the large share in agricultural gross domestic
products. Presently there are around 70,000 village dairy cooperatives across the
country. The co-operative societies are federated into 170 district milk
producers unions, which is turn has 22-state cooperative dairy federation. Milk
production gives employment to more than 72mn dairy farmers. In terms of
total production, India is the leading producer of milk in the world followed by
USA. The milk production in 1999-00 is estimated at 78mn MT as compared to
74.5mn MT in the previous year. This production is expected to increase to
81mn MT by 2000-01. Of this total produce of 78mn cows' milk constitute
36mn MT while rest is from other cattle.

While world milk production declined by 2 per cent in the last three years,
according to FAO estimates, Indian production has increased by 4 per cent. The
milk production in India accounts for more than 13% of the total world output
and 57% of total Asia's production. The top five milk producing nations in the
world are India ,USA, Russia, Germany and France.

Although milk production has grown at a fast pace during the last three decades
(courtesy: Operation Flood), milk yield per animal is very low. The main
reasons for the low yield are

Lack of use of scientific practices in milching.

Inadequate availability of fodder in all seasons.

Unavailability of veterinary health services.

Milk Yield comparison:

Country Milk Yield


(Kgs per
year)

USA 7002

UK 5417

Canada 5348
New Zealand 2976

Pakistan 1052

India 795

World (Average) 2021

Source: Export prospects for agro-based industries, World Trade Centre,


Mumbai.

9.

Production of milk in India

Year Production in million MT

1988-89 48.4

1989-90 51.4

1990-91 53.7

1991-92 56.3

1992-93 58.6

1993-94 61.2

1994-95 63.5
1995-96 65

1996-97 68.5

1997-98 70.8

1998-99 74.7

1999-
78.1
00(E)

2000-
81.0
01(T)

E= estimated
T= target / expected

Source: DFPI, Annual Report-1999-2000


10.

World's major milk producers

(Million MTs)

1998-99
Country 1997-98
( Approx.)

India 71 74.5

USA 71 71

Russia 34 33

Germany 27 27

France 24 24

Pakistan 21 22

Brazil 21 27

UK 14 14

Ukraine 15 14

Poland 12 12
New
11 12
Zealand

Netherlands 11 11

Italy 10 10

Australia 9 10

Operation Flood

The transition of the Indian milk industry from a situation of net import to that
of surplus has been led by the efforts of National Dairy Development Board's
Operation Flood. programme under the aegis of the former Chairman of the
board Dr. Kurien.

Launched in 1970, Operation Flood has led to the modernization of India's dairy
sector and created a strong network for procurement processing and distribution
of milk by the co-operative sector. Per capita availability of milk has increased
from 132 gm per day in 1950 to over 220 gm per day in 1998. The main thrust
of Operation Flood was to organize dairy cooperatives in the milkshed areas of
the village, and to link them to the four Metro cities, which are the main
markets for milk. The efforts undertaken by NDDB have not only led to
enhanced production, improvement in methods of processing and development
of a strong marketing network, but have also led to the emergence of dairying as
an important source of employment and income generation in the rural areas. It
has also led to an improvement in yields, longer lactation periods, shorter
calving intervals, etc through the use of modern breeding techniques.
Establishment of milk collection centers, and chilling centers has enhanced life
of raw milk and enabled minimization of wastage due to spoilage of milk.
Operation Flood has been one of the world's largest dairy development
programme and looking at the success achieved in India by adopting the co-
operative route, a few other countries have also replicated the model of India's
White Revolution.
Per Capita availability of milk

Year gm/day

1950 132

1960 127

1968 113

1973 111

1980* 128

1990 178

1992 192

1996 198

1997 200

1998 202

1999 203
2000 212

2001E 225

2002P 250

E= Estimated
P= Provisional

* Operation flood was launched in 1970 12.

Fresh Milk

Over 50% of the milk produced in India is buffalo milk, and 45% is cow milk.
The buffalo milk contribution to total milk produce is expected to be 54% in
2000. Buffalo milk has 3.6% protein, 7.4% fat, 5.5% milk sugar, 0.8% ash and
82.7% water whereas cow milk has 3.5% protein, 3.7% fat, 4.9% milk sugar,
0.7% ash and 87% water. While presently (for the year 2000) the price of
Buffalo milk is ruling at $261-313 per MT that of cow is ruling at $170-267 per
MT. Fresh pasteurized milk is available in packaged form. However, a large part
of milk consumed in India is not pasteurized, and is sold in loose form by
vendors. Sterilized milk is scarcely available in India.

Packaged milk can be divided according to fat content as follows,

Whole (full cream) milk - 6% fat


Standardized (toned) milk - 4.5% fat
Doubled toned (low fat) milk - 3% fat
Another category of milk, which has a small market is flavoured milk.

Export Potential

India has the potential to become one of the leading players in milk and milk
product exports. Locational advantage : India is located amidst major milk
deficit countries in Asia and Africa. Major importers of milk and milk products
are Bangladesh, China, Hong Kong, Singapore, Thailand, Malaysia, Philippines,
Japan, UAE, Oman and other gulf countries, all located close to India.
Low Cost Of Production : Milk production is scale insensitive and labour
intensive. Due to low labour cost, cost of production of milk is significantly
lower in India.

Concerns in export competitiveness are


Quality : Significant investment has to be made in milk procurement,
equipments, chilling and refrigeration facilities. Also, training has to be
imparted to improve the quality to bring it up to international standards.

Productivity : To have an exportable surplus in the long-term and also to


maintain cost competitiveness, it is imperative to improve productivity of Indian
cattle.

There is a vast market for the export of traditional milk products such as ghee,
paneer, shrikhand, rasgolas and other ethnic sweets to the large number of
Indians scattered all over the world 13.

India's exports of milk products

1995-96 1996-97 1997-98


Description
(Quantity, M T.:
Value, Rs.
Quantit Quantit Valu Quantit
million) Value Value
y y e y

Skimmed milk 3,35.3


4,638.62 282.70 19.64 5.00 0.375
powder 2

Milk and Milk


8.27 2.019 111.37 4.27 11.00 2.02
Food for babies

Milk cream 332.23 28.04 1.00 0.084 - -

Sweetened
41.73 2.84 9.22 0.97 60.39 7.22
condensed milk

Whey 78.46 3.75 11.50 1.01 6.00 0.342


Ghee/Butter/Butt 2,38.9
7,895.08 431.1 299.97 19.2 4,352.08
er oil 5

Cheese

(a) Fresh 0.10 0.013 - - - -

(b) Processed 5.67 1.20 2.1 0.375 22.10 2.19

(c) Other 66.64 8.35 36.78 0.69 24.84 4.55

TOTAL - 8,72.7 - 52.4 - 2,55.6

(Ref: http://www.aavinmilk.com/dairyprofile.html)

14.
PESTLE ANALYSIS
Originally known as PEST Analysis, this is a macro environmental framework
used to understand the impact of the external factors on the organization and is
used as strategic analytical technique. PEST stands for "Political, Economic,
Social, and Technological factors.
Francis Aguilar is referred to as the originator of this tool. He talked about
ETPS Economic, Technological, Political, and Social as the four important
factors for Scanning the Business Environment. Later Legal and Environmental
factors were also added by some analysts and thus evolved the term PESTLE
Analysis.

Let us examine these factor in a bit more detail.

Political Factors affects the organizations in terms of government regulations


and legal issues and define both formal and informal rules under which the firm
must operate. Examples are:

Political stability

Tax policy

Employment and labor law

Environmental regulations

Trade restrictions

Tariffs etc

Economic factors affect the business operations and decision making of the
organization. For example the predicted recession is preventing the
organizations from increasing the workforce . Other examples are:

Economic growth

Interest rates

Inflation rate
Social factors refer to the cultural and demographic aspects of the environment.
For example increase in the health consciousness may affect the demand of the
companys product. Other factor includes:

Age distribution

Population growth rate 15.

Emphasis on safety

Career attitudes

Technological factors affect the cost and quality of the outputs. These also
determine the barriers to entry and minimum efficient production level. Factors
include:

Automation

Technology incentives

Rate of technological change

R&D activity

Legal factors influence the companys operation, its costs, and the demand for
its products. Factors include:

Consumer law

Antitrust law

Employment law

Discrimination law

Health and safety law

Environmental factors refer to ecological and environmental aspects such as


weather, climate, and climate change. Climate change is a hot topic these days
and organizations are restructuring their operations thus giving space to
innovation and concept of Green Business.

Use
PESTLE Analysis is used to examine the current and future state of the industry
an organization belongs to. This helps in the strategic planning and gaining the
competitive edge over the other firms in that industry. This analysis can not
only be used for an organization as a whole but various departments can also be
inspected under this framework. For example, it makes more sense for a
company with diversified product range to analyze its departments separately
than the organization as a whole.

Importance of the factors varies depending on the nature of the industry and
company. For example environmental factors are more important to tourism
sector where as economic and plotical factors are more important for the
Banking sector.
16.
Let us see how the HR department can be analyzed using this technique:

Political Factors

The HR Policies of the organization

How are the HR function viewed by share holders and other functions?

Who are the political champions of HR?

Economic Factors

Financial position of the organization

Approved budget for HR Dept

Customers willingness to spend money on the services offered

Inflation

Salary trends in the sector

Sociological Factors
Other departmental attitudes to HR

Age profile

Education and Attitudes to career

Diversity

Health

Technological Factors

Automation of processes

Changes to HR software

Use of and encourage home working

Communications technologies

Legal Factors

Minimum wage

Working time

Food stuffs

Under 18 working

Environmental Factors

Employee engagement

Organizational Behavior 17.

DAIRY GUIDELINE
Dairy farming is a safe business for the following reasons:

It is eco-friendly and does not cause environmental pollution as compared


to other industries.
Requirement of skilled labour is relatively less.
Dairy product market is active round the year.
Minimum investment on inventory. (no need to stock raw materials in
huge quantities.)
Entire establishment can be shifted to a new location (if need arises e.g.
fire, floods etc.)
One can insure animals.
Less energy requirement. Biogas plant fed with cow dung can supply
maximum energy to meet farms day to day requirement. Decomposed
slurry of such plant can also be effectively used as organic manure.

Limitations and constraints:


Breeding of animals and getting expected milk yield is a biological
phenomenon, which depends upon various factors.
Dairy farming besides good planning requires hardworking, reliable and
alert manager. In
India, usually persons from the family take the responsibility.
Inadequate management of feeding, herd health and lack of quality
control in various stage of production can cause major loss affecting the
profitability of the entire venture.

One needs to decide first on the aims and objective of the farm. Every year there
should be a progressive aim for breeding (including number of animals to be
maintained) and production. You can visit dairy farms that run on commercial
basis and have a discussion with experienced farm owners.
You need not have to rely much on others experience, analyze every event
logically and if needed consult with local veterinarians for more information.
If you plan to manage the farm on your own, look for opportunities to work for
an existing farm for a minimum period of six months.

