University of Mumbai

GARWARE INSTITUTE OF CAREER EDUCATION & DEVELOPMENT Class: PGDM Year: 2010-2011

PROJECT REPORT ON:

Gowardhan Milks Products Pvt Ltd

SUBMITTED BY:

SURAJ POPAT

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UNIVERSITY OF MUMBAI GARWARE INSTITUE OF CARRER, EDUCATION AND DEVELOPMENT.

CERTIFICATE
This is to certify that I, SURAJ. A. POPAT a student of POST GRADUATION DIPLOMA IN MANAGEMENT 2010-2011 has successfully completed the internship with GOWARDHAN MILKS PRODUCTS PVT LTD from 15/5/2011 to 30/6/2011.

Mr. N. N. Amte

Examiner Director Course Coordinator

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SUMMER PROJECT REPORT ON (A Study on production of Gowardhan Milk and milk Products in Pune)

PROJECT UNDERTAKEN AT
(PARAG MILK AND MILK PRODUCT PVT.LTD.) (DEPARTMENT: MARKETING)

SUBMITTED BY
SURAJ ASHOK POPAT

ROLL NO: 48 (2010-2011)

GARWARE INSTITUTE OF CAREER EDUCATION & DEVELOPMENT

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PROJECT REPORT ON

A Study on Production of Gowardhan Milk and Milk Products in Manchar Dairy of Pune (This study was conducted from 15st May to 30th June 2011)

Submitted At
Gowardhan Milk and Milk Products Pvt. Ltd Manchar, Pune.

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ACKNOWLEDGEMENT We would like to express our sincere gratitude towards Mr. Vanraj Marketing Manager , Manchar of Govardhan Milk and Milk Products Private Ltd. for the guidance provided. This project would not have reached its end without the supervision and direction which they gave.We thank them for spending their valuable time and energy in guiding us throughout this project and for certifying us of our successful completion of the project report. We take this opportunity to express our deep gratitude to Mr Vikas Bhor HR field representative who has always been there to guide us throughout this project report. We thank to the Department of Marketing Management and Human Resource for offering us this opportunity. I would finally like to thank Prof. AMTE for guiding me through the entire project.

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Index
Sr. No. 1 2 3 INTRODUCTION VISION OBJECTIVE AND SCOPE Page No 7 8 10

4 5 6 7

EXECUTIVE SUMMARY INDUSTRY PROFILE PRODUCTS

11 12 13 14

PLANT 8 RETAILER SURVEY 35

CUSTOMER SURVEY

37

10

BLIND TEST

38

11

QUESTIONNAIRE

39

12

COMPETITORS PROFILE

47

13 RECOMMENDATIONS 14 BIBLIOGRAPHY

48

49

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INTRODUCTION AND HISTORY OF COMPANY

INTRODUCTION Gowardhan, founded by Parag Milk and Milk Products Pvt. Ltd in 1992, is one of India's largest private dairies, with an output capacity of 1,000,000 liters per day. Located in a lush green village called Manchar in Maharashtra (60 km from Pune), and also owns the largest cow farm in India as well as Asia's largest cheese plant. We are an ISO 9000 and AGMARK certified company, committed to international standards of product quality. Our product portfolio includes Skim Milk Powder, Whole Milk Powder, Ghee, Processed Cheese, Butter, Dahi, proprietary foods like Dairy Whitener and Gulab Jaab, Govardhan Mix powder under the brand names of "Gowardhan" and 'Go' and all made from 100% fresh cow milk. A dairy plant consist of all manufacturing section used for milk treatment and processing begins with milk reception and ending with dispatch of the finished products. They operate within the framework of the milk regulation and consist of a production program and regulation, flow sheet, energy flow sheet and functional descriptive. The Genesis: He had a "Vision" to set up institution to help the famous of near village to grow economically. He believed in this vision of faluire as he conceptualized marketing of successful milk which was unused by the farming community to the village with his scientific way and the political to increase milk production, he led to the step to his dream "PARAG MILK.

Thus the pure intension of the entrepreneurship of Shri.Devendra Shah, PARAG MILK & MILK Products Pvt. Ltd. is one of the most popular dairy in the state of Maharashtra. It is located on NH 50, Pune-Nashik highway, 65 km from industrial city Pune, near Awasari phata at western of Mancher. The
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factory spread over an area of 8 acres. The company hosts plant and machinery supplied and erected by the world leaders "Alfa-Laval" .Initially the plant was started with a handling capacity of 30.000 Liters/day. At present the dairy handle milk upto 8 Lakhs Liter/day in lean season. It has an annual growth of 50%. Parag milk is a multi-products dairy plant manufacturing different milk products like Ghee, Butter, Dahi, Chass, Liquid-milk, Skim Milk Powder, Whole Milk Powder, Dairy Whitener, Real Milk Powder, Cheese ,Gulam JGovardhann ,UHT Milk, Cheese(Cheddar cheese, Process cheese, Mozzarella cheese).It is an ISO-9001 HACCP certified company. The brand name of is "GOWRDHAN" Company also has the certificate of MMPORC No.310/rMPO/2003. Vision:

Infrastructure & Technology

Our commitment to quality and innovation has resulted in huge investments in infrastructure and technology. Our integrated dairy and cow farm at Manchar, is rapidly scaling up to cater to the ever expanding circle of customers in India, who seek all-natural, wholesome and delicious dairy products. Dairy Plant, Manchar, Pune The extensive ranges of our products are processed at this ultra modern dairy. Our dairy plant is fully automated, of international standards and equipped with
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the best European technology. Right from reception of milk to the finished product, we maintain strict no-human-contact through the entire manufacturing process. Our plant churns out 1,000,000 litres of milk per day, has an output capacity upto 10 MT of butter, 25 MT of ghee and 10 MT of dahi (yoghurt) and 65 MT of milk powder.

