DAIRY SCENARIO IN INDIA

Indian dairy is said to be emerging as a sunrise industry. Milk production is estimated to exceed 74 million tones in 1997 and with the present growth rate of 5 percent per year, production is likely to touch in 1998, 86 million tones by the turn of the country, there by taking India to the top position in milk Production surpassing the US. In 1994-95, milk became Indias number one farm commodity in terms of value of output. Out of every 100 liters of milk produced, 44 were retained by the rural folk, and 56 liters was the marketable surplus for the urban areas. Out of this 56 liters, only 10 was handled by the organized sector and the reaming 46 by the traditional sector. Which means there is still scope for progress not just in terms quality and production but in distribution patterns. About 70 million farmers are engaged in dairy activities. There are about 57 million cows and 39 million buffaloes and the strength of dairy economy is in its live stock of 270 millions, the record in the world. In live stock holding, India occupies the first position, accounting for 51 percent of the world population 1,420 millions. Indias dairy industry generates an annual business of Rs. 53,000 cores and is expected to touch Rs. 88,000 cores by the turn off century. Its highly skilled manpower pool is other advantage

The country has built up a strong base for education, research, extension and training in dairy and veterinary science and manpower resources available here are much cheaper than other countries. Since dairying in India is closely linked to agriculture, milk production is mostly based on the utilization of farm by products and crop residues. Because of the cost of the milk production is much lower than the many developed countries, modern scientific processing technology and managerial innovation are opening up vast

opportunities in processing and marketing of various kinds of value added milk product like flavored milk, yogurt, ice-cream and other delicacies. The emerging consumption patterns present new challenge for the dairy industry. The strategy is now shifting from distribution to sales and marketing. Extreme perishability of milk possibility of its contamination necessitates rapid movement of the product. The highly decentralized natures of the production assets and lie then adequate development of physical infrastructure make the desired speed of movement of milk difficult.

Indian dairy is multi layered shaped like a pyramid with the base Map of market for low cost milk. The narrow tup at the top is small but there exists a great market for Western type milk products. Indian love to drink milk, hence no efforts are needed to make it acceptable its availability is not a limitation either, because of simple production It leaves the vital marketing factor affordability. How to make milk affordable to the large majority with limited purchasing power. This is essence of challenge.

A. Food service institutional market.

It is growing at the double rate of consumer market.

B. Defense market:
It is growing market for quality of product at reasonable prices.

C. Ingredient market
SOME UNIQUE FEATURES OF THE ORGANIZATION

Pradeshik co-operative Dairy federation LTD. is more than four decades old in the Indian Dairy Industry. A quasi government organization in the co-operative sectors, it is the leading organization in the dairy sector in the Northern India. PCDF-a cohesive body successfully does away with the exploitative force of yester years, the eventual middlemen, foregoing a direct link between the producer and the ultimate consumer. To achieve this noble aim, a three tier cooperative structure

has been eve loved comprising of primary societies at the village level, Milk union in the district and finally the main focal Apex Federation the PCDF at the State level. World Bank aided prestigious operation programme in the state has been implemented by PCDF in three phases beginning 1997 to the year 1995. Nearly all the potential milk belts of the state were gradually covered in the three phases of Operation Flood Programmed. PCDFs operation combine the basic guiding principle of Anand pattern Milk co-operative with the business skill of todays industrialized society.

Giving rise to an organization, which injects corporate skills and dynamic professionalism into what, is traditionally a fundamental institution. The Rural milk co-operative draw their inherent strength from the farmers committed participation. More than 5.5 lakhs rural milk producer families of 10865village level dairy co-operative reaffirm their faith by selling surplus milk to PCDF.
OTHER PROGRAMMES

The federations unfailing reputation has won it the task of implementing various development and promotional programmers sponsored by state/central government.

Due to reputation, efficiency and wide network with quality manpower, PCDF is currently implementing following developmental and promotional programmers supported by central /state govt. integrated mini Dairy project (MIDP) women Dairy project (WDP) Capturing a dominant shares of the urban milk market, hitherto served by multitude of small milk vendors, Creating a procurement network to link numerous co-operative producer societies in different milk shed areas to the organized urban dairy industry, Upgrading the milk production capacity of Indian bovine stock through a programme of cross-breeding, veterinary services and auxiliary activities. GENERAL IMPACT (O.F.PROGRAMME) Real ground work in dairying has been done by the co-operatives. Due awareness has been created in the minds of producer and urban of the state.

Co-operative have succeeded in the social and economical upliftment of women and downtrodden in the rural society. Rural migration to the cities curtailed because of continuous and sustainable employment generation at village level. Rural Family Welfare Project (RFWP) Uttar Pradesh Diversified Agriculture Support project (UPDASP) The programmed achieved hitherto under this programme has own many laurels for PCDFC adding further to its reputation.
ENCOURAGING RURAL PEOPLE IN DIRYING- A PRIORITY

Towards upliftment of rural poor, PCDFC has emerged as the leading institution in the state. Small and marginal farmers and landless laborers have been able to participate in draying on an appreciable scale only since the launching of various developmental programmers. Darying is a labour intensive activity governed largely by availability of female labour; hence rural women are also actively participating in dairy. Through its consistent efforts PCDF has ensured that the rural women remains indispensable parts of darying in the state.
MANAGEMENT ---The Force With in (Our forte)

The organization boasts of around more than three thousand employees that covers a whole gamut of highly qualified and motivate professionals MBAs, C.A.s Engineers, Dairy Technologist, Chemist, and vetinarians. The staff has been trained for special function being performed by the Federation.
INFRASTRUCTURE (PLANT& MACHINERY)

The organization is equipped with sophisticated Plat & Machinery Ghee, Butter Milk Powder, and other Dairy product on a big scale. The manufacturing capacity covers approximately 37mt. Ghee, 30mt.Butter, and 55mt. Of Milk powder on per basis. PCDF has also the distinction of having the post sophisticated and computerized first vertical dairy in Varanasi. This is a state of Art project within its various sections located in the basement and three floors of the building.

18

The total capacity available with the affiliated milk unions including the newly acquired Parag Dairy, Varanasi 1530 TLPD. Besides the dairy plants various new projects have been commissioned At Lucknow, Allah bad, Aligarh, and Kanpur as well. Equipped central Quality control Laboratory based at Lucknow which Checks orgenolepetic chemical and microbiological quality of the products.
MARKETING

The federation is marketing milk and milk products under a common brand name PARAG. The total product range under the Parag Brand includes: - GHEE, Butter, SMP WMP Dairy whitener, Flavored milk, Paneer, and Khoa. The clientele include several prestigious institutions- U.P. and Varanasi besides the Indian and the Fareast. The turnover of the federation inclusive of the RMOs and Cattle feed plants union is Rs 545.08 cores. The global market for Indian Milk product is likely to brighten further in view of the GATT agreement and PCDF is poised to emerge as an active player in foreseeable future. EXISTING MARKET STRENGTHS The field stiff is contacting more than 25000 retails outlets every morning and evening. PCDF is serving more than 2 million consumers ever day by providing them by top quality fresh milk. The consumers have faith in PARAG products and PCDF believe that a satisfied customer is their best advertisement.