Develop interest and study feed and fodder's market in your region, its
difficulties in relation to seasons.

18.
You need to choose hardworking reliable persons preferably with some
experience. You can also train them for specific jobs.
Visit the cattle market occasionally.Observe animals on sale and talk with
persons engaged with purchasing of animals. Read magazines on dairy industry
and keep yourself informed.
Getting some initial professional training...
Opportunities for training are available with most of the:
Agricultural/veterinary universities of various states
Krishi vigyan kendras
State department of animal husbandry
You can also choose to inquire with national level organization like:
national dairy research institute (ndri) karnal (haryana) - for training on
rearing of dairy animals and manufacture of milk products.
Alternately, you can also look for training facilities of non-governmental
organizations that are active in farming sectors.

Cow Buffalo
Good quality cows are available in In india, we have good buffalo breeds
the market and it cost around rs.1200 like murrah and mehsana, which are
to rs.1500 per liter of milk suitable for commercial dairy farm.
production per day. Buffalo milk has more demand for
(e.g. cost of a cow producing 10 liter making butter and butter oil (ghee), as
of milk per day will be between fat percentage in milk is higher than
rs.12, 000 to rs.15, 000). If proper cow.
care is given, cows breed regularly Buffalo milk is also preferred for
giving one calf every 13-14 month making tea, a welcoming drink in
interval. common indian household. Buffaloes
They are more docile and can be can be maintained on more fibrous
handled easily. Good milk yielding crop residues, hence scope for reducing
cross breeds (holstein and jersey feed cost.
crosses) has well adapted to kashmiri Buffaloes largely mature late and give
climate. birth to calves at 16 to 18 months
The fat percentage of cow's milk interval.
varies from 3-5.5% and is lower than Male calves fetch little value.
buffaloes. Buffaloes need cooling facility e.g.
wallowing tank or showers / foggers
with fan.

19.

Popular breeds
The exotic breeds of cattle are holstein friesian, jersey and brown swiss.
Popular buffalo milch breeds are murrah, surti, mehasani, jaffrabadi, and
nali - ravi and badhawari.
The indigenous milch breeds of cattle are gir, sahiwal, red sindhi and
tharparkar. Economic life of buffaloes is 5-6 lactation and that of
crossbreed cows is 6-7 lactation.

The minimum economic size


Under our conditions a commercial dairy farm should consist of minimum 20
animals (cows only or cows plus buffaloes) this strength can easily go up to 100
animals in proportion of 70:30 or 60:40 after this however, you need to review
your strength and market potential before you chose to go for expansion.

The space required per animal should be 40 sq.ft in shed and 80sq.ft open space.
Besides, you will also need:
1 One room 10'' x 10'' for keeping implements.
2 One room 10''x 12'' for milk storage
3 Office cum living room of suitable size.
4 Water tank capable of storing minimum 2000 liters
5 Bore well with capacity to fill water tank in 1 hr

Total land requirement for a unit of 20 animals can be sited as 3000 sq.ft. There
should be space for expansion. Ideal space requirement for 100 animals is
13,000 to 15,000 sq.ft (120" x 125''). For 20 animals initially, you can make
contractual arrangements for getting an assured supply of 300 kgs. Of lucerne
and 400 kgs. Of maize/oats fodder per day.
However, in long run, as the strength of you farm will go up to 100 animals, it is
advisable that you should go for a lease land of 15 to 20 acres with irrigation
facility to cultivate green fodder for your animals.
(one acre of green fodder cultivation for every five animals is required as a
thumb rule.) The economics of whole dairy animal management depends upon
its economic feeding.
By making fodders like lucerne or berseem available for your animals you can
reduce cost on feeding concentrate feed.
The strength of laborers in your farm can vary with number of animals usually
the thumb rule is one labour for every 10 animals on milk or 20 dry animals or
20 young stock.

20.
GOVERNMENT REGULATION
The food processing industry one of the largest industries in india is widely
recognized as a 'sunrise industry' in india having huge potential for uplifting the
agricultural economy, creation of large scale processed food manufacturing and
food chain facilities, and the resultant generation of employment and export
earnings.

Laws governing the food industry:


The indian food processing industry is regulated by several laws which govern
the aspects of sanitation, licensing and other necessary permits that are required
to start up and run a food business. The legislation that dealt with food safety in
india was the prevention of food adulteration act, 1954 (hereinafter referred to
as "pfa"). The pfa had been in place for over five decades and there was a need
for change due to varied reasons which include the changing requirements of
our food industry.

The act brought into force in place of the pfa is the food safety and standards
act, 2006 (hereinafter referred to as "fssa") that overrides all other food related
laws. It specifically repealed eight laws which were in operation prior to the
enforcement of fssa:

The prevention of food adulteration act, 1954

The fruit products order, 1955

The meat food products order, 1973

The vegetable oil products (control) order, 1947

The edible oils packaging (regulation) order, 1998

The solvent extracted oil, de oiled meal, and edible flour (control) order,
1967

The milk and milk products order, 1992

Essential commodities act, 1955 (in relation to food)

Need for the new act:

Fssa initiates harmonization of india's food regulations as per international


standards. It establishes a new national regulatory body, the food safety and
standards authority of india (hereinafter referred to as "fssai"), to develop
science based standards for food and to regulate and monitor the manufacture,
processing, storage, distribution, sale and import of food so as to ensure the
availability of safe and wholesome food for human consumption. All food
imports will therefore be subject to the provisions of the fssa and rules and
regulations which as notified by the government on 5th of august 2011 will be
applicable.

Key regulations of fssa:

A. Packaging and labeling:


Fssa provides for separate packaging and labeling regulations known as food
safety and standards (packaging and labeling) regulations, 2011 (hereinafter
referred to as the "packaging and labeling regulations") which lay down the
statutory and regulatory requirements for packaging and labeling of products. A
plain reading of the packaging and labeling regulations, show that there are
different kinds of products: pre-packaged, proprietary and other specific
products as mentioned in the regulations.

Regulation 2.12 of the food safety and standards (food products standards and
food additives) regulations, 2011 defines "proprietary food" as food that has not
been standardized under these regulations. Regulation 1 (8) of the packaging
and labeling regulations defines "prepackaged" or "pre-packed food", as food,
which is placed in a package of any nature, in such a manner that the contents
cannot be changed without tampering it and which is ready for sale to the
consumer.

The packaging and labeling regulations provide the general requirements for
labeling of food products prescribed under the fssa, as follows:

i The particulars of declaration required under these regulations to be


specified on the label shall be in english or hindi in devnagri script:
provided that nothing herein contained shall prevent the use of any other
language in addition to the language required under this regulation.

ii Pre-packaged food shall not be described or presented on any label or in


any manner that is false, misleading or deceptive or is likely to create an
erroneous impression regarding its character in any respect;
iii Label in pre-packaged foods shall be applied in such a manner that they
will not become separated from the container;

iv Contents on the label shall be clear, prominent, indelible and readily


legible by the consumer under normal conditions of purchase and use;

v Where the container is covered by a wrapper, the wrapper shall carry the
necessary information or the label on the container shall be readily legible
through the outer wrapper and not obscured by it.

In addition to these general requirements specified above, every package of


food shall also carry the following information on the label: (i) name of the
food; (ii) list of ingredients; (iii) nutritional information; (iv) declaration
regarding veg. And non-veg; (v) declaration regarding food additives; (vi) name
and complete address of the manufacturer; (vii) net quantity; (viii)
lot/code/batch identification; (ix) date of manufacturing or packing; (x) best
before and use by date; (xi) country of origin for imported food; and (xii)
instructions for use.

Since a large variety of food products are being imported into india, under the
packaging and labeling regulations, it becomes necessary to mention the
country of origin of the food on the label of food imported into india, and when
a food undergoes processing in a second country which changes its nature, the
country in which the processing is performed shall be considered to be the
country of origin for the purposes of labeling.

Therefore, the above are the statutory and regulatory requirements that are to be
complied with regard to labeling of products that are sold in the indian market
as "pre-packaged goods".

B. Signage and customer notices:


Having briefly dealt with the statutory and regulatory requirements with respect
to labeling of products, it is necessary to understand the statutory and regulatory
requirements with respect to signage and customer notices more from the point
of view of a food outlet. It is important to note that though the provisions of fssa
do not specifically provide for any statutory and regulatory requirements either
for signage or customer notices, but it has certain provisions with regard to
advertisement of products by food business operators.
Section 3 (1) (b) of fssa defines the term "advertisement" (which includes a
"notice") as any audio or visual publicity, representation or pronouncement
made by means of any light, sound, smoke, gas, print, electronic media, internet
or website and includes through any notice, circular, label, wrapper, invoice or
other documents.

Section 24 of the fssa provides that no advertisement shall be made of any food
which is misleading or deceiving or contravenes the provisions, rules and
regulations made there under. No person shall engage himself in any unfair
trade practice for purpose of promoting the sale, supply, use and consumption of
articles of food or adopt any unfair or deceptive practice including the practice
of making any statement, whether orally or in writing or by visible
representation which:

i Falsely represents that the foods are of a particular standard, quality,


quantity or grade-composition;

ii Makes a false or misleading representation concerning the need for, or the


usefulness;

iii Gives to the public any guarantee of the efficacy that is not based on an
adequate or scientific justification thereof, provided that where a defence
is raised to the effect that such guarantee is based on adequate or
scientific justification, the burden of proof of such defence shall lie on the
person raising such defence.

Fssa being applicable to all food business operators in india, the provision with
regard to advertisements would have to be complied with.

C. Licensing registration and health and sanitary permits

It is also important to note that fssa, being the only legislation applicable to the
food industry throughout the country, will also apply as far as the national
health and sanitary permits are concerned.

The food safety and standards (licensing and registration of food business)
regulations, 2011 (hereinafter referred to as "license and registration
regulations") govern the aspect of license and registration of a food business
operator.
Under regulation 2.1 of the license and registration regulations, all food
business operators in the country are required to be registered or licensed in
accordance with the license and registration regulations, hence no person shall
commence any food business unless a valid license is possessed by the food
business operator, and the conditions with regard to safety, sanitary and
hygienic requirements have to be complied with at all times by them.

One of the prime purposes of these conditions is to ensure that the food business
operator maintains sanitary and hygienic standards as specified in each food
category. It is hereby recognized and declared as a matter of legislative
determination that in the field of human nutrition, safe, clean, wholesome food
is indispensable to the health and welfare of the consumer of the country.

It shall be the deemed the responsibility of the food business to comply with the
labeling, safety and health and sanitary requirements laid down in the license
and registration regulations. The labeling requirements are specified under the
regulations and they need to be complied with at all times especially with regard
to pre-packaged goods.

Penalties:
The fssa provides for penalties in case of any non compliance. Generally, non-
compliance with various provisions of the fssa may attract penalty of up to two
lakh rupees (approx usd 4000). However, under section 63, it provides that if
any person or food business operator (except the persons exempted from
licensing under sub-section (2) of section 31 of fssa), himself or by any person
on his behalf who is required to obtain license, manufacturers, sells, stores or
distributes or imports any article of food without license, shall be punishable
with

Imprisonment for a term which may extend to six months and also with a fine
which may extend to five lakh rupees (approx usd 9000).