DAIRY FARM
Gowardhan manufactures dairy products that are not just 100% natural , but also lighter and rich in calcium. That's because the milk, procured from its own cow farm - the largest in Asia is 100% natural cow's milk. What's more is the use of latest European technology in our manufacturing units ensures the superior quality and freshness of our products, giving them the unique Gowardhan taste and flavors. The plant have the dairy farm also it have nearly about 2500 cows. Each cow gives milks about 20 to 25 Liter/day.

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OBJECTIVE AND SCOPE

1. OBJECTIVES OF THE REPORT The main objective of the Study can be listed as follows A.PRIMARY OBJECTIVE 1. To find demand of products for a of production and quality of Gowardhan products 2. To find the problems faced by production section and storing. 3. To collect the information about the competitors 2. SCOPE OF PROJECT The study carried out in Manchar so, its scope is mainly limited to Manchar city. It gives information about the demand of customers for the production It gives information about the services given by distributor to their retailer. It gives information about the competitors products It will serve consumer in better manner.

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EXECUTIVE SUMMARY

Gowardhan Milk, brand of the Gowardhan Milk and Milk Products Private Ltd. is the significant player in Pune in milk segment. The project basic objectives are to estimate demand of Gowardhan Milk and producing Gowardhan milk in Manchar at the same time. In todays competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular production system.The information regarding the activities of competitors existing in the market so that we can plan our each activity according to that. Also it is necessary to retain the existing customers apart from attracting the new customers. The Project is concern with to determine the penetration level of Govardhan dairy milk in Pune city. The project included as part of MMS Programme and the project is done during the month of May and June. The project was aimed to find out various strategies that can be implemented to increase the production and quality of Govardhan milk and products in Manchar Region.

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INDUSTRY PROFILE
Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale.The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the State. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form.

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PRODUCTS

Cheese

Pasteurized Table

Fresh Milk

Butter

Dahi

MILKO

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Plant
Initially when plant was started it handle capacity of milk is 30,000 Liters/day. At the present it goes and 6 Lakhs Liters/day in lean seasonupto 8 Lakhs Liter/day, in flash season. Operation performs in different part of dairy is done in following section:

RMRD(Raw Milk Receiving Dock) Milk Powder Section Ghee Section Cream Section Dahi Section Butter Section Cheese Section Quality Assurance Section C.I.P. Section(Cleaning in section) Maintenance Section E.T.P. Section(Effluent Treatment Section) Marketing Section

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The Gowardhan Difference

Gowardhan manufactures dairy products that are not just 100% natural, but also lighter and rich in calcium. That's because the milk, procured from its own cow farm - the largest in Asia - is 100% natural cow's milk. What's more, the use of latest European technology in our manufacturing units ensures superior quality and freshness of our products, giving them the unique Gowardhan taste and flavor. The plant have the dairy farm also it have nearly about 2500 cows. Each cow gives milks about 20 to 25 Liter/day.

DAIRY FARM

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RAW MILK RECEVING DOCK

Initially the plant was started, with a handling capacity of 30000 Liters /day. At present the dairy handles milk up to 8 Lakhs Liter /day, in flash season and 6 Lakhs Liter/day in lean season. In plant there is two processing section Unit 1(Old processing section)& Unit 2(New processing section) "Milk reception and processing section ". In this unit milk is received, processed, stored and packed for market Milk or is sent to for products manufacture. The plant have the dairy farm also it have nearly about 2500 cows. Each cow gives milks about 20 to 25 Liter/day. Milk collection: Milk collection plays a vital realign smooth running of dairy plant. Raw milk collected through two ways,

Cans Tankers

Milk received from cans is through individuals farmer, milk cooperative societies and though private contractors. Milk collection-Rules:

Ambegoan Taluka Junner Taluka Khed Taluka Parner Taluka Shirur taluka

Milk through tanker is received from following different places:1. 2. 3. 4. 5. Yash Milk Processor(Shrirampur) Pune Zillha , Dudh Upt San.-Awasari Chilling Center(Awasari phata) Vikram Milk and Milk Products(Phaltan) Sonai Dairy(Indapur) Goverment Milk Scheme(Pune)

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RAW MILK RECEVING DOCK Reception flow diagram for tankers:Tanker Checking at the gate Taking initial weight of Tanker Tanker arrival at the Dock Sample send for quality Assurance Rejected Accepted Unloading of Tanker Empty Tanker weighed again Tanker cleaning Out pass issued Tanker checking at the gate security

