Vijay Mirgule completed a summer internship project on "A Study on Effective Use of Marketing & Research Methodology for Premium Product" with Parag Milk Foods Ltd. The project involved conducting market research and customer surveys to provide feedback on Parag's premium milk brand "Pride of Cows". Vijay visited customers, offered product samples, explained product features and benefits, and registered new subscribers. He also gathered feedback from existing customers to help improve the product. Through the internship, Vijay aimed to help Pride of Cows increase sales and better understand customer requirements.

1. 1
Vivekanand Education Society Institute of
Management Studies and Research,
Chembur, Mumbai
SUMMER INTERNSHIP REPORT
ON
“A STUDY ON EFFECTIVE USE OF
MARKETING & RESEARCH
METHODOLOGY
FOR PREMIUM PRODUCT”
SUBMITTED BY
VIJAY SHANKAR MIRGULE
Roll Number - 62
MMS (Marketing)
Batch 2015-17
Under the guidance of:
Prof. ZANKRUT OZA
Faculty Mentor
Mr. SANTOSH GAIKWAD
Industry Mentor

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A REPORT
ON
“A STUDY ON EFFECTIVE USE OF MARKETING
& RESEARCH METHODOLOGY FOR PREMIUM
PRODUCT”
By
VIJAY SHANKAR MIRGULE
ROLL NO: 62
A report submitted in partial fulfilment of the requirements of 2
years MMS Program of Vivekanand Education Society Institute
of Management Studies & Research, Mumbai

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ACKNOWLEDGEMENT
It was pleasure to work with Pride of Cows.
I would like to tender my sincere thanks to MR. MEGHSHYAM SONAWANE for giving
me such an excellent opportunity.
I am highly indebted the industry mentor MR. SANTOSH GAIKWAD for his invaluable
guidance and appreciation for giving form and substance to this report. It is due to his
enduring efforts, patience and enthusiasm, which has given a sense of direction and
purposefulness to this project and ultimately made it a success.
I am very much grateful to my project guide PROF. ZANKRUT OZA who in spite of his
busy schedule spent some of his valuable time on this project.
I would wish to thanks the other teaching staff and my friends who have helped me all the
time in one way or the other.
It is impossible to repay the debt of all the people who have directly or indirectly helped me
for performing the project.

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DECLARATION
I, Vijay Mirgule student MMS Semester two of Vivekanand Education Society’s Institute of
Management studies and Research, Chembur, Mumbai, hereby declare that, I have completed
Summer Internship Project on “A Study on Effective Use of Marketing & Research
Methodology for Premium Product” in Parag Milk Foods Ltd during the academic year 2015-
2017. The information submitted is true and original to the best of my knowledge.
Vijay Mirgule
Roll Number- 62
MMS Marketing

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6. 6

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TABLE OF CONTENT
Sr. no. Topic Page Nos.
1 Executive Summary 8
2
2.1
2.2
2.3
2.4
2.5
Industry Analysis
Indian dairy Industry
A) Overview
B) Structure of Indian Dairy Industry
C) Major players in India
Product wise Preference & consumption
Production pattern
Export
Import
9-15
9
12
14
14
15
3
3.1
3.2
3.3
3.4
3.5
3.6
About the company
Introduction
About Procurement
Brand Portpolio
Birth Of Pride of Cows
About Pride of Cows
Major Competitors of company
16-21
16
17
18
19
20
21

8. 8
4
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
On the job training & Implementation
Introduction of Project
Objective and Scope of Project
Methodology
Activities Procedure
A) Induction Programme
B) Training & Implementation Days
Highlights of Internship
Lead Generated
Use of Social Media
SWOT Analysis
23-29
23
23
24
25
28
28
28
29
5
5.1
5.2
5.3
5.4
Researchand ResearchMethodology
Sources of data
Population
Sampling method & Technique
Customer follow-up by survey
30
30
30
30
30
6
6.1
6.2
Data Collection and Analysis
Analysis
Findings & Results
34-38
34
35
7
7.1
7.2
Results and recommendations
Suggestion and Recommendation
Limitation
36-38
36
37

9. 9
7.3
7.4
Learning
Conclusion
37
38
8. Bibliography/References 39
9.
9.1
Annexure
Questionnaires
40-42
40-42

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1. Executive Summary
Parag Milk Food Ltd launched its premium milk brand “Pride of cows”, which is organic
fresh pastsrized Milk. The milk is delivered at home only by order. Parag Milk Foods
claimed that the milk is more hygienic because it is untouched by humans at any point and
cold chain is maintained right from the farm gate.
The product has achieved its brand name due to its quality, packaging and distribution
strategy. From superior quality feed to hygienic milking practices, to maintenance of the
supply cold chain at exactly 4°C to bottling-the process is entirely controlled, mechanized,
and in conformity with the best dairy practices in the world.
Our project speaks about the pride of cow’s milk in terms of marketing strategy and research
methodology on customer’s feedback.
Internship objective is to be carried out in the 60 days tenure to preferred locations and
tapped to sample the milk as sales promotion activities. And explain them the features and
benefits of the milk and delivery service and register them for the subscription. While doing
the project we have offered people to taste the milk and share their feedback with us, and in
feedback we receive is that people say that the milk has got creamy, fresh taste and velvety
smooth texture, pride of cow’s milk is one of the only ready to drink milk.
Also, We took feedbacks from the Existing customers in order to improve our product to
match their requirements therefore we visited to Existing customers home for survey And We
created awareness about Pride of cows app for betterment of service. We also handled
Customer queries where we used to solve their issues and other requirements.
The company claims that SIP sold more than 10000 litres of the milk in Mumbai and has
customers that include Amitabh bacchan, Sachin Tendulkar, Raj Kundra, Hrithik Roshan,
Nita Ambani etc. during our SIP project.

