Pride of cows

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SUMMER INTERNSHIP REPORT
ON
" A STUDY ON SEGMENTATION TARGETING POSITIONING
OF PRIDE OF COWS MILK IN SURAT CITY"
PARAG MILK FOODS PVT LTD
Industry Internship Project Report
Submitted in Partial Fulfilment
For the award of
Post Graduate Diploma in Management
Submitted By: Pareen Bhesadadiya
Roll No. (37- A)
Batch: 2016-18
Under the guidance of
Faculty Guide name: Industry Guide name:
Prof. Jayesh Mehta Randhir Singh
Designation: Assistant Professor Designation: Area Sales Manager
Name of the Institute: Name of Company:
St. Kabir Institute of Professional Studies Pride of Cows
Submitted To
St. Kabir Institute of Professional Studies, Ahmedabad June 2017

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CERTIFICATE
This is to certify that the project report titled “A STUDY ON SEGMENTATION TARGETING
POSITIONING OF PRIDE OF COWS MILK IN SURAT CITY”being submitted by Pareen V.
Bhesadadiya in partial fulfillment of the requirement for the award of Post Graduate Diploma in
Management, is a record of bona-fide work carried out by him under my guidance and supervision.
Date:
Place: Ahmedabad
Name of the faculty guide: Dr. Gurpreet Singh Arora
Prof.Jayesh Mehta Dean, SKIPS

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DECLARATION
I, Pareen Bhesadadiya a student of PGDM of ST KABIR INSTITUTE OF PROFESSIONAL
STUDIES (SKIPS) hereby declare that the Project entitled on “A STUDY ON SEGMENTATION
TARGETING POSITIONING OF PRIDE OF COWS MILK IN SURAT CITY” at Pride of Cows was
carried out by me in the partial fulfilment of PGDM program.
I declare that the work submitted here is done by me and to the best of my knowledge; no such
work has been submitted by any other person for the award of this degree.
I also declare that all the information collected from primary and secondary sources had been
duly acknowledged in this project report.
Name: Pareen Vipulbhai Bhesadadiya 37 (Div-A)
Date:
Place:

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ACKNOWLEDGEMENT
I was placed at Pride of Cows for training purpose it has been a pleasure and honor to work at
such a great organization. I am highly thankful to the management of Pride of Cows and to all of them
who have directly or indirectly helped me in this project. I am highly thankful to my college St. Kabir
Institute of Professional Studies from where I got an opportunity to acquire the training for Pride of
Cows.
My first word of gratitude is due to Mr. Randhir Singh – Area Sales Manager, Pride of Cows,
Surat my corporate guide, for his kind help and support and his valuable guidance throughout my
project. I am thankful to him for providing me with necessary insights and helping me out at every
single step. I am also thankful to all the employees of organization who given desirable guidance when
it’s required
I would like to thanks my faculty guide Prof. Jayesh Mehta for providing best support and
guidance for project as well as also would like to thanks to her professors and friends for providing me
needed information and help during my project work.
Pareen Bhesadadiya [37(A)]
PGDM (2016-18)

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EXECUTIVE SUMMARY
Parag milk foods Pvt. Ltd. produces and supplies dairy products in India and internationally.
The company offers skim milk powder, whole milk powder, processed cheese, curd, butter, butter oil,
anhydrous milk fats, ghee, dairy whiteners, and gulab jamun mix powders. It serves hotels, restaurants,
institutions, and caterers. The company offers its products through retailers and retail outlets, as well
as exports to the middle east, south east Asian, and African countries. Parag milk foods Ltd. Was
founded in 1992 and is based in Pune, India. Parag milk foods Ltd. Launch’s his new brand call pride
of cows in 2017 for Surat city which is premium to serve best to the people. Whole report is defining
about the internship process which was done within the stipulated time allocated by the institute.
The whole experiences the internship is to study the actual process of the company. The report
is talking about the company and their process for the tackling the business aspect with retaining the
social values. Process in which following for serving milk to every household farm to home concept
which is very effective in terms of the capturing the market. What is value of the Parag in current
market and where they stand in the current market. Market scenarios in which they fall under the niche
segment. According to the market analysis to study the current stand in the market through the market
survey and to supplement the theory which was used to study the whole market survey. The study is
descriptive in terms of the methodology. To achieve the satisfaction level of the customers through
using the various techniques available in the theory with the effective manner to best fit strategy. To
face the challenges which arises in the market and to tackle this challenges through the various
methods.

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Contents
CERTIFICATE ................................................................................................................................................... 2
DECLARATION................................................................................................................................................. 3
ACKNOWLEDGEMENT................................................................................................................................... 4
EXECUTIVE SUMMARY......................................................................................................................................... 5
Chapter: 1 INTRODUCTION OF TOPIC........................................................................................................... 7
1.1 Introduction of the topic/study .................................................................................................................. 8
1.2 Objectives of the study.............................................................................................................................. 8
1.3 Scope of the topic/study ............................................................................................................................ 8
Chapter: 2 Overview of Company & Industry .................................................................................................. 10
2.1 Introduction to Industry .......................................................................................................................... 11
2.2 Introduction to the company.................................................................................................................... 21
2.3 Organization structure ............................................................................................................................. 23
....................................................................................................................................................................... 25
....................................................................................................................................................................... 25
2.4 Product/services range............................................................................................................................. 25
2.5 SWOT Analysis....................................................................................................................................... 41
2.6 Past performance of the company Financials of PMF .......................................................................... 41
Chapter 3 Review of Literature/ Theoretical Background / .............................................................................. 46
3.1 Churn Customer Data.............................................................................................................................. 47
3.2 Total Customers....................................................................................................................................... 48
Chapter 3.3 –Questionnaire........................................................................................................................... 49
Chapter - 4 Core Topic of Study Research Methodology ................................................................................. 69
chapter 5 Chapter: 5 Learning & Observations................................................................................................. 71
5.1 Recommendation .................................................................................................................................... 72
Conclusion......................................................................................................................................................... 74

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Chapter: 1 INTRODUCTION OF TOPIC

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1.1 Introduction of the topic/study
My topic is “A STUDY ON SEGMENTATION TARGETING POSITIONING OF PRIDE OF
COWS MILK IN SURAT CITY.” As, a topic Segment Target Position purchase of FMCG goods in
Pride of Cows milk. Study aims to infer -Which type of people is prefer which type of milk for
consumption. Like buffalo’s milk, cow’s milk, pasteurised milk, etc.
1.2 Objectives of the study
Objective of on study as bellow: -
➢ To study on Segment on Pride of Cows Milk.
➢ To study on consumer’s preference with respect to sales in Pride of Cow company.
➢ To study on consumer Segment Target Position purchase of Pride of Cows Milk.
1.3 Scope of the topic/study
Scope of FMCG sector is as bellow: -
Indian economy has been to change the last few years. Now a days FMCG sector is one of
largest sector in Indian economy. FMCG sector is increase job prospects in a sector. Marketing, sales,
retails, services, these areas are key markets of FMCG sector and generate a maximum career scope.
The Indian FMCG industry is growth last ten years. Government of India has also supporting FMCG
sector. Multinational FMCG players are strategic sourcing hub for cost-comparative product
department of international markets.
Top FMCG companies are
• Hindustan Uniliver Ltd.
• Indian Tobacco Company