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RAW MILK RECEVING DOCK

Reception flow diagram for Milk Processing:-

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RAW MILK RECEVING DOCK

Milk chilling in cans: A unique method used for the preservation of raw milk from spoilage is by the use of "Cones. The supplier of raw milk in cans use a cylindrical lid called cons. In the cons ice cube are put. Thus during long transportation, the temperature of the raw milk remain 8-10 degree celcius.Thus the e microbiological quality of raw milk in these cans is better than normal milk store in normal cans(without cons). Standardization: A convenient method of standardizations used in Parag.The milk received generally has a highly fat in it as compared to the required in the standardized milk like toned milk, cheese milk etc.Thus a part of the milk is directly homogenized and a part of the milk separated to cream and skim milk lacto calculated amount of skim milk is mixed with homogenized milk for standardization.The skim milk and homogenized milk are pasteurized individually and are mixed under aseptic condiion in a storage tank. Different types of processed milk manufactured at Parag

Toned Milk Double Toned Milk Cow's Milk Cheese Milk Milk for UHT Processing Milk for manufacture of Milk Powders

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MILK POWDER

Dried milk or milk powder is product obtained by the removal of water from milk by heat or other suitable means to produce a solid containing 5% or less moisture.WQhole milk defatted milk or skim milk may be used for drying the dried products obtained from whole milk (WMP).whole milk powder and that from skim milk is known as (SMP) skim milk powder. There are mainly three powder plants namely P1, P2, P3 (10 tones, 15 tones,25 tones). WMP: According to PFA rules 1976 whole milk powder is the product obtain from cow or buffalo milk or combination thereof or from standardize milk by the removal of water. Milk powder should contain moisture not more than 5%, fat not less than 26%,acidity not more than 1.2% standard plate count not more than 50,000/g,coli from count not more than 90/g. SMP: According to PFA rules 1976 whole milk powder is the product obtain from cow or buffalo milk or combination thereof or from standardize milk by the removal of water. Milk powder should contain moisture not more than 5%, fat not less than 1.5%,acidity not more than 1.5% standard plate count not more than 50,000/g,coli from count not more than 90/g. Dairy whitener: Dairy whitener is the product obtains from cow or buffalo milk (skim milk) or combination thereof, by the removal of water. Milk powder should contain moisture not more than 5%, fat not less than 18%,acidity not more than 1.5% standard plate count not more than 50,000/g,coli from count not more than 90/g. Dairy Top: Dairy top is the product obtain from cow or buffalo milk(skim milk) or combination thereof , by the removal of water. Milk powder should contain moisture not more than 5%, fat not less than 1.5%,acidity not more than 1.5% standard plate count not more than 50,000/g,coli from count not more than 90/g.

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MILK POWDER
1st step in powder making is Condensing unit: MILK FLOW IN EVAPORATOR Silo --> Balance Tank --> Feed Pump -->Preheater -I --> Preheater -II -->Preheater -III --> Preheater -IV --> Preheater -V --> Booster Pump --> High Heater -->Holding Tube --> Calandria I --> Calandria II--> Calandria III A--> Calandria III B--> Calandria IV --> Calandria V A--> Calandria V B--> Concentrate Tank

CONCENTRATE MILK FLOW IN DRYER Concentrate Tank-->Booster feed pump -->Duplex inlet filter --> High pressure pump --> Nozzle assembly --> Drying chamber --> Bagging Cyclone --> Powder shifter --> Packing Components of Spray Drying Unit:

Air Filter Air Heater Drying Chamber Cyclones Separator Fines Return system Equipment specification Fluidized Bed Dryer Air Dehumidifier Ducting Powder Sifter Rotary Valve Exhaust air fan Air exhaust duct Diverter valve

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MILK POWDER
Process Description and plant operation Spray drying is transformation of liquid feed having a certain percentage of solids dissolve in it to dried into hot dring media. It involve atomization of feed into spray and contact between spray and drying medium resulting in moisture evaporation. the complete process is continuous and carried out in two stage of operation: 1. In 1st stage concentrate from the evaporating plant is atomized by centrifugal atomized and sprayed in drying chember.Ambient air heated in indicted oil fired heater is send through the air disperser at the top of drying chamber in concurrent contact with concentrate spray. Water evaporates from the concentrate during the contact with the hot air milk powder is discharge from bottom of drying chamber. There as exhaust gases from the chamber are sucked through main cyclones by exhausts fans and let off to the atmosphere as stack exhausts. Entrained fines of powder in the exhaust gases get separated in main cyclone and are discharge from bottom. 2. Second stage drying: Milk powder at the bottom of drying chamber has higher moisture content. This is discharge into the fluidizer for subsequent drying to the desired moisture level. It is very difficult to remove last water by conventional drying, the outlet temparature.has top be high enough to insure a driving force capable of removing the last moisture. Second stage drying is completely different drying development especially to evaporate the last 2-10% moisture from the particles already form formed at previous stage. Due to low diffusion coefficient evaporation is very slow in this range thus after dryer is especially design so that powder will get a long residence time.`

