New

Sale & market share of verka
6 MONTH TRAINING REPORT

Jul. 8
ON SALES AND MARKET SHARE OF VERKA

Conducted at
VERKA MILK PLANT, BATHINDA

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION

SESSION 2009-2012
Submitted To:
Submitted By:
NAVDEEP KAUR Roll No. BBA 6TH SEM.
GOVT. RAJINDRA COLLEGE, BATHINDA

(Affiliated to Punjabi University, Patiala)
MILK PLANT VERKA
SALE &
MARKET SHARE OF VERKA
ACKNOWLEDGEMENT
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A large number of individuals have contributed to project. This project is a humble attempt to sketch done the contribution of all those persons who have directly or indirectly given their precious time and help along with proper guidance for making this report in the following shape. First of all I would like to thank Mr. R.K. Tiwari (General Manager, Marketing) Verka milk plant, Bathinda without whose permission project of VERKA would have been castle in the air. He always helped me and provided me relevant knowledge in the subject to enable to prepare the project. And also I would like to thank Mr. Mohinder Paul, project co-ordinate (Deputy Manager, Marketing) who supported to me in every aspect. Lastly but not the least, I pay my gratitude to my parents, family members, friends, faculty members of Govt. Rajindra college Bathinda and all executives of Verka Milk Plant, Bathinda for their moral support and whole hearted co-operation in drafting this report.
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DECLARATION
I hereby declare that the project report entitled Sale and Market Share of Verka, Milk Plant Bathinda submitted in partial fulfillment of the requirement for the degree of Bechular of Business Administration of Govt. Rajindra college Bathinda , is my original work and has not been submitted for the award of any other degree at any other institute or university.
Navdeep kaur Roll No. B.B.A. 6th Semester
Head of the Department
Supervisor
Certificate
This is to certify that the Project entitled
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VERKA TETRA PACK

Conduced at
VERKA MILK PLANT, BATHINDA Submitted in partial fulfillment of the requirements for the internship Training of Semester sixth of
BACHELOR OF BUSINESS ADMINISTRATION

OF PUNJABI UNIVERSITY, PATIALA NAVDEEP KAUR
Has worked under my supervision and guidance and that no part of this report has been submitted for the award of any other degree, Diploma, Fellowship or other similer titles or Prizes and that the work has not been published in any journal and magazines.
Reg. No:
Attested
Principal
Certified
Faculty Guide :
Designation :
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PREFACE
For management careers, it is very important to develop managerial skills. In order to achieve positive and concrete results, along with theoretical concepts, the exposure of real life situation existing in a corporate world is very much needed. To fulfill this need, this type of practical training is required.
I underwent 6 month training in VERKA MILK PLANT, located in 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.
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CHAPTER I DAIRY INDUSTRY IN INDIA
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India retains position as World's top Milk Producer

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 numero uno status 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 supplementary income to some 70 million farmers in over 500,000 remote villages. And milk remains as the number one commodity product by India pushing wheat and rice behind. Countrys output now covers 100 million tones and is valued at nearly two lakh crore rupees In spite of being the worlds largest milk producer; Indias milk processing industry is not very large. Only 12% of milk is delivered to dairies as against the world average of 70%. In certain countries like New Zealand almost 98% of milk production is
processed. Bulk of Indian milk is utilized for drinking or in the unorganized sector for making sweets or other traditional products.
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The Indian dairy industry is contributing significantly to the country's economy, besides improving the health standards by increasing the nutrition value of the food. The value of output from dairy sector increased to Rs. 5,00,510 million in 1994-95 from Rs. 2,75,080 million in 1990. India occupies first position in the world having a total bovine population of 288 million compared to the world's total bovine population of 1420 million. As per 1992 livestock census, the country has about 62.90 million breed able cows and 42.46 million breed able buffaloes.
The cross bred cattle are predominant in Kerala, Maharashtra, Tamil Nadu, Punjab and Uttar Pradesh, while buffaloes are very common in Uttar Pradesh, Andhra Pradesh, Rajasthan, Madhya Pradesh, Maharashtra, Gujarat, Punjab, Bihar, Karnataka, Haryana and Tamil Nadu. There has been a major improvement in milk production which increased from 17 million ton in 1951 to 70.1 million ton in 1997 and the growth was maximum between 1980 and 1990.
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Uttar Pradesh, Punjab, Madhya Pradesh, Rajasthan, Maharastra, Gujarat, Andhra Pradesh, Haryana, Tamil Nadu and Bihar contributed to the extent of 85 percent of the total milk production in the country. Today, India is the second largest producer of milk in the world after the United States of America. The present per capita availability of milk is 205 gms as against the ICMR recommendation of 250 gms. In 1970 under the aegis of NDDB, "Operation Flood" programme 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 milk 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 launching Technological Mission on Dairy Development (TMDD), which aims at applying modern technology to improve productivity, reduce costs of operation and thus ensure greater availability of milk and dairy products. Milk procurement and processing
The organized dairy sector (both co-operative and private) is presently handling only 10-12 percent of total milk production in the country. The targets 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 of milk products for domestic consumption as well as export.
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Export performance
Dairy products form one of the fastest growing segments in the livestock produce export. The major products exported are malted milk foods, ghee and cheese (to some extent) to the countries like Bangladesh, UAE, Nepal, Sri Lanka, Bahrain and Oman.
Export potential and marketing Bangladesh, United Arab Emirates, Nepal, Sri Lanka and Oman are the potential countries for export of malted milk products, butter and ghee. The export of milk and milk products to currently existing markets would increase to Rs. 285 million and to new markets to Rs. 155 million. Thus exports are likely to touch Rs.440 million by the turn of the century. The GATT agreement further gave a boost to the dairy industry, as India has a comparative cost advantage in regard to milk production. NABARD has been actively involved in credit disbursement in a number of schemes in dairy sector.
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It also encourages development of new products through its Research and Development Fund besides guiding various entrepreneurs in new areas of business and technology.
Indias Milk product mix
Fluid Milk Ghee Butter Curd Khoa (Partially Dehydrated Condensed Milk) Milk Powders, including IMF Paneer & Chhana (Cottage Cheese) Others, including Cream, Ice Cream
46.0% 27.5% 6.5% 7.0% 6.5% 3.5% 2.0% 1.0%
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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)
(Approximately equals combined output of paddy and wheat!!) 1/5th of the world bovine population Milk animals (45% indigenous cattle, 55 % buffaloes, and 10% cross 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 lack of services are the main factors for the low productivity There are different regions developed, average, below average (eastern states of Orissa, Bihar and NE region) in the dairy industry.
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CHAPTER II ABOUT MILKFED
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HISTORY
Milkfed 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 Partap 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, Mohali, Ludhiana and Bathinda. There after it progressed and the number of Milk Plants roses to 8 Plants upto 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 MILKFED Punjab. All the plants were controlled by Head Office which is established at Chandigarh. Only one balance sheet was prepared for all 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 and calculate Profit & Loss for their own plant. The fully Co-operative Society System was adopted and presently is in continue.
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Milkfed, Punjab
The Punjab State Cooperative Milk Producers Federation Limited popularly 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 inputs 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 to 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 organisation 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 towards its coveted objectives well defined in its byelaws.
Organizational Structure:
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Objectives of MILKFED
To provide remunerative prices to milk producers by value addition and marketing of produce. To provide technical inputs for enhancement of milk production on the other hand. To carry out activities for promoting production, procurement processing and marketing of milk and milk products for economic development of the farming community. To develop and expand such other allied activities as may be conducive for the promotion of the dairy industry, improvement and protection of milch animals and economic betterment of those engaged in milk production; To purchase and/or 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 nonmembers for marketing, dairy and allied products subject to such conditions as may be decided by the Board from time to time; To establish research and quality control laboratories; To make necessary arrangements for transfer of milk, allied milk products and commodities; to market its products under its own trade name/brand name with its Member Unions trade mark/brand; To promote the organization of primary societies and assist members in organization of the Primary Societies; and To plan development strategies and programme to increase the volume of procurement and production of the Federation and its members Unions and for its affective marketing.
Procurement of milk at Milkfed Punjab
MILK PROCUREMENT NETWORK:

