SYNOPSIS OF SUMMER TRAINING PROJECT REPORT ON STRATEGIES TO BE ADOPTED BY PARAG TO COUNTER AMUL MILK SALES IN MEERUT

Submitted for the partial fulfillment of the requirement For the award of degree Of BACHELOR OF BUSINESS ADMINISTRATION

2009 2012
-: Submitted By :KIRTI CHAUHAN Roll. No. 9013530
Submitted to Miss Arpita Mam

BHAGWATI INSTITUTE OF MANAGEMENT AND TECHNOLOGY

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PREFACE

One must have a contemporary understand of this dynamic world to survive or proper therein. Never in the past has the role of manager in India as crucial and exciting as now. The on going economic reforms programme has created infinite opportunities. There has been an increase in milk income gradually development have broadened the knowledge of consumers. There are now become choosy resulting in winners & looser at the same time winners those who monitors needs, identifies opportunities and create value. It is the market place not the factory that ultimately determines which company will succeed.

Marketing is practiced not only by manufacturing concern & their channel members but all kinds of individuals and organization. No politician can get the required votes to win and no resort the needed tourist to flourish without developing and carrying out the sound marketing plans.

Authentic market practice is not the art of selling what you make so much as knowing what to make. It is the art of identifying and understanding customers needs and coming up with solution that satisfy them and produces riches for firms profitability.

As we all know, future is always uncertain. More precisely when there is volley of brilliant competitors and each wants to be the market leader.

So in the light of intense competition satisfaction through product innovation maintaining the standard quality their in, failing which no amount or deal of promotional measure or scheme can compensate at length. Competitive forces have compelled the companies to focus on specific segment of the market with frequent product innovation and rather new products and launching thereof with greater confidence.

The present study gives special emphasis on the various strategies to be adopted by Parag to counter Amul sales in Lucknow. The entire study has been divided into chapters and further subdivided into segments from each dealing with a separate aspect in a simple and lucid style and clarification has been given top priority throughout the project.

TABLE OF CONTENT
(1) (2) (3) (4) (5) (6) (7) (8) Introduction Company Profile Objective of study Research Methodology Finding Limitation Suggestion & Recommendations Bibliography 2-4 5-11 43-45 46-55 77-78 79-80 81-82 94-95

Introduction

AN INTODUCTION OF FMCG INDUSTRY

The FMCG sector is a cornerstone of the Indian economy. This sector can drive growth, enhance quality of life, create jobs, and support penetration of technology. A vibrant FMCG sector can boost agricultural product and export. It contributed to the exchequer significantly, disperse technology across the value chain and usher in the product innovation. This innovation can improve Indian Health standards. Fast Moving Consumer Good (FMCG) industry has a long history. However, the Indian FMCG began to take shape only during the last fifty-odd years Today, the Indian FMCG industry continues to suffer from a definitional dilemma. In fact, the industry is yet to crystallize in terms of definition and market, size, among others. The definitional confusion that has marked the Indian FMCG industry is getting confounded. Some others call it the CPG industry and some even call it the PMCG industry. The Indian FMCG industry has suffered because of the confusion. It is an industry which touches every aspect of human life from looks to hygiene to palate. Perhaps defining as industry whose scope is so vast is not so easy. The government is at crossroads not knowing how and where to slot the Indian FMCG industry and unsurprisingly, the manner in which it has treated an industry which holds tremendous promise as producer of goods that pervade everyday life has been only callous. The facts that the FMCG industry is a noteworthy employer and a major tax payer are being ignored.

The only thing that is cheering the industry are the reforms of the nineties. Post reforms, the industries is excited about a burgeoning rural population whose income are rising and which 6

is a willing to spend on goods designed to improve lifestyle. What is needed now is a change in the mindset of the mandarins, FMCG industry -friendly legislation are the needs of the hour. It does not matter whether changes are being brought about by dawning market realities or the ongoing economic reforms. One thing is certain here: The Indian FMCG industry has a promising future to look forward to.

