A

SUMMER TRAINING PROJECT REPORT

ON

SALES & DISTRIBUTION OF PARAG MILK

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF
MASTER OF BUSINESS ADMINSTRATION

UNDER THE SUPERVISION OF:

MR. Sachin Sharma
(Project Guide)

SUBMITTED BY:
Amar Kumar
MBA-2014-2016.

SCHOOL OF MANAGEMENT
HARDYAL TECHNICAL CAMPUS
24 Km Stone, Delhi Agra Highway,
NH-2, Opp Raipur a Jat Police Chowki
Farah, Mathura

HARDAYAL TECHNICAL CAMPUS

Farah (Mathura)

CERTIFICATE

This is to certify that the project titled Sales & Distribution Parag Milk is a
bonafide work carried out by Mr. AMAR KUMAR. The project report is submitted
towards the partial fulfillment of the requirement for the award of the Master of
Business Administration Degree. No Part of the said project work has been submitted
earlier , either to this university or to any other institution for the award of any degree
or diploma. The original work was carried during 01 June 2015 to 15 Aug 2015 in
Parag Milk .

Mr. Lalit Sharma

Dated

HOD-MBA
(Hardyal Technical Campus, Farah, Mathura)

Certificate By Organization

ACKNOWLEGMENT

My project would be incomplete if at this juncture, I do not acknowledge

those who steered my project work in the right direction. I express my
deep sense of gratitude to PARAG MILK for providing me this project,
which proved to be a very valuable source of practical knowledge. I would
also like to extend my heartfelt thanks to Mr. Sachin Sharma as he
proved to be constant source of inspiration and providing intense support
at all stages of this project work. Acknowledgement must also be given to
DIRECTOR, who provided me proper guidance to do project and attain
the standards.

My decision has finally been reached .It is natural to

extend my appreciation to all those who have been associated, during this
project and those who made passage comfortable, project enjoyable, and
their time available.

AMAR KUMAR

DECLARATION

I, AMAR KUMAR hereby declare that this project report entitled SALES
& DISTRIBUTION OF PARAG MILK

being submitted to the UTTAR

PRADESH TECHNICAL UNIVERSITY, LUCKNOW,

for the partial

fulfillment for requirement of the degree of MASTER OF BUSINESS

ADMINISTRATION is the result of my own endeavors. It has not been
submitted earlier to any Institute/University for any degree.

(AMAR KUMAR)
M.B.A. IIIrd SEM.

PREFACE
As a part of course requirement of my M.B.A program I was asked to
Under goes six week training in any organization, so as to give me
exposure to practical management and get me familiar with the various
activities taking place on the organization.
I got an opportunity to under go my training in predate Milk Parag.
Where I was allotted the project entitled Sales and distribution of

parag milk. Hence I have to do my survey work in the entire region

so that the report doesnt become biased.
I have divided this project in to four chapters. The first chapter deals
with Introduction of Organization and about the project. It also includes
objective of survey to project justification. Second chapter includes the
traditional parts i.e. Methodology. Third chapter consist of statistical
analysis and figures. Chapter four consists of Recommendation, Limitation
and Conclusion.

TABLE OF CONTENTS
SR NO.

TOPIC

1.

Introduction

2.

Objectives

3.

Benefits of Survey

4.

Executive summary

5.

Company profile

6.

Research Methodology

7.

Analysis & Interpretation

8.

Conclusion

9.

Recommendation

Appendix

Bibliography

INTRODUCTION
Sales is one of the most crucial functions of an organization. It is the
principal, and often, the only revenue generating function in the
organization. Sales has formed an important part of business throughout
history and will continue to do so. A constant evolution has been
witnessed in the sales function from the early Stone Age, through the
Iron ages and the middle Ages to sales in the twenty-first century. The
evolution of the sales concept can also be studied in terms of seven
generations.
In addition to helping an organization achieve its business goals, the
selling

function

performs

knowledge

pertaining

developing

positive

to

various
the

other

internal

relationships

with

roles

and

such

external

customers,

as

enhancing

environments,
suppliers

and

distributors, and negotiating with customers to sell the company's

products profitably. Despite the crucial role the selling function plays in
the growth of an organization, sales has a rather negative image
associated with it.
This can be attributed more to the misconceptions in the minds of the
people rather than actual knowledge of the profession. The major
objectives of a sales organization are to increase sales volume, contribute
to profits, and attain long-term growth.

For an organization to be successful, it is essential to integrate the sales

and marketing functions so that coordination of activities can be
achieved.Over the years, substantial changes have taken place in the
selling environment, sparking a change in the sales function too. The
various trends that have shaped the sales function include shorter
product life cycle, longer, more complex sales cycle, reduced customer
loyalty, intense competition among manufacturing firms, rising customer
expectations,

increasing

buyer

expertise,

electronic

revolution

in

communications, and the entry of women into the sales force.

A sale is the pinnacle activity involved in selling products or services in
return for money or other compensation. It is an act of completion of a
commercial activity.A sale is completed by the seller, the owner of the
goods. It starts with consent (or agreement) to an acquisition or
appropriation or request followed by the passing of title (property or
ownership) in the item and the application and due settlement of a price,
the douche of or any claim upon the item. The purchaser, though a party
to the sale, does not execute the sale, only the seller does that. To be
precise the sale completes prior to the payment and gives rise to the
obligation of payment. If the seller completes the first two above stages
(consent and passing ownership) of the sale prior to settlement of the
price, the sale is still valid and gives rise to an obligation to pay A firms
distribution objectives will ultimately be highly relatedsome will enhance

each other while others will compete.

For example, as we have

discussed, more exclusive and higher service distribution will generally

entail less intensity and lesser reach. Cost has to be traded off against
speed of delivery and intensity (it is much more expensive to have a
product available in convenience stores than in supermarkets, for
example).
Distribution: Distribution provides a number of opportunities for the
marketer that may normally be associated with other elements of the
marketing mix.

For example, for a cost, the firm can promote its

objective by such activities as in-store demonstrations/samples and

special placement (for which the retailer is often paid). Placement is also
an opportunity for promotione.g., airlines know that they, as prestige
accounts, can get very good deals from soft drink makers who are eager
to have their products offered on the airlines. Similarly, it may be useful
to give away, or sell at low prices, certain premiums (e.g., T-shirts or cups
with the corporate logo.) It may even be possible to have advertisements
printed on the retailers bags (e.g., Got milk?)
Other opportunities involve parallel distribution (e.g., having products
sold both through conventional channels and through the Internet or
factory outlet stores).

Partnerships and joint promotions may involve

distribution (e.g., Burger King sells clearly branded Hershey pies).

10

TO keep pace with rapid changes in the business world, companies need
an integrated and flexible enterprise system that supports all aspects of
their business

with state-of-the-art

functionality.This innovative

solution should upgrade effortlessly and interface easily with third-party

applications as well as have the ability to incorporate existing systems
while extending its reach to the Internet and e-commerce.
In today's competitive business environment, companies are increasingly
being forced to streamline business processes. In a world where it is no
longer enough to simply have the best product, companies are focusing
on core competencies and closer partnerships over the whole supply
chain. Here, increased efficiency in sales and distribution is a key factor to
ensure that companies retain a competitive edge and improve both profit
margins and customer service. In helping business to 'beat them on
delivery', the Sales and Distribution module of eresource ERP systems
offers a comprehensive set of best-of-bred component for both order and
logistics management.
Eresource ERP system is tightly integrated with the Sales and
Distribution module. This integration enables the mapping and supply of
single-site

or

multi-site

organizations.

Developing

precise

logistics

planning for just-in-time deliveries, this system can also generate

replenishment orders by using defined warehouse requirements.

