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UNIVERSITY OF MUMBAI
SUMMER PROJECT REPORT ON
(A Study on Marketing of Gowardhan Mik and !ik Produ"t# in $une%
PROJECT UNDERTAKEN AT
(PARAG M&'( AN) M&'( PRO)UCT P*T+'T)+%
()EPARTMENT, MAR(ET&NG%
SU-M&TTE) -.
S/R&(ANT C/AN)RA(ANT (OT/A0A'E
RO'' NO, 12
(344563411%
NCRDS
STERLING INSTITUE OF MANAGEMENT STUDIES
Se"tor, 157 Near Seawood# )hara8e Petro Pu!$7 Neru (E%
Na8i Mu!9ai, 444:42
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PROJECT REPORT ON
A Study on Penet!t"on o# Go$!d%!n M"&' !nd M"&' Podu(t) "n Ret!"& Out&et) o#
Pune C"ty*
+T%") )tudy ,!) (ondu(ted #o- .
)t
M!y to /0
t%
June 10.02
Su3-"tted At
Go$!d%!n M"&' !nd M"&' Podu(t) P$t4 Ltd
M!n(%!5 Pune4
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ACKNO6LEDGEMENT
0e woud ike to e;$re## our #in"ere gratitude toward# M4 R!7e)% P!t"& De8uty
Manager Sae#7 Pune of Go$!d%!n M"&' !nd M"&' Podu(t) P"$!te Ltd4 for the guidan"e
$ro8ided+ Thi# $ro<e"t woud not ha8e rea"hed it# end without the #u$er8i#ion and dire"tion
whi"h they ga8e+ 0e thank the! for #$ending their 8aua9e ti!e and energy in guiding u#
throughout thi# $ro<e"t and for "ertifying u# of our #u""e##fu "o!$etion of the $ro<e"t
re$ort+
0e take thi# o$$ortunity to e;$re## our dee$ gratitude to M V"'!) B%o Sae# fied
re$re#entati8e who ha# away# 9een there to guide u# throughout thi# $ro<e"t re$ort+ 0e thank
to the )e$art!ent of Marketing Manage!ent and /u!an Re#our"e for offering u# thi#
o$$ortunity+
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Inde9
S4 No4 P!:e No
. INTRODUCTION ;
1 E<ECUTIVE SUMMARY =
/ INDUSTRY PROFILE >
? INTRODUCTION AND @ISTORY OF
COMPANY
..
; OBJECTIVE AND SCOPE /0
A
RESEARC@ MET@ODOLOGY
1A
= DATA ANALYSIS AND INTERPRETATION 1>
>
LIMITATIONS OF T@E RESEARC@
/>
B
FINDINGS OF T@E RESEARC@
/>
.0
SUGGESTIONS AND RECOMMENDATIONS
/B
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..
CUESTIONNAIRE
?0
.1
BIBLIOGRAP@Y
?.
INTRODUCTION TO T@E PROJECT
.4. CONTE<T OF T@E TOPIC
The dairy indu#trie# "o!$anie# run !ainy on the fa"tor# #u"h a# a8aia9iity7 #er8i"e
fre=uen"y7 afforda9iity7 ta#te and !arketing+ A8aia9iity i# $ay# a 8ita roe 9e"au#e
$ur"ha#ing $ower i# de$end u$on a8aia9iity of that $rodu"t7 in "a#e di#tri9utor# and retaier#
#er8i"e !atter a ot+
A retaier or retai #tore i# any 9u#ine## enter$ri#e# who#e #ae# 8ou!e "o!e#
$ri!ariy fro! retaiing+
M!'et 8enet!t"on i# one of the four growth #trategie# of the Podu(tDM!'et
Go,t% M!t"9 defined 9y An)o##+ Market $enetration o""ur# when a "o!$any
enter#>$enetrate# a !arket with "urrent $rodu"t#+ The 9e#t way to a"hie8e thi# i# 9y gaining
"o!$etitor#? "u#to!er# ($art of their !arket #hare%+ Other way# in"ude attra"ting non6u#er#
of your $rodu"t or "on8in"ing "urrent "ient# to u#e !ore of your $rodu"t>#er8i"e (9y
ad8erti#ing et"%+
&t wa# found that due to ow "on#u!$tion of !ik7 there i# no !ore awarene## of !ik
$rodu"t here &t wa# the !a<or "au#e to the ow #eing of @Go8ardhanA !ik $rodu"t+ 'ike that
$enetration e8e in the outet of !ik $rodu"t wa# ow+
Binay the whoe #tudy of the re#ear"h work7 the "o!$any need# the effe"ti8e
ad8erti#e!ent of the $rodu"t in the o"a "hanne and $rint !edia for awarene## of
@Go8ardhanA !ik in the Pune "ity+
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Po-ot"on Too& U)ed
The "on#u!er $ro!otion too# !ean the $ro!otion a"ti8itie#7 whi"h are 9enefi"ia for
"on#u!er# a# we a# "o!$any+ Su"h a# $ri"e di#"ount#7 #a!$e#7 "a#h refund7 $re!iu!#7
$riCe#7 "ro## $ro!otion and "ou$on# et"+ 0e di#tri9uted it a!ong "u#to!er# and 8aidity ke$t
#e8en day# fro! i##ued+
The "on#u!er# are #edu"ed to 9uy the $rodu"t+
&t he$ed to in"rea#e #ae# 8ou!e+
Con#u!er "an get good =uaity of good# in "hea$er $ri"e+
&t "an attra"t the new "on#u!er# and "u#to!er# 9uying other !ik 9rand#+
Attra"t 9rand #wit"her#7 who are $ri!ariy ooking for ow $ri"e7 good 8aue or
$re!iu!#+
Turn #wit"her to oya u#er#7
&t indu"ed to !ake #o!e #u9#e=uent $ur"ha#e#+
Gi8e itte $er!anent gain in !arket #hare+
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E<ECUTIVE SUMMARY
Go8ardhan Mik7 9rand of the Go8ardhan Mik and Mik Produ"t# Pri8ate 'td+ i# the
#ignifi"ant $ayer in Pune in !ik #eg!ent+
The $ro<e"t 9a#i" o9<e"ti8e# are to e#ti!ate de!and of Go8ardhan Mik and
$ro!oting Go8ardhan !ik in Pune at the #a!e ti!e+ &n todayD# "o!$etiti8e word whie
entering in the !arket it i# 8ery ne"e##ary to ha8e good knowedge of the $otentia of a
$arti"uar !arket+ The infor!ation regarding the a"ti8itie# of "o!$etitorD# e;i#ting in the
!arket #o that we "an $an our ea"h a"ti8ity a""ording to that+ A#o it i# ne"e##ary to retain
the e;i#ting "u#to!er# a$art fro! attra"ting the new "u#to!er#+
The Pro<e"t i# "on"ern with to deter!ine the $enetration e8e of Go8ardhan dairy
