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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, in 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, jalandhar, Ludhiana and Bathinda. Thereafter 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 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
TURNOVER
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The annual turnover of Milkfed which was Rs931 crores in the year 2008-09 has hit the level of Rs.1150 crores in the year 2009-10.
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.
.Under its vision - 2005 Plan the number of Milk Producers' Co-operative societies will increase to 8000 and membership to 4.75 lakhs.
2. 3.
To improve the quality of milk at village level 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. 8. 9. Providing improved technical input services to farmers. Setting up big commercial farms. More stress on clean milk production programme. 3
Rural women empowerment. Massive modernization of process and operations. Enforcement of stringent quality parameters. Strenghthing market base with specific stress on consumer market. To launch new value added milk products including long shelf life pane
Milk plant Jalandhar is a food functioning and administrated plant is which about 355 workers and authorities work in the production plant and about 30 people work in the administrative section.
The production plant of milk plant is divided into various sections. These are as follows:
1. Quality control section 2. Processing section 3. Engineering section 4. Marketing section 5. Stores 1. Quality Control Labs: The quality control lab is a part of the reception docks. This is divided into two parts. The first section is the lab where the raw milk received from the centers is tested and checked & the other section is the lab where the various products manufactured in the is tested for quality assurance. 2. Processing Section: The incoming milk processed under the plant determines the sections of the plant. As the form of the milk changes with it and lastly at the powder plant whole of the milk is formed into milk powder. The various section of plant are: 5
1) Reception Docks 2) Milk processing hall 3) Butter section 4) Ghee section 5) cheese section 6) Curd section 7) Lassi section 8) Pouch filling
1. Engineering Section: The engineering section is an important section of the plant. This section looks after of all the machines in the production plant and also supplies powder resources like temperature chilled water, electricity. It also look after the maintenance of various machineries 2. Marketing Section: Marketing section is the final section in the plant. Actually marketing deals to the administrative department. But as it linked with the marketing of production plant so it could be it could be constituted as a section of production plant. 3. Stores: These are an essential section of the plant as it has several functions. Such as it reduces the risk of being shortage of material at anytime, it verifies and classifies the various items needed in to for the plant, it decrease the cost involved in the purchasing the items by purchasing it in the bulk. There are several stores in the plant which comes in the store section these are: 1. General material stores 2. Powder plant stores 3. Oil stores 4. Refrigeration section stores 5. Production plant stores 6
6. Boiler store
Productivity:
To achieve the best possible levels of production and economy in the use of inputs which ensuring safely and proper maintenance of plant and machinery and center. Research and developments: To carry out R & D activity for: 7
Profitability:
To manage the assets, man and machinery in most effective and efficient manner. a) Reasonable return on investment commensurate with the principle laid down by the government. b) Generation of increasing internal resources.
Growth:
a) To achieve reasonable and consistent growth in the business of manufacturing and marketing of milk and milk products. b) To work out diversification scheme to increase to increased profitability of plant.
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Marketing manger
Trade mark Banker banks Competitors Product description Fax Telephone no. e-mail web-site work-force
: : : : : : : : : HDFC ,PNB, Central cooperate Super, metro Milk products 91-181-2603153 91-181-502674950 doabamilk_jal@yahoo.co.in www.verkamilkplantjalandhar.com around about 750 workers
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CHAPTER II
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Verka Products
VerkA 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. MILK
Skimmed Milk Specifications Nutrition Facts per 100 ml. 0.5% Milk Fat 100 m Milk Fat min. Milk 8.7% Protein 0.5 g SNF min. Carbohyd 4.6 g rates Minerals 0.8 g Energy 37.0 K.Cal
Double Toned Specifications 1.5% min. Milk SNF 9% min. Milk Fat Nutrition Facts per 100 ml. Milk Fat Protein Carbohydrates Minerals 1.5 g 3.1 g 4.7 g 0.7 g
Rs.12.50
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Toned Specifications Milk Fat 3% min. 8.5% Milk SNF min. Nutrition Facts per 100 ml. Milk Fat Protein Carbohydrates Minerals Energy Standard Specifications Milk Fat Milk SNF 4.5% min. 8.5% min. Nutrition Facts per 100 ml. Milk Fat Protein Carbohydrates Minerals Energy 4.5 g 3.1 g 4.7 g 0.7 g 71.7 K.Cal 3.0 g 3.1 g 4.7 g 0.7 g 71.7 K.Cal
Rs.14.00
Rs.15.50
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Full Cream Nutrition Facts per 100 Specifications ml. Milk Fat 6% min. Milk Fat 6.0 g Milk SNF 9% min. Protein 3.3 g Carbohydrates 5.0 g Minerals 0.7 g Energy 90.0
Rs.17. 00
Fresh Products
Rs .2 2. 00
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Rs.19.00
26-30 6 4 Rs.14.00
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Ghee And Butter G HE Bo E udi B. (A ne R.r R G Te ea M M P. st din Va A Va FF g(4 lue R lue A To 0 (M K) % tal de Co in. Ol pla gre lif ) E. eic te e or Co Sal Ac co C.) m li/g mo id( Shi nt/ co vel Ma gel g( S. nt/ Ca x) la/ Ma Au g y 2g/ 25 x.) reu & g g s/g M/ g
Ne g. 40 28. 43 0 1.0 0.3 2.0 0 50 00 abs ent abs ent abs ent abs ent abs ent abs ent
Rs .2 73 p. k
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Fat% (Min.) Acidity %L.A. (Max.) Curd % (Max) Salt % (Max) Coliform/ml. (Max.) Y&M (Max)/g Moisture % (Max.) -
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Ice Cream
ICE CREAM Weight (g/lts.) Min. 560-580 Total Solids (Min.) (By 38.5 wt.) Milk Fat % (Minimum) 13 Acidity, L.A. % (Max) 0.25 By Wt. Sucrose % Max. (By 14.50 Wt.) Stab. Emul. % Max. 0.5. Bacterial Count/g 2,50,000 (Max) Coliform/g (Max.) 90 Phosphates Test Neg.