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GHEE

Definition:"Ghee may be defined as clarified butter fat prepared from cow or buffalo milk." According to PFA rule, ghee is clarified fat arrived solely from milk or from desi butter or from cream of which no coloring matter is added. Ghee section receives the pasteurized cream from unit 1. This cream is either chilled or packed as finished product or the cream is used to manufacture ghee. Ghee is manufactured by "PRESTRATIFICATION METHODE" CHEMICAL COMPOSITIONS Milk fat -- 99-99.5% Moisture -- not more than 0.5% free fatty acid ( % oleic) -- max 2.8 (AGMARK) Specification of Ghee:Description:General:Shall be pure, clarified milk fat obtained by cooking of cream,buter, etc. Free from sediment or foreign coloring matter.

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CHEESE
Definition: According to PFA rules, cheese Composition: means the products obtained by draining after the coagulation of milk with the harmless milk coagulation agent, under the influence of harmless bacterial culture. The capacity of govardhan new cheese plant is 40 tons/day. It is the first largest plant in India and second largest in Asia. It is fully automatic plant. The plant manufacture 3 types of cheese products are:

Cheddar cheese Processed cheese Mozzarella cheese Cheeder cheese:

Cheeder cheese is a ripened and hard variety of cheese. Cheddar cheese has the longest shelf life as it is ripened after being made for six months.Fresh cheese prepared is called green cheese and after ripping, it is called a curd cheese. All the other type of cheese have short self-life as they have high moisture content and thus mold growth can occur easily. Processed Cheese Processed cheese is defined as a modified form of cheese prepared with the aid of heat , salt and emulsifier to form a homogeneous plastic mass which packed hot. Ingredient used: Sodium Citrate (900 g) , Salt (130 g) , Citric Acid (25 g) , Sorbic Acid(30 g)

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CHEESE
Flow chart of chedder cheese Receiving milk in cheese vat --> Addition of Cacl2 --> Addition of Culture -->Heating of milk -->Addition of Rennet --> Coagulation of milk --> Cutting of curd --> Cooking of curd -->Curd Transfer to Alfomatic -->Salting of Alfomatic --> Transfer of Block-former --> Cheese block discharge -->cheese block Weight --> cheese block vacuum sealing --> Cheese block pass from metal Detector --> Store in cold storage

Processed flow chart for MOZZARELLA Cheese Receiving of milk --> Filtration --> Chilling --> Standardization in storage tank<10 c --> Bactofugation --> Pasteurization -->Preheating --> Transfer to OST vat --> Setting -->Cutting -->Cooking --> Transerfer of alfamatic -->Removal of whey --> Milling Transfer of stretching machine --> Cooking and stretching --> Molding -->Brining --> Vacuum packing --> Weight ment --> Ripening in cold Storage --> Shredding -->Packaging --> metal detector --> Cartooning -->Storage At-18 c --> dispatch

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BUTTER

Definition: According to PFA rules, table butter is the product obtained from cow or buffalo milk or a combination of thereof, from cream or curd obtained from cow or buffalo milk or; combination thereof, with or without the addition of comman salt. Composition: According to PFA rule, table butter should contain Fat-not less than 80% , Moisture-not more than 16% , Salt-not more than 3% , Curd - not more than 1.5%. Chemical composition of Butter Constituents Moisture% Fat% Salt% Curd Percentage 16 80 1.5 2.5

Two types of Butter manufactured in this dairy are:

Salted or Table Butter Unsalted or white Butter

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Process flow chart for pasteurized table Butter Manufacturing: Cream in balance tank Pasteurization cream storage Tank

Chilling (9-11c)

Filling of Churn

Churning

Butter Milk

Washing

To process

Working

Adding of salt O.C.Sample

Reworking O.C.Sample Unloading cleaning & sanitization of trolley

Primary Packing

Second Packing

Storage below 23c

Pre-dispatch Inspection

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QUALITY ASSURANCE SECTION

Definition:Quality is defined as desirable attributes of a product, which are liked by the consumer. Quality embraces many characteristics such as chemical bacteriological, physical, nutritional, sensory and aesthetic. It is a combination of characteristics that have significance in determining the degree of acceptability of the product to a consumer. In simple words, one can say that a product has good quality when it complies with the requirements specified by the client. This is expressed by ISO definition: "The totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs." Quality Assurance:According to ISO: "The assembly of all planned and systematic actions necessary to provide adequate confidence that a product, process or service will satisfy gave quality requirements." Quality Control:Quality control refers to the adjustment of attributes within the prescribed limit. The purpose of the quality control is general into ensure the production and distribution of the products within well defined and accepted standards at an agreed level thereby protecting the health and legal rights of consumer and financial interest of the manufacturer. It is a major part of qualitty assurance. According to ISO; "The operational techniques and activities that are used to satisfy quality requirements." Quality Control Laboratory:The first function of quality control laboratory is taken the sample of the testing. Though each dairy has separate section of quality control and people working in this section are made responsible for evaluating the quality of the finished goods.