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• Amul
• Asian Paints
• Cadbury India
• Britannia Industries
• Marico Industries

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Chapter: 2 Overview of Company &
Industry

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2.1 Introduction to Industry
FMCG full name is Fast-Moving Consumer Goods. In FMCG package goods are products sold
quickly and relatively low cost. Ex of FMCG products are cooldrinks, Biscuits, Wafers, etc.… These
products are non-durable goods. Now a days FMCG goods demand is increase. Some FMCG, such as
fruits and vegetables, chocolates, and milk or dairy products. FMCG products are sold very quickly.
Value of FMCG goods are low cost. Consumers of FMCG goods time to purchase.
Overview of Indian Dairy Industry
The highest milk producer in the entire globe – India boasts of this status. India is otherwise known
as the global dairy industry, with opportunities galore to the entrepreneurs globally. Anyone might
want to capitalize on the largest and fastest growing milk and milk products market. The dairy industry
in India has been witnessing rapid growth. The liberalized economy provides more opportunities for
MNCs and foreign investors to release the full potential of this industry.
India ranks first in the world in milk production, which has gone up from 53.9 million tonnes in
1990-1991 to 127.9 million tons in 2012-13. The per capita availability of milk has also increased from
176 grams per day in 1990’s to 290 grams per day in 2012-13. This is comparable with the world per
capita availability of milk at 289.31 grams per day for 2012. This represents sustained growth in the
availability of milk and milk products for the growing population of the country, apart from being an
important secondary source of income for rural families.
Milk Production in India
Year Production
(Million tonnes)
Per Capita Availability
(Gms / day)
2000-2001 80.6 220

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2001-2002 84.4 225
2002-2003 86.2 230
2003-2004 88.1 231
2004-2005 92.5 233
2005-2006 97.1 241
2006-2007 102.6 251
2007-2008 107.9 260
2008-2009 112.2 266
2009-2010 116.4 273
2010-2011 121.8 281
2011-2012 127.9 290
2012-2013 132.4 299
2013-2014 137.7 307
2014-2015 146.3 322
Sources: Department of Animal Husbandry, Dairying & Fisheries, Ministry
of Agriculture, State, Veterinary Services & Dairy Development. Publishers
of Dairy India, Government of India

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The Economic Survey 2015-16 presented today in the Parliament by the Union Finance
Minister Shri Arun Jaitley emphasizes that the Indian agricultural system is predominantly a mixed
crop-livestock farming system, with the livestock segment supplementing farm incomes by providing
employment, draught animals and manure. India ranks first in milk production, accounting for 16.8
per cent of world production, achieving an annual output of 166.67 million tones.
In India, dairy business has been practiced as rural cottage industry over the years. Semi-
commercial dairy started with the establishment of military dairy farms and co-operative milk unions
throughout the country towards the end of the 19th century. Since Independence this Industry has made
rapid progress. A large number of modern milk and milk product factories have since been established.
The organized dairies in India have been successfully engaged in the routine commercial production
of pasteurized bottled milk for Indian dairy products. The growth of Indian Dairy Industry during the
last three decades has been impressive, at more than 5% per annum; and in the 90's the country has
emerged as the largest producer of milk. This is not a small achievement when we consider the fact
that dairying in India is largely stringent that farmers in general keep dairy animals in proportion to
their free crop and also are available for family labour with little or no purchased inputs and a minimum
of marketed outputs. The existence of restrictive trade policy milk in the Diary Industry and the
emergence of Amul type cooperatives have changed the dairy farming practices in the country.
Farmers have gained the favourable price for their milk and for their production which was
essentially a self-reliant one is which are now being transformed into a commercial proposition.
In India Milk production is dominated by small and marginal land-holding farmers. And as
the crop production on 78% of the agricultural land still depends on rain, which is prone to both drought
and floods, rendering agricultural income is very much uncertain for most of the farmers. Dairying, as
a subsidiary source of income and occupation, is real relief to most of the farmers in the society.
Usually one or two animals enable the farmers to generate sufficient income to break the vicious

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subsistence agricultural-debt cycle. India in the early 1950's was commercially importing around
55000 tons of milk powder annually to meet the urban milk demand. Most of the significant
developments in dairying have taken place in India in this century only. The size of Indian dairy
industry in both organized and unorganized sectors is expected to double to $140 billion by 2020, on
the back of growing demand and rising disposable income. The Indian dairy industry, currently pegged
at $70 billion (organized and unorganized), is expected to double by 2020."On the back of a rise in
health awareness, disposable income and strong demand for dairy products, the Indian dairy industry
is all set to experience high growth rates in the next 5-6 years." the report said.
While the dairy industry is growing at a compounded annual growth rate (CAGR) of 15-17%,
the value-added products alone are growing way beyond 24%. Milk is the country's biggest agricultural
produce, contributing 22% to agricultural GDP. India overtook the US in 1998 to become the world's
leading milk producer, accounting for over 15% of the global output. The industry, which had been a
national heritage, is now re-emerging and catching the eye of investors due to its growth potential.
Growth in financials of existing domestic players, diversification into dairy sector by other companies,
surge in private equity deals, entry of foreign firms in the segment are some of the broad indications
that India's organized dairy industry will remain on growth path at least till 2020, the report said. The
milk production alone is expected to cross 200 million tons by 2016 from the current 125 million tons.
The dairy sector has been liberalized in a phased manner since 1991. Many private players entered the
market to set up processing facilities in areas with surplus milk.

