SUMMER INTERNSHIP REPORT

ON
" A STUDY ON SEGMENTATION TARGETING POSITIONING
OF PRIDE OF COWS MILK IN SURAT CITY"
PARAG MILK FOODS PVT LTD
Industry Internship Project Report

Submitted in Partial Fulfilment

For the award of

Post Graduate Diploma in Management

Submitted By: Pareen Bhesadadiya

Roll No. (37- A)

Batch: 2016-18

Under the guidance of

Faculty Guide name: Industry Guide name:

Prof. Jayesh Mehta Randhir Singh

Designation: Assistant Professor Designation: Area Sales Manager

Name of the Institute: Name of Company:

St. Kabir Institute of Professional Studies Pride of Cows

Submitted To

St. Kabir Institute of Professional Studies, Ahmedabad June 2017

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 CERTIFICATE

This is to certify that the project report titled “A STUDY ON SEGMENTATION TARGETING

POSITIONING OF PRIDE OF COWS MILK IN SURAT CITY”being submitted by Pareen V.

Bhesadadiya in partial fulfillment of the requirement for the award of Post Graduate Diploma in

Management, is a record of bona-fide work carried out by him under my guidance and supervision.

Date:

Place: Ahmedabad

Name of the faculty guide: Dr. Gurpreet Singh Arora

Prof.Jayesh Mehta Dean, SKIPS

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 DECLARATION

I, Pareen Bhesadadiya a student of PGDM of ST KABIR INSTITUTE OF PROFESSIONAL

STUDIES (SKIPS) hereby declare that the Project entitled on “A STUDY ON SEGMENTATION

TARGETING POSITIONING OF PRIDE OF COWS MILK IN SURAT CITY” at Pride of Cows was

carried out by me in the partial fulfilment of PGDM program.

I declare that the work submitted here is done by me and to the best of my knowledge; no such

work has been submitted by any other person for the award of this degree.

I also declare that all the information collected from primary and secondary sources had been

duly acknowledged in this project report.

Name: Pareen Vipulbhai Bhesadadiya 37 (Div-A)

Date:

Place:

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 ACKNOWLEDGEMENT

I was placed at Pride of Cows for training purpose it has been a pleasure and honor to work at

such a great organization. I am highly thankful to the management of Pride of Cows and to all of them

who have directly or indirectly helped me in this project. I am highly thankful to my college St. Kabir

Institute of Professional Studies from where I got an opportunity to acquire the training for Pride of

Cows.

My first word of gratitude is due to Mr. Randhir Singh – Area Sales Manager, Pride of Cows,

Surat my corporate guide, for his kind help and support and his valuable guidance throughout my

project. I am thankful to him for providing me with necessary insights and helping me out at every

single step. I am also thankful to all the employees of organization who given desirable guidance when

it’s required

I would like to thanks my faculty guide Prof. Jayesh Mehta for providing best support and

guidance for project as well as also would like to thanks to her professors and friends for providing me

needed information and help during my project work.

Pareen Bhesadadiya [37(A)]

PGDM (2016-18)

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 EXECUTIVE SUMMARY

Parag milk foods Pvt. Ltd. produces and supplies dairy products in India and internationally.

The company offers skim milk powder, whole milk powder, processed cheese, curd, butter, butter oil,

anhydrous milk fats, ghee, dairy whiteners, and 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 2017 for Surat 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 whole experiences the internship is to study the actual process of the company. The report

is talking about the company and 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 very effective in terms of the capturing the market. What is value of the Parag in current

market and where they stand in the current market. Market scenarios in which they fall under the niche

segment. According to the market analysis to study the current stand in the market through the market

survey and to supplement the theory which was used to study the whole market survey. The study is

descriptive in terms of the methodology. To achieve the satisfaction level of the customers through

using the various techniques available in the theory with the effective manner to best fit strategy. To

face the challenges which arises in the market and to tackle this challenges through the various

methods.

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Contents
CERTIFICATE ................................................................................................................................................... 2
DECLARATION ................................................................................................................................................. 3
ACKNOWLEDGEMENT ................................................................................................................................... 4
EXECUTIVE SUMMARY......................................................................................................................................... 5
Chapter: 1 INTRODUCTION OF TOPIC ........................................................................................................... 7
1.1 Introduction of the topic/study .................................................................................................................. 8
1.2 Objectives of the study .............................................................................................................................. 8
1.3 Scope of the topic/study ............................................................................................................................ 8
Chapter: 2 Overview of Company & Industry .................................................................................................. 10
2.1 Introduction to Industry .......................................................................................................................... 11
2.2 Introduction to the company .................................................................................................................... 21
2.3 Organization structure ............................................................................................................................. 23
....................................................................................................................................................................... 25
....................................................................................................................................................................... 25
2.4 Product/services range ............................................................................................................................. 25
2.5 SWOT Analysis ....................................................................................................................................... 41
2.6 Past performance of the company Financials of PMF .......................................................................... 41
Chapter 3 Review of Literature/ Theoretical Background / .............................................................................. 46
3.1 Churn Customer Data .............................................................................................................................. 47
3.2 Total Customers....................................................................................................................................... 48
Chapter 3.3 –Questionnaire ........................................................................................................................... 49
Chapter - 4 Core Topic of Study Research Methodology ................................................................................. 69
chapter 5 Chapter: 5 Learning & Observations ................................................................................................. 71
5.1 Recommendation .................................................................................................................................... 72
Conclusion ......................................................................................................................................................... 74

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Chapter: 1 INTRODUCTION OF TOPIC

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1.1 Introduction of the topic/study

My topic is “A STUDY ON SEGMENTATION TARGETING POSITIONING OF PRIDE OF

COWS MILK IN SURAT CITY.” As, a topic Segment Target Position purchase of FMCG goods in

Pride of Cows milk. Study aims to infer -Which type of people is prefer which type of milk for

consumption. Like buffalo’s milk, cow’s milk, pasteurised milk, etc.

1.2 Objectives of the study

Objective of on study as bellow: -

➢ To study on Segment on Pride of Cows Milk.

➢ To study on consumer’s preference with respect to sales in Pride of Cow company.

➢ To study on consumer Segment Target Position purchase of Pride of Cows Milk.

1.3 Scope of the topic/study

Scope of FMCG sector is as bellow: -

Indian economy has been to change the last few years. Now a days FMCG sector is one of

largest sector in Indian economy. FMCG sector is increase job prospects in a sector. Marketing, sales,

retails, services, these areas are key markets of FMCG sector and generate a maximum career scope.

The Indian FMCG industry is growth last ten years. Government of India has also supporting FMCG

sector. Multinational FMCG players are strategic sourcing hub for cost-comparative product

department of international markets.

Top FMCG companies are

• Hindustan Uniliver Ltd.