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Working on "Anand Pattern" the process of organizing societies at village level started in Punjab as early as 1978.Presently, there is strong Network of about 6432 (as on 31.3.2009) Milk Producers Cooperative Societies organized at village level. About 3.65 Lakh milk producer members are attached to these societies. Fresh milk is procured from the milk producers twice a day through village level societies directly without the assistance of any middleman.
INPUT SERVICES:
It is one of the fundamental objectives of MILKFED to carry out activities for promoting milk production in the State. In view of this, various technical input services like veterinary health care, artificial insemination services, vaccination, supply of VERKA balanced cattle feed and quality fodder seed etc. are provided for enhancing milk production and economic development of farming community.
CATTLE INDUCTION PROGRAMME:

Government of Punjab has identified dairy sector as thrust area for rural development. Recently, Milkfed Punjab has signed memorandum of understanding (MOU) with State Bank of India, State Bank of Patiala and Oriental Bank of Commerce for providing loan up to Rs.50, 000/- without any collateral security to milk producer farmers for purchase of milch cattle on soft terms and low rate of interest.
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CLEAN MILK PRODUCTION PROGRAMME:

For improving quality of raw milk right from milk producer's level, massive programme called "CMP" has been launched under which 195 Bulk Milk Coolers have been installed in the societies and many more in pipe line. Besides, more than 1000 Automatic Milk Collection Stations have been provided to the societies for bringing efficiency and total transparency in the system. Traditional manual method of milk testing at society level is being replaced with Electronic Milk Testers.
WOMEN DAIRY PROJECT:

Household level dairying is largely the domain of women especially in small and marginal household families. In view of this fact, Milkfed has undertaken Women Dairy Project in six Milk Unions namely Hoshiarpur, Ropar, Patiala, Jalandhar, Ludhiana and Amritsar with an objective to empower rural women in the field of dairy. This Programme is being implemented under Support to Training & Employment Programme (STEP) with the assistance of Government of India. Under this programme, 390 women societies with 19860 women beneficiary members will be organized.
SETTING UP OF BIG COMMERCIAL DAIRY FARMS:

In order to enhance the milk production and making the dairy farming a profitable and sustainable profession, Milkfed has planned to establish at least ten progressive big dairy farms in each Milk Union by arranging soft terms loans from the banks
ACHIEVEMENTS
On the basis of quality with efficient administration, MILKFED has not only
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established new mile stone of providing services to Dairy farmers but scaled new heights in delighting esteemed customers also. This has resulted into tremendous achievements in all fields. Milkfed not only provides assured market to milk producers but also carries inputs to enhance milk to their doorsteps. The District Cooperative Milk Producers Unions and Milk Plants have attained self-sufficiency or are on the threshold of attaining it. Milkfed has played a very vital role in providing a strong base for remunerative price to the producer; they get more money for their milk and payments are timely. In addition technical input services in feeding, breeding and management are easily accessible. Value addition is one of Milkfeds thrust areas and the plants produce not only pasteurized, homogenized milk but also buttermilk, cream, cheese, ice cream, butter and clarified butter-oil (ghee) and several other products. The Milk Unions have marketed milk and milk products of the value of Rs 202.87 crore during the year under report. As a cooperative, Milkfed is also instrumental in empowering milk producers, especially women and poor people, and fostering management skills. Milkfed runs regular courses for members in Co-operative Development. 1. MILKFED is providing technical input services like animal healthcare, supply of quality cattle feed, fodder seeds etc. at the door steps of the dairy farmers under its Productivity Enhancement Programme. 2. For producing quality technical services MILKFED has established its own two cattle feed plants having capacity of three hundred metric ton per day. 3. Dairy Farmers are being encouraged to produce quality milk under the Clean Milk Production Programmes by paying premium price for quality milk. 4. MILKFED installed a bactoscan in its Milk Union, Ludhiana which is first in India for determining the bacterial counts in raw milk at different stages.
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5.
During the last 3 years, 8 Milk Plants and 2 Cattle Feed Factories of MILKFED, Punjab was accedited with ISO-9002 and ISO-15000 (HACCP) Certification.
6.
In view of today's interest of consumers in getting quality and safe products, MILKFED is manufacturing quality milk and milk products as per International Standards and also exploring the possibility of manufacturing milk products of consumer's choice.
7.
MILKFED has launched its own interactive Website on Internet for its prospective customers which can be accessed by clicking http//www.milkfed.nic.in
8.
MILKFED introduced liquid milk in new design packing with Mnemonic Symbol of Co-operative Milk in all the District Milk Unions.
9.
The turnover of MILKFED, Punjab during the year 2006-2007 was arrived at Rs. 725 crore.
MARKETING STRATEGY OF MILKFED, PUNJAB
Milkfed is serving nationwide consumers through its network of Regional offices and very strong Distribution channels. Milkfed markets a wide range variety of Verka products which include liquid milk, skimmed milk powder, whole milk powder, infant food, ghee, butter, cheese, lassi, SFM, Ice Cream, Malted food etc. The annual turnover of milkfed has crossed Rs.931 crores. Verka is a brand leader in milk powders particularly in northern eastern sectors and SMP marketed by MILKFED commands a premium price over powders manufactured by competitors which include multi-national as well as private trade and other Cooperative Federations. Now Verka is known for its quality, freshness, purity and of course its homemade taste.
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EXTENSION OF THE BRAND:

