A PROJECT REPORT ON

COMPARITIVE STUDY ON MOTHER DAIRY AND PARAG DAIRY

Submitted in partial fulfillment of the requirements
For the award of Degree
Of
BACHELOR OF BUSINESS ADMINISTRATION
SESSION (2022-23)

Submitted to Submitted by
Mr. Ashutosh Agnihotri Anjali Shukla
Assistant Professor Roll No: -
21014000483
BBA 2nd year

Axis Institute of Higher Education

(KN115)Rooma,Kanpur(UP)

1
 Acknowledgement

I would like to express my sincere gratitude and regards to my Internal guide Mr. Ashutosh
Agnihotri for his constant inspiration, supervision and valuable guidance during the training.

With regards
Signature of Student

2
 PREFACE

A professional course in (Bachelor of business administration) is incomplete unless the

theoretical knowledge acquired in the class room is backed up by practical exposure, as theories
alone do not give perfection to any discipline. The gap between theory and practical is bridged by
the practical experience, which has been an integral part of the syllabus.

This present Project report is an image of what I have done and observed during my survey in
Parag Dairy and Mother dairy .

I was assigned a project Comparitive Study On Mother Dairy Milk And Parag Dairy Milk.

I have tried my level best to be as systematic as possible and to avoid any sort of biases.

3
 STUDENT DECLARATION

I, Anjali Shukla student of B.B.A at College of management studies, hereby declare that the project
work entitled a survey on Parag Dairy Milk and Mother Dairy Milk is compiled and submitted
under the guidance of Mr. Ashutosh Agnihotri. This is my original work.

Whatever information furnished in this project report is true to the best of my knowledge.

Anjali Shukla

BBA 2nd Year

Batch 2022-23

4
 Axis Institute of Higher Education
(Affiliated to Chhatrapati Shahu Ji Maharaj University, Kanpur Nagar)
Kanpur

CERTIFICATE

This is to certify that the Market Survey Report entitled “Comparitive Study On Parag Dairy
Milk and Mother Dairy Milk” is a bonafide work of “Anjali Shukla” 21014000483 BBA IV
Semester and has been done my supervision in partial fulfillment of the requirement for the
award of BBA degree from CSJM university Kanpur.

This report neither full nor in part has even before submitted for awarding of any Degree of
either this university or any other university. I am pleased to say that the performance of the
student during the period of report work was extremely satisfactory.

5
 TABLE OF CONTENTS

S.No. Topic Page No.

1. Introduction 7

2. Product Profile 23

3. A Market Survey Report Of Parag dairy milk And Mother dairy 34

milk
a) Research Methodology 35
b) Objective Of the Study 36
c) Target population 37
d) Research design 37
e) Sample design 38

f) Sampling methods 38
g) Data analysis methods 38

4. Analysis &Interpretations 39

5. Findings & Conclusions 45-46

6. Suggestions &Recommendations 47

7. Annexure 50

a) Questionnaire 52

b) Bibliography 53

6
 CHAPTER 1
INTRODUCTION
(INDUSTRY PROFILES)

7
 INDIAN DAIRY INDUSTRY

The world's biggest dairy producing country is growing fast and looking to become an export

powerhouse despite major quality problems.

A Note to our Readers: the following information on India's dairy sector is reproduced from

India Infoline.com. India is the world's largest milk producing country and is growing fast, with

an eye toward becoming a major dairy exporter. This article is helpful reading for anyone

interested better understanding.

8
 Consumer Habits and Practices

Milk has been an integral part of Indian food for centuries. The per capita availability of milk in

India has grown from 172 gm per person per day in 1972 to 182gm in 1992 and 203 gm in 1998-

99.This is expected to increase to 212gms for 2008. However a large part of the population

cannot afford milk. At this per capita consumption it is below the world average of 285 gm and

even less than 220 gm recommended by the Nutritional Advisory Committee of the Indian

Council of Medical Research.

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

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

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

transportation

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 cottage butter, ghee, paneer, khoya, curd, malai, etc.

Only 7 per cent 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 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

infants foods etc. Of these ghee alone accounts for 85%.

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

producer-household level and remaining is marketed through various cooperatives, private

dairies and vendors

9
The preferred dairy animal 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.8, 000 crores. Quality of milk sold by unorganized sector however is

inconsistent and so is the price across the season in local areas.

