A

PROJECT REPORT
On
“DIGITAL MARKETING OF PARAG MILK FOODS PVT. LTD.”
With special reference to
“PARAG MILK FOODS PVT. LTD.”

Submitted TO-

Savitribai Phule Pune University, Pune

In partial fulfilment of the requirement of
Bachelor of Business Administration (BBA)
Submitted by
BAGAL PRATIK VIJAY
- Under the guidance of -
Prof. Nimbalkar S.G.
THROUGH
Gramonnati Mandal’s
Arts, Commerce, Science Collage Narayangaon
(Department Of BBA/BCA)
For The Year 2022-2023

1
 CERTIFICATE

This is to certify that Mr. BAGAL PRATIK VIJAY of TY BBA Roll No. Having
specialization in Marketing Management has successfully completed his project titled
“DIGITAL MARKETING OF PARAG MILK FOODS PVT. LTD.” As per the
norms of Savitribai Phule Pune University under the guidance Prof. Nimbalkar S.G.
for the academic year

Internal Examiner External Examiner

(Prof. Nimbalkar S.G.)

Project Guide HOD Co-Ordinator

(Prof. Nimbalkar S.G.) (Prof. Pingale A.A.) (Prof. Kudekar S.B.)

2
 DECLARATION

I hereby declare that the information, Photographs, Data etc. Gathered during the
internship period of research report study shall be strictly utilized only for the purpose
of project report is a part of the partial fulfilment of Degree of Bachelor in Business
Administration at Arts Commerce & Science College, Narayangaon for the academic
year 2021-22 under Savitribai Phule Pune University, Pune.

I honestly state that the intention of collection of the information in my research

report is solely for the purpose of study, not for commercial purpose or any means my
sole and sincere motive to learn the procedure practically and express my views by
preparing Project Report.

Thus, the sole and honest objective for collecting the information is only for the
academic purpose and I assure that collected information shall be restricted only for
Project Report.

Place: Narayangaon

Date: / /

BAGAL PRATIK VIJAY

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 ACKNOWLEDGEMENT

I would like to sincere thanks to Prof. Nimbalkar S.G. for their valuable cooperation
and support, without whom it was difficult to complete this project work.

I am extremely delighted to express my deep hearted regards to my research project

guide Prof. Nimbalkar S.G. Arts, Commerce, Science College of Narayangaon, who
has spent his precious time to direct these academic undertakings without his
guidance and valuable suggestions, this work, would have not been completed.

I am also thankful to all employee of Parag Milk foods Pvt. Ltd. for extending their
support during the internship. Due to their support only, I was able to collect primary
and secondary data.

I also pay my sincere thanks to all those who have directly or indirectly supported me
to complete this project.

Place: Narayangaon

Date: / /

BAGAL PRATIK VIJAY

4
Chapter Titles Page No.
No.
1 Introduction to study 6
1.1 Introduction 7
1.2 Objectives of Study 8
1.3 Importance of the study 8
1.4 Scope of Study 8
1.5 Research Methodology 9
1.6 Limitation of the study 10
2 Introduction to the organization 11
2.1 Introduction 12
2.2 Company profile 13
2.3 Products 14
3 Theoretical Framework 18
3.1 Digital Marketing 19
3.2 Definition 19
3.3 Platforms of Digital Marketing 19
4 Data Analysis and Interpretation 20
Questionnaire 17
5 Findings 28
Suggestions 29
Conclusion 30
Questionnaire 31
Bibliography 32

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CHAPTER NO.1
INTRODUCTION
OF THE STUDY

6
Introduction

Digital marketing is the component of marketing that uses the Internet and online
based digital technologies such as desktop computers, mobile phones and other digital
media and platforms to promote products and services. Its development during the
1990s and 2000s changed the way brands and businesses use technology for
marketing. As digital platforms became increasingly incorporated into marketing
plans and everyday life and as people increasingly use digital devices instead of
visiting physical shops digital marketing campaigns have become prevalent.