After winning faith of innumerable consumers, Verka did not stop. Changing times brought new trends, 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 milk and SFM in carry away bottles, Milkfed has a plan to add more variety of flavours in SFM. VERKA Ice Cream in different flavours and packagings is available in the market. Many new products are in pipe line. In true sense, milk had never meant so much before.
EXPORT OF MILK PRODUCTS:
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After carving a niche in the national market, Verka brand has reached in foreign market also. Milkfed has established its Ghee market in Middle East. Verka Ghee reaches all the emirates and is available almost in all super markets. The penetration is so deep that Verka ghee is available even in far off labour camps. In addition to Dubai, Saudi Arabia, Muscat, Australia and Japan, Verka Ghee is exported to Newzealand and Malasia also.
TURNOVER:
The annual turnover of Milkfed which was Rs.931 crores in the year 2007-08 has hit the level of Rs.1150 crores in the year 2008-09.
IMPRESSIVE SALES GROWTH AND ATTAINED 13% CAGR FOR THE LAST 3 YEARS. Milkfed achieved impressive Sales growth of 13% during the year 2009-10 in comparison to previous year by increasing this from Rs.1110.32 Crores to Rs. 1253.20 Crores. Milkfed is expecting impressive growth in Sales turnover to continue during the year 2010-11 also which is a healthy sign and has a plan to achieve target of Rs. 1450.00 Crores. This will improve the financial position of Milk Unions with special reference to reduction in ratio of Salary & Wages overhead to Sales turnover. Milkfed has been able to achieve CAGR of more than 17.5% for the last 5 years and is determined to maintain this rate of growth in the coming 4-5 years to achieve the target of Rs. 2600.00 Crores Sales turnover in the year 2014-15. SIGNIFICANT IMPROVEMENT IN FINANCIAL POSITION Milkfed as an Apex Body earned net profit of Rs.628.02 Lacs during the year 2009-10 in comparison to profit of Rs.558.78 lacs during previous year. If we put Milkfed & its affiliated Milk Unions together there is net profit of Rs.2021.49 lacs during 2009-10 against net profit of Rs. 1462.02 lacs in previous year. This is ever highest profit since inception and surpassed earlier highest profit of Rs.1462.02 lacs earned during the year 2008-09. During the year 2009-10 seven out of Eleven Milk Unions earned net profit. This ever highest profit has been possible by adopting various strategies to increase Sales turnover, milk procurement, aggressive marketing, efficient fund management, costs drive and mobilisation of additional resources. VERKA'S PRODUCT RANGE Milkfed markers a wide range of products including different variants of Pasteurised Packed milk, Ghee, Table Butter, Skimmed Milk Powder, Whole Milk Powder, Cheese, Tetra Pack Products, Sweetened Flavored Milk, Ice Cream, Fresh Products like Lassi, Paneer, Dahi, Kheer, Indigenous Sweets under the brand name of Verka. It also markets Fodder Seed, Cattle Feed and mineral mixture for milk producers. UPWARD TREND IN MILK PROCUREMENT Milk procurement of MILKFED was almost stagnant till 2006-07. By adopting various focused strategies we were able to procure on an average 9.49 lac Kg. of Milk per day during the year 2009-10 against procurement of 9.21 lac Kg. per day during the year 2008-09 achieving an increase of 4%. If we see Milk Procurement scenario in Cooperative Sector at National level, Milkfed Punjab was at 5th place in the year 1995-96 after Gujarat, Rajasthan, Maharashtra, and Tamil Nadu and due to one reason or other it slipped down
to 9th position in 2006-07. In the year 2007-08 its position improved to 8th by overtaking Kerala. Further to 7th position in 2008-09 by overtaking Uttar Pradesh. . During the current year 2010-11 the Federation has attained growth of 15% over same period of last year.
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IMPRESSIVE GROWTH IN PACKED LIQUID MILK SALES Milkfed marketed 7.27 lac ltrs. of packed milk per day in different variants during the year 2009-10 against 6.58 lac Ltrs. Per day during the year 2008-09 achieving impressive growth of 10.4%. Milkfed is expecting impressive growth rate in packed liquid milk sales to continue in this year also and has achieved growth of 9% upto September,2010. IMPRESSIVE SALE GROWTH IN FRESH MILK PRODUCTS During the year 2009-10 more stress has been given to market fresh products like Paneer, Kheer, Dahi, Lassi etc. which are value added products for Milk Unions. Product-wise growth achieved during the year 2009-10 in comparison to 2008-09 SUBSTANTIAL IMPROVEMENT IN SALARY & WAGES OVERHEAD AS PERCENTAGE OF SALES TURNOVER In a sound commercial organization the ratio of salary & wages overhead to Sales turnover should be below 5%. In case of Milkfed including its affiliated Milk Unions it was 10.02% during the year 2005-06 which came down to around 7.5% during the year 2009-10 by achieving good growth in sales turnover. The Federation has a plan to bring it further down during the current year by carrying out the exercise of restructuring of manpower in all the Milk Unions and Milkfed Units by giving more emphasis on outsourcing number of activities and by automation at Plant level.
Turnover (Rs. in Crores)
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VISION OF MILKFED, PUNJAB

1. Under its vision - 2005 Plan the number of Milk Producers' Co-operative Societies will increase to 8000 and membership to 4.75 lakhs. 2. To improve the quality of milk at village level, it has been planned to provide Milk Bulk Cooling Unit in all the MILKFED areas in a phased manner. 3. To bring transparency in all the milk collection, fat testing and payment, electronic milk-o-testers & automatic milk collection centres will be provided at village level Dairy Cooperative Societies. 4. Expansion of butter manufacturing capacity and reconditioned butter
manufacturing machinery will be installed. 5. Expansion of existing ice cream manufacturing capacity and set up additional Ice Cream Plant at Jalandhar. 6. Milkfed strives to give better and remunerative price to the farmers to make dairy attractive and sustainable profession.
7.
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Providing improved technical input services to farmers. Setting up big commercial farms. More stress on clean milk production programme. Rural women empowerment. Massive modernization of process and operations. Enforcement of stringent quality parameters. Strenghthing market base with specific stress on consumer market. Dynamic enhancement in Verka product mix. To launch new value added milk products including long shelf life panner etc.
8. 9. 10. 11. 12. 13. 14 15.
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ABOUT THE UNIT

Milk Plant Bathinda Milk Plant Bathinda was commissioned in September, 1974 with a total outlay of Rs. 1.6 Crores by The Pb. Dairy Dev. Corporation limited. It was one of the select co-operatives that were covered under the Operation Flood-1 Programme. Subsequently on Ist March, 1980, it was handed over by the State Govt. to The Punjab State Co-operatives milk Producers federation Ltd. (MILKFED) which is an apex level 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. (registered in the year 1978 under Punjab co-operative Act.) 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 products to the consumers at reasonable rates and also marketing of milk producers at village level.
Milk supplier`s base

Before the year 1992-1993 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 milk producers members were attached with the milk union through village level cooperative societies. Out of them 98% are running on profit. The average milk procurement per day was 60364 ltrs in 1998-99.There are 305 Milk Co-Operative Societies with approximately 28318 milk producers,40 progressive dairy farmers and strong dealer network.
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Inception
Milk Production is a very important part of the agricultural economy in the State of Punjab. Punjab is one of the smallest States 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 the second largest milk producing state in India, producing around 10% of the countrys Milk Production i.e. 8 million tons annually.
1. First Milk Plant, of the State was setup at Verka near Amritsar. 2. Milk Union, Bathinda was registered as a society in 1977 3. The brand name of Milk and Milk Products was adopted as Verka. 4. An ISO 9001:2000, HACCP: 15000 & export certified unit. 5. Turnover of Milk plant, Bathinda is Rs. 55 Cr. per annum 6. The capacity of the plant is 1.00 lac. Liter per day. 7. The capacity of the plant for the conversion of milk products is 60000 liters per day.
CHILING CENTER:
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At present six milk chilling centers are functioning under milk plant Bathinda. The detail of which are as under: 1. M.C.C, Rampura, 4. M.C.C, Badal 2. M.C.C, Bhagta 5. M.C.C, Bhik.hi 3. M.C.C, Talwandi Sabo 6. M.C.C, Sardulgarh
The milk producers have been provided the inputs services like cattel feed and fudder seed. The Union has a processing capacity of 100TLPD and drying capacity of 6.2 MTD.Processing capacity of Milk Chilling Centers namely Rampura (15TLPD), Talwandi Sabo (10TLPD), Bhikhi (15TLPD) and Sardulgarh (20TLPD). In addition the union has hired ice factory Bhagta with a capacity of 20TLPD.
OBJECTIVES
1. To strengthen dairy sector, Milkfed came into existence in 1978 and Simultaneously Distt. Milk unions were formed. 2. Village level cooperative societies were also formed on "Anand Pattern". The system was run by the farmers, of the farmers and for the farmers. 3. To give remunerative prices to farmers and to ensure permanent market for the whole year. 4. To provide technical inputs like artificial insemination, to improve the breed of animals, animals health services, preventive disease treatment and awareness regarding farm management etc. 5. To provide ISI marks good quality balanced Cattle feed and fodder seeds to the farmers.
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Necessity for Production Enhancement
1. Milk production in the area increased manifold with the result. Resultantly started receiving daily 2.50 LPD of milk. 2. 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. 3. Milk Production in the area increased manifold with the result. Resultantly started receiving daily 2.50 Lac LPD of Milk and Peak procurement 4.5 Lac LPD. 4. To cater to the increased demand, necessity of expansion of milk plant arose. 5. This improved the socio- economic conditions of marginal and poor farmers. 6. The profitability of the plant and turnover of the plant improved a lot. 7. No. of societies increased from 94 to 751 and its membership from 5400 to 78000. 8. All the societies are in net profit and distributing bonus to its members.
Quality of Milk and Milk Products

