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SUMMER TRAINING.. PROJECT REPORT ON
Sales and Market Shares OfVerka milk Plant Bathinda
A training report submitted in partial fulfillment of
the requirement for the degree of
MASTER OF BUSINESS ADMINISTRATION
(2010-2012)
. .
SUBMITTED BY
LALIT DUBEY.
ROLL NO: 128
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BABA FARID COLLEGE OF
MANAGEMENT
AND TECHNOLOGY
DEON (BATHINDA)
DECLARATIONI hereby certify that the work which is being
presented in the project entitled
SALES AND MARKET SHARES OF VERKAMILK
PLANT BATHINDA in partial fulfillment ofrequirement for the award of degree of M.B.A
submitted in the DEPARTMENT OF MANGEMENT at
BABA FARID COLLEGE OF MANGEMENT AND
TECHNOLOGY BATHINDA under Punjabi University,
Patiala is an authentic record of my own work
carried out during a period from 7th
June To 22thJune under the supervision ofMONHINDER PAL
the matter presented in this project has not been
submitted by me in any University/Institute for the
award of M.B.A degree.
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Signat
ure of Student
This is to certify that above statement made by
the candidate is correct to the best of my
knowledge.
Signature of
the Supervisor
PERFACE
For management careers, it is important to
develop managerial skills. In order to achieve
positive and concrete results, along with
theoretical concepts, the exposure of real life
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situation existing in a corporate world is very much
needed. To fulfill this need, this type of practical
trainings required.
I underwent summer training in VERKA MILK
PLANT,BATHINDA. It was my fortune to gettraining in a very healthy company. I got great
opportunity to view the overall working of the
organization. In the forthcoming pages, I have
attempted to present a report covering different
aspects of my training.
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5
ACKNOWLEDMENT
In a dynamic and complex industrial and marketing
environme nt, theoretical Concep ts and classroom
teaching is not enough impart p rofess ional knowledge
and skills to the future managers. In this regard,I fee l quitindented to m anagement department ofBFGI,BATHINDAfo r
providing me with tremendous skills and getting me
exposed to the philosophies and psychologies behind the
complex corporate world and marketing environment.
Every venture is made success by active cooperatio n and
the guidance of the people with it, which has forth coming
in full during this p roject. W ords cannot be justice to
sort of cooperation a t this study. So, I feel that this reportwould be incomplete without the thanking the people who
helped me in completion of training and project report.
First of all, I wish to express my sincere thanks to
Mohinder pal Singh general manager for allowing me to
undergo my training.
I am heartily to Sh. Baldev S ingh manager of acco unts for
the ir sincere and devoted guidance during the training. I
would also , like to thank all employee of account departme ntto complete this report.
LALIT DUBEY
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CONTENTS
Sr. NO Page no.
1 Dairy Industry in India 7-10
2 About Milk fed 11-17
3 Verka milk plant, Bathinda 18-22
4 Function & hierarchy of
Marketing section 23-265 Verka products 27-32
6 Marketing strategies 33-35
7 Research Methodology 36-50
8 Findings 51-52
9 Limitations of Study 53-54
10 Suggestions & Recommendation 55-56
11 Conclusion 57-58
12 Swot Analysis 59-60
13 Appendix 61-64
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14 Bibliography 65-66
CHAPTER-I
INTRODUCTION
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INTRODUCTIONIndia has retained its number one position as worlds largest milk producing country by
pushing the United States to second position. This is the ninth year in a row that India enjoys the
numerous Uno statuses in milk production. Indias milk production grew almost 4.2% as against
the worlds average growth of less than 1%.
In India, milk has a special role to play for its many nutritional advantages as well as
providing income to some 70 million farmers in cover 500,00 remote villages. Countrys output
now covers 100 million tones and is valued at nearly 2 lakh crore Rupees. In spite of being the
worlds largest milk producer; Indias milk processing industry is not very large. Only 12% of
milk delivered to dairies as against the world average of 70%.
Bulk of Indian milk is utilized for drinking or in the unorganized sector for makingsweets or other traditional products. India retains position as Worlds top Milk Producer. The
value of out from dairy sector increased to Rs. 5, 00.510 million in 1994-95 from Rs 2, 75,080
million in 1990. As per 1992 livestock census, the country has about 62.90 million breed able
cows and 42.46 million breed able buffaloes.
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There has been a major a improvement in milk production which increased 17 million ton
in 1951 to 70.1 million ton 1997 and the growth was maximum between 1980 a In 1990 under
the aegis of NDDA, Operation Flood program me was launched to modernize the dairy sector
and flood the four metro cities with from dairy cooperatives. By the end of 1996-97, 74,383
village producers cooperatives were organized in 264 districts with an average rural milk
procurement of 12.26 million liters per day.