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QUALITY ASSURANCE SECTION

There are two main quality control /assurance laboratories at Parag dairy. They are as follows: RMRD Laboratory Main Laboratory RMRD Laboratory: Here the quality of incoming milk is judged and grading under good, sour and curdle. The tests performed at the lab provide record for the payment of milk producers.The tests performed is: Organoleptic Test Fat and SNF Main Laboratory: Main laboratory is the heart of the Parag dairy,Manchar. The quality of milk and milk products are maintained by main laboratory. The main laboratory is divided into two sections: Chemical Quality Assurance Microbiological Quality Assurance The various activities of main Laboratories are as follows:Tests for:-milk, butter, ghee, dahi, powder, cheese, water, raw material, packing material.

C.I.P. Section

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(Cleaning in place)

C.I.P. means cleaning in place. This refers to that system of cleaning and sanitization which does not require the daily dismasting of dairy equipment. This means that rinsing water and detergent solutions are circulated through tanks, pipes and process lines without the equipment having to be dismantled. The C.I.P. section contains four storage tanks. The first tank is used for the storage of Rinses water, known as the Rinses water tank & temperature is about 30c. The second tank is used to store the Hot water called the Hot water tank and temperature is about 85 c .The fourth tank used to store the caustic solution called the Caustic tank & the temperature is about 75 c.The fourth tank is used to store the nitric acid solution known as Acid tank & temperature is about 70 c. The conductivity of the caustic solution for C.I.P. is kept between 70ms. The conductivity of the acid solution for C.I.P. is kept between 40ms. The C.I.P. of different equipment and pipe line is done through the solutions in the C.I.P.section.Like milk storage tanks, cream storage tank, pipe lines, evaporators etc. C.I.P. Procedure for different section is:

For RMRD Section For Powder Section For Ghee Section

MAINTANANCE SECTION

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Maintenance at Parag Milk and Milk Products Pvt. Ltd. is done in schedules for process equipments and instumentation.The different instrumental schedule which are categorizes as: 1. Preventive Maintenance 2. Breakdown Maintenance 3. Daily Schedule Preventive Maintenance: The complete preventive maintenance is done in schedules like yearly, quarterly, monthly and weekly. In this period each and every motor, pipeline and every part of the plant is check, required, oiled, greased etc. according to requirements. Some at the periodic preventive maintenance are checking of pump, oil level in vibrating machines, steam pipeline etc. to get kitty result. Breakdown Maintenance: By the name it indicator that it is the maintenance done at the at breakdown. For the purpose this department is always equipped with sufficient workers for maintenance round the clock. Daily Maintenance: It involves day to day activities of maintenance of factory activities that carried out daily. Plant utility: The plant has following utilities where services are indispensable for running a dairy industry.

MAINTANANCE SECTION
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Boiler Section: 1. 2. 3. 4. 5. Diesel Generator Section Effluent Treatment Plant Water Softing Plant Refrigeration and Ice-Plant Hot-Water boiler Section

The dairy has two boilers to meet the requirement of steam for different section. Steam produce by the boiler is used in ghee section. Cheese section, processing section, Dahi section. Boiler: 1. The first boiler is a three pass smoke tube boiler. It is fabricated by Thermax.It has a capacity of 3 Tph. The steam produce in the boiler is sufficient to meet daily steam requirement of the dairy. 2. The second boiler is also a three-pass smoke boiler, fabricated by Thermax.It boiler is installed, keeping in mind, the future need of the dairy. At present it is operated only when the first boiler undergoes maintenance. Evaporation Rate: Water Specification used for boiler The boiler feed water should be soft Hardness-4ppm PH of feed water-7.5 to 9.0 the boiler water should have: PH-11.0 IDS (Total Dissolved solid) - Less than 3000

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E. T. P. Section
(Effluent Treatment Plant) Dairy effluent mainly contains wash water spills of milk, spoiled milk, overflow of milk, spillage of milk and its product etc. .Dairy wastes contains boiler blow down with suspended solid of mineral origin, mildly acidic, highly acidic and sluge water. The dairy effluent and wastes are first collected in a settling tank. The method used for influenced treatment is by activated sludge method. The effluent is taken to agitation tank 1,where it is aerated for 6-8 hours with the help of agitator. Then it is passed to agitation tank 2 where it is aerated with the help of agitator for 2 hours. This leads to the setting of finally decomposed sludge(up to 80%).