• Indian Tobacco Company

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• Amul

• Asian Paints

• Cadbury India

• Britannia Industries

• Marico Industries

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Chapter: 2 Overview of Company &

Industry

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2.1 Introduction to Industry

FMCG full name is Fast-Moving Consumer Goods. In FMCG package goods are products sold

quickly and relatively low cost. Ex of FMCG products are cooldrinks, Biscuits, Wafers, etc.… These

products are non-durable goods. Now a days FMCG goods demand is increase. Some FMCG, such as

fruits and vegetables, chocolates, and milk or dairy products. FMCG products are sold very quickly.

Value of FMCG goods are low cost. Consumers of FMCG goods time to purchase.

Overview of Indian Dairy Industry

The highest milk producer in the entire globe – India boasts of this status. India is otherwise known

as the global dairy industry, with opportunities galore to the entrepreneurs globally. Anyone might

want to capitalize on the largest and fastest growing milk and milk products market. The dairy industry

in India has been witnessing rapid growth. The liberalized economy provides more opportunities for

MNCs and foreign investors to release the full potential of this industry.

India ranks first in the world in milk production, which has gone up from 53.9 million tonnes in

1990-1991 to 127.9 million tons in 2012-13. The per capita availability of milk has also increased from

176 grams per day in 1990’s to 290 grams per day in 2012-13. This is comparable with the world per

capita availability of milk at 289.31 grams per day for 2012. This represents sustained growth in the

availability of milk and milk products for the growing population of the country, apart from being an

important secondary source of income for rural families.

Milk Production in India

Year Production Per Capita Availability

(Million tonnes) (Gms / day)

2000-2001 80.6 220

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2001-2002 84.4 225

2002-2003 86.2 230

2003-2004 88.1 231

2004-2005 92.5 233

2005-2006 97.1 241

2006-2007 102.6 251

2007-2008 107.9 260

2008-2009 112.2 266

2009-2010 116.4 273

2010-2011 121.8 281

2011-2012 127.9 290

2012-2013 132.4 299

2013-2014 137.7 307

2014-2015 146.3 322

Sources: Department of Animal Husbandry, Dairying & Fisheries, Ministry

of Agriculture, State, Veterinary Services & Dairy Development. Publishers

of Dairy India, Government of India

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 The Economic Survey 2015-16 presented today in the Parliament by the Union Finance

Minister Shri Arun Jaitley emphasizes that the Indian agricultural system is predominantly a mixed

crop-livestock farming system, with the livestock segment supplementing farm incomes by providing

employment, draught animals and manure. India ranks first in milk production, accounting for 16.8

per cent of world production, achieving an annual output of 166.67 million tones.

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 labour 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.

Farmers have gained the favourable price for their milk and for their production which was

essentially a self-reliant one is which are now being transformed into a commercial proposition.

In India Milk production is dominated by small and marginal land-holding farmers. 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 animals enable the farmers to generate sufficient income to break the vicious

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subsistence agricultural-debt cycle. India in the early 1950's was commercially importing around

55000 tons 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 size of Indian dairy

industry in both organized and unorganized sectors is expected to double to $140 billion by 2020, on

the back of growing demand and rising disposable income. The Indian dairy industry, currently pegged

at $70 billion (organized and unorganized), is expected to double by 2020."On the back of a rise in

health awareness, disposable income and strong demand for dairy products, the Indian dairy industry

is all set to experience high growth rates in the next 5-6 years." the report said.

While the dairy industry is growing at a compounded annual growth rate (CAGR) of 15-17%,

the value-added products alone are growing way beyond 24%. Milk is the country's biggest agricultural

produce, contributing 22% to agricultural GDP. India overtook the US in 1998 to become the world's

leading milk producer, accounting for over 15% of the global output. The industry, which had been a

national heritage, is now re-emerging and catching the eye of investors due to its growth potential.

Growth in financials of existing domestic players, diversification into dairy sector by other companies,

surge in private equity deals, entry of foreign firms in the segment are some of the broad indications

that India's organized dairy industry will remain on growth path at least till 2020, the report said. The

milk production alone is expected to cross 200 million tons by 2016 from the current 125 million tons.

The dairy sector has been liberalized in a phased manner since 1991. Many private players entered the

market to set up processing facilities in areas with surplus milk.

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Structure of Indian Dairy Industry

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 Milk Production

Surplus Milk Sold Out Milk Consumed wiithin

68% 31%

Unorganised Sector
Organised Sector 17%. 51%.

Private Dairies Private Dairies Government.

Co-operative societies.
(National) (International)

Danone Aarey
Parag Milk Foods Pvt Ltd
Dynamix Nestle AMUL Worli Dairy
D'letca Mother Dairy Kurla Dairy
Britannia

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 Key National Players in India

Aarey Milk VRS Foods

Amul Parag Milk Food

Aravind Foods Mahaan Foods

Britannia Vadilal

Dynamix Dairy Mother Dairy

Product Wise Consumption & Preference

There are regional disparities in production and consumption also. The per capita availability

in the north is 278gm, west 174gm, south 148gm and in the east only 93gm per person per day. This

disparity is due to concentration of milk production in some pockets and high cost of transportation.

Also, the output of milk in cereal growing areas is much higher than elsewhere which can be attributed

to abundant availability of fodder, crop residues etc. which have a high food value for milk animals.

In India about 46 per cent of the total milk produced is consumed in liquid form and 47 per

cent is converted into traditional products like butter, cheese, ghee, paneer (cottage cheese), khoya,

curd, Butter, etc. Only 7 percent of the milk goes into the production of western products like milk

powders, processed butter and processed cheese. The remaining 54% is utilized for conversion to

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milk products. Among the milk products manufactured by the organized sector some of the prominent

ones are ghee, butter, cheese, ice creams, milk powders, malted milk food, condensed milk infant’s

foods etc. Of this ghee alone accounts for 85%.

It is estimated that around 20% of the total milk produced in the country is consumed at

producer-house hold level and remaining is marketed through various cooperatives, private dairies

and vendors. Also of the total produce more than 50% is procured by cooperatives and other private

dairies.

While for cooperatives of the total milk procured 60% is consumed in fluid form and rest is

used for manufacturing processed value added dairy products; for private dairies only 45% is

marketed in fluid form and rest is processed into value added dairy products like ghee, butter etc.

Still, several consumers in urban areas prefer to buy loose milk from vendors due to the strong

perception that loose milk is fresh. Also, the current level of processing and packaging capacity limits

the availability of packaged milk.

The preferred dairy animal’s milk in India is buffalo unlike the majority of the world market,

which is dominated by cow milk as high as 98% of milk is produced in rural India, which caters to

72% of the total population, whereas the urban sector with 28% population consumes 56% of total

milk produced. Even in urban India, as high as 83% of the consumed milk comes from the

unorganized traditional sector.

