A STUDY OF CONSUMER BUYING BEHAVIOR

TOWARDS WHEY PROTEIN

Submitted in partial fulfillment of the requirements

for
Post Graduate Diploma in Management (PGDM)

Submitted By

Name: Liju Raju

Roll No PG-16-100
Batch - 2016 2018

IES Management College and Research Centre

Bandra (W), Mumbai
 IES Management College and Research Centre
Bandra, Mumbai
MAY JUNE 2017

Students Declaration
I hereby declare that this report, submitted in partial fulfillment of the
requirement for the award for the Post Graduate Diploma in Management (PGDM), to
IES Management College and Research Centre is my original work and not used
anywhere for award of any degree or diploma or fellowship or for similar titles or
prizes.

I further certify that without any objection or condition subject to the permission
of the company where I did my summer project, I grant the rights to IES Management
College and Research Centre to publish any part of the project if they deem it fit in
journals/magazines and newspapers etc. without my permission.

Place: Mumbai

Date: _____________

Signature

Name: Liju Raju

Class: Post Graduate Diploma in Management (PGDM)

Roll No.: PG-16-100

 Certificate from the Company

This is to certify that the dissertation submitted in partial fulfillment for the award
of Post Graduate Diploma in Management (PGDM) of IES Management College and
Research Centre is a result of the bonafide project work carried out by Mr. Liju Raju
under my supervision and guidance. No part of this report has been submitted for award
of any other degree, diploma, fellowship or other similar titles or prizes. The work has
also not been published in any journals/Magazines.

Date:

Signature of the Industry Guide: ______________

Name of Industry Guide: ____________________

Company: _______________________________

Place: __________________________________

Designation: ______________________________
 Certificate from the Faculty Guide

This is to certify that the dissertation submitted in partial fulfillment for the award
of Master of Management Studies of IES Management College and Research Centre is a
result of the bonafide research work carried out by Mr. Liju Raju under my supervision
and guidance. No part of this report has been submitted for award of any other degree,
diploma, fellowship or other similar titles or prizes. The work has also not been
published in any journals/Magazines.

Date: Faculty guide

Signature of the Faculty Guide:

______________

Name of Faculty Guide:____________________

Place: IES Management College and Research Centre

 Acknowledgement

I have taken efforts in this project however; it would not have been possible
without the kind support and help of many individuals and organizations. I would like to
extend my sincere thanks to all of them. The internship opportunity I had with Parag
milk foods Pvt. Ltd. was a great chance for learning and professional development.
Therefore, I consider myself as a very lucky individual as I was provided with an
opportunity to be a part of it. I am also grateful for having a chance to meet so many
wonderful people and professionals who led me though this internship period. I would
like to express my sincere gratitude towards Mr. Sandeep Nair, Area Sales Manager of
Parag milk foods Pvt ltd for the guidance provided. This project would not have
reached its end without the supervision and direction which he gave. I thank
him for spending his valuable time and energy in guiding me through this
project and for certifying me for successful completion of the project. I take
this opportunity to express my deep gratitude to Mr. Phulchand Pandey and Mr.
JoeDSouzaSales field representatives who have always been there to guide me
throughout this project. I thank to the department of Marketing Management and
Human Resource for offering this opportunity.

It is my radiant sentiment to place on record my best regards, deepest sense of

gratitude to Prof. Deepak Ganachari for his careful and precious guidance which was
extremely valuable for my study both theoretically and practically. I would like to
express my gratitude towards my parents and IES MCRC for their kind co-operation
and encouragement which helped me in completion of this project.

I perceive this opportunity as a big milestone in my career development. I will

strive to use gained skills and knowledge in the best possible way, and I will continue to
work on its improvement, in order to attain desired career objectives. Hope to continue
cooperation with all of you in the future.
 Table of Contents

Executive summary....................................................................................................1

1. Chapter One: Introduction

1.1 Introduction to Industry......3

1.2 Introduction to Company.....8
1.3 Introduction to
Project...28

2. Chapter Two : Project work

2.1 Objectives
..30
2.2 Methodology
.... 30
2.3 Sample design and sample
size..31
2.4 Scope and
limitations.31

3. Chapter Three : Analysis and findings

3.1 Analysis & findings on Whey Protein

Consumers........32

4. Chapter Four : Conclusions and

Recommendations
4.1 Conclusions...
.48
4.2 Recommendations
..51

ANNEXURES:
Questionnaire.....53
References. 54
 Executive summary

Parag Milk Foods Ltd, founded in 1992, is one of India's elite private sector dairy
companies, with a diverse portfolio in over 15 consumer centric product categories. They
pride themselves for providing the best global source of expertise and scientific knowledge
in support of the development and promotion of quality cows milk and milk products, to
offer consumers nutrition, health and well-being. They manufacture products of truly
international quality under internationally famous brand names such as Gowardhan, GO,
Topp Up and Pride of Cows.

Parag Milk Foods Ltd. plans to expand their brands from existing four to seven by
next year. They have launched their new brand Slurp which is a fruit juice drink with an
aim to expand its footprint in the beverage category. Then they have announced the launch
of their two new brands Avvatar which is 100% Whey protein powder and Milkrich
which will be categorized in dairy whitener products.

The company wants to venture into a new category of Sports Nutrition. For this,
they have created a new brand Avvatar with an intention of providing consumers with the
best quality protein powder available in the market. The company has setup a Rs. 110
crores state of the art whey protein manufacturing plant in Manchar, Pune. It is a hi-tech
fully automated plant with no human touch and an end to end control by Parag quality
assurance team.

As an intern at Parag Milk Foods Ltd, I was working in the Avvatar Whey protein
project. This project was divided in two phases. My role in phase one of the project was to
conduct personal interview of whey protein consumers, get insights from them, insights
about the market, promotional schemes used by the competitors, visit potential clients and
speak to the respective gym owner, fitness trainer, supplement store owner, nutritionist etc.
 The second phase of the project involved conducting sampling in gyms wherein the
whey protein samples were given to potential customers for tasting and getting a feedback
on the taste. It also involved creating awareness about Avvatar, generating leads and
collecting orders from interested customers.

In this two month internship program, I learned the entire process of manufacturing
of whey protein, how to pitch to your prospective clients/customers, how to close a deal,
how to do sales, how to create a beat plan and enhanced my negotiation skills.
 CHAPTER ONE: INTRODUCTION

1.1 INTRODUCTION TO INDUSTRY

Whey protein is the mixture of proteins derived from whey, the liquid derivative of
cheese production. From its obscure beginnings as a simple by-product whey derivatives
have come a long way, establishing themselves as an important part of the dairy
products market. The varied and diverse ways in which milk products are used is a visible
indicator for the importance of the market. Milk derived products, such as Whey proteins,
are a major part of global economy and a sign of the vitality of a nation. The global whey
protein market is projected to reach a 2020 estimate of $8496.0 with a 2015-2020
forecasted CAGR of 7.6%.

