Professional Documents
Culture Documents
Verka Project For Mba
Verka Project For Mba
ON
Submitted By:
Gurpreet singh
Roll no-10813
Project Guide:
Mrs.Ritu
Assistant Professor
I would like to thank General Manager Verka Milk Plant, Mohali, for providing me
this wonderful opportunity to work with ‘Roper Distt. Milk Producers Union
Cooperative Ltd.’
GURPREET SINGH
DECLARATION
RITU SHARMA
(ASSIT PROFFERSOR)
CERTIFICATE OF COMPLETION
This is Certify that Mr. GURPREET SINGH SANDHU MBA (3rd Semester)
has successfully completed his project titled “Study of consumer behaviour
about verka products”(kheer) under the guidance of Ms. …….. This is in the
partial fulfillment of her MBA curriculum (2010-2012)
Dated:
Ms. ……………
(Project guide)
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.
Therefore, it becomes necessary to undergo any project work. Practical supplement
the theoretical studies i.e; it covers what is left uncovered in classroom It exposes a
student to invaluable treasure of experience.
Customers today are more informed and more demanding than ever. They know
quality service when they get it and they aren’t afraid of taking their business
elsewhere if they don’t get it. Most manufacturers have taken this fact to heart
because a refusal to acknowledge this reality can spell - failure - rejection by the
one who holds the purse strings and the key to profits.
1. Introduction 8-37
15-37
2. Review of literature 38-41
3. Research Methodology 42-48
4. Data analysis & Interpretations 49-61
5. Conclusion 62-63
6. SWOT Analysis 64-66
7. Suggestions and recommendations 67-71
8. Bibliography 72-73
9. Annexure 74-78
CHAPTER NO. 1
INTRODUCTION
1.1 MILKFED-PUNJAB
(Introduction)
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 DevelopmentCorporation in 1974.
OBJECTIVES OF MILKFED
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.
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.
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.
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
Corporate Focus
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:
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.
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.
1.2 COMPANY PROFILE (VERKA MOHALI)
The elegant building situated on the National Highway No. 21 just before we enter
in Chandigarh from Punjab is that of Milk Plant owned by The mohali District Co-
operative 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. 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
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
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:
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.
Year saver age milk procurement per day (in liters) total milk handling.
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:
ROPAR 50
LUDHIANA 30
SIRHIND 30
CHANGALIWALA 30
SANDHORE 20
ACHIEVEMENTS
Milk Procurement: -
Milk Plant procured about 55,000 Lt. of milk per day through 19 Milk routes in the
Flush Season.
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.
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.
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.
The main products which are manufactured by the milk plant MOHALI are as
under:
1.Pasteurized Milk.
2. Milk Powder
3. KHEER.
5.Milk Cake.
6.Cheese.
7.Curd.
MARKETING DEPARTMENT
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.
B. The plant has own distribution network for the sale of products.
C. Milk products are marketed to bring up country markets through out India
on consignment basis.
FOR INTERNATIONAL MARKET:
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.
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.
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.
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.
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
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.
8. Don’t display all of your varieties because customers generally have the habit of
asking “more”.
DISTRIBUTION CHANNEL
MILKFED
COMPANY
WHOLESALER
RETAILER
CUSTOMER
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
500 gms., 1 Kg., 2 Kg., 5 Kg &15 Kg.
TABLE BUTTER
10 gms. 100 gms. & 500 gms.
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 control is needed,
under refrigerated condition if transported to very long distance. Verka Milk Plant
is preparing three types of milk pouch :-
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.
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 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.
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.
Organizational chart
ORGANISATIONAL CHART
GENERAL MANAGER
purchase
Man Sup.
Clerk Asstt.
REVIEW OF
LITERATURE
Dr. Arvind Kumar Yadav and Mr. Suman Yadav (2008)
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
CHAPTER NO. 3
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
INTRODUCTION
Marketing is restless, changing dynamic field. Since 1920 many important and
dramatic changes have taken place in marketing, thousands of new products
including those of entries of new industries such as automobiles, electronics and
computer, textile, walk product etc. have appeared in the market. The market
orientations have changed from production to market.
