Introduction

The project was defined as “Developing New Marketing strategies For Frozen Cheese And Paneer
of Parag in comparison to its competitors(“Amul and Nestle”) . parag is a first kind of premium
brand of paneer which has a self-life of one year.

Parag milk food is a twenty six years old brand which is very known to all, The intention with
this project was to create more awareness among its target market through various marketing
communication programmed about the concept to increase in purchase leading to build customer
base in 60 days.

In this project, we studied the milk industry and scope of quality milk and mobile application as a
medium to gain additional business. For this purpose, we did some sales & promotional activities
and cheese cubes samples to the retailers as a sales promotion activities and give the demo of pride
of cows android application of Parag Milk food Ltd to the potential customers and communicating
the benefits of the app thereof.

Effective marketing starts with a considered, well-informed marketing strategy. A good marketing
strategy helps you define your vision, mission and business goals, and outlines the steps you need
to take to achieve these goals.

Your marketing strategy affects the way you run your entire business, so it should be planned and
developed in consultation with your team. It is a wide-reaching and comprehensive strategic
planning tool that:

 describes your business and its products and services

 explains the position and role of your products and services in the market

 profiles your customers and your competition

 identifies the marketing tactics you will use

 allows you to build a marketing plan and measure its effectiveness.

A marketing strategy sets the overall direction and goals for your marketing, and is therefore
different from a marketing plan, which outlines the specific actions you will take to implement
your marketing strategy. Your marketing strategy could be developed for the next few years, while
your marketing plan usually describes tactics to be achieved in the current year.

Identifying business goals

To develop your marketing strategy, identify your overarching business goals, so that you can then
define a set of marketing goals to support them. Your business goals might include:

 Increasing awareness of your products and services

 Selling more products from a certain supplier

 Reaching a new customer segment.

When setting goals it's critical to be as targeted as possible so you can effectively measure the
outcomes against what you set out to achieve. A simple criteria for goal-setting is the SMART
method:

 Specific - state clearly what you want to achieve

 Measurable - set tangible measures so you can measure your results

 Achievable - set objectives that are within your capacity and budget

 Relevant - set objectives that will help you improve particular aspects of your business

 Time-bound - set objectives you can achieve within the time you need them.
Research your market

Research is an essential part of your marketing strategy. You need to gather information about
your market, such as its size, growth, social trends and demographics (population statistics such
as age, gender and family type). It is important to keep an eye on your market so you are aware of
any changes over time, so your strategy remains relevant and targeted.

Any method of publicity adopted by a business to market its product or service has the
capability to promote its brand but for gaining maximum and goal oriented marketing result,
target marketing is required.

In short, for efficient marketing of a brand, developing an exhaustive marketing strategy is of

great vital importance. Right from where, when and how to advertise for a wider exposure to
perfect wording of the promotions to suit the marketing needs, each aspect of the marketing
strategy will act as the solid foundation in the brand development efforts.

While majority of the information pertaining to the marketing of a product or service might be
apparent and clear, the importance of market research in uncovering and digging out deeper
influential information to undertake compelling and forceful marketing campaigns cannot be
over ruled.

Choosing The Right Method of Market Research

Market research in general largely relates to seeking answers to the questions about the
proposed, anticipated or projected market. Though market research is known to take on a range
of formats, most methods are sorted out into either of the following one or two categories.

1. Quantitative Research

This method of market research largely deals with trends and numbers. The key sources for
conducting this method of research involve polls, social media analysis, available previous
research information or data and surveys.

The quantitative research method of market research primarily offers the much needed
numerical data and minimum requisite benchmark to analyze and chart success after taking
into account the brand interest, effectiveness and efficiency of the campaigns.

2. Qualitative Research

This methodology of market research is primarily carried out to gain an in depth insight about
different questions. The tools used to carry out this method of research include face to face
interview, focus groups and observational study or research.
 By undertaking qualitative research, the intentions, motivational factors and reasons behind
specific market behaviour can be known. Qualitative market research helps in easy exposure of
questions relating to the why and how of the different market trends and brand matters rather
than only relying on the basic facts.

Prime benefits of undertaking marketing research to market products and services

1. Increased sales output

First and foremost, market research when undertaken provides a valuable insight to the
company about how successful its product or service is likely to be, the optimum price to be
set for the product or service and the group of consumers likely to purchase or consume the
product or service. All these information ascertained helps to increase the sales.