Market Size and Growth

Market size for milk (sold in loose/ packaged form) is estimated to be 36mn MT valued at

Rs470bn. The market is currently growing at round 4% pa in volume terms. The milk surplus

states in India are Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhra

Pradesh, Karnataka and Tamil Nadu. The manufacturing of milk products is concentrated in

these milk surplus States. The top 6 states viz. Uttar Pradesh, Punjab, Madhya Pradesh,

Rajasthan, Tamil Nadu and Gujarat together account for 58% of national production.

Milk production grew by a mere 1% pa between 1947 and 1970. Since the early 70's, Operation

Flood, production growth increased significantly averaging over 5% pa.

About 75% of milk is consumed at the household level which is not a part of commercial dairy

industry. Loose milk has a larger market in India as it is perceived to be fresh by most

consumers. In reality however, it poses a higher risk of adulteration and contamination.

10
The production of milk products, i.e., milk products including infant milk food, malted food,

condensed milk & cheese stood at 3.07 lakh MT in 2008. Production of milk powder including

infant milk-food has risen to 2.25 lakh MT in 2008, whereas that of malted food is at 65000 MT.

Cheese and condensed milk production stands at 5000 and 11000 MT respectively in the same

year.

Packaging Technology

Milk was initially sold door-to-door by the local milkman. When the dairy co-operatives initially

started marketing branded milk, it was sold in glass bottles sealed with foil. Over the years,

several developments in packaging media have taken place. In the early 80's, plastic pouches

replaced the bottles. Plastic pouches made transportation and storage very convenient, besides

reducing costs. Milk packed in plastic pouches/bottles have a shelf life of just 1-2 days, that too

only if refrigerated. In 1996, Tetra Packs were introduced in India. Tetra Packs are aseptic

laminate packs made of aluminum, paper, board and plastic. Milk stored in tetra packs

and treated under Ultra High Temperature (UHT) technique can be stored for four months

without refrigeration. Most of the dairy co-operatives in Andhra Pradesh, Tamil Nadu, Punjab

and Rajasthan sell milk in tetra packs.

Regulatory Framework

The dairy industry was de-licensed in 1991 with a view to encourage private investment and

flow of capital and new technology in the segment. Although de-licensing attracted a large

11
number of players, concerns on issues like excess capacity, sale of contaminated/ substandard

quality of milk etc. induced the Government to promulgate the MMPO (Milk and Milk Products

Order) in 2008. Milk and Milk Products Order (MMPO) regulates milk and milk products

production in the country. The order requires no permission for units handling less than 10,000

liters of liquid milk per day or milk solids up to 500 TPA. MMPO prescribes State registration to

plants producing between 10,000 to 75,000 liters of milk per day or manufacturing milk products

containing between 500 to 3,750 tons of milk solids per year. Plants producing over 75,000 litres

per day or more than 3,750 tons per year of milk solids have to be registered with the Central

Government. The stringent regulations, government controls and licensing requirements for new

capacities have restricted large Indian and MNC players from making significant investments in

this product category. Most of the private sector players have restricted themselves to

manufacture of value added milk products like baby food, dairy whiteners, condensed milk etc.

Proposal to Amend the MMPO

A proposal to raise the exemption limit for compulsory registration of dairy plants, from the

present 10,000 litres a day to 20,000 litres, is being considered by the Animal Husbandry

Department. The 75,000-litre limit is likely to be raised either to 100,000 litres or 125,000 litres

in the amended order. The new order would also do away with the provision for re-registration.

Penetration of milk products

Western table spreads such as butter, margarine and jams are not very popular in India. All India

penetration of butter/ margarine is only 4%. This is also largely represented by urban areas,

where penetration is higher at 9%. In rural areas, butter/ margarine have penetrated in 2.1% of

households only. The use of these products in the large metros is higher.

Penetration of cheese is almost nil in rural areas and negligible in the urban areas. Per capita

12
consumption even among the cheese-consuming households is a poor 2.4kg pa as compared to

over 20kg in USA. The lower penetration is due to peculiar food habits, relatively expensive

products and also non-availability in many parts of the country. Butter, margarine and cheese

products are mainly manufactured by organized sector.

Similarly, penetration of ghee is highest in medium sized towns at 37.2% compared to 31.7% in

all urban areas and 21.3% in all rural areas.

Export Potential

India has the potential to become one of the leading players in milk and milk product exports.

Location advantage: India is located amidst major milk deficit countries in Asia and Africa.

Major importers of milk and milk products are Bangladesh, China, Hong Kong, Singapore,

Thailand, Malaysia, Philippines, Japan, UAE, Oman and other gulf countries, all located close to

India.