!ik in Pune "ity+ The $ro<e"t in"uded a# $art of MMS Progra!!e and the $ro<e"t i# done
during the !onth of May and June+
The $ro<e"t wa# ai!ed to find out 8ariou# #trategie# that "an 9e i!$e!ented to
in"rea#e the Retai $enetration of Go8ardhan !ik in Pune Region+ The#e #trategie# were
#ugge#ted after a re#ear"h on the !ik indu#try in Pune+ There wa# =ue#tionnaire $re$ared for
retaier#+ The #a!$e #iCe wa# de"ided on 12E retaier# 9y di8iding grou$ !e!9er# to #tudy
the 8ariou# area# in Pune+
0e en"ountered a itte $ro9e! in "oe"ting data a# the retaier# were reu"tant in
$ro8iding any kind of infor!ation on their reation#hi$ with the di#tri9utor>"o!$any+ A#o to
en#ure that the infor!ation wa# a""urate7 the retaier had to 9e "ro## =ue#tioned on !any
o""a#ion#+
-a#i" anay#i# wa# done through $ie "hart# and 9ar diagra! to re8ea the rea $i"ture
in the !arket in ter!# of $er"entage #o that #trategie# "oud 9e thought u$on the "on"rete data
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that had 9een "oe"ted+ The#e #trategie# were to 9e #ought to 9e of 9enefit to the "o!$any7
the di#tri9utor#7 the retaier# and the "on#u!er#+
INDUSTRY PROFILE
)airy i# a $a"e where handing of !ik and !ik $rodu"t# i# done and te"hnoogy
refer# to the a$$i"ation of #"ientifi" knowedge for $ra"ti"a $ur$o#e#+ )airy te"hnoogy ha#
9een defined a# that 9ran"h of dairy #"ien"e7 whi"h dea# with the $ro"e##ing of !ik and the
!anufa"ture of !ik $rodu"t# on an indu#tria #"ae+
The dairy #e"tor in the &ndia ha# #hown re!arka9e de8eo$!ent in the $a#t de"ade
and &ndia ha# now 9e"o!e one of the arge#t $rodu"er# of !ik and 8aue6added !ik
$rodu"t# in the word+
The dairy #e"tor ha# de8eo$ed through "o6o$erati8e# in !any $art# of the State+
)uring 155:65F7 the State had 24 !ik $ro"e##ing $ant# with an aggregate $ro"e##ing
"a$a"ity of E+F !iion itre# $er day+ &n addition to the#e $ro"e##ing $ant#7 13G Go8ern!ent
and GG "o6o$erati8e# !ik "hiing "enter# o$erate in the State+ A#o &ndia today i# the owe#t
"o#t $rodu"er of $er itre of !ik in the word7 at 3: "ent#7 "o!$ared with the U+S? 2G "ent#7
and Ja$anD# H3+F doar#+ A#o to take ad8antage of thi# owe#t "o#t of !ik $rodu"tion and
in"rea#ing $rodu"tion in the "ountry !utinationa "o!$anie# are $anning to e;$and their
a"ti8itie# here+ So!e of the#e !ik $rodu"er# ha8e aready o9tained =uaity #tandard
"ertifi"ate# fro! the authoritie#+ Thi# wi he$ the! in !arketing their $rodu"t# in foreign
"ountrie# in $ro"e##ed for!+
The ur9an !arket for !ik $rodu"t# i# e;$e"ted to grow at an a""eerated $a"e of
around GGI $er annu! to around R#+4G7 E44 "rore# 9y year 344E+ Thi# growth i# going to
"o!e fro! the greater e!$ha#i# on the $ro"e##ed food# #e"tor and a#o 9y in"rea#e in the
"on8er#ion of !ik into !ik $rodu"t#+ -y 344E7 the 8aue of &ndian dairy $rodu"e i# e;$e"ted
to 9e R# 147 447 444 !iion+ Pre#enty the !arket i# 8aued at around R#+:7 447 444 !iion+
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&ndia "ontri9ute# to word !ik $rodu"tion ri#e fro! 1361E I J it wi in"rea#e u$ to G46GEI
(year 3434% 0ordD# Ma<or Mik Produ"er# (Miion MT#%+
County 1001D0/ !nd 100/D0? +A88o942
Sr+ No Country 344364G 344G644
1 &ndia F1 F4+E
3 -raCi :E ::
G Ru##ia G4 GG
4 Ger!any 3: 3:
E Bran"e 34 34
De$e&o8-ent o# Food Po(e))"n: Indu)tyE
The food $ro"e##ing indu#try #e"tor in &ndia i# one of the arge#t in ter!# of
$rodu"tion7 "on#u!$tion7 e;$ort and growth $ro#$e"t#+ The go8ern!ent of a""orded it i# a
high $riority7 with a nu!9er of fi#"a reie8e# and in"enti8e#7 to en"ourage "o!!er"iaiCation
and 8aue addition to agri"uture $rodu"e7 for !ini!iCing har8e#t wa#tage7 generating
e!$oy!ent and e;$ort growth+ Bood $ro"e##ing indu#try i# $ro8iding 9a"k9one #u$$ort to
the !ik indu#try+
The de8eo$!ent food $rodu"t# 9y u#ing !ik "an gi8e good !arket o$$ortunitie# to
$rodu"e# !ik
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Podu(t) !nd Indu)ty St!tu)E
A!ong the $rodu"t# !anufa"tured 9y organiCed #e"tor are Ghee7 -utter7 Chee#e7
Mik $owder#7 Meted !ik food7 dahi et" "onden#ed !ik et"+ So!e !ik $rodu"t# ike
Ca#ein and 'a"to#e are a#o 9eing !anufa"tured atey+ Therefore7 there i# good #"o$e for
!anufa"turing the#e $rodu"t# o"ay+ 'i9eraiCation of the e"ono!y ha# ed to a food of new
entrant#7 in"uding MNCD# due to good $ro#$e"t# and a9undant #u$$y+
M!7o Ind"!n !nd O$e)e!) P&!ye) "n t%e Food "ndu)ty !eE
/indu#tan Uni 'e8er 'i!ited
MTR food# i!ited
Cad9ury &ndia 'td+
Godre< indu#trie# 'i!ited
Pe$#iCo &ndia /oding#
Go8ardhan
Ne#te &ndia P8t+ 'td+
)a9ur &ndia 'td+
-ritannia &ndu#trie# 'td+
&TC 'i!ited K Pare Produ"t# P8t+ 'td+
Agro Te"h Bood#+
Pare Produ"t# P8t+ 'td+
T%e -!7o 3!nd) "n -"&' !nd d!"y 8odu(t) !eE
A!u
Ne#tL
Mother )airy
-ritannia
Go8ardhan
Goku
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C%!8te .