2. Better target audience and consumer management

The biggest advantage of market research in marketing of a product or service is that the varied
tools used in the marketing campaigns such as face to face interviews, questionnaires,
discussions and meetings help to reach a wide range of target audience. Market research helps
in reducing the time frame required for the product to reach the consumers. Moreover, market
research helps in proper analysis of the current needs and also in investigation of the future
expectation of the consumers thus helping to achieve higher level of consumer satisfaction.

3. Satisfactory Business Growth

Proper marketing research of products and services if undertaken provides an upward sales
trend along with the better consumer management resulting in increased sales. This in turn acts
as the trigger point for growth and development of business.

Thus, to sum it all, the success or failure of a business is solely dependent upon the marketing
strategies adopted by it while market research of products and services provides various ways
and means to adopt the best marketing strategies that might help a business to compete, grow,
succeed and even reach greater heights.
Profile your competitors

Similarly, as part of your marketing strategy you should develop a profile of your competitors by
identifying their products, supply chains, pricing and marketing tactics.

Use this to identify your competitive advantage - what sets your business apart from your
competitors. You may also want to identify the strengths and weaknesses of your own internal
processes to help improve your performance compared with your competition.

Meeting the need of customers is the aim of marketing, but this alone is not enough to
guarantee success - the real challenge is the ability to satisfy customer needs better than
competitors. Competitor analysis starts with seeking answers to the following questions, as
identified in Jooste et al, (2009):

Who are our present and potential competitors (Identify competitors)?

Although the answer to the question might appear straightforward, the range of potential and
current competitors is often far broader than appears at first sight. Companies must realise that
competitors don?t always offer the same or similar products or services.

What are the positions competitors established in the market (Analyse strategic groups)?

Competitors can initially be categorised into groups on the basis of similarities and differences
in the strategies pursued. The conceptualisation of strategic groups makes the process of
competitor analysis more manageable. Having a more focused and narrow approach will assist
in strategy implementation and success.

What are their strategic objectives and thrusts?

The analyses of competitor?s objectives is important because it provides insight into whether a
competitor is satisfied with its important profit and market position, and thus how likely it is to
retain its present strategy, especially when the competitor makes particular strategic move.
Companies must understand competitor objectives and thrusts as it will influence its own
strategic decisions.

What are their present and future strategies?

Past and present strategies of each major competitor need to be reviewed by companies. Past
strategies provide insight into failures and reveal how organisations engineered changes.
Reviewing competitor strategies involves the assessment of the competitor?s target market and
differential advantage. It is also advantages for organisations to evaluate how successful the
competitors have been in achieving its objectives and carrying out its strategies.

What are their strengths and weaknesses?

A precise understanding of a competitor?s strengths and weaknesses is an important

prerequisite for developing a strategy to compete against it. Whether competitors can carry out
their strategies and reach their goals depends on their resources and capabilities. Ideally with
this in mind organisation would use its own strengths to take advantage of a competitor?s
weaknesses.

What are their response patterns?

A major objective of competitor analysis is to be able to predict competitor?s responses to

market and competitive changes. Scenario planning and counter response strategies could
minimise risk and assist with the implementation of own strategies and plans.

Failure to understand competitors will lead to costly marketing mistakes and could have
detrimental financial implications for companies.
 Industry overview

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

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

Bhagyalaxmi Dairy Farm, Manchar

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

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

During the 1950s and 1960s, India was one of the largest importers of dairy products, importing
over 40 percent of milk solids in the total throughput of the dairy industry. The commercial import
of milk powder reached its peak at about 53 thousand tons in 1963-64 (Kanitkar, 1999). This
concerned policy makers, and a decision was made to achieve self-sufficiency in milk production.
The major step forward, which has had a far-reaching impact, came in mid-sixties with the
establishment of the National Dairy Development Board (NDDB) to oversee dairy development
in the country. The Operation Flood (OF) program, one of the world’s largest and most successful
dairy development programs, was launched in 1970. Its main thrust was to organize farmers'
cooperatives in rural areas and link them with urban consumers. Operation Flood has led to the
modernization of India's dairy sector and has created a strong network for procurement, processing,
and distribution of milk by the cooperative sector. In 1989, the Government of India launched the
Technology Mission on Dairy Development (TMDD) program to support and supplement the
efforts of Operation Flood and to enhance rural employment opportunities and income generation
through dairying. During the past three decades, milk production in the country has increased
from about 22 million tons in 1970-71 to 84 million tons in 2001-02 (GOI, 2003).