Another step was taken in 1989, to augment rural income by lunching Technological Mission on
Dairy Development, which aims at applying modern tech to improve productivity, reduce cost of
operation and thus ensure grater availability of milk and dairy products.
Milk procurement and processing
The organized dairy sector is presently handling only 10-12% of total milk production in
the country.
The target and achievements of milk production, procurement and processing in co-
operative sector by the end of VIII five year plan are given in Annexure II.
Thus it indicates, there is a wide scope for processing of milk and manufacture milk
export products for domestic consumption as well as.
Export performance
Dairy products from one the fastest growing segment in the livestock produce export.
The major products exported are malted milk food, ghee and cheese to the countries like
Bangladesh, USE, Nepal, Sri Lanka, Bahrain and Oman.
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Export potential and marketing
Bangladesh, UAE. Nepal, Sri Lanka and Oman are the potential countries for export of
malted milk products, butter and ghee. The export of milk and products to currently excising
markets would increase to Rs. 285 million and to new markets to Rs. 155 million. Thus export is
likely to tock Rs.440 mullion by the turn of the century.
The GATT agreement further gave a boost to the dairy industry, as India has a comparative
cost advantages in regard to milk production. NABARD has been actively involved in credit
disbursement in a number of schemes in dairy sector. It also encourages development of new
products through its Research and Development Fund besides guiding various entrepreneurs in
new areas business and technology.
Overview of the Indian Dairy Sector
The country is the largest milk producer all over the world, around 100 million. MT Value
of output amounted to Rs. 1179 billion (in 2004-05) 1/5th of the world bovine population of
Mitch animal (45% indigenous cattle, 55% buffaloes, and 10% crore bred cows) immensely low
productivity, around 1000 kg/year (world average 2038 kg/year) Large no. of unproductiv
Animals, low genetic potency, poor nutrition and luck of services are the main factors for the
low productivity11
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There are different begins- developed, average, below average (eastern states of Orissa
Bihar and NE region) in the dairy industry.
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CHA PTER- II
ABOUT MILKFED
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HISTORY OF ORGANISATION
Milk fed is not an unknown name for the people of Punjab. It is very popular among the
people. There is a very long history behind this popularity.
In 1959, a village named Verka near Amritsar, Chief Minister of Punjab Sardar Par tap
Singh Kairon established a Dairy Development Corporation for safeguards of farmers and
increase dairy business.
After some times four more milk plants were established i.e. in Chandigarh, Mohall,
Ludhiana and Bathinda. There after it progressed and the number of milk plants roses to 8 plants
up to 1980.
Before 1981 it is fully under the control of Punjab Govt. But after it in 1981 the Govt. has
developed its name from Punjab State Co-operative Milk Producers Union Ltd. into MILKFAD
Punjab.
All the plants were controlled by Head Office which is established at Chandigarh. Only one
balance sheet was prepared for al plants in Punjab and Profit & Loss for all the plants was
prepared collectively. But in 1981 all plants started to make their own Balance Sheet was
adopted and presently is in continue.
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Milk F ed , Punjab
The Punjab State Cooperative Milk Producers Federation Limited popularity known as
MILKFED Punjab, came into existence in 1973 with a twin objective of providing remunerativemilk market to the milk producers in the state by value addition and marketing of produce on one
hand and to provide technical input to the milk producers for enhancement of milk production on
the other hand.
Although the federation was registered much earlier, but it came to real self in the year 1983
when all the milk plants of the erstwhile Punjab Dairy Development Corporation Limited were
handed over to Cooperative sector and the entire state was covered under Operation Flood it give
the farmers a better deal and our valued customers better products.
Today, when we look back, we think we have fulfilled the promise to some extent. The setup of
the organization is a three tier system, milk producers cooperative societies at the village level,
milk unions at district level and federation as an apex body at state level. MILKFED Punjab has
continuously advanced toward its coveted objectives well defined in its byelaws.
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OBJECTIVES OF MILKFED
# To carry out activates for promoting production, processing and marketing of milk
products for economic development of the farming community.
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To purchase and erect buildings, plants, machinery and other ancillary equipment to
carry out business
To study problems of mutual interest related to production, procurement and marketing
of dairy and allied products;
To purchase commodities from the member and deal with non-member for marketing,
dairy and allied products subject to such conditions as may be decided by the board from
time to time;
To establish necessary arrangement for transfer of milk, allied milk products and
commodities;
To market its products under its own trade name with its member unions
trade mark
ACHIEVEMENTS
MILKFED is providing tech input services like animal healthcare, supply of quality cattle
feed, fodder seeds etc. at the door steps of dairy farmers under productivity enhancement
program me.
