The objective of the project is to study market potential of Parag milk and to know thec o n s u m e r s p e r c e p t i o n a b o u t P a r a g m i l k . T h e r e p o r t c o n t a i n s a b r i e f i n t r o d u c t i o n o f D.U.S.

. limited and its various products. Parag is the largest player in the milk sector. At Parag quality is a relentless commitment to continuous improvements in products, p r o c e s s a n d s y s t e m s t o p r o v i d e c o n s i s t e n t q u a l i t y p r o d u c t s t o m e e t o u r c u s t o m e r s requirement worldwide. This report clearly men tions objectives of study and researchmethodology utilized. Research design used in this project is exploratory and the sourcesof information are both of primary data and secondary data. The data collection methodused is structured non disguised questionna ire in which the types of questions. Used are open ended. Multiple choice, close ended and dichotomous. The report contains a detailedv i e w o f t h e t a s k s , w h i c h h a v e b e e n u n d e r t a k e n t o a n a l y z e t h e m a r k e t o f P a r a g m i l k . Various set of questionnaire have been pr epared to know perceptions of retailers andconsumers about Parag milk. Some of the research areas are Gomti Nagar, In. Thecomprehensive and intensive marketing activities at D.U.S. Ltd. Lucknow are control bymanager marketing. Incharges marketing of the unit milk itself is the complete meal.

In Lucknow Amul is strongest competitors in the fields of milk. Mostly agents as wellconsumers say that the quality of Parag will is much better when any other brand packedmilk in Lucknow. Capturing a dominant sh are of the urban milk market hitherto served by a multitude of small milk vendors. Creating a procurement network of link numerouscaperative producer societies in different milk shed area to the organized urban diaryindustry. Diary cooperative societies at the village level handling procurement of milk. C o - o p e r a t i v e milk unions at the district level engaged in processing and p r o d u c t manufacturing. Predeshik co-operative diary federation (PCDF) at the states level chargedwith coordinates of marketing. Removing the middlemen between the producers andconsumer by the procurement of the milk directly by the producer directly through co operative society. In D.U.S. Ltd. Lucknow at reception point of milk from d i f f e r e n t societies milk is collected and basis test are c arried out quickly after cleaning. It is sendfor further processing finally after pasteurization three types of milk obtain that is fullcream milk, toned milk and Janta milk. The route or supervisor duty is to see whether the milk and milk products are properlydistributed to the agents of Parag in due proper time. The whole project has been a greatlearning for me to experience and understand the market dynamics with respect to an milk products. PROFILE OF THE COMPANY Name of theorganisation LUCKNOW PROODUCERS CO-OPERATIVEMILK UNION LTD Address of theorganisation22, Jopling Road, LucknowEstablished 1938Registration 23rd March 1938 F i r s t D a i r y I n s p e c t o r N . K . B h a r g a v a Place of Establishment Initialy at Charbagh, Shifted to Ganesh ji, Presentlyat 22, Jopling Road, LucknowFounder Raj bahadur Gopal Lal Pandya B o a r d O f D i r e c t o r s M r . G o p a l P a n d y a Mr. N.C. ChaturvediMr. Tej Shanker Mr. Pushkar Nath BhattPer Day Production Of Milk initially 4000Ltr Location Initially CharbaghNow Present In 22, Jopling road, Lucknow Area of DistributionInitially- Bakshi ka talab, Tewari G a n j At Present- entire District

