Specimen Project Report-1(R.K)

7/27/2019 Specimen Project Report-1(R.K)

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Report on Summer Training

PERCEPTION OF DAIRY FARMERS TOWARDS DIFFERENT CATTLE FEED

BRAND AVAILABLE IN THE MARKET

Submittedto Lovely Professional University

In partial fulfillment of the

Requirements for the award of Degree of

Master of Business Administration

Submitted by:

Baljinder Singh

University Registration No.2020070097

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

(2008)


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TABLE OF CONTENT

CONTENTS

- TITLE PAGE

- STUDENT DECLARATION

- SUMMER TRAINING CERTIFICATE

- PREFACE

- ACKNOWLEDGEMENT

- EXECUTIVE SUMMARY

CHAPTER -1 INTRODUCTION TO THE SUBJECT

1.1 THEORETICAL FOUNDATION

1.1.1 Framework of Indian Feed Industry

1.1.2 Meaning of Feed Industry

1.1.3 The Live Stock Industry of India

1.1.4 Components in Animal Feed

1.1.5 Uses of Compounded Feed

1.2 LITERATURE REVIEW

CHAPTER 2 INTRODUCTIONS TO THE ORGANIZATION

2.1 OVERVIEW OF INDUSTRY

2.1.1 History of the organization2.1.2 Landmark

2.1.3 Major Players & their Market Share

2.2 PROFILE OF ORGANIZATION

2.3 HISTORY OF GODREJ AGROVET

2.4 RECENT ACHIEVEMENTS & MILESTONE

2.5 PRODUCT RAGE OF THE COMPANY

CHAPTER-3 OBJECTIVES OF THE STUDY & RESEARCH METHODOLOGY


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3.1 OBJECTIVES OF THE STUDY

3.2 SCOPE OF THE STUDY

3.3 RESEARCH METHODOLOGY

3.3.1 Sources of Data

3.3.2 Sample Place

3.3.3 Sample Plan

3.3.4 Analysis & Methodology

3.4 LIMITATIONS OF THE STUDY

CHAPTER-4 DATA PRESENTATION, ANALYSIS & INTERPRETATION

4.1 INTERPRETATION OF QUESTIONNAIRE

4.2 CHI SQURE TEST

CHAPTER-5 SUMMARY, CONCLUSION & RECOMMENDATIONS

5.1 FINDINGS

5.2 CONCLUSIONS

5.3 BIBLOGRAPHY

ANNEXURES


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STUDENT DECLARATION

I here by declare that the project report entitled, PERCEPTION OF DIARY FARMERS

TOWARD DIFFERENT CATTLE FEED BRANDS AVAILABLE IN THE MARKET

(GODREJ AGROVET) submitted in partial fulfillment of the requirements for the degree of

Masters of Business Administration to LOVELY PROFESSIONAL UNIVERSITY OF

phagwara., is my original work and not submitted for the award of any other degree, diploma,

fellowship, or any other similar title or prizes.

Place: Jalandhar

(Baljinder Singh)

Reg. No. 2020070097


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PREFACE

This project is the result of six weeks training at Godrej Agrovet Khana. Summer training is an

integral part of Master in Business management course and it aims at providing a first hand

experience of industry to students. This practical experience helps the students to view the real

Business World closely.

I was really fortunate of getting an opportunity to pursue my Summer Training in reputed, well

established, fast growing and professionally managed organization like Godrej Agrovet.

Project assigned To Measure the Perception of dairy farmers toward different cattle feed brands

available in the market.

Required a lot of extensive study, as I did a lot of study of feed industry at various production

plants of Punjab It gave me a great deal of exposure and practical experience.


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ACKNOWLEDGEMENT

An individual cannot do project of this scale. I take this opportunity to express my

acknowledgement and deep sense of gratitude to the individuals for rendering valuable assistance

and gratitude to me. Their inputs have played a vital role in success of this project.

I am grateful to Dr Pardeep Kumar, who provided me an opportunity to undertake a project,

which enabled me to interact with dealers, customers of company to have better understanding,

practical exposure of industry.

I express my sincere thanks to my project guide Mr. Jagdish Singh, (Professor) for his generous

support, constant direction and mentoring at all stages of training.

I am also indebted to Mr. Kapil Kumar (Agency Holder, Guru Har Sahai) who was a real

source of help and assistance to me during the course of project.

I take this opportunity to thank all dealers, customers who spared their precious time to provideme with valuable inputs for project without which it would have not been possible.

I firmly believe that there is always a scope of improvement. I welcome any suggestions for

further enriching the quality of this report.

EXECUTIVE SUMMARY


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The basic purpose of this management training of Marketing imparted is to provide us an insight

into the methods, both culture and the ground realities of an industry. I undertook my training at

the Godrej Agrovet (Khanna) from 23th June, 2008 up to 2 nd August, 2008 for a period of 6

weeks. I was allotted the duty to have the analysis on the Perception of dairy farmers toward

different cattle feed brands available in the market. Along with this I was also allowed to visit to

agency holders for the collection of information which is required for the analysis of the given

project work. This report represents what I have done during the training period at Godrej

Agrovet. I have also studied about all the financial aspects. The first few pages give a birds eye

view of the introduction of the subject which covers meaning and definition, classification,

causes, current scenario, framework of Feed and also of the organization containing history,

landmark, services provided, profile, recent achievement, financial status and future prospectus of

the firm. This is than followed by literature reviews and the objectives of the study. Then comes

real part of the study in which I have written all what I had learnt there in the organization about

the various techniques of feeding. The last part of the study contains findings, conclusion and

bibliography. The objectives of the study which I undertook in Godrej were to study the views of

different dairy farmers about overall feed, for this I have used the statistical method of Chi Squire

and presenting it in an very effective manners by tables. One of my objectives was to study

various features provided by different feed brand mainly Godrej, Tara, Markfed by having a

comparison study of quality, cost, delivery etc, for this I have made structure questionnaire and

interpretation for the same has been done and also in order to make it more effective I have used

tables and bar charts.

Another objective of my study was to know various marketing strategies used by different feed

companies in order to reach feed buyer, for this I have made structure questionnaire andinterpretation for the same has been done and also in order to make it more effective I have used

tables and bar charts.

Another objective was to study the perception of dairy farmer that how they perceive different

feed brands when they look of at price and other services, for obtaining the information I went to

various farmers personally and I am able to know about views and their expectations. I found that

tara feed has more demand than Godrej feed in the area. I also fount that there are some


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complaints about Godrej feed by the consumer and same has to be looked upon. I also found that

consumer has a good perception toward Tara than Godrej and it is fulfilling their expectations.

As from my all study, I have concluded that Godrej feed has not capture as such market as in

other cities or states. Instead of Godrej has got first place in Indian feed industry, but in the area a

very few people are aware about Godrej feed. According to me from various reasons the biggest

reason of non-awareness is less manpower for marketing and less advertisement of the product.

Other brands that is more preferable than Godrej due to good advertisement strategies used by

them. According to me Godrej should spend a lot of money in order to create a good brand image

and awareness of the product to consumer. Godrej can also think about some good marketing

strategies that can implement in the area. As we come to know that some farmers who have

visited to Godrej Adhar are very impressed by services and various features provided to farmers.

I think the best place for Godrej Adhar is on the main road of Ferozepur to Fazilka that combine

all the villages together. Godrej Adhar helps farmers in providing awareness about various agri

input and also provide various services like bank loan etc. Thus Godrej Adhar can be a good

source of creating a good relation with farmers. It is also a source of advertisement. People are

expecting more good results from Godrej feed. Overall I found farmers satisfy with the quality of

Godrej feed users except some bad stock and looking for a good and loyal relation with the

company. It has been in some cases that agents are not fully satisfied with whatever gets from the

company in monetary terms or in any other forms of non financial incentives. More emphasis is

being given to the production side in the company rather than to marketing side though

marketing and sales activities are responsible for earning revenue for the company. Less

emphasis is being given on marketing research, which provides the company with the information

regarding the market & its dynamics. Product promotion is an area which required to be geared

up. The study revealed that marketing is the area which seems to be neglected because the

company products were in great demand. However the scenario is changing, which makes itnecessary for the company to establish a full-fledged marketing department. The company should

change its stance from production oriented to marketing oriented. Presently the company seems

to be depending on depot sales but direct sales marketing and sales through agents are the other

avenues available to the company. Hence the company may concentrate on direct sales marketing

through personal selling or marketing representative follow up with industrial consumers. The

company should develop a marketing information system, at present through its depot managers

and existing agents further with the help of personal selling staff. The company is advised to

formulate a promotion mix keeping in mind a changing scenario of market. To begin with, the


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company may advertise the product and the company brand in industrial journals like Indian

Feed & in future introduce sales promotion through additional agents and personal selling staff

which would constitute a proper mix. Company should provide food and Stephen to the trainees.I hope that my experience at Godrej will not only help me in my future in marketing field but also

in my current studies.


