Areas which were covered

Industry Profile
Gowardhan Profile
Gowardhan Marketing Strategy
Competition Landscape
Quality and Assurance
Scope of project
Challenges faced while doing Projects
Limitations
Recommendations

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

Gowardhan Company deatils
Gowardhan ,founded by Parag milk Foods Pvt. Ltd. in 1992, is one of India's largest
private dairies,with an output capacity of 1,000,000 liters per day.

Its Located in a lush green village called Manchar in Maharashtra (60 km from Pune),From
plain milk to high-quality cheese, Parag is churning out a smooth success story in the quiet
village of Manchar

They are an ISO 9000 and AGMARK certified company, committed to international
standards of product quality.

Govardhan Milk and Milk Products Private Ltd. is the significant player in Pune in milk
segment.

Products
Flavoured
Dahi
Butter
Cheese
Dahi
Produts (Cont )
Cheese
Ghee
Trim Dahi
Milko
Products (Cont)
Whitener
Butter Milk
Milk
Gulab Jamun
Infrastructure and Technology

Infrastructure and Technology
They have two plants; one in Manchar, Pune (Maharashtra) and another is in Palamner, Chittur
(Andra Pradesh). Both of them are fully automated
The capacity of both the plants is 20 lakh litres of milk per day.

The Manchar plant is Asias largest cheese plant, with the capacity of manufacturing 40 MT per
day.

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

Gowardhan Exports

Gowardhan exports milk powder butter and butter oil to 27 countries in the
Middle East, South East Asia and Africa. We are soon going to include cheese in the
product mix. Some of our significant customers include Yakult for our skimmed milk
powder and BEL, Morocco (world famous manufacturers of cheese).
Marketing Strategy
The consumer promotion tools mean the promotion activities, which are beneficial for
Consumers as well as company. Such as price discounts, samples, cash refund,
premiums, prizes, cross promotion and coupons etc.
kept seven days from issued.
The consumers are attracted to buy the product.
It helped to increase sales volume.
Consumer can get good quality of goods in cheaper price.
It can attract the new consumers and customers buying other milk brands.
Attract brand switchers, who are primarily looking for low price, good value or
premiums.
Turn switcher to loyal users,
It induced to make some subsequent purchases.
Give little permanent gain in market share.
Worldwide Milk Production
Sr. No Country 2010-11 2011-12
1 India 81 84.5
2 Brazil 75 77
3 Russia 34 33
4 Germany 27 27
5 France 24 24

Development of Food Processing
Industry:

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

Major Indian and Overseas Players in the Food industry are:














Gowardhan Landmarks
Gowardhan is a one-stop, efficient and reliable supplier to reputed hotels,
restaurants, institutions and caterers. The wide ranges of products they
supply include cheese, butter, ghee and milk powder.

Each of these products comes with the Gowardhan assurance of purity &
quality.

They have a national tie-up with companies like Baskin Robins, Barista, Caf
Coffee Day etc.

We have also expanded our retail presence significantly: Gowardhan and Go
brands of are now available at large retailers and modern retail outlets,
reaching out to more and more customers with the promise of a healthy, active
life.
Quality Assurance

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



Quality control tests

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

1. RMRD Laboratory
2. Main Laboratory


A. RMRD Laboratory: Here the quality of incoming milk is judged

B. Main Laboratory: Main laboratory is the heart of the Parag dairy, Manchar. The quality
of milk and milk products are maintained by main laboratory .

The various activities of main Laboratories are as follows:-
Tests for:-milk, butter, ghee, dahi, powder, cheese, water, raw material, packing
materials




Competitors





Objectives of the report
The main objective of the Study can be listed as
Follows:
A.PRIMARY OBJECTIVE
1. To find the problems faced by retailers in selling and storing.
2. To collect the information about the competitors

B.SECONDARY OBJECTIVE
1. To organize sale promotional activities to improve milk and dahi sales.
2. To generate and secure consumer awareness.
SCOPE OF PROJECT
The study carried out in specific areas such as
Aundh,sinhgad road & camp(Pune) city so, its
scope is mainly limited to Aundh,sinhgad road &
camp(Pune) city.
1. It gives information about the size of the retail
network.
2. It gives information about the services given by
distributor to their retailer.
3. It gives information about the competitors
products
4. It will serve consumer in better manner.
SAMPLING TECHNIQUE USED
In this project the technique of sampling used
was Judgment sampling. Judgment
sampling involves the choice of subjects who
are most advantageously placed or in the best
position to provide the information required.
SAMPLE SIZE: 20 Retailers.
DATA COLLECTION
TECHNIQUES
SOURCES OF DATA:
1. PRIMARY DATA
To collect primary data from Retailers Questionnaires were used. Questionnaire was prepared
very carefully so that it may prove to be effective in collecting the right information. Information
was collected by personally contacting retailers through interviews.
SECONDARY DATA
Secondary data collected from different websites. This secondary data formed the conceptual
background for the project.
This secondary data was compared with the primary data collected in area.

Total Retail Outlets of Govardhan & its
Competitors
Organization % Market Share No of Retailer
Warna 33 47
Gokul 22 22
Arey 14 19
Loose 11 16
Mahanand 7 10
Mother dairy 3 4
Gowardhan 6 17
Reasons for Govardhan milk not
stored by retailers.
Answer No. of respondents
No Regular Supply 5
No One has Asked 4
Not Allowed 1
Replacement 3
Retailers Margin 4
Not Demanded by Customers 3
Response of Retailers When Asked for
Order.
Sales
no reply
not interested
order
will think later
19%
34%
11%
36%
INTERPRETATION:
1. Most of them were not interested because of
their relation with past distributor and
retailers margin.
2. Some of them has given order
3. Few of them tell that they will think in future
regarding order.
Limitations
1. The survey is limited only for Pune city.
2. Time period of the project was Five days,
which may not be enough to understand the
whole market.
3. Respondent hesitate to give true response to
question.
SUGGESTIONS AND
RECOMMENDATIONS
A. Suggestions :
1. Govardhan has a relatively good distribution network, but still company is not able to fulfill
the demand of outlet in the peak season when demand is very high. Here company should
consider on the supply of product in the peak season.
2. Supply should be regular to all the outlets including those that lie in the pocket roads
3. Incentives & schemes should be given to the retailers so as to attract the retailers to stock
more of their goods than that of the competitors.
4. Company should provide advertising facility like outside wall painting; provide companys
stand boards, Posters which help to sell Govardhan milk.
5. Provide consistent service to retailers as this will help gain company goodwill in the
market.






RECOMMENDATIONS
From above research it is clear that there is a need for Point Of Purchase display
program for retailers of Govardhan. Also, I have seen few advertisements at the
retailers which can make consumer aware that product exists.
Thanks
Thanks to Mr. Prashant Pawar & Mr.Vinayak Raut
for all the Support extended while doing this
project.