The per capita availability of milk, which had decreased during the pre-OF period, not only kept
pace with the growing population but increased from 107 grams in 1970 to 220 grams in 2000-01.
Despite its being the largest milk producer in the world, India's per capita availability of milk is
one of the lowest in the world, although it is high by developing country standards. The per capita
availability of milk, which declined during the 1950s and 1960s (from 124 gm per day in 1950-51
to 121 gm in 1973-74) expanded substantially during the 1980s and 1990s and reached about 226
gm per day in 2001-02 (Figure 2.1). The per capita consumption of milk and milk products in India
is among the highest in Asia. However, it is still below the world average of 285 gm per day and
the minimum nutritional requirement of 280 gm per day as recommended by the Indian Council
of Medical Research (ICMR). Since

Independence dairy industry has made rapid progress. A larger number of milk and milk product
factories have been established. The organized dairies in India have been successfully engaged in
the routine commercial production of pasteurized bottle milk for Indian dairy products. India with
134mm cows and 125mm buffaloes, has the largest population of cattle in the world. More than
50% of the buffaloes and 20% of the cattle in the world are found in India.

In India about 46 per cent of the total milk product is consumed in liquid form and 47 per cent in
converted into traditional product like butter, cheese, ghee, paneer, curd, etc. only 7 per cent of
milk goes into production of western products like milk powders, processed butter, and processed
cheese. It is estimated that around 20 per cent of total milk produced in the country is consumed
at producer-house hold level and remaining is marketed through various cooperatives, private
dairies and vendors. Several consumers in urban areas prefer to buy loose milk from vendors due
to strong perception that loose milk is fresh.

While the dairy industry is growing at a compounded annual growth rate (CAGR) of 15-17%, the
value-added products alone are growing way beyond 24%. Milk is the country’s biggest
agricultural produce, contributing 22% to agricultural GDP. Many private players entered the
market to set up processing facilities in areas with surplus milk.
Presently only 12% of the milk market is represented by package and pasteurized milk, valued at
about Rs.8000 crores. Quality of milk sold by unorganized sector however is inconsistent and so
is the price across the season in local areas. There is a long history and tradition of high dairy
consumptions in India, as urbanization is an ongoing process there will be a shift from traditional
to commercial western dairy products as a result change in lifestyle. The consumption pattern of
dairy products in India is quite unique as compared to some other western countries. Interestingly,
buffalo milk accounts for the largest share of the total milk produced (55%) in the country. Since
the pricing of milk is based on the fat content, buffalo milk offers higher profit margins as
compared to cow milk as it contains higher fat
different types of people in Societies like retailers. Parag milk food is a 26 year old brand which
is very well known for premium products like, GO, GOWARDHAN, PRIDE OF COWS, TOPP-
UP, AVVATAR. The intention with this project was to create more awareness among its target
market through various marketing communication programmed about the concept to increase in
purchase leading to build customer base in 60 days.

Parag Milk Foods Limited processes, manufactures, and sells milk and milk products in India. It
offers ghee, milk, paneer, dahi, curd, butter, dairy whitener, and gulab jamun mix products under
the Gowardhan brand name; and flavored cheese wedges, spreads, slices, and angles, as well as
flavored yoghurt, slim milk, whey, and ultra-heat treatment products under the Go brand. The
company also provides milk under the Pride of Cows brand name; flavoured milk under the Topp
up brand; badam milk mixes and dairy whitener products under the Milkrich brand name; whey
protein powders under the Avvatar up brand; and mango drink under the Slurp brand name. It
distributes its products through a network of retail and institutional customers, a well as depots
and super stockiest. The company also exports its products to the United Arab Emirates, Singapore,
Oman, Kuwait, Mauritius, New Zealand, Australia, Congo, Seychelles, and Iraq. Parag Milk Foods
Limited was founded in 1992 and is headquartered in Mumbai, India.
 IMPACT OF GST

Contrasted with different businesses, the dairy segment has coordinate branches on the drain
makers in India. In spite of the fact that most recent data is demonstrative that GST (Goods and
Services Tax) has been applied with 12% on all items.