Other licenses:
The fssa being a central act has to be complied with by all the food business
operators in the country. However, india being a big market, each state may
have their local laws which may also need to be complied with. Some of the
other approvals and licenses that a food operator may be required to obtain from
various authorities under other laws include: health and trade licenses from the
municipal corporation of the relevant area, environmental clearance, no-
objection certificate for fire prevention and safety, registration under the police
act of the respective city/state, verification certificate under the standards of
weights and measures act, 1976 for each of the outlets issued by the department
of legal metrology of the respective areas, registration under the shops and
establishments act of the respective state, eating house license and liquor
license.

A license for playing music in restaurants is also required for playing recorded
or live music. It is mandatory for a food business to obtain insurance from any
insurance company with regard to public policy, product liability, fire policy,
building and assets. Other insurances though are not mandatory may be useful if
taken.

Some of the other registrations and permissions may include registration under
the employees' provident funds and miscellaneous provisions act, 1952 if it is
engaging more than 20 employees. Registration is also required under the
central excise act, 1944 as in respect of goods specified in third schedule of the
said act, repacking, re-labeling, putting or altering retail sale price etc. Will fall
into the category of manufacture. Subject to applicability, other statutory and
regulatory compliances may also include registrations under income tax act,
1861, customs act, 1962, sales tax, service tax and other labour laws.

Foreign direct investment in the food processing industry:


Foreign direct investment (hereinafter referred to as "fdi") is permissible for all
the processed food products under 100% automatic route (except for items
reserved for micro, small and medium enterprises, where fdi is permissible
under automatic route up to 24%), subject to applicable
laws/regulations/securities and other conditions.
26.
COMPANY PROFILE

PARAG MILK FOODS PVT. LTD.


(PARAG)
Company profile

Parag milk foods pvt. Ltd was established in the year 1991 in the city mumbai,
maharashtra. It was set up by the ever inspiring and devoted owner mr.
Devendra prakash shah. With the hard work and commitment of our dedicated
owner and our entire team we have emerged as the major manufacturer, exporter
and supplier of the 100% natural dairy products. Our company is an iso, haccp
and eia certified company and we have also received many awards from the
dairy sectors. 27.
About parag

Company is renowned as the chief manufacturer, exporter and supplier of the


premium quality dairy products. Parag offer a great variety of products made
from the 100% pure cow milk from our own farm, at very competitive prices
.parag provides the customized production and packaging services to the clients
to meet their specific requirements. Parag believe in establishing long term
relationships with clients rather than becoming their mere business associates.

Quality assurance

Parag company is a prominent name in the entire industry because of the quality
of the products parag offer to the clients. A great care is taken to assure the best
quality of products for which we have established a separate and complete qc
lab. Experts carry out the task of quality checking in accordance with the set
industrial standards

Infrastructure

Parag peerless success is greatly dependent upon the high tech manufacturing
plant spread over an area of about 50 acres. Parag make use of the technically
advanced equipments and machinery to carry out the varying process like
manufacturing, packaging, etc. Parag also backed up by the separate r&d and
qc labs to deliver the exclusive range dairy products to the clients.

NAME OF OWNER : MR. DEVENDRA PRAKASH SHAH

YEAR OF ESTABLISHMENT : 1991

NATURE OF BUSINESS : MANUFACTURER, EXPORTER &


SUPPLIER

NUMBER OF EMPLOYEES : 600

MARKET COVERED : DOMESTIC & WORLDWIDE PRODUCTS

28.

Parag offer an exclusive range of dairy products to the widely spread clients.
Parags product range includes a vast variety of milk, milk powder, dahi, ghee,
butter, cheese, cheese powder, cheese spread and gulab jamun instant mix.
Parag products are manufactured from the premium quality and 100% pure cow
milk, procured from own cow farm. Parag never leave a gap to satisfy there
clients fully with our top quality dairy products.

Parag also provide the customized production and packaging services to there
clients to meet their specific requirements. There products serve the purposes of
various industries like retail industry, hospitality. Parags products are highly
appreciated for their vast features like quality, purity, range, superb taste, etc.
Parag offer the dairy products at really affordable prices to the clients, spread
across the globe.

PRODUCT RANGE

CHEESE CHEDDAR CHEESE


MOZZARELLA CHEESE
PIZZA CHEESE
PROCESSED CHEESE
SHREDDED CHEESE
CHEESE SAUCE
CHEESE SLICE
BUTTER
GHEE
DAHI
MILK
MILK POWDER FULL CREAME MILK POWDER
SKIMMED MILK POWDER
WHEY MILK POWDER
SWEETENED MILK POWDER
TOPP UP
PRIDE OF COWS POC

29.
What makes pride of cows a superior milk?

Other kinds of milk change hands over ten times before it reaches you! Poorly
fed cows are milked, then the milk lies exposed in farmers buckets that finds its
way into larger unhygienic cans. Several such cans reach the collection centre
from where the exposed milk is transferred to a chilling centre, often subject to
power shortages. From the chilling centre, milk is transferred to a large milk
tanker under indian temperature conditions and over large distances, and then
transferred yet again to a holding tank at the dairy. Milk poured into a process
tank at the dairy goes into plastic pouches and then loaded onto a truck in
distributors plastic crates. Milk lies indefinitely in crateswaiting to be picked
up by the agent and delivery man. Milk finally arrives at your door almost two
days later! As you can see, this milk is far from perfect, stripped of its vital
goodness at every point.

30.
How is pride of cows milk different from other milk?

Pride of cows milk arrives at your doorstep within hours of milking, at its
freshest best. Milk from fine dutch holstein friesian cows is instantly
pasteurized, chilled and packaged in bottles in less than 3 hours! From
nutritious feed to hygienic milking, from maintenance of the cold supply chain
at 4c to bottlingthe entire process is mechanized, in accordance with the best
dairy practices in the world. Once the milk is transferred into barrier-proof
bottles, the bottles find their way into the milk van where the same temperature
is maintained right up to the point of delivery.

31.
Why does milk have to be preserved at 4c?

Proper refrigeration is the most important factor in preserving the freshness of


milk. Bacteria grows rapidly in milk above 4c, and may cause serious illness. It
is thus extremely important to have strict quality control processes that ensure
milk is maintained at 4c.

How does pride of cows milk meet your nutritional needs for the day?

A glass of pride of cows milk contains 285 mg of calcium (one-third of the daily
recommended allowance), 8 grams of protein, and 3.6 grams of fat. Plus other
essential nutrients such as biotin, iodine, magnesium, potassium, riboflavin,
selenium, thiamine, vitamin a, vitamin b12, vitamin d, vitamin k.

Is pride of cows milk expensive?

Pride of cows milk is everything that milk should be. It is fresh farm milk that
comes from a fine breed of dutch holstein friesian cows. The cows are given a
planned wholesome meal every day, with specially grown high quality alfalfa,
pennisetum, greens, soya and bran. This total meal ration is designed to keep
cows at the pinnacle of health to provide nutritive, wholesome milk that is
naturally full of goodness. The milking process is completely mechanized, and
in conformity with international dairy standards. This degree of dairy perfection
does cost money, but considering all that goes into its making, it is worth every
penny!

Where can i order pride of cows milk?

You can subscribe for pride of cows milk by writing to us. You can fill up the
order form and submit it online, or register yourself at the specified outlets.

32.
MILKING PARLOR

Pride of cows 50-point mechanized rotery parlour and detailed processes ensure
that the milk is both hygenically and humanely procured. In fact, every cow
goes through an electronic health check before milking to ensure that it is at
peak health for milking. And be rest assured that all the milk that is despatched
out of the dairy is absolutly antibiotic free any cow on an antibiotic course are
automatically exempt from milking. Milking parlor was imported from germany
for upgrading techniques to be the finest one level to serve better milk with
stand to the concerned factores and with the determining the health of the cows
with respect to the similler aspects.

33.
MARKET COMPETITORS
SARDA FARMS IN THE NASIK region is one step ahead they cater to all their
services online. Right from change quantity, resume milk to pause milk supply
everything is in your finger tip. They also provide raw milk along with
pasteurized skimmed milk and pasteurized cow milk. They have a customer
care as well to cater to our needs.pricing for the 1 littres bottle is 65/-. With
same concept farm to home based. The same technologies used by the sarda
farms .

34.
SWOT ANALYSIS

STRENGTH

1 Based upon the farm to home concept.


2 Quick delivery after milking process.
3 Mechenized process without any human intervetion.
4 Tample proof pet bottles.
5 High productivity of imported cows.

WEAKNESS

1 Lack of awareness of brand among the society with respect to the health
nutrient values.

OPPORTUNITY
1 Pride of cows can make receipe like milkshakes with the fusion of
satari kandi pedha.
2 In the future pride of cows can come up with the priority brand in
the market.

THREAT

1 Competitors like sarda farm nasik based and truesip entered in the
market with competative price.
2 Need some improvements in the logistics system with some upgradations
requares.
3 Local players make threats for the pride of cows to make flourish in the
market.

35.
THE PRODUCT

PRODUCT LEVEL

PRIDE OF COWS MILK IN MARKET

PRIDE OF COWS POTENTIAL PRODUCT

AUGMENTED PRODUCT

EXPECTED PRODUCT

BASIC PRODUCT

CORE
PRODUCT

DISCRIPTION:
Core product:

a product which fullfill the need of any individual by consuming a


particuler product. Like a warm coat will protect you from the cold and rain.

Basic product:

this represents all the qualities of the products. For a warm coat this is
about fit, material, rain repellent ability, high quality fastners, etc.

Expected product:

this is about all aspect the consumer expected to get when they
purchase a product.that coat should be really warm and protect from the weather
and the wind and be comformtable when riding the bike.

Augmented product:

this refers to all additional factors which sets the product apart from
that of the competition. And this particulerly involves brand identity and image.
Is that warm coat in style, its color trendy and made by well known fashion
brand? Also factors like service, warrenty and good value for money play a
major role in this.

Potential product:

This is about augmentations and transformations that the product may


undergo in the future. For example warm coat that is made of a fabric that is as
thin as paper and therefore light as a feather that allows rain to automatically
slide down.

Lets compare pride of cows milk alike of potential product that content
different types of value such as base upon farm to home concept, high
nutritional value,mechanism process of milking, milk come out from imported
cows like holstein and friesian and special foders produce in own farm and
serves to the cows. As per the current market towards health, the pride of cows
milk will become the core product in the market stand. 37.
NUTRIENT VALUES
SERVING SIZE: 1 CUP (250 ML.) SERVING PER PACK: 4

AMOUNT PER SERVING

ENERGY: 158 KCAL ENERGY FROM FAT 75 KCAL

% DAILY VALUES*

TOTAL FAT 8.7 G 14 %


SATURATED FAT 5.5 G 27%

TRANS FAT 0.3 G 0%

CHOLESTEROL 30 MG 10%

SODIUM 120 MG 5%

TOTAL CARBOHYDRATES 11.5 g 3.8%

SUGERS 0 G 0%

PROTEIN 7 G 14%

VITAMIN 90 MCG CALCIUM 280 MG

NOT A SIGNIFICANT SOURCE OF DIETERY FIBRE, SUGER, VITAMIN C AND IRON

APPROX. PERCENT DAILY VALUE ARE BASED ON A 2000 CALORIE DIET.

