STUDY ON MARKETING OF DAIRY PRODUCTS OF

PARUL GROUP OF COMPANIES IN RETAIL OUTLETS

OF HARYANA

PRESENTED BY:
ANKUSH DANDYAN
3609827
Marketing is comprehensive term and it includes all resources and set
of activities necessary to direct and facilitate the flow of goods and
service from the producer to the consumer.

DEFINTION

According to Clark, “A marketing function is a major specialized

activities performed in marketing.
To make assess of goods manufactured to the consumer.

Marketing is the performance of business activities that direct the

flow of goods and services from producer to consumer.
PRE- INDUSTRIAL STAGE

EARLY-INDUSTRIAL STAGE

INDUSTRIAL STAGE

POST–INDUSTRIAL STAGE
PRIMARY OBJECTIVE

To find out the retail outlets.

To find out the factors that influences the stocking decision of
retailers of Marketing of Parul product in Haryana.
 
SECONDARY OBJECTIVE

 To identify the issues related to Parul Company.

To know about the factors, which influence the retail outlets.
To study about the marketing strategies of Parul company for
their outlets
 RESEARCH METHODOLOGY
PRIMARY DATA COLECTION
This was done by means of a questionnaire provided to the retailers of
Ambala and Kurukshetra city.

SECONDARY DATA
Through Internet and newspapers.

SAMPLING DESIGN

SAMPLE SIZE
In the study the sample size is of 60 retailers from Ambala and
Kurukshetra city. 
It is establised in 1994 in khanpur koliyan.The dairy industry plays an
important role in the socio-economic development of India. It is produce world
class dairy products, consuming almost 100% of its own milk production. There
is some companies like MOTHER DAIRY, N.D.R.I.
Parul group of company is a dairy industry field movement in India. It
developed its branches in other state also like palwal and malerkolta (Punjab).
Mr. Devraj Garg the chief managing director,
Mr. Pankil Garg managing director,
 Mr. Satish Garg chairman is recognized as the man behind the success of
PGC.
How long have you been into the Parul milk business?

TABLE 1 Source-survey result

Product availability of Parul products in retail outlets of Haryana.

TABLE 2 Source-survey result

Which company product do you sell most?

TABLE 3 Source-survey result

Ranking of some of the other factors that influence a retailers stocking
decision.
Overall ranking of the influencing factors to the buying decision of
retailers
 According to outlets surveyed, the Milk
product is consumed mostly in the
comparison of other brand.
 Almost all outlets where credit and
discount available by the Parul company.
 Most of the retailers agree that Parul has
well Distribution channel.
 Parul gives the better replacement offer to
the expired product than the other
company Products.
 Parul 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 and not just in the outlets, which lie on
the easily accessible routes.

 Credit is the 2nd biggest factor that influences the stock

of the product into the retail outlet. So company should give the
credit to all outlets.
 To the consider of stocking decision of product in retail
outlet, It would found that investment on to the milk
product so much huze due to increasing rate day by day.

 Finally the whole studies of the research work, the

company needs the effective advertisement of the product in the
local channel and print media for awareness of milk product and
considers the factors that influence the stocking decision of
retail outlet.