FMCG, MARKETSHARE, SWOT ANALYSIS

1. MARKET RESEARCH ON
“PARAG MILK FOODS PVT. LTD.” ON
“HO-RE-CA” BUSINESS
PREPARED BY – AVINANDAN KARMAKAR
JSB (R14-06-008)

3. INTRODUCTION
PARAG IN HYDERABAD:
• Introduced before 3 years ago.
• Become 6cr. turn over company
Within 3 years.
• Long range of products for HO-RE-CA.
• Giving competition with other
National & international diary
Companies.

4. PRODUCT RANGE FOR “HO-RE-CA”:

5. MARKET SHARE IN HO-RE-CA
BUSINESS IN HYDERABAD:
OTHERS
13%
AMUL
50%
PARAG
17%
BRITANNIA
3%
HERITAGE
4%
VIJAYA
13%
MARKET SHARE
VIJAYA
AMUL
PARAG
BRITANNIA
HERITAGE
OTHERS

6. Market share of PARAG in East
Hyderabad :
8%
20%
8%
19%
17%
3%
2%
2%
17%
MARKET-SHARE
MILCH
VIJAYA
VIMAL
AMUL
PARAG
BRITANNIA
THIRUMALA
JERSEY
HERITAGE
OTHERS

7. Main Competitors:

8. 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

9. SWOT ANALYSIS:
STRENGTH:
QUALITY
TASTE
UHT TREATED
LOW FAT
NO ADDED PRESERVATIVES
MAXIMUM SHELF LIFE
100% COW MILK
WEAKNESS:
LESS MANPOWER
INEFEECTIVE SUPPLY CHAIN
INTERRUPTION BETWEEN GT/MT &
INSTITUTION
DIFFERENT OFFERINGS FOR GT
/MT & INSTITUTION
PRICE SENSETIVE MARKET
OPPURTUNITY:
LARGE MARKET, HUGE POSSIBILITY
MORE PRODUCTION TO SUPPLY
MORE
LARGE RANGE
INTRODUCTION OF LASSI & ICE-
CREAM
PROMOTION FOR INCREASE IN
MARKET SHARE
THREATS:
LARGE NUMBERS OF
COMPETITORS
SAME RANGE OF PRODUCTS IN
LOWER PRICE
PRICE SENSETIVE MARKET
SWITCH OVER OF OLD CLIENTS

10. RECOMMENDATION:
 OFFERING SCHEMES, SPECIAL DISCOUNTS
 OFFERING ATTRACTIVE SCHEMES THAN RIVAL
COMPANIES
 CREATE BRAND IDENTITY
 PRODUCT DIFFERENTIATION
 PROPER GUIDELINES FOR GT/MT & INSTITUTION
 AVAILABILITY OF SAMPLES
 OPEN GO & GOWARDHAN OUTLETS FOR DIRECT
SELLING
 NOT ONLY DEPEND UPON PUSH STRATEGY, USE
EFFCTIVE PULL STRATEGY

11. RECOMMENDATION:
 TARGET LOWER SEGMENT ALSO
 FOLLOW RIVALRY’S POLICIES
 PRODUCTION OF LOW RANGE PRODUCT
ALONG WITH THE HIGH END PRODUCT
 AVOID MISCOMMUNICATION