YOU DAILY VALUE MAY BE HIGHER OR LOWER DEPENDING ON YOUR DAILY


NEEDS.

38.

DISTRIBUTION MODEL
TO WHICH AREAS IS PRIDE OF COWS MILK DELIVERED?

PRIDE OF COWS MILK IS HOME DELIVERED TO SELECT AREAS OF MUMBAI


AND PUNE. HERE IS THE LINK FOR OUR DELIVERY AREAS.

MUMBAI:

ANDHERI (E) - 400047

ANDHERI (E) - 400069

ANDHERI (W) - 400053

ANDHERI (W) - 400058

ANTOP HILL - 400037

AUGUST KRANTI MG - 400036

BALLARD ESTATE - 400038

BANDRA (E) - 400041

BANDRA (W) - 400040

BHANDUP - 400078

BHAVANISHANKAR - 400028

BOMBAY AEROD - 400029

CHINCH BUNDER - 400009

COLABA - 400005

COUNCIL HALL - 400039

CUMBALLA HILL - 400026

DADAR (C.R.) - 400014

DELISLE ROAD - 400013

DHARAVI - 400017

FERTILISER COL. 400074 39.

GHATKOPAR - 400077
GHATKOPAR (W) - 400086

GIRGAON - 400004

GRANT ROAD - 400007

HUTATMA CHOWK - 400023

I.I.T. PAWAI - 400076

J.B.NG ANDHERI - 400048

JACOB CIRCLE - 400011

KALBADEVI - 400002

KHAR - 400042

M.GOVERS CAMP - 400035

MAHIM - 400016

MALABAR HILL - 400006

MANDVI - 400003

MARINE LINES - 400020

MATUNGA - 400019

MAZGAON - 400010

MULUND (E) - 400081

MULUND (W) - 400080

MULUND COL. - 400082

MUMBAI CENTRAL - 400008

MUMBAI G.P.O - 400001

NEHRU NAGAR - 400024

P.M.G. - 400030

PANT NAGAR - 400075

PAREL - 400012

PRABHADEVI 400025 40.


SACHIVALAYA - 400032
SAKI NAKA - 400072

SANTACRUZ (E) - 400044

SANTACRUZ (W) - 400043

SEEPZ - 400096

SEWREE - 400015

SION - 400022

TAGORE NAGAR - 400083

TANK ROAD - 400033

TULSIWADI - 400034

VERSOVA BOWLA - 400050

VICTORIA GARDEN - 400027

VIDYA NAGAR - 400098

VIKHROLI - 400079

VILE PARLE (E) - 400046

VILE PARLE (W) - 400045

WADALA - 400031

WORLI - 400018

YOGAKSHEMA (NARIMAN POINT) - 400021

41.
PUNE:
AKURDI - 411 035

ANANDNAGAR - 411 051

ARMAMENT - 411 021

AUNDH CAMP - 411 027

BHOSARI (INDUS.ESTATE) - 411 026

BHOSARI GAON - 411 039

C.M.E. - 411 031

CHINCHWAD GAON - 411 033

CHINCHWAD (EAST) - 411 019

DAPODI - 411 012

DECCAN GYMKHANA - 411 004

DHANKAWADI - 411 043

DIGHI CAMP - 411 015

DUNKIRK LINE - 411 014

EX. SERVICE MAN COLONY - 411 038

GANESHKHIND - 411 007

HADAPSAR - 411 013

HADAPSAR - 411 028

I.A.F. STATION - 411 032

I.A.T. PUNE - 411 025

KASBA PETH - 411 011

KASARWADI - 411 034

KATRAJ - 411 046

KHADAKWASALA - 411 024

KHADAKI - 411 020

KOTHRUD - 411 038 42.


LOHGAON - 411 047
MARKET YARD - 411 037

MODEL COLONY - 411 016

MUNDHWA - 411 036

N.C.L. - 411 008

N.D.A. - 411 023

N.I.B.M. - 411 048

NAVASAHYADRI - 411 052

PARVATI - 411 009

PASHAN - 411 045

PIMPRI CHINCHWAD - 411 044

PIMPRI COLONY - 411 017

PIMPRI PENICILLIN FACTORY - 411 018

PUNE CITY H.O. - 411 002

PUNE H.O. - 411 001

RANGE HILL - 411 020

S.P. COLLEGE - 411 030

S.R.P.F. - 411 022

S.S.C. BOARD - 411 010

SHIVAJI HSG SOCIETY - 411 053

SHIVAJINAGAR H.O. - 411 005

SWARGATE - 411 042

WADGAON BUDRUK - 411 041

WANAWADI - 411 040

WARJE MALWADI - 411052

YERAWADA - 411 006

43.
LOGISTICS AND OPERATIONAL MODEL

PRIDE OF COWS HAVING THERE OPERATIONAL CONDITION FOR SET UP NEW


DEPOT THEY REQUIRES ATLEAST 100 LITTRES PER DAY MILK ORDER.

ZERO DISTRIBUTION CHANNEL

BOTTALING PLANT

CHEMB KANDIV
UR LI
DADA TARDE
R O
NERU POWA
L I
THAN VASH
E I

CUSTOMERS

44.
DISCRIPTION:

Pride of cows use the zero distibution channel for delivering milk to the
doorstep of the customers. Pride of cows having there own operational channels
which includes own depot which is situated at prime locations. Pride of cows
using distribution path technique, example in thane they allocates roots th1,th2
th3,th4,th5,th6 likevice they make similer provision at each depots. According
to orders generated from the customers pride of cows update with there system
and milk get delivered to the doorsteps of the customers.speciality of the pride
of cows is pride of cows asking bottles from plant as per requirement of the
customers. For example, from thane region pride of cows generate 100 littre
milk order for delivering per day. Pride of cows then asking only 100 bottles
from bottling plant. The reason behind this operation system is to eliminate the
adulteration pratices which is goes viral in current market scenario for making
huge margins. Pride of cows having there operational condition for set up new
depot they requires atleast 100 littres per day milk order

45.
PROMOTIONAL ACTIVITY

Pride of cows conducting promotional activity for awaring the brand. In the
promotional activity the task is to eloberate over the actual process of the milk
at milk plant. how it delevered to customers?. how the product differanciate
from any other brands available in the market? what is the benefits of the
pride of cows milk? Pride of cows make policy to represent the product in the
market through promoting in two way aspect

1 Door to door sampling activity:

pride of cows conducting door to


door activity at societies by distributing 200 ml. Milk bottles to each and every
household. With distributing brochures and noting there response over pride of
cows milk. By this activity pride of cows more focus upon to generate
referances from the activity.

2 Set uping kiosk at

A Retail shop

B Societies

C Gymes

D Joggers park

Once the referances generated from the activities the next task to
calling on the referances. And try to get interest about the milk and
suppose any customer get convinced over the milk then next step to
asking for the one littre milk bottle as sample. For the promotional
aspect pride of cows target the high class societies where the segment
which is more important for the business purpose.

46.
RESEARCH METHODOLOGY

RESEARCH TYPE: DISCRIPTIVE.

SAMPLE METHOD: SIMPLE RANDOM SAMPLING

SAMPLE FRAME: SOCIETIES, JOGGERS PARK, GYMS, RETAIL SHOPS

SAMPLE SIZE: 43 (SUBJECT TO LIMITED AREA)

SOURCE OF DATA: PRIMARY AND SECONDARY

PRIMARY TOOL: QUESTIONAIRE METHODS

SECONDARY TOOL: INTERNET

47.
SEGMENTATION
Market segmentation is a marketing strategy which involves dividing a
broad target market into subsets of consumers, businesses, or countries who
have, or are perceived to have, common needs, interests, and priorities, and then
designing and implementing strategies to target them. Market segmentation
strategies are generally used to identify and further define the target customers,
and provide supporting data for marketing plan elements such as positioning to
achieve certain marketing plan objectives. Businesses may develop product
differentiation strategies, or an undifferentiated approach, involving specific
products or product lines depending on the specific demand and attributes of the
target segment.

Types of Market Segmentation

The following are the most common forms of market segmentation practices.

Geographic Segmentation

Marketers can segment according to geographic criterianations, states,


regions, countries, cities, neighborhoods, or postal codes. The geo-cluster
approach combines demographic data with geographic data to create a more
accurate or specific profile.[1] With respect to region, in rainy regions merchants
can sell things like raincoats, umbrellas and gumboots. In hot regions, one can
sell summer clothing. A small business commodity store may target only
customers from the local neighborhood, while a larger department store can
target its marketing towards several neighborhoods in a larger city or area, while
ignoring customers in other continents. Geographic Segmentation is important
and may be considered the first step to international marketing, followed by
demographic and psychographic segmentation.

Demographic Segmentation

Segmentation according to demography is based on variables such as age,


gender, occupation and education level or according to perceived benefits which
a product/service may provide. Benefits may be perceived differently depending
on a consumer's stage in the life cycle. Demographic segmentation divides
markets into different life stage groups and allows for messages to be tailored
accordingly.[3]

A variant of this approach known as firmographic or feature based


segmentation is commonly used in business-to-business markets (its estimated
that 81% of B2B marketers use this technique). Under this approach the target
market is segmented based on features such as company size (either in terms of
revenue or number of employees), industry sector or location (country and/or
region).[4]

Behavioral Segmentation

Behavioral segmentation divides consumers into groups according to their


knowledge of, attitude towards, usage rate, response, loyalty status, and
readiness stage to a product. There is an extra connectivity with all other market
related sources. Behavioral segmentation divides buyers into segments based on
their knowledge, attitudes,uses, or responses concerning a product. Many
marketers believe that behavior variables are the best starting point for building
market segments.

Psychographic Segmentation

Psychographic segmentation, which is sometimes called Lifestyle. This is


measured by studying the activities, interests, and opinions (AIOs) of
customers. It considers how people spend their leisure, and which external
influences they are most responsive to and influenced by. Psychographic is
highly important to segmentation, because it identifies the personal activities
and targeted lifestyle the target subject endures, or the image they are
attempting to project. Mass Media has a predominant influence and effect on
Psychographic segmentation. Lifestyle products may pertain to high
involvement products and purchase decisions, to speciality or luxury products
and purchase decisions.
Occasional Segmentation

Occasion segmentation focuses on analyzing occasions, independent of the


customers, such as considering Coke for occasions of being thirsty, having
dinner or going out, without taking into consideration the differences an affluent
and middle-class customer would have during these occasions.