ABOUT THECOMPANY The common brand name of the company is PARAG the meaning of PARAG is the pollenof flower the slogan in the logo is: PURE NATURAL & GOOD HEALTH Parag milk shed is situated in the Lucknow, the capital of Uttar Pradesh since independence ithas formed part of the traditional supply line of agriculture products from the village to the big cities rich in its milk potential the milk shed has, i n the source of last few decades beenthoroughly exploited by small traders and powerful contractors and well organized privatedairies. Thus, while such intermediaries were retaining large profits the rural milk producersfound their position deteriorating day by day.I n 1 9 5 0 - a c o - o p e r a t i v e m i l k s u p p l y u n i o n w a s o r g a n i z e d i n L u c k n o w , w h i c h s t a r t e d collecting milk from village and supplied to Lucknow and local markets. This milk union c o n t i n u e d f u n c t i o n f o r a b o u t a d e c a d e , i n t h e m e a n t i m e L u c k n o w m i l k s c h e m e w a s established by government of India in 1959-60 to ensure cheaper milk to the local pollutiono f L u c k n o w . T h e s c h e m e started operating through 12 chilling centers in Eastern Uttar P r a d e s h . T h e s e chilling centers were mainly coated in thither district of Luck now , Barabanki, Raebareli , Kanpur, Unnao, Sitapur etc . The milk was mainly collected throughcontractors. 10 milk unions were also found almost at the same time, around each chillingcenter. These continued functioning in a rather lop-sided manner till 1977.Gradually all the milk union almost become defunctioning and was supplying very little q u a n t i t y o f m i l k during the years 1970 -77. Obviously contractors had monopoly and c o l l e c t e d major share of milk which was either supplied to Lucknow or to the l o c a l population of the city.This programmer was launched in Uttar Pradesh in 1972 and the implementing agency in thewas pradeshik cooperative dairy federation limited w h i c h w a s f r a m e d i n t h e y e a r . T h e basic idea was to replicate anand pattern societies in Uttar Pradesh. In august September 1972 organization of societies in Lucknow district was taken up bar out, Mohanlalganj,Amausi blocks. A spear head team from national dairy development board was posted in Lucknow ,w h i c h s t a r t e d f u n c t i o n i n g f r o m A p r i l 1 9 7 8 w i t h a t e a m o f 2 7 e m p l o y e e s d r a w n f r o m Lucknow milk 198 milk procurement cooperative societies by the year 1981, when the operation fllod-14 programme ended.Feeded balancing dairy, Lucknow Producers Co-operative Milk Union Ltd was set up under operation flood-1 programmer with the specific purpose of supplying milk of local markets and other districts.Dairies and conversion surplus milk into various dairy products. This dairy is situated in themiddle of Lucknow . The dairy was commissioned in April 1978 and p rocessed the liquidmilk procured from the then milk shed comprising Lucknow, Raebareli, Barabanki and Unnao.The purpose of establishing feeder balancing dairy, Lucknow co was to provide remunerativem a r k e t f o r m i l k p r o d u c e d i n t h e m i l k s h e d c o m p r i s i n g d i s t r i c t o f L u c k n o w , B a r a b a n k i , Raebareli, Kanpur and Sitapur as envisaged under operation flood -1 scheme. Thus feeder balancing dairy was oblized to receive entire surplus milk from the rural areas, through a n e t w o r k o f m i l k c o o p . I n 1 9 7 8 - 7 9 t h e a v e r a g e h a n d i n g o f m i l k p e r d a y a t f b d - L u c k n o w Producers Co-operative Milk Union Ltd was 49,300kg. With peak handing of 1, 04,950kgin the feb.In April 1981 Lucknow Producers Co-operative Milk Union Ltd launched pasteurized w h o l e m i l k p a c k e d i n p o l y t h e n e s a c h e t f o r l o c a l c o n s u m e r s . T h e s u p p l y o f m i l k w a s gradually extended to other local markets .