INTRODUCTION AND @ISTORY OF COMPANY
INTRODUCTION
Gowardhan7 founded 9y Parag Mik and Mik Produ"t# P8t+ 'td in 15537 i# one of
&ndia?# arge#t $ri8ate dairie#7 with an out$ut "a$a"ity of 174447444 iter# $er day+
'o"ated in a u#h green 8iage "aed Man"har in Mahara#htra (24 k! fro! Pune%7
and a#o own# the arge#t "ow far! in &ndia a# we a# A#ia?# arge#t "hee#e $ant+
0e are an &SO 5444 and AGMAR( "ertified "o!$any7 "o!!itted to internationa
#tandard# of $rodu"t =uaity+ Our $rodu"t $ortfoio in"ude# Ski! Mik Powder7 0hoe Mik
Powder7 Ghee7 Pro"e##ed Chee#e7 -utter7 )ahi7 $ro$rietary food# ike )airy 0hitener and
Gua9 Jaa97 Go8ardhan Mi; $owder under the 9rand na!e# of MGowardhanM and ?Go? and a
!ade fro! 144I fre#h "ow !ik+
A dairy $ant "on#i#t of a !anufa"turing #e"tion u#ed for !ik treat!ent and
$ro"e##ing 9egin# with !ik re"e$tion and ending with di#$at"h of the fini#hed $rodu"t#+
They o$erate within the fra!ework of the !ik reguation and "on#i#t of a $rodu"tion
$rogra! and reguation7 fow #heet7 energy fow #heet and fun"tiona de#"ri$ti8e+
The Gene#i#, /e had a M*i#ionM to #et u$ in#titution to he$ the fa!ou# of near 8iage
to grow e"ono!i"ay+ /e 9eie8ed in thi# 8i#ion of fauire a# he "on"e$tuaiCed !arketing of
#u""e##fu !ik whi"h wa# unu#ed 9y the far!ing "o!!unity to the 8iage with hi# #"ientifi"
way and the $oiti"a to in"rea#e !ik $rodu"tion7 he ed to the #te$ to hi# drea! MPARAG
M&'(A+
Thu# the $ure inten#ion of the entre$reneur#hi$ of Shri+)e8endra Shah7 PARAG
M&'( J M&'( Produ"t# P8t+ 'td+ i# one of the !o#t $o$uar dairy in the #tate of
Mahara#htra+ &t i# o"ated on N/ E47 Pune6Na#hik highway7 2E k! fro! indu#tria "ity Pune7
near Awa#ari $hata at we#tern of Man"her+ The fa"tory #$read o8er an area of F a"re#+ The
"o!$any ho#t# $ant and !a"hinery #u$$ied and ere"ted 9y the word eader# MAfa6'a8aM
+&nitiay the $ant wa# #tarted with a handing "a$a"ity of G4+444 'iter#>day+ At $re#ent the
dairy hande !ik u$to F 'akh# 'iter>day in ean #ea#on+ &t ha# an annua growth of E4I+
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Parag !ik i# a !uti6$rodu"t# dairy $ant !anufa"turing different !ik $rodu"t# ike
Ghee7 -utter7 )ahi7 Cha##7 'i=uid6!ik7 Ski! Mik Powder7 0hoe Mik Powder7 )airy
0hitener7 Rea Mik Powder7 Chee#e 7Gua! JGo8ardhann 7U/T Mik7 Chee#e(Cheddar
"hee#e7 Pro"e## "hee#e7 MoCCarea "hee#e%+&t i# an &SO65441 /ACCP "ertified "o!$any+ The
9rand na!e of i# MGO0R)/ANM Co!$any a#o ha# the "ertifi"ate of MMPORC No+G14>r6
MPO>344G+
V")"onE
In#!)tu(tue F Te(%no&o:y
Our "o!!it!ent to =uaity and inno8ation ha# re#uted in huge in8e#t!ent# in
infra#tru"ture and te"hnoogy+ Our integrated dairy and "ow far! at Man"har7 i# ra$idy
#"aing u$ to "ater to the e8er e;$anding "ir"e of "u#to!er# in &ndia7 who #eek a6natura7
whoe#o!e and dei"iou# dairy $rodu"t#+
D!"y P&!nt5 M!n(%!5 Pune
The e;ten#i8e range# of our $rodu"t# are $ro"e##ed at thi# utra !odern dairy+ Our
dairy $ant i# fuy auto!ated7 of internationa #tandard# and e=ui$$ed with the 9e#t Euro$ean
te"hnoogy+ Right fro! re"e$tion of !ik to the fini#hed $rodu"t7 we !aintain #tri"t no6
hu!an6"onta"t through the entire !anufa"turing $ro"e##+ Our $ant "hurn# out 174447444
itre# of !ik $er day7 ha# an out$ut "a$a"ity u$to 14 MT of 9utter7 3E MT of ghee and 14 MT
of dahi (yoghurt% and 2E MT of !ik $owder+
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DAIRY FARM
Gowardhan !anufa"ture# dairy $rodu"t# that are not <u#t 144I natura 7 9ut a#o
ighter and ri"h in "a"iu!+
That?# 9e"au#e the !ik7 $ro"ured fro! it# own "ow far! 6 the arge#t in A#ia 6 i#
144I natura "ow?# !ik+
0hat?# !ore i# the u#e of ate#t Euro$ean te"hnoogy in our !anufa"turing unit#
en#ure# the #u$erior =uaity and fre#hne## of our $rodu"t#7 gi8ing the! the uni=ue
Gowardhan ta#te and fa8or#+
The $ant ha8e the dairy far! a#o it ha8e neary a9out 3E44 "ow#+ Ea"h "ow gi8e#
!ik# a9out 34 to 3E 'iter>day+
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Podu(t) o# t%e (o-8!ny
BUTTER
)efinition,
A""ording to PBA rue#7 ta9e 9utter i# the $rodu"t o9tained fro! "ow or 9uffao !ik
or a "o!9ination of there of7 fro! "rea! or "urd o9tained fro! "ow or 9uffao !ik or N
"o!9ination there of 7 with or without the addition of "o!!on #at+
Co-8o)"t"onE
A""ording to PBA rue7 ta9e 9utter #houd "ontain Bat6not e## than F4I 7 Moi#ture6not !ore
than 12I 7 Sat6not !ore than GI 7 Curd 6 not !ore than 1+EI
Che!i"a "o!$o#ition of -utter
Con#tituent# Per"entage
Moi#tureI 12
BatI F4
SatI 1+E
Curd 3+E
C@EESE
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)efinition, A""ording to PBA rue#7 "hee#e Co!$o#ition, !ean# the $rodu"t# o9tained 9y
draining after the "oaguation of !ik with the har!e## !ik "oaguation agent7 under the
infuen"e of har!e## 9a"teria "uture+ The "a$a"ity of go8ardhan# new "hee#e $ant i# 44
ton#>day+ &t i# the fir#t arge#t $ant in &ndia and #e"ond arge#t in A#ia+ &t i# fuy auto!ati"
$ant+ The $ant !anufa"ture# G ty$e# of "hee#e $rodu"t# are,
OChedder "hee#e
OPro"e##ed "hee#e
OMoCCarea "hee#e
Cheeder "hee#e,
Cheeder "hee#e i# a ri$ened and hard 8ariety of "hee#e+ Cheddar "hee#e ha# the onge#t #hef
ife a# it i# ri$ened after 9eing !ade for #i; !onth#+ Bre#h "hee#e $re$ared i# "aed green
"hee#e and after ri$$ing7 it i# "aed a "urd "hee#e+ A the other ty$e of "hee#e ha8e #hort
#ef6ife a# they ha8e high !oi#ture "ontent and thu# !od growth "an o""ur ea#iy+
Po(e))ed C%ee)e
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Pro"e##ed "hee#e i# defined a# a !odified for! of "hee#e $re$ared with the aid of