Occasional customer segmentation merges customer-level and occasion-level


segmentation models and provides an understanding of the individual
customers needs, behavior and value under different occasions of usage and
time. Unlike traditional segmentation models, this approach assigns more than
one segment to each unique customer, depending on the current circumstances
they are under.

Segmentation by Benefits

Segmentation can take place according to benefits sought by the


consumer/customer.

Cultural Segmentation

Cultural Segmentation is used to classify markets according to cultural origin.


Culture is a strong dimension of consumer behaviour and is used to enhance
customer insight and as a component of predictive models. Cultural
segmentation enables appropriate communications to be crafted to particular
cultural communities, which is important for message engagement in a wide
range of organisations, including businesses, government and community
groups. Cultural Segmentation can be applied to existing customer data to
measure market penetration in key cultural segments by product, brand, channel
as well as traditional measures of recency, frequency and monetary value. These
benchmarks form an important evidence-base to guide strategic direction and
tactical campaign activity, allowing engagement trends to be monitored over
time.

Cultural Segmentation can also be mapped according to state, region, suburb


and neighbourhood. This provides a geographical market view of population
proportions and may be of benefit in selecting appropriately located premises,
determining territory boundaries and local marketing activities.
Census data is a valuable source of cultural data but cannot meaningfully be
applied to individuals. Name analysis (onomastics) is the most reliable and
efficient means of describing the cultural origin of individuals. The accuracy of
using name analysis as a surrogate for cultural background in Australia is 80-
85%, after allowing for female name changes due to marriage, social/political
reasons or colonial influence. The extent of name data coverage[12] means a user
will code a minimum of 99 percent of individuals with their most likely
ancestral origin.

Multi-Variable Account Segmentation

In Sales Territory Management, using more than one criterion to characterize


the organizations accounts, such as segmenting sales accounts by government,
business, customer, etc. and account size/duration, in effort to increase time
efficiency and sales volume.

Using segmentation in customer retention

The basic approach to retention-based segmentation is that a company tags


each of its active customers with four values:

Is this customer at high risk of canceling the company's service?

One of the most common indicators of high-risk customers is a drop off in


usage of the company's service. For example, in the credit card industry this
could be signaled through a customer's decline in spending on his or her card.

Is this customer at high risk of switching to a competitor to purchase product?

Many times customers move purchase preferences to a competitor brand. This


may happen for many reasons those of which can be more difficult to measure.
It is many times beneficial for the former company to gain meaningful insights,
through data analysis, as to why this change of preference has occurred. Such
insights can lead to effective strategies for winning back the customer or on how
not to lose the target customer in the first place.

Is this customer worth retaining?


This determination boils down to whether the post-retention profit generated
from the customer is predicted to be greater than the cost incurred to retain the
customer, and includes evaluation of customer lifecycles.

What retention tactics should be used to retain this customer?

For customers who are deemed worthy of saving, it is essential for the company
to know which save tactics are most likely to be successful. Tactics commonly
used range from providing special customer discounts to sending customers
communications that reinforce the value proposition of the given service.

Price discrimination

Where a monopoly exists, the price of a product is likely to be higher than in a


competitive market and the price can be increased further if the market can be
segmented with different prices charged to different segments charging higher
prices to those segments willing and able to pay more and charging less to those
whose demand is price elastic. The price discriminator might need to create rate
fences that will prevent members of a higher price segment from purchasing at
the prices available to members of a lower price segment. This behavior is
rational on the part of the monopolist, but is often seen
by competition authorities as an abuse of a monopoly position, whether or not
the monopoly itself is sanctioned. Areas in which this price discrimination is
seen range from transportation to pharmaceuticals. Price discrimination may be
considered price-fixing under the control of an oligopoly or consortium in
certain circumstances of deregulation and leisure.

Algorithms and approaches

Any existing discrete variable is a segmentation - this is called "a priori"


segmentation, as opposed to "post-hoc" segmentation resulting from a research
project commissioned to collect data on many customer attributes. Customers
can be segmented by gender ('Male' or 'Female') or attitudes ('progressive' or
'conservative'), but also by discretizednumeric variables, such as by age ("<30"
or ">=30") or income ("The 99% (AGI<US $300,000)" vs "The 1% (AGI >=
US $300,000)").

Common statistical techniques for segmentation analysis include:


Clustering algorithms such as K-means or other Cluster analysis

Statistical mixture models such as Latent Class Analysis

Ensemble approaches such as Random Forests

Other algorithms such as Neural Networks

ALL DOG OWNERS

DOGS ARE SERVANTS

DOGS ARE FAMILY MEMBERS

LIKEWISE:

PRIDE OF COWS milk is fall under the psychographic segment where this
milk influence the customers mind to spend more compare to other milk
which already having exist in market.

52.

TARGETING
A target market is a group of customers a business has decided to aim
its marketing efforts and ultimately its Merchandise towards. A well-defined
target market is the first element of a marketing
strategy. Product, price, promotion, and place are the four elements of
a marketing mix strategy that determine the success of a product in
the marketplace

Target markets

Target markets are groups of individuals that are separated by distinguishable


and noticeable market segmentation including the following:

Geographic - addresses (their location climate region)


Demographic/socioeconomic segmentation - (gender, age, income,
occupation, education, household size, and stage in the family life cycle)

Psychographic segmentation - (similar attitudes, values, and lifestyles)

Behavioral segmentation - (occasions, degree of loyalty)

Product-related segmentation - (relationship to a product)[2]

Strategies for reaching target markets

Marketers have outlined four basic strategies to satisfy target markets:


undifferentiated marketing or mass marketing, differentiated marketing,
concentrated marketing, and micromarketing/ nichemarketing.

Mass marketing

A market coverage strategy in which a firm decides to ignore market segment


differences and appeal to everyone with one offer. It is the type of marketing
where a product is sold through persuasion to a wide audience. The idea is to
broadcast a message that will reach the largest number of people possible.
Traditionally mass marketing has focused on radio, television, and newspapers
as the medium used to reach this broad audience. Many companies have begun
shying away from mass marketing due to the large expenses involved in
reaching the whole market. 53.

Differentiated marketing strategy

One where the company decides to provide separate offerings to each different
market segment that it targets. It is also called multisegment marketing and as is
clearly seen that it tries to appeal to multiple segments in the market. Each
segment is targeted uniquely as the company provides unique benefits to
different segments. It increases the total sales but at the expense of increase in
the cost of investing in the business.
Concentrated marketing Or Niche marketing

This approach focuses on selecting a particular market niche on which


marketing efforts are targeted. Your firm is focusing on a single segment so you
can concentrate on understanding the needs and wants of that particular market
intimately. Small firms often benefit from this strategy as focusing on one
segment enables them to compete effectively against larger firms.

Direct marketing

For sales teams, one way to reach out to target markets is through direct
marketing. This is done by buying consumer database based on the defined
segmentation profiles. These database usually comes with consumer contacts
(e.g., email, mobile no., home no., etc.).

The psychology of target marketing

A principal concept in target marketing is that those who are targeted show a
strong affinity or brand loyalty to that particular brand. Target Marketing allows
the marketer or sales team to customize their message to the targeted group of
consumers in a focused manner. Research has shown that racial similarity, role
congruence, labeling intensity of ethnic identification, shared knowledge and
ethnic salience all promote positive effects on the target market. Research has
generally shown that target marketing strategies are constructed
from consumer inferences of similarities between some aspects of
the advertisement (e.g., source pictured, language used, lifestyle represented)
and characteristics of the consumer (e.g. reality or desire of having the
represented style). Consumers are persuaded by the characteristics in the
advertisement and those of the consumer.

54.
Online targetig

Targeting in online advertising is when advertisers use a series of methods in


order to showcase a particular advertisement to a specific group of
people. Advertisers use these techniques in order to find distinct individuals that
would be most interested in their product or service. With the social media
practices of today, advertising has become a very profitable industry. People are
constantly exposed to advertisements and their content, which is key to its
success. In the past, advertisers had tried to build brand names with television
and magazines; however, advertisers have been using audience targeting as a
new form of medium. The rise of internet users and its wide availability has
made this possible for advertisers. Targeting specific audiences has allowed for
advertisers to constantly change the content of the advertisements to fit the
needs and interests of the individual viewer. The content of different
advertisements are presented to each consumer to fit their individual needs.

The first forms of online advertising targeting came with the implementation of
the personal email message The implementation of the internet in the 1990's had
created a new advertising medium; until marketers realized that the internet was
a multi-billion dollar industry, most advertising was limited or illicit

Many argue that the largest disadvantage to this new age of advertising is lack
of privacy and the lack of transparency between the consumer and the
marketers. Much of the information collected is used without the knowledge of
the consumer or their consent Those who oppose online targeting are worried
that personal information will be leaked online such as their personal finances,
health records, and personal identification information.

Advertisers use three basic steps in order to target a specific audience: data
collection, data analysis, and implementation. They use these steps to accurately
gather information from different internet users. The data they collect includes
information such as the internet user's age, gender, race, and many other
contributing factors.Advertisers need to use different methods in order to
capture this information to target audiences. Many new methods have been
implemented in internet advertising in order to gather this information. These
methods include demographic targeting, behavioral targeting, retargeting, and
location-based targeting.

Much of the information gathered is collected as the consumers are browsing


the web. Many internet users are unaware of the amount of information being
taken from them as they browse the internet. They don't know how it is being
collected and what it is being used for. Cookies are used, along with other
online tracking systems, in order to monitor the internet behaviors of
consumers. 55.
Many of these implemented methods have proven to be extremely
profitable. This has been beneficial for all three parties involved: the advertiser,
the producer of the good or service, and the consumer. Those who are opposed
of targeting in online advertising are still doubtful of its productivity, often
arguing the lack of privacy given to internet users. Many regulations have been
in place to combat this issue throughout the United States.[14]

WHICH SEGMENT(S) DO I TARGET? ..

MASS MARKETING

COMPANY MARKETING MIX

MARKET

DIFFERENTIATED MARKETING

MIX 1 MIX 2 MIX 3

SEGMENT 1 SEGMENT 2 SEGMENT 3

NICHE MARKETING

COMPANY MARKETING MIX

SEGMENT 1 SEGMENT 2 SEGMENT

PRIDE OF COWS milk fall under the Concentrate marketing Or


Niche marketing and direct marketing. Which provides the premium product to
premium customers and by offering based upon the databased.

56.

POSITIONING
Positioning is a marketing strategy that aims to make a brand occupy a distinct
position, relative to competing brands, in the mind of the customer. Companies
apply this strategy either by emphasizing the distinguishing features of their
brand (what it is, what it does and how, etc.) or they may try to create a suitable
image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end,
etc.) through advertising. Once a brand is positioned, it is very difficult to
reposition it without destroying its credibility. It is also called product
positioning.