DAIRY DEVELOPMENT IN UTTAR PRADESH (AT A GLANCE) U.P. is the highest milk producing State in India having a share of 18% of the total productionof the country. The per capita availability of milk has gone up to 224 grams.Dairy development programme is being implemented in State through the following sectors:Cooperative Sector Private Sector Cooperative Sector:-

In the year 1917 saw the advent of the First Co-operative Milk Society at Katra,LUCKNOW . It was unfortunate that no special efforts were made in this direction for the n e x t t w o decades. It was then in the year 1938 LUCKNOW PRODUCERS CO-OPERATIVE MILK UNION was established. In the coming years Lucknow, Varanasi, Kanpur, Haldwani, Nainital and Lucknow Milk Unions saw the light of the day. To accelerate the pace of Dairy Development in the State a State L e v e l a p e x autonomous unit PRADESHIK CO-OPERATIVE DAIRY FEDERATION LIMITED was established in the year 1962. Initially the federation played the role of a T e c h n i c a l Advisor. As years went by PCDF Ltd. became proficient and was given the World Bank assisted Operation Flood Programme in the State.Objectives of the O.F. Programme( 1 ) C a p t u r i n g a d o m i n a n t s h a r e o f t h e u r b a n m i l k m a r k e t , h i t h e r t o s e r v e d b y a m u l t i t u d e o f small milk vendors.( 2 ) C r e a t i n g a p r o c u r e m e n t n e t w o r k t o l i n k n u m e r o u s c o o p e r a t i v e p r o d u c e r s o c i e t i e s in different milk shed areas to the organized urban dairy industry.

( 3 ) U p g r a d i n g t h e m i l k p r o d u c t i o n c a p a c i t y o f I n d i a n b o v i n e s t o c k t h r o u g h a programme of crossbreeding, veterinary services and auxiliary activities.The Operation Flood Programme i n t h e S t a t e w a s b e i n g i m p l e m e n t e d b y a t h r e e t i e r cooperative structure :(1)Dairy cooperative societies at the village level handling procurement of milk.( 2 ) C o - o p e r a t i v e M i l k U n i o n s a t t h e d i s t r i c t l e v e l e n g a g e d i n p r o c e s s i n g a n d product manufacturing.( 3 ) P r a d e s h i k C o - o p e r a t i v e D a i r y F e d e r a t i o n ( P C D F ) a t t h e S t a t e l e v e l c h a r g e d with the coordination of marketing. Operation Flood-I was initiated in 1971 and covered 8 districts of the Lucknow andVaranasi milk sheds. Besides Cattle Feed Factory of one handed Metric Tone capacity each atLucknow and Varanasi were established.

Operation Flood-II started in 1982, wherein coverage was extended to 28 districts. Operation Flood-III launched in 1987 and included two more districts, so that of thetotal 83 districts, was implemented in 30 districts/a s of date the coverage has been extendedto 41 districts. The Operation Flood Programme completed its third phase in the year 1994 95. The federation is equipped with sophisticated plants and machinery to manufacture Ghee, Table Butter, Milk Powder, Infant Milk Food and other dairy products on a big scale.Our manufacturing capacity covers approximately 37 MT Ghee, 30 MT Butter and 55 MT of Milk Powder Daily PRODUCT PROFILE MILK PRODUCTS (1) Butter It contains less than 80% milk fat and more than 15% moisture and high acidity. It is prepared exclusively from milk cream of curd of cow or buffalo milk without the addition of salt, color or any preservative and is intended for cooking or for preparation of Ghee. (2) Ghee About 43% of total quantity of milk produced in India is manufactured first into butter and then converted into Ghee. Bulk of Ghee is derived from buffalo milk because it is richer i n f a t t h a t c o w m i l k . I n P a r a g s u r p l u s b u t t e r i s m u t t e d i n s t e a m j a c k e t k e t t l e s . W h i c h a r e equipped with mechanical stirrers and heated with steam till the moisture is removed. (3) Paneer In Parag, Paneer is produced by the traditional method in which citric acid is added tothe boiled milk and the milk immediately gets adulterated and water is separated and paneer is obtained. It contains less than 50% frat of more than 60% moisture. (4) Others Skimmed milk powder, cake and khoya are other products produced by Parag. Future Products Some new products like coffee powder, ready to make ice -cream powder, baby foodand other milk drinks are in the testing stages. PARAGS MILK PRODUCTS: Butter available in 20 gm., 100 gm., and 500 gm. packs. Pure Ghee available Kg. Paneer - vailable in 100 gm. Skimmed milk powder - in 500 gm. cartons & 200 & 500 gm. plastic bottles. RATE OF MILK AND MILK PRODUCT N a m e o f M i l k & M i l k P r o d u c t A g e n t R a t e C o n s u m e r R a t e 1 . F . C . M . 2 . T O N E D M I L K 3 . J A N T A M I L K 4 . L O O S E M I L K ( I N