Presently only 12% of the milk market is represented by packaged and branded pasteurized

milk, valued at about Rs.8000 cores. Quality of milk sold by unorganized sector however is

inconsistent and so is the price across the season in local areas. Also, these vendors add water and

caustic soda, which makes the milk unhygienic.

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 There is a long history and tradition of high dairy consumptions in India, as urbanization is an

ongoing process there will be a shift from traditional to more commercial western dairy products as

a result of changes in lifestyle. The consumption pattern of dairy products in India is quite unique as

compared to some of the western countries. Consumption is primarily based on traditional products;

however, westernized products are gradually gaining momentum in the urban areas. Interestingly,

buffalo milk accounts for the largest share of the total milk produced (55%) in the country. Since the

pricing of milk is based on the fat content, buffalo milk offers higher profit margins as compared to

cow milk as it contains higher fat.

Despite being the one of the largest milk producing countries in the world, India accounts for

a negligible share in the worldwide dairy trade. The ever-increasing rise in domestic demand for dairy

products and a large demand-supply gap could lead to India being a net importer of dairy products in

the near future.

❖ Dairy Guideline

➢ Dairy farming is a safe business for the following reasons:

• It is eco-friendly and does not cause environmental pollution as compared to other

industries.

• Requirement of skilled labour is relatively less.

• Dairy product market is active round the year.

• Minimum investment on inventory. (no need to stock raw materials in huge quantities.)

• Entire establishment can be shifted to a new location (if need arises e.g. fire, floods etc.)

• One can insure animals.

• Less energy requirement. Biogas plant fed with cow dung can supply maximum energy

to meet farms day to day requirement. Decomposed slurry of such plant can also be effectively

used as organic manure.

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 ➢ Limitations and constraints:

• Breeding of animals and getting expected milk yield is a biological phenomenon, which

depends upon various factors.

• Dairy farming besides good planning requires hardworking, reliable and alert manager.

In

• India, usually persons from the family take the responsibility.

• Inadequate management of feeding, herd health and lack of quality control in various

stage of production can cause major loss affecting the profitability of the entire venture.

You need to choose hardworking reliable persons preferably with some experience. You can also

train them for specific jobs.

Visit the cattle market occasionally. Observe animals on sale and talk with persons engaged with

purchasing of animals. Read magazines on dairy industry and keep yourself informed. Getting some

initial professional training... Opportunities for training are available with most of the:

• Agricultural/veterinary universities of various states

• Krishi vigyan kendras

• State department of animal husbandry

• You can also choose to inquire with national level organization like: national dairy research

institute - for training on rearing of dairy animals and manufacture of milk products.

Alternately, you can also look for training facilities of non-governmental organizations that are

active in farming sectors.

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 Cow Buffalo

Good quality cows are available in the market In India, we have good buffalo breeds like murrah

and it cost around rs.1200 to rs.1500 per litter and Mehsana, which are suitable for commercial

of milk production per day. dairy farm.

(e.g. cost of a cow producing 10 litter of milk Buffalo milk has more demand for making butter

per day will be between rs.12, 000 to rs.15, and butter oil (ghee), as fat percentage in milk is

000). If proper care is given, cows breed higher than cow.

regularly giving one calf every 13-14-month

interval. Buffalo milk is also preferred for making tea, a

welcoming drink in common Indian household.

They are more docile and can be handled easily. Buffaloes can be maintained on more fibrous crop

Good milk yielding cross breeds (Holstein and residues, hence scope for reducing feed cost.

jersey crosses) has well adapted to kashmiri

climate. Buffaloes largely mature late and give birth to

calves at 16 to 18 months interval.

The fat percentage of cow's milk varies from 3- Male calves fetch little value.

5.5% and is lower than buffaloes.

Buffaloes need cooling facility e.g. wallowing

tank or showers / forgers with fan.

2.2 Introduction to the company

Parag Milk Food Ltd. Founded in 1992, Mr. Devendra Shah, Chairman & Managing Director,

Parag Milk Foods is private sector of dairy company in FMCG sector. In the company use a fully

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automatic machine for produce a cow’s milk and milk products for increase a production and quality

of products. Plant of company is that Morden with technology; ghee plant with a traditional way make

a ghee like a homemade. Products of company are truly quality. Parag Milk Foods is an ISO 9000 and

AGMARK certified company, committed to international standards of product quality.

Located in the lush greenery of Manchar, close to Pune, the Pride of Cows dairy farm is spread

over 26 acres, perched between the Bhima River and the Bhimeshwari hills Pune based Parag Milk

Foods which sales Gowardhan And Go brands products & they lunch a new product of Pride of Cows.

Company is selling these products as online order placements. The milk prise Rs is 90 per litter. This

milk produces by imported cows from Germany and Switzerland. Plant of company is fully automated

machine basis European.

As mentioned, pride of cows is instantly pasteurized, homogenized and packaged in PET

bottles after milking. After packaging, the milk is transported from factory to company Depots in

refrigerated vans. products of Parag Milk Food Pvt. Ltd. are milk, skimmed milk powder, whole milk

powder, ghee, processed cheese, butter, dahi, proprietary foods like dairy whitener and Gulab Jamun

mix powder under the brand names of Go and Gowardhan, all made from 100 percent fresh cow’s

milk.

Mission of Parag Milk Food

▪ Customers

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.

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 ▪ Dairy innovation

Focus on dairy innovation, enables us to produce an array of products that make milk moments

nutritious, healthy, and enjoyable market them under well trend portfolio of brands.

▪ 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 sustainable manner. By having a long-term environment

strategy, we can help make 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.

▪ 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

organizations.

2.3 Organization structure

❖ Company Stricture

Parag Milk Food Pvt. Ltd.

Gowardhan Go- Yogurt and Pride of Cow –

Cheese Premium Milk

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❖ Organization Structure
Board of Directors /
Chairman

Managing Director

Chief General Manager

Marketing MSD Operations

Procurement & Input Finance Administration

Materials Engineering Quality Control

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 Production structure

The products are fortified with vitamins Both Vitamins D & A are blended with the process of

fortifying the product with vitamins, it is then ready for pasteurization.

Heatin Section Cooling Section

Pride of Cows is delivered in refrigerated conditions to your doorstep from the farm

instantly after milking, pasteurization, homogenization and packaging. In a company have

3800 Holstein, Friesian cows. They maintain the required 3.5% fat and 8.5% SNF content.

2.4 Product/services range

Product of Parag Milk Food Pvt. Ltd.

Parag Milk Food Pvt. Ltd.

GO Pride Of Cow Topp Up

GOWARDHAN

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 ➢ In Gowardhan products

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 Cow’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.