Definitions

Positioning was first introduced by Jack Trout in 1969 ("Industrial Marketing"


Magazine- June/1969) and then popularized by Al Ries and Jack Trout in their
bestselling book "Positioning - The Battle for Your Mind." (McGraw-Hill 1981)

This differs slightly from the context in which the term was first published in
1969 by Jack Trout in the paper "Positioning" is a game people play in todays
me-too market place" in the publication Industrial Marketing, in which the case
is made that the typical consumer is overwhelmed with unwanted advertising,
and has a natural tendency to discard all information that does not immediately
find a comfortable (and empty) slot in the consumer's mind. It was then
expanded into their ground-breaking first book, "Positioning: The Battle for
Your Mind," in which they define Positioning as "an organized system for
finding a window in the mind. It is based on the concept that communication
can only take place at the right time and under the right circumstances" (p. 19 of
2001 paperback edition).

What most will agree on is that Positioning is something (perception) that


happens in the minds of the target market. It is the aggregate perception the
market has of a particular company, product or service in relation to their
perceptions of the competitors in the same category. An important concept in
positioning is that it expects that consumers compare and analyze products in
the marketplace, whether based on features of the product itself (quality,
multiple uses, etc.), price, and/or packaging and image.[1] It will happen whether
or not a company's management is proactive, reactive or passive about the
ongoing process of evolving a position. But a company can positively influence
the perceptions through enlightened strategic actions.

A company, a product or a brand must have positioning concept in order to


survive in the competitive marketplace. Many individuals confuse a core idea
concept with a positioning concept. A Core Idea Concept simply describes the
product or service. Its purpose is merely to determine whether the idea has any
interest to the end buyer. In contrast, a Positioning Concept attempts to sell the
benefits of the product or service to a potential buyer. The positioning concepts
focus on the rational or emotional benefits that buyer will receive or feel by
using the product/service. A successful positioning concept must be developed
and qualified before a "positioning statement" can be created. The positioning
concept is shared with the target audience for feedback and optimization;
the Positioning Statement (as defined below) is a business person's articulation
of the target audience qualified idea that would be used to develop a creative
brief for an agency to develop advertising or a communications strategy.

Positioning Statement As written in the book Crossing the Chasm (Copyright


1991, by Geoffrey Moore, HarperCollins Publishers), the position statement is a
phrase so formulated: For (target customer) who (statement of the need or
opportunity), the (product name) is a (product category) that (statement of key
benefit that is, compelling reason to buy). Unlike (primary competitive
alternative), our product (statement of primary differentiation).

Differentiation in the context of business is what a company can hang its hat on
that no other business can. For example, for some companies this is being the
least expensive. Other companies credit themselves with being the first or the
fastest. Whatever it is a business can use to stand out from the rest is called
differentiation. Differentiation in todays over-crowded marketplace is a
business imperative, not only in terms of a companys success, but also for its
continuing survival.

Brand positioning process

Effective Brand Positioning is contingent upon identifying and communicating


a brand's uniqueness, differentiation and verifiable value. While "me too" brand
positioning contradicts the notion of differentiation, this type of "copycat" brand
positioning can work if the business offers its solutions at a significant discount
over the other competitor(s.) According to Lamb, some companies position their
brands "as being similar to competing products or brands"; a few examples are
"margarine tasting like butter" and "artificial sweeteners tasting like sugar".
[1]
This can also be seen in reactive marketing, when companies reposition more
than just products: after Target added food and grocery items to become a
"supercenter", certain grocery stores (such as Texas chain HEB) added retail
products to become supercenters as well. Another example would be the iPhone
spawning several competitive smartphones - differentiated from Apple, yes, but
not as significantly as Apple would prefer based on the patent infringement
lawsuits filed by Apple.[2] The conclusion seems to be emulate, but do not
duplicate. As the Harvard Business Review notes when discussing positioning
and strategy, "A company can outperform rivals only if it can establish a
difference that it can preserve."

Generally, the brand positioning process involves:

1. Identifying the business's direct competition (could include players that


offer your product/service amongst a larger portfolio of solutions)

2. Understanding how each competitor is positioning their business today


(e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.)

3. Documenting the provider's own positioning as it exists today (may not


exist if startup business)

4. Comparing the company's positioning to its competitors' to identify


viable areas for differentiation

5. Developing a distinctive, differentiating and value-based positioning


concept

6. Creating a positioning statement with key messages and customer value


propositions to be used for communications development across the
organization

Product positioning process

Generally, the product positioning process involves:-

1. Defining the market in which the product or brand will compete (who the
relevant buyers are)

2. Identifying the attributes (also called dimensions) that define the product
'space'

3. Collecting information from a sample of customers about their


perceptions of each product on the relevant attributes

4. Determine each product's share of mind


5. Determine each product's current location in the product space

6. Determine the target market's preferred combination of attributes


(referred to as an ideal vector)

7. Examine the fit between the product and the market.

59.
Positioning concepts

More generally, there are three types of positioning concepts:

1. Functional positions

Solve problems

Provide benefits to customers

Get favorable perception by investors (stock profile) and lenders

2. Symbolic positions

Self-image enhancement

Ego identification

Belongingness and social meaningfulness

Affective fulfillment

3. Experiential positions

Provide sensory stimulation

Provide cognitive stimulation


Repositioning a company

In volatile markets, it can be necessary - even urgent - to reposition an entire


company, rather than just a product line or brand. When Goldman Sachs and
Morgan Stanley suddenly shifted from investment to commercial banks, for
example, the expectations of investors, employees, clients and regulators all
needed to shift, and each company needed to influence how these perceptions
changed. Doing so involves repositioning the entire firm.

This is especially true of small and medium-sized firms, many of which often
lack strong brands for individual product lines. In a prolonged recession,
business approaches that were effective during healthy economies often become
ineffective and it becomes necessary to change a firm's positioning. Upscale
restaurants, for example, which previously flourished on expense account
dinners and corporate events, may for the first time need to stress value as a sale
tool.

Repositioning a company involves more than a marketing challenge. It involves


making hard decisions about how a market is shifting and how a firm's
competitors will react. Often these decisions must be made without the benefit
of sufficient information, simply because the definition of "volatility" is that
change becomes difficult or impossible to predict.

Positioning is however difficult to measure, in the sense that customer


perception of a product may not have been tested on quantitative measures.

EXPENSIVE

ARRAY

PRIDE OF COWS
OLD YOUNG

CHEAP 61.
CUSTOMER SURVEY

(CHURN OUT)

CHURN CUSTOMER DATA

FORM FILLED 30
NOT ENTERTAINED 40
TOTAL 70
CHURN CUSTOMERS VISIT

FORM FILL; 30
FORM FILL NOT ENTERTAIN

NOT ENTERTAIN; 40

NOTE: TOTAL CHURN CUSTOMER VISIT IS 70.

62.

WINBACK 7
FUTURE CONFIRM CUSTOMERS 2
NEW CUSTOMERS 1
TOTAL CUSTOMERS 10
VISITED CUSTOMERS BREAK-UP
NEW CUSTOMER; 1

FUTURE CONFIRM CUSTOMERS; 2

WINBACK; 7

WINBACK FUTURE CONFIRM CUSTOMERS


NEW CUSTOMER

NOTE: DATA FROM FORM-FILLED 30 CHURN CUSTOMERS

63.
(1). THE REASON FOR THE DISCONTINUATION OF THE PRIDE OF COWS

OPTION INDICATOR
A QUALITY
B PACKAGING
C SERVICE
D RELOCATION
E BILLING PROBLEMS
F MISHANDALLING
G OTHERS
AC QUALITY & PACKAGING
CUSTOMERS

QUALITY & PACKAGING; 1 QUALITY; 4


QUALITY PACKAGING SERVICE RELOCATION BILLING PROBLEMS

SERVICE; 2
RELOCATION; 1
BILLING PROBLEMS; 1

MISHANDALLING OTHERS QUALITY & PACKAGING

OTHERS; 23

GRAPH SAYS THAT MANY OF THE CUSTOMERS CHURN OUT DUE TO THE MANY
REASONS CLAIMS ON THE PRIDE OF COWS MILK. CUSTOMERS EVEN
COMPLAINING REGARDS QUALITY OF THE PRIDE OF COWS MILK.BUT THE
CUSTOMERS FACING ONTHER PROBLEMS RATHER THAN QUALITY OF THE
PRIDE OF COWS.

64.
ANALYSIS UNDER OPTION (G) OTHERS TO STUDY RASONS WITH DETAILING

REASONS INDICATOR
DELIVERY A
COSTLY B
SMELL C
CHILDREN PREFERANCE D
CONSUMPTION E
INSECT F
MEDICAL RECCOM. G
TASTE H
ALLTERNATE I
OUT OF TOWN J

CUSTOMERS

ALLTERNATE; 1 LEAVE; 1 DELIVERY; 3


TASTE; 1
MEDICAL RECCOM.; 3

INSECT; 1 COSTLY; 6

SMELL; 1
CHILDREN PREFERANCE; 2

CONSUMPTION; 4

DELIVERY COSTLY SMELL


CHILDREN PREFERANCE CONSUMPTION INSECT
MEDICAL RECCOM. TASTE ALLTERNATE
LEAVE

HE
RE THE GRAPH PRESENTS THE PROBLEMS WHICH WAS FACED BY THE
CUSTOMERS AND THIS PROBLEM LEADS TO DISCONTINUATION OF THE PRIDE
OF COWS MILK.PROBLEMS LIKE CUSTOMERS DONT HAVE THAT MUCH OF
CONSUMPTION THATS WHY THEY DISCONTINUE WITH THE PRIDE OF COWS
MILK. POC MILK IS ORDER BECAUSE OF CHILDRENS. PRIDE OF COWS MILK
ALWAYS LOVED BY THE CHILDRENS BUT AFTER SOME TIMES CHILDRENS
STOP IT. HERE THE CUSTOMERS ALSO COMPLAINING ABOUT PRIDE OF COWS
MILK PRICE IS MUCH HIGHER THAN THE ANY OTHER PREMIUM PACK OF THE
MILK.PRIDE OF COWS MILK CONTENTS 3.5 GRAMS FAT (MIN.) PER GLASS OF
SERVING HENCE THE DOCTOR RECCOMDATES CUSTOMERS TO STOP
CONSUMPTIONS. ALTERNATE DAY ORDER IS ALSO THE REASON FOR
DISCONTINUATION OF PRIDE OF COWS MILK. POC PROVIDES CUSTOMERS
ATLEAST 3 LITRE OF MILK PER WEEK SCHEME BUT CUSTOMERS NEEDS 2
LITRES FOR WEEK THEN THE PRIDE OF COWS NOT ABLE TO PROVIDE ORDER
DUE TO LOGISTICS COSTS.SOME OF THE CUSTOMERS COMPLAINING BOTTLE
HAVING SOME DIFFERENT SMELLS.THIS PROBLEMS STILL REMAINS
UNSOLVES AND THATS WHY THIS INFLUENCE TO DISCONTINUATION OF PRIDE
OF COWS MILK.

