PRIDE OF COWS

SUMMER INTERNSHIP
REPORT
< Market Expansion of pride of cow’s milk in Pune
and understanding factors that consumer see before
buying premium milk >
done at
<PARAG MILKS>
~Pride of Cow’s Milk
by
<Mayank Lalwani>
<DM17MA32>
under the guidance of
<Juili Kalaskar>
<Block DevelopmentOfficer>

Summer Internship Report, Pune Institute of Business Management
< Market Expansion of pride of cow’s milk in Pune and understanding factors that consumer
see before buying premium milk >, <Parag Milks ~ Pride of Cow’s Milk> 1
ACKNOWLEDGMENT
I was placed at Parag Milk food for training purpose as my summer
internship it has been a pleasure and Honour to work at such a great
organization. I am highly thankful to the management of Parag Foods Ltd
and to all of them who have directly or indirectly helped me in this project.
I am highly thankful to my college Pune Institute of Business Management
(PIBM) from where I got an opportunity to acquire the training Parag Foods
Ltd
My first word of gratitude is due to Mrs. Juili Kalaskar (BDO), Pride of
cows- Parag Foods ltd, Pune, 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 specially Mr. Barid sir (ASM)
who supported me at every point it was needed.
I would like to thanks my faculty guide Mr. David Hangsing sir 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.
Mayank Lalwani
PGDM (2017-19)
DM17MA34

COMPANY CERTIFICATE

Contents
Acknowledgment ...................................................................................................................0
Company Certificate..............................................................................................................2
..............................................................................................................................................3
Project Synopsis ....................................................................................................................4
About the Sector ....................................................................................................................5
1.1 Introduction............................................................................................................5
1.2 Historical Growth of the sector observed in the last 5 years ....................................6
1.3 Reasons for the Growth observed in the sector ........................................................6
1.4 Government initiatives ...........................................................................................7
1.5 Porter’s Five Forces Model for the sector.................................................................8
1.6 Overview of Indian dairy ........................................................................................9
About the Company.............................................................................................................12
2.1 Company Snapshot ...............................................................................................12
2.2 Introduction to the company .................................................................................14
2.3 Product/services range..........................................................................................15
2.4 Internship at Pride of cows ...................................................................................17
2.5 COMPETITORS INFORMATION.........................................................................18
2.6 OBJECTIVE OF THE PROJECT..........................................................................19
2.7 SWOT ANALYSIS ................................................................................................19
Project Methodology ............................................................................................................24
3.1 INTRODUCTION .................................................................................................24
Action Plan..........................................................................................................................25
Observations .......................................................................................................................29
Work in Internship..............................................................................................................30
Conclusion...........................................................................................................................33
References ...........................................................................................................................34

PROJECT SYNOPSIS
Project Title-
Market Expansion of pride of cow’s
milk in Pune and understanding
factors that consumer see before
buying premium milk
CompanyName Parag Milks-Pride of Cows
Student Name Mayank Lalwani
Student Roll No DM17MA34
External Project Guide Name Mrs. Juili kalaskar
External Project Guide Designation
Block Development Officer
Internal (PIBM) Project Guide
Name
Mr. David Hangsing
Durationof project From- 13-05-2018 To – 12-07-2018

ABOUT THE SECTORi
1.1 Introduction
India is the world’s largest producer of dairy products by volume and has the world’s largest
dairy herd with an annual output of 130 MT
Country accounts for more than 13% of world’s total milk production and is also the world’s
largest consumer of dairy products
Demand for milk is expected to
increase at a compound annual growth
rate or CAGR of 5% from 138 million
tons in 2014 to 200 million tons in 2022
Fast-moving consumer goods
(FMCG) sector is the 4th largest sector
in the Indian economy with Household
and Personal Care accounting for 50
per cent of FMCG sales in India.
Growing awareness, easier access and
changing lifestyles have been the key
growth drivers for the sector. The
urban segment (accounts for a revenue share of around 40 per cent) is the largest contributor
to the overall revenue generated by the FMCG sector in India and recorded a market size of
around US$ 29.4 billion
in 2016-17. However, in
the last few years, the
FMCG market has grown
at a faster pace in rural
India compared with
urban India. Semi-urban
and rural segments are
growing at a rapid pace
and FMCG products
account for 50 per cent of
total rural spending.
23%
15%
6%18%
9%
5%
18%
6%
Sales
Haircare
Oral Care
Digestives
Foods
OTC & Ethicals
Skin Care
Health Supplements
Home Care
FMCG
28%
AUTO
8%
E-Comm
8%Retail
8%
Telecom
6%
BFSI
5%
Service
5%
Education
4%
Cons.
Durables
4%
Real Estate
3% Others
21%
Sector wise contribution to GDP

