This document analyzes Parag Milk Foods' Ho-Re-Ca (hotel, restaurant, cafe) business in Hyderabad. It finds that Parag has grown rapidly in 3 years to a 6 crore turnover company, with a 17% market share in Hyderabad's Ho-Re-Ca sector. However, it faces challenges like ineffective supply chain and client handling, neglecting other product lines besides cheese, and threats from low-priced competitors. The document recommends Parag differentiate its products, target lower segments, improve supply guidelines, and use effective promotional strategies to increase its market share above 20-25%.
1. MARKET RESEARCH ON
“PARAG MILK FOODS PVT. LTD.” ON
“HO-RE-CA” BUSINESS
PREPARED BY – AVINANDAN KARMAKAR
JSB (R14-06-008)
2.
3. INTRODUCTION
PARAG IN HYDERABAD:
• Introduced before 3 years ago.
• Become 6cr. turn over company
Within 3 years.
• Long range of products for HO-RE-CA.
• Giving competition with other
National & international diary
Companies.
8. CONCLUSION REGARDING DATA
ANALYSIS:
PARAG GROWING THEIR BUSINESS RAPIDLY
INEFFICIENT CLIENT HANDLING CREATES
NEGATIVE IMPACT
CURRENTLY HAS AROUND 17% SHARE & CAN
GROW THEIR BUSINESS 20-25%
60% NON-EXISTING CLIENTS ARE THERE FROM
WHICH 30% CLIENT CAN BE CONVERTED
PRICING POLICY AND SUPPLY BETWEEN
GT/MT & INSTITUTION
ONLY GIVING MORE FOCUS ON CHEESE WHILE
OTHER PRODUCTS REMAIN NEGLECTED
9. SWOT ANALYSIS:
STRENGTH:
QUALITY
TASTE
UHT TREATED
LOW FAT
NO ADDED PRESERVATIVES
MAXIMUM SHELF LIFE
100% COW MILK
WEAKNESS:
LESS MANPOWER
INEFEECTIVE SUPPLY CHAIN
INTERRUPTION BETWEEN GT/MT &
INSTITUTION
DIFFERENT OFFERINGS FOR GT
/MT & INSTITUTION
PRICE SENSETIVE MARKET
OPPURTUNITY:
LARGE MARKET, HUGE POSSIBILITY
MORE PRODUCTION TO SUPPLY
MORE
LARGE RANGE
INTRODUCTION OF LASSI & ICE-
CREAM
PROMOTION FOR INCREASE IN
MARKET SHARE
THREATS:
LARGE NUMBERS OF
COMPETITORS
SAME RANGE OF PRODUCTS IN
LOWER PRICE
PRICE SENSETIVE MARKET
SWITCH OVER OF OLD CLIENTS
10. RECOMMENDATION:
OFFERING SCHEMES, SPECIAL DISCOUNTS
OFFERING ATTRACTIVE SCHEMES THAN RIVAL
COMPANIES
CREATE BRAND IDENTITY
PRODUCT DIFFERENTIATION
PROPER GUIDELINES FOR GT/MT & INSTITUTION
AVAILABILITY OF SAMPLES
OPEN GO & GOWARDHAN OUTLETS FOR DIRECT
SELLING
NOT ONLY DEPEND UPON PUSH STRATEGY, USE
EFFCTIVE PULL STRATEGY
11. RECOMMENDATION:
TARGET LOWER SEGMENT ALSO
FOLLOW RIVALRY’S POLICIES
PRODUCTION OF LOW RANGE PRODUCT
ALONG WITH THE HIGH END PRODUCT
AVOID MISCOMMUNICATION