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Structure of Indian Dairy Industry

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Milk Production
Surplus Milk Sold Out
68%
Organised Sector 17%.
Private Dairies
(National)
Parag Milk Foods Pvt Ltd
Dynamix
D'letca
Britannia
Private Dairies
(International)
Danone
Nestle
Mother Dairy
Co-operative societies.
AMUL
Government.
Aarey
Worli Dairy
Kurla Dairy
Unorganised Sector
51%.
Milk Consumed wiithin
31%

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Key National Players in India
Aarey Milk VRS Foods
Amul Parag Milk Food
Aravind Foods Mahaan Foods
Britannia Vadilal
Dynamix Dairy Mother Dairy
Product Wise Consumption & Preference
There are regional disparities in production and consumption also. The per capita availability
in the north is 278gm, west 174gm, south 148gm and in the east only 93gm per person per day. This
disparity is due to concentration of milk production in some pockets and high cost of transportation.
Also, the output of milk in cereal growing areas is much higher than elsewhere which can be attributed
to abundant availability of fodder, crop residues etc. which have a high food value for milk animals.
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 butter, cheese, ghee, paneer (cottage cheese), khoya,
curd, Butter, etc. Only 7 percent 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

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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 infant’s
foods etc. Of this ghee alone accounts for 85%.
It is estimated that around 20% of the total milk produced in the country is consumed at
producer-house hold level and remaining is marketed through various cooperatives, private dairies
and vendors. Also of the total produce more than 50% is procured by cooperatives and other private
dairies.
While for cooperatives of the total milk procured 60% is consumed in fluid form and rest is
used for manufacturing processed value added dairy products; for private dairies only 45% is
marketed in fluid form and rest is processed into value added dairy products like ghee, butter etc.
Still, several consumers in urban areas prefer to buy loose milk from vendors due to the strong
perception that loose milk is fresh. Also, the current level of processing and packaging capacity limits
the availability of packaged milk.
The preferred dairy animal’s milk 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.8000 cores. Quality of milk sold by unorganized sector however is
inconsistent and so is the price across the season in local areas. Also, these vendors add water and
caustic soda, which makes the milk unhygienic.

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There is a long history and tradition of high dairy consumptions in India, as urbanization is an
ongoing process there will be a shift from traditional to more commercial western dairy products as
a result of changes in lifestyle. The consumption pattern of dairy products in India is quite unique as
compared to some of the western countries. Consumption is primarily based on traditional products;
however, westernized products are gradually gaining momentum in the urban areas. Interestingly,
buffalo milk accounts for the largest share of the total milk produced (55%) in the country. Since the
pricing of milk is based on the fat content, buffalo milk offers higher profit margins as compared to
cow milk as it contains higher fat.
Despite being the one of the largest milk producing countries in the world, India accounts for
a negligible share in the worldwide dairy trade. The ever-increasing rise in domestic demand for dairy
products and a large demand-supply gap could lead to India being a net importer of dairy products in
the near future.
❖ Dairy Guideline
➢ Dairy farming is a safe business for the following reasons:
• It is eco-friendly and does not cause environmental pollution as compared to other
industries.
• Requirement of skilled labour is relatively less.
• Dairy product market is active round the year.
• Minimum investment on inventory. (no need to stock raw materials in huge quantities.)
• Entire establishment can be shifted to a new location (if need arises e.g. fire, floods etc.)
• One can insure animals.
• Less energy requirement. Biogas plant fed with cow dung can supply maximum energy
to meet farms day to day requirement. Decomposed slurry of such plant can also be effectively
used as organic manure.

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➢ Limitations and constraints:
• Breeding of animals and getting expected milk yield is a biological phenomenon, which
depends upon various factors.
• Dairy farming besides good planning requires hardworking, reliable and alert manager.
In
• India, usually persons from the family take the responsibility.
• Inadequate management of feeding, herd health and lack of quality control in various
stage of production can cause major loss affecting the profitability of the entire venture.
You need to choose hardworking reliable persons preferably with some experience. You can also
train them for specific jobs.
Visit the cattle market occasionally. Observe animals on sale and talk with persons engaged with
purchasing of animals. Read magazines on dairy industry and keep yourself informed. Getting some
initial professional training... Opportunities for training are available with most of the:
• Agricultural/veterinary universities of various states
• Krishi vigyan kendras
• State department of animal husbandry
• You can also choose to inquire with national level organization like: national dairy research
institute - for training on rearing of dairy animals and manufacture of milk products.
Alternately, you can also look for training facilities of non-governmental organizations that are
active in farming sectors.

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Cow Buffalo
Good quality cows are available in the market
and it cost around rs.1200 to rs.1500 per litter
of milk production per day.
(e.g. cost of a cow producing 10 litter of milk
per day will be between rs.12, 000 to rs.15,
000). If proper care is given, cows breed
regularly giving one calf every 13-14-month
interval.
They are more docile and can be handled easily.
Good milk yielding cross breeds (Holstein and
jersey crosses) has well adapted to kashmiri
climate.
The fat percentage of cow's milk varies from 3-
5.5% and is lower than buffaloes.
In India, we have good buffalo breeds like murrah
and Mehsana, which are suitable for commercial
dairy farm.
Buffalo milk has more demand for making butter
and butter oil (ghee), as fat percentage in milk is
higher than cow.
Buffalo milk is also preferred for making tea, a
welcoming drink in common Indian household.
Buffaloes can be maintained on more fibrous crop
residues, hence scope for reducing feed cost.
Buffaloes largely mature late and give birth to
calves at 16 to 18 months interval.
Male calves fetch little value.
Buffaloes need cooling facility e.g. wallowing
tank or showers / forgers with fan.
2.2 Introduction to the company
Parag Milk Food Ltd. Founded in 1992, Mr. Devendra Shah, Chairman & Managing Director,
Parag Milk Foods is private sector of dairy company in FMCG sector. In the company use a fully

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automatic machine for produce a cow’s milk and milk products for increase a production and quality
of products. Plant of company is that Morden with technology; ghee plant with a traditional way make
a ghee like a homemade. Products of company are truly quality. Parag Milk Foods is an ISO 9000 and
AGMARK certified company, committed to international standards of product quality.
Located in the lush greenery of Manchar, close to Pune, the Pride of Cows dairy farm is spread
over 26 acres, perched between the Bhima River and the Bhimeshwari hills Pune based Parag Milk
Foods which sales Gowardhan And Go brands products & they lunch a new product of Pride of Cows.
Company is selling these products as online order placements. The milk prise Rs is 90 per litter. This
milk produces by imported cows from Germany and Switzerland. Plant of company is fully automated
machine basis European.
As mentioned, pride of cows is instantly pasteurized, homogenized and packaged in PET
bottles after milking. After packaging, the milk is transported from factory to company Depots in
refrigerated vans. products of Parag Milk Food Pvt. Ltd. are milk, skimmed milk powder, whole milk
powder, ghee, processed cheese, butter, dahi, proprietary foods like dairy whitener and Gulab Jamun
mix powder under the brand names of Go and Gowardhan, all made from 100 percent fresh cow’s
milk.
Mission of Parag Milk Food
▪ Customers
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.