OBJECTIVE
In Varanasi and NCR generally more than 70% of the dealers preferred MOTHER dairy Milk because of easy availability, and better service and brand image. The rest of the dealers preferred PARAG milk. To find out the satisfaction of dealers with reference to delivery and collection time of PARAG milk. To find out the types of milk mostly preferred by the retail outlets. To find out the users perception with reference to quality of milk supplied by Parag dairy. To find out the sources of information regarding the availability of Parag milk. To find out the factors responsible for the growth in sales of branded milk in NCR

region.
STRATEGY OF THE COMPANY

Last year, we marketed products worth US $ 20 million. Parag is a house hold name for the quality and price- anchorage. Our clientele include several prestigious organization of Varanasi besides the Indian Army and Indian Air Lines. Our sales network is spread throughout Indian. The global market for Indian milk products is likely to brighten further in view of the latest GATT agreement. At present we are successfully exporting our product to neighboring countries.

PRODUCT OF THE COMPANY Parag proudly present itself as a premium brand in the Indian Dairy industry. A list of nutritious and premium quality product of parag include: Milk (Full cream and tonned) Skimmed milk powder in bulk and consumer pack Dairy whitener Pure ghee Table butter White butter Demineralised whey powder Casein edible and industrial grade Dahee The taste, flavour and excellent quality of our SMP-ISI and pure ghee have made them as the brand leader in the market. In tune with the rapidly changing technology, production, units are well armed with the latest equipment. These facilities enable to cater to the needs of clients of Parag by selling over 2,50,000 liters of milk per day in Varanasi. Wide network of Parag backed by a team of dedicated and skilled professionals is ready on its tows to provide you fresh and nutrious dairy products. They always welcome all clients queries and leave no stone unturned for clients utmost satisfaction. 24 BACKGROUND Parag is in the business of milk for more than 50 years. Parag milk is entirely collected from village level collection centers that are developed by Parag. The quality of Parag milk, regularity of supply and value of commitment has made Parag as the hallmark in our sphere of operation. Today Parag is the second largest distributors of milk in Varanasi & U.P. The taste and flavor , low sodium level , low ash , content and low plate count of Parag dairy products has fetched as accolades of clients . Products of Parag have found wide acceptance with countless prestigious institutions. It includes Nestle India Limited, Smithkline Beechman, Hindustan Lever Limited, Mother dairy & thers. 25 CONSUMER BEHAVIOUR Consumer behavior consists of human behavior that goes in marketing purpose decision. In case of basis necessary things of life (food, cloth and house) a person not takes any rise and wants to purchase best brand available in the market. A person do not experiment with food products, he

only purchase known brand or pre-used brand. He switches over only in the condition of suggestion of friends and relatives. A general behavior of people is to select the best option available in the market. But option means that brand which he knows and that brand is best quality at fewer prices. But in the case of food product a person do not main emphasize on price of thing, his main emphasis is on quality. So in this case people want only best milk brand which they knew. 26 QUALITY ASSURANCE FROM PRODUCERS TO CONSUMER: AN OVERVIEW In the new millennium, the world is emerging as a new place with increasing challenges for co-operative dairy industry to produce superior quality milk & milk products at a competitive price. In this changed environment the testing of milk &milk products at a different stages of handling, has become a necessity to ensure good quality & safe food for the consumers. DEFINING QUALITY Quality is an outcome of intelligent efforts and a strong will to produce superior and safe food articles of internationally accepted standard Customer satisfaction is at the focus of the latest international standards for quality Quality as defined by the international organization for standardization is "the totality of features and characteristics of a product and service that bears on its ability to satisfy stated or implied needs. 27 QUALITY OF MILK 1. Nutritional or compositional quality Fat &SNF, protein Lactose, Minerals & vitamin Etc 2. Food Safety Quality Contamination due to feed, medicines, fertilizers, environment etc. level. Microbial quality, which is a function of general health of the cattle and milk handling practices subsequent to milking - The General hygiene of the farmers. 3. Sensory Quality Off - flavour, smell/ flavour which consumer like/ dislikes. In the milk at upper 28 FACTORS INFLUCING QUALITY The quality of an food materials including milk &milk products is influenced by the manner in which the raw material, producer, transporter, processing, post production handling, storage

consumer and regulatory environment interact each other. Good processing and handling can only help to prevent or inhibit further deterioration in quality but can not off -set the harmful effects of the deterioration in terms of toxins and acids which have already been produced due to increased Bacterial Activity in the raw milk. CONSTRAINTS IDENTIFIED IN ENSURING QUALITY Portable water and drainage, approach road and electricity in DCS villages Awareness among the farmers resulting in poor hygiene, sanitation & environment condition Inadequate microbial quality testing facilities in dairies High ambient temperature, particularly in summer resulting in faster growth of microorganism in the milk Longer time of storage & transportation Cold chain for raw and pasteurized milk. Maintenance of equipments at dairy /cc like can washer, can scrubber, flow diversion valve etc. 29 TYPICAL OBSERVATIONS Mixing of "morning & evening milk" Milking the animals in dirty surrounding with cowdung & animal urine "Storing the milk" in the house before supplying it to the society Use of "Aluminum, plastic, GI Utensils" for making the animals and carrying the milk to DCS Addition of neutralizers, formalin and hydrogen peroxide in raw milk Use of plastic jerry cans at DCS level for transportation of raw milk Fat testing by Gerber method is carried out in most of the DCS Lack of Farmers participation. STRATEGY ADOPTED Mass awareness campaign - CMP awareness through village level meetings, booketlets, calendars & posters - Organizing exhibitions/stalls at union/DCS level - To provide technical support for hot water system, as vessels etc - New technological supports - Sanitization of cans at DCS level Cooling of Milk at DCS level - Introduction of BMC - Reducing transportation time through rationalization of routes 30 Incentives to DCS for supplying good bacteriological quality milk. INTRODUCING NEW TECHNOLOGIES Automatic Milk Collection Stations (AMCS)

- It helped in bringing transparency at DCS level - It has simplified the operational and day accounting activities Bactaslyde -Quick testing and easy to use technology for total bacterial load and coliform load - It helps in creating awareness about bacteria among farmers, DCS Adulteration Detection Kit - There are two adulteration kits, small and large -Small adulteration kit is used for 5 adulterants - Large adulteration kit is used for 10 adulterants 31 PROCUREMENT PROCESS In UP milk production is scattered with large-scale producers. A quick survey done in the recent past reveals the fact that the average land holding is very small. The number of family members is high as compared to the buffaloes that a family owns. The number of buffaloes is less with 20%-50% dry or pregnant, thus the producer has to feed such animals that are not in lactation. The average milk yield per lactation of buffaloes is 300 days ranges between 900 kgs to about 1500 kgs. Producers retain the 25% of the produced milk and rest of the 75% is marketing surplus. Thus these quantity of surplus milk available with a producer ranges from 2 kgs-10 kgs per day. An adequate system of organizing milk procurement, quality control, quick testing and chilling & transportation is required in most of the village. Keeping this in view VRS Foods already organized about 500 village centers. Every center is located in puce room owned by the company or hired locally and provided with a small laboratory for conducting quick platform tests including fat%, SNF%, acidity test, COR, BR and CNR on which payment is made. Company has also provided running water for the cleaning of utensils, equipment and storage of milk. During the flush season at each village 300 kg to 700 kg of milk is collected. As per the time schedule, small size vans collect the milk and transport it quickly to the nearest chilling center/dairy plant. In these plants milk is cooled to a temperature of less than 9 degree centigrade to preserve its quality. At certain centers facilities for the pre-cooling of milk is also available. It also avoids any rise in acidity while storage and transportation. 32 Vedram & Sons Milk ParagMilkSpray || ||Ghee|| VRS Foods Ghee || Parag Table Parag Butter Butter || InstantDairyMix ||Casein || White Demineralised Whey Powder