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2. Industry Analysis
A) 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)
1991-1992 55.6 178
1992-1993 58 182
1993-1994 60.6 187
1994-1995 63.8 194
1995-1996 66.2 197
1996-1997 69.1 202
1997-1998 72.1 207
1998-1999 75.4 213
1999-2000 78.3 217
2000-2001 80.6 220
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 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

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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.
B) Structure of Indian Dairy Industry
C) Key NationalPlayers in India
Aarey Milk VRS Foods
Amul Parag
Aravind Foods Mahaan Foods
Britannia Vadilal
Dynamix Dairy Mother Dairy

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2.2 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, 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,
makkhan 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, where as 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.

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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
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.

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2.3 Production pattern
In India dairy sector plays a very vital role. This sector plays a complementary role with the
agriculture and has the capability to enrich the protein diet of the predominantly vegetarian
population of India. The dairy Industry in India has come a long way from dependence to
self-reliance as the volume of milk produced more than tripled in a span of three decades
from 95 million tons to 121.848 million tons in the end of the 2014.The value of the Indian
Dairy Industry was estimated at 5500 Billion. The current annual growth rate in milk
production is pegged at between 4 to 6%. This is primarily due to the initiatives taken by the
Operation Flood Program in organizing the milk producers into Amul type cooperatives;
building infrastructure for milk procurement, and the related processing and marketing
activities. Operation Flood provided the much needed financial, technical and management
inputs. But it is very much interesting to know that 60% of the farmers who are associated
with the unorganized sector approximately 65 percent of milk of total production in India are
consumed (in fluid or processed forms) on farm or by the unorganized sector including local
milk vendors, wholesalers, retailers, and the producers themselves. So whole of the supply
chain of milk across the country is in the hand of the 40% farmers or dairymen. So it is easily
understandable that we are running in the shortage of Milk which is the first raw dairy
product.
2.4 Export
India consumes almost all of its domestic dairy production. India exports milk powders
(casein), and occasionally ships smaller volumes of butter and other products to neighbouring
countries if favourable prices and demand occur. As the export bans have been lifted since
June 2012, NFDM exports have increased and cleared the stocks out of 2012. A confidence
has been built up in the minds of producers that the market will be well placed in the near
future. The NFDM exports are mainly to the milk-deficient countries such as Bangladesh,
Egypt, Algeria, Sri Lanka and Pakistan.
Given the above factors, Post forecasts CY 2014 NFDM exports at 60,000 metric tons and
revises CY 2013 export estimates at 90,000 metric tons, reflecting increased demand and
strong prices. Based on trade data, CY 2012 NFDM figures are revised to 37,000 metric tons.
CY 2014 exports of butter are forecast at 5000 metric tons reflecting sustained domestic
production. CY 2013 export figures are revised to 5000 metric tons to match the current
visible trend in the market. CY 2012 export figures are revised to match the trade data.
However with India coming under the WTO regime, in the new EXIM Policy announced in
April 2000, the Central Government has allowed free import and export of most dairy
products. The exports of dairy products from India during the last three years are as given
below:

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2.5 Import
Post forecasts zero imports of NFDM and butter in CY 2014 due to strong domestic
production. Based on the current stocks available in CY 2013, the butter import figure is
brought down to zero. CY 2012 import figures for NFDM and butter are revised to 14,000
and 8,000 metric tons respectively to match the trade data.
Historically, India has only imported milk powder and butter in limited quantities when it
was believed that domestic production was insufficient or to help control inflation. As
income, population and consequently consumption, India may require additional supplies and
imports of butter and NFDM, absent significant domestic production growth.

