PARAG

TABLE OF CONTENTS
1. Preface
2. Acknowledgement
3. Introduction
4. Reason for allotment of project
5. Industry Profile
6. Company Profile
7. Competitive Situation
8. Scope of Work
9. Objective of the Project
10. New Dairy Product Development
11. Research Methodology
12. Analysis
13. Scope & Limitation
14.Suggestion
15. List of Table
16. Bibliography
17. References
Ravi Pratap Yadav 0714170042

PREFACE
India is primarily an agricultural country .The soul of India is found in the villages.
In the recent years India has witnessed a rapid economic and technological
growth , but unfortunately this growth has been restricted to the urban areas
and business centers only .There fact is that our villages will depend on the old
age method of farming.
The crops and method of the earning of petty farmers are still depend on natural
agencies such as rain drought, hailstones etc. to great extent. moreover some of
these farmers have only a very little piece of land to cultivate most of these
farmers make there two ends meet by selling milk. Now they are being helped
by co-operative societies such as Pradeshic Cooperative Dairy Federation
.These societies serve two fold purpose s firstly they create an extra source of
income for all the reasonable rate and secondly by delivering the proposed milk
to cities and towns where people have very little time at their disposal and
often find it time consuming and boring to go to distant dairies and waiting
there for getting milk, also they are not sure of the quality of milk offered by
these traditional dairies .Uttar Pradesh is the most popular state in the country
having population of about 14 crores as per 1991 census of which 12% are
urbanized .
The co-operative societies had led to the better farming methods, such as the
use of improved seeds , manures ,etc. the marketing and processing societies
have helped members to by their requirement cheaply and sell their
agricultural produce at good prices . It has also provided good storage facilities
to the farmers.

DECLARATION
I here by declare that the project, which is being presented in this project report
entitled “Market share of parag milk at Lucknow market”, is an authentic record of
my own work during the period of 6 weeks.
This information given by me in this report is exclusively for concerned
organization and would not be submitted by me anywhere else.
Ravi Pratap Yadav
MBA 2nd year

Dairy Scenario In India
Indian Dairy Is Emerging As Sunrise Industry. India Represent One Of The World
Largest And Fast Growing Markets For Milk And Other Products Due
To Encresing Disposable Income Among 275 Million Middle Class. The
Coutry Is Been Changed After The End Of 2000A.D. As The Worlds
Number One In Milk Production. The Reason Being That It Is Rural
Based, Land Saving And Gender Natural Composed To The Drop
Production To Offers More Favorable Opportunities Of Employment.
Dairy Farming Provides Substantial Sourse Of The Landless Labour As
Well As Marginal Formers.
During The Last 25 Years, We Have Moved From A Situation Of Sacristy And
Rational Of Milk To Scenario In Which Milk Has Been Increasing At A Rate
Faster Than The Rate Of Increasing Of Population. There Is Large And Rising
Domestics Demand Both For Milk And Milk Products With An Expending Middle
Income Group, There Exist A Market For Value Added Products, Especially In
Cities And Towns. There Is Also The Possibility And Covering Surplus Into
Conventional Milk Products Like Casein Is Not Only Import To Develop Contries.
Modern Scientific Processing Technology And Managerial Incursion Are Opening
Up Best Opportunities In Processing And Marketing Of Various Kind Of Value
Assess Milk Flavored Milk, And Other Delicacies.
The Emerging Consumption Patters Present New Challenges For The Dairy
Industry. The Strategy Is Now Shifting From Distribution To Sales And Marketing

Extreme Permissibility’s Of Milk And Possibilities Of Its Contamination
Necessitate Rapid Movement Of Milk Difficult.
Indian Dairy Market Is Multi Layered Shaped Like Pyramid With The Base Made
Up Of Vast Market For Low Cost Milk. The Narrow Tip Is A Small But Affluent
Market For Western Type Milk Products Presently, Rarely 782 Out Of 3700
Cities And Towns Are Severed By Its Milk Distribution Network Dispending
Hygienically Packed Whole Some Quality Pasteurized Milk.
Of The Three A’s Of Marketing ACCEPTIBILITY, AVAILABILITY And
AFFORDABILITY, Indian Dairy Is Already With First Two A’s. People In India
Love To Drink Milk. Hence No Effort Are Needed To Make It Acceptable, Its
Availability Is Not A Limitation Either Because Of Ample Production. It Leaves
The Third Vital Marketing Factor Affordability. How Affordable For The Majority
With Limited Purchasing Power. Thish Is Essence Of The Challenge

INTRODUCTION
A market, or customer focused, organization first determines what its potential
customers desire, and then builds the product or service. Marketing theory &
practice is justified in the belief that customers use a product or service because
they have a need, or because it provides a perceived benefit.
Once a organization get his customers, he tries to retain them and wants to build
up a strong bond with his customers so that it can make a great image in
customers mind that would be helpful to enhance its market share.

REASON FOR ALLOTMENT OF
THE PROJECT TOPIC
In leading competitive environment it is very important to know that where we
stand & what is our position in market and customers mind. After commencing its
branch at Lucknow, the company wanted to know its market share against its
competitors in Lucknow.

INDUSTRY PROFILE
The dairy industry in India is considered to be a category, which has been
growing and profitable. This category is better organized amongst other
categories of processed food industry in India. When the world production of fluid
milk stands at around 613 million tonnes and is growing at a rate of only 1.1
percent India’s milk production stood at 91 million tonnes growing at around 4 per
cent per annum. This means that 15 % of the world’s milk is produced in India
and that too growing at a rate four times of global growth rate giving India the
status of the largest milk producing nation in the world. There are two differences,
namely, about 58 percent of this milk is from buffalo and despite being the
highest milk producing nation in the world the per capita milk consumption in
India is still lower (229 gm per day) than the world average (285 gm per day). Our
milk production, processing and marketing channel as it exists is unique in
nature. About 70 million rural
households are involved in cattle rearing and milk production, out of which only
11 million farmers are linked with the 0.1 million dairy cooperative societies
generating about 18 million tonnes of the fluid milk daily. This milk from dairy
cooperatives forms the major source of fluid milk supply to cities and towns
across the country.

VALUE ADDED
DAIRY PRODUCTS
The other dairy products include butter, ghee and milk powder. Of which, milk
powder which is a Rs 25500 crores category is entirely with the organized sector.
But in butter and ghee unorganized sector is the larger player. Butter is a Rs
6500 croes category of which organized sector represents only about Rs 500
crores and ghee is Rs 24500 crores of which organized sector is only Rs 3500
crores and the balance is with the unorganized sector. Small local brands have
been able to create a niche and competing on price equation.
Value Addition in Dairy Products
In last one decade the processing scenario has changed. There are more players
in the segment both Indian and overseas than before. Some of the private
players and their brands also disappeared during this time as they could not play
the new rules of the game. Local new players are not able to play the high pitch
marketing game and therefore gradually reduced to become the subcontract
manufacturers for the large players. Both Dabon International and Britannia are
therefore, marketing the brands of cheese sourcing from Indian local players. In
the cooperative sector Amul has overshadowed other state cooperatives. They
have their success stories but not been able to grow beyond the regional level.
The large part of the processed dairy products are still with the unorganized local
and small players including halwais and dudhias who operate in small pockets
using traditional methods of processing where large players cannot easily reach.
The task in hand is thus how

