“A COMPARITIVE STUDY OF

DISTRIBUTION AND SALES PROMOTION MILK PRODUCT IN MARKET”

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 CONTENTS

1. Student declaration

2. Acknowledgement 2

3. Preface 3

4. Introduction 6

5. Company profile 10

6. Distribution process 35

7. Objective 44

8. Research methodology 47

9. Swot analysis 54 Data

analysis 59

10. Recommandation & suggestions 66

11. Limitations 70

12. Conclusions 72

13. Questionnaires 74

14. Bibliography 79

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 PREFACE

As a student of M.B.A. (Master of Business Administration), one of the most reputed

professional courses, I consider as my privilege to thank all the persons involved in the

working of this project and their supervision and guidance I have been able to complete this

research.

The attractive feature of the M.B.A. course is that along with theory we also get to have the

exposure of the practical environment. This is through the summer training that we have to

undergo after the completion of first year. The entire journey from the very idea of this

project report to reality would not have been possible without guidance and support of many

people.

The Research Report is based on Systematic and Scientific search for pertinent information

on Specific Topic.

The study was confined geographically to Meerut & Noida. The data source was collected

from the regular visits of Shopkeepers.

The special task is also assigned to me to analyze the market opportunities in different

regions of Meerut. It constitutes the Meerut regions and under that different counters have

been visited. A set of questionnaire was prepared & scrutinized before going for market

analysis.

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 AN INTODUCTION -TO 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

is a willing to spend on goods designed to improve lifestyle. What is needed now is a change

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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 MNC’s 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.

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 COMPANY PROFILE

INTRODUCTION

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 HISTORY OF PRADESHIK CO-OPERATIVE

DAIRY FEDERATION

The history of co-operative dairy industry in U.P. dates back to 1917, when “Katra

Co-operative Milk Society” Allahabad was established. “ LMPU ” was established in 1938 as

the first step towards organized dairy development programme all over India . At the time of

independence four milk supply schemes were operating in Meerut, Allhabad, Varanasi and

Kanpur cities. The Agra co-operative dairy came into existence in the second five year plan

while dairies at Bareilly, Gorakhpur and Mathura were adopted later on.

The apex institution of dairy co-operative was registered under the name of “PCDF”

(Pradeshik co-operative dairy federation) in the year 1962 during the fourth five year plan

Aligarh and Meerut were also proposed to be included in the scheme. The govt. of U.P. also

entrusted PCDF with the responsibility of implementing the operation flood I was to

establish co-operative structure in some of the best milk shee’s located in ten states in U.P.

being of them.

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OPERATION FLOOD I, II AND III WERE STARTED IN U.P. WITH THE

FOLLOWING OBJECTIVE :-

 Removing the middlemen between the producers and consumers by the

procurement of the milk directly by the producer directly through village co-

operative society .

 To increase the production of milk from milking animals by providing inputs to the

producers.

 To arrange the supply of liquid milk in the major cities of U.P. for carrying out the

whole programme successfully and for proper planning, implementation, follow-up,

maintenance etc. an effective organization structure has been charted out .

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MARKETING DIVISION

The marketing division of P.C.D.F. has been divided into two parts : –

1- Liquid milk marketing.

2- Milk product marketing.

The division is important because the marketing strategies of both are entirely different; both

sub divisions are discussed brief.

LIQUID MILK MARKETING

At present the liquid milk having brand name as “PARAG” is being marketed through local

units / milk in major cities of U.P. & Meerut under direction of P.C.D.F. Ltd. – MEERUT,

KNP, DLH, VRN, MRT, are the main central points for maximum milk demand.

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MILK PRODUCT MARKETING

The product marketing division is handling the marketing the Product of Butter, Ghee,

Mattha, Milk Cake, Ice-cream, Dahi etc.

The above products reach the ultimate consumer through one of the following distribution

channels.

a) Stockists Sale.

b) Concessionaries Sale.

c) Clearing & Forwarding Agents.

Stockist sale is three – stockiest > Retailer > Consumer each of the intermediaries operates

on the bass of margin base of the % of investment.

In concessionaries sale only one intermediary is involved viz .

Manufacturer > Stockiest > Retailer > Consumers

Through this channel the product of highly perishable nature find their way out.

