A

PROJECT REPORT

ON

"TO STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT"

PROJECT UNDERTAKEN AT

PRIDE OF COWS, PUNE

(DEPARTMENT: MARKETING)

SUBMITTED BY

MR. SANKET JALANDAR UKIRDE

UNDER THE GUIDANCE OF

“PROF. RUCHITA RAMANI”

SUBMITTED TO

“SAVITRIBAI PHULE PUNE UNIVERSITY”

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD

OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (MBA)

THROUGH

ASM’S, INSTITUTE OF PROFESSIONAL STUDIES, PIMPRI PUNE.

( YEAR 2019-2021)
 DECLARATION

This is to declare that I, Sanket Jalandar Ukirde of IPS, Pimpri (2019-2021),

have given original data and information to the best of my knowledge in the project
report title ―TO STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT”
under the guidance of Prof, Ruchita Ramane and that, no part of this information has
been used for any other assignment but for the partial fulfillment of the requirement
towards the completion of the said course.

I have prepared this report independently and I have gathered all the relevant
information personally. I have prepared this project for M.B.A. for the year 2019-
2021.

I also agree in principal not to share the vital information with any other person
outside the organization and will not submit the project report to any other university.

Place: Sanket Ukirde

Date: / / M.B.A-(Marketing)
 ACKNOWLEDGEMENT

I acknowledge my sincere thanks for the co-operation extended by the college and all
those who helped me in preparing and presenting the report.

I take this opportunity of expressing my profound gratitude to my guide Prof

Ruchita Ramane ASM‘s Institute of Professional Studies Pimpri, whose
continuous support has been a constant source of motivation for me. I am extremely
thankful to her for providing valuable guidance and attention to me.
I would like to express my deep sense of gratitude to our Executive Director Dr.
Sudhakar Bokephode, for allowing me to carry out this project work in this
prestigious institution.

I am also grateful to Mr. MAYUR JOSHI (ASM) for sparing his valuable time and
extending his co-operation in accomplishing my task. It was great experience and a
pleasure working with such a cooperative and friendly environment group.

At last special thanks to Production manager and Accountant for their valuable
support in my project. I would like to sincerely acknowledge and express my gratitude
to my friend and colleagues, who have directly or indirectly assisted me in completing
this project work.

Sanket Ukirde
 INDEX

SR. NO. PARTICULARS PAGE NO.

Executive summary 5

1 Industry Profile 7

2 Company profile 16

3 Product Profile 22

4 Theoretical Background 34

5 Research Methodology 49

6 Data Interpretation and Analysis 54

7 Findings 72

8 Suggestions 73

9 Conclusion 74

Annexure 75
 Executive summary

Parag milk foods Pvt.ltd, produces and supplies dairy products in India and
Internationally. The company offers skim milk powder, processed cheese, curd,
butter, butter oil, ghee, gulab jamun mix powders. It serves hotels, restaurants,
institutions, and caterers. The company offers its products through retailers and retail
outlets, as well as exports to the Middle East, south east Asian, and African countries.
Parag milk foods Ltd. was founded in 1992 and is based in Pune, India. Parag milk
foods Ltd. Launch‘s his new brand call Pride of Cows in 2011 for Pune City which is
premium to serve best to the people. Whole report is defining about the internship
process which was done within the stipulated time allocated by the institute.

The report is talking about the companyand their process for the tackling the
business aspect with retaining the social values. Process in which following for
serving milk to every household farm to home concept which is veryeffective in
terms of capturing the market. What is value of theparagin current market and
wherethey stand in market.

Market scenario in which they fall under the niche segment. The project title ‗TO
STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT OF PRIDE
OF COW‘S MILK in Pune was under taken by Miss Julie Kalaskar

The objective of my project was to increase the visibility of pride of cow‘s milk and
to study themarket.

Theresearchdesign forthestudywas exploratory. Awell-structured Prideof

cow‘s script was prepared under the guidance of Miss Julie Kalaskar.

It was then executed to the customer in Pune city.

The feedback of this activity was stored using MS –EXCEL. It has been

5
Observed that promotional activities like

 Free Sampling activity was performed.

 Communicating with people at various places in Pune such

as Joggers parks, Gyms, Malls, Societies etc.

 Communicating via SMS and E-mails.

 CHAPTER NO.1

INDUSTRY PROFILE

Introduction to FMCG Industry:-

The Fast Moving Consumer Goods (FMCG) industry in India is one of the largest
sectors in the country and over the years has been growing at a very
steady pace. The sector consists of consumer non-durable products which
broadly consist, personal care, household care and food & beverages. The Indian
FMCG industry is l a r ge l y c l a s s i f i e d a s o r ga niz e d an d un or ga n i z
ed. T hi s s e c t o r i s a l s o b u o ye d b y intense competition. Besides competition,
this industry is also marked by a robust distribution network coupled with
increasing influx of MNCs across the entire value chain. This sector continues
to remain highly fragmented.

Industry Classification:-

The FMCG industry is volume driven and is characterized by low margins. The
products are branded and backed by marketing, heavy advertising, slick packaging
and strong distribution networks. The FMCG segment can be classified under the
premium segment and popular segment. The premium segment
caters mostly to the higher/upper middle class which is not as price sensitive
apart from being brand cons c i ous . The pri ce s en s i t i ve p op ula r or
m ass s e gm ent co nsis t s o f con su me r s belonging mainly to the
semi- urban or rural areas who are not particularly brand conscious.
Products sold in the popular segment have considerably lower pricesthan
their premium counterparts.
What is Fast Moving Consumer Goods (FMCG)?4

Products which have a quick turnover, and relatively low cost are known as Fast-
moving Consumer Goods. FMCG products are those that get replaced within a year.
Examples of FMCG generally include a wide range of frequently purchased consumer
products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products
and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper
products, and plastic goods. FMCG may also include pharmaceuticals, consumer
electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. A
subset of FMCGs is Fast Moving Consumer Electronics which include innovative
electronic products such as mobile phones, MP3 players, digital cameras, GPS
Systems and Laptops. These are replaced more frequently than other electronic
products. White goods in FMCG refer to household electronic items such as
Refrigerators, T.Vs, Music Systems, etc. In 2005, the Rs. 48,000-crore FMCG
segment was one of the fast growing industries in India. According to one study, the
industry grew 5.3% in value between 2004 and 2005.The Indian FMCG sector is the
fourth largest in the economy and has a market size of US$13.1 billion. Well-
established distribution networks, as well as intense competition between the
organized and unorganized segments are the characteristics of this sector. FMCG in
India has a strong and competitive MNC presence across the entire value chain.
Outlook:-

There is a huge growth potential for all the FMCG companies as

the percapitaconsumption of almost all products in the country is amongst the lowest
in the world. Again the demand or prospect could be increased further if these
companies can change the consumer's mindset and offer new generation products.
Earlier, Indian consumers were using non-branded apparel, but today, clothes
of different brands are available and the same consumers are willing to pay more for
brandedquality clothes. It's the quality, promotion and innovation of products, which
candrive many sectors.

Most of the consumer durable goods will see a reduction in price as the government
of India decided to reduce tax levied on them. 4 percentage point reduction in the
Cenvat to 10 per cent from 14 per cent is the key driver.

Scope:-
The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest
sector in the economy. A well-established distribution network, intense competition
between the organized and unorganized segments characterizes the sector.
FMCG Sector is expected to grow by over 60% by 2010. That will translate into an
annual growth of 10% over a 5-year period. It has been estimated thatFMCG sector
will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010. Hair care,
household care, male grooming, female hygiene, and the chocolates and confectionery
categories are estimated to be the fastest growing segments, says an HSBC report.
Though the sector witnessed a slower growth in 2002-2004, it has been able to make a
fine recovery since then. For example, Hindustan Levers Limited (HLL) has shown a
healthy growth in the last quarter. An estimated double-digit growth over the next
few years shows that the good times are likely to continue.
Introduction to the Dairy Industry in India:-

India is the highest milk producer in the entire globe. India is well known as the
'Oyster' of the global dairy industry, with opportunities galore for the entrepreneurs
globally. It might be dream for any nation in the world to capitalize on the largest and
fastest growing milk and milk products' market. The dairy industry in India has been
witnessing rapid growth with liberalization. As the economy provides good
opportunities for MNCs and foreign investors to release full potential of this industry.
The main objective of the Indian Dairy Industry is to manage the national resources in
a manner to enhance milk production and upgrade milk processing using innovative
technologies

The crossbred technology in the Indian Dairy Industry has further augmented with the
viability of the dairy units by increasing the milk production per animal. Then
subsequently milk production has also increased at an exponential rate while the
benefits of an increase in milk production also reached the consumers from a
relatively lower increase in the price of milk. The favourable price environment for
milk producers for the Dairy Industry in India however appeared to have weakened
during the 90's, a decline in the real price of milk being noticed after the year 1992.
And then slowly regained it is glory after 1992 to till now.