we can integrate those unorganized players to upgrade them in the value chain?
Can we help them to produce using better technology maintaining quality
standard so that large organized players can market those at higher value
through a franchised chain of outlets spread all over which can be owned by the
same unorganized players so that they get higher value and at the same time
play a larger role in the national interest? This is both technology as well logistic
management task and we need to create a model for the success
Future Vision 2020
India would like to emerge as the leading economic power by year 2020.
According to the prediction of Goldman Sachs, India will become one of the
three, along with China and America, leading economic super power by the year
2050 but we would like to achieve that status by 2020. In the next five years we
will be delivering the same economic growth which we could achieve in last fifty
years. This is possible if we grow at 7- 8 % in GDP terms year on year as
projected. And if that is to happen agricultural sector has to deliver about 4 %
growth year on year. Given a good rainfall this should be possible. Although, a
pessimist will argue that in post liberalization, agricultural growth rate has
reduced, it was 3- 4 % before 1990s.
In the first three years of the 10th plan period (2002-2007) agricultural sector
growth plummeted to near about 1% but the economy has the resilience to
absorb that pressure and we still delivered the growth rate supported by the

service sector. We need now another successful green revolution focusing on
horticulture, floriculture and dairy sectors. By year 2020 our domestic demand for
milk and milk products likely to reach a level of about 170 million tonnes and we
can achieve this target provided we continue to maintain the current level of
growth. In the global trade we have the products like butter & milk fat, cheese,
condensed milk, whey casein etc. When paneer industry is organized and the
volume picks up whey protein isolate, milk lactose will be produced and
exported. Our products are based on buffalo milk whereas in global trade cow
milk products
are traded. Our surplus can marketed globally in the processed form provided we
can develop the market for those. For this purpose we need to forge global level
collaboration. But the way market is developing for health related products
including milk we will not have any difficulty in finding market for the increased
milk output as projected in the domestic market itself. Currently, India’s
OPERATION FLOOD
Operation flood is an integrated programme for dairy development. Operation
flood is designed to raise milk producer’s income by organizing them into co-
operatives and eliminating middleman to increase milk production in rural areas
and creating a flood of milk. The main objective of Operation Flood is to build a
viable and self-sustaining national dairy industry on co-operative lines. The entire
process of development in the increase of milk production, procurement,

processing, marketing and production enhancement are to be b rought out
through organizations owed and managed by farmers themselves.
The origin of Operation Flood can be traced back to the last century,
when organized dairies were set up to supply milk to British families and later to
Indians. One of the largest of those privately owned dairies is situated in Kaira
District of Western State of Gujarat. It produced milk from surrounding areas,
pasteurized it and sent it by rail to Bombay, some 400 km to the south. But it was
private traders middlemen, who bought the milk from villagers, many of whom
had only a small amount to sell and were easily exploited.
In the late 1940’s political leaders persuaded the producers of Kaira
district to organize themselves into co-operatives. This was the inception of
“Anand Milk Union Ltd.” in the small town of Anand abbreviation of “Anand Milk
Union Ltd.” In the small town of Anand abbreviated as “AMUL” which means
“Priceless” in Sanskrit. The New Delhi Government set up the National Dairy
Development Board (NDDB) in Anand in 1965 to guide state governments in how
to develop dairy projects along the line of Amul dairy. This project came to be
known as “Operation Flood”.
In 1950-51 milk production of India was as low as 17 million tones. By
1990-91 it reached a level of 54 million tones by 2000 A.D. The success of this
can be attributed to the successful implementation of world’s largest development
project Operation Flood Programme, which passed through three phases from
1970-1995.

Operation Flood was result of an organized attempt directed towards the
development of dairy industry in India. The programme has laid emphasis on
setting up of “Anand Pattern” rural milk producer’s co-operative organizations to
procure process and market milk and to provide some of the essential technical
input services for increasing milk production.
Launched in 1970, Operation Flood has helped dairy farmers direct their own
development, placing control of the resources they create in their own hands.
National Milk Grid links milk producers throughout India with consumers in over
700 towns and cities, reducing seasonal and regional price variations while
ensuring that the producer gets fair market prices in a transparent manner on a
regular basis.
The bedrock of Operation Flood has been village milk producers’ cooperatives,
which procure milk and provide inputs and services, making modern
management and technology available to members. Operation Flood's
objectives included:
Increase milk production ("a flood of milk")
Augment rural incomes
Reasonable prices for consumers
Operation Flood was implemented in three phases.

Phase I
Operation flood was launched in July 1970, following an agreement with the
World Food Programme (WFP). This programme involved organizing dairy co-
operatives at the village level, providing the physical and institutional
infrastructure for milk procurement, processing, marketing and production
enhancement services at the union level and establishment of city dairies. The
overall objective of Operation Flood-1 was to lay the foundation of modern dairy
industry in India, which would adequately meet the country’s need for milk and
milk products. A total of 116.54 crore was invested in the implementation of the
programme. By its end in 1981, about 13,300 dairy
Co-operative societies (DSC) in 39 milk sheds were organized, enrolling about 18
lakh farmer members. It achieved a peak milk procurement of 34-lakh kg per day
and marketing 28-lakh kg per day.
Phase I (1970-1980) was financed by the sale of skimmed milk powder and
butter oil gifted by the European Union then EEC through the World Food
Programme. NDDB planned the programme and negotiated the details of EEC
assistance.
During its first phase, Operation Flood linked 18 of India's premier milksheds with
consumers in India’s four major metropolitan cities: Delhi, Mumbai,
KolkatChennai.

Phase II
The background of the institutional frame work of Operation Flood-II (1981-85)
essentially comprised the successful replication of the “Anand Pattern’. A 3-tier
co-operative structure of society, unions and federations. The programme was
approved by the government of India implementation during VIth plan period with
an outlay of Rs.273 crore. About US $ 150 million was provided by the World
Bank and balance by EEC.
Cooperatives covering 4.25 million milk producers had become a reality.
Domestic milk powder production increased from 22,000 tons in the pre-project
year to 140,000 tons by 1989, all of the increase coming from dairies set up
under Operation Flood. In this way EEC gifts and World Bank loan helped to
promote self-reliance. Direct marketing of milk by producers' cooperatives
increased by several million liters a day.
Phase III
Phase III (1985-1996) enabled dairy cooperatives to expand and strengthen the
infrastructure required to procure and market increasing volumes of milk.
Veterinary first-aid health care services, feed and artificial insemination services
for cooperative members were extended, along with intensified member
education.

Phase III gave increased emphasis to research and development in animal health
and animal nutrition. Innovations like vaccine for Theileriosis , bypass protein
feed and urea-molasses mineral blocks, all contributed to the enhanced
productivity of milch animals.
In Operation Flood-III, the investments were focused on strengthens the
institutional management aspect of dairy co-operative at various levels to
establish financially strong farmer owned and managed organizations. The phase
was funded by the World Bank to the extent of US $ 256 million, EEC food aid to
the tune of Rs. 226.6 crore and National Dairy Development Board’s own
resources worth Rs. 207.7 crore. By its end 69600 dairy co-operatives in 170 milk
sheds procured 116-lakh kg of milk per day and marketed about 94-lakh kg/day
of liquid milk.
Operation Flood major achievement is the National Milk Grid which has worked a
lot by diminishing regional and seasonal imbalances which arises in the collection
and distribution of milk. From the outset, Operation Flood was conceived and
implemented as much more than a dairy programme. Rather, dairying was seen
as an instrument of development, generating employment and regular incomes
for millions of rural people. "Operation Flood can be viewed as a twenty year
experiment confirming the Rural Development Vision" (World Bank Report
1997c.)