66.
(2). RATED BY THE CUSTOMERS OF PRIDE OF COWS

(A) QUALITY OF THE PRODUCT

OPTIONS INDICATORS
A EXTREAMLY SATISFIED
B SATISFIED
C NEUTRAL
D DISSATISFIED
E EXTREAMLY DISSATISFIED
F NOT ANSWERED
CUSTOMERS

EXTREAMLY SATISFIED SATISFIED EXTREAMLY


NEUTRAL DISSATISFIED;
DISSATISFIED 1EXTREAMLY DISSATISFIED
DISSATISFIED; 2
EXTREAMLY SATISFIED; 10
NEUTRAL; 5

NOT ANSWERED
SATISFIED; 12

HERE THE EXTREAMLY SATISFIED AND SATISFIED CUSTOMERS RATIO IS NEAR


ABOUT IN THE SAME. HERE WE CAN CONCLUE THAT THE CUSTOMERS HAVING
STRUGGLE OVER THE OTHER ASPECTS OF PROBLEMS AS DISCUSSED
EARLIERS. AND EVEN SOME CUSTOMERS HAVING OTHERS PROBLEMS LIKE
PRICE BUT THEY RELECTANT TO TRUE RESPOND THATS WHY THEY RATED
PRIDE OF COWS LOW.

67.
(B) EASE OF USES

OPTIONS INDICATORS
A EXTREAMLY SATISFIED
B SATISFIED
C NEUTRAL
D DISSATISFIED
E EXTREAMLY DISSATISFIED
F NOT ANSWERED
CUSTOMERS

DISSATISFIED; 1
NEUTRAL; 4

EXTREAMLY SATISFIED; 15

SATISFIED; 10

EXTREAMLY SATISFIED SATISFIED NEUTRAL


DISSATISFIED EXTREAMLY DISSATISFIED NOT ANSWERED

HERE THE DATA COMES FROM SURVEY, CUSTOMERS ARE ALSO HAPPY WITH
THE EASE HANDLING OF THE BOTTLES AND CUSTOMERS ALSO GIVES
FEEDBACK TO THE PRIDE OF COWS THAT BOTTLES OF THE MILK HAVING
VERY DIFFERENT. BUT CUSTOMERS ALSO RECCOMDATED THAT THE AT THE
END OF THE MONTH AT OUR HOME THIRTY BOTTLES GET DEPOSITES, AND IS
THE VERY HECTIC JOB TO DISPOSED IT. CUSTOMERS ALWAYS RECCOMDATS
MAKE DIFFERENT MODEL TO RECOLLECT THE EMPTY MILK BOTTLES.

68.
(C) DELIVERY (TIME & MODE)

OPTIONS INDICATORS
A EXTREAMLY SATISFIED
B SATISFIED
C NEUTRAL
D DISSATISFIED
E EXTREAMLY DISSATISFIED
F NOT ANSWERED
CUSTOMERS

EXTREAMLY SATISFIED SATISFIED NEUTRAL DISSATISFIED;


EXTREAMLY DISSATISFIED 1EXTREAMLY DISSATISFIED

DISSATISFIED; 4
NEUTRAL; 2
EXTREAMLY SATISFIED; 14

NOT ANSWERED

SATISFIED; 9

HERE THE 76.66% CUSTOMERS ARE REALLY HAPPY WITH THE DELIVERY
SCHEDULES BUT REMAINING 23.33% CUSTOMERS ARE STILL UNHAPPY WITH
THE DELIVERY (TIME & MODE). PROBLEMS OCCURES LIKE ANY CUSTOMER
WANT DELIVERY AT 5.45 AM. BUT DELIVERY REACH AT 6.00 AM. THIS
SITUATION OCCURES AGAIN AND AGAIN. THEN CUSTOMER DECIDES TO
INTERUPTING THE MILK SERVICES WITH THE PRIDE OF COWS.

69.
(D) RESPONSIVENESS

OPTIONS INDICATORS
A EXTREAMLY SATISFIED
B SATISFIED
C NEUTRAL
D DISSATISFIED
E EXTREAMLY DISSATISFIED
F NOT ANSWERED
CUSTOMERS

EXTREAMLY SATISFIED SATISFIED NEUTRALEXTREAMLY SATISFIED;


DISSATISFIED 9
EXTREAMLY DISSATISFIED
NOT ANSWERED; 3
DISSATISFIED; 1

NEUTRAL; 6

NOT ANSWERED
SATISFIED; 11

AS PER THE FEEDBACK GETS FROM THE CUSTOMERS THEY ARE FEEL GOOD
FOR ANY ISSUE CONCERN WITH PRIDE OF COWS MILK THEY GET POSITIVE
RESPONSE FROM THE CUSTOMER RELATION HEADS. BUT THE SOME
CUSTOMERS ARE LIKEWHO CONTACT WITH THE PRIDE OF COWS CUSTOMER
RELATION HEADS MANY TIMES BUT THEY DID NOT GET POSITIVE SOLUTION
FOR THERE PROBLEMS. THEY GET FED UP WITH THE FOLLOW UP AND TAKE
DECISION TO INTERRUPT THE MILK SERVICE WITH THE PRIDE OF COWS.

70.
(E) CUSTOMER SERVICE

OPTIONS INDICATORS
A EXTREAMLY SATISFIED
B SATISFIED
C NEUTRAL
D DISSATISFIED
E EXTREAMLY DISSATISFIED
F NOT ANSWERED
CUSTOMERS

EXTREAMLY SATISFIED NOT ANSWERED;


SATISFIED NEUTRAL 3 DISSATISFIED EXTREAMLY DISSATISFIED
DISSATISFIED; 2
EXTREAMLY SATISFIED; 11
NEUTRAL; 2

NOT ANSWERED SATISFIED; 12

IN ABOVE PIE CHART WE CAN SEE THAT THE CUSTOMER WHO DISCONTINUE
WITH PRIDE OF COWS ARE HAPPY WITH THE CUSTOMER SERVICES WHICH
WAS PROVIDED BY THE PRIDE OF COWS. BUT HERE SOME CUSTOMERS ARE
ALSO LIKE WHO NOT WANT TO REPLY ON THIS SOURCE. BUT THE CUSTOMER
NEVER BE AFRAID WITH THE PRIDE OF COWS MILK.

71.
(F) PAYMENT FACILITY

OPTIONS INDICATORS
A EXTREAMLY SATISFIED
B SATISFIED
C NEUTRAL
D DISSATISFIED
E EXTREAMLY DISSATISFIED
F NOT ANSWERED
CUSTOMERS

EXTREAMLY SATISFIED SATISFIED EXTREAMLY


NEUTRAL DISSATISFIED;
DISSATISFIED1 EXTREAMLY DISSATISFIED
NEUTRAL; 2 EXTREAMLY SATISFIED; 12

NOT ANSWERED
SATISFIED; 15

IN PRIDE OF COWS THERE IS PAYMENT FACILITY HAVING DUAL


APPROACH, BY COLLECTING TO GO PER HOUSEHOLD AND ONLINE
PAYMENT FACILITY. BUT ACTUALLY PRIDE OF COWS GOES WRONG
WHEN, SUPPOSE ANY CUSTOMER WAS OUT OF TOWN FOR SOME
DAYS IN RUNNING MONTH BUT AT THE END OF THE MONTH BILL GET
PRODUCE FOR THE WHOLE MONTH.HERE THE CUSTOMER GET
DISSATISFIED WITH THE PRIDE OF COWS SERVICE.

72.
(3). THE RATING BY THE CUSTOMER PRIDE OF COWS AS PRODUCT

OPTION INDICATOR
A EXTREAMLY SATISFY
B SATISFY
C NEUTRAL
D DISSATISFY
E EXTREAMLY DISSATISFY
F NOT ANSWERED
CUSTOMERS

EXTREAMLY SATISFY; 9
EXTREAMLY SATISFY
EXTREAMLY 1 NOT ANSWERED;
DISSATISFY;SATISFY NEUTRAL1 DISSATISFY EXTREAMLY DISSATISFY
DISSATISFY; 1
NEUTRAL; 3

NOT ANSWERED

SATISFY; 15

GRAPH PRESENTS THE DATA ABOUT THE RATING GIVEN BY THE CHURN
CUSTOMERS TO THE PRIDE OF COWS AS A PRODUCT IN THAT 80% CUSTOMERS
ARE HAPPY WITH THE POC AS PRODUCT MEANS HERE WE CAN ANALYSE THE
THING LIKE CUSTOMERS ARE SUFFER FROM OTHER PROBLEM LIKE PRICE AND
CUSTOMERS DEMAND FOR THE ANNUAL SUBSCRIPTION SCEMES AND
DISCOUNTS.

73.
(4).

(A). NOW WHICH BRAND PREFERED BY CHURN CUSTOMERS OF PRIDE OF


COWS
OPTIONS INDICATOR
A GOKUL
B MOTHER DAIRY
C AMUL
D GOKUL FULL CREAM
E AMUL TETRA
F AMUL GOLD
G GOWARDHAN
H AMUL TAZA
I NESTLE SLIM
J GOWARDHAN GOLD
K LOCAL
CUSTOMERS

GOWARDHAN GOLD; 1 LOCAL; 2


NESTLE SLIM; 1
GOKUL; 8
AMUL TAZA; 1
GOWARDHAN; 2

AMUL GOLD; 1
AMUL TETRA; 2
MOTHER DAIRY; 3
GOKUL FULL CREAM; 1
AMUL; 5

GOKUL MOTHER DAIRY AMUL GOKUL FULL CREAM


AMUL TETRA AMUL GOLD GOWARDHAN AMUL TAZA
NESTLE SLIM GOWARDHAN GOLD LOCAL

HERE THE GRAPH SHOWS US THE CUSTOMERS WHO CHURN OUT WITH PRIDE
OF COWS MILK SERVICES ARE PREFER ABOVE MILK BRANDS BUT HERE WE
CAN SAY THAT THEY JUST CONCERN WITH PRICE BECAUSE MOTHER DAIRY
MILK IS AVAILABLE IN MARKET AT RS:75/-. AND THOSE CUSTOMERS ARE
REALLY CONCERN WITH THE HEALTH HE DID NOT HEJITATE TO SPEND RS: 5/-
EXTRA FOR PREMIUM QUALITY. AND ONE THING ALSO BECOME CLEAR HERE
24 CHURN CUSTOMERS ARE HAPPY WITH THE QUALITY AND 4 CHURN
CUSTOMERS 1 IS EXTREAMLY DISSATISFIED, 1 IS DISSATISFIED AND MIGHT BE
2 FROM NEUTRAL CHURN CUSTOMERS. AND OTHER BRANDS ARE NEAR
ABOUT RS: 50/- PER LITTRES. CUSTOMERS ARE NOT ONLY CONCERNED ABOUT
PRICE BUT FOR THAT PURPOSE THEY DEMANDING SOME DISCOUNTS AND
ANNUAL SUBSCRIPTION SCEMES.
75.
(4).