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▪ Dairy innovation
Focus on dairy innovation, enables us to produce an array of products that make milk moments
nutritious, healthy, and enjoyable market them under well trend 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 sustainable manner. By having a long-term environment
strategy, we can help make 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
We strive to uphold respectful and constructive community relations, and contribute to the
development of communities by building long-term relationships with people, businesses and
organizations.
2.3 Organization structure
❖ Company Stricture
Parag Milk Food Pvt. Ltd.
Gowardhan Go- Yogurt and
Cheese
Pride of Cow –
Premium Milk

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❖ Organization Structure
Board of Directors /
Chairman
Managing Director
Chief General Manager
Marketing MSD
Procurement & Input
Quality Control
AdministrationFinance
Materials Engineering
Operations

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Production structure
The products are fortified with vitamins Both Vitamins D & A are blended with the process of
fortifying the product with vitamins, it is then ready for pasteurization.
Pride of Cows is delivered in refrigerated conditions to your doorstep from the farm
instantly after milking, pasteurization, homogenization and packaging. In a company have
3800 Holstein, Friesian cows. They maintain the required 3.5% fat and 8.5% SNF content.
2.4 Product/services range
Product of Parag Milk Food Pvt. Ltd.
Heatin Section Cooling Section
Parag Milk Food Pvt. Ltd.
GOWARDHAN
GO Pride Of Cow Topp Up

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➢ In Gowardhan products
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.
Total Gowardhan Product
Skimmed milk powder Dairy Whitener
Demineralized whey powder Buttermilk
Full Cream Milk Powder Gulab Jamun Milk
Ghee Processed Cheese
Fresh Milk Fresh "n" Thick Dahi

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Gold Milk Trim - Low Fat Dahi
Kidz Milk Paneer
Vital Milk Butter
Tea Star
➢ In Go products
In Go products are range such as flavored cheese wedges and cheese spread in a tube;
convenience foods such as cheese slices and cheese angles as well as health foods – such as
the naturally flavored yoghurt, Go slim milk. Our cheese plant has the largest production
capacity in India, with a raw cheese production capacity of 40 MT per day. Our manufacturing
facilities at Manchar and Palamaner have automated production facilities to ensure operational
efficiencies and quality control. We produce cheese and whey products only at our Manchar
facility, UHT products only at our Palamaner facility and other products at both facilities

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Total GO product
GO Pizza Cheese GO Processed Chees Wedges Processed Cheese Slices
GO Processed Cheese GO Cheese Slice - Plain GO Naturefull
GO Natural Cheese Shredded GO Cheeselets GO Milk
GO Cheezooz GO Fresh Cream GO Slim Milk
GO Processed Cheese Spread GO Lassi GO Processed Cheese Spread
GO Nacho Cheese Sauce Mozzarella Cheese Mild Cheddar Cheese
GO Cheese Wedges Cheddar Cheese Monterey Jack Cheese
GO 2 Portion Cheese
Wedges
Mozzarella Cheese - Diced Gouda Cheese
GO Cheese Angles Mozzarella Cheese - Shredded Emmental Cheese
Colby Cheese Orange Cheddar Cheese Parmesan Cheese
➢ In pride Of Cows products
Pride of Cows Located in the lush greenery of Manchar, close to Pune, the Pride of Cows
dairy farm is spread over 26 acres. In a Pride of cow with the finest international technology
for feeding, milking and processing, conforming to international dairy practices. Milk captures
the imagination, sparks interest and ideas, adds color and flavor, and makes us feel fulfilled
and happy. production capacity of Pride of Cows with 25,000 litters a day.

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➢ In Topp Up products
Topp Up is a flavored 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 flavors i.e. Eliche, Mango, Rose, Strawberry, Pista &
Butterscotch. It has long shelf life at room temperature.
What Is Pride of Cows Milk
Other kinds of milk change hands over ten times before it reaches you! Poorly fed cows are milked,
then the milk lies exposed in farmers’ buckets that finds its way into larger unhygienic cans. Several
such cans reach the collection centre from where the exposed milk is transferred to a chilling canter,

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often subject to power shortages. From the chilling canter, milk is transferred to a large milk tanker
under Indian temperature conditions and over large distances, and then transferred yet again to a
holding tank at the dairy. Milk poured into a process tank at the dairy goes into plastic pouches and
then loaded onto a truck in distributor’s plastic crates. Milk lies indefinitely in crates–waiting to be
picked up by the agent and delivery man. Milk finally arrives at your door almost two days later! As
you can see, this milk is far from perfect, stripped of its vital goodness at every point.
Pride of cow’s milk arrives at your doorstep within hours of milking, at its freshest best. Milk from
fine Dutch Holstein Friesian cows is instantly pasteurized, chilled and packaged in bottles in less than
3 hours! From nutritious feed to hygienic milking, from maintenance of the cold supply chain at 4ºc
to bottling–the entire process is mechanized, in accordance with the best dairy practices in the world.
Once the milk is transferred into barrier-proof bottles, the bottles find their way into the milk van
where the same temperature is maintained right up to the point of delivery.

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Milking Rotary Parlor
Pride of cows 50-point mechanized rotary parlour and detailed processes ensure that the milk is both
hygienically and humanely procured. In fact, every cow goes through an electronic health check before
milking to ensure that it is at peak health for milking. And be rest assured that all the milk that is
dispatched out of the dairy is absolutely antibiotic free any cow on an antibiotic course are
automatically exempt from milking. Milking parlour was imported from Germany for upgrading
techniques to be the finest one level to serve better milk with stand to the concerned factors and with
the determining the health of the cows with respect to the similar aspects.

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Market Competitors
SUMUL FARMS IN THE SURAT region is one step ahead they cater to all their services online.
Right from change quantity, resume milk to pause milk supply everything is in your finger tip. They
also provide raw milk along with pasteurized skimmed milk and pasteurized cow milk. They have a
customer care as well to cater to our needs. Pricing for the 1 litters bottle is 80/-.

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The Product
Product Level
Pride of Cows Milk in Market
Pride of Cows Potential Product
Augmented Product
Expected Product
Basic Product
Core Product

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Description:
➢ Core product:
a product which fulfil the need of any individual by consuming a particular product. Like a
warm coat will protect you from the cold and rain.
➢ Basic product:
this represents all the qualities of the products. For a warm coat this is about fit, material, rain
repellent ability, high quality fasteners, etc.
➢ Expected product:
this is about all aspect the consumer expected to get when they purchase a product. That coat
should be really warm and protect from the weather and the wind and be comfortable when riding the
bike.
➢ Augmented product:
this refers to all additional factors which sets the product apart from that of the competition.
And this particularly involves brand identity and image. Is that warm coat in style, its colour trendy
and made by well-known fashion brand? Also factors like service, warranty and good value for money
play a major role in this.
➢ Potential product:
This is about augmentations and transformations that the product may undergo in the future.
For example, warm coat that is made of a fabric that is as thin as paper and therefore light as a feather
that allows rain to automatically slide down.
Let’s compare pride of cow’s milk alike of potential product that content different types of
value such as base upon farm to home concept, high nutritional value, mechanism process of milking,
milk come out from imported cows like Holstein and Friesian and special fodders produce in own farm