The market is driven primarily by the huge demand for alternative milk products,
largely influenced by the perceived health benefits of the whey protein. Factors such as the
increase in the population of elderly persons, rising health consciousness, and increase in
fitness centers are pushing the market further. The increased enthusiasm in physical fitness
is well sustained by the dependence on milk related products. The consistent demand from
the sports industry is also a major driver for the industry. The prevalence of elderly
population can be well observed in markets such as that of Japan. The rising incidences of
obesity in young people, especially in American and Chinese markets, are also making
them seek whey derived products for the health benefits they offer. The demand
of whey proteins is particularly dominant in the developing parts of the world, wherein the
increased role of women in economy is driving the use of infant milk formulations. The
success of whey products is pivoted on this demand for infant milk formulations.

The challenge posed by the industry is that of high production costs, the
dependence on the volatile prices of cheese and the subsequent complex extraction process
adds up to a high number. This is a considerable challenge because the success of
alternatives is mainly dependent on the economic pricing of the product. Despite these
factors the market offers many lucrative opportunities. The increasing demand
of protein supplements from the food industry offers an opening into large scale and
reliable customers. The rising prescription of supplements by doctors is also helping
the market for long term sustainability.

On the global scale Europe, with its high consumer awareness and concern for
health, occupies the largest market share and is followed by North America. The high
maturity by these regions is leading a splurge of capital in the emerging markets of South
America, and Asia-pacific. The market of Asia-Pacific is poised for high growth owing to
the increase of its young population and rising standard of living coupled with increasing
urbanization. The Asian regions are also undergoing a large scale westernization of diets,
leading to an increasing demand in whey products. The market can enjoy further
success in these regions once it starts penetrating the unorganized regional sector, which is
very prominent in these economies.

The major players in the whey protein market include Fonterra Co-operative Group,
Arla Food and Glanbia Food Inc. These companies are mainly focusing on tying up with
various regional manufactures through mergers and acquisitions, investing in innovative
product development and increasing production efficiency. The success and long term
sustainability of a corporation in this market is dependent on their innovative and safe
products as well as on their global reach.

SPORTS NUTRITION MARKET IN INDIA

In India, gyms are opening across the country in both small and big cities, thus
serving as major promoters of sports nutrition products. The advice of coaches and fitness
instructors has significantly influenced sales, along with celebrity endorsements and the
fitness trend among younger generations. Previously, teenagers and youngsters would hide
these products either containing steroids or found counterfeit. However, consumers started
opting for quality products. Several pharmaceutical companies are entering this market
segment realized that nutraceuticals can act as supplementary for their products. There are
more Indian players than multinationals in the market as it is a relatively low technology
section compared to pharmaceuticals.

Vitamins & Dietary

2012 2013 2014 2015 2016
Supplements

Category Size (in INR

48950 54510 59560 66960 74690
million) value

Growth rate (year on

12.8 11.4 9.3 12.4 11.5
year) %

Adjacent Spaces 2016 2017

2012 2013 2014 2015 GOLY
(INR Million) (Proj) (Proj)

Weight
9517 11853 14513 17446 20878 24870 19%
management

Sports Nutrition 4418 5217 6237 7296 8464 9734 15%

According to Euromonitor International Report on Sports Nutrition in India, 2016, it was
found -

The sports nutrition market including grey market is estimated at Rs.20000 million
The grey market constitutes a huge proportion in sports supplement industry. This
includes selling of banned products, unauthorized selling and also selling of fake and
counterfeit products. A joint study by ASSOCHAM-RNCOS shows that 60-70% of
supplements sold in India are fake and unapproved.

Protein (mainly whey protein powder) contributes over 80% to the sports nutrition
Sports nutrition includes variety of products like whey proteins, BCAA, glutamine,
fat burners, creatine, CLA, l-carnitine, pre-workout shakes, mass gainers, testosterone
boosters, fish oil etc. Whey protein is the most sold product in this category.

Powders constitute 95% of the protein market

Apart from powders, proteins are available in other forms too like protein bars,
protein spreads, protein chips, cereals, cookies and brownies, pretzels, puddings etc.

REGULATIONS IN SPORTS NUTRITION PRODUCTS

Dietary Supplement Health and Education Act were introduced in the United States
in 1994. This Act allows considerable flexibility in foods and medicines found in parts of
the world. Under DSHEA, a dietary supplement may contain an herb or other botanical
or a concentrate, metabolite, constituent, extract or combination of any ingredient from the
other categories.

The US Department of Agriculture and US Food and Drug Administration are the
main authorities in sports nutrition regulations in the United States. These two federal
agencies encompass all phases of the sport nutrition regulatory system: evaluation,
investigation, regulation, inspection and sanction. According to some industry experts, it is
said that these two authorities should be merged to form a single licensing and regulating
authority for functional foods like sport nutrition products. The FDA regulates both
finished dietary supplement products and dietary ingredients under a different set of
regulations than those covering conventional foods and drug products. Under the
DSHEA, the dietary supplement or dietary ingredient manufacturer is responsible for
ensuring that a dietary supplement or ingredient is safe before it is marketed. The FDA is
responsible for taking action against any unsafe dietary supplement product after it reaches
the market.

Current Good Manufacturing Practices (cGMPs) apply to all domestic and foreign
companies that manufacture, package, label or hold dietary supplements, including those
involved with the activities of testing, quality control, packaging and labeling, and
distributing them in the US. The rule establishes cGMPs for industry-wide uses that are
necessary to require that sports nutrition products are manufactured consistently as per
identity, purity, strength, and composition.
The requirements include provisions related to the design and construction of
physical plants that facilitate maintenance, cleaning, proper manufacturing operations, and
quality control procedures, testing final product or incoming and in process materials.

In India, till 1998, there were total 14 laws that regulated functional foods category
of products such as sports nutrition. In 2005, Indian Food Safety Standards Bill was signed
into law which came into force in 2006 as Food Safety and Standards Act (FSSA), 2006. It
incorporates the salient provisions of the Prevention of Food Adulteration Act, 1954, and is
based on international legislations, instrumentalities and the Codex Alimentarius
Commission.

Under this Act, Food Safety and Standards Authority of India (FSSAI) was
established as a single licensing authority. This Act addresses functional foods,
nutraceuticals, and dietary supplements. In July 2015, Government of India issued a draft
notification as Food Safety and Standards (Food or Health Supplements, Nutraceuticals,
Foods for Special Dietary Uses, Foods for Special Medical Purpose, Functional Foods, and
Novel Food) Regulations, 2015, which will amend Section 92 and 22 Food Safety
Standards Act, 2006. This notification includes foods containing prebiotics, special dietary
uses, health supplements, foods for special medical purposes, nutraceuticals, novel foods,
and foods mentioned in traditional Indian systems of medicines. This notification provides
an idea about labeling requirements, composition of products, claims to be made, and
inclusion of calorific values in products.

From the above facts, it can be concluded that fitness is key to staying fit in the era
of globalization. Consumption of nutrition products for maintaining fitness is essential as it
provides appropriate balanced nutrition for sports needs. Sports nutrition has seen
tremendous growth since last five years in India as well as internationally. Although, there
are more number of Indian companies in market as compared to multinationals, these
remain behind in competition due to lack of quality of products due to non-compliance
with FSSA standards and non-GMP manufacturing.