In India dairying from very much earlier is regarded as an instrument for social and
economic development. The country's milk supply comes from millions of small
producers, who are dispersed throughout the rural areas. All these farmers maintain an
average herd of one or two milch animals, comprising cows and/or buffaloes. Mostly
ample labour and a small land base encourage farmers to practice dairying as an
occupation subsidiary to agriculture. As income from crop production is seasonal
instead dairying provides a stable which is a year-round income and also an important
economic incentive for the small farmer.

In India dairy business has been practiced as rural cottage industry over the years.
Semi-commercial dairy started with the establishment of military dairy farms and co-
operative milk unions throughout the country towards the end of the 19th century.
Since Independence this Industry has made rapid progress. A large number of modern
milk and milk product factories have since been established.The organized dairies in
India have been successfully engaged in the routine commercial production of
pasteurized bottled milk for Indian dairy products.

The growth of Indian Dairy Industry during the last three decades has been
impressive, at more than 5% per annum; and in the 90's the country has emerged as
the largest producer of milk. This is not a small achievement when we consider the
fact that dairying in India is largely stringent that farmers in general keep dairy
animals in proportion to their free crop and also are available for family labor with
little or no purchased inputs and a minimum of marketed outputs. The existence of
restrictive trade policy milk in the Diary Industry and the emergence of Amul type
cooperatives have changed the dairy farming practices in the country. A farmer has
gained the favorable price for their milk and for their production which was
essentially a self-reliant one is which is now being transformed into a commercial
proposition.

In India Milk production is dominated by small and marginal land-holding farmers

and also by landless labourers who in aggregate own 70% of the national milch
animal herd .And as the crop production on 78% of the agricultural land still depends
on rain, which is prone to both drought and floods, rendering agricultural income is
very much uncertain for most of the farmers. Dairying, as a subsidiary source of
income and occupation, is real relief to most of the farmers in the society. Usually one
or two milk animals enable the farmers to generate sufficient income to break the
vicious subsistence agricultural-debt cycle.

The Operation Flood which is the successful Indian dairy development programmed
has analyzed that how food aid can be utilized as aninvestment in building the type of
institutional infrastructure that can bring about national dairy development.
Programmes like this, with similar policy orientations, may prove to be appropriate to
dairy development in in India.

India in the early 1950's was commercially importing around 55000 tonnes of milk
powder annually to meet the urban milk demand. Most of the significant
developments in dairying have taken place in India in this century only.
The Indian dairy industry is poised for dramatic growth in the coming decades. The
population growth, urbanization, income growth, high income elasticity of demand,
and changes in food habits that fueled the increase in milk consumption are expected
to continue well into the new millennium, creating a veritable Livestock Revolution.
As these events unfold, not all the changes are good, and they have major implications

for poverty alleviation, environmental sustainability, public health, and ethical

concerns about the treatment of animals as sentient being.

COMPETITORS:

1) Sarda Farms:
The genesis of a Sarda Farms is based on the fact that an entire, generation in India
has been exposed to contaminated or adulterated milk and this menace is spreading
every day. Sarda Farms promises its customer undefiled natural cow‘s milk, which
has all the natural nutrients growing children and adults need. It is untouched by
Hands , Zero Contamination.
Sarda Farms' Holstein cows, according to its website, have "special hay beds to ensure
they are comfortable while sleeping or resting, industrial fans to keep them cool" and
"a designated ruminating area to help the cows ruminate in leisure".
It charges Rs90 depending on how long you order from them. They use glass bottles
to deliver in.

2) Doctor Moo

Doctor Moo is the only one that‘s certified organic by Ecocert. "The company‘s aim
is to enable the best quality dairy products to be made in India," Indian School of
Business classmates Rahul Jain and Anmol Trikannad have launched their Doctor
Moo certified organic cow‘s milk. Free of artificial hormones and that retard growth.
Free of adulterants that make you very sick. Eco friendly dairy management. They
charge 60 Rs./-litre. They use tamper proof pouches.
3. Provilac:

Provilac Dairy Farms was established in the year of 2013 and is one of its kind in the
city. Within a short span of time, Provilac has become synonymous with natural and
100% pure milk in the city of Pune. Provilac aim to contribute towards creating
happy and healthy tomorrow for all through right nutrition and high quality dairy
products price: Rs. 69 per litter

4. Woo hoo

Every drop of woohoo doodh is always natural, fresh & untouched by human hands.
our open farms ensure that our milk is the best it can naturally be. So do our tech,
doctors & delivery processes. We will always make fresh natural milk, deliver it to
our customers within 24 hours of milking & make everyone happy along the way.
5. Country Delight:

Started in 2015, Country Delight is a bunch of Engineers and IIM Graduates who aim
to bring back the basics of Milk. Country Delight promises natural, fresh and
unadulterated milk directly to the doorstep of the consumer. Consumer ordering and
servicing happens through a first-of-its-kind mobile application that completely takes
away the hassle of managing ones milk requirements.
 CHAPTER NO.2

Company Profile

Parag Milk foods

pvt ltd

Gowardhan Go Pride of cows Topp Up Avvataar

Traditional
products:
Yogurt and cheese Premium milk Flavoured Drink Whey Protein
Ghee, Dahi, Milk powder

Parag Milk Foods Private Limited:-

Parag Milk Foods is an ISO 9000 and AGMARK certified company. Backed by
industry experience of 18 years, Parag Milk Foods Private Limited have become one
of the renowned processors and exporters of milk products. It has an output capacity
of 2,000,000 litres per day with two dairy plants; one based at Manchar in
Maharashtra and new plant based at Palamner in Andhra Pradesh. Through its
subsidiary, Bhagyalakshmi Dairy Farms, it also owns the largest cow farm in India.
Parag has also established Asia‘s largest cheese plant at Manchar. It adheres to
international standards of product quality. Parag Milk Foods has a vast range of
products which includes Cheeses (raw as well as processed in various forms &
flavours), Butter, UHT Milk, Paneer, Dahi, Yogurt, Ghee, Skimmed milk powder,
whole milk powder, proprietary foods like gulabjamun mix powder & dairy whitener
under the brand names of ‗Go‘ and ‗Gowardhan‘ all made from 100% fresh cow‘s
milk. Apart from its pan-India distribution network covering retail outlets and
modern format stores, the Pune-based company supplies its products like cheese,
butter, ghee and milk powder to reputed hotels, restaurants, institutions and caterers. It
is exclusive supplier of dairy products to major Institutions like Barista, Baskin
Robins, Sodexho and Café Coffee Day, major hotel chains like Taj Group as well as
to all major Pizza chains like Pizza Hut, Dominos Pizza, US Pizza, Papa Johns,
Sbarro, Uncle Sams Pizza, Chilliz, Taco Bell, etc. Parag exports its products like
Cheese, Ghee, milk powders, butter & AMF to about 27 countries in the USA, South
East Asia, Africa and the Middle East. The company has established its consumer
products distribution network in USA, Middle East, Singapore & Hong Kong.
Speaking about continuous improvement in the company has been due to Innovations
in products, packing, understanding consumer needs & lifestyle & product
development.

Gowardhan:

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. The organization is
registered with US FDA and this is the only brand in India to have obtained the ISO
15161 certification from New Zealand Located in a lush green village called Manchar
in Maharashtra (60 km from Pune), It is the largest cow farm in India as well as Asia's
largest cheese plant.

Gowardhan manufactures dairy products that are not just 100% natural, but also
lighter and rich in calcium. That's because the milk, procured from its own cow farm -
the largest in Asia - is 100% natural cow's milk. The use of latest European
technology in manufacturing units ensures superior quality and freshness of the
products, giving them the unique Gowardhan taste and flavour.

Parag has brought Cheese for its Indian consumers in different flavors and forms.
The different varieties of cheese ranging from powders and spreads, squeezy tubes,
wedges and slices, to shredded Mozzarella and pizza cheese. Different types of
Cheese is specially made for different preparation right from Sandwitches, Tacos,
Pasta, Pizza, Nachos etc. Its Cheese basket is added with recent product innovations
like nacho cheese sauce, cheezoos tubes, shredded cheeses, gourmet cheese like
Gouda, Colby, Montero Jack and natural cheddar.The Company recently added one
more product in its product basket that is GO UHT Milk available in two variants
Double Toned & Skim Milk.

Parag is engaged in manufacturing dairy products that are 100% natural, lighter and
rich in calcium. The brands of the company cover a wide range of products that cater
to consumers who give preference to taste, nutrition, health, and craftsmanship. The
products manufactured by the company includes Gowardhan Mozzarella cheese,
GowardhanMilko Dairy Creamer, Gowardhan dairy whitener, Gowardhan gulab
jamun mix, Gowardhan fresh & thick Dahi, Gowardhan trim Dahi, Gowardhan Chass,
Gowardhan Gold Milk, Gowardhan Fresh Milk, Gowardhan premium ghee,
Gowardhan butter and Gowardhan processed cheese .