35 | P a g e
and serves to the cows. As per the current market towards health, the pride of cow’s milk will become
the core product in the market stand.
Nutrient Values
Serving size: 1 cup (250 ml.) Serving per pack: 4
Amount per serving
Energy: 158 kcal energy from fat 75 kcal
% daily values*
Total fat 8.7 g 14 % saturated
fat 5.5 g 27%
Trans fat 0.3 g 0%
Cholesterol 30 mg 10%
Sodium 120 mg 5%
Total carbohydrates 11.5 g 3.8%
Sugers 0 g 0%
Protein 7 g 14%
Vitamin – 90 mcg calcium – 280 mg

36 | P a g e
Not a significant source of dietary fibre, sugar, vitamin c and iron
Approx. Percent daily value are based on a 2000 calorie diet.
You daily value may be higher or lower depending on your daily needs.
Distribution Model
To Which Areas Is Pride of Cows Milk Delivered?
Pride of Cows Milk Is Home Delivered to Select Areas of Mumbai And Pune. Here Is the
Link for Our Delivery Areas.
Mumbai:
Andheri (E) – 400047 Nehru Nagar - 400024
Andheri (E) – 400069 P.M.G. - 400030
Andheri (W) – 400053 Pant Nagar - 400075
Andheri (W) – 400058 Parel - 400012
Antop Hill – 400037 Prabhadevi – 400025
August Kranti Mg - 400036 Sachivalaya - 400032
Ballard Estate – 400038 Saki Naka - 400072
Bandra (E) – 400041 Santacruz (E) - 400044
Bandra (W) – 400040 Santacruz (W) - 400043

37 | P a g e
Bhandup – 400078 Seepz - 400096
Bhavanishankar – 400028 Sewree - 400015
Bombay Aerod – 400029 Sion - 400022
Chinch Bunder – 400009 Tagore Nagar - 400083
Colaba – 400005 Tank Road - 400033
Council Hall – 400039 Tulsiwadi - 400034
Cumballa Hill – 400026 Versova Bowla - 400050
Dadar (C.R.) – 400014 Victoria Garden - 400027
Delisle Road – 400013 Vidya Nagar - 400098
Dharavi – 400017 Vikhroli - 400079
Fertiliser Col. – 400074 Vile Parle (E) - 400046
Ghatkopar – 400077 Vile Parle (W) - 400045
Ghatkopar (W) – 400086 Wadala - 400031
Girgaon – 400004 Worli - 400018
Grant Road – 400007 Yogakshema (Nariman Point) - 400021
Hutatma Chowk – 400023 Mandvi - 400003
I.I.T. Pawai – 400076 Marine Lines - 400020
J.B.Ng Andheri – 400048 Matunga - 400019
Jacob Circle – 400011 Mazgaon - 400010
Kalbadevi – 400002 Mulund (E) - 400081
Khar – 400042 Mulund (W) - 400080
M.Gover’s Camp - 400035 Mulund Col. - 400082
Mahim – 400016 Mumbai Central - 400008
Malabar Hill – 400006 Mumbai G.P.O - 400001

38 | P a g e
Pune:
Akurdi - 411 035 Khadakwasala - 411 024
Anandnagar - 411 051 Khadaki - 411 020
Armament - 411 021 Kothrud - 411 038
Aundh Camp - 411 027 Lohgaon - 411 047
Bhosari (Indus.Estate) - 411 026 Market Yard - 411 037
Bhosari Gaon - 411 039 Model Colony - 411 016
C.M.E. - 411 031 Mundhwa - 411 036
Chinchwad Gaon - 411 033 N.C.L. - 411 008
Chinchwad (East) - 411 019 N.D.A. - 411 023
Dapodi - 411 012 N.I.B.M. - 411 048
Deccan Gymkhana - 411 004 Navasahyadri - 411 052
Dhankawadi - 411 043 Parvati - 411 009
Dighi Camp - 411 015 Pashan - 411 045
Dunkirk Line - 411 014 Pimpri Chinchwad - 411 044
Ex. Service Man Colony - 411 038 Pimpri Colony - 411 017
Ganeshkhind - 411 007 Pimpri Penicillin Factory - 411 018
Hadapsar - 411 013 Pune City H.O. - 411 002
Hadapsar - 411 028 Pune H.O. - 411 001
I.A.F. Station - 411 032 Range Hill - 411 020
I.A.T. Pune - 411 025 S.P. College - 411 030
Kasba Peth - 411 011 S.R.P.F. - 411 022
Kasarwadi - 411 034 S.S.C. Board - 411 010

39 | P a g e
Katraj - 411 046 Shivaji Hsg Society - 411 053
Wadgaon Budruk - 411 041 Shivajinagar H.O. - 411 005
Wanawadi - 411 040 Swargate - 411 042
Warje Malwadi - 411052 Yerawada - 411 006
Surat
City Light – 395 007

40 | P a g e
Logistics and Operational Model
Pride of cows having their operational condition for set up new depot they require at least 100
litters per day milk order.
Zero distribution channels
Bottling Plant
Mumbai
Surat
Pune
Customers

41 | P a g e
2.5 SWOT Analysis
2.6 Past performance of the company Financials of PMF
PMF’s revenue, EBITDA and PAT has grown 21.6%, 20.8% and 24.8% CAGR over the last
3-4 years. For 9 months of FY16 the EPS stands at Rs 3.78, whereas it was Rs 3.49in FY15. Thus, the
projected EPS for FY16 at Rs 5.04 is up by 44.4% over FY15, thus signalling good growth. Note
FY16P data is a simple extrapolation of data available for the first three quarters of FY16.
Strengths
- In house production
- Local coustomer base
- Expertise in dairy bussnes
- Extensive support
- Skill Staff
-Deep Pocket
Weaknesses
- Miss comunications
- Average delivery system
Opportunities
- Expand coustomer base
-Flexible delivery timing
- Better service
Threats
- Traffic issues
- Unusual demand
- Other economical competitors
SWOT

42 | P a g e
The operating margin has increased from 5.3% (2011) to 10.1 %( 2015) and 11.77% (9m FY16). The
profit margin also rose from 0.10 %( 2011) to 2.04 %( 2015) and 2.59% (9m FY16). The margins are
likely to improve due to falling interest rates and debt repayment.
PMF has been able to generate Free Cash Flow in 2015 and 2016. The FY16 projected cash
flows do not seem to be promising.
Past performance of the company and current performance is bullish trend.
Source: Money control
Benchmarking

43 | P a g e
• They benchmark the Parag Milk Foods financials against dairy peers, and foods
companies.
➢ The PE and P/B of PMF appears to be in line with the peers. The firm has not left enough on
the table for investors.
➢ Growth rates are again average, neither poor nor high. The IPO will lower debt levels here.
➢ Margins are low, but in line with dairy sector peers. Overall, we feel that there is ample room
to grow in this sector, and an acceleration in revenues over the years can allow PMF to ramp
up margins and ROE.
Parag milk food makes a range of branded milk and dairy products.
PMF had revenues and profits of Rs 1442 cr. and Rs 29.47 cr. in FY15.PMF’s revenue,
EBITDA and PAT has grown 21.6%, 20.8% and 24.8% CAGR over the last 3-4 years.
Source: India note
Few Key observations are:
• At bottom-line, the company has been having posted growth@ CAGR of around 90 per
cent from FY12 to FY15 and has posted PAT of Rs 26 crore in FY15 and Rs 31.9 crore
in the first nine months of FY16.