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CHAPTER-1

INTRODUCTION TO SUBJECT


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I.I THEORETICAL FOUNDATION

1.1.1 FRAMEWORK OF INDIAN FEED INDUSTRY

The Indian feed industry is about 35 years old. It is mainly restricted to dairy and poultry feed

manufacturing; the beef and pork industry is almost non-existent. The quality standards of Indian

feeds are high and up to international levels. Raw materials for feed are adequately available in

India. The industry's production is about 3.0 million tonnes, which represents only 5 percent of

the total potential, and feed exports are not very high. The feed industry has modern

computerized plants and the latest equipment for analytical procedures and least-cost ration

formulation, and it employs the latest manufacturing technology. In India, most research work on

animal feeds is practical and focuses on the use of by-products, the upgrading of ingredients and

the enhancing of productivity.

The country has entered into a period of liberalization and this is bound to influence the livestock

industry. The per capita consumption of milk, eggs and broiler meat will grow. The Indian feed

industry is undergoing a very exciting phase of growth for the next decade.

1.1.2 MEANING OF FEED INDUSTRY

Feed manufacturing on a commercial and scientific basis started around 1965 with the setting up

of medium-sized feed plants in northern and western India. Feed was produced mainly to cater to

the needs of dairy cattle. The poultry sector was not developed at that time and was restricted to

backyard production, with the desi kept mainly for the production of eggs. The poultry industry is

now growing in importance. Today, the Indian feed industry is worth approximately Rs 45 billion

that is about US$1 billion.

1.1.3 THE LIVESTOCK INDUSTRY OF INDIA

India's animal wealth is quite large in terms of its populations of cattle, poultry, sheep and goats,

camels, horses and pets. Recently, aquaculture has also been growing in importance in India.


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TABLE 1

Livestock type Population

(millions)

Cattle 204.5

Buffaloes 84.2

Sheep 50.8

Goats 115.3

Pigs 12.8

Horses/ponies 0.8

Mules 0.2

Donkeys 0.9

Camels 1.0

Yaks 0.06

Mithuns 0.15

Total livestock 470.86

Dairy cattle

Worldwide, India is number one in milk production, at 78.0 million tones per annum, and the

dairy industry is spread across the whole country. India has one of the largest populations of

cattle and buffalo in the world. In a total of 288 million head, there are 10 million crossbred cows,

15 million good milk cows of local varieties and 36 million buffaloes of good milk varieties. The

remainder of the cattle population is of a non-descript variety and a sizeable proportion consists

of bullocks.

TABLE 2

Cattle and poultry indicators

Dairy

Cross-bred cows (millions) 10.0


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Improved cows (millions) 15.0

Improved buffaloes (millions) 36.0

Milk production (million tones) 78.0

Per capita consumption (g/day) 240

Poultry

Commercial layers (millions) 150

Commercial broilers (millions) 650

Stock breeders (millions) 6.5

Egg production (109) 40

Per capita availability (eggs/year) 40

Poultry meat production (million tones) 1.0

Per capita availability (g/year) 1 000

Poultry feed production (million tonnes) 9.0

Annual growth

Dairy industry 5%

Layer industry 6-7%

Broiler industry 10%

The crossbred population is either Jersey or Holstein-Friesian, crossed with local cows.

Crossbreeding was a natural solution to upgrading the milk yield in the absence of high-value

imported varieties of purebred animals. The buffalo breeds are unique to India, and produce milk

with a fat content of 7 to 8 percent.

Milk is seen as a health drink and a variety of Indian sweets are prepared from milk. The ice-

cream market is growing.

Farms are located on the outskirts of cities and within cities. Almost all villages have a number of

cattle, but there are only a few organized dairy farms. In India, dairy is not so much an industry as

a smallholder farming activity.


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Growth in the milk sector has occurred mainly through cooperative efforts. Cooperatives started

by supplying milk collection centre, where milk was collected from villagers in quantities as

small as 1 liter, and gradually started to provide other services to farmers, including education,artificial insemination, veterinary health support and feeding. The small farmers became

prosperous, loan facilities were made available through banks, and member farmers started to

share the profits from cooperatives. Cooperatives also set up their own modern computerized feed

plants. They have modern milk processing plants from which they produce and market

pasteurized milk, butter, butter oil, chocolate, ice-cream and milk sweets, which are very popular

with Indian consumers. Today, the feed production from cooperatives is about 0.6 million tones

per year.

The National Dairy Development Board (NDDB), which has excellent facilities for research on

breeding, nutrition and health care, has played a pivotal role in setting up cooperatives. Without

NDDB and several of the existing dairy cooperatives, the milk sector in India would have

suffered.

The dairy industry in India is expected to grow, but growth will be restricted to individual small

farmers. It is unlikely that India will see the advent of large, organized dairy farming in the near

future.

Poultry

Compared with the rest of the livestock sector, the poultry industry in India is more scientific,

better organized and continuously progressing towards modernization. Breeding and feeding

management has improved through education, training, competition, expansion and survival

instincts. India is the world's fifth largest egg producer, with a total production of 40 billion eggs

per year. The broiler industry is growing at the rate of 10 percentper annum. Indicators are given

in Table 2.

India has 150 million layers and 650 million broilers. Annual per capita consumption of eggs is

40, and that of broiler meat is 1 000 g. Although these figures are low in comparison with those

for developed countries, the industry has great potential to expand because 30 percent of the

country's population (about 300 million people) is developing economically and the demand for

poultry products is therefore likely to grow.

The poultry industry has witnessed several ups and downs in the last 25 years as a result of

unplanned growth and a lack of government regulation. Currently, it is growing at the rate of 10

percent in broilers and 6 to 7 percent in layers and is going through a phase of integration in


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broilers, which is likely to change the face of the industry. Although the phenomenon is new, it is

expected that there will be very rapid changes towards integration as more farmers find it

increasingly difficult to run farms with marginal profits or negative margins. The poultry industryis very modern, with pure-line breeding, the latest vaccines and medicines, environmentally

controlled poultry houses, up-to-date processing units, the latest management practices, chicken

processing, exports of hatching eggs and excellent feed quality.

Sheep, goats and camels

The sheep and goat sector is mostly in the hands of nomadic tribes and no significant scientific

husbandry, rearing and management practices are implemented. Research on breeding and

nutrition is being conducted at research institutes and agricultural universities.

Most of the country's camels are located in the desert area of the western part of India, in the

states of Rajasthan and Gujarat, bordering Pakistan. Camels are reared by individuals who feed

them local ingredients. There is a lack of scientific management practices, genetic studies and

scientific feeding practices in camel rearing and the industry survives mostly on the basis of local,

long-established knowledge of feeding and breeding. There is, however, a fairly good disease

diagnosis and treatment system, with modern medicines and vaccines.

Swine

India is a multilingual, multiracial country whose people hold various religious beliefs. Although

the majority of the population is Hindu, there are sizeable minorities of Muslims, Christians,

Sikhs, Buddhists, Jains, Parsees and others. India also has a large tribal population and is a plural

society in which the sentiments of each social and religious group need to be respected for

harmony and peaceful coexistence. Thus, most states in India have banned cow slaughter and the

beef industry is therefore non-existent. The majority of people disapprove of pork consumption,

maybe because of the lack of scientific management on swine farms. Swine reared on the streets

are very unhygienic and buyers are always suspicious about the source of pork, so there is no

organized pork industry.