The major export products: - The product of Amul is being exported in the 40 countries of the

world Many of the products are now available in the U.S.A, Gulf countries and Singapore. Amul

products are being exported to the Singapore since last three decades . undoubtedly , Amul is the

preferred taste of Indians in the Gulf countries.

Low Cost of Production:

Milk production is scale insensitive and labour intensive. Due to low labour cost, cost of

production of milk is significantly lower in India.

13
 MOTHER DAIRY

"Mother Dairy" is the single largest brand of milk in India as well as in Asia,

marketing about 4.45 million litres of milk per day. Mother Dairy commands 62%

market share in the organized sector in and around Delhi, primarily because of

consistent quality and service – whatever be the crisis - floods, transport, strike, curfew

etc. Mother Dairy, Patparganj, Delhi, is presently manufacturing & selling around 8.5

lakh litres of toned milk through bulk vending shops.

Mother Dairy, Delhi is an IS/ISO - 9001:2000 and Hazard Analysis Critical Control

Points (HACCP) and IS-14001:1996 Environment Management System (EMS) Certified

organisation. Mother Dairy was the first Dairy in the country to implement ISO-14031

(Environment Performance Evaluation) project. The company’s Quality Assurance

Laboratory is ISO/IEC- 17025:1999 certified by NABL (National Accreditation Board

for Testing and Calibration Laboratory), Department of Science & Technology, India.

The National Dairy Development Board (NDDB) commissioned Mother Dairy in the

first phase of Operation Flood in 1974

14
The company is a highly trusted house hold name for its wide range of milk products

like Milk, Flavoured Milk, Ice-Cream, Dahi, Lassi, Table Butter, Dairy Whitner, Ghee

etc. The application for the award is being made for Mother Dairy, Delhi unit.

Mother dairy has taken up the concept of Total Productive Maintenance (TPM)

wholeheartedly.

Over the years, Mother Dairy has not only served the daily need of milk of the

consumers of Delhi, it has also extended its milk to other States like Haryana, Uttar

Pradesh, Maharashtra, Andhra Pradesh & Gujarat and is expanding its wings rapidly to

serve.

Strategically located Mother Dairy booths across Delhi and NCR make it convenient

for you to pick up your daily requirement of Milk, Flavoured milk, Butter, Dahi, Lassi,

Cheese, Chaas….mouth watering Ice Creams.

Vision and Mission

Vision – “Provide quality food and beverages to consumers at affordable prices while ensuring fair

returns to the producers.”

Mission – “Mother Dairy’s heritage is intrinsically linked to the cooperative movement in India. With

determination & pride we will continue to serve our farmers, rural India & our consumers. Our values

reflect who we are & what we firmly believe in.”

Strategies Implemented

• Focused Approach: For the first 22 years of its existence, liquid milk was the only dairy product that

Mother Dairy offered.

• Wider Spread : In ice creams, it was only a bit more than two years ago that Mother Dairy entered its

15
first market outside Delhi - UP and Punjab. Today, it's extended its operation to Haryana, Jaipur, Mumbai

and Kolkata as well, it plans to go south to Hyderabad and Bangalore.

• Product differentiation: bringing in mass Indian flavors which are building up in terms of absolute

percentage of contribution. Their attempt is to make the taste experience in ice creams as familiar as

possible so as to increase consumption

. • Smart Marketing: Mother Dairy says it's trying to take its product campaigns and communications

to a higher platform.

• Product enhancement and assured quality: Identify and address quality related problems at

every stage from the producer at the village cooperative, to the dairy plant and the process of final

delivery to the consumer.

PRODUCTS AT MOTHER DAIRY

 Milk

 Dairy Products

 Ice cream

 Edible oils

 Fresh fruits and Vegetables

 Frozen  Juices and Fruit beverages

 Processed food

 Grossary

16
 Organizational Structure

In Mother Dairy Fruit & Vegetable Pvt. Ltd. There is a line type of organization in which
responsibility flow upward and authorities flow downward and upward. The following is the
organizational structure of Mother Dairy fruits and vegetables.

17
 PARAG DAIRY

Parag dairy is an India based company primarily engaged in manufacturing, trading, and

processing of milk and milk products. The products offered by the company are milk, cheese,

butter, ghee, fresh cream, milk powder, flavoured milk, lassi, whey protein powder, curd, and

other related products. The company markets its products under the brands Gowardhan, Go,

Topp up and PRIDE OF COWS.

