SUMMER TRAINING PROJECT REPORT

ON

STRATEGIES TO BE ADOPTED BY PARAG TO COUNTER AMUL MILK SALES IN

LUCKNOW

Submitted for the partial fulfillment of the requirement

For the award of degree

Of

MASTER OF BUSINESS ADMINISTRATION (MBA)

Degree Programme of U.P. Technical University, Lucknow

2008 – 2010-: Submitted By :-

AKHILESH PRATAP SINGH M.B.A. IIIrd Sem

Roll. No. 0812870005

-: Submitted To :-

BHARAT INSTITUTE OF TECHNOLOGYPartapur By pass Meerut

(Affiliated to U.P. Technical Universuty Lucknow)

TO WHOM IT MAY CONCERN

This is certify that Mr. Akhilesh Pratap Singh is a bonafide student of MBA third semester in our institute. He has submitted this project report titled “Strategies To Be Adopted By Parag To Counter Amul Milk Sales In Lucknow ” to fullfill the requirement of UPTU.

Teacher Guide Prof. R.C. ShardMr. Sunil Yadav (Director Management)

BHARAT INSTITUTE OF TECHNOLOGY(Approved by AICTE, Recognized by U.P. Govt. & Affiliated to U. P. Technical University, Lucknow)

BYE-PASS ROAD, PARTAPUR, MEERUT – 250 103

Phone: Off. – (0121) 6531892, 6533991, 3263721 Fax: 0121 – 2967001E-mail: dg@bitmeerut.edu.in Website: www.bitmeerut.edu.in

DECLARATION

I, AKHILESH PRATAP SINGH, hereby declared that the research work presented in this report

entitled “STRATEGIES TO BE ADOPTED BY PARAG TO COUNTER AMUL MILK SALES

IN LUCKNOW” for the fulfillment of the award of Master in Business Administration (M.B.A.)

from Uttar Pradesh Technical University (U.P.T.U.), Lucknow is based on my work during the

summer training in the LUCKNOW PRODUCER’S CO-OPERATIVE MILK UNION LTD. The

project embodies the result of original work and studies carried out by me and the contents of the

project do not form he basis for the award of any other degree to me or to anybody else.

Date: (AKHILESH PRATAP SINGH)

MBA (3rd semester)

Roll No. (0812870005)

ACKOWNLEDGEMENT

I am thankful to management to study the “Strategies to be adopted by PARAG to counter

AMUL milk sales in LUCKNOW” for granting the permission, corporation and valuable

information for competition of this project.

No words are enough to thank Mr. D.P. SINGH (Manager marketing) and Mr. U.N. SINGH

(Manager adm./pers.) LUCKNOW PRODUCER’S CO-OPERATIVE MILK UNION LTD

who not only inspired me to work on this project but also accepted to guide me.

In spite of heavy responsibilities and busy schedules, they always managed time to provide

proper guidance.

Last but not the least, I would like to say that my parents and friends for giving me their

constant support and encouragement in completion of my project.

(AKHILESH PRATAP SINGH)

MBA (3rd semester)

Roll No. (08128700

PREFACE

One must have a contemporary understand of this dynamic world to survive or proper

therein. Never in the past has the role of manager in India as crucial and exciting as now. The

on going economic reforms programme has created infinite opportunities. There has been an

increase in milk income gradually development have broadened the knowledge of consumers.

There are now become choosy resulting in winners & looser at the same time winners those

who monitors needs, identifies opportunities and create value. It is the market place not the

factory that ultimately determines which company will succeed.

Marketing is practiced not only by manufacturing concern & their channel members but all

kinds of individuals and organization. No politician can get the required votes to win and no

“resort” the needed tourist to flourish without developing and carrying out the sound

marketing plans.

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.

As we all know, future is always uncertain. More precisely when there is volley of brilliant

competitors and each wants to be the market leader.

So in the light of intense competition satisfaction through product innovation maintaining

the standard quality their in, failing which no amount or deal of promotional measure or

scheme can compensate at length. Competitive forces have compelled the companies to focus

on specific segment of the market with frequent product innovation and rather new products

and launching thereof with greater confidence.

The present study gives special emphasis on the various strategies to be adopted by Parag

to counter Amul sales in Lucknow. The entire study has been divided into chapters and

further subdivided into segments from each dealing with a separate aspect in a simple and

lucid style and clarification has been given top priority throughout the project.

EXECUTIVE SUMMARY

The objective of the project is to study market potential of Parag milk and to know the

consumer’s perception about Parag milk. The report contains a brief introduction of

D.U.S. limited and its various products. Parag is the largest player in the milk sector.

At Parag quality is a relentless commitment to continuous improvements in products,

process and systems to provide consistent quality products to meet our customer’s

requirement worldwide. This report clearly mentions objectives of study and research

methodology utilized. Research design used in this project is exploratory and the sources

of information are both of primary data and secondary data. The data collection method

used is structured non disguised questionnaire in which the types of questions. Used are

open ended. Multiple choice, close ended and dichotomous. The report contains a detailed

view of the tasks, which have been undertaken to analyze the market of Parag milk.

Various set of questionnaire have been prepared to know perceptions of retailers and

consumers about Parag milk. Some of the research areas are – Gomti Nagar, In. The

comprehensive and intensive marketing activities at D.U.S. Ltd. Lucknow are control by

manager marketing. Incharges marketing of the unit milk itself is the complete meal.

The route or supervisor duty is to see whether the milk and milk products are properly

distributed to the agents of Parag in due proper time. They observe the market trend the

competitor’s activities the difficulties of market. They try to penetrate in new market area

where the agents of Parag do not exit. At the present the distribution of milk and milk

product is done through Tata 407 vehicles which are arrange by the company.

In Lucknow Amul 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 Lucknow. Capturing a dominant share of the urban milk market hitherto served

by a multitude of small milk vendors. Creating a procurement network of link numerous

caperative producer societies in different milk shed area to the organized urban diary

industry. Diary cooperative societies at the village level handling procurement of milk.

Co-operative milk unions at the district level engaged in processing and product

manufacturing. Predeshik co-operative diary federation (PCDF) at the states level charged

with coordinates of marketing. Removing the middlemen between the producers and

consumer by the procurement of the milk directly by the producer directly through co-

operative society. In D.U.S. Ltd. Lucknow at reception point of milk from different

societies milk is collected and basis test are carried out quickly after cleaning. It is send

for further processing finally after pasteurization three types of milk obtain that is full

cream milk, toned milk and Janta milk.

The route or supervisor duty is to see whether the milk and milk products are properly

distributed to the agents of Parag in due proper time. The whole project has been a great

learning for me to experience and understand the market dynamics with respect to an milk

products.

CONTENT STRUCTURE

PART-1

(1) Introduction 2-4

(2) Company Profile 5-11

(3) Industrial Profile 12-21

(4) Objective of company 22

(5) Product profile 23-32

(6) Rate of milk products 33

(7) Quality control 34-36

(8) Major Private Companies 37

(9) Innovation 38-41

PART-2

(10) Objective of study 43-45

(11) Research Methodology 46-55

(12) Data analysis & Interpretation 56-76

(13) Finding 77-78

(14) Limitation 79-80

(15) Suggestion & Recommendations 81-82

(16) Conclusion 83-85

(17) Appendix 86-93

(18) Bibliography 94-95

PART - 1

Introduction

AN INTODUCTION OF FMCG INDUSTRY

The FMCG sector is a cornerstone of the Indian economy. This sector can drive growth,

enhance quality of life, create jobs, and support penetration of technology. A vibrant FMCG

sector can boost agricultural product and export. It contributed to the exchequer significantly,

disperse technology across the value chain and usher in the product innovation. This

innovation can improve Indian Health standards.