Horses and pets

The Indian equine industry goes back more than 50 years and is considered modern, scientific

and very well equipped in terms of every aspect of animal husbandry practices. The equine


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industry is spread across India and is restricted to horse racing. Imports of good genetic material

are quite common in this industry. The feeding of these valuable animals is mostly at the farm

level under the supervision of experienced people following traditional practices. Whatinnovation there is tends to be closely guarded by the companies concerned.

The Indian pet industry is in a nascent stage, with the main focus being on dogs rather than cats

and the emphasis on breeding and training. Regular dog shows are held by enthusiastic dog

owners to increase awareness of the rearing of good-quality pure-breeds; dogs are a source of

pride for households. In many cities, animal health care systems are run by qualified vets with

well-equipped facilities such as X-ray machines, surgical facilities, imported vaccines and the

latest drugs. The feeding of pets is however, left to the household. Some commercial preparations

are available in the form of dog biscuits, chews, etc., but dogs are fed mostly on home-cooked

food. One of the reasons for this could be the high cost of commercial pet food.

1.1.4 INGREDIENTS IN ANIMAL FEEDS

India is currently self-sufficient in livestock feeds and does not depend on imports. Instead, the

country exports large quantities of solvent extracted meals, which are a major source of foreign

exchange earning.

Cereals and grains

Maize, sorghum and bajra (a type of millet) are commonly used in animal feeds. Wheat and rice

are mainly retained for human consumption.

Cakes and meals

Commonly used commodities of this kind are soybean, groundnut, rapeseed, and sesame andsunflower meals in poultry feed. In cattle feed, in addition to these meals, others such as

cottonseed and copra are used as premium ingredients.

Feeds of animal origin

Meat-meal, fishmeal, bone meal and dicalcium phosphate of bone origin are the common raw

materials available for animal feeding. It is interesting to note that, with the exception of some

bone-based dicalcium phosphate, the Indian feed industry does not use materials of animal origin

in dairy cattle feed. This was not out of fear of any zoonotic problems but the result of deep-rooted beliefs that the cow is sacred and must therefore be vegetarian. Now even the use of bone-


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based dicalcium phosphate has been banned and mineral-based dicalcium phosphate is used

instead.

Fishmeal and meat-meal were popularly used in poultry feed, but the increased production,

improved availability and better awareness of soybean meal has led to its replacing fishmeal and

meat-meal in most poultry rations. It should be mentioned that farmers have faced production

problems owing to the bacterial contamination of fishmeal and meat-meal. The quality of

fishmeal is also very poor.

Popular by-products

Some by-products are very nutritious and palatable to cattle, and these products form the bulk of

cattle feed. They include wheat bran, rice bran and oil-extracted rice bran, tapioca, guar meal,

safflower meal, maize gluten and molasses. A special mention should be made of Indian cattle

feed's unique use of hulls or shells, popularly known as chunis in the local language. These shells

come from pulses: horse gram, black gram, mung bean and pigeon pea.

Minerals and vitamins

Cattle feed is necessarily enriched with vitamins A and D3, and trace minerals such as iron, zinc,

manganese, copper, cobalt and iodine. Calcium and phosphorus are also included. Poultry feed is

enriched with all of these and all of the B complex vitamins.

Feed additives and supplements

Feed additives and supplements have played a very important role in enhancing the performance

of dairy animals and, even more so, poultry. Today they are necessary in any feed formulation

and essential for the formulation of a balanced diet. The additives and supplements used are

antibiotic growth promoters (their usage is not banned in India), prebiotics, probiotics, enzymes,

mould inhibitors, toxin binders, anti-coccidian supplements, acidifiers, amino acids, by-pass fat,

by-pass protein, non-antibiotic growth promoters, milk boosters, antioxidants, feed flavors and

herbal preparations of Indian origin. A number of these products are imported from developed

countries.

1.1.5 Uses of Compounded Feed

In India, the term "compound feed" refers to feed that is nutritionally balanced and has beenmanufactured using the facilities of an analytical laboratory and under the supervision of


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nutritionists. There are also a large number of small-scale feed mixers who produce feed for local

consumption. Such feed is termed "self-mixed feed" or "home-mixed feed".

Cattle feed

Cattle feeding practices are very traditional. Farmers choose their own ingredients and prepare

their own formulations, believing that by these means they are able to pay more individual

attention to their cattle. The productivity of the cattle is limited because of their poor genetic

make-up, so high-quality compound feed (industry feed) may not necessarily generate a

significant improvement in productivity and this has hampered growth of the cattle feed industry

because most farmers are reluctant to use compound feed fully. Instead they compromise by

using such feed in proportions of 5 to 60 percent, making up the balance with their ownformulations. It is only in the case of highly productive animals that compound feed has been able

to show its real potential and the importance of technology has been demonstrated.

The share of compound cattle feed manufactured by the industry, in relation to the overall

potential, is low for the following reasons:

The cattle population is fragmented and spread over large parts of the country. Farmers'

low level of education and strong traditional beliefs mean that there is generally little

awareness of compound cattle feed.

More than 50 percent of the country's total milk production comes from a very large

number of low-yielding cows and buffaloes. A further 25 percent of milk production

comes from buffaloes and only the remaining 25 percent of the total is produced by

crossbred and improved cows.

Industrially manufactured compound cattle feed has proved its value for crossbred cows

and buffaloes but not for low-yielding cattle because of their genetic limitations. Home-

mixed feed is very frequently used for buffaloes and low-yielding cattle.

Poultry feed

Poultry feed is divided into layer and broiler feed. In the case of layer feed, cost is the main

constraint in using compound feed. An innovative, high-value compound feed can result in

increased numbers of eggs, but the risks are too high because of the birds' long life cycle.

Compound feed has, however, made a major contribution to broiler feeding. This is an exampleof excellent coordination among instrument technology, formulations and use of feed additives


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and supplements. Cost is a less important factor because the performance improvements are

greater than the cost increases and the birds' life cycle is short.

Two types of poultry feed are prepared. One is ready-made and in the form of mash or pellets.

The second is in concentrated form for mixing with an energy source. Concentrates are protein

sources, balanced in amino acids and containing vitamins, minerals and feed additives. They are

mixed with energy sources such as maize, sorghum or bajra to prepare poultry rations.

1.1.7 The Future of the Indian Feed Industry

At the beginning of the twenty-first century, India has a population of 1 billion people. Although

the annual growth rate has slowed from 2 to 1.8 percent, the base is so broad that changes in

population dynamics are not perceptible. The population may stabilize by sometime between

2030 and 2040 if all sections of society support family planning wholeheartedly. The purchasing

power of the middle class is growing (the middle class accounts for approximately 300 million

people) and food habits are also changing.

The Indian economy is growing at the rate of 6 to 8 percent per annum. The livestock industry in

India is the second largest contributor to gross domestic product (GDP), after agriculture, and

accounts for 9 percent of the total. Consumption is likely to increase as follows: per capita milkfrom 240 to 450 g per year; per capita eggs from 40 to 100 per year; and per capita broiler meat

from 1 000 to 2 000 g per year.

A major change is occurring in India on the economic front. The country has adopted a model

that lays midway between liberal and public sector production, but growth has been affected by

the poor performance of most of the public sector units, rising government costs and fiscal deficit,

and the economy has suffered. A process of liberalization was set in motion by the government

and has been implemented for the last eight to ten years. This has caused India to open up and

invite investment from multinationals, liberalize imports, reduce government expenditure and

remove public sector businesses. It also means that the days of nationalization, unnecessary

government controls and restrictions will soon be over thanks to progress in the country's

economy.

India has entered into an agreement with its trade partners under the World Trade Organization

(WTO). The changes brought about by the liberalization process will be slow but certain. The

government is opening up imports in a phased manner, and it is expected that this process will be

completed by April 2003. In the meantime, about 930 items, including agricultural products, will


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be open for import under open general license from April 2001, making it possible to import

dressed chicken, milk and milk products.

Various livestock industry associations have taken issue with such imports in an attempt to

protect their members. If the livestock industry is affected, the feed industry will also be affected.