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1. To improve the quality of raw milk, Clean Milk Production program started in 650 villages and resultantly the quality of products increased. 2. Milk Plant, Bathinda is one of the milk plant in India in Dairy Sector to get ISO Certification. 3. 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 was approximately 5.5 crore during the last year. 4. To further improve the quality of Raw Milk, Milk Union started 54 Automatic Milk collection Stations at village level. 5. To meet the Challenges of WTO Milk Union started TIFAC program with the help of Ministry of information. 6. Bulk Milk Coolers have been installed at village level to chill the milk on this spot and to check bacterial count. 7. Further BMC has been approved under central govt. Scheme on 75% grant to be installed in societies.
MAJOR CONSTRAINTS
Geographical conditions of the Milk shed area is such that it is situated near Rajsthan border & max heat stress area. Due to low potential area about 20-25% societies are off seasonal nature. The chilling centers are in majority having less milk handling as compare to its counter parts especially Milk plant, Mohali & Ludhiana & higher chilling cost. The transportation cost of procuring milk from village level & carrying that at chilling centers as well as plant is on higher side. Further transportation based on low milk procurement MCC-wise has to be rationalized by way of lifting the procured milk to sometimes after alternative days. This further affects the quality of milk. The Plant & machinery due to constrains in finance could not be upgraded or repaired well in time 5. Low rate of commission paid to the societies make them structure problem. unviable due to their
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6. Stortage of field staff for proper supervision of societies & dairy farm including veterinary services. 7. Due to increase in price of wheat-straw & green fodder etc. the landless & small farmers are leaving the dairy profession.
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Action plans
With the mission & vision in mind & active close supervision & financial help from head office we are endeavoring hard to bring Milk Union Bathinda back on its track 1.We have target of starting all seasonal closed societies by during this quarter. 2.To start/ re-open the new as well as defunct societies to the tune of atleast 20 during this quarter & adding at least 300 new milk producers. 3.To open 10 new cluster A.I centers & providing other farmers at their door-step T.I.P services to dairy
4.Adding at least 10 progressive dairy farmers during this quarter. As we have already received good amounts under rehabilitation scheme hence we have given VRS to more than 7 persons & have sent 17 employees to Milk union Mohali thus saving at least Rs.42 lacs/ annum. We have already placed the orders to the tune of Rs.73lacks for up gradation, repair & maintenance of plant & machinery. Out of which we have already received prepacking m/c & pouch filling Ghee m/c. further we have already received our consignment regarding S.S. Sheets from Steel Authority of India & already granted the job contact for its fabrication/ cladding. Already the majority of the floor of factory premises has been repaired & changed with new Kota/Madona stone thus increasing the hygienic aspect of the Plant & we hope to complete the project well in time
We are already in aggressive marketing during this quarter as we have raised liquid milk supply from 18000lpd to 30000lpd which is a turn around in itself. We are proud enough to state that we have sold Plain /Namkeen Lassi to the tune of 30000 Lt during last month & we will sustain for the same We have tapped a prestigious point at Bathinda refinery & aggressively more points to enhance our chain of sale counters searching
We are proposing to install at least 2 BMCs at MCCs for which we will be saving the chilling cost as well as making these chilling centers viable.
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FINANCIAL PERFORMANCE
Milk Plant, Sangrur has earned a Net profit of Rs. 110.51 in year 2000-2001 and in 2001-2002 was 261.54 lakh. In the year 2002-2003 plant has earned net loss of 40.63 lakh and in 2003-04 it earned net loss of 102.38 lakh. For the year 2005-06 and 2006-2007 it had net loss of 150.98 and 188.31 lakh respectively. The detail of Profit/Loss of last 6 years is as under:YEAR 2000.1 2001-02 2002-03 2003-04 2005-06 2006-07 PROFITILOSS (Rs. In lakh) 110.51 261.54 -40.63 -102.38 -150.98 -188.31
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CHAPTER IV
FUNCTIONS & HIERARCHY OF MARKETING SECTION
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 sections in Punjab as well as in other states i.e. Haryana, Rajisthan. A. Punjab
Jul. 8
1. 2. 3. 4. 5. 6. 7. 8. B. Haryana
Bathinda Mansa Faridkot Firozpur Rampura Talwandi Sabo Malout Abohar
1. Hisar 2. Sirsa 3. Rania 4. Dabwali 5. Ellenahbad C. Rajisthan 1. Sangria 2. Shri Ganganagar 3. Hanumangarh
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ORGANIZATION STRUCTURE
The marketing department at Verka milk pant, Bathinda is one of the major part of whole management. This section is working in a well-designed structure. All the departmental activities are well co- ordinated and fruitful.
General Manager
Deputy
Manager Field sales Field sales Field sales
Sales Sales Sales Sales
Jul. 8
MARKETING ACTIVITIES
New area tapped for liquid m

1. Sirsa started supply of milk on 06.05.09 with quantity of 700 ltrs. And presently supplying more than 2000 ltrs. Per day.
2. Ellanabad started supply of milk on 25.06.09 with quantity of 300 ltrs per day and comes to 500 ltrs. Per day. 3. Hissar supply started on 16.07.09 with quantity of 800 ltrs. Per day, and now comes to 2000 ltrs. Per day. We are hoping this will go upto 4000 ltrs. Per day. Moreover there is good scope of fresh products like lassi, curd and other products. All three stations covered on Vita (Harayana Fed.) rate pattern and created 4500 ltrs per day addition demand of milk. We are also pursuing the parties in Fatehbad, which is on the way of Hissar. 4. More efforts put to start Talwandi sabo, Mansa, Rampura phul will be started to enhance the liquid milk sale. 5. Further new potentional agencies of milk and milk products in our existing area of operation in Punjab which boost further.
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SALES PROMOTION ACTIVITIES

Sale promotion activities are necessary for the promotion of the sale. Activities like advertisement, camps, and seminars are held for time to time to give awareness of products and promote the sale. Milk plant Bathinda has used advertisement activity to promote the sale. Advertisement helps in remind to consumers about the products various advertisement Medias are used to make advertisement. For advertisement more stress is given to the sign board and wall-painting on highways especially near milk bar, Bathinda. Now newspaper are used for advertisement and to tell about the advantages of the Verka Milk or there nutritional value to consumers. Camps are also held in town for awareness of quality of products and provide information about the benefits of products. Now packed milk is coming in Punjab and other places in different packaging so different advertisement are needed at different places. Milkfed is planning for one pack now to be used for different states so that one advertisement can be used for all. Dealers incentive schemes are also use to promote the sale in which dealers are given free packs so that dealers are attract to purchase and sell more products.
SALIET FEATURES OF MILK PLANT BATHINDA