11

OBJECTIVES
To identify dealers need i.e. What types of milk is generally they
buy, Why are they buying different brands of milk, Important
factors for purchase decision of dealers,

To find out whether the milk is supplied on time, Are they satisfied
with the delivery process of PARAG milk, How is the behaviour of
the salesman, Are there any shortcomings being faced by the
drivers and the salesman in the delivery process, Is there any
defect in packaging etc.

12

BENEFITS OF SURVEY
Advantage of survey:The advantage associated with the survey technique are:1. It takes relatively short period of time to complete.
2. Research can be produce many difficult type of information.
3. The amount of information procured on each aspect is larger.

13

EXECUTIVE SUMMARY
Marketing is indeed an ancient art. It has been practiced in one form or
other since the days of Adam, and Eve. It emerges as a management
discipline. However, is of relatively recent origin. And within relatively this
short Period, it has gained a great deal of importance. In fact, today most
Management thinkers and practitioners the world over, regard marketing
as the most important of all management function in any business.
Indian dairy is said to be emerging as sunrise industry. Milk industry
became Indias number one firm in terms of value of output since dairying
in India is closely linked to agriculture, Milk production is mostly based on
the utilization of farm by product and crop- residues. Because of this, the
cost of milk production is much lower than any other industry.
Modern scientific processing technology and managerial innovation are
opening up vast opportunities in processing and marketing of various
kinds of value added milk and milk products like flavored milk, ice cream,
and

other delicacies. Thats why most of the consumers are attracted

toward

milk product materials. Most of the consumers are attracting

packed milk because in this method there is no any adulteration

comparison to loose milk. Most of the consumers prefer full cream milk as
very essential because in this milk, fat percentage is very high. After that
2nd choice of consumers is DTM and the aged person and patient type of
consumers preferred skimmed milk .In this type of milk, fat is not
present. Most of the consumers purchase decision is based on quality of
14

milk. Time availability factor generally influence to the people for better
services. In consumers opinion Mother Dairy covers the maximum market
share then comes PARAG dairy. Most of the dealers think that if the
quality of the milk is good then the sale will increase. Now Consumers are
attracted towards flavored milk.
The products marketing division is handling the marketing of Butter,
Ghee, Skimmed milk, Milk powder, Dairy whitener. Table butter is
available in 100 gm &500 gm pack in the market. Pure ghee is present in
kg and 1 kg polypack in the market.
After MOTHER DAIRY PARAG DAIRY acquires 2nd position
in terms of Quality, Availability.

PARAG DAIRY plant of FAIZABAD is the first vertical dairy of Asia.

Thus it is also the most modern and automated dairy in East INDIA,
where quality of milk processed and packed is second to none. Parag is
widely accepted brand name of dairy product in India. According to me
Parag Dairy has got a good position in the market.

15

COMPANY PROFILE
Parag Dairy Establishment:
Parag Dairy Faizabad is a project under the operation flood 111 scheme
of the Government of India. It has been executed by National dairy
Development board (NDDB) with a capital investment of Rs 50 cores, for
Pradeshik co-operative dairy Federation Limited, Lucknow.
Some Unique features of the dairy:Parag Milk Dairy Faizabad is more than four decades old in the Indian
Dairy Industry. Aquasi government organization in the co-operative
sector, it is the leading organization in the dairy sector in the Northern
India. Parag Milk- a cohesive body successfully does away with the
exploitative force of yester years, the eventual middlemen, fore going a
direct link noble aim, a three tier co-operative structure has been evolved
comprising of societies at the village level, milk union in the districts &
finally the main focal
Apex Federationthe Parag at the state level. World Bank aided operation
program in the state has been implemented by Parag Milk in three phases
beginning 1997 to the year 1995.
Nearly all the potential milk belts of the state were gradually covered in
the three phases of operation Flood programme.

16

MARKETING
The federation is marketing milk and milk products under a common
brand name PARAG. The total product range under the Parag Brand
includes: - GHEE, Butter, SMP WMP Dairy whitener, Flavored milk, Paneer,
and Khoa. The clientele include several prestigious institutions- U.P. and
Delhi besides the Indian and the Fareast. The turnover of the federation
inclusive of the RMOs and Cattle feed plants union is Rs 545.08 cores.
The global market for Indian Milk product is likely to brighten further in
view of the GATT agreement and PARAG is poised to emerge as an
active player in foreseeable future.
EXISTING MARKET STRENGTHS
The field stiff is contacting more than 25000 retails outlets every morning
and evening. PARAG is serving more than 2 million consumers ever day
by providing them by top quality fresh milk. The consumers have faith in
PARAG products and PARAG believe that a satisfied customer is their
best advertisement.
BUSINESS AND MARKETING STRATEGY OF THE COMPANY
Last year, we marketed products worth US $ 20 million. Parag is a house
hold name for the quality and price- anchorage. Our clientele include
several prestigious organization of Delhi besides the Indian Army and
Indian Air Lines. Our sales network is spread throughout Indian.

17

The global market for Indian milk products is likely to brighten further in
view of the latest GATT agreement. At present we are successfully
exporting our product to neighboring countries.
MARKETING COMMUNICATION IN RURAL MARKETS
Marketing communication and promotion too possess problems in rural
markets. There are many constraints in maintaining the profile of the
audience and availability of the media.
The literacy rate among the rural consumers being low, in addition to the
level of literacy, the tradition bound nature of rural people. Their cultural
barriers and taboos and their overall economic backwardness add to the
difficulty of communication task. It has been estimated that all organized
media put together can reach only 30% of the rural population of India;
TV is an ideal medium for communicating with the rural masses. But it
reaches in the rural areas are limited even today. As regards the print
media the circulation is limited. It has been estimated that 33% of the
total cinema earnings in the country comes from the rural India. Rural
communication to be effective repeat exposure is a must and if the gap
between the exposures is long the message looses during this period.
In short the crux of marketing communication in the rural context is one
of finding a media mix that will deliver the required message in a cost
effective manner to target an audience that is predominantly illiterates.

18

OVERCOMING

THE

CONSTRAINTS

AND

MANAGING

THE

COMMUNICATION TASK:
A company that seeks a long term in rural market has to squarely
encounter these constraints and find a way of communicating effectively
with the rural target audience.
Selecting the media mix
Evidently, in the rural context the firm has to choose a combination of
formal and non formal media. The possibilities are indicated below:
Media mix in the rural context
Formal and organized media

TV

Cinema

Press

Other print media

Direct mail

Radio

Outdoors

19

NON-FORMAL/ RURAL SPECIFIC MEDIA

Information centre of companys product

Music records

Study classes

Demonstration

House to house campaigning by special promotion required.

Audio visual vans or publicity vans.

The formal organized media

T.V: With the increase in coverage and the increase in TV ownership in
the rural areas TV has the potential to become the primary medium for
rural communication. Studies have shown that 77% of the village in India
now TV in potency and effectiveness.
CINEMA: - The cinema is a useful medium in the rural context. Most
India villages have one or more cinema halls and 29% of all rural people
view cinema as a member of regular lifestyle and habits.
0UTDOORS:-- Outdoors also lend itself well to rural communication.
Infact presently many companies are using the outdoor hoardings and
wall painting etc.
THE NON FORMAL/ RURAL SPECIFIC MEDIA
Audio visual publicity vans. The AV unit or the publicity van is very useful
for rural communication. The van is a comprehensive mobile promotion at
the exclusive command of the concerned firms. Naturally the AV vans are

20

quite popular with rural marketing firms. Practically all the firms in the
agric. Input business have their own AV vans all over their respective
marketing territories. Phillips India has very successfully used the AV
vans for popularizing their radios in the rural market.
REGIONAL MARKETING OFFICE
Following are the six regional marketing offices:
1. LUCKNOW
2. RAMPUR
3. DELHI
4. MEERUT
5. VARANASI
6. KOLKATA
Through these offices marketing of PARAG have been monitored each of
these office is headed by Regional Manager (marketing) who has certain
area of operation allocated to him and has a warehouse located in that
particular town. Product are transferred from the manufacturing units
under instruction from General Manager (Marketing) at the head office to
the respective ware house from where they are distributed either to
stockiest or to the clearing & forwarding agent. The regional manager is
assisted in his marketing function by a team of sale force. Entire
marketing operation is monitored at the head office under the supervision
of the General Manager Marketing.