Except U.P. & Meerut in other states PARAG products are distributed through

“Clearing overheads by eliminating the necessity for P.C.D.F. owned warehouses and

offices in three states” .

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OBJECTIVES

PCDF’S front-end objective was to see that there was enough milk for everyone in town.

Marketing is simply the PCDF’S tool to achieve their ultimate objective and delivering the

pure parag milk to every home.

PURPOSE

PCDF’S aims to build a system to ensure that individual farmer got a fair price for the milk

he sold.

MISSION

PCDF’S mission is to become the strongest marketing organization by 2005.PCDF’S came

into existence in 23rd march 1938,with the simple 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 co-operation. The mission was to develop a product mix that would not only

promote sustained growth but also help member union to develop adequate.

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Production and processing facilities. It also aimed to offer quality products at fair price, and

to do so by achieving economies of scale and costs. And this mission gave birth to brands

like parag and Amul.

Vision

To increase it’s number of Parag milk customers and its turnover to 50 crores by 2005 by

product diversification.

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 BRIEF ON MEERUT MILKSHED
BACK GROUND

Meerut milkshed is situated in the hinterland of Delhi the Nations capital. Since centuries it

has formed the part of the traditional supply line of agriculture products from the villages to

the big cities specially Delhi. Rich in its milk potential the milkshed has, in the course of the

last few decades been thoroughly exploited by small traders and power full contractors and

well organized private diaries. Thus, while large profits were being retained by such

intermediaries the rural milk producers found their position deteriorating day by day.

In 1950 a co-operative milk supply union was organized in Meerut which started collecting

milk from villages and supplied it to Delhi and local markets. This milk union continued to

function for about a decade. In the mean time Delhi Milk Scheme was established by Govt.

of India in 1959-60 to ensure quality milk at right price to the local population. The scheme

started operating through 11 chilling centers in Western Uttar Pradesh (U.P.) in the periphery

of Delhi. These chilling centers were mainly located in the then district of Meerut.

Bulandshahar which comprised Ghaziabad district, Meerut district and Bulandshahar distrist

as of now. The milk was collected through contractors and 10 Milk Union were also formed

almost at the same time, around each chilling center. These continued functioning in a rather

lopsided manner till 1997.

Gradually, all the milk unions almost became defunct and were supplying very little milk

during the years 1970-77 obviously contractors had monopoly and collected major share of

milk which was wither supplied to Delhi Milk Scheme or to the local population of the

Metropolis.

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OPERATION FLOOD-I

This programme was launched in U.P. by National Dairy Development Board (N.D.D.B). In

1972 and the implementing agency in the state was Pradeshik Cooperative Dairy Federation

Ltd. (P.C.D.F. Ltd.) The basic ides was to replicate Anand Pattern three tier cooperative

systems in U. P. In August- September 1972 organisation of societies was taken up in Baraut,

Binauli, and Chaprauli blocks of Meerut, which started functioning from April 1978 with a

team of 27 employees drawn from Meerut Milkshed. Under the guidance of the spear head

team, 198 Milk Procurement Co-operative Societies were organized by 1981, when the

Operation Flood-I programme ended.

Feeder balancing Dairy (F.B.D.) Meerut was set up under Operation Flood-I programme with

the specific purpose of supplying milk to Delhi diaries and conversion of surplus milk into

various dairy products. This dairy is situates near village Gangol about 15 km. from Meerut

city. The dairy was commissioned in April 1978 and processed the liquid milk procured form

the then milkshed comprising Meerut, Ghaziabad, and the purpose of establishing Feeder

Balancing Dairy, Meerut was to provide remunerative market for milk produced in the

milkshed comprising districts of Meerut, Balandshahar and Muzaffarnagar as envisaged

under Operation Flood-I programme. Thus F.B.D. Meerut was obliged to receive entire

surplus milk from the rural areas, through a net work of milk co-operative societies and to

supply milk to Delhi Diaries viz; Mother Dairy and Delhi milk scheme.

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OPERATION FLOOD – II:

The operation flood – II was launched in U.P. from November 1982. By the end of operation

flood-II programme the number of milk procurement cooperative societies had reached 612.