Apart from this, non-compliance with export market is the reason. As solution of
this, companies need to understand regulations across the globe and follow quality
standards for the same. Further, apart from sport drinks, products such as weight gainers,
whey protein, protein blends, and branched chain amino acids (BCAAs) will be in high
demand in the market segment due to increased awareness in consumers about fitness and
more number of young adult populations turning their viewpoints towards fitness.
 1.2 INTRODUCTION TO COMPANY

Parag Milk Foods Ltd, founded in 1992, is one of India's elite private sector dairy
companies, with a diverse portfolio in over 15 consumer centric product categories. They
provide the best global source of expertise and scientific knowledge in support of the
development and promotion of quality cows milk and milk products, to offer consumers
nutrition, health and well-being.

Their aim is to identify, elaborate and disseminate best practices at all

infrastructures, a dairy farm set on global standards, a modern fully automated cheese plant
with state of the art technology, a ghee plant with traditional way of making ghee like its
made at home and an UHT milk processing plant using the best equipment from one of the
leading plant equipment manufacture.

They manufacture products of truly international quality under internationally

famous brand names such as Gowardhan, GO, Topp Up and Pride of Cows. Since
becoming a public limited company in 2016, they have announced three new brands-
Slurp, Avvatar and Milkrich. Their product portfolio includes ghee, fresh milk, skim
milk powder, whole milk powder, paneer, an array of processed and natural cheese, cheese
spreads, butter, dahi, dairy whitener, gulab jamun mix and whey protein under the brand
names of 'Gowardhan' and 'GO' ,all made from 100% fresh cow milk. Pride of Cows is a
brand of fresh farm- to -home milk and Topp Up, a flavored milk in many a variants.
 COMPANYS VISION

The company strives to optimize the potential of milk across a host of exciting dairy
products to fill each day with imaginative and healthy options for our consumers. They
believe that milk in all its wonderful forms is one of natures most nutritious foods and
anyone who consumes milk products daily, benefits from vital nutrients that the body
needs. Fulfilling dietary nutritional requirements is a source of great joy and creativity for-
us.

A bigger company also has larger responsibilities. While India is the largest producer of
milk in the world, and the commodity has become an important source of income for 70m
rural households, the output per animal is dismal. A key area of focus for us is to help
farmers and milk producers to boost animal productivity. The enhanced participation and
involvement of the private sector is key to further agricultural marketing practices and to
make milk and its derivatives more accessible and affordable to India. In this regard, we
deploy state-of-the-art technology to enhance productivity.

The company also seeks to drive innovation in milk and milk products through their well-
diversified portfolio of brands that deliver dairy products to international standards of
quality. To add value to peoples lives every day, everyone at Parag live and breathe the
corporate slogan of Ideas for a new day.

COMPANYS MISSION

Parags mission is that their consumers should be able to trust their brands. This is
why food quality is a fundamental requirement for Parag. They make every effort to ensure
that their processes are safe, and that high quality standards are maintained throughout the
supply chain.

Dairy innovation
Focus on dairy innovation, enables us to produce an array of products that make
milk moments nutritious, healthy, and enjoyable and we market them under well targeted
portfolio of brands.

Partnership with the dairy farmers

We are working with dairy farmers to enrich their lives, and set new standards for
sustainable dairy production. We want to use our resources in a sustainable manner. By
having a long term environmental strategy we can help make this happen.

Good citizenship
We want to influence the development of society and set an example through our
best practices to make quality milk and world class dairy products accessible to the masses.
As a large private sector dairy player, we have the opportunity to do so.

Building long term relationship with local communities

We strive to uphold respectful and constructive community relations, and contribute
to the development of communities by building long-term relationships with people,
businesses and organizations.

INFRASTRUCTURE

Milk Processing Unit, Manchar

 The Gowardhan factory was started in the year 1992. It is located in the milk belt of
Manchar on the Mumbai Nashik highway. Unit 1, processes raw milk into processed pouch
milk, curd, paneer, ghee, and shrikhand. The huge investment in infrastructure has enabled
the unit to process up to almost 12 lakh liters of milk daily. The factory has employed
around 600 fixed + daily wage workers. Thus, being the source of income for farmers in
the neighboring towns and villages.

Cheese Processing Unit, Manchar

 The Go Cheese factory was started in early 2000. It is located in the milk belt of
Manchar on the Mumbai Nashik highway. The UHT technology is of international
standards with the best European technology, fully automated and requires minimum
human intervention. Right from reception of milk to the finished product, we maintain
strict no-human-contact through the entire manufacturing process. Moreover, our plant is
capable of churning out 1,000,000 liters of milk per day, has an output capacity up to 10
metric tons of butter, 25 metric tons of ghee, 10 metric tons of dahi (yoghurt), 40 metric
tons of cheese and 65 metric tons of milk powder per day. The factory is quite often a part
of study tours for school kids who learn the history & art of cheese making.

Another fascinating aspect of our plant is that it is one of the only two facilities in
Asia with UHT technology. The equipment has been imported from Stephan Machinery
Germany, pioneers in cheese processing equipment. The cheese can be stored in ambient
condition without refrigeration up to a period of 6 months in tropical countries like India.
The company is sure to reach national markets with its UHT treated, superior quality
cheese, which will be available in a variety of forms such as slices, wedges spreads and an
assortment of exciting flavors under a new brand name, Go.

Milk Processing Unit, Palamner

 The Gowardhan plant was started in early 2010 at Chitoor, Palamner, town on the
AP-Karnataka border. The idea was to cater to the south market with fresh cow milk. The
plant is equipped with state of the art technology which packs milk & dairy products in
tetra packs. The employee strength is 400+ thus helping farmers get a source of income
through their livestock.

Bhagyalaxmi dairy farm, Manchar

12
 Pride of Cows is a brand of Parag Milk Foods. It is regarded as India's most modern
dairy farm with the finest international equipment that provides the customers with
superior farm-to-home milk. It is strategically located in the milk belts at Manchar,
Maharashtra and Palamner, Andhra Pradesh.

At Pride of Cows we ensure the cows well-fed and are eating well-balanced meals as
per their nutritional needs and requirements, milk production, body weight, location and
age. The idea is to pamper the cow because only when a cow is happy will it yield the
necessary high quality milk. The parent company Parag Milk Food's product portfolio
includes milk, skimmed milk powder, whole milk powder, ghee, processed cheese, butter,
dahi, proprietary foods like dairy whitener and gulab jamun mix powder under the brand
names of Go and Gowardhan.
 MILESTONES ACHIEVED

1992: Founded by Mr. Devendra Shah and his family in 1992, Parag is strategically
located in the milk belts at Manchar, Maharashtra and Palamner, Andhra Pradesh. An
initial milk procurement of 20 thousand liters per day

1994: Product Introduction- Cow Milk

1998: Manchar VAP plant commissioned; production of ghee and butter under
'Gowardhan' brand

1998: Product Introduction- Toned Milk

1999: Product Introduction- Skim Milk Powder and Ghee

2000: Cheese production on a small scale

2000: Product Introduction- Gulab Jamun Mix and Double Toned Milk

2000: In the same year, exports to Southeast Asia, the Middle East and Africa

2001: Product Introduction- Dairy Whitener

2002: Product Introduction- Cheese Powder

2004: Product Introduction- Whole Milk Powder and Butter

2005: Became the largest exporters of dairy commodities from India with around
95% of products manufactured and exported and introduced Chaas