REGIONAL CONTRIBUTION TO MILK
PRODUCTION
Source: NDDB / NIANP 2003

PATTERN OF MILK UTILIZATION BY
DIFFERENT SECTORS
Source:
NDDB .org.in

PRADESHIK CO-OPERATIVE DAIRY FEDERATION
LIMITED
PROFILE
History of co-operative dairy industry in U.P. dates back to 1971 when “katra co-
operative milk society” was set up in Allahabad; Lucknow milk union was
established in 1985. in 1962, the PRADESHIK CO-OPERARTIVE DAIRY
FEDERATION was established, keeping in mind the aim to consumers and also
to help the backward classes and villagers economically.
Pradeshik co-operative dairy federation is a pioneer milk production. With the
main objective of removing the middleman from transaction between producers
and consumers, it’s other objective care to nearest milk production and by
products of the milk. Keeping these objectives and aim in mind pradeshik co-
operative dairy federation was set up as the state level as apex body for
launching operation flood. The government body for all dairies of the state.
Operation flood 1, 2 & 3 were in U.P. with following

ABOUT PRADESHIK CO-OPERATIVE DAIRY FEDERATION
LIMITED
Under Operation Flood (Parag Dairy Plants) 38
Brand PARAG
COMPANY CONTACT ADDRESS
Pradeshik Cooperative Dairy Federation Ltd.
29 Park Road
Lucknow,
UTTAR PRADESH - 2 26 001
Telephone: +91-522-2236466/75
Fax: +91-522-2266472

MILK CO-OPERATIVES IN UTTAR PRADESH
Aligarh Dugdh Utpadak Sahakari
Sangh Ltd, Aligarh.
Allahabad Dugdh Utpadak Sahakari
Sangh Ltd, Allahabad.

Badaun Dugdh Utpadak Sahakari
Sangh Ltd, Badaun.

Ballia Dugdh Utpadak Sahakari Sangh
Ltd, Ballia.
Lucknow Dugdh Utpadak Sahakari
Sangh Ltd, Lucknow.

Bijnore Dugdh Utpadak Sahakari
Sangh Ltd, Bijnore.

Bulandshahr Dugdh Utpadak Sahakari
Sangh Ltd, Bulandshahr.

Etah Dugdh Utpadak Sahakari Sangh
Ltd, Etah.
Etawah Dugdh Utpadak Sahakari
Sangh Ltd, Etawah.

Farrukhabad Dugdh Utpadak Sahakari
Sangh Ltd, Fatehgarh.

Fatehpur Dugdh Utpadak Sahakari
Sangh Ltd, Fatehpur.

Gangol Sahkari Dugdh Utpadak Sangh
Ltd, Meerut.
Gonda Dugdh Utpadak Sahakari
Sangh Ltd, Gonda.

Gorakhpur Dugdh Utpadak Sahakari
Sangh Ltd, Gorakhpur.

Hardoi Dugdh Utpadak Sahakari Sangh
Ltd, Hardoi.
Jalaun Dugdh Utpadak Sahakari Sangh

Ltd, Orai.
Jaunpur Dugdh Utpadak Sahakari
Sangh Ltd, Jaunpur.

Kanpur Dugdh Utpadak Sahakari
Sangh Ltd, Kanpur.

Lucknow Producers' Coop Milk Union
Ltd, Lucknow.
Mainpuri Dugdh Utpadak Sahakari
Sangh Ltd, Mainpuri.

Mathura Dugdh Utpadak Sahakari
Sangh Ltd, Mathura.

Moradabad Dugdh Utpadak Sahakari
Sangh Ltd, Moradabad.

Muzaffarnagar Dugdh Utpadak
Sahakari Sangh Ltd, Muzaffarnagar.

Rae Bareili Dugdh Utpadak Sahakari
Sangh Ltd, Rae Bareli.
Saharanpur Dugdh Utpadak Sahakari
Sangh Ltd, Saharanpur.

Shahjahanpur Dugdh Utpadak
Sahakari Sangh Ltd, Shahjahanpur.

Sitapur Dugdh Utpadak Sahakari
Sangh Ltd, Sitapur.

Sultanpur Dugdh Utpadak Sahakari
Sangh Ltd, Sultanpur.

Unnao Dugdh Utpadak Sahakari Sangh
Ltd, Unnao

ABOUT THE COMPANY
Name of the organization : Lucknow Producers Co-Operative
Milk Union Limited
Address of the organization : 22, Jopling Road, Lucknow
Established : 1938
Registration : 23rd March 1938

Place of establishment : Initially at Charbagh,
Shifted to Ganeshganj.
Presently at 22, Jopling Road,
Lucknow
Founder : Rai Bhadur Gopal Lal Pandya
Board of Directors : Administrator Appointed By Government
Present Administrator : Mr. Chandra Bhanu I.A.S. D.M. Lucknow
Per day production of milk : Initially 4000 liters. 1.5 lakh liter per day
Location : Initially Charbagh, at
Present -22, Jopling,
Road, Lucknow
Area of Distribution : Hole City Of Lucknow &Near By District
(Lucknow,Sultanpur,Rai Bareli,Hardoi)

Despite several setbacks and hurdles the co-operative has steadily progressed.
Operation Flood-II, which was implemented in U.P in the year 1983-84, provided the
much needed to the co-operative. For the past few years Lucknow Pradeshik Co-
operative Dairy Federation has maintained its lead in area such as distribution,
handling and revenue.
MANAGEMENT – THE FORCE WITHIN
The organization boasts of more than 3000 employees that cover a whole gamut of
highly qualified and motivated professional- MBA’s, CA’s, Engineers, Dairy
Technologists, chemists and Veterinarians.
INFRASTRUCTURE (PLANT & MACHINERY)
The organization is equipped with sophisticated plants & machinery to manufacture
Ghee, Table butter, Milk butter, Milk powder and other dairy products on a big scale.

PCDF has also distinction of having the most sophisticated & fully computerized first
vertical dairy n India. This is a state of the art project with its various sections located
in the basement and three floors of the building.
A well-equipped central quality control laboratory is based at Lucknow with checks
the organoleptic chemical & microbiological quality of the products.
ORGANIZATION STRUCTURE
Organization Structure of Lucknow Unit
The staff strength of Lucknow Milk Union (LMU) is approximately 450 empolyees,
which can be divided into following categories: -
Class I General Manager 1

Class II Managers 30
Class III Subordinates 179
Class IV Peon & other lower Subordinates 223-250
Apart from this, thousands of people i.e. society men, milk producers are indirectly
related to milk union and further sub division also takes places.

ORGANIZATION STRUCTURE CHART
Board of Director
Chairman
General Manager
Marketing Manager Finance Manager Admin & Personal MIS Manager

Purchase/ store Manager Factory Manager Peon & Lower Staff
Production Engineer Quality Control
Animal Husbandry Food Operation Co-operative Department
MARKETING:
The federation is marketing milk & milk products, under a common brand name
PARAG.
The clientele includes several prestigious institutions in UP & Delhi besides the Indian
army. The sales network is spread throughout northern India. Although PCDF believe
that a satisfied customer is their best advertisement.
OTHER PROGRAMMES:
Due to its reputation, efficiency, wide network and quality manpower, PCDF is
currently implementing following developmental and promotional programmes
supported by central/state govt.

