NAME OF THE SIS PARTICIPANT : Apoorva Chhangani
PROJECT NAME: Sales and marketing plan to increase the sales of paneer and curd
DAY No. DATE ACTIVITIES/VISITS DONE
1 15.06.2021 Reported the plant and met the
Marketing team. Studied about the
policy of distributors and Verka
booths.
2 16.06.2021 Visited Mohali Plant and data
collection of city wise average
sales.
3 17.06.2021 Visited Chandigarh sector 43
market early morning. Reported to fresh products and how they are
the head office.
4 18.06.2021 Data collection:
One day SKU wise sales
Average region wise sales
Understanding business process
5 19.06.2021 Analysis of the data
6 20.06.2021 Created the questionnaire to be
asked from the retailers. One
retailer visit in Kharar, Sector 125
7 21.06.2021 Visited a distributors in Kharar;
Rajat Agarwal
OBSERVATIONS AND
CONCLUSIONS
Observed the process of initial
testing, loading, making, packaging
and final testing of various fresh
products made in the plant.
Further, Analysing the data
collected.
Understood the early market of
distributed.
A general conversation with a
distributor in the area.
Observed morning tricycles,
retailers, Verka booths and Super
parlour in the area.
Understood the process from
collection centre to retailers.
Informal agency in between
Highest selling Curd SKU in
Chandigarh, Punjab, Haryana, HP is
500g
Highest selling Paneer SKU in the
above cities are 200g paneer and
the bulk paneer sales are less.
Identified underperforming
distributors and their areas by
setting up a benchmark of 10% of
the total plant sales in P&C
segment.
Sells Ananda and Verka paneer
and himself prefers Ananda due to
fresh date delivery, softer and
whiter.
Curd available only of Verka; 100g,
400g and 500ml pouch.
The supply chain of the P&C
segment is not a problem
Mentions the sale of Ananda
paneer in the area.

8 22.06.2021 Finalized the questionnaire in
google form with the guides.
Retailers list collected in the
Chandigarh Tricity.
No market visits due to MLA visit in
the plant.
9 23.06.2021 Visited two distributors in Phase 6, Ahuja:
Mohali. Ahuja and Shri Gurudevji
retail shop.
Pictures taken of the product
placement and competitor
products
10 24.06.2021 Visited 7 retailers in Hallomajra, The nearby distributor Anmol is
Chandigarh. Mostly catered by
Guddi Devi. Pictures taken.
Distributor wise sales in the month Verka is almost negligible in the
of April-May-June in P&C segment area due to late supply. 400g cup
collected.
Complaints received by the
consumer include paneer not
suitable to make tikkas, yellowish
colour and curd sometimes
floating.
Bulk paneer demand not existing
in the area as HoReCa prefer loose
paneer.
Takes supply 2 times a day and
distributes to nearby retailers and
tricycles.
No bulk orders, branding done
through boards and posters.
No competitor brands in the P & C
segment.
Shri Gurudev Ji
Makes his own paneer. Claims it is
softer than that of Verka.
The Verka curd is placed at the
back of the shelf with epigamia,
metro and others placed in front.
Complains about the no leakage
replacement policy and
unavailability of customer service
post sales as compared to other
brands.
The margins offered in the curd
segment is lesser than other brands
The margins are also not reaching
him may be rounding off.
Complaint about the informal
receipt being given instead of
computerised which is instead given
at the end of two weeks.
also selling 100g packs of other
brand curd - Purik. 85g packs of
and 500ml pouch available with
guddi devi
High demand of smaller packs of
curd but they are not available on