Total Gowardhan Product

Skimmed milk powder Dairy Whitener

Demineralized whey powder Buttermilk

Full Cream Milk Powder Gulab Jamun Milk

Ghee Processed Cheese

Fresh Milk Fresh "n" Thick Dahi

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 Gold Milk Trim - Low Fat Dahi

Kidz Milk Paneer

Vital Milk Butter

Tea Star

➢ In Go products

In Go products are range such as flavored cheese wedges and cheese spread in a tube;

convenience foods such as cheese slices and cheese angles as well as health foods – such as

the naturally flavored yoghurt, Go slim milk. Our cheese plant has the largest produc tion

capacity in India, with a raw cheese production capacity of 40 MT per day. Our manufacturing

facilities at Manchar and Palamaner have automated production facilities to ensure operational

efficiencies and quality control. We produce cheese and whey products only at our Manchar

facility, UHT products only at our Palamaner facility and other products at both facilities

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 Total GO product

GO Pizza Cheese GO Processed Chees Wedges Processed Cheese Slices

GO Processed Cheese GO Cheese Slice - Plain GO Naturefull

GO Natural Cheese Shredded GO Cheeselets GO Milk

GO Cheezooz GO Fresh Cream GO Slim Milk

GO Processed Cheese Spread GO Lassi GO Processed Cheese Spread

GO Nacho Cheese Sauce Mozzarella Cheese Mild Cheddar Cheese

GO Cheese Wedges Cheddar Cheese Monterey Jack Cheese

GO 2 Portion Cheese Mozzarella Cheese - Diced Gouda Cheese

Wedges

GO Cheese Angles Mozzarella Cheese - Shredded Emmental Cheese

Colby Cheese Orange Cheddar Cheese Parmesan Cheese

➢ In pride Of Cows products

Pride of Cows Located in the lush greenery of Manchar, close to Pune, the Pride of Cows

dairy farm is spread over 26 acres. In a Pride of cow with the finest international technology

for feeding, milking and processing, conforming to international dairy practices. Milk captures

the imagination, sparks interest and ideas, adds color and flavor, and makes us feel fulfilled

and happy. production capacity of Pride of Cows with 25,000 litters a day.

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 ➢ In Topp Up products

Topp Up is a flavored 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 flavors i.e. Eliche, Mango, Rose, Strawberry, Pista &

Butterscotch. It has long shelf life at room temperature.

What Is Pride of Cows Milk

Other kinds of milk change hands over ten times before it reaches you! Poorly fed cows are milked,

then the milk lies exposed in farmers’ buckets that finds its way into larger unhygienic cans. Several

such cans reach the collection centre from where the exposed milk is transferred to a chilling canter,

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often subject to power shortages. From the chilling canter, milk is transferred to a large milk tanker

under Indian temperature conditions and over large distances, and then transferred yet again to a

holding tank at the dairy. Milk poured into a process tank at the dairy goes into plastic pouches and

then loaded onto a truck in distributor’s plastic crates. Milk lies indefinitely in crates–waiting to be

picked up by the agent and delivery man. Milk finally arrives at your door almost two days later! As

you can see, this milk is far from perfect, stripped of its vital goodness at every point.

Pride of cow’s milk arrives at your doorstep within hours of milking, at its freshest best. Milk from

fine Dutch Holstein Friesian cows is instantly pasteurized, chilled and packaged in bottles in less than

3 hours! From nutritious feed to hygienic milking, from maintenance of the cold supply chain at 4ºc

to bottling–the entire process is mechanized, in accordance with the best dairy practices in the world.

Once the milk is transferred into barrier-proof bottles, the bottles find their way into the milk van

where the same temperature is maintained right up to the point of delivery.

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 Milking Rotary Parlor

Pride of cows 50-point mechanized rotary parlour and detailed processes ensure that the milk is both

hygienically and humanely procured. In fact, every cow goes through an electronic health check before

milking to ensure that it is at peak health for milking. And be rest assured that all the milk that is

dispatched out of the dairy is absolutely antibiotic free any cow on an antibiotic course are

automatically exempt from milking. Milking parlour was imported from Germany for upgrading

techniques to be the finest one level to serve better milk with stand to the concerned factors and with

the determining the health of the cows with respect to the similar aspects.

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 Market Competitors

SUMUL FARMS IN THE SURAT region is one step ahead they cater to all their services online.

Right from change quantity, resume milk to pause milk supply everything is in your finger tip. They

also provide raw milk along with pasteurized skimmed milk and pasteurized cow milk. They have a

customer care as well to cater to our needs. Pricing for the 1 litters bottle is 80/-.

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The Product

Product Level

Pride of Cows Milk in Market

Pride of Cows Potential Product

Augmented Product

Expected Product

Basic Product

Core Product

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 Description:

➢ Core product:

a product which fulfil the need of any individual by consuming a particular product. Like a

warm coat will protect you from the cold and rain.

➢ Basic product:

this represents all the qualities of the products. For a warm coat this is about fit, material, rain

repellent ability, high quality fasteners, etc.

➢ Expected product:

this is about all aspect the consumer expected to get when they purchase a product. That coat

should be really warm and protect from the weather and the wind and be comfortable when riding the

bike.

➢ Augmented product:

this refers to all additional factors which sets the product apart from that of the competition.

And this particularly involves brand identity and image. Is that warm coat in style, its colour trendy

and made by well-known fashion brand? Also factors like service, warranty and good value for money

play a major role in this.

➢ Potential product:

This is about augmentations and transformations that the product may undergo in the future.

For example, warm coat that is made of a fabric that is as thin as paper and therefore light as a feather

that allows rain to automatically slide down.

Let’s compare pride of cow’s milk alike of potential product that content different types of

value such as base upon farm to home concept, high nutritional value, mechanism process of milking,

milk come out from imported cows like Holstein and Friesian and special fodders produce in own farm

34 | P a g e
and serves to the cows. As per the current market towards health, the pride of cow’s milk will become

the core product in the market stand.

Nutrient Values

Serving size: 1 cup (250 ml.) Serving per pack: 4

Amount per serving

Energy: 158 kcal energy from fat 75 kcal

% daily values*

Total fat 8.7 g 14 % saturated

fat 5.5 g 27%

Trans fat 0.3 g 0%

Cholesterol 30 mg 10%

Sodium 120 mg 5%

Total carbohydrates 11.5 g 3.8%

Sugers 0 g 0%

Protein 7 g 14%

Vitamin – 90 mcg calcium – 280 mg

35 | P a g e
 Not a significant source of dietary fibre, sugar, vitamin c and iron

Approx. Percent daily value are based on a 2000 calorie diet.

You daily value may be higher or lower depending on your daily needs.

Distribution Model

To Which Areas Is Pride of Cows Milk Delivered?

Pride of Cows Milk Is Home Delivered to Select Areas of Mumbai And Pune. Here Is the

Link for Our Delivery Areas.