Mandi charge that once was exacted on ghee crosswise over India has been canceled aside from
in Uttar Pradesh and Rajasthan and that too has been diminished to 2% as it were. Value added tax
is demanded at 2-5% on drain powders, 5% on chakka (essential crude material for shrikhand),
table margarine, cream, and UHT drain stuffed in containers.

The GST will be an amalgam of VAT, excise duty, octroi, entry tax, mandi expense, cess and so
on. None of the dairy items pull in excise duty with the exception of the cleaned sweetened-
enhanced milk that likewise in not very many states. The Union government has worked out 12%
GST figuring all the previously mentioned demands. It would be fitting that the dairy business is
named cultivating and the dairy items regarded as homestead create as opposed to prepared
sustenance.

The high rate of GST, will be a coordinate ramifications on drain makers. Dairy is a main business
that can pay to the milk maker around 70% of what is charged from the customer. No other
nourishment handling industry in India can meet such exclusive requirements of the vendors.

Actually, in many nations the dairy industry widely prevails and the most astounding extent of the
buyer that is collected does not surpass 35% of the sum paid by the purchaser. It is caught that
12% GST would actuate the business to decrease the drain costs paid to the milk extracting units.
The 12% rate of GST may likewise build the shopper costs of dairy items significantly. The buyer
would tend to lessen the utilisation of prepared dairy nourishment. In the event that a shopper
moves more towards the conventional seller, the composed dairy segment that has been struggling
in the market of merchants, would contract in size and significantly lessen its span to the milk
producer.

This would end the extension and interest in the sorted out dairy part including the cooperatives.
It is notable that milk creation in India has been reliably developing at 4-4.5% every year. This is
on the grounds that the milk yielded in India has a consistent ranch to fork linkage through direct
access to the constantly expanding market for milk and milk items. The 12% GST taxation may
switch this cycle as this would bring a decrease in the crude industry expansion as paid to the milk
producer. The milk units would think that it’s hard to oversee dairy animals and wild oxen. They
may short of making interest in buy of animals resources for expanding milk creation.

Earlier, the southern part of the nation was paying 14.5% on the Ghee while in the northern part,
it was 5 percent applicable. After the implementation of GST, it has seen a uniform 12 percent tax
scenario across the nation which took the position inverse.

Now the southern part of nation will be availing 2.5 percent relief on the Ghee while the northern
part will have to bear an added tax load of 7 percent.

The talks are higher in voice due to the festive season as the Ghee constitutes as the second largest
dairy product after the liquid milk which is capturing around 65 percent of dairy sector.

It is basic that a milder view is taken while forcing GST administration on the dairy business.
The administration should have a extension driven approach. Recuperation of low tax through
dairy segment ought not to be considered as a misfortune to the national exchequer, however, a
speculation that would goad development in drain creation, guaranteeing national nourishment and
dietary security and improving rustic thriving. It ought to make an uncommon class for the dairy
business by exempting a wide range of fluid milk, cleaned milk, dahi, chhachh, lassi, shrikhand,
paneer and Items like unprocessed Milk, Butter Milk, Curd, Bread has attracted 0 percent. GST
rate on the processed Cream, Skimmed Milk Powder, Branded Paneer are in 5 percent slab rate.

While other branded products like Butter, Cheese, Ghee, Milk Beverages are included in 12
percent while Condensed Milk in 18 percent.

The dairy sector was always seen as major nourishment in the country like India which credits in
the health motto is the first motto. The GST is seen as better as much for each and every sector
and this is the same fact which ministry also express.
 COMPANY OVERVIEW

PARAG MILK FOODS

Parag Milk Foods Ltd, was founded in 1992, it is one of India’s elite private sector dairy company,
with aa diverse portfolio in over 15 consumers centric product categories. They pride themselves
for providing the best global source of expertise and scientific knowledge in support of the
development and promotion of quality cow’s milk and milk products, to offer consumers nutrition,
health and well-being.

They aim to identify, elaborate and disseminate best practise at all their infrastructures, a dairy
farms set on global standards, a modern fully automated cheese plant with traditional way of
marketing ghee like made at home and an UHT milk processing plant using the best equipment
from one of the leading plant equipment manufacture.

Parag manufactures products of truly international quality under internationally famous brand
names such as Gowardhan , Go, Top Up, and Pride Of Cows. The products of Parag portfolio
includes ghee, fresh milk, skim milk powder, whole milk powder, paneer, an aaray of processed
and natural cheese, cheese spreads, butter, dahi, dairy whitener and gulab jamun mix under the
brand names of ‘Gowardhan’ and ‘Go’, all made from 100% fresh cow milk.