The Government of India has raised the tariff on all poultry and poultry products from 35 percent

to the WTO boundary level of 100percent. It therefore appears that there will be a level playing

field.

In view of the expected rise in per capita consumption of chicken meat, eggs and milk, livestock

production and productivity will grow. The dairy industry, which is cooperative-based, is

growing with the increased capacities of milk processing units. The population of crossbred cattleand buffaloes is also growing. Milk is very popular in India. The poultry industry is developing

towards vertical integration and a few multinational companies have already entered the Indian

poultry business. Although the live bird market currently accounts for about 90 percent of the

total market, it is expected that the consumption of dressed chicken will grow in the next five

years, from the existing 10 percent to 25 percent or more. This would mean establishing very

hygienic and scientific processing units. Cold chains, branded chicken, chicken cuts, etc. will be

introduced and, depending on the success and consistent quality, consumer preference for dressed

meat will grow.

The next decade will see significant changes in restructuring, mergers, acquisitions,

amalgamations, joint ventures, diversification, integration and efficient service chains, e-

commerce and use of the latest information technology in global tenders, trading, export/import

and other commercial activities. At the root of all these developments will be the scientific

development of feed manufacturing technology.

1.2 REVIEW OF LITERATURE

MEHREN (1996) this study describe that some diseases are transmitted from animal toanimal. Others come from organisms such as bacteria, protozoa, viruses, and wormsliving in the ground and the water. Others are airborne. Disease can be transmitted bydirty equipment. Mosquitoes serve as a host for several diseases; ticks also carrydisease some diseases are transmitted from animal to animal. Others come fromorganisms such as bacteria, protozoa, viruses, and worms living in the ground and thewater. Others are airborne. Disease can be transmitted by dirty equipment. Mosquitoesserve as a host for several diseases; ticks also carry disease Most evidence indicatesthat drinking milk or eating meat from an infected animal will not cause the disease.Identifying and removing infected animals is the most effective means of control.


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Mehren (1996) This article mainly concern with feed efficiency that is normally reportedas pounds of feed required to produce 1 lb of gain. As the saying goes rate of gain for

show and feed efficiency for dough A growing ration of 7 lb hay and 54 lb of corn silageshould produce gain of about 2 lb/day. If we used as fed figures, it took 61 lb of feed toproduce 2 lb of gain. So feed efficiency would be 30.5 lb of feed for 1 lb of gain. Nomatter how cheap the feed is, this still wont work. . A partial list of those making thisclaim is Borates, Gain-Pro, and Rumen sin. University feed trials over many years hassubstantiated these claims. Rumens in has a claim for improved feed efficiency for beefcows. Feed efficiency measures the amount of feed it will take to reach that weight.Since feed is a high percentage of the total cost of gain or performance, keeping track offeed efficiency is an excellent tool to use in projecting cost of gain

Mehren (1997)This article state that it can be beneficial minerals such as calcium,phosphorus, copper, or selenium as well as a variety of other minerals that arentneeded by the animal. It can also include toxic minerals such as arsenic, lead, orcadmium. Ash has calories, protein, fiber, sugars, starch, or fat. A supplement containingadded minerals would be much higher in ash than a grain. Some supplements may be90% ash, such as trace mineral salt. If a harvested feedstuff such as grain or hay is highin ash, it generally indicates. When silage fermentation goes properly the plants picklethemselves to a point where they are preserved. This is why silage lasts so long after itis put up and sealed against exposure to air. Once the pit or bag or silo of silage isopened, it starts to deteriorate

Mehren (1997) This article mainly concern with factor affecting feeding animals.There are many factors that affect whether a cow breeds in a timely manner. Some areenvironmental; such as a drastic change in the weather. A change to hot or cold weathercauses animals a certain amount of stress. Management would also be closely related toa good conception rate or a poor one. Lets pick on minerals for a moment. Ive neverseen a feed analysis from a forage, grain, or by-product that was adequate in everymineral. To compare the feed you have to what an animal needs, a table from theNutrient Requirements of Beef Cattle is used. I prefer mineral mixes that are designedfor the Pacific Northwest, rather than something formulated and made in the Midwestand sold out here. Those products often lack the extra copper, zinc, and selenium thatour cattle need.

Mehren (1997) This article describe that it is the compound that was found in pet foodand is suspected of causing the death of pets. Melamine is made from urea. It releasesnitrogen; however its still the most commonly used factor when heated. They havedifferent values to your animals and should be priced accordingly. Selecting areplacement for grain should not only be based on cost of the ingredient, but should alsoinclude waste, extra labor and equipment use. . Cattle can go off feed; they may bloatand die, or may come down with severe diarrhea. Other than these factors, theresnothing to it!


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Mehren (1997) This article describes with fly that affect cattle .The first major type offly that affects Virginia cattle is the horn fly. So named because it does rest on the hornsof cattle with modern polled cattle the flies tend to rest on the withers, back and sides but

the flies also spend time on the undersides of cattle where most of the biting occurs. .They are particularly important because they transmit the pinkeye organism from oneanimal to another and because they damage the cornea of the eye during feeding andthus allow a port of entry for the pinkeye-causing organism.

Smith (1998)This study describe that As long as a cows system can sense the presence of at leastthese basic energy reserves, she will direct any additional flow of nutrients towardsmaintaining pregnancy, and, if possible, milk production. But a number of scientists haveconducted objective research to check for inconsistency and bias, and all haveconcluded that BCS is a reliable indicator of the body energy content of a beef cow. Infact, work done at Purdue showed that BCS plus body weight was a more accuratepredictor of percent fat and protein in a beef animal than weight, cowherd all thenutrients needed to keep body condition and reproductive performance at desirablelevels.

Jan (1999) This study describe that It takes a lot of scrambling to keep up with an 85-cow dairy herd on the 45-degree slopes of southeast Minnesota's bluff country.University of Northern Iowa ecologist. It is researching whether tall grass prairies andlivestock can coexist through a method called management-intensive rotational grazing.

Moving animals frequently from one grazing area to another, she believes, mimics therole buffalo once played, providing fertilizer and spreading seeds. But they have onething in common: instead of relying on expensive technology and capital-intense it hasproven a boon to farmers with midsize herds of around 100 cows--too few to succeedfinancially using conventional techniques live resources, Most farmers raise vastmonocultures of row crops such as corn or soybeans, which leave soil exposed toerosion early in the growing season. Rotating small grains with other crops can alsoreduce the need for pesticides by preventing pests and diseases from gaining a foothold

Kamb (2004)This study describe that Dairy and beef cattle generally are raised on the same feedsources, experts say, but the rationing of such feed differs for each type of cow.Though cows spend much of their lives eating grass and other forages, such as alfalfaand hay, some industry insiders say diets largely changed after World War II -- when thebottom dropped out of the grain market. They are particularly important because theytransmit the pinkeye organism from one animal to another and because they damagethe cornea of the eye during feeding and thus allow a port of entry for the pinkeye-causing organism.
http://p/articles/mi_m1525/is_1_84http://p/articles/mi_m1525/is_1_84


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CHAPTER-2

INTRODUCTION

TO

ORGANISATION

2.1 OVERVIEW OF THE INDUSTRY

2.1.1History

The Company celebrated its centenary in 1997. In 1897 a young man named Ardeshir Godrej

gave up law and turned to lock making. Ardeshir went on to make safes and security equipment

of the highest order, and then stunned the world by creating toilet soap from vegetable oil. His

brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming avibrant, multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial garden


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township (ISO 14001-certified) now called Pirojshanagar in the suburbs of Mumbai. Godrej

touches the lives of millions of Indians every day. To them, it is a symbol of enduring ideals in a

changing world. Time and again, with the launch of every new product, Ardeshir Godrej changedperceptions in the Industry by adding exciting new dimensions. Be it the manufacture of the

finest range of security equipment or soap from vegetable oils, the world was thrilled and stunned

too. His dream had become a huge movement, which was carried forward by another just as

capable Godrej. The man, who did so, was Ardeshir Godrej's own brother Pirojsha Godrej. He

laid the foundation of the Godrej Empire.