In terms of growth potential, the Indian market is a great horse to bet on. With a little help and understanding from the government, the Indian FMCG can realize its true potential. So far, it has been a checked graph for the MNCs operating in the Indian FMCG industry. Domestic companies are only beginning to make their presence felt in the industry. It has taken tremendous consumer insight and market savings for the FMCG players to reach where they are today. But, the journey has only begun.

PROFILE OF THE COMPANY

Name of the organisation LUCKNOW PROODUCERS CO-OPERATIVE MILK UNION LTD Address of the organisation Established Registration First Dairy Inspector Place of Establishment 22, Jopling Road, Lucknow

1938 23rd March 1938 N.K. Bhargava Initialy at Charbagh, Shifted to Ganesh ji, Presently at 22, Jopling Road, Lucknow Raj bahadur Gopal Lal Pandya Mr. Gopal Pandya Mr. N.C. Chaturvedi Mr. Tej Shanker Mr. Pushkar Nath Bhatt initially 4000Ltr Initially Charbagh Now Present In 22, Jopling road, Lucknow Initially- Bakshi ka talab, Tewari Ganj At Present- entire District

Founder Board Of Directors

Per Day Production Of Milk Location

Area of Distribution

ABOUT THE COMPANY

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The common brand name of the company is PARAG the meaning of PARAG is the pollen of flower the slogan in the logo is: -

PURE NATURAL & GOOD HEALTH

Parag milk shed is situated in the Lucknow, the capital of Uttar Pradesh since independence it has formed part of the traditional supply line of agriculture products from the village to the big cities rich in its milk potential the milk shed has, in the source of last few decades been thoroughly exploited by small traders and powerful contractors and well organized private dairies. Thus, while such intermediaries were retaining large profits the rural milk producers found their position deteriorating day by day. In 1950-a co-operative milk supply union was organized in Lucknow , which started collecting milk from village and supplied to Lucknow and local markets. This milk union continued function for about a decade, in the mean time Lucknow milk scheme was established by government of India in 1959-60 to ensure cheaper milk to the local pollution of Lucknow. The scheme started operating through 12 chilling centers in Eastern Uttar Pradesh. These chilling centers were mainly coated in thither district of Lucknow , Barabanki, Raebareli , Kanpur, Unnao, Sitapur etc . The milk was mainly collected through contractors. 10 milk unions were also found almost at the same time, around each chilling center. These continued functioning in a rather lop-sided manner till 1977. Gradually all the milk union almost become defunctioning and was supplying very little quantity of milk during the years 1970-77. Obviously contractors had monopoly and collected major share of milk which was either supplied to Lucknow or to the local population of the city. This programmer was launched in Uttar Pradesh in 1972 and the implementing agency in the was pradeshik cooperative dairy federation limited which was framed in the year. The basic idea was to replicate anand pattern societies in Uttar Pradesh. In august September 1972 11

organization of societies in Lucknow district was taken up bar out, Mohanlalganj,Amausi blocks. A spear head team from national dairy development board was posted in Lucknow , which started functioning from April 1978 with a team of 27 employees drawn from Lucknow milk 198 milk procurement cooperative societies by the year 1981, when the operation fllod-14 programme ended. Feeded balancing dairy, Lucknow Producers Co-operative Milk Union Ltd was set up under operation flood-1 programmer with the specific purpose of supplying milk of local markets and other districts. Dairies and conversion surplus milk into various dairy products. This dairy is situated in the middle of Lucknow . The dairy was commissioned in April 1978 and processed the liquid milk procured from the then milk shed comprising Lucknow, Raebareli, Barabanki and Unnao. The purpose of establishing feeder balancing dairy, Lucknow co was to provide remunerative market for milk produced in the milk shed comprising district of Lucknow , Barabanki, Raebareli, Kanpur and Sitapur as envisaged under operation flood-1 scheme. Thus feeder balancing dairy was oblized to receive entire surplus milk from the rural areas, through a network of milk coop. In 1978-79 the average handing of milk per day at fbd-Lucknow Producers Co-operative Milk Union Ltd was 49,300kg. With peak handing of 1, 04,950kg in the feb. In April 1981 Lucknow Producers Co-operative Milk Union Ltd launched pasteurized whole milk packed in polythene sachet for local consumers. The supply of milk was gradually extended to other local markets .

