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SUMMER TRAINING PROJECT REPORT SUMMER TRAINING PROJECT REPORT
(MBA-035) (MBA-035)
On On
“CONSUMER PERCEPTION ABOUT PARAG PRODUCTS” “CONSUMER PERCEPTION ABOUT PARAG PRODUCTS”
AT AT
LUCKNOW CO-OPERATIVE MILK UNION LTD. LUCKNOW CO-OPERATIVE MILK UNION LTD.
LUCKNOW LUCKNOW Submitted in partial fulfillment of Master of
Submitted in partial fulfillment of Master of Business AdministrBusiness Administrationation Programme:
Programme: (2009-011)(2009-011)
Of Of
Uttar Pradesh Technical University, Lucknow Uttar Pradesh Technical University, Lucknow
SUBMITTED BY SUBMITTED BY ADITYA KUMAR ADITYA KUMAR MBA – 3
MBA – 3RDRD SEMESTER SEMESTER 0901470002
0901470002
Sri Ram Murti Smarak College of Engineering &
Sri Ram Murti Smarak College of Engineering & Technology, BareillyTechnology, Bareilly FACULTY OF MANAGEMENT SCIENCE
FACULTY OF MANAGEMENT SCIENCE CERTIFICATE
CERTIFICATE This is to certify that
This is to certify that Mr. ADITYA KUMAR,Mr. ADITYA KUMAR, a regular student of a regular student of M.B.A.M.B.A. 20
2009 09 BaBatctchh hahas s unundedergrgonone e SuSummmmer er TrTraiainining ng inin LULUCKCKNW NW CO CO--OPE
OPERARATIVTIVE E MIMILK LK UNIUNION ON LTDLTD.. On On ththe e ttopopiic c of of “CONSUMER “CONSUMER PERCEPTION ABOUT PARAG PRODUCTS
PERCEPTION ABOUT PARAG PRODUCTS” ” for a period of 4 weeksfor a period of 4 weeks commencing from
commencing from 14-june-20114-june-2010 to 0 to 15 -July-2010.15 -July-2010.
This Summer Training Project Report embodies the facts a figure collected This Summer Training Project Report embodies the facts a figure collected
aannd d iinntteerrpprreetteed d bby y hhiim m dduurriinng g tthhe e ccoouurrsse e oof f TTrraaiinniinngg..
(Mrs. Priyanka Sharma) (Mrs. Priyanka Sharma) Faculty Guide
Faculty Guide
(ANANT KUMAR SRIVASTAVA) (Dr. S.P. GUPTA) (ANANT KUMAR SRIVASTAVA) (Dr. S.P. GUPTA) HOD - MBA DIRECTOR GENERAL
HOD - MBA DIRECTOR GENERAL
DECLARATION DECLARATION
I here by declare that the project, which is being presented in
I here by declare that the project, which is being presented in this report,this report, entitled
entitled
“CONSUMER PERCEPTION ABOUT PARAG PRODUCTS”A STUDY “CONSUMER PERCEPTION ABOUT PARAG PRODUCTS”A STUDY WITH
WITH
REFERENCE TO LUCKNOW MILK UNION, LUCKNOW is an authentic REFERENCE TO LUCKNOW MILK UNION, LUCKNOW is an authentic record of my
record of my
Own work during the period of one month from
Own work during the period of one month from 14-06-10 to 15-07-1014-06-10 to 15-07-10 as as aa part of my
part of my
MBA course of UPTU Lucknow. MBA course of UPTU Lucknow.
The information which is given by me in this report is exclusively for the The information which is given by me in this report is exclusively for the concerned organization and the institute would not be submitted by me any concerned organization and the institute would not be submitted by me any w
whheerre e eellssee..
ADITYA KUMAR ADITYA KUMAR MBA (III Semester) MBA (III Semester)
SRMSCET, Bareilly SRMSCET, Bareilly
ACKNOWLEDGEMENT ACKNOWLEDGEMENT I am extremely thankful to
I am extremely thankful to our Venerable H.O.D Mr our Venerable H.O.D Mr . Anant Kumar. Anant Kumar Srivastava
Srivastava whosewhose
Encouragement, moral support provides the valuable guidance, which has Encouragement, moral support provides the valuable guidance, which has been a source
been a source
of Inspiration to us. of Inspiration to us.
I am also grateful to my project guide
I am also grateful to my project guide Mrs.Priyanka SharmaMrs.Priyanka Sharma who helpedwho helped me lot for completing my
me lot for completing my summer training project report.summer training project report.
I would like to thank to all faculty members, my friends who helped me in I would like to thank to all faculty members, my friends who helped me in my project of our institute
my project of our institute SRMSCET, BAREILLYSRMSCET, BAREILLY.. I express my sincere gratitude to my industry guide
I express my sincere gratitude to my industry guide Mr. Y.P. SharmaMr. Y.P. Sharma (M
(Mararkeketiting ng InInchcharargege) ) & & MrMr. . GaGaururav av SiSingngh h (S(Salales es SuSupepervrvisisoror) ) of of Luc
Lucknoknow w ProProducducer’er’s s Co-Co-op op MilMilk k UniUnion on LtdLtd.. fofor r hihis s abable le guguididanancece,, continuous support and cooperation throughout my project without which continuous support and cooperation throughout my project without which the present work would not have been possible.
the present work would not have been possible. I pay my sincere thanks to entire team of,
I pay my sincere thanks to entire team of, Lucknow Producers' Co-op Milk Lucknow Producers' Co-op Milk Union Ltd,
Union Ltd, for the constant support and helping in the successful completionfor the constant support and helping in the successful completion o of f mmy y pprroojjeecctt.. (ADITYA KUMAR) (ADITYA KUMAR) MBA (MARKETING) MBA (MARKETING)
PREFACE PREFACE
In today’s scenario, it is not possible that we get knowledge about the In today’s scenario, it is not possible that we get knowledge about the market without practical training. By the practical training a management market without practical training. By the practical training a management st
stududenent t cacan n unundedersrstatand nd ththe e mamananagegemement nt woworkrkining g in in ththe e ararea ea of of ththereree speci
specializaalizationtion. . ActuaActually lly practpractical ical knowknowledge ledge incrincreases eases the the knowknowledge ledge of of students in real field of market & also integrates the theoretical concepts students in real field of market & also integrates the theoretical concepts with the practical working of the
with the practical working of the organization.organization. Acc
Acceptepting ing the the aboabove ve fafactoctors rs the the manmanageagemenment t proprogragrams ms of of ouour r insinstittituteute (S
(SRMRMSCSCET ET BABAREREILILLYLY) ) hahas s mamade de prpracactiticacal l trtraiainining ng mumust st fofor r ththeieir r management students. As a part of the partial fulfillment of the requirement management students. As a part of the partial fulfillment of the requirement of the course of masters of business administration (MBA), summer training of the course of masters of business administration (MBA), summer training was undertaken with LUCKNOW PRODUCERS CO-OPERATIVE MILK was undertaken with LUCKNOW PRODUCERS CO-OPERATIVE MILK UNION LTD. at Lucknow city. The purpose of the training was to study UNION LTD. at Lucknow city. The purpose of the training was to study about the Consumer Perception about Parag Products at
about the Consumer Perception about Parag Products at Lucknow city only.Lucknow city only. The tools & techniques used in the study are standard & modified according The tools & techniques used in the study are standard & modified according to
to ththe e rerepoport rt rereququirirememenentsts. . I I usused ed ththe e prprimimarary y anand d sesecocondndarary y dadata ta fofor r collection of information. I had enjoyed my summer training from the very collection of information. I had enjoyed my summer training from the very first day. I tried to come across all the initial steps related with my project in first day. I tried to come across all the initial steps related with my project in LU
LUCKCKNONOW W PRPRODODUCUCERERS S COCO-O-OPEPERARATITIVE VE MIMILK LK UNUNIOION N LTLTD.D.