F.B.D. Meerut had initial capacity of handing 1.0 lac liters of milk per day. Due to increase

in the number of village dairy cooperative societies (V.D.C.S.) there was an increase in

procurement of the milk from union and the flow of milk from neighboring milk union

increased, the capacity of F.B.D. was increased to handle 3.5 liters of milk every day in 1990.

in the year 1992-93 F.B.D. Meerut has handled the milk received from more than 15 milk

unions. The progress of the dairy plant of last six years in given in annexure – 1 (Table -1).

Bulandshahar districts the purpose of establishing Feeder Balancing Dairy, Meerut was to

provide remunerative market for milk produced in the milkshed comprising districts of

Meerut, Balandshahar and Muzaffarnagar as envisaged under Operation Flood-I programme.

Thus F.B.D. Meerut was obliged to receive entire surplus milk from the rural areas, through a

net work of milk co-operative societies and to supply milk to Delhi Diaries viz; Mother Dairy

and

AREA OF OPERATION

Earlier the area covered under Meerut Milkshed was Meerut, Ghaziabad and Bulandshahar

districts. Now all the three districts have their own independent milk unions. The present area

of operation of Meerut milkshed is Meerut district only, where the milk procurement, milk

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processing and milk marketing operations are carried out by Gangol Sahkari Dugdh Utpadak

Sangh Ltd, Meerut.

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PROFILE OF MEERUT CITY

Meerut is situated in the most fertile belt of land and hence it is an ideal place for agriculture

and animal husbandry. Sugarcane is the main crop and this is one of the major producers of

sugar in the country. Because of this people here are habitual of eating sweets. The district

has an agro based economy and the population even in the urban areas is will informed about

agriculture and dairying. Dairying as an economic activity has roots in both rural as well as

urban areas. Milk product in the district finds a ready market because of various products in

the district finds

Delhi milk scheme population of Meerut city as per census (1991), average growth rate
of population over last ten years and estimated population in the year 1993 is given in the
following paragraph.
Total population of the city (2001) 8,46,954

Average population growth rate (over ten years) 5.78%

Total estimated population (2003) 9,47,745

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PRESENT PRODUCT MIX:
Though the product mix of the milk union varies from season to season and depends on the
quantity of the milk received however the exhaustive list of product mix of the milk union is
as follows.
NAME OF THE PRODUCT PACKING SIZE
In 500 gm, 1 kg & 15 kg tin pack
1. GHEE

2. W.M.P. In 1 kg pack & 25 kg pack

3. S.M.P. In 20 gm, 100 gm, & 500 gm pack

In 20 kg pack
4. TABLE BUTTER

5. WHITE BUTTER Skimmed milk & whole milk in tankers to

mother Dairy and Delhi scheme under
6. LIQUID MILK
national grid.
7. PASTEURISED LIQUID Full cream milk (6.0% fat & 9.0% SNF)
Standardized milk (4.5%fat & 8.5% SNF)
8. PANEER
Toned milk (3.5% fat & 8.5% SNF)

9. MILK CAKE In 100 gm & 500 gm pack

In 100 gm & 500 gm pack
10. FLAVOURED MILK

MARKET SCENARIO

INTRODUCTION

Meerut is one of the bet milk pockets of the country. Being close to Delhi, milk and milk

products trade is well developed and organized in this area. Because of liberalization in the

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licensing policy for dairy industry a number of diaries are coming up in this pocket. Such a

scenario is going to pose a serious challenge to Meerut dairy plant.

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DEPRESSED MARKET FOR TRADITIONAL MILK PRODUCTS:
Presently there is a slump in the market traditional milk products like ghee and milk powder.
The factors responsible for this are increased milk production and competition in the market.
Also due to deliquescing many new milk plants are coming in that area which will certainly
increase the competition in the market .Manufacturing of these traditional milk products
results in blockade of large capital as the market conditional milk products results in
blockade of large capital as the market conditions are not favourable for quick disposable of
these product. Hence if these traditional milk products re manufactured then the stock will
remain in the godowns of milk union for a long time. This leads to revenue loss and results in
less liquidity of milk union .apart from this due to increased competition the market there is
very less margin on these products.
Therefore to cope with this situation it has become very essential to pay attention for the
manufacturing of value added milk products like paneer, milk cake, flavoured milk etc. and
introduce them in the local market.. for this purpose it is essential to know the market
potential of these products in MEERUT city.

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KEY PLAYERS

Key players in this industry are Amul, Parag, Paras, Gopalji. But Amul dominates

this industry. The reason for its success is that it is the market leader of packaged milk and its

quality and advertisement also play major role in its success.