2.1.2LANDMARK

Incorporation

Established in 1897, the Company was incorporated with limited liability on March 3, 1932,

under the Indian Companies Act, 1913.

The Beginning

The beginning of the Godrej Group can be traced to India's freedom struggle. Its founder,

Ardershir Godrej, a lawyer by profession and a staunch nationalist, believed that India could

attain freedom only by being self-reliant. In doing so, India would overcome economic

degradation.

The Godrej Name

The Godrej Name displaced well-established foreign brands from the Indian market. The name

'Godrej' engraved into the shiny metal of the Godrej Locks came to be known as a symbol of self-

reliance, trust-worthiness, assertiveness and progressiveness for a new generation of Indians.

MILESTONES

1971 Started as Animal Feeds division of Godrej Industries Ltd.

1984 Diversified into Agricultural Inputs

1992 Godrej Agrovet born as a separate corporate entity expanded into Chemical

Pesticides.

1993 Acquired Unicorn Biotech a Tissue Culture business.


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1995 Foray into branded chicken- Real Good Chicken .

1997 Acquired Oil Palm Plantation business of Godrej Industries Ltd.

1999 Acquired India Poultry Farm breeding and hatchery business to become an

integrated player.

2001 Acquired Hindustan Unilever Feed business - GOLDMOHUR FOODS & FEEDS

LTD. (Now a 100% subsidiary of Godrej Agrovet Limited)

.Godrej Mission

Our Mission is to operate in existing and new businesses, which capitalize on

the Godrej brand and our corporate image of reliability and integrity. Our

objective is to delight our customer both in India and abroad.

We shall achieve this objective through continuous improvement in quality,

cost and customer service. We shall strive for excellence by nurturing,

developing and empowering our employees and suppliers.

We shall encourage an open atmosphere, conducive to learning and

teamwork.

Godrej Values

Commitment to Quality

Customer Orientation

Dedication & Commitment

Discipline

Godrej in Indian Share Market

Market Cap: 61.33B

Dividend: - High: 198.90 52

Wk High: 504.50


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EPS: 6.03

Board of Directors

Adi B. Godrej

Chairman,

The Godrej Group

Nadir B. Godrej

Managing Director, Godrej Industries LimitedChairman, Godrej Agrovet Limited

Tanya A. Dubash

Executive Director & President (Marketing), Godrej Industries Limited

V. F. Banaji

Executive Director & President

(Group Corporate Affairs),

Godrej Industries Limited

Mathew Eipe

Executive Director & President (Chemicals),


Milind KordeManaging Director,

Godrej Properties Limited

A. Mahendran

Executive Director & President,

Godrej Sara Lee Ltd.


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Hoshedar K. Press

Executive Director & President,

Godrej Consumer Products Limited

Mohan P. Pusalkar


(Corporate Projects),


C. K. Vaidya


Business Excellence,


B. S. Yadav

Executive Director & President,Godrej Agrovet Limited.

2.2 HISTORY OF GODREJ AGROVET

Godrej Agrovet Limited is an Rs 1000 Crores company. Manufacturing facilities spread over 40

strategic locations. Its network is over 10000 distributors, dealers and C&F agents. First

Company in India to retail processed fresh chicken, under the brand name "Godrej Real Good

Chicken". First Company in India to retail fresh fruits and vegetables under the brand name


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Godrej Natures Basket First Company in India to set up rural service & retail chain for

complete Agri-solutions under the brand name Godrej Aadhaar

2.3 COMPANY PROFILE

Godrej Agrovet was formerly a division of Godrej Soaps Limited. It was set up as a separate

company with focus on the Agri-sector. Over the years, the company has developed and nurtured

a close relationship with farmers. Providing them with innovative Products as well as educating

them on world-class farming practices.

Together with its subsidiaries Goldmohur Foods and Feeds Limited and Golden Feed Products

Limited , Godrej Agrovet has revenues close to Rs 1000 Crores (US $ 250 million - FY 2007).

The activities of the company are vast: Compound Animal feeds, Agricultural Inputs, Integrated

Poultry Business, Oil Palm Plantations, Plant Biotech, Retailing of Fresh Farm Produce in urban

areas, and rural retailing of a wide range of products including Agricultural inputs.

Godrej Agrovet acquired Goldmohur Foods and Feeds Limited from Hindustan Lever, a Unilever

subsidiary in India, in 2001.Goldmohur Foods and Feeds Limited enjoys strong brand equity due

to its poultry and cattle feed brands. Goldmohur Foods and Feeds Limited have a state-of-the-art

R&D centre in Bangalore named 'ANIC' (Animal Nutrition Innovation Centre). This centre is

devoted to development of innovative animal feed products. Today, Godrej Agrovet together with

its subsidiaries has manufacturing facilities spread over 40 strategic locations and a network of

over 10,000 distributors, dealers and C&F agents. In its journey of growth, Godrej Agrovet has

set new standards of corporate performance, reliably delivering quality products and services to

all its customers at competitive prices.

STRATEGIC TIE-UPS: Strategic tie-ups and acquisitions have been a way of life at Godrej

Agrovet Limited. Meaningful alliances and useful acquisitions have been providing impetus to its

growth. The acquisition of business has been in different segments ranging from Goldmohur

Foods and Feeds (Animal Feed), to India Poultry Farm (Poultry), Krithika (Oil Palm Plantations),

and Higashimaru (Marketing of Shrimp Feed). Strategic investments have been made in business,

which have a strategic fit and which complement our business e.g. Creamline (Diary), Polchem

(Bio-technology).

GLOBAL FORAYS: Having successfully grown to be the leader in many segments, Godrej

Agrovet feels confident to take on global competition and has started making its presence felt in


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the international arena too. A joint venture with ACI Group of Bangladesh for poultry and feed

operations in Bangladesh, and acquisition of controlling stake in Al-Rahaba, which runs broiler

farms in UAE exemplify this confidence.

2.4 Board of Directors

Nadir B. Godrej Chairman

Jamshyd N. Godrej

Ardeshir B. Godrej

Balram Singh Yadav Executive Director & President

Dr. Sudheer L. Anaokar

Vijay M. Crishna

Tanya A. Dubash

Kavas N. Petigara

Amit B. Choudhury

Nisaba A. Godrej

2.5 GODREJ GROUP PROFILE

Started in 1897 as a lock manufacturing company, the Godrej Group is today one of the most

accomplished and diversified business houses in India. Godrejs success has been driven by the

companys commitment to delivering innovation and excellence. Through the consistent

application of this commitment and a century of ethical business conduct, Godrej has earned an

unparalleled reputation for trust and reliability.

In 1930, Godrej became the first company in the world to develop the technology to manufacture

soap with vegetable oils; that spirit of innovation has continued throughout the organizations

history. Today Godrej is delivering consumers exciting innovations across a spectrum of

businesses. The companys pursuit of excellence is equally well established and enduring. In the

1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were

unharmed; an equal level of product quality continues to be expected from every product bearing

the Godrej brand name. Godrej management understands that the companys greatest asset is the


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trust and faith that consumers have reposed in it, and recognizes that the company must continue

to earn this trust. This translates to the organization delivering outstanding quality and value in

everything it does.Godrejs ethical and visionary practices have allowed the company to successfully expand into a

number of businesses. Today Godrej is a leading manufacturer of goods and provider of services

in a multitude of categories: home appliances, consumer durables, consumer products, industrial

products, and agri products to name a few. A recent estimate suggested that 400 million people

across India use at least one Godrej product every day. The group has more recently entered the

real estate and information technology sectors, and management views these as avenues for

enormous growth.

The 6000 Crores - FY 2007 (US $1.5 Billion) Godrej Group is one of India's largest

professionally run private sector groups. It has a well-established presence in varied businesses

ranging from foods and consumer durables to real estate and information technology. In 1997,

Godrej completed 100 years of service to the nation. Today, the name Godrej is synonymous with

Quality & Trust. It is amongst the most admired Business Groups in India, delivering quality

products and services to its customers at competitive costs.