C A N T S ) 5 . G H E E / 1 L I T E R P A C K 6 . B U T T E R 1 0 0 G R A M 7. BUTTER 500 GRAM8. PANEER 9. MATTHA (200 ML)10. DAHI25.50P/L20.00P/L17.00 P/L19.00 P/L215.00 P/L15 RS72.50 RS147.00 P/KG4.50 P.P.9.00 P. CUP27.0022.0018.0020.00250.0020 RS90 RS170.005.0010.00 PRINCIPAL OBJECTIVE To find out the various strategies to be adapted by Parag to counter milk sales of Amulin Lucknow . To find various ways to increase Parag milk sales in Lucknow. To discover the various factors which hurdles people to take Parag milk. To identify various factors which motivates people to use Parag milk. To discover the main reason beyond shifting of customers from Parag milk to Amul milk RESEARCH OBJECTIVES: To find out the various strategies to be adapted by Parag of milk Sales Promotionin Lucknow. To find various ways to increase the sales of Parag milk in Lucknow region. To discover the various factors which hurdles people to take Parag milk. To identify various factors, which motivates people to use Parag milk. To discover the main reason for shifting of customers from Parag milk to others.

COLLECTION OF DATASecondary data has been collected from Secondary data is what the researcher collects from different sources . It also helps me to getelaborate information to do my research. Books Magazines Internet Company annual reports Research papers Govt. Publications Marketing Mix In market as there many types of products are available so it becomes difficult for them a r k e t e r s t o p e r u s e t h e r i g h t s e g m e n t m a r k e t s o t h a t t h e y c a n p o s i t i o n t h e i r p r o d u c t effectively to target customer. In order for this they use mix of tools of marketing, which is,know as marketing mix.Marketing mix is a set of marketing tools that the firm uses to peruse its marketing objectivesi n t h e t a r g e t m a r k e t . T h e s e s t o o l s c a n b e c l a s s i f i e d b r o a d l y i n t o f o u r P s o f m a r k e t i n g , Product, Price, Place, and Promotion.

INTERPRETATION : When customers were asked that How do they Purchase the milk than 83% of customers with the Answer themselves and 17% of the customers responded with the answer Home Delivery. Q- Do you want home delivery facility?Response Percentage y e s 8 8 % N o 1 2 % Table No. 8

Chart No. 8 INTERPRETATION : When customers were asked that do they want home delivery of Parag milk, 88% of customers with the Answer yes and 12% of the customers responded withthe answer no. Q- Do you want home delivery facility regarding extra charge?Response Percentage Y e s 7 5 % N o 2 5 % Table No. 9

Chart No. 9 INTERPRETATION : When customers were asked that do they milk, 75% of customers with the Answer answer no. Q- What type of Parag Milk do you used?T M i l k P e r S t a n d e d 3 7 % 33%T o n e M i l k L o o s M i l k Table No. 10

want home deliverywith extra charges of Parag yes and 25% of the customers responded with the y c a p e e n O a i f g

r Full Cream d 2 e 1

t d

e z

0 0

% %

Chart No. 10 INTERPRETATION : When customers were asked that what type of Parag milk do theyuse more 37% of customers replied with standardized milk,33% answered Full Cream, TonedMilk 20% and 10% preferred loose milk