Employing combinations of search engine optimization (SEO), search engine

marketing (SEM), content marketing, influencer marketing, content automation,
campaign marketing, data-driven marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, display advertising, e–
books, and optical disks and games have become commonplace. Digital marketing
extends to non-Internet channels that provide digital media, such as television, mobile
phones (SMS and MMS), callback, and on-hold mobile ring tones. The extension to
non-Internet channels differentiates digital marketing from online advertising.

Digital marketing strategies may include the use of one or more online channels and
techniques (omnichannel) to increase brand awareness among consumers.

Building brand awareness may involve such methods/tools as:

Search engine optimization (SEO)

Search engine optimization techniques may be used to improve the visibility of

business websites and brand-related content for common industry-related search
queries.

Search engine marketing (SEM)

SEM, also known as PPC advertising, involves the purchase of ad space in prominent,
visible positions atop search results pages and websites. Search ads have been shown
to have a positive impact on brand recognition, awareness and conversions. 33% of
searchers who click on paid ads do so because they directly respond to their particular
search query.

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Social media marketing

70% of marketers list increasing brand awareness as their number one goal for
marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are
listed as the top platforms currently used by social media marketing teams. As of
2021, LinkedIn has been added as one of the most-used social media platforms by
business leaders for its professional networking capabilities.

1.2 Objectives of the study

The main objective of this study is to examine the Digital Marketing structure of
Gowardhan Pvt. ltd.

Specific objectives of the study are: -

1 To identify which digital platforms Gowardhan is uses to make digital marketing.

2. To find out effect on growth of Gowardhan after use of digital marketing.

3. To identify which digital marketing platform becomes most profitable for

Gowardhan.

4. To find of which marketing strategy is useful for Gowardhan. (Traditional or

Digital)

5. To find out, digital marketing is useful or not for the Gowardhan.

1.3 Importance of the study

The world is shifting from analog to digital and marketing is no exception. As

technology development is increasing, the use of digital marketing, social media
marketing, search engine marketing is also increasing. Internet users are increasing
rapidly and digital marketing has profited the most because it mainly depends on the
internet. Consumer’s buying behavior is changing and they are more inclined towards
digital marketing rather than traditional marketing.

1.4 Scope of the study

The scope of the study covers the general public, the study will help us to understand
the structure of digital marketing of Gowardhan Pvt. Ltd.

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1.5 Research Methodology
Research methodology is a process used to collect information and data for the
purpose of making decisions. The methodology may include publication research,
interviews, surveys and other research techniques.

 Data Collection
The data is collected from both primary and secondary sources.
 Primary Data
The source of primary data is through questionnaire based on the objectives.
 Secondary Data
The secondary data were collected from books, journals, websites and other
published sources.

 Sample Design
A self- designed questionnaire was developed and given to Marketing person
of Gowardhan company. The questionnaire is related to know structure of
Digital Marketing of Gowardhan Company.

 Sample Population
The population of the study is Marketing Team of Gowardhan Company.

 Sample Size
The sample size of the study is 20.

 Sampling Technique
The technique used for selecting the sample is non-random or non-probability
sampling techniques. Convenient sampling is used for collecting data in this
study.

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1.6 Limitations of the study

 Unavailable staff of the company.

 The study is conducted within limited time.

 Non transferability of the information.

 Primary data obtained may not be accurate to great extent.

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CHAPTER NO. 2
INTRODUCTION
TO THE
ORGANISATION

11
2.1 Introduction of the Organization

The dairy Industries companies run mainly on the other factors such as availability,
service, frequency, affordability, taste and marketing availability are playing a vital
role because purchasing power is depending upon availability of that product in case
distributors and retailers service matters a lot retailer or retail store is any business.