2005: Launch of own dairy farm, Bhagyalakshmi, over 35 acres and housing 3000
cows making the average yield 25 liters per day

2008: Established as the leading brand of Cheese in Food service business

2008: Investment by Motilal Oswal PE; plan for new cheese plant

2010: Plan launched for Palamaner plant; launch of yoghurt and cheese products
2011: Launch of UHT milk and paneer, "Pride of Cows" brand

2012: Investment by IDFC Alternatives

2013: Investment by IFC Launch of RTD brand "Topp Up"

2014: Launch of Whey Products

2016: Went Public in May 2016

 BRANDS

AVVATAR

Parag Milk Foods Limited wanted to use their years of expertise in dairy to
enhance the nutrition factor and bring the best quality whey protein powder in the market.
And so, after nourishing India with their finest milk products like GO cheese, Gowardhan
Ghee and Pride of Cows, the company proudly presents Avvatar- a premium 100% whey
protein supplement. To help us achieve the performance and strength we desire, to
reconstruct ourselves.
 Since, whey is a natural byproduct of cheese; whey has always been produced on a
large scale in the cheese plant. The company then decided to utilize this whey and produce
whey protein powder which is in high demand in the market. This whey protein was sold
to other companies like Nestle to use in other products baby foods, maternal products etc.
Now the company has decided to launch their own brand of whey protein Avvatar. The
brand is named Avvatar because it will help you in transforming yourself and give you a
brand new Avvatar.

About Avvatar

Super Fresh
Most whey protein brands source their raw materials and get its product packaged
through multiple vendors. This process generally takes months for the final product to be
delivered. Because of which, the possibility of various nutritional properties being lost,
increases highly. On the other hand, Avvatar is milked, processd and packaged within 24-
hours in the same plant, making it the freshest whey protein that you will ever consume.

Superior quality
The entire Avvatar manufacturing process, right from the production of the milk to
the final product is meticulously controlled by the company. Moreover, it is untouched by
human hands during the entire production process. Not just that, Avvatar is produced with
the best of cows milk in a highly advanced, one-of-its-kind in India whey plant. It passes
through stringent quality tests at every stage of manufacturing so that only highest quality
and purest form of whey protein is obtained.

Superior formulation
Scientifically formulated by International experts, Avvatar is a 100% whey protein
packed with the goodness of both Concentrate and Isolate. Apart from that, it also has
naturally occurring BCAA, EAA and Calcium to support you in achieving your fitness
goal.
100% Vegetarian
Several brands in the market use Rennet (obtained from a non-vegetarian source) to
make whey protein. But Avvatar 100% Absolute whey protein is made by isolating whey
protein from cheese whey (obtained from grass fed cows milk, by adding microbial
enzymes during cheese processing) making it 100% vegetarian.

Each serving of Avvatar whey protein of 35g scoop size is packed with-
- 24 g Protein
- 7.8g BCAA
- 7.9g EAA
- 4.9g Glutamic acid
- 150mg Milk Calcium
- 1g Fibre

Avvatar will be available in two packs 2.2 lbs pack which will have 29 servings and 5 lbs
pack which will have 65 servings and in three flavors Double chocolate, Vanilla Snow
Crme and Caf Mocha swirl.

GOWARDHAN

Gowardhan is a brand that caters to the traditional Indian family, residing in both
urban and rural areas. The products under the Gowardhan brand are every-day dairy
products, ones that the consumers are highly familiar with which are Ghee, Milk, Paneer,
Dahi, Curd, Butter, Dairy Whitener and Gulab Jamun Mix . The promise of Cows milk,
purity and taste are the brand's core rationale. Through invoking a sense of festivity and
association with customs and tradition, the brand adds life to products.
 GOWARDHAN PRODUCTS

1. Gowardhan ghee:

It is soft in texture, rich in aroma and delicious in taste. Gowardhan ghee is

produced in modern dairy plant, using time testing traditional recipe to capture the full
flavor and aroma of cow ghee. It is rich source of natural vitamins and B carotene. The
high level of poly unsaturated acids and low saturated fats in cow ghee makes it a healthy
option. No added color.

PACKAGING SHELF LIFE STORAGE CONDITIONS

Jar-5L, 1000ml, 500ml, 12 months Store in clean, cool and dry
200ml place.
Poly pack- 1L, 200ml
RT pack- 200ml, 100ml
Tin- 5L
Sachet- 9ml, 18ml

2. Gulab Jamun Mix

Gowardhan gulab jamun mix is more faster and easier way to prepare delicious
gulab jamun at home. Celebrate your all happiness with soft and delicious gulab jamun.

PACKAGING SHELF LIFE STORAGE CONDITIONS

 1Kg, 200gram 12 months Dry and cool place

3. Gowardhan Gold

Gowardhan Gold Milk is Processed (Homogeneous and Pasteurized) in Modern

Dairy Plant, Using a time-testing and Ultra-Modern technique to capture the essential
Vitamins and Protein content and the naturalness of Pure Cow Milk.

It is a real source of to help Transport Vitamins A, D, E and K. It contains Omega -

3 Fatty Acids, Vitamin E and Beta-carotene which has several health benefits and CLA to
provide protection against several diseases.

An out-an out nutritional superiority for balanced diet

PACKAGING STORAGE CONDITIONS

200ml, 500ml, 1L Under refrigeration at 4 degree Celsius

4. Gowardhan Fresh

Gowardhan Fresh Milk is a Cow Based Toned Milk (Homogeneous and

Pasteurized) in Modern Dairy Plant, Using a time-testing and Ultra-Modern technique to
capture the Required Vitamins and Protein Content. It is processed in a such a way that it
is extremely suitable for the use in Horeca, Institutions etc.
PACKAGING STORAGE CONDITIONS
200ml, 500ml, 1L Under refrigeration at 4 degree Celsius

5. Gowardhan Tea Star

It is Specially designed Cow based Milk with S.N.F content 9.2% and Fat mere 2%
making it best suitable for Tea/Coffee Drinkers.

Gowardhan Tea Star Milk is a Cow Based Milk (Homogeneous and Pasteurized) in
Modern Dairy Plant, Using a time-testing and Ultra-Modern technique reducing the fat
content to mere 2% and raising the SNF bar to 9.2% making it best suitable for Regular
TEA/COFFEE Drinkers. Best in the category.

PACKAGING STORAGE CONDITIONS

200ml, 500ml, 1L Under refrigeration at 4 degree Celsius
 6. Gowardhan rich n thick dahi

It contains 3% Fat. It has got Thick and Natural Taste with 0% Cholesterol.

PACKAGING SHELF LIFE STORAGE CONDITIONS

80g, 200g, 400g, 1kg and 4 days Under refrigeration below 4 degree
2kg

7. Gowardhan fresh curd

It is made from pasteurized cows milk.