STEPS OF MARKETING RESEARCH PROCESS:-
COLLECTION OF DATA
The first step of marketing research is defining the problems and research
objectives. Following are the problems and objectives which are to be defined:
The second step of marketing research process calls for developing the most
efficient plan for gathering the needed information. While designing a research
plan we have to take decisions regarding data sources, search approached, search
instruments, sampling etc. There are two plan contact methods which are as
follows:
1. DATA SOURCES
a. primary data
b. Secondary data
a .Primary Data:-
Personal interviews are conducted which enable collection of oral verbal response.
This is fact to face contracted with structured or sometimes even unstructured
patterns. This helps in obtaining indent information.
b. Secondary Data:-
Secondary data can be obtained from different Milkfed magazines and annual
reports, financial documents referred.
2. RESEARCH APPROACH
Survey Method :
- Survey are best suited for descriptive research companies which undertake
surveys to learn about peoples’ knowledge, beliefs, preferences, satisfaction etc. to
measure these magnitude in the general population. While observation and tours
are best suited for exploratory research which is not the case of our study.
3. RESEARCH INSTRUMENT
4. SAMPLING PLAN
5. CONTACT METHOD:-
In this decision is taken that how the object should be contacted i.e. whether by
mail questionnaire, telephone, interviews. In our research personal interview is the
most convenient and reliable method.
The data collection phase of the marketing research is the most expensive and most
error prone process. There can be error as some respondent can give biased or
dishonest answer for the collection of the information. The researchers personally
go to customers to collect the reliable data. Here all knowledge of the researcher
about that field comes to test the ingenuity of the research.
Here I got the experience of working professionally and independently on the road
which gives some taste of practical marketing. I also got a lot of exposure about
the market. The present study undertaken is descriptive in nature and in this study
questioning people with regular expertise in that are being used.
Limitations of research:-
1) Due to mohali being a large city, it was not possible to interact with people from
sale men and also shown reluctance in giving their contact numbers.
3) Time period for the project execution was less as ample time could not be given
to each customer and vice versa as they have to fulfill their other obligations also.
4) Interaction with dealers was also difficulty as they were busy with their
Answer Percentage
Yes 95
No 5
Percentage
Yes No
5%
95%
Figure 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..
2. Do you like Verka Kheer?
Answer Percentage
Yes 95
No 5
Percentage
Yes No
30%
70%
Figure 2
Interpretation:
According to 200 respondents 70% says that they like the verka kheer and rest 30% says that
they don’t like it.
3. Do you aware about brands of Kheer?
Answer Percentage
Yes 85
No 15
Percentage
15%
Yes
No
85%
Figure 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 kheer.
4.Do you satisfied with packing quantity 200gm?
Answer Percentage
Yes 40
No 60
Percentage
Yes No
40%
60%
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.