heat7 #at and e!u#ifier to for! a ho!ogeneou# $a#ti" !a## whi"h $a"ked hot+
&ngredient u#ed, Sodiu! Citrate(544 g% 7 Sat (1G4 g% 7 Citri" A"id (3E g% 7 Sor9i" A"id(G4 g%
C@EESE
F&o, (%!t o# (%edde (%ee)e E
Re"ei8ing !ik in "hee#e 8at 66P Addition of Ca"3 66P Addition of Cuture
66P/eating of !ik 66PAddition of Rennet 66P Coaguation of !ik 66P Cutting of
"urd 66P Cooking of "urd 66PCurd Tran#fer to Afo!ati" 66PSating of Afo!ati"
66P Tran#fer of -o"k6for!er 66P Chee#e 9o"k di#"harge 66P"hee#e 9o"k
weight 66P "hee#e 9o"k 8a"uu! #eaing 66P Chee#e 9o"k $a## fro! !eta
dete"tor 66P Store in "od #torage+
Po(e))ed #&o, (%!t #o MOGGARELLA C%ee)e
Re"ei8ing of !ik 66P Bitration 66P Chiing 66P StandardiCation in #torage
tankQ14 " 66P -a"tofugation 66P Pa#teuriCation 66PPreheating 66P Tran#fer to OST
8at 66P Setting 66PCutting 66PCooking 66P Tran#erfer of afa!ati" 66PRe!o8a of
whey 66P Miing Tran#fer of #tret"hing !a"hine 66P Cooking and #tre"hing 66P
Moding 66P-rining 66P *a""u! $a"king 66P 0eight !ent 66P Ri$eningin "od
#torage 66P Shredding 66PPa"kaging 66P !eta dete"tor 66P Cartooning 66PStorage
at61F " 66P di#$at"h+
CREAM
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)efinition, A""ording to PBA "rea!7 e;"uding #teriiCed "rea! i# the $rodu"t of "ow# or
9uffao# !ik or a "o!9ination of whi"h "ontain# not e## than 3EI !ik fat+
Che!i"a "o!$o#ition of Crea!60ater,2F+3I 7 Bat,3EI 7 Protein ,3+E4I7 'a"to#e, G+:1I7
A#h ,4+E2I7 TS ,G1+F I 7SNB 2+FI +
V!"ou) ty8e) o# (e!-E
1+Ta9e "rea! 3463EI !ik fat
3+'ight "rea! 3463EI !ik fat
G+Coffee "rea! 3463EI !ik fat
4+0i$$ing "rea! G4644I !ik fat
E+/ea8y "rea! G4644I !ik fat
2+Pa#ti" "rea! 246FEI !ik fat

DA@I
)efinition, A""ording to PBA Rue# dahi or "urd i# the $rodu"t o9ained fro! $a#teriCed or
9oied !ik 9y #ouring 7 natura or otherwi#e 9y a har!e## a"ti" a"id or other 9a"teria
"uture+
Che!i"a "o!$o#ition of "urd6 0ater, FE6FFI7 Bat, E6FI7 Protein, G+36G+4I7 'a"to#e, 4+26
E+3I7 A#h, 4+:64+:3I7 'a"ti" A"id, 4+E64+11I+
Bow diagra! of dahi,
Re"ei8ing !ik 66P Pre heating 66P Bitration>"arifi"ation 66PStandardiCation 66P
Pre heating (24R"% 66P /o!ogeniCation (1:2(g >#= "!% 66P Pa#teuriCation (F4654R">1E6
G4!in% 66P Cooing(3363ER"% 66P &no"uation 66P Pa"king 66P &n"u9ation(446E4R">26Fhr#% 66P
)ahi 66P Cooing and #torage(QER"%+
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G@EE
)efinition, 6 MGhee !ay 9e defined a# "arified 9utter fat $re$ared fro! "ow or 9uffao !ik+M
A""ording to PBA rue7 ghee i# "arified fat arri8ed #oey fro! !ik or fro! de#i 9utter or
fro! "rea! of whi"h no "ooring !atter i# added+
Ghee #e"tion re"ei8e# the $a#teuriCed "rea! fro! unit 1+ Thi# "rea! i# either "hied or
$a"ked a# fini#hed $rodu"t or the "rea! i# u#ed to !anufa"ture ghee+
Ghee i# !anufa"tured 9y MPRESTRAT&B&CAT&ON MET/O)EM
C/EM&CA' COMPOS&T&ONS
Mik fat 66 55655+EI
Moi#ture 66 not !ore than 4+EI
Bree fatty a"id ( I oei"% 66 !a; 3+F (AGMAR(%
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S8e("#"(!t"on o# G%eeED
)e#"ri$tion,6
Genera, 6 Sha 9e $ure7 "arified !ik fat o9tained 9y "ooking of "rea!7 9uter et"+ Bree fro!
#edi!ent or foreign "oouring !atter+
Coor6 Sha 9e yeowi#h to goden yeow in "oour+
Ba8or6 Shoud ha# a natura7 #weet7 $ea#ant odor7 agreea9e ta#te and #ha 9e free fro!
ran"id or other o9<e"tiona9e fa8or
Te;ture,6 The #oid $ha#e #ha 9e of we defined granuar #tru"ture#+
Che!i"a,6
Per"ent fat (!in% ,6 55+:
Per"ent !oi#ture (!a;% ,6 4+G4
Per"ent free fatty a"id (a# oei" a"id% (!a;%,64+24
-utyro refra"t !eter reading at 44R", 6 44 to 4G
R M *aue (!in%,6 3F+4
Poan#ke *aue, 6 1+4 to 3+4
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-audouin te#t, 6 negati8e
Biing te!$erature, 4464ER"
The $heno$hthaein te#t, 6 negati8e+

MILK PO6DER
)ried !ik or !ik $owder i# $rodu"t o9tained 9y the re!o8a of water fro! !ik 9y heat or
other #uita9e !ean# to $rodu"e a #oid "ontaining EI or e## !oi#ture+ 0hoe !ik7 defatted
!ik or #ki! !ik !ay 9e u#ed for drying the dried $rodu"t# o9tained fro! whoe !ik
(0MP%+whoe !ik $owder and that fro! #ki! !ik i# known a# (SMP%#ki! !ik $owder+
There are !ainy three $owder $ant# na!ey P17 P37 PG (14 tone#7 1E tone#7 3E tone#%+
0MP, A""ording to PBA rue# 15:2 whoe !ik $owder i# the $rodu"t o9tain fro! "ow or
9uffao !ik or "o!9ination there of or fro! #tandardiCe !ik 9y the re!o8a of water+ Mik
$owder #houd "ontain !oi#ture not !ore than EI7 fat not e## than 32I7a"idity not !ore
than 1+3I #tandard $ate "ount not !ore than E47444>g7"oi fro! "ount not !ore than 54>g+
SMP, A""ording to PBA rue# 15:2 whoe !ik $owder i# the $rodu"t o9tain fro! "ow or
9uffao !ik or "o!9ination there of or fro! #tandardiCe !ik 9y the re!o8a of water+ Mik
$owder #houd "ontain !oi#ture not !ore than EI7 fat not e## than 1+EI7a"idity not !ore
than 1+EI #tandard $ate "ount not !ore than E47444>g7"oi fro! "ount not !ore than 54>g+
)airy whitener, )airy whitener i# the $rodu"t o9tain fro! "ow or 9uffao !ik (#ki! !ik% or
"o!9ination there of7 9y the re!o8a of water+ Mik $owder #houd "ontain !oi#ture not
!ore than EI7 fat not e## than 1FI7a"idity not !ore than 1+EI #tandard $ate "ount not
!ore than E47444>g7"oi fro! "ount not !ore than 54>g+
)airy To$,
)airy to$ i# the $rodu"t o9tain fro! "ow or 9uffao !ik (#ki! !ik% or "o!9ination there of7
9y the re!o8a of water+ Mik $owder #houd "ontain !oi#ture not !ore than EI7 fat not e##
than 1+EI7a"idity not !ore than 1+EI #tandard $ate "ount not !ore than E47444>g7"oi fro!