 Integrated mini dairy project (IMDP)
 Women dairy project (WDP)
 Rural family welfare projects (RFWP)
 Diversified agriculture support project (DASP)
These programmes have won many laurels for PCDF adding further to its reputation.
PCDF’s real sense of pride lies in the facts that its farmer member are heading surely
and steadily towards a prosperous future and the knowledge that its consumers
reaffirm their faith in PARAG, year after year. It is in this context, that PCDF’s
success is to be measured.
WELFARE PROGRAMMES IN LMU
In LMU welfare department is a sub-division of PERSONNEL and ADMINISTRATION
department. In Labor Welfare is the head of this sub-division whose work is to
implement welfare programmes to solve out grievance of worker and to maintain
harmonious relationship between workers and management. Following facilities are
provided to the workers at LMU:-
FIRST CATEGORY: -
• Drinking water
• Toilets
• Bathroom and washing facilities
• Restroom
• Uniform

• Canteen
• Health and safety measures within the establishment
SECOND CATEGORY:-
• Gratuity
• Provident fund
• Medical facility
• Bonus
• Housing
• Recreational activities
Other facilities include death relief fund festival bonus, overtime payment welfare
funds, group insurance policy, etc.

PRODUCTS OF THE COMPANY
 Liquid milk
• Parag Gold (full cream milk)
• Parag lite (skimmed milk)
• Parag Taaza (toned milk)
 Parag besan laddoo  Paneer
 Parag peda  White Butter
 Parag Dahi  Table Butter
 Parag flavored milk  Parag Ghee
 Parag Mattha  Parag kheer

LIQUID MILK SALE/DAY IN LITER
LMU OVER THE YEARS
Avg. Milk Procurement (yrs)
160000
148680
136866
140000
116309
120000
106246 106024 107447
Production (in ltr)
100000 94460
80000
60000
40000
Source: According to company’s MIS department report

20000
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Time (in yrs)
Source: According to company’s MIS department report.

Transportation
In The Unit The Trasport Manage Is Under The G.M. (Unit)
The Transport Manager Has A Supervisor And A Group Of Drivers, Cleaners,
Mechanic And Office Staff Along With Forman. He Has Small Vehicles Collect
The Milk From Village Milk Societies And To The Deliver The Milk And Milk
Products To The Retailers.
Distribution
The Lmu Has 6 Zones of packet milk ,in Such Zones There Are 50 Routes . All
The Routes Have Different Agents Totaling To 2500 there are 60 ajents of parag
dugth milk
Agents Sell Milk And Milk Products To Consumers And Pay To The Amount To
The Driver Of The Van. The Driver Deposits The Sum To The Cashier Of The
Unit.

TRANSPORTATION COST OVER THE YEARS
(in Rs/Kg)
Transporation Cost (in Rs/Kg) over year

0.4 0.38
0.35 0.35
0.35 0.34
0.33
0.31
0.3
0.25
Cost ( in Rs/Kg)
0.2
0.15
0.1
0.05
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08
Time (in yrs)

SALE OF DIFFERENT PARAG PRODUCTS OVER
THE YEARS
 PLAIN DAHI
Sale of Plain Dahi
3000
2624
2500
Sales (in Cup/day)
2000
1500 1422
1088
974
1000
500 410
154
77
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Time ( in yrs)

 SWEET DAHI
Sales of sweet dahi over years
9000
8225
8000
7000
6000
Sales (in Cup/day)
5092
5000
4388
4000
3171
3000
2000
1513
924
1000 737
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Time (in yrs)

 MATTHA
Sales of Mattha
10000
9110
9000
8000
7000
Sales (in PP/day)
6000 5743
5000 4644
4073
4000
3220
3000 2709 2562
2000
1000
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Time (in yrs)

 FLAVOURED MILK
Sales of Flavoured Milk
3000
2500 2415
2023
Sales (in Ltr/day)
2000
1764
1500
1212
1138
958 976
1000
500
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Time (in yrs)

 PEDA

Sales of Peda
140
127
121
120
100
Sales (in Kg/day)
80 72
60
47.94
36.68
40 33.04
23.99
20
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Time (in yrs)

 PANEER
Sales of Paneer
350 332
300
250
Sales (in Kg/day)
214
200
150
117
100 87.49
76.34 80.75
54.95
50
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Time (in Yrs)

 TABLE BUTTER
Sales of Table Butter
1400
1286.8
1158 1177
1200 1146
1000 967
Sales (in Kg/day)
792.75
800
600
374.39
400
200
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Time (in yrs)

 GHEE
Sales of Ghee
700
600
500
Sales (in Kg/day)
400
300
200
LIQUID MILK
100
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Times ( in yrs)

COMPETITIVE SITUATION
In present scenario for every company there is need of four pillars to stand firmly
in markets that are-
1. Image
2. Position in market
3. Money
4. Good strategy
Apart from it there are a need of clear vision and good eye on customers
strategies and programmed. So it is very essential that the company should move
according to market pace and situation.

MAJOR COMPETITOR OF PARAG MILK
Introduction of Amul Dairy
The Amul Dairy Cooperative, which had been around since 1946, was integrated
into this system, helping transform India into one of the world’s largest milk
producing countries. Dr. Verghese Kurien, who founded Amul, has been profiled
on Ashoka’s changemakers website. Here is what they have to say about his
organization:
Amul Dairy has organized over 10,000 village cooperatives, designed and
implemented multiple interventions along the value chain. Together these
cooperatives bring more than 10 million liters of milk to market daily, which
makes them the leading player in the Indian milk industry. For many of India's
rural poor, daily milk sales from the few cows they own is an essential part of
their income. Yet the entire process from taking the milk to a market to selling it
and collecting payments is fraught with inefficiency and unfairness.
Amul Dairy has transformed the process for millions of small farmers by using an
automatic, computerized collection system which reduces the time for weighing,
quality testing and payment processing from a few hours with payment days later,
to five minutes and immediate payment. Each day, milk is collected no more than
10 miles from the farmer, with this nationwide, decentralized, collection process.

Amul developed a computerized quality testing machine, which makes the
process transparent and fair to the farmer, and buys exclusively from women—a
decision which has increased the status of the women, while developing a
positive brand image for India's largest food products business.
Particulars Product 1 Product 2 Product 3 Product 4

Amul Ice
Brand Amul Pizza Amul Cheese Amul Milk
Creams
138.7million
Total Sales 385 million Rupees 709 Crores Na
Rupees
Target
15-40yrs 15-55 Yrs 1-50 Yrs 5-30 Yrs
Customer
Yogi
New Product Amul Kool
Amul Basen laddo Amul Stamina Flavoured
2003 Onwards Cafe
Yoghurt
Dominos, Nirulas, Kwality
Competitors Britannia Mother’s Diary
Pizza Hut Walls

 Other Competitors Of Parag
LOCAL MILKMEN
The purchasing power of a man is directly related to his income and the feasibility
of a person. Indirectly it also hits the market share of Parag . there are few points
by which milkmen affects the market share-
1.If the earning of family is low.
2.Easy availability of natural milk.
3.If the consumption power is very high.
LOCAL BRANDS
Apart from Amul & milkmen there are also some local brands that affect the
market share of Parag. There is some condition in which the demand of GIFFIN
GOODS increases and people bound to purchase these items.

MARKET SHARE OF PARAG AND ITS
COMPETITORS
Others
4%
Parag
27%
Amul
7%
Milkman
62%
Parag Amul Milkman Others
Source: Based on market survey

SCOPE OF WORK
Even though PARAG is market leader in terms of market share in marketing
general MILK the cut throat competition propels it to identify the variables that
govern consumer behavior.
Identification of such variable help in recognizing the areas of strength &
weaknesses and scope of future investments. PARAG is entrusted with a task of
continuous improvement in all its associated fields. When it comes comes to
distribution of their product, PARAG in its continuous endeavor to reach to each
and every corner of India and other countries has been able to attain their goal to
a large extent. At present PARAG doing well as compared to other market
players. To keep up to customer expectations PARAG exercises stringent quality
& quantity checks.The whole process is customer centric, so that PARAG
continues to be the market leader. This survey/research would be quite beneficial
for PARAG to see its mission materialize.
The survey/research would throw light on aspects that need attention, so that the
customer base increases, which would result in more revenue generation.
 To keep thing in minds that as the ever changing competitive business
environment , New thought and ideas should pour into its R&D to
innovate its existing products which should be beyond competition
comprehension.