As a pioneer in the packaged milk industry, Amul secured first-mover advantage in

the market. It has sustained this advantage through outstanding product quality and a well-

oiled distribution network. This has helped Amul to ensure that its brand has the highest top-

of-mind awareness among consumers. During the 1990s, when the growth potential in the

packaged milk market attracted new players, including a couple of large industries, some

observers thought Amul would take a hit. It hasn’t the brand has actually grown in value and

volume.

However, growing awareness of health and hygiene issues and increasing prosperity

have boosted the demand for branded pasteurized milk. In this scenario, Amul is the best-

placed brand. And it retains more than 80% share of the branded milk in Meerut market

despite the entry of new players.

Amul always rides an emotional wave with its advertisement campaigns. It also

attempts to elevate the brand to the status of a health icon- “Piyo Pure”

Also the reason for its success is its quality. Still consumers feel that Amul is better

than any other milk in the market. It has captured the maximum share of this industry.

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 AVAILABILITY & VISIBILITY OF KEY PLAYERS

Most of the milks are available at every shop. Amul is present nearly on every shop

as it is the necessity of the retailers to keep it so as to retain the customers. Other branded

milks are also present in every shop but they are uneven in availability.

In this tough competition in the milk industry availability is one of the factors for

success. When Britannia was launched, its advertising campaign was very attractive therefore

it created a huge demand in the market, but proper supply or adequate supply was not there in

the market, and quality and taste was as good as Amul, and hence its sales got down.

The customer are not as much brand loyal in this industry, they comes to the retailer

shop and ask for Amul milk but if it is not available then it is not that they come out of the

shop and search for Amul, in spite of this they take any other milk which is advised by the

retailer or supplied by the supplier (suppliers are those who gives the home delivery of milk)

because milk is not luxury but it is the necessity. So keeping this point in view, Parag must

be made available at every shop.

Although Parag milk is available on most of the shops but there are some shops,

which are left uncovered by the sales agents, so the company needs to focus on covering

those uncovered shops in Meerut city.

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DISTRIBUTION PROCESS

Product flow

Factory

C&F Agent

Distributor

Retailers

Consumers

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 DISTRIBUTION PROCESS

There is a distributor for every milk in the sub city, his job is to ensure the
distribution of milk to each and every area and outlet in the sub city.
This distributor works as a representative of the company for the retailers. Further this
distributor ensures the supply of milk to the customers with the help of retailers. Sometime
distributor delivers the product directly to the customer.
So there are two main players in the distribution process:
1. Distributor
2. Retailers
The company delivers the product to the distributor with the help of C&F agent, and
the distributor further distributes the product to the customers with the help of retailers. For
this distribution distributor forms a team of sales agents. These sales agents go to every
market in the sub city and check for the demand and supply of milk for the retailers. These
sales agents work as a link between the retailers and the distributor. Supervisors are
appointed to check the working of these sales agents. The supervisor is responsible for the
working of his sales agents.

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EXISTIG MARKETING SYSTEM OF D.U.S.S. LTD.

MARKETING CHANNELS

The milk and milk products manufactured by D.U.S.S. Ltd. Are marketed mainly in two

different ways.

(a) THROUGH REGIONAL MARKETING OFFICES

(R.M.O.)

The State Federation has opened R.M.O. in different cities of the state as well as in other

states. This R.M.Os are directly controlled by the State Federation and are headed by a

Manager Gr-11 or Manager Grlll. Products like Table Butter, Ghee, and Milk Powder are

marketed through these R.M.Os.

(B) DIRECT MARKETING BY THE MILK UNION

The marketing department of the milk union is headed by a Manager Marketing Gr.-III and

supported by two field supervisors. Manager Marketing has to monitor the sales of liquid and

milk products in the city, being sold through 300 retailers. These retailers are situated in

different parts of the city in commercial semi-commercial and residential areas.

PRODUCT DELIEVERY SYSTEM

Products are being delivered on the basis of demand of retailers which is collected in

advance. All retailers gave their demand for milk and milk products to the transporter during

the previous trip. This demanded quantity is delivered at the retailers shop in the subsequent

trip. Any special demand can be given directly to the plant and delivery of the same can be

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made at the nearest retail outlet or the party can collect it directly from the plant. All the sales

are done on cash basis. Cash is collected by the transpoht after delivering the products which

is then deposited with & cashier of the milk union.