TABLE OF CONTENTS TABLE OF CONTENTS
PART-1
PART-1
CHAPTER- I PAGE NO. CHAPTER- I PAGE NO. 1: INDUSTRIAL PROFILE 1: INDUSTRIAL PROFILE
1.1: Dairy Industry ……….. 11 1.1: Dairy Industry ……….. 11 1.2: National Dairy
1.2: National Dairy Development Board (NDDB)………Development Board (NDDB)………... 17…………... 17 1.2.1: Aims
1.2.1: Aims & Objectives & Objectives of NDDB………of NDDB……… 20
20
1.3: Dairy Co operatives……….. 21 1.3: Dairy Co operatives……….. 21 1.4: Pradeshik Co-operative Dairy Federation
1.4: Pradeshik Co-operative Dairy Federation (PCDF) Ltd. Profile……... 23(PCDF) Ltd. Profile……... 23 1.4.1: Milk
25 25 1.4.2: Objectives of PCDF……….. 1.4.2: Objectives of PCDF……….. 27 27 CHAPTER- II CHAPTER- II 2: COMPANY PROFILE 2: COMPANY PROFILE
2.1: About the company……… 2.1: About the company……… 28 28 2.1.1: Corporate overview………... 2.1.1: Corporate overview………... 30 30 2.2: Organizational
2.2: Organizational Structure & Structure & Hierarchy…………Hierarchy………...…... 31
31
2.2.1: Aims &
2.2.1: Aims & objective of the objective of the organization……organization……… 32
32
2.2.2: Details of
2.2.2: Details of functional department of the functional department of the organization…organization……….………. 33
33
2.2.3: Welfare programmes in LMU……… 2.2.3: Welfare programmes in LMU……… 36
36
2.3: Products of the company………... 37 2.3: Products of the company………... 37 2.3.1: Rate list of products……… 2.3.1: Rate list of products……… 39
39
2.3.2: Present status
2.3.2: Present status of parag & of parag & its products………its products……….………. 42
42
2.3.3: How the industry works……….. 2.3.3: How the industry works……….. 46 46 2.4: SWOT Analysis………. 2.4: SWOT Analysis………. 47 47
2.4.1: Strategies in different stages of
2.4.1: Strategies in different stages of PLC of products………PLC of products……… 48
PART-2
PART-2
CHAPTER- III CHAPTER- III
3: ABOUT THE PROJECT 3: ABOUT THE PROJECT 3.1: Introduction of
3.1: Introduction of the project………the project………... 51…... 51
3.2: Research 3.2: Research Objective ………...Objective ………... 52.... 52
3.2.1: 3.2.1: Customer Customer satisfaction………satisfaction………... 53 53 3.3: 3.3: Research Research Methodology……Methodology………... …... 6262 3.3.1: 3.3.1: Significance of Significance of research…………research………...……... 63 63 3.3.2: Research design 3.3.2: Research design & method of & method of data collection………data collection………...……... 64 64 CHAPTER- IV CHAPTER- IV 4: DATA ANALYSIS 4: DATA ANALYSIS 4.1: Data Analysis & Interpretation……… 67
4.1: Data Analysis & Interpretation……… 67
4.2: Findings……… 81
4.2: Findings……… 81
4.3: Suggestions 4.3: Suggestions & Limitations………& Limitations………... ... 8282 4.4: 4.4: Bibliography……Bibliography………...………... ... 8484 4.5: Annexure……….. 85 4.5: Annexure……….. 85 4.5.1: Actvity-1………... 4.5.1: Actvity-1………... 87 87
LIST OF LIST OF TABLES-S.NO
S.NO. PARTICULAR PAGE NO.. PARTICULAR PAGE NO. table
no.1-table no.1- The response of respondents about consumption 67The response of respondents about consumption 67 of Parag Products.
of Parag Products. table no.
2-table no. 2- The preference of respondents towards each The preference of respondents towards each Parag 68Parag 68 products.
products. TABLE NO.
3-TABLE NO. 3- The response of respondents towards switching 69The response of respondents towards switching 69 over to other brands if available at the same quality.
over to other brands if available at the same quality. Table no.
4-Table no. 4- The response of respondents towards The response of respondents towards consumption 70consumption 70 frequency of Parag product.
frequency of Parag product. TABLE NO.
5-TABLE NO. 5- The response of respondents towards worthiness of The response of respondents towards worthiness of 7171 Parag products.
Parag products. TABLE
NO.6-TABLE NO.6- The response of respondents towards facing The response of respondents towards facing problem 72problem 72 in availability of Parag product.
in availability of Parag product. TABLE NO.
7-TABLE NO. 7- The response of respondents’ wants more number of ParagThe response of respondents’ wants more number of Parag 73
73
ATM to be set up
ATM to be set up in your location.in your location. TABLE NO.
8-TABLE NO. 8- The response of respondents towards price of Parag 74The response of respondents towards price of Parag 74 products.
products. TABLE NO.
9-TABLE NO. 9- The response of respondents towards quality of The response of respondents towards quality of Parag 75Parag 75 products.
products. TABLE
NO.10-TABLE NO.10- The response of respondents towards taste of Parag 76The response of respondents towards taste of Parag 76 products.
products.
TABLE NO.
products. products. TABLE NO.
12-TABLE NO. 12- The response of respondents towards packaging of The response of respondents towards packaging of 7878 P
Paarraag g pprroodduuccttss..
LIST OF LIST OF FIGURES-S.NO
S.NO. PARTICULAR PAGE NO.. PARTICULAR PAGE NO. figure no.
1-figure no. 1- The response of respondents about The response of respondents about consumption 67consumption 67 of Parag Products.
of Parag Products. figure no.
figure no. 2-2- The preference of respondents towards each Parag 68The preference of respondents towards each Parag 68
products. products. figure no.
figure no. 3-3-The response of respondents towards switching 69The response of respondents towards switching 69
over to other brands if available at the same quality. over to other brands if available at the same quality. figure no.
figure no. 4-4-The response of respondents towards consumption 70The response of respondents towards consumption 70
frequency of Parag product. frequency of Parag product. figure no.
figure no. 5-5- The response of respondents towards worthiness of The response of respondents towards worthiness of 7171
Parag products. Parag products. figure no.
6-figure no. 6- The response of respondents towards The response of respondents towards facing problem 72facing problem 72 in availability of Parag product.
in availability of Parag product. figure no.
figure no. 7-7- The response of respondents’ wants more number of 73The response of respondents’ wants more number of 73
Parag ATM to be set up
Parag ATM to be set up in your location.in your location. figure no.
figure no. 8-8- The response of respondents towards price of Parag 74The response of respondents towards price of Parag 74
products. products. figure no.
9-figure no. 9- The response of respondents towards quality of Parag 75The response of respondents towards quality of Parag 75 products.
products. figure
products. products. figure
no.11-figure no.11-The response of respondents towards purity of Parag 77The response of respondents towards purity of Parag 77 products.
products. figure
no.12-figure no.12-The response of respondents towards packaging of 78The response of respondents towards packaging of 78 Parag products. Parag products.