1. 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 Ltrs 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, Standard milk, Toned milk, Double toned milk and other milk products to serve different segments of consumer market. 2. 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 $
3. Automatic Khoa making machine.
Jul. 8
Recently an automatic khoa making machine has been installed which can manufacture to Mts of khoa every day, which is most hygienic, fresh and is a base for most of the sweets.
4. Sweetened flavored Milk and Verka Lassi
A large numbers of milk bars have been started. In the city of Abohar , Bathinda, Malout, Muktsar, Moga, Bhagapurana, Nihalsingh wala, Mansa and a large network of dealers is also made to supply milk and milk products. The demand of sweetened flavored milk and verka lassi has increased manifold. 5. Milk Products The Milk Plant is manufacturing Skimmed milk powder, Whole powder, Ghee, Table Butter, Panner, Khoa, Namkeen lassi, Kheer and Milk cake. 6. Quality assurance The management of milk plant has adopted especial program on quality since two years called Quality Assurance Programme in which ensured that the final product must come out with national and international quality norms as per P.F.A. standards. The products are being tested in various standard laboratories like composite food laboratories, (Army) 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.
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7. 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 has definitely earned net profit in the year 2009-10. The annual loses were incurred to the tune of 1.25 to 1.40 crores 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 others required process to fulfill the target/norms as per the market demand. Milk plan also got ISO-9001:2000 with HACCP (as per IS: 15000: 98) and also approved by the Export Inspection Agency New Delhi for export the milk products. Milk products having standards norms of PFA/BIS/EGG MARK and our prescribed specification if International Standards for export of ghee and Milk Powder to Dubai and Middle East Countries.
PRODUCTS Under the brand name of VERKA

Milk Ghee Skimmed Milk Powder Whole Milk Powder Table Butter Paneer Khoa S.F.M.(Sweet Flavoured Milk) Milk Cake Curd Kheer Lassi Panjeeri
Jul. 8
CHAPTER V INTRODUCTION OF VERKA PRODUCTS
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VERKA PRODUCTS
Verka milk plant, Bathinda is serving wide consumers through its network of Regional offices and very strong Distribution channels. Milk plant markets a wide range variety of Verka products which include liquid milk, skimmed milk powder, whole milk powder, infant food, ghee, butter, cheese, lassi, SFM, Ice Cream, Malted food etc.
1.
Fluid Milk
GENERAL COMPOSITION FOR MILK STANDARD MILK Percentage Cow Milk Buffalo Milk Milk Fat % (Min) Milk SNF % (Min) Fat 4.6 6.6 Proteins 3.4 3.9 Lactose 4.9 5.2 Ash 0.7 0.8 Water 86.6 84.2 4.5 8.5
2. Cheese & Paneer
Jul. 8
CHEESE SPREAD Moisture % (Max.on dry matter basis) 60
PROCESSED CHEDDAR CHEESE Moisture % (Max.on dry matter basis ) 47
Milk Fat % (Min.on dry matter basis ) 40
Milk Fat % (Min.on dry matter basis ) Salts % (Max. By wt.) Stabilizer/Emulsifier % (Max. By wt.}
40 3.0 4.0 0.1
Salts% (Max. by Wt.)
3.0
Stabilizer %(Max. by Wt.) (Ca. Chlomic, Sod. Cilrate, Enzme/others) 0.02
Preservative %(Max. By wt.) Sorbic Acid OR Nisin or both Calcium Chloride % (Max. By wt.)
Emulsifier %(Max. By wt.) 4.0 Preservative% (Max. by wt.)
0.02 60 NIL 400 200
0.1
Y & M (Max)/gm Coliforms (Max/gm)
Sorbic Acid or Nisin or both Y & M Max./gm Caliform Max./0.1 gm
60 NIL
Aerobic Spores (max/gm) Anaerobic spores (Max/gm)
Aerobic spores Max/gm Anaerobic spores Max/gm

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400 200
RAW CHEDDAR CHEESE Moisture % (Max.) Fat % (Min.on dry matter basis) Salts % (Max. By wt.) Stabilizer/Emulsifier % (Max. By wt.) Preservative % (Max. By wt.) Sorbic Acid or Nisin or both 43 42 0.20 0.2 * 0.1 *
PANEER Moisture % (Max.by Wt.) 60.00 Milk Fat % ( Dry Matter) 50.00 Acidity % L.A. (Max.by Wt.) 0.50 Bacterial Count/g Max. 5x100000
3. Flavoured Milk :
SWEETENED FLAVOURED MILK Milk Fat % (Min.) Total Milk Solids % (Min.) Sugar % (Max.) Turbidity Test Creaming Index 1.65 17.0 6.0 Neg. 20
Bacterial Spores per ml. (Max.)
Jul. 8
LASSI Milk Fat % Total Solids % (By wt.) Sugar % RASEEELA 3.0 to 3.4 20 - 23 12.00
Cheese Whey % 40 Sugar % 12-12.5 Mango Pulp% 10.00 Brix 15 Acidity(%Citric Acid) 0.28 pH 3.9-4.1
4.Ghee & Butter:
GHEE (AGMARK) Boudine Test RM Value (Min.) P.Value Neg. 28.0 1.0 - 2.0
B.R.reading(40 degree C.) 40 - 43
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FFA % Oleic Acid( Max) 0.30 BUTTER TABLE WHITE
Fat% (Min.) 80.00 Acidity %L.A. (Max.) 00.15 Curd % (Max) 01.00 Salt % (Max) 2.8 Coliform/ml. (Max.) 5 Y&M (Max)/g 20
82.00 00.06 01.50 5 20
1. Ice craem, Kulfi & Choclate
ICE CREAM
Weight (g/lts.) Min. Total Solids (Min.) (By wt.) Milk Fat % (Minimum) Acidity, L.A. % (Max) By Wt. Sucrose % Max. (By Wt.) Stab. Emul. % Max. Bacterial Count/g (Max) Coliform/g (Max.) Phosphates Test
560-580 38.5 13 0.25 14.50 0.50 2,50,000 90 Neg.