Overflow of butter

Flow chart of ETP Screen Chamber --> Oil/Grease Trapping Tank-I --> Oil/Grease Trapping Tank -II--> Oil/Grease Trapping Tank-III --> Holding Tank --> Equalization Tank --> D.F.A. (Dissolved Air flotation) --> Buffer Tank --> U.S.A.B.(Up flow Anaerobic Sludge Blanket) --> Hooper Bottom Tank --> Aeration Tank-I --> Areation Tank-II --> Secondary Clarifier --> Clean Water (Use for irritation)

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SURVEY 1:
This survey was aimed at retailers as well as customers. i) RETAILER SURVEY The main objective of conducting this survey was to understand the current position of Gowardhan pouch milk and also its presence in Mumbai market. A sample of 70 retailers was taken from across several areas of Mumbai mainly middle class and slum areas. Questionnaire:- retailer 1) Store/ outlet Name 2) Location 3) Milk brands available & sales break up Brand Sales (litres) 4) Please rate the factors influencing sale on scale of 1-5 (low to high) 1 2 3 4 5 Availability Customer specifies brand Shelf life Replacement Margin

ANALYSIS OF SURVEY 1:This survey helped us to know the sales volume of Gowardhan as well as competitor brands among the sample of respondents. It helped to know the current position in terms of sales volume. The second section of survey aimed at knowing the importance a retailer gives to certain factors while considering sales of pouch milk. The preference factors helped to determine which factor is important to a retailer and if provided with the desired preference, a retailer would happily be ready to store our product. The findings of retailer survey were as under: mother amul mahananda gokul gowardhan pratibha Warna dairy sales in LPD 937 168 140 108 26 11
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79

(LPD-litres per day)

Figure 1 Among the sample of 70 retailers it was seen that Amul enjoys quite a large share of the market where as Mahananda, Gokul and Gowardhan almost fall in the same band as far as sales are concerned.

As far as the preference ratings were concerned, the findings were as follows customer specifies brand replacemen t 1 1

availability mean of scores

shelf life

margin 1.420289855

1.89855072 4.739130435

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Figure 2 The above results indicate that the major factor that influences sale is that the customer specifies which brand he/she prefers. Availability, replacement, shelf life and margin have hardly any influence on the sales of pouch milk.

ii) CUSTOMER SURVEY: The main objective of this survey was to find out the average consumption of milk per person in a day and also to know the factors on which a customer makes a choice of buying a particular brand of milk. A sample of 117 respondents was taken for this survey from across Mumbai comprising of people from different income sections and age groups in order to get a better perspective about factors influencing purchase of milk. Questionnaire: - customer Name Address Educational Qualification 1) Do you buy milk? 2) Do you buy branded/pouch milk or loose milk -3) If pouch, which brand -4) Any particular reason 5) Number of persons in family 6) Daily milk requirement 7) Rate the following factors that influence purchase on a scale of 1-5 (low to high rating)
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1 Creaminess Freshness Nutritional content Delivery Availability Price

ANALYSIS OF SURVEY 2:The first section gave a total of the number of persons in the families of all the respondents together which were a total of 531 people. Total of daily milk consumed by the household of each of the respondent together was 158 liters. This gives a per person consumption of approximately 300 ml of milk per person per day. This figure multiplied by the population of any area can give an approximate total demand of milk in that particular area. In the second section respondents were asked to rate factors that influence purchase (creaminess, freshness, nutritional content, delivery, availability and price) on a scale of 1-5 (low to high). This CREAMINESS each facto r NUTRITIONAL FRESHNESS CONTENT DELIVERY AVAILABILITY PRICE

4.811965812 5 3.64957265 3.239316 2.41025641 1.923077 helped to determine which factors a customer takes into consideration when buying pouch milk. The findings of this research were as follows:-

Figure 3

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The above table helps to understand that freshness is the most important factor as all respondents have given it the highest rating. Creaminess comes as the next most important factor followed by nutritional content and delivery. As opposed to popular thinking that price determines sales, the survey shows otherwise. Price has been the least important factor when it comes to purchasing milk.

SURVEY 2:- BLIND TEST

In the second phase of research, a blind test was conducted on a sample of 105 respondents. The main aim of this research was to understand the factors which a consumer likes as well as the ones that are disliked and also to understand the presence or absence of such factors in our product. The research was conducted at dadar and kandivali. These areas were selected as they provide a mix of all income segments of the masses. The research was conducted in various steps. Initially all basic information about the respondents was taken to get an idea about the consumption habits. It included the preference of milk i.e. whether loose or pouch milk and if pouch milk then which brand. Also the number of people in the family, daily milk consumption per family and the price paid by them per litre of milk. Blind tests were conducted in three steps. a) In the first part, 4 milk samples were kept in front of respondents. Samples were marked A, B, C, D where A-mother dairy, B-mahananda, C-amul, D-Gowardhan fresh. Each respondent was given a sip of all the samples and respondents had to specify the best milk over separate categories like creaminess, freshness, smell, colour, dahi making ability, overall taste. b) In the second part all samples except D was replaced by another sample D1 which was Gowardhan Gold and the entire test was again repeated with the respondents. The findings were as follows c) In the third part, the labels with the names of each brand were placed in front of all five samples and the entire test was again repeated. This test was done to understand the perception of Gowardhan as a brand in the minds of the respondents. The entire test was again repeated with all five samples. d) In the fourth part, all respondents were asked to rank amul, mahananda, Gowardhan and mother dairy on basis of their general understanding and likability of the brand. A sample of dahi which was freshly prepared by using milk of each of the above specified categories was also kept for tasting purpose. Respondents also had to rate on the basis of the quality of dahi that can be made out of each milk sample.
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Questionnaire for blind test:a) Name of respondent:b) Location:c) Milk type preferred:- loose/pouch d) If pouch, please specify brand :e) Daily milk requirement for household:f) Number of persons in family:g) How would you rate the following factors based on your preference on a scale of 1-5 1- Extremely unimportant 2- Unimportant 3- Neither important nor unimportant 4- Important 5- Extremely important i) Colour : _______________ ii) Smell : _______________ iii) Creaminess : _______________ iv) Freshness : _______________ v) Dahi making ability : _______________ vi) Tea making ability : _______________ vii) Overall taste : _______________

h) Please taste the milk samples A, B, C, and D and specify your choice on the basis of each of the given factor and if possible provide a reason for your choice. (blind test) choice Colour Smell creaminess freshness dahi making ability overall taste Reason