1.2 Historical Growth of the sector observed in the last 5 years
The Retail market in India is estimated to reach
US$ 1.1 trillion by 2020 from US$ 672 billion in
2016, with modern trade expected to grow at 20
per cent - 25 per cent per annum, which is likely
to boost revenues of FMCG companies. In 2016-
17, revenue for FMCG sector have reached US$ 49
billion and is expected to grow at 9-9.5 per cent in
FY18 supported by expectations of the total
consumption expenditure reaching nearly
US$ 3,600 billion by 2020 from US$ 1,469 billion
in 2015. Direct selling sector in India is expected
to reach Rs 159.3 billion (US$ 2.5 billion) by 2021,
if provided with a conducive environment through
reforms and regulation.
1.3 Reasons for the Growth observed in the sector
The government has allowed 100 per cent Foreign Direct Investment (FDI) in food processing
and single-brand retail and 51 per cent in multi-brand retail. This would bolster employment
and supply chains, and also provide high visibility for
FMCG brands in organised retail markets, bolstering
consumer spending and encouraging more product
launches. The sector witnessed healthy FDI inflows of
US$ 13.07 billion, during April 2000 to December 2017.
Some of the recent developments in the FMCG sector are
as follows:
 The Hershey Co plans to invest US$ 50 million over
the next five years in India, its fastest growing core
market outside of US.
 As a part of its Rs 25,000 crore (US$ 3.88 billion)
investment package, ITC will invest Rs 10,000 crore
(US$ 1.55 billion) to expand its food processing
segment.
 The bottling arm of Coca-Cola India, Hindustan Coca-
Cola Beverages (HCCB) is planning to increase its retail reach by one million new outlets
and is targeting a revenue of US$ 2.5 billion by 2020.
 Future Retail will acquire Hyper City, which is owned by Shoppers Stop for Rs 911 crore
(US$ 139.7 million) to further consolidate its business and have a better footing in the
hypermarket segment.
60%
40%
Urban – Rural industry
Breakup (FY2016-17)
Urban
RuralUS$
49
billion
36.8
44.9 46.1 47.3 49
0
10
20
30
40
50
60
2012 2013 2014 2015 2016
FMCG Market in India
(US$ billion)
FMCG Market in India (US$ billion)

1.4 Government initiatives
Some of the major initiatives taken by the government to promote the FMCG sector in India
are as follows:
 In the Union Budget 2017-18, the Government of India has proposed to spend more on the
rural side with an aim to double the farmer’s income in five years; as well as the cut in
income tax rate targeting mainly the small tax payers, focus on affordable housing and
infrastructure development will provide multiple growth drivers for the consumer market
industry.
 The Government of India’s decision to allow 100 per cent Foreign Direct Investment (FDI)
in online retail of goods and services through the automatic route has provided clarity on
the existing businesses of e-commerce companies operating in India.
 With the demand for skilled labour growing among Indian industries, the government
plans to train 500 million people by 2022 and is also encouraging private players and
entrepreneurs to invest in the venture. Many governments, corporate and educational
organizations are working towards providing training and education to create a skilled
workforce.
 The Government of India has drafted a new Consumer Protection Bill with special
emphasis on setting up an extensive mechanism to ensure simple, speedy, accessible,
affordable and timely delivery of justice to consumers.
 The Goods and Services Tax (GST) is beneficial for the FMCG industry as many of the
FMCG products such as Soap, Toothpaste and Hair oil now come under 18 per cent tax
bracket against the previous 23-24 per cent rate.
Exchange Rate Used: INR 1 = US$ 0.015 as on January 4,2018
63.7
9.9 10.7
6.2 7.5
0.9
Food
processing
Paper Pulp Toiletaries Retail Trading Vegetable oil Tea and
Coffee
Share of sector cumulative FDI Inflows in FMCG
Sector
Share of sector cumulative FDI Inflows in FMCG Sector