For producing quality tech services MILKFED has established its own two cattle feed
plants having capacity of three 100 metric ton per day.
Dairy farmers are being encouraged to produce quality milk under the clean milk
production programmers the bacterial counts in raw milk at diff stages.
During the last 3 year, 8 milk plants and 2 cattle feed factories if milk fed, Punjab was
accredited with iso-9002 and iso-15000 certification.
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In view of todays interest of consumer is getting quality and safe products, MILKFED is
manufacturing quality milk and milk as per international standards and also exploring the
possibility of manufacturing milk products of consumers choice.
MILKFED introduced liquid milk in new design packing with Mnemonic Symbol of co-
operative milk in all the District Milk Unions.
MILKFED has launched its own interactive Website on Internet for its prospective
customer which can be accessedby clicking http//www.milkfed.nic.in
The turnover of MILKFED, Punjab during the year 2006-07 was arrived at R s.725 crore.
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EXTENSION OF THE BRA ND
After winning faith if innumerable consumers, Verka did not stop. Changing
times brought new trend, needs, tastes and hopes. Verka, dynamic as ever
too acquired newer forms of adding values to milk and milk products. Apart
from introducing new variants of UHT long shelf life and SFM in carry away
bottles, milk fed has a plan to add more variety in diff flavors and
packinginges is available in the market .Many new products are in pipe line.
EXPORT OF MILK PRODUCTS
Verka brand has reached in foreign market also.
Milked has established its ghee market in Middle East .Verka Ghee reaches all the
emirate and is available almost in all super markets. In addition to Dubai, Saudi Arabia, Muscat,
Australia and Japan, Verka Ghee is exported to New Zealand also.
TUROVER
The annual turnover of milk fed which were rs.931 corers in the year 2007-
08 has hit the level of Rs. 1150 crore in the year 2008-09
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VISIO N OF MILKFED, PUNJAB
Under its vision -2005 plan the number of milk producers Co-operatives Societies
will increase to 8000 and membership to 4.75 lakhs. To improve the quality of milk are village level, it has been planned to provide milk
bulk cooling unit in all the MILKFED areas in a phased manner.
To bring transparency in all the milk collection, fat testing and payment, electronic
milk-o-tester & automatic milk collection centers will be providing at village leve
Dairy Cooperative Societies.
Expansion of existing ice cream manufacturing capacity and set up additional ice
cream plant at Jalandhar.
Providing improved tech input services to farmers.
Setting up big commercial farms.
More stress on clean milk production program me.
Rural woman empowerment
Massive modernization of process and operations
Sterenghthing market base with specific stress on consumer market.
To launch new value added milk products including long shelf life planner etc.
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CHAPTER III
VERKA MILK PLANT
BATHINDA
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Milk Plant Bathinda
Milk Plant Bathinda was commissioned in September, 1974 with a total of Rs.1.6 crore by the
Pb. Dairy Dev. Corporation limited.
It was one of the select co-operative that were covered under the operation flood-1 program me
subsequently on 1st March 1980, it was handed over by the state Govt. to The Punjab State Co-
operative milk producers federation ltd.
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Organization of milk producers operative in the state. Further to this development the milk plant
was handed over to the bathinda district co-operative milk producers union ltd. On 1st January
1988. Milk plant set up with a twin objective of providing remunerative milk market to the milk
producers in this area and also supplies good quality milk product to the consumer at reasonable
rates and also marketing of milk producers at village level.
Milk Plant Bathinda
Milk Plant Bathinda was commissioned in September, 1974 with a total of Rs.1.6 crore by the
Pb. Dairy Dev. Corporation limited.
It was one of the select co-operative that were covered under the operation flood-1 program me
subsequently on 1st March 1980, it was handed over by the state Govt. to The Punjab State Co-
operative milk producers federation ltd.
Organization of milk producers operative in the state. Further to this development the milk plant
was handed over to the bathinda district co-operative milk producers union ltd. On 1st January1988. Milk plant set up with a twin objective of providing remunerative milk market to the milk
producers in this area and also supplies good quality milk product
Before the year 1992-93 the milk procurement was in a very bad shape. Milk plant was running
under capacity. The improvement in milk procurement by 40% was achieved in the year 1994-95
and the best achievement was made in the year 2000-01 about 42000 cooperative societies. Out
of them 98% are running on profit.