PACKAGING SHELF LIFE STORAGE CONDITIONS

80g, 200g, 400g, 1kg and 4 days Under refrigeration below
2kg 4 degree Celsius

8. Gowardhan fresh paneer

Soft and Fresh and easy to cut into blocks

High in Calcium and Protein, low fat content, available in block

PACKAGING SHELF LIFE

100g, 200g, 500g and 1kg. diced 200g 75 Ays
and 1kg

9. Gowardhan frozen paneer

Ready cut cubes. High in Calcium and Protein, low fat content

PACKAGING SHELF LIFE

200g and 1kg 75 Ays

10. Gowardhan butter: salted and unsalted butter

It is Light on Taste, soft & easy to spread.

 Pasteurized unsalted table butter made from clean and wholesome cream derived
from 100% pure cows milk. It contains no preservatives or added flavors.

PACKAGING FOR SALTED BUTTER PACKAGING FOR UNSALTED

BUTTER
100g, 500g and 20kg 500g and 20kg

11. Gowardhan skimmed milk powder

Obtained from spray dried nonfat milk, free flowing, meets ADP extra grade
specification. Ideal for tea and coffee

12. Gowardhan milk rich instant whitener

Milkrich Instant Dairy Whitener is specially made from cow's milk. In the house of
Gowardhan that is instantly chilled and processed to give you that consistently fresh and
creamy rich taste.

GO

'Go' is derived from Gowardhan and has a dual meaning- apart from resonating with
the Sanskrit word for Cow, the brand embodies an energetic spirit with the act of going
synergizing well with the attitude and beliefs of the young generation of today.It caters to
families that are modernized and westernized and who lead both busy and active lifestyles.
Go consumers include young working couples, well-travelled urban centric families with
active children.

GO Products
 1. GO Supremo

Supremo is rich and creamy cows Milk and in the market with total 3.5% fat.
According to the Dairy Council 3.5% is the amount of fat in milk, by weight, at the time
the cow is milked. Go Supremo has the same kind of required fat content making it the
best quality milk that one looks for. Its ultra-high-temperature (UHT) which gives it a
longer shelf-life than plain milk. This enriched experience makes it ideal for both
household and institutional use. Ideal for sweet & dessert preparation

PACKAGING SHELF LIFE STORAGE CONDITIONS

1000ml 180 days (after No need to refrigerate till
opening within 4 days)
open

2. GO Double toned milk

Double toned milk contains as low as 1.5 percent fat. Being low in fat, it helps
maintain cholesterol levels in your body, hence keeping the heart healthy. Easily digestible
Double toned is a good source of complete milk that contains all the nine amino acids. A
cup of (240 Ml) double toned milk provides you as much as 7.7 g of protein. This milk
contains high amounts of casein protein, which is easily digestible. Contains fewer calories
Double toned milk is low in calories as compared to toned milk.

PACKAGING SHELF LIFE STORAGE CONDITIONS

1000ml, 200ml and fino 180 days (after Ambient
200ml opening within 4 day
 3. GO Slim milk

It has less fat than regular toned milk. It contains the same goodness as regular milk
with the fat reduced. It is a great every day solution to help reduce your fat intake as it
contains less than 0.2% fat. Zero Cholesterol, No need to boil, no need to refrigerate till
opened, Stays fresh for 4 days after opening if kept in No added Sugar, No preservatives
added Excellent for People with Heart & Blood Pressure related problems Health & weight
conscious People undergoing Fitness sessions.

PACKAGING SHELF LIFE STORAGE CONDITIONS

1000ml 180 days (after Ambient
opening within 4 days)

1. GO Cheese slices

Made of pure cows milk, made from processed cheddar cheese and is best enjoyed
as it is or in melted form. Rich in texture and calcium content, it can be best enjoyed as a
layer in sandwich, burgers and many more meals.

PACKAGING SHELF STORAGE CONDITIONS

LIFE
40g, 100g, 200g, 476g and 750g 9 months Under 4 degree Celsius

2. GO Processed cheese

Made from Pure Cows Milk, Go Processed Cheese has firm consistency and
smooth texture. It is made from blends of Cheddar Cheese of different ages, known for its
high melting properties, perfect for making baked dishes or Cheese fondue etc.

PACKAGING SHELF LIFE STORAGE CONDITIONS

200g, 400g and 1kg 9 months Under 4 degree Celsius

3. GO Pizza cheese
 Go Pizza Cheese is a perfect blend of Mozzarella and Cheddar Cheese. It has got
excellent stretch ability and firm and smooth texture. It is best used making Pizzas at
home. The stingy texture of Mozzarella and taste of cheddar makes it a perfect delight.

PACKAGING SHELF LIFE STORAGE CONDITIONS

200g and 1kg 9 months Under 4 degree Celsius

4. GO Mozzarella cheese

Originated from South Italy, Go Mozzarella is made using Italian Technology. It has
excellent stretchability which makes it a perfect companion for baked items.

PACKAGING SHELF LIFE STORAGE CONDITIONS

Blocked 200g and diced 500g 6 months Under -18 degree Celsius

5. GO Cheese spread

It comes in 6 different flavors. These are soft and easy to spread.

Made of pure cows milk, made from processed cheddar cheese and is best enjoyed
as it is or in melted form. It is rich in texture and calcium content. It can be best enjoyed as
a layer in sandwich, burgers and many more meals.

PACKAGING SHELF STORAGE CONDITIONS

LIFE
200g 6 months Under 4 degree Celsius

6. GO Cheese angles

Go Cheese Angles can be grated, sliced or eaten as it is. It has smooth texture and
firm consistency

PACKAGING SHELF LIFE STORAGE CONDITIONS

200g 6 months Under 4 degree Celsius
 7. GO Cheese wedges

It comes in 2 Packs: Plain, Flavors.

A wholesome cheese made from blends of processed Cheddar Cheese. Its Soft and
creamy. The best thing is it comes under 4 different flavors: Black Pepper, Plain, Mexican
Twist, Tomato Salsa & Black Pepper

PACKAGING STORAGE CONDITIONS

140g Under 4 degree Celsius

8. GO Nacho cheese sauce

A tangy cheese made from blends of Cheddar wherein Mustard is added for tangy
taste. It goes well with nacho chips and Mexican Dishes. This product is pack in easy to
squeeze tube & has won Asia Star Packaging Award for best package in 2012

PACKAGING SHELF LIFE STORAGE CONDITIONS

180g 6 months Under 4 degree Celsius

9. GO Cheezoz

It comes in 3 Flavors: Plain, Tomato Salsa, Chocolate

A product loved by kids, Go Cheezooz is creamy cheese spread made from blends
of Cheddar Cheese. It comes under 3 Flavors: Chocolate, tomato Salsa and Plain which
makes it more rich and tasty. Packed in Squeezy tube, the product has won IDFs Dairy
Innovation Award for best Childrens Dairy product at OSLO,2011

PACKAGING SHELF LIFE STORAGE CONDITIONS

180g 6 months Under 4 degree Celsius

10. GO natural/gourmet cheese selection

 Made from the finest natural ingredients, according to traditional recipes from Italy,
Holland, Switzerland, England and the US, these natural cheeses are aged some as long
as nine months to attain a distinct delicious flavor of its own. Go Gourmet Cheese
Selection offers you fine natural cheese like Orange Cheddar, Mild Cheddar, Colby,
Monterey Jack, Gouda and Emmental. The authencity and range of Go Cheese makes it a
gourmets delight. The sharp taste of Go Cheddar , the distinctive texture of Go Gouda ,
the pale mild Go Monterey Jack and of course the characteristically moist Go Colby make
a perfect pair with a glass of wine

