Introduction Of Parag Dairy• cIt was started in Bhopal with the financial support of government and started it’s first dairy in Sultanpur. • This dairy is set up to facilitate the villagers so that they can get appropriate prices for their milk. • Parag dairies collect milk fro villages and supply them in cities. Functions of Parag dairy Procurement Processing Marketing . • Parag dairies act as a balancing tool for milk between villages and cities. • Parag dairies have certain societies for this purpose.Procurement • Procurement phase includes the act of obtaining milk from the villages. • Grading and checking of milk.Processing • It includes Pasteurization of milk. • Two types of grading – State milk grading (SMG) National milk grading (NMG) . Marketing • It comprises of – Distribution Packaging Warehousing Handling customer complaints through quality control department. . Analysis . Curd. Pede. Butter. Kalakand etc.Product • Parag has a wide range of products. • Core product is milk. Rajbhog. Mattha. Cheese Gulab Jamun. Rasgulla. Milk. . • Corporate societies checks the level of fat and then decide the pricing. • Prices of products are released 4 times in a week. .Price • Pricing is based on type of product purchased. Number of intermediateries/middlemen. Type of distribution channels. .Place • It includes – Warehousing. • Advertising through radio.Promotion • Promotional tools. . like Banners. pamphlets. hoardings. television etc. Customer complaints & Distribution Management . Bad packaging etc. • Complaints are handled by quality control department.Customer Complaints • Complaints are made through telephone calls. . • Mostly complaints are done regarding Spoilage of milk. Milk vans and milk tanks are used for transportation. Parag ATM’s are also used. • To achieve its Objectives . PCDF works through a professionally managed Three Tier Cooperative Structure which links the Village level milk producers to the milk consumers in the Cities.Distribution Management • • • • Evening and morning supply of milk. . Distributors are allocated. • State level Federation : The Apex Federation provides Marketing services and other support to the District Milk Unions of the State. etc. to the farmers • District level Milk Unions: The Milk Unions collect milk from all the village DCS of its district . The Milk Union provides support and services to the farmer by routing them through the village DCS. organizes fodder development programmes and makes available good quality fodder seeds .maintains liaison with the Government. Thus it sells cattlefeed. process and market it. The DCS in villages collect the surplus milk from farmer members . It also helps the Milk Unions to market milk outside the State . provides artificial insemination facilities to improve breeds of milch animals. Plans and Coordinates Programmes and ensures mobilization of resources.The Three Tier Structure • Village level DAIRY COOPERATIVE SOCIETIES (DCS). . Animal Health and other support and Services are routed through the DCS. first of its kind in India.Milk Unions & Infrastructure • Milk Unions and Federation own some of the most modern plants in Northern India. Noida is a vertically designed dairy. • Dairy Plants located in Noida and Meerut Lucknow. • PCDF has its operations in 59 districts of the State.Allahabad and Cattlefeed Plants in Meerut and Varanasi are ISO-9002 / HACCP certified plants.Kanpur. • Parag Dairy. This automatic/ computerised dairy has a processing and packing capacity of 4 lakh liters milk per day and supplies milk under the National Milk Grid to Mother Dairy. . SWOT ANALYSIS • • • • • • STRENGTH Offers VEG Products Price Sensitive Consumer meet for feedback Performance appraisal programmes Awareness programmes . Weakness • • • • • • No separate CRM department Home delivery services are not available Retail outlet are limited Parag ATM’s are rarely found Limited horizon Lack of promotional strategies . Threats • Local milkmen • A mother dairy . Opportunites • Parag ATM’s to establish in urban area • Allocation of distributors to expand distribution channels • Should focus on rural areas • Extend their reach in other states . Findings and Recommendations . • Regarding customer complaints – Complaints are handled by quality control department. Quality check by food inspectors. Unavailability of Customer Relationship Management (CRM) department.Findings • Regarding distribution management 2000 distribution centers in Lucknow. . . • Related to customer complaints – Parag should have a separate CRM department. Parag should focus on home delivery service. Parag should reduce work load of marketing department.Recommendations • Related to distribution management – Parag should increase number of Parag ATMs’.