PART-1
PART-1
CHAPTER-1 CHAPTER-1 INDUSTRY PROFILE INDUSTRY PROFILE 1.1: DAIRY INDUSTRY 1.1: DAIRY INDUSTRY PROFILE PROFILE ToTodaday, y, InIndidia a is is ''ThThe e OyOyststerer' ' of of ththe e glglobobal al dadairiry y ininduduststryry. . It It ofoffefersrs opportunities galore to entrepreneurs worldwide, who wish to capitalize on opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with India. The Indian dairy industry is rapidly growing, trying to keep pace with th
the e gagallllopopining g prprogogreress ss ararouound nd ththe e woworlrld. d. As As he he exexpapandnds s hihis s ovovererseseasas operations to India many profitable options await him. He may transfer operations to India many profitable options await him. He may transfer
technology, sign joint ventures or use India as a sourcing center for regional technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike.
foreign investors alike.
India’s dairy sector is expected to triple its production in the next 10 years in India’s dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover view of expanding potential for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming years all the with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per liter of milk in the world, Also India today is the lowest cost producer of per liter of milk in the world, at 28 cents, compared with the U.S' 62 cents, and Japan’s $2.8 dollars. Also at 28 cents, compared with the U.S' 62 cents, and Japan’s $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed
marketing their products in foreign countries in processed form.form.
The urban market for milk products is expected to grow at an accelerated The urban market for milk products is expected to grow at an accelerated pace of around 36% per annum to around Rs.48, 500 crores by year 2009. pace of around 36% per annum to around Rs.48, 500 crores by year 2009. This growth is going to come from the greater emphasis on the processed This growth is going to come from the greater emphasis on the processed fo
foodods s sesectctor or anand d alalso so by by inincrcreaease se in in ththe e coconvnverersision on of of mimilk lk ininto to mimilk lk products. By 2009, the value of Indian dairy produce is expected to be Rs products. By 2009, the value of Indian dairy produce is expected to be Rs 12, 00,000 million. Presently the market is valued at around Rs 9, 00,000mn. 12, 00,000 million. Presently the market is valued at around Rs 9, 00,000mn. BACKGROUND
BACKGROUND
Indian dairy sector contributes the large share in agricultural gross domestic Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are around 75,000 village
products. Presently there are around 75,000 village dairy cooperatives acrossdairy cooperatives across the country. The co-operative societies are federated into 180 district milk the country. The co-operative societies are federated into 180 district milk producers unions, which is turn has 22-state cooperative dairy federation. producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives employment to more than 82mn dairy farmers. In Milk production gives employment to more than 82mn dairy farmers. In terms of total production, India is the leading producer of milk in the world terms of total production, India is the leading producer of milk in the world followed by USA. The milk production in 2008-2009 is estimated at 104mn followed by USA. The milk production in 2008-2009 is estimated at 104mn MT as compared to 99.5mn MT in the previous year. While world milk MT as compared to 99.5mn MT in the previous year. While world milk production declined by 3 per cent in the last three years, according to FAO production declined by 3 per cent in the last three years, according to FAO
es
estitimamatetes, s, InIndidian an prprododucuctition on hahas s inincrcreaeasesed d by by 5 5 peper r cecentnt. . ThThe e mimilk lk production in India accounts for more than 19% of the total world output and production in India accounts for more than 19% of the total world output and 59% of total Asia's production. The top five milk-producing nations in the 59% of total Asia's production. The top five milk-producing nations in the world are India, USA, Russia,
world are India, USA, Russia, Germany and France.Germany and France.
Although milk production has grown at a fast pace during the last three Although milk production has grown at a fast pace during the last three decades (courtesy: Operation Flood), milk yield per animal is very low. The decades (courtesy: Operation Flood), milk yield per animal is very low. The
main reasons for the low yield main reasons for the low yield
are:-•• Lack of use of scientific practices in mulching.Lack of use of scientific practices in mulching. •• Inadequate availability of fodder in all seasons.Inadequate availability of fodder in all seasons. •• Unavailability of veterinary health services.Unavailability of veterinary health services. POTENTIAL FOR FURTHER GROWTH POTENTIAL FOR FURTHER GROWTH O
Of f tthhe e tthhrreee e AA''s s oof f mmaarrkkeettiinng g -- AvaAvailailabibilitlity, y, AccAccepteptabiabilility ty andand Affordability
Affordability, Indian dairy is already endowed with the first two. People in, Indian dairy is already endowed with the first two. People in India love to drink milk. Hence no efforts are needed to make it acceptable. India love to drink milk. Hence no efforts are needed to make it acceptable. Its availability is not a limitation either, because of the ample scope for Its availability is not a limitation either, because of the ample scope for increasing milk production, given the prevailing low yields
increasing milk production, given the prevailing low yields from dairy cattle.from dairy cattle. It leaves the third vital marketing factor affordability. How to make milk It leaves the third vital marketing factor affordability. How to make milk affordable for the large majority with limited purchasing power? That is affordable for the large majority with limited purchasing power? That is es
essesencnce e of of ththe e chchalallelengnge. e. OnOne e prpracactiticacal l waway y is is to to papack ck mimilk lk in in smsmalalll quantities of 250 ml or less in polythene sachets. Already, the glass bottle quantities of 250 ml or less in polythene sachets. Already, the glass bottle for retailing milk has given way to single-use sachets, which are more for retailing milk has given way to single-use sachets, which are more economical. Another viable alternative is to sell small quantities of milk economical. Another viable alternative is to sell small quantities of milk powder in mini-sachets, adequate for two cups of tea or coffee.
powder in mini-sachets, adequate for two cups of tea or coffee. EMERGING DAIRY MARKETS
EMERGING DAIRY MARKETS
•• Food service institutional market:Food service institutional market: It is growing at double the rate of It is growing at double the rate of consumer market.
consumer market.
•• Defense market:Defense market: An important growing market for An important growing market for quality productsquality products at reasonable prices.
at reasonable prices.
•• Ingredients market:Ingredients market: A boom is forecast in the market of dairyA boom is forecast in the market of dairy products used as raw
products used as raw material in pharmaceutical and allied industries.material in pharmaceutical and allied industries. MAJOR PLAYERS
MAJOR PLAYERS
The packaged milk segment is dominated by the dairy cooperatives. Gujarat The packaged milk segment is dominated by the dairy cooperatives. Gujarat Co-operative Milk Marketing Federation (GCMMF) is the largest player. Co-operative Milk Marketing Federation (GCMMF) is the largest player. AllAll oth
other er loclocal al daidairy ry coocooperperatiatives ves havhave e thetheir ir loclocal al brabrands nds (F(For or e.ge.g. . GokGokul,ul, Warana in Maharashtra, Saras in Rajasthan, Verka in Punjab, Vijaya in Warana in Maharashtra, Saras in Rajasthan, Verka in Punjab, Vijaya in Andhra Pradesh, Aavin in Tamil Nadu, etc). Other private players include J Andhra Pradesh, Aavin in Tamil Nadu, etc). Other private players include J K
K DaiDairy, ry, HerHeritaitage ge FooFoods, ds, IndIndianiana a DaiDairy, ry, etcetc. . AmAmrut rut IndIndustustrieries, s, onconce e aa leading player in the sector has turned bankrupt and is facing liquidation. leading player in the sector has turned bankrupt and is facing liquidation.
