Report on Summer Training

CONSUMER BEHAVIOUR OF DAIRY FARMERS

IN ADOPTION OF COMPOUNDED CATTLE FEED IN

GODREJ AGROVET LIMITED

Submitted to Lovely Professional University

In partial fulfillment of the

Requirements for the award of Degree of

Master of Business Administration

Submitted by:

Sahil Kumar

University Registration No.2020070068

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

(2008)

TABLE OF CONTENT

CONTENTS

- TITLE PAGE

- STUDENT DECLARATION

- SUMMER TRAINING CERTIFICATE

- PREFACE

- ACKNOWLEDGEMENT

- TABLE OF CONTENT

- EXECUTIVE SUMMARY

CHAPTER -1 INTRODUCTION TO THE SUBJECT

1.1 THEORETICAL FOUNDATION

1.1.1 History of Indian Feed Industry

1.1.2 Introduction to Feed Industry

1.1.3 The live Stock Industry of India

1.1.4 Ingredients in Animal Feed

1.1.5 Uses of Compounded Feed

1.1.6 Future of Indian Feed Industry

1.2 LITERATURE REVIEW

CHAPTER – 2 INTRODUCTIONS TO THE ORGANIZATION

2.1 OVERVIEW OF INDUSTRY

2.1.1 History

2.1.2 Landmark

2.1.3 Major players

2.2 PROFILE OF ORGANIZATION

2.3 COMPANY’S HISTORY

2.4 RECENT ACHIEVEMENTS & MILESTONE

2.5 PRODUCT RAGE OF THE COMPANY

CHAPTER-3 OBJECTIVES OF THE STUDY & RESEARCH METHODOLOGY

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 Methodology & Presentation of Data

3.3.3 Tools & Techniques used for analysis

3.3.4 Analysis of Data

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/ CONCLUSIONS

5.2 BIBLOGRAPHY

ANNEXURES

STUDENT DECLARATION

I hereby declare that the project report entitled, “BEHAVIOUR OF DAITY FARMERS IN

ADOPTION OF COMPOUNDED CATTLE FEED (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

(Sahil Kumar)

Reg. No. 2020070068

SUMMER TRAINING CERTIFICATE

This is to certify that the project report entitled, “BEHAVIOUR OF DAITY FARMERS IN

ADOPTION OF COMPOUNDED CATTLE FEED (GODREJ AGROVET)” submitted

in partial fulfillment of the requirements for the degree of Master of Business Administration

of LOVELY PROFESSIONAL UNIVERSITY OF Phagwara.

Sahil Kumar has worked under my supervision and guidance and that no part of this report

has been submitted for the award of any other degree, diploma, fellowship or other similar

titles or prizes and that the work has not been published in any journal or magazine.

Reg. No. 2020070068 Certified:-

Dr Pardeep

LAB HEAD

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 Consumer Behaviour of dairy farmer in adoption of

compounded cattle feed.

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.

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 Dr Rajesh Verma, assistant 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

provide me 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

The object 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 2nd August, 2008 for a period of 6

weeks. I was allotted the duty to survey rural area in order to know farmers behavior towards

different feed brands. And I was allowed to visit to agency holders for the collection of

information required for the analysis of the given work. This report is the reflection of what I

have assimilated during the training period at Godrej Agrovet. I have studied about all the

marketing aspects and all other expenses of the company. The first few pages talk about the

introduction of the subject and also of the organization. This is followed by literature review

followed by the objectives of the study and research methodology. Then comes real part of

the study in which I have written all what I had learnt there in the bank about the various

components of working capital management. The last part consists of findings,

recommendations, limitations, conclusion and bibliography.

The objectives of the study which I undertook in Godrej were to know the market value of

Godrej feed and its competitors, for this I have used the statistical method of Chi Squire and

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

buying behavior of dairy farmers like before purchase behavior and after purchase behavior,

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 study the actual results given by different feeds by having a comparison

study of quantity of milk given by cattle’s, 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 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 found that there are some 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 it necessary 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 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. 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. 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.

CHAPTER-1

INTRODUCTION TO

SUBJECT

I.I THEROTICAL FOUNDATION

1.1.1 HISTORY 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 INTRODUCTION TO 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.

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

Improved cows (millions) 15.0

Improved buffaloes (millions) 36.0

Milk production (million tonnes) 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 tonnes) 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.

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 percent per 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 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 industry is 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

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.