PRODUCTS GHEE POLY PACK/MONO CARTON GHEE TIN PACK TABLE BUTTER CHEESE
PACKING
500 gms. & 1 Kg. 500 gms., 1 Kg., 2 Kg., 5 Kg &15 Kg. 10 gms., 100 gms. & 500 gms. 200/400 gms. Cekatainer, 200 gms. Singles, 400 gms Tin & 1 Kg. Brick 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. & Cow milk
SKIMMED MILK POWDER WHOLE MILK POWDER SWEETENED FLAVOURED MILK SWEET LASSI MANGO RASEEELA PINE APPLE RASEEELA MILK CAKE /PEDA KAJU PINNI MILK POUCHES
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1.
year 2009-10 and upto May, 2010 as comparison to the same period of last year and targets for the month of June & July, 2010.
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Period April May June July August Sept. Oct. Nov. Dec. Jan. Feb. March Total
Target 2010-11 22000 22000 24000 26000 30000 30000 29000 26000 25000 25000 26000 26000 25915
Achievement 2009-10 10-11 21900 22500 21948 22263 24183 26009 25900 27802 30000 30500 30500 30200 29100 29500 26000 26200 25000 25900 25010 25300 26022 26500 25366 26000 289029 318674
%Ach. Over target 102.2 101 108 107 101.6 100.6 101.7 100.78 103.6 101.2 101.9 100 103.4
Year 2010-2011
Sale of Milk
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23
Sale of Curd
Figure 1.2
Figure 1.3
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Sale of Paneer
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Sale of Kheer
Figure 1.4
Figure 1.5
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Sale of lassi
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Figure 1.6
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Figure 1.7
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Figure 1.8
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Average city Supply (LPD) Fresh Products Paneer (MT) Curd (MT) Kheer (MT) Lassi (Namkeen) Ltrs. Tetra Pack/Ice-Cream Rassila 200 Ml. Pkts. Lassi 200 Ml. Ice-Cream Products (MT) Ghee Panjiri Table Butter Ptks. Ltrs.
255
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250
CHAPTER IV
RESEARCH METHODOLOGY
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A technique, by which data is collected, is called research techniques or reference material. For the purpose of present study the data is collected reference both primary &secondary sources which are as follow: Sources of data Primary data Personal Interview co. Observation Secondary data various records, annual repots& Journals website of the
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PRIMARY SOURCES: Personal interview: Direct personal interview was conducted with:
Seniors & staff of marketing department Official of other departments The dealers who visited the factory during period of study.
SECONDARY SOURCES:
Secondary sources include: Various records & details regarding amount spent on employees. Annual reports of the firm. Final accounts & reports on regular basis by the company. Web-site of the company that is www.verkamilkplantjalandhar.com was also very helpful in collecting the data.
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Sample Size:
I have covered 50 shop keepers in Jalandhar 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.
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. 35
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. Some times 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.
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Analysis of information
Figure 2.0
INTERETATION: The above table and graph shows that out of the total 50 respondents, 30% retailer are deal with verka milk brand and only 20% respondents (retailer) are not deal with verka milk brand. So we can conclude that most of the respondents are deal with verka milk brand.
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Shudh
Figure 2.1 INTERETATION From the above graph it is clear that out of 50 respondents, 22% retailer says that the verka is the leading brand in the market while other 28% are prefer to other brand like baba milk, saras milk, today milk, shudh milk.
Figure2.2 INTERETATION: From the above graph it is clear that retailer mostly perfer verka milk brand because of its regular supply. So we can conclude that most of the respondents are prefer this particular brand from its regular supply.