EXPORET POTENTIAL EXPORET POTENTIAL
India has the potential to become one of the leading players in milk and milk India has the potential to become one of the leading players in milk and milk product exports. Lavational advantage: India is located amidst major milk product exports. Lavational advantage: India is located amidst major milk deficit countries in Asia and Africa. Major Importers of milk and milk deficit countries in Asia and Africa. Major Importers of milk and milk p
proroduductcts s arare e BaBangnglaladedeshsh, , ChChinina, a, HoHong ng KoKongng, , SiSingngapaporore, e, ThThaiailalandnd,, Mal
Malaysaysia, ia, PhiPhiliplippinpines, es, JapJapan, an, UAEUAE, , OmOman an and and othother er gulgulf f coucountrntriesies, , allall located close to India.
located close to India.
LOW COST OF PRODUCTION LOW COST OF PRODUCTION
Milk production is scale insensitive and labor intensive. Due to low labor Milk production is scale insensitive and labor intensive. Due to low labor cost, cost of production of milk is significantly lower in India.
cost, cost of production of milk is significantly lower in India. QUALITY
QUALITY
Significant investment has to be made in milk procurement, equipments, Significant investment has to be made in milk procurement, equipments, chilling and refrigeration facilities. Also, training has to be imparted to chilling and refrigeration facilities. Also, training has to be imparted to improve the quality to bring it
improve the quality to bring it up to international standards.up to international standards. PRODUCTIVITY
PRODUCTIVITY
To have an exportable surplus in the long-term and also to maintain cost To have an exportable surplus in the long-term and also to maintain cost competitiveness, it is imperative to improve productivity of Indian cattle. competitiveness, it is imperative to improve productivity of Indian cattle. There is a vast market for the export of traditional milk products such as There is a vast market for the export of traditional milk products such as ghe
ghee, e, panpaneereer, , shrshrikhikhandand, , rasrasgolgolas as and and othother er ethethnic nic swesweets ets to to the the larlargege n
nuummbbeer r oof f IInnddiiaanns s ssccaatttteerreed d aalll l oovveer r tthhe e wwoorrlldd..
FUTURE PROSPECTS FUTURE PROSPECTS
India is the world's highest milk producer and all set to become
India is the world's highest milk producer and all set to become the world'sthe world's largest food factory. In celebration, Indian Dairy sector is now ready to largest food factory. In celebration, Indian Dairy sector is now ready to invite NRIs and Foreign investors to find this country a place for the invite NRIs and Foreign investors to find this country a place for the
mammoth investment projects. Be it investors, researchers, entrepreneurs, or mammoth investment projects. Be it investors, researchers, entrepreneurs, or the merely curious –
the merely curious – Indian Dairy sector has something for Indian Dairy sector has something for everyone.everyone. Milk production is relatively efficient way of
Milk production is relatively efficient way of converting vegetable materialconverting vegetable material into animal food. Dairy cow’s buffalo’s goats and sheep can eat fodder and into animal food. Dairy cow’s buffalo’s goats and sheep can eat fodder and crop by products, which are not eaten by humans. Yet the loss
crop by products, which are not eaten by humans. Yet the loss of nutrientsof nutrients energy and equipment required in milk
energy and equipment required in milk handling inevitably make milk handling inevitably make milk comparatively expensive food. Also if dairying is to play its part in rural comparatively expensive food. Also if dairying is to play its part in rural
development policies, the price to
development policies, the price to milk producers has to be milk producers has to be remunerative.remunerative. In a situation of
In a situation of increased international prices, low availabilities of food aidincreased international prices, low availabilities of food aid and foreign exchange constraints, large-scale subsidization of milk
and foreign exchange constraints, large-scale subsidization of milk conception will be difficult in
conception will be difficult in the majority of developing countries.the majority of developing countries.
The National Dairy Development Board has been constituted as a body The National Dairy Development Board has been constituted as a body corporate and declared an institution of national importance by an Act of corporate and declared an institution of national importance by an Act of India's Parliament.
India's Parliament.
The National Dairy Development Board -- initially registered as a society The National Dairy Development Board -- initially registered as a society under the Societies Act 1860 -- was merged with the erstwhile Indian Dairy under the Societies Act 1860 -- was merged with the erstwhile Indian Dairy Corporation, a company formed and registered under the Companies Act Corporation, a company formed and registered under the Companies Act 1956, by an Act of India's Parliament - the NDDB Act 1987 (37 of 1987), 1956, by an Act of India's Parliament - the NDDB Act 1987 (37 of 1987), with effect from 12 October, 1987. The new body corporate was declared an with effect from 12 October, 1987. The new body corporate was declared an institution of national importance by the
institution of national importance by the Act.Act. 1.2.1: AIMS AND OBJECTIVES OF NDDB 1.2.1: AIMS AND OBJECTIVES OF NDDB
Dairy Development Programmed in State at raising the levels of income of Dairy Development Programmed in State at raising the levels of income of their doors, as well as providing good quality milk and milk products to their doors, as well as providing good quality milk and milk products to consumers, Particularly of the urban areas at a reasonable price. Dairying consumers, Particularly of the urban areas at a reasonable price. Dairying als
also o ProProvidvide e an an effeffectective ive supsuppleplemenment t to to agagricricultultureure, , espespecieciallally y for for thethe weaker sections of the society in the rural areas. Adequate provision has weaker sections of the society in the rural areas. Adequate provision has b
beeeen n mmadade e ffoor r ttecechhninicacal l anand d atattetendndaant nt seservrvicicees s susuch ch as as aartrtiifificicialal insemination, animal health, fodder seeds and
insemination, animal health, fodder seeds and nutritive cattle food.nutritive cattle food.
•• Evaluation of standard of quality of milk and milk product to beEvaluation of standard of quality of milk and milk product to be marketed by Federation.
marketed by Federation.
•• To provide encouragement incentive on To provide encouragement incentive on production, Procurement,production, Procurement,
Processing and marketing activities of milk product for
Processing and marketing activities of milk product for the economicthe economic development of farmer community.
development of farmer community.
•• To encourage market and R & D programmes.To encourage market and R & D programmes.
•• To help member milk unions To help member milk unions in technology administrative, financialin technology administrative, financial assistance
assistance
industry to the economic development of milk
industry to the economic development of milk producers and dairyproducers and dairy industry.
industry.
•• To establish collection and refrigeration centers, liquid milk To establish collection and refrigeration centers, liquid milk units andunits and processing facilities for distribution and sale of
processing facilities for distribution and sale of items purchased fromitems purchased from various sources.
various sources.
1.3: DAIRY CO-OPERATIVES 1.3: DAIRY CO-OPERATIVES
Dairy Cooperatives account for the major share
Dairy Cooperatives account for the major share of processed liquid milk of processed liquid milk marketed in the country. Milk is processed and marketed by 170 Milk marketed in the country. Milk is processed and marketed by 170 Milk Producers' Cooperative Unions, which federate into 15 State Cooperative Producers' Cooperative Unions, which federate into 15 State Cooperative Milk Marketing Federations.
Milk Marketing Federations.
