A Project Report

ON

“Markating ”

AT

Milk Plant, Mohali

Submitted In Partial Fulfillment of the Requirement for the

Award of the Degree
Of
MASTER OF BUSINESS ADMINISTRATION

SWAMI VIVEKANAND INSTITUTE OF

ENGINEERING AND TECHNOLOGY ( I.K.GUJRAL
PUNJAB TECHNICAL UNIVERSITY, PUNJAB )

SESSION 2021-2023

Supervised By Submitted By
Mrs. Gurpreet Kaur Raju kumar 2021MBA002

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 DECLARATION
I hereby declared that the project report entitled
"MARKATING PLANT" with reference to "VERKA MILK
PLANT, MOHALI" prepared by me under the guidance of
Miss GurpreetKaur, faculty MBA department. I also declared
by that this project work is towards the partial fulfillment of the
university regulations for the award of degree of Master of
Business Administration is a record of my own Reasearch work.
The report embodies the finding based on my study and
observation and has not been submitted earlier for the award of
any degree to any institute or University.

NAME OF STUDENT ADMISSION NO.

RAJU KUMAR 2021MBA002

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ACKNOWLEDGEMENT

Thank you to all of those who have helped and encouraged me

throughout this study. I am indebted to my supervisor Miss
Gurpreet kaur whose guidance, advice and patience has been
immeasurable. My sincere thanks to all members of the staff,
whose continuous support have made this thesis possible.

I would like to thank all of the participants in the study: Miss

GurpreetKaur (Lecturer) for the time and help given throught.
Without thier participation, this reseach would not have been
possible.

Finally I thank my family, without whom this thesis would not

have been started or completed. Your encouragemet and support
has never faltered.

Thank you.

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 INDEX
CHAPTER NAME PAGE

1 INTRODUCTION 5-29

2 REVIEW OF LITERATURE 30-33

3 RESEARCH PROBLEM AND OBJECTIVES 34-35

OF THE STUDY
4 RESEARCH METHODOLOGY 36-42

5 DATA ANALYSIS AND INTERPREATION 43-58

6 FINDINGS AND SUGGESTIONS 59-61

7 LIMITATIONS AND CONCLUSIONS 62-64

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 CHAPTER
1
INTRODUCTION
s

Page 5
INTRODUCTION

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 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
organization 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.
First verka Milk Plant of the State was setup near the
Amritsar. The brand name of Milk and Milk Products was
adopted as verka. Commissioning of the Plant was done
by Dairy Development Corporation in 1974.

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OBJECTIVES OF MILKFED
1. To provide remunerative prices to milk producers by value
addition and marketing of produce.

2. To provide technical inputs for enhancement of milk

production on the other hand.
3. To carry out activities for promoting production, procurement
processing and marketing of milk and milk products for
economic development of the farming community.
4. To purchase and/or erect buildings, plants, machinery and
other ancillary equipment to carry out business.
5. To study problems of mutual interest related to production,
procurement and marketing of dairy and allied products.

6. To establish research and quality control laboratories.

7. To make necessary arrangements for transfer of milk allied
milk products and commodities.
8. To market its products under its own trade name/brand name
with its Member Union‟s trade mark/brand.
9. To promote the organization of primary societies and assist
members in organization of the Primary Societies.

ACHIEVEMENTS OF MILKFEED

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On the basis of quality with efficient administration, MILKFED has not
only established new mile stone of providing services to Dairy farmers
but scaled new heights in delighting esteemed customers also.

1. MILKFED is providing technical input services like animal

healthcare, supply of quality cattlefeed, 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. During the last 3 years, 8 Milk Plants and 2 Cattle Feed Factories of
MILKFED, Punjab were accedited with ISO9002 and IS-15000
(HACCP) Certification.

4. 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.

5. MILKFED has launched its own interactive Website on Internet for

its prospective customers which can be accessed by clicking
http//www.milkfed.nic.in

6. MILKFED introduced liquid milk in new design packing with

Mnemonic Symbol of Co-operative Milk in all the District Milk Unions.

CRITICAL ANALYSIS OF MILKFEED

Corporate Focus

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MILKFED is serving the cause of Milk producers of the state in
collaboration with National Dairy Development Board by
increasing the number of functional MPCSs from 4642 in 1990-
91 to 6248 in 2000-01 and their membership rose by 90000 from
2.63lac in 1991 to 3.53lac during the same period. This has
resulted in increase of milk procurement from 1438lac in 1991
to 3371lac liter in 2000-01. However, rehabilitation plan of sick
Milk unions has yet to reach the implementation stage.

Strength/Care Competency/Opportunities:

MILKFED earned a net profit of Rs.3.19crore in 2000-01. Its

core competency in marketing of Milk &Milk products by
creating a marketing infrastructure is serving a social purpose by
providing income to land-less laborers small and marginal
farmers scheduled caste families and households headed by
women having just one or two cattle only as nearly 90% of the
member of Milk producer‟s Cooperative Societies belong to
these categories

(Annexure 20) “Operation Flood” programmed of dairy

development is implemented by it in the state.