(B). LITTERS OF MILK CONSUMED BY CUSTOMERS OF ANY OTHER BRANDS

OPTIONS INDICATOR
A 0.5 LTR
B 1.0 LTR
C 1.5 LTR
D 2.0 LTR
E 2.5 LTR
F 3.0 LTR

CUSTOMERS

2.5 LTR; 1 3.0 LTR; 1 0.5 LTR; 1

2.0 LTR; 6
0.5 LTR 1.0 LTR 1.5 LTR 2.0 LTR 2.5 LTR
1.0 LTR; 10 3.0 LTR

1.5 LTR; 5

HERE THE CUSTOMER PERCEPTION AND THERE MIND SET DEFINES THAT
PRIDE OF COWS MILK IS AVAILABLE FOR RS: 80/LITTRE AND OTHER ANY
ORDINERY BRAND ARE RS: 40/- MEANS 1:2 RATIO BUT THE CUSTOMERS ARE
NEVER THINK ABOUT THE QUALITY AND PREMIUM WHEN THE PRICE ISSUE
COMES MAJOR ISSUE.
76.

(5). THE FACTOR INFLUENCING FOR CHOOSING OTHER BRAND OVER


PRIDE OF COWS

OPTIONS INDICATOR
A TASTE
B QUALITY
C PACKAGING
D NUTRIENT VALUE
E CONVINIENCE
F OTHERS
ABC TASTE, QUALITY & PACKAGING
ABD TASTE, QUALITY & NUTRIENT VALUE
DE NUTRIENT VALUE & CONVINIENCE
AB TASTE & QUALITY
BE QUALITY & CONVINIENCE
AD TASTE & NUTRIENT VALUE
ABF TASTE, QUALITY & OTHERS
AC TASTE & PACKAGING
ABE TASTE, QUALITY & CONVINIENCE
AE TASTE & CONVINIENCE
CUSTOMERS

TASTE & CONVINIENCE; 1 TASTE; 3


TASTE, QUALITY & CONVINIENCE; 2
TASTE & PACKAGING; 1 QUALITY; 3
TASTE, QUALITY & OTHERS; 1
TASTE & NUTRIENT VALUE; 1 PACKAGING; 1
NUTRIENT VALUE; 1
QUALITY & CONVINIENCE; 1
CONVINIENCE; 2
TASTE & QUALITY; 6
OTHERS; 1
TASTE, QUALITY & PACKAGING; 2
NUTRIENT VALUE & CONVINIENCE; 1 TASTE, QUALITY & NUTRIENT VALUE; 3

TASTE QUALITY
PACKAGING NUTRIENT VALUE
CONVINIENCE OTHERS
TASTE, QUALITY & PACKAGING TASTE, QUALITY & NUTRIENT VALUE
NUTRIENT VALUE & CONVINIENCE TASTE & QUALITY
QUALITY & CONVINIENCE TASTE & NUTRIENT VALUE
TASTE, QUALITY & OTHERS TASTE & PACKAGING
TASTE, QUALITY & CONVINIENCE TASTE & CONVINIENCE

AT THE GLANCE OF THE GRAPH WE CAN SEE THAT THOSE CUSTOMERS ARE
RATED HIGH PRIDE OF COWS MILK IN TERMS OF OVERALL SATISFACTION AND
HERE THEY ARE SHOWING REASONS FOR CHOOSING OTHER BRANDS OVER
PRIDE OF COWS LIKE TASTE AND QUALITY, TASTE QUALITY & NUTRIENT
VALUE, TASTE QUALITY & PACKAGING, TASTE, QUALITY THIS
ELEMENTS.HERE THE PRIDE OF COWS MILK GETS THE MIX RESPONSE. WHEN
THE REALLY ANY PROBLEM ARISES WITH THE PRIDE OF COWS MILK BRAND
INTERMS OF ANY THINGS LIKE SERVICES, DELIVERY HAS BEEN SORT OUT
WITH THE VERY HIGH TACTIC MANNERS.

78.
(6). DID CUSTOMERS ASK CUSTOMER SUPPORT OF PRIDE OF COWS BEFORE
PROBLEM WAS RESOLVE

OPTIONS INDICATOR
A ONCE
B TWICE
C THRICE
D MORE THAN THRICE
E PROBLEM UNSOLVE
F NOT ANSWERED

CUSTOMERS

ONCE; 10

ONCE NOT ANSWERED;


TWICE THRICE15 MORE THAN THRICE PROBLEM UNSOLVE NOT ANSWERED

MORE THAN THRICE; 1

TWICE; 4

WHEN THE CUSTOMERS FINDS ANY DIFFICULTIES IN THE SERVICES OF THE


POC. POC TRY TO RESOLVE IT. BUT THE 15 CHURN CUSTOMERS WHO ARE NOT
ANSWERED MEANS HERE WE CAN ANALYSE THAT THEY TOOK THE DECISIONS
OF THE INTERUPTING SERVICE WITH THE PRIDE OF COWS JUST FOR SHIFTING
THERE MINDS AND PERCEPTIONS ABOUT THE PRIDE OF COWS MILK AND THEY
REACH AT CONCLUSION WITH UNBASED FACTS TO COMPARE PRODUCT WITH
OTHER BRANDS WHICH HAVING DIFFERENT IN TERMS OF ALL VALUES
EXTRACTED FROM THE DIFFERANTIATION.

79.
(7). CHANGE TO SERVE CUSTOMERS BETTERS RECCOMANDATIONS.

OPTIONS INDICATOR
A PRICE
B PATTERN
C LTR BOTTLE
D NOT ANSWERED
E MAY BE
F YES
G SERVICE
H NO MOMENT
I TETRA
J LOGISTICS

CUSTOMERS

PRICE PATTERN LOGISTICS;


LTR BOTTLE 1 PRICE; 2 MAY BE
NOT ANSWERED YES SERVICE NO MOMENT
TETRA; 2 PATTERN; 1
LTR BOTTLE; 2

NO MOMENT; 10
NOT ANSWERED; 7

MAY BE; 2
TETRA LOGISTICS
SERVICE; 1 YES; 2

HERE THE GRAPH GIVE CLEARITY FOR PRIDE OF MILK THAT CUSTOMERS
RECCOMDATES SOME CHANGES THEY WANT IN THE SERVICES. BUT HERE
SOME OF THEM AKSING FOR VERY DIFFERENT WAYS LIKE LITTRE BOTTLE,
BUT AS PER BUSINESS POINT OF VIEWS WE CAN NOT TAKE INTO THIS
RECCOMDATIONS SERIOUSLY BECAUSE WHEN WE MAKE DELIVERY IN HALF
OF LITTRE BOTTLE THE LPD OF THE THANE REGIONS WILL GET DOWN. THIS
DECISION IS NOT ONLY LIMITED FOR THE THANE DEPOT ALSO IT WILL GET
DAMAGE THE BUSSINESS MODEL OF THE PRIDE OF COWS MILK.

80.
(8). IN FUTURE IF PRIDE OF COWS MAKE CHANGES CAN CUSTOMERS
PREFER IT

OPTIONS INDICATORS
A YES
B NO
C MAY BE
D NOT ANSWERED

CUSTOMERS

NOT ANSWERED; 6

YES; 11

YES NO MAY BE NOT ANSWERED


MAY BE; 4

NO; 9

HERE YOU CAN SEE THAT THE MOST OF THE CUSTOMERS WHO REALLY FED UP
WITH THE SERVICES OF PRIDE OF COWS MILK THEY RELECTANT TO GIVE
FEEDBACK OVER THIS QUESTION. AND SOME CUSTOMERS EVEN SAYS THAT
HOW CAN YOU ASK THIS QUESTION AFTER FAILING TO SERVE THIS SERVICE
BETTER.AND CUSTOMERS ALSO REPLIED TO MAKE SOME CHANGES IN THE
SERVICES LIKE TO START DELIVERING THIS MILK IN POUCH OF HALF OF
LITTRES AND EVEN SOME SAYS THAT WE WILL BUY IT IF POC STARTS MILK
VARIETIES LIKE TOND MILK, DOUBLE TOND MILK, SKIMMED MILK LIKEVICE.
BUT HERE CUSTOMERSNOT TAKE INTO CONSIDER THIS MILK IS BASED UPON
FARM TO HOME CONCEPT.

81.
(9). ARE CUSTOMERS ASK FOR THE COMPLEMENTRY PACK

OPTIONS INDICATORS
A YES
B NO

CUSTOMERS

YES; 10

YES NO

NO; 20

HERE I GET SUCCESS TO CONVINCE CUSTOMERS OVER THE FACTS WHICH ARE
REALLY BENIFITED CUSTOMERS LIKE HEALTH, NUTRITION, MILKING
PROCESS, PRIDE OF COWS MILK PROFILE. 10 CUSTOMERS GET CONVINCED
OVER THE OVERALL VALUES AND AT THE SUCCESSFUL HANDLED I MAKE 7
CUSTOMERS WINBACK. COMPLIMENTARY PACKS FOR CHURN CUSTOMERS IS
RUN BY PRIDE OF COWS MILK IS TO PROVIDING 3 DAYS TRIAL PACK OF 1
LITTRE A DAY. SUPPOSE ANY CUSTOMER ARE STILL NOT IMPRESSED WITH THE
RENNOVATION OF THE SERVICES PRIDE OF COWS MAKE PROVISION TO
PROVIDE 1 WEEK OF MILK TRIAL.
82.

CONCLUSION

No doubt the pride of cows milk is premium one. And there basic concept is
farm to home with purity and containing freshness are there usp. Pride of cows
product need to improve in some areas where they need to prsent very strong in
the current market scenario. They need improvements in areas such as:

Promotion: my observation says that in the market people having lack of


aware about there value. When we go into market we want to introduce pride of
cows milk as baby product of parag milk foods pvt. Ltd. Or sister concern of
gowardhan. Pride of cows relectant to do advertisements but basically pride of
cows spread in market by word of mouth pubicity. Where they have many
celebraties are there current customers. Pride of cows milk having there
different advantages like taste, quality, health nutrient values like etc. But the
use social media for the purpose of publicity. Pride of cows need very strong in
the social media, so they can be the reach target market very easily. Or else
make one model like to publicize this brand with sending messages on whatsapp
techniques. This product is form only for the high class audience so pride of
cows can easily cover that require audience by this techniques. This will
definatly usefull for the pride of cows future growth point of view to become a
very trong brand in the market with respect to the competitors. Pride of cows
having there own advantages, and that is sufficient to survival in the market. For
the future growth pride of cows should consider this all majors that can easily
become a strong brand in the market.

for the purpose of product extention in the market pride of cows


can introduce the new brand as pride of cows milkshake. The making from
fusion of satari kandi pedha.
83.

BIBLIOGRAPHY

http://allindiadairy.com
http://bloomberg.com
http://businessweek magazine
http://mondaq.com
http://prideofcows.com
http://gowardhanindia.com
http://timesofindia.indiatimes.com
http://aavinmilk.com
84.