Gowardhan founded by Parag milk and milk Products Private Limited in 1992, is
one of the India's largest private Dairy, with an output capacity of 1,000,000 liters per
day. Located in lush green village called Mansa in Maharashtra (60 km from
Pune), and also the largest Cow farm in the India as well as Asia's largest cheese
plant. The owner, Managing Director or Chairman of Gowardhan Industry is
Mr. Devendra Shah, commissioned the Manchar Pune plant for production in 1998
under the Gowardhan Brand.

The company launched milk under 'Pride of Cows' Brand in 2011. The company has
been launching various products in milk and cheese in subsequent years. The
Manchar plant is Asia’s largest cheese plant, with capacity of manufacturing 40 MT
per day. A dairy plant consists of all manufacturing section used for milk treatment
and processing begin with milk reception and ending with dispatch of the finished
product.

Gowardhan brand is of the top brands of India for dairy-based products. Gowardhan
founded by Parag milk and milk Products Private Limited in 1992, the owner,
Managing Director or Chairman of Gowardhan Industry is Mr. Devendra Shah;
this brand gave lots of delicious dairy products after this brand was founded. This
brand is presently one of the biggest industries that procure fresh milk from more than
1.25 lakh farmers. The operational quantity of this brand is about 1.2 million liters per
day. This brand is fully capable of producing a wide range of dairy products with the
help of various kinds of machinery. 

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2.2 Company Profile:

NAME OF Parag Milk And Milk Products

ORGANIZATION

PHONE NUMBER 022-43005555

FAX NUMBER 022-43005580

EMAIL cutomercare@paragmilkfoods.com

ESTABLISHMENT 17 October 1995

DATE

MANAGING DIRECTOR Devendra shah

TURNOVER 2395.7 Crore

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2.3 Products

Gowardhan Ghee

It is soft in texture, rich in aroma

Gowardhan Ghee is produced in a Modern dairy

plant, using a time-testing traditional recipe to
capture the full flavor and aroma of cow ghee. It is
reach source of natural vitamins and B – Carotene.
The high level of poly unsaturated acids and low
saturated fats in cow ghee makes it a healthy option.
No added color.

Packaging

Jar: 5L, 1000ml, 500ml, 200ml

Poly Pack: 1 Ltr, 500ml

RT Pack: 200ml & 100 ml

Tin: 5 Ltr

Sachet Pack: 9ml & 18ml

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Gulab Jamun mix

Gowardhan Gulab Jamun Mix is faster & easier

way to prepare delicious Gulab Jamun at home.
Celebrate your all happiness with soft &
delicious Gulab Jamun

Packaging

1Kg

200gm

Gowardhan Gold
It is Rich, Thick and Healthy. Pure Cow's Milk for Better Health.

Gowardhan Gold Milk is Processed

(Homogeneous and Pasteurized) in Modern
Dairy Plant, using a time-testing and Ultra-
Modern technique to capture the essential
Vitamins and Protein content. and the
naturalness of Pure Cow Milk.

It is a real source of to help Transport

Vitamins A, D, E and K. It contains Omega -
3 Fatty Acids, Vitamin E and Beta-carotene
which has several health benefits and CLA to provide protection against several
diseases.

Packaging

Available in 200ml 500ml and 1 Ltr

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Gowardhan Tea Star

It is Specially designed Cow based Milk with

S.N.F content 9.2% and Fat mere 2% making
it best suitable for Tea/Coffee Drinkers.

Gowardhan Tea Star Milk is a Cow Based

Milk (Homogeneous and Pasteurized) in
Modern Dairy Plant, using a time-testing and
Ultra-Modern technique reducing the fat
content to mere 2% and raising the SNF bar
to 9.2% making it best suitable for Regular
TEA/COFFEE Drinkers.

Packaging

Available in 200ml 500ml and 1 Ltr

Rich 'n' Thick Dahi

Made from pasteurized toned milk and active
culture.

It contains 3% Fat. It has got Thick and Natural

Taste with 0% Cholesterol.