What innovation 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 and

sunflower 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-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 been

manufactured using the facilities of an analytical laboratory and under the supervision of

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 own formulations. 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

example of excellent coordination among instrument technology, formulations and use of

feed additives 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 FUTURE OF 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 milk from 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 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 100 percent. 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 cattle and 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. The Indian feed industry will

increasingly use biotechnology, more scientific formulations, new molecules and natural and

herbal products to improve animal productivity. Indian agriculture will also use

biotechnology and genetically modified organisms (GMOs) to support the feed industry,

which is entering a very exciting phase of growth for the next decade.

1.2 REVIEW OF LITERATURE

Dolberg (1995) describes the three major problems. First are those farmers having very little

land for there feed resources, as they have no much money for investment? Second the

economic situation of these three countries in not well. Third urban cities have a rapid

population growth, which lead to more demand of milk and beef. IFAD has developed

considerable institutional skills in executing rural development projects, which have had a

positive impact positively on the rural poor. Factors such as increased income, population

growth, and expanded urbanization will all result in an increase in demand for animal

products in the future. This would imply that increasing areas of fertile, irrigated, agricultural

land would be used for feed and fodder - mainly for milk production.

Mehren (1998) talks about the quantity of feed one need to feed their animal. One way to

estimate feed use is to determine how much net feed is available. Reducing the feed by the

percentage of shrink does this. Shrink is weight lost between the times you put it up and the

time you begin feeding it. We then estimate how much each animal will eat daily. We use 3%

of their average body weight to estimate daily dry matter intake. One question that frequently

comes up is the value of straw versus alfalfa hay. Straw may be selling for $65.00/ton and

hay that we purchased cost $120/ton. If you run the values per unit of protein and per unit of

TDN, the straw is not a good buy for protein. Choosing the right supplement can have a

tremendous impact on cost and amount bought.

Mehren (1998) describe that we can save a lot of money if we have a deep knowledge about

the ingredient and their nutrient that can be used for feeding your animal. Knowing what

nutrients are in your feeds can save thousands of dollars in maintaining productivity of the

herd and in purchasing the correct supplement to match the needs of the cows. A fairly easy

program for feeding straw with some alfalfa is to begin feeding 25% hay and 75% straw; then

when cows are within 60 days of calving change to 50% hay and 50% straw; and finally

when they begin calving change to 75% hay and 25% straw. Cows that are old or thin and

heifers might be fed the 75% hay and 25% straw from the beginning so that they can gain

weight and remain a healthy and productive part of the herd.

Mehren (2000) talks about the limit feeding as a way to feed early-weaned calves when very

few options are present. First and second calf heifers are always candidates for early weaning

of their calves. Early weaning their calves allows them to gain weight rather than produce

milk for that young calf. Even with a supplement, gains are only 0.5 lb daily. Without

supplement, they will lose weight. You must have enough bunk space for every calf to eat at

the same time. The feed cost will be very attractive because the calves will gain quite

efficiently.

Sherman (2004) expresses to change the behavior of farmers about calves feeding. Some

farmers feed their dairy calves looks nothing like mother's milk. It's brown and is derived

from cattle blood. The diagnosis last month of a case of the brain-wasting disease in a

Washington state cow has brought renewed attention to the issue. Scientists have long said it

is at least possible that blood can transmit the human version of mad cow disease. In the

United States, people who spent significant time in the United Kingdom and Europe are not

permitted to donate blood. The reason blood products are unsafe is that blood has been shown

to transmit the disease.

Peck (2004) describe that all the ingredients of feed should be mix properly in order to make

it perfect or nutrient in every bite. We can mix in many forms like feeding straw in the a.m.

and Hay in the p.m. Feeding straw on Monday, Wednesday and Friday while feeding hay on

the other days of the week. Mixing hay and straw in a feed mixer and feeding this mix to the

herd. A creep feed could be considered mixing, because part of the calf’s diet comes from the

creep and the remainder comes from milk and grass. Ideally, cattle eat or are fed a diet that

has all of their nutrients in every bite. They also are able to eat when they feel hungry.

Studies conducted in the feedlot have found that cattle want to eat at the same time each day.

When feed isn’t mixed properly or fed in a timely manner, we can see bloat and acidosis.

Lovaas (2006) states the cattle disease BVD has been studied. BVD is a viral disease that's

been around for a long time. In the quest for minimizing costs, BVD has surfaced as a profit

killer in many feedlots across the continent. There are relatively few cattle in the national

population that are persistently infected (PI) with the BVD virus. However, the actual impact

of BVD goes far beyond those few head. There are many different strains of the BVD virus,

and every one is capable of mutation. The BVD virus can sometimes affect the cells in the

body that help with blood clotting.