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

1994: Product Introduction- Cow Milk

The Gowardhan factory was started in the year 1992. It is located in the milk belt of Manchar on
the Mumbai Nashik highway. Unit 1, processes raw milk into processed pouch milk, curd, paneer,
ghee, and shrikhand. The huge investment in infrastructure has enabled the unit to process up to
almost 12 lakh litres of milk daily. The factory has employed around 600 fixed + daily wage
workers. Thus, being the source of income for farmers in the neighbouring towns and villages. We
are the ones owing the largest cow farm in India, and are also counted amongst the Asia’s largest
cheese.

The farm is spread over 26 acres. It is perched between the Bheema River and the Bheemeshwari
hills in Manchar, an area known for the high quality of green produce. The farm equipped with the
finest international technology for feeding, milking and processing. The capacity of around
1,000,000 litres brand per day. We are an ISO 9000 and AGMARK certified company.

There are three production centres named Dairy plant, Bhagyalaxmi dairy farm and cheese plant,
but we are planning to add more production centres, one in Palamaner, on the outskirts of
Bangalore and another in Srirampur, Ahmednagar each with a milk processing capacity of 500,000
liters a day. The organization is also registered with US FDA and this is the only brand in India
to have obtained the ISO 15161 certification from New Zealand. Owing to the quality of our
products, these are demanded areas such as North Africa, South/West Africa, Middle East and
South East Asia. The list of our clients includes some of the renowned names such as BEL,
Morocco and Baskin Robins.

Name PARAG MILK FOODS PRIVATE LIMITED

Founded 1992
Sector Fast Moving Consumer Goods (FMCG)
Industry Dairy Industry
Brands Gowardhan, Go, Top Up, Pride Of Cows
Net Worth 2500cr
Turn Over 1500cr
 Marketing Office 20th floor, Nirmal Building, Near INOX, Nariman Point. Mumbai-
400021
Manufacturing Awasari Phata, Manchar Pune. Maharashtra, 410503. Tel: +91-
Unit 2133224763
Key Executive Devendra Shah, Mahesh Israni, Rahul Akkara
Infrastructure

Milk Processing Unit, Manchar

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

Milk Processing Unit, Palamner

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

Cheese Processing Unit, Manchar

The Go Cheese factory was started in early 2000. It is located in the milk belt of Manchar on the
Mumbai Nashik highway. The UHT technology is of international standards with the best
European technology, fully automated and requires minimum human intervention. Right from
reception of milk to the finished product, we maintain strict no-human-contact through the entire
manufacturing process. Moreover, our plant is capable of churning out 1,000,000 litres of milk per
day, has an output capacity up to 10 metric tonnes of butter, 25 metric tonnes of ghee, 10 metric
tonnes of dahi (yoghurt), 40 metric tonnes of cheese and 65 metric tonnes of milk powder per day.
The factory is quite often a part of study tours for school kids who learn the history & art of cheese
making.
Another fascinating aspect of our plant is that it is one of the only two facilities in Asia with UHT
technology. The equipment has been imported from Stephan Machinery Germany, pioneers in
cheese processing equipment. The cheese can be stored in ambient condition without refrigeration
up to a period of 6 months in tropical countries like India. The company is sure to reach national
markets with its UHT treated, superior quality cheese, which will be available in a variety of forms

such as slices, wedges spreads and an assortment of exciting flavours under a new brand name,
Go.

Valuation
At the lower price band of Rs 215 per equity share of Rs 10 face value, the P/E works out
to 42.8 times the annualized EPS of Rs 5 (on post-IPO equity) for the nine months ended
December 2015 and the P/E works out to 69.9 times the EPS of Rs 3.1 (on post-IPO equity)
for the financial year ended March 2015 . At the upper band of Rs 227, P/E works out to 44.6
times the annualized EPS of Rs 5.1 (on post-IPO equity) for the nine months ended December
2015 and the P/E works out to 73.1 times the EPS of Rs 3.1 (on post-IPO equity) for the
financial year ended March 2015.
Comparable companies such as Hatsun Agro Product, Heritage Foods and Prabhat Diary are
trading at P/E of 47.89x, 23.59x and 50.2x on the annualized EPS for the nine months ended
December 2015 and 126x, 41.5x and 52x on the EPS for the financial year ended March 2015.