Mumbai:

Andheri (E) – 400047 Nehru Nagar - 400024

Andheri (E) – 400069 P.M.G. - 400030

Andheri (W) – 400053 Pant Nagar - 400075

Andheri (W) – 400058 Parel - 400012

Antop Hill – 400037 Prabhadevi – 400025

August Kranti Mg - 400036 Sachivalaya - 400032

Ballard Estate – 400038 Saki Naka - 400072

Bandra (E) – 400041 Santacruz (E) - 400044

Bandra (W) – 400040 Santacruz (W) - 400043

36 | P a g e
Bhandup – 400078 Seepz - 400096

Bhavanishankar – 400028 Sewree - 400015

Bombay Aerod – 400029 Sion - 400022

Chinch Bunder – 400009 Tagore Nagar - 400083

Colaba – 400005 Tank Road - 400033

Council Hall – 400039 Tulsiwadi - 400034

Cumballa Hill – 400026 Versova Bowla - 400050

Dadar (C.R.) – 400014 Victoria Garden - 400027

Delisle Road – 400013 Vidya Nagar - 400098

Dharavi – 400017 Vikhroli - 400079

Fertiliser Col. – 400074 Vile Parle (E) - 400046

Ghatkopar – 400077 Vile Parle (W) - 400045

Ghatkopar (W) – 400086 Wadala - 400031

Girgaon – 400004 Worli - 400018

Grant Road – 400007 Yogakshema (Nariman Point) - 400021

Hutatma Chowk – 400023 Mandvi - 400003

I.I.T. Pawai – 400076 Marine Lines - 400020

J.B.Ng Andheri – 400048 Matunga - 400019

Jacob Circle – 400011 Mazgaon - 400010

Kalbadevi – 400002 Mulund (E) - 400081

Khar – 400042 Mulund (W) - 400080

M.Gover’s Camp - 400035 Mulund Col. - 400082

Mahim – 400016 Mumbai Central - 400008

Malabar Hill – 400006 Mumbai G.P.O - 400001

37 | P a g e
 Pune:

Akurdi - 411 035 Khadakwasala - 411 024

Anandnagar - 411 051 Khadaki - 411 020

Armament - 411 021 Kothrud - 411 038

Aundh Camp - 411 027 Lohgaon - 411 047

Bhosari (Indus.Estate) - 411 026 Market Yard - 411 037

Bhosari Gaon - 411 039 Model Colony - 411 016

C.M.E. - 411 031 Mundhwa - 411 036

Chinchwad Gaon - 411 033 N.C.L. - 411 008

Chinchwad (East) - 411 019 N.D.A. - 411 023

Dapodi - 411 012 N.I.B.M. - 411 048

Deccan Gymkhana - 411 004 Navasahyadri - 411 052

Dhankawadi - 411 043 Parvati - 411 009

Dighi Camp - 411 015 Pashan - 411 045

Dunkirk Line - 411 014 Pimpri Chinchwad - 411 044

Ex. Service Man Colony - 411 038 Pimpri Colony - 411 017

Ganeshkhind - 411 007 Pimpri Penicillin Factory - 411 018

Hadapsar - 411 013 Pune City H.O. - 411 002

Hadapsar - 411 028 Pune H.O. - 411 001

I.A.F. Station - 411 032 Range Hill - 411 020

I.A.T. Pune - 411 025 S.P. College - 411 030

Kasba Peth - 411 011 S.R.P.F. - 411 022

Kasarwadi - 411 034 S.S.C. Board - 411 010

38 | P a g e
Katraj - 411 046 Shivaji Hsg Society - 411 053

Wadgaon Budruk - 411 041 Shivajinagar H.O. - 411 005

Wanawadi - 411 040 Swargate - 411 042

Warje Malwadi - 411052 Yerawada - 411 006

Surat

City Light – 395 007

39 | P a g e
 Logistics and Operational Model

Pride of cows having their operational condition for set up new depot they require at least 100

litters per day milk order.

Zero distribution channels

Bottling Plant

Surat
Pune

Mumbai

Customers

40 | P a g e
2.5 SWOT Analysis

Strengths Weaknesses
- In house production - Miss comunications
- Local coustomer base - Average delivery system
- Expertise in dairy bussnes
- Extensive support
- Skill Staff
-Deep Pocket

SWOT
Opportunities Threats
- Expand coustomer base - Traffic issues
-Flexible delivery timing - Unusual demand
- Better service - Other economical competitors

2.6 Past performance of the company Financials of PMF

PMF’s revenue, EBITDA and PAT has grown 21.6%, 20.8% and 24.8% CAGR over the last

3-4 years. For 9 months of FY16 the EPS stands at Rs 3.78, whereas it was Rs 3.49in FY15. Thus, the

projected EPS for FY16 at Rs 5.04 is up by 44.4% over FY15, thus signalling good growth. Note

FY16P data is a simple extrapolation of data available for the first three quarters of FY16.

41 | P a g e
The operating margin has increased from 5.3% (2011) to 10.1 %( 2015) and 11.77% (9m FY16). The

profit margin also rose from 0.10 %( 2011) to 2.04 %( 2015) and 2.59% (9m FY16). The margins are

likely to improve due to falling interest rates and debt repayment.

PMF has been able to generate Free Cash Flow in 2015 and 2016. The FY16 projected cash

flows do not seem to be promising.

Past performance of the company and current performance is bullish trend.

Source: Money control

Benchmarking

42 | P a g e
 • They benchmark the Parag Milk Foods financials against dairy peers, and foods

companies.

➢ The PE and P/B of PMF appears to be in line with the peers. The firm has not left enough on

the table for investors.

➢ Growth rates are again average, neither poor nor high. The IPO will lower debt levels here.

➢ Margins are low, but in line with dairy sector peers. Overall, we feel that there is ample room

to grow in this sector, and an acceleration in revenues over the years can allow PMF to ramp

up margins and ROE.

Parag milk food makes a range of branded milk and dairy products.

PMF had revenues and profits of Rs 1442 cr. and Rs 29.47 cr. in FY15.PMF’s revenue,

EBITDA and PAT has grown 21.6%, 20.8% and 24.8% CAGR over the last 3 -4 years.

Source: India note

Few Key observations are:

• At bottom-line, the company has been having posted growth@ CAGR of around 90 per

cent from FY12 to FY15 and has posted PAT of Rs 26 crore in FY15 and Rs 31.9 crore

in the first nine months of FY16.

43 | P a g e
 • Operating margin for the company has remained stagnant at 7.5% for over 5 years

• Total debt (long term and short term) is around Rs 365 crore, however over Rs 100 crore

will be paid by the net proceeds after the IPO.