KAJU PINNI
Fat % 14.0 - 17.0 T.S. % 86.0 - 90.0 MILK CAKE
Jul. 8
Fat % 17.5 - 21.0 T.S. % 75.0 - 83.0
6.Skimmed & whole milk powder :
SKIMMED MILK POWDER Extra Standard Grade Grade Milk Fat % (Max.) 1.25 1.50 Moisture % (Max) 3.50 4.00 Titratable Acidity %L.A. (Max) 19.5ml 1.50 * of N/10 NaOH ** Insolubility Index(ml.Max) 0.5 2.00 Scorched Particles(Max) 15 mg 15 mg (DISC.B) (DISC.B) Total Ash % (Max.) 8.2 8.2 Lactate Content (Mg/g.Max) 1.50 Bact. Count/ g.Max) 40,000 50,000 Coliform Count/g.Max) NIL NIL * Except Production designated as "High Heat" which shall not be more than 2.0 ml ** Except Production designated as "High Heat" which shall not be more than 2.5 ml
MILK POWDER Moisture % (Max.) 4.00 Total Solids % (Min.) 96.00 Fat % Min . 26.00 Insolubility Index (Max.) 0.5 ml * Titratable Acidity % (Max.) 1.20 Bacterial Count/gm (Max.) 40,000 Coliform Count/0.1 g(max.) Absent Staphylococcus aureus/0.1g (Max) Absent Salmonella/25g Absent Shigella /25g Absent * Insolubility index as per ADPI is 1.0 ml for extra grade and 1.5ml for Starndard Grade.
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7.Vigour choclate powder:
MALTED MILK FOOD WITH COCO POWDER Moisture % (Max.by wt) Total Fat % (Min.on dry basis ) Total Ash % (Min.on dry basis ) Acid insoluble Ash % (Max.) Solubility % (Max.) Cocoa Powder % (Min) SPC/ gm (Max.) Coliform Count/gm (max.) 5.0 6 5 0.1 80 5 50,000
Total protein % (Min.on dry basis ) 11.25
Note: This product is not produced at Milk Plant, Bathinda.
Jul. 8
PRODUCTS
PACKING
GHEE POLY PACK/MONO CARTON 500 gms. & 1 Kg. GHEE TIN PACK 500 gms., 1 Kg., 2 Kg., 5 Kg &15 Kg. TABLE BUTTER 10 gms., 100 gms. & 500 gms. CHEESE PIZZA CHEESE VERKA VIGOUR DAIRY WHITENER SKIMMED MILK POWDER WHOLE MILK POWDER SWEETENED FLAVOURED MILK SWEET LASSI MANGO RASEEELA PINE APPLE RASEEELA MILK CAKE /PEDA KAJU PINNI MILK POUCHES U.H.T. MILK 200/400 gms. Cekatainer, 200 gms. Singles, 400 gms Tin & 1 Kg. Brick 200 gms. & 1 Kg. Pack 500 gms. Jar, 500 gms. Refill & 1 Kg. Jar 500 gms. Pkt. & 10 Kg. Tin 200 gms. & 500 gms. Bottle, 500 gms. Cekatainer 1 Kg. Pkt. & 25 Kg. Bag 500 gms.Tin, 1 Kg. Tin, 10 Kg. Tin 200 ml. Bottle, 200 ml. Tetrapak 200 ml. Tetrapak 200 ml. Tetrapak 200 ml. Tetrapak 200 gms Pkt. 50 gms. Pkt. Full Cream, Standardised, Toned, Double Toned & Skimmed. 1 Lt. Tetrapak Standardised & Toned
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CHAPTER VI MARKETING STRATEGIES
MARKETING STRATEGIES
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The starting point for the effective marketing strategy is the consumer and his product preferences. Studying the consumer closely, analyzing his needs, life styles and standard of living will enable marketer to formulate effective marketing strategies. Elements for effective marketing strategies are:1. 2. 3. 4. 5. Product planning Pricing Positioning of product Distribution channel planning Promotional planning
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1.
Product Planning:Before entering into the production process, it would be important to
understand the likely improvements and modifications required in the existing products. The production design, colu and quality ought to be planned as per demand and the taste of the consumers. This would help make products acceptable to the population. For example, it has been observed that rural consumers relish "Homemade ghee" which is prepared by heating butter obtained by churning curd. This process induces a peculiar attempt the ripening process for manufacturing ghee and should develop flavor as close to that of the "Home made ghee". The packing of products should be strong enough to with stand rough handling. The size of packing should be smaller than urban retail pack so as to suit the affordability by the rural masses. A low unit price pack is desirable because of the low purchasing power of rural consumers.
2.
Pricing:Price is an important element of the marketing strategy. The role of
Jul. 8
price becomes more significant because of low purchasing power of the Indian population. This factor should be considered while pricing the product. For example, the price of ghee must be lower than the cost of manufacturing ghee at home by milk producers; otherwise they would not find it attractive to buy from the market. Packing cost of the product should be kept as low as possible.
3.
Positioning of Product:After analyzing the preferences of the rural consumer a firm should
position its product in an appropriate way. The positioning of the product can be done in many ways. For example:a) b) c) Low price positioning Positioning on the sense of belongingness Quality leadership
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After analyzing the product attributes and studying the rural habits, tastes and life style, one can come up with a proper strategy to position the milk products in rural areas. 4. 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 areas hardly have any agents, dealers or stockiest. Milk Plant has an advantage over the private enterprises because of their daily milk collection network of village level societies. The society works as stockiest/dealer and the secretary of the society becomes a good medium to route the products to the ultimate consumer. Therefore, if the secretary is given retailer's margin, he gets motivated to sell the products. Credit facilities against the milk sale can also boost the sales. Gram Seva Samiti can also be used as sales point by giving them suitable margin.
5.
Promotional Planning:While deciding on as to which media would reach the prospective
Jul. 8
buyers effectively, the socio-cultural background, the literacy level and their media preferences need to be studied. Rural people with low literacy level would only remember brands by picture symbols as opposed to brand names. For the such consumer a message should be simple and design should be catchy to comprehend. As mentioned earlier one should understand the psychology of the consumer before designing the "Message". Rural milk producers generally perceive that converting milk into ghee at home is a cheaper proposition. The message should so designed as to break these notions of rural masses. Rural people should educate that conversion of milk into ghee at home is a costlier proposition. Posters in this context should be pasted at various societies and message should be communicated through village extension workers.
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Personal contact of village extension workers and secretary 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. However, "Word of mouth" advertising will emerged as the most effective means of advertising and communications. It is also felt that opinion leaders and important informants in the village have a greater role in improving product image. Field team should contact them and seek their help. Another popular effective rural media is "Wall painting" which is already done by the Milk Plant's authority in case of sale of Verka cattle feed. Propaganda and demonstration vans, loudspeakers and participation in village fairs & melas help in turning the villagers into buyers.
Jul. 8
CHAPTER VII SALE TRACK OF LAST FEW YEARS
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1.
To review the Union-wise sale of Liquid milk (City Supply) during the year 2010-11 vis--vis targets and in comparison to achievements during the year 2009-10. (Year 2010-2011) Up to March,2011.
Period April May June July August Sept. Oct. Nov. Dec. Jan. Feb. March Total
Target 2010-11 (LPD) 28000 28000 31000 31000 33000 31000 31000 31000 31000 25000 27000 28000 29585
Appx. Achievement 2009-10 2010-11 (LPD) (LPD) 19687 23934 22263 28534 26009 28877 27802 28514 28780 29027 27927 29317 24429 25725 22850 22439 22513 20045 21904 23021 22379 24908 23094 25700 24124 25756
%Ach. Over target 85 102 93 92 88 95 83 72 65 92 92 92 87
+/- % over last year +21.5 +28.1 +11.0 +2.6 +0.9 +5.0 +5.3 -1.8 -11.0 +5.1 +11.3 +11.3 +6.8
Year 2010-2011 Up to May 2010 & Targets for June and July 2010.
Jul. 8
Period April May June July
Target 2010-11 28000 28000 28000 28000
Achievement 2010 2011 19687 23934 22263 28534
%Ach. Over target 85 102
+/- % over last year +21.5 +28.1
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2. Union wise Sale of fresh milk products i.e. Paneer, Curd, Lassi, (Plain & Namkeen) & Kheer during the year 2010-11 vis--vis targets in comparison to achievements during the year 2009-10. (Year 2010-2011) April to March, 2011.
Particular
Target 2010-11
Appx. Achievement 2009-10 2010-11
%Achievement Over target
+/- % over last year
Paneer (MT) Curd (MT) Lassi (Namkeen) Ltrs. Kheer (MT)
108.000 144.000 300000
106.637 172.829 197585
130.275 270.739 593875
121 188 198
+22.1 +56.6 +200.5
18.000
17.236
25.385
96
+47.2
Sale of Paneer
Sale of curd:
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Sale of Lassi Namkeen:
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Sale of kheer:
3. Milk Union wise & Branch sale office wise sale of Consumer Pack Ghee and able Butter during the year 2010-11 vis--vis targets in comparison to achTievements during the year 2009-10. April, 2010 to March, 2011.
Particular
Target 2010-11
Appx. Achievement 2009-10 376.400 35.500 2010-11 313.400 33.100
%Ach. Over target 104 42
+/- % over last year -16.6 -6.8
Ghee (MT) Table Butter (MT)
300.000 85.000
Jul. 8
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4. To review the sale of tetra pack products, PIO, & Ice Cream during the year
2010-11 vis--vis targets in comparison to achievements during the year 2009-10.