To drive innovation in milk and milk products through our well-diversified portfolio of brands

that deliver dairy products to international standards of quality. To add value to people's lives

every day. We at Parag live and breathe our corporate slogan of 'Ideas for a new day'.

Successful efforts gave way to formation of Lucknow Milk Union in 1938-the only Milk Union

in the country - giving Uttar Pradesh the credit of being a pioneer state in the country in this

segment.

PCDF was the chosen agency to implement the World Banks prestigious Operation Flood

programme in the state.

18
Parag is the brand name for a range of milk and milk products including- Milk , Skimmed Milk

Powder, Whole Milk Powder, Butter , Ghee, and an array of indigenous milk products.

Cattle Feed Plants in Meerut, Varanasi and Ambedkar Nagar, are in constant operation to supply

balanced diet feed for milch animals owned by farmers of the state.

Training centres, situated in Lucknow, Meerut, and Varanasi impart both skill and awareness

based trainings.

Fodder Seed Processing Plant located in Aligarh, produces good quality Fodder Seeds for

distribution to farmers for cultivation of good quality fodder feed for milch animals.

VISION AND MISSION

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

fill each day with imaginative and healthy options for our consumers. We believe that milk in all

its wonderful forms is one of nature’s most nutritious foods and anyone who consumes milk

products daily, benefits from vital nutrients that the body needs. Fulfilling dietary nutritional

requirements is a source of great joy and creativity for us.

19
MISSION-To bring maximum revenue villages of the state under cooperative fold. To procure

maximum marketable surplus milk produced in the state through village dairy cooperatives. To

make dairy cooperatives self sustainable. To create adequate marketing infrastructure for

providing quality milk and milk products to urban consumers. Social and economic upliftment of

rural population Transparency in milk price payment to farmer.

Strategies Implemented

Increase Operational Efficiencies

▪ Maintain strict operational controls

▪ Enhance customer services levels

▪ Develop customised systems & processes.

Focus on Health & Nutrition

Introduce healthy & nutritious product variants like-

▪ Whey protein powder for mass consumption and in different formats

▪ Colostrum products – as daily supplements

▪ High protein, low fat cheese products

Strengthen Our Brands

▪ Enhance brand recall through strategic branding initiatives

▪ Increase Ad spend on diverse channels including television, newsprint, digital media

20
Increase Milk Procurement

▪ Strengthening existing farmer relations

▪ Offer quality & quantity based incentives

▪ Set up new collection centres & reach new districts

▪ To add 75 new bulk coolers, 100 automated collection systems

PRODUCTS AT PARAG DAIRY

 Liquid Milk

 Ghee

 Table Butter

 Paneer

 Peda

 Curd

 Chhach

 Kheer

 Besan Laddoo

21
  Khoya

 Rasgolla

 Gulab Jamun

 Soan Papdi

Organizational Structure

Parag management is headed by the Board of Directors, members of which are elected from

Milk Union Boards. The Managing Director is the chief executive of the Federation. The

Federation has the overall responsibility for the planning policies, mobilization and utilization

of financial resources, member and public relations as well as liaison with agencies of the state

and central government, financing institutions etc.

22
 CHAPTER 2
PRODUCT PROFILES

23
 MOTHER DAIRY

PRODUCT PROFILE (MILK)

At Mother dairy milk is produced by mixing raw milk, white butter and skim milk powder. Skim

milk powder is made by mixing cow and buffalo milk obtained during breeding seasons through

various co-operatives in West Bengal and converting them into powder in order to store for a

longer period. Raw milk is obtained on a daily basis from the co-operatives. It is then stored in

chilling plants and transferred to the Mother dairy factory through insulated tanks. While raw

milk is stored in the cold chain at 2°C skim milk powder and white butter is stored under normal

temperature. This milk is then pasteurised at 78° C in order to make it free from germs and then

it is homogenised.

Varieties in Milk :

Sl.No Product Fat Solid not Fat Water

content (SNF)
1 Doble Toned Milk 1.5% 9.0% 89.5%
2 Toned Milk 3.0% 8.5% 88.5%
3 Full Cream Milk 6% 9% 75%
4 Cow Milk 3.5% 8.5% 88%
5 Skimmed Milk 0.5% 9.5% 90%

24
Double toned Milk

It’s fresh it’s pure it’s co-operative milk with assurance of Mother dairy. Mother dairy double

toned milk - tasty and nutritious with low fat content. A dream come true , especially for all the

calorie conscious people who love the taste of milk but are worried of its cream content. Mother

dairy double toned milk complements your daily workout perfectly. So, to maintain complete

harmony between your body and soul you’ve got to “fresh and pure”.

