03-07-2013, 12:45 PM
TO INCREASE THE SALE OF PARAG MILK IN SITAPUR
INCREASE THE SALE.docx (Size: 100.04 KB / Downloads: 37)
OBJECTIVES
1- Removing of the middlemen between the producers and consumers by the procurement of the milk directly by the producers directly through village co-operative society.
2- To increase the production of milk from milking animals by providing input to the producers.
3- To arrange the supply of liquid milk in the major cities of U.P.
LIQUID MILK MARKETING-
At present the liquid milk having brand name as “PARAG” is being marketed through local unit/milk union in major cities/ motors on U.P. and Delhi under the direction of P.C.D.F. Ltd. Lucknow, Kanpur, Delhi, Varanasi, Meerut are the main center point for maximum milk demand. The following types of milk are mainly marketed by P.C.D.F. Ltd. Whole milk (full cream) with 6%fat 9% S.N.F. Toned milk with 4.5%fat and 8.5%S.N.F. Janta milk .5%fat and 9.0%S.N.F.
REGIONAL MARKETING OFFICES;
The marketing of the PARAG product is monitored and affected through their six regional marketing offices located at Lucknow, Rampur, Delhi, Merrut, Varanasi & Kolkata. A regional manager (Marketing) who has a certain area of office and also one warehouse located in the above towns. Products are transferred from General Manager(Marketing) at the head office to the stockiest or through the C & F agent and around their respective regions.
The Regional manager is assisted in his marketing function by team of sales force whose basic task is to call on the retailer, book order increase 4 the No. of retailers and study competitive environment. The entire marketing operation is monitored at the head office level uder the supervision of General Manager (Marketing ) through regular reporting feedback received from the head office marketing staff that makes regular intervals at the head office.
ORGANIZATIO STRUCTURE
PCDF has ten divisions. Every division has manager who is responsible to General Manager. G.M. of every division is responsible to Managing director.
The division heads of each division shall the responsible for the performance and of their respective division not only at the head office but also in the/ unions and in the field. These officers shall not merely insure achievement of the targets fixed and implementation of systems for their functional areas but promptly attend to the problems of the units/unions.
The divisional heads shall discharge their duties with in the policy frame laid down by the Managing Director & subject of his control & supervision only important performance and control reports, policy matters, questions involving exception to approved policy, systems development and other important matters need to be put up before the Managing Directors will before approval & implementation, be routed through the management Service Division (MSD), which will check the plan to see whether they are in conformity with corporate objective, and will see that they are in conformity with other plans and systems and no contradiction occurs.
PRESENT STATUS OF PARAG AND IT’S
PRODUCTS
Today the working capital of this milk union is more than 2 lakh liter per day as compared to 220 liter per day at the beginning. It is expected than in the coming 4-5year the plan will develop the capacity or producing 5lakh liter or more milk per day.
In present time stall or company PARAG goes on peak and better in the market then other brands of milk. Quality and purity of PARAG products is better. Demand of PARAG products is more in the market.
PARAG and its products are leader in the present market than other brands like Gyan & Gokul.
SCENARIO OF DIARY INDUSTRY
Dairying is a vital sub-section of agro economy and has a tremendous employment potential along with nutritive support. India ranks among the five top milk producing countries of the world with production level of 58.6 million tones. The world’s largest integrated dairy development program of currently in its third phase, links the rural milk producers with urban consumer on the cooperative “Anand pattern”. The project has the total outlay of Rs.915 crore. Under the wide network cooperatives are marketing liquid milk is about 500 urban centers, most of the village societies have been covered under animals health facility service to increase the milk production, more than26,400 dairy cooperative societies has been marketing balance cattle feed.
PLACE OF DAIRY INDUSTY IN NATIONAL ECONOMY
The dairy’s industry of India now rank second in the world, and milk products contribute about Rs.8, 933 million to the National Income India in the current decade rank fount in the world in the matter of milk production will about 33 million tons (1981-1982) and 58.6 million tons (1992-1993).Nearly 60% is knackered and the balance is used for home consumption on feeding calves. The milk production in 8 five year plan is targeted to 70 million tones.
THEORETICAL BACKGROUND OF THE STUDY
The environment in which milk product manufactures are operating is changing faster than ever before. The formulation of management decision on an ad hock basis which may have worked reasonably well in former times where market condition and technical progress moved comparatively slowly will no longer ensure survival, let alone process milk product firm have come to the realization that the majority of their management activity in the past was directed to day to day task, where as to maximize long term profit, management should be engaged in the task of for world planning. Current planning reduces the need to make day- to- day decision. It avoids the wasted effort involved in piecemeal making. Many milk product manufactures are oriented towards production rather than seals. This has been a major factor in the comparative slowness with which such companies have adopted the marketing concept. But every business organization must become market oriented because all its effort will be of no avail if its products fail to gain the appeal of the market.
CORPORATE PLANNING
Corporate planning has been defined as the planning of the development of all the resource of the organization in coordinated manner. There are certain factors, which the marketing manager should take into account they are;
• His market
• His resources
• His objectives
A market assessment must take account or the situation of one’s competitors and their probable future action. The particular services or product offered by competitors should be considered together with their market share likely future trends.
MARKET PENETRATION
A company might consider whether its major brunch can achieve deeper market penetration marketing more sales to present customer without changing products in any way. So to increase the sales, the company might cut prices, increases advertising, get its products into more stores or obtain better store displays and point of purchase merchandising from its retailers. Basically the management should like to increase usage by current customer of other brands to theirs.