2.6 PRODUCT RANGE OF THE GODREJ AGROVET

ANIMAL FEED DIVISION

Godrej Agrovet has a rich experience of over 3 decades in the business of Animal Feeds. Starting

from humble beginnings of a single feed mill in Mumbai, it has grown into the largest producer

of commercial Animal Feed in India, with a strong presence in Dairy Feed, Aqua Feed and

Poultry Feed sectors. Its production facilities are spread over 40 locations across the country.

Despite the vast geographical and cultural diversity of India, Godrej Agrovet has managed to

develop quality feeds appreciated by farmers across the country. This can only be attributed to its

strong grass root level understanding of India.

Godrej Agrovet's success in the livestock sector is based on a single guiding principle whats

good for the consumer is good for the business. A great example of this philosophy in action is

Manthan - a highly creative and effective demand creation model that guides and provides

customized solutions to help cattle farmers increase milk output and also market the end produce.


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Such successful initiatives have not only benefited the farmers, but have also made Godrej

Agrovet the leader in this business.

Key Highlights

No. 1 in cattle feed

1st to market poultry feed in crumb form

1st to market poultry feed in pellet form

No. 1 in commercial broiler feed

State-of-the-art R&D centre 'ANIC'

Strong brand equity for poultry feed brands

INTEGRATED POULTRY BUSINESS

It is foresight that led the way for Godrej Agrovet in the Indian poultry industry. Godrej Agrovet

envisaged that poultry farming would evolve from a backyard business to a consolidated, value

added business.

Godrej Agrovet set up Integrated Poultry Business (IPB) in 1999 with a view to organize the

chicken processing industry and give it a professional and modern approach. Today, the company

covers the whole spectrum of the poultry business. Right from breeding, hatching rearing of

broilers to processing and marketing of its branded chicken ' Godrej Real Good Chicken

Integrated Poultry Business has turned out to be one of the key diversifications of Godrej

Agrovet. It has the support of world-class infrastructure, professionalism and the relentless

pursuit of providing the Indian consumer with superior quality products.

From breeding to retailing


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Grandparent Farm: Is located at Bangalore and has an in-house laboratory that follows global

standards for bio-security, sanitation and management practices.

Parent Breeding: Over 20 parent breeding farms in south and west India

Hatchery: Has state-of-the-art facilities, catering to both domestic and international markets.

Contract Farming: Has operations spread over South and West India. Working with over 1000

farmers

Godrej Real Good Chicken: In May 1999, Godrej Agrovet introduced the Indian consumer to

the concept of processed fresh chicken by launching Godrej Real Good Chicken. Godrej Real

Good Chicken has over the years, become a popular household name across various cities in

India.

Key Highlights

First to give the poultry industry in India a professional and modern approach.

Covers entire spectrum of the poultry business, from farm to plate.

Has world-class farms and state-of-the-art processing plants

AGRI-INPUTS

The Agri-Inputs division of Godrej Agrovet Limited was started in the year 1997. Its primary

objective was to market plant growth promoters developed by the company's very own in-house

R&D Department. There's been no looking back since then. Today, the division can take credit


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for creating many unique and innovative agricultural solutions that cover the entire range of

agricultural crops.

These products, while improving agricultural productivity and profitability, cause zero -minimal

damage to the environment. The company also provides farmers with technical advice and

services. A technically qualified field force works with the farmers, conducting method and result

demonstrations to educate them on maximizing farm productivity.

Key Highlights

Largest marketer of unique innovative agricultural products

OIL PALM DIVISION

In order to bridge the widening gap between demand and production for edible oils in India, Oil

Palm Division was started in the early 90's. Over the years, Godrej Agrovet has developed 6500

hectares of oil palm in the States of Andhra Pradesh, Goa and Karnataka. Oil mills have been set

up in Andhra Pradesh and Goa. Oil Palm plantation activities have also been taken up in Gujarat,

Orissa and Mizoram.

Godrej Agrovet has put together a dedicated extension team that helps oil palm growers improve

productivity. Godrej Agrovet has set up one-stop shops providing farmers with seeds, fertilizers,

pesticides, technical guidance on cultivation and 100% buyback of fresh fruit bunches.

With such a strong commitment to development and service, it is no wonder that Godrej

Agrovet is today, the largest producer of palm oil in the country.


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Key Highlights

Largest producer of palm oil in India

Dedicated and trained team

Factories in Andhra Pradesh and Goa

Supported by best quality seeds & 100% buyback of fresh fruits

PLANT BIOTECH DIVISION

Godrej Plant Biotech Division is engaged in micro-propagation of plants through tissue culture. It

is also actively involved in contract research on another culture, seasonal variation, production of

secondary metabolites through plant cell culture and genetic engineering. It also exports foliage,

flowering, fruits and medicinal and oil bearing plants.

The Division has four growth rooms conforming to US class 100, 40 laminar airflow

workstations and a large environmentally controlled fully automated greenhouse for hardening

tissue culture plants.


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Its also provides technical guidance ranging from resource analysis to crop production and

produce marketing. This guidance is provided in three phases:

Phase 1: Pre-planting: The Company carries out resource analysis on soil and water and provides

advice on climatic suitability to the crop.

Phase 2: Planting to harvest: A wholesome crop cultural practice is provided. Periodic visits are

conducted to monitor the crop and ensure full productivity.

Phase 3: Post-harvest and marketing: The company provides market intelligence on produce

marketing in different parts of the country.

Godrej Aadhaar

The first Godrej Aadhaar Centre was started in December 2003 in Manchar, Pune District. Since

then Godrej Aadhaar Centres have been set up across the country in the states of Maharashtra,

Gujarat, Punjab, Haryana, Andhra Pradesh, Tamil Nadu, Orissa and West Bengal.

These centres provide valuable technical guidance, soil & water testing services. They also retail

quality products of leading companies. Aadhaar centres also a facilitate credit to farmers and

provide a platform to sell their produce. To farmers, its a complete solution under one roof.

Key Highlights

Godrej Aadhaar, to provide complete agricultural solutions to farmers

NATURE'S BASKET


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Natures Basket is the first-of-its-kind store selling a wide range of vegetables, fruits and herbs,

both local and exotic. The first Natures Basket outlet was opened at Bhulabhai Desai Road,

Mumbai. Two more Natures Basket outlets have opened at Cuffe Parade, South Mumbai andLokhandwala, North Mumbai. Many more outlets are in the offing in different cities across the

country.

Key Highlights

Natures Basket, a first-of-its-kind, one-stop retail outlet for fresh farm produce


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CHAPTER-3

OBJECTIVES OF THE STUDY

&

RESEARCH METHODOLOGY

3.1 OBJECTIVES OF THE STUDY


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To study the views of different dairy farmers about overall feed

To study various features provided by different feed brand mainly Godrej, Tara, Markfed

by having a comparison study of quality, cost, delivery etc

To know various marketing strategies used by different feed companies in order to reachfeed buyer

To study the perception of dairy farmer that how they perceive different feed brandswhen they look of at price and other services

3.2 SCOPE OF THE STUDY

The scope of study was not limited up to one FEED Industry but it also covers the survey of

the sample that represents the whole population. It is done in order to know the customers

awareness of feed Industry.

3.3 RESEARCH METHODOLGY

3.3.1 SOURCES OF DATA

i) Primary data:

Primary data are those, which are collected afresh and for the first time, and thus

happen to be original in character. It is the backbone of any study. It is obtained

from respondents with the help of widely used and well-known method of survey,

through a well-structured questionnaire.

ii) Secondary data:

Secondary data are those which have already been collected by someone else and

which have already been passed through the statistical process. In this case one is

not confronted with the problems that are usually associated with the collection of

original data. Secondary data either is published data or unpublished data.

Secondary data is collected from govt. publications, journals, magazines, financial

records, web sites and annual publications of the company. In this study secondarysource used is websites.


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3.3.2SAMPLE PLACE

Sample is taken from FEROZPUR DISTRICT. These include those farmers who have diaries

are taken to be consideration.

3.3.3 SAMPLE PLAN

SAMPLE SIZE: A sample of minimum respondents will be selected from various

areas of Ferozpur. An effort has been made to select respondents evenly. The survey

is carried out on 50 respondents

SAMPLING UNIT:- It indicates who is to be surveyed. The researcher must define

the target population that will be sampled. In this project sampling unit is all thefarmers, dairy farmers, feed buyers, etc of Ferozpur

SAMPLING TECHNIQUE: For the purpose of research random sampling is being

used. Randomly we catch the different people from different areas of Ferozepur Distt.