"ount not !ore than 54>g+
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Go,!d%!n &!un(%e) )u--e OO@ (!-8!":n #o GO Fu"t !nd D!%"
Fu)"on

0hie the #wetering #u!!er heat #a$# the energy out of $eo$e7 9rand# are roing out OO/
"a!$aign# in8iting the! to try their thir#t =uen"hing or re6energiCing $rodu"t#+ -e#ide# the
"oa# and ni!9u #her9et#7 Gowardhan?# fa8oured yogurt (dahi%7 GO Bruit and )ahi Bu#ion7
ha8e a#o <oined the fray+
The 9rand ha# aun"hed an outdoor "a!$aign that in8itingy di#$ay#
the yogurt?# #i; different fa8our#7 in"uding two new one#7 Mi;ed
-errie# and 'it"hi+
Gowardhan7 founded 9y Parag Mik and Mik Produ"t# in 15537 $rodu"e# dairy $rodu"t#
#u"h a# "hee#e7 !ik7 "haa#7 ghee7 9utter7 dahi and fa8oured dahi7 u#ing 144 $er "ent "ow?#
!ik+ &t# $ant i# o"ated in a 8iage "aed Man"har in Mahara#htra (24 k! fro! Pune%+ &t#
fa8oured dahi $rodu"t# are "urrenty a8aia9e in Mu!9ai and Pune !arket#7 with $an# to
e;$and to other !etro# in "itie#+
The $rodu"t i# $ri"ed at R# 34 for 13E g! and "o!e# in #i; fa8our#7 in"uding Mango7
Pinea$$e7 -anana7 Straw9erry7 Mi;ed -errie# and 'it"hi+
The thought for the outdoor "a!$aign wa# to ha8e a "ean and "utter free "reati8e7 with
e!$ha#i# on the new $rodu"t range aun"hed under GO Bruit and )ahi+
Rahu Akkara7 8i"e6$re#ident7 !arketing7 Parag Mik Bood#7 te# afa=#S7 MThe "reati8e# ha8e
aready #tarted #howing i!$a"t on #ae# and o8era 9rand re"a7 9ut #in"e it?# <u#t 9een a9out
a week #in"e the "a!$aign 9roke7 & "an?t #hare #ae# figure# <u#t yet+M
-engauru 9a#ed "reati8e agen"y S"ion Ad8erti#ing ha# worked on the !ini!ai#ti"
"a!$aign7 whie three outdoor agen"ie#7 Po#ter#"o$e7 Per"e$t and OAP7 handed the outdoor
!edia+
A# the $rodu"t i# a8aia9e ony in the#e two "itie#7 the "o!$any fet that outdoor woud 9e
the right way to go+ &t ha# u#ed 144 9u# #heter# in Mu!9ai and 13 in Pune7 and three
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hoarding# in Mu!9ai and 1E in Pune7 in addition to fi8e AC 9u#e# in Mu!9ai+ Akkara
infor!# that the ad #$end on thi# outdoor "a!$aign in the two "itie# wa# a9out R# E4 akh+
The "a!$aign wa# aun"hed a9out a week ago and i# #"hedued to run for a !onth+ Akkara
infor!# that foowing the "a!$aign7 $a"e!ent in ter!# of #hef #$a"e ha# #hot u$ 9y E4 $er
"ent+
A#o7 a#t year (when the 9rand wa# aun"hed%7 it #$e"ifi"ay targeted wo!en who ead an
a"ti8e ife#tye with a tight #"hedue a# the fa8oured dahi woud fit into their diet ea#iy+
/owe8er7 now7 the 9rand i# going further and targeting the entire fa!iy+
Akkara e;$ain#7 MTargeting wo!en 9e"o!e# 8ery ni"he and we de"ided to $o#ition the 9rand
on a arger $atfor!+ 0e are $ro!oting GO Bruit and )ahi Bu#ion a# a heathy and ea#y
#na"k7 fied with ri"h #our"e# of "a"iu!7 $rotein and highy 9enefi"ia 9a"teria for the entire
fa!iy+M
/e add#7 MSo7 whie wo!en are #ti an i!$ortant TG (target grou$%7 they a#o take "are of a
fa!iy that need# #u"h nouri#h!ent 6 thu# it #houd 9e "on#u!ed 9y other !e!9er# a# we
and we ai! that it 9e"o!e# a $art of their daiy diet7 whether "on#u!ed for 9reakfa#t7 with
un"h or dinner7 or a# a #na"k+M
GO en<oy# 14613 $er "ent of the !arket #hare in Mu!a9i and Pune+ The fa8oured yogurt
(dahi% !arket in &ndia i# fairy #!a and $egged at a9out R# E4 "rore7 infor!# Akkara7 adding
that Gowardhan?# GO i# 8aued at R# E6: "rore+ Other "o!$etitor# in the !arket in"ude
Ne#te?# Bruit n )ahi7 A!u?# .ogi )ahi and )anone &ndia+
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Go$!d%!n 8odu(e) -!ny 8odu(t) ,%"(% !e !) 3e&o,E
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E98ot)
Gowardhan e;$ort# !ik $owder7 9utter and 9utter oi7 anhydrou# !ik fat# and ghee to 3:
"ountrie# in the Midde Ea#t7 South Ea#t A#ia and Afri"a+ 0e are #oon going to in"ude
"hee#e in the $rodu"t !i;+ So!e of our #ignifi"ant "u#to!er# in"ude .akut for our #ki!!ed
!ik $owder and -E'7 Moro""o (word fa!ou# !anufa"turer# of "hee#e%+
In)t"tut"on!& S!&e)E
Gowardhan i# a one6#to$7 effi"ient and reia9e #u$$ier to re$uted hote#7 re#taurant#7
in#titution# and "aterer#+ The wide range# of $rodu"t# we #u$$y in"ude "hee#e7 9utter7 ghee
and !ik $owder+ Ea"h of the#e $rodu"t# "o!e# with the Gowardhan a##uran"e of $urity and
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=uaity+ 0e ha8e a nationa tie6u$ with "o!$anie# ike -a#kin Ro9in#7 -ari#ta7 CafL Coffee
)ay et"+
0e ha8e a#o e;$anded our retai $re#en"e #ignifi"anty, Gowardhan and Go 9rand# of are
now a8aia9e at arge retaier# and !odern retai outet#7 rea"hing out to !ore and !ore
"u#to!er# with the $ro!i#e of a heathy7 a"ti8e ife+
CUALITY ASSURANCE SECTION
MTuaity i# ne8er an a""ident+ &t i# away# the re#ut of high inten#ion#7 #in"ere effort7
inteigent dire"tion J #kifu e;e"ution+M
)efinition,6
Tuaity i# defined a# de#ira9e attri9ute# of a $rodu"t7 whi"h are iked 9y the "on#u!er+ &t i# a
"o!9ination of "hara"teri#ti"# that ha8e #ignifi"an"e in deter!ining the degree of
a""e$ta9iity of the $rodu"t to a "on#u!er+ &n #i!$e word#7 one "an #ay that a $rodu"t ha#