Fast Moving Consumer Good (FMCG) industry has a long history. However, the Indian

FMCG began to take shape only during the last fifty-odd years Today, the Indian

FMCG industry continues to suffer from a definitional dilemma. In fact, the industry is yet to

crystallize in terms of definition and market, size, among others.

The definitional confusion that has marked the Indian FMCG industry is getting confounded.

Some others call it the CPG industry and some even call it the PMCG industry. The Indian

FMCG industry has suffered because of the confusion.

It is an industry which touches every aspect of human life from looks to hygiene to palate.

Perhaps defining as industry whose scope is so vast is not so easy.

The government is at crossroads not knowing how and where to slot the Indian FMCG

industry and unsurprisingly, the manner in which it has treated an industry which holds

tremendous promise as producer of goods that pervade everyday life has been only callous.

The facts that the FMCG industry is a noteworthy employer and a major tax payer are being

ignored.

The only thing that is cheering the industry are the reforms of the nineties. Post reforms, the

industries is excited about a burgeoning rural population whose income are rising and which

is a willing to spend on goods designed to improve lifestyle. What is needed now is a change

in the mindset of the mandarins, FMCG industry -friendly legislation are the needs of the

hour. It does not matter whether changes are being brought about by dawning market realities

or the ongoing economic reforms. One thing is certain here: The Indian FMCG industry has a

promising future to look forward to.

In terms of growth potential, the Indian market is a great horse to bet on. With a little help

and understanding from the government, the Indian FMCG can realize its true potential.

So far, it has been a checked graph for the MNC’s operating in the Indian FMCG industry.

Domestic companies are only beginning to make their presence felt in the industry. It has

taken tremendous consumer insight and market savings for the FMCG players to reach where

they are today. But, the journey has only begun.

PROFILE OF THE COMPANY

Name of the organisation

LUCKNOW PROODUCER’S CO-OPERATIVE MILK UNION LTD

Address of the organisation

22, Jopling Road, Lucknow

Established 1938

Registration 23rd March 1938

First Dairy Inspector N.K. Bhargava

Place of Establishment Initialy at Charbagh, Shifted to Ganesh ji, Presently at 22, Jopling Road, Lucknow

Founder Raj bahadur Gopal Lal Pandya

Board Of Directors Mr. Gopal PandyaMr. N.C. ChaturvediMr. Tej Shanker Mr. Pushkar Nath Bhatt

Per Day Production Of Milk

initially 4000Ltr

Location Initially CharbaghNow Present In 22, Jopling road, Lucknow

Area of Distribution Initially- Bakshi ka talab, Tewari GanjAt Present- entire District

ABOUT THE COMPANY

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 Lucknow, the capital of Uttar Pradesh since independence it

has formed part of the traditional supply line of agriculture products from the village to the

big 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.

In 1950-a co-operative milk supply union was organized in Lucknow , which started

collecting milk from village and supplied to Lucknow and local markets. This milk union

continued function for about a decade, in the mean time Lucknow milk scheme was

established by government of India in 1959-60 to ensure cheaper milk to the local pollution

of Lucknow. The scheme started operating through 12 chilling centers in Eastern Uttar

Pradesh. These chilling centers were mainly coated in thither district of Lucknow ,

Barabanki, Raebareli , Kanpur, Unnao, Sitapur etc . The milk was mainly collected through

contractors. 10 milk unions were also found almost at the same time, around each chilling

center. These continued functioning in a rather lop-sided manner till 1977.

Gradually all the milk union almost become defunctioning and was supplying very little

quantity of milk during the years 1970-77. Obviously contractors had monopoly and

collected major share of milk which was either supplied to Lucknow or to the local

population of the city.

This programmer was launched in Uttar Pradesh in 1972 and the implementing agency in the

was pradeshik cooperative dairy federation limited which was framed in the year. The

basic idea was to replicate anand pattern societies in Uttar Pradesh. In august September 1972

organization of societies in Lucknow district was taken up bar out, Mohanlalganj,Amausi

blocks. A spear head team from national dairy development board was posted in Lucknow ,

which started functioning from April 1978 with a team of 27 employees drawn from

Lucknow milk 198 milk procurement cooperative societies by the year 1981, when the

operation fllod-14 programme ended.

Feeded balancing dairy, Lucknow Producer’s Co-operative Milk Union Ltd was set up under

operation flood-1 programmer with the specific purpose of supplying milk of local markets

and other districts.

Dairies and conversion surplus milk into various dairy products. This dairy is situated in the

middle of Lucknow . The dairy was commissioned in April 1978 and processed the liquid

milk procured from the then milk shed comprising Lucknow, Raebareli, Barabanki and

Unnao.

The purpose of establishing feeder balancing dairy, Lucknow co was to provide remunerative

market for milk produced in the milk shed comprising district of Lucknow , Barabanki,

Raebareli, Kanpur and Sitapur as envisaged under operation flood-1 scheme. Thus feeder

balancing dairy was oblized to receive entire surplus milk from the rural areas, through a

network of milk coop. In 1978-79 the average handing of milk per day at fbd-Lucknow

Producer’s Co-operative Milk Union Ltd was 49,300kg. With peak handing of 1, 04,950kg

in the feb.

In April 1981 Lucknow Producer’s Co-operative Milk Union Ltd launched pasteurized

whole milk packed in polythene sachet for local consumers. The supply of milk was

gradually extended to other local markets .

As the basic idea of establishing FBD-Lucknow Producer’s Co-operative Milk Union Ltd

was to convert surplus milk into various dairy-products, this activity started in sept. 1978

with manufacture of skimmed milk powder and ghee. The manufacturing of table butter was

started from April 1981.

In view of milk production procurement and marketing potential of Lucknow Producer’s Co-

operative Milk Union Ltd , and expansion programme has been undertaken by N.D.D.B. on

turn basis. The target set is as under:

Increasing processing capacity from 1 lack to 3.5 liters per day.

Increasing powder plant capacity from 10 tones to 40 tones per day.

Increasing the capacity of ghee plant from 1.m.t. to 4.m.t. per day.

Increasing the capacity of butter manufacturing up to 16.m.t. per day

The work of expansion has been complete in 1989.

The work of expanded dairy started functioning on full capacity in 1991-1993 year. The

liquid milk and products are selling in the market in the brand name of PARAG.

The milk product has been marketed by P.C.D.F. luck now. The sale of liquid milk has been

carried out Lucknow Producer’s Co-operative Milk Union Ltd, Lucknow.

In the year 1983 P.C.D.F. Ltd. started working under Operation Flood – II (White revolution)

scheme. Mostly unit milk Sahakari Board where connected under Operation Flood – II,

having the name Dugdh Utpadak Sahakari Sangh (D.U.S.S.) Ltd. P.C.D.F. Ltd. takes royalty

of common brand name PARAG and all the important policy taken by Pradeshik Co-

operative Dairy Federation Ltd. Who monitors to all the D.U.S.S. Ltd. i.e. Lucknow , Kanpur,

Varanasi.

PARAG provides hygienic, nutritious milk and milk product. In the year 1983 Operation

Flood – II scheme was launched, the main objectives of the Operation Flood were following

–

To collect the milk directly from the producers (Villagers through society).

To insure the supply of quality milk collected from the villagers which being sold in

the market area of city.

To save the producers, villagers and the customers from the middle man.

The milk is collected firstly to the society level then it comes to D.U.S.S. level finely

it comes under the state level i.e. federation.