Gowardhan has a staff of more than 1200 employees. Gowardhan also has tie-ups
with Institutes of International repute like National Dairy Research Institute, Karnal
and Allahabad Agriculture University for recruitment of technical officers as well as
recruitment agencies for management graduates.

Pride of Cows:-
Pride of Cows, a brand of Parag Milk Foods, is a first-of-its-kind, superior farm-to-
home milk, from India‘s most modern dairy farm, with a production capacity of
25,000 liters a day. Located in the lush greenery of Manchar, close to Pune, the Pride
of Cows dairy farm is spread over 26 acres, perched between the Bheema River and
the Bheemeshwari hills. The farm is the most advanced in India, equipped with the
finest international technology for feeding, milking and processing, conforming to
international dairy practices. Spread over 35 acres, the Bhagyalaxmi farm is India's
largest cow farm, housing upto 3800 cows and equipped with one of India's first
Rotary Parlors, which has mechanized the whole milking process and in turn
maximized quality and hygiene. This world class facility meticulously follows
specialized farming, nurturing, breeding and a milking program that makes sure that
the milk obtained is wholesome and of the highest quality.

Black-and-white Holsteins, originally from the Denmark, are most widely used for
milk production in the US, while the brown Jersey cow, originally from the British
Isles, is known for its creamy milk .The company has spent over Rs 4 crore on its
rotary milking parlour, the first in India. The 3500, -plus Holstein cows, purchased at
Rs 40,000 a piece, are treated to a special diet of calcium-rich feed.

The Pride of Cows brand is a reflection of passion for milk. Milk captures the
imagination, sparks interest and ideas, adds colour and flavour, and makes feel
fulfilled and happy. Pride of cows believe in the significant part played by milk,
strengthening and protecting the body and mind to live a fuller, more complete life
each day. It knows that cow‘s milk at its best represents the pinnacle of nutrition and
health.
the service is available only through invitation and the milk will be delivered at the
doorstep directly from Bhagyalaxmi Dairy Farm, Manchar, at the outskirts of Pune.
Some of the Pride of Cows clientele include Sachin Tendulkar, Raj Kundra,
HrithikRoshan, Nita Ambani, FarhanAkhtar, Amitabh Bachchan, KiranRao, and
Akshay kumar

The milk is produced without any human interference at Bhagyalaxmi Dairy Farm
using state-of-the-art technology and global best practices. It uses temperature-
controlled logistics for delivery and the quality of milk is controlled through specially-
designed nutritional meal.

Life at the Farm:-

• Ideal and stress free environment.

• Hygienic and airy barns which are temperature controlled with mist sprays and
fans.
• Each cow has her own bed - a soft, rubber mat to sleep or rest on.
• Music is played to keep them in good spirits at all times.
• They listen to Music like Bhajan‘s, Bollywood, Ghazal‘s etc.
The Feed:-

• There cows are given specially planned meals - called Total Meal Ration (TMR)
• TMR is natural forage which we grow on specially contracted farm lands
• This is a mix of foods, vitamins and minerals designed to give our cows a
wholesome diet and keep them healthy and happy

The Care:-

• We regularly watch & monitor our cows and if any abnormalities are found, the
cow is given immediate medical attention
• Our patented technology records data of each individual cow‘s health and quality
of it‘s milk
• Every day, samples of milk from each cow is analysed before the actual milking
process
• If the milk does not meet the standards, the cow is not milked till recovery
 CHAPTER NO.3

PRODUCT PROFILE

Parag Milk Foods Pvt Ltd is an ISO 9000 and AGMARK certified
company, committed to international standards of product quality.
Product portfolio includes milk, skimmed milk powder, whole milk
powder, ghee, processed cheese, butter, dahi, proprietary foods like
dairy whitener and Gulab jamun mix powder under the brands names of
GO, Gowardhan and Pride of Cows, Slurp, TopP up, Avtar
protein all made from 100 percent fresh cow‘s
milk.
 Dr. Kurien ushered in ‗White Revolution‘ in India with ‗Operation
Flood‘, the largest project for dairy development in the world. As a direct result,
India became self-sufficient and global leader in
milk production and dairy farmers the architects
in their own development.

Mr. Devendra Shah

"At Parag, we endeavour to boost milk productivity, reduce cost of production of milk
and milk products & make it affordable for the masses."

This revolution led to an increase in milk production many fold which led to
the co- operatives declaring milk holidays around Pune. This adversity was
circumvented by Mr. Devendra Shah (They Founder & Chairman) by helping
farmers by collecting their milk on such milk holidays. And thus was born
Parag Milk Foods Ltd.

Gowardhan, founded by Parag Milk and Milk Products Pvt. Ltd in 1992, is
one of India's largest private dairies, with an output capacity of 12,00,000 liters
per day. Located in a lush green village called Manchar in Maharashtra (60
km from Pune), and also owns the largest cow farm in India as they will as
Asia's largest cheese plant.

 Per day approx. 40 tons‘ cheese produced by company.

 They have their own 35 acres‘ farm and around 3000 Cows
Each of Parag Milks Food brands Gowardhan, Go, Topp Up and Pride of
Cows, play a central role in people's lives – they awake to them and consume
them all day long. Each with their own unique taste and place in life. We are
passionate about making milk moments a source of delight and inspiration.
 New ways to delight children, to healthier ways to spread goodness and
cheer in families, from delicious ways to entertain friends, to providing
the quickest ways in which a mother can provide taste and nutrition.

From making ghee which is as close to home made ghee, the first packaged
shredded cheeses designed for convenience and the first cheese in a squeeze
tube to delight children, to cream cheeses in many exotic flavours to make
entertaining exciting, the first natural fruits based yogurts, or making fresh
Paneer with extended shelf life for convenience and India‘s freshest, highly
nourishing farm to home milk. Parag has led successful dairy farm in India.

Infrastructure

Company‘s peerless success is greatly dependent upon the high

tech manufacturing plant spread over an area of about 50 acres. Companies
make use of the technically advanced equipment and machinery to carry out
the varying process like manufacturing, packaging, etc. They are also backed
up by the separate R&D and QC labs to deliver the exclusive range Dairy
Products to the clients.
Quality Assurance

Company is a prominent name in the entire industry because of the quality of

the products & offer to the clients. A great care is taken to assure the best
quality of products for which they have established a separate and complete
QC Lab. Their experts carry out the task of quality checking in accordance
with the set industrial l standards.

Analysis is regarding Company-

PARAG MILK FOODS is the company which produces the dairy products
and export in different cities. Its main products are varieties of cheese and
internationalqualityofit.

They also got chance to visited their plant which is very they will have
developed and also all their work is done by machine only there they are no
human touch so thatthe

hygiene will be maintained.

Customers - Apart from selling its products to customers through retail outlets,
the company also serves hotels, restaurants, institutions, and
caterers. The company exports its products to the Middle East, South
East Asian, and African countries.

Vision

We strive to optimize the potential of milk across a host of exciting dairy

products to fill each day with imaginative and healthy options for our
consumers. We believe that milk in all its wonderful forms is one of
nature‘s most nutritious foods and anyone who consumes milk products daily,
benefits from vital nutrients that the body needs. Fulfilling dietary nutritional
requirementsisasourceofgreatjoyandcreativityforus.

A bigger company also has larger responsibilities. While India is the largest
producer of milk in the world, and the commodity has become an important
source of income for 70m rural households, the output per animal is dismal. A
key area of focus for us is to help farmers and milk producers to boost animal
productivity.

We also seek to drive innovation in milk and milk products through our well-
diversified portfolio of brands that deliver dairy products to international
standards of quality. We at Parag live and breathe our corporate slogan of
‘Ideas for a newday‘.

Mission

Our Consumers
Should be able to trust our brands. This is why food quality is a fundamental
requirement for Parag. We make every effort to ensure that our processes are safe, and
that high quality standards are maintained throughout the supply chain.

Dairy innovation
Focus on dairy innovation, enables us to produce an array of products that make milk
moments nutritious, healthy, and enjoyable and we market them under well targeted
portfolio of brands.

26
 Partnership with the dairy farmers
We are working with dairy farmers to enrich their lives, and set new
standards for sustainable dairy production. We want to use our
resources in a sustainable manner. By having a long term
environmental strategy we can help make this happen.

Good citizenship
We want to influence the development of society and set an example
through our best practices. To make quality milk and world class dairy
products accessible to the masses. As a large private sector dairy player, we
have the opportunity to do so.

27
Building long-term relationship with local communities
We strive to uphold respectful and constructive community relations, and
contribute to the development of communities by building long-term
relationships with people, businesses and organisations.