MILK VISION 2004 to stabilize the gap between Milk procured

during peak seasons and lean season has been drawn by
MILKFED to optimally utilize Milk plants for reducing their
losses. Moreover, Model diary farms in collaboration with
Technology information and Assessment Council (TIFAC) are
being developed by it at a capital outlay of Rs.2.00crore.

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Restructuring/revival
Export Ropar and Ludhiana Milk unions the remaining 9 unions are
incurring losses. Their combined accumulated looses are Rs.76.33crore
as on 31-03-2001. This way, cooperative Milk union‟s structure of
MILKFED is losing its commercial viability over the last two years by
restricting itself to the sale of Milk and Milk products only and not
exploiting its well developed procurement sale and supply distribution
channels to market fresh vegetables and fruits along with processing and
procurement of oil seeds. To make these plants viable and socially
sustainable the introduction of latest technology in Milk; plants and full
exploitation of its marketing strength in procurement and marketing
network is the need of the hour. MILKFED is a vital mechanism for
more them one reason in the Punjab context. First and foremost it is
engaged in raising the viability of Agriculture of the small/marginal
farmers. Landless labors, families with no male earners and the
scheduled castes. It is therefore of utmost importance that the
Government of Punjab make its due contribution for the purpose of
leveraging finances or the National Dairy Development Board and other
cooperative institutions. Infect, If necessary Government should get
District Milk Union Cooperative so that hitherto slow extension is
intensified and the maximum potential for cost reduction is achieved.
The other important reason for Government to support this activity even
by subsides to induce a shift out of the paddy- wheat rotation by
encouraging the cultivation of better seeds vegetable, Fruits and
eventually oil seeds and meat products.

COMPANY PROFILE (VERKA MOHALI)

GENERAL FEATURES OF MILK PLANT MOHALI

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10
NAME: Verka Milk Plant.
ADDRESS: Verka Milk Plant PHASE 6, Mohali
Punjab

RAW MATERIAL: Milk.

PRODUCTS: Pasteurized milk, Special kheer, Ghee,

Curd, Cheese, Milk Cake, Sweet
flavored milk,

WORKING HOURS: 24 hours (3 shifts).

TOTAL WORKERS: 163.

CAPACITY: 1 Lakh Ltrs per day.

PROFILE OF THE UNIT

The elegant building situated on the National Highway No. 21
just before we enter in Chandigarh from Punjab is that of Milk

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Plant owned by The mohali District Cooperative Milk Producers
Union Ltd. Its foundation stone was laid by India‟s Home
Minister Mrs. Uma Shanker Dixit in 1973. It started its
production in 1979. Its name was registered as “The Mohali
Distt. Co-operative Milk Producers Union Ltd. mohali”. It
has been registered under Punjab Co-operative Societies Act
1961 on 24 March 1973. This union started its milk procurement
from March 1974.

The union is working under the laws of act. In the beginning 13

societies became its members. But this union started as milk
procurement from 1974. Initially its office was situated on the
upper side of co-operative bank of mohali. At that time Milk
Plant was not properly made. Initially the societies of nearest
circle were started, after this it was expanded and centers were
approved at other places. At that time this union collects milk
from other societies and to Horlicks. Before it, except Horlicks
there was no major buyer of milk and Horlicks was a private
concern giving low rates.

After that the union was strengthened and milk producers got
benefited by this union as they were getting reasonable rates for
their from. A project report of Milk Plant mohali was made at
that time with shares from different societies were to be
collected and it includes Rs 100 share money and Rs 5
admission fees, 15 lack Rs were to be collected and in this
manner and the share of government was fixed at Rs 40 lack.For
the smooth running of the plant, the union had taken loan of
worth Rs 62 lack from Co-operative Development Corporation.

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12
By this loan a milk plant was established. It started milk of
45000 liters per day in December 1979 further it was expanded
with the help of National Diary Development Board at ANAND
under the “Operation Flood” programmed. After few years a
drier was installed with a capacity of 10 tones. For the purchase
of this machinery 70% of loan was taken from NDDB and 30%
loan from government in the form of subsidy. The total
investment in the plant was 6.5 crores.

GEOGRAPHICAL LOCATION OF MILKPLANT

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Milk Plant Mohali is located in District Ropar of Punjab. It is
located on the National Highway No. 21 joining Chandigarh
with Ropar, Jalandhar and Amritsar. It is situated in Phase-VI of
Industrial Area, Mohali at a distance of about 8 km. from
Chandigarh.

Milk Plant and its surroundings is an Industrial Trade Centre.

This plant is situated next to “Raja Ram Com Products” and on
opposite side of “PUNWIRE”. There is a seasonal river in north-
west side of the plant and in west side is located a village
Balongi. There is a great advantage as it is directly connected
with National Highway which is facilitating all transportation
and allied activities.

LOCATION AND LAYOUT

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 In the milk plant there are hard receiving departments:
Production and Engineering. The location of the stores
department is carefully planned out and it is housed in a position
which is very near to production department so that
transportation charges are minimum. It is also easily accessible
to all other departments like engineering, boiling, refrigeration,
powder plant and workshop.