21

WORKING OF DIFFERENT DIVISIONS OF PARAG MILK FAIZABAD

ADMINISTRATION:
Administrative division has 4 sub divisions:

PERSONNEL

ADMINISTRATION

E.D.P

IN- CHARGE PUBLICATION

Personnel and administration division deals with welfare activities,
promotion policies, demotions, recruitments, transfer polices confidential
reports, and other such activities. Besides this they also make service
under the guidance of Managing Director. There service rules are made
under the co-operative act.
E.D.P
The Electronic data processing has 2 divisions:
1. Data processing
2. System Management

In-charge Publication
This division carries out a news paper monthly by a name Dughdha
Sahakarita. This gives detail information about various technical inputs
given to the society members. This newspaper is circulated through
various milk unions in the district.

22

FINANCE
1. Financial Management
2. Audit
3. Accounts
MATERIAL DIVISION
1. Centralized purchase and inventory control.
2. Milk procurement technical inputs.
Milk procurement and farmers organization
Technical inputs
MARKETING
1. Liquid Milk Marketing
2. Milk product Marketing
1. Liquid Milk Marketing:
At present the liquid milk has been brand name PARAG is being
distributed through local units or milk in major cities.
ENGINEERING
This division has two sub divisions:
1. Project Engineering
2. Maintenance Engineering
RESEARCH AND DEVELOPMENT
1. Market Research

23

2. Product Research
PRODUCTS LINE OF PARAG DAIRY
Parag Dairy has a good product line of milk and milk products. It has
introduced a number of milk products in order to cater to the needs and
demands of current and prospective customers.
The dairy has launched variants of products in order to meet the
requirements of all sections of consumers.
TYPE OF MILK
SPECIAL FEATURES SUITABLE FOR
Parag Gold (full cream High
m fat, creamy
Growing children, youth,
Milk)
Parag Toned (Toned
Milk)

and sportsmen
Medium fat,

All purpose milk

Reasonable price

OMPARISION WITH OTHER BUSINESS

In view of specific individual needs preference and requirements of
various types of milk with different special qualities have been developed
in PARAG Dairy Company.
TYPES OF MILK

PARAG TONNED MILK

PARAG DOUBLE TONNED MILK

PARAG SKIMMED MILK

PARAG FULL CREAM MILK

24

SPECIAL FEATURES

High fat , creamy

Medium in fat content , reasonable price

Medium in fat content , more economical price

Fat free milk, very economical price

SUITABLE FOR

Growing children, youth, and sportsmen

All purpose milk

Adult and weight conscious people

Heart patients, diabetics etc.

FIELD WORK PROCEDURE

Once the researchers have finalized the problem definition and research
design steps, He must conduct the actual data collection operation. The
fieldwork is the most expensive of all step .In a research project also the
fieldwork is most prone to error. The researchers might be in countered
with a number of problem during the field work. The most common
problem during a field work are.:-

1. Not at home.
The people (sampling units) who the research wants to interview may not
be available at home. The researchers in such a situation may either call
back poster or substitute another house just adjacent or next-door.

25

2. Refusal to co-operate
The researchers may find the respondent at home but he may not obtain
the desired co-operation from them. Of the researchers it carefully
selected and trained properly. He may use his tactics to persuade the
respond.
3. Respondents bias
The respondents may declined to co-operate the researchers must
establish a report with the respondent to avoid this. Event it they cooperate, respondents may give biased or misleading answers to the
question asked by the researcher
4. Interviewer bias
The interviewer may also introduce different types of bias in the
answering to more facts of their age, sex, manner or intention. In
addition there may be conscious bias created by the interviewers wing to
his dishonestly. Every interviewer tries to finish his quota of interview as
quickly as possible and also at the cheapest possible cost.

26

PARAG- SOME FACTS

Parent organization of PARAG Dairy, Faizabad.PARAG monitors and
controlsThe operation of around 13 dairy plants in U.P. PARAG has its
head quarters in Lucknow (U.P). PARAG is monitoring around 30 dairy cooperative union in U.P. PARAG has a capacity of 1510 thousand liters of
milk per day.
NUMBER OF CO-OPERATIVE:30
NUMBER OF DAIRY PLANTS: 13
CAPACITY: 1510 thousand liters

Pure Ghee
Pasteurized Butter

Instant milk powder

Instant milk mix

White Butter

Milk Cake

Paneer
Skim milk powder

27

TRADE PROFILE
The Federation is marketing milk and milk products under a common
brand name PARAG.The total product range under the PARAG brand
includes Ghee, Butter, Mattha, Flavored Milk, and Curd, besides all type of
liquid milk.
The sales network is spread throughout Northern India, and the Far East.
Besides these the Federation is marketing the following industrial units.
Cattle feed pacing material
Milk transport cans.
Plastic crates units
Milk testing equipments
Cheese plant
Ice-cream plant

MANAGEMENT HIERARCHY
PARAG MILK has 10 division every division has managers who are
responsible of every division is responsible to Managing Director.
The division heads of each division shall be responsible for the
performance of their respective division not only at the head office but
also in the units- union in the field. These officers are responsible for
achieving fixed target and implementation of system for sorting the
28

problem of unions. All plans having ambition more than one year or those
likely to have an impact on other functional division well before approval
implementation be routed through management service division which
will check the plan to see whether they are in conformity with corporate
objective.
The Managing of the organization is appointed by state Government.
He/She is the IAS officer. Earlier the posts of secretary, Managing Director
of milk commissioner were different, but these days M.D of the
organization has the authority of all the three posts.

Government polices is related to the business

Government is taking instruct in business because milk is using for
human hea. And every country

wants their people should take milk

regularly. Generally milk is basic food for people. For growing child aged
person and every common people be whole group of member totally
depend upon milk. Therefore it is fulfilled our basic needs. So in this
reason government could not adopt tax on milk. That is why its becomes
very normal. Every category people can be buying milk different branded
And different types of milk is DTM,FCM,AND SKIMMED MILK etc.
Government can also has been adopting to maintain milk quality thats
why (23 quality test every day testing and checking milk in company).
Due

to

its

reputation

PARAG

is

currently

implementing

following

development and promotion programmes supported by Central/state

29

government project dairy project, rural family welfare project, Uttar

Pradesh Diversified Agriculture support project. Besides this government
also helps rural people to given loans for dairy purpose.
Generally these facilities are given government in that people those small
and

marginal

farmers

and

landless

labour

and

government

also

encourage rural Women and actively participating dairying.

TAX ASPECT
Sale tax is paid on milk product to government. There is nothing but in
transportation Mandi Tax is paid of 7% for ghee. There is no tax
particularly in milk from one place to another but in milk product
government has adopted some tax.
The following major products marketed by company are as
follows
Pure milk ghee
1.Name of the Product:

Parag pure Ghee

2.Regular packing:

500gms.,1kg.,2kg.,15kg

3.Usage:

Ideal for cooking, baking, garnishing

and sweet making.

4.Ingredients:

Milk fat

5.Composition:

Milk fat 99%

Moisture 0.3%

30

Calorie value 900 calorie per 100 g.

6.Quality standards:

Acidity (0%Olcic Acid) 1% max.

Baudoin Test (-) ve.