33 MILK TESTING 1. ORGANOLEPTIC EVALUATION Check colour , taste and flavour of milk. 2. COB TEST:Take 2ml of milk in a dry test tube. Boil milk on flame of spirit lamp .Formation of ppts. in the test tube indicate COB test positive. 3. ALCOHOL TEST :Take 5 ml in a test tube . Add 5 ml (60% by volume) alcohol with constant shake. Formation of ppts. indicates alcohol test positive 4. TITRABLE ACIDITY TEST:Take 10 ml milk in 100 ml conical flask add 10 ml distilled water and 1 ml phenolphthalein solutions titrate with N/10 NAOH till fant pinkish colour appears. %TA = 0.09 X ml. of NAOH used. 5. NEUTRALIZER TEST:34 Take 2 ml milk rosalic acid (0.05% in 60 % alcohol), add 2 ml of milk .Rose red colour indicate neutralizer test positive. 6. UREA TEST :Take 2 ml milk in test tube , add 2 ml DMAB solution and mix the contents. Appearance of yellow colours indicates the urea test positive. 7. SUGAR TEST :Take 3 ml milk in a test tube, add 5 ml dilute HCL (1.2) containing 0.1% resorcinol. Mix well and keep test tube in boiling water for 5 minutes. Brick red colour formation indicates sugar test positive. 8. STARCH TEST :Take 3 ml milk in a test tube , boil and cool under tap water and add 2 drops of 1 % Iodine solution. Appearance of blue colour indicates starch test positive. 9.HYPOCHLORITE TEST :Take 5 ml milk in test tube, add 1.5 ml of 7% potassium Iodide. Appearance of yelloish brown colour indicates hypochlorite test positive. If solution is clear add 4 ml dilute HCL (1.2) and heat the test tube at 85 degree centigrade for 1 minute. Cool and add 0.5 ml starch solution. Appearance of blue or red colour indicates presence of bleaching powder. 10. FORMALIN TEST :35 Take5 ml milk in a test, add 0.5 ml of 1 % ferric chloride solution. mix well and conc. sulphuric acid slowly along the side of tube. Formation of violet ring at juncture of two liquid confirms formalin test positive. 11. HYDROGEN PEROXIDE TEST :Take 5 ml milk in a test tube and add 2 drop of para phenyl diamine hydrochloride (1%). Formationof blue colour indicates hydrogen peroxide test positive. 12. B. R. TEST (40 DEGREE CENTIGRADE):Centrifuse the milk, take out cream plug & make ghee. Add a drop of clear fat on Butyrorafractometer prism maintained at 40 degree centigrade . Reading should be in range of 40- 43.If B.R reading taken at temperature other than 40 degree centigrade , apply the following formula: R = R1 +0.55 (T1-40) R= B.R. reading at 40 degree centigrade R1= Observed reading at T1 T1= Temperature degree centigrade at which B.R reading taken. 13. MINERAL OIL TEST :Take 22 ml alcoholic KOH solution (0.5N) in a flask, add 1 ml of clear FAT sample. Saponify the FAT sample and add 25 ml boiling water along with

the sides of flask. Keep on shaking the flask . Turbidity indicates the presence of mineral oil. 14. MBR TEST :Take 10 ml milk in a sterilized tube, add 1 ml MBR dye solution plug with a sterilized cork 36 and invert the tube to mix contents and incubate in a water bath at 37 degree centigrade. Check the tube for decolourisation first after 10 minutes, next after 30 minutes and subsequently after every hour. MBRT is counted deleting initial 30 minutes of incubation. 15.PHOSPHATASE TEST:Take 1 ml milk in a sterilized test tube, add 5 ml phosphatase dye . Incubate at 37 degree centigrade in a water bath. Observe the colour after 10 minutes, 30 minutes and finally after 2 hours. Yellow colour indicates the test positive perform control test also for comparision by boiling of milk sample. 16. SALT TEST :Take 1 ml milk in a test tube , add 2 drop of 10 5 potassium chromate solution . The whole solution turns canary yellow in colour. Now add 5 ml N/100 Silver nitrate and mix well .The persistance of canary yellow colour as such show the positive salt test. 37 TRADE PROFILE The Federation is marketing milk and milk products under a common brand name PARAG. The total product range under the PARAG brand includes Ghee, Butter, Mattha, Flavored Milk, and Curd, besides all type of liquid milk. The sales network is spread throughout Northern India, and the Far East. Besides these the Federation is marketing the following industrial Cattle feed pacing materialunits. 38 Milk transport cans. Plastic crates units Milk testing equipments Cheese plant Ice-cream plant INTRODUCTION TO THE PROBLEM Retailers are the one of the most important member of the distribution channel. They are the people who provides product to the final consumers. As they have the direct touch with the consumers, so they can play a vital role for influencing the buyers decisions. The company should try to provide services to the retailers in such a way that they can satisfy with them. The basic objective of my study is to identify dealers need i.e. What types of milk is generally they buy, Why are they buying different brands of 39 milk, Important factors for purchase decision of dealers, To find out whether the milk is supplied on time, Are they satisfied with the delivery process of PARAG milk, How is the behaviors of the salesman, Are there any shortcomings being faced by the drivers and the salesman in the delivery process, Is there any defect in packaging etc.