The layouts of plants store is properly planned. There are

shelves, racks, admirals and handling devices for keeping the
material and equipments properly. The store is divided into
racks which are further sub-divided into small spaces allocated.
Special attention is paid to storage of material which is liable to
leakage or evaporation and deterioration.

SELECTION OF ROUTES:

Routes are selected for the delivery of kheer through these

societies. Shortest milk routes are preferable so that kheer reach
to target market in same condition, otherwise kheer can become
sour . The societies which are far away from milk plant, the four
milk chilling centers are established for them. Societies send
milk directly to milk plant or through chilling centers. These
chilling centers chill milk at 4 degree Celsius which keeps the
milk in good condition for 24 hours. After chilling the milk
these centers send milkto the milk plant.

REGISTERATION OF THE SOCIETY AND THE MEMBERS:

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When a society is fully formed for the collection of milk it is
registered under the registration act of societies. Its members are
also registered and given members pass books and share
certificates. A copy of rules and regulations are also given to
them. Then the actual milk collection starts.

MILK PROCUREMENT IN LAST 7 YEARS:

Year saver age milk procurement per day (in liters) total milk
handling.

2013- 85000 liters per/day

2014- 80000 liters per/day

2015- 70000 liters per/day

2016- 75000 liters per/day

2017- 70000 liters per/day

2018-65000 liters per/day

2019- 60000 liters per/day

2020- 62000 liters per day

MAIN CENTRES AND THEIR BRANCHES:

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About 300 milk producing societies come under Milk Plant
mohali which is operating in the whole mohali district. All these
are divided into six main centers which are as under:

LOCAL MOHALI 140

ROPAR 50

LUDHIANA 30

SIRHIND 30

CHANGALIWALA 30

SANDHORE 20

ACHIEVEMENTS

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Milk Procurement: -

Milk Plant procured about 55,000 Lt. of milk per day through 19
Milk routes in the Flush Season.

Animal Health Care & Other Technical Inputs: -

In addition to Organizing the remunerative Milk market system

Through milk producers cooperative societies, Milk Plant is also
providing regular health coverage by running 2 vet nary routes
and 55 Artificial Insemination Service Stations at Society level.

Supply of Balanced Cattle Feed: -

Special attention has been paid to the supply of balanced cattle

feed to the milk producers so as to enhance the milk production.
Four types of cattle feeds are being supplied i.e. ISI Type, High
Energy, Bye Pass Protein Feed & Buffalo super feed to meet the
requirements of Milk Producers.

Supply of Improved Varieties of Fodder Seeds: -

Cows does not produce ample milk without ample fodder. Through
research and seed-farms, Milkfed has worked t provide the farmers high
yielding forages at low cost. Fodder Development activities initiated by
Milkfed have created a good demand for improved fodder seeds in
Punjab. Milkfed established its own seed processing unit in 1985, the
unit is automated and has the capacity to grade 16 million tons of fodder
seed per day.

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Quality Assurance Program:

Quality Assurance Program (QAP) which is a part and parcel of Dairy

Plant Improvement Program (DPIP) was taken up in Ludhiana Milk
Union with the Technical guidance from NDDB. The main objective of
the program is to improve efficiency of Plants coupled with loss
management to bring down the cost of production, improve the quality
of milk and milk products manufactured to ameliorate the general
hygienic and house keeping standards and above all to enhance the
profitability and financial viability of the Milk Plants to enable milk
producers to get better price for their produce.

MAIN PRODUCTS MANUFACTURED BY MILK PLANT

The main products which are manufactured by the milk plant

MOHALI are as under:

1.Pasteurized Milk.

2. Milk Powder

3. KHEER.

4.Sweetened Flavoured Milk (PIO).

5.Milk Cake.

6.Cheese.
7.Curd.
MARKETING DEPARTMENT

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According to Prof. Phillip Kotler”Marketing is the human
activity directed as satisfying need and wants through the
exchange process”.

Marketing is the process through which producers and

consumers of various goods are brought together in an exchange
relationship and the transfer of ownership takes place.
Marketing process starts even before the goods go into
production. It does not end with sale but continues till the
satisfaction of consumer is obtained.

To carry out selling functions, it is important to have a qualified

and expressed sales force with leader who can plan, organize,
direct and control the selling job objectivity. The salesman is an
extremely important link in the claim of distribution. It is
sometimes said that salesmanship is the other name of
persuasion.

MARKETING STRATEGIES Section of Milk

Booths/Agencies Security Money Refundable Agency Rs. 5000
Full time booths Rs. 10000 Part time booths Rs. 3000
Institutions 45 days advance payment

MARKETING MEASURES FOR DOMESTIC MARKET:

For domestic market following measures are taken up by

marketing personnel:

A. Dealers” meeting is called once in every six months.

B. The plant has own distribution network for the sale of

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products.

C. Milk products are marketed to bring up country markets

through out India on consignment basis.

FOR INTERNATIONAL MARKET:

For Export following measures are taken into consideration:

A. Requirement is given by customers in the letter of credit.

B. Quality should be mentioned.

DOMESTIC MARKETING ACTIVITIES

The domestic marketing activities are performed on the basis of

Demand and Supply. Demand for milk and milk products are
received in two ways:

Through Telephone
Any demand or change in demand is received between 9:30 am
and 2:00 pm.