7.Special Features:

Made from fresh cream, has a typical

rich aroma and granular texture and
ethnic product.

8. Product Specification

Meets AGMARK special grade

9.Shelf life:

Tin pack: 1year

Poly pack: year

Table Butter:
Name of the product

PARAG PASTEURIZED BUTTER

Regular packing

100 gms.500gms. Duplex board carton,

400 gms tin pack.

Usage

As table butter on toast, chapatti, in baking and

Cooking

Ingredient

Butter,salt,Annatocolour

Composition

Milk fat 80% min., Moisture 16% max.,salt

2.5%,
Curd 0.8%, calorific value: 720 calorie per
31

100 gms.

Micro-bio Standards

Coli forms per ml.500 max.

Yeast and Mold count 20 max.

Special features

Made from fresh cream by hygienic method

Product Specifications

Meets AGMARK Standards

Shelf Life

9 months at -10 degree to -12 degree c

Carton Size

20kgs. =305*305*286 mm
15 kgs. If 100 and 500 gms

Name of the product

PARAG SKIMMED MILK POWDER

Regular packing

200 gms. Bag in Box

500 gms. Big in Box
200 gms. Poly Jar
500 gms. Poly Jar

32

Usage

Ideal for making tea, coffee, sweet

Ingredient

Milk SNF, Moisture

Composition

Milk Fat : 1.25 Max

Protein : 35% ;

Carbohydrate : 52%

Mineral 7 %; Moisture 3. 5 % ; Calorific value :350 c/100

GMS.It has excellent natural dispensability
Special features
Meets ADPI extra grade and BIS extra grade
Product specifications
11/2 Years
Shelf life
500*30 =15 kg.
Cartoon size
200*90 = 18 kg.

DAIRY WHITENER
Name of the product

PARAG SURUCHI INSTANT MIX

Regular packing

500 gm. And 10 kg. tin

200 gm.And 500 gm. Bag in Box

Usage

Ideal for making tea, coffee

Ingredient

Partially skimmed milk and sugar

33

Composition

Milk fat 19 % milk Protein 23 %,

Carbohydrates 51 %, Lactose 34 %,
Sugar 17 % , Minerals 5 %, Moisture 3 %

Special features

Packed under nitrogen , and has excellent natural

Dispensability

Product specifications

Meets BIS specifications for sweet and milk powder

National
Parag is the second largest distributor of milk in Delhi & Noida, and
catering to its customers since the last fifty years. We are looking forward
to reliable business partners including dealers and collaborators for
effective business. We operate in close association with the dairy experts
and continuously upgrade the quality of our products.

International
India offers countless opportunities in the field of dairy industry, which is
still flourishing. Encouraged by the success in the domestic market, Parag
is expanding the horizon of its business and looking forward to the
importers and foreign buyers for its dairy and industrial products. PARAG
group enjoys the services of a state-of -the-art production unit for the
manufacturing of acid asein and dematerialized whey powder. Its leading
position in the domestic market will give us an edge over the others.
Competitors of the company in the milk market.

34

Competitors of company in Faizabad&Ayoydha market are:1. Mother dairy

2. Paras
3. Amul
4. Gopalji

35

PRODUCT OF THE COMPANY

Parag proudly present itself as a premium brand in the Indian Dairy
industry. A list of nutritious and premium quality product of parag
include:

Milk (Full cream and tonned)

Skimmed milk powder in bulk and consumer pack

Dairy whitener

Pure ghee

Table butter

White butter

Demineralised whey powder

Casein edible and industrial grade

Dahee

The taste, flavour and excellent quality of our SMP-ISI and pure ghee
have made them as the brand leader in the market.
In tune with the rapidly changing technology, production, units are
well armed with the latest equipment. These facilities enable to cater
to the needs of clients of Paras by selling over 2,50,000 liters of milk
per day in Delhi metro & Faizabad.
Wide network of Parag backed by a team of dedicated and skilled
professionals is ready on its tows to provide you fresh and nutrious

36

dairy products. They always welcome all clients queries and leave no
stone unturned for clients utmost satisfaction.
BACKGROUND
Parag is in the business of milk for more than 50 years. Parag milk is
entirely collected from village level collection centers that are
developed by Parag. The quality of Parag milk, regularity of supply
and value of commitment has made Parag as the hallmark in our
sphere of operation. Today Parag is the second largest distributors of
milk in Faizabad & U.P.
The taste and flavor , low sodium level , low ash , content and low
plate count of Parag dairy products has fetched as accolades of clients .
Products

of

Parag

have

found

wide

acceptance

with

countless

prestigious institutions. It includes Nestle India Limited, Smithkline

Beechman, Hindustan Lever Limited, Mother dairy &thers.
CONSUMER BEHAVIOUR
Consumer

behavior

consists

of

human

behavior

that

goes

in

marketing purpose decision. In case of basis necessary things of life

(food, cloth and house) a person not takes any rise and wants to
purchase best brand available in the market.
A person do not experiment with food products, he only purchase
known brand or pre-used brand. He switches over only in the
condition of suggestion of friends and relatives.

37

A general behavior of people is to select the best option available in

the market. But option means that brand which he knows and that
brand is best quality at fewer prices. But in the case of food product a
person do not main emphasize on price of thing, his main emphasis is
on quality. So in this case people want only best milk brand which
they knew.
QUALITY ASSURANCE FROM PRODUCERS TO CONSUMER:
AN OVERVIEW
In the new millennium, the world is emerging as a new place with
increasing challenges for co-operative dairy industry to produce superior
quality milk & milk products at a competitive price. In this changed
environment the testing of milk &milk products at a different stages of
handling, has become a necessity to ensure good quality & safe food for
the consumers.
DEFINING QUALITY

Quality is an outcome of intelligent efforts and a strong will to

produce
superior and safe food articles of internationally accepted standard
Customer satisfaction is at the focus of the latest international
standards for quality.

Quality

as

defined

by

the

international

organization

for

standardization is "the totality of features and characteristics of a product

and service that bears on its ability to satisfy stated or implied needs.
38

QUALITY OF MILK
1. Nutritional or compositional quality
Fat &SNF, protein Lactose, Minerals & vitamin Etc
2. Food Safety Quality Contamination due to feed, medicines, fertilizers,
environment etc. In the milk at upper level. Microbial quality, which is
a function of general health of the cattle and milk handling practices
subsequent to milking
- The General hygiene of the farmers.
3.

Sensory Quality Off - flavour, smell/ flavour which consumer like/

dislikes.

FACTORS INFLUCING QUALITY

The quality of an food materials including milk &milk products is
influenced

by

the

manner

in

which

the

raw

material,

producer,

transporter, processing, post production handling, storage consumer and

regulatory environment interact each other.
Good processing and handling can only help to prevent or inhibit further
deterioration in quality but can not off -set the harmful effects of the
deterioration in terms of toxins and acids which have already been
produced due to increased Bacterial Activity in the raw milk.

39

CONSTRAINTS IDENTIFIED IN ENSURING QUALITY

Portable water and drainage, approach road and electricity in DCS

villages

Awareness among the farmers resulting in poor hygiene, sanitation &

environment condition

Inadequate microbial quality testing facilities in dairies

High ambient temperature, particularly in summer resulting in faster

growth of microorganism in the milk

Longer time of storage & transportation

Cold chain for raw and pasteurized milk.

Maintenance of equipments at dairy /cc like can washer,

can scrubber, flow diversion valve etc.

TYPICAL OBSERVATIONS

Mixing of "morning & evening milk"

Milking the animals in dirty surrounding with cow-dung & animal
urine

"Storing the milk" in the house before supplying it to the society

Use of "Aluminum, plastic, GI Utensils" for making the animals and

carrying the milk to DCS

Addition of neutralizers, formalin and hydrogen peroxide in raw milk

Use of plastic jerry cans at DCS level for transportation of raw milk

Fat testing by Gerber method is carried out in most of the DCS

40

Lack of Farmers participation.