• The valuation of the company is around Rs 1,900 crore, around 1.2 times the annualized

revenue of the company which is fair when compared to peers like Hatsune Argo whose

market cap is over 1.5 times its revenues

• Cash flow from operation has posted an unmatched growth@ CAGR of around 80 per

cent from FY12 to FY15.

• Shareholder’s wealth more than doubled in a period of 4 years.

Few key observations from this table are:

• Operating Profit margin of the company is second highest and PAT margin is highest

among the peers, which means the company can post higher profits if it scales up its

operation, contributing to shareholder’s wealth

44 | P a g e
• PE ratio is around 44.6 times on post issue as we annualized 9MFY16 earnings whereas

Prabhat Dairy is currently trading at P/E of 46.6x on TTM basis with EPS of Rs 2.4.

• M-Cap to sales around ratio is around 1.2 which is second highest among the peers.

45 | P a g e
Chapter 3 Review of

Literature/ Theoretical

Background /

46 | P a g e
3.1 Churn Customer Data

FORM FILLED 40

NOT ENTERTAINED 10

TOTAL 50

Chart Title

10

40

FORM FILLED NOT ENTERTAINED

47 | P a g e
3.2 Total Customers

Sample use 75

WINBACK 1

FUTURE CONFIRM CUSTOMERS 5

NEW CUSTOMERS 34

TOTAL CUSTOMERS 45

Chart Title

34

5
75

Sample use WINBACK FUTURE CONFIRM CUSTOMERS NEW CUSTOMERS

48 | P a g e
Chapter 3.3 –Questionnaire

(1) the reason for the discontinuation of the pride of cows

Option Indicator

A Quality

B Packaging

C Service

D Relocation

E Billing problems

F Mishandling

G Others

Ac Quality & packaging

49 | P a g e
 CUSTOMERS QUALITY & QUALITY; 4
PACKAGING; 1
PACKAGING; 0

SERVICE; 2

RELOCATION; 1
QUALITY
BILLING PROBLEMS; 1
PACKAGING

SERVICE
MISHANDALLING; 0

RELOCATION

BILLING PROBLEMS
OTHERS; 23
MISHANDALLING

OTHERS

QUALITY & PACKAGING

Graph says that many of the customers churn out due to the many reasons claims on the pride

of cow’s milk. Customers even complaining regard quality of the pride of cow’s milk. But the

customers facing other problems rather than quality of the pride of cows.

Analysis under option (g) others to study reasons with detailing

Reasons Indicator

Delivery A

Costly B

Smell C

Children preference D

50 | P a g e
 Consumption E

Insect F

Medical recon. G

Taste H

Alternate I

Out of town J

The graph presents the problems which was faced by the customers and this problem leads to

CUSTOMERS LEAVE, 1
ALLTERNATE; 1
TASTE; 1 DELIVERY; 3

MEDICAL RECCOM.; 3

COSTLY; 6
INSECT; 1

CONSUMPTION; 4
SMELL; 1
CHILDREN
PREFERANCE; 2

DELIVERY COSTLY SMELL CHILDREN PREFERANCE

CONSUMPTION INSECT MEDICAL RECCOM. TASTE
ALLTERNATE LEAVE

discontinuation of the pride of cow’s milk. Problems like customers don’t have that much of

consumption that’s why they discontinue with the pride of cow’s milk. Poc milk is order because of

children’s. Pride of cow’s milk always loved by the children’s but after sometimes children’s stops it.

Here the customers also complaining about pride of cow’s milk price is much higher than the any other

premium pack of the milk. Pride of cow’s milk contents 3.5 grams’ fat (min.) per glass of serving

hence the doctor recondite customers to stop consumptions. Alternate day order is also the reason for

51 | P a g e
discontinuation of pride of cow’s milk. Poc provides customers at least 3 litre of milk per week scheme

but customers’ needs 2 litres for week then the pride of cows not able to provide order due to logistics

costs. Some of the customers complaining bottle having some different smells. These problems still

remain unsolved and that’s why this influence to discontinuation of pride of cow’s milk.

(2). Rated by the customers of pride of cows

(a) Quality of the product

Options Indicators

A Extremely satisfied

B Satisfied

C Neutral

D Dissatisfied

E Extremely dissatisfied

F Not answered

52 | P a g e
 CUSTOMERS EXTREAMLY
DISSATISFIED; 1 NOT ANSWERED; 0
DISSATISFIED; 2

NEUTRAL; 5 EXTREAMLY
SATISFIED; 10

SATISFIED; 12

EXTREAMLY SATISFIED SATISFIED NEUTRAL

DISSATISFIED EXTREAMLY DISSATISFIED NOT ANSWERED

Here the extremely satisfied and satisfied customers ratio is near about in the same. Here we

can conclude that the customers having struggle over the other aspects of problems as discussed earlier.

And even some customers having others problems like price but they reluctant to true respond that’s

why they rated pride of cow’s low.

(b) Ease of uses

Options Indicators

A Extremely satisfied

B Satisfied

C Neutral

D Dissatisfied

E Extremely dissatisfied

F Not answered

53 | P a g e
 CUSTOMERS NOT ANSWERED; 0
EXTREAMLY
DISSATISFIED; 1
DISSATISFIED; 0
NEUTRAL; 4

EXTREAMLY
SATISFIED; 15

SATISFIED; 10

EXTREAMLY SATISFIED SATISFIED NEUTRAL

DISSATISFIED EXTREAMLY DISSATISFIED NOT ANSWERED

Here the data comes from survey, customers are also happy with the ease handling of the bottles

and customers also gives feedback to the pride of cows that bottles of the milk having very different.

But customers also recomputed that the at the end of the month at our home thirty bottles get deposits,

and is the very hectic job to disposed it. Customers always recompacts make different model to

recollect the empty milk bottles.

(c) Delivery (time & mode)

Options Indicators

A Extremely satisfied

B Satisfied

C Neutral

D Dissatisfied

54 | P a g e
 E Extremely dissatisfied

F Not answered

CUSTOMERS EXTREAMLY
DISSATISFIED; 1 NOT ANSWERED; 0

DISSATISFIED; 4

NEUTRAL; 2
EXTREAMLY
SATISFIED; 14

SATISFIED; 9

EXTREAMLY SATISFIED SATISFIED NEUTRAL

DISSATISFIED EXTREAMLY DISSATISFIED NOT ANSWERED

Here the 76.66% customers are really happy with the delivery schedules but remaining 23.33%

customers are still unhappy with the delivery (time & mode). Problems occur like any customer want

delivery at 5.45 am. But delivery reaches at 6.00 am. This situation occurs again and again. Then

customer decides to interrupt the milk services with the pride of cows.