The Dairy Board's programmes and activities seek to strengthen the The Dairy Board's programmes and activities seek to strengthen the functioning of Dairy
functioning of Dairy
Cooperatives, as producer-owned and controlled
Cooperatives, as producer-owned and controlled organizations. NDDBorganizations. NDDB supports the
supports the
Development of dairy cooperatives by providing them financial assistance Development of dairy cooperatives by providing them financial assistance and technical
and technical
Expertise, ensuring a better future for
Expertise, ensuring a better future for India's farmers.India's farmers. Over the years, brands
Over the years, brands created by cooperatives have become synonymouscreated by cooperatives have become synonymous with quality and value.
with quality and value. Brands like Amul (GCMMF), Vijaya (AP), VerkaBrands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma
(Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and(Kerala) and Gokul (Kolhapur) are among those that
Gokul (Kolhapur) are among those that have earned customer confidence.have earned customer confidence. Some of the
Some of the major Dairy Cooperative Federations includemajor Dairy Cooperative Federations include::
Company Name :Pradeshik Cooperative Dairy Federation Ltd (Parag) Address :29
Company Name :Pradeshik Cooperative Dairy Federation Ltd (Parag) Address :29
Park Road Level of Office :Head Office Phone No :(522) 2236465, 2236035 Industry
Park Road Level of Office :Head Office Phone No :(522) 2236465, 2236035 Industry
:Food Processing/ Beverages City :Lucknow State :Uttar PradeshPin :226001
:Food Processing/ Beverages City :Lucknow State :Uttar PradeshPin :226001
Company Type :Industry Best Total Turnover :1000-2500 Crs No.
Company Type :Industry Best Total Turnover :1000-2500 Crs No. of Employees :of Employees :
2501 -5000 Sector :Public Sector
1.4.2: OBJECTIVES OF PRADESHIK CO-OPERATIVE DAIRY 1.4.2: OBJECTIVES OF PRADESHIK CO-OPERATIVE DAIRY
FEDERATION LIMITED FEDERATION LIMITED
•• Removing of the middlemen between the producer and Removing of the middlemen between the producer and consumers byconsumers by the procurement of the milk directly by
the procurement of the milk directly by the producers directly throughthe producers directly through village co-operative society.
village co-operative society.
•• To increase the To increase the production of milk from milking animals by providingproduction of milk from milking animals by providing input to the producers.
input to the producers.
CHAPTER-II CHAPTER-II
COMPANY PROFILE COMPANY PROFILE 2.1: ABOUT THE COMPANY
2.1: ABOUT THE COMPANY Name of the organization :
Name of the organization : Lucknow Producers Co-Operative Milk UnionLucknow Producers Co-Operative Milk Union Limited
Limited
Address of the organization: 22,
Address of the organization: 22, Jopling Road, LucknowJopling Road, Lucknow Established : 1938
Established : 1938 Registration : 23
Registration : 23rdrd March 1938March 1938 Place of establishment :
Place of establishment : Initially at Charbagh,Initially at Charbagh, Shifted to Ganeshganj. Shifted to Ganeshganj. Presently at 22, Jopling Presently at 22, Jopling Road, Lucknow Road, Lucknow
Founder : Rai Bhadur Gopal Lal Pandya Founder : Rai Bhadur Gopal Lal Pandya Board of Directors : Mr. Gopal Pandya Board of Directors : Mr. Gopal Pandya Mr. N.C.Chaturvedi
Mr. N.C.Chaturvedi Mr. Tej Shanker Mr. Tej Shanker
Mr. Pushkar Nath Bhatt Mr. Pushkar Nath Bhatt
Per day production of milk : Initially 6000 liters Per day production of milk : Initially 6000 liters Location : Initially Charbagh, at
Location : Initially Charbagh, at Present -22, Jopling Road, Lucknow Present -22, Jopling Road, Lucknow
Area of Distribution : Initially- Bakshi ka
Area of Distribution : Initially- Bakshi ka Talab, Tewariganj, GosainganjTalab, Tewariganj, Gosainganj At present- Entire District
At present- Entire District De
Despspitite e seseveveraral l sesetbtbacacks ks anand d huhurdrdleles s ththe e coco-o-opeperaratitive ve hahas s ststeaeadidilyly progressed. Operation Flood-II, which was implemented in U.P in the year 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 1983-84, provided the much needed to the co-operative. For the past few years Lucknow Pradeshik Co-operative Dairy Federation has maintained its years Lucknow Pradeshik Co-operative Dairy Federation has maintained its lleeaad d iin n aarreea a ssuucch h aas s ddiissttrriibbuuttiioonn, , hhaannddlliinng g aannd d rreevveennuuee..
2
2..11..11: : CCOORRPPOORRAATTE E OOVVEERRVVIIEEWW MISSON
MISSON PCD
PCDF’S F’S mismissiosion n is is to to becbecome ome the the strstrongongest est marmarketketing ing ororganganizaizatiotion n byby 2005.PCDF’S come into existence in 23rd march 1938, with the simple 2005.PCDF’S come into existence in 23rd march 1938, with the simple intension of ensuring a fair return to the producers. Which was implemented intension of ensuring a fair return to the producers. Which was implemented in UP is the year 1983-1984 provided the much needed impetus to in UP is the year 1983-1984 provided the much needed impetus to co-operation. The mission was to develop a product mix that would not only operation. The mission was to develop a product mix that would not only promote sustained growth but also help
promote sustained growth but also help member union to develop adequate.member union to develop adequate. VISION
VISION
PARAG will continue to grow as an FMCG major, delighting national and PARAG will continue to grow as an FMCG major, delighting national and International customers with quality products and services.
International customers with quality products and services.
2.2: ORGANISATION STRUCTURE (LMU) 2.2: ORGANISATION STRUCTURE (LMU)
--Paneer Paneer White Butter White Butter Table Butter Table Butter
•• Parag GheeParag Ghee
•• Parag skimmed milk powderParag skimmed milk powder
•• Parag pedaParag peda
•• Parag DahiParag Dahi
•• Parag flavored milk Parag flavored milk
•• Parag MatthaParag Mattha
•• Parag kheerParag kheer
•• Parag khoyaParag khoya
•• Parag besan laddooParag besan laddoo
2.3.1: Lucknow Producers co-operative milk union limited 2.3.1: Lucknow Producers co-operative milk union limited
In the following table the details of the products are given with their Weight In the following table the details of the products are given with their Weight and Rate.
and Rate.
Rate List Rate List
S.