BRANDS
1. Govardhan

2. Go Cheese

3. Topp Up

4. Pride of cows

5. Avatar Protein Powder

6. Slurp

Brand Products Markets

Gowardhan Ghee National supply

Milk

Dairy Whitener
 Milk

Dahi

Milk

Panner

Gulab Jamun Mix

Go Cheese National Supply

UHT Milk

Yoghurt

Flavoured milk National Supply

Topp Up Pride
of cows Premium Farm to home Supply to Mumbai, Pune
milk and Surat
Avatar Protein powder Protein powder National Supply

Slurp Mango Juice National Supply

Gowardhan
Gowardhan is a brand that caters to the traditional Indian family, residing in
both urban and rural areas. The products under the Gowardhan brand are
every-day dairy products, ones that the consumers are highly familiar with
which are Ghee, Milk, Paneer, Dahi, Curd, Butter, Dairy Whitener and Gulab
Jamun Mix. The promise of C ow‘s milk, purity and taste are the brand's
core rationale. Through invoking a sense of festivity and association with
customs and tradition, the brand adds life to products.

29
Go

'Go' is derived from Gowardhan and has a dual meaning- apart from
resonating with the Sanskrit word for ―Cow‖, the brand embodies an
energetic spirit with the act of going synergizing well with the attitude and
beliefs of the young generation of today. It caters to families that are
modernized and westernized and who lead both busy and active lifestyles. Go
consumers include young working, well-travelled urban centric families with
activechildren.

Topp up

Topp Up is a flavoured milk with extra proteins. The protein gives you extra
energy & strength whenever & wherever you need it. This is made from
Fresh cow‘s milk. Topp up is available in six distinct Indian flavours i.e.
Elaichi, Mango, Rose, Strawberry, Pista & Butterscotch. It has long shelf life
at room temperature.

30
Pride of Cows Milk

Pride of Cows, a brand of Parag Milk Foods, is a first -of- its-kind,

superior farm-to-home milk, from India‘s most modern dairy farm, with a
production capacity of 25,000 liters a day The Pride of Cows brand is a
reflection of our passion for milk. Milk captures the imagination, sparks
interest and ideas, adds colour and flavour, and makes us feel fulfilled and
happy. We believe in the significant part played by milk, strengthening and
protecting the body and mind to live a fuller, more complete life each day.
We know that cow‘s milk at its best represents the pinnacle of nutrition and
health!
Avatar Protein Powder

Avatar Protein Powder is a brand of parag

milks which is speciallymadeforpeople
want protine intake, Gym or workout
people. Avvatar Absolute 100% Whey
Protein is packed with 24g protein per
scoop. The primarysource is wheyprotein
concentratewhichisloaded withhealth-
boosting bioactive compounds along with
natural phospholipids for quick recovery
and sustained results!

It is milked, processed and packed

within 24 hours, to bring you the
freshest and purest whey. It is 100%
Vegetarian, made from fresh cow‘s milk and manufactured with multiple
stringent quality tests
Slurp

Slurp is the brand of Parag milks which is specially selling mango juice.
Where Indian young people want a mango juice.

Induction about company on first day then farm visit on second day along
with morning depo visit, Brand ‗Pride of cows‘, Farm Visit (Bhagyalaxmi
Dairy Farm, Go Cheese) and then taken existing customer survey and here
work start with Promotional Activity in various places in the city as data
shown as follows-
 CHAPTER NO.4

THEORETICAL BACKGROUND

Customer relationship management (CRM) is an approach to manage a company's

interaction with current and potential customers. It uses data analysis about customers'
history with a company to improve business relationships with customers, specifically
focusing on customer retention and ultimately driving sales growth.

One important aspect of the CRM approach is the systems of CRM that
compile data from a range of different communication channels, including a
company's website, telephone, email, live chat, marketing materials and more
recently, social media. Through the CRM approach and the systems used to facilitate
it, businesses learn more about their target audiences and how to best cater to their
needs.

HISTORY

The concept of customer relationship management started in the early 1970s, when
customer satisfaction was evaluated using annual surveys or by front-line asking. At
that time, businesses had to rely on standalone mainframe systems to automate sales,
but the extent of technology allowed them to categorize customers in spreadsheets and
lists. In 1982, Kate and Robert D. Kestnbaum introduced the concept of Database
marketing, namely applying statistical methods to analyze and gather customer data.
By 1986, Pat Sullivan and Mike Muhney released a customer evaluation system
called ACT! based on the principle of digital rolodex, which offered a contact
management service for the first time.

The trend was followed by numerous companies and independent developers trying to
maximize leads' potential, including Tom Siebel, who designed the first CRM
product Siebel Systems in 1993. In order to compete with these new and quickly
growing stand-alone CRM solutions the established enterprise resource
planning (ERP) software companies like Oracle, SAP, People
soft and Navision started extending their sales, distribution and customer service
capabilities with embedded CRM modules. This included embedding sales force
automation or extended customer service (e.g. inquiry, activity management) as CRM
features in their ERP.

Customer relationship management was popularized in 1997, due to the work of

Siebel, Gartner, and IBM. Between 1997 and 2000, leading CRM products were
enriched with shipping and marketing capabilities. Siebel introduced the first mobile
CRM app called Siebel Sales Handheld in 1999. The idea of a stand-alone, cloud-
hosted and moveable customer bases was soon adopted by other leading providers at
the time, including PeopleSoft, Oracle, SAP and Salesforce.com.

The first open-source CRM system was developed by Sugar CRM in 2004. During
this period, CRM was rapidly migrating to cloud, as a result of which it became
accessible to sole entrepreneurs and small teams. This increase in accessibility
generated a huge wave of price reduction. Around 2009, developers began
considering the options to profit from social media's momentum, and designed tools
to help companies become accessible on all users' favourite networks. Many start-ups
at the time benefited from this trend to provide exclusively social CRM solutions,
including Base and Nutshell. The same year, Gartner organized and held the first
Customer Relationship Management Summit, and summarized the features systems
should offer to be classified as CRM solutions. In 2013 and 2014, most of the popular
CRM products were linked to business intelligence systems and communication
software to improve corporate communication and end-users' experience. The leading
trend is to replace standardized CRM solutions with industry-specific ones, or to
make them customizable enough to meet the needs of every business. In November
2016, Forrester released a report where it "identified the nine most significant CRM
suites from eight prominent vendors".
TYPES:

Operational

The primary goal of customer relationship management systems is to integrate

and automate sales, marketing, and customer support. Therefore, these systems
typically have a dashboard that gives an overall view of the three functions on a single
customer view, a single page for each customer that a company may have. The
dashboard may provide client information, past sales, previous marketing efforts, and
more, summarizing all of the relationships between the customer and the firm.
Operational CRM is made up of 3 main components: sales force automation,
marketing automation, and service automation.

 Sales force automation works with all stages in the sales cycle, from initially
entering contact information to converting a prospective client into an actual
client. It implements sales promotion analysis, automates the tracking of a client's
account history for repeated sales or future sales and coordinates sales,
marketing, call centres, and retail outlets. It prevents duplicate efforts between a
salesperson and a customer and also automatically tracks all contacts and follow-
ups between both parties.
 Marketing automation focuses on easing the overall marketing process to make it
more effective and efficient. CRM tools with marketing automation capabilities
can automate repeated tasks, for example, sending out automated marketing
emails at certain times to customers, or posting marketing information on social
media. The goal with marketing automation is to turn a sales lead into a full
customer. CRM systems today also work on customer engagement through social
media.
 Service automation is the part of the CRM system that focuses on direct customer
service technology. Through service automation, customers are supported
through multiple channels such as phone, email, knowledge bases, ticketing
portals, FAQs, and more.
Analytical

The role of analytical CRM systems is to analyse customer data collected through
multiple sources and present it so that business managers can make more informed
decisions. Analytical CRM systems use techniques such as data mining, correlation,
and pattern recognition to analyse the customer data. These analytics help improve
customer service by finding small problems which can be solved, perhaps by
marketing to different parts of a consumer audience differently. For example, through
the analysis of a customer base's buying behaviour, a company might see that this
customer base has not been buying a lot of products recently. After scanning through
this data, the company might think to market to this subset of consumers differently,
in order to best communicate how this company's products might benefit this group
specifically.

Collaborative

The third primary aim of CRM systems is to incorporate external stakeholders such as
suppliers, vendors, and distributors, and share customer information across
groups/departments and organisations. For example, feedback can be collected from
technical support calls, which could help provide direction for marketing products and
services to that particular customer in the future.

COMPONENTS:

The main components of CRM are building and managing customer relationships
through marketing, observing relationships as they mature through distinct phases,
managing these relationships at each stage and recognizing that the distribution of
value of a relationship to the firm is not homogeneous. When building and managing
customer relationships through marketing, firms might benefit from using a variety of
tools to help organizational design, incentive schemes, customer structures, and more
to optimize the reach of its marketing campaigns. Through the acknowledgement of
the distinct phases of CRM, businesses will be able to benefit from seeing the
interaction of multiple relationships as connected transactions. The final factor of
CRM highlights the importance of CRM through accounting for the profitability of
customer relationships. Through studying the particular spending habits of customers,
a firm may be able to dedicate different resources and amounts of attention to
different types of consumers.