PACKAGING SHELF LIFE STORAGE CONDITIONS

200g, 1kg and 20kg 6 months Under 4 degree Celsius

11. GO natural cheese shredded

Comes in 3 Flavors: Italian Pasta, Pizza Italiano, Mexican Style

Go Shredded cheese is a ready shredded, authentic specialty cheese which is

available in 4 fabulous combinations: Pizza Italiano, Mexican Style, Italian Pasta and
Processed Cheddar. While Pizza Italiano is a combination of Mozzarella & Mild Cheddar,
Mexican Style is a combination of Monterey Jack, Mozzarella and Colby Cheese, Italian
Pasta is a blend of Mozzarella Cheddar & Gouda Cheese and Processed Cheddar is made
from blends of Natural Cheddar. As the names suggest Go Shredded Cheese is perfect for
Pizzas, Pastas & Mexican Tacos.

PACKAGING SHELF LIFE

150g 3 months

12. GO Yoghurt

Go Yoghurt is made from pure cows milk & active culture. It has 2.7 % fat in it. It
contains 10% Fruit which makes it rich and natural in taste. Comes in amazing 8 flavors:
Strawberry, Mango, Pineapple, Mixed Berry, Lychee, Guava, Vanilla & Kesar.

PACKAGING STORAGE CONDITIONS

80g Under refrigeration at 4 degree
Cels

13. GO Buttermilk
 Buttermilk is a traditional thirst quencher. This is ideal replacement for carbonated
drinks. Being as a pro biotic, ideal appetizer & aids in digestion & prevents gastric
ailments. This is available in two traditional Indian flavors Masala chaas & Southern
Spice.

PACKAGING SHELF LIFE STORAGE CONDITIONS

UHT brick 200ml and 6 months Ambient
1L

14. GO Fresh cream

Made from fresh and pure Cows milk cream Dairy based Fresh cream can be used
at home and it is extremely creamier with rich taste compared to commonly available
vegetable fat based creams The product has 25% fat and is used for both cooking and as a
topping and stored in dry place due to UHT processing and Tetra pack packaging
Available in two convenient pack 200 ml & 1000 Ml No preservative added The TG for
this would be B2B customer as well as the evolved SEC A consumer.

PACKAGING SHELF LIFE STORAGE CONDITIONS

UHT brick 200ml and 120 days (after Ambient
1L opening 4 days)

PRIDE OF COWS
 Pride of Cows, a brand of Parag Milk Foods, is a first-of-its-kind, superior farm-to-
home milk, from Indias most modern dairy farm, with a production capacity of 25,000
liters a day.The Pride of Cows brand is a reflection of our passion for milk. Milk captures
the imagination, sparks interest and ideas, adds color and flavor, and makes us feel fulfilled
and happy. We believe in the significant part played by milk, strengthening and protecting
the body and mind to live a fuller, more complete life each day. We know that cows milk
at its best represents the pinnacle of nutrition and health.

Pride of Cows milk contains (per 100 ml) 112 mg of calcium (one-tenth of the daily
recommended allowance), 3.2 grams of protein, and 3.5 grams of fat (min.) plus 15 other
essential nutrients. It is an important component of a balanced diet and is considered one of
the worlds most complete foods.

TOPP UP
 Topp Up is flavored milk with extra proteins. The protein gives you extra energy &
strength whenever & wherever you need it. This is made from Fresh cows milk. Topp up
is available in six distinct Indian flavors i.e. Elaichi, Mango, Rose, Strawberry, Pista &
Butterscotch. It has long shelf life at room temperature.

Milk Bases instant energy drink made from fresh cow's milk, unique in taste,
available in 6 distinct indian flavors.

PACKAGING SHELF LIFE STORAGE CONDITIONS

Pet bottles 200ml 6 months Ambient
 1.3 INTRODUCTION TO PROJECT

The internship started with an induction program for all the Parag Milk Food
Limited interns across Mumbai. This years internship program had two projects the
Pride of Cows project and Avvatar project. The interns were briefed about the two
month project. The next session was taken by Mr. Mahesh Israni, Chief Marketing Officer
of Parag Milk Foods Ltd, who explained about the company, their brands and marketing
activities of each brands. He provided lot of data and insights about the company and their
brands. The next session was taken by VPS Malik, Vice President of Sales at Parag Milk
Foods Ltd. Even though he is from sales profile, his technical knowledge about the
products is immense. He shared this knowledge with the interns so that everyone has an in-
depth knowledge about Parag products. In the next session, interns were divided into two
groups based on the project assigned to them and were briefed about the specific project
which they were going to work upon on their internship program.
The next day was plant visit in Manchar, Pune. The Manchar plant is Asias
largest cheese plant, with the capacity of manufacturing 40 MT per day. This plant our
plant is capable of churning out 1,000,000 litres of milk per day, has an output capacity up
to 10 metric tonnes of butter, 25 metric tonnes of ghee, 10 metric tonnes of dahi (yoghurt),
40 metric tonnes of cheese and 65 metric tonnes of milk powder per day. The latest
addition to their plant is the whey protein plant situated next to the cheese plant. The
interns were also taken to Bhagyalakshmi Dairy Farm which is two kilometers from the
plant. The cows are well-fed and are given well-balanced meals as per their nutritional
needs and requirements, milk production, body weight, location and age. The idea is to
pamper the cow because they believe that only when a cow is happy will it yield the
necessary high quality milk.
The next day, interns were assigned their respective mentors based on the place
they reside. The mentor assigned to me along with three other interns was Mr. Narayan
Soni, Assistant Area Sales Manager. A meeting was arranged by our mentor with all the
interns to discuss in detail about our roles and responsibilities. Mr. Narayan shared with us
his knowledge about whey proteins, types of proteins and also gave his valuable insights
about the whey protein market, consumers perception towards supplements and busted
some common myths about whey proteins.
The next day, a field visit was scheduled with Mr. Narayan wherein we visited
14 gyms. He taught us how to do a sales pitching to the gym owners and create
conversation with the gym trainers. The main agenda of this meeting was to tell them
about our product and also seek permission to conduct sampling activity in their gym.
Gym owners and trainers are the biggest influencers when it comes to whey protein. In this
process, we also learned that one needs to have good observation skills because some gyms
already have tie ups with some whey protein brands. Hence, they dont entertain other
brands. We learned that it is very important to have good knowledge about the product and
also the industry because the people who you are pitching to will have lot of questions and
you need to tackle them effectively. It is also essential to know about the competitors
because only then you will be able to convince them that your product is better than the
rest. But it must be done very carefully in such a way that you dont degrade your
competitors.
Hereafter, we were required to do field visits on our own and conduct interviews
with people consuming whey protein and gain an understanding of consumer buying
behavior in this category. The area assigned to me was Mira Road and Bhayandar. The
consumer survey and competition mapping went on for the next 12 days. In this span,
interviews of 213 whey protein consumers were taken and visit to 38 gyms were made, out
of which, permission to conduct sampling in 18 gyms were secured. The next few days
were given to prepare for presentation of our findings, insights, observations and suggest
the company a launch plan with the help of marketing concepts.
Then the next phase of the project was market activation in gyms. We were
formed in group of two and sampling was conducted in areas of both the interns. We
conducted sampling in total of 13 gyms in a span of 12 days. This sampling was conducted
in gyms in Mira Road, Bhayandar, Vasai, Nalasopara and Virar. In this phase we had to
create awareness about our product and get feedback of consumers on the basis of taste. In
the last 2-3 days of this phase, we were also required to make sales and collect orders from
interested customers wherein we managed to get three orders.
 CHAPTER TWO: PROJECT WORK

2.1 OBJECTIVES

To conduct a Consumer survey amongst people consuming Whey Protein to

gain an understanding of consumer behavior in this category.