Through Supply
Milk booths collect demand according to milk supplied to the agencies.
About 70% of milk is distributed in the morning and remaining 30% is
distributed in the evening.

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PAYMENT AND BALANCE SYSTEM

Since agency is required to deposit one day advance payment

separately for morning and evening, if any cash balance remains
with the union that is admitted in the meant supply payment.

For institutions 45 days of advance payment against their

demand is collected union.

RETURN OF MILK
If milk is found leaked. It is taken back from dealers only at the
time of delivery. One entire tray is provided for replacement of
leakage of every truck or other vehicle through which milk is
supplied to the dealers.

Marketing is a comprehensive term and it includes all resources

and a set of activities necessary to direct and facilitate the flow
of goods and services from producers to consumers in the
process of distribution. Marketing is the process of planning and
executing the conception, pricing, promotion and distribution of
ideas, goods and services to exchange that satisfy individual and
organizational objectives.

ROLE OF MARKETING IN VERKA MILK PLANT

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Head Office collects this information from all the plants and
scrutinizes the information that which plant has large stock of
products and who is lacking in it. Then it gives orders to plant
which has large stock to supply products to other plants so that
stock can be absorbed quickly. The prices of all the products are
determined by the H.O. and their retail price through out India is
same H.O. charges 3% commission on sales made by milk plant,
mohali.
For the local sale of milk and milk products, a milk bar is
opened outside the main gate of milk plant, Mohali and its
average sales are Rs 5 lakh per day. Some milk products like
liquid milk, Cheese, Milk cake, S.F.M., Ice-cream etc. are sold
through local dealers in the region.

ADVERTISEMENT AND SALES PROMOTION

The advertisement and sales promotion of every product is

necessary. Without this, nobody comes to know about the
product. Every organization whether it is small, medium or big
has to do some type of advertisement. Verka milk plant has also
adopted some policies for the sale of its products. It has its own
Vans, Trucks, and Jeeps etc. for selling its products. There are
also some benefits which are being provided to the dealers.
There is a facility of free training of testing milk to the societies
so as to make more customers. With the adoption of such
policies sales have increased in chandigarh and kharrar as well
as in mohali. For doing advertisement the shops of retailers have
been painted showing various Verka products and various types
of banners are also given to them which are to be displayed.
SALESMANSHIP GUIDE

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Certain guidelines and motto are being told to the salesmen for
meeting the customers‟ desires and wants. Various guidelines
are as follows:

1. It is said "sell yourself before you sell the product". The

above saying is measuring to create one‟s own confidence in the
minds of customers so as to ensure sales.

2. Your sincerity and capability in convincing is your

performance for success.

3. Over convincing never pays single facts convince better.

4. Always remember that customer is more intelligent than you.

5. Don‟t indulge in giving guarantees if wear and tear.

6. You should be pre-determined in your mind of items, size to

be sold to the customers after stock.

7. Your expertise is your success.

8. Don‟t display all of your varieties because customers

generally have the habit of asking “more”.

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DISTRIBUTION CHANNEL

MILKFED

COMPANY

WHOLESALER

RETAILER

CUSTOMER

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PRODUCT’S OF VERKA

Milkfed has formulated company specifications for its milk &

milk products to provide standard and quality of products to
consumers.
PRODUCTS PACKING
GHEE TIN PACK 500gms., 1kg., 2kg., 5kg.,&15kg.
TABLE BUTTER 10gms. 100gms. & 500gms.
CHEESE 200/400gms. Cekatainer, 200 gms, Singles,
400gms Tin & 1Kg. Brick
PIZZA CHEESE 200gms. & 1Kg. Pack
VERKA VIGOUR 500gms. Jar, 500gms. Refill & 1Kg. Jar
DAIRY WHITENER 500gms. Pkt. & 10Kg. Tin
SKIMMED MILK POWDER 200 gms. & 500gms. Bottle, 500 gms.
Cekatainer
1Kg. Pkt. & 25Kg. Bag
WHOLE MILK POWDER 500gms. Tin, 1Kg. Tin, 10Kg. Tin
SWEETENED FLAVOURED 200ml. Bottle, 200ml. Tetrapak
MILK
SWEET LASSI 200ml. Tetrapak
MANGO RASEEELA 200ml. Tetrapak
PINE APPLE RASEEELA 200ml. Tetrapak
MILK CAKE/PEDA 200 gms Pkt.

1.Liquid Milk Pasteurized Pouch Packed Milk:-

It is pouch packed milk. It may be used as such or for milk

based preparations. It shall be kept under refrigerated conditions.
It is packed in half ltr. Pouch. Its length of shelf life is 48 hours
under refrigerated conditions. It is sold in area around
Chandigarh,Mohali,kharar and ropar areas. Special distribution

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control is needed, under refrigerated condition if transported to
very long distance.

2. Milk Powder:-

Dried Milk or Milk Powder is product obtained by the removal

of water from milk by heat or other suitable means to produce a
solid containing 5% or less moisture. Whole milk, defatted or
skim" milk may be used for drying. It comes in packing of 200
gms, 500 gms. etc. It can be stored for 1 year before use.