good =uaity when it "o!$ie# with the re=uire!ent# #$e"ified 9y the "ient+ Thi# i# e;$re##ed
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9y &SO definition, MThe totaity of feature# and "hara"teri#ti"# of a $rodu"t or #er8i"e that
9ear on it# a9iity to #ati#fy #tated or i!$ied need#+M
Tuaity A##uran"e,6
A""ording to &SO, MThe a##e!9y of a $anned and #y#te!ati" a"tion# ne"e##ary to $ro8ide
ade=uate "onfiden"e that a $rodu"t7 $ro"e## or #er8i"e wi #ati#fy ga8e =uaity re=uire!ent#+M
Tuaity Contro,6
Tuaity "ontro refer# to the ad<u#t!ent of attri9ute# within the $re#"ri9ed i!it+ The $ur$o#e
of the =uaity "ontro i# genera into en#ure the $rodu"tion and di#tri9ution of the $rodu"t#
within we defined and a""e$ted #tandard# at an agreed e8e there 9y $rote"ting the heath
and ega right# of "on#u!er and finan"ia intere#t of the !anufa"turer+ &t i# a !a<or $art of
=uaity a##uran"e+ A""ording to &SO7 MThe o$erationa te"hni=ue# and a"ti8itie# that are u#ed
to #ati#fy =uaity re=uire!ent#+M
Tuaity Contro 'a9oratory,6 The fir#t fun"tion of =uaity "ontro a9oratory i# taken the
#a!$e of the te#ting+ Though ea"h dairy ha# #e$arate #e"tion of =uaity "ontro and $eo$e
working in thi# #e"tion are !ade re#$on#i9e for e8auating the =uaity of the fini#hed good#+
There are two !ain =uaity "ontro >a##uran"e a9oratorie# at Parag dairy+ They are a#
foow#,
RMR) 'a9oratory
Main 'a9oratory
RMR) 'a9oratory, /ere the =uaity of in"o!ing !ik i# <udged and grading under good7
#our and "urde+ The te#t# $erfor!ed at the a9 $ro8ide re"ord for the $ay!ent of !ik
$rodu"er#+
The te#t# $erfor!ed are,
Organoe$ti" Te#t
Bat and SNB
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Main 'a9oratory, Main a9oratory i# the heart of the Parag dairy7 Man"har+ The =uaity of
!ik and !ik $rodu"t# are !aintained 9y !ain a9oratory +The !ain a9oratory i# di8ided
into two #e"tion#,
Che!i"a Tuaity A##uran"e
Mi"ro9ioogi"a Tuaity A##uran"e
The 8ariou# a"ti8itie# of !ain 'a9oratorie# are a# foow#,6
Te#t# for,6!ik7 9utter7 ghee7 dahi7 $owder7 "hee#e7 water7 raw !ateria7 $a"king !ateria+
MARKETING
The "o!$any i# hoding do!e#ti" !arket#+ E;"e$t it i# the $rodu"t# of the "o!$any are
e;$orted in the !a<or "ountrie# a# i#ted 9eow,
OAgeria
O-angade#h
OChina
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O)u9ai
OEgy$t
OGa9on
O&ran
O'e9anon
OMoro"oo
OMyan!ar
ONigeria
OPaki#tan
OPhii$ine#
OSaudi Are9ia
OThiaand
OTurkey
Co-8et"to) Po#"&e
Go'u&
Ko&%!8u G"&&! S!%!'!" Dud% Ut8!d!' S!n:% Ltd4 we known with it# $o$uar
9rand UGokuU i# an O$eration Bood "oo$erati8e dairy $ro<e"t e#ta9i#hed on 12 th Mar"h
152G+ Sin"e then a"hie8ed !any and !ark# in Mik Pro"ure!ent7 E;ten#ion7 Ani!a /eath7
-reeding7 Mik Pro"e##ing7 Produ"t !aking and Marketing+ At $re#ent Goku ha# !odern :
'akh 'iter#>day "a$a"ity dairy $ant with 4 owned and 1 hired "hiing "enter# ha8ing 4+3E
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'akh 'iter#>day !ik handing "a$a"ity+
M!%!n!nd M"&'
Mahanand Mik7 the 0ord60ide Ta#te of /a$$ine##+ Mahanand )airy i# the 'arge#t
Cow Mik $a"king and di#tri9uting dairy in A#ia+ Mahanand )airy i# away# reated to any
9reakthrough or ad8ent in the Mik Produ"tion and )airy Te"hnoogy in &ndia+ Mahananda
ha# aun"hed Mahanand Pari<atak S"he!e+
At $re#ent Mahanand )airy i# di#tri9uting F+E 'a" 'iter# !ik $er day through :33
!ik di#tri9utor# (E; )airy )i#tri9utor# 61:4 and #ho$ )i#tri9utor#7 Co!!i##ion Agent# et"+
6 E4F%+
Aey
)uring Se"ond 0ord 0ar to $re8ent of !anutrition $regnant adie# and "hidren due
to food #hortage7 Muni"i$a Cor$oration of Mu!9ai #tarted !ik di#tri9ution #y#te!+ Ea"h
fe!ae u#ed to get haf iter of !ik+ Thi# #"he!e wa# o$erationa ti 1542+ After that "i8i
#u$$y de$art!ent wa# o$erating thi# #"he!e+
A# there were no fa"iitie# for 9oiing the !ik7 raw !ik wa# #u$$ied to -riti#h
#odier#7 offi"er#7 and e!$oyee#+ They were not u#ed to drink raw !ik whi"h "reated heath
$ro9e! for the!+ The "atte #hed# of Mu!9ai were in unhygieni" "ondition# and
rearing>nur#ing of "atte wa# done in un#"ientifi" way#+ )ue to thi# heath $ro9e!# #urfa"ed
in the near9y o"aity+ To reha9iitate "atte #hed of Mu!9ai in a !ore #"ientifi" way and to
en"ourage "ean !ik $rodu"tion7 in the year 15457 Arey Mik Coony wa# e#ta9i#hed+
6!!n!
The dairy $ant ha# a "a$a"ity to hande !ore than G447444 iter# of !ik of whi"h
1447444 iter# "an 9e "on8erted into !ik $rodu"t#+ A "ean and effi"ient !anage!ent of dairy
9rought the $roud $rodu"t# of 0arana ike 0arana $a#teuriCed Mik7 Mik Powder7 Ghee7 and
-utter
The turno8er for the year 155:65F wa# R#+ 1GF "ore#+ -y #eing 34GE tone# of
Shrikhand in the year 155F7 0arana rea"hed a new re"ord of !a;i!u! #eing of Shrikhand
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in &ndia+ Bor it# =uaitati8e and =uantitati8e e;"eent $erfor!an"e dairy ha# a"=uired an &SO
5443 Certifi"ation in re"ord ti!e of three !onth#+
Mot%e d!"y
Mother )airy i# an &S> &SO654437 &S61E444 /ACCP and &S614441 EMS "ertified
organiCation+ Moreo8er7 it# Tuaity A##uran"e 'a9oratory i# "ertified 9y Nationa