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Figure 2.3
INTERETATION: The above table and graph shows that the out of 50 respondents, 36% are dont switch over to other brand, while only 14% respondents are swith over to other brand .
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Q5. Why do you switch over? Price Taste Availability Profit Margin 3 7 30 10
Figure 2.4
INTERETATION
: The above table and graph shows that the out of 50 respondents(retailer) 30% retailer switch over the availability while 20 % are switch over price taste and profit margin.
Yes No
36% 14 %
Figure 2.5
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INTERETATION: The above table and graph shows that the out of 50 respondents, 36% are faith in verka products , while only 14% respondents are dontfath in verka products .
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 30 3 7 10
Figure 2.6 INTERETATION: The above table and graph shows that the out of 50 respondents, 36% are says the verka product is not available at all time while only 14% respondents are told some other reasons
Q8.
Are you aware about the following Verka product for different
segment/consumer? 42
Milk Ghee Skimmed Milk Powder Rasila Table Butter Paneer Khoa Curd Milk Cake
50 50 25 43 41 48 37 50 40
Figure 2.7
INTERETATION: The above table and graph shows that the out of 50 respondents all 50% retailer are aware about milk ,crud ghee. product of verka. Only 25% retailer are aware about skimmed milk powder and more then 30% retailer aware all the product of verka.
Q9. Are you aware of the shelf life of Verka product? Yes No 24 26
Figure 2.8
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INTERETATION: The above table and graph shows that the out of 50 respondents(retailer) 24% are aware with the shelf life of verka product.While 26% retailer are not aware with the shelf life of verka product.
Q10. Are you aware about the storage condition of Verka milk?
Yes No
40 10
Figure 2.9
INTERETATION: : The above table and graph shows that the out of 50 respondents(retailer) 40% are aware about the storage condition of Verka milk.While only 10% retailer are not aware about the storage condition of Verka milk.
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Q.11 Source of awareness to Verka? Plant Advertisement Dealers Milk van Other shopkeepers 20 4 10 5 11
Figure 3.0 INTERETATION: The above table and graph shows that the out of 50 respondents(retailer) 20 % says source of awareness to verka product is its plant.
Effect
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10
Not Effect
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Figure 3.1 INTERETATION: The above table and graph shows that the out of 50 respondents(retailer) only 10% says the advertisement of verka is effective.while 40% retailer says the advertisement of verka is not effective.
Figure 3.2
INTERETATION: The above table and graph shows that the out of 50 respondents(retailer) only 1% says not effect on sale of advertisement.while 11%
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retailer says some what and nominal effect while 27% retailer says there is big effect on sale of advertisement.
On time delivery Quality Price Advertisement Q.14 How can Verka increase its sale?
10 23 12 5
Figure 3.3
INTERETATION: The above table and graph shows that the out of 50 our respondents(retailer) 23% retailer think if the verka gives a ouality product to our retailer then the the veka increase our product sale other27% are prefer to advertisement,ontime delivery, quality and price.
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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.
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 49
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 :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, so that products are available easily. More variety of products should be send to the societies.
e)
the behavior of delivery boys. They are the face of the company they need to provide proper training that who to deal with the shopkeepers and get work done.
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Conclusion
Working at Verka Milk Plant,Jalandhar 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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SWOT ANALYSIS
Strengths:1. 2. Good brand image of Verka products in the mind of people. Brand Loyalty among the people for Verka products.
3. Faith on Verka products by the rural and urban population. 4. Rural people satisfaction with quality, price, quantity and availability is also strengthen the dairy business.
Weaknesses:-
1. 2. 3. 4.
Lack of proper advertisements by the plant, such as posters, glow signs, etc. Lack of proper distribution system. Lack of proper marketing network in rural areas as like in urban areas. Very high rates of products such as ghee Rs.270 liter only.
Opportunities:-
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1. 2. 3. 4. 5.
Greatly improved expert potential for milk products of western as well as traditional types. 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. A large number of brands entering into dairy industry and there increasing market share.
5.
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Questionnaire
I hereby declares that the information submits in questionnaire will be used only for research purposes not to serve any legal or other measures Consumer Taste & Preferences..
Today Milk Shudh Q3. Why do u prefer this particular brand over others? Price Quality Taste 56
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 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
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. .
Q8 Are you aware about the following Verka product for different segment/consumer? Milk Ghee Skimmed Milk Powde Table Butter Paneer Khoa/ Curd Milk Cake Lassi Ice cream Q9. Are you aware of the shelf life of Verka product? Yes No
Q10. Are you aware about the storage condition of Verka milk? Yes No
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Q.11 Source of awareness to Verka? Plant Advertisement Dealers Milk van Other shopkeepers Q.12 Advertisement of Verka is? Efective Not Efective
Q.13 Effect of advertisement on sales? No effect Nominal effect Some what Great
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Q.14 How can Verka increase its sale? On time delivery Quality Price Advertisement
BIBLIOGRAPHY
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