SYNOPSIS

DISSERTATION PROJECT
AT
PARAG DAIRY, RAMNAGAR

ON
THE TOPIC
TO STUDY THE MARKETING PRACTICE AND POTENTIAL
PARAG DAIRY IN VARANASI DISTRICT

Submitted By

DILIP KUMAR

MBA-AB (2009-11)

SEM IV
FACULTY OF MANAGEMENT STUDIES,

BANARAS HINDU UNIVERSITY

ORGANISATION

The common brand name of the company is “PARAG” the meaning of

PARAG is the pollen of flower the slogan in the logo is: -
PURE NATURAL & GOOD HEALTH
Parag milk shed is situated in the Varanasi , the holy city of Uttar
Pradesh since independence it has formed part of the traditional supply
line of agriculture products from the village to the cities rich in its milk
potential the milk shed has, in the source of last few decades been
thoroughly exploited by small traders and powerful contractors and well
organized private dairies. Thus, while such intermediaries were retaining
large profits the rural milk producers found their position deteriorating
day by day.
The scheme started operating through 12 chilling centers in Uttar
Pradesh. The milk was mainly collected through contractors. 10 milk
unions were also found almost at the same time, around each chilling
center.
ABOUT THE ORGANISATION

 Indian dairy is emerging as sunrise industry

 Marketing is practiced not only by manufacturing concern & their

channel members but all kinds of individuals and organization

 Authentic market practice is not the art of selling what you make so
much as knowing what to make. It is the art of identifying and
understanding customer’s needs and coming up with solution that
satisfy them and produces riches for firm’s profitability.

 At Parag quality is a relentless commitment to continuous

improvements in products, process and systems to provide
consistent quality products to meet our customer’ requirement
worldwide.

 In Varanasi Sudha is strongest competitors in the fields of milk.

Mostly agents as well consumers say that the quality of Parag will
is much better when any other brand packed milk in Varanasi

 The New Delhi Government set up the National Dairy

Development Board (NDDB) in Anand in 1965 to guide state
governments in how to develop dairy projects along the line of
Amul dairy. This project came to be known as “Operation Flood”.

 The bedrock of Operation Flood has been village milk producers’

cooperatives, which procure milk and provide inputs and services,
making modern management and technology available to members
 The common brand name of the company is “PARAG” the
meaning of PARAG is the pollen of flower the slogan in the logo
is: -PURE NATURAL & GOOD HEALTH
  This programmes was launched in Uttar Pradesh in 1972 and the
implementing agency as pradeshik cooperative dairy federation
limited which was framed in the year. The basic idea was to
replicate anand pattern societies in Uttar Pradesh

FINDINGS:

Inference:
INFERENCE
CONCLUSION

 The percentage sold of Parag milk is more in compared to its

competitors
 The full cream milk are more preferred then toned milk
 Huge scope to increase the market share
 Weak advertisement practice
 Customers preferred more 500ml pack in compared to 1000ml
SUGGESTION

 Parag should advertise through

a) Television
b) Radio
c) Print media
 Parag should improve packaging of milk
 Parag should improve the timing of distribution channels
 Company should launch 250ml pouch of milk in varanasi region
 Company may decrease the prices of milk packets by 50paise for
sometime which will help it to capture more sections of the
market.

LIMITATION

 Unwillingness of Retailers to Share information

 Accuracy of data depends upon the willingness & ability of

respondent

 Secondary data are available in scattered manner due to which

Problems arises in summarization of data