A""reditation -oard for Te#ting and Cai9ration 'a9oratory (NA-'%6)e$art!ent of S"ien"e
and Te"hnoogy7 Go8ern!ent of &ndia+
The "o!$anyD# deri8e# #ignifi"ant "o!$etiti8e ad8antage fro! it# uni=ue di#tri9ution
network of 9uk 8ending 9ooth#7 retai outet# and !o9ie unit#+ Mother )airy i"e "rea!#
aun"hed in the year 155E ha8e #hown "ontinuou# growth o8er the year# and today 9oa#t# of
a$$ro;i!atey 23I !arket #hare in )ehi and NCR+ Mother )airy a#o !anufa"ture# and
!arket# a wide range of dairy $rodu"t# that "hain of 444V own Bruit and *egeta9e #ho$# and
!ore than 347444 retai outet# in 8ariou# $art# of the "ountry+ Bre#h $rodu"e fro! the
$rodu"er# i# handed at the Co!$anyD# !odern di#tri9ution fa"iity in )ehi with an annua
"a$a"ity of 3447444 MT+
C%!8te 1
OBJECTIVE AND SCOPE
.4 OBJECTIVES OF T@E REPORT
The !ain o9<e"ti8e of the Study "an 9e i#ted a# foow#
A+PRIMARY OBJECTIVE
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1+ To find #iCe of retai network of Go8ardhan God and Go dahi in #$e"ifi" area# of
Pi!$ri6Chin"hwad (Pune% "ity or $enetration e8e of Go8ardhan Mik in Pi!$ri6
Chin"hwad (Pune% "ity+
3+ To find the $ro9e!# fa"ed 9y retaier# in #eing and #toring+
G+ To "oe"t the infor!ation a9out the "o!$etitor#
B4SECONDARY OBJECTIVE
1+ To organiCe #ae $ro!otiona a"ti8itie# to i!$ro8e !ik and dahi #ae#+
3+ To generate and #e"ure "on#u!er awarene##+
14 SCOPE OF PROJECT
The #tudy "arried out in Pi!$ri6Chin"hwad (Pune% "ity #o7 it# #"o$e i# !ainy i!ited to
Pi!$ri6Chin"hwad (Pune% "ity+
&t gi8e# infor!ation a9out the #iCe of the retai network+
&t gi8e# infor!ation a9out the #er8i"e# gi8en 9y di#tri9utor to their retaier+
&t gi8e# infor!ation a9out the "o!$etitor#D $rodu"t#
&t wi #er8e "on#u!er in 9etter !anner+
C%!8te /
RESEARC@ MET@ODOLOGY
RESEARC@ DESIGN FOLLO6ED
)e#"ri$ti8e Re#ear"h i# the re#ear"h !ethod u#ed 9e"au#e de#"ri$ti8e #tudie# e!9ra"e
a arge $ro$ortion of !arket re#ear"h+ The $ur$o#e i# to $ro8ide an a""urate #na$#hot of #o!e
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a#$e"t of the !arket en8iron!ent+ De)("8t"$e e)e!(% i# !ore rigid than e;$oratory
re#ear"h and #eek# to de#"ri9e u#er# of a $rodu"t7 deter!ine the $ro$ortion of the $o$uation
that u#e# a $rodu"t7 or $redi"t future de!and for a $rodu"t+ A# o$$o#ed to e;$oratory
re#ear"h7 de#"ri$ti8e re#ear"h #houd define =ue#tion#7 $eo$e #ur8eyed7 and the !ethod of
anay#i# $rior to 9eginning data "oe"tion+ &n other word#7 who7 what7 where7 when7 why7 and
how a#$e"t# of the re#ear"h #houd 9e defined+
SAMPLINGED
SAMPLING TEC@NICUE USED
&n thi# $ro<e"t the te"hni=ue of #a!$ing u#ed wa# Jud:-ent )!-8&"n:4 Judg!ent
#a!$ing in8o8e# the "hoi"e of #u9<e"t# who are !o#t ad8antageou#y $a"ed or in the 9e#t
$o#ition to $ro8ide the infor!ation re=uired+
SAMPLE UNIT
&n thi# $ro<e"t "a#e #a!$e were the et!"&e) "n P"-8"DC%"n(%,!d +Pune2 e:"on
J the ai! wa# to know the $enetration e8e of Go8ardhan !ik and the "o!$etitor# $re#ent
in the !arket+
SAMPLE SIGEE 12E Retaier#+
DATA COLLECTION TEC@NICUES
SOURCES OF DATA
PRIMARY DATA
To "oe"t $ri!ary data fro! RetaierD# Tue#tionnaire# were u#ed+ Tue#tionnaire wa#
$re$ared 8ery "arefuy #o that it !ay $ro8e to 9e effe"ti8e in "oe"ting the right infor!ation+
SECONDARY DATA
Se"ondary data "oe"ted fro! different we9#ite+ Thi# #e"ondary data for!ed the
"on"e$tua 9a"kground for the $ro<e"t+ Thi# #e"ondary data wa# "o!$ared with the $ri!ary
data "oe"ted in area+
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RESEARC@ INSTRUMENT
The re#ear"h in#tru!ent u#ed in the $ro<e"t wa# Tue#tionnaire to "oe"t $ri!ary
infor!ation7 it $ro8ided fe;i9iity 9y u#ing !ore "o#e ended and few o$en ended =ue#tion#+
MET@OD OF DATA COLLECTION
&nfor!ation wa# "oe"ted 9y $er#onay "onta"ting retaier# through inter8iew#+
;2 Tot!& Ret!"& Out&et) o# Go$!d%!n F "t) Co-8et"to)
OrganiCation I Market Share
No of
Retaier
0arna GGI 4:
Goku 33I 33
Arey 14I 15
'oo#e 11I 12
Mahanand :I 14
Mother dairy GI 4
Gowardhan 2I 1:
Re!)on) #o Go$!d%!n -"&' not )toed 3y et!"&e)4
An),e No4 o# e)8ondent)
Not Reguar Su$$y 34
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No One ha# A#ked F
Not Aowed 1F
Re$a"e!ent G
Retaier# Margin 34
Not )e!anded 9y Cu#to!er# E
Re)8on)e o# Ret!"&e) 6%en A)'ed #o Ode4
INTERPRETATIONE
1% Mo#t of the! were not intere#ted 9e"au#e of their reation with $a#t
di#tri9utor and retaierD# !argin+
3% So!e of the! ha# gi8en order
G% Bew of the! te that they wi think in future regarding order+
C%!8te ;
LIMITATIONS OF T@E RESEARC@
The #ur8ey i# i!ited ony for Pune "ity+
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Ti!e $eriod of the $ro<e"t wa# F week#7 whi"h !ay not 9e enough to under#tand the
whoe !arket+
Re#$ondent he#itate to gi8e true re#$on#e to =ue#tion+
C%!8te A
FINDINGS OF T@E RESEARC@
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Pi!$ri6Chin"hwad territory i# !ainy di#tri9uted into two !ain $art# Pi!$ri and
Chin"hwad+
Chin"hwad i# ha8ing reati8ey e## no of retaier# a# "o!$ared to Pi!$ri7 9ut fro!