S. NNoo.. NNamame oe of Pf Pararaag Pg Proroduducctsts PPacack Sk Sizizee
Agent Agent Rate (Rs. /-) Rate (Rs. /-) Consumer Consumer Rate (Rs. /-) Rate (Rs. /-) 1
1 Parag GoldParag Gold 5 5 LLiitteerr 113377..5500 114400..0000
2
2 Parag GoldParag Gold 1 1 LLiitteer r 2929..0000 3300..0000
3
3 Parag GoldParag Gold 55000 0 MMll 1414..5500 1155..0000
4
5
5 Parag TazaParag Taza 55000 0 mmll 1111..6600 1122..0000
6
6 Parag TazaParag Taza 22000 0 mllm 44..3300 44..5500
7
7 Parag LiteParag Lite 55000 0 mllm 77..5500 88..0000
8
8 Parag LiteParag Lite 22000 0 mllm 33..3300 33..5500
9
9 Parag Ghee sheeka pack Parag Ghee sheeka pack 55000 0 mmll 112200..9955 112277..0000
10
10 pARAG gHEE SHEEKApARAG gHEE SHEEKA PACK
PACK 220000mmll 5511..4433 5544..0000
11
11 pARAG gHEE SHEEKApARAG gHEE SHEEKA PACK PACK 1 1 LLiitteer r 224400..0000 225522..0000 12 12 paragparag butter butter 220 0 ggmm 44..5500 44..9900 13
13 parag Butterparag Butter 550 0 ggmm 1122..0000 1133..0000
14
14 parag butterparag butter 11000 0 ggmm 2233..2255 2255..0000
15
15 Parag butterParag butter 55000 0 ggmm 111155..5500 112200..0000
16
16 parag peraparag pera 22550 0 ggmm 3377..0000 4400..0000
17
18
18 parag meetha dahiparag meetha dahi 22000 0 mmll 1111..0000 1122..0000
19
19 parag sada dahiparag sada dahi 22000 0 mmll 1010..0000 1111..0000
20
20 parag softey icecreamparag softey icecream 10.0010.00
21
21 Parag flAvoured milk Parag flAvoured milk 22000 0 mmll 1212..0000 1133..0000
22
22 parag rice kheerparag rice kheer 11000 0 mllm 66..5500 77..0000
23
23 parag chena kheerparag chena kheer 11000 0 mmll 1111..0000 1122..0000
24
24 parag chanchparag chanch 55000 0 mllm 55..4400 66..0000
25
25 parag smaret milk parag smaret milk 22000 0 mllm 33..8800 44..0000
26
26 parag ghee tin pack parag ghee tin pack 115 5 kkgg 44000000..0000
27
27 parag rusgullaparag rusgulla 1 1 kkgg 112200..0000 113300..0000
28
28 parag gulab jamunparag gulab jamun 55000 0 ggmm 6655..0000 7700..0000
29
29 parag gulab jamunparag gulab jamun 22000 0 ggmm 2266..0000 2288..0000
30
2.3.2: PRESENT status of parag and its Products 2.3.2: PRESENT status of parag and its Products
Today the working capital of this milk union is more than 4 lakhs liter Today the working capital of this milk union is more than 4 lakhs liter per day as compared to 320 liter per day at the beginning. It is expected per day as compared to 320 liter per day at the beginning. It is expected than in the coming 4-5 years the plan will develop the capacity or than in the coming 4-5 years the plan will develop the capacity or producing 8 lakhs liters or more milk per day.
producing 8 lakhs liters or more milk per day.
In present time stall of company Parag goes on peak and better in the In present time stall of company Parag goes on peak and better in the market then other brands of milk. Quality and purity of
market then other brands of milk. Quality and purity of PARAG productsPARAG products is better. Demand of PARAG products is more in the market.
is better. Demand of PARAG products is more in the market.
Parag and its products are leader in the present market than other brands Parag and its products are leader in the present market than other brands like Gyan & Gokul.
like Gyan & Gokul.
Place of Dairy industry economy Place of Dairy industry economy
The dairy industry of now rank second in the world and milk products The dairy industry of now rank second in the world and milk products contribute about Rs. 8,987 million to the National income India in the contribute about Rs. 8,987 million to the National income India in the current decade rank found in the world in the matter of milk production will current decade rank found in the world in the matter of milk production will about 72.7 million tones
about 72.7 million tones (2005-2006(2005-2006) and 75 ) and 75 million tones (2008-2009). Themillion tones (2008-2009). The mi
milk lk pproroduductctioion n in in fifive ve yeyearars s plplan an is is tatargrgeteted ed to to 90 90 mimillllioion n totonenes.s.
Industrial marketing mix Industrial marketing mix
The term mix has been applied to the activity of combining marketing The term mix has been applied to the activity of combining marketing methods of achieve of combining marketing methods of achieve profitable methods of achieve of combining marketing methods of achieve profitable exploration of the market. A satisfactory marketing is mix depended upon exploration of the market. A satisfactory marketing is mix depended upon the establishment or the market’s need. The establishment or
the establishment or the market’s need. The establishment or ones objectivesones objectives and preparation of a strategic marketing plan which is corporate the various and preparation of a strategic marketing plan which is corporate the various appropriate methods or reaching these objectives.
Following are some typical ingredients of the
Following are some typical ingredients of the marketing mix:marketing mix: Product quality Product quality Product pricing Product pricing Product development Product development Product range Product range Sales range Sales range Sales aids Sales aids Sales promotion Sales promotion After sales service After sales service Advertising Advertising Market research Market research Stock level Stock level Unit of sales Unit of sales Distribution arrangements Distribution arrangements Credit Credit Cash discount Cash discount Packaging Packaging Sampling Sampling Public Relations Public Relations MARKET PENETRATION MARKET PENETRATION Mi
Mighght t coconsnsidider er whwhetetheher r itits s mamajojor r brbranand d cacan n acachihieveve e dedeepeper er mamarkrketet pe
penetnetratration ion marmarketketing ing momore re salsales es to to prpreseesent nt cuscustomtomer er witwithouhout t chachangingingng products in any way. So to increase the sales, the company might cut prices, products in any way. So to increase the sales, the company might cut prices, increase advertising, get its products into more stores, or obtain better store increase advertising, get its products into more stores, or obtain better store displays and point of purchase merchandising from its retailers. Basically displays and point of purchase merchandising from its retailers. Basically the management should like to increase usage by current customers of other the management should like to increase usage by current customers of other brands to theirs
Introduction of marketing divisions Introduction of marketing divisions
The marketing Management of Pradeshik Co-operative Dairy Federation The marketing Management of Pradeshik Co-operative Dairy Federation Ltd. has been divided into parts:
Ltd. has been divided into parts: Liquid milk marketing Liquid milk marketing Milk product marketing Milk product marketing MILK PRODUCT MARKETING MILK PRODUCT MARKETING
The project marketing division is handling the marketing of butter ghee and The project marketing division is handling the marketing of butter ghee and dairy whitener. A part of this, there is creation indigenous products being dairy whitener. A part of this, there is creation indigenous products being marketed directly by:
marketed directly by:
Milk butter in 20 mg. Pack Milk butter in 20 mg. Pack Table butter in 20 mg. Pack Table butter in 20 mg. Pack
Pannier 100 gm. Polypack, 500 gm.
Pannier 100 gm. Polypack, 500 gm. Polypack.Polypack. Research and product
Research and product developmentdevelopment
Market research for identification of future consumers needs Market research for identification of future consumers needs
conceptualization of future product needs. conceptualization of future product needs. To develop prototypes of new
To develop prototypes of new products established market acceptance,products established market acceptance, demand & study their feasibility and
demand & study their feasibility and economics for commercialeconomics for commercial production.
production.
Formulation of pre-lunch and post-lunch advertising and strategies for Formulation of pre-lunch and post-lunch advertising and strategies for
new product for establishing a
new product for establishing a state demand of product.state demand of product. Regular market survey for existing milk products.
Regular market survey for existing milk products.
The review the existing milk and product on the basis of
The review the existing milk and product on the basis of consumer consumer response and to suggest
response and to suggest the remedial measures.the remedial measures. Th
The e P.P.C.C.D.D.F. F. alalso so hahas s SySyststem em dedevevelolopmpmenent t anand d PaPackckining g mamateteririalalss DEVELOPMENT cell along the above cell betterment future of its products. DEVELOPMENT cell along the above cell betterment future of its products.
2.3.3: HOW the Industry WORKS 2.3.3: HOW the Industry WORKS
testing them and take other steps and at last
testing them and take other steps and at last packing of the milk takepacking of the milk take place.
place.
•• Firstly they collect milk from the Firstly they collect milk from the villages nearby.villages nearby. •• Loading of the milk in the tanker of the factory.Loading of the milk in the tanker of the factory.
•• Then we pasteurize the milk with the help boiler house andThen we pasteurize the milk with the help boiler house and Refrigeration house.
Refrigeration house.
•• In the lab we test that In the lab we test that whether milk has been Pasteurize or if it notwhether milk has been Pasteurize or if it not then sends back for Pasteurization or not if it not then sends
then sends back for Pasteurization or not if it not then sends back for back for Pasteurization again.