ANALYSIS OF MILK INDUSTRY

Traditionally, in India dairying has been a rural cottage industry. Semi-commercial dairying

started with the establishment of military dairy farms and co-operative milk unions

throughout the country towards the end of nineteenth century.

In earlier years, many households own their own ‘family cow’ or secured milk from a

neighbor who had one. With the increase in urban population fewer households could afford

to keep a cow for private use and moreover there were other problems also like the high cost

of milk production, problems of sanitation etc. restricted the practice; and gradually the

family cow in the city was eliminated and city cattle were all sent back to the rural areas.

Gradually farmers living near the cities took advantage of their proximity to the cities and

began supplying milk to the urban population; this gave rise to the fluid milk-sheds we see

today in every city of our country.

Prior to the 1815 most milk was necessarily produced within a short distance of the place of

consumption because of lack of suitable means of transportation and refrigeration.

The Indian Dairy Industry has made rapid progress since independence. A large number of

modern milk plans and product factories have since being established. These organized

dairies have been successfully engaged in the routine commercial production of pasteurized

bottled milk and various western and dairy products. With modern knowledge of the

protection of milk during transportation, it became possible to locate dairies where land was

less expensive and crops could be grown more economically.

In India, the market milk technology may be considered to have commenced in 1950, with

the functioning of the Central Dairy of Aarey Milk Colony, and milk product

technology in 1956 with the establishment of Amul dairy, Anand.

Indian dairy sector is still mainly and unorganized sector as barely 10% of our total milk

production undergoes organized handeling.

DAIRY DEVELOPMENT IN UTTAR PRADESH

(AT A GLANCE)

U.P. is the highest milk producing State in India having a share of 18% of the total production

of the country. The per capita availability of milk has gone up to 224 grams.

Dairy development programme is being implemented in State through the following sectors:-

Cooperative Sector

Private Sector

Cooperative Sector:-

In the year 1917 saw the advent of the First Co-operative Milk Society at Katra,

LUCKNOW. It was unfortunate that no special efforts were made in this direction for the

next two decades. It was then in the year 1938 LUCKNOW PRODUCER’S CO-

OPERATIVE MILK UNION was established. In the coming years Lucknow, Varanasi,

Kanpur, Haldwani, Nainital and Lucknow Milk Unions saw the light of the day.

To accelerate the pace of Dairy Development in the State a State Level apex autonomous

unit PRADESHIK CO-OPERATIVE DAIRY FEDERATION LIMITED was

established in the year 1962. Initially the federation played the role of a Technical

Advisor. As years went by PCDF Ltd. became proficient and was given the World Bank

assisted Operation Flood Programme in the State.

Objectives of the O.F. Programme

(1) Capturing a dominant share of the urban milk market, hitherto served by a

multitude of small milk vendors.

(2) Creating a procurement network to link numerous cooperative producer societies

in different milk shed areas to the organized urban dairy industry.

(3) Upgrading the milk production capacity of Indian bovine stock through a

programme of crossbreeding, veterinary services and auxiliary activities.

The Operation Flood Programme in the State was being implemented by a three tier

cooperative structure :-

(1) Dairy cooperative societies at the village level handling procurement of milk.

(2) Co-operative Milk Unions at the district level engaged in processing and

product manufacturing.

(3) Pradeshik Co-operative Dairy Federation (PCDF) at the State level charged

with the coordination of marketing.

Operation Flood-I was initiated in 1971 and covered 8 districts of the Lucknow and

Varanasi milk sheds. Besides Cattle Feed Factory of one handed Metric Tone capacity

each at Lucknow and Varanasi were established.

Operation Flood-II started in 1982, wherein coverage was extended to 28 districts.

Operation Flood-III launched in 1987 and included two more districts, so that of the

total 83 districts, was implemented in 30 districts/as of date the coverage has been

extended to 41 districts. The Operation Flood Programme completed its third phase in

the year 1994-95.

The federation is equipped with sophisticated plants and machinery to manufacture

Ghee, Table Butter, Milk Powder, Infant Milk Food and other dairy products on a big

scale. Our manufacturing capacity covers approximately 37 MT Ghee, 30 MT Butter

and 55 MT of Milk Powder Daily.

The Net Capacity available with the affiliated Milk Unions including the newly

acquired Parag Dairy – Stand at (Dairy: 1530 TLPD/Chilling (Hired: 180

TLPD/Owned : 660 TLPD).

The progress achieved till the year 1999-2000 indicates the total functional VDC’s at

10865 with a membership of 5.51 lacs. Procurement and Sales figure for the year

reflect 7.28 lacs K.G.s and 4.27 Lacs liter respectively. In addition the federation is

also marketing milk in the N.M.G., the figures for the year 1999-2000 stand at 3-20

lacs K.G.s As a technical support to its base activity the federation is also supplying

Fodder Seeds and Cattle Feed to its producer members. The federation is Lucknow

and Varanasi and has marketed 37144 MT cattle feed. Similarly the federation

operates a Seed Processing and Marketing Unit at Aligarh. The total fodder seeds

distribution by this unit stand at 3017 Quintal. It is to state that we are also marketing

fodder seeds to neighbouring state including Tamilnadu and West Bengal.

GENERAL IMPACT – O.F. PROGRAMME

Real ground work in dairying has been done be the co-operatives.Due awareness has been

created in the minds of producers and urban consumers of the state.Co-operative have

succeeded in the social and economic upliftment of women and down trodden in the rural

society.Loss of genetic material by the middleman has been chedked to considerable extent.

Rural migration to the cities curtailed because of continuous and sustainable employment

generation at village level.In its efforts to replicate the programme and accelerate that

development in the remaining districts of the state a parallel body in the form of Rajya Dugdh

Parishad played the role of mainly a licensing authority. Later on in the year 1990 the

Parishad was given the charge to work parallely in Non-Operation Flood Districts. At present

42 districts are covered through 33 district level milk unions. The net capacities available

with the affiliated milk unions including the newly acquired Parag dairy -Stand at (Dairy :

155 TLDP/Chilling : 100 TLPD/Owned 161 TLPD).

The progress achieved till the year 1999-2000 indicate the total functional VDC’s at 5381

with a membership of 2.75 lacs. Procurement and Sales figure for the year reflect 1.57 lacs

K.G.S. and 1.09 lacs liter respectively.

Private sector:

Presently 25 registered private dairy are functioning in different districts of the State, with a

total handling capacity of 46.64 lacs liter per day.The Dairy Development Department is also

running some supportive programmes for dairy development in state of Uttar Pradesh as :

IMDP, WDP, RFWP, UPDASP, SCP, Shwet Kranti Yojna.

IMDP – Intensive Mini Dairy Project:

The largest employment generation programme named a IMDP under Deen Dayal Rojgar

Yojna was initiated in the year 1991. The programme was launched in 17 districts of the State

in the first phase. In due course of time the scheme at the Government level was renamed as

Vishes Rojgar Yojna. For the year 1999-2000 the total number of mini dairy stands at 18,

5000 in 73 districts of the state.

WDP – Women Dairy Project:

In its efforts to remove gender basis the state Government has initiated WDP through

Government of India, wherein part of the programme is being funded under the STEP

programme of the State Government. The progress as on date reflects 2096 women societies

with a membership of 80345.

RFWP – Rural Family Welfare Programme :

Under the aegis of SIFPSA a family welfare project is running at present. It is an ideal

programme for family welfare through dairy cooperative society. It is currently operating in

13 districts. Further 3 new districts will be added U.P.