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DISTRIBUTION ASPECTS

All the products are distributed through retailers. In earlier years some stockiest were also

appointed but at present they are not working.

Presently there are about 300 retailers on the rolls of the dairy. These retailers are not

distributed evenly in the city. There are pockets of concentration of retailers while there are

some areas where retailers are not at all operating.

Majority of retailers re along the main roads or in the main markets. Their presence in the

interior part of the city is negligible. Also the conditions and the width of roads is a factor

responsible for not serving the entire city effectively.

All the products are delivered through hired vehicles. The contracts for transporting milk and

milk products are made for a year. Contractors are also responsible for collecting the cash

and the demand from each retailer.

A vehicle on an average covers a distance (to and fro) of approximately 100 kms and reaches

about 40 retailers. The total time involved in the distribution is about 3 hours.

In lean season when the average handling drops substantially, the Meerut dairy plant stops

manufacturing milk products. The production operations then get limited to selling milk in

tankers to Mother Dairy Delhi, Delhi Milk Scheme and to major cities of the state. Any short

fall in the supply of liquid milk is accommodated by reconstituting the conserved milk

product commodities in to liquid milk to maintain the regular supply. All the products

manufactured by the dairy Plant as mentioned in the above table are sold under a common

brand name of “PARAG”.

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 TRADE SCHEMES

The company gives schemes to the distributor when the quantity is large. The sole
purpose of scheme is to encourage the purchase. These schemes may be in the form of
discount or in the form of gifts.
Other types of schemes are launched for the retailers to encourage the purchase of
milk. These schemes may be issued by the company or by the distributor also.
Retailers normally prefer the reduction in the net rate of the milk as a scheme. They
like scheme on which milk is free on the purchase of milk rather than anything else is free on
the purchase of milk. This creates problem for the retailers, e.g. suppose on the purchase of
one crate of milk company was giving two pouch of curd free. Now this will create inventory
problem for the retailers. First he has to store curds in the store. Secondly sometime retailer
demands the free gift by purchasing only half crate of milk and says that he will purchase the
rest half crate next day and then the scheme will be satisfied.
The biggest problem in such type of schemes is that customer demands for the
reduction in the net rate rather than anything else. So the retailers always prefer the reduction
in the net price rather than the scheme or they prefer the scheme in which milk is free on
milk. So that the net effect of the scheme is the reduction in price.

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 MARKETING RESEARCH

The American marketing association defines marketing research as follows:

“Marketing Research is the functional links to the customers, consumers & public to
marketing through information. Information used to identify and define marketing
opportunities and problems; generate, define and evaluate marketing actions; monitor
marketing performance and improve understanding of marketing process.”
Marketing Research specifies the information requires addressing these issues,
designing the method for collecting information, managing and implementing the data

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collecting process, analyzing the result and communicating the findings and their
implementations.

OBJECTIVE OF RESEARCH

1. To study the availability of the brand in dealers in the market.

2. To study the tastiest brand in the market of milk.

3. To study the distribution channel of the parag Milk.

4. To study the promotion backup of brand.

5. To study the satisfactions level of brand.

6. To take suggestion from dealers which help in increasing sale value.

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 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may

be understood as a science of studies how research is done scientifically. Research
methodology has many dimensions.

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 The purpose of methodology is to describe the process involved in the research work.
This includes the overall research design, the data collection process, the sampling process,
the field survey, and analysis procedure.

RESEARCH DESIGN

Research Design consists of three parts:

1. Exploratory Research
2. Descriptive Research
3. Causal Research
An exploratory research focuses on the discovery of idea and is generally based on
secondary data. It is preliminary investigation that does not have a rigid design. This is
because a researcher engaged in an exploratory study that may have to change his focus as a
result of new ideas and relationship among the variables.
A descriptive study is undertaken when the researcher wants to know the
characteristics of certain group such as age, sex, educational level, income, and occupation
etc.
A casual research is undertaken when the researcher is interested in knowing the
cause and effect relationship between two or more variables. Such studies are based on
reasoning along well-tested lines.