Pasteurization again.
•• After testing pasteurization of the milk then After testing pasteurization of the milk then test Bacteria’s are presenttest Bacteria’s are present in the milk or not.
in the milk or not.
•• If Bacteria are not present in the milk has been If Bacteria are not present in the milk has been send for packing andsend for packing and from there packets of the milk come out.
from there packets of the milk come out.
2.4: SWOT ANALYSIS OF INDIAN DAIRY 2.4: SWOT ANALYSIS OF INDIAN DAIRY STRENGTH
STRENGTH
The major strength of the traditional dairy products sector is
The major strength of the traditional dairy products sector is the mass appealthe mass appeal enjoyed by the wide variety of products. The market for these products far enjoyed by the wide variety of products. The market for these products far exceeds that for western dairy products like milk powder, table butter and exceeds that for western dairy products like milk powder, table butter and cheese. Their operating margins are also much higher than the western dairy cheese. Their operating margins are also much higher than the western dairy p
proroduductcts. s. ThThe e inincrcreaeasising ng dedemamand nd fofor r ththesese e prprododucucts ts prpresesenents ts a a grgreaeatt opportunity for the organized dairies in the country to modernize and scale opportunity for the organized dairies in the country to modernize and scale up the production.
up the production. WEAKNESS WEAKNESS
The major weakness of this sector is the practice of inadequate hygiene in The major weakness of this sector is the practice of inadequate hygiene in the preparation and handling of these products and their relatively short shelf the preparation and handling of these products and their relatively short shelf life. The preparation and marketing of these products is generally done by life. The preparation and marketing of these products is generally done by hallways, and that limits development in the sector.
hallways, and that limits development in the sector. OPPORTUNITY
OPPORTUNITY The
The expexpandanding ing busbusineiness ss proprospespects cts proprovidvided ed by by thethese se proproducducts ts and and thetheir ir acc
accompompanyanying ing valvalue-ue-addadditiition, on, calcall l for for a a thrthrougough h stustudy dy of of ththis is secsectortor. . If If would facilitate and increase in
prepared and properly packed products to meet the demand of a growing prepared and properly packed products to meet the demand of a growing p
popopululatatioion n as as hahas s bebeen en dedemomonsnstrtratated ed at at ththe e NDNDBSBS’s ’s SuSugagam m DaDairiry.y.
THREATS THREATS
•• Milk vendors, the un-organized sector:Milk vendors, the un-organized sector: Today milk vendors areToday milk vendors are occupying the pride of place in
occupying the pride of place in the industry. Organized disseminationthe industry. Organized dissemination of information about the harm that they are doing to producers and of information about the harm that they are doing to producers and consumers should see a steady decline in their importance.
consumers should see a steady decline in their importance. 2.4.1: STRATEGIES in different stages of
2.4.1: STRATEGIES in different stages of PLC of ProductsPLC of Products Introduction STAGE
Introduction STAGE Rapid Skimming : Rapid Skimming :
•• most of market unaware of most of market unaware of product.product.
•• When award consumer are ready to pay high price.When award consumer are ready to pay high price. •• There is the There is the threat of competition coming quickly.threat of competition coming quickly. Slow Skimming :
Slow Skimming :
•• Most of the markets are aware of the product.Most of the markets are aware of the product. •• Market is limited.Market is limited.
•• When there is threat of competition.When there is threat of competition.
Growth Stage Growth Stage
•• Improve product quality, styling, add new features.Improve product quality, styling, add new features.
•• Enter new market segment.Enter new market segment.
•• Improve distribution coverage.Improve distribution coverage.
PART-2
PART-2
CHAPTER-III CHAPTER-III PROJECT PROJECT 3.1: INTRODUCTION OF PROJECT 3.1: INTRODUCTION OF PROJECT Project is related to conductProject is related to conduct a customer satisfaction survey to get a customer satisfaction survey to get knowledgeknowledge about the customer’s satisfaction level, their loyalty toward PARAG, market about the customer’s satisfaction level, their loyalty toward PARAG, market position of PARAG and customer’s suggestion related to PARAG products position of PARAG and customer’s suggestion related to PARAG products that helps to provide competitive advantage to the company against the that helps to provide competitive advantage to the company against the competitors.
competitors.
SCOPE OF THE PROJECT SCOPE OF THE PROJECT
To keep things in mind that as the ever-changing competitive business To keep things in mind that as the ever-changing competitive business en
enviviroronmnmenent. t. NeNew w ththououghght t anand d ididea ea shshouould ld popour ur ininto to itit, , rereseseararch ch && dev
develoelopmepment nt to to inninnovaovate te its its exiexististing ng prproduoductscts, , whiwhich ch shoshould uld be be beybeyondond competitor’s comprehension.
competitor’s comprehension.
This study enables the user with answer to formulate an effective marketing 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 mix strategy with a broader prospective to tap areas where it did not feel the earlier, hence the decision of whether to penetrate this section or not can be 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 gives ideas of the
found out at the end of the data analysis.It also gives ideas of the potential of potential of our business in the future & the fluctuation in price from time to time & our business in the future & the fluctuation in price from time to time & from product to product.Special reference is made to the improvement of from product to product.Special reference is made to the improvement of product in term of packaging, product innovation and advertisement that product in term of packaging, product innovation and advertisement that
h
3.2: OBJECTIVES OF THE PROJECT 3.2: OBJECTIVES OF THE PROJECT The market research was done with
The market research was done with primary objective of studying the role of primary objective of studying the role of Parag in providing Parag products to the consumer easily and according to Parag in providing Parag products to the consumer easily and according to their taste. Major objectives of my survey were;
their taste. Major objectives of my survey were; To know the
To know the consumer perception about the Parag products andconsumer perception about the Parag products and know the positive &
know the positive & negative aspects of organization.negative aspects of organization. To know what is the image of the
To know what is the image of the organization in the market.organization in the market. To determine the appropriate delivery time of
To determine the appropriate delivery time of the Parag milk the Parag milk product.
product.
To know awareness of
To know awareness of consumer about Parag products.consumer about Parag products. To find satisfaction level of
To find satisfaction level of consumer with Parag products.consumer with Parag products.
3.2.2: CUSTOMER SATISFACTION 3.2.2: CUSTOMER SATISFACTION Customer
Customer satisfactiosatisfactionn, , aa business business termterm, is a measure of how products and, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four seen as a key performance indicator within business and is part of the four perspectives of a
perspectives of a Balanced ScorecardBalanced Scorecard.In a competitive marketplace where.In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key businesses compete for customers, customer satisfaction is seen as a key
di
diffffererenentitiatator or anand d inincrcreaeasisingngly ly hahas s bebecocome me a a kekey y elelememenent t of of bubusisinenessss strategy.
strategy.
MEASURING CUSTOMER SATISFACTION MEASURING CUSTOMER SATISFACTION Organ
Organizatiizations ons are are incrincreasineasingly gly inteinteresterested d in in retaretaining ining existexisting ing custocustomersmers while targeting non-customers; measuring customer satisfaction provides an while targeting non-customers; measuring customer satisfaction provides an indication of how successful the
indication of how successful the organization is at providing products and/or organization is at providing products and/or services to the
services to the marketplace.marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on
satisfaction can also vary depending on other options the customer may haveother options the customer may have an
and d ooththeer r pprorodducucts ts aagagaiinsnst t wwhihicch h ththe e cucuststomomer er ccan an cocompmparare e ththee O
Orrggaanniizzaattiioonn’’s s pprroodduuccttss..