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3. About the Company
3.1 Introduction
Parag Milk Foods Pvt. Ltd is an ISO 9000 and agmark certified company committed to
international standards of product quality. Our 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 brand names of Go and Gowardhan, all
made from 100 percent fresh cow’s 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 litres a day.
We, “Parag Milk Foods Pvt. Ltd.”, have created a niche for ourselves in the domain of
processing and exporting milk products. Our organization is located in the lush green village
called Manchar in Maharashtra (60 km from Pune). We are the ones owning the largest cow
farm in India, and we are also counted amongst the Asia's largest cheese plant. The 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. The capacity is of around
1,000,000 litters per day.
We are an ISO 9000 and AGMARK certified company, and our products sell under the brand
name of "Gowardhan" and “Go”. There are three production centers named Dairy plant,
Bhagyalaxmi dairy farm and Cheese plant, but we are planning to add two more production
centers, one in Palamaner, on the outskirts of Bangalore and another in Srirampur,
Ahmednagar each with a milk processing capacity of 500,000 litters a day. The organization
is also registered with US FDA and this is the only brand in India to have obtained the ISO
15161 certification from New Zealand. Owing to the quality of our products, these are
demanded in areas such as North Africa, South/West Africa, Middle East and South East
Asia. The list of our clients includes some of the renowned names such as BEL, Morocco and
Baskin Robins.
COMPANY SNAPSHOT
NAME PARAG MILK FOODS PRIVATE LIMITED
FOUNDED 1992
SECTOR DAIRY PRODUCTS
INDUSTRY FAST MOVING CONSUMER GOODS (FMCG)
BRANDS GOWARDHAN,GO,TOPP UP,PRIDE OF COWS
NET WORTH 2500cr
TURN OVER 1500cr
MARKETING
OFFICE
20TH FLOOR, NIRMAL BUILDING, NEAR INOX,
NARIMAN POINT, MUMBAI - 400 021
MANUFACTURING
UNIT
AWASARI PHATA, MANCHAR,PUNE
MAHARASHTRA,410503 TEL: +91-2133 224763
KEY EXECUTIVE DEVENDRA SHAH, MAHESH ISRANI, RAHUL AKKARA

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3.2 About Procurement
The company owns dairy plant, which is fully automated and matches the international
standards. It is equipped with the best European technologies. No human contact is
maintained right from reception of milk to the finished product. The plant churns out
1,000,000 litres of milk every day, has a production capacity of up to 10 MT of butter, 25
MT of ghee and 10 MT of dahi (yoghurt) and 65 MT of milk powder.
 Bhagyalaxmi Dairy Farm
It is spread over an area of 35 acres and boasts of being India's largest cow farm, housing
up to 2500 cows and is also facilitated with one of India's first Rotary Parlours that has
mechanized the whole milking process, and thus increases the quality and hygiene of our
products range. This world class facility stringently follows specialized farming, nurturing,
breeding and a milking program, which makes sure that the milk obtained is wholesome
and of the purest quality.
 Cheese Plant
This cheese plant has the production capacity of 40 MT and is one of the only two facilities
in Asia with UHT technology. All the equipment is imported from Stephan Machinery
Germany, who is pioneers in cheese processing equipment. This allows the UHT treated
cheese stored in optimum conditions without any refrigeration for a period of 6 months in
tropical countries like India. The company has introduced itself to offer the national
markets UHT treated, good quality cheese, which is available in different forms such as
slices; wedges spreads and a range of exciting flavours under flagship of brand GO.
Apart from these three state of the art manufacturing and processing units, they are also
planning to expand nationwide by opening up two plants.
One in Palamaner, on the out skirts of Bangalore and another in Srirampur, Ahmednagar
each with a milk processing capacity of 500,000 litres a day. The organization is also
registered with US FDA and this is the only brand in India to have obtained the ISO15161
certification from New Zealand. Owing to the quality of our products, these are demanded
in areas such as North Africa, South/West Africa, Middle East and South East Asia. The
list of serving clients includes some of the renowned names such as BEL, Morocco and
Baskin Robins, Barista, Yakult and Cafe Coffee Day.

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3.3 Brand Portfolio
LOGO:

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3.4 BIRTH OF PRIDE OF COWS
Which part of the cow’s milk we drink doesn’t come from a cow? Could it be the blotting
paper, the sodium hydroxide, the borax, the vegetable fat, or all of the above? On an average
middle class household, 9 out of 10 houses consume milk from packed or raw milk from the
local dairy vendor, of which 6 out this 9 when boiled forms foam like in a Nirma commercial.
The Consumer Guidance Society of India initiate and encourage us how to test cow’s milk at
home for sodium carbonate, hydrogen peroxide, formalin, urea, pulverized soap, detergents,
benzoic and salicylic acid as well for safer-sounding like water, skimmed milk powder, salt,
cane sugar, glucose, starch, and buffalo milk. Some of these unwelcome add-ons reduce or
delay spoilage by making the milk alkaline, some increase the SNF (Solids Not Fat, including
protein, carbohydrates, vitamins and minerals – but now synonymous with density) value of
the milk making it appear thicker, and some raise the lactometer reading, which has been
reduced by the addition of water to milk. Some of these merely reduce the nutritive value of
the milk, and some can carry disease (water), while others can damage organs, and are known
carcinogens (formaldehyde).
Every few months a new milk adulteration racket is busted somewhere in the city. Based on
result of a recent survey, 65 per cent of the milk in Maharashtra, and that just under half of the
milk in Mumbai are tainted. In October of last year, eight people were arrested for selling
adulterated milk repackaged in packets of popular brands. The milk was mixed with water
that was not fit to drink. Post this repeated encounters in different stations, the Supreme Court
of India encouraged state governments to make the production and marketing of adulterated
milk an offence punishable by life imprisonment.
Adulteration is performed at every stage: before milking, during milking and after milking.
Because most of the milk in and around Mumbai comes from cooperatives made up of small
dairy farmers, it isn’t as easy to control what goes into the cow’s body before it is milked,
whether it is poor quality (pesticide- or fertilizer-laden) feed or banned hormones that are said
to cause anything from early puberty in girls to breast development in men. A lot of the
milking is done by hand and in unhygienic surroundings, which can introduce bacteria and
other contaminants to the milk.
Given these circumstances, Mr. Devendra Shah, Chairman and Managing Director of Parag
Milk Foods Pvt Ltd had identified a business opportunity, and started offering premium milk
to Mumbai and Pune citizens. Consumers were suffering with this mal practices and poor
value for money service, the management had thought of converting this cons to its strength
and introduced an untouched and fully mechanized Farm-to Home milk service from in house
cows. Thus, was the birth of Pride of Cows milk!