Every respondent has his different viewpoint about the topic and they fill the

questionnaire accordingly. The entire respondents are chosen randomly.

3.3.4 METHODOLOGY & PRESENTATION OF DATA

The data so collected is than coded in the tables to make the things presentable in more

effective. The results of various statistical tools that is CHI SQURE shown through Bar

Diagrams and Charts which helps me out in easy and effective presentation and hence results

are being obtained.


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LIMITATIONS OF THE STUDY

Carrying the survey was a general learning experience for us but we also faced some problems,

which are listed here:

The market of Godrej Agrovet is too vast and it is not possible to cover each and every

dealer, manufacturer and seller in the available short span of time.

Generally the respondents were busy in their work and were not interested in responding

rightly.

Respondents were reluctant to discover complete and correct information about

themselves and their organization.

Most respondents were not maintaining proper records of their feed consumption, so they

were unable to provide exact information.

Most of the respondents dont want to disclose the information about the various other

companiess from whom they buy feed.

Most of the respondents were using the feed of more than one company and they were not

able to properly differentiate among their product.

Due to human behavior information may be biased.


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CHAPTER-4

DATA ANALYSIS

&

INTERPRETATION


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Q1:- How many cattle and buffalos do you have?

Options No. of Selected

a) 1-5 20

b) 5-15 23

c) 15-30 7

d) More than 30 0

0

5

10

15

20

25

No. of

Selected

a) 1-5

b) 5-15

c) 15-30

d) More than 30


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Interpretation: -From the above table I come to know that most of the people

have 5-15 cows or buffalos, and their is 20%of people who have 1-5 cattle or

buffalos. There is less no. of farmers or only dairy farmers who have 15-30

animals.

Q2: - Which type of cattle you have?


Desi 2

Valati 12

0

2

4

6

8

10

12

No. of Selected

Desi

Valati


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Interpretation: -From the above table, there is only 28% of people in the area

who have cows. Major part is valati and minor is desi.

Q3:- Do you use feed?


Yes 50

No 0

0

10

20

30

40

50

No. of Selected

Yes

No

Interpretation: -In the above table i go to only those people who use feed.


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Q4: - Which feed you are currently using?


Home Mix 14

Compounded 36

0

5

10

15

20

25

30

35

40

No. of Selected

Home Mix

Compounded


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Interpretation: -In the above table graph show that most people use

compounded feed than home mix.

Q5:- Reason for not using compounded feed?


a) Quality 4

b) Cost 0

c) Trust 8

d) Awareness 1

0

1

2

3

4

5

6

7

8

No. of Selected

a) Quality

b) Costc) Trust

d) Awareness


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Interpretation: -From the above table graph show that most of the people

dont have interest in compounded feed.

Q6:- If compounded feed then which brand?


a) Godrej 12

b) Tara 15

c) Markfed 6

d) Any other 17

0

2

4

6

8

10

12

14

No. of Selected

a) Godrej

b) Tara

c) Markfed

d) Any other


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Interpretation: -From the table it depicts that most of the farmer use local

brand feed, like Goka, P4, and Makhan Malai.

Q7:-From where you, come to know about that particular feed?


a) By advertisement 10

b) By neighbors 25

c) By relatives 9

d) By shopkeeper 6

0

2

4

6

8

10

12

14

16

18

No. of Selected

a) By advertisement

b) By neighborsc) By relatives

d) By shopkeeper


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Interpretation: -From the above table I come to know that most of the

farmers come to know about that feed brand from their neighbors, and

average of the farmer come to know from their relatives

Q8:- What you like in that particular feed?


a) Price 8

b) Quality 35

c) Delivery 5

d) Any other 2

0

5

10

1520

25

30

35

No. of Selected

a) Price

b) Quality

c) Delivery

d) Any other


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Interpretation: -From the table it depicts that most of the farmer like quality

of the feed, price is also liked by mostly markfed consumer.

Q9: - How much quantity of feed you are giving per cattle in K.G?


a) 1-2 3

b) 2-4 39

c) 4-6 7

d) More than 6 1

0

5

10

1520

25

30

35

40

No. of Selected

a) 1-2

b) 2-4c) 4-6

d) More than 6


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Interpretation: -From the graph it depicts that most of the farmer give 2-4 kg

of feed per cattle. which gives the farmers good results.

Q10:- Have you heard about Godrej feed?


Yes 39

No 11

0

5

10

15

20

25

30

35

40

No. of Selected

Yes

No

Interpretation: -Above table show that there is a large no. of people who

heard about Godrej feed, but there is some people who dont aware of

Godrej.


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Q11:- Have you ever used Godrej feed?


Yes 24

No 26

23

23.5

24

24.5

25

25.5

26

No. of Selected

Yes

No

Interpretation: -Above table show that there is approximately 50% of people

who ever used Godrej feed, and other farmer did not use it.


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Q12: - How much milk you are getting per cow?


a) 3-5 3

b) 5-10 12

c) 10-15 9

d) 15-25 2

0

2

4

6

8

10

12

No. of Selected

a) 3-5

b) 5-10

c) 10-15

d) 15-25

Interpretation: -Above table show that there are only 24% of people in thearea who are getting 5-10kg of milk from per cow, and their are 18%people


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who are getting 10-12kg milk per cow and others are getting less milk .

Q13: - How much milk you are getting per buffalo?


a) 3-5 5

b) 5-10 30

c) 10-15 10

d) 15-25 0

0

5

10

15

20

25

30

No. of Selected

a) 3-5

b) 5-10

c) 10-15d) 15-25

Interpretation: -Above table show that there are only 60% of people in the


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area who are getting 5-10kg of milk from per buffalo, and their are

20%people who are getting 10-12kg milk per buffalo and others are getting

less milk .

Q14: - For which purpose you are using milk?


a) For Sale 0

b) For own consumption 10

c) Both 40

0

5

10

15

20

25

30

35

40

No. of Selected

a) For Sale

b) For ownconsumption

c) Both

Interpretation: -Above table shows that there is a less no. of farmers who

dont sell milk, most of the farmer use branded feed for selling milk .


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Chi Squire Test

Crosstabs

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

HEAR * USE 50 100.0% 0 .0% 50 100.0%

HEAR * USE Crosstabulation

Count

USE

Totalyes no

HEAR yes 15 20 35

no 0 15 15

Total 15 35 50


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square 9.184a 1 .002

Continuity Correctionb 7.256 1 .007

Likelihood Ratio 13.283 1 .000

Fisher's Exact Test .002 .001

Linear-by-Linear Association 9.000 1 .003

N of Valid Casesb 50

a. 1 cells (25.0%) have expected count less than 5. The minimum expected count is 4.50.

b. Computed only for a 2x2 table

CHAPTER-5

CONCLUSION

&


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RECOMENDATION

Shop Keeper

As my first visit was Mr. Kapil Kumar Agency holders of the area. He gave me basic knowledgeabout feed, Godrej feed types and competitors. He also made me aware about various consumerof Godrej feed. I also come to know that the biggest competitor of Godrej feed in the area is Tarafeed. After that I visit to agency holder of Tara feed. He showed me three samples of Tara feedthat was in little boxes. We can have an idea of the quality of different feed samples by justsmelling those samples. He also told us various consumers and there home towns of Tara feed.From these two agency holders we came to know that: -

Tara feed has more demand than Godrej feed in the area.

There are some complaints about Godrej feed by the consumer.

Consumer has a good perception toward Tara than Godrej.

Godrej agency holder are not satisfied with the supply chain management of the company asthey think Tara has a more good supply chain management as when there truck came fordelivery they deliver goods also on those shops those has given order to agency holder. But itis the responsibility of Godrej agency holder to deliver goods to other shopkeepers thatincrease cost of goods.

One more complaint by shopkeeper is that Godrej feed has fewer margins that is 10-15 perfeed bag, where Tara has about 25-30.