Relational Intelligence, or awareness of the variety of relationships a customer can

have with a firm, is an important component to the main phases of CRM. Companies
may be good at capturing demographic data, such as gender, age, income, and
education, and connecting them with purchasing information to categorize customers
into profitability tiers, but this is only a firm's mechanical view of customer
relationships. This therefore is a sign that firms believe that customers are still
resources that can be used for up-sell or cross-sell opportunities, rather than humans
looking for interesting and personalized interactions.

CRM systems include:

 Data warehouse technology, used to aggregate transaction information, to merge

the information with CRM products, and to provide key performance indicators.
 Opportunity management which helps the company to manage unpredictable
growth and demand, and implement a good forecasting model to integrate sales
history with sales projections.
 CRM systems that track and measure marketing campaigns over multiple
networks, tracking customer analysis by customer clicks and sales.
 Some CRM software is available as a software as a service (SaaS), delivered via
the internet and accessed via a web browser instead of being installed on a local
computer. Businesses using the software do not purchase it, but typically pay a
recurring subscription fee to the software vendor.
 For small businesses a CRM system may consist of a contact manager system
that integrates emails, documents, jobs, faxes, and scheduling for individual
accounts. CRM systems available for specific markets (legal, finance) frequently
focus on event management and relationship tracking as opposed to financial
return on investment (ROI).
 CRM systems for ecommerce, focused on marketing automation tasks, like: cart
rescue, re-engage users with email, personalization.
 Customer-centric relationship management (CCRM) is a nascent sub-discipline
that focuses on customer preferences instead of customer leverage. CCRM aims
to add value by engaging customers in individual, interactive relationships.
 Systems for non-profit and membership-based organizations help track
constituents, fundraising, sponsors' demographics, membership levels,
membership directories, volunteering and communication with
individuals.

Effects on customer satisfaction

Customer satisfaction has important implications for the economic performance of
firms because it has the ability to increase customer loyalty and usage behavior and
reduce customer complaints and the likelihood of customer defection. The
implementation of a CRM approach is likely to have an effect on customer
satisfaction and customer knowledge for a variety of different reasons.

Firstly, firms are able to customize their offerings for each customer. By accumulating
information across customer interactions and processing this information to discover
hidden patterns, CRM applications help firms customize their offerings to suit the
individual tastes of their customers. This customization enhances the perceived
quality of products and services from a customer's viewpoint, and because perceived
quality is a determinant of customer satisfaction, it follows that CRM applications
indirectly affect customer satisfaction. CRM applications also enable firms to provide
timely, accurate processing of customer orders and requests and the ongoing
management of customer accounts. For example, Piccoli and Applegate discuss how
Wyndham uses IT tools to deliver a consistent service experience across its various
properties to a customer. Both an improved ability to customize and a reduced
variability of the consumption experience enhance perceived quality, which in turn
positively affects customer satisfaction. Furthermore, CRM applications also help
firms manage customer relationships more effectively across the stages of relationship
initiation, maintenance, and termination.
Customer benefits

With Customer relationship management systems customers are served better on day
to day process and with more reliable information their demand of self service from
companies will decrease. If there is less need to interact with the company for
different problems, customer satisfaction level increases. These central benefits of
CRM will be connected hypothetically to the three kinds of equity that are
relationship, value and brand, and in the end to customer equity. Eight benefits were
recognized to provide value drivers.

1. Enhanced ability to target profitable customers.

2. Integrated assistance across channels
3. Enhanced sales force efficiency and effectiveness
4. Improved pricing
5. Customized products and services
6. Improved customer service efficiency and effectiveness
7. Individualized marketing messages also called campaigns
8. Connect customers and all channels on a single platform.

In 2012, after reviewing the previous studies, someone selected some of those benefits
which are more significant in customer's satisfaction and summarized them into the
following cases:

1. Improve customer services: In general, customers would have some questions,

concerns or requests. CRM services provide the ability to a company for
producing, allocating and managing requests or something made by
customers. For example, call center software, which helps to connect a
customer to the manager or person who can best assist them with their
existing problem, is one of the CRM abilities that can be implemented to
increase efficiency.
2. Increased personalized service or one-to-one service: Personalizing customer
service or one-to-one service provides companies to improve understanding
and gaining knowledge of the customers and also to have better knowledge
about their customers' preferences, requirements and demands.
3. Responsive to customer's needs: Customers' situations and needs can be
understood by the firms focusing on customer needs and requirements.
4. Customer segmentation: In CRM, segmentation is used
to categorize customers, according to some similarity, such as industry, job or
some other characteristics, into similar groups. Although these characteristics,
can be one or more attributes. It can be defined as a subdividing the customers
based on already known good discriminator.
5. Improve customization of marketing: Meaning of customization of marketing
is that, the firm or organization adapt and change its services or products
based on presenting a different and unique product or services for each
customer. With the purpose of ensuring that customer needs and requirements
are met Customization is used by the organization. Companies can put
investment in information from customers and then customize their products
or services to maintain customer interests.
6. Multichannel integration: Multichannel integration shows the point of co
creation of customer value in CRM. On the other hand, a company's skill to
perform multichannel integration successfully, is heavily dependent on the
organization's ability getting together customer information from all channels
and incorporate it with other related information.
7. Time saving: CRM will let companies to interact with customers more
frequently, by personalized message and communication way which can be
produced rapidly and matched on a timely basis, and finally they can better
understand their customers and therefore look forward to their needs.
8. Improve customer knowledge: Firms can make and improve products
and services through the information from tracking (e.g. via website
tracking) customer behaviour to customer tastes and needs. CRM could
contribute to a competitive advantage in improving firm's ability of customer
information collecting to customize products and services according to
customer needs.
Improving CRM within a firm
Consultants argue that it is important for companies establishing strong CRM systems
to improve their relational intelligence. According to this argument, a company must
recognize that people have many different types of relationships with different
brands. One research study analyzed relationships between consumers in China,
Germany, Spain, and the United States, with over 200 brands in 11 industries
including airlines, cars and media. This information is valuable as it provides
demographic, behavioral, and value-based customer segmentation. These types of
relationships can be both positive and negative. Some customers view themselves as
friends of the brands, while others as enemies, and some are mixed with a love-hate
relationship with the brand. Some relationships are distant, intimate or anything in
between.

Analyzing the information

Managers must understand the different reasons for the types of relationships, and
provide the customer with what they are looking for. Companies can collect this
information by using surveys, interviews, and more, with current customers. For
example, Frito-Lay conducted many ethnographic interviews with customers to try
and understand the relationships they wanted with the companies and the brands.
They found that most customers were adults who used the product to feel more
playful. They may have enjoyed the company's bright orange color, messiness and
shape.

Companies must also improve their relational intelligence of their CRM systems.
These days, companies store and receive huge amounts of data through emails, online
chat sessions, phone calls, and more. Many companies do not properly make use of
this great amount of data, however. All of these are signs of what types of
relationships the customer wants with the firm, and therefore companies may consider
investing more time and effort in building out their relational intelligence. Companies
can use data mining technologies and web searches to understand relational
signals. Social media such as social networking sites, blogs and forums can also be
used to collect and analyze information. Understanding the customer and capturing
this data allows companies to convert customer's signals into information and
knowledge that the firm can use to understand a potential customer's desired relations
with a brand.

It is also very important to analyze all of this information to determine which

relationships prove the most valuable. This helps convert data into profits for the firm.
Stronger bonds contribute to building market share. By managing different portfolios
for different segments of the customer base, the firm can achieve strategic goals.

Employee training
Many firms have also implemented training programs to teach employees how to
recognize and effectively create strong customer–brand relationships. For
example, Harley Davidson sent its employees on the road with customers, who were
motorcycle enthusiasts, to help solidify relationships. Other employees have also
been trained in social psychology and the social sciences to help bolster strong
customer relationships. Customer service representatives must be educated to value
customer relationships, and trained to understand existing customer profiles. Even the
finance and legal departments should understand how to manage and build
relationships with customers.

Application
Applying new technologies while using CRM systems requires changes in
infrastructure of the organization as well as deployment of new technologies such as
business rules, databases and information technology.

In practice

Call centers

Contact center CRM providers are popular for small and mid-market businesses.
These systems codify the interactions between company and customers by using
analytics and key performance indicators to give the users information on where to
focus their marketing and customer service. This allows agents to have access to a
caller's history to provide personalized customer communication. The intention is to
maximize average revenue per user, decrease churn rate and decrease idle and
unproductive contact with the customers.

Growing in popularity is the idea of gamifying, or using game design elements and
game principles in a non-game environment such as customer service environments.
The gamification of customer service environments includes providing elements
found in games like rewards and bonus points to customer service representatives as a
method of feedback for a job well done. Gamification tools can motivate agents by
tapping into their desire for rewards, recognition, achievements, and competition.