STRATEGY ADOPTED

Mass awareness campaign

- CMP awareness through village level meetings, booketlets, calendars &

posters
- Organizing exhibitions/stalls at union/DCS level
- To provide technical support for hot water system, as vessels etc
- New technological supports
- Sanitization of cans at DCS level

Cooling of Milk at DCS level

- Introduction of BMC
- Reducing transportation time through rationalization of routes

Incentives to DCS for supplying good bacteriological quality milk.

INTRODUCING NEW TECHNOLOGIES

Automatic Milk Collection Stations (AMCS)

- It helped in bringing transparency at DCS level

- It has simplified the operational and day accounting activities

Bactaslyde

-Quick testing and easy to use technology for total bacterial load and

41

coliform load
- It helps in creating awareness about bacteria among farmers, DCS

Adulteration Detection Kit

- There are two adulteration kits, small and large

-Small adulteration kit is used for 5 adulterants
- Large adulteration kit is used for 10 adulterants

Procurement Process
In

UP milk production is scattered with large-scale producers. A quick

survey done in the recent past reveals the fact that the average land
holding is very small. The number of family members is high as compared
to the buffaloes that a family owns. The number of buffaloes is less with
20%-50% dry or pregnant, thus the producer has to feed such animals
that are not in lactation.
The average milk yield per lactation of buffaloes is 300 days ranges
between 900 kgs to about 1500 kgs. Producers retain the 25% of the
produced milk and rest of the 75% is marketing surplus. Thus these
quantity of surplus milk available with a producer ranges from 2 kgs-10
kgs per day. An adequate system of organizing milk procurement, quality
control, quick testing and chilling & transportation is required in most of
the village.

42

Keeping this in view VRS Foods already organized about 500 village
centers. Every center is located in pucca room owned by the company or
hired locally and provided with a small laboratory for conducting quick
platform tests including fat%, SNF%, acidity test, COR, BR and CNR on
which payment is made. Company has also provided running water for
the cleaning of utensils, equipment and storage of milk. During the flush
season at each village 300 kg to 700 kg of milk is collected. As per the
time schedule, small size vans collect the milk and transport it quickly to
the nearest chilling center/dairy plant. In these plants milk is cooled to a
temperature of less than 9 degree centigrade to preserve its quality.
certain centers facilities for the pre-cooling of milk is also available. It
also avoids any rise in acidity while storage and transportation.

Vedram & Sons

Milk
||Ghee||
ParagMilkSpray ||
InstantDairyMix ||Casein ||

VRS Foods
Ghee || Parag
Table Butter ||
Parag
White
Butter

Demineralised Whey Powder

43

MILK TESTING
1. ORGANOLEPTIC EVALUATION
Check colour , taste and flavour of milk.
2. COB TEST:Take 2ml of milk in a dry test tube. Boil milk on flame of spirit lamp
.Formation of ppts. in the test tube indicate COB test positive.
3. ALCOHOL TEST :Take 5 ml in a test tube . Add 5 ml (60% by volume) alcohol with
constant shake. Formation of ppts. indicates alcohol test positive
4. TITRABLE ACIDITY TEST:Take 10 ml milk in 100 ml conical flask add 10 ml distilled water and 1 ml
phenolphthalein solutions titrate with N/10 NAOH till fant pinkish colour
appears.
%TA = 0.09 X ml. of NAOH used.
5. NEUTRALIZER TEST:Take 2 ml milk rosalic acid (0.05% in 60 % alcohol), add 2 ml of milk
44

.Rose red colour indicate neutralizer test positive.

6. UREA TEST :Take 2 ml milk in test tube , add 2 ml DMAB solution and mix the
contents. Appearance of yellow colours indicates the urea test positive.
7. SUGAR TEST :Take 3 ml milk in a test tube, add 5 ml dilute HCL (1.2) containing 0.1%
resorcinol. Mix well and keep test tube in boiling water for 5 minutes.
Brick red colour formation indicates sugar test positive.

8. STARCH TEST :Take 3 ml milk in a test tube , boil and cool under tap water and add 2
drops of 1 % Iodine solution. Appearance of blue colour indicates starch
test positive.

9.HYPOCHLORITE TEST :Take 5 ml milk in test tube, add 1.5 ml of 7% potassium Iodide.
Appearance of yelloish brown colour indicates hypochlorite test positive. If
solution is clear add 4 ml dilute HCL (1.2) and heat the test tube at 85
degree centigrade for 1 minute. Cool and add 0.5 ml starch solution.
Appearance of blue or red colour indicates presence of bleaching powder.
10. FORMALIN TEST :Take5 ml milk in a test, add 0.5 ml of 1 % ferric chloride solution. mix
well and conc. sulphuric acid slowly along the side of tube. Formation of
45

violet ring at juncture of two liquid confirms formalin test positive.

11. HYDROGEN PEROXIDE TEST :Take 5 ml milk in a test tube and add 2 drop of para phenyl diamine
hydrochloride (1%). Formationof blue colour indicates hydrogen peroxide
test positive.

12. B. R. TEST (40 DEGREE CENTIGRADE):Centrifuse the milk, take out cream plug & make ghee. Add a drop of
clear

fat

on

Butyrorafractometer

prism

maintained

at

40

degree

centigrade . Reading should be in range of 40- 43.If B.R reading taken at

temperature other than 40 degree centigrade , apply the following
formula:
R = R1 +0.55 (T1-40)
R= B.R. reading at 40 degree centigrade
R1= Observed reading at T1
T1= Temperature degree centigrade at which B.R reading taken.

13. MINERAL OIL TEST :Take 22 ml alcoholic KOH solution (0.5N) in a flask, add 1 ml of clear FAT
sample. Saponify the FAT sample and add 25 ml boiling water along with
the sides of flask. Keep on shaking the flask . Turbidity indicates the
presence of mineral oil.

46

14. MBR TEST :Take 10 ml milk in a sterilized tube, add 1 ml MBR dye solution plug with
a sterilized cork and invert the tube to mix contents and incubate in a
water bath at 37 degree centigrade. Check the tube for decolourisation
first after 10 minutes, next after 30 minutes and subsequently after every
hour. MBRT is counted deleting initial 30 minutes of incubation.

15.PHOSPHATASE TEST:Take 1 ml milk in a

sterilized test tube, add 5 ml phosphatase dye .

Incubate at 37 degree centigrade in a water bath. Observe the colour

after 10 minutes, 30 minutes and finally after 2 hours. Yellow colour
indicates the test positive perform control test also for comparision by
boiling of milk sample.
16. SALT TEST :Take 1 ml milk in a test tube , add 2 drop of 10 5 potassium chromate
solution . The whole solution turns canary yellow in colour. Now add 5 ml
N/100 Silver nitrate

and mix well .The persistance of canary yellow

colour as such show the positive salt test.

47

SWOT ANALYSIS OF PARAS DAIRY

STRENGTHS

ORGANIZATIONAL

Advantage of being first vertical dairy

in Asia

PRODUCTION

Most hygienic &computerized dairy.

Proper & adequate Infrastructure.

Authority & responsibility clearly defined.

Functional organization.

Computerized & automated operation.

Best quality products (23 quality checks)

Comparable quality products.

Funded by Govt. of U.P &Delhi

Adequate own funds

Overall satisfactory financial position

Number 1 brand in Delhi

FINANCE

MARKETING

48

Reasonable in price

Good distribution network

Highly qualified & motivated staff.

Responsibility of staff clearly defined

Staff aware on the objective set by top mgt.