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As the basic idea of establishing FBD-Lucknow Producers Co-operative Milk Union Ltd was to convert surplus milk into various dairy-products, this activity started in sept. 1978

with manufacture of skimmed milk powder and ghee. The manufacturing of table butter was started from April 1981. In view of milk production procurement and marketing potential of Lucknow Producers Cooperative Milk Union Ltd , and expansion programme has been undertaken by N.D.D.B. on turn basis. The target set is as under: Increasing processing capacity from 1 lack to 3.5 liters per day. Increasing powder plant capacity from 10 tones to 40 tones per day. Increasing the capacity of ghee plant from 1.m.t. to 4.m.t. per day. Increasing the capacity of butter manufacturing up to 16.m.t. per day The work of expansion has been complete in 1989. The work of expanded dairy started functioning on full capacity in 1991-1993 year. The liquid milk and products are selling in the market in the brand name of PARAG. The milk product has been marketed by P.C.D.F. luck now. The sale of liquid milk has been carried out Lucknow Producers Co-operative Milk Union Ltd, Lucknow. In the year 1983 P.C.D.F. Ltd. started working under Operation Flood II (White revolution) scheme. Mostly unit milk Sahakari Board where connected under Operation Flood II, having the name Dugdh Utpadak Sahakari Sangh (D.U.S.S.) Ltd. P.C.D.F. Ltd. takes royalty of common brand name PARAG and all the important policy taken by Pradeshik Cooperative Dairy Federation Ltd. Who monitors to all the D.U.S.S. Ltd. i.e. Lucknow , Kanpur, Varanasi.

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PARAG provides hygienic, nutritious milk and milk product. In the year 1983 Operation Flood II scheme was launched, the main objectives of the Operation Flood were following To collect the milk directly from the producers (Villagers through society). To insure the supply of quality milk collected from the villagers which being sold in the market area of city. To save the producers, villagers and the customers from the middle man. The milk is collected firstly to the society level then it comes to D.U.S.S. level finely it comes under the state level i.e. federation.

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Vision & Mission

Vision - Provide quality food and beverages to consumers at affordable prices while ensuring fair returns to the producers.

Mission - Mother Dairys heritage is intrinsically linked to the cooperative movement in India. With determination & pride we will continue to serve our farmers, rural India & our consumers. Our values reflect who we are & what we firmly believe in.

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objective of study

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OBJECTIVE OF THE STUDY

The most important objective of the project is that it is obligatory on the part of the student of M.B.A. programme to undergo the convention of the business administration in the partial fulfillment of M.B.A. degree besides, project study is a sort of practical training of eight weeks thus the student are benefited by undertaking such a study as it helps organization in overcoming administrative, financial, marketing and other problems what ever they may be interested in for the sake of simplicity the objectives of this study can be classified under three heads:

PRINCIPAL OBJECTIVE
To find out the various strategies to be adapted by Parag to counter milk sales of Amul in Lucknow .

To find various ways to increase Parag milk sales in Lucknow. To discover the various factors which hurdles people to take Parag milk. To identify various factors which motivates people to use Parag milk. To discover the main reason beyond shifting of customers from Parag milk to Amul milk.

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

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SCOPE OF THE STUDY

The study is confined to to finding various strategis to be adapted by Parag to encounter Amul sales only in Lucknow.