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3.5 About Pride of Cows:
Parag Milk Foods is eyeing aggressive expansion plans for its premium brand of milk, “Pride
of Cows.”Now available in Pune and Mumbai, This freshly packaged milk is nursing plans of
launching it in the metro cities of Delhi, Ahmedabad and Bangalore in the next one year.
“Pride of Cows” milk is produced by Holstein Friesians breed of cows imported from abroad.
It claims to offer milk with high nutritional content bereft of significant amount of bacterial
impurities, thereby serving as a healthy alternative.
However, it is the Farm-to-Home concept; Company uses best practices for procurement of
milk. “Happy Cows” is the concept use by company And customer get milk 7 to 8 hours after
collection. On the basis of which the company is looking to score over other dairy brands
present in the market. This is an entirely new concept in the country. And brand does not face
any competition at present.
The shelf life of pride of cows is 7 days without boiling it but customer needs to keep in
refrigerator. Consumer attracts towards this brand because of this reason.
The Milk will be delivered directly to consumers doorsteps and will not be available in the
market through over the counter basis or retail outlets.
In terms of pricing strategy, company use prestige pricing strategy, because Pride of Cows is
a premium product. So, at Rs. 80 per litre, Pride of cows seems to target Niche consumer
segment. High price justifies with the premium look and packaging of the bottle as well as
quality of milk.
If you compare monthly budget for regular milk and that of pride of cows, there is only a
different of around Rs. 500- 600. It is high quality that will attract customers.

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3.6 MAJOR COMPETITIORS OF POC
Identifying the potential of this market and the given circumstances, a few new players have
entered providing the same service, which is listed below:
DOCTOR MOO
“DOCTOR MOO” is a100% Organic, Nutritious, Delicious Cow milk. Certified free of 100+
contaminants; its Tamper-proof packaging ensures zero adulteration claimed by its co
founders, Anmol and Rahul lived organic childhood in New Zealand and Singapore
respectively. Both returned to study at the Indian School of Business and a chance discussion
on the quality of milk in India lead them to conduct a yearlong research that revealed rampant
adulteration. This led to the formation of ‘Doctor Moo’; an effort to provide the Gold
Standard in Milk.
Established -2013
Price - 60Rs/liter
Office - Bandra
Presence - Mumbai Sub urban
Customer Base: < 200
Pros:
Entrepreneurial Business
Stronger B2B service
Management Focus
Schemes & Discounts
Cons:
Poached Milk
Outsourced Farm
Late Entry to the segment

24. 24
SARDA FARM
Established-2012
Office-Nasik
Presence- Mumbai and Pune
Price-80Rs/ litre
PROS:
Variants of Milk-Raw Milk, Pasteurized skimmed milk, Pasteurized Milk
Glass Bottle
CONS:
Reuse of Bottles
Limited area coverage

25. 25
4. ON THE JOB TRAINING
4.1 INTRODUCTION TO PROJECT
The project was defined as “A Study of Effective use of Marketing & Research
Methodology for Premium Product”. Pride of cows is a first of a kind premium brand of
milk which showcase a unique Farm to Home `concept milk service provider. 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 intention with this project was
to create more awareness among its target market through various marketing
communication programmed about the concept to increase in purchase leading to build
customer base in 60 days.
In this project, we studied the milk industry and scope of quality milk and mobile
application as a medium to gain additional business. For this purpose, we need to
take some Sales & promotional activities and tapped to sample the milk as a sales
promotion activities and give the demo of Pride of Cows android application of
Parag Milk food Ltd to the potential customers and communicating the benefits of
the app thereof. Since the methodology used is Customer Centric, It is important to
take feedback from the Existing customers and understand the expectation of the
existing customers and communicate the same to my seniors and colleagues in
order to continuously upgrade and improve our product & service which will enable
us to penetrate the market.
4.2 OBJECTIVE OF THE PROJECT
 To conduct Sales and Promotional activities.
 To take feedback & Reference from Existing customer regarding the product, services
through survey.
 To re-register the churned customers.
 To solve all queries of customer about the product & Service.
 To enhance business profitability by registering profitable customer
PROJECT JUSTIFICATION :
Proud owners of profitable brands such as Gowardhan and GO, Parag Milk Foods Pvt Ltd at
timely phase have concentrated to focus on building their new, exciting and much potential
brand Pride of Cows to its brand portfolio. Considering the stage at which the product is
climbing through, a marketing communication program is an apt push marketing strategy, to
announce about its PODs (Point of Difference). For a premium product (High Quality-High
Priced) and catering a small segment, traditional Personal selling such as Door-to-Door &
Over the Counter - Retail Sampling was the most adequate techniques adopted to diffuse the
product knowledge to the identified affordable audience.

