..

SUMMER TRAINING PROJECT REPORT ON

Sales and Market Shares Of Verka 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

1

BABA FARID COLLEGE OF MANAGEMENT AND TECHNOLOGY DEON (BATHINDA)

DECLARATION
I hereby certify that the work which is being presented in the project entitled SALES AND MARKET SHARES OF VERKA MILK PLANT BATHINDA in partial fulfillment of requirement 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 22th June under the supervision of MONHINDER 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.
2

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
3

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 get training 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.

ACKNOWLEDMENT
In a d ynam ic and complex industrial and m arketing environme nt, theoretic al Concepts and classroom te aching is not eno ugh impart p rofessional kno wledge and skills to the future managers. In this reg ard,I feel quit indented to m anagement departmentBFGI,B AT HIND A of for providing me with tremendous s kills and getting me exposed to the p hilosophies and psychologies behind the complex corporate world and m arketing environme nt.

Every ve nture is made s uccess 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 at this stud y. So, I feel that this report wo uld be incomplete witho ut the thanking the people who helped me in completio n of training and project report. First of all, I wis h to express my sincere thanks to Mo hinder pal Sing h general m anager for allowing me to undergo my training. I am heartily to S h. B aldev Singh manager of accounts for the ir sincere and devoted guidance during the training. I wo uld also , like to thank all employee of account departme nt to complete this report.

LALIT DUBEY

CONTENTS

Sr. NO 1 2 3 4 Dairy Industry in India About Milk fed Verka milk plant, Bathinda Function & hierarchy of Marketing section 5 6 7 8 9 10 11 12 13 Verka products Marketing strategies Research Methodology Findings Limitations of Study Suggestions & Recommendation Conclusion Swot Analysis Appendix
7

Page no. 7-10 11-17 18-22

23-26 27-32 33-35 36-50 51-52 53-54 55-56 57-58 59-60 61-64

14

Bibliography

65-66

CHAPTER-I INTRODUCTION

INTRODUCTION
India 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 making sweets 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.

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 cooperative 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.
10

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 unproductive Animals, low genetic potency, poor nutrition and luck of services are the main factors for the low productivity
11

There are different begins- developed, average, below average (eastern states of Orissa, Bihar and NE region) in the dairy industry.

12

CHAPTER- II ABOUT MILKFED

13

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.

14

Milk Fed, 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 remunerative milk 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.

15

OBJECTIVES OF MILKFED

# To carry out activates for promoting production, processing and marketing of milk

products for economic development of the farming community.

16

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.

17

 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 accessed by clicking http//www.milkfed.nic.in

The turnover of MILKFED, Punjab during the year 2006-07 was arrived at R s.725 crore.

18

EXTENSION OF THE BRAND

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 200708 has hit the level of Rs. 1150 crore in the year 2008-09

19

VISION 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 level 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.

20

CHAPTER III VERKA MILK PLANT BATHINDA

21

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 Cooperative milk producers federation ltd.
22

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 Cooperative 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 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

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 in

the 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.
23

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.
24

 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

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.

26

CHAPTER IV FUNCTION & HIERARCHY OF MARKETING SECTION

27

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. 2. 3. 4. 5. Hisar Sirsa Rania Dabwali Ellenahbad

C.RAJASTAN 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
28

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 milk

Milk 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 of January 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

29

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.

30

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 plant by 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 other required process to fulfill the norms as per the market demand. Milk plan also got is -9001; 2000 with HACCP and also approved by the export inspection Agency New Delhi for export the milk products. Milk products having standard norms of PFA/BIS/EGG MARK & our prescribed specification

if international standard for export of ghee and milk powder to Dubai,

Middle East countries.

31

CHAPTER-V INTRODUCTION OF VERKA PRODUCTS

32

PRODUCT OF VERKA
Milk fed has formulated company specifications for its milk & milk products to provide standard and quality of products to consumers.

Milk Ghee Curd, Kheer...

Cheese Ice-cream & Sweets Butter

SFM(Pio) Milk Powder 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

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 be stored 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
34

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 churning

cream, 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 or buffalo 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:35

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.
36

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:-

37

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

38

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 rural 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;sense of belongingness b) Quality leadership
39

a) Positioning on

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.

40

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.

41

CHAPTER-VII RESEARCH METHOLOGY

42

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 plant were 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
43

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.

44

ANALYSIS OF INFORMATION
Q.1 IN HOW MANY MILK BRANDS DO YOU DEAL IN?
Verka BABA MILK SARAS TODAY MILK SHUDDH OTHERS,SPECIFY 24 18 6 25 3 1

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.
45

Q.2 WHICH IS THE LEADING BRAND?

VERKA BABA MILK SARAS TODAY MILK SHUDH

12 7 3 8 1

LEADING BRAND

THIS table and chart show that 12 shopkeeper tell that verka is leading brand and 7 tell that 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 QUALITY TASTE SERVICE
46

2 10 5 2

REGULAR SUPPLY ALL

4 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.

47

Q.4 DOES YOU SWITCH OVER TO OTHER BRANDS?

YES NO

9 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

48

NO

80% shopkeepers say they have faith in verka product and 20% shopkeepers say no

Q.6 Reason for not like the verka product?

Price Supply Quality Profit margin

4 3 1 8

49

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 No

25 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?
50

Yes No

22 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 Others shopkeepers Dealers

51

2 6 10

Milk van

From the above table we can see that 8 shopkeepers aware about verka from plant, 2 through advertisement, 6 from other shopkeepers, 10 from dealers, and 4 from the milk van

Q.10 Advertisement of verka is sufficient?

Yes No

4 26

The above table show that 13% are satisfied with the advertisement of verka and 87% are said not satisfied with advertisement.
52

Q.11 which media influence most in advertisement?

T.V. Signboard Banners Wall painting Pamphlets News papers

5 8 9 2 3 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.

53

Q.12 how can verka increase its sale?

Supply on time Quality Price Advertisement

5 7 10 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.

54

CHAPTER- VIII FINDINGS

RESEARCH FINDINGS
55

 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

56

CHAPTER-IX LIMITATIONS

57

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

58

CHAPTER-X
SUGGESTIONS & RECOMMENDATION

59

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 PERMANENT

60

Some employees are on contract based for 5 to 6 years. So they not do his full Hardwork.

CHAPTER-XI
CONCLUSIO N
61

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.
62

It was an amazing experience with learning all the way, which helped me to brush up my knowledge and skills.

CHAPTER-XII
63

SWOT ANALYSIS

SWOT ANALYSIS

STRENGTH-:
64

1) Good quality product. 2) BRAND Loyalty among the people for verka product. 3) Sweet lassi is very tasty.

WEAKNESS-:
1) 2) 3) 4) Lack of proper supply. Price is very high. Lack of advertisement. 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

65

CHAPTER-XIII APPENDIX

66

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?

67

 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

68

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:

69

Address: ......................................................................................................... ....................................................... Contact No

CHAPTER-XVI
BIBLIOGRAPHY

70

Bibliography:

BOOKS-:
KOTHARI CRS

WEBSITES-:
WWW.MILKFED.NIC.IN WWW.MILKFED.ORG
71

NEWS PAPER-:
PUNJAB KASARI AJIT TAJE BATHINDA

72

PERSON-:

MOHINDER PAL ( Marketing Head Verka Milk Plant Bathinda)

73

74