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 Mehta Roll 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 profitThis made The Punjab
state cooperative Milk producers(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 acquired 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 CHANDIGARH GURDASPUR LUDHIANA SANGRUR BHATINDA FORIDKOT HOSHIARPUR PATIALA MOHALI FIROZEPUR JALLANDHAR ROPAR

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

Sweet Lassi, Raseela, Flavoured Milk Sweet Lassi

27 44

Raseela 34 32 Flavoured Milk

How Many Retailers Are Satisfied With The Availability Of These Products?

No, 7, 14% Yes No Yes, 43, 86%

Are You Getting Any customer Complaints Against Verka ?

Yes, 9, 18% Yes No No, 41, 82%

Which Kind Of Problem Thay Have ?

Availabilit y,0

Packing , 3 Price , 0

Packing Price Availability Quality

Quality , 6

What are the branches of tetra pack drinks available ?

Verka Milk time Treat Tropicana Frooti Real Appy Fresh gold Kissan Amul

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

16 14 12 10 8 6 4 2 0 15 12 10 9 4

Amul

Frooti

Real

verka

Any other

Reasons Of Preference

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

Which flavour is most popular in icecreams of all brands?

30 25 20 15 10 5 0 Vanilla Butter Scotch choclate 10 10 30

Which Brand Of Icecream Is More Popular?

35 30 25 20 15 10 5 0 Amul Verka Cream Bell 10 8 32

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 Lassis 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