The document provides an overview of the dairy industry in India. It discusses how the dairy industry began with settlers in colonial America in the 1600s and the growth of the industry in India since 1998. It notes that Uttar Pradesh, Rajasthan and Gujarat are major milk producing states. The purpose of the study discussed was to determine if farm fresh milk is more nutritious and whether Indian families are price sensitive. It analyzes primary research on milk brand preferences and packaging and secondary research conducted in stores and societies in Dwarka. Suggestions provided include focusing on marketing strategy, targeting customers, and differentiating the brand.

1. INTRODUCTION TO DIARY INDUSTRY
 The diary industry began when settlers bought cows to
Colonial America in the early 1600.
 Until the mid-nineteenth century a cow’s owner consumed
most of the milk it produced.
 India has been leading the production and consumption of
diary products worldwide since 1998 with a sustained growth
in the availability of milk and milk products.
 The Indian diary industry which is in the developing stage
provides gainful employment to the vast majority of the
rural households.
 According to the latest report by IMARC group the diary
industry reached a value of INR 10527 million in 2019
with a growth rate of 16%.
 Uttar Pradesh, Rajasthan and Gujrat are the major milk
producing states in India.

2.  North Indian Cuisines are particularly well known to rely
heavily upon diary products and are a distinctive feature
of Punjabi cuisine for example the use of panner which
is a type of cheese.
 Milk consumption levels are not same across India the
people in the northwest are significant consumers
while the north-eastern people consume less.
 The top diary companies in India are:
 AMUL
 MOTHER DIARY
 KWALITY LIMITED
 ORRISA STATE COOPERATIVE MILK PRODUCER
FEDERERATION
 KARNATAKA COOPERATIVE MILK FEDERATION

3. PURPOSE OF STUDY
 The purpose of study was to know whether the farm fresh milk
is more nutritional than the one available in the market.
 To determine whether the Indian families are price sensitive or
not.
 What features need to be included in the product in order to
make it more attractive which could be done upon the basis of
labelling and packaging.
 The perception of society towards farm fresh milk by the society
is positive or negative and what are the improvements that can
be made in order to capture a large market share and build a
positive word of mouth.
 How should the company selling farm fresh milk should position
itself in order to gain a strategic advantage and gaining customer
attention over the well renowned brands like Amul and Mother
Diary.

4. ANALYSIS OF PRIMARY RESEARCH
 Upon the analysis of Primary Data we came to know to know
about the brand of milk that consumers are consuming which
was generally divided into three categories:
1. AMUL
2. MOTHER DIARY
3. BUFFALO MILK
 Customers consider three important factors before deciding
to buy a product which include taste, price and food safety
certification.
 Many consumers were willing to buy farm fresh milk if the
quality was good and they derive satisfaction from the same
and the price they were willing to spend was between
RS 65-70.
 Packaging plays an important role in increasing the sales of
a brand because packaging makes the product look attractive
and hence increasing the sales.

5. OBSERVATION OF SECONDARY
RESEARCH
 For conducting secondary research we visited various modern
trade outlets and various society in the area of Dwarka, a few
examples being Big Bazaar and Rama apartments.
 The preferred milk brand that the customers prefer were:
 Gopala Milk
 Fresh Farm Diary
 Vinod Buffalo Milk Diary
 Binsar Cow Milk
 South Vielle Milk
 Out of these above brands south vielle milk is the best
preferred brand in Dwarka as you get the assurance that
you get the best quality milk and nothing in between.
 They value their customers and offer online delivery services
in Dwarka so that they can reach out to them in quickest
possible manner.
 The milk is harvested daily from the cows and the milk is pure.
 The cost of their services is affordable and there is no
middleman in the process and they are serving their customers
directly.

6.  Other brands often sell you 3-5 days old milk that is deeply
processed to maintain the bacterial count.
 It is available on the google app store also and has a positive
word of mouth over there.
 The tagline it uses it settle for nothing but the best gains
the attention of the customer.
 It follows the policy of market skimming and has kept the
price high at RS75/litre and has customers of mainly the
upper class segment.
 The reason for its high pricing is justified as it gives good
quality milk and the customers don’t have to venture out
in the times when there is a pandemic COVID19 going on
followed by increasing pollution which poses a major risk
to the health of the individuals.
 The other players in the market like Binsar Farms need to
work upon their packaging to create a positive brand
perception and should target the middle- class segment of
the society by keeping its price low in the range of
RS 60-65.

7. SUGGESTIONS
 Launching a brand is a tough task and it may not always give
feasible result and in order to get success the firm should
analyze the market conditions and analyze the micro and the
macro environment.
 A proper emphasis should be laid on the formulation of
marketing strategy and the firm should cover aspects like:
 Choice of Target Market
 Analysis of Customer Needs and Wants
 Competitor Analysis
 Marketing Planning
 Building up Customer Confidence
 Living up to the USP set by Top Management
 Value Creation
 Creating a customer liking for the brand through
quality ad’s, offers and discounts.
 Message should be conveyed to the customers about how it is
different from the competitors and they should be encouraged
to visit the plant in Delhi and the surround in regions.
 The company must make sure that the customers get to know
about the unique features which are in case of Binsar Farms:
 Bypass protein and Bypass Fat is given on a regular
basis to increase the quality of yield.
 No matter how expensive only qualified- veteran
doctor prescribed machines are given as and
when required.

8.  The company should keep a track on the stock unit
which is most often seen printed on product labels
in a retail store to get to know about the actual sales
and make a future estimation on how to carry out
the operations of the working of the organization.