Areas which were covered

Industry Profile Gowardhan Profile Gowardhan Marketing Strategy Competition Landscape Quality and Assurance

Scope of project
Challenges faced while doing Projects Limitations Recommendations

Industry profile

Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes.

The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world.
During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co- operatives milk chilling centers operate in the State.India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents,and Japans $2.8 Dollars The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43, 500 crores by year 2005. India contributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020) Worlds Major Milk Producers (Million MTs).

Gowardhan Company deatils

Gowardhan ,founded by Parag milk Foods Pvt. Ltd. in 1992, is one of India's largest private dairies,with an output capacity of 1,000,000 liters per day. Its Located in a lush green village called Manchar in Maharashtra (60 km from Pune),From plain milk to high-quality cheese, Parag is churning out a smooth success story in the quiet village of Manchar They are an ISO 9000 and AGMARK certified company, committed to international standards of product quality. Govardhan Milk and Milk Products Private Ltd. is the significant player in Pune in milk segment.

Products

Flavoured Dahi

Cheese

Dahi

Butter

Produts (Cont )

Cheese

Trim Dahi

Milko

Ghee

Products (Cont)

Whitener

Milk

Gulab Jamun

Butter Milk

Infrastructure and Technology

Infrastructure and Technology

They have two plants; one in Manchar, Pune (Maharashtra) and another is in Palamner, Chittur (Andra Pradesh). Both of them are fully automated

The capacity of both the plants is 20 lakh litres of milk per day.
The Manchar plant is Asias largest cheese plant, with the capacity of manufacturing 40 MT per day.

Currently Gowardhan will establish two more plants one in North and one in East in the coming years. The investment will be around Rs 3bn.

Gowardhan Exports

Gowardhan exports milk powder butter and butter oil to 27 countries in the Middle East, South East Asia and Africa. We are soon going to include cheese in the product mix. Some of our significant customers include Yakult for our skimmed milk powder and BEL, Morocco (world famous manufacturers of cheese).

Marketing Strategy

The consumer promotion tools mean the promotion activities, which are beneficial for Consumers as well as company. Such as price discounts, samples, cash refund, premiums, prizes, cross promotion and coupons etc.

kept seven days from issued. The consumers are attracted to buy the product. It helped to increase sales volume. Consumer can get good quality of goods in cheaper price.

It can attract the new consumers and customers buying other milk brands.
Attract brand switchers, who are primarily looking for low price, good value or premiums. Turn switcher to loyal users, It induced to make some subsequent purchases. Give little permanent gain in market share.

Worldwide Milk Production

Sr. No 1 2 Country India Brazil 2010-11 81 75 2011-12 84.5 77

3
4 5

Russia
Germany France

34
27 24

33
27 24

Development of Food Processing

Industry:
The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. Employment and export growth, Food processing industry is providing backbone support to the milk industry. The development of food products by using milk can give good market opportunities to producers of milk (eg.bakery, biscuits , ice cream, etc)

Major Indian and Overseas Players in the Food industry are:

Gowardhan Landmarks
Gowardhan is a one-stop, efficient and reliable supplier to reputed hotels, restaurants, institutions and caterers. The wide ranges of products they supply include cheese, butter, ghee and milk powder. Each of these products comes with the Gowardhan assurance of purity & quality. They have a national tie-up with companies like Baskin Robins, Barista, Caf Coffee Day etc. We have also expanded our retail presence significantly: Gowardhan and Go brands of are now available at large retailers and modern retail outlets, reaching out to more and more customers with the promise of a healthy, active life.

Quality Assurance

"Quality is never an accident. It is always the result of high intensions, sincere effort, intelligent direction & skillful execution."

Quality control tests

There are two main quality control /assurance laboratories at Parag dairy. They are as follows:

1. 2.

RMRD Laboratory Main Laboratory

A. B.

RMRD Laboratory: Here the quality of incoming milk is judged Main Laboratory: Main laboratory is the heart of the Parag dairy, Manchar. The quality of milk and milk products are maintained by main laboratory . The various activities of main Laboratories are as follows:Tests for:-milk, butter, ghee, dahi, powder, cheese, water, raw material, packing materials

Competitors

Objectives of the report

The main objective of the Study can be listed as Follows: A.PRIMARY OBJECTIVE
1. 2.

To find the problems faced by retailers in selling and storing. To collect the information about the competitors

B.SECONDARY OBJECTIVE
1. 2.

To organize sale promotional activities to improve milk and dahi sales. To generate and secure consumer awareness.

SCOPE OF PROJECT
The study carried out in specific areas such as Aundh,sinhgad road & camp(Pune) city so, its scope is mainly limited to Aundh,sinhgad road & camp(Pune) city. 1. It gives information about the size of the retail network. 2. It gives information about the services given by distributor to their retailer. 3. It gives information about the competitors products 4. It will serve consumer in better manner.

SAMPLING TECHNIQUE USED

In this project the technique of sampling used was Judgment sampling. Judgment sampling involves the choice of subjects who are most advantageously placed or in the best position to provide the information required. SAMPLE SIZE: 20 Retailers.

DATA COLLECTION TECHNIQUES

SOURCES OF DATA:
1. PRIMARY DATA
To collect primary data from Retailers Questionnaires were used. Questionnaire was prepared very carefully so that it may prove to be effective in collecting the right information. Information was collected by personally contacting retailers through interviews. SECONDARY DATA

Secondary data collected from different websites. This secondary data formed the conceptual background for the project. This secondary data was compared with the primary data collected in area.

Total Retail Outlets of Govardhan & its Competitors

Organization Warna Gokul Arey Loose Mahanand Mother dairy Gowardhan % Market Share 33 22 14 11 7 3 6 No of Retailer 47 22 19 16 10 4 17

Reasons for Govardhan milk not stored by retailers.

Answer No Regular Supply No One has Asked Not Allowed Replacement Retailers Margin Not Demanded by Customers No. of respondents 5 4 1 3 4 3

Response of Retailers When Asked for Order.

Sales
11% 34% 36% 19% no reply not interested order will think later

INTERPRETATION:
1.

2.

3.

Most of them were not interested because of their relation with past distributor and retailers margin. Some of them has given order Few of them tell that they will think in future regarding order.

Limitations
1.

2.

3.

The survey is limited only for Pune city. Time period of the project was Five days, which may not be enough to understand the whole market. Respondent hesitate to give true response to question.

SUGGESTIONS AND RECOMMENDATIONS

A.
1.

Suggestions :
Govardhan has a relatively good distribution network, but still company is not able to fulfill the demand of outlet in the peak season when demand is very high. Here company should consider on the supply of product in the peak season.
Supply should be regular to all the outlets including those that lie in the pocket roads Incentives & schemes should be given to the retailers so as to attract the retailers to stock more of their goods than that of the competitors.

2. 3.

4.
5.

Company should provide advertising facility like outside wall painting; provide companys stand boards, Posters which help to sell Govardhan milk.
Provide consistent service to retailers as this will help gain company goodwill in the market.

RECOMMENDATIONS

From above research it is clear that there is a need for Point Of Purchase display program for retailers of Govardhan. Also, I have seen few advertisements at the retailers which can make consumer aware that product exists.

Thanks

Thanks to Mr. Prashant Pawar & Mr.Vinayak Raut for all the Support extended while doing this project.