 Special reference is made to the improvement to the quality of product
in term packaging and product innovation advertisement & ways
means to cut down competitors.
To keep things in minds that as the ever changing competitive business
environment .New thoughts and ideas should pour b into its Research and
Development to innovate its existing products which should be beyond
competition comprehension.
This study enables the user with answer to formulate an effective marketing mix
strategy with a broader prospective to tap areas where it did not feel the need
earlier, hence the decision of whether to penetrate this section or not can be
found out at the end of the data analysis.
It also give affair idea of the potential of our business in the future and the
fluctuation in prices from time to time and from product to product.

OBJECTIVE
Main Objective
 To find satisfaction of consumer with parag product.
 To know why consumer purchase parag.
 To know the awareness of parag product.
Sub Objective
 To know the image of organization in the market.
 To know the brand loyalty of parag product.
SWOT ANALYSIS OF THE COMPANY
Strengths

 Demand profile: Absolutely optimistic.
 Margins: Quite reasonable, even on packed liquid milk.
 Flexibility of product mix: Tremendous. With balancing equipment, you can
keep on adding to your product line.
 Availability of raw material: Abundant. Presently, more than 80 per cent of milk
produced is flowing into the unorganized sector, which requires proper
channelization.
 Technical manpower: Professionally trained, technical human resource pool,
built over last 30 years
 .
WEAKNESSES
 Perishability: Pasteurization has overcome this weakness partially. UHT
gives milk long life. Surely, many new processes will follow to improve milk
quality and extend its shelf life.
 Lack of control over yield: Theoretically, there is little control over milk
yield. However, increased awareness of developments like embryo transplant,
artificial insemination and properly managed animal husbandry practices,
coupled with higher income to rural milk producers should automatically lead
to improvement in milk yields.

 Logistics of procurement: Woes of bad roads and inadequate
transportation facility make milk procurement problematic. But with the overall
economic improvement in India, these problems would also get solved.
 Problematic distribution: Yes, all is not well with distribution. But then if ice
creams can be sold virtually at every nook and corner, why can’t we sell other
dairy products too? Moreover, it is only a matter of time before we see the
emergence of a cold chain linking the producer to the refrigerator at the
consumer’s home!
 Competition: With so many newcomers entering this industry, competition
is becoming tougher day by day. But then competition has to be faced as a
ground reality. The market is large enough for many to carve out their niche.
OPPORTUNITIES
"Failure is never final, and success never ending”. Dr Kurien bears out this
statement perfectly. He entered the industry when there were only threats.

He met failure head-on, and now he clearly is an example of ‘never ending
success’! If dairy entrepreneurs are looking for opportunities in India, the
following areas must be tapped:
 Value addition: There is a phenomenal scope for innovations in product
development, packaging and presentation. Given below are potential
areas of value addition:
a) Steps should be taken to introduce value-added products like shrikhand,
ice creams, paneer, khoa, flavored milk, dairy sweets, etc. This will lead to
a greater presence and flexibility in the market place along with
opportunities in the field of brand building.
b) Addition of cultured products like yoghurt and cheese lend further strength
- both in terms of utilization of resources and presence in the market place.
c) A lateral view opens up opportunities in milk proteins through casein,
caseinates and other dietary proteins, further opening up export
opportunities.
d) Yet another aspect can be the addition of infant foods, geriatric foods
and nutritionals.
 Export potential: Efforts to exploit export potential are already on. Amul is
exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East.
Following the new GATT treaty, opportunities will increase tremendously
for the export of agri-products in general and dairy products in particular.

THREATS
 Milk vendors, the un-organized sector: Today milk vendors are
occupying the pride of place in the industry. Organized dissemination of
information about the harm that they are doing to producers and
consumers should see a steady decline in their importance.

New Product Development in Dairy Sector: Spotting
Opportunities`
India has achieved spectacular growth in milk production to reach a level of 91
million tonnes and is still growing at CAGR of 4 percent. However, one of the
important concerns for the future will be discovering way and means to expand
the demand to absorb incremental production. This will require far more greater
effort in promoting consumption in the domestic market and highly competitive
export markets. This is going to be the single most important challenge which
needs to be addressed to achieve healthy growth of dairy industry in future.
Given the high self-indulgence of Indian population with milk and milk
consumption, demand expansion should not pose much of a problem provided
domestic markets are tapped with greater understanding of consumers and
changing consumption environment which is shaping changes in consumer
preferences. So far the dairy industry has been slow to react to these changing
consumption trends. This lack of effort is reflected in nearly stagnant share of
organised sector (approx 13 per cent) over the years as against 42 per cent
market share commanded by the unorganized sector. The remaining 45 per cent
of production is consumed in the rural areas itself. One of the important reasons
for this stagnation is the restricted product portfolio of the organized sector -
packaged milk (8 per cent) and dominantly westernmilk products (5 per cent). On
the other hand the unorganized sector has much wider portfolio of indigenous
products (23 per cent value added products) with greater alignment

withconsumer preferences and ability to cater to regional product preferences in
addition to larger share of liquid milk market (19 per cent). In fact, the organized
dairy sector has not done much in terms of investments in research and
development of innovative dairy products. The product portfolio of the Indian
dairy industry has hardly shown any departure from its traditional product base.
The exception being consolidation of ice-cream market and some fragmented
efforts in promotion of traditional milk products like Curd, Shrikhand, Gulabjamun
and Buttermilk in last few years. The inadequacy of these efforts has resulted in
widening gap between milk production and sale of milk and milk products. A
recent report has indicated that during the year 2004-05, dairy cooperatives
procured 15 percent more milk than 2003- 04, but milk marketing rose just by 5
per cent. This trend may gain momentum, if the Indian dairy industry fails to
catalyse the consumption of milk and milk products in the changing consumption
environment driven by greater concerns for health and wellness. It is time the
Indian dairy industry places far greater importance in developing and launching
more successful milk and milk based products which in turn will help to increase
demand for dairy products and absorb increasing marketable surplus of milk
Commercialisation
The commercialization aspects of new product introductions or existing products
have not been adequately emphasized in the Indian marketplace. The consumer
acceptance of new products does not occur overnight but it requires a sustained
effort to maintain quality, convenience through easy to handle packages and
above all crossing consumer affordability barriers to generate economies of

scale. The requirement for convenience and quality will grow with increasing
disposable incomes and consumer consciousness for health and balanced
diet. However, affordability will remain a critical factor influencing consumption for
a large section of Indian consumers in smaller cities, towns and rural areas.
These constraints/ requirements of the target market will require the dairy
industry to respond through appropriate interventions in the areas of quality
control, innovative packaging and cost management to keep price affordable to
their target markets.
Strategic Options
A critical analysis integrating critical growth drivers as described in the NPD-
opportunity framework has helped to discover three options for the organized
dairy industry in India . If implemented, these options have the potential to
radically expand the presence of the dairyproducts in the food and beverage
category and substantially alter its market share compared to unorganized sector.
These options are:
Introduction of New Liquid Milk Products
It will be safe to predict that the consumption of normal milk will continue to grow
in near future. However, in order to sustain the demand for milk in metro-markets
and big cities, the dairy industry will have to take initiatives in launching new
liquid milk beverages to respond to possible fragmentation of existing consumer