April To March, 2011.
Particular
Target 2010--11
Apprx. Achievement 2009-10 22141 7810 25141 2010-11 24765 7897 27025
%Ach. Over target 79 82 76
+/- % over last year +11.8 +1.1 +7.5
Rassila 200 Ml. (Tray) Lassi 200 Ml. (Tray) Pio Bottles 200 Ml (Cases) Ice-Cream (Ltrs.)
31300 9600 35500
66300
64206
48545
73
-24.4
Target for the year 2009-10 is 1036800
Jul. 8
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Overview of sale of milk and milk product in year 2010-11

Sr. Particulars No. 1. 2. A B C D 3 A Average city Supply (LPD) Fresh Products Paneer (MT) Curd (MT) Kheer (MT) Lassi (Namkeen) Ltrs. Tetra Pack/Ice-Cream Rassila 200 Ml. (Tray) 22141 24765 +11.8 106.637 172.829 17.236 197585 130.275 270.739 25.385 593875 +22.1 +56.6 +47.2 +200.5 Cumulative upto March, 2010 20624 Cumulative upto %age increase and decrease March, 2011 24124 +17.0

B C D 4 A B C D
Jul. 8
Lassi 200 Ml. (Tray) Pio Bottles 200 Ml. (Cases) Ice-Cream ( Ltrs.)
9600 25141 64206
7897 27025 48545
+1.1 +7.5 -24.4
Products (MT) Ghee WMP Table Butter Panjiri 376 201.9 35.5 1519 313.4 574.6 33.1 1483 -16.6 +185.0 -6.8 -2.0
CHAPTER VIII RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
For achieving the objectives of study, survey was conducted. For survey, personal interviews of the Management & workers were undertaken. Personal interviews of official working in the milk plant was selected as the mode of survey to make the study more meaningful & so that maximum information could be collected. For conducting the personal interviews of the workers, a questionnaire was made. The questionnaire was structured with open ended & close ended questions. The Shopkeepers were selected as respondent to the questions as it was easy to access them and they can provide valuable information in bulk and systemize form. We try to identified there taste, preference, various aspects whom they give weightage while selecting a particular brand to deal in and attempts were also made to check there knowledge about different milk brand, different products made by verka, and the storage condition of milk and milk made products.
USEFULNESS OF STUDY
Jul. 8
The study can be useful to the company as they might come to know about the importance of brand image and marketing strategies in the Verka Milk Plant. Milk plant can also track down the various topicAnd also the new brands entering into the market in dairy industry there market sahre and impact on consumer. The study can be of great importance to the company.
Sample Size:
I have covered 50 shop keepers in Bathinda city

Types of Data:
I have used printing as well as secondary data. Some data is been taken from internet, some from MILKFED literature and some is gathered through questionnaire.
Analysis of information:
Q.1 With how many Milk Brands do you deal in?
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Name of Brands
Verka Baba Milk Saras Today Milk Shud Others,Specify
No. of products
24 18 6 25 3 1
Q2. Which is the leading brand? Brands Verka Baba Milk Saras Today Milk Shudh Votes
22 9 4 16 2
Jul. 8
Brands
Q3. Why do u prefer this particular brand over others?
Reasons for preference

Price Quality Taste Service
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Votes
1 11 4 5
Reguar Supply All
18 13
Q4. Do you switch over to other brands?
Options
Yes No
Votes
14 36
Jul. 8
Q5. Why do you switch over?
Reasons
Price Taste Availability Profit Margin
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Votes
1 2 8 5
Q6. Do you have faith in Verka products?
Options
Yes No
Votes
40 10
Jul. 8
Q7. If, dont like Verka products, please specify reasons?
Specific Reasons
It is not available at all times
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Votes
16
Cost is higher than others Quality is not better. Profit margin is very low
1 7 11
Q8 Are you aware about the following Verka product for different segment/consumer?
Verka Products
Milk Ghee Skimmed Milk Powder Rasila Table Butter Paneer Khoa Curd Milk Cake
Jul. 8
No. of aware Persons

50 50 25 43 41 48 37 48 40
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Q9. Are you aware of the shelf life of Verka product?
Options
Yes No
Votes
43 7
Jul. 8
Q10. Are you aware about the storage condition of Verka milk?
Options
Yes No
Votes
40 10
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Q.11 Source of awareness to Verka?
Various sources of awareness

Plant Advertisement Dealers Milk van Other shopkeepers
No. of persons
27 1 11 5 11
Jul. 8
Q.12 Advertisement of Verka is ?
Options
Sufficient Not Sufficient
Votes
5 37
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Q. 13 Which media influence most in advertisement?
Most influencing Media of Advertisement

T.V. Signboards Banners
Votes to different media

11 16 12
Sale & market share of verka Wall paintings Pamphlets News paper
Jul. 8
5 2 3
Q.14 Effect of advertisement on sales?
Effects of advertisement
No effect
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Votes
1
Nominal effect Some what Great
11 11 27
Q.15 How can Verka increase its sale?
How to increase sale

