Project Report on Training Done at Punjab State Co.op. Milk Producers Federation Ltd,Verka Milk Plant

Chandigarh Objective-To Study Verka Market conditions.

Presented By:Kapil MehtaRoll No. 50

MILKFED

Milk was always there in Punjab in plenty ,so it flowed into thousands of homes Good Enough! But at prices not so good enough for dairy farmers.

Milk is exchanged with the help of middlemen who took away a major part of the farmers profit……This made “The Punjab state cooperative Milk producer’s(Milkfed) to step in.

Milkfed is engaged in the noble cause of uplifting the deserving hard working farmers of the agriculture rich state PUNJAB by providing them Remunerative prices for their milk and aid of modern technology with planning and controling.

The Punjab State cooperative milk producers start working in in 1976. It is one of the largest cooperative dairy federation of India and the pioneers of White Revolution in Punjab with approx. 285 thousand farmers and a network of 5700 village milk societies,10 milk plants and 11 milk unions in different of Punjab .

Verka As a brand

Verka is the brand name adopted by the milkfed, verka is the name of a village near Amritsar, very far away from the maddening pace of the city, This village was the perfect example of health and happiness,

Today Verka has outstripped its own boundaries to reach home to home and with a little more consumer oriented approach verka become a brand to reckon with its growing outlets and thus easier availability, it reached far and wide across the state and beyong

MILKFED  is serving nation wide consumers through its net work  of Regional offices and strong Distribution channels. MILKFED markets a wide Variety of Products which include liquid milk, skimmed  milk powder, whole milk powder, infant food, ghee,  butter,  cheese, lassi, SFM, Ice Cream, Malted food  Verka  Vigour etc. etc. The annual turn over of MILKFED has crossed Rs 668 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 has arrived on the sheer strength of its quality, freshness and purity. And of course, its home made taste. And all  this, at the most affordable prices. To people today, Verka is the part of their daily lives.,

The extension of Brand

After winning faith of innumerable consumers, Verka  did  not stop. For there was a scope for more. Changing times brought  new trends,  needs, tastes and hopes. Verka dynamic as  ever, too  ac-quired newer forms. By adding value to milk to satisfy a quality - conscious society. And what success! for, consumers  could  have their own pick as we came up with varied varieties of cheese like the Processed Cheddar Cheese, Cheese Spread, and cheese  Singles. 

And  there  were milk powders like  Dairy  Whitener, Skimmed  Milk Powder  and Infant Milk Powder. Health Drinks like Verka  Vigour, Verka  Lassi, Sweetened Flavored Milk and a mango  drink  called Raseela. Then there were Verka Curd and a whole lot of  different flavours of Ice Creams. Milk had never meant so much before.

MILK FED NETWORK

AMRITSER BHATINDA MOHALI

CHANDIGARH FORIDKOT FIROZEPUR

GURDASPUR HOSHIARPUR JALLANDHAR

LUDHIANA PATIALA ROPAR

SANGRUR

COMPANY OBJECTIVE

First objective was to bring White Revolution. To provide an assured market and

remuneration price for every drop pf surplus milk at village level through the year.

To provide fresh , hygienic, good quality milk to urban consumer at reasonable rates.

To provide more job opportunities to the farmers with a better social standing and confidence so that they can move ahead in life.

To setup new milk plant for converting surplus milk into products and market these within and outside country.

To promote dairying for generating direct employment in rural areas.

MILK FED QUALITY POLICY Total commitment to consistent excellence in

quality of products . Services surpassing customers expectations. Constant up gradation of procedures and

process for better product quality and safety. Adoption of echo-friendly processes and

operations. Development of motivated, dedicated and

devoted workforce.

MARKETING STRATEGIES

SEGMENTATION:-

It means to divide the mass market into different segments with similar attitudes ,habit, age etc.

*Milk plant Chandigarh has segmented its total market into two segments:-

Individuals :-as demand various with season..

Institutions :-as it provide the security of orders for a fixed period

So…

Periods and Packing various with the segments

PRICING STRATIGIES

Pricing is done on the basis of pricing strategies of the competitors.

Verka generally keeps its prices less than competitors.

*profit margin for the distribution is 5% and for the retailer it is 10%.

PROMOTIONAL STRETEGIES Company promotes their product through

advertisement, sales promotion and public relation.

Television media and Print media are used very much less…………………………………..so, they Advertise through hoarding ,banners. stepni covers stickers, caps, pens, key rings ,beer openers etc….