To conduct Sampling activity for Avvatar Whey Protein at the gym

premises across Mumbai on the designated days and time.

To generate data base of trainers along with mapping to locality & Gym.

To create positive conversation with consumers about Avvatar.

2.2 METHODOLOGY

Source of data: Primary research

Primary data:

Collected through questionnaire provided by the company

Additional questions added for in depth analysis
 2.3 SAMPLE DESIGN AND SAMPLE SIZE

The sampling technique used is Purposive Sampling or Judgmental Sampling

which is a type of non-probability sampling.
Sample size of consumers surveyed is 213.
Areas covered in the sample size are Mira road, Bhayandar, Dahisar and
Borivali.
For Market activation, sampling was conducted in gyms and the whey
protein samples were given for testing to 784 people.

These outlets are well spread across new Mumbai and consists of
restaurants, hotels, fine dines, lounges, cafes, etc.

Areas covered in the sample size are vashi, sanpada, belapur, kharghar, etc

Decision makers were mostly purchase managers, chefs, department

managers, store managers.

Prospect information was collected through zomato, foodpanda, just dial

and personal knowledge.

2.4 SCOPE AND LIMITATIONS

Brand loyal customers were hard to target since they wouldnt share their
time for the survey

Some customers were not interested in changing their brand so were not
interested in the survey

Some customers didnt want to entertain interns

 Timing was an issue since most of the times purchase managers or the
decision makers were not available

Due to prior stressed relationship with the distributor some customers

refused to cooperate
 CHAPTER THREE: ANALYSIS AND FINDINGS

3.1 ANALYSIS & FINDINGS OF HORECA MARKET

USAGE AS PER SURVEY

dynamics
6% local
nandini 6%
4%
DAIRY
CRAFT
8% PARAG
47%

AMUL
29%

Findings:

1. Parag milk foods pvt ltd is leading in usage with 47% followed by amul
which is 29% and dairy craft which 8%

2. Thus parags main competitor is amul

32
 PARAG AWARENESS

NO
35%

YES
65%

Findings:

1. 35% of the customers which are using

parag milk foods products dont remember the parent company name. They remember the
products by the brand name like gowardhan or Go.

2. 65% of the current customers do know the

company name parag milk foods pvt ltd

3. It was seen that gowardhan brand has 100%

awareness amongst the customers

4. Awareness of the parent company has to be

created

33
 PARAG SATISFACTION
MODERATE POOR
4% 4%

EXTREME
47%

FAIR
45%

Findings:

1. Parag milk foods customers are seen to be extremely or fairly

satisfied by the company.

2. This shows that most of the customers are happy with the
companys performance

3. Main reason for poor rating is clashes with the distributor

34
 AMUL SATISFACTION
EXTREME
3%
POOR
7%

FAIR
45% MODERATE
45%

Findings

1. Amul customers are mostly fairly and moderately satisfied

2. Moderately satisfied customers can switch over to parag milk foods

3. Unsatisfaction is due to unavailability of products at the distributor

35
 DAIRY CRAFT SATISFACTION

FAIR
13%

MODERATE
87%

Findings

1. Dairycraft customers are moderately satisfied

2. They are likely to change to parag milk foods pvt ltd

36
 BUYING BEHAVIOR

WOM
9%
AVAILABILIT
Y
16% PRICING
37%

BRAND
NAME
7%
QUALITY
31%

Findings:

1. Pricing and quality are the most important parameters of buying behavior.

2. Other important factors are word of mouth, availability and brand name

37
 AMUL customers

TRIED
PARAG
34%

NOT TRIED
PARAG
66%

Findings:

1. 66% of amul customers have tried parag milk foods products

2. 34% of amul customers have not tried parag milk foods products

3. Company needs to improve sampling to such customers

38
 LOCAL/OTHER users
0%
TRIED
PARAG
6%

NOT TRIED
94%

Findings:

1. 94% of the local players, local dairy product users or self-made product users
have not tried parag milk foods products yet

2. Companies should do sampling and much more interaction with such customers

39
 MILK GOW PROCESSED
CURD MOZARELLA
HIGH CHEDDAR
SLICE

MARKET
GROWTH

BUTTER
CHUTNEY CHEESE SLICE
LOW FILLER GHEE
FRESH CREAM

LOW
HIGH
RELATIVE
MARKET
SHARE

BCG MATRIX

BCG market with respect to closest main competitor which

is amul
 STRENGTH WEAKNESS
40
QUALITY LESS MANPOWER

TASTE INNEFECTIVE SUPPLY CHAIN

UHT TREATED PRICE SENSITIVE MARKET

LOW FAT PARAG/GOW CONFUSION

GOWARDHAN BRAND

NO ADDED PRESERVATIVES

MAXIMUM SHELF LIFE

100% COW MILK

OPPORTUNITY THREAT

MORE PRODUCTION TO SUPPLY LARGE NUMBER OF COMPETITORS

MORE
SWITCH OVER
INTRODUCTION OF
LOCAL DAIRIES
FLAVOURED LASSI, RASGULLA
SELFMADE PRODUCTS
PROMOTION

DATABASE OF CUSTOMERS

SWOT Analysis
3.2 ANALYSIS AND FINDINGS OF WHEY PROTEIN

COLOR PREFERENCE
41
BLUE
5%
WHITE
9%
RED
15%

GREY
10%
BROWN
57%
GREEN
4%

Findings:

Most preferred color is brown followed by red and grey

 WHERE TO BUY?