1.5 Porter’s Five Forces Model for the sector
Acquiring any kind of loss can be devastating for any company, business or sector. Such losses
are exposes through many reasons and threats are one of them.
The FMCG market in India is expected to grow at a CAGR of 20.6 per cent and is expected to
reach US$ 103.7 billion by 2020.The growth in sales of major FMCG companies like Dabur,
HUL, Marico, is signaling the revival of consumer demand in India. As the market continues
to grow at a rapid pace, Indian Retailer takes a look at Porter’s five force threats that may
affect the FMCG industry.
Threat of substitutes
With high presence of multiple brands in the market,
it is not a challenge for consumers to switch from one
product to another. Strategic decisions like price point
and quality play key roles in attracting consumers.
With narrow product differentiation under many
brands, it’s rather easy for a consumer to switch to
another brand. The threat of substitutes is informed
by switching costs, both immediate and long-term, as
well as a buyer's inclination to change.
Competitive rivalry
Many players are expanding into new geographies and categories and modern retail share is
expected to be valued $180 billion in 2020. The FMCG industry has been a highly fragmented
industry as more companies enter the market. If Wipro is diversifying and expanding its
product range in energy drinks, detergents and fabric conditioners, Patanjali will spend
US$743.72 million in various food parks across the country. Also, launch of private label
brands by big retailers, which are competitively priced with offers and discounts, will limit
competition for weak brands.
Bargaining power of buyers
While rising incomes and growing youth population have been key growth drivers of the sector,
brand consciousness has also aided demand. With low switching cost inducing customers to
shift to other products, there will only be more demand for new products. Also, the availability
of same or similar alternatives, backed by strong influence of marketing strategies will help
the sector. India’s consumer spending is expected to increase to US$ 3.6 trillion by 2020.
Threat of new entrants
Any new competition in the market poses threat to the existing players in the industry. With
investment approvals of up to 100 per cent foreign equity in single brand retail and 51 per cent
in multi-brand retail, the market is expected to be crowded. Also, companies will be forced to
spend aggressively on advertisement, which will only hurt the business in the long run.

Bargaining power of suppliers
Big FMCG companies are often in a position to dictate prices through local sourcing from a
fragmented group or key commodity suppliers. Suppliers can exert pressure on businesses and
even buyers by raising prices, lowering quality or reducing product availability. Such decisions
mostly affect the buyers.
1.6 Overview of Indian dairyii
The world’s biggest dairy producing country is growing fast and looking to become an export
powerhouse despite major
quality problems
India is the world’s largest milk
producing country and is
growing fast, with an eye
toward becoming a major dairy
exporter.
 Cow milk production 46.57
million tones
 worldwide milk production
17%
 Buffalo milk production 57.96 million tonnes
 No. of milk producing dairy cows 38.50 million
 Number of buffaloes 38.10 million
 The productivity of Indian cattle (944 kg/annum)
 The average size of herd in India is 2‐3 milch animals
 Dairy Cooperatives account for 60% share of processed liquid milk marketed in the India.
 About 16% of the world milk is produced in India
 Milk production is growing at 7% by volume and approximately10% by value
 Production level of milk is projected to increase to 190 million tones, worth’s 5 Lakh Cror e
by the year 2015
 Accounts for 21% of agricultural production of India
 The market size for milk and milk products (formal +informal sector) is estimated INR 3.6
lakh crores.
 The organized market is growing at nearly 10 percent in value terms annually
Indian dairy
Industry
Organised
Private
Sector(National)
PrivateSector
(Internatrional)
Cooperative
socities
Government
Unorganised

 Traditional dairy products account for about 50% of the total milk
produced
 The organized sector processes an estimated 20% of the total milk
output in India
 Milk is processed and marketed by 170 Milk Producers’ Cooperative
Unions
 Dairy Sector Contributes 17% of the Country’s Total Expenditure on Food
 Per capita milk consumption is around 276 g per day
 Dairy contributes to 16% of consumer spend on food –18% in Urban, 15% in rural
 Milk procurement price has grown by about 2.5 times in the last decade
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 malai 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 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 these 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, makhan 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.
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
centered 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.

ABOUT THE COMPANY
2.1 Company Snapshot
Parag Milk Foods Pvt Ltd is an ISO 9000 and AGMARK certified company, committed to
international standards of product quality. Product portfolio includes milk, skimmed milk
powder, whole milk powder, ghee, processed cheese, butter, dahi, proprietary foods like dairy
whitener and Gulab jamun mix powder under the brands names of GO, Gowardhan and Pride
of Cows, Slurp, TopP up, Avtar protein all made from 100 percent fresh cow’s milk.
Dr. Kurien ushered in ‘White Revolution’ in India with ‘Operation Flood’, the largest project
for dairy development in the world. As a direct result, India became self-sufficient and global
leader in milk production and dairy farmers the architects in their own development.
Message(Director)- "At Parag, we endeavour to boost milk
productivity, reduce cost of production of milk and milk
products & make it affordable for the masses."