SCOPE The scope of study is to understand the problem faced by the company while increasing the retail outlets. With the help of this project Varanasi Cooperative Milk Marketing Federation Limited can increase their outlets by analyzing the feedback given by the interviewer (including existing and non existing outlets). GCMMF can also analyze the pricing strategy followed by the rivals. By this study company will get the information about current competitive position of the parag milk in the market. 40 MANAGEMENT HIERARCHY PCDF has 10 division every division has managers who are responsible of every division is responsible to Managing Director. The division heads of each division shall be responsible for the performance of their respective division not only at the head office but also in the unitsunion in the field. These officers are responsible for achieving fixed target and implementation of system for sorting the problem of unions. All plans having ambition more than one year or those likely to have an impact on other functional division well before approval implementation be routed through management service division which will check the plan to see whether they are in conformity with corporate objective. The Managing of the organization is appointed by state Government. He/She is the IAS officer. Earlier the posts of secretary, Managing Director of milk commissioner were different, but these days M.D of the organization has the authority of all the three posts. 41 REGIONAL MARKETING OFFICE Following are the six regional marketing offices: 1. MALDAHIA 2. RAMPUR 3. VARANASI 4. KAVI CHAURAHA Through these offices marketing of PARAG have been monitored each of these office is headed by Regional Manager (marketing) who has certain area of operation allocated to him and has a warehouse located in that particular town. Product are transferred from the manufacturing units under instruction from General Manager (Marketing) at the head office to the respective ware house from where they are distributed either to stockiest or to the clearing & forwarding agent. The regional manager is assisted in his marketing function by a team of sale force. Entire marketing operation is monitored at the head office under the supervision of the General Manager Marketing. WORKING OF DIFFERENT DIVISIONS OF PCDF ADMINISTRATION: Administrative PERSONNEL ADMINISTRATION E.D.P division has 4 sub divisions: 42

IN- CHARGE PUBLICATION Personnel and administration division deals with welfare activities, promotion policies, demotions, recruitments, transfer polices confidential reports, and other such activities. Besides this they also make service under the guidance of Managing Director. There service rules are made under the co-operative act. E.D.P The Electronic data processing has 2 divisions: 1. Data processing 2. System Management In-charge Publication This division carries out a news paper monthly by a name Dughdha Sahakarita. This gives detail information about various technical inputs given to the society members. This newspaper is circulated through various milk unions in the district. FINANCE 1. Financial Management 2. Audit 3. Accounts MATERIAL DIVISION 1. Centralized purchase and inventory control. 2. Milk procurement technical inputs. Milk procurement and farmers organization 43 MARKETING 1. Liquid Milk Marketing 2. Milk product Marketing 1. Liquid Milk Marketing: At present the liquid milk has been brand name PARAG is being distributed through local units or milk in major cities. ENGINEERING This division has two sub divisions: 1. Project Engineering 2. Maintenance Engineering RESEARCH AND DEVELOPMENT 1. Market Research 2. Product Research PRODUCTS LINE OF PARAG DAIRY Parag Dairy has a good product line of milk and milk products. It has introduced a number of milk products in order to cater to the needs and demands of current and prospective customers. The dairy has launched variants of products in order to meet the requirements of all sections of consumers. 44 TYPE OF MILK Parag Gold (full cream m Milk) Parag Toned (Toned Milk) SPECIAL FEATURES SUITABLE FOR High fat, creamy Growing children, youth, and sportsmen Medium fat, Reasonable price All purpose milk MARKETING COMMUNICATION IN RURAL MARKETS Marketing communication and promotion too possess problems in rural markets. There are many constraints in maintaining the profile of the audience and availability of the media. The literacy rate among the rural consumers being low, in addition to the level of literacy, the tradition bound nature of rural people. Their cultural barriers and taboos and their overall economic backwardness add to the difficulty of communication task. It has been estimated that all

organized media put together can reach only 30% of the rural population of India; TV is an ideal medium for communicating with the rural masses. But it reaches in the rural areas are limited even today. As regards the print media the circulation is limited. It has been estimated that 33% of the total cinema earnings in the country comes from the rural India. Rural communication to be effective repeat exposure is a must and if the gap between the exposures is long the message looses during this period. 45 In short the crux of marketing communication in the rural context is one of finding a media mix that will deliver the required message in a cost effective manner to target an audience that is predominantly illiterates. OVERCOMING THE CONSTRAINTS AND MANAGING THE COMMUNICATION TASK: A company that seeks a long term in rural market has to squarely encounter these constraints and find a way of communicating effectively with the rural target audience. Selecting the media mix Evidently, in the rural context the firm has to choose a combination of formal and non formal media. The possibilities are indicated below: Media mix in the rural context Formal and organized media TV Cinema Press Other print media Direct mail Radio Outdoors 46 Information centre of companys NON-FORMAL/ RURAL SPECIFIC MEDIA product Music records Study classes Demonstration House to house campaigning by special promotion required. Audio visual vans or publicity vans. The formal organized media T.V: With the increase in coverage and the increase in TV ownership in the rural areas TV has the potential to become the primary medium for rural communication. Studies have shown that 77% of the village in India now TV in potency and effectiveness. CINEMA: - The cinema is a useful medium in the rural context. Most India villages have one or more cinema halls and 29% of all rural people view cinema as a member of regular lifestyle and habits. 0UTDOORS:-- Outdoors also lend itself well to rural communication. Infact presently many companies are using the outdoor hoardings and wall painting etc. THE NON FORMAL/ RURAL SPECIFIC MEDIA Audio visual publicity vans. The AV unit or the publicity van is very useful for rural communication. The van is a comprehensive mobile promotion at the exclusive command of the concerned firms. Naturally the AV vans are quite popular with rural marketing firms. Practically all the firms in the agric. Input business have their own AV vans all over their respective marketing territories. Phillips India has very successfully used the AV vans for popularizing their radios in the rural market. 47 COMPARISION WITH OTHER BUSINESS In view of specific individual needs preference and requirements of various types of milk with different special qualities have been developed in PARAG Dairy Company. TYPES OF MILK PARAG TONNED MILK PARAG DOUBLE TONNED MILK PARAG SKIMMED

MILK PARAG FULL CREAM MILK High fat , creamy Medium in fat content , reasonable SPECIAL FEATURES price Medium in fat content , more economical price Fat free milk, very Growing children, youth, and sportsmen All economical price SUITABLE FOR purpose milk Adult and weight conscious people Heart patients, diabetics etc. 48 GOVERNMENT POLICES IS RELATED TO THE BUSINESS Government is taking instruct in business because milk is using for human hea. And every country wants their people should take milk regularly. Generally milk is basic food for people. For growing child aged person and every common people be whole group of member totally depend upon milk. Therefore it is fulfilled our basic needs. So in this reason government could not adopt tax on milk. That is why its becomes very normal. Every category people can be buying milk different branded And different types of milk is DTM,FCM,AND SKIMMED MILK etc. Government can also has been adopting to maintain milk quality thats why (23 quality test every day testing and checking milk in company). Due to its reputation PCDF is currently implementing following development and promotion programmes supported by Central/state government project dairy project, rural family welfare project, Uttar Pradesh Diversified Agriculture support project. Besides this government also helps rural people to given loans for dairy purpose. Generally these facilities are given government in that people those small and marginal farmers and landless labour and government also encourage rural Women and actively participating dairying. 49 TAX ASPECT Sale tax is paid on milk product to government. There is nothing but in transportation Mandi Tax is paid of 7% for ghee. There is no tax particularly in milk from one place to another but in milk product government has adopted some tax. 50 SWOT ANALYSIS OF PARAG DAIRY STRENGTHS ORGANIZATIONAL Advantage of being first vertical dairy Mostin Asia hygienic &computerized dairy Proper. & Authorityadequate Infrastructure. & responsibility clearly defined. Functional organization. PRODUCTION Computerized & Best quality products (23 qualityautomated operation. Comparable quality products.checks)