Packaging

Available in 80g, 200g, 400g, 1 Kg and 2Kg.

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Fresh Paneer

Soft and Fresh and easy to cut into blocks

High in Calcium and Protein, low fat content,

available in block

Packaging

100g,200g, 500g and

1kg Diced- 200g and 1kg

Gowardhan Butter

It is Light on Taste, soft & easy to spread

Pasteurized unsalted table butter made from

clean and wholesome cream derived from
100% pure cow’s milk. It contains no
preservatives or added flavors.

Packaging

Table Butter: 100g,500g and 20kg

Unsalted Butter: 500g and 20kg

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CHAPTER NO. 3
THEROTICAL
FRAMEWORK

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3.1 Digital Marketing:

Digital Marketing is the term used for the targeted, measurable, and interactive
marketing of products or services using digital technologies to reach the viewers, turn
them into customers, and retain them.

So, how is digital marketing different from traditional marketing?

The traditional manner of marketing involved businesses to advertise their products or

services on print media, radio and television commercials, business cards, bill boards,
and in many other similar ways where Internet or social media websites were not
employed for advertising. Traditional marketing policies had limited customer
reachability and scope of driving customers’ buying behavior.

3.2 Definition of Digital Marketing:

Digital marketing, also called online marketing, is the promotion of brands to

connect with potential customers using the internet and other forms of digital
communication.

3.3 Platforms of Digital Marketing:

Digital marketing can be broadly broken into 8 main categories including:

1. Search Engine Optimization

2. Pay-per-Click
3. Social Media Marketing
4. Content Marketing
5. Email Marketing
6. Mobile Marketing
7. Marketing Analytics
8. Affiliate Marketing.

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 CHAPTER NO. 4
DATA ANALYSIS
AND
INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION:

Questionnaire for customers

Table no. 1 shows that how many peoples know about Parag Milk foods and their
products.

Option Result

a. Yes 20

b. No 0
Table no .01

Result

Yes No

100%

Interpretation:
We can see that out of 20 peoples all 20 peoples know about the Parag Milk Foods.
The reason behind this is the survey is done at Manchar city and the manufacturing
plant of Parag Milk foods is also in the Manchar city.

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Table no 02 shows that does peoples saw any advertisement of Parag Milk Foods?

Option Result

a. Yes 18

b. No 2
Table no. 02

Result
10%

Yes No

90%

Interpretation:
From the above data, out of 20 peoples 18 peoples brought Products and remaining 2
peoples does not brought any products.

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Table no. 03 shows that which type of advertisement peoples saw?

Option Result

a. Television 12

b. social media 0

c. Banner 3

d. other 3
Table no. 03

Result
14

12
12

10

3 3
2

0
Television social0media Banner Other

Interpretation:
Out of 20 peoples 12 peoples saw advertisements on television, 0 people saw
advertisement on social media, 3 peoples saw advertisement on banner, 3 peoples saw
advertisements on other platforms. So we conclude that television is popular mode of
advertisement for Parag.

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Table no. 04 shows that how many peoples purchase products from online website?

Option Result

a. Yes 6

b. No 14
Table no. 04

Result

30%

Yes
No

70%

Interpretation:
We can see that, out of 20 peoples 6 peoples purchase products from online website
and remaining 14 peoples did not purchase from online website. Here, company does
not have any official website for purchase. Peoples purchase from another website.

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Table no. 05 shows that how many peoples visit social media account of Parag Milk
Foods?

Option Result

a. Yes 11

b. No 9
Table No. 05

Result

45%

Yes
No
55%

Interpretation:
Here we can see that out of 20 peoples 11 peoples visit social media account of Parag
Milk Foods and 9 peoples does not visit social media account.

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Questionnaire for Marketing Person

1. Does the company do Digital marketing?

Yes No

Answer- Yes.

2. Which platforms are use for Digital marketing?

Answer

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