This revolution led to an increase in milk production many fold which led to the co-operatives
declaring milk holidays around Pune. This adversity was circumvented by Mr. Devendra Shah
(They Founder & Chairman) by helping farmers by collecting their milk on such milk holidays.
And thus was born Parag Milk Foods Ltd.
Gowardhan, founded by Parag Milk and Milk Products Pvt. Ltd in 1992, is one of India's
largest private dairies, with an output capacity of 12,00,000 liters per day. Located in a lush
green village called Manchar in Maharashtra (60 km from Pune), and also owns the largest
cow farm in India as they will as Asia's largest cheese plant.
 Per day approx. 40 tons’ cheese produced by company.
 They have their own 35 acres’ farm and around 3000 Cows
Each of Parag Milks Food brands Gowardhan, Go, Topp Up and Pride of Cows, play a central
role in people's lives – they awake to them and consume them all day long. Each with their
own unique taste and place in life. We are passionate about making milk moments a source of
delight and inspiration.
New ways to delight children, to healthier ways to spread goodness and cheer in families, from
delicious ways to entertain friends, to providing the quickest ways in which a mother can
provide taste and nutrition.
From making ghee which is as close to home made ghee, the first packaged shredded cheeses
designed for convenience and the first cheese in a squeeze tube to delight children, to cream
cheeses in many exotic flavours to make entertaining exciting, the first natural fruits based
yogurts, or making fresh Paneer with extended shelf life for convenience and India’s freshest,
highly nourishing farm to home milk. Parag has led successful dairy farming in India.
Infrastructure
Company’s peerless success is greatly dependent upon the high tech manufacturing plant
spread over an area of about 50 acres. Companies make use of the technically advanced
equipment and machinery to carry out the varying process like manufacturing, packaging, etc.
They are also backed up by the separate R&D and QC labs to deliver the exclusive range Dairy
Products to the clients.

Quality Assurance
Company is a prominent name in the entire industry because of the quality of the products &
offer to the clients. A great care is taken to assure the best quality of products for which they
have established a separate and complete QC Lab. Their experts carry out the task of quality
checking in accordance with the set industrial l standards.
2.2 Introduction to the companyiii
Analysis is regarding Company-
PARAG MILK FOODS is the company which produces the dairy
products and export in different cities. Its main products are
varieties of cheese and international quality of it.
They also got chance to visited their plant which is very they will
have developed and also all their work is done by machine only
there they are no human touch so that the hygiene will be
maintained.
Customers - Apart from selling its products to customers through retail outlets, the company
also serves hotels, restaurants, institutions, and caterers. The company exports its products to
the Middle East, South East Asian, and African countries.
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.
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 qualityWe at Parag
live and breathe our corporate slogan of ’Ideas for a new day’.
Mission
 Customer relationship
 Dairy innovation
 Good citizenship
 Partnership with the dairy farmers
 Building long-term relationship with local communities
Major Competitors

 Amul
 Mother Dairy
 Britannia
 Provilac
 Woohoo. etc
2.3 Product/services range
1. Govardhan
2. Go Cheese
3. Topp Up
4. Pride of cows
5. Avatar Protein Powder
6. Slurp
Brand Products Markets
Gowardhan Ghee National supply
Milk
Dairy Whitener
Milko
Dahi
Milk
Panner
Gulab Jamun Mix
Go Cheese National Supply
UHT Milk
Yoghurt
Topp Up Flavoured milk National Supply
Pride of cows Premium Farm to home
milk
Supply to Mumbai, Pune
and Surat
Avatar Protein powder Protein powder National Supply
Slurp Mango Juice National Supply

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 C ow’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.
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.
Pride of Cows Milk
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!
Avatar Protein Powder
Avatar Protein Powder is a brand of parag milks which is
specially made for people want protine intake, Gym or workout
people. Avvatar Absolute 100% Whey Protein is packed with 24g
protein per scoop. The primary source is whey protein
concentrate which is loaded with health-boosting bioactive
compounds along with natural phospholipids for quick recovery
and sustained results!
It is milked, processed and packed within 24 hours, to bring you
the freshest and purest whey. It is 100% Vegetarian, made from
fresh cow’s milk and manufactured with multiple stringent quality tests

Slurp
Slurp is the brand of Parag milks which is specially selling mango juice. Where Indian young
people want a mango juice.
2.4 Internship at Pride of cows
Induction about company on first day then farm visit on second day along with morning depo
visit, Brand ‘Pride of cows’, Farm Visit (Bhagyalaxmi Dairy Farm, Go Cheese) and then taken
existing customer survey and here work start with Promotional Activity in various places in
the city as data shown as follows-
ACTIVITY PLACES
MALL Daurabjee Mall, Kondwa
SOCIETY Valonia society
Criest Avenue
Satyam Shivam Society
Prism Society
Rohan Garima
Lux Tower
Indus Society
Vinus Society
Varsha Park
Solitiries Society
Pinak Gangotari
Kumar Pinakin
Pristin fortunia
Ivory Gold Coast
Bhagwati Ashania