Toned Milk

Mother dairy bulk vended token milk – healthy and tasty to the last drop.

Homogenised to evenly distribute the cream content, it’s thicker and a lot easier to digest. It’s the

magic of homogenisation that makes your kheer thicker and shake frothier. Fortified with Vitamin

A , which not only is good for your complexion but also helps prevent night blindness. What’s

more, it gives your children the energy to stay active through work and play

Full Cream Milk 9

Mother dairy full cream milk - wholesome and healthy. Packed with energy and nutrition thats

essential for growing kids. It makes them stronger from within and keeps them active and

healthy. So before they go to bed , and after they rise give them Mother dairy full cream milk to

keep them healthy and wise and to see them „grow faster‟.

Margin (per ltrs) :

Sl.No Product Distributor’s Retailer’s MRP

Price Price
1 Doble Toned Milk 19.65 20.00 21.00
2 Toned Milk 20.75 21.10 22.00

25
 3 Full Cream Milk 25.45 25.80 27.00
4 Cow Milk 22.65 23.00 24.00
5 Skimmed Milk 17.65 18.00 19.00

Supply Chain Management

1) Milk Procurement: - Mother Dairy sources its requirement of liquid milk from dairy co-

operatives and producer institutions. Milk is received from farmer cooperatives through insulated

tankers at 2°C temperature in order to retain its freshness.

2) Milk distribution: -Tankers in the morning and in the evening bring in milk from the regional

collection centres. After collection the same tankers are utilized for the delivery of the processed

milk to the distributors. Mother Dairy has about 51 Distributors in the city of Delhi. Each of these

LAD‟s(Local area distributor ) place their demand by raising an invoice one day in advance. The

demand is also calculated using the „Calendar‟ Scheme, in this depending on the pre-calculated

seasonal demands the outlets place their orders accordingly. In order to satisfy immediate demand,

20 to 25 tankers are provided with a buffer stock of 500 litres each day so that they can be

mobilized to cater the demand in an area.

26
 3) Distribution Channels:

a) Token Distribution: Also, termed as “Lohe ki bhains” (metal buffalo), is an automated milk

vending machine.

b) Distributors: The packaged milk is distributed via the distributor network throughout the city.

4) Processing:

At mother dairy, the processing of milk is done by process automation whereby state of the

art microprocessor technology is adopted to integrate and completely automate all functions

of the milk processing areas to ensure high product quality/reliability and safety.

5) Quality Control:

a) The milk is tested for adulterations and quality at the time of collection from the farmers.

b) The Milk that comes from the collection points to the Mother Dairy plant is ensured to

have a temperature of not more than 4°C and is subjected to 15 product and quality

checks.

27
c) The Milk quality is checked repeatedly after each processing phase and the temperature is

judiciously maintained less than 4°C always.

d) Before the milk leaves the plant for the delivery/distribution outlets the milk is tested
again.

e) The temperature of milk in the delivery trucks is always maintained less than 4°C.

f) Since all the employed processing procedures are automated, no contamination by human
hands takes place.

g) To ensure milk freshness the collection and distribution points are always chosen such
that the travel time between them is always less than 36 hours.

28
 PARAG DAIRY

PRODUCT PROFILE (MILK)

Parag Dairy plant was started in early 2010 at Chittoor, Palamner, town on the AP-Karnataka

border. The idea was to cater to the south market with fresh cow milk. The plant is equipped with

state of the art technology which packs milk & dairy products in tetra packs. The employee strength

is 400+ thus helping farmers get a source of income through their livestock.

The idea is to pamper the cow because only when a cow is happy will it yield the necessary high

quality milk. The parent company Parag Milk Food's product portfolio includes milk, skimmed

milk powder, whole milk powder, under the brand names of Go and Gowardhan.

Varieties in Milk :

S.no. Product

1. Liquid Milk

2. PARAG Gold (F.C.M.)

3. PARAG TAZA (Tonned)

4. PARAG LITE (DTM)

5. Homogenised Standard Milk

6. Standard Milk

29
Full-cream milk

The costs of manufacturing worked out to be 14.69 of which (91.98%) was on raw material. In

different process of manufacturing the highest cost was on packaging (3.33%), followed by

pasteurization/standardization (1.53%), separation (1.31%), storage(1.16%) and reception of milk.