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i) Please taste the milk samples A, B, C, and D1 and specify your choice on the basis of each of the given factor and if possible provide a reason for your choice.(blind test) choice colour smell creaminess freshness dahi making ability overall taste Reason

j) Please taste the milk samples mother dairy, mahananda, amul, Gowardhan fresh and Gowardhan gold and specify your choice on the basis of each of the given factor and if possible provide a reason for your choice. (brand names shown) choice colour smell creaminess freshness dahi making ability overall taste Reason

k) Please rank the following milk brands on the basis of your general understanding and likability.
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brand
preference factors

Rank

mother dairy mahananda

450 4.28571428 amul 6 7 smell 453 4.31428571 4 6 creaminess 492 4.68571428 6 4 freshness 498 4.74285714 3 2 dahi making ability 470 4.47619047 6 5 tea making ability 497 4.73333333 3 3 overall taste 503 4.7904761 9 1

colour total of all rating mean rank

Gowardhan

Analysis:

1) Total number of family members of all respondents together is 521 and total milk requirement is 163.5 litres. Therefore total requirement/ total number of persons= 0.313 Therefore it can be said that on an average a person consumes approximately 3 ml of milk per day. 2) Preference of respondents on their choice of milk is classified in the following table Milk amul M.D mahananda aarey gokul loose Number of respondents 37 9 7 5 6

41 Figure 4 It can be seen from the above chart that most of the respondents prefer loose milk over pouch milk. Also a major fact that can be observed is that amul almost enjoys a monopoly in the pouch milk segment as the number of respondents who prefer amul pouch milk is much higher than preference for any other brand. Gowardhan on the other hand is not preferred by a single respondent many of whom have not even heard of Gowardhan as a brand in pouch milk segment. 3) General rating on the basis of preference factors:-

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Figure 5 On the basis of preference factors given by respondents the most important factor is overall taste and least important factor is colour, but on observing mean, it can be seen that all factors have a mean above 4 out of 5, which clearly indicates that all factors are important and none can be ignored. 4) Analysis of blind test 1
blind test 1 dahi maki ng abilit y 38 18 34 15 total mar ks 21 15 16 8

colo ur mother dairy (A) Mahanan da (B) Amul (C) go-fresh (D) number of responde nts 24 20 34 27

mar ks 2 1 4 3

sme ll 50 18 24 13

mar ks 4 2 3 1

creamin ess 30 33 23 19

mar ks 3 4 2 1

freshne ss 34 30 22 19

mar ks 4 3 2 1

mar ks 4 2 3 1

tast e 33 29 25 18

mar ks 4 3 2 1

rankin g 1 3 2 4

105

105

105

105

105

105

Figure 6 On analysis of blind test over the various factors gave us the above results as shown in the table. Maximum number of people liked the colour of amul, smell of mother dairy, creaminess of mahananda, freshness of mother dairy, dahi making ability of mother dairy, and overall taste of mother dairy. Marks were assigned to each factor on the basis of individual ranks in each column. An aggregate of all the marks showed mother dairy as the overall best followed by amul and mahananda and Gowardhan was placed at the last rank. Gowardhanfresh failed to appeal to the respondents on any factor and was preferred by the minimum number of respondents on all factors. Blind test was conducted on basis of above factors and each product was assigned marks on basis of the rank in the particular category. Last column indicates the rank each product got on a overall basis. Gowardhan- fresh scored the lowest rank and except for colour, fared badly on all grounds (smell, creaminess, freshness, dahi making ability and overall taste). Based on above results go-fresh needs to undergo major changes and product development in order to be successful in the market. 5) Analysis of blind test 2
blind test 2 dahi making ability total marks

colour

marks

smell

marks

creaminess

marks

freshness

marks

marks

taste

marks

ranking

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mother dairy Mahananda Amul go-gold number of respondents

35 17 36 17 105

3 2 4 2

40 25 24 16 105

4 3 2 1

20 24 18 43 105

2 3 1 4

36 18 17 34 105

4 2 1 3

38 11 34 22 105

4 1 3 2

30 15 24 36 105

3 1 2 4

20 12 13 16

1 4 3 2

Figure 7 For blind test 2, Gowardhan fresh was replaced by the toned brand of Gowardhan, Gowardhan gold. From the table above, it can be seen that a high number of respondents placed go-gold as their preference unlike go-fresh. Amul was voted by maximum number of respondents as having the best colour, mother dairy- best smell, go-goldcreaminess, mother dairy- freshness, mother dairy- dahi making ability and Gowardhan gold was voted by majority for overall taste. In Blind test 2 Go-gold scored an overall 2nd rank but this was mainly because of high score in creaminess and taste. Gowardhan is way behind others in terms of other factors i.e. colour, smell and dahi making ability. Go-gold if promoted well can prove to be a major success as it is at par with others in terms of quality.