segments and to effectively compete with non-dairy beverages. This will require
introduction of new liquid milk products through greater product differentiation to
service various emerging market segments by the principal benefits sought. The
possible product range may include milk products on health and functionality
platform, namely flavoured milk, sports and energy drinks including whey drinks,
milk plus juice drink, enriched milk (with calcium), pro-biotic milk and lactose/fat
free milk. The Indian market is not yet ready for ‘nutraceutical’ liquid milk
products but product research and development must continue for gradual
launch of these products by year 2010.
New Business Model for Traditional Products
The Khoa, Chhanna and Chakka are intermediate products for manufacture of
most of the ethnic products. A very large part of country’s milk production is
converted into these products but the organized dairy industry has not taken
adequate initiatives to be a part of this huge market. Two major interventions are
required to integrate the organized dairysector to become an integral part of
supply chain for traditional milk products. Firstly, the organized dairy sector
undertakes the manufacture of intermediate products on a large scale to supply
to the unorganized sector for conversion into variety of ethnic products as per
regional preferences of the consumers. Such reconfiguration of the supply chain
will not only require introduction of technology for their large scale manufacture
but also a second intervention in terms of a business model to expand the
demand of traditional products in future and upscale their quality standards.
Launch of Innovative Health Based Dairy Products

The next generation of value added dairy products must meet the emerging
needs of consumers and simultaneously address to their concerns and beliefs.
‘Health’ and ‘functional’ foods are going to be the mega-trends of the future in
dairy products beginning with metromarkets and gradually spreading to other big
cities and towns. The products in the health category would include products for
weight management, sports nutrition, fun products providing low calorie, high
protein or calcium for today’s health conscious customers. The functional product
category would include pro-biotic, reduced-fat/carbohydrate and enriched milk
products. As indicated earlier, the Indian market is not yet ready for the products
in the nutraceutical category which includes therapeutic and dietary products but
demand for these products is likely to pick up by the year 2010 and Indian dairy
industry must prepare itself to respond to the demand of these high value added
dairy products.

Summary
With a few exceptions, the Indian dairy industry has been slow to adopt or react
to the developments taking place in the consumption environment while the milk
production is on the rise. The single most challenge in the near future therefore
would be to expand the domestic market as well as gear up to compete in the
export markets. This paper focuses on NPD in the context of this imminent future
challenge.
The NPD opportunity framework suggests that in order to launch new products in
the Indian market, significant investments will be required in understanding
consumer behavior and preferences; new product research and development;
technology development and its management and commercialization of new
products in the marketplace. The paper identifies three strategic options - launch
of new liquid milk products, integration of organized dairy sector in the traditional
products supply chain and launch of health based milk products as possible
ways of up scaling the Indian organized dairy industry and to effectively compete
with other food and beverage products.

LIQUID MILK MARKETING
At present the liquid milk having brand name as “PARAG” is being marketed
through local unit /milk union in major cities /motors on U.P and Delhi under
the direction of P.C.D.F Ltd Lucknow , Kanpur , Varanasi, Meerut are the main
center point for maximum milk demand .
The following types of milk are mainly marketed by P.C..D.F Ltd.
1. Parag gold(full cream milk) contains 6% fat& 9% S.N..F. available in
500ml,and 1ltr. Packs.
2. Parag taaza(Toned milk) is pure pasteurized milk with 3% fat and 8.5%S.N.F .
available in 200ml,500ml&1ltr. Packs.
3. Paraglite(skimmed milk) is 99.5%fat free.available in 500ml &200ml.packs
4. Standard milk 4.5%fat,&8.5%SNF(Loose milk).
Milk Product Marketing
The project marketing division is handling the marketing of butter ghee and dairy
whitener.
A part of this, there are certain indigenous products being marketed directly by
• Table butter in 20 mg. pack
• Paneer 100 gm .Polypack ,1000 gm. Polypack

RESEARCH AND DEVELOPMENT CELL MARKET
RESEARCH AND PRODUCT DEVELOPMENT
1.Market research for identification of future consumer need
conceptualization of future product need
2.To develop prototypes of new products established market acceptance,
demand & study their feasibility and economics for commercial production
3.Formulation of pre –launch and post – launch advertising and strategies
for new product for establishing a state demand of the product for
establishing a state demand of the product .
4.Regular market survey for existing milk products
5.To review the existing milk and product on the basis of consumer
response and to suggest the remedial measures .
To P.C..D.F also have SYSTEM DEVELOPMENT & PACKING MATERIALS
DEVELOPMENT cell along the above cell for betterment future of its products .

DETAIL OF FUNCTION DEPARTMENT OF THE
ORGANIZATION
Regional Marketing Offices:
The Marketing of the PARAG product is monitored and effected through their six
marketing offices located at ;
1. Lucknow
2. Rampur
3. Delhi
4. Meerut
5. Varanasi
A regional Manager (marketing ) who has a certain area of office and also one
warehouse located in the above towns
Products are transferred from General Manager (marketing ) at the head office
to the stockiest or through the C&F agent and around their respective regions .
The Regional Manager is assisted in his marketing function by team of Sales
force whose basic task is to call on the retailer ,book order , increase the no.of
retailers and study competitive environment .The entire marketing operation is
monitored at the head office level under the supervision of General Manager
(Marketing ) through regular reporting feedback received from the head office
marketing staff who make regular intervals at the head office .

STRATEGIES IN DIFFERENT STAGES OF
PRODUCTS
Introduction Stages:
(1) Rapid skimming
• Most of market unaware of product
• When aware consumer are ready to pay high price
• There is the threat of competition coming quickly
(2) Slow skimming
• Most of the market are aware of the product
• Market is limited
• When there is threat of competition
(3) Rapid penetration
• When market is very big
• Most of market is unaware of the product
• There is threat of competition
• Consumers are price sensitive.
Growth Stage
Strategy:
• Improve product quality, styling, add new features.
• Enter new market segment.

• Improve distribution coverage.
• Reduce price to attract price sensitive buyers.
MATURITY STAGE
STRATEGY:
• Market modification
• Product modification
• Marketing mix modification
• Down price & promotion.
• Market demand is more.
• Changes in distribution channel.
• More customer are willing to accept the products
• Changing customers need and,
• Better and more efficient user friendly product
Brand Loyalty
Brand loyalty is alive and well. It is the creation of an emotional attachment
to a company and its products / services. In this sense, a consumer is willing
and ready to pay more for a product with a strong brand, and to do it more
frequently. For instance, if you buy ketchup and you are wandering the
aisles of your grocery store, you will see the Heinz right next to the store
brand. Fundamentally, both products are identical - tomatoes, sugar, and
water. But the emotional attachment of your "training" (from ads) - "there is
no other kind, once you've tasted Heinz", and the familiar shape of the bottle
will drive you to buy the Heinz ketchup at a premium price.