44 | P a g e
• Operating margin for the company has remained stagnant at 7.5% for over 5 years
• Total debt (long term and short term) is around Rs 365 crore, however over Rs 100 crore
will be paid by the net proceeds after the IPO.
• The valuation of the company is around Rs 1,900 crore, around 1.2 times the annualized
revenue of the company which is fair when compared to peers like Hatsune Argo whose
market cap is over 1.5 times its revenues
• Cash flow from operation has posted an unmatched growth@ CAGR of around 80 per
cent from FY12 to FY15.
• Shareholder’s wealth more than doubled in a period of 4 years.
Few key observations from this table are:
• Operating Profit margin of the company is second highest and PAT margin is highest
among the peers, which means the company can post higher profits if it scales up its
operation, contributing to shareholder’s wealth

45 | P a g e
• PE ratio is around 44.6 times on post issue as we annualized 9MFY16 earnings whereas
Prabhat Dairy is currently trading at P/E of 46.6x on TTM basis with EPS of Rs 2.4.
• M-Cap to sales around ratio is around 1.2 which is second highest among the peers.

46 | P a g e
Chapter 3 Review of
Literature/ Theoretical
Background /

47 | P a g e
3.1 Churn Customer Data
FORM FILLED 40
NOT ENTERTAINED 10
TOTAL 50
40
10
Chart Title
FORM FILLED NOT ENTERTAINED

48 | P a g e
3.2 Total Customers
Sample use 75
WINBACK 1
FUTURE CONFIRM CUSTOMERS 5
NEW CUSTOMERS 34
TOTAL CUSTOMERS 45
75
1
5
34
Chart Title
Sample use WINBACK FUTURE CONFIRM CUSTOMERS NEW CUSTOMERS

49 | P a g e
Chapter 3.3 –Questionnaire
(1)the reason for the discontinuation of the pride of cows
Option Indicator
A Quality
B Packaging
C Service
D Relocation
E Billing problems
F Mishandling
G Others
Ac Quality & packaging

50 | P a g e
Graph says that many of the customers churn out due to the many reasons claims on the pride
of cow’s milk. Customers even complaining regard quality of the pride of cow’s milk. But the
customers facing other problems rather than quality of the pride of cows.
Analysis under option (g) others to study reasons with detailing
Reasons Indicator
Delivery A
Costly B
Smell C
Children preference D
QUALITY; 4
PACKAGING; 0
SERVICE; 2
RELOCATION; 1
BILLING PROBLEMS; 1
MISHANDALLING; 0
OTHERS; 23
QUALITY &
PACKAGING; 1
CUSTOMERS
QUALITY
PACKAGING
SERVICE
RELOCATION
BILLING PROBLEMS
MISHANDALLING
OTHERS
QUALITY & PACKAGING

51 | P a g e
Consumption E
Insect F
Medical recon. G
Taste H
Alternate I
Out of town J
The graph presents the problems which was faced by the customers and this problem leads to
discontinuation of the pride of cow’s milk. Problems like customers don’t have that much of
consumption that’s why they discontinue with the pride of cow’s milk. Poc milk is order because of
children’s. Pride of cow’s milk always loved by the children’s but after sometimes children’s stops it.
Here the customers also complaining about pride of cow’s milk price is much higher than the any other
premium pack of the milk. Pride of cow’s milk contents 3.5 grams’ fat (min.) per glass of serving
hence the doctor recondite customers to stop consumptions. Alternate day order is also the reason for
DELIVERY; 3
COSTLY; 6
SMELL; 1
CHILDREN
PREFERANCE; 2
CONSUMPTION; 4
INSECT; 1
MEDICAL RECCOM.; 3
TASTE; 1
ALLTERNATE; 1
LEAVE, 1CUSTOMERS
DELIVERY COSTLY SMELL CHILDREN PREFERANCE
CONSUMPTION INSECT MEDICAL RECCOM. TASTE
ALLTERNATE LEAVE

52 | P a g e
discontinuation of pride of cow’s milk. Poc provides customers at least 3 litre of milk per week scheme
but customers’ needs 2 litres for week then the pride of cows not able to provide order due to logistics
costs. Some of the customers complaining bottle having some different smells. These problems still
remain unsolved and that’s why this influence to discontinuation of pride of cow’s milk.
(2). Rated by the customers of pride of cows
(a) Quality of the product
Options Indicators
A Extremely satisfied
B Satisfied
C Neutral
D Dissatisfied
E Extremely dissatisfied
F Not answered

53 | P a g e
Here the extremely satisfied and satisfied customers ratio is near about in the same. Here we
can conclude that the customers having struggle over the other aspects of problems as discussed earlier.
And even some customers having others problems like price but they reluctant to true respond that’s
why they rated pride of cow’s low.
(b) Ease of uses
Options Indicators
B Satisfied
C Neutral
D Dissatisfied
F Not answered
EXTREAMLY
SATISFIED; 10
SATISFIED; 12
NEUTRAL; 5
DISSATISFIED; 2
EXTREAMLY
DISSATISFIED; 1 NOT ANSWERED; 0
CUSTOMERS
EXTREAMLY SATISFIED SATISFIED NEUTRAL
DISSATISFIED EXTREAMLY DISSATISFIED NOT ANSWERED

54 | P a g e
Here the data comes from survey, customers are also happy with the ease handling of the bottles
and customers also gives feedback to the pride of cows that bottles of the milk having very different.
But customers also recomputed that the at the end of the month at our home thirty bottles get deposits,
and is the very hectic job to disposed it. Customers always recompacts make different model to
recollect the empty milk bottles.
(c) Delivery (time & mode)
Options Indicators
B Satisfied
C Neutral
D Dissatisfied
EXTREAMLY
SATISFIED; 15
SATISFIED; 10
NEUTRAL; 4
DISSATISFIED; 1 EXTREAMLY
DISSATISFIED; 0
NOT ANSWERED; 0CUSTOMERS