6) Analysis of test 3: In test 3, all 5 samples of milk were kept and all the names of each sample were disclosed. This test aimed to understand what effect the name of brand plays while making a choice to buy pouch milk. All respondents had to taste each sample and again rate each one on the following factors and note which amongst the 5 samples scored high on each factor. Mother dairy, mahananda, amul, go-fresh and go-gold were placed in the same order as specified. The results of test 3 were as follows:
test 3 dahi making ability 36 12 31 10

colour mother dairy Mahananda Amul go-fresh 28 20 34 5

marks 4 3 5 1

smell 31 22 29 9

marks 5 3 4 1

creaminess 17 11 34 10

marks 3 2 5 1

freshness 27 13 30 7

marks 3 2 5 1

marks 5 2 4 1

taste 24 21 32 4

marks 4 2 5 1

total marks 24 14 28 6

ranking 2 4 1 5

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go-gold number of respondents

18 105

14 105

33 105

28 105

16 105

24 105

17

Figure 8 The results of test 3 clearly show the effect of a brand name on purchasing habits of customers. Even though amul did not score a 1st overall rank in either of the 2 blind tests, it was placed at the 1st position when same test was conducted with brand names displayed. Mother dairy on the other hand was consecutively placed at 1st in both blind tests but got shifted to second position after amul when names were displayed. The response for gowardhan gold was satisfactory as it continued to be a favourite on creaminess and also to some extent on taste quotient. Gowardhan fresh however got the least number of votes in all the 3 tests and does not match up to the quality of competitor brands on any of the above factors. It can be taken that go-gold is at par with the other brands. But the rank falling from 2nd position to 3rd position when names were told clearly indicates that people need to be informed properly about our product through advertising and other ways. Go fresh on the other hand scored low in blind test as well as in this test. The overall response to go fresh was very low and unsatisfying. go fresh has to undergo some changes on the given factors as well and needs to be promoted well. 7) Ranking: Respondents were asked to rank all the four brands used as sample on the basis of their perception about the brand. The results were as follows. overall ranking mother dairy rank mean Figure 9 2 mahananda 3 amul 1 Gowardhan 4 3.057142857

2.361904762 2.638095238 1.952380952

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On basis of general perception amul enjoys a major advantage of preference over the others. Gowardhan is relatively unknown brand and has been ranked last by respondents on basis of general perception. Respondents have an image set that amul is good quality and Gowardhan is of low quality. People need to be informed about Gowardhan brand and its quality and aggressive marketing and advertising needs to be done in order to let people know about existence of this brand which many are unaware of.

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MARKETING
The company is holding domestic markets. Except it is the products of the company are exported in the major countries as listed below:

Algeria Bangladesh China Dubai Egypt Gabon Iran Lebanon Morocco Myanmar Nigeria Pakistan Philippines Saudi Arabia Thailand Turkey

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COMPETITORS PROFILE
Gokul: Kolhapur Zilla Sahakari Dudh Utpadak Sangh Ltd. well known with its popular brand Gokul is an Operation Flood cooperative dairy project established on 16 th March 1963. Since then achieved many land marks in Milk Procurement, Extension, Animal Health, Breeding, Milk Processing, Product making and Marketing. At present Gokul has modern 7 Lakh Liters/day capacity dairy plant with 4 owned and 1 hired chilling centers having 4.25 Lakh Mahanand Milk: Mahanand Milk, the World-Wide Taste of Happiness. Mahanand Dairy is the Largest Cow Milk packing and distributing dairy in Asia. Mahanand Dairy is always related to any breakthrough or advent in the Milk Production and Dairy Technology in India. Mahananda has launched Mahanand Parijatak Scheme. At present Mahanand Dairy is distributing 8.5 Lac Liters milk per day through 722 milk distributors (Ex Dairy Distributors -174 and shop Distributors, Commission Agents etc. - 548). Aarey: During Second World War to prevent of malnutrition pregnant ladies and children due to food shortage, Municipal Corporation of Mumbai started milk distribution system. Each female used to get half litre of milk. This scheme was operational till 1946. After that civil supply department was operating this scheme. Liters/day

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RECOMMENDATIONS
Gowardhan is very large producing unit in rural sector. There for the supply of all raw materials is good and also financially the dairy has a strong position. But I would like to give recommends on its are as follows: There is a lot of wastage of milk powder; it can be reduce by using good technologies in dryer of milk powder department. The quality is not as good as other milk producing companies, then by

improving the quality sector, the quality can be improved. Also by reducing the cost per product using new techniques the price

can be controlled.

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BIBLIOGRAPHY
www.govardhanindia.com www.google.com www.wikipedia.org www.nabard.org www.indiadairy.com Marketing Management by Philip Kotler

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