ANALYSIS OF BRAND PROMOTIONS AND

SUCCESSFUL MARKETING STRATEGIES OF PARAG

MILK FOODS

Winter Project Submitted To The

ATHARVA INSTITUTE OF MANAGEMENT STUDIES

In partial fulfillment of the requirements for the degree of

MASTER OF MANAGEMENT STUDIES

Submitted By

VINAYKUMAR YADAV
2017-2019

Project Guide

Mr. ABHAY DESAI

ATHARVA INSTITUTE OF MANAGEMENT STUDIES

Marve Road, Charkop Naka,

Malad (West) Mumbai-400095
 DECLARATION

I, Vinaykumar yadav of MMS hereby declare that the project work titled “A Study on
Corporate Social Responsibility at Parag milk”, Which has been submitted to the “Atharva
Institute Of Management Studies” is an original work of the undersigned and not has been
reproduced from any other source.

Date: Sign.

Place: MUMBAI Name: vinaykumar yadav

 ATHARVA INSTITUTE OF MANAGEMENT STUDIES
MUMBAI

CERTIFICATE

This is to certify that that the project titles as “ANALYSIS OF BRAND PROMOTIONS
AND SUCCESSFUL MARKETING STRATEGIES OF PARAG MILK FOODS “ has

completed by Mr. VINAYKUMAR YADAV student of MMS Marketing

Management of Atharva Institute of Management Studies, Mumbai academic year
2017-19.

Mr. Abhay Desai DR. SUJATA PANDEY

(Project Guide) Director (I/C)

 ACKNOWLEDGEMENT

This report has been made possible through direct and indirect support of various people
for whom I wish to express my appreciation and gratitude.

I would like to give my special thanks to my respected mentor Mr. Abhay Desai (AIMS)
for guiding me to make this project meaningful.

VINAYKUMAR YADAV
AIMS
 INDEX

Sr no. Title Page no.

1) Executive Summary ( Summary of the Project) 1
2) Review of Literature/ Literature Overview 2
3) Industry Overview 3
4) Basic Overview of Industry 3
5) Major Players 6
6) Company Overview 10
7) History 11
8) Mission, Vision Etc. 15
9) SWOT analysis 16
10) Management of Company 23
11) Products 25
12) Newly launched dairy products 26
13) Introduction to Topic 30
14) Research Methodology 31
15) Introduction 32
16) Statement Of Problem 33
17) Research Objectives 34
18) Scope of Study 34
19) Research Design 34
20) Data Sources (Primary / Secondary) 36
21) Data Collection Instrument 36
22) Sample Design 36
23) Outline of Analysis 36
24) Limitations of Project 37
25) Data Analysis and Interpretation 38
26) Findings & Suggestions 50
27) Conclusions 52
28) Bibliography 54
 EXECUTIVE SUMMERY

The project report titled “ANALYSIS OF BRAND PROMOTIONS AND SUCCESSFUL

MARKETING STRATEGIES OF PARAG MILK FOODS ”.

This project report draws significant information about taste and preference of consumer we can
see in this project and how the people have the overall like the brand and the trust in the Parag
milk foods.

I have done my project under the guidance and supervision of Prof. Abhay Desai

The analysis and conclusion was carried out from the data collected through various primary and
secondary resources (Market survey, Company Website namely www.paragmilkfoods.com,
Books, company’s executives, e-Newspapers, e-Magazines, journals, interviews and many other
7websites).

From the research, I have found that, Parag milk foods has very good and expanded distribution
network.

It has different distribution network for different products and different types of customer.

It has low no of distributors which can not cover and serve all the retailers due to over work load.

In most of cases it lacks continuity in supply of running items.

It does not provide 100% damage cover.

 INDUSTRY OVERVIEW

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 Japan‟s $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.

Research and Development in Dairy Industry:

The research and development need to the dairy industry to develop and survives for long time
with better status. The various institute and milk dairy companies R&D results provide base for
today’s industry growth and development. The research and development of products of dairy, like
yogurt and cheese market research and company reports provides insights into product and market
trends, analysis opportunities, sales and marketing strategies will help local milk unions to develop
and spread worldwide through obtaining this knowledge.
Development of food Processing Industry:

The food processing industry sector in India is one of the largest in terms of production,
consumption, export and growth prospects. The government of accorded it is a high priority, with
a number of fiscal relieves and incentives, to encourage commercialization and value addition to
agriculture produce, for minimizing harvest wastage, generating employment and export growth.