55 | P a g e
F Not answered
Here the 76.66% customers are really happy with the delivery schedules but remaining 23.33%
customers are still unhappy with the delivery (time & mode). Problems occur like any customer want
delivery at 5.45 am. But delivery reaches at 6.00 am. This situation occurs again and again. Then
customer decides to interrupt the milk services with the pride of cows.
(d) Responsiveness
Options Indicators
B Satisfied
EXTREAMLY
SATISFIED; 14
SATISFIED; 9
NEUTRAL; 2
DISSATISFIED; 4
EXTREAMLY
DISSATISFIED; 1 NOT ANSWERED; 0
CUSTOMERS

56 | P a g e
C Neutral
D Dissatisfied
F Not answered
As per the feedback gets from the customers they are feel good for any issue concern with pride
of cow’s milk they get positive response from the customer relation heads. But some customers are
like who contact with the pride of cow’s customer relation heads many times but they did not get
positive solution for their problems. They get fed up with the follow up and take decision to interrupt
the milk service with the pride of cows.
EXTREAMLY
SATISFIED; 9
SATISFIED; 11
NEUTRAL; 6
DISSATISFIED; 1
EXTREAMLY
DISSATISFIED; 0
EXTREAMLY SATISFIED SATISFIED NEUTRAL DISSATISFIED EXTREAMLY DISSATISFIED NOT ANSWERED

57 | P a g e
(e) Customer service
In above pie chart, we can see that the customers who discontinue with pride of cows are happy
with the customer services which were provided by the pride of cows. But here some customers are
EXTREAMLY
SATISFIED; 11
SATISFIED; 12
NEUTRAL; 2
DISSATISFIED; 2
EXTREAMLY
DISSATISFIED; 0
EXTREAMLY SATISFIED SATISFIED NEUTRAL DISSATISFIED EXTREAMLY DISSATISFIED NOT ANSWERED
Options Indicators
B Satisfied
C Neutral
D Dissatisfied
F Not answered

58 | P a g e
also like who not want to reply on this source. But the customer never is afraid with the pride of cow’s
milk.
(f) Payment facility
Options Indicators
B Satisfied
C Neutral
D Dissatisfied
F Not answered
In pride of cows there is payment facility having dual approach, by collecting to go per
household and online payment facility. But actually, pride of cows goes wrong when, suppose any
customer was out of town for some days in running month but at the end of the month bill get produce
for the whole month. Here the customer gets dissatisfied with the pride of cow’s service.
(3). the rating by the customer pride of cows as product
Option Indicator
A Extremely satisfy
B Satisfy
C Neutral

59 | P a g e
D Dissatisfy
E Extremely dissatisfy
F Not answered
Graph presents the data about the rating given by the churn customers to the pride of cows as
a product in that 80% customers are happy with the poc as product means here we can analyse the
thing like customers are suffer from other problem like price and customers demand for the annual
subscription schemes and discounts.
(4). (a). Now which brand preferred by churn customers of pride of cows
Options Indicator
A Sumul
B Mother dairy
C Amul
EXTREAMLY SATISFY;
9
SATISFY; 15
NEUTRAL; 3
DISSATISFY; 1
EXTREAMLY
DISSATISFY; 1 NOT ANSWERED; 1CUSTOMERS
EXTREAMLY SATISFY
SATISFY
NEUTRAL
DISSATISFY
EXTREAMLY DISSATISFY
NOT ANSWERED

60 | P a g e
D Gokul full cream
E Amul tetra
F Amul gold
G Gowardhan
H Amul taza
I A2 Milk
J Gowardhan gold
K Local
Here the graph shows us the customers who churn out with pride of cow’s milk services are
prefer above milk brands but here we can say that they just concern with price because mother dairy
milk is available in market at rs:75/-. And those customers are really concern with the health he did
not hesitate to spend rs: 5/- extra for premium quality. And one thing also become clear here 24 churn
Sumul milk 8
MOTHER DAIRY; 3
AMUL; 5
GOKUL FULL CREAM;
1
AMUL TETRA; 2
AMUL GOLD; 1
GOWARDHAN; 2
AMUL TAZA; 1
A2 milk 1
GOWARDHAN GOLD;
1
LOCAL; 2
CUSTOMERS
SUMUL MOTHER DAIRY AMUL GOKUL FULL CREAM
AMUL TETRA AMUL GOLD GOWARDHAN AMUL TAZA
A2 milk GOWARDHAN GOLD LOCAL

61 | P a g e
customers are happy with the quality and 4 churn customers 1 is extremely dissatisfied, 1 is dissatisfied
and might be 2 from neutral churn customers. And other brands are near about rs: 50/- per litters.
Customers are not only concerned about price but for that purpose they demanding some discounts
and annual subscription schemes.
(4). (b). Litters of milk consumed by customers of any other brands
Options Indicator
A 0.5 ltr
B 1.0 ltr
C 1.5 ltr
D 2.0 ltr
E 2.5 ltr
F 3.0 ltr
0.5 LTR; 1
1.0 LTR; 10
1.5 LTR; 5
2.0 LTR; 6
2.5 LTR; 1
3.0 LTR; 1CUSTOMERS
0.5 LTR 1.0 LTR 1.5 LTR 2.0 LTR 2.5 LTR 3.0 LTR

62 | P a g e
Here the customer perception and their mind set defines that pride of cow’s milk is available
for rs: 80/litter and other any ordinary brand are rs: 40/- means 1:2 ratio but the customers are never
think about the quality and premium when the price issue comes major issue.
(5). The factor influencing for choosing other brand over pride of cows
Options Indicator
A Taste
B Quality
C Packaging
D Nutrient value
E Convenience
F Others
Abc Taste, quality & packaging
Abd Taste, quality & nutrient value
De Nutrient value &convenience
Ab Taste & quality
Be Quality &convenience
Ad Taste & nutrient value
Abf Taste, quality & others

63 | P a g e
Ac Taste & packaging
Abe Taste, quality &convenience
Ae Taste &convenience
At the glance of the graph we can see that those customers are rated high pride of cow’s milk
in terms of overall satisfaction and here they are showing reasons for choosing other brands over
pride of cows like taste and quality, taste quality & nutrient value, taste quality & packaging, taste,
quality this element. Here the pride of cow’s milk gets the mix response. When the really any
TASTE; 3
QUALITY; 3
PACKAGING; 1
NUTRIENT VALUE; 1
CONVINIENCE; 2
OTHERS; 1
TASTE, QUALITY &
PACKAGING; 2
TASTE, QUALITY &
NUTRIENT VALUE; 3
NUTRIENT VALUE &
CONVINIENCE; 1
TASTE & QUALITY; 6
QUALITY &
CONVINIENCE; 1
TASTE & NUTRIENT
VALUE; 1
TASTE, QUALITY &
OTHERS; 1
TASTE & PACKAGING;
1
TASTE, QUALITY &
CONVINIENCE; 2
TASTE &
CONVINIENCE; 1
CUSTOMERS
TASTE QUALITY
PACKAGING NUTRIENT VALUE
CONVINIENCE OTHERS
TASTE, QUALITY & PACKAGING TASTE, QUALITY & NUTRIENT VALUE
NUTRIENT VALUE & CONVINIENCE TASTE & QUALITY
QUALITY & CONVINIENCE TASTE & NUTRIENT VALUE
TASTE, QUALITY & OTHERS TASTE & PACKAGING
TASTE, QUALITY & CONVINIENCE TASTE & CONVINIENCE

