V.K.

A DAIRY PRIVATE
LIMITED

BY
SHARMILA VS
About V.K.A
 This company established in the year 1959 based on Karur.
 It is one of the leading private milk dairy firm called in the
brand name of V.K.A in Tamilnadu
 It is handling around 2,00,000 liters of milk per day
 V.K.A company mission is to build brand worthy of customer
trust and focused on quality of the product.
VKA Products

Dairy products like:

 Fresh milk

 Fresh curd

 Milk powder

 Buttermilk
Milk packaging
 Milk packaging is categorized into 4 category.
 Its fat content and SNF (Solid Not Fat) content also
categorized into each milk categorization
 Full cream milk
 Standardized milk
 Toned milk
 Farm fresh milk
Milk quality Test
Quality Test based on
 Microbiological testing

 Methylene blue reduction testing

 Temperature testing

 Lactometer value testing

 Fat testing

 Acidity testing
Steps for Processing of milk
1. Separation of fat, cream and skin milk powder from
raw milk.(standard Fat- 4.5 and SNF-8.5)
2. Homogenization – for uniform mixing of efficiency
3. Pasteurization – for chilling milk in particular
temperature
4. Packing
5. Packet (milk should be below 5 degree Celsius)
6. Dispatch
7. Delivery
Infrastructure facilities
 The necessary infrastructure facilities for marketing
milk products and supply of quality milk to the
consumer has been made by way of establishing
new
1. Chilling centers
2. Pasteurization plants and
3. Adoption of modern processing
system
 Five major parameters

 Five major parameters are routinely checked by

regulatory agencies for quality raw milk production

 Nutritional constituents in milk.

 Somatic cell counts as related to mastitis.

 Bacteria counts as related to sanitary practices.

 pesticide residue contents.

 Flavor, taste, appearance and temperature.

 4 P’s of V.A.K Product
• Tracks consumer needs & their changing lifestyles, &
accordingly develops products to suit their needs
product • Product
Pricing
quality plays a paramount role & so does packaging

• VKA brand is a low pricing brand

• The competitive advantage is its “backward integration” strategy,
pricing which helps substantially in cost reduction Place

• VKA is one of the largest cold chain network inkarur, as compared to

any other company
place

• VKA spends very less on its advertising budget, but spends it very
promotio effectively
n
Business Strategy
Developing demand :
 Limited purchasing power, modest consumption
levels
 A low-cost price strategy products

The distribution network :

 Dry and cold warehouse

 Cash transaction throughout the supply chain

 JIT improves dealers returns on investments (ROI)

Return On Investment.
Conti..
Umbrella brand :
 common brand for most product categories

Third party service providers :

 core is milk processing , production of dairy

products
 logistics of milk collection, distribution of dairy
products, sale of products through dealers and retail
stores
Function of marketing department

Main functions performed by V.K.A Marketing

department are:
 Product orientation program

 Collection of commodity transferred

 Create market for its product

 Push sale adopt

 Problem solving of sales representatives

 Developing communication strategy

Cont..
 Preparing sales forecast
 Maintain sales management in the field
 Keeping record of sales
 Keeping record of stock
 Collection & analysis of competitors activities
 Setting Sales Target amount
 Revising Sales Target amount
 Maintaining Sales Target amount
Conclusion
1. The basic principle for production of quality
dairy products is the better the original milk,
the better the processed products.
2. Milk is highly perishable, and its quality is
easily deteriorated by improper handling of
feeding, animals prior and during milking,
handling of the milk during and after milking,
cooling and transportation, pasteurization,
processing, packaging, and processing utensils,
etc.
Cont..
3. Each processing plant should establish appropriate quality
control systems for each point of manufacturing facilities.
4. All personnel involved (farm level, transport, dairy plants)
in production, processing, distribution, and marketing of
dairy products must follow the required regulations.
5. Four important requirements for Grade A dairy products are:
i) safe to drink, ii) good flavor, iii) relatively free from
spoilage bacteria and somatic cells, and iv) composition.