UPDASP – Uttar Pradesh Diversified Agriculture Support Project:

A World Bank assisted Project it is operative through the following components:- PHAP -

Public Health Awareness Programme.The programme is operational in 15 districts of the

State for a period of MRCB – Milk Recording & Conservation of Breed. The programme is

operational in 07 districts of the state for a period of Special Achievements/Initiatives

The highest ever Milk Procurement in a single day that touched the magical 13.58 Kgs

Mark.Efforts are on to bring in our Major Dairies under the ISO 9002 fold, wherein Lucknow

Dairy & Parag Dairy have already been awarded the ISO 9002 Certification.

To fulfill the vision and the dream of strengthening the Federation of that it is able to meet the

ever increasing competition on all fronts an Satat Sudhar Yojna has been initiated.Total NMG

supplies 3.20 lac liters/day.

OBJECTIVES OF COMPANY

OBJECTIVES

PCDF’S front-end objective was to see that there was enough milk for everyone in town.

Marketing is simply the PCDF’S tool to achieve their ultimate objective and delivering the

pure parag milk to every home.

PURPOSE

PCDF’S aims to build a system to ensure that individual farmer got a fair price for the milk

he sold.

MISSION

PCDF’S mission is to become the strongest marketing organization by 2005.PCDF’S came

into existence in 23rd march 1938,with the simple intension of ensuring a fair return to the

producers. Which was implemented in UP is the year 1983-1984 provided the much needed

impetus to co-operation. The mission was to develop a product mix that would not only

promote sustained growth but also help member union to develop adequate.

Production and processing facilities. It also aimed to offer quality products at fair price, and

to do so by achieving economies of scale and costs. And this mission gave birth to brands like

parag and Amul.

VISION

To increase it’s number of Parag milk customers and its turnover to 50 crores by 2005 by

product diversification

PRODUCT PROFILE

MILK PRODUCTS

(1) Butter

It contains less than 80% milk fat and more than 15% moisture and high acidity. It is

prepared exclusively from milk cream of curd of cow or buffalo milk without the addition of

salt, color or any preservative and is intended for cooking or for preparation of Ghee.

(2) Ghee

About 43% of total quantity of milk produced in India is manufactured first into butter

and then converted into Ghee. Bulk of Ghee is derived from buffalo milk because it is richer

in fat that cow milk. In Parag surplus butter is mutted in steam jacket kettles. Which are

equipped with mechanical stirrers and heated with steam till the moisture is removed.

(3) Paneer

In Parag, Paneer is produced by the traditional method in which citric acid is added to

the boiled milk and the milk immediately gets adulterated and water is separated and paneer

is obtained. It contains less than 50% frat of more than 60% moisture.

(4) Others

Skimmed milk powder, cake and khoya are other products produced by Parag.

Future Products

Some new products like coffee powder, ready to make ice-cream powder, baby food

and other milk drinks are in the testing stages.

PARAG’S MILK PRODUCTS:-

Butter available in 20 gm., 100 gm., and 500 gm. packs.

Pure Ghee available ½ Kg.

Paneer - vailable in 100 gm.

Skimmed milk powder - in 500 gm. cartons & 200 & 500 gm. plastic bottles.

RATE OF MILK AND MILK PRODUCT

Name of Milk & Milk Product Agent Rate Consumer Rate

1. F.C.M.

2. TONED MILK

3. JANTA MILK

4. LOOSE MILK (IN CANTS)

5. GHEE/1LITER PACK

6. BUTTER 100 GRAM

7. BUTTER 500 GRAM

8. PANEER

9. MATTHA (200 ML)

10. DAHI

25.50P/L

20.00P/L

17.00 P/L

19.00 P/L

215.00 P/L

15 RS

72.50 RS

147.00 P/KG

4.50 P.P.

9.00 P. CUP

27.00

22.00

18.00

20.00

250.00

20 RS

90 RS

170.00

5.00

10.00

QUALITY CONTROL

Quality control is an essential and most important department for any manufacturer. Today

every organization has efficient quality control system.

Quality control is depend upon only practical (Survey Analysis and Right Procedure).

In D.U.S.S. Ltd. LUCKNOW at reception point of milk from different societies (Producers

Villagers) Milk is collected and basic test are carried out quickly after cleaning it is send for

further processing. Finally after pasteurization three type of milk obtain that is Full cream

milk. Toned Milk, Janta Milk.

Milk procedure out through some stages----------------------

1. ORGANO LEPTIC TEST –

It passes through three stages this is the first type of testing milk.

Seeing

Smell

Testing

2. CLOT ON BOILING TEST –

After testing checking is done between good and pour milk.

Formalin test

Soda test

Urea test

Sugar test

Caustic test

These tests are based on c lot on boiling test

3. S.P.C. (Standard plate count) TEST –

In this type of testing not more than 25000 Bacteria’s should be present in one ml of

milk.

4. CLR (Correct Lacto Meter Reading) Test –

In this type of testing is done to find out quantity of water in milk.

11%, 135% should be is LATIC ACID in the milk.

5. M.B.R.T. (Methyl Blue Reduction Test) –

M.B.R.T. test is done for milk pasteurization. Heating temperature should be 72 – 80

Degree centigrade. Chilled temperature should be 5 degree below

6. S.N.F. Test (Solid not fat) –

S.N.F. test is based on lactometer test.

S.N.F.=CLR/R x .2 X fat %+.29 (this formula is used for Big lactometer)

S.N.F.=CLR/4 x .2 x 5%+.50 (this formula is used for small lactometer)

AFTER STERILIZATION NUMBER OF VITAL TEST ARE EXECUTED –

1. TOTAL SOLID TEST

2. ACIDITY TEST

3. SUCROSE TEST

4. TEXTURE TEST

5. MILK FAT TEST – Milk fat teat is used in GURBUR MACHINE and ACID.

FAT = 5 ML (Sulfuric Acid) + 10 ML Milk + 1 ML (Ethyl Alcohol)

This mixture is rotated in GURBUR MACHINE and quantity of fat in milk is seen. The most

important test i.e. phosphorous test and Methyl test Blue reduction test.

1. Phosphorous test is user for confirm the pasteurization of milk.

2. M.B.R.T. (Methyl Blue Reduction) test is used for maintaining appropriate quality

of milk in every half an hour. It is done with full responsibility and care so that the

offered product to the consumer could be reached with appropriate CALORIFIC VALUE.

THE MAJOR PRIVATE COMPANIES ENTERING THE DAIRY

SECTOR ARE

1) Milk specialties in Punjab.

2) Amrutha Foods & Beverages in Bhubaneshwar, Orissa.

3) Cephem Milk in Chittor, Andhra Pradesh.

4) J.K. Dairy & Foods of J.K. Industries in Muradabad in U.P.

5) Khaitan Agro in Buland-Sahar in U.P.

6) Modern dairy in Karnal, Haryana.

7) Thapar Agro in Alvar, Rajasthan.

8) Gyan Dairy in Lucknow U.P.

9) Gokul Dairy in Lucknow U.P.

10) Heritage foods in Chittor , Andhra Pradesh.

11) Dhara Dairy in Kanpur U.P.

The Dairy sector now processes in compelling competition from private quarters; in order

to survive the co-operative sector now has to undergo a phase of corporate restructuring

& up gradation of product to live up to ultimate health & hygienic conditions. In the

words, of Prof. V. J. Kurian, Chairman of N.D.D.B. the co-operative sector has to bring

about the complete metamorphosis if its want to remain in the rac

INNOVATIONS TO BE MADE

Potential for Process Innovations

The modernization of the manufacturing process of traditional dairy products is long overdue.