Toned milk

Its manufacturing cost was found as 10.85 with maximum raw material. Different process of

manufacturing the highest cost was on packaging (3.78%) followed by separation (1.38%),

pasteurization/standardization (1.29%), storage (1.29%) and reception of milk (0.64%).

Double toned milk

Its manufacturing cost worked out to be 9.46 with maximum on raw material (91.12%). In

manufacturing the highest cost was on packaging, followed by pasteurization/ standardization,

storage, separation, reception of milk .

Standardized milk

Its manufacturing cost worked out to be 12.66 with major cost on raw material (91.79%). In

process of manufacturing the higher cost was on packaging (3.55%), followed by

pasteurization/standardization (1.34%), storage (1.19%)

30
Supply Chain Management

Processing :

After the union received the milk, it was tested and if it was found to be of good quality, it was

sent for processing. If the milk was found to have high acidity, it was used to make buttermilk.

Raw milk was sent through a filter and clarifier and was pasteurized. For pasteurization, milk

was treated at high temperatures for a specified.

Distribution :

GCMMF coordinated with various unions to get a regular supply of milk and dairy products. The

processed milk and dairy products were procured from district dairy unions and distributed

through third party distributors. To ensure quality and timely deliveries, GCMMF and the district

unions had several mechanisms in place.

31
WARE HOUSING:

Parag milk are available in over 500,000 retail outlets across India through its network of over

3,500 distributors. There are 47 depots with dry and cold warehouses to buffer inventory of the

entire range of products. GCMMF transacts on an advance demand draft basis from its wholesale

dealers instead of the cheque system adopted by other major FMCG companies. This practice is

consistent with GCMMF's philosophy of maintaining cash transactions throughout the supply

chain and it also minimizes dumping. Wholesale dealers carry inventory that is just adequate to

take care of the transit time from the branch warehouse to their premises.

MILK PROCESSING
1 Homogenization: - Milk must then be homogenized. Without homogenization, the milk fat

would separate from the milk and rise to the top. Milk fat is what gives milk its rich and creamy

taste. In this process Milk is transferred to a piece of equipment called a homogenizer. In this

machine the milk fat is forced, under high pressure through tiny holes.

2 . Pasteurization:- Pasteurization is the process that purifies milk and helps it stay fresher, longer.

Milk is pasteurized by heating it to 72°C for 16 seconds then quickly cooling it to 4°C.

Pasteurization is named after Louis Pasteur, the famous scientist.

32
3 .Adding Vitamins; - Before homogenization, vitamin D is added to all milk. Vitamin D

combined with the calcium that naturally exists in milk help gives us strong bones and teeth.

Dairies also add Vitamin A to skim, 1% and 2% milk. Vitamin A is good for our eyesight.

4.Packaging Milk: - Milk is now ready to be packaged. Milk is pumped through automatic filling

machines direct into bags, cartons and jugs. The machines are carefully sanitized and packages are

filled and sealed without human hands. During the entire time that milk is at the dairy, it is kept at

1° - 2°C. This prevents the development of extra bacteria and keeps the milk it’s freshest.

5.Storing:- Milk is delivered to grocery stores, convenience stores and restaurants in refrigerated

trucks that keep milk cooled to 1° - 4°C. The stores take their milk and immediately place it in

their refrigerated storage area. Because fresh milk is so important to our diets, dairies, and our

health.

33
 CHAPTER 3
A MARKET SURVEY REPORT OF
MOTHER DAIRY MILK AND PARAG
DAIRY MILK

34
 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be understood as a

science of studying how research is done scientifically. In it we study the various steps that are generally

adopted by a researcher in studying his research problem along with the logic behind them.

Methodology for a study like this is the most important part .The method of study operate by me is

totally is to increase to gather the more information regarding this project.

I collected the information regarding this project through –

I. PRIMARY DATA

II. SECONDARY DATA

Primary data is collected by the customers and Parag retailers And mother dairy retailers.

Secondary data is collected by With the help of internet references, booksetc.

35
 OBJECTIVE OF THE STUDY

Mother dairy & Parag Dairy is the market leader of dairy-based food products in Agra City.

Mother dairy is the major competitors in the market against Parag Dairy. It is important to get an idea

regarding mother dairy & Parag Dairy position in Agra City. It would not help mother dairy to

capitalize on existing potential but also to formulate strategies and to fill the look holes and gaps to

fight the competitive situation.

The Objective also contains:

 To determine the market share of mother dairy & Parag dairy-based product.