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PROJECT PURPOSE & SCOPE
 To know the difficulties face by the customer
 Provide 100% satisfaction by solving all problem of customer
 To understand the issues of the existing customers.
 To register profitable customers
 To understand the service issues.
 To analyse problems at the logistics end and resolve them.
 To collect maximum data and maintain relations with the customers through follow-
ups.
LIMITATIONS
 First time operation
 Communication Barriers
 Area specific report
 Customer Impulsiveness
 Dependence on Store Manager and Society Manger
4.3 METHODOLOGY
Theoretically, the foundation of this first sales program was laid by SPANCO sales model.
SPANCO enables organizations to display sales figures with KPI's (Key Performance
Indicator) as well as to generate, manage and convert leads into customers. Areas of
difficulty which may arise in terms of the various phases will be clearly highlighted, so that
corrective action will be all the more effective and thus improve the performance of your
sales department. The reason behind following this sales model was to understand the
effectiveness and range of acceptance through the channel.

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4.4 ACTIVITY PROCEDURE
A) Induction programme:
The first day was purely about imparting knowledge about the product Pride of Cows (POC).
Since it was a new concept in the market, i.e. farm to home concept, we had to be thoroughly
aware about the product, its USP, its process, its limitations, and delivery/logistics of the
company, understanding customers and so on. Students from various colleges across Pune,
Mumbai and …with the likes of K.J Somaya, M.E.T, SIMSR, SIES.
Day 1- We were introduced to the entire POC team from various team leaders area wise, to
our BDO (Business Development Officer), to our colleagues. At the start of our induction, we
were given a 200 ml sample bottle of POC and a POC bag which contained a flip pad
containing the product details and process, 2 branded POC t-shirts, writing pad and a pen. We
were educated on about the history of the parent company Parag Foods Ltd, how POC came
into existence and how well has it fared up till now.
Once the history of Parag Foods Ltd was discussed, we got into the understanding the
product. The technicalities about the product were explained. Once the POC team was
convinced that we were through with product intricacies, all the students were broken down
into different teams which were given the term of ‘depots’(branches).
All of us were randomly divided into various depots which was headed by respective team
leader. Area sales Manager allotted me to Andheri depot which consisted of other students
from M.E.T and SIES.
Day 1 was concluded with a quiz round with all the depots pitted against each other on how
well is the understanding of the students on POC and if there was any room for confusion, the
doubts were cleared then and there.
The concept of fresh farm to home:
The name and tagline “Milk full of love” itself suggest that brand, believes in the pampering
their cows to get quality milk. A Bhagyalakshmi dairy farm (dairy where pride of cows is
produced) boasts 3800 of finest specially bred Holstein and Friesians – renowned in world for
their superior quality of milk. Farm follows international practices in breeding, feeding and
animal management. Special team of doctors is assigned to plan the meals and to monitor and
take good care of cows. Bhagyalakshmi farm claims to be one of the most advanced dairy
farms in India. All these efforts are taken to ensure the quality of milk because company
firmly believes that happy cows give rich milk.

28. 28
Except for homogenization and pasteurization, no other processing is done on the milk. After
processing, milk is bottled and delivered through a self-established supply chain. Company
states that it reaches customers’ doorstep within 12 hours of milking. So, Pride of cows
claims to be freshest and purest milk option available in the market.
1 liter bottle of pasteurized milk is the only SKU comes under this brand as of now. It is
priced at premium (Rs. 80/-) targeted only at the HNI customers. Brand exists is in the South
Mumbai market for past 3 and half years, slowly expanding geographies in nearby areas. No
mass marketing campaigns has been conducted till now. Brand awareness and marketing has
largely been dependent on Word-of-mouth and reference based model.
Day 2- The day started off with introduction to the actual work that we have to complete in a
span of 60 day operation.
The work consisted as follows:
Based on the sites assigned by our team leaders, we had to promote POC amongst the target
group through free sampling.
The idea was to explain the product, the concept of farm to home and make them taste the
product.
Thereafter the contact details are taken for feedback purposes. Interns are suppose to call up
the hot prospect customers the following to check whether they are interested or have any
queries or complain.
Once the customer warms up to the idea of POC we try and get a subscription for them.
These were our basic job activities. Once the job profile was explained we again had a doubt
clearing session regarding our job profile. We were trained on various grounds such as:
 Customer reaction
 Frequently asked questions by prospective customers
 How to act candidly in a given situation
 Various sticky situations POC team has faced earlier that we should be aware of.
This was followed by an ice breaking session toppled with team building exercises where in
we had to come up with various taglines for POC and role plays.
The day was concluded by a visit from the Regional Sales Head of POC Mr Malik.
He shared his experiences and hardships and how he has been able to get POC to where it is
today. Words of wisdom and motivation were shared before all of us would disperse for our
60 day operation.
Day 3- The third day was completed with a visit to the actual farm in Manchar. The company
thought it was crucial for the students to see for themselves that claims made by POC team
are legit. They believed that if the interns are thoroughly convinced of the product it will be
easier to convince the customers.