But, there is no need to reinvent the wheel because some of the food processing methods

available in the west can be usefully adapted to mass-produce traditional products. Some

process modifications may, however, become necessary.

Pioneers in the field

In recent years, process innovations have been initiated at the National Dairy

Development Board (NDDB) and the National Dairy Research Institute (NDRI) for the

assembly-line production of burfi, dahi, kheer, shrikhand, gulabjamun, rasagollas, mishti

doi and the like, by adapting the Western tools and technology. The use of western

products like concentrated and dried milk powder for making chhana and khoa needs to

be adopted in modern dairy plants, as also at the halwai level.

An outstanding example of Western technology adaptation is the manufacture of

shrikhand on a large scale, using basket centrifuges, quarg separators and planetory

mixers, used by bakeries. Today, the volume of shrikhand manufactured by the organized

sector exceeds that of processed cheese sold in India.

The most modern plant associated with the manufacture of traditional dairy products is

the Baroda District Cooperative Milk Producers Union Ltd. (Sugam Dairy) at Vadodara

in Gujarat. It markets its products through a large network of 150 retail outlets in the city.

The Sugam Dairy uses the traditional grocery/general stores that have a refrigerator to

market its products. The product range includes shrikhand, gulabjamuns, pedas and lassi,

apart from flavored milks. The dairy has the highest turnover of a single unit, marketing

traditional dairy products.

The Mother Dairy in Calcutta markets mishti doi and dahi in a similar fashion.

Dairies in Punjab and Haryana market paneer and kalakand (also, lately, milk cake).

Cooperative dairies in Tamil Nadu, Andhra Pradesh and Karnataka also sell

makkhan(butter), khoa, peda(a form of sweetmeat) and kulfi.

Warana and Mahanand dairies in Maharashtra are also marketing shrikhand through their

sales outlets.

Potential for more

The manufacture of khoa, using roller dryers and other scraped surface heat exchangers,

is instance of the use of the Western technology.

UF/RO technologies can also be used for the making of chhana and concentration of milk

for many indigenous dairy products.

The use of meat ball forming machines and potato fryers for manufacturing gulabjamuns

on large scale is a good example of integrating modern technology with the traditional

process.

The packaging of these products can also follow a similar approach.

In Italy, Mozzarella cheese balls are being packed in whey in consumer packs. This can

be tried to market rasagollas and gulabjamuns.

Chocolate and candy packaging lines can be used to pack burfi and peda.

Tetrapaks can be used to pack lassi, basundi, kheer and sevian.

An example of this technique is the process by which the Japanese manufacture Tofu,

which resembles paneer.

The modernization of this sector will also result in energy savings.

While manufacturing sweets in the traditional manner, a lot of heat energy goes waste

which can possibly be recovered in a modern plant. Evaporation of milk in a karahi

consumes five times more energy than in a vacuum evaporator. Whey is being drained,

today, from the small scale manufacture of paneer and chhana . This causes pollution and

degradation of the environment. Most of the whey in a modern plant can be recovered for

the manufacture of lactose/lactates. Then, India need not import some 5,000 tonnes of

lactose annually. Rather, it may be in a position to export it.

The preparation of these products by traditional methods needs to be studied and well

documented on a scientific basis. The technological parameters, biochemical changes and

the perishability of these products should be further researched to develop unit processes

required for the large scale manufacture.

Foreseeable Advantages of Process Innovation

Many ingredients used in the preparation of traditional dairy products are adulterated. In

fact, many food colors used in these products may actually be carcinogenic. Branding of

these products will lead to the use of pure ingredients as the manufacturers would make

serious efforts to protect their brand names. The Bureau of Indian Standards (BIS) has

now worked out standard specifications for the quality of khoa, shrikhand, burfi,

rasagollas and gulabjamuns. This is encouraging, and the quality standards should be

specified for all other important traditional products.

Large scale manufacture of these products will also open possibilities for trying out newer

ingredients. The processed food industry in the United States has emerged as the largest

user of corn syrup solids and high fructose corn syrup. These sweeteners add to the

moisture retention properties of many foods apart from adjusting the sweetness to a

desired level. These are exciting possibilities that can be explored to the advantage of the

processors and consumers.

The production of traditional products through modern technology can ensure utilizing

larger quantities of milk during the flush season, thus helping in stabilizing farmer prices.

The technology of recombining milk constituents can also help in making these products

available in the lean season,.and in far-off places. Shrikhand is being manufactured in the

winter for consumption in the summer months, reducing the pressure on limited milk

supplies during the lean period. Khoa has also been stored at low temperatures for use in

the summer.

The consumer will ultimately decide how far these modifications will be accepted. The

advent of convenience foods and their increased acceptability will further support the

modernization in this sector. While some attempts have been made to strengthen the R&D

base for indigenous dairy products, very little use of modern technologies is being seen in

the market place. A focused attempt is needed in this direction

PART - 2

objective of

study

OBJECTIVE OF THE STUDY

The most important objective of the project is that it is obligatory on the part of the student of

M.B.A. programme to undergo the convention of the business administration in the partial

fulfillment of M.B.A. degree besides, project study is a sort of practical training of eight

weeks thus the student are benefited by undertaking such a study as it helps organization in

overcoming administrative, financial, marketing and other problems what ever they may be

interested in for the sake of simplicity the objectives of this study can be classified under

three heads:

PRINCIPAL OBJECTIVE

To find out the various strategies to be adapted by Parag to counter milk sales of Amul

in Lucknow .

To find various ways to increase Parag milk sales in Lucknow.

To discover the various factors which hurdles people to take Parag milk.

To identify various factors which motivates people to use Parag milk.

To discover the main reason beyond shifting of customers from Parag milk to Amul

milk.

ANCILLARY OBJECTIVE

To appraise the level of penetration of the brands of Parag.

SCOPE OF THE STUDY

The study is confined to to finding various strategis to be adapted by Parag to encounter

Amul sales only in Lucknow.

FIELD WORK

Interviewing the distributors, retailers, and customers to ascertain brand sales, marketshare,

brand awareness and performance of competing brands. Tried to fill up questionnaire before

the customer of all levels.

Research

Methodology

RESEARCH METHODOLOGY

Research:-

The study of research method provides you with the knowledge and skills you need to solve

the problem and meet the challenges of the fast- based decision. Marketing environment we

define Business Research as a systematic inquiry whose objective is to provide information to

solve managerial problem.

.RESEARCH METHODOLOGY

1. MARKET RESEARCH PROCESS

2. STATEMENT OF THE PROBLEM

3. RESEARCH OBJECTIVES

4. PRELIMINARY INVESTIGATION

5. FOCUS OF THE STUDY

6. STUDY DESIGN

7. SAMPLING

8. NATURE OF DATA

9. MEANS OF DATA COLLECTION

10. SUREVY INSTRUMENT

11. PROCESS OF DATA COLLECTION

MARKETING RESEARCH PROCESS:

Marketing research is the systematic design, collection, analysis and reporting of data and

finding relevant to a specific marketing situation facing the company.

Marketing Research Process :

Define the problem & research objective

Develop the research plan

Collect the information

Analyze the information

Present the findings

Make decision

Step 1: Define the problem & the research objectives

The 1st step in research is formulation a research problem. It is most important stage as poorly

defined problems will not yield useful results also the marketing management must be careful

not to define the problem too broadly or too narrowly. In order to identify the research

problem, 3 categories of symptomatic situations, namely, overt difficulties, latent difficulties

and unnoticed opportunities should be studied over difficulties are those which manifest

themselves. Latent difficulties are those which are not so apparent and which, if not checked,

would soon become evident unnoticed opportunities indicate the potential for growth in a

certain area of marketing. Such opportunities are not clearly seen and done effort is required

to explore them.