SWOT Analysis Of Dairy Industry:

Strengths:
 Absolutely optimistic
 Quite reasonable
 Availability of raw materials
 Technical manpower

Weakness:
  Perishability
 Logistic of procurement
 Problematic distribution
 Competition

Opportunities

 Expansion in the untapped cities like Bangalore and Delhi.

 Launch of new variants like Toned milk and Skimmed milk.
 Brand Positioning
 Increase the Promotional activities

THREATS
 Sarda Farms, which follow a similar concept, is the main competitor of Pride of Cows
milk.
 New Entrant, in the form of “Amul & Mother Dairy”
 High Pricing.
GOWARDHAN

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

GO
Brand values of GO are Innovation, fun, health and lifestyle. This is reflected in its product range
such as flavoured cheese wedges and cheese spread in a tube; convenience foods such as cheese
slices and cheese angles as well as health foods – such as the naturally flavoured yoghurt, Go slim
milk. Our cheese plant has the largest production capacity in India, with a raw cheese production
capacity of 40 MT per day. (Source: IMARC Report). Our manufacturing facilities at Manchar
and Palamaner have automated production facilities to ensure operational efficiencies and quality
control. We produce cheese and whey products only at our Manchar facility, UHT products only
at our Palamaner facility and other products at both facilities.

TOPP UP

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

PRIDE OF COWS

Pride of Cows, a brand of Parag Milk Foods, is a first-of-its-kind, superior farm-to-home milk,
from India’s most modern dairy farm, with a production capacity of 25,000 liters a day. The Pride
of Cows brand is a reflection of our passion for milk. Milk captures the imagination, sparks interest
and ideas, adds colour and flavour, and makes us feel fulfilled and happy. the significant part
played by milk, strengthening and protecting the body and mind to live a fuller, more complete
life each day. The cow’s milk at its best represents the pinnacle of nutrition and health, Because
of high standards of hygiene and quality control, Pride of Cows is the best cow milk in every way
— bottled and delivered fresh, chilled to 4 degree Celsius, to your doorstep through a process that
is completely mechanized from start to finish. This ensures that you reap all the benefits of milk.
Pride of Cows milk is instantly pasteurized, chilled and packaged in bottles and sent on its way to
consumers, in a process that is mechanized, maintaining absolute purity and keeping the taste,
structure and nutrients of the milk intact. It’s everything that milk should be! Pride of cows is
generally untouched by human hand, it has low bacterial count, procurement of milk is done
through fully automated process i.e. Rotary parlours, it has no additives or preservatives, and the
milk is already homogenized & pasteurized.
PROJECT DETAILS

My entire project work was on field doing research and taking feedbacks of the customers of pride of
cows. The project was not only about doing research but also to create awareness of the brand ‘pride of
cows’ in south Mumbai through sampling activity. Wherein I got exposure to different types of customers
and their perception and preferences towards a premium product pride of cows milk.

Objectives.
 To Understand the Selling process of parag products in general trade
 Evaluate the involvement of buyers towards parag milk products
 To analyze the marketing strategies used by parag milk foods

Limitation

 Casual response from the retailers

 Limited products
 Not much samples provided

Project constraints.
 Time frame limitations- Finish the project by the close of Business June 30.
 Resource limitations- On field work such as market research, filling up feedback form
from customers.
 Result- has successfully created awareness of Parag milk in Navi Mumbai and has
increased the sale by acquiring customers.
Methodology-
  Descriptive Research- Surveys, Data collection, Samplings.
 Personal Interviews
Sources of Data-
 Primary Data – Sampling , interview
 Secondary Data- Internets, Company website
Data Collection Instruments-
 Experts of parag milk
 Personal Observation

Key Learnings
 Most importantly I have learnt how to sell a product in market.
 It has helped me to understand the ground sales.
 It has helped me to visualize on ground marketing strategies.
 It has enhanced my convincing power.
 Digesting rejection from the customers.
 Dealing with individuals based on their preferences or choices and providing them with
it.
 Negotiating with customers so that they could try out with the product and subscribe.
 It has help me to understand different types of consumer’s perception towards a premium
product.
 It has improved my communication skills.
 It has built up by confidence up to a certain level.
 Ways to promote a premium brand.
 Helped me to know my target audience.
 It has given me hands on experience.