Inception
Milk Production is a very important part the agricultural economy is the state Punjab, Punjab is
one of the smallest state in Indian union with a total area of 50,362 Sq .Kms which is
1.5% of the Indian landmass. Dairy Farming is an age-old subsidiary profession inthe rural areas of Punjab; Punjab is second largest milk producing state in India producing
around 10%of the countrys milk production i.e. 8 million tons annually.
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First milk plant of the state was setup at Verka near Amritsar
Milk union ,Bathinda was registered as a society in 1977
The brand name of milk and milk products was adopted as Verka
An ISO 9001; 2000, HACCP; 15000 & export certified unit.
Turnover of milk plant Bathinda is Rs. 55 Cr. Per annum
The capacity of the plant is 1.00 lac. Liter per day.
Objectives
To prove technical inputs like artificial insemination, to improve the breed of animals,
animals health services, preventive disease treatment and awareness regarding farm
management etc.
To provide ISI marks good quality balanced cattle feed and fodder seeds to the farmers .
Village level cooperative societies were also formed on Anand Pattern. The system was
run by the farmers, of the farmers and for the farmers.
To give remunerative prices to farmers and to ensure permanent market for the whole
year.
To strengthen dairy sector, Miklfed came into existence in 1978 and simultaneously
Distt. Milk unions were formed
Necessity for Production Enhancement
Milk production in the area increased manifold with the result. Resultantly started
receiving daily 2.50 LPD of milk.
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To increase the participation of women 120 exclusively women societies are organized
with 15300 women members. Through Punjab women dairy project a central Govt.
sponsored scheme.
Milk production in the area increased manifold with the result. Resultantly started
receiving dairy 2.50 Lac LPD of milk and peak procurement 4.5 Lac LPD
To cater to the increased demand, necessity of expansion of milk plant arose.
This improved the socio-economic conditions of marginal and poor farmers.
The profitability of the plant and turnover of the plant improved a lot.
No. of societies increased from 94 to 751 and its membership from 5400 to 78000. All the societies are in net profit and distributing bonus to its members.
Quality of milk and milk products
To improve the quality of raw milk, clean milk Production program started in 650
villages and resultantly the quality of products increased. Milk plant, Bathinda is one of the milk plants in India dairy Sector to get
ISO Certification.
Under ISO Certification and HACCP (IS 15000) Milk Union started export
of ghee. SMP to gulf countries Philippines, Manila, South Africa
Singapore, Bangladesh etc. the export is more than 5.5 cr during the last
year.25
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To further improve the quality of raw milk union started 365 Automatic
milk collection stations at village level.
To meet the challenge of WTO milk union stared TIFAC program with the
help of ministry of information.
Bulk milk coolers have been installed at village level to chill the milk on this
spot and to check bacterial count.
Further BMC has been approved under central govt. scheme on 75% grant to
be installed in societies.
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CHAPTER IV
FUNCTION &
HIERARCHY OF
MARKETING
SECTION
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MARKETING DEPARTMENT
The marketing section plays a vital role in the plant and the union .the marketing section of milk
plant bathinda is a well functioning section which seals the product produced here under a trade
name of Verka this marketing section covers following section Punjab as well as in others state
in Haryana, Rajasthan.
A. PUNJAB
1. Bathinda
2. Mansa
3. Faridkot
4. Rampur
5. Talwandi sabo
6. Malout
7. Abohar
B.HARYANA
1. Hisar
2. Sirsa
3. Rania
4. Dabwali
5. Ellenahbad
C.R AJASTAN
1. Sangria
2. Shari ganganager
CHILING CENTER
At present six mil chilling centers are function under milk plant Verka.
The detail of which are as under;
1. M.C.C, Rampur, 2.M.C.C, Bhagta 3. M.C.C, Talwandi Sabo
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2. 4. M.C.C.,Badal 5.M.C.C, Bhikhi 6.M.C.C,Sardulgarhd
ORGNIZATION STRUCTURE
The marketing department at Verka milk plant, bathinda is one of the major parts of
whole management. This section is working in a well- designed structure. All the departmental
activities are well co-ordinate and faithful.
SALIET FEATURES OF MILK PLANT VERKA
Supply of liquid milkMilk plant bathinda protects the interest of milk producers as well as the consumer of
milk and milk products .It is supplying 28,000 liters of milk per day to the urban
population. Milk plant bathinda supplies fresh, hygienic pasteurized milk. The bathinda
milk plant produce various kind of milk i.e. full cream ,stander milk tones milk double
toned milk and other milk products to serve diff segment of consumer market.
1. Export of ghee
With the competition in the national market hooting up efforts to export milk product has
been made. Milk plant has exported 40 mts of ghee to gulf counties in the month ofJanuary and February 2010 which are around value of 3 lac $.