3. Ghee:-

Ghee may be defined as clarified butter fat prepared chiefly

from cow or buffalo milk. The product can be used on
roti/pranthas or can be used as cooking other material for food.
It is preserved at ambient temperature for one year. It is packed
on 500 gms, 2 Kgs., 5 Kgs. & 15 Kgs. bulk pack in tin. It is sold
anywhere in Punjab and abroad also. No special distribution
control is needed.

4. Butter: -

Butter may be defined as a fat concentrate which is obtaining by

churning cream, gathering the fat into a compact mass and then
working it. The product obtained from cow and buffalo milk or a
combination thereof or from cream or curd obtained from cow
or buffalo milk or a combination thereof, with or without the
addition of common salt and colouring matter. It can be kept
under refrigeration for three months. This comes in packs of 10

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gms. 100 gms. And 500 gms.

5. Lassi:-

Lassi, also called chhas refers to desi butter milk which is by

product obtained when churning curd led whole milk with curd
indigenous devices for the production of desi butter.
Verka Lassi is very popular, specially in Punjab and it is also
liked by the people of other states. It comes in the 200 ml. tetra
pack.

6. SFM:-

It is known as Sweetened flavoured milk or bottle milk. The

product used in the form of drinking sweet milk. It is preserved
at ambient temperature. It is packed in 200 ml. bottle, 200 ml.
tetra packs. The length of shelf life of product can be held far
three months under ambient temperature. It is sold in and around
Punjab and upcountry market mainly Delhi.

7. Ice Cream:-

Ice Cream may be defined as a frozen dairy product made

suitable blending and processing of cream and other milk
products, together with sugar and flavour, with or without colour
and with the incorporation of air during the freezing process.
There are mainly three types of Verka Kulfies i.e. Malai Kulfi,
Choco bar and Mango bar. Malai Kulfi made with milk, malai
and Crushed nuts. Choco bar contained chocolate and Mango
bar kulfi contain mango flavour.

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8. Paneer:-

Paneer refers to the small sized soft cheese. The product can be
consumed as such or can be fried and consumed. It can also be
used as an ingredient for making Indian Sweets and paneer
based dishes. It is preserved under refrigerated condition for 20
days from the date of packing. The product is packed in poly
film bags. The pack size is 200 gms. For consumer pack and 5
Kg. Capacity in bulk pack as agreed by contracted buyer.

9. Curd/Dahi:-

Dahi or curd is the product obtained from boiled milk by

souring, natural or otherwise, by a harmless lactic acid or other
bacterial culture. It should have the same percentage of fat and
solids - not - fat as the milk for which it is prepared.

10. Raseela:-

Raseela is a very popular product of Verka which was launched

in 1995. It comes in two flavours - i) Mango Raseela and ii) Pine
apple Raseela. Mango Raseela is prepared from mango pulp and
Pineapple Raseela from pineapple pulp. These are coming in
200 ml. tetra pack.

11.KHEER

Kheer is something different which is made by boiling rice in

milk and then serve it after freezing it at very low temperature.

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 CHAPTER
2
REVIEW OF
LITERATURE

Dr. Arvind Kumar Yadav and Mr. Suman Yadav (2008)

Journal of IPM Meerut

The research on the on the topic “CONSUMER

SATISFACTION IN SBI” the objective of the study is to made
analyse with regard to the assessment of services provided by
SBI to the customers. The research methodology used by
researcher includes collection of primary and secondary data.
Primary data has been collected from the existing customers of
SBI. Data collected has been analyzed by researcher through

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tables, graphs and pie charts. By the researcher found that the
expectations of customers of SBI are met to a limited extent.

Dr. N. Kathirvel and Dr. N Chandersekaran (2008)

Indian journal of marketing

The researcher research on the topic “CONSUMER

BEHAVIOUR AND BRAND PERFORMANCE TOWARDS
THE ONIDA T.V” the objective of the research was to study
consumer satisfaction and brand loyalty of the respondents
toward the Onida T.V. For this researcher collected primary and
secondary data from the sources. The research methodology
adopted by the researcher includes chi-square test, percentage,
arithmetic mean, correlation, and variance. The researcher
founded that favorable appreciation response was received from
the customers. Study also certifies that consumer behavior is
unpredictable one in any kind of the market. J.V Rangeswara
Reddy (2009) Indian journal of marketing The researcher
research on the topic “CUSTOMER SATISFACTION OF
NOKIA MOBILE HANDSET USERS” the objective of the
research is to study the satisfaction level of the customers,
awareness of customer about the products and to predict the
consumer behavior. For this researcher collected primary data
and analyse it with the help of tables, charts, bar graphs and pie
charts. The researcher found that the product awareness about
the nokia product is high as compared to others. It is also
concluded that the consumer is influenced to buy nokia due to
its brand image and also the satisfaction level of customers of
nokia is high as compared to the others handsets in market.