CHANNELS OF DISTRIBUTION DIRECT SELLING:-Through milk booth

Milk plant Milk Booth Customers

INDIRECT SELLING:-Through Retailers

Milk plant Wholesaler Retailer Customers

ACHIEVEMENTS

From first Milk plant Verka, MILKFED has come a long way. Many new milk   plants, seed processing units and cooling units have sprung up throughout Punjab. Our Technical Input Programs have enhanced milk production. Computerized Feed Formulation has led to improvement in the quality of milk. Import of good breeds under our Breed Improvement Programmes as well as our Artificial  Insemination Programmes have led to an improvement in the quality of the cattle. They are today healthier, stronger and of excellent breeds.

As a result of all   this and three phases of Operation Flood, there has been an overall increase in the supply of milk and cattle feed production. Today the farmers are getting better prices because of increased turnover and thereby making increased profits.

Annual Turnover-

Product Range

Verka Offers a wide range of products to its customers, In all there are19 products in various packs and sizes to suit the preference of customers. The availability of all 19 product depends on session going and the demand of customers.

Products-

Ghee Skimmed milk powder (SMP) Whole Milk Powder (WMP) Butter Cheese Lassi Sweet Ice cream Sweet and flavoured milk

Vigour Raseela UHT Dairy Whitner Lassi Plane Lassi Namkin Kaju Pinni Curd Milk Cake Kheer Paneer

Market covered

Verka products are marketed in 12 states including Punjab, Mlikfed has established branch sales offices in various parts of the country to sale their products.

Project Undertaken

To Study The Market Condition Of Verka Brand In Chandigarh …………..Through A Survey Done

On Retailer Division Of Chandigarh.

Results Of Survey Done

Retailors-50 Sectors-21,22,23,17,37 Data Collection Method- Primary Data

Collection

Products Dealing In

27

34

32

44

Sweet Lassi,Raseela,Flavoured Milk

Sweet Lassi

Raseela

Flavoured Milk

How Many Retailers Are Satisfied With The Availability Of These

Products?

Yes, 43, 86%

No, 7, 14%Yes

No

Are You Getting Any customer Complaints Against Verka ?

Yes, 9, 18%

No, 41, 82%

Yes

No

Which Kind Of Problem Thay Have ?

Packing , 3

Price , 0Quality , 6

Availability , 0 Packing

Price

Availability

Quality

What are the branches of tetra pack drinks available ? Verka Milk time Treat Tropicana Frooti Real Appy Fresh gold Kissan Amul

15

1210

9

4

02468

10121416

Amul Frooti Real verka Anyother

Which Brand Is Prefferd By The customer (in tetra packs)

Reasons Of Preference-

Amul- Quality , Advertisement, Popularity. Frooti- Quality and Advertisement. Real- Advertisement Verka-Economical

30

10 10

0

5

10

15

20

25

30

Vanilla Butter Scotch choclate

Which flavour is most popular in icecreams of all brands?

32

10 8

0

5

10

15

20

25

30

35

Amul Verka Cream Bell

Which Brand Of Icecream Is More Popular?

Complaints In Ice cream Of Any Brand? No Replacement-Verka and Amul. Difference In Taste- Verka

Any General Suggestion To Verka- Full Replacement Improve Marketing (Advertisement) Sweet Lassi’s Quality Should look after Repairs of booths Increase In margin Attractive Packing Sales Men regular Visit Proper Complaint System

Strengths

They Put Main Emphasis on Quality and Freshness of Product.

The company use pure milk Provided by its Own 11 milk Unions.

It is the first company to get quality standards ISO-9002 .

Provide Good quality products at lower prices.

Leader in Local Fresh Milk Market.

Weakness

Plant Production Capacity Is Not Up To Mark. Advertisement Budget Is Very Low. Long Scalar Chain due To which Decision

Gets Delayed. No Proper Complaint System. No Replacement Of Products.

Opportunities New Market Can Be Explored From Delhi, Hp,

Up, Mp etc. As per the survey, VERKA is considered an

Economical and Quality Brand, it can easily tap the above markets

Increasing the product line is an opportunity that can be grabbed by VERKA.

New Products like Butter milk , Jaljira, Burfi can be introduced.

Threats

The Brand Value of giants like Amul , Mother Dairy in terms of Dairy Products

Other Ice Cream Brands are good at providing schemes and COMBO OPTION

Advertisement Campaigns done by the Competitors are very prompt, more frequent and uses multi level medias.

Conclusion Of Survey Done-

Brand Building needs to be done for states other than PUNJAB

Improvement in packaging SMART advertisement campaign which caters all

segments of the market Solving the issues of Replacement VERKA sells due to local presence