2. Automatic Khoa Making machine
Recently an automatic khoa making machine has been installed which can manufacture
to Mts of Khoa every day which is most hygienic fresh is a base for most of the sweets.
3. Sweetened flowered milk and Verka Lassi
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A large numbers of milk bars have been started. In the city of Abhor, Bathinda, Malout,
Makassar, Moga, Bhagapurana, Mansa and a large network of dealer are also made to
supply milk and milk products. The demand of sweetened flavored milk and Verka lassi
has increased manifold.
4. Milk products
The milk plant is manufacturing skimmed milk powder, whole powder table butter, ghee,
panner, Khoa, Nankeen lassi, Kheer and milk cake.
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5. Quality assurance
The management of milk plant has adopted especial program on quality since 2 year
called quality assurance program me in which assured that the final product must come
out with national and inter national quality norms as per P.F.A standard. The product also
test various standard laboratories like composite food laboratoiies.hygienic of the plantby army organization the laboratories of mother diary, aggmark and BIS which is a proof
of guaranteed quality. The quality products are also accepted on international standards
6. Financial position
The financial position was very week before 2008-09 which started improving with the
improvement of milk procurement. The losses were reducing year to year and now a
stage has come that the union will definitely earn net profit in the year 2009-10.The
annual loses were incurred to tune of 1.25 to 1.40 crore but in the year 2009-10 after
wiping out such loses the union has increased at net profit.
Milk and milk products are prepared as per the norms by pasteurizing the milk and otherrequired process to fulfill the norms as per the market demand. Milk plan also got is -9001; 2000with HACCP and also approved by the export inspection Agency New Delhi for export the milkproducts. Milk products having standard norms of PFA/BIS/EGG MARK & our prescribed
specification ifinternational standard for export of ghee and milk powder to Dubai,Middle East countries.
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CHAPTER-V
INTRODUCTION
OF
VERKA PRODUCTS
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PRODUCT OF VERKA
Milk fed has formulated company specifications for its milk & milk products
to provide standard and quality of products to consumers.
Milk Cheese SFM(Pio)
Ghee Ice-cream & Sweets Milk Powder
Curd, Kheer... Butter
Rasella
Now Verka has arrived on the sheer strength of its quality, freshness and purity and of course its
home made taste and its products being of most affordable prices. To people today, Verka is part
of their daily life.
1. Liquid Milk Pasteurized Pouch Packed Milk:-
33
http://www.milkfed.nic.in/milk.htmhttp://www.milkfed.nic.in/ice.htmhttp://www.milkfed.nic.in/mpdr.htmhttp://www.milkfed.nic.in/more.htmhttp://www.milkfed.nic.in/ice.htmhttp://www.milkfed.nic.in/mpdr.htmhttp://www.milkfed.nic.in/more.htmhttp://www.milkfed.nic.in/milk.htm -
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It is pouch packed milk. It may be used as such or for milk based preparations. It shall be kept
under refrigerated conditions. It is packed in half ltr. Pouch. Its length of shelf life is 48 hours
under refrigerated conditions. It is sold in arid around Bathinda, sunam, dhuri, barnala areas.
Special distribution control is needed, under refrigerated condition if transported to very long
distance. Verka Milk Plant is preparing three types of milk pouch:-
Standardized Milk Toned Milk Double Toned Milk
2. Milk Powder:-
Dried Milk or Milk Powder is product obtained by the removal of water from milk by heat or
other suitable means to produce a solid containing 5% or less moisture. Whole milk, defatted or
skim" milk may be used for drying. It comes in packing of 200 Gms, 500 Gms. etc. It can bestored for 1 year before use.
3. Ghee:-
Ghee may be defined as clarified butter fat prepared chiefly from cow or buffalo milk. The
product can be used on roti/pranthas or can be used as cooking other material for food. It is
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preserved at ambient temperature for one year. It is packed on 500 Gms, 2 Kgs., 5 Kgs. & 15
Kgs. bulk pack in tin. It is sold anywhere in Punjab and abroad also. No special distribution
control is needed.
4. Butter: -Butter may be defined as a fat concentrate which is obtaining by churningcream, gathering the fat into a compact mass and then working it. The product obtained from
cow and buffalo milk or a combination thereof or from cream or curd obtained from cow orbuffalo milk or a combination thereof, with or without the addition of common salt and
colouring matter. It can be kept under refrigeration for three months. This comes in packs of 10
Gms. 100 Gms. And 500 Gms.
