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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

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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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