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 Steen amp (1991) studied the Consumers' variety seeking
tendency (intrinsic desire for variety) is recognized as an
important characteristic that influences consumers' electronic
choice behaviour. Empirical studies in economics and marketing
have not specifically focused on this consumer characteristic,
but instead have approached the issue from the overt behaviour
side. Given the great many factors that may underlie variation in
behaviour, intrinsic desire for variety cannot be validly derived
directly from observed behaviour. Instead, a measure
specifically tapping this consumer characteristic is required. In
this paper a scale (VARSEEK) for measuring consumers' variety
seeking tendency with respect to foods is developed. The
construct validity of this VARSEEK-scale is investigated
extensively and managerial implications are discussed

H.k mukharje (1995) studied that two-equation bivariate probit

model was formulated to analyze simultaneously consumers'
preferences and attitudes toward organically grown produce
(OGP). Results suggest that consumers who are nutritionally
conscious, concerned about the use of pesticides, and wanting
produce tested for freedom from residues would have a higher
Propensity to prefer OGP. Among the potential buyers,
consumers who are white, better-educated, and have large
families are more likely than others to tolerate sensory defects.
The study suggests that testing and certification, sensory
qualities, and competitive pricing are the most important factors
that would enhance the marketing potential of OGP

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Page
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 CHAPTER
3
RESEARCH PROBLAM
AND OBJECTIVE
OF THE STUDY

Research Problem
Project concerns with the post launch sales and marketing plan
of Verka dairy whitener to increase awareness and build brand
image in consumer’s mind. Competitor’s analysis, finding
market scope and product placements in Retail, HoReCa and
Institutional segments through analyzing.

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Research objective
1. To design a sales & marketing plan for Verka dairy whitener
to increase product awareness, boost sales and build brand
image in consumer’s mind.
2. To conduct competitor’s analysis, find market scope and do
product placements in retail, HoReCa and institutional segments
by establishing distribution channel and creating long term
connection/contract for product placement in future.

CHAPTER
Page
35
 4
RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY

Methodology Analysis was majorly based on description

statistics. The objective of project revolves around four major
stakeholders which are distributor, consumer, retailer and
competitors. Different methods and sampling techniques were
used to understand opinions of all the stakeholders. Purposive
sampling method was used for distributors, this method was

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used because we need to reach the targeted sample quickly.
Unstructured in-depth interviews were conducted with the
distributors to get more useful insights about the established
market and potential market for dairy whitener. Quota sampling
method was used which is a non-probability sampling method
for retailers, HoReCa segment and institutions. This method was
used because all the retail shops under each distributor have to
be covered with salesman who goes to cover beats each day in
specific place. Un-structured interviews, with the help of a
questionnaires, were conducted with the stakeholders to get
more information and data. This exercise resulted in finding
potential market and brand presence of dairy whitener in
Chandigarh tri-city and Himachal Pradesh. For the consumer
analysis, questionnaire survey was done to get various
parameters about the product. Insights about the brand
preferences, product usage and SKU preference were collected
through that survey. Competitor’s analysis was one of the most
important part of the research. Presence of major competitors,
margins offered, distribution strategy and schemes offered were
studied in both cities. For this convenient sampling and
unstructured

Geological Overview

Chandigarh tri-city and Himachal Pradesh were the given

market for our study. Distributors, retailers and HoReCa were
covered there to know the existing dairy whitener market.

1.Chandigarh Tri-city

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Market Overview: Chandigarh tri-city is including three
cities’ named Chandigarh, Mohali, and Panchkula. All
these cities are divided in the sectors. It is shown in the
following table.

Name of city Sector

Chandigarh 1-56
Mohali 57-125
Panchkula 1-37
Table1: Geography of Chandigarh tri-city

Fresh milk is abundantly available in the market. So direct

consumption of dairy whitener in beverages is very less.
Nestle was found to be the major competitor. Plan of
research and placement was fragmented in the sectorial
manner. HoReCa is prominent in the few sectors of
Chandigarh while retail shops were in every sector.
The market research was conducted to understand the
perception of four major stakeholders of Verka i.e. Verka
distributor, retailers, HoReCa & institutional, and
consumer. Following count of survey was conducted:

Stakeholders’ Number
Distributor 15
Retailers & 80
MFS
HoReCa & 45
institution
Consumer 35
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 Table 2: Market survey of stakeholders

In Chandigarh tri-city Everyday by Nestle, Dailycious by

Mother Dairy and Amulya by Amul has been seen as major
competitors.

Image 1: Geography of Chandigarh tri-city

2.Himachal Pradesh
Market Overview: Himachal Pradesh was divided into two
categories by us for ease of research and understanding. 1)
Lower region, 2) Upper region. This classification was given
based on fresh milk availability in the region. Earlier, there was
no availability of fresh milk in many of the regions of Himachal
Pradesh but due high infrastructure and organizations’
motivation, now fresh milk is available in many cities of
Himachal Pradesh. So those cities where fresh milk is available,
categorized as lower region and fresh milk deficit cities as upper
region.

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Demand for dairy whitener in Himachal Pradesh was very
high in retail and HoReCa segment due to less availability
of fresh milk.