5. Lassi:-
Lassi, also called chhas refers to desi butter milk which is by product obtained when churning
curd led whole milk with curd indigenous devices for the production of desi butter.
Verka Lassi is very popular, especially in Punjab and it is also liked by the people of other states.
It comes in the 200 ml. tetra pack.
6. SFM:-
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It is known as sweetened flavored milk or bottle milk. The product used in the form of drinking
sweet milk. It is preserved at ambient temperature. It is packed in 200 ml. bottle, 200 ml. tetra
packs. The length of shelf life of product can be held far three months under ambient
temperature. It is sold in and around Punjab and upcountry market mainly Delhi.
7. Ice Cream:-
Ice Cream may be defined as a frozen dairy product made suitable blending and processing of
cream and other milk products, together with sugar and flavor, with or without color and with the
incorporation of air during the freezing process. There are mainly three types of Verka Kulfies
i.e. Malai Kulfi, Choco bar and Mango bar. Malai Kulfi made with milk, malai and
Crushed nuts. Choco bar contained chocolate and Mango bar kulfi contain mango flavor.
8. Paneer:-
Paneer refers to the small sized soft cheese. The product can be consumed as such or can be fried
and consumed. It can also be used as an ingredient for making Indian Sweets and paneer based
dishes. It is preserved under refrigerated condition for 20 days from the date of packing. The
product is packed in poly film bags. The pack size is 200 gms. For consumer pack and 5 Kg.
Capacity in bulk pack as agreed by contracted buyer.
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9. Curd/Dahi:-
Dahi or curd is the product obtained from boiled milk by souring, natural or otherwise, by a
harmless lactic acid or other bacterial culture. It should have the same percentage of fat and
solids - not - fat as the milk for which it is prepared.
10. Raseela:-
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Raseela is a very popular product of Verka which was launched in 1995. It comes in two flavors
- i) Mango Raseela and ii) Pine apple Raseela. Mango Raseela is prepared from mango pulp and
Pineapple Raseela from pineapple pulp. These are coming in 200 ml. tetra pack.
CHAPTER VI
MARKETING
STRATEGIES
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MARKETING STRATEGIES
Product Planning;-
Before entering into the production process, it would be important to understand the likely
improvement and modification required in the existing products. The production design, color
and quality ought to be planned as per demand and the taste of the consumers. this would help
make products acceptable to the population.
The packing of products should be strong enough to with stand rough handling. The size of
packing should be smallest than urban retail pack so as to suit the affordability by the rura
masses.
Pricing;-
Price is an important element of the marketing strategy. The role of price becomes more
significant because of low purchasing powder of Indian population. This favor should be
considered while pricing the product. For example the price of ghee must be lower than the cost
of manufacturing ghee are home by milk producers otherwise they would not fine attractive to
buy from the market. Packing cost of the product should be kept as low as possible.
Positing of products;-
The positioning of the product can be done in many ways, for example;- a) Positioning on
sense of belongingness
b) Quality leadership
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c) Low price positioning
After analyzing the products attributes & studying the rural habits, taste, & life styles, one can
come up with a proper strategy to position the milk products in rural areas.
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Distribution Channel Planning;-
Distribution is a major problem in marketing. In spite of the growing awareness about the
potential of market most marketing firms have failed to tap it because they could not develop an
effective distribution system.
The most of area hardly have any agent. Milk plant has an advantage over the private enterprises
because of their daily milk collection network of village level. The society works as dealer and
the secretary of the society becomes a good medium to route the product to the ultimate
consumer. Gram seva samiti can also be used as sales point by giving them suitable margin.
Promotional planning;-
Personal contact of village extension workers and secretly with the producer members also plays
an important role. Milk van could be painted with advertisements of the brand of the milk plant
to increase awareness. Because of literacy level in rural areas, media selection becomes a
problem. Another popular effective rural media is Wall painting which is already done by the
milk plant authority in case of sale of Verka cattle feed. Propaganda and demonstration vans
loudspeakers and participation in village fairs & meals help in turning the village into buyers.
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CHAPTER-VIIRESEARCH
METHOLOGY
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RESEARCH METHODOLOGY
For achieving the objectives of study, survey was conducted. For survey, personal interviews of
management & worker were undertaken. Personal interviews of official working in milk plantwere selected as the mode of survey to make the study more meaningful & so maximum
information could be collected. For conducting the personal interview of the worker, a
questionnaire was made. The questionnaire was structured with open ended & close ended
questions.
The shopkeepers were selected as respondent to the question as it was easy to access
them and they can provide valuable information in bulk and systemize form . We ask from
them about their taste, preference and which brand they select. We also check their knowledge
about different milk product, different milk brand, different product made by Verka, and the
storage condition of milk and milk products.