Mehren (2006) describes that animals for slaughter must be raised under organic guidelines

from the last trimester of gestation until processed. This means that cows must be fed

organically grown feedstuffs the last three months before the calves are born. Grass and

forage will be the feed source consumed for the lifetime of the ruminant animal with the

exception of milk consumed prior to weaning. To be labeled natural the product must meet

three criteria. Second that it can contain no artificial ingredients. Third that it cannot contain

preservatives.

Haley (2006) describes about ingredients that contain different nutrients. Which feed you

using are contain all nutrient that required for the health of your cattle. Before you buy and

start feeding something you know little or nothing about do some investigating like does the

feed have natural toxins such as nitrates, molds, muster feed, cottonseed, and wheat? You

must take care of various such questions like is it exceptionally high in a nutrient or several

nutrients? Does it need to be covered or put in a tank?

Mehren (2007) describe that we should feed a mix of straw and alfalfa while the calves were

still on the cows. To feeding all the straw the cows needed would meet the needs of the cows

for energy and protein. Feed intake of cattle is controlled by a variety of factors. Any single

one of them can make a big difference in what the cattle will eat. A musty or moldy odor will

have an adverse effect on intake. Hopefully the person feeding the animals doesn’t force

them to eat moldy feed rather than starve. Better yet, drink a glass full and you will soon

detect a strong bitter flavor that we think of as ‘sweet to the taste’, and that cattle consume

readily.

Mehren (2007) This article talks about feed tags. All feed tags have a lot and batch number

on them. The lot number refers to a single formula. This can be used to find out where and

when it was made. This is true whether the feed is medicated or not. If a manufacturer has

more than one production site, they use these numbers to identify the plant. Sometimes the lot

number is just the date in reverse order. The manufacturer used their lot and batch numbers to

identify the feed that was subject to recall. A feed recall is a complex process because the

product may have been sent to distributors, who in turn delivered it to feed stores, who sold

the product to the final consumer. The feeding directions can be used to estimate how much

feed your animals will eat for any length of time.

CHAPTER-2

INTRODUCTION TO

ORGANIZATION

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 a vibrant, multi-business enterprise. Pirojsha laid the foundation for the

sprawling industrial garden 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 changed perceptions 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.

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.

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)

2.1.3 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.

2.1.4 GODREJ VALUES

Commitment to Quality

Customer Orientation

Dedication & Commitment

Discipline

Honesty & Integrity

Openness & Transparency

Respect/Care & Concern for People

Team work

Trust

2.1.6 MAJOR PLAYERS AND THEIR MARKET SHARE

That is a proximate view about demand of all Compounded feed.

TABLE 3

Compounded feed Brands Percentage of Demand

Local Brands (Goka, P4, Chardi Kla etc) 75%

Tara 25%

Godrej 10%

Mark fed 5%

FIG: 1

2.2 PROFILE OF THE COMPANY

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.

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 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.

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

2.3 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

“Godrej Nature’s Basket” First Company in India to set up rural service & retail chain for

complete Agri-solutions under the brand name “Godrej Aadhaar”.

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

accomplished and diversified business houses in India. Godrej’s success has been driven by

the company’s 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

organization’s history. Today Godrej is delivering consumers exciting innovations across a

spectrum of businesses. The company’s 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

company’s greatest asset is the 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.

Godrej’s 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.

2.4 RECENT ACHIEVEMENTS AND MILESTONES

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).

2.5 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 what’s

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. 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

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 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.

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.

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 Centre’s 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 centre’s also a facilitate credit to

farmers and provide a platform to sell their produce. To farmers, it’s a complete solution

under one roof.

Key Highlights

Godrej Aadhaar, to provide complete agricultural solutions to farmers

NATURE'S BASKET

Nature’s Basket is the first-of-its-kind store selling a wide range of vegetables, fruits and

herbs, both local and exotic. The first Nature’s Basket outlet was opened at Bhulabhai Desai

Road, Mumbai. Two more Nature’s Basket outlets have opened at Cuffe Parade, South

Mumbai and Lokhandwala, North Mumbai. Many more outlets are in the offing in different

cities across the country.

Key Highlights

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

CHAPTER-3

OBJECTIVES OF THE STUDY

&

RESEARCH METHODOLOGY

3.1 OBJECTIVES

To know the market value of Godrej feed and its competitors.