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Farmers & Dairy farmers

Now after have a visit of agency holder I started my survey to different villages of the area. I

meet about 50 farmers those use feed. Some of those use Home Mix and some of themCompounded feed. Some seemed very satisfy and some giving complaints. From total farmersthose have cattle and buffalo 95 % used feed, from those 95% farmers 60% use home mix and35% compounded feed. As there is a very low ratio of those consumers who prefer compoundedfeed. I have set some objectives for these my surveys and my findings are according to myobjectives-

To study the views of dairy farmer about compounded feed

Most of the farmers have not good views about compounded feed. They think that it is

injurious for the health of animal.

It contain more quantity of Urea that is not good for the health of the animal

It should not make animal feed hot in the summer season.

Compounded feed does not help in increasing the quantity of milk as its price is paid.

They dont have trust in ingredients used in compounded feed.

Price should be less.

The perception of dairy farmer how they perceive different feed brands when

they look at price, quality, services etc.

Different farmer has their own views about different feeds. Quality is major thing whichaffect their perception. if some feed is giving good result then they have good perceptiontowards that feed.

Price also affects the mind set of a farmer. If price of a feed is high and its results are lowthen they dont perceive it well.

If some feed providing good service like Tara provides good service and everyone knowTara because of its service and quality, and then it always take place in the mindset offarmer.

Features provided by different feed brand mainly Godrej, Tara, and Markfed

by having a comparison study.


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Tara provide a big amount of saving to shopkeeper on selling each bag of feed like itgives 30 to 40 rupees on each bag but Godrej gives only 15 to 20 rupees thats whyshopkeeper prefer Tara than Godrej.

From my surveys I have found that Tara is giving a very good result. They told methat they got 8-12 liter milk by using Tara but Godrej has not such results.

But I also found problems with the health of animals those who are using Tara like animalstarted eating less in hot summer days and animal feel weakness. It is also harmful forcows child. But Godrej consumers have no such kind of problems.

Marketing strategies used by different feed companies in order to reach feed

buyer

Different feed companies have different strategy to increase his sale and capture more and moremarket

Tara always arranged camp in different villages that give awareness to farmers aboutvarious Agri inputs mainly feed. They also provide tea and snacks to those farmers whovisit to their camp.

As Tara sends a lot of buses in different villages and provide farmers a visit to industry.They showed them their production plants and other equipment used for production. Theyshowed them production process and ingredients used for production. That helps industryto have a good and loyal relation with farmers.

Conclusion

As from my all study, I have concluded that Godrej feed capture major part of feed market in

India. In Punjab the sale of Godrej is good in big cities but in little villages of the area there are

very less no. of people who use branded feed. A very small part of people is its real consumer.

According to me there are various reasons for less sale of feed but the major reason is people areusing home mix more than compounded feed. Another reason is people are using local brands

and big dairy farmers who have daily 75-150kg of consumption use their own sources to make

feed. There is a large no. of people who didnt aware of Godrej feed the biggest reason of non-

awareness is less manpower for marketing and less advertisement of the product. Other brands

that is more preferable than Godrej due to good advertisement strategies used by them. As I

already explain it in my findings. According to me Godrej Agrovet should spend a lot of money

in order to create a good brand image and awareness of the product to consumer. Godrej can also

think about some good marketing strategies that can implement in the area. As we come to know


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that some farmers who have visited to Godrej Adhar are very impressed by services and various

features provided to farmers I think there is thousands of villages and million of farmers in the

area, and I think the best place for Godrej Adhar is on the main road of Ferozepur to Fazilka thatcombine all the villages to it. Godrej Adhar helps farmers in providing awareness about various

agri input and also provide various services like bank loan etc. Thus Godrej Adhar can be a good

source of creating a good relation with farmers. It is also a source of advertisement. People are

expecting more good results from Godrej feed. Overall I found that farmers who are using Godrej

feed are satisfy with the quality of Godrej feed but due to some bad stock they are not fully

satisfy but they want to make a good and loyal relation with the company.

RECOMMENDATIONS

On the basis of conclusions drawn & enumerated in previous pages, an attempt has been made

to suggest the following recommendations.

1. The study revealed that marketing is the area which seems to be neglected because the

company products were in great demand. However the scenario is changing, which makes it

necessary for the company to establish a full-fledged marketing department. The company

should change its stance from production oriented to marketing oriented.

2. Presently the company seems to be depending on depot sales but direct sales marketing and

sales through agents are the other avenues available to the company. Hence the company may

concentrate on direct sales marketing through personal selling or marketing representative


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follow up with industrial consumers.

3. The company should develop a marketing information system, at present through its depot

managers and existing agents further with the help of personal selling staff.

4. The company is advised to formulate a promotion mix keeping in mind a changing scenario

of market. To begin with, the company may advertise the product and the company brand in

industrial journals like Indian Feed & in future introduce sales promotion through additional

agents and personal selling staff which would constitute a proper mix.

5. Company should provide food and Stephen to the trainees. So that the students give their

best effort to make the project in such a way which is beneficial for the company

5.3 BIBLIOGRAPHY

5.3.1 Referred Books

1. Aggarwal .S.L.,Bharwaj .S.L., Gupta .S.P., Singh .Hardeep (2000), Ouantitative

Techniques Kalyani Publishers, Ludhiana

2. Kotler Phillip (2007),Marketing Management Macgroth Hill, New Delhi

5.3.2 Articles


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Bringing the Land Back to Life - raising cattle in environmentally sound

farms, Written by Tim King (1999)

Animal Nutrition Written by Emmy Koeleman (2008)

Cattle feed is often a sum of animal parts, Written by Mark Sherman (2004)

Feeding for breeding, Written by Bethany Lovaas (2006)

Diseases carried in cattle feed , Written by Ken smith (1998)

Feed Efficiency, Written by Mike Mehren (2007)

Feed Supplements, Written by Mike Mehren (2008)

Feeds that can be used to replace grain, Written by Mike Mehren (2006)

Summer Fly Control on Cattle, Written by W. Dee Whittier (2000)

Web Sites

www.feedmachinery.com/articles

www.feedmachinery.com/articles/feed

www.wind-works.org/articles/feed_laws.html

www.oregonfeed.org/mehren.htm

www.poulvet.com/poultry/articles/mycotoxins_binders.php

www.feedmanufacturing.com

www.amazines.com/article_feed.cfm

www.articlegimp.com


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www.netmanners.com/email-etiquette-rss-feed.html

www.4kids.tv/buzz/feed

www.yardbarker.com/sites/view_rssarticles/402www.feedmanufacturing.com/articles/feed-safety

www.feedagg.com/feed/7731/Articles-by-Kathleen-Krueger

ANNEXTURE

Questionnaire

Perception of Dairy Farmers towards Different Cattle FeedBrands Available in the Market

Name-

Address-


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Contact no.-

Occupation-

Q1:- How many cattle and buffalos do you have?a) 1-5 b) 5-15 c) 15-30 d) More than 30

Q2: - Which type of cattle you have?a) Desi b) Vallati

Q3:- Do you use feed?a) Yes b) No

Q4: - Which feed you are currently using?

a) Home Mix b) Compounded

Q5:- Reason for not using compounded feed?a) Quality b) Cost c) Trust d) Awareness

Q6:- If compounded feed then which brand?a) Godrej b) Tara c) Markfed d) Any other

Q7: - From where you come to know about that particular feed?a) By advertisement b) By neighbors c) By relatives d) Byshopkeeper

Q8:- What you like in that particular feed?a) Price b) Quality c) Delivery d) Any other

Q9: - How much quantity of feed you are giving per cattle in K.G?a) 1-2 b) 2-4 c) 4-6 d) More than 6

Q10:- Have you heard about Godrej feed?a) Yes b) No

Q11:- Have you ever used Godrej feed?a) Yes b) No

Q12: - How much milk you are getting per cow?a) 3-5 b) 5-10 c) 10-15 d) 15-25

Q13: - How much milk you are getting per buffalo?a) 3-5 b) 5-10 c) 10-15 d) 15-25

Q14: - For which purpose you are using milk?a) For sale b) Own consumption c) Both


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Q: - How you want feed to be or what are your expectations from feed?Ans:-

Documents

Specimen Project Report-1(R.K)