USEFULNESS OF STUDY
The study can useful to the company as they might come to know about the importance
of brand image and marketing strategies in Verka Milk Plant. Milk plant can also track down the
various topic and also the new brands entering into the market in dairy industry there market
share and impact on consumer.
The study can be of great importance to the company.
1 SAMPLE UNITS
Shopkeepers of Bathinda
2 SAMPLE SIZE
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I have covered 30 shops
3 TYPES OF DATA
I have used primary data & secondary data like as taken from internet. Some data is
gathering through from questionnaire.
SOURCE OF DATA
The relevant data in the subject under the study was collected from the following sources.
1. Primary data: These data were collected from the shopkeepers of Bathinda.
2. Secondary Data: The secondary data was collected from internet manuals and existing
record of the company. Also numbers of books and papers on quality of work-life were
used.
TOOLS USED FOR DATA COLLECTION
The tool for data collection was through interview scheduled for
shopkeepers by (questionnaire).The schedule was prepared to collect the
data on areas, where sale of verka product is high. The tools used for
data analysis include diagrams like piechart, bar graph.
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ANALYSIS OF INFORMATION
Q.1 IN HOW MANY MILK BRANDS DO YOU DEAL IN?
This table and chart show 27 shopkeeper deals in verka and 17 in baba milk and 4 In
saras and 7 in suddha and 15 in today milk and 2 in others milk.
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Verka 24
BABA MILK 18
SARAS 6
TODAY MILK 25
SHUDDH 3
OTHERS,SPECIFY 1
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Q.2 WHICH IS THE LEADING BRAND?
VERKA 12
BABA MILK 7
SARAS 3
TODAY MILK 8
SHUDH 1
LEADING BRAND
THIS table and chart show that 12 shopkeeper tell that verka is leading brand and 7 tell tha
baba milk is leading brand and 3 shopkeeper are in the favor of saras and 8 tell today milk
and 1 is tell shudh is leading brand in the market.
Q.3 WHY DO U PREFER THIS PARTICULAR BRAND OVER OTHER?
PRICE 2
QUALITY 10
TASTE 5
SERVICE 2
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REGULAR SUPPLY 4
ALL 8
WEIGHTAGE TO DIFFERENT FACTOR
IN THIS WE CAN SEE that the 33% shopkeeper think quality of verka product is better and
16% prefer the taste and 13% are like regular supply 6% are satisfied with their service and 6%
satisfied with price and 26 % says all are good.
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Q.4 DOES YOU SWITCH OVER TO OTHER BRANDS?
YES 9
NO 21
BRAND SWITCHING
30% SHOPKEEPRS tell that they will switch over the other brand and 70 % tell that they not
switch the other brand.
Q.5 Do you have faith in verka products?
Yes 24
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NO 6
80% shopkeepers say they have faith in verka product and 20% shopkeepers say no
Q.6 Reason for not like the verka product?
Price 4
Supply 3
Quality 1
Profit margin 8
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In above table and chart show us that 4 shopkeepers are not like verka because of price
and 3 because of supply and 1 for quality 8 said profit margin
Q.7 Are you aware about of the shelf life of verka product?
Yes 25
No 5
83 % shopkeepers said they are aware about the verka products shelf life and 17% said they are
not aware.
Q.8 Are you aware about the storage condition of verka milk?
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Yes 22
No 8
73% tell that they know about the storage condition of verka milk And 27% tell they no know
about the storage condition of verka milk
Q.9 Source of awareness to verka?
Plant 8
Advertisement 2
Others shopkeepers 6
Dealers 10
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Milk van 4
From the above table we can see that 8 shopkeepers aware about verka from plant, 2through advertisement, 6 from other shopkeepers, 10 from dealers, and 4 from the milk van
Q.10 Advertisement of verka is sufficient?
Yes 4
No 26
The above table show that 13% are satisfied with the advertisement of verka and 87% are
said not satisfied with advertisement.
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Q.11 which media influence most in advertisement?
T.V. 5
Signboard 8
Banners 9
Wall painting 2
Pamphlets 3
News papers 3
In the above table we can see that 5 shopkeepers know about verka from T.V.,8 From
Signboard,9 from Banners, and 2 from wall painting, and 3 from pamphlets ,3 from newspapers.
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Q.12 how can verka increase its sale?
Supply on time 5
Quality 7
Price 10
Advertisement 8
IN above table we can see that 5 shopkeepers think that verka can increase its sale by do supply
on time, and 7 think by quality, 10 think by price, and 8 think by advertisement.