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 DATA SOURCE

Data is generally of two types:

1. Primary data
2. Secondary data
Primary Data are those data specially collected for problem in hand. In this study
data were collected from primary sources in personal interview of retailers and interaction
with consumers by survey method.
These methods of data collection are quite popular. These are the major methods of
data collection in the research study.
Secondary Data are those data, which are collected for some purpose other than
helping and solving the problem in hand.
Sources of secondary data are:
 Old reports
 Company records
 Magazines
 Company web site (http://www.Parag.com)

Sample Procedure:

How should the respondents be chosen? To get the most feasible and accurate result,
simple random probability sampling method was adopted for direct interview of retailers and
cluster sampling was used to communicate the consumers from different apartments of
different sectors for the survey.

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 In simple random probability sampling, probability of being chosen as a sample unit
for each unit in the population is equal. Each sample unit from the population is chosen
randomly. Probability of being chosen as a sample unit depends upon the population size and
no. of sample units to be chosen.
While in cluster (area) sampling the population is divided into mutually exclusive
groups (such as city blocks, sectors etc.), and the researcher draws a sample of the groups
using random sampling. Sometimes researcher again draws sample units of respondents from
the selected groups, it is known as two step area sampling.

Sample Size:

Distributors 1
Retailers 25
Consumers 1244

Field Work:
During the survey sample packs of Parag milk and curd have been distributed among
the selected consumers, and their feedbacks have been taken regarding those samples.

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42
 RESEARCH APPROACH

Primary data can be collected in various ways: through observation, focused group, surveys,
behavioral data, and experiments. During this research data have been collected using survey
method. Survey method is best suited for descriptive research. Companies undertake surveys
to learn about people’s knowledge, beliefs, preferences, and satisfaction, and to measure
these magnitudes in the general population.

Research Instrument:

Questionnaire is most common research instrument in collecting primary data during

marketing research. A questionnaire consists of a set of questions presented to respondents.
Because of its flexibility, the questionnaire is by far the most common instrument used to
collect primary data.

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 SWOT ANALYSIS

STRENGTHS:

 Parag is the oldest Milk Marketing Federation in India.

 It has a large network of villages from where it collects milk.

 Parag is a reputed and well known company in India, its products are easily

recognized by the customers.

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 Parag has evolved from a single product company to Multi-product Corporation.

 Its products range is spread over a wide spectrum, from milk and curd to ice cream

and chocolate.

 Customers will at least think of using the product once and check its quality, as it is

the product of Parag.

 Parag has the oldest ad campaign in the country.

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WEAKNESSES:

 Parag perceived old traditions.

 It is good in quality but not better than Amul.

 Advertisement is not frequent.

 Amul has the advantage of being the market leader of packaged milk in the market.

 Price is competitive as compared to other brands in the market, but margin to the

distributor is less than that of other brands.

 Parag milk has been launched just one and half year back in Meerut, so awareness

among the people is low about the Parag milk.

 It lacks in aggressive marketing approach, which is helping competitors.

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OPPORTUNITIES:

 There is a huge opportunity in milk market.

 Amul is available since last so many years in the market, and it has dominated this

industry, so people need change.

 If Parag provide a better taste and quality then it can swap most of the customers of

Amul with least effort.

 Customers always believe that there is a chance of improvement.

 Milk is basic necessity for daily use; everyone needs it daily for one or other reason.

 Average consumption of milk is 1-2 liter in each house.

 In Meerut about 72% of total milk market is packaged milk market and rest is of

loose milk. So there remains a big area to be covered.

THREATS:

 There is a very tough competition with other brands.

 Better image of competitor in particular segment.

 Amul is dominating milk in the market, quality wise and price wise.

 Market is too price sensitive.

 People are using Amul and other brands since so many years, so it is difficult for

them to suddenly change the brand and taste that has already been developed. So it is

really difficult to convince them.

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 Total Milk Consumption (per day)

Total milk consumption 28200 Ltrs.

Amul 18000 Ltrs.
Parag 2400 Ltrs.
Other packaged milk 1800 Ltrs.
Loose milk 6000 Ltrs.

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 Total Milk Consumption

21%
6%
64%

9%

Parag Amul Other pakaged milk Loose milk

Amul has dominated milk industry in Meerut. Around 65% of total milk market in Meerut
has been captured by Parag. Other brands include Amul, Mother diary etc.
Total Packaged Milk

Total consumption 22200 Ltrs.