Funded by Govt. of U.PFINANCE & Adequate ownVaranasi funds Number 1 brand in Overall satisfactory financial position MARKETING Varanasi 51 Reasonable in price Highly qualified Good distribution network PERSONNEL & motivated staff. Responsibility of staff clearly defined Staff aware on the objective set by top mgt. Run and owned by govt. Low brand awareness in national WEAKNESSES Capital region. Less advertising and promotional expenditure. Low brand equity. Very average distribution. 52 Weak position in the mind of customer. Lack of professionalism in sales force. Growing awareness among consumers regarding nutritional OPPORTUNITIES value of milk products. Health positioning of brand because of growing concern among consumers regarding Appropriate time to venture into production and marketing of UHThealth. milk, to serve milk, ice creams. THREATS PARAG as a brand, being threatened by the major presence of Mother Dairy. Less advertising and promotional expenditure are currently negatively affecting and Lack ofshall do more harm in long run to the profitability of company. professionalism sucking the life blood of organization. Lack of good distribution network threatens the very survival of company as well as the brand PARAG. 53 LIMITATION OF THE PROJECT

1. Some people dont give the remarkable answer, so the surveyor has to make his own assumption 2. Since the survey has been conducted in Varanasi, being so big market it might not give true picture. 3. The questionnaire was too long and many a times respondents used to refuse to fill the questionnaire as they considered it to be time consuming. 4. The time period allotted for the study was limited as it had to be completed with this stipulated period of time. 5. The number of respondent covered in the study is limited. Although all efforts has been taken to make this study a representative of total market of Varanasi, the sample size is too small so that data are not reliable. Most of the customer were busy in their work and saying sorry I dont have time .So it was very difficult to access information from those people. 6. The respondents were unable to read exact data spontaneously. It is very difficult to catch the exact word of customers through questionnaire 54 METHODOIOGY In marketing project the accuracy and authenticity of the obtained data depends upon the partial skill which is exercised in preparing the project and selecting the most effective technique of data collection. TYPE OF RESEARCH DESIGN: (1) Exploratory research (2) Conclusive research (3) Descriptive research (4) Causal relationship ANALYSIS & INTERPRETATION OF DATA After collection of data, next task of research process is analysis and interpretation of data. Questionnaire is processed and edited to make sure that all question are answered. He resulting data should be logical and consistent. After editing, data are tabulated and analyzed. Data analysis includes the statistical test which may be editing, coding, tabulation, interpretation. Coding is the assignment of numbers to the observation so that data can be analyzed, whereas tabulation refers to classification and cross classification of observed data. The above things are common in all type of market research project. Statistical tests are 55 applied to certain such research where data are complex and casual relation is to be established. Statistical tests are useful to describe the data at hand, test hypothesis and make predictions or estimates. Descriptive analysis is use to reduce data at hand to a smaller set of number of summary measure represent information. SAMPLING According to a famous statistician YULE the objective of sampling is to get maximum information about parent population with minimum effort. Probability sampling 1. Simple random sampling 2. Systematic sampling 3. Stratified sampling 4. Area sampling Non- Probability sampling 1. Convenience sampling 2. Quota sampling 3. Judgment sampling 4. Panel sampling 56 Sampling unit Sampling unit 100 retails outlets. SAMPLING PROCESS Two generals classes of methods exist for selecting samples. These are probability methods and non- probability methods PROBABILITY SAMPLING METHODS:Probability sampling methods are those in which every item in the universe has a known chance, or probability of being chosen for the sample. This implies that the selection of samples items is independent the controlled objectively so that items will be chosen strictly at random.

RESEARCH DESIGN OF PROJECT A preliminary study of customers/ viewers user satisfaction was done by the method of research. For this purpose structured and non -disguised questionnaire was prepared and administered to various customers in different market segments like government houses, corporate house and various other individuals. 57 58 SOURCE OF INFORMATION: Primary sources Personal survey conducted with carports manager and other governments officials. QUESTIONNAIRE METHODS The greatest advantage of the questionnaire methods is its versatility. Almost every problem in marketing research can be studied only questioning. Questioning is usually faster and cheaper than observing. As a result, less time is typically wasted in questionnaire study. STRUCTURED NON DIS GUISED QUESTIONNAIRE:Most questionnaire studies made in marketing research are of this type. A structure interview of this type introduced more reliable result. The purpose of the question is clear and thus undisguised. It is simple to administer and easy to tabulate and analyze. This questionnaire has also got the provision of the analyses. This questionnaire has also got the provision of the analyses. This questionnaire has also got the provision go the alternative responses, which helps makes clear the question. NON-STRUCTURED NON-DISGUISED QUESTIONNAIRE Unstructured and undisguised questionnaire is distinguished by the fact that the purpose if the study is clear, but the response is the question is open ended. The initials stimulus here is constant. With is the interviewer attempts to get the subject to talk freely about their attitudes towards movie channels/ services. 59 NON STRUCTURED DISGUISED QUESTIONNAIRE Many people are either unwillingly or unable to give accurate report as to their own attitudes and motivations. To overcome this disguised methods are designed so that the respondents so not know what the objectives of the study are such disguised methods may also be unstructured. Projective technique is its type. 60 SOURCE OF INFORMATION Major sources of information for this project are customer scattered various area of Varanasi. It was very difficult to gather the information from some of them as they were in hurry and not willing to give the information related with the topic and sometimes not ready to fill the questionnaire. They thought it was not beneficial for them and was just wastage of time. But I would try to my best and make ready to fill the questionnaire told them that it is also profitable for them. Maximum customers gave very good response in filling questionnaire also provide extra information related to topic .So that I have prepared this report IDEAL MARKETING STRATEGIES FOR COMPANIES 1. Decrease in price 2. Improvement in quality of product 3. Better technology 4. Emphasis on advertising 5. Proper after sale service 6. More distributors. 7. Delivery regularly 8. Delivery timely 9. Proper market research.

61 The following major products marketed by company are as follows Pure milk ghee 1.Name of the Product: 2.Regular packing: 3.Usage: 4.Ingredients: 5.Composition: Parag pure Ghee 500gms.,1kg.,2kg.,15kg Ideal for cooking, baking, garnishing and sweet making. Milk fat Milk fat 99% Moisture 0.3% Calorie value 900 calorie per 100 g. Acidity (0%Olcic Acid) 1% max. Baudoin Test (-) ve. Made from fresh cream, has a typical rich aroma and granular texture and ethnic product. 6.Quality standards: 7.Special Features: Meets AGMARK special grade 8. Product Specification 9.Shelf life: Tin pack: 1year Poly pack: year 62 Table Butter: Name of the product Regular packing PARAG PASTEURIZED BUTTER 100 gms.500gms. Duplex board carton, 400 gms tin pack. Usage As table butter on toast, chapatti, in baking and Cooking Butter,salt,Annatocolour Milk fat 80% min., Moisture 16% max.,salt 2.5%, Curd 0.8%, calorific value: 720 calorie per 100 gms. Coli forms per ml.500 max. Yeast and Mold count 20 max. Made from fresh cream by hygienic method Meets AGMARK Standards Ingredient Composition Micro-bio Standards Special features Product Specifications Shelf Life 9 months at -10 degree to -12 degree c Carton Size 20kgs. =305*305*286 mm 15 kgs. If 100 and 500 gms 63 Name of the product Regular packing PARAG SKIMMED MILK POWDER 200 gms. Bag in Box 500 gms. Big in Box 200 gms. Poly Jar 500 gms. Poly Jar