The market research was conducted to understand the

perception of four major stakeholders of Verka i.e. Verka
distributor, retailers, HoReCa & institutional segments, and
consumer. Following count of survey was conducted:
Stakeholders’ Number
Distributor 10
Retailers & 270
MRS
HoReCa & 25
Institutions
consumer 30
Table 3: Market survey of stakeholders
In Himachal Pradesh Everyday by Nestle, Dailycious by
Mother Dairy and Tiptop by Mahan has been seen as major
competitors.

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 Image 2: Geography of Himachal Pradesh

Verka Dairy Whitener: Product Description

Image 3: Product Image

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41
 Nutritional Information Per 100gms
Energy value (kcal) 460
Total Carbohydrates (g) 50
Added Sugar(g) 18
Total Fat (g) 20
Saturated Fat (g) 13
Trans Fat(g) 0
Cholesterol (mg) 48
Protein(g) 20
Minerals(g) 5
Table 4: Nutritional information

Dairy whitener is a new launch of Verka. It is made from spray

dry technology. It is currently manufactured at Verka Jalandhar
plants and then being supplied to other depots. It is a high fat
and high protein dairy whitener which helps in thickening the
beverage. Shelf life of SKU till 500gms is 9 months and higher
SKU has shelf life till 12 months. Main ingredients are partly
skimmed milk and sugar.

SKU MRP
5gms Rs2
10gms Rs4
20gms Rs10
200gm Rs70
s
500gm Rs175
s
1kg Rs335
7.5kg Rs2700
10kg Rs2850
Table 5: 25kg Rs7000 Available SUK

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information

CHAPTER
5
DATA ANALYSIS
AND
INTERPRETATION

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43
ANALYSIS & INTERPRETATION

1. Are you Aware about VERKA products?

Answer Percentage
Yes 95
No 5

Percentage

Yes
No

Figuer 1

Interpretation:

The maximum no. of people in Chandigarh region are aware

about verka product‟s due to its good quality . Only 5% out of
200 people are not aware about verka product‟s.. 95% 5%
Percentage Yes No

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2. Do you like Verka Kheer?

Answer Percentage
Yes 95
No 5

Chart Title

Figuer 2

Interpretation:

According to 200 respondents 70% says that they like the

verka kheer and rest 30% says that they don‟t like it. 70%

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45
30% Percentage Yes No
3. Do you aware about brands of Kheer?

Answer Percentage
Yes 85
no 15

Chart Title

Figuer 3

Interpretation:

According to 200 respondents 85% says that they aware about

the brands of kheer and else 15% says that they only use loose

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kheer. 85% 15% Percentage Yes No
4.Do you satisfied with packing quantity 200gm?

Answer Percentage
Yes 40
no 60

Chart Title

Figuer 4

Interpretation:

According to 200 respondents out of 60 % says that satisfied

with packing quantity 200gm and else says 40% that they
don‟t satisfy with that. 40% 60% Percentage Yes No

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5.You wants to vary the size.

Answer Percentage
300gm 15
500gm 20
1kg 25
All 40

Percentage
100

90

80

70

60
Percentage
50

40

30

20

10

0
Yes No

Figuer 5

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48
6. From where you purchase VERKA Kheer?

Answer Percentage
Agency 55
Distributor 15
Whole seller 10
Retail Store 20

Percentage
100
90
80
70
60
Percentage
50
40
30
20
10
0
Yes No

Figuer 6

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49
7. Are you satisfy with supply of Veka Kheer?

Answer Percentage
Yes 98
No 2

Percentage
100

90

80

70

60
Percentage
50

40

30

20

10

0
Yes No

Figuer 7

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50
8. Are you satisfied with quality of Verka Kheer?

Answer Percentage
Yes 95
No 5

Percentage

Yes
No

Figuer 8

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51
9. Do you want additional flavor?

Answer Percentage
Yes 75
No 25

Percentage
Yes No

6%

94%

Figuer 9

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52
10. Do you want fruit and nuts in Kheer?

Answer Percentage
Yes 92
No 8

Percentage
Yes No

6%

94%

Figuer 10

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53
11. Do you satisfy with price of Verka Kheer ?

Answer Percentage
Yes 85
No 15

Percentage
Yes No

6%

94%

Figuer 11

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54
12. DO you have any bad experience with Verka?

Answer Percentage
Yes 97
No 3

Percentage
Yes No

6%

94%

Figuer 12

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55
13. Which type of bad experience you face?

Answer Percentage
Quality bad experience 20
With supply of Verka 25
None 55

Percentage
100

90

80

70

60

50

40

30

20

10

0
Yes No

Percentage

Figuer 13

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56
14. DO you want any change in Verka products?

Answer Percentage
Yes 96
No 4

Percentage
Yes No

6%

94%

Figuer 14

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57
15. Do you satisfy with Verka?

Answer Percentage
Yes 94
No 6

CHART TITLE
Yes No

6%

94%

Figuer 15

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58
 CHAPTER
6
FINDINGS AND
CONCLUSIONS

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59
FINDINGS

1) While testing the short term liquidity position, (Current

Ratio, Absolute Liquid Ratio, Liquid Ratio) are not to rule of
thumb. It can be said Verka Milk Plant has not good short term
marketing position. Its reason is lack of sufficient funds to meet
current obligation.