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B) Training & implementation days:
I need to inform, persuade and remind customers – directly about their premium product
Pride of Cows was the Internship objective to be carried out in the 60 days tenure. As the
product is not displayed on shelf at retail outlets and positioned as Farm-to-Home milk,
various marketing communication modes were initiated and also encouraged by the
management to create positive brand equity by initially establishing a dialogue and building
relationship with the target audience.
Intercept as Societies, Retail Outlets, Gymnasiums, Joggers Park, Clinics, Festive or Other
Events, Malls & etc were preferred by me and tapped to sample the milk as a sales promotion
activities. To start with briefing was exercised in areas of product and sales department.
Customer information was a challenging objective to achieve through sampling, considering
on the location, time and interest of the other party. This information was used to obtain
feedback about the sample product and they were briefed about the enrolment details.
Positive response were received through feedback calls and over the counter spot enrolments
which was encouraging and set an example to other teams as well. This recognition had
motivated me to branch out to other marketing activity which was backed by my manager
and team.
Since methodology is customer centric, I also took feedbacks from the Existing customers in
order to improve our product to match their requirements so I visited to Existing customers
home for survey And created awareness about Pride of cows app for betterment of service.
Existing customers are those customers which are consuming Pride of Cows milk. So I
suppose to meet them and ask them about the quality service of the milk. One another
objective of this customer survey was to get maximum references so that it can be converted
into the customers.
Churn customers are those customers which are not happy with the product or after sales
service so they discontinued consuming it. For this conversation used to take place on phone
call. We used to solve their issues faced regarding our product or service. Main objective was
to convert churn customer into the active customer by solving their issues.
I also handle Customer queries where I used to solve their issues and other requirements.
Significant insights were distinguished and identified which helped us to plan for further
course of action in creating productive results. In terms of handling queries, with an external
eye, various burning issues, areas with scope of development were identified and further
addressed with gentle, humble recommendations and suggestions.
Sales meeting are scheduled basis on weekly in the office to discuss the performance
overview and strategies the ways to improve the product to better suit the requirements of the
customers. The management make note of the feedback and improve the product and service
accordingly.
Our team’s exclusive and consistent performance had resulted in achieving the second
highest sales figure of 231 amongst 12 teams from Mumbai. And I earned 57 customers.
Gaining hands on experience with a newly launched product peeking through the
introductory stage and contributing to its marketing has cultivated a sense of achievement in
me. I would like to tell you that organization honored me by “Certificate of Excellence”.

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4.5 Highlights of Internship :
• Area : Andheri west (Total Routes: AN 01 to AN19)
• No of Promotional Activities : 62
• New customer added : 231
• My orders : 57
• Target Achieved : 77%
• Existing Customer Surveyed: 200 (100%)
• Chrun Customer Calling: 100 (87%)
• Sources of customers: Parks, Societies, Retail Outlets, Call In, Yoga Day Event,
Existing customer references, Beach, Mall.
4.6 Lead Genration :
Prospect was developed during with the face to communication during the sales promotion
activity. The reason for such response was due to the trust factor, all of these factor have
taken in to the consideration while planning for next activity, with the total lead generated
231 from the 57 days of working in 60 days of tenure.
4.7 Use of Social media
Presented evidence of a significant increase in the use of social networking sites. This has
caused we use these sites to draw attention to Pride of cows, with the aim of building up
customer relationships to increase demand.
We integrate social media sites like Twitter, LinkedIn and Facebook to track and
communicate with customers sharing their opinions and experiences with a company,
products and services.
By help of social media like Facebook, twitter, instagram and many other social platforms it
help to keep in touch customer towards the product alone with it’s also help company to get
more enquiries about product and service. Total Likes on facebook :15,576.

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4.8 SWOT Analysis
Strengths:
- Hygienic milk
- Best practices for procurement
- Service: Farm to Home delivery
- Concept : Fresh Milk
- Technical manpower
Weaknesses :
- Unorgnised Logistics
- Less Variants
- Only 1 ltr bottle available
- Less awareness about this
concept
Opportunities :
- Good potential market
- Limited competition
- Export Potential
Threats :
- Good brand equity :Amul
- Customers preference towards
Indian Cows milk
- Less awareness about this breed
- Negative Publicity