Usage Ingredient Composition Ideal for making tea, coffee, sweet Milk SNF, Moisture Milk Fat : 1.25 Max Protein : 35% ; Carbohydrate : 52% Mineral 7 %; Moisture 3. 5 % ; Calorific value :350 c/100 GMS.It has excellent natural dispensability Special features Product specifications Shelf life Cartoon size Meets ADPI extra grade and BIS extra grade 11/2 Years 500*30 =15 kg. 200*90 = 18 kg. 64 DAIRY WHITENER Name of the product Regular packing Usage Ingredient Composition Special features Product specifications PARAG SURUCHI INSTANT MIX 500 gm. And 10 kg. tin 200 gm.And 500 gm. Bag in Box Ideal for making tea, coffee Partially skimmed milk and sugar Milk fat 19 % milk Protein 23 %, Carbohydrates 51 %, Lactose 34 %, Sugar 17 % , Minerals 5 %, Moisture 3 % Packed under nitrogen , and has excellent natural Dispensability Meets BIS specifications for sweet and milk powder 65 TYPE OF RESEARCH My research project is quantitative and qualitative both because the question was both type the variables are easily measurable in some question but in other question response are not easily measurable .So I divided all the responses in some variable and then collect the data with the help of this questionnaire and after that analyze the data which comes from the research. Qualitative research is specially important in the behavioral science where the aim is to discover the underlying motives of human behavior. Through such research we can analyze the variables in a particular manner or which make people like or dislike a particular things. Route Number Delivery Van Number Number of Stops by the Van Sales man 2-1 HR 38E 7974 14 Divendu Dhama Chart Properties Dealer Name Lal Babu Harish store Arivind store Singhal store Sharma store Location Khoda Colony Jagat puri Jagat puri Jagat puri Karkarduma 66 Consumption of various milk categories (in carates) FCM 5 1 3 66 7 T.M DTM 2 1 3 SKM 1 3 Manoj store Kanu store Kusum store Vijay store Aarti store Deepak store Sunil store J K store Baba store mod Biswas Nagar Biswas Nagar Bihari colony Bihari colony Bihari colony Biswas Nagar Biswas Nagar Biswas Nagar Biswas Nagar 7 12 3 2 26 6 5 7 4

1-2 1 4 1Route Number Delivery Van Number Number of Stops by the Van Sales man Chart Properties Dealers name Bahadur store -Gautam store Kapil store Kailash store 1-2 UP 14 B 2437 10 Pappu Location Ashok Nagar Sec.6 Varanasi Sec.5 Varanasi Sec.8 Varanasi 67 Consumption of various milk categories (in Carates) FCM TM DTM SKM 32 11 23 30 2 3 434332Sanjay store Saschin store Tiwari store Sharma store Devi lal store Dhulichand store Tundu store Sec.8 Varanasi Sec.8 Varanasi Sec.8 Varanasi Sec.8 Varanasi Sec.8 Varanasi Sec.11 Varanasi Sec.15A Varanasi 2-5 4678869 2123456 1532153 21Route Number Delivery Van Number Number of Stops by the Van Sales man DL 1L C 5002 22 Rajinder Singh Chart Properties Dealers name New fine bakery Suresh store Chaudary store Radhaswami store Arpit Bakery Bist store Bansal store Location Selampur Maujpur Maujpur Yamuna Vihar Yamuna Vihar Yamuna Vihar Yamuna Vihar Consumption of various milk categories (in Carates) FCM TM DTM SKM 2 3 34 2 23 24 34 2 3 4 5 6 7 8 3 5 4 6 68 Gupta store Jain store Tanu store Dev Raj store Fauji store Master store Sarder store Mahipal store Pappu store Shyam store Chhabra store Chaumali store Bara Bhani store Guruji store Chart Yamuna Vihar Yamuna Vihar Yamuna Vihar Yamuna Vihar Yamuna Vihar Khajuri Khajuri Bhajanpura Bhajanpura Bhajanpura Bhajanpura Bhajanpura Bhajanpura Bhajanpura

12 26 15 18 20 34 5 7 44 4 3 2 1 6 9156782134575 96654 Properties Route Number Dealer Name Location Delivery Van Number Ram Veer Tisrapusta Number of Stops by the Van Shyam store Sudamapuri Sales man Bachcha ram store Sudamapuri Ashok store Haridutt store Krishna store Arvind Nagar Arvind Nagar Bhagpura Consumption of various milk categories (in carates) 2-7 FCM T.M DTM SKM DL 1LD 4226 23 2 1 14 58 1 2 Karan Singh 34 100 45 23 69 3 Vinod store Rakesh store Maheshwari store Bharat store Praveen store Subhas store Hasan Store R K store Dayalpur Munshi market Karol Nagar Mustakabad Mustakabad Mustakabad Mustakabad Mustakabad 21 33 23 3 4 42 3 6 4322Route Number Delivery Van Number Number of Stops by the Van Sales man 7-3 DL 1L D 6451 22 Raj Kumar 70 Chart Properties Dealers name Avadhesh store Ramesh store Bhim store Rattan store Neelam store Babli store Sajeev store Sahmim store Mehtab store Man Singh store Praveen stoe Bharat store Master store Vicky store Umesh store Ashwini store Sanjay store Rajasthan store Rajeev store Krishna store Shribhagwan store Location ITO Rajghat Rajghat Varanasi Gate Varanasi gate Sadar Bazar Sadar Bazar Sadar Bazar Sadar Bazar Pandav Nagar Pandav Nagar Modi Nagar Punjabi Bagh Punjabi Bagh Punjabi Bagh Punjabi Bagh Saraswati Vihar Saraswati Vihar Saraswati Vihar Karol Bagh Sadar Bazar 71 Consumption of various milk categories (in Carates) FCM TM DTM SKM 3 5 6 4 8 2 5 4 6 7 8 8 3 12 5 23 4 7 4 6 7 2 4 6 3 32 1 2 2 1 Route Number Delivery Van Number Number of Stops by the Van Sales man Chart Properties Dealer Name Ravi store Nanda store Naseer store Top foods Kapil store Akshay store Thompson press Rekha Kirana store Pepsi Varanasi Authority Location Nangla Nangla Bhangel Bhangel Phase 2 Phase 2 Phase 2 Supiana 1-4 DL 1LE 0110 10 Raj Singh