2) While testing its profitability ratio is not good. Only gross

profit ratio is positive.

3) While in long term solvency position of milk plant, solvency

ratio is more than equity ratio that is not satisfactory.

4) Equity ratio, Solvency ratio, Fixed asset to net worth ratio,

Ratio of current assets to shareholder’s fund, show that plant
has not sufficient long term funds to meet the fixed investment,
costs and repayment schedules associated with its long term
borrowings.

CONCLUSIONS

I got the opportunity to complete my training in Verka Milk

Plant Mohali and there I worked in Marketing department and
learnt a lot about the working of this department. My effort to
present this report is just equivalent to touch of the iceberg. I got

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assistance to complete my work from the managers and other
staff members.

Layout of the unit is very nicely planned.

Verka Milk Plant Mohali is providing employment opportunity
in state.

Overall conclusion of the study is that the ‘Marketing Plant’ of

Verka Milk Plant Mohali. The long term marketing is good
because milk quality, quick ratio is satisfied. Verka Milk Plant
Mohali is running in profit. Company has gross profit and net is
profit. So that Marketing Plant in Verka Milk Plant Mohali is
good work.

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 CHAPTER
7
LIMITATIONS AND
CONCLUSIONS

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LIMITATIONS
In spite of the best efforts there are always some problems or
limitations associated with marketing analysis that cannot be
removed but can be minimized only. In this project also there
can be creation errors due to the following factors:

1. Marketing analysis is a continuous and never ending.

So one limitation was time constraint.
2. Data not properly maintained.

3. Lack of cooperation of the staff members.

CONCLUSIONS
I got the opportunity to complete my training in Verka Milk
Plant Mohali and there I worked in Marketing department and
learnt a lot about the working of this department. My effort to
present this report is just equivalent to touch of the iceberg. I got
assistance to complete my work from the managers and other
staff members.

Layout of the unit is very nicely planned.

Verka Milk Plant Mohali is providing employment opportunity
in state.

Overall conclusion of the study is that the ‘Marketing Plant’ of

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Verka Milk Plant Mohali. The long term marketing is good
because milk quality, quick ratio is satisfied. Verka Milk Plant
Mohali is running in profit. Company has gross profit and net is
profit. So that Marketing Plant in Verka Milk Plant Mohali is
good work.

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References

https://www.verka.coop/

https://consumeraffairs.nic.in/sites/default/files/file

https://www.researchandmarkets.com/reports/4997381/dairy-
whiteners-marker

https://www.mordorintelligence.com/industry-reports/global-
dairy-whiteners

https://www.factmr.com/report/144/dairy-whitener-market

https://www.imarcgroup.com/dairy-whitener-market-in-india

www.verka.coop

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 EXECUTIVE SUMMARY
Title: Post launch marketing plan of Verka dairy whitener & product placement in retail, HoReCa and
institutional segments.
Organization: Verka (The Punjab State Co-operative Milk Federation Ltd.)
Reporting Officer: Mr. Rajiv Bajaj, Marketing Manager
Faculty Guide: Prof. Aashish Argade
Participant's Name: Anushree Pareek (P41199), Jay Shah (P41214)
Objectives:
1. To design a sales & marketing plan for Verka dairy whitener to increase product awareness, boost sales
and build brand image in consumer’s mind.
2.To conduct competitor’s analysis, find market scope and do product placements in retail, HoReCa and
institutional segments by establishing distribution channel and creating long term connection/contract for
product placement in future.

Scope of the study: The project scope is to study the dairy whitener market and existing brands, collect
consumer insights on the product and formulate marketing strategies to boost the sales of the Verka dairy
whitener in Chandigarh Tricity and Himachal Pradesh.

Methodology: Analysis was majorly based on description statistics. For primary research, we identified
distributors and retailers using purposive and quota sampling and conducted in-depth interviews. FGDs
and surveys were conducted to understand consumer preferences. Secondary research was conducted to
study market demographics and analyze competitions.

Sources of data: Base line data was collected by interviewing 25 distributors and 350 retailers.
Consumer insights were collected through 2 FGDs and survey of 51 consumers. Secondary data was
collected from consumer affairs report by government and other published sources of competitor brands.

Major findings:
1. Average demand and consumption pattern of consumers in Chandigarh Tricity and Himachal Pradesh.

2. Low brand awareness in Himachal Pradesh region.

3. Dairy whitener major demand arises in summer season and SKU/packaging preferences differs area
wise.

4. Major attributes which impact purchase decision of consumers are: texture, solubility, and availability
of dairy whitener.

5.Parameters which are prominent to place the product in HoReCa are: margins, specific SKU availability
and credit period.

Proposed Solution/Recommendation: Marketing and branding suggestions were made to increase

the product visibility and reach. Few packaging issues were identified and solutions of the same were
proposed. Recommendations were made to improve the product offerings in HoReCa segment, and an
exclusive distributor was appointed for the same. Further product development was suggested, to expand
the portfolio. Apart from this, we placed the product in 163 retails, 24 HoReCa and 6 Institutional
segments.

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