5. You wants to vary the size.
Answer Percentage
300gm 15
500gm 20
1 kg 25
All 40
Percentage
45
40
35
30 Percentage
25
20
15
10
5
0
300gm 500gm 1kg All
6. From where you purchase VERKA Kheer?
Answer Percentage
Agency 55
Distributor 15
whole seller 10
Retail Store 20
60 Percentage
50
40
30 Percentage
20
10
0
Agency Distributor whole seller Retail store
7. Are you satisfy with supply of Veka Kheer?
Answer Percentage
Yes 98
No 2
Percentage
120
100
Percentage
80
60
40
20
0
yes no
8. Are you satisfied with quality of Verka Kheer?
Answer Percentage
Yes 95
No 5
Percentage
Yes No
5%
95%
9. Do you want additional flavor?
Answer Percentage
Yes 75
No 25
Percentage
Yes No
25%
75%
10. Do you want fruit and nuts in Kheer?
Answer Percentage
Yes 92
No 8
Percentage
Yes No
8%
92%
11. Do you satisfy with price of Verka Kheer ?
Answer Percentage
Yes 85
No 15
Chart Title
yes no
15%
85%
12. DO you have any bad experience with Verka?
Answer Percentage
Yes 97
No 3
Chart Title
yes no
3%
97%
13. Which type of bad experience you face?
Answer percentage
Quality bad experience 20
With supply of Verka 25
none 55
60
50
40
relative %
30
10
0
quality supply none
Answer Percentage
Yes 96
No 4
Chart Title
yes no
4%
96%
15. Do you satisfy with Verka?
Answer Percentage
Yes 94
No 6
Chart Title
yes no
6%
94%
CHAPTER NO .5
CONCLUSION
Conclusion
It was an amazing experience with learning all the way, which helped me to brush
up my knowledge and skills.
CHAPTER .6
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTHS:-
4. Rural people satisfaction with quality, price, quantity and availability is also
strengthen the dairy business.
WEAKNESSES :-
1. Lack of proper advertisements by the plant, such as posters, glow signs, etc.
THREATS:-
SUGGESTION
AND
RECOMMENDATION
RECOMMENDATIONS REGARDING PRODUCT:-
Verka has presently four variants of liquid milk in market but still it is not able to
segment market according to consumers’ preferences. The only differentiation in
these variants is the color of the packs. Variants name should be printed on the
packs in such a way that they are clearly visible to the consumers. Different punch
lines should be designed for different variants. This will help in formulating
advertisement strategy and reaching the targeted customers. For example, verka
smart double toned milk is offered recommended by doctors to heart patients. It
can be targeted in health conscious people.
Plain lassi which comes in one litre pack only should be available in smaller packs
like 250ml or 500ml.
Milk consumer values from delivery and a lot of distributors are already providing
this facility. Milk plant should think of giving extra commission to its dealers for
ensuring such facilities. This scheme can be implemented in few areas and if there
is an increase in consumption of milk then it can be extended to all other areas
catered by milk plant.There is need to communicate regularly and taking feedback
from agents. Monthly meetings will help in improving the relation with dealers.
The declaration of the prices like “Fastest Growing Dealer” OR “Highest selling
Dealer” can be announced bi monthly or bi annually to motivate dealers to increase
their sales.
RECOMMENDATION REGARDING PROMOTION
In recent days, there has been lots of new highlighting adulteration of food
products that is making people skeptical about packed food products. Special
programs highlighting supply chain of milk producers ‘ co-operatives can be
screened and telecasted on TV from time to time .news highlighting achievement
of milk plant can also be published in news papers which will help in creating
favorable image for verka products.
Plant can be opened to general public for visit on Saturday and Sunday for a
limited time interval in order to win their trust on verka products. This can be done
through collaborating with Radio Fm channels where winners can get free visits
and some limited period coupons.
Presently verka products have a telephone number printed on their packs but this is
not toll free. A toll free number should be there and printed in such a color or font
that is easily differentiable from the rest of the text on the pack.
Recommendations regarding pricing:
Milk is the commodity that is daily bought and consumed within households. It is
cumbersome for consumers to make payment daily as change for currency is not
available at times. There are offered candies in return for change which many of
the consumers do not like. This problem can be solved by introducing milk coupon
which can be bought from agencies. Coupon system has been successfully
implemented by several individual distributors in their respective areas. It is
needed to be implemented in entire city.
Milk sellers often do not have fifty paise coin or change with them so they often
sell milk at higher prices .this problem can be curbed by keeping the prices in
whole number multiple of rupee. People buying milk using coupons can be this
discount of fifty paise. This will encourage more people to for milk coupon.
CHAPTER NO .8
BIBLOGRAPHY
Brochure/booklet/magazine Verka milk Plant, Mohali
Dr. Arvind Kumar Yadav and Mr Suman Yadav (2008) , Journal of IPM Meerut
Websites:-
www.milkfed.nic.in
www.milkfed.jp
www.milkfed.org
CHAPTER NO .9
ANNEXURE