Food processing industry is providing backbone support to the milk industry. The development
food products by using milk can give good market opportunities to produces milk.

There are different sectors within the dairy industry that promise great business
investment opportunities:

Biotechnology:

The Indian cattle yield less milk as compared to their foreign counterparts. The Indian cattle
breeders are on the lookout for ways to improve their milk yield through cross-breeding. Thus,
there is a huge potential available for foreign investors to invest in dairy cattle breeding of high-
quality buffaloes with hybrid cows.

There is also great scope for investment in different dairy cultures, including dairy biologics,
enzymes, probiotics, and other coloring materials for food processing.

Producing bio preservative ingredients based on dairy fermentation, such as pediococcin,

acidophilic, Bulgarian, and Nissan contained in dairy powder, also promises great investment
opportunity.

Dairy/Food Processing Equipment:

Great potential lies for foreign investment for manufacturing and marketing of cost-effective, top-
quality food processing machinery.
Food Packaging Instruments:

There is a tremendous investment opportunity for foreign investors in the manufacturing of both
machinery and packaging materials that aid the development of brand loyalty and gives a clear
edge in the marketing of dairy products.

Retailing:

Retailing of dairy products also promises great investment opportunities for standardization and
upgrading dairy products in the main metropolitan cities.

Manufacture of ingredients:

Several ingredients are involved in the making of different dairy products like ghee, condensed
milk, and cheese, Manufacturing of ingredients for these products offers a great potential for
foreign investment.

Finished Products:

There is a great scope for investment in the manufacturing of finished dairy products such as
cheese souse and cheese powders.

Major Players
Amul (GCMMF, Gujarat) is the largest brand in the industry. Other regional brands (dairy co-
operatives): Aarey, Gokul, Warana (Maharashtra), Saras (Rajasthan),Verka(Punjab), Vijaya
(Andhra Pradesh), Avian (Tamil Nadu), Nandini (Karnataka), Mother Dairy (New Delhi).

Major players in icecream department are havmor,kwalitywalls,creambell,vadilal.

Mother Dairy (Delhi) and Bangalore Dairy (Nandini brand) have tie ups with GCMMF, Anand.

Private sector dairies: JK Dairy, Heritage Foods, Indiana Dairy and Dairy Specialties.

Global Players: HLL, Britannia, Heinz, Kraft Foods, SmithKline Beecham, Nestle etc
 COMPANY OVERVIEW

Parag Milk Foods, also popularly known as Gowardhan, was established in 1992. It is today one
of India's largest private dairies, with processing capacity of 2 million liters per day. With its plants
located at Manchar in Maharashtra near Pune and Palamner in Andhra Pradesh; Parag also prides
itself on owning the largest cow farm in India as well as Asia's largest cheese plant. Parag is an
ISO 9000 / 22000 and AGMARK certified company, committed to international standards of
product quality. Parag's product portfolio includes raw as well as processed Cheese in various
forms & flavours, Fresh Milk, UHT Milk, Flavoured Milk, Fruit Yogurts, Curd, Lassi, Buttermilk,
Butter, Ghee, Paneer, Cream, Whey Protein Products, Skim Milk Powder, Whole Milk Powder,
proprietary foods like Dairy Whitener and Gulab Jamun Mix powder. Parag Milk Foods markets
its products under the mass brands "Gowardhan", and "Go". Further, Parag owns super-premium
milk brand "Pride of Cows" under Farm-to-Home concept. Parag has also forayed into dairy-based
beverages market with launch of brand "Topp-up". All products from Parag Milk Foods are made
from 100% fresh cow's milk. Parag has established a strong distribution network for marketing its
milk & milk products across India as well as in 31 countries across the World. This pan-India
network of distribution is divided into three distinct verticals; General Trade, Modern Trade &
Institutions covering length & breadth of the country.
HISTORY

1992: Founded by Mr. Devendra Shah and his family in 1992, Parag is strategically located in
the milk belts at Manchar, Maharashtra and Palamner, Andhra Pradesh. An initial milk
procurement of 20 thousand per day

1994: Product Introduction- Cow Milk

1998: Product Introduction- Toned Milk

1999: Product Introduction- Skim Milk Powder and Ghee

2000: Cheese production on a small scale

2000: Product Introduction- Gulab Jamun Mix and Double Toned Milk

2000: In the same year, exports to Southeast Asia, the Middle East and Africa

2001: Product Introduction- Dairy Whitener

2002: Product Introduction- Cheese Powder

2004: Product Introduction- Whole Milk Powder and Butter

2005: Product Introduction- Chaas

2005: Became the largest exporters of dairy commodities from India with around 95% of
products manufactured and exported