To study the buying behavior of dairy farmers like before purchase behavior and after

purchase behavior.

To study the actual results given by different feeds by having a comparison study of

quantity of milk given by cattle’s.

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 secondary

source used is websites.

3.3.2 SAMPLING AREA

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 the

farmers, 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.

3.4 LIMITATIONS OF 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 don’t want to disclose the information about the various other

companies’s 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.

CHAPTER-4

DATA ANALYSIS

&

INTERPRETATIONS

4.1 INTERPRETATION OF QUESTIONNAIRE

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

TABLE 4

Options No. of Selected

a) 1-5 28

b) 5-15 19

c) 15-30 3

d) More than 30 0

FIG: 2

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

have 1-5 cows or buffalos, and there are 39% of people who have 1-5 cattle’s

or buffalos. Only a few have 15-30 animals.

Q2: - Which type of cattle you have?

TABLE 5

Options No. of Selected

Desi 3

Valati 20

FIG: 3

Interpretation: - The above table shows that there are only 46% of people in

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

Q3:- Do you use feed?

TABLE 6

Options No. of Selected

Yes 50

No 0

FIG: 4

Interpretation: - I visited to only those people who use feed.

Q4: - Which feed you are currently using?

TABLE 7

Options No. of Selected

Home Mix 13

Compounded 37

FIG: 5

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

compounded feed than home mix.

Q5: - Reason for not using compounded feed?

TABLE 8

Options No. of Selected

a) Quality 8

b) Cost 1

c) Trust 4

d) Awareness 0

FIG: 6

Interpretation: -The above chart shows that most of the farmers don’t like

the quality of compounded feed. They also not trust the ingredients used in

compounded feed.

Q6: - If compounded feed then which brand?

TABLE 9

Options No. of Selected

a) Godrej 8

b) Tara 10

c) Markfed 4

d) Any other 15

FIG: 7

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

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

Q7: - What you like in that particular feed?

TABLE 10

Options No. of Selected

a) Price 6

b) Quality 39

c) Delivery 5

d) Any other 0

FIG: 8

Interpretation: - Above chart shows that most of the people gives

preference to quality while buying any feed product as 78% people has

selected quality.

Q8: - How you use feed?

TABLE 11

Options No. of Selected

a) Regular 50

b) Once in a week 0

c) Twice in a week 0

d) Some Times 0

FIG: 9

Interpretation: - Above chat shows that 100% people gives feed to their

animals regularly.

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

TABLE 12

Options No. of Selected

a) 1-2 2

b) 2-4 39

c) 4-6 7

d) More than 6 2

FIG: 10

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

kg of feed per cattle, which is the perfect quantity.

Q10: - Have you heard about Godrej feed?

TABLE 13

Options No. of Selected

Yes 35

No 15

FIG: 11

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

heard about Godrej feed, but they have not used it.

Q11: - Have you ever used Godrej feed?

TABLE 14

Options No. of Selected

Yes 15

No 35

FIG: 12

Interpretation: - Above table show that there is only 30% of people who ever

used Godrej feed.

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

TABLE 1

Options No. of Selected

a) 3-5 0

b) 5-10 11

c) 10-15 10

d) 15-25 2

FIG: 13

Interpretation: - Above table show that there are only 22% of people in the

area who are getting 5-10 kg of milk per cow and there are 23% people who

are getting 10-15kg milk per cow.

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

TABLE 16

Options No. of Selected

a) 3-5 0

b) 5-10 30

c) 10-15 13

d) 15-25 0

FIG: 14

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

area who are getting 5-10 kg of milk per buffalo, and there are 29% people

who are getting 10-15 kg milk per buffalo and others are getting less milk .

Q14: - For which purpose you are using milk?

TABLE 17

Options No. of Selected

a) For Sale 2

b) For own consumption 18

c) Both 30

FIG: 15

Interpretation: - Above table shows that there is a few farmers who use milk

just for selling. As most of the farmer use milk for selling milk and own

consumption.

CHAPTER-5

SUMMARY

CONCLUSION

& RECOMENDATION

5.1 FINDINGS OF THE STUDY

Agency Holder

As I did my first visit to Mr. Kapil Kumar Agency holders of the area. He give me basic

knowledge about feed, Godrej feed types and competitors. He also made me aware about

various consumer of Godrej feed. I also come to know that the biggest competitor of Godrej

feed in the area is Tara feed. After that I visit to agency holder of Tara feed. He showed me

three samples of Tara feed that was in little boxes. We can have an idea of the quality of

different feed samples by just smelling 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

as they think Tara has a more good supply chain management as when there truck came

for delivery they deliver goods also on those shops those has given order to agency

holder. But it is the responsibility of Godrej agency holder to deliver goods to other

shopkeepers that increase cost of goods.