Because
Because satisfactionsatisfaction is basically a psychological state, care should be takenis basically a psychological state, care should be taken in
in the the effeffort ort of of quaquantintitattative ive meameasursuremeement, nt, altalthouhough gh a a larlarge ge quaquantintity ty of of Research in this area has recently been developed. Work done by Berry, Research in this area has recently been developed. Work done by Berry, b
betetweween en 202005 05 anand d 202006 06 dedefifinened d teten n 'Q'Quaualility ty VaValulueses' ' whwhicich h ininflflueuencncee satisfaction behavior, further expanded by Berry in 2007 and known as the satisfaction behavior, further expanded by Berry in 2007 and known as the ten
ten domdomainains s of of satsatisfisfactactionion. . TheThese se ten ten domdomainains s of of satsatisfisfactaction ion incincludlude:e: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation.
Customer and Innovation. Th
Thesese e fafacctotorrs s aarre e ememphphaasisizezed d fofor r cocontntininuouous us imimprproovevemmenent t aandnd organizational change measurement and are most often utilized to develop organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Work the architecture for satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry between 2007 and 2008 provides done by Parasuraman, Zeithaml and Berry between 2007 and 2008 provides the basis for the measurement of customer satisfaction with a service by the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a perceived experience of performance. This provides the measurer with a
satisfaction "gap" which is
satisfaction "gap" which is objective and quantitative in nature.objective and quantitative in nature. CUSTOMER LOYALTY BUSINESS MODEL
CUSTOMER LOYALTY BUSINESS MODEL The
The loyloyaltalty y busbusineiness ss momodeldel is is aa bu businsiness ess modmodelel ususeed d inin strategicstrategic
management
management in which company resources are employed so as in which company resources are employed so as to increase theto increase the loyalty of customers and other stakeholders in the expectation that corporate loyalty of customers and other stakeholders in the expectation that corporate objectives will be met or surpassed. A typical example of this type of model objectives will be met or surpassed. A typical example of this type of model is: quality of
is: quality of product product or or serviceservice leads to customer satisfaction, which leadsleads to customer satisfaction, which leads to customer loyalty, which leads
to customer loyalty, which leads to profitability.to profitability.
Figure Figure
no.2-no.2- TheThe preference preference
N
of of respondent respondent s s ttoowwaarrddss eac
each h PaParagrag products. products. Interpreta Interpreta tion-Th
The e ababovovee table shows table shows tthhaat t 5522%% consumers consumers are are consuming consuming Flavored Flavored milk, 50% milk, 50% Consumers Consumers are are consuming consuming Mattha, Mattha, 32% Sweet 32% Sweet Cu Curdrd, , 1414%% consumers consumers are are consuming consuming Mi
Milk lk cacakeke,, 6
6% % IIccee cr
creaeam m anandd 8% Paneer. 8% Paneer. 3.
3. IIf f oothther er b
brarandnds s araree available at available at tthhe e ssaammee quality, quality, wo
woululd d yoyouu lliikke e ttoo switch over switch over
tto o ootthheer r brand? brand? descriptio descriptio n:-n:-i want toi want to know know consumers consumers preference preference
iif f ootthheer r b brraannd d aarree available at available at tthhe e ssaammee quality. quality. TABLE TABLE NO. 3-NO. 3- TheThe response of response of respondent respondent s s ttoowwaarrddss switching switching o ovveer r ttoo other other b brraanndds s iif f available at available at tthhe e ssaammee quality. quality. Think Think Y Yeess 3322 3322 N Noo.. 6688 6688 Figure no.
4-Figure no. 4- The response of respondents about Parag The response of respondents about Parag productproduct consumption.
consumption.
Interpretation-Interpretation-The above table shows that 60%, 20%, 8% The above table shows that 60%, 20%, 8% Flavored milk,Flavored milk, 20%, 38%, 42%Mettha, 0%, 67%, 33%Paneer, 22%, 68%, 10% Sweet curd 20%, 38%, 42%Mettha, 0%, 67%, 33%Paneer, 22%, 68%, 10% Sweet curd consumer use
Daily, weekly, monthly respectively. Daily, weekly, monthly respectively.
5. Do you think that Parag products are worth the money paid by you? 5. Do you think that Parag products are worth the money paid by you?
description:-description:-i want to know that how many consumers think that Paragi want to know that how many consumers think that Parag products are worth the money paid by them.
products are worth the money paid by them. TABLE NO.
5-TABLE NO. 5- The response of respondents towards worthiness of ParagThe response of respondents towards worthiness of Parag products.
products.
T
Thhiinnk k NNoo. . oof f ccoonnssuummeerrss PPeerrcceennttaagge e ((%%)) Y
Yeess 8844 8844
N
Noo.. 1166 1166
FIGURE NO.
6-FIGURE NO. 6- The response of respondents towards facing problem inThe response of respondents towards facing problem in availability of Parag product.
availability of Parag product.
Interpretation-Above table shows that 88% consumers want more number of booths set up Above table shows that 88% consumers want more number of booths set up in their
in their
location & 12% have no effect. location & 12% have no effect.
7. Do you want more number of Parag ATM to be
7. Do you want more number of Parag ATM to be set up in your location?set up in your location?
description:-description:-i want to know how many consumers want more number of i want to know how many consumers want more number of Parag ATM to be set up
Parag ATM to be set up in your location.in your location. TABLE NO.
7-TABLE NO. 7- The response of respondents’ wants more number of ParagThe response of respondents’ wants more number of Parag ATM to be set up
ATM to be set up in your location.in your location.
T
Thhiinnkk CCoonnssuummeerrss PPeerrcceennttaagge e ((%%)) Y
Yeess 8888 8888
N
FIGure no.
8-FIGure no. 8- The response of respondents towards price The response of respondents towards price of Parag products.of Parag products.
Interpretation-Above table shows that mostly 60% consumers are satisfied with price of Above table shows that mostly 60% consumers are satisfied with price of Parag products
Parag products 4
400% % aarre e ddiissssaattiissffiieedd..
9. Are you satisfied with the quality of Parag products? 9. Are you satisfied with the quality of Parag products?
dEscriPTIon:-dEscriPTIon:-i want to know the satisfaction level of consumers with thei want to know the satisfaction level of consumers with the quality of Parag products.
quality of Parag products. TABLE NO.
9-TABLE NO. 9- The The resresponponse se of of resresponpondendents ts towtowardards s quaqualitlity y of of ParParagag products.
products.
T
Thhiinnkk CCoonnssuummeerrss PPeerrcceennttaagge e ((%%)) Y
Yeess 9922 9922
N
Noo.. 0088 0088
FIGURE NO.
10-FIGURE NO. 10- The response of respondents towards taste of ParagThe response of respondents towards taste of Parag products.
products.
Interpretation-Above table shows that 64% consumers are satisfied with taste of Parag Above table shows that 64% consumers are satisfied with taste of Parag
p
prroodduucctts s aannd d oonnlly y 3366% % aarre e ddiissssaattiissffiieedd..
11. Are you satisfied with the purity of Parag products? 11. Are you satisfied with the purity of Parag products?
dEscriPTIon:-dEscriPTIon:-i want to know the satisfaction level of consumers with thei want to know the satisfaction level of consumers with the purity of Parag products.
purity of Parag products. TABLE NO.
11-TABLE NO. 11- The response of respondents towards purity of ParagThe response of respondents towards purity of Parag products.
