2. 1
INTRODUCTION TO DAIRY INDUSTRY
1 dairy industry is a business enterprise established for the harvesting or
processing of animal milk-including cow, buffalo, goat, sheep, and camel.
2 dairy milk industry is worth 673.8 billion dollars
3 India is the leading producer of milk with the production of 187 million tonnes of
milk
4 India exported 51,421.85 metric tonnes of dairy products, at a total value of
₹1,341.03 crores (US$186.71 million)
5 there are two types of channels of distribution of milk organized and inorganized
The unorganized segment consists of traditional milkmen, vendors, and self-
consumption at home, and the organized segment consists of cooperatives and
private dairies.
6 60 percent of milk is handled by the unorganized sector and 40 percent is handled
by the organized sector.
7 Uttar Pradesh, Gujrat, and Rajasthan are major milk-producing state in India
8 major companies producing milk are
An AMUL
B MOTHER DAIRY
C NAMASTE INDIA
D PARAG
PURPOSE OF STUDY
1 to know the consumption pattern of milk by various sections of society ie brand
they consume, type of milk they consume.
3. 2
2 to know the demand for farm-fresh milk in Delhi
3 to determine price sensitivity of consumer and price they are willing to pay to buy
farm-fresh milk
4 to determine how consumer judge the quality of milk
5 to determine the priority of consumers before they consume milk ie safety,
certificate ect.
6 to determine the shortcoming of milk they re consuming and develop product to
solve the shortcoming
7 how the company should segmenting, targeting and positioning (STP)itself to get a
competitive advantage
ANALYSIS OF PRIMARY RESEARCH
Primary research is defined as a methodology used by researchers to collect data
directly. we have reached the various posh area in north Delhi to find out the
various brand of milk people consume and the problem they face
While analyzing primary data we came to know that people consume mainly 6
company milk product mother dairy, Amul, Namaste India, country delight, Laxmi
dairy, and loose milk.
Consumer consider the following factor before purchase milk
1 thickness
4. 3
2 taste
3 whiteness
4 certificate specially fssai
Some People do not have adequate knowledge about the harmful effect of milk they
are consuming(Amul processed milk) and how farm-fresh milk will beneficial for
themself
Young Consumer is willing to purchase farm-fresh milk but the price is a major
factor before they take a decision
Most people are willing to pay 65 rupees per liter of milk
The packaging is also a major factor affect decision making, environmental friendly
packaging are a priority of consumer.
OBSERVATION OF SECONDARY RESEARCH
For secondary research, I have visited various traditional and modern trade outlet
in north Delhi following is a list
Max Bazar Ashok vihar-http://https//maxbazaar.business.site/
Super Bazar Ashok vihar vihar-https://www.justdial.com/Delhi/Super-bazaar-
Dda-Shopping-Complex-Ashok-Vihar/011PXX11-XX11-130114105134-
C7V3_BZDET
RAJ MANDIR Ashok vihar-https://www.facebook.com/Rajmandirashokvihar/
Round the clock -Vijaynagar Delhi https://magicpin.in/New-Delhi/Vijay-
Nagar/Grocery/Round-The-Clock/store/b5a01/
According to the brand, 80 percent of consumer prefer AMUL milk, some people
prefer tetra pack and farm-fresh milk also from country delight milk
Reaching various society in north Delhi we came to know that most people prefer
home delivery of milk, brands like Amul and mother dairy are mail suppliers in
5. 4
society. country delight milk is also increasing market share in north Delhi by
aggressive promotion strategy for example last month country delight distribute
free sample of milk to each house of society and also take a review from the
consumer it attracts a lot of consumers to shift to country delight
Laxmi dairy is also one of the major suppliers of loose fresh milk with the trust of 30
years of people Laxmi dairy is one of the most trusted brands in north Delhi
especially model town, Kingsway camp, Vijay Nagar.
People are not pricing sensitive in north Delhi but they didn’t have adequate
knowledge about the brand they are consuming ie Amul milk is 2 days old and in
processing reduces a lot of good bacteria.
Our main target is to provide information to the consumer to increase the demand
for farm-fresh milk.
6. 5
Suggestion before the launch of the product
The target audienceshould notonly youngparentsbut also old age peopleas
they are also becoming health consciousand fullcream milk price of mother
dairy is 55 in Delhi peoplewill easily willing to shift even at 65 rupeesprice.
The company should easily able to convey to its customer about the harmful
effect of packed milk and the advantagein the use of farm-freshmilk by using
promotion strategy like a free sample, testing milk of Amuland farm-freshin
frontof the customer to them the benefit of farm-fresh milk
Developingdelivery chain in north Delhi
Peopleprefer country delight because of there easy Handelandroid
application and their service which includesdeliveringbread, egg on
consumer demand alongwith milk so farm-fresh milk can also use this
strategy
The company should position itself in the mind of the consumer asfresh milk
with supremequality by highlight that milk is noteven 1 day old, milk is fresh
and fullof good bacteria
Packaging play importantrole in demand so farm-freshmilk should pack in
bacteria free package with no contact delivery