Step 2: Develop the research plan

Designing a research plan calls for decision on data sources, choice of research design,

research approaches, research instruments, sampling plan and contact methods.

Step 3: Collect the information

I have collected the information over a period of 45 days and from various locations in

Meerut region.

Step 4: Analyze the information

After the process of gathering information completed I tabulated the data and extracted the

finding from the survey.

Step 5: Present the finding

Finally findings is to be presented along with was recommendations

Step 6: Make the decision

The last step is of making the decision

STATEMENT OF THE PROBLEM:

The present paper aims at finding the institutional consumer behavior. The research problem

investigated here in has been precisely defined as- “Strategies to be adopted by parag to

counter amul milk sales in Lucknow.’’

RESEARCH OBJECTIVES:

To find out the various strategies to be adapted by Parag of milk Sales Promotion

in Lucknow.

To find various ways to increase the sales of Parag milk in Lucknow region.

To discover the various factors which hurdles people to take Parag milk.

To identify various factors, which motivates people to use Parag milk.

To discover the main reason for shifting of customers from Parag milk to others.

PRELIMINARY INVESTIGATON:

After getting through of the research objective I go through step of the preliminary

investigation to find out the necessary information to fill out the objectives of the study. The

information expected to be collected on the basis of the preliminary investigation are:-

1. The strategy of company for competing with the other company.

2. To find various ways to increase the sales of Parag milk in Lucknow region

3. The main reason for shifting of customers from Parag milk to others.

FOCUS OF STUDY:

This study mainly focuses on:-

1. The satisfaction level of consumer and retailer. The study based on the feedback

collected from the filled questionnaire.

2. Whether the retailer and consumer satisfied with the supplied product or not.

3. If customer is satisfied up to what extent & if is not satisfied why, what is the reason

behind this.

Sampling:

I used Random Sampling because from a finite population refer to that method of

sample selection which gives each of possible sample of combination an equal

probability of being picked up and each item in the entire population to have an

equal chance of being included in the sample.

Sample:-

The data has been collected by selecting a sample size of 100 sellers and 250 consumers,

and various sampling techniques has been used to collect data. sampling techniques which

has been used in data

COLLECTION OF DATA

Secondary data has been collected from

Secondary data is what the researcher collects from different sources . It also helps me to get

elaborate information to do my research.

Books

Magazines

Internet

Company annual reports

Research papers

Govt. Publications

Past Records And Files

Journals and periodicals pertaining to different brands and segments of milk.

PRIMARY DATA

The primary data have been collected with the help of a questionnaire, prepared specially for

the retailers and consumers to be administered for their responses

Questionnaire

Direct Interview.

ADVANTAGE OF SAMPLING OVER

COMPLETE CENSUS

The main advantage of sampling technique over the complete enumeration survey may be

outlined as follows:

Less time

Reduced the cost of survey

Grate accuracy of the result

Greater scope

Both primary as well as secondry data has been used in the study.

Research design: -

Since the basic solution of the problem lies in understanding the human behviour and

processing Numeric figures. Therefore the following research design and techniques has been

used to carry research:

Qualitative research

Quantitative research

Depth interview

Indirect research (used in need)

Marketing Mix

In market as there many types of products are available so it becomes difficult for the

marketers to peruse the right segment market so that they can position their product

effectively to target customer. In order for this they use mix of tools of marketing, which is,

know as marketing mix.

Marketing mix is a set of marketing tools that the firm uses to peruse its marketing objectives

in the target market. Theses tool s can be classified broadly into four Ps of marketing,

Product, Price, Place, and Promotion.

MARKETING MIX

PRODUCT PRICE PLACE PROMOTION1. Variety 1. List Price 1. Channels 1. Advertisements2. Quality 2. Discounts 2. Coverage 2. Sales Force3. Design 3. Allowances 3. Locations 3. Public Relations4. Brand Name 4. Credit Norms 4. Inventory 4. Direct Marketing

TARGET MARKET

DISRIBUTUION CHANNEL

In today’s economy, most producers do not sale goods directly to final consumer. But

between them and final consumer their stand host of marketing intermediaries such as

Brokers, Distributors, retailers, sales agents searching of customers and may negotiate on

behalf of the producers and do not take the title of the goods these are what called middleman

A distribution channels performs the works of moving goods from the producer to

consumers. It overcomes the line, place and increases the utility of goods and services.

Collection of Milk Process In Parag

Customers

FARMERS

Village Cooperative Societies (with Chilling Units)

Village Cooperative Societies (without Chilling Units)

Local Restaurants/ Others Milk Related Business

Milk Sold to Village and Local Residents

Milk Processing Union & Warehouses

GDUSL Warehouses

Warehouses and C & S

Chilling Plants

Home Delivery Contractors

Retailers

Network Services

Veterinary Services.Animal Husbandry.Animal Feed Factory.Milk Can Producer.Agriculture University.Rural Management Institute.Trucking Facilities.

Data Analysis

Lucknow Producers Co-Operative Milk Union Ltd

Survey Area- Gomti Nagar, Indira nagar, Kapoorthala, Vikasnagar

Agents Survey ReportI Have meet with around 100 sellers of milk and found the following information from

the agent’s answer of the relevant questionnaire. These charts are made according to

the found data during summer training on 100 questionnaire.

Product No. of Agents

Parag 60

Amul 40

Table No. 1

Chart No. 1

INTERPRATAION- Here I have taken sample size of agent’s is 100 to understand

the total market share of milk brand. There for we can see that shop parag is more than Amul

only 40% shops sale the Amul out of 100% and Parag shop is 60%.

Q. How Much Crates you sold in a day?

Product No. of Crates

Parag 790

Amul 748

Table No. 2

Chart No. 2

INTERPRATAION - Sale of milk per day, of parag is 790 crates per day and sale of

amul milk is 748 crates per day. Sale of Parag milk is better than Amul.

Q- Are the availability of Parag milk is sufficient?

Response Percentage

Yes 80%

No 20%

Table No. 3

Chart No. 3

INTERPRATAION - In my survey 80% agents satisfied with the availability of milk

and 20% agents are not satisfied the availability of the milk.

Q- Are you satisfied with product delivery time?

Response Percentage

Yes 53%

No 47%

Table No. 4

Chart No. 4

INTERPRATAION - 53% of agents said that delivery time of product is good and

47% agents said that is bad.

Q- Margin of Sales is sufficient or not?

Response Percentage

Yes 30%

No 70%

Table No. 5

Chart No. 5

INTERPRATAION - Most of the agents said that margin of sale is not sufficient and

few agents said that margin of sale is sufficient.

Q- Behavior of driver is?

Response Percentage

Excellent 56%

Good 24%

Average 12%

Bad 8%

Table No. 6

Chart No. 6

INTERPRATAION - In my survey 56% agents said that the behavior of driver is

excellent 24% agents said that it is good, 12% agents said that it is average and 8% said that

is bad.

Q- Quality of Parag is

Response Percentage

Excellent 33%

Good 46%

Average 13%

Bad 8%

Table No. 7

Chart No. 7

INTERPRATAION - During the survey 33% agents said that the quality of parag is

excellent, 46% said good, 13% said average and only 8% said that the quality of parag is

bad.