11 25.06.2021 Worked on studying various SKUs
offered by competitor brands.
Comparison between same size
paneer offered by others.
Worked on consumer and
distributor survey questionnaire.
Conversation with Haryana PSM.
No visit due to unavailability of
cab.
12 26.06.2021 Worked on consumer
questionnaire to be circulated in
Verka booths and other retailers.
No visits due to farmer protests.
13 27.06.2021 - -
14 28.06.2021 Visited sector 45 and 46
Total retailers visited = 15
time. Instead other brand’s morning
supply has already reached.
The boards of Amul are visible and
that of Verka are not present.
The other brands found in the
market are; Purik, modern dairies,
and Lakshay.
Retailers claim to keep Amul and
Ananda as well due to higher
margins being offered and other
promotional schemes
Loose paneer in major demand as
a cheaper alternative to the
labourers/low wage earners in the
area
Matka dahi/Gadhvi dahi offered by
super and metro.
The fat content in Verka paneer
200g is lesser compared to other
competing brands.
Understanding the consumer
complaints on paneer, market of
curd in Haryana, highest selling
SKUs, and other bulk paneer
requirements.
Analysis of distributor data.
 Out of the 15, 1 doesn’t have
verka products citing the problems
in supply chain and just keeps
mother dairy instead.
 Retailers mentioned the
replacement policy, quality issues
and untimely delivery as part of the
problems
The major brands that have
penetrated these markets are
Ananda in paneer and Nestle in
curd.
No availability of the 85g SKU in
curd with any of the retailers citing
the margins being similar compared
to other brands with similar SKU.
The product placement of Verka is
on the bottom shelves in 30% of the
 shops
 Retailers are getting varied
margins due to purchasing the
product from the agency holders.
15 29.06.2021 Visited Sector 35 Supply is reaching at 9 to some
Total retailers = 6 retailers
Agency = 1 Out of 6, 2 are taking from
agencies and rest are taking from
distributors
Ananda paneer is the only existent
competitor whereas no competitor
for curd.
The sale of Ananda is high as well
citing quality reasons and higher
shelf life
No availability of 85g SKU citing
margins
Product placement of Verka in 3
shops are at the bottom shelves.
The agency has mentioned his
HoReCa supply has decreased due
to covid and curd quality issues.
16 30.06.2021 No visits.

Visited head office

17 01.07.2021 Visited 20 retailers including verka
booths and distributor counter sale
point in sector 22,18, 16, 15
Jagdamba Agency
Booths report decrease in sales
citing higher tricycles in the area
and migration.
The supply in a few retail shops is
as late as 11AM
A retailer visited is not keeping
Verka products due to unavailability
of fridge but once suggested the
provision of fridge through Verka,
has indicated an interest to keep
the products in 10-15 days
Milk bar has no 85g SKU available
Branding of other brands in the
retail shops are higher as compared
to Verka
Product placement on evening
tricycles is not there in all

18 02.07.2021 Created a consumer survey for

paneer and curd

No visits due to unavailability of

cab
19 03.07.2021 No visits due to unavailability of -
cab
20 04.07.2021 - -
21 05.07.2021 No visits due to unavailability ofAnanda is making paneer from raw
cab milk without standardizing which
gives it the softness.
Worked with production to analyse Low fat paneer and curd will be
competitors products. tested

22 06.07.2021 Visited sector 22 and 23 The retailers are not taking from
Total retailers = 6 the distributor of the area and are
instead taking from agencies or
other distributors citing late supply
Unavailability of 85g SKU of curd in
the area
Sethi confectionary does not run
tricycles in the evening citing less
sales but the area has Amul tricycle
in the evening
Sector 23’s market has no product
placement due to Verka booth. But
one shop did keep Ananda paneer.
Verka products can be placed in the
market.
Market of Gadhvi dahi as people
buy metro’s

23 07.07.2021 Visited Mohali, Phase 10 The supply in the area is not a

3 shops and 1 distributor
problem.
85g SKU unavailable
Tricycles run in the morning and
evening with product placement
9 pending complaints of the
distributor
Replacement policy issues

24 08.07.2021 Visited Kurali  No tricycles in the area

2 agencies, 6 retailers  Gadhvi dahi market as they are
selling similar SKU’s from other
brands
85g SKU not available
Leakage issues in some of the curd
SKUs
25 09.07.2021 Consumer form design and print to
be circulated among the retailers
and booths.
No visits
26 10.07.2021 Studied the city supply report Distributors identified with a set
Designed Consumer survey for curd benchmark to be visited in Mohali
27 11.07.2021 - -
28 12.07.2021 Visited Sector 60,70,71  The booths are supplied by Sidhu
Retailers visited = 11 who is generally supplying between
Distributor visited = 2 7:30AM to 8AM.
Mr. Prem Sachdeva, Ms. Amarjit 250g pouches not available in the
Kaur market and 85g as well as the
retailer claims it doesn’t sell
 In sector 60, Amul paneer is only
in one shop and the rest have
Verka.
There are no tricycles in the
evening
 Amarjit kaur is taking the supply
from Sidhu and thus supply is late
to some retailers at times. Also, the
margins they receive are lesser. The
tricycle he runs does not operate in
the evening.
Sector 70 has high Ananda paneer
placement, but the retailers claim
Verka sells more.
In sector 71 there are no Verka
exclusive tricycles but multi brands
operate in the morning and
evening. A few tricycles can operate
in this high residential area. A milk
bar has been identified who is also
interested to run the tricycles.