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Research Methodology

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RESEARCH METHODOLOGY
Research:The study of research method provides you with the knowledge and skills you need to solve the problem and meet the challenges of the fast- based decision. Marketing environment we define Business Research as a systematic inquiry whose objective is to provide information to solve managerial problem. .RESEARCH METHODOLOGY 1. MARKET RESEARCH PROCESS 2. STATEMENT OF THE PROBLEM 3. RESEARCH OBJECTIVES 4. PRELIMINARY INVESTIGATION 5. FOCUS OF THE STUDY 6. STUDY DESIGN 7. SAMPLING 8. NATURE OF DATA 9. MEANS OF DATA COLLECTION 10. SUREVY INSTRUMENT 11. PROCESS OF DATA COLLECTION

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MARKETING RESEARCH PROCESS:

Marketing research is the systematic design, collection, analysis and reporting of data and finding relevant to a specific marketing situation facing the company.

Marketing Research Process:

Define the problem & research objective

Develop the research plan

Collect the information

Analyze the information

Present the findings

Make decision

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Step 1: Define the problem & the research objectives

The 1st step in research is formulation a research problem. It is most important stage as poorly defined problems will not yield useful results also the marketing management must be careful not to define the problem too broadly or too narrowly. In order to identify the research problem, 3 categories of symptomatic situations, namely, overt difficulties, latent difficulties and unnoticed opportunities should be studied over difficulties are those which manifest themselves. Latent difficulties are those which are not so apparent and which, if not checked, would soon become evident unnoticed opportunities indicate the potential for growth in a certain area of marketing. Such opportunities are not clearly seen and done effort is required to explore them.

Step 2: Develop the research plan

Designing a research plan calls for decision on data sources, choice of research design, research approaches, research instruments, sampling plan and contact methods.

Step 3: Collect the information

I have collected the information over a period of 45 days and from various locations in Meerut region. Step 4: Analyze the information After the process of gathering information completed I tabulated the data and extracted the finding from the survey.

Step 5: Present the finding

Finally findings is to be presented along with was recommendations

Step 6: Make the decision

The last step is of making the decision 22

STATEMENT OF THE PROBLEM:

The present paper aims at finding the institutional consumer behavior. The research problem investigated here in has been precisely defined as- Strategies to be adopted by parag to counter amul milk sales in Lucknow.

RESEARCH OBJECTIVES:
To find out the various strategies to be adapted by Parag of milk Sales Promotion in Lucknow.

To find various ways to increase the sales of Parag milk in Lucknow region. To discover the various factors which hurdles people to take Parag milk. To identify various factors, which motivates people to use Parag milk. To discover the main reason for shifting of customers from Parag milk to others.

PRELIMINARY INVESTIGATON:
After getting through of the research objective I go through step of the preliminary investigation to find out the necessary information to fill out the objectives of the study. The information expected to be collected on the basis of the preliminary investigation are:1. The strategy of company for competing with the other company. 2. To find various ways to increase the sales of Parag milk in Lucknow region 3. The main reason for shifting of customers from Parag milk to others.

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FOCUS OF STUDY:
This study mainly focuses on:1. The satisfaction level of consumer and retailer. The study based on the feedback collected from the filled questionnaire. 2. Whether the retailer and consumer satisfied with the supplied product or not. 3. If customer is satisfied up to what extent & if is not satisfied why, what is the reason behind this.

Sampling:
I used Random Sampling because from a finite population refer to that method of sample selection which gives each of possible sample of combination an equal probability of being picked up and each item in the entire population to have an equal chance of being included in the sample.

Sample:The data has been collected by selecting a sample size of 100 sellers and 250 consumers, and various sampling techniques has been used to collect data. sampling techniques which has been used in data

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Bibliography

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BIBLIOGRAPHY/REFERENCES

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

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

3 : Philip Kotler Marketing Management ( Pearson Edition ), 12th Edition 4 : Kothari C R Research Methodology (New Lucknow, Vikas Publication House) 11th Edi. NEWS PAPER 1) The Hindu 2) Times of India 3) Dainik Jagaran 4) Business Standard

WEBSITE

www.indiandairy.com www.amulindia.com www.indiainfoline.com www.webindia123.com

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