Yash Orchid
Regency Classic
La vela casa
GYM Dot Fit
Life Pro
Health Status
Wow fitness Gym
Sef Fitness gym
Energy firness gym
Smith Gym
Urbounce Gym
Gold Gym
LADIES CLUB Camp
JOGGERS PARK Kamla Nehru park
Old Shivaji park
Yoga Park, Prabhat road
2.5 COMPETITORS INFORMATION

Pride of Cow is there in a market from last six years and it’s a new concept for the company
and also for the market. After pride of cow there are other brands that are emerged with the
similar concept. This may turn as rivalry market for the brand poc. So it’s necessary to keep a
check on the actions of other competitors, which may try to capture pride of cow market.
The brands like Sarda farms which is a strong competitor of POC as they have a share the
same concept but Sarda’s logistics is much stronger compare to the poc. Competition is
increasing rapidly as this is the profitable sector for the companies so there are new brands
like lalgoon, Sarda farms, BlissFresh, TrueSip. So all this are the emerging competition for
the brand poc. Poc is a popular brand among most of the celebrities and in other premium
segment but competitors are giving them the toughest competition on basis of pricing and
distribution. If Pride of cow is more marketed into the niche market with the motive of
spreading awareness for their customers would be
beneficial as competitors have introduced with verities of
milk for the health conscious people like tonned milk,
skimmed milk etc.
Customers have preference as they are becoming more
health conscious and some are quitting milk and its
products. It’s a very difficult task to keep customer
engage and loyal for the brand.
Identifying the potential of this market and the
given circumstances, a few new players have entered providing the same
service, which is listed below:
Pride of cows is a first of it’s kind premium brand of milk which have a unique
concept of providing milk from Farm to Home. Pride
of Cows is a six years old brand but not very known
to all, as the customer base was developed only
through subscription based model. The project was
all about creating awareness among people by
adopting direct selling promotional activities within
2 months
2.6 OBJECTIVE OF THE PROJECT
 To create product awareness
 To enhance brand visibility through sampling of the product
 To study the impact of various promotional methods
 To enhance business profitability by registering profitable customer
 To undertake surveys and get meaningful insights to device marketing
strategies
 To increase understanding of consumer buying behavior
 To contribute towards development of POC app.
2.7 SWOT ANALYSIS

SWOT Analysis is a method where the organization tries to picturize the scenario of pride of
cow brand to understand its strength, weakness, opportunity, threats with the respect to the
market. An easy tool to understand and analyses the purpose and actions that to be performed
according to the market scenario. These strategies are necessary to formulate for the purpose
of marketing, sales, and positioning for the product. Therefore, pride of cow has these strengths
where they have a good value proposition; there is no third party intervention in the entire
process of POC. Similarly, weakness is poor logistics, low sales force team and opportunity like
a new market may attract new companies to enter easily.
Pride of Cows
Pride of Cows is the best milk brand in India in every way — our superior quality milk is
bottled and delivered fresh, chilled to 4 degrees Celsius- to your doorstep through a process
that is completely mechanized from start to finish.
Pride of Cows milk is instantly pasteurized, chilled and packaged in bottles and sent on its
way to consumers, in a process that is mechanized, maintaining absolute purity and keeping
the taste and structure of the milk intact.
STRENGHTS
VALUEPROPOSITION
NO 3RD PARTYINTERVENTION
RESEGMENTED MARKET
ECONOMICS OF SCALE
VISIONARY TOP MANAGEMENT
PREMIUMSINGLEBREED COW MILK
WEAKNESS
LOW SALES FORCETEAM
POOR PRODUCTDELIVERY
LOW TOUCH POINTS
LOW BRAND EQUITY
LOW CUSTOMER INTERACTION
LOW PRODUCT AWARENESS
OPPURTUNITY
MARKET DEVELOPMENT
MARKET PENETRATION
AGGRESIVE PUBLICRELATION
CAMPAIGN
B2B SERVICE
THREATS
NEW PLAYER
PREMIUMSUBSTITUTE&
ALTERNATIVES
SWOT
ANALYSIS

Bhagyalakshmi Dairy Farm is spread over 26 acres. It is perched between the Bheema River
and the Bheemeshwari hills in Manchar, an area known for the high quality of green produce.
The farm is equipped with the finest international technology for feeding, milking and
processing.
Farm Visit
ABOUTCOWS
Pedigreed, perfect and pampered, our cross bred Swiss Holstein and Friesian cows are known
world- over for their ability to produce high quality milk. Each cow on our farm has her own
bed, and is kept in perfect condition. Apart from shady green areas to rest and ruminate, they
are kept cool with water sprays and fans. The cows are nurtured and cherished like no other