PERSONNEL

WEAKNESSES
Run and owned by govt.
Low brand awareness in national Capital region.
Less advertising and promotional expenditure.
Low brand equity.
Very average distribution.
Weak position in the mind of customer.

49

OPPORTUNITIES
Growing awareness among consumers regarding nutritional value
of milk products.
Health positioning of brand because of growing concern among
consumers regarding health.
Appropriate time to venture into production and marketing of UHT
milk, to serve milk, ice creams.
THREATS

PARAG as a brand, being threatened by the major presence of

Mother Dairy.

Less

advertising

and

promotional

expenditure

are

currently

negatively affecting and shall do more harm in long run to the

profitability of company.
Lack of professionalism sucking the life blood of organization.
Lack of good distribution network threatens the very survival
of company as well as the brand PARAG.

50

LIMITATION
1. Some people dont give the remarkable answer, so the surveyor has to
make his own assumption.
2. Since the survey has been conducted in Faizabad & Ayoydha, being so
big market it might not give true picture.
3. The questionnaire was too long and many a times respondents used to
refuse to fill the questionnaire as they considered it to be time
consuming.
4. The time period allotted for the study was limited as it had to be
completed with this stipulated period of time.
5. The number of respondent covered in the study is limited. Ai though all
efforts has been taken to make this study a representative of total
market of Faizabad & Ayoydha, the sample size is too small so that data
are not reliable. Most of the customer were busy in their work and
saying sorry I dont have time .So it was very difficult to access
information from those people.
6. The respondents were unable to read exact data spontaneously.
7. It is very difficult to catch the exact word of customers through
questionnaire.

51

RESEARCH METHODOIOGY
In marketing project the accuracy and authenticity of the obtained data
depends upon the partial skill which is exercised in preparing the project
and selecting the most effective technique of data collection.
SOURCE OF INFORMATION:
Major sources of information for this project are customer scattered
various area of FAIZABAD . It was very difficult to gather the information
from some of them as they were in hurry and not willing to give the
information related with the topic and sometimes not ready to fill the
questionnaire. They thought it was not beneficial for them and was just
wastage of time. But I would try to my best and make ready to fill the
questionnaire told them that it is also profitable for them. Maximum
customers gave very good response in filling questionnaire also provide
extra information related to topic .So that I have prepared this report
Sources of Data
The sources of data collection methods are as follows.
a) Primary data :The primary data is that which details we collect first time from the
market and also used first time in the research. We also say that the
information is first time in the research decision. To collect the primary
data questionnaire is prepared structure no disguise questionnaire is
prepared.

52

b) Secondary data :Secondary data are those data which are already collected by someone
for some purpose and are available for the present study;secondary data
are alreadycollectedbythe companys records andother librarys books.
When the secondary data are sufficient, theresearcher has to be satisfied
with the primary sources of data.Secondary data can be used as bases for
comparison with primarydata have been collected by questionnaire.

METHODS OF DATA COLLECTION:

METHOD OF DATA COLLECTION

PRIMARY DATA

QUESTIONNAIRE

INTERVIEW

SECONDARY DATA

MAGAZINES

INTERNET

NEWS PAPER

53

QUESTIONNAIRE METHOD :
The

most

popular

researcher

instrument

for

collection

data

is

Questionnaire for a particular investigation. It is simple for a moiled set

of questions presented to respondents for their answers.Due to this
flexibility, it is most common instrument used to collectthe primary data.
During the pre- testing of questionnaire, I seen the

reaction

of

respondents and suggestions required to make change in research

instrument.
The questionnaire contains three types of questions.
Open-ended question :It is helpful in knowing what is uppermost in the mind of the
respondents. It gives complete freedom to the respondent.
Close questions :It has only two answers in form yes or no, true or false, use or do
not use. So the respondent is offered two or more choice.
Multiple-choice question :In this, the respondent is offered two or more choice.
INTERVIEW METHOD:
The interview method of collection data involves presentations of oralverbal stimuli and reply in terms of oral-verbal response.

Personal interview

Telephonic interview
54

SURVEY METHOD:

The act of looking or seeing or observing.

Reasons of selection of survey technique:There are several factors, which need to be evaluated for selection of the
most suitable technique. These factor are: Cost
Time
Accuracy
Amount of data gathered
Response rate
Flexibility
Control

TYPE OF RESEARCH DESIGN:

(1) Exploratory research
(2) Conclusive research
(3) Descriptive research
(4) Causal research

55

TYPE OF RESEARCH
My research project is quantitative and qualitative both because the
question was both type the variables are easily measurable in some
question but in other question response are not easily measurable .
So I divided all the responses in some variable and then collect the data
with the help of this questionnaire and after that analyze the data which
comes from the research.
Qualitative research is specially important in the behavioral science where
the aim is to discover the underlying motives of human behavior. Through
such research we can analyze the variables in a particular manner or which
make people like or dislike a particular thing.
Sample size:For the purpose of proper survey, there is need of perfect research
instruments to find out sample size for more accurate result about buying
behavior of bike. The sample size is 25 respondents.

56

ANALYSIS & INTERPRETATION OF DATA

After collection of data, next task of research process is analysis and
interpretation of data. Questionnaire is processed and edited to make
sure that all question are answered. He resulting data should be logical
and consistent. After editing, data are tabulated and analyzed. Data
analysis includes the statistical test which may be editing, coding,
tabulation, interpretation. Coding is the assignment of numbers to the
observation so that data can be analyzed, whereas tabulation refers to
classification and cross classification of observed data. The above things
are common in all type of market research project
RESEARCH DESIGN OF PROJECT
A preliminary study of customers/ viewers user satisfaction was done by
the method of research. For this purpose structured and non -disguised
questionnaire was prepared and administered to various customers in
different market segments like government houses, corporate house and
various other individuals.
IDEAL MARKETING STRATEGIES FOR COMPANIES
1. Decrease in price
2. Improvement in quality of product
3. Better technology
4. Emphasis on advertising
5. Proper after sale service
6. More distributors.
57

7. Delivery regularly
8. Delivery timely
9. Proper market research.

Properties

Consumption of various
milk
categories
(in
carates)