ONLINE
8%

SUPPLEMENT
STORE
21% GYM
59%

MALL RETAIL
2% OUTLET
10%

Findings:

1. Most preferred place to buy protein is gym followed by

supplement stores

2. People dont prefer to buy whey protein from malls, retail outlets
or online

43
 5 KG QUANTITY
2%

3 KG 500G
12% 10%

1 KG
28%

2 KG
48%

Findings:

1. Most people prefer whey protein in 2 kg quantity followed by 1kg

2. large quantity whey protein is not preferred

44
 FLAVOR PREFERENCE

VANILLA
20%

STRAWBERRY
6% CHOCOLATE
46%
ORANGE
3%
MANGO COOKIE N
2% CREAM
15%
COFFEE
8%

Findings:

1. Most preferred flavor is chocolate followed by vanilla

2. Fruit flavors have least preference

45
 REASON FOR BUYING
STRESS
REDUCTION
7%

FAT LOSS TO INCREASE

12% HUNGER
22%

INCREASE BODY
SIZE
59%

Findings:

Whey protein is mostly bought for increasing body size

followed by to increase hunger

46
 QUALITY JUDGEMENT

CERTIFICATN
20%
TASTE
40%

BRAND NAME
34%

SOLUBILITY
6%

Findings:

1. Quality of the whey protein is judged by its taste

2. Other important factors are brand name and certifications

47
 CHAPTER FOUR: RECOMMENDATIONS

4.1 RECOMMENDATIONS FOR HORECA MARKET

1. Different schemes, special discounts for unsatisfied customer to avoid bad WOM

Different schemes and discounts for unsatisfied Horeca customers will

obstruct bad word of mouth. As we saw above word of mouth is also a factor which is
considered by the prospect while selecting brand whose products he will use. Due to prior
distributor issues or some other problems customer feels unsatisfied. Special care should
be taken of such customers to avoid spread of bad word of mouth.

2. Create brand identity

As we saw above customers mostly remember gowardhan brand but
dont recollect its parent company parag milk foods pvt ltd. Special care should be taken
by the company to spread name of the company.

3. Product differentiation
Parag milk foods pvt ltd has wide range of products with 2 to 4
variants in each category. It was seen that some customers which use parag products dont
know its entire range and variants. Customers should be educated of all the products of the
company.

4. Availability of samples
New customer can be obtained only when he is provided with samples
to try. Samples should be made available for new customer building.

5. Small size samples to save cost

48
 Giving samples for each new prospect will be costly hence company
should specially produce small size samples to save cost.

6. Open GO and gowardhan outlets for direct selling

We are familiar with arey outlets spread across all Mumbai. Its great
place for direct selling and advertisement. Parag should have special go /gowardhan outlets
for direct selling and making consumers aware of the brand and products.

7. Use of IT in inventory management and ordering

Instead of relying on visits and calling for placing order from
distributors company can use inventory management software. By help of this software
distributor will make company aware whenever it needs any products. This will save
travelling as well as calling costs.

8. Tie ups with big basket, natures basket,etc

Company can tie up with online grocery stores apps. This will
increase the sales in the upper middle class category.

9. GO cheese truck
a. Low investment cost
b. low operating cost
c. Cheaper than opening a outlet
d. Advertisement
e. Direct selling
f. Consumers get educated about the products
g. Instant feedback on product packaging and pricing
h. Innovative way of marketing

10. Sell products through website

But how to build the traffic?

a. Use facebook custom audiences

49
 1. The more you know about the people youre advertising to, the better
your ads will perform
2. With Custom Audiences, you can retarget people who have interacted
with your business already. For example, customers and website visitors
3. This will help you increase your conversion rate and get a better return
on investment

b. Use facebook shop section

1. You can take your Facebook marketing a step further by adding a
Facebook Shop Section
2. This option makes it easier for people who discover your products on
Facebook to buy them
c. Increase instagram reach
1. Run a campaign or contest
2. Add user generated instagram photos
3. Go behind the scenes
4. Show your product catalogue in motion

11. Use of Periscope / Meerkat

1. Build ecommerce business
2. Create crm
3. Build your brand
4. Build a community
5. Real time feedback
6. Tell your brands story
7. Ways to use:
a. Q & A Session
b. Behind the scenes videos
c. Product showcasing

12. Increase reach on youtube

1. Shoot shorter videos
2. Create a brand channel
3. Be consistent
4. Use analytics to understand working
5. Use annotations to keep and engage your audience
6. Advertise with google adwords

50
 7. Keep in mind youtube is a search engine
13. Practicing relationship marketing
1. Key to success is to build relationship with the buyers
2. Assign at least one person who dedicates all his time for
relationship building with existing as wells as prospects
3. Keep promotional events with the chefs
4. Send souvenirs to chefs/purchase managers on occasions
5. Ask for suggestions giving sense of importance
6. Trips to manufacturing plant

14. Selling directly to independent / food chains

1. Distribution cost reduced
2. Increased sales due to reduced profit margins
3. Personal attention to cater the needs
4. Market information by direct response to improve product in future

15. Distributor evaluation system

1. To provide with suggestions for improvements
2. Negotiation on margins can be done based on performance
3. To improve process overall by training
4. Provide case studies illustrating examples on how well other
distributor did
5. Schedule regular sales conferences that brings together all distributors
6. Take feedback from distributors
7. Take feedback from HORECA on distributors performance

16. CSR activities for developing Parag milk foods pvt ltd brand name
1. Parag milk foods pvt ltd relief trust
2. Tree plantation campaigns
3. Encourage women to work in manufacturing plant
4. Scholarships for farmers children
5. Water conservation program
6. Rural development program

17. Target government organizations

1. Approach IRCTC for use of Parag products in railways

51
 2. BARC, Mantralaya, MCGM, NMMC, SEBI, income tax dept,
KDMC, CIDCO ltd, PWD and many more govt organizations can be approached for use of
Parag products in their canteens
3. Approach Mumbai university, IIT, TISS, TIFR, VJTI and other
educational institutions for use of Parag products in their canteens
4. Medical institutions and hospitals can also be targeted

4.2 RECOMMENDATIONS FOR WHEY PROTEIN

1. Color of the whey protein container should be brown

2. Availability of the protein should be at the gym

3. Container size should be 2 kgs

4. Chocolate and vanilla should be top priority flavors

5. Whey protein should be positioned on body muscle growth

6. Company should give great taste to the protein and create awareness
of the brand

52
Questionnaire for HORECA market research

1. Client name?
2. Type of client?
3. Address of client?
4. Which dairy product and brand are you using?
5. How long have you been using above brand?
6. Purchase manager details?
7. How satisfied are you with existing companys performance?
8. Are you aware of parag milk foods pvt ltd?
9. Which parameter is most important for you while buying?
10. Have you ever tried parag milk foods products?

Questionnaire for whey protein research

1. Which color container would you prefer?

2. Where would you like to have your Whey protein available?
3. In which quantity would you like to buy?
4. Which flavor would you prefer to have in WHEY protein?
5. What is your reason for buying whey protein?
6. What is most important factor for you while buying whey protein?

53
 References

http://www.paragmilkfoods.com/
https://www.scribd.com/doc/35147270/Markering-Report-of-
Gowrdhan-Milk-Dairy-Munchar-Pune
http://www.fao.org/docrep/011/i0588e/I0588E05.htm
http://content.icicidirect.com/mailimages/IDirect_ParagMilkFoods_IP
OReview.pdf
http://foodprocessingindia.co.in/milk-and-milk-products.html
http://www.fnbnews.com/Top-News/indian-cheese-industry--status-
and-future-scope-38262
http://www.futuremarketinsights.com/reports/indian-cheese-market
http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Cheese%2
0Demand%20Rising%20-
%20New%20Market%20Opportunities_New%20Delhi_India_9-30-2015.pdf
http://www.indiaretailing.com/2014/04/10/progressive-
grocer/cheesethe-next-big-market-in-india/

54