2005: Launch of own dairy farm, Bhagyalakshmi, over 35 acres and housing 3000 cows making
the average yield 25 litres per day
2008: Established as the leading brand of Cheese in Food service business

2008: Investment by Motilal Oswal PE; plan for new cheese plant

2010: Plan launched for Palamaner plant; launch of yoghurt and cheese products

2011: Launch of UHT milk and paneer, "Pride of Cows" brand

2012: Investment by IDFC Alternatives

2013: Investment by IFC Launch of RTD brand "Topp Up"

2014: Launch of Whey Products

AWARDS AND ACHIEVEMENTS

Parag Milk Foods has received two prestigious awards for its flagship product - Gowardhan Ghee.
Consumer Voice ranked Gowardhan Ghee as No. 1 in product testing and The Brand Trust Report
declared Gowardhan Ghee as the most trusted and attractive brand for two consecutive years, 2016
& 2017.
SALES TURNOVER (2011-12 TO 2015-17)
Sales Turnover Rs (corers)

Year Turnover (In Cr)

2017-18 1624

2016-17 1707

2015-16 1923
 MISSION

Our Consumers
Should be able to trust our brands. This is why food quality is a fundamental requirement for Parag. We
make every effort to ensure that our processes are safe, and that high quality standards are maintained
throughout the supply chain.

Dairy innovation
Focus on dairy innovation, enables us to produce an array of products that make milk moments nutritious,
healthy, and enjoyable and we market them under well targeted portfolio of brands.

Partnership with the dairy farmers

We are working with dairy farmers to enrich their lives, and set new standards for sustainable
dairy production. We want to use our resources in a sustainable manner. By having a long term
environmental strategy we can help make this happen.

Good citizenship

We want to influence the development of society and set an example through our best practices.
To make quality milk and world class dairy products accessible to the masses. As a large private
sector dairy player, we have the opportunity to do so.

Building long-term relationship with local communities

strive to uphold We respectful and constructive community relations, and contribute to the
development of communities by building long-term relationships with people, businesses and
organisations.
 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.

A bigger company also has larger responsibilities. While India is the largest producer of milk in
the world, and the commodity has become an important source of income for 70m rural
households, the output per animal is dismal. A key area of focus for us is to help farmers and
milk producers to boost animal productivity. The enhanced participation and involvement of the
private sector is key to further agricultural marketing practices and to make milk and its
derivatives more accessible and affordable to India. In this regard, we deploy state- of- the- art
technology to enhance productivity.

We also seek 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’
 Management of the company

Brands

GOWARDHAN

Gowardhan is a brand that caters to the traditional Indian family, residing in both urban and rural areas. The
products under the Gowardhan brand are every-day dairy products, ones that the consumers are highly
familiar with which are Ghee, Milk, Paneer, Dahi, Curd , Butter, Dairy Whitener and Gulab Jamun Mix .
The promise of Cow’s milk, purity and taste are the brand's core rationale. Through invoking a sense of
festivity and association with customs and tradition, the brand adds life to products.

GO

'Go' is derived from Gowardhan and has a dual meaning- apart from resonating with the Sanskrit
word for “Cow”, the brand embodies an energetic spirit with the act of going synergizing well with
the attitude and beliefs of the young generation of today.It caters to families that are modernized
and westernized and who lead both busy and active lifestyles. Go consumers include young
working couples, well travelled urban centric families with active children
PRIDE OF COWS

Pride of Cows, a brand of Parag Milk Foods, is a first-of-its-kind, superior farm-to-home milk,
from India’s most modern dairy farm, with a production capacity of 25,000 liters a day.The Pride
of Cows brand is a reflection of our passion for milk. Milk captures the imagination, sparks interest
and ideas, adds colour and flavour, and makes us feel fulfilled and happy. We believe in the
significant part played by milk, strengthening and protecting the body and mind to live a fuller,
more complete life each day. We know that cow’s milk at its best represents the pinnacle of
nutrition and health
TOPP UP

Topp Up is a flavoured milk with extra proteins. The protein gives you extra energy & strength
whenever & wherever you need it. This is made from Fresh cow’s milk. Topp up is available in
six distinct Indian flavours i.e. Elaichi, Mango, Rose, Strawberry, Pista & Butterscotch. It has long
shelf life at room temperature
Swot analysis
 BIBLIOGRAPHY

WEBSITES

http://www.paragmilkcom/