Dealer Name

Location

FCM

T.M

DTM

SKM

Lal Babu

Amaniganj

Harish store

Fataipur

Arivind store

Araganj

Singhal store

Rikabganj

66

Sharma store

Civil-line

Manoj store

Naka

-2

Kanu store

Ayodhya

12

Kusum store

Raiganj

Vijay store

Shahbganj

Aarti store

Beniganj

26

Deepak store

Reedganj

Sunil store

Makbara

J K store

Gulabbari

Baba store

Nayaghat

58

Chart
Properties

Dealers name

Location

Consumption of various
milk
categories
(in
Carates)
FCM TM
DTM SKM

Bahadur store

Gosaiganj

32

-Gautam store

Akbarpur

11

Kapil store

Pura Bazar

23

Kailash store

Maya Bazar 30

Sanjay store

Saschin store

Drashan
nagar
Suhawal

Tiwari store

Hartee

Sharma store

Devi lal store

Radha
vihar
Dhrampur

Dhulichand store

Faizabad

Tundu store

Dharyaganj 9

59

Chart
Properties
Dealers name

Location

Consumption of various
milk
categories
(in
Carates)
FCM TM
DTM SKM

New fine bakery

Selampur

Suresh store

Maujpur

Chaudary store

Maujpur

34

Radhaswami store

Yamuna Vihar

Arpit Bakery

Yamuna Vihar

23

Bist store

Yamuna Vihar

24

Bansal store

Yamuna Vihar

34

Gupta store

Yamuna Vihar

12

Jain store

Yamuna Vihar

26

Tanu store

Yamuna Vihar

15

Dev Raj store

Yamuna Vihar

18

Fauji store

Yamuna Vihar

20

Master store

Khajuri

34

Sarder store

Khajuri

Mahipal store

Bhajanpura

Pappu store

Akbarpur

44

Shyam store

Gosaiganj

Chhabra store

Rashulpur

60

Chart
Properties
Dealer Name
Ram Veer

Location
Tisrapusta

Consumption of various
milk
categories
(in
carates)
FCM T.M
DTM SKM
23
2
1
-

Shyam store

Sudamapuri

58

Bachcha ram store

Sudamapuri

34

Ashok store

Arvind Nagar

100

Haridutt store

Arvind Nagar

45

Krishna store

Bhagpura

23

Vinod store

Dayalpur

21

Rakesh store

Munshi market

33

Maheshwari store

Kashi Nagar

23

Bharat store

Mustakabad

Praveen store

Mustakabad

Subhas store

Mustakabad

42

Hasan Store

Mustakabad

R K store

Mustakabad

61

Chart
Properties
Dealers name

Location

Consumption of various
milk
categories
(in
Carates)
FCM TM
DTM SKM

Avadhesh store

RTO

Ramesh store

Ghatpur

Bhim store

Nya ghat

Rattan store

Hasanpur

Neelam store

Bilas nagar

Babli store

Matia mahal

Sajeev store

Nawabganj

Sahmim store

Behat road

Mehtab store

Gonda

Man Singh store

Pandav Nagar

Praveen stoe

Pandav Nagar

Bharat store

Modi Nagar

Master store

Mina Bagh

Vicky store

Ram Bagh

12

Umesh store

Punjabi Bagh

Ashwini store
Sanjay store

Punjabi Bagh
Saraswati Vihar

23
4

3-

2
-

Rajasthan store

Saraswati Vihar

62

Chart
Properties
Dealer Name

Location

Consumption of various
milk
categories
(in
carates)
FCM T.M
DTM SKM

Ravi store

Sahabganj

32

Nanda store

Amaniganj

12

Naseer store

Bhadrabhad

10

Top foods

Cvil line

Kapil store

Katra

Akshay store

Ranopali

Thompson press

Bus stand

Rekha Kirana store

Akbarpur

Pepsi

Bini ganj

GreaterNoida
Authority

Lal ganj

TOOL AND TECHNIQUES

Tools and techniques which used in this project are:Measuring scales: Nominal scale
Graphics rating scale
Marketing research tools
Survey
Questionnaire
Statistical tools
Bar diagram
Pie chart

63

DATA ANALYSIS OF VARIOUS CUSTOMERS OPINIONS

Q. What type of milk you generally use?

Milk powder
Pasteurized milk
Non Pasteurized milk

Milk powder

Pasteurized
milk

20

Non Pasteurized milk

What type of milk you generally use?

8%
Powder milk

28%

Pasteurized milk

64%

Non pasteurized milk

Findings: It was found that most of the consumers prefer to

buy Pasteurized milk.

64

Q. What brand do you prefer most?

Parag
Mother dairy
Amul
Gopal Jee
Any Other

Parag
5

Mother
dairy
10

Amul

Gopal Jee

Any Other

What brand do you prefer most?

8%
12%

20%

20%
40%

Parag
Mother dairy
Amul
Gopal jee
Any other

Findings: Mother dairy got the highest rank i.e. 32% preference
than comes Paras with 20%.

65

Q. Are you satisfied with milk you consume

Yes
No

Yes
15

No
10

Are you satisfied with milk you

consume?

40%
60%

Yes
No

Findings: Most of the consumers is satisfied to Parag milk.

66

Q. What type of milk you used?

Full cream milk

Toned milk
Double Toned milk
Skimmed milk

FCM
9

TM
6

DTM
7

SKM
3

35%
30%
25%
20%

35%

15%

25%

30%

10%
10%

5%
0%

FCM

TM

DTM

SKM

Findings: It was found that most of the customer preferred to buy

full cream milk or DTM

67

Q. On what basis you choose milk for consumption?

Price
Quality
Availability
Packaging
Consumer Awaraness
Brand Image
Price

Quality

11

Availability Packaging Consumer Brand

awaraness Image
4
1
2
5

Price
On what basis you you choose milk
consumption?

Quality

20%

Availability

8%

Packaging

8%
4%

44%
16%

Consumar
awareness
Brand Image

Findings: Most of the customers buy milk on the quality

basis.

68

Q. Do you get the proper quantity of milk from the dealer,

when you need (Timely)?

Yes
No

Yes
20

No
5

Do you get the proper quantity of milk from the

dealer?
20%
Yes
No
80%

Findings: Most of the consumers get milk from the dealer timely.

69

Q. How do you come to know about Parag milk?

News paper
Friends
From the nearest shopkeeper
Any other

Newspaper

Friends

From the
nearest
shopkeeper
10

Any other
5

How do you come to know about prag milk?

News paper
20%

40%

28%

12%

Friends
From the nearest
shopkeeper
Any other

Findings: It was found that the maximum number of consumers

came to know about Parag milk from the nearest shopkeepers.

70

Q. Do you want any improvement in Parag milk?

If,

Yes
No
yes then what type of improvement do you want?
Quality
Price
Packaging
Availability
Any other

Quality
10

Price
4

Packaging
2

Availability
4

Any other
5

Findings: The survey emphasized improved quality of Parag milk.

71

Q. Do you want Parag milk in loose (without packet)?

Yes
No

Yes
21

No
4

Do you want Parag milk in loose?

Yes
16%
Yes
No
No
84%

Findings: It was found that about 84% customers were not

interested in taking milk in loose.

72

Q. What type of packaging you prefer?

Half liter
One liter

Half liter
18

One liter
7

Findings: It was found that about 72% customers purchase half litre milk.

What type of packaging do you prefer?

One litre
28%
Half litre
One litre
Half litre
72%

73

Q. Do you know about pasteurized milk and its effectiveness?

Yes
No
Yes
21

No
4

Do you know about pasteurized milk and its

effectiveness?
No
16%
Yes
No
Yes
84%
Findings: It was found that about 84% of the regular customers
were aware of the pasteurized milk and its effectiveness.

74

Q. Do you know about quality control process used by different

dairy firms?

Yes
No
Yes
16

No
9

Do you know about Quality Control Process used

by different Dairy firms?

No
36%
Yes
64%

Yes
No

Findings: From the survey it was found that 64% of the customers
were aware of the Quality Control Process used by different dairy
firms.

75

Q. DO you know that Parag milk is not only pasteurized but also
clarified?

Yes
No
Yes
15

No
10

Do you know that Parag milk is not only

pasteurized but also clarified?

No
40%
Yes
60%

Yes
No

Findings: From the survey it was found that 60% of the customers
were aware that Parag milk is not only pasteurized but also
clarified.

76

Q. What is your option about the quality of Parag milk?

Excellent
Good
Average
Below Average

Excellent
11

Good
6

Average
4

Below Average
4

12
10
8

Excellent
Good
Average
Below Average

6
4
2
0

Excellent

Average

Finding: Most of the customer says Parag milk is excellent.

77

DATA ANALYSIS OF VARIOUS RETAILERS OPINIONS

Q. Which are the brands of milk you sell?
Mother dairy
Parag
Amul
Gopal Jee
Paras
Any other
Mother dairy

Parag

Amul

10

Gopal
Jee
2

Paras

Any Other

Findings: It was found that most of the retailers sold Mother dairy
then Parag & Amul.

78

Q. Why you prefer that particular brand?

High demand
High profit
Easily available in time
Good quality

High
Demand
10

High
Profit
5

Easy available in
time
4

Good Quality
6

Findings: It was found that most of the retailers sold On the basis
of high demand.

Q. What is the most important factor when purchasing milk from

company distributor/salesman?