Consumption of various milk categories (in carates) FCM T.M DTM SKM 1 2 5 8 2 2 1 3 2 6 3 32 12 10 4 2 4 Greater Varanasi Greater Varanasi 72 TOOL AND TECHNIQUES Tools and techniques which used in this project are:Measuring scales: Nominal scale Graphics rating scale Marketing research tools Survey Questionnaire Statistical tools Bar diagram Pie chart 73 DATA ANALYSIS OF VARIOUS CUSTOMERS OPINIONS Q. What type of milk you generally use? Milk powder Pasteurized milk Non Pasteurized milk Table 1 Milk powder Pasteurized milk 8 80 12 Non Pasteurized milk What type of milk you generally use? 8% 28% Powder milk 2 Pasteurized milk Non pasteurized milk 64% 74 Findings: It was found that most of the consumers prefer to buy Pasteurized milk. Q. What brand do you prefer most? Parag Mother dairy Amul Gopal Jee Any Other Table 2 Parag 20 Mother dairy 40 Amul 20 Gopal Jee 12 Any Other 8 What brand do you prefer most? 8% 12% 20% 20% 40%

Parag Mother dairy Amul Gopal jee Any other 75 Findings: Mother dairy got the highest rank i.e. 32% preference than comes Paras with 20%. Q. Are you satisfied with milk you consume? Yes No Table 3 Yes 60 No 40 Are you satisfied with milk you consume? 40% 60% Yes No Findings: Most of the consumers is satisfied to Parag milk. 76 Q. What type of milk you used? Full cream milk Toned milk Double Toned milk Skimmed milk Table 4 FCM 36 TM 24 DTM 28 SKM 12 35% 30% 25% 20% 15% 10% 5% 0% FCM TM DTM 10% SKM 35% 25% 30% Findings: It was found that most of the customer preferred to buy full cream milk or DTM 77 Q. On what basis you choose milk for consumption? Price Quality Availability Packaging Consumer Awaraness Brand Image Table 4 Price 8 Quality 44 Availability 16 Packaging 4 Consumer awaraness 8 Brand Image 20 Price On what basis you you choose milk consumption? Quality Availability Packaging 20% 8% 4% 16% 8% 44%

Consumar awareness Brand Image 78 Findings: Most of the customers buy milk on the quality basis. Q. Do you get the proper quantity of milk from the dealer, when you need (Timely)? Yes No Table Yes 80 5 No 20 79 Do you get the proper quantity of milk from the dealer? 20% Yes No 80% Findings: Most of the consumers get milk from the dealer timely. Q. How do you come to know about Parag milk? News paper Friends From the nearest shopkeeper Any other Table Newspaper 28 Friends 12 6 From the nearest shopkeeper 40 Any other 20 80 How do you come to know about prag milk? News paper 20% 28% Friends From the nearest shopkeeper Any other 40% 12% Findings: It was found that the maximum number of consumers came to know about Parag milk from the nearest shopkeepers. Q. Do you want Parag milk in loose (without packet)? Yes No Table 8 Yes 16 No 84 81 Do you want Parag milk in loose? Yes 16% Yes No No 84% Findings: It was found that about 84% customers were not interested in taking milk in loose.

Q. What type of packaging you prefer? Half liter One liter Table 9 Half liter 72 One liter 28 82 What type of packaging do you prefer? One litre 28% Half litre One litre Half litre 72% Findings: It was found that about 72% customers purchase half litre milk. Q. Do you know about pasteurized milk and its effectiveness? Yes No Table 10 Yes 84 No 16 83 Do you know about pasteurized milk and its effectiveness? No 16% Yes No Yes 84% Findings: It was found that about 84% of the regular customers were aware of the pasteurized milk and its effectiveness. Q. Do you know about quality control process used by different dairy firms? Yes No Table 11 Yes 64 No 36 84 Do you know about Quality Control Process used by different Dairy firms? No 36% Yes 64% Yes No Findings: From the survey it was found that 64% of the customers were aware of the Quality Control Process used by different dairy firms. Q. DO you know that Parag milk is not only pasteurized but also clarified? Yes No

Table 12 Yes 60 No 40 85 Do you know that Parag milk is not only pasteurized but also clarified? No 40% Yes 60% Yes No Findings: From the survey it was found that 60% of the customers were aware that Parag milk is not only pasteurized but also clarified. Q. What is your option about the quality of Parag milk? Excellent Good Average Below Average Table 13 Excellent Good 86 Average Below Average 44 24 16 16 12 10 8 6 4 2 0 Excellent Average Excellent Good Average Below Average Finding: Most of the customer says Parag milk is excellent. DATA ANALYSIS OF VARIOUS RETAILERS OPINIONS Q. Which are the brands of milk you sell? Mother dairy Parag Amul 87 Gopal Jee Paras Any other Table 13 Mother dairy 10 Parag 16 Amul 20 Gopal Jee 8 Paras 8 Any Other 4 Which are the brand of milk you sell? 10 8 6 4 2 0 Mother dairy Amul Paras Mother dairy Parag Amul Gopal Jee Paras Any other Findings: It was found that most of the retailers sold Mother dairy then Parag Amul.

& Q. Why you prefer that particular brand? High demand High profit Easily available in time 88 Good quality 89 Table 14 High Demand 40 High Profit 20 Easy available in time 16 Good Quality 24 Why you prefer that particular brand? Good quality 24% Easily available in High profit time 20% 16% High demand High demand 40% High profit Easily available in time Good quality Findings: It was found that most of the retailers sold On the basis of high demand. Q. What is the most important factor when purchasing milk from company distributor/salesman? Credit Margin Consumer scheme Quality Brand name Consumer preference 90 Table 15 Credit 16 Margin 20 Consumer Scheme 8 Quality 28 Brand Name 16 Consumer Preference 12 What is the most important factor when purchasing milk from company distributor/salesman? Consumer preference 12% Brand name 16% Credit 16% Credit Margin Consumer scheme Margin 20% Quality 28% Consumer scheme 8% Quality Brand name Consumer preference

Findings: : It was found that most of the retailers sold On the basis of Quality. Q. What type of milk generally you buy more? FCM DTM 91 SKM TM Table 16 FCM 10 DTM 6 SKM 4 TM 5 What type of milk generally you buy more? 10 10 5 0 6 4 5 FCM DTM SKM TM FCM DTM SKM TM Findings: FCM has highest range of selling among the customer. Q. Whether you get the supply of Parag milk in proper quantity or not? Yes No 92 Table 17 Yes 68 No 32 Whether you get the supply of Parag milk in proper time or not? No 32% Yes 68% Yes No Findings: It was found that most of the retailer get supply in proper time. Q. How is the behavior of the salesman of parag milk? Good Bad Normal 93 Table 18 Good 11 Bad 8 Normal 6

How is the behavior of salesman parag milk? 15 10 5 0 11 Good 8 Bad 6 Normal Findings: It was found that most of the salesman behavior is good? Q. Are there any short coming being face by the driver and the sales man in the delivery process of parag milk? Yes No Cant say Table 19 94 Yes 56 No 24 Cant say 20 Are there any short comings being faced by the drivers and the salesman in the delevery process of Parag milk? 56% Yes No Can't say 20% 24% Finding : Yes most people fullfill the shortage of parag milk by salesman. Q. Is there regular defect in the packaging of parag milk? Yes No Need to be improved Table 20 Yes 22 No 73 Need to be improved 5 95 Is there regular defect in the packaging of Parag milk? 5% 22% 73% Yes No Need to improve Finding : Yes the most people are saying regular defect of parag milk. Q. Which type of milk consumers prefer most? Full cream milk Toned milk Double toned milk Skimmed milk