64 | P a g e
problem arises with the pride of cow’s milk brand interims of any things like services, delivery has
been sort out with the very high tactic manners.
(6) Did customers ask customer support of pride of cows before problem was resolve
Options Indicator
A Once
B Twice
C Thrice
D More than thrice
E Problem unsolved
F Not answered
ONCE; 10
TWICE; 4
THRICE; 0
MORE THAN
THRICE; 1
PROBLEM
UNSOLVE; 0
NOT ANSWERED;
15
CUSTOMERS
ONCE
TWICE
THRICE
MORE THAN THRICE
PROBLEM UNSOLVE
NOT ANSWERED

65 | P a g e
When the customers find any difficulties in the services of the poc. poc try to resolve it. But
the 15 churn customers who are not answered means here we can analyse that they took the decisions
of the interrupting service with the pride of cows just for shifting their minds and perceptions about
the pride of cow’s milk and they reach a conclusion with unbiased facts to compare product with other
brands which having different in terms of all values extracted from the differentiation.
(7). Change to serve customers betters recommendations.
Options Indicator
A Price
B Pattern
C ½ ltr bottle
D Not answered
E May be
F Yes
G Service
H No moment
I Tetra
J Logistics

66 | P a g e
Here the graph gives celerity for pride of milk that customers recondites some changes they
want in the services. But here some of them asking for very different ways like ½ litter bottle, but as
per business point of views we cannot take into this reconditions seriously because when we make
delivery in half of litter bottle the litter per day of the thane regions will get down. This decision is not
only limited for the thane depot also it will get damage the business model of the pride of cow’s milk.
(8). In future if pride of cows make changes can customers prefer it
Options Indicators
A Yes
B No
C May be
PRICE; 2
PATTERN; 1
½ LTR BOTTLE; 2
NOT ANSWERED; 7
MAY BE; 2
YES; 2
SERVICE; 1
NO MOMENT; 10
TETRA; 2
LOGISTICS; 1CUSTOMERS
PRICE PATTERN ½ LTR BOTTLE NOT ANSWERED MAY BE
YES SERVICE NO MOMENT TETRA LOGISTICS

67 | P a g e
D Not answered
Here you can see that the most of the customers who really fed up with the services of pride of
cow’s milk they reluctant to give feedback over this question. And some customers even say “that how
can you ask this question after failing to serve this service better”. And customers also replied to make
some changes in the services like to start delivering this milk in pouch of half of litters and even some
says that “we will buy it if poc starts milk varieties like toned milk, double toned milk, skimmed milk
like vice. But here customers not take into consider this milk is based upon farm to home concept.
YES; 11
NO; 9
MAY BE; 4
NOT ANSWERED; 6
CUSTOMERS
YES NO MAY BE NOT ANSWERED

68 | P a g e
(9). Are customers asking for the complementary pack?
Options Indicators
A Yes
B No
Here the study get success to convince customers over the facts which are really benefited
customers like health, nutrition, milking process, pride of cow’s milk profile. 35 customers get
convinced over the overall values and at the successful handled i make 1 customers win back.
Complimentary packs for churn customers is run by pride of cow’s milk is to providing 3 days’ trial
pack of 1 litter a day. Suppose any customer are still not impressed with the renovation of the services
pride of cows make provision to provide 1 week of milk trial.
YES; 10
NO; 20
CUSTOMERS
YES NO

69 | P a g e
Chapter - 4 Core Topic
of Study Research
Methodology

70 | P a g e
Research Type: Descriptive.
Sample Method: Simple Random Sampling
Sample Frame: Societies, Joggers Park, Gyms, Company data
Sample Size: 43 (Subject to Limited Area)
Source of Data: Primary and Secondary
Primary Tool: Questionnaire Methods
Secondary Tool: Internet

71 | P a g e
chapter 5 Chapter: 5
Learning &
Observations

72 | P a g e
5.1 Recommendation
1. Company should continuously take feedback from market and consumer about dairy based
products
2. Open Pride of Cows outlets for direct selling like (Amul)
3. The company should provide some incentive schemes for retailer also.
4. Should have same pricing for distributors with similar market coverage and Improve sales
strategy which automatically increase buffer stock to distributor point
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. Distribution channel should be arranged according to the convenient of the customer.
8. More milk ATM should be established to enhance the availability of Parag milk
9. Make the customers aware about the Parag products through different mode of
advertisement
10. Parag should offer refrigerators on installment to retailer
11. Parag should provide home delivery facility to their consumers.
12. The company need to work on getting the right target audience just not on the basis on their
purchasing power but also on based of awareness and demand for quality products. Lunch in
Ahmedabad and Baroda city and make a plant near to Gujarat

73 | P a g e
13. Promoting Pride of Cows milk with discounts or schemes with the either of the above objective is
because it understands that the product is a daily affair and any fluctuation in the price can affect
the sentiment of a price sensitive audience base. Otherwise a that customers are purchase Daly 1
litter milk that customer give a discount 30 rs in total amount in bill.

74 | P a g e
Conclusion
No doubt the pride of cow’s milk is premium one. And their basic concept is farm to home
with purity and containing freshness are there usp. Pride of cow’s product need to improve in some
areas where they need to present very strong in the current market scenario. They need improvements
in areas such as:
Promotion: my observation says that in the market people having lack of aware about their
value. When we go into market we want to introduce pride of cow’s milk as baby product of parag
milk foods pvt. Ltd. Or sister concern of gowardhan. Pride of cows reluctant to do advertisements but
basically pride of cows spread in market by word of mouth publicity. Where they have many celebrities
are there current customers. Pride of cow’s milk having their different advantages like taste, quality,
health nutrient values like etc. But the use social media for the purpose of publicity. Pride of cows
need very strong in the social media, so they can be the reach target market very easily. Or else make
one model like to publicize this brand with sending messages on whatsapp techniques. This product is
form only for the high-class audience so pride of cows can easily cover that require audience by this
technique. This wills defiantly useful for the Pride of Cows future growth point of view to become a
very strong brand in the market with respect to the competitors. Pride of cows having their own
advantages, and that is sufficient to survival in the market. For the future growth pride of cows should
consider this all majors that can easily become a strong brand in the market.
For the purpose of product extension in the market pride of cows can introduce the new brand
as pride of cow’s milkshake.

Pride of cows

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