Take a look at Levis for a brand that suffered badly from fatigue. In the 80s
they had a stranglehold on the denim market. Then, in the 90s they were
caught with their pants down (so to speak). The lure of their brand vanished.
Competitors took the fight to them. I don't think that they have regained that
brand strength since.
GET MILK 24 HOURS AT ATMS
LUCKNOW: Now, it's All-Time Milk (ATM) for Lucknow cites And this has
become possible with Pradeshik Cooperative Dairy Federation Ltd (PCDF)
opening 10 such machines to dispense homogenised milk tastier and reamier
With a fat content of 4.5%.
PCDF sells Parag brand of milk and milk products. Full-cream milk, which is
available now has a fat content of 6% and costs Rs 22 per litre. By this
standard, the milk to be available at ATMs should cost atleast Rs 18 to Rs 19.
However, it is actually cheaper at Rs 16 per litre as we save on packing cost,

said SK Prasad, general manager, PCDF.
This milk is thicker and creamier as fat particles are mixed in it under high
pressure. It is stored at 4 degrees Celsius to retain freshness, he added.
"The cutting edge is a better taste at an affordable price and an all-time
supply. With this we plan to increase our penetration and capture that
segment of the market which could not afford quality milk till now," said
Prasad.
Ten ATMs have started functioning and five more are in the pipeline. These
have been set up at
1. Sanjay Gandhi Puram
2. Amrapali (Indiranagar),
3. Haribhar (Indiranagar),
4. Udaiganj
5. Kaiserbagh,
6. Ganeshganj,
7. Anandnagar (Alambagh),
8. Azadnagar (Alambagh),

9. Lalkuan (behind PCF building)
10. Vikasnagar.
RESEARCH METHODOLOGY
The Purpose Of The Methodology Is To Describe The Process Involved In The
Research Work
Research Objective:
The Objective Of Every Research Work Is To Pinpoint Certain Recommendations
As Per The Requirement Of The Study And Help The Managers In Decision
Making And Creating Brand And Product Awareness And Understanding
Consumer Perception.
Information Required:

• Attitude Of The Customer Regording Various Brands Available In The
Market.
• What Influence The Buyer To Buy Then Parag Products.
• Knowledge Of The Customer Regarding Various Parag Products
Available In The Market.
Research design: -
Descriptive research design includes survey & fact findings inquiries of
different kinds. The major purpose of descriptive research is description of state
of affairs as it exits at present.
Sample design: -
Simple random sampling also known as probability sampling Under this
sampling design every item of universe has an equal chance of inclusion in
sample. It is say to a lottery method
Collection of Data
Data Is The Raw Material With Which A Market Research Function. Based On
The Type Of Data. There Are Two Type :
 Primary data – Questionnaire, Personal Interview

 Secondary Data – MIS of company, Website
Research Instruments:
Well Balanced Questionnire With Closed And Open Ended Multiple Choice
Questionnaire Along With Questions Based On Preference Rating.
Research Techniques:
• All The Contentsof The Questionnaire Were Filled By The Reseacher
Himself.After Asking It Directly To Consumers To Avoid Any
Misunderstanding.
General Aspects Of Customer Are Also Covered Like Guiding Factors,
Income Etc.
Sample size: - The sample size of research study is 100
Field Work:
The field work for the survey was conducted in the areas of gomti nagar(vivek
khand,viram khand) indira nagar (sector-10,12,13,arvindo park area,&sector-d,c)
and gulista colony. Thish exercise involved face to face interviews with both the
retailer and consumers.

ANALYSIS
QUESTION1
Which of the parag product do you consume?
1. Milk
2. Mattha
3. Flavored milk
4. kheer (chenna,rice)
5. Table butter
6. Paneer
100 Preference Of Parag Product

80
60 70 65
East
40 60
West
No. of Respondents
20 50 North
0 40
1st 2nd 3rd 4th
Qtr
30 Qtr Qtr Qtr
20 14
8 6
10 5
2
0
Milk Mattha Flavoured Kheer Table Butter Paneer
Milk
Products
DATA ANALYSIS
65% of consumer consume milk ,14% consume Mattha , 8% consume
Flavored Milk ,2% Kheer, 6% Table butter , 5% consume paneer.

QUESTION2
On the following scale mark the following product according to your satisfaction?
1. Millk
2. Mattha
3. flavored milk
4. Kheer(chenna,rice)
5. table butter
6. Paneer
Preference Of Parag Product
70 65
60
50
No. of Respondents
40
30
20 14
8
10 6 5
2
0
Milk Mattha Flavoured Kheer Table Butter Paneer
Milk
Products
DATA ANALYSIS
Satisfaction level of customer regarding PARAG product are in this manner
Milk> mattha>Flavored Milk>Table Butter> Paneer > Kheer .
QUESTION3
Do you think that parag product are worth the money paid by you?
1. YES
2. NO
no 4
yes 96
0 20 40 60 80 100 120
no. of re sponde nt
DATA ANALYSIS
96% of consumer are satisfied with the money paid by them in regard the
product,while 4% of consumer are dissatisfied.
QUESTION 4

Do you come across problem regarding the non availability of parag product?
1. Always
2. Sometime
3. Never
100
92
90
80
70
No of respondent
60
50
40
30
20
10 7
1
0
always sometime never
INTERPRETATION
92% of consumer are not having any problem regarding the non availability of
Parag,7% complaints sometime ,1% complaints that they always have problem
QUESTION 5
Why do you buy parag product ?
1. Price
2. Brand name
3. Taste
4. Purity
5. Quality
60
50 48
no. of respondent
40
30
20
20 15
11
10 6
0
price brand taste purity quality
name
attributes
DATA ANALYSIS
48% customer buy parag product due to brand name ,20% customer buy
parag due to purity ,15 % offer quality,11% for taste,6% for price
QUESTION 7

If other brand available at same quality, would you switch over?
1. Definitely
2. sometime
3. Never
brand loyalty
120
96
100
no.of espondent
80
60
40
20
1 3
0
definitely sometime never
DATA ANALYSIS
96% customers are brand loyal towards Parag product,3% customer can
switch if another brand is available in same quality,1% definitely switch
over
QUESTION 8

Are you satisfied with the price fluctuation of parag products?
1. YES
2. NO
100
90
90
80
70
no.of respondent
60
50
40
30
20
10
10
0
yes no
DATA ANALYSIS
90% Customer are satisfied with the price fluctuation of parag ,while
10% customer are dissatisfied with the price fluctuation.
QUESTION 9

Do you want more number of parag booths to be set up in your
locality?
1. YES
2. NO
90
80
80
70
60
no of respondent
50
40
30
20
20
10
0
y es no
DATA ANALYSIS
80% of the consumer wants more number of parag booths to be set up in their
locality 20% of the consumers do not want.
QUESTION10
Rate the quality of parag product?
1. Average
2. Good

3. Excellent
rating of quality
100
90
90
80
70
no.of respondent
60
50
40
30
20
8
10
2
0
average good excellent
performance
s
90% Of the consumers rate the quality as excellent, 8% of the consumers
rate the quality as good,2% of the consumers rate the quality as average
LIMITATION OF THE STUDY

1. Any questionnaire could not be adequate enough to fully serve the
objective of the survey, thus making is necessary to carry out on interview
along with the the questionnaire .

