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Introduction: Our company continuously focuses its efforts to better understand the changing drinking habits and retailers needs and anticipate consumer needs in order to provide convenience, nutrition and wellness through its product and services offerings. The culture of innovation within the Company and the extensive centralized Research and Development facilities gives it a distinct advantage in these efforts. Consumers and retailers are our top priority and satisfying them is our hallmark of success.
Our Slogan: “ We Serve Health”
Our Mission " We seek to achieve market leadership in Dairy Products through exceeding customer expectations and unique products"
Our Vision " Introducing healthy products in the market "
Poray segments its market according to different wants, buying preferences or productuse behavior.In addition to compliance with regulatory requirements, poray endeavors to ensure that highest standards of ethical and responsible conduct are met throughout the organization. QUALITY
Our company has effective quality control measures in place. There is a governing body for quality which ensures the quality of our products.
· Geographic Segmentation
Poray has utilized the local channels of distribution, which not only helped them in reducing fixed investment but would also give something in return to society in term of employment. The demand of Poray in urban areas is more
than in rural areas, sale of Poray increases in summer seasons.
· Psychographic Segmentation
Changing life-style brought innovation to the market and Poray is well aware of these
changes. The women in this region represent a large portion of the society and for them product are really important for family and a part of their lifestyles. Similarly the courteous and friendly attitude of people made Poray the choice of serving tables.
· Demographic Segmentation
Poray frequently conduct constructive demographic surveys in order to get the clear picture about various market segments and forecast the future sales of the company.
Mostly they use age, income, gender, social class, and occupation for demographic segmentation. Target market strategies
After a company has segmented a market management must select a market, management must select one or more segments as its target market.
Multiple segment strategies
Poray adopted multiple segment strategy. It develops a separate marketing mix to reach each targeted segment.
“A position is the way a firm’s product, brand, or organization is viewed relative to the competition by current and prospective customers”.
Poray is a small scale-milk-processing unit where milk is pasteurized and packed into plastic pillow-type pouches. Pasteurization is the process of heating the milk up to 70ºC for a certain period of time and then cooling it to
4ºC. The heat treatment must guarantee the destruction of unwanted pathogenic microorganisms and should not affect the taste & nutritional value of the milk. The commercial significance of pasteurizing milk is to increase the shelf life of milk up to 72 hours at cooling temperature. For pasteurized milk, a standard formula of 3.5% fat contents and 9.5% SNF (solids not fat) have to be maintained according to law. The fresh milk has 4 to 6% fats. The extra fat contents are removed through cream separator during milk processing. After cream separation, some milk powder is mixed and homogenized to make standardized milk of 3.5% fat and 9.5% SNF. This extra milk cream is sold
to the sweet makers fetching higher prices in the range of Rs 40-50 per kg.
In general usage, product may refer to a single item or unit, a group of equivalent products, a grouping of goods or services, or an industrial classification for the goods or services.
Single unique product Product may refer to a unique product, such as a single carton of brand X milk, a single customized interior design, a single piece of lumber, or a single hour of technical support. Serial numbers are used to identify certain unique products. A vehicle identification number identifies a unique motor vehicle. The term "defective product" usually refers to a single instance or a few instances of unique products not meeting specifications or standards. Every product is unique in the sense that it cannot be sold to different customers such as customer A and customer B at the same time, or sold twice at the same time to a single customer. An invoice is a business document requesting payment for actual product delivered. Double billing is
the error of charging a customer twice for the same unique product.