the re#ear"h it wa# found that in thi# !arket oo#e !ik i# !ore $o$uar and thi# !arket i# not
"o8ered 9y !ik di#tri9uting "o!$anie#+
Retaier# were #eing different 9rand#+ -e"au#e they were a9e to re"ei8e !ore
!argin fro! non $o$uariCed 9rand that they "oud not fro! we known 9rand#+
Mea#ura9e a!ount of retaier# were not ha$$y with the di#tri9utor#7 9e"au#e of
fre=uent "hange in di#tri9utor# and ate dei8ery of !ik+
A retaier# were fa!iiar with #ae# $ro!otion a"ti8itie# undertaken 9y Go8ardhan+
-ut #o!e of the retaier# were "o!$aining a9out "heating during #"he!e a# they didnDt get
di#"ounted a!ount 9a"k+
So!e retaier# were intere#ted in the GowardhanD# e;"u#i8e #ta+
C%!8te =
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SUGGESTIONS AND RECOMMENDATIONS
The Mik $rodu"t# !arket ha# rea"hed Maturity #tage in &ndia arge no+ of
Coo$erati8e# ha8ing a 8ariety of $rodu"t range ha# entered the !arket7 thu# there i# one way
for Go8ardhan to #u#tain their !ik 9u#ine## in the !arket 9y dei8ering out#tanding
#ati#fa"tion to their retaier#7 #o that they "an take intere#t in #eing of Go8ardhan !ik
$rodu"t#+
Thi# "an 9e done a# foow
Go8ardhan ha# a reati8ey good di#tri9ution network7 9ut #ti "o!$any i# not a9e to
fufi the de!and of outet in the $eak #ea#on when de!and i# 8ery high+ /ere
"o!$any #houd "on#ider on the #u$$y of $rodu"t in the $eak #ea#on+
Co!$any #houd !ake new $rodu"t i+e+ #"ented !ik whi"h ha# !ore de!and in
!arket+
Su$$y #houd 9e reguar to a the outet# in"uding tho#e that ie in the $o"ket road#
and not <u#t in the outet# whi"h ie on the ea#iy a""e##i9e route#+
3E4 ! !ik $ou"h #houd !ake a8aia9e to !ore e;tent to retaier# for #eing7
9e"au#e ower in"o!e fa!iy ha# intention to 9uy #!a $ou"h !ik+
Pro8ide rea#ona9e Margin to retaier# a# "o!$ared to "o!$etitor#7 thi# !oti8ate#
the! to $ro!ote "o!$anyD# !ik and !ik $rodu"t#+
&!$ro8e dei8ery #"hedue to $ro8ide $rodu"t# on ti!e for the retaier# a9out who
"ai!ed that Go8ardhan !ik and other $rodu"t# are not a8aia9e to the! on ti!e+
&n"enti8e# J #"he!e# #houd 9e gi8en to the retaier# and #o!e #"rutiny #houd 9e
foow to "he"k the #"he!e get 9eing "o!!uni"ated $ro$ery 9y di#tri9utor# or #ae#
$er#on+
Co!$any #houd $ro8ide ad8erti#ing fa"iity ike out#ide wa $aintingN $ro8ide
"o!$anyD# #tand 9oard#7 Po#ter# whi"h he$ to #e Go8ardhan !ik+
Pro8ide "on#i#tent #er8i"e to retaier# a# thi# wi he$ gain "o!$any goodwi in the
!arket+
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)o not "hange di#tri9utor fre=uenty7 9e"au#e he i# the ony $er#on who a"t a# a
"onne"ting ink 9etween "o!$any and retaier#+
)o not $a"e !ore than one di#tri9utor in #a!e !arket area+
RECOMMENDATIONS
Bro! a9o8e re#ear"h it i# "ear that there i# a need for Point Of Pur"ha#e di#$ay
$rogra!!e for retaier# of Go8ardhan+ A#o7 & ha8e #een few ad8erti#e!ent# at the
retaier# whi"h "an !ake "on#u!er aware that $rodu"t e;i#t#+ Their #hef di#$ay wa#
a#o $oor i+e+ Produ"t# are $a"ed at 9a"k#ide of #hef7 whi"h dire"ty affe"t #ae# a#
a $rodu"t# are i!$u#e+ And !o#t $rodu"t# 9eing #ea#ona we reay need to !ake
$rodu"t 8i#i9e e8erywhere7 at ea#t at retaierD# $a"e+
0hen & $ut !y#ef into "on#u!erD# #hoe7 generay & donDt go into a #ho$ to drink
Go8ardhanD# 9e8erage+ & go there 9e"au#e & a! thir#ty7 now if our di#$ay i# $oor7 & a!
going to 9uy that 9e8erage whi"h ha# "on#i#ted !o#t #hare of !ind (SOM% whi"h i#
de"ided 9y "o!!uni"ation !i; and fa"tor# (rea"h7 i!$a"t and fre=uen"y% of that
"o!!uni"ation too (T*7 radio7 $rint7 other !ediu!% u#ed or 9y ad8erti#e!ent at
$oint of $ur"ha#e ($o$%+
E;a!$e6 &f & a! thir#ty and going to #ho$ to drink #o!ething and if & #ee #o!e Go8ardhanD#
$rodu"t# POP (Po#ter et"+%7 &U !o#t ikey to 9uy Go8ardhanD# $rodu"t+ So if we work !ore
on POP di#$ay#7 whi"h & think wi he$ Go8ardhan to #ae 9etter in #ea#on+
&n todayD# "ut throat "o!$etition POP di#$ay# arenDt o$tion 9ut "o!$u#ion to get
!a;i!u! #ae#+
6&f we #ee Go8ardhan 9e8erageD# "o!$etitor# are a#,6
0ater
Pe$#i $rodu"t#
Co"a6Coa $rodu"t#
Jui"e#
'o"a "od drink !anufa"turer#
Street /awker# #eing Ni!9u$ani et"+
60e "an "a##ify a the#e into G !ain "ategorie# a#,6
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Co!$etitor#
Su9#titute#
Threat of new entrant#
&n thi# "ut throat "o!$etition a are trying to eat #a!e $ie+ POP "an he$ u# to fight 9a"k+
And & think today e;ten#i8e u#e of POP i# not an o$tion for u#7 it i# rather "o!$u#ion for u#
9e"au#e our "o!$etitor# are doing it and that i# he$ing the! to attra"t #o!e of our
"u#to!er#+
&n warehou#e whie #taking the $rodu"t#7 on the 9o;e# in#tru"tion# are "eary
!entioned a9out !a;i!u! no+ of 9o;e# whi"h "an 9e #taked one a9o8e other 9ut
here the#e in#tru"tion# are not foowed whi"h "an in"rea#e wa#te+ So di#tri9utorD#
#houd 9e !ade aware a9out thi# and a#ked to in#tru"t "on"ern $er#on to foow the
in#tru"tion# on 9o;e# #tri"ty+
Re"o!!endation# for handing #ae# for"e,6
1% 0e know7
Tota #ae# 8ou!e $er dayW Order $er retaier# X No+ Retaier# "o8ered
Now 9a#ed on thi# we "an in"rea#e the #ae# in two way# a#6
&n"rea#ing 8ou!e of order fro! ea"h retaier,
-y u#ing $er#ona #ae#!an #ki#
-y u#ing $er#ona "onta"t#
-y taking he$ of our $rodu"t# whi"h are #od under Pu Ba"tor i+e+ Go
)ahi or no+ Of 9o;e# of 9utter!ik wi 9e de"ided on the 9a#i# of order
8ou!e of other $rodu"t# fro! #a!e retaier#+ -e"au#e they "annot afford
not to kee$ that $rodu"t+
Make good u#e of #"he!e# to $u#h $rodu"t#+
&n"rea#e the no+ Of retaier# "o8ered $er day
-y adding new E #ho$# $er day to your earier i#t of retaier# 8i#ited $er day
(V E BORMU'A %
-y adding #na"k# "enter#7 "oege "anteen#7 #!a hote# et"+
3% A# $er !y o9#er8ation7 #ae#!an i# finding it a 9it diffi"ut to $u#h our $rodu"t# harder
when it "o!e# to Y
8ery ow !argin# for a our $rodu"t# a# "o!$ared to our "o!$etitor#
our no re$a"e!ent #trategy
no "redit fa"iity a8aia9e
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So #ae#$eo$e #houd foow the 9eow !entioned a$$roa"h for getting order# fro!
retaier#,6
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ony 9e !anaged+ So #u"h #tru"tured #$ee"he# "an !ake our #ae#!en 9etter e=ui$$ed to
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any "han"e of 9rand ero#ion e8en in !ind# of the retaier#
OPERAT&ONA' PROCE)URES BOR &MP'EMENTAT&ON OB T/E
RECOMMEN)AT&ON
Our !arket# "an 9e #eg!ented aong G ine#,6
(irana #ho$ *ou!e
Che!i#tD# $rodu"t $ortfoio
/ote Cu#ter

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1+ On 9a#i# of (irana #ho$ 8ou!e6
E"ono!y
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3+ On 9a#i# of /ote Cu#ter6
Con8enien"e
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G+ On 9a#i# of Che!i#t# Produ"t Portfoio6
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ha8e $a"e to #it+ &t in"ude# ST) 9ooth#>Pan6-eedi #ho$#>-akery>Sweet Sho$#>Jui"e
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Sna"k# Center#W in"ude# outet# #eing ite!# to eat and the outet #houd ha8e $a"e
to #it+ &t in"ude# #it down re#taurant#>-ar#>)ha9a#>Cafe# et"+
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Cue)t"onn!"e
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So!e $hoto#
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B"3&"o:!8%y
www+go8ardhanindia+"o!
www+googe+"o!
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Marketing Manage!ent 9y Phii$ (oter