Q- Customer purchase milk because of

Factor Percentage

Taste 23%

Quality 54%

Availability 15%

Others 8%

Table No. 8

Chart No. 8

INTERPRATAION - In my survey agents said that 23% customer purchase

parag due to price, 54% due to quality, 15% due to availability and 8% due to others reason.

Report of Consumer

Q- Which Brand do you use?

Product Percentage

Parag 47%

Amul 33%

Others 20%

Table No. 1

Chart No. 1

ITERPRATAION: During my survey it was observed that 47% consumers consume

Parag milk , while 33% consumers consume Amul milk and 20% consumers consume other

Milk brands including loose milk supplied by milkmen.

Q- How do you know about Parag Milk?

Medium Percentage

Advertisement 53%

Shopkeeper 32%

Others 15%

Table No. 2

Chart No. 2

INTERPRETATION: When customers were asked that how do They came to know

about Parag milk 53% of customers replied through advertisement, 32% of Customers replied

through their local shopkeepers and 15% Of customers replied by other means.

Q- Quantity Consumed by you?

Quantity Percentage

3 Litre 30%

2 Litre 45%

1+ Litre 13%

1 Litre 12%

Table No. 3

Chart No. 3

INTERPRETATION: I found my survey that 30% consumer consume 3 liter milk per

day , 45% consumer consume 2 liter milk per day & 13 % consumer consume 1+ liter per day

while only 12% consumer consume 1 liter of milk per

Q- Why do you choose a particular brand?

Reason Percentage

Home Delivery 10%

Easy Availability 23%

Price 22%

Quality 45%

Table No. 4

Chart No. 4

INTERPRETATION:It was observed during survey that different person consume a

particular brand because Of many factors. 10% of consumers consume a particular Brand of

milk because of Home Delivery, while 23% of consumers Consume a particular band of milk

because of Easy availability and 22% of consumers consume a particular brand because of

Price, 45% of consumers consume a Particular brand because of Quality of the product

provided to them by the company.

Q- Why are you using Parag Milk?

Reason Percentage

Home Delivery 5%

Easy Availability 28%

Price 16%

Quality 51%

Table No. 5

Chart No. 5

INTERPRETATION: When the customers using Parag milk where asked that they Use

Parag milk the 5% of customers replied with the answer Because of Home Delivery of the

Milk , 28% of customers replied with the answer because of Easy Availability, while 16% of

customers replied with the answer that Because of Parag Milk price is very good and rest

51% replied with that the quality of parag milk is very good.

Q- Why are you not using Parag Milk?

Reason Percentage

Home Delivery 9%

Easy Availability 18%

Price 47%

Quality 26%

Table No. 6

Chart No. 6

INTERPRETATION: When customers not using Parag milk were asked reason for not

using the Parag milk many reasons were found . 9% of the customers do not prefer Parag

because of its high price,18% of consumers do not consume Parag milk because of non-

availability of the Parag milk at their nearest shopkeepers, while 47% of customers do not

use Parag milk because of no home delivery service , 26% of consumers do not prefer Parag

milk because of Low Quality of Parag milk which they found in parag as their consideration.

Q- How do you Purchase Milk?

Medium Percentage

Yourself 83%

Home delivery 17%

Table No. 7

Chart No. 7

INTERPRETATION: When customers were asked that How do they Purchase the milk

than 83% of customers with the Answer themselves and 17% of the customers responded

with the answer Home Delivery.

Q- Do you want home delivery facility?

Response Percentage

Yes 88%

No 12%

Table No. 8

Chart No. 8

INTERPRETATION: When customers were asked that do they want home delivery of

Parag milk, 88% of customers with the Answer yes and 12% of the customers responded with

the answer no.

Q- Do you want home delivery facility regarding extra charge?

Response Percentage

Yes 75%

No 25%

Table No. 9

Chart No. 9

INTERPRETATION: When customers were asked that do they want home delivery

with extra charges of Parag milk, 75% of customers with the Answer yes and 25% of the

customers responded with the answer no.

Q- What type of Parag Milk do you used?

Type Of Milk Percentage

Standardized 37%

Full Cream 33%

Toned Milk 20%

Loose Milk 10%

Table No. 10

Chart No. 10

INTERPRETATION: When customers were asked that what type of Parag milk do they

use more 37% of customers replied with standardized milk,33% answered Full Cream, Toned

Milk 20% and 10% preferred loose milk.

Q- Are you change from one brand to another brand?

Response Percentage

Yes 53%

No 47%

Table No. 11

Chart No. 11

INTERPRETATION: When customers were asked that were they change from one

brand to another brand, 53% of customers with the Answer yes and 47% of the customers

responded with the answer no.

Q- Overall Experience with Parag?

Response Percentage

Excellent 10%

Good 61%

Fair 22%

Poor 7%

Table No. 12

Chart No. 12

INTERPRETATION: When customers were asked that what is the overall experience

with Parag then, 10% of customers replied with the Answer excellent, 61% customers replied

good, 22% customers replied fair and 7% of the customers responded with the answer poor.

FINDINGS

In Lucknow competitors like Amul, Mother Dairy, Paras and private milk product. Among all

these Amul is strongest Competitors in the field of butter while Anik and PARAG sell ghee

but in The field of packed milk PARAG is leading brand. If brands like Amul, Mother Dairy,

Paras are not taken seriously definitely after few span of Time they can take much share of

PARAG. So PARAG should take seriously this matter. The supply of private milk product is

not constant

FINDING OF RETAILER SURVEY

Amul is offering more incentives than Parag.

Amul has started to offer chilling equipments.

Most of the retailers associate themselves with Parag milk.

Parag products are sold more than others.

Retailer if provided more cooling equipment promises to stock more Parag products.

Retailers have problem of advertising material, schemes related material of Parag.

Retailers are more interested in products of those companies, which offers more

margins to them.

FINDINGS OF ADVERTISEMENT

Mainly Parag in Lucknow is not making advertisement through.

Media of advertise.

Stickers, Bunting, dangles

Dealers brand.

Hoarding.

Glow sign.

Poster

Television Advertising

Newspaper and magazines

Wall painting.

FINDING S OF PRICE

Price is charged same as is charged by Amul, and rates are almost same everywhere except in

cinema Halls, Restaurents, Railway stations and hostels where products are sold at higher

price.

Price ranges from Rs.12.50 per ½ litre & Rs.25 per litre.

the Most of them vanish in the summers. But PARAG and Mother Dairy can compete future.

Limitations

Limitations

Limitations of study and difficulties encountered:

Nothing in this universe is free from Limitations and present project is not an

Acceptation to it. Due to certain restrictions on the part of potential customers as well as

actual customers and Suppressed and based responses from them ,appropriate Figure for

relevant data and their interpretation Precisely this has been my personal experience while

Carrying out the present study. Some of the limitations I found and difficulties encountered

can be enumerated as under:

Annual reports and journals in the company was not readily available.

Due to time and budgetary constraint ,the sample size was restricted.

The salesmen at the outlets showed their discontent with the tight schedule.

Most of the retail respondents showed their discontent with the company for its

unsystematic distribution, replacement, short supply,incentives,margin and so they

were reluctant to talk about the company.

People of the region were not conscious about the survey, so they were not much

supportive.

Near about 30% population of the city takes the service of servants to bring their milk

from market and reason for their brand selection was not known.

Many people do not know themselves why they use any particular brand as their

answer was “we use ……brand because we like it” so the actual reason behind their

liking was not confirmed.Many retailers do not like to interact because of their

business. People are not interested to fill questionnaire as they think it wastage of

time, this is again because of less scope of research in India

suggestion &

Recommendatio

n

Parag should change the packing of as it is not attractive and do not seems to be standard

and hygienic.