Contact-center automation
Contact-center automation, the practice of having an integrated system that
coordinates contacts between an organization and the public, is designed to reduce the
repetitive and tedious parts of a contact center agent's job. Automation prevents this
by having pre-recorded audio messages that help customers solve their problems. For
example, an automated contact center may be able to re-route a customer through a
series of commands asking him or her to select a certain number in order to speak
with a particular contact center agent who specializes in the field in which the
customer has a question. Software tools can also integrate with the agent's desktop
tools to handle customer questions and requests. This also saves time on behalf of the
employees.

Social media

Social CRM involves the use of social media and technology to engage and learn
from consumers. Because the public, especially young people, are increasingly using
social networking sites, companies use these sites to draw attention to their products,
services and brands, with the aim of building up customer relationships to increase
demand.
Some CRM systems integrate social media sites like Twitter, LinkedIn and Facebook
to track and communicate with customers. These customers also share their own
opinions and experiences with a company's products and services, giving these firms
more insight. Therefore, these firms can both share their own opinions and also track
the opinions of their customers.

Enterprise feedback management software platforms combine internal survey data

with trends identified through social media to allow businesses to make more accurate
decisions on which products to supply.

Location-based services
CRM systems can also include technologies that create geographic marketing
campaigns. The systems take in information based on a customer's physical location
and sometimes integrates it with popular location-based GPS applications. It can be
used for networking or contact management as well to help increase sales based on
location.

Business-to-business transactions
Despite the general notion that CRM systems were created for the customer-centric
businesses, they can also be applied to B2B environments to streamline and improve
customer management conditions. For the best level of CRM operation in a B2B
environment, the software must be personalized and delivered at individual levels.

The main differences between business-to-consumer (B2C) and business-to-

business CRM systems concern aspects like sizing of contact databases and length of
relationships. Business-to-business companies tend to have smaller contact databases
than business-to-consumer, because the volume of sales in business-to-business is
relatively small. There are fewer figure propositions in business-to-business, but in
some cases, they cost a lot more than business-to-consumer items and relationships in
business-to-business environment are built over a longer period of time. Furthermore,
business-to-business CRM must be easily integrated with products from other
companies. Such integration enables the creation of forecasts about customer behavior
based on their buying history, bills, business success, etc. An application for a
business-to-business company must have a function to connect all the contacts,
processes and deals among the customer's segment and then prepare a paper.
Automation of sales process is an important requirement for business-to-business
products. It should effectively manage the deal and progress it through all the phases
towards signing. Finally, a crucial point is personalization. It helps the business-to-
business company to create and maintain strong and long-lasting relationship with the
customer.

Market trends
In the Gartner CRM Summit 2010 challenges like "system tries to capture data from
social networking traffic like Twitter, handles Facebook page addresses or other
online social networking sites" were discussed and solutions were provided that
would help in bringing more clientele. Many CRM vendors offer subscription-based
web tools (cloud computing) and SaaS. Some CRM systems are equipped with mobile
capabilities, making information accessible to remote sales staff. Salesforce.com was
the first company to provide enterprise applications through a web browser, and has
maintained its leadership position.

Traditional providers have recently moved into the cloud-based market via
acquisitions of smaller providers: Oracle purchased RightNow in October
2011 and SAP acquired Success Factors in December 2011.

The era of the "social customer" refers to the use of social media
(Twitter, Facebook, LinkedIn, Google Plus, Pinterest, Instagram , Yelp, customer
reviews in Amazon, etc.) by customers. CRM philosophy and strategy has shifted to
encompass social networks and user communities.

Sales forces also play an important role in CRM, as maximizing sales

effectiveness and increasing sales productivity is a driving force behind the adoption
of CRM. Empowering sales managers was listed as one of the top 5 CRM trends in 2013.

Another related development is vendor relationship management (VRM), which

provide tools and services that allow customers to manage their individual
relationship with vendors. VRM development has grown out of efforts by
ProjectVRM at Harvard's Berkman Center for Internet and Society and Identity
Commons' Internet Identity Workshops, as well as by a growing number of startups
and established companies. VRM was the subject of a cover story in the May 2010
issue of CRM Magazine.

Pharmaceutical companies were some of the first investors in sales force automation
(SFA) and some are on their third- or fourth-generation implementations. However,
until recently, the deployments did not extend beyond SFA—limiting their scope and
interest to Gartner analysts.

Another trend worth noting is the rise of Customer Success as a discipline within
companies. More and more companies establish Customer Success teams as separate
from the traditional Sales team and task them with managing existing customer
relations. This trend fuels demand for additional capabilities for more holistic
understanding of the customer health, which is a limitation for many existing vendors
in the space. As a result, a growing number of new entrants enter the market, while
existing vendors add capabilities in this area to their suites. In 2017, artificial
intelligence and predictive analytics were identified as the newest trends in CRM.

Criticism
Companies face large challenges when trying to implement CRM systems. Consumer
companies frequently manage their customer relationships haphazardly and
unprofitably. They may not effectively or adequately use their connections with their
customers, due to misunderstandings or misinterpretations of a CRM system's
analysis. Clients who want to be treated more like a friend may be treated like just a
party for exchange, rather than a unique individual, due to, occasionally, a lack of a
bridge between the CRM data and the CRM analysis output. Many studies show that
customers are frequently frustrated by a company's inability to meet their relationship
expectations, and on the other side, companies do not always know how to translate
the data they have gained from CRM software into a feasible action plan. In 2003,
a Gartner report estimated that more than $2 billion had been spent on software that
was not being used. According to CSO Insights, less than 40 percent of 1,275
participating companies had end-user adoption rates above 90 percent. Many
corporations only use CRM systems on a partial or fragmented basis. In a 2007 survey
from the UK, four-fifths of senior executives reported that their biggest challenge is
getting their staff to use the systems they had installed. Forty-three percent of
respondents said they use less than half the functionality of their existing
systems. However, market research regarding consumers' preferences may increase
the adoption of CRM among the developing countries' consumers.

Collection of customer data such as personally identifiable information must strictly

obey customer privacy laws, which often requires extra expenditures on legal support.

Part of the paradox with CRM stems from the challenge of determining exactly what
CRM is and what it can do for a company. The CRM paradox, also referred to as the
"dark side of CRM", may entail favoritism and differential treatment of some
customers.

CRM technologies can easily become ineffective if there is no proper management,

and they are not implemented correctly. The data sets must also be connected,
distributed, and organized properly, so that the users can access the information that
they need quickly and easily. Research studies also show that customers are
increasingly becoming dissatisfied with contact center experiences due to lags and
wait times. They also request and demand multiple channels of communications with
a company, and these channels must transfer information seamlessly. Therefore, it is
increasingly important for companies to deliver a cross-channel customer experience
that can be both consistent as well as reliable
 CHAPTER NO.5

RESEARCH METHODOLOGY

A. Introduction

Research concerns itself with obtaining information through empirical

observation that can be used to systematically develop logically related so as to
attempt to establish causal relationship amongvariables.
A careful investigation or inquiry especially trough search for new facts in any
branch of knowledge Research as a process involves defining and redefining
problems, hypothesis, formulation, organizing and evaluating data, deriving
deductions, inferences and conclusions after careful testing and analysis

Facts, information or premises systematically collected and presented for the

purpose of the drawing inferences may be called data. The first-hand information
bearing on any research, which has been collected by we or his agent or assistant, may
call data.

For collecting the information for this project I have used the source of data.
For the collection of the data I have used in-depth interview method for that purpose. I
have taken a general interview of consumers. Thus the data obtained through this
method is primary one and true.

Definition –

The American Marketing Research Association (AMA) has defined

marketing research as follows -

―Marketing Research is the function which links the customer & public to the
marketer through information used to identify & define marketing opportunities &
problems, general and refine & evaluate marketing actions, monitor marketing
performance & improve understanding of market as aprocess‖.
 B. Research Objectives
 To Study of Customer relation management system used by pride of
cows.

 To study of consumer preferences towards Pride of Cows in Pune city.

 To study loyalty of Customers towards pride of cows.
 To study brand image of Pride of cows in Pune region.
 To verify the services procedure provided by the Pride Of Cows to
its customers in Pune Region.
 To study the CRM schemes which increases sales of Pride Of Cows in
Pune region.

C. Scope of the study

It is marketing research project undertaken to study of Customer relationship
management towards PRIDE OF COWS in Pune region.

The research was conducted in the form of market research to understand the
customer loyalty and satisfaction. The researcher had collected the information for
Pune market which helps to understand brand image of pride of cow‘s milk in a
market and also help to understand actual demand for premium milk in Pune market.
The project understand has seven objective touching different aspect of the company.
So as to contribute effectively in deciding specific strategic flowed by the company.
The information has been presented after collecting data for the region of Pune .

D. Research Design:

Types of Research Design:

Descriptive research is a study designed to depict the participants in an accurate

way. More simply put, descriptive research is all about describing people who
take part in the study.