Table 21 Full cream milk 56 Toned milk 9 Double toned milk 30 Skimmed milk 5 96 Which type of milk consume prefer most? Full cream milk 5% 30% 56% 9% Toned milk Double toned milk Skimmed milk Finding : most people are used full cream milk. OPINION SURVEY Survey is the systematic gathering of data from the respondent through questionnaire. There is various technique of survey, which can be employed. They are: Personal interviews Telephonic interviews Mail questionnaire. In this project survey is personal interview type. In it the investigators question the respondents face to face. The usual approach for the interview is to identify himself to the 97 potential respondent and attempt to secure the respondent co-operation in answering a list of predetermined questions. Advantage of survey:The advantage associated with the survey technique are:1. It takes relatively short period of time to complete. 2. Research can be produce many difficult type of information. 3. The amount of information procured on each aspect is larger. Disadvantage of survey: Major disadvantage associated with the survey technique are:1. The cost per completed interview is relatively highly as compared to other method 2. The investigator may have to face relatively more difficulties in administrating the interview schedule. 3. Time required is more as compared to other survey method. Reasons of selection of survey technique:There are several factors, which need to be evaluated for selection of the most suitable technique. These factor are: Response rate Amount of data gathered Accuracy Time Cost Flexibility 98 Control National Parag is the second largest distributor of milk in Varanasi and catering to its customers since the last fifty years. We are looking forward to reliable business partners including dealers and collaborators for effective business. We operate in close association with the dairy experts and continuously upgrade the quality of our products.

International India offers countless opportunities in the field of dairy industry, which is still flourishing. Encouraged by the success in the domestic market, Parag is expanding the horizon of its business and looking forward to the importers and foreign buyers for its dairy and industrial products. products. 99 PARAG group enjoys the services of a state-of -the-art production unit for the manufacturing of acid casein and dematerialized whey powder. Its leading position in the domestic market will give us an edge over the others. Functional application Casein : International quality edible casein 1. For Nutraceutical, Health foods, Dietetic and Infant Food Application. 2. For conversion into Caseinates, hydrolysiss. 3. For Medical Nutrition and Geriatric Foods. 4. For Lactose free food formulations. 5. For Sports foods and Weight Management formulas. 6. For Meat Products, Baked goods applications. 7. For Leather chemicals, Paper chemicals, Media preparations etc. 8. Parag Acid Casein finds a ready market in Germany and also caters to the domestic market. Whey and Whey products : Whey Powder Dematerialized 90% 1. For Infant Food formulae, closest to the mother's milk. 100 2. For Life style and Dietetic food formulations etc. Whey Powder Dematerialized 70% 1. Cost effective substitute to SMP for Bakery, Confectionery and Ice cream applications. 2. Excellent bulking agent for soup, Sauces and Salad Dressings. For Dairy mixes, Coffee Whitener, Frozen Desserts Spice and Seasoning blends, etc. 101 Competitors of the company in the milk market. Competitors of company in Varanasi market are:1. MOTHER DAIRY 2. PARAS 3. PARAG 4. AMUL 5. GOPALJI 6. MAMTA DAIRY Main competitors of Parag milk are Mother dairy. Mother dairy is market leader in Varanasi, maximum market share captured by Mother dairy. 102 FIELD WORK PROCEDURE Once the researchers have finalized the problem definition and research design steps, He must conduct the actual data collection operation. The fieldwork is the most expensive of all step .In a research project also the fieldwork is most prone to error. The researchers might be in countered with a number of problem during the field work. The most common problem during a field work are.:1. Not at home. The people (sampling units) who the research wants to interview may not be available at home. The researchers in such a situation may either call back poster or substitute another house just adjacent or next-door. 2. Refusal to co-operate The researchers may find the respondent at home but he may not obtain the desired cooperation from them. Of the researchers

it carefully selected and trained properly. He may use his tactics to persuade the respond. 3. Respondents bias The respondents may declined to co-operate the researchers must establish a report with the respondent to avoid this. Event it they co-operate, respondents may give biased or misleading answers to the question asked by the researcher 103 101 3. Interviewer bias the interviewer may also introduce different types of bias in the answering to more facts of their age, sex, manner or intention. In addition there may be conscious bias created by the interviewers wing to his dishonestly. Every interviewer tries to finish his quota of interview as quickly as possible and also at the cheapest possible cost 104 FINDINGS AND RECOMMENDATIONS 1. There are a number of organized points and no single dealer is found to control the whole area therefore the burden totally falls on the driver and salesman. 2. The scheduled time of delivery of milk is between 11 and 12 p.m but the driver go to sleep first and afterwards load the van. This indicates the lethargic attitude towards work. 3. The delivery of other brands of milk such as Gopalji, Mother dairy, amul, is earlier than that of PARAG. 4. The delivery of the milk is totally unscheduled which results in the loose of market share, which should be paid attention to with immediate effect. 5. The leakage of milk was found at various points of distribution because of which the drivers and the salesman have to tolerate the rough behaviors of the dealers this happens due to carelessness of production department and the dispatch personnel. 6. A focal point should be set up at Biswas Nagar so that the van does not have to make any extra rounds to cater the demands of the dealers, and to facilitate the easy flow of milk because that area is the major consumer of milk. The condition of some delivery vans is miserable which should be improved so as to enhance the efficiency of the salesman and the drivers. 8. PARAG booths have to be established at various points in Varanasi for easy and overall distribution of milk. 105 After Mother Dairy, Parag milk was found to be the next best alternative choice of the dealers because of its early delivery. Most of the dealers are getting their supply as per the demand regularly but some times variations occur.

Many a times the drivers and the salesman have to face the anger of the dealers because of the leakage in the packets of the milk. PARAG booths have to be established at various points in Varanasi and Far bad for easy and overall distribution of milk Milk is not evenly distributed in the Haryana region as the delivery schedule is very limited and there is not more than one van on this route. As PARAG Dairy, Varanasi packs milk for Mother Dairy of more than 1.75 lack liters of milk Varanasi does not face any problem for milk. The Mother Dairy sells its milk at a cheaper rate in comparison to PARAG milk; hence PARAG should also decrease its price in order to beat its competitors. 106 SUMMARY / CONCLUSION Most of the customers are attracted towards packed milk because in this method there is no rationalization in comparison to loose milk. Most of the customers preferred full cream milk because in this fat percentage is very high and is highly in demand by the customer. After that second choice comes DTM because in this fat % is low and the aged person and patient prefer skimmed milk. Most of the customers purchase decision depends upon the quality of the milk. Time availability also affects their purchasing decisions. In customers opinion sales of Mother Dairy is more followed by PARAG Dairy. Customer is fully satisfied with its distribution channel, time availability, and other facility.