2. Since the universe of the survey was quite large ,it was not feasible
for the interviewer to cover all the consumer of the city
3. Consumers when asked about the product used to give a lot biased
answers so as to create their own importance
4. Some unavoidable errors occurred during the process of transforming
raw data from questionnaire into the research findings
FINDINGS
1. Some consumer complaint that ghee do not contain granules as that of
villages
2. Some consumer complaint that milk should also be available in 250gm pack.
3. Ice-cream and milk cake are not very common to consumer .
4. Consumer are satisfied with milk, sweet curd and paneer

5. Generally consumers are not aware of ice-cream offered by Parag.
6. Consumers are satisfied with the purity and quality of parag milk product.
7. Consumers favour of purity and quality for which they are ready to pay
optimum price.
8. Mostly consumers are satisfied with the price fluctuation ,according to their
views these are nominal
9. Milk are generally involve in daily purchasing by most of the consumers
,sweet curd and paneer involve in weekly purchasing ,milk cake and icecream
are purchased occasionally.
10. Consumers want more parag booths to be set up in their locality
11. Least problems are found in the spoilage of milk
12. Problem are founds in generally summer season.
CONCLUSION
The consumer survey reveal that the biggest asset of Parag is the faith in its
quality consciousness. It has the pasteurized and additional vitamins A which
has to added in milk in order to provide better product to go to consumers. An
over whelming majority of consumers are satisfied with quality of Parag

products and very few person have problems regarding this aspect. Parag has
thus provide that the hand work done in quality control section is paying off it
should keep it up.
Generally milk are highly contributing in sales .Ice-creams ,milk cakes are less
preferable in compare to other brands available in market .
So I think for any growing organization ,the most important emphasis are on
these aspects :
1. Quality
2. Price
3. Consumer feedback in order to improve service
And for parag ,it seems that it has covering all these aspects. The distribution
channel of Parag product is also good
But there is some improvement in price fluctuation according to some customer.
RECOMMENDATIONS
1. More milk ATM should be established to enhance the availability of
Parag milk.
2. Make the customers aware about the Parag products and benefits of

using packed milk vs. milk through vendors through different mode of
advertisement.
3. There should be no leakage in the liquid milk & if the exists than
these packets should be replaced.
4. Packing of the liquid milk should be reusable that helps to reduce the
price of the products.
5. On line information about the Parag products & trading should be
facilitate by the company.
6. There should be regular visit for getting the customer feedback about
the Parag products. This helps to know the changing demand of the
customers.
7. For fulfilling the increasing demand of milk the company should try to
increase the production.
8. Company should try to provide discount on bulk purchasing. And also
provide some offers & schemes for sales promotion.
9. Packaging should be improved.
10. Sugar free flavoured milk should be available for diabetic patient .

11. Flavoured milk should be available at each and every booths.
12. Chocolate flavour milk should be available to attract children customer.
13. In summer flavoured milk might be preferable as option in compare to
cold drinks.
14. There is need of advertisement regarding ice-cream of parag.
15. Quality should be monitored timely.
16. Kulfi and lassi can also be promoted in summer season.
BIBLIOGRAPHY
Books: -
 Principle of Marketing Management Philip Kotler
 Marketing Management Rajan Saxena

 Research Methodology C.R.Kothari
Website: -
 www.dairy society.org
 www.google.com
QUESTIONNAIRE
Provided by Company
Consumer Survey
Date of Survey: - _________________
1. Name of Consumer: - _______________________________

2. Permanent Address: - _______________________________
_______________________________
_______________________________
3. Telephone No.: - _______________________________
4. Daily consumption of milk in Family (Ltr): - _______________________________
5. Does you buy Parag milk: (Yes/No): - _______________________________
6. If not, which brand of milk you buy: - _______________________________
7. Do you want home delivery of Parag milk: - _______________________________
8. Why do you not buy Parag milk: - _______________________________

_______________________________
_______________________________
9. Which of the Parag product do you purchase: Parag Paneer Peda

Parag (rice/chhena) Kheer Flavoured Milk
Mattha Besan Laddoo
Dahi Ghee
Butter
10. Suggestion about Parag Product: - ________________________________

________________________________
________________________________
________________________________
_________________________________
_________________________________
_________________________________
_________________________________
Name of the surveyor: - __________________ Signature: - ________________________

Questionnaire
QUES1.Which of the parag product do you consume?
• Flavored milk
• LiquidMilk
• Butter
• Parag ghee
• Parag peda
• Parag dahee
• Parag Mattha
• Parag kheer
• Parag besan laddoo
• Parag paneer
Ques2 On the following scale mark the following product according to your
satisfaction.
• Flavored milk
• LiquidMilk
• Butter
• Parag ghee
• Parag peda
• Parag dahee
• Parag Mattha
• Parag kheer
• Parag paneer
Ques3. Do you think that parag product are worth the money paid
by you.
Yes No
Ques4. Do you come across problem regarding the non availability

of Parag product ?
Always Sometime Never
Ques5 Why do you buy Parag product ?
• Price
• Brand name
• Taste
• Purity
• Quality
Ques6 What is the frequency of buying the product of parag ?

• Flavored milk
• LiquidMilk
• Butter
• Parag ghee
• Parag peda
• Parag dahee
• Parag Mattha
• Parag kheer

• Parag paneer
Ques7 If other brand available at same quality , would you switch

over.
Definitely Sometime Never
Ques8 Are you satisfied with the price fluctuation of parag

product ?
Yes No
Ques9 Do you want more number of parag booths to be set up in

your in your locality ?
Yes No
Ques10 Rate the quality of parag product ?
Average Good Excellent

PARAG

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TABLE OF CONTENTS

4. Reason for allotment of project

9. Objective of the Project

10. New Dairy Product Development

11. Research Methodology

13. Scope & Limitation

15. List of Table

Ravi Pratap Yadav 0714170042

age method of farming.

by co-operative societies such as Pradeshic Cooperative Dairy Federation

have helped members to by their requirement cheaply and sell their

Ravi Pratap Yadav 0714170042

entitled “Market share of parag milk at Lucknow market”, is an authentic record of

my own work during the period of 6 weeks.

This information given by me in this report is exclusively for concerned

organization and would not be submitted by me anywhere else.

Ravi Pratap Yadav

MBA 2nd year

Ravi Pratap Yadav 0714170042

To Encresing Disposable Income Among 275 Million Middle Class. The

Coutry Is Been Changed After The End Of 2000A.D. As The Worlds

Number One In Milk Production. The Reason Being That It Is Rural

Based, Land Saving And Gender Natural Composed To The Drop

Production To Offers More Favorable Opportunities Of Employment.

Dairy Farming Provides Substantial Sourse Of The Landless Labour As

Well As Marginal Formers.

Rational Of Milk To Scenario In Which Milk Has Been Increasing At A Rate

Modern Scientific Processing Technology And Managerial Incursion Are Opening

Up Best Opportunities In Processing And Marketing Of Various Kind Of Value

Assess Milk Flavored Milk, And Other Delicacies.

Ravi Pratap Yadav 0714170042

Necessitate Rapid Movement Of Milk Difficult.

Hygienically Packed Whole Some Quality Pasteurized Milk.

Of The Three A’s Of Marketing ACCEPTIBILITY, AVAILABILITY And

Availability Is Not A Limitation Either Because Of Ample Production. It Leaves

With Limited Purchasing Power. Thish Is Essence Of The Challenge

Ravi Pratap Yadav 0714170042

A market, or customer focused, organization first determines what its potential

they have a need, or because it provides a perceived benefit.

customers mind that would be helpful to enhance its market share.

Ravi Pratap Yadav 0714170042

THE PROJECT TOPIC

In leading competitive environment it is very important to know that where we

Ravi Pratap Yadav 0714170042

The dairy industry in India is considered to be a category, which has been

growing and profitable. This category is better organized amongst other

milk production, processing and marketing channel as it exists is unique in

nature. About 70 million rural

across the country.

Ravi Pratap Yadav 0714170042

been able to create a niche and competing on price equation.

Value Addition in Dairy Products

marketing game and therefore gradually reduced to become the subcontract

The task in hand is thus how

Ravi Pratap Yadav 0714170042

Can we help them to produce using better technology maintaining quality

management task and we need to create a model for the success

Future Vision 2020

years. This is possible if we grow at 7- 8 % in GDP terms year on year as

projected. And if that is to happen agricultural sector has to deliver about 4 %

reduced, it was 3- 4 % before 1990s.

Ravi Pratap Yadav 0714170042

milk output as projected in the domestic market itself. Currently, India’s