There are ways a researcher can go about doing a descriptive research project.

o Observational, defined as a method of viewing and recording theparticipants

o Survey, defined as a brief interview or discussion with an individual about a
specific topic,

Hence researcher has used descriptive research design for his study.
 E. Data collection

The data collected for this study was from two sources

a. Primary Data
The data was generally collected by structured questionnaire, the technique applied
through personal direct survey, and visit apartment in debt interviews were taken and
by observations.
Primary data‘s most important role is in knowing the –
1. Respondents & attitude & opinion.
2. Respondents & awareness about the product/availability.

Reseacher has collected data through :

a. Questionnaire
b. Interview
c. Observation

b. Secondary Data

The secondary data was collected from various research papers, journals,
newspapers, databases and internet. Based on the experience of the pilot study
the questionnaire was modified and the final questionnaire is attached in the
annexure. Therfore in actual practice researcher has collected data by using
following sources :
a. Books
b. Journals
c. Publication
d. Websites
e. Company broachers
G. Sample Design

i. Population
For this study population is considered as all consumers who are interested in use of
premium milk and consumption in area of Pune.

ii. Sampling Unit

For the study sampling unit was all consumers who are consumers of PRIDE OF
COWS milk and interested in consumption of premium milk .

iii. Sampling Technique:

Sampling is concerned with the selection of a subset of individuals from within

statistical population to estimate characteristics of the whole population.
Acceptance sampling is used to determine if a production lot of material meets the
governing specifications. Two advantages of

sampling are that the cost is lower and data collection is faster than measuring the
entire population.
For this research work researcher has used Quota Sampling.
Quota Sampling:

Quota sampling method is a non-probability sampling and it can be defined as ―a

sampling method of gathering representative data from a group‖. Application of
quota sampling ensures that sample group represents certain characteristics of the
population chosen by the researcher. Quota sampling can be divided into two
groups: controlled and uncontrolled. Controlled sampling involves introduction of
certain restrictions in order to limit researcher‘s choice of samples. Uncontrolled
sampling, on the other hand, resembles convenience sampling method in a way that
researcher is free to choose sample group members according to his/her will. The
main difference between quota and stratified sampling can be explained in a way
that in quota sampling ―researchers use non-random sampling methods to
gather data from one stratum until the required quota fixed by the researcher is
fulfilled‖. Accordingly, the quota is based on the proportion of subclasses in the
population.
 iv. Selection of sample

Sample selection is a crucial aspect of any survey. Selecting the right sample is
critical for the accuracy of any survey. This survey has taken responses froms
shopkeeper.

v. Sample Size

To determine the sample size various factors were considered like research questions,
methods, money, and time factors to determine the availability of subjects. The
sample size was fixed as 150 subjects.

vi. Pilot study

The pilot study was done on a sample size of 10 subjects. The questionnaire was
designed to elicit information on the consumer buying behavior regarding purchase of
products of the All sector. The pilot study was helpful in adjusting the sample size
and to design the full scale questionnaire. The results revealed the current trends of
investment by Indian families.

H. statistical tools used

The data gathered has been analyzed and presented in tables and figures in the next
chapter in results.

I . Limitations of the study :

1. The study is limited only Pune Area.

2. some of the consumer‘s not reveling true facts. so the result of the services
may not be accurate.

3. The sample which is collected. Does not resemble the whole universe so the
conclusion drawn may not be taken.
 CHAPTER NO.6

DATA INTERPRETATION & ANALYSIS

1. How did you get to know about Pride of Cows?

Sr.No Particulars Numbers

1. Internet 160
2. Friends 118
3. Events 292
4. Call 53
5. Other 48
Total 671
Table No.1.0

Get to know
InternetFriendsEventsCallOther

7%
8% 24%

18%
43%

Chart No.1.0

Analysis:-

In the above table and graph 43% people are get to know through events, 24% through internet, 18%
through friends, 8% and 7% through call and other respectively.

Data Interpretation:-

From the above analysis it is cleared that maximum people are get to know about pride of cows
through events (43%).
2. Do you purchase pride of cows premium milk?

Yes 556
No 115
Total 671
Table No.1.1

Purchase
YesNo
Analysis:-

17%

83%

Chart No.1.1
In the above table and graph 83% people are purchase milk and 17% people only aware about Pride
Of cows.

Data Interpretation:-

From the above analysis it is cleared that 83% people are consume Pride of cows milk.
3. Why did you choose Pride of Cows?

Freshness 112
Taste 137
Events 90
Quality 156
Recommendation 42
Other 19
Total 556
Table No.1.3

FreshnessTasteEventsQualityRecommendationOther

3%

8%
20%

28%

25%

16%

Chart No.1.3

Analysis:-
In the above table and graph 28% respondents choose Pride Of Cows for quality, 25%
respondents choose for taste, 20% for freshness, 16% choose because of events, 8% choose
on recommendation .

Data Interpretation:-
From the above analysis it is cleared that 28% customer focuss on quality while purchasing
POC milk.
4. Which age group members in your family drink Pride of Cows?

Young Children 154

Teens 96
Adults 75
Elders 89
All 142
Total 556
Table No.1.4

Age group
Young ChildrenTeensAdultsEldersAll

26% 28%

16%
17%
13%

Chart No.1.4

Analysis:-
In the above table and graph it is shown that 28% customer who drinks POC milk is young
children, 26% customer use for whole family, 17% are teens, 16% are elders and 13%
customers are adults who drinks milk.

Data Interpretation:-
From the above analysis it is cleared that 28% customer purchase milk for young children
and 26% customer purchase for entire family.
5. How would you rate our service, as compared to 3-6 months ago?

Better 293
Same 198
Worse 65
Toatal 556
Table No.1.5

Rate our service

Better SameWorse

12%

35% 53%

Chart No.1.5

Analysis:-
In the above graph and table 53% customers get better service, 35% customers get same
service and 12% customers get worse service.

Data Interpretation:-
From the above analysis it is cleared that maximum (53%) customers are satisfied with better
service as compared to 3-6 months ago.
6. How do you consume Pride of Cows Daily?

Direct consumption 272

In tea/Coffee 123
Breakfast 68
For Cooking 51
To Complement other food 36
Other 6
Total 556
Table No.1.6

Consumption
Direct consumptionIn tea/Coffee
BreakfastFor Cooking To Complement other foodOther
7% 1%

9%

12% 49%

22%

Chart No.1.6

Analysis:-
In the above graph and table 49% customers purchase milk for direct consumption, 22%
consume it in tea/coffee, 12% consume it in breakfast, 9% use for cooking, 7% consume it to
complement other food.

Data Analysis:-
From the above table and graph it is cleared that 49% customer purchase POC milk for direct
consumption.
 7. How would you rate service you received?

Extremely Satisfied Neutral Dissatisfied Extremely

Satisfied Dissatisfied

Product quality 131 256 96 53 20

Ease to Use 113 156 147 84 56

Delivery 103 159 142 96 56

Responsiveness 118 129 134 103 72

Payment 154 194 98 74 36

Facilities
Table No-1.7

Rate for service

300
250
200
150
100 Extremly Satisfied
50 Satisfied Neutral Dissatisfied
0 Extremly Satisfied

Chart No-1.7
8. Does you get milk on proper time ?

Yes 392
No 164
Total 556
Table No.1.8

Time
YesNo

29%

71%

Chart No.1.8

Analysis:-
Above graph and table shows that 71% customers get milk on proper time and 29%
customers not get milk on proper time.

Data Analysis:-
From the above analysis it is cleared that 71% customer gets milk on proper time.
9. How is the behaviour of delivery boy?

Excellent 161
Good 146
Fair 196
Poor 53
Total 556
Table No.1.9

Behavior
ExcellentGood Fair Poor

10%
29%

35%

26%

Chart No.1.9

Analysis:-
Above graph and table shows that 35% respondents says that behavior of delivery boy is fair.
29% respondents says excellent, 26% respondents says good and 10% respondents says that
behavior of delivery boy is poor.

Data Interpretation:-
From the above analysis it is cleared that 35% respondents are says that behavior of delivery
boy is fair.
10. Does your complaint regarding milk is solved on proper time?

Yes 304
No 252
Total 556
Table No.1.10

complaint solve on proper time

YesNo

45%

55%

Chart No.1.10

Analysis:-
In the above table and graph shows that 55% respondents complaint solved on time and 45%
respondents says that their complaints do not solved on proper time.

Data Interpretation:-
From the above analysis it is cleared that 55% respondents complaint solved on proper time.
11. Does this organization is taking proper follow-up?

Yes 365
No 191
Total 556
Table No.1.11

Follow-up
YesNo

34%

66%

Chart No.1.11

Analysis:-
Above graphs and table shows that 66% respondents says that organization is taking proper
follow up and 34% respondents says that organization is not taking proper follow-up.

Interpretation:-
From the above analysis it is cleared that 66% respondents says that organization is taking
proper follow-up.
12. Does this organization is using innovative tool for CRM?

