CORPORATE GROOMING PRESENTATION

ON
GOWARDHAN
(MILK AND MILK PRODUCTS PVT.LTD)

Areas which were covered

Industry Profile

Gowardhan Profile

Gowardhan Marketing Strategy

Competition Landscape

Quality and Assurance

Scope of project

Challenges faced while doing Projects

Limitations

Recommendations

Industry profile

Dairy is a place where handling of milk and milk products is done and
technology refers to the application of scientific knowledge for practical
purposes.

The dairy sector in the India has shown remarkable development in the past
decade and India has now become one of the largest producers of milk and
value-added milk products in the world.

During 1997-98, the State had 60 milk processing plants with an aggregate
processing capacity of 5.8 million litres per day. In addition to these processing
plants, 123 Government and 33 co- operatives milk chilling centers operate in the
State.India today is the lowest cost producer of per litre of milk in the world, at 27 cents,
compared with the U.S' 63 cents,and Japans $2.8 Dollars

The urban market for milk products is expected to grow at an accelerated

pace of around
33% per annum to around Rs.43, 500 crores by year 2005.

India contributes to world milk production rise from 12-15 % & it will increase
up to 30-35%

(year 2020) Worlds Major Milk Producers (Million MTs).

Gowardhan Company
deatils
Gowardhan ,founded by Parag milk Foods Pvt. Ltd. in 1992, is one of India's
largest

private dairies,with an output capacity of 1,000,000 liters per day.

Its Located in a lush green village called Manchar in Maharashtra (60 km from
Pune),From

plain milk to high-quality cheese, Parag is churning out a smooth success story in
the quiet
village of Manchar

They are an ISO 9000 and AGMARK certified company, committed to international
standards of product quality.

Govardhan Milk and Milk Products Private Ltd. is the significant player in Pune in
milk

segment.

Products

Flavoured
Dahi

Dahi

Cheese

Butter

Produts (Cont )

Cheese

Trim
Dahi

Milko

Ghee

Products (Cont)

Whitener

Gulab
Jamun

Milk

Butter Milk

Infrastructure and Technology

They have two plants; one in Manchar, Pune (Maharashtra) and another is in
Palamner, Chittur (Andra Pradesh). Both of them are fully automated

The capacity of both the plants is 20 lakh litres of milk per day.
The Manchar plant is Asias largest cheese plant, with the capacity of manufacturing
40 MT per day.

Currently Gowardhan will establish two more plants one in North and one in East in
the coming years. The investment will be around Rs 3bn.

Gowardhan Exports

Gowardhan exports milk powder butter and butter oil to 27 countries in the

Middle East, South East Asia and Africa. We are soon going to include cheese in
the
product mix. Some of our significant customers include Yakult for our skimmed milk
powder and BEL, Morocco (world famous manufacturers of cheese).

Marketing Strategy

The consumer promotion tools mean the promotion activities, which are
beneficial for
Consumers as well as company. Such as price discounts, samples, cash
refund, premiums, prizes, cross promotion and coupons etc.

kept seven days from issued.

The consumers are attracted to buy the product.

It helped to increase sales volume.

Consumer can get good quality of goods in cheaper price.

It can attract the new consumers and customers buying other milk brands.

Attract brand switchers, who are primarily looking for low price, good value or

premiums.

Turn switcher to loyal users,

It induced to make some subsequent purchases.

Give little permanent gain in market share.

Worldwide Milk Production

Sr. No

Country

2010-11

2011-12

India

81

84.5

Brazil

75

77

Russia

34

33

Germany

27

27

France

24

24

Development of Food Processing Industry:

The food processing industry sector in India is one of the largest in

terms of production, consumption, export and growth prospects.
Employment and export growth, Food processing industry is
providing backbone support to the milk industry.
The development of food products by using milk can give good
market opportunities to producers of milk (eg.bakery, biscuits
, ice cream, etc)

Major Indian and Overseas Players in the Food industry are:

Gowardhan Landmarks
Gowardhan is a one-stop, efficient and reliable supplier to reputed hotels,
restaurants, institutions and caterers. The wide ranges of products they
supply include cheese, butter, ghee and milk powder.
Each of these products comes with the Gowardhan assurance of purity &
quality.
They have a national tie-up with companies like Baskin Robins, Barista,
Caf
Coffee Day etc.
We have also expanded our retail presence significantly: Gowardhan and Go
brands of are now available at large retailers and modern retail outlets,
reaching out to more and more customers with the promise of a healthy, active life.