cows in the country. The reason? Contented cows give better milk! This creamier, far more
nourishing milk tastes better than anything experienced before.
NURTUTION VALUE
The cows are bestowed with care by a specially trained team. What we ingrain in our team is
that it's not what we want, but what the cows want! So from 24x7 on-demand supplies of food
and water to providing them their very own fans, sprinklers and sprays; from ensuring that
milking is never forced, to being nurtured by expert handlers and healthcare providers, the
cows receive expert loving care all the way.
DIET OF COWS
Cows get a planned, wholesome meal every day, with our specially grown high quality alfalfa,
pennisetum, greens, soya and bran. Our nutritionists
ensure the right balance of minerals and vitamins and
customized menu plans. The menu is also updated at
regular intervals to include fresh seasonal crops. This
“total Meal Ration” is designed to keep cows at the
pinnacle of health, with one purpose in mind: the
production of nutritive wholesome milk that is
naturally full of goodness.
TECHNOLOGY
Our 50-point mechanized Rotary Parlour and strict processes ensure that the milk is both
hygienically and humanely procured. In fact, every cow goes through an electronic health
check every time it is milked, to ensure that it is at peak health for milking. And rest assured
that the fresh milk that is dispatched from the dairy is absolutely antibiotic free.
UNIQUE SELLING PROCESS

WORK IN SIP
Particulars Customers
Lead Generation 1467
Subscriptionmade 108
Customersurvey 167
Reference from customer 83
Sample sent 23
Innovative recipe 6
CustomerFarm Visit 7
Customers Testimonial Video 3
Mobile App Download and
Registered
42
Done in SIP
Society Permission 19 Society
Gym Permission 8 Gym
School Permission 2 School
Mall Permission 1 Mall
Morning Depo Visit 3 Times

PROJECT METHODOLOGY
3.1 INTRODUCTION
The project was defined as “Market Expansion of pride of cow’s milk in Pune and
understanding factors that consumer see before buying premium milk”. Pride of cows is a first
of its kind premium brand of milk which have a unique concept of providing milk from Farm
to Home. Pride of Cows is a seven years old brand but not very known to all, as the customer
base was developed only through subscription based model. The project was all about creating
awareness among people by adopting direct selling promotional activities within 60 days.
OBJECTIVE OF THE PROJECT
 To create product awareness and Increase Litre per day
 To enhance brand visibility through sampling of the product
 To study the impact of various promotional methods and taking reference
 To enhance business profitability by registering profitable customer
 To undertake surveys and get meaningful insights to device marketing strategies
 To increase understanding of consumer buying behavior
 To contribute towards development of POC app.
RESEARCH METHODOLOGY
Types of Research- Exploratory research used because the motive is to understand the
marketing activities that can be adapted creatively and formulate new strategies. So research
will be more exploring to get the insight of customer and to understand market broadly.
Sampling Method and Sample- Snowball sampling method is being used as customers are
chained through the reference. Word of mouth is mostly used for marketing, with a sample
size of 113. So the survey is done on the existing customer of pride of cow’s milk and potential
customer who can purchase premium milk to understand their preference and choices.
SOURCES OF DATA
Source of primary data-
1. Survey (online, Offline)
2. Personal interview and telephonic interviews
Source of Secondary data-
1. Churn Customer Data
2. Online search Data
DATA COLLECTION INSTRUMENTS
Market research is done through filing questionnaire by existing customers giving insights
about the product’s quality, timely delivery, taste, Packaging, thickness, brand, colour, fat, bill
payment, mobile application etc.

ACTION PLAN
DATA COLLECTION & ANALYSIS
The project was aimed at gathering data from the existing customers through survey and
potential customer through meeting with them or collecting data through calling or sending
link of google form then further analysis of that data is done to identify the factors influencing
most for purchasing premium milk and accordingly formulate marketing strategies for the
same.
Another important reason for conducting surveys individually was to generate quality
reference from the existing clients. Word of mouth is primary marketing strategy adopted my
pride of cows and hence due to trust factor of their relatives and friends lead generation
mechanism was fairly easy. After generating references from the existing clients the following
procedure was to convince and convert into sales.
Next important aspect of the project was to identify churn customer who have left pride of cows
and conduct surveys to identify the reasons behind discontinuing the service & persuading
them to join back the service. Another aspect of the project was to device marketing strategies
by identifying target segments and locations where promotional activities can be conducted
like premium societies, gymnasium, parks, retail outlets etc. for further generating leads and
extending the scope of client base in untapped market.
I got area of Senapati Bapat Road Depo,Pune and got 3 route (SB-2-Sus Road, SB-7-Baner,
SB-16- Prabhat Road)
Collected data from these 3 area and conducted a research for identifying which are the factors
are influencing buying a premium milk.
Baner
Road
Prabhat
Road
Sus
Road