Yes 291
No 265
Total 556
Table No.1.12

Innovative tool for CRM

YesNo

48%
52%

Chart No-1.12

Analysis:-

Above graph and table shows that 52% respondents are says that organization is using innovative
tool for CRM and 48% respondents says that organization is not using any innovative tool.

Interpretation:-

From the above analysis it is cleared that 52% respondents says that organization is using innovative
tool.
13. How will you rank CRM of this organization as compared to competitors ?

Excellent 206
Good 139
Fair 156
Poor 55
Total 556
Table No-1.13

Rank CRM
ExcellentGoodFairPoor
Analysis:-

10%

37%
28%

25%

Chart No-1.13
Above table and graph shows that 37% respondents rank excellent CRM of this organization as
compared to competitors, 28% respondents says good, 25% respondents says fair, 10% respondents
says poor.

Data Interpretation:-

From the above analysis it is cleared 37% respondents rank excellent CRM of this organization as
compared to competitors.
14. Do you use the Pride of Cows mobile app?

Yes 556
No 0
Total 556
Table No-1.14

Use of app
YesNo 0%
Analysis:-

100%

Chart No-1.14
Above table and graph shows that 100% respondent use pride of cows mobile app.

Data Interpretation:-

From the above analysis it is cleared that all respondents use POC mobile app.
15. Have you liked / interacted with our Facebook page?

Yes 367
Not yet 189
Total 56

Table No-1.15

Liked Facebook Page

YesNot yet
Analysis:-

34%

66%

Chart No-1.15
Above table and graph shows that 66% respondents are liked or interact our Facebook page and 34%
respondents are not interact with Facebook page.

Data Interpretation:-

From the above analysis it is cleared that 66% respondents are liked Facebook page and 34%
respondents are still not liked Facebook page.
16. How would you rate your overall satisfaction with us?

Extremely Satisfied 126

Satisfied 146
Neutral 170
Dissatisfied 69
Extremely dissatisfied 45
Total 556
Chart No-1.16

Satisfaction
Extremly SatisfiedSatisfiedNeutralDissatisfiedExtremly dissatisfied

8%
23%
12%

31% 26%

Chart No-1.16

Analysis:-

Above table and graph shows that 31% respondents are neutral with POC, 26% respondents are
satisfied with POC, 23% respondents are extremely satisfied, 12% and 8% respondents are
dissatisfied and extremely dissatisfied respectively.

Data Interpretation:-

From the above analysis it is cleared that 31% respondents are neutral.
17. Would you recommend this brand to your friends & family?

Yes 342
Maybe 168
No 46
Total 556
Table No-1.17

Recommend
YesMaybeNo

8%

30%

62%

Chart No-1.17

Analysis:-

Above table and graph shows that 62% respondents are like to recommend to friends and family,
30% respondents are not sure and 8% respondents are not recommend to friends and family.

Data Interpretation:-

From the above analysis it is cleared that 62% respondents are like to recommend to friends and
family.
18. How will you rank overall performance of Pride of cows?

Particulars Excellent Good Fair Poor

Price 130 241 126 59
Product 164 197 119 76
Place 143 123 149 141
Promotion 149 152 162 93
People 152 146 155 103
Physical
203 116 152 85
evidence
Process 254 124 103 75
Table No-1.18

Performance
300
250
200
150 Excellent
100 Good Fair Poor
50 Linear (Excellent)
0 Linear (Good )

Chart No-1.18

Analysis:-

From the above chart it is cleared that maximum consumers are satisfied through pride of cows and
they have given excellent and good remark for the performance of milk. The intersection of two line
shows fair overall performance of the pride of cows in pune region.
 CHAPTER 7

FINDINGS

 43% people are get to know about PRIDE OF COWS through events.
 28% customer focuss on quality while purchasing POC milk.
 28% customer purchase milk for young children and 26% customer purchase for entire family.
 53% customers are satisfied with better service as compared to 3-6 months ago.
 49% customer purchase POC milk for direct consumption.
 71% customer gets milk on proper time.
 35% customers says that behavior of delivery boy is fair.
 55% customers complaint solved on proper time.
 66% respondents says that organization is taking proper follow-up.
 37% respondents rank excellent CRM of this organization as compared to competitors.
 31% customers satisfaction level is neutral.
 62% customers are like to recommend this brand to friends and family.
 CHAPTER 8

Suggestion

 A CRM programme is not exclusively for marketing or sales department it belongs to the
whole organization. The concept of CRM must be known to all and should be taken by
members of the organization at all levels in the same spirit and intensity only then one can
say the organization is customer centric.
 The company should start providing the customers with a half-litre milk bottle.
 Quality is a litmus test which customers use to differentiate between the services offered by
different organizations. Therefore, making ongoing improvements to the quality of service
and/or product is vital for the success of all CRM initiatives
 Company should organise some training programs for delivery boys.
 Providing discounts to the loyal customers on a special occasion or events in order to retain
the customer.
 It is suggested that the organizations should empower the CRM operating team members
to overcome any difficulties and obstacles that may crop up
 Company should send greetings/wishes/gifts to customer on the occasion of their
birthday,wedding anniversary or on festivals it will help to increase loyalty between
customer.
 Company emlpoyee takes some time to solve customer problem so its reaquire to have
saperate call centre in pune region.
 It is suggested that for CRM to be truly effective, an organization must first decide what kind
of customer information it is looking for and it must decide what it intends to do with that
information.
 Company should have customer ralationship management team.
 CHAPTER 9

Conclusion

I make a conclusion that‘s Customer Relationship Management (CRM) is an important thing in the
company even a small company.Because with it the company can make a good communication in
both ways the customer and the company. And not just that the company can use it to analyze the
opportunity to their future. Like know how many people is satisfied with their service or how many
customer is loyal with the company and also can make a forecasting to their company. To address
today‘s exploding service company market place initiatives specially premium milk sector, CRM
acts a foundation for any successful implementation. Further more, the concept of customer
interaction and the ability to collect this information across any touchpoint/channel is essential as the
learning ecurve for ―who is my customer and what is the best thing for them‖ is to be achieved.

The researcher has observed during the study that Pride of Cows has good brand image in premium
milk industry. Provide good quality will be more effective for achieving all market shares. During
the study it was observed that the people mostly think about quality and availability of milk. During
the study it was also observed that CRM plays crucial role in company success. While milk
purchasing brand image plays vital role and people gives preference to quality then price then
freshness and then other things. Advertising, quality, assurance good test and branding are the best
alternative for creating demand there is good market positional for milk but there is a need of some
good promotional strategies.

Pride Of Cows is needed to concentrate more on CRM . To face the increased competition they are
required to use innovative tool for CRM. They shuold use digital marketing to increase the market
coverage.
 ANNEXURE

Questionnaire
Personal Detail:

 Name:
 Address:
 Mob No:
 Email Id:
 Gender:
 Age:
 Maritarial Status:
 Occupation:
 Monthly Income:

1. How did you get to know about Pride of Cows?

a) Internet
b) Friends/ Family
c) Events
d) Call
e) Other

2. Do you purchase pride of cows premium milk

a) Yes
b) No

3. Why did you choose Pride of Cows?

a) Freshness
b) Taste
c) Events
d) Quality
e) Recommendation
f) Other

4. Which age group members in your family drink Pride of Cows?

a) Young children
b) Teens
c) Adults
d) Elders
e) All
5. How do you mainly consume Pride of Cows?
a) Direct consumption
b) In tea/coffee/other beverages
c) Breakfast
d) For cooking/Baking
e) To Complement other foods
f) Other

6. How would you rate service you received?

Extremely Satisfied Neutral Dissatisfied Extremely

Satisfied Dissatisfied

Product quality

Ease to Use

Delivery

Responsiveness

Payment
Facilities

7. How would you rate our service, as compared to 3-6 months ago?
a) Better
b) Same
c) Worse

8. Does you get milk on proper time ?

a)Yes b)No
9. How is the behavior of delivery boy?
a) Excellent
b) Good
c) Fair
d) Poor

10. Does your complaint regarding milk is solved on proper time?

a) Yes
b) No

11. Does this organization is taking proper follow-up?

a. Yes
b. No
12. How will you rank CRM of this organization as compared to competitors ?
a) Excellent
b) Good
c) Fair
d) Poor

13. Does this organization is using innovative tool for CRM?

a. Yes
b. No

14. Do you use the Pride of Cows mobile app?

a) Yes
b) No

15. Have you liked / interacted with our Facebook page?

a) Yes
b) Not yet

16. How would you rate your overall satisfaction with us?
a) Extremely Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Extremely Dissatisfied

17. Would you recommend this brand to your friends & family?
a) Yes, definitely
b) Maybe
c) No
 18. How will you rank overall performance of Pride of cows?

Particulars Excellent Good Fair Poor

Price
Product
Place
Promotion
People
Physical
evidence
Process