Parag & Amul 20400 Ltrs.
Others 1800 Ltrs.

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 Total Packaged Milk

8%

92%

Parag & Amul Others

Only 8% of total packaged milk market is of local brands.

Packaged Milk Market in Terms of Volume

(Before Promotion)

Total milk consumption 22200 Ltrs.

Amul 18000 Ltrs.
Parag 2400 Ltrs.
Others 1800 Ltrs.

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 Total Packaged Milk (Volume)

8%
11%

81%

Parag Amul Others

Packaged Milk Market in Terms of Money

(Before promotion)

Total milk consumption Rs. 357420

Parag Rs. 39168
Amul Rs. 289800
Others Rs. 28452

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 Total Packaged Milk (Money)

81%

8%
11%

Amul Parag Others

Parag had around 11% market share in Dwarka.

Packaged Milk Market in Terms of Volume

(After Promotion)

Total milk consumption 22272 Ltrs.

Amul 14664 Ltrs.
Parag 5832 Ltrs.
Others 1776 Ltrs.

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 Total Packaged Milk (Volume)

8%
26%

66%

Parag Amul Others

After promotion, sale of Parag in Meerut has been increased by 143% (i.e. from 2400 Ltrs. to
5832 Ltrs. Per day). Most of the customers, who have switched to Parag, were the customers
of Amul.

Improvement Possible with the Distributor

(Preference)

1. Credit Period

2. Replacement

3. Collection of Payment

4. Others

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 Customer Purchase Milk Because of

Price 30%

Quality 50%

Packing 2%

Scheme 15%

Others 3%

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55
 RECOMMENDATIONS AND SUGGESTIONS

This industry is most competitive industry. There are large numbers of competitors in this
field. In such condition a small loop may create a big problem. The condition is made more
though by Amul, which is dominating in this industry, so only a detained study and full
fledged effort can help in good sales to capture the market. Three things are necessary to
improve the sales in the sub city:
1. Advertisement
2. Quality of milk
3. Margin provided to the retailer and distributor
Advertisement is the most important step to improve sales. People are not loyal to any
brand; they purchase milk, which had an image in their minds. Before leaving their home
they already know for which milk they will ask the shopkeeper. And this image comes from
advertisement. In city distributing small pamphlets along with newspaper or fixing posters or
hoardings can do advertisement.
Of course quality of milk is another issue, which can improve sales. In long run if we
want to succeed then we have to create a value for our milk in the mind of the customers and
that can be done by quality. The first priority must be to ensure that the milk lack in taste by
Amul as it is the main competitor.
These two above mentioned factors are tough to implement. The easiest step to
improve the sales in the market is the margin provided to the retailers. The reason for this is
simple Amul is best milk in the market and retailers do not want to sale it. They are forced to
sale it because customer demand for it. The reason why retailers do not prefer to sale Amul is
its margin. Retailers always try to sale milk other than Amul because they provide good
margin to them. The milks, which are best in margin, are Paras and Gopalji. Therefore
retailers always try to sale Paras and Gopalji instead of Amul and Parag. Now if Parag can
provide good margin to the retailers then they will try to sale Parag instead of Amul. And
once the milk becomes established then the rates can be increased and the margin to the
retailers can be decreased.
The most important competitive advantage in this market is distribution. The ability
to get their product to as many outlets as possible and to ensure its availability on a
continuous basis is the biggest challenge for producer. This is so because milk is a basic

56
necessity (not a luxury) with little relationship to personal income that is the milk
consumption per person is not likely to vary significantly by income level.
Critical success factors:
 More frequency of visit of sales personnel
 More timely delivery of stocks
 Better replacements
 More credit period
 Relaxation in collection of payment
 Initiative on display by distributor
 More schemes provided to the smaller outlets
 Aggressive sales promotion schemes are needed due to stiff competition
 More emphasis should be given on services

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 LIMITATIONS

Marketing research suffers from several limitations. A large number of problems

which are caused by financial constraints, insufficient sample size, and lack of personal
contact etc. marketing research only helps managers in decision making process. It provides
data and information to the managers but it can not be a substitute for marketing.
Limitations of Survey:
 In this industry, it is very difficult to find the exact figures as the consumption is very
low.
 There is not a particular trend followed in this industry to promote sales. Actions are
taken according to the situations and the situation changes very fast in this industry.
 Sales price vary from retailer to retailer, as the cost price is different for different
retailers due to schemes given.