Factor Analysis
Factor Analysis is done on the basis of the data collection is done from using google
form collected the individual data including his Name, Gender, Age, occupation,
Contact no., factors, Suggestion where the factor are as follows-
Availability to your Door Steps
Taste
Packaging
Organic method for producing Milk
SnF Value
Protein Content
Vitamin-A content
Calcium Value
No Chemicals
Brand ambassador
Direct Consumption (pasteurized)
Shelf life of milk
Thickness
Colour of milk
Brand
Availability in preferred time
Cream (Fat)
Customer Care Services
Bill Payment
Mobile Application

Rotated Component Matrixa
Component
1 2 3 4
Availability to your Door Steps 0.793 0.016 0.058
-
0.083
Taste 0.198 0.291 0.178 0.178
Packaging 0.568 0.191 0.219 0.153
Organic method for producing Milk 0.025 0.308 0.219 0.706
SnF Value 0.322 0.216 0.162 0.74
Protein Content 0.155 0.282 0.842
-
0.067
Vitamin- A content 0.165 0.205 0.824 0.229
Calcium Value 0.192 0.133 0.793 0.316
No Chemicals 0.083 0.105 0.061 0.622
Brand ambassador 0.617 0.303 0.002 0.323
Direct Consumption (pasteurized) 0.132 0.677 0.16 0.137
Shelf life of milk 0.145 0.51 0.231 0.249
Thickness 0.146 0.726 0.239 0.271
Colour of milk 0.188 0.812 0.09 0.199
Brand 0.278 0.581 0.335 0.244
Availability in preferred time 0.405 0.608 0.338
-
0.099
Cream Fat 0.262 0.429 0.2 0.035
Customer Care Services 0.734 0.2 0.153 0.151
Bill Payment 0.836 0.107 0.117 0.113
Mobile Application 0.75 0.237 0.145 0.146
Extraction Method: Principal ComponentAnalysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.
Factor analysis shows us the factors influencing most for buying premium milk, understanding
the response and doing analysis for the same. I came to conclusion Ease of Accessibility is
influencing most for buying premium milk as the above table shows Availability to your Door
Steps, Customer Care Services, Bill Payment, Mobile Application influence most for the
component and then Grade of Milk where thickness and colour is influencing most then
Nutritional Value of milk is most important where factors influencing are Protein Content,
Vitamin- A content, Calcium Value then Quality of milk which every consumer see the most
for buying premium milk and factors influencing most are Organic method for producing Milk
and SnF Value of milk.

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .878
Bartlett's Testof Sphericity
Approx. Chi-Square 1249.949
df 190
Sig. .000
Data adequacy is 87.8% in the data this data show 4 component which are shown as
below-
Ease of Accessability
Grade of Milk
Nutritional Value
Quality of milk

OBSERVATIONS
Consumer see quality as a first priority for
buying a premium milk then freshness and
taste as follows.
This chart shows how much customer
preference in given to which factor this
analysis is done considering 125 customers
survey and understand which influence
them.
The figure shows the result
of first survey question that
was to understand the
medium from where they got
to know about the product,
and the highest voted option
was references or we could
say Word Of Mouth, mostly
people use this product
because someone in their
family or friends have
referred it to them, and they
found it healthy.
According to my research performed the Data adequacy is 87.8% in the data this data show
4 component which are influencing most to customer for buying a premium milk are shown
as below-
Ease of Accessability
Grade of Milk
Nutritional Value
Quality of milk
48%
28%
24%
ConsumerPerception
Quality
Freshness
Taste
Internet
4%
Friends/Relatives
73%
Events
16%
By
calls
5% Retail stores
2%
HOW DID YOU COME TO KNOW
ABOUT PRIDE OF COWS?
Internet Friends/Relatives Events By calls Retail stores

WORK IN INTERNSHIP
1. Identified & tapped Target audience
Since POC’s launch in 2012, right amount of time & energy has been allocated by the
management in order to build a quality customer base. In this last two & half years the
company has strived to and position the product in the right segment which has resulted in
abundance of satisfied consistent customers further leading to referral and thus increasing the
customer base to 4000 customers in Mumbai and Pune. However, 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. This can only be done by educating
the customers about its premium quality milks which is its point of difference.
2. Knowing thy Customers
In order to rectify the burning issue of churning, an in house customer research must be
conducted, to identify the category, preference, interest, suggestion, complaints in order to
improve service.
Currently, the customer data is minimum and incomplete through which interpretation of any
sort cannot be possible. Furthermore, post purchase evaluation must also have been initiated
to attend and understand the customers, which is currently unknown and only surfaces after
customer’s churn which, further hampers on its brand equity. After gathering data of churn
customer there has to be quick rectification mechanism to win back the churn customers which
is currently not been implemented.
3. Sales Target
Currently, the company is following a laissez faire approach with its sales target. On an
average, a Business Development Officer has to achieve a target of 3 new sign ups per day
which is tracked on weekly/monthly basis, based on which the BDO’s is been evaluated. A
much efficient evaluation can have been incorporated with factors such as Lead generated
date, source of lead generated, Inbound calls, source of inbound calls, Number of churned
customer, Reason for churning, light usage sale, profitable heavy usage sale, conversion of
light users to heavy and other marketing activities initiated and implemented.
Targets can be set for each of the above factors, which can provide a better perspective
regarding the strengths and weakness of channels and processes involved. An incentive
scheme can also have been announced to increase motivation amongst the sale force thus may
add up to drive up the sales effort and profits. I got 47 order days which was given in favour
to my Mentor Juili Mam(BDO).
Lead Generation
Suspect
Prospect
Convertorder and Signup