(d) Responsiveness

Options Indicators

A Extremely satisfied

B Satisfied

55 | P a g e
 C Neutral

D Dissatisfied

E Extremely dissatisfied

F Not answered

CUSTOMERS EXTREAMLY
DISSATISFIED; 0
NOT ANSWERED; 3

DISSATISFIED; 1

EXTREAMLY
SATISFIED; 9

NEUTRAL; 6

SATISFIED; 11

EXTREAMLY SATISFIED SATISFIED NEUTRAL DISSATISFIED EXTREAMLY DISSATISFIED NOT ANSWERED

As per the feedback gets from the customers they are feel good for any issue concern with pride

of cow’s milk they get positive response from the customer relation heads. But some customers are

like who contact with the pride of cow’s customer relation heads many times but they did not get

positive solution for their problems. They get fed up with the follow up and take decision to interrupt

the milk service with the pride of cows.

56 | P a g e
 (e) Customer service

Options Indicators

A Extremely satisfied

B Satisfied

C Neutral

D Dissatisfied

E Extremely dissatisfied

F Not answered

CUSTOMERS EXTREAMLY NOT ANSWERED; 3

DISSATISFIED; 0

DISSATISFIED; 2

NEUTRAL; 2 EXTREAMLY
SATISFIED; 11

SATISFIED; 12

EXTREAMLY SATISFIED SATISFIED NEUTRAL DISSATISFIED EXTREAMLY DISSATISFIED NOT ANSWERED

In above pie chart, we can see that the customers who discontinue with pride of cows are happy

with the customer services which were provided by the pride of cows. But here some customers are

57 | P a g e
also like who not want to reply on this source. But the customer never is afraid with the pride of cow’s

milk.

(f) Payment facility

Options Indicators

A Extremely satisfied

B Satisfied

C Neutral

D Dissatisfied

E Extremely dissatisfied

F Not answered

In pride of cows there is payment facility having dual approach, by collecting to go per

household and online payment facility. But actually, pride of cows goes wrong when, suppose any

customer was out of town for some days in running month but at the end of the month bill get produce

for the whole month. Here the customer gets dissatisfied with the pride of cow’s service.

(3). the rating by the customer pride of cows as product

Option Indicator

A Extremely satisfy

B Satisfy

C Neutral

58 | P a g e
 D Dissatisfy

E Extremely dissatisfy

F Not answered

EXTREAMLY
CUSTOMERS DISSATISFY; 1 NOT ANSWERED; 1

DISSATISFY; 1

NEUTRAL; 3 EXTREAMLY SATISFY;

9
EXTREAMLY SATISFY

SATISFY

NEUTRAL

DISSATISFY

EXTREAMLY DISSATISFY SATISFY; 15

NOT ANSWERED

Graph presents the data about the rating given by the churn customers to the pride of cows as

a product in that 80% customers are happy with the poc as product means here we can analyse the

thing like customers are suffer from other problem like price and customers demand for the annual

subscription schemes and discounts.

(4). (a). Now which brand preferred by churn customers of pride of cows

Options Indicator

A Sumul

B Mother dairy

C Amul

59 | P a g e
 D Gokul full cream

E Amul tetra

F Amul gold

G Gowardhan

H Amul taza

I A2 Milk

J Gowardhan gold

K Local

Here the graph shows us the customers who churn out with pride of cow’s milk services are

CUSTOMERS
GOWARDHAN GOLD; LOCAL; 2
1
A2 milk 1 Sumul milk 8
AMUL TAZA; 1

GOWARDHAN; 2

AMUL GOLD; 1

MOTHER DAIRY; 3
AMUL TETRA; 2

GOKUL FULL CREAM;

1
AMUL; 5

SUMUL MOTHER DAIRY AMUL GOKUL FULL CREAM

AMUL TETRA AMUL GOLD GOWARDHAN AMUL TAZA
A2 milk GOWARDHAN GOLD LOCAL

prefer above milk brands but here we can say that they just concern with price because mother dairy

milk is available in market at rs:75/-. And those customers are really concern with the health he did

not hesitate to spend rs: 5/- extra for premium quality. And one thing also become clear here 24 churn

60 | P a g e
customers are happy with the quality and 4 churn customers 1 is extremely dissatisfied, 1 is dissatisfied

and might be 2 from neutral churn customers. And other brands are near about rs: 50/- per litters.

Customers are not only concerned about price but for that purpose they demanding some discounts

and annual subscription schemes.

(4). (b). Litters of milk consumed by customers of any other brands

Options Indicator

A 0.5 ltr

B 1.0 ltr

C 1.5 ltr

D 2.0 ltr

E 2.5 ltr

F 3.0 ltr

CUSTOMERS 3.0 LTR; 1 0.5 LTR; 1

2.5 LTR; 1

2.0 LTR; 6
1.0 LTR; 10

1.5 LTR; 5

0.5 LTR 1.0 LTR 1.5 LTR 2.0 LTR 2.5 LTR 3.0 LTR

61 | P a g e
 Here the customer perception and their mind set defines that pride of cow’s milk is available

for rs: 80/litter and other any ordinary brand are rs: 40/- means 1:2 ratio but the customers are never

think about the quality and premium when the price issue comes major issue.

(5). The factor influencing for choosing other brand over pride of cows

Options Indicator

A Taste

B Quality

C Packaging

D Nutrient value

E Convenience

F Others

Abc Taste, quality & packaging

Abd Taste, quality & nutrient value

De Nutrient value &convenience

Ab Taste & quality

Be Quality &convenience

Ad Taste & nutrient value

Abf Taste, quality & others

62 | P a g e
 Ac Taste & packaging

Abe Taste, quality &convenience

Ae Taste &convenience

CUSTOMERS TASTE, QUALITY &

TASTE &
TASTE & PACKAGING; CONVINIENCE; 2 CONVINIENCE; 1
1 TASTE; 3
TASTE, QUALITY &
OTHERS; 1
QUALITY; 3
TASTE & NUTRIENT
VALUE; 1
QUALITY & PACKAGING; 1
CONVINIENCE; 1
NUTRIENT VALUE; 1

TASTE & QUALITY; 6 CONVINIENCE; 2

OTHERS; 1
NUTRIENT VALUE & TASTE, QUALITY &
TASTE, QUALITY &
CONVINIENCE; 1 NUTRIENT VALUE; 3 PACKAGING; 2

TASTE
PACKAGING
CONVINIENCE
TASTE, QUALITY & PACKAGING
NUTRIENT VALUE & CONVINIENCE
QUALITY & CONVINIENCE
TASTE, QUALITY & OTHERS
TASTE, QUALITY & CONVINIENCE
QUALITY
NUTRIENT VALUE
OTHERS
TASTE, QUALITY & NUTRIENT VALUE
TASTE & QUALITY
TASTE & NUTRIENT VALUE
TASTE & PACKAGING
TASTE & CONVINIENCE

At the glance of the graph we can see that those customers are rated high pride of cow’s milk

in terms of overall satisfaction and here they are showing reasons for choosing other brands over

pride of cows like taste and quality, taste quality & nutrient value, taste quality & packaging, taste,

quality this element. Here the pride of cow’s milk gets the mix response. When the really any

63 | P a g e
problem arises with the pride of cow’s milk brand interims of any things like services, delivery has

been sort out with the very high tactic manners.