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CHAPTER- VIII
FINDINGS
RESEARCH FINDINGS
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Supply of verka product is very good
Image of verka product is very good
All product has good quality
Verka management spend less amount on advertisement
Good and positive result of the shopkeeper about verka product
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CHAPTER -IX
LIMITATIONS
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LIMITATION OF STUDY
The research is based on sample size not on whole population.
The research is based on some shopkeeper not on the whole shopkeeper.
There is no measure to check out that the information is given by the Shopkeeper is true or
not.
Sometime it is difficult to get proper attention of shopkeeper as he is busy with some other
things at the similar time answering the question. So negligence of shopkeeper may lead to
some variation in results
The information provided by the shopkeeper is not definitely true
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CHAPTER- X
SUGGESTIONS
&
RECOMMENDATION
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Recommendations
1) Less Advertisement-:
There is very less advertisement of the verka brand. They spend only 5% to 8% of the
total budget on advertisement. So no of shopkeepers have also complained about the
advertisement of the brand verka.
2) COMMUNICATION SKILL-:
Some shopkeeper complaint about the behavior of delivery boys and who take the
demand on telephone. So they want that company need to provide the proper training that who
to deal with the shopkeepers and get work.
3) INCREASE IN PROFIT MARGIN-:
Shopkeepers are happy with verka product quality. But they are not happy with the price
of the verka product. The margin of the verka product is less compare to the other brands
4) EMPLOYEES ARE NOT PERMANENT60
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Some employees are on contract based for 5 to 6 years. So they not do his full Hard-
work.
CHAPTER- X I
CONCLUSIO
N
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CONCLUSION
Working at verka milk plant, Bathinda gave me an opportunity to apply my skills and
knowledge, which I had gained previously.
It gave me an opportunity to see working an organization and to be a part of it
Marketing Research Project on Products and market share of verka provide me an opportunity to
deal with real time problems in day working of organization. Working with the other
management students from various college and university give me a chance to learn a lot from
them.
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It was an amazing experience with learning all the way, which helped me to brush up my
knowledge and skills.
CHAPTER- XI I
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SWOT
ANALYSIS
SWOT ANALYSIS
STRENGTH-:
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1) Good quality product.
2) BRAND Loyalty among the people for verka product.
3) Sweet lassi is very tasty.
WEAKNESS-:
1) Lack of proper supply.
2) Price is very high.
3) Lack of advertisement.
4) Lack of proper distribution system.
OPPORTINITIES-:
1) Proper utilization of available resource to decrease the per unit cost.
2) Growing demand for milk and milk product.
3) By product utilization for import substitution.
THREATS-:
1) Many other come in market
2) Liberalization of dairy industry is likely to be exploited by multi-national
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66
CHAPTER-XIIIAPPENDIX
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Q.1 in how many milk brands do you deal in?
Verka
Baba milk
Saras
Shudh
Today milk
Others
Q.2 WHICH IS THE LEADING BRAND?
Verka
Baba milk
Saras
Today milk
Shudh
Q.3 WHY DO U PREFER THIS PARTICULAR BRAND OVER OTHER?
Price
Quality
Taste
Service
Regular Supply
All
Q.4 DOES YOU SWITCH OVER TO OTHE BRANDS?
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Yes
No
Q.5 Do you have faith in verka products?
Yes No
Q.6 Reason for not like the verka product?
Price
Supply
Quality
Profit margin
Q.7 Are you aware about of the shelf life of verka product?
Yes
No
Q.8 Are you aware about the storage condition of verka milk?
Yes
No
Q.9 Source of awareness to verka?
Plant
Advertisement
Others shopkeepers
Dealers
Milk van
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Q.10 Advertisement of verka is sufficient?
Sufficient
Not sufficient
Q.11 which media influence most in advertisement?
T.V.
Signboard Banners
Wall painting
Pamphlets
News papers
Q.12 How much verka increase its sale?
Supply on time
Quality
Price Advertisement
Any, Feedback
..
.
Respondents Particular..
Name:
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Address:
.........................................................................................................
.......................................................
Contact No
CHAPTER- XVI
BIBLIOGRAPHY
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Bibliography:
BOOKS-:
KOTHARI CRS
WEBSITES-:
WWW.MILKFED.NIC.IN
WWW.MILKFED.ORG
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http://www.milkfed.nic.in/http://www.milkfed.org/http://www.milkfed.nic.in/http://www.milkfed.org/ -
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NEWS PAPER-:
PUNJAB KASARI
AJIT
TAJE BATHINDA
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PERSON-:
MOHINDER PAL ( Marketing Head Verka Milk Plant Bathinda)
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