Credit
Margin
79

Credi
t

Consumer scheme
Quality
Brand name
Consumer preference

Margin

Consumer
Scheme

Quality

Brand
Name

Consumer
Preferenc
e
3

What is the most important factor when purchasing milk from company
distributor/salesman?

Consumer
preference
12%

Credit

Credit
16%

Margin
Consumer
scheme

Brand name
16%
Margin
20%
Quality
28%

Consumer
scheme
8%

Findings: : It was found that most of the retailers sold

basis of Quality.

Quality
Brand name
Consumer
preference

On the

Q. What type of milk generally you buy more?

FCM
80

DTM
SKM
TM
FCM
10

DTM
6

SKM
4

TM
5

What type of milk generally you buy

more?
10
10

4
5
0

FCM

DTM

SKM

FCM
DTM
SKM
TM

TM

Findings: FCM has highest range of selling among the customer.

Q. Whether you get the supply of Parag milk in proper quantity or

not?

Yes
No
81

Yes
17

No
8

Whether you get the supply of Parag

milk in proper time or not?
No
32%
Yes
68%

Yes
No

Findings: It was found that most of the retailer get supply in

proper time.

Q.How is the behaviour of the salesman of parag milk?

Good
Bad
Normal

82

Good
11

Bad
8

Normal
6

How is the behavior of salesman parag

milk?
15
10
5
0

11
Good

8
Bad

6
Normal

Findings: It was found that most of the salesman behavior is

good?

Q. Are there any short coming being face by the driver and the
sales man in the delivery process of parag milk?

Yes
No
83

Cant say

Yes
14

No
6

Cant say
5

Are there any short comings being faced by the drivers and the
salesman in the delevery process of Parag milk?

56%

20%

Yes
No
Can't say

24%

Finding : Yes most people fullfill the shortage of parag milk by

salesman.

Q. Is

Yes

there regular defect in the packaging of parag milk?

Yes
No
Need to be improved

No

Need to be improved
84

22

5%

73

Is there regular defect in the

packaging of Parag milk?
22%

Yes

73%
Finding : Yes the most people are saying regular defect of parag
milk.

Q. Which type of milk consumers prefer most?

Full cream milk
Toned milk
Double toned milk
Skimmed milk

85

Full cream milk

Toned milk

56

Double toned
milk
30

Skimmed milk
5

Which type of milk consume prefer most?

Full cream milk

5%

Toned milk

30%
56%
9%

Double toned
milk
Skimmed milk

Finding : most people are used full cream milk.

CONCLUSION
Most of the customers are attracted towards packed milk because in this
method there is no rationalization in comparison to loose milk. Most of
86

the customers preferred full cream milk because in this fat percentage is
very high and is highly in demand by the customer.
After that second choice comes DTM because in this fat % is low and the
aged person and patient

prefer skimmed

milk. Most of the customers

purchase decision depends upon the quality of the milk. Time availability
also affects their purchasing decisions.
In customers opinion sales of Mother Dairy is more followed by PARAG
Dairy. Customer is fully satisfied with its distribution channel, time
availability, and other facility.

RECOMMENDATIONS

87

1.

There are a number of organized points and no single dealer is found

to control the whole area therefore the burden totally falls on the
driver and salesman.

2.

The scheduled time of delivery of milk is between 11 and 12 p.m but

the driver go to sleep first and afterwards load the van. This indicates
the lethargic attitude towards work.

3.

The delivery of other brands of milk such as Gopalji, Mother dairy,

amul, is earlier than that of PARAG.

4.

The delivery of the milk is totally unscheduled which results in the

loose of market share, which should be paid attention to with
immediate effect.

5.

The leakage of milk was found at various points of distribution

because of which the drivers and the salesman have to tolerate the
rough behaviors of the dealers this happens due to carelessness of
production department and the dispatch personnel.

6.

A focal point should be set up at Biswas Nagar so that the van does
not have to make any extra rounds to cater the demands of the
dealers, and to facilitate the easy flow of milk because that area is the
major consumer of milk.
The condition of some delivery vans is miserable which should be
improved so as to enhance the efficiency of the salesman and the
drivers.

88

8. PARAG booths have to be established at various points in Delhi and

Faridabad for easy and overall distribution of milk.
9. After Mother Dairy, Paras milk was found to be the next best
alternative choice of the dealers because of its early delivery.
1.

Most of the dealers are getting their supply as per the demand
regularly but some times variations occur.

2.

Many a times the drivers and the salesman have to face the anger of
the dealers because of the leakage in the packets of the milk.

3.

PARAG booths have to be established at various points in Delhi and Far

bad for easy and overall distribution of milk

4.

Milk is not evenly distributed in the Haryana region as the delivery

schedule is very limited and there is not more than one van on this
route.

5.

As PARAG Dairy, Faizabad packs milk for Mother Dairy of more than
1.75 lack liters of milk Faizabad and Delhi does not face any problem
for milk.

6.

The Mother Dairy sells its milk at a cheaper rate in comparison to

PARAG milk; hence PARAG should also decrease its price in order to
beat its competitors.

89

BIBLIOGRAPHY

Books referred (Authors Name):

1. Ram swami V.S.
2. Namakumari S.
3. Marketing Management (kotler Phillip)
4. McMillan India Ltd.
5. PARAG Journal
Page referred from 1st unit and 1st page.
All

brief

profile

&

matter

are

collected

from

PARAG

MILK

DAIRY,FAIZABAD.

90

QUESTIONNAIRE
Q1. What type of milk you generally use?
Milk powder
Pasteurized milk
Non Pasteurized milk
Q2. What brand do you prefer most?

Parag
Mother dairy
Amul
Gopal Jee
Any Other

Q3. Are you satisfied with milk you consume?

Yes
No

Q4. What type of milk you used?

Full cream milk

Toned milk
Double Toned milk
Skimmed milk

Q5. On what basis you choose milk for consumption?

Price
Quality
Availability
Packaging
Consumer Awaraness
Brand Image

91

Q6. Do you get the proper quantity of milk from the dealer,
when you need (Timely)?

Yes
No

Q7. How do you come to know about Parag milk?

News paper
Friends
From the nearest shopkeeper
Any other

Q8. Do you want any improvement in Parag milk?

If,

Yes
No
yes then what type of improvement do you want?
Quality
Price
Packaging
Availability
Any other

Q9. Do you want Parag milk in loose (without packet)?

Yes
No

Q10. What type of packaging you prefer?

Half liter
One liter

92

Q11. Do you know about pasteurized milk and its effectiveness?

Yes
No

Q12. Do you know about quality control process used by different

dairy firms?

Yes
No

Q13. DO you know that Parag milk is not only pasteurized but also
clarified?

Yes
No

Q14. What is your option about the quality of Parag milk?

Q15.

Excellent
Good
Average
Below Average

Which are the brands of milk you sell?

Mother dairy
Parag
Amul
Gopal Jee
Paras
Any other

Q16. Why you prefer that particular brand?

High demand
93

High profit
Easily available in time
Good quality

Q17. What is the most important factor when purchasing milk

from company distributor/salesman?

Credit
Margin
Consumer scheme
Quality
Brand name
Consumer preference

Q18. What type of milk generally you buy more?

FCM
DTM
SKM
TM

Q19. Whether you get the supply of Parag milk in proper quantity
or not?

Yes
No

Q20.How is the behaviour of the salesman of parag milk?

Good
Bad
Normal
Q21. Are there any short coming being face by the driver and the
sales man in the delivery process of parag milk?

Yes
No
Cant say
94

Q22.

Is there regular defect in the packaging of parag milk?

Yes
No
Need to be improved

Q23.

Which type of milk consumers prefer most?

Full cream milk
Toned milk
Double toned milk
Skimmed milk

95