 To determine the consumer preferences of mother dairy & Parag dairy product with the help of

some parameters -quality, taste, price, packing style.

 To compare the dairy product of mother dairy and Parag dairy on the basis of above parameters

 To analyse the consumer brand preferences of milk

 To evaluate consumers attitude towards the usage of milk

 To evaluate consumers perception about the important factors pertaining to milk purchase

decision.

36
 TARGET POPULATIONS

The target population of a study is the group of people that the researcher wants to learn about
and make inferences about.

AREA FOR SURVEY: -

 Koyla Nagar
 Yashoda Nagar
 Lal Bangla
 Ahirwa
 Daheli
 Shyam Nagar

AGE GROUP: -

I will survey in the age group of 10 to 50 only, and in this survey male and female both will
equally participate.

RESEARCH DESIGN

Research design refers to the overall plan, structure or strategy that guides a research
project, from its conception to the final data analysis. A good research design serves as
the blueprint for how you, as the researcher, will collect and analyse data while
ensuring consistency, reliability, and validity throughout your study.

In this report I will choose Descriptive research and Explanatory research, because:-

Descriptive Research :- Descriptive research is a research method that describes the

characteristics of a population, situation, or phenomenon that is being studied. It focuses
on answering the what, how, when, and where questions of the research subject.

Explanatory research :-Explanatory research is a type of research that aims to explain

the relationship between variables. It helps you analyze patterns and formulate
hypotheses that can guide future endeavors.

37
 SAMPLE DESIGN

sample design is a definite plan for obtaining a sample from a given population. It refers to the
technique or the procedure the researcher would adopt in selecting items for the sample. Sample
design also leads to a procedure to tell the number of items to be included in the sample i.e., the
size of the sample.

SAMPLE SIZE: -

Sample size the number of individuals you should include in your sample depends on various
factors, including the size and variability of the population and your research design.

In this research report my sample size is 30.

SAMPLE COLLECTION TECHNIQUES: -

This study is based on collecting data by using well-connected questionnaire for consumer from

various demographic segments. After collecting data, it is arranged in the form of tables from

analysis and interpretation. Graphs and percentage analysis are the main tools used for the

purpose of interpretation.

SAMPLING METHODS: -

In sampling method I would like to choose non-probability sampling method and convenience
sampling method.

DATA ANALYSIS METHOD: -

In data analysis I will choose Percentage %, Mean, Median for better understandability.

38
 CHAPTER 4
ANALYSIS & INTERPRETATIONS

39
 DATA ANALYSIS: -

INTERPRETATION: -In terms of age group there are only 3 age groups in this survey, in the
age of 10-20 have 50%, 20-30, Have 46.7% and 1% in 40-50.

INTERPRETATION: -51.6% male in this research and 48.4% female in this research

40
INTERPRETATION: -41.9% in TV, and same 41.9% in social media, 9.7% in Newspaper and
1% in holdings.

INTERPRETATION: - 77.4% consumer use mother dairy and 9.7% used parag dairy and also
9.7% uses Amul and last 1% use namaste India.

41
INTERPRETATION: -74.2% consumer satisfied with their products and 22.6% consumer will
not satisfied and 1% will not sure.

INTERPRETATION: -80.6% people prefer mother dairy milk and 19.4% people prefer Parag
dairy milk.

42
INTERPRETATION:-54.8% consumer doesn’t want any changes in mother dairy products and
35.5% want changes in mother dairy products and in parag dairy 2% consumer doesn’t want any
changes and 1% want changes in parag dairy products.

INTERPRETATION: -76.7% consumer will say that the quality of the product is attractive and
13.3% consumer said packaging is more attractive and 10% consumer said price is more
attractive than others.

43
 Why are you inclined to your product?
30 responses

80.00%
70.10%
70.00%

60.00%
50%
50.00%

40.00% 35.60%

30.00%
20.50% 20%
20.00% 15% 15% 17%

10.00%

0.00%
price brand quality taste
mother dairy parag dairy

INTERPRETATION: -In price 70.10% consumer are inclined in mother dairy and 20.50% in
Parag dairy, in brand 35.60% consumer are inclined in mother dairy and 15% in Parag dairy, in
quality 20% consumer are inclined in mother dairy and 15% in parag dairy, in taste 50% of
consumer are in mother dairy and 17% consumer are in parag dairy.

Are You Aware of This dairy company?

