MARKET RESEARCH ON“PARAG MILK FOODS PVT.

LTD.” ON “HO-RE-CA” BUSINESS

PREPARED BY – AVINANDAN KARMAKAR JSB (R14-06-008)

INTRODUCTION

PARAG IN HYDERABAD:• Introduced before 3 years ago.• Become 6cr. turn over companyWithin 3 years.• Long range of products for HO-RE-CA.• Giving competition with otherNational & international diaryCompanies.

PRODUCT RANGE FOR “HO-RE-CA”:

MARKET SHARE IN HO-RE-CA BUSINESS IN HYDERABAD:

OTHERS13%

AMUL50%

PARAG17%

BRI-TANNIA

3%

HER-ITAGE

4%

VIJAYA13%

MARKET SHARE

VIJAYAAMULPARAGBRITANNIAHERITAGEOTHERS

Market share of PARAG in East Hyderabad :

8%

20%

8%

19%17%

3%

2%

2%

17%

MARKET-SHARE

MILCHVIJAYAVIMALAMULPARAGBRITANNIATHIRUMALAJERSEYHERITAGEOTHERS

Main Competitors:

CONCLUSION REGARDING DATA ANALYSIS:

PARAG GROWING THEIR BUSINESS RAPIDLY INEFFICIENT CLIENT HANDLING CREATES

NEGATIVE IMPACT CURRENTLY HAS AROUND 17% SHARE & CAN

GROW THEIR BUSINESS 20-25% 60% NON-EXISTING CLIENTS ARE THERE FROM

WHICH 30% CLIENT CAN BE CONVERTED PRICING POLICY AND SUPPLY BETWEEN GT/MT &

INSTITUTION ONLY GIVING MORE FOCUS ON CHEESE WHILE

OTHER PRODUCTS REMAIN NEGLECTED

SWOT ANALYSIS:STRENGTH:QUALITYTASTEUHT TREATEDLOW FATNO ADDED PRESERVATIVESMAXIMUM SHELF LIFE100% COW MILK

WEAKNESS:LESS MANPOWERINEFEECTIVE SUPPLY CHAININTERRUPTION BETWEEN GT/MT & INSTITUTIONDIFFERENT OFFERINGS FOR GT /MT & INSTITUTIONPRICE SENSETIVE MARKET

OPPURTUNITY:LARGE MARKET, HUGE POSSIBILITYMORE PRODUCTION TO SUPPLY MORELARGE RANGEINTRODUCTION OF LASSI & ICE- CREAMPROMOTION FOR INCREASE IN MARKET SHARE

THREATS:LARGE NUMBERS OF COMPETITORS SAME RANGE OF PRODUCTS IN LOWER PRICEPRICE SENSETIVE MARKETSWITCH OVER OF OLD CLIENTS

RECOMMENDATION:

OFFERING SCHEMES, SPECIAL DISCOUNTSOFFERING ATTRACTIVE SCHEMES THAN RIVAL

COMPANIESCREATE BRAND IDENTITYPRODUCT DIFFERENTIATIONPROPER GUIDELINES FOR GT/MT & INSTITUTIONAVAILABILITY OF SAMPLESOPEN GO & GOWARDHAN OUTLETS FOR DIRECT

SELLINGNOT ONLY DEPEND UPON PUSH STRATEGY, USE

EFFCTIVE PULL STRATEGY

RECOMMENDATION:TARGET LOWER SEGMENT ALSOFOLLOW RIVALRY’S POLICIESPRODUCTION OF LOW RANGE PRODUCT

ALONG WITH THE HIGH END PRODUCTAVOID MISCOMMUNICATION