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5. Research and Research Methodology
Objective : 1) To develop product and service to increase sales.
2) To make customers aware about mobile app.
5.1 Sources of Data
Primary: Direct Interview, Questionnaire asked to the customer during different activities.
The source of our primary data is the population sample from which we collect the data. In
the process, we determine our target population and Our target population was active
customers.
Data Collection Instrument:
The data collection instrument used is questionnaire.A simple questionnaire designed for
active customers. The respondents were interviewed met personally.
5.2 Population:
The Population of the project study is 200 as number of customer response is 200.
5.3 Sampling Method & Sample Technique:
The sampling method used is Non Probability sampling method.
The sampling technique used was convenience sampling wherein any customers were
selected in part or area to my convenience from the list of active customers.
5.4 Customer follow-up by survey
This technique use by the Pride of Cows for the analyzing the customer feedback and
suggestion for the product in survey we have to visit the each and every individual customer
personally for their valuable feedback and suggestion.
The company provide the data of exiting customer and churn customer so the existing
customer is those who are the present customer of pride of cows and the churn customer is
those customer who left the services for certain issues or any problem faced by the customer
Existing customer
The existing customer are those who presently having the services of pride of cows this
customer are loyal customer for the company the in survey task. The personal care where we
have to meet them and ask for any difficulties or problem face by them with our service there
is on survey form which they have to fill. Where in the survey form POC ask about the
quality, freshness services and any questions which are as follows along with that we ask for
them any from their side.

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6. Data Collection and Analysis
6.1 Analysis
As here shown, mouth publicity is more than the other options like Internet, Event and
activity. 65% customers responded that they come to know about the Pride of Cows because
of their friends or relatives. So mouth publicity is very important factor other than Internet,
retail stores, etc.
Even other customers received sample from reference and many other responses like visiting
factory, Newspaper advertisement,etc.

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Most of the responses are quality and freshness as Milk is 100% pure and fresh. Even some
of the answers were like fat-free, Fit,etc.
Young kids like milk because of its taste and some of the customers were recommended by
their relatives or friends.
So these were the different reason responded by customers.

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`
54% elders prefers this milk because it is healthy and they are main consumer of POC.
Young Kids and Elders 21% & 16% respectively.Young kids likes milk because of its
taste.and Parents mostly prefers to buy for their children because it is easy to digest.

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Direct consumption of milk is preffered by consumer. As Milk is pure and good for health
hence customer prefers to have direct consumption.
Some of the customers use to make curd, Tea, coffee, Basundi and other sweet dishes.

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6.2 Findings
As majority of work was related to brand awareness and business development, I have gained
deeper understanding of the market then what I had earlier..
One of the major findings was that most of customers was having limited or no knowledge
about unique qualities of product, shelf life and mobile app service. Some of them also had
some misconceptions about the product. So during conversations with customers, we had to
provide product and service details and solve their doubts relating to it.
Active customers:
Customer Visited Form Filled References Sample sent Order
200 200 112 65 7
Churned customers:
Total No. of churn
customers
Calling on this list Retained
100 87 5
The above Data represents the other activity done during 57 days of internship at pride of
cows.
The difference between two table is that first table is of active customer so trust factor plays
very important role during approaching the references given by the customers, while next
table give reasons why customers left the Pride of Cows. The main reason being delivery
issues.
The references which were given by active customers were called and product information
was given to them and if they were interested they were provided.

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7. Result and Recommendation
7.1 Suggestion
 Improve logistics:
o Time: The timing for delivery ranging between 5.30 am to 8.00 am. With high
attrition rate and poor training in the logistics department the company is
facing daily timing issues. Company should use biometric attendance machine
for timing and attendance.
o Bags: The insulated bags use to keep milk cold and fresh within delivery
process. But the bags couldn’t solve the purpose due to less maintenance. So
company should pay attention to change those bags.
o Real time software updates: The delivery boys do not updated the software
on daily basis. Whether they delivered or pending or return the milk, this
should be updated so that marketing team can track the customer delivery
status.
 Variants of Milk : An amazing strategically move by Parag Milk Foods Pvt Ltd to
identify the need of the hour and launching Pride of Cows catering the right audience
resulting in a birth of a new segment in consumer dairy industry in India, making all
stakeholders proud enough for its association. As per Loyal customer’s
recommendation, Company should come up with new variants of milk.
 Provide 500 ml bottles: Every customer doesn’t want 1 Litter milk every day as
same time they want fresh milk every day.
 Provide discounts or referral system: Company should provide discount or referral
system to the customer if they refer at least 4 customers like company can give some
discount on one month bill. Also it will helps to build good relationship with customer
 Provide Insulated (Small) milk bag to Customer: Delivery boys kept milk bottles
outside the door and many a time customer cannot take that milk on time so its affects
to milk taste and quality the therefore small insulated bags keep milk fresh.
 Awareness in suburban area: 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 5 years the company has strived to and positions 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.