One more complaint by shopkeeper is that Godrej feed has fewer margins that are 10-15

per feedbag, where Tara has about 25-30.

5.2 FINDINGS OF THE FARMERS

5.2.1 VIEWS

Compounded feed is costly and animal don’t like to eat

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 don’t have trust in ingredients used in compounded feed.

They believe that the packet of white powder in the Godrej feed is not good at all. It

influences the health of cattle.

Price should be less.

5.2.2 EXPECTATIONS

Feed should contain more quantity of muster feed or cotton seed.

Ingredients should mix properly.

It should contain minder mixture.

GUR DA SHERA should use that is good for the health of animal.

5.2.3 COMPLAINTS

These complaints are for a specific period when some bad stock delivers

After using with water its colour change into black and smelled badly.

It influences the health of animal.

Quantity of milk decreases and there is a problem in their breast.

The Buying Behavior of Dairy farmers

Before Buying: -

There are various factors that influence before buying behavior like quality, price, and

availability.

Mainly they have a quality perception in minds for different feed brands .They got

such behavior from their friends neighbors relatives and advertisement

They also influenced by camp arranged by different feed industry like Tara always

arranged camp in different villages that give awareness to farmers about various Agri

inputs mainly feed. They also provide tea and snacks to those farmers who visit to

their camp.

Finally they influence by visit done in the industry. 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. They showed them

production process and ingredients used for production. That helps industry to have a

good and loyal relation with farmers.

To have a booth in big festival where a lot of farmers get together like Ludhiana

agricultural university fest, Muktsar Maghi fest that helps in advertisement and

awareness to farmers about product. These booth are arranged by various feed

companies to aware farmer about agri input.

A very few farmers are aware about Godrej Adhar in the area that is a source of

advertisement, awareness and brand image.

After Buying: -

Mainly two factors that influence after buying behavior are result given by feed and

quality delivers by farmers. These two factors play different role For e.g.:- might be

you are getting good result but delivering not a good quality means you increase the

quality of milk but your cattle health is influenced by that.

From our surveys we have found that Tara is giving a very good result. They told us

that they got 8-12 liter milk by using Tara but Godrej has not such results.

But we also found problems with the health of animals those who are using Tara like

animal started eating less in hot summer days and animal feel weakness it is also

harmful for cow’s child. But Godrej consumers have no such kind of problems.

The actual result given by feed

Home Mix: - From our questionnaire I have found that home mix results are better as

compare to compounded feed. Average of the farmers is getting 10-15 liter milk by

using home mix. Maximum results are more than 25 liter.

Tara: - I have found that average of the farmers are getting 8-12 liter as half of the

questionnaire are 5-10 and half are 10-15.

Godrej: - I have found that average of the farmers is getting 5-10 liter milk and

maximum is10-15.

4.4 CONCLUSION

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.

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

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

Feed Resources for Landless and Small Farmers in Asia: Research Requirements,

Written by Frands Dolberg (1995)

How Much Feed Do I Need? Written by Mike Mehren

Cattle feed ban allows calves to be fed blood, Written by Mark Sherman (2004)

Cattle Update: BVD In the Feedlot, Written by Bethany Lovaas (2006)

Feed Intake, Written by Mike Mehren (2005)

Feed Mixing, Written by Mike Mehren (2007)

Feeding a Niche, Written by Mike Mehren (2008)

Limit Feeding Young Calves, Written by Mike Mehren (2006)

THE DREADED FEED TAG, Written by Mike Mehren (2007)

NOVEL FEEDS FOR CATTLE, Written by Mike Mehren (2007)

Thoughts for Winter Feeding, Written by Mike Mehren (2006)

WEBSITES

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

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

www.4kids.tv/buzz/feed

www.yardbarker.com/sites/view_rssarticles/402

www.feedmanufacturing.com/articles/feed-safety

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

ANNEXURE

Questionnaire

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:- What you like in that particular feed?

a) Price b) Quality c) Delivery d) Any other

Q8:- How you use feed?

a) Regular b) Once in a week c) Twice in a week d) Some times

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

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

Ans:-

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