30 responses

others
27%

mother
dairy
parag 57%
dairy
16%

INTERPRETATION: -57% people are aware about mother dairy and 16% people are aware

about parag dairy and 27% are aware about other dairy company.

44
 FINDINGS

1. "The company caters to the Indian palate, which is its primary driver of success". In light of this

statement, critically examine the marketing strategies adopted by Mother dairy & Parag Dairy to

capture a sizeable market share of the organized Dairy based food Product in India.

2. In the modern competitive scenario, promotion is a key element in the marketing mix of a

company. Critically analyze the promotion strategies adopted by mother dairy India Pvt. Ltd. What

other efforts must the company take to effectively promote its products?

3. Dairy based Products contribute a major share of the revenues of mother dairy. Given the

competitive scenario in the Dairy Products in India, where competitors such as Parag Dairy are

introducing several innovative products, what measures must mother dairy take to remain

competitive? Explain in detail.

45
 CONCLUSION

I have studied and analyzed the Dairy based food Product Market of mother dairy & Parag Dairy

Products on different aspects of the markets, outlets, distribution & consumers. This project

report Concludes that mother dairy & Parag Dairy are easily available in various parts in India.

The Parag distribution channel of the mother dairy is much strong the most important thing,

which I feel to improve is “the availability to retailers & consumers”.

The retailers & consumers both promotes either mother dairy or Parag Dairy of its brands for

could be with regard to order processing, warehousing, inventory management &

transportation; besides that shop covering, exit from the market by the salesmen glow shine

board, schemes, incentives, prizes, gifts, discount, returning of defective goods, proper supply

should be improved.

46
 CHAPTER 5
SUGGESTIONS &
RECOMMENDATIONS

47
1. Company should have feedback from market and consumer about the Dairy based

Products.

2. The more Flavors of Mother dairy & Parag Dairy Products should become in the Market.

3. The company provided some small schemes for retailer also.

4. The company gives some gifts for customer also.

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. Company should check the market real position help the trainees and other survey

organizations.

8. Company should launch its website and use new advertising channels: -

♦ Trailer in cinema halls

♦ Hoardings

♦ Spencer any education scholarship or games.

48
 LIMITATIONS OF THE STUDY

The major limitations from which the study suffers are as follows:

Time Constraint:-

Time factor has been a very big limitation in the research/survey like this. The retailers have

limited time, so they sometimes refuse to answer the questionnaire, also me as a surveyor has

less time to conduct the survey.

Financial Constraint: -

The financial aspect, which includes the traveling cost, cost of administrating questionnaire and

collection of data through other resources was also costly.

Constraint regarding the use of technique: -

The deeper statistical techniques such as analysis using variance, multiple regressions etc., could

not be adopted due to the constraint of time and efforts. So, simple statistical techniques were

used to analyze the data.

49
ANNEXURE

50
51
 QUESTIONNAIRE

1. Name of the respondent?

2. Age of the respondent?

a) 5-10

b) 10-20

c) 20-30

d) 30-40

e) 40-50

3. Gender of the respondent?

a) Male

b) female

4. Which media of advertising influence your purchase?

a) T.V.

b) Newspaper

c) Holding

d) Social media

5. Which brand do you use?

52
 a) Mother dairy

b) Parag dairy

c) other

6. Are you satisfied with your product?

a) Yes

b) No

c) maybe

7. Which milk do you prefer?

a) Mother dairy milk

b) Parag dairy milk

8. Do you like any changes in your product?

a) Mother dairy (yes)

b) Mother dairy (no)

c) Parag dairy (yes)

d) Parag dairy (no)

9. What makes your product attractive?

a) Price

b) Quality

c) packing

53
10. Why are you inclined to your product?

a) Price

b) Brand

c) Quality

d) taste

11. Are you aware of this dairy brand?

a) Yes

b) no

54
 BIBLIOGRAPHY

REFERENCES: -

Market Research - Luck and Rubin

Research Methodology - C.R. Kothari

Product Management - Ramanuja Majumdar

Marketing Management - R.L. Vashney & S.L. Gupta

 www.google.com

 www.Paragdairy.com

 www.motherdairy.com

 https://www.motherdairy.com/

 https://en.wikipedia.org/wiki/Mother_Dairy

 https://www.ukessays.com/essays/business/mother-dairy-milk.php

 https://www.paragmilkfoods.com/

 https://en.wikipedia.org/wiki/Parag_Milk_Foods

 https://www.moneycontrol.com/india/stockpricequote/food-

processing/paragmilkfoods/PMF01

55