Quality Assurance

"Quality is never an accident. It is always the result of high intensions, sincere

effort, intelligent direction & skillful execution."

Quality control tests

There are two main quality control /assurance laboratories at Parag dairy.
They are as
follows:

1.

RMRD Laboratory

2.

Main Laboratory

A.

RMRD Laboratory: Here the quality of incoming milk is judged

B.

Main Laboratory: Main laboratory is the heart of the Parag dairy,

Manchar. The quality of milk and milk products are maintained by main
laboratory .

The various activities of main Laboratories are as follows:Tests for:-milk, butter, ghee, dahi, powder, cheese, water, raw material, packing

Competitors

Objectives of the report

The main objective of the Study can be listed as
Follows:
A.PRIMARY OBJECTIVE
1.

2.

To find the problems faced by retailers in selling and

storing.
To collect the information about the competitors

B.SECONDARY OBJECTIVE
3.

4.

To organize sale promotional activities to improve milk and dahi

sales.
To generate and secure consumer awareness.

SCOPE OF PROJECT
The study carried out in specific areas such as
Aundh,sinhgad road & camp(Pune) city so, its
scope is mainly limited to Aundh,sinhgad road &
camp(Pune) city.
1. It gives information about the size of the retail
network.
2. It gives information about the services given by
distributor to their retailer.
3. It gives information about the competitors
products
4. It will serve consumer in better manner.

SAMPLING TECHNIQUE USED

In this project the technique of sampling

used was Judgment sampling.
Judgment sampling involves the choice
of subjects who are most
advantageously placed or in the best
position to provide the information
required.
SAMPLE SIZE: 20 Retailers.

DATA COLLECTION TECHNIQUES

SOURCES OF DATA:
1.

PRIMARY DATA
To collect primary data from Retailers Questionnaires were used. Questionnaire
was prepared very carefully so that it may prove to be effective in collecting the
right information. Information was collected by personally contacting retailers
through interviews.
SECONDARY DATA

Secondary data collected from different websites. This secondary data formed the
conceptual background for the project.

This secondary data was compared with the primary data collected in area.

Total Retail Outlets of Govardhan

& its Competitors
Organization

% Market Share

No of Retailer

Warna

33

47

Gokul

22

22

Arey

14

19

Loose

11

16

Mahanand

10

Mother dairy

Gowardhan

17

Reasons for Govardhan milk not stored

by retailers.
Answer

No. of respondents

No Regular Supply

No One has Asked

Not Allowed

Replacement

Retailers Margin

Not Demanded by Customers

Response of Retailers When Asked

for Order.
Sales
11
%

34%

36%
19%

no reply
not interested
order
will think later

INTERPRETATION:
1.

2.
3.

Most of them were not interested

because of their relation with past
distributor and retailers margin.
Some of them has given order
Few of them tell that they will think in
future regarding order.

Limitations
1.
2.

3.

The survey is limited only for Pune city.

Time period of the project was Five
days, which may not be enough to
understand the whole market.
Respondent hesitate to give true
response to question.

SUGGESTIONS AND
RECOMMENDATIONS
A.
1.

2.

Suggestions :
Govardhan has a relatively good distribution network, but still company is not able to fulfill
the demand of outlet in the peak season when demand is very high. Here company should
consider on the supply of product in the peak season.
Supply should be regular to all the outlets including those that lie in the pocket roads

3.

Incentives & schemes should be given to the retailers so as to attract the retailers to stock
more of their goods than that of the competitors.

4.

Company should provide advertising facility like outside wall painting; provide companys
stand boards, Posters which help to sell Govardhan milk.

5.

Provide consistent service to retailers as this will help gain company goodwill in the market.

RECOMMENDATIONS

From above research it is clear that there is a need for Point Of Purchase display
program for retailers of Govardhan. Also, I have seen few advertisements at the
retailers which can make consumer aware that product exists .

Thanks

Thanks to Mr. Prashant Pawar & Mr.Vinayak Raut

for all the Support extended while doing this
project.