 ACTIVITIES IN PUNE CITY
SIGN UP
Conversion
'WELCOME To The
FAMILY' CALL Mail &
Telephonic
INFO BOOKLET
Company, Cows,
Customer Count,
Technology,
MONTHLY JOURNAL
Growth in the sector,
Technological Updating,
Testimonials,
certification
GREETING SERVICE
Customized greetings
wishes through tags,
mails and calls
REFERRAL SCHEME
In a month Refer 3
customers & get 3
litres waived off
LOYALTY SCHEME
Rewarding Profitable
customers
REFERRALS
Tapping on the referral
data

LEARNING OUTCOME
 Understanding consumer behaviour- consumer is a king, this is internship help me to
understand this myth. Suspecting the customer and understanding their needs in
necessity that I have learned in a proper way to suspect the potential customer.
 Interacting and negotiating with the customers- suspecting the potential customer than to
deal with them is a difficult task as all customer are different so it is must to understand
them, formulate strategies to deal with them. So that closing a deal will always in our
favour.
 Data collection- collecting the data is crucial for any organisation and even to a normal
salesperson. Data will help to analyse and form strategies accordingly.
 Data analysis- data collection required to analyse and understand the action that needs to
be taken. This I have learned through interacting with customer and working on them to
serve them politely.
 Corporate and society tie-ups- pride of cow is a premium product which demand premium
customer for this getting permission from all corporate and societies, it’s difficult due to
security concern salesperson were prohibited, but how to make your way, this is what this
internship has taught me.
 Acquiring customer- now acquiring customer is not difficult as it was before for me. Now I
can easily interact and deal with people.
 Customer Management- customer management is necessary as every organization need to
take care of their customers. POC have same process and it has taught me to deal with
customers and manage them with a honest and polite approach
 Team player-this internship has taught me how to be a team player, as we were a team of
four interns, there were difference in opinion, but at the end coordination and cooperation
were the key to success.
 People are concern about plastics – Now a day all are becoming Conscious about Plastic
and maintain hygiene and reduced the use of plastic.no more customer want to use
plastics.
 Basics of logistics- Visiting morning depo and understood the distribution network and
channel of pride of cows.
 Handling customers objections – Meeting with more than 1000 people every individual has
his own doubt and quarries so I learned to handle too many customers at a time and answer
their quarries/ objections.

CONCLUSION
India is changing rapidly in aspects of life. the effect of westernization is one of the main factors
responsible for societal changes, mostly related to living standards, changing diets, and accordingly a
change of product lines in the retailers.
India dairy is emerging as a strong consumption story, with the market growing at pace. probably this
trend will gain momentum over the next 4-5 years driven by increasing consumption of value-added
products and the formalization of the value chain. the main factors driving growth are increased
consumer interest in higher protein diets,greater affordabilitydue to growing disposable incomes,and a
rising awareness and availability of dairy through channels such as organized retail and food service
segments.
I have studied and analyzed the dairy based food product market of Parag dairy products on different
aspects of the markets, outlets, distributionand consumers. specially pride of cow’s milk which are the
factors are influencing most for purchasing premium milk. the survey was conducted in various areas of
Pune city with great enthusiasm.
this project report concludes all about the sector as well as Parag milk and the research is done by me in
various place in country survey is taken from only potential customers. the Parag distribution channel
of pride of cow’s milk is farm to home concept here company provide milk to the customer’s door steps.
consumer perception and data collection it is found that before purchasing the premium milk people see
the ease of accessibility and grade of milk for the most to buy a premium milk.

REFERENCES
i https://www.ibef.org/
ii https://economictimes.indiatimes.com/news/economy/agriculture/government-to-strengthen-
dairy-infra-to-improve-farmer-income/articleshow/62280661.cms
iii https://www.paragmilkfoods.com/

PRIDE OF COWS

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