On time delivery Quality Price Advertisement
Votes
16 10 16 7
Jul. 8
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Chapter- VI
Findings of the Study
FINDINGS OF THE CONSUMER
Jul. 8
Based on the detailed analysis and interpretation of the data collected, this above presents a summary of the research through the following conclusions related to the area of study: In the Bathinda city the citizen preferred the products of the verka. Verka had Bathinda city. Other brands like nestle, amul, reliance were
good brand in the is a local company.
lower than the verka. Consumers prefer verka more than other brands because it Consumers were satisfied with price, quality, taste, availability and shelf-life of product, they were dissatisfied with the quantity.
Consumers had more complaints about quality, packing and taste.
FINDINGS OF THE RETAILERS
Based on the detailed analysis and interpretation done above the data collected, this chapter presents a summary of the research through the following conclusions related to the area of study: Many retailers sale products from when they open the shops. The margin offered by verka to retailers on the tetra packs is less than other brands. Only 60% retailers get the supply in time. The sale of tetra packs was more in summer than winter.
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CHAPTER IX SUGGESTIONS AND RECOMMENDATIONS
SUGGESIONS & RECOMMENDATIONS Though the survey revealed that rural people like Verka's products to
Jul. 8
a great extent and there is more demand of Verka brand but then also some people want a change in its price, quality, quantity and some in availability. Therefore, to make its customers fully satisfied, some measures should be taken which will also add to its sales and improve its position in the rural market. So, there were some suggestions given by the people which are summed up as follows:a) Increase in profit margin:Generally, shopkeepers are not satisfied with the prices of 'Verka products'. They feel the products are bit expensive & provide a very little profit margin. Some other dairy brand like Baba milk, Today milk give big share of M.R.P. as profit margin compare to verka thus we should try to increase the profit margin. So that market share of verka may increase and we could dominate the market. b) Distribution System should be improved:- Shopkeepers of large
area are not satisfied with the distribution system. So, distribution system should be improved and verka should maintain its access even to small shopkeepers.
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c)
Lack of Advertisement:Significant no of shopkeepers have also complained about the
advertisement of the brand Verka. It should be made popular through more and more advertisements and schemes so as to attract people of all age groups. More hoardings should be put in villages and with the help of word of mouth more awareness about products should be given. d) Availability :Consumers may switch to other products due to unavailability of the products.So the products of Verka should be easily available in societies. There are some area where Verka products are not available easily in societies. Therefore, Verka should expand its market in rural area to boost its sales and market share.More variety of products should be send to the market for sale. e) Communication and soft skill training:- Some dealers complaint
about the behavior of delivery boys. They are the face of the company need to provide proper training that who to deal with the shopkeepers and get work done.
LIMITATIONS OF STUDY 1. Due to the limitation of time and financial resources it was not possible to collect information from the whole population so the sample statistic may vary from population. 2. The information provided by the shopkeeper is not definitely true. 3. The samples of shopkeepers may not be representative of the total population size. 4. The shopkeepers hesitate disclosing the true facts like their core preference to profit margin in dealing so the result may vary from original somewhat. 5. There is no measure to check out whether the information provided by the shopkeeper is correct or not because significant part of the information is based on the judgement of shopkeeper not on and mathematical calculation. 6. Sometimes its difficult to get proper attention of shopkeeper as he is busy with some other thing at the similar time answering the question. So negligence of shopkeeper may lead to some variation in results.
Jul. 8
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CHAPTER X CONCLUSION
Jul. 8
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 to 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. It was an amazing experience with learning all the way, which helped me to brush up my knowledge and skills.
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CHAPTER XI SWOT ANALYSIS
SWOT ANALYSIS
Jul. 8
Strengths:1. 2. 3. 4. Good brand image of Verka products in the mind of people. Brand Loyalty among the people for Verka products.
Faith on Verka products by the rural and urban population. Rural people satisfaction with quality, price, quantity and availability has also strengthen the dairy business.
Weaknesses:-
1.
Lack of proper advertisements by the plant, such as posters, glow
signs, etc. 2. 3. Lack of proper distribution system. Lack of proper marketing network in rural areas as like in urban
areas. 4. Very high rates of products such as sweet lassi Rs.10/100g only.
Page | 97
Opportunities:-
1.
Greatly improved expert potential for milk products of western as well as traditional types.
2. 3. 4. 5.
Proper utilization of available resources to decrease the per unit cost. By product utilization for import substitution. Growing demand for milk and milk products. Cost of procurement of raw milk could be decrease significantly.
Threats:-
1. 2. 3.
Introduction of foreign products in Indian market. Poor quality of raw milk. The liberalization of Dairy Industry is likely to be exploited by multi -nationals. They will be interested in manufacturing milk products which yield high profits. It will create milk shortage in the country adversely affecting the consumers.
5.
A large number of brands entering into dairy industry and their increasing market share.
BIBLIOGRAPHY
Jul. 8
BOOKS
KOTHARI CRS, RESEARCH METHODOLOGY Second Revised Edition Publishers-New Age International (P) Ltd
NEWSPAPERS
1. AJIT 2. THE INDIAN EXPRESS 3. DAINIK JAGRAN
WEBSITES
1. www.milkfed.nic.in 2. www.milffed.org 3. www.indiaagronet.com/indiaagronet/Dairy.htm 4. www.punjabgovt.govt.in/government/milkfed.htm
5. www.hindu.com/thehindu/2001/10/11/stories/0611000c.htm
Page | 99
ANNEXURE QUESTIONNARIE
I Navdeep kaur hereby declare that the information submits in questionnaire will be used only for research purposes not to serve any legal or other measures
Consumer Taste & Preferences..

Q.1 In how many Milk Brands do you deal in? Verka Baba Milk Saras Today Milk Shudh Others,Specify________________ Q2. Which is the leading brand? Verka Baba Milk Saras Today Milk Shudh Q3. Why do u prefer this particular brand over others? Price Quality Taste Service Regular Supply All Q4. Do you switch over to other brands? Yes No
Q5. Why do you switch over? Price Taste Availability Profit Margin
Jul. 8
Q6. Do you have faith in Verka products? Yes No Q7. If, dont like Verka products, please specify reasons? It is not available at all times Cost is higher than others Quality is not better. Profit margin is very low
Awareness and Knowledge.

Q8 Are you aware about the following Verka product for different segment/consumer? Milk Ghee Skimmed Milk Powder Rasila Table Butter Paneer Khoa Curd Milk Cake Q9. Are you aware of the shelf life of Verka product? Yes No Q10. Are you aware about the storage condition of Verka milk?
Page | 101
Yes No
Media & Advertisement

Q.11 Source of awareness to Verka? Plant Advertisement Dealers Milk van Other shopkeepers
Q.12 Advertisement of Verka is ? Sufficient Not Sufficient
Q. 13 Which media influence most in advertisement? T.V. Signboards Banners Wall paintings Pamphlets News paper Q.14 Effect of advertisement on sales? No effect Nominal effect Some what Great
Jul. 8
Feedback & Suggestion.

Q.15 How can Verka increase its sale? On time delivery Quality Price Advertisement
Any, Suggestion. ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ _______________
Respondents Particular..
Name:________________________ No._______________________ Address:_______________________________________________________________ ______________________________________________________________________ __________ Contact
Page | 103

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Sale & market share of verka

6 MONTH TRAINING REPORT

ON SALES AND MARKET SHARE OF VERKA

VERKA MILK PLANT, BATHINDA

BACHELOR OF BUSINESS ADMINISTRATION

GOVT. RAJINDRA COLLEGE, BATHINDA

MILK PLANT VERKA

MARKET SHARE OF VERKA

Sale & market share of verka

Navdeep kaur Roll No. B.B.A. 6th Semester

Head of the Department

Sale & market share of verka

VERKA TETRA PACK

BACHELOR OF BUSINESS ADMINISTRATION

Sale & market share of verka

CHAPTER I DAIRY INDUSTRY IN INDIA

India retains position as World's top Milk Producer

Sale & market share of verka

Sale & market share of verka

Indias Milk product mix

46.0% 27.5% 6.5% 7.0% 6.5% 3.5% 2.0% 1.0%

Sale & market share of verka

CHAPTER II ABOUT MILKFED

Sale & market share of verka

Sale & market share of verka

Procurement of milk at Milkfed Punjab

Sale & market share of verka

MILK PROCUREMENT NETWORK:

CATTLE INDUCTION PROGRAMME:

CLEAN MILK PRODUCTION PROGRAMME:

WOMEN DAIRY PROJECT:

SETTING UP OF BIG COMMERCIAL DAIRY FARMS:

Sale & market share of verka

MARKETING STRATEGY OF MILKFED, PUNJAB

Sale & market share of verka

EXTENSION OF THE BRAND:

EXPORT OF MILK PRODUCTS:

Sale & market share of verka

Turnover (Rs. in Crores)

VISION OF MILKFED, PUNJAB

Sale & market share of verka

8. 9. 10. 11. 12. 13. 14 15.

ABOUT THE UNIT

Milk supplier`s base

Sale & market share of verka

Sale & market share of verka

Necessity for Production Enhancement

Quality of Milk and Milk Products

Sale & market share of verka

Sale & market share of verka

Sale & market share of verka

Bathinda Mansa Faridkot Firozpur Rampura Talwandi Sabo Malout Abohar

Sales Sales Sales Sales

Sales Sales Sales Sales

Sales Sales Sales Sales

Sale & market share of verka

New area tapped for liquid m

SALES PROMOTION ACTIVITIES

Sale & market share of verka

SALIET FEATURES OF MILK PLANT BATHINDA

PRODUCTS Under the brand name of VERKA

Sale & market share of verka

CHAPTER V INTRODUCTION OF VERKA PRODUCTS