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7.2 Limitation:
 Poor logistics team for sampling work.
 Permission issue for doing promotional activity.
 Area was limited as compared to another branch.while doing activity in same place as
the consumers aware about the product resulted in no output.
 Customers interest only in knowing the product.
 According to some customers feedback organic milk but plastic bottles harming the
environment.
7.3 Learnings:
 Sales planning is essential part of the marketing. And I learnt how its effectivley work
to devlop business.
 Management
o Time.
o Activities.
o Planning.
o Team work.
 Communication: Communication skill and Pitching product to the customer.
 Convince : As a marketing intern, it helps to increase our convincing power.
 Leadership: I learnt lots of skills and tacties to work effectively in a team.also
understand that leadership quailty helps to build as person.
 Fear for rejection: I can accept rejection now in a positive way and can move ahead
with the confidence.
 Probing : It is essential me to know customer requirements. Probing was the tactics
which I learnt from my superiors, I asked several questions while pitching which also
helps me to build my learning skills.
 Technical Skills:
o Understanding of automated procurement process of milk
o Practical knowledge of logistics and distribution process of milk.

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7.4 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.
There are about 1.22 billion people in India, with around 120 million cows & buffalos. There
is a long tradition of milk production and consumption (based on small units), cooperative
structures, and a tradition of selling milk over the counter in the street, milk that consumed
fresh. 70% of the population lives in the countryside with only 30% based in cities; however
with the trend of urbanization this is changing. The dairy market is very much fragmented
and the government involvement is limited. In the near future as a result of all the changes the
dairy chain itself will change. The pace of the change is a multi-factorial issue mostly
depending on the government, government rules and their implantation. Food safety and food
security are very much on top of the agenda in India and it will remain in the near future as
food and feeding this huge population is crucial for sustainable growth of this ancient culture.
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
affordability due to growing disposable incomes, and a rising awareness and availability of
dairy through channels such as organized retail and food service segments.
Considering all the above information, Pride of Cows has tremendous potential to shake the
current milk sector. Since POC’s launch in 2012, currently standing out as a Problem Child
with a low market share and low market growth within an established market. The company
must announce its arrival with an aggressive growth strategy. Confidently, with working
close with the product, Pride of Cows will soon be crowned on its company brand portfolio
assuming all the strategically move goes right.

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8. BIBLIOGRAPHY
 http://www.indiainfoline.com/Research/LeaderSpeak/Mr.-Devendra-Shah-
Chairman-and-Managing-Director-Parag-Milk-Foods
 http://www.researchandmarkets.com/reports/607378/milk_and_dairy_products_in_in
dia
 http://www.indiastat.com/14/maharashtrastat/agriculture/2/milkanddairyproducts/167
/stats.aspx
 http://www.prideofcows.com
 http://www.businessreviewindia.in/reports/gowardhan
 http://business.mapsofindia.com/milk-co-operatives/
 http://www.aavinmilk.com/dairyprofile.html
 http://www.indianmirror.com/indian-industries/dairy.html
 http://www.imarcgroup.com/dairy-industry-in-india/
 http://www.authorstream.com/Presentation/mashrafpaul-1172339-1-milk- industry-
India/
 http://www.prideofcows.com/news/
 http://pitchonnet.com/blog/2011/07/08/milking-the-niche/
 http://articles.economictimes.indiatimes.com/2012-08-
 30/news/33499379_1_parag-milk-foods-devendra-shah-pride
 http://www.milkproduction.com/Library/Editorial-articles/Milk-quality-in

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9. Annexure
9.1 Questionnaires
Date:
Q.1 How do you come to know about the POC?
A. Internet B. Friends/Relatives
C. Events D. By calls
E. Retail store F. Others
Q.2 What was the reason you chose POC?
A. Freshness B. Taste
C. Quality D. Recommendation
E. Other
Q.3 What would be the first word that comes to your mind for POC?
_______________________________________________________
Q.4 How many members in your family consume POC? ___
& what is their age group? (Multiple choice)
A. Young kids __ B. Teenagers __
C. Adults __ D. Elders __
Q.5 Why/how do you mainly use POC?
A. In tea/coffee/other beverage B. Direct consumption
C. Breakfast/Cerals D. For cooking/baking
E. To complement other food F. Other
Q.6 Do you buy any other milk brand along with POC?
If yes, which format – Pouch/Tetrapak/Similar to POC(F2H/organic/etc)
Why ____________________________ & how much ______________
Q.7 How would you rate the service you received?

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Extremely
satisfied
satisfied Neutral Dissatisfied Extremely
dissatisfied
Quality of Product
Packaging
Delivery(Time and
mode)
Responsiveness(For
any changes)
Customer service
Payment facilities
Q.8 How would you compare our service as compared to 3/6 months before?
A. Better than before
B. Same as before
C. Worse than before
Q.9 If we had to bring in an app to help with delivery notification, order changes, etc
would you find it helpful?
A. Yes
B. No
Q.10 Have you liked/interacted with us via our Facebook page?
A. Yes
B. Not yet
Q.11 How would you rate your overall satisfication with us?
Extremely
satisfied
Satisfied Neutral Dissatisfied Extremely
dissatisfied
Q.12 Would you like to do a video testimonial for POC?
A. Yes
B. No
Q.13 Would you like to recommend us to your friends and family?
A. No
B. May be

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C. Definitely
Q.14 References
Name Phone Email
Age:
Occupation:
Contact number:
Email ID:
Thank you for your valuable time and feedback.