Parag should make 24hour availability of milk In the market in order to improve their

Sales.

Parag should offer home delivery services to Increase sales

Parag milk should be kept available at every shop.

<<<<,

Parag should offer refrigerators On installments to retailers.

Parag should give emphasis on Punctuality and regularity in the Supply of milk.

Parag offer promotional schemes to retailers as is done by Amul.

Parag should offer some extra benefit to his customer and supplier.

Parag should provide chilling equipments to their retailers at low cost for storing their

products.

Parag should give emphasis on Punctuality and regularity in the Supply of milk.

Parag offer promotional schemes to retailers as free sample, gift packs etc.

The organization should proper arrangement of milk at the time of festivals etc.

Parag should provide home delivery facility to their consumers.

Parag should launch some new products also.

Parag should emphasize on provide better quality than others instead of increasing the

sale.

Parag should increase the number of retail shops, where the retail shops of parag is not

available.

Parag should emphasize on advertisement also.

Conclusion

After detailed survey of Market I have reached to the following conclusions: -No doubt

PARAG holds a Market share of 85% in case of milk in Lucknow. But at the same time

PARAG should not forget that AMUL is very old company and has created an image of trust

and faith in the minds of people, and in the near future there could very strong competition

between the two companies, keeping that in view I suggest PARAG to adopt following

strategies to encounter AMUL sales:

(1) PARAG has to maintain quality of the milk and try to improve it.

(2) The organization has to work in such a way so as to reduce the cost of milk which

inturn will result in reduction in price.

(3) Price should be reduced at least one rupee as compared to AMUL.

(4) The packing of the product should be more attractive as compared to AMUL, because

during survey it was observed that packing attracts many customers.

(5) The milk should be available for twenty-four hours.

(6) PARAG should give their retailers Refrigerators on installments for which many of

the retailers are ready to pay; many of retailers are not keeping refrigerators because

of unavailability of refrigerators.

(7) Possible to ensure 24hour milk availability in market, which not found in moat cases.

(8) Steps should be taken to ensure 24hour availability of milk.

(9) At many locations there is unavailability of milk, retailers should be motivated to

work with parag.

(10) Amul is using more advertising measures than parag; parag should also make use of

advertisement.

(11) Amul is offering verity of milk like tone milk, pasturised milk, milk powder and many

(12) Other, parag should also offer more verities.

(13) Sales promotional measures Should be taken to cover up retailers, because during

survey it was observed that many customers use milk which is available at their nearest shop

irrespective of brand.

(14) The polybags used by parag are less attractive and many written things are invisible,

as many customers complained that the polybags used by parag seems unstandard, unsecured

and unhygenic.therefore parag should mostly change packaging of milk.

(15) Parag should support their milk bags with customer care numbers to invite

complaints, querries, questions and suggestions from customers as done by Amul.

(16) Parag should also keep inviting complaints from retailers alsoAnd try to solve

problems faced by them.

(17) Parag should adopt the home delivery system, because during survey most of the

Customers suggested for home delivery of milk.

Appendix

QUESTIONNAIRE

USED IN MARKET SURVEY OF PARAG MILK

PLEASE ANSWER ALL QUESTIONS ASKED IN THE QUESTIONAAIRE AND

SEEK FOR HELP IF ANY THING IS NOT CLEAR OR UNDERSTOOD TO YOU.

NAME OF CUSTOMER:

OCCUPATION: ______________________________________

ADDRESS: ______________________________________

MOBILE NUMBER: ______________________________________

No. OF FAMILY MEMBERS: 1 to 3,( ) 3 to 5 ( ) , More than 5 ( )

MONTHLY INCOME: BELOW 5000 ( ) 15000 to 20,000, ( )

20,000 to 50,000, ( ) MORE THAN 50,000 ( )

Q.no.1: Which brand of milk do you use?

(a) Parag ( )

(b) Amul ( )

(c) Otheres ( )

Q.no.2: How do you know about Parag milk ?

(a) Advertisement ( )

(b) Shopkeeper ( )

(c) Others ( )

Q.no.3: Quantity used by you (In liter) ?

(a) 3 liters ( )

(b) 2 liters ( )

(c) 1+ liters ( )

(d) 1 liter ( )

Qno.4: Reason to choose a particular brand ?

(a) Home Delivery ( )

(b) Eaisly Available ( )

(c) Price ( )

(d) Quality ( )

Q.no.5: Reason for using Parag ?

(a) Quality ( )

(b) Price ( )

(c) Availability ( )

Q.no.6: Reason for not using Parag ?

(a) High Price ( )

(b) Non Availability ( )

(c) Not regular supply ( )

(d) Bad Taste ( )

Q.no .7: How do you purchase milk ?

(a)Yourself ( )

(b)Home Delivery ( )

Q.no.8: Response of customer about door delivery?

(a) Yes ( )

(b) No ( )

Q.no.9: Response of you regarding extra charges to door delivery ?

(a) Yes ( )

(b) No ( )

Q.no. 10: What type of parag milk do you use?

(a) Standardized ( )

(b) Full cream ( )

(c) Toned Milk ( )

(d) Loose Milk ( )

Q.no.11: Change from one brand to another brand

a) Yes ( )

b) No ( )

Q.no.12: Over all experience with Parag

a) Excellence ( )

b) Good ( )

c) Fair ( )

d) Poor ( )

Q.no.13: Your suggestion with respect to Parag milk product?

……………………………………………………………………………

……………………………………………………………………………

……………………………………………………………………………

…………………………………………………………………………….

RETAILER SURVEY FORM

Name of the shop ___________________________

Address ___________________________

Tel. No. ___________________________

Q.no.1: What are the milks you usually keep in your shop?

a) Parag

b) Amul

c) Mother Dairy

d) Others

Q.no.2: Rate these milks in terms of volume of sales from 1 to 4.

a) Amul

b) Parag

c) Mother Dairy

d) Others

Q.no.3: Does packing play any role in promoting sales?

a) Yes

b) No

Q.no.4: How you sold the milk?

a) At M.R.P.

b) Less than M.R.P.

c) More than M.R.P.

Q.no.5: How would you compare the services of Parag and Amul on the following?

(Rank 1 to 4)

Parag Amul

a) Frequency of visit of sales ____ ____

personnel

b) Timely delivery ____ ____

c) Display support ____ ____

d) Any other ____ __

Q.no.6: Customer purchase milk because of:

a) Price

b) Quality

c) Availability

d) Others

Q.no.7: Behavior of Driver

a) Good

b) Excellent

c) Bad

d) Average

Q.no.8: Quality of Parag

a) Good

b) Excellent

c) Bad

d) Average

Q.no.9: Product delivery time

a) Good

b) Bad

Q.no.10: Agent originally belongs to

a) Parag

b) Amul

Q.no.11: Margin on sales

a) Yes

b) No

Bibliography

BIBLIOGRAPHY/REFERENCES

BOOK REFERRED

1 : Collis J & Hussey R, Business Research (Palgrave,2003)

2: Beri G C -Marketing Research ( Tata McGraw-Hill ), 1993,2nd Edition

3 : Philip Kotler – Marketing Management ( Pearson Edition ), 12th Edition

4 : Kothari C R – Research Methodology (New Lucknow, Vikas Publication House) 11th Edi.

NEWS PAPER

1) The Hindu

2) Times of India

3) Dainik Jagaran

4) Business Standard

WEBSITE

www.indiandairy.com

www.amulindia.com

www.indiainfoline.com

www.webindia123.com