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 The number of shops is very large in number and it is very difficult to cover all of
them.

CONCLUSION

59
 Milk industry is very competitive industry and dominance of Amul makes it tougher
for other brands to establish in this field. So in order to compete in this market everything
should be perfect with main focus on distribution. The distribution must be proper and
retailers must be the main center of focus. They are the people who can make difference.
Parag advertisement is coming on TV and FM Radio in Meerut also. So there is a
possibility that sales will increase as more and more people come to know about Parag milk.
Advertisement can bring the customers to the shops but after that the retailer is the key
person. If he wants he can sell any milk. Therefore it should be the combined effort of
company and retailers to improve the sales. Also people always prefer change so if we
provide them better substitute of Amul they will welcome this change.

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 RETAILER SURVEY FORM

Name of the shop ___________________________

Address ___________________________
Tel.No. ___________________________

Q1) What are the milks you usually keep in your shop?
a) Amul
b) Parag
c) Paras
d) Gopalji
e) Others _______________

Q2) Rate these milks in terms of volume of sales from 1 to 3.

a) Amul
b) Parag
c) Paras
d) Gopalji
e) Others

Q3) Does packing play any role in promoting sales?

a) Yes
b) No

Q4) How you sold the milk?

a) At M.R.P.
b) Less than M.R.P.
c) More than M.R.P.

Q5)How you get the delivery from the distributor?

a) Through rickshaw
b) Through tampo
c) Through mini truck

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 d) Others _______________

Q6) How would you compare the services of Parag and Amul on the following? (Rank 1 to
5)
Parag Amul
a) Frequency of visit of sales ____ ____
personnel
b) Timely delivery ____ ____
c) Display support ____ ____
d) Any other ____ ____

Q7) Is there any improvement possible with distributor on the following parameter? (Please
tick )
Yes No
a) Credit period ____ ____
b) Collection of payment ____ ____
c) Replacement ____ ____
d) Any other ____ ____

Q8) Customer purchase milk because of:

a) Price
b) Quality
c) Packing
d) Scheme
e) Others ______________

CONSUMER SURVEY FORM

Name of consumer ___________________________

Address ___________________________
Tel.No. ___________________________

Q1) Which brand of milk do you consume?

a) Amul
b) Parag

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 c) Paras
d) Gopalji
e) Other _____________

Q2) Which variant of milk do you use?

a) Full Cream
b) Standardized
c) Tonned
d) Double Tonned

Q3) How much milk you purchase daily?

a) Full Cream _____ Ltrs.
b) Standardized _____ Ltrs.
c) Tonned _____ Ltrs.
d) Double Tonned _____ Ltrs.

Q4) How do you get milk?

a) From retailers
b) From supplier
c) From other ______________

Q5) How much do you pay to the retailer/supplier for the milk?
a) FCM Rs._____
b) STD Rs._____
c) Tonned Rs._____
d) DTM Rs._____

Q6) If you are getting home delivery, is supplier charging extra cost for the delivery?

a) Yes Rs._____ per (Liter/Day)

b) No

(For those who are not currently using Parag)

Q7) Have you ever used Parag milk?
a) Yes
b) No

Q8) If no, then do you want to taste it at least once?

a) Yes
b) No

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Q9) If you find it better than your current brand, then will you continue using it?
a) Yes
b) No

64
65
 BIBLIOGRAPHY
BOOK REFERRED:

 Marketing Research : Measurement and Method, Donald S. Tull and Del

I.Hawkin,Prentice Hall India,Sixth Edition,Nov,2001
 Beri,G.C., Market research, New Meerut, Tata McGraw Hill publishing co. LTD, 1980
IInd edition.
 Boyd,W.Harper, Ralph Westfall Stanley f. stasch, Marketing Research text and cases,
All India Traveller book seller, Meerut, seventh edition.
 Philip Kotlar , Marketing Management, New Meerut , Pearson education (Singapore)
pte LTD) eleventh edition
 Kothari, C.R., Research methodology, New Meerut, Vikas publication house, eleventh
edition.

WEB SITE:
 www.icicibank.com
 www.statebankofindia.com
 www.google.com
 www.webindia123.com
 www.indiainfoline.com

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