(6) Did customers ask customer support of pride of cows before problem was resolve

Options Indicator

A Once

B Twice

C Thrice

D More than thrice

E Problem unsolved

F Not answered

CUSTOMERS

ONCE
ONCE; 10
TWICE

THRICE NOT ANSWERED;

15
MORE THAN THRICE

PROBLEM UNSOLVE

NOT ANSWERED TWICE; 4

PROBLEM MORE THAN

UNSOLVE; 0 THRICE; 1 THRICE; 0

64 | P a g e
 When the customers find any difficulties in the services of the poc. poc try to resolve it. But

the 15 churn customers who are not answered means here we can analyse that they took the decisions

of the interrupting service with the pride of cows just for shifting their minds and perceptions about

the pride of cow’s milk and they reach a conclusion with unbiased facts to compare product with other

brands which having different in terms of all values extracted from the differentiation.

(7). Change to serve customers betters recommendations.

Options Indicator

A Price

B Pattern

C ½ ltr bottle

D Not answered

E May be

F Yes

G Service

H No moment

I Tetra

J Logistics

65 | P a g e
 CUSTOMERS LOGISTICS; 1
PRICE; 2
TETRA; 2 PATTERN; 1

½ LTR BOTTLE; 2

NO MOMENT; 10
NOT ANSWERED; 7

MAY BE; 2
SERVICE; 1
YES; 2

PRICE PATTERN ½ LTR BOTTLE NOT ANSWERED MAY BE

YES SERVICE NO MOMENT TETRA LOGISTICS

Here the graph gives celerity for pride of milk that customers recondites some changes they

want in the services. But here some of them asking for very different ways like ½ litter bottle, but as

per business point of views we cannot take into this reconditions seriously because when we make

delivery in half of litter bottle the litter per day of the thane regions will get down. This decision is not

only limited for the thane depot also it will get damage the business model of the pride of cow’s milk.

(8). In future if pride of cows make changes can customers prefer it

Options Indicators

A Yes

B No

C May be

66 | P a g e
 D Not answered

CUSTOMERS

NOT ANSWERED; 6

YES; 11

MAY BE; 4

NO; 9

YES NO MAY BE NOT ANSWERED

Here you can see that the most of the customers who really fed up with the services of pride of

cow’s milk they reluctant to give feedback over this question. And some customers even say “that how

can you ask this question after failing to serve this service better”. And customers also replied to make

some changes in the services like to start delivering this milk in pouch of half of litters and even some

says that “we will buy it if poc starts milk varieties like toned milk, double toned milk, skimmed milk

like vice. But here customers not take into consider this milk is based upon farm to home concept.

67 | P a g e
(9). Are customers asking for the complementary pack?

Options Indicators

A Yes

B No

CUSTOMERS

YES; 10

NO; 20

YES NO

Here the study get success to convince customers over the facts which are really benefited

customers like health, nutrition, milking process, pride of cow’s milk profile. 35 customers get

convinced over the overall values and at the successful handled i make 1 customers win back.

Complimentary packs for churn customers is run by pride of cow’s milk is to providing 3 days’ trial

pack of 1 litter a day. Suppose any customer are still not impressed with the renovation of the services

pride of cows make provision to provide 1 week of milk trial.

68 | P a g e
Chapter - 4 Core Topic

of Study Research

Methodology

69 | P a g e
Research Type: Descriptive.

Sample Method: Simple Random Sampling

Sample Frame: Societies, Joggers Park, Gyms, Company data

Sample Size: 43 (Subject to Limited Area)

Source of Data: Primary and Secondary

Primary Tool: Questionnaire Methods

Secondary Tool: Internet

70 | P a g e
chapter 5 Chapter: 5

Learning &

Observations

71 | P a g e
5.1 Recommendation

1. Company should continuously take feedback from market and consumer about dairy based

products

2. Open Pride of Cows outlets for direct selling like (Amul)

3. The company should provide some incentive schemes for retailer also.

4. Should have same pricing for distributors with similar market coverage and Improve sales

strategy which automatically increase buffer stock to distributor point

5. The company should associate itself with some games or tournaments like football, cricket and so

on.

6. Company should provide sponsored seminar market intelligence – company should maintain the

healthy relationship with market distribution channel i.e. Whole seller, distributor, retailers which

will boost the brand image.

7. Distribution channel should be arranged according to the convenient of the customer.

8. More milk ATM should be established to enhance the availability of Parag milk

9. Make the customers aware about the Parag products through different mode of

advertisement

10. Parag should offer refrigerators on installment to retailer

11. Parag should provide home delivery facility to their consumers.

12. The company need to work on getting the right target audience just not on the basis on their

purchasing power but also on based of awareness and demand for quality products. Lunch in

Ahmedabad and Baroda city and make a plant near to Gujarat

72 | P a g e
13. Promoting Pride of Cows milk with discounts or schemes with the either of the above objective is

because it understands that the product is a daily affair and any fluctuation in the price can affect

the sentiment of a price sensitive audience base. Otherwise a that customers are purchase Daly 1

litter milk that customer give a discount 30 rs in total amount in bill.

73 | P a g e
 Conclusion

No doubt the pride of cow’s milk is premium one. And their basic concept is farm to home

with purity and containing freshness are there usp. Pride of cow’s product need to improve in some

areas where they need to present very strong in the current market scenario. They need improvements

in areas such as:

Promotion: my observation says that in the market people having lack of aware about their

value. When we go into market we want to introduce pride of cow’s milk as baby product of parag

milk foods pvt. Ltd. Or sister concern of gowardhan. Pride of cows reluctant to do advertisements but

basically pride of cows spread in market by word of mouth publicity. Where they have many celebrities

are there current customers. Pride of cow’s milk having their different advantages like taste, quality,

health nutrient values like etc. But the use social media for the purpose of publicity. Pride of cows

need very strong in the social media, so they can be the reach target market very easily. Or else make

one model like to publicize this brand with sending messages on whatsapp techniques. This product is

form only for the high-class audience so pride of cows can easily cover that require audience by this

technique. This wills defiantly useful for the Pride of Cows future growth point of view to become a

very strong brand in the market with respect to the competitors. Pride of cows having their own

advantages, and that is sufficient to survival in the market. For the future growth pride of cows should

consider this all majors that can easily become a strong brand in the market.

For the purpose of product extension in the market pride of cows can introduce the new brand

as pride of cow’s milkshake.

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