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    A PROJECT REPORT

    ON

    Consumer Awareness and Satisfaction Survey of

    Verka products

    Submitted to Punjabi University, Patiala in partial fulfillment of

    The requirements for the degree of

    MASTER OF BUSINESS ADMINISTRATION(2013-2015)

    CHANDIGARH BUSINESS SCHOOL GHARUAN

    MOHALI

    Supervised By: Submitted By:

    Prof.Vishal Sharma Sumit Singh

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    ACKNOWLEDGEMENT

    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.

    I am extremely thankful to In-charge (Marketing MRS. NEELAM and entire marketing division

    for their invaluable support and inputs in this project.

    I extend my sincere gratitude to various respondents and citizens of Chandigarh who spared their

    valuable time and contributed to consumer survey.

    SUMIT SINGH

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    DECLARATION

    I undersigned here by declare that the summer training project report submitted to my

    college .CHANDIGARH BUSINESS SCHOOL.In partial fulfillment for the degree of

    master of business administration on consumer awareness and satisfaction survey of

    Verka products is a result of my own work under continous guidance and kind co-

    operation of our college faculty member Mr.Vishal sharma. I have not submitted this

    training report to any other university for the award of degree.

    VISHAL SHARMA

    (ASSIT PROFESSOR)

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    CERTIFICATE OF COMPLETION

    This is Certify that Mr. SUMIT SINGH MBA (3rd Semester) has successfully completed his

    project titled consumer awareness and satisfaction survey of verka products(Lassi)under

    the guidance of Ms. .. This is in the partial fulfillment of her MBA curriculum (2013-2015)

    Dated:

    Ms.

    (Project guide)

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    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.

    I underwent summer training in VERKA MILK PLANT, located in Mohali. It was my fortune to

    get training in a very healthy company. I got great opportunity to view the overall working of the

    organization. In the forthcoming pages, I have attempted to present a report covering different

    aspects of my training.

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    EXECUTIVE SUMMARY

    Customers today are more informed and more demanding than ever. They know quality service

    when they get it and they arent afraid of taking their business elsewhere if they dont 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.

    Satisfaction of customer needs, in fact, provides a rationale for the firms existence.

    Therefore consumer behavior lies at the heart of modern marketing and its knowledge is vital for

    a firms existence, growth and success. An understanding of the motives underlying the

    consumer behavior helps a firm to seek better and more effective ways to satisfy consumers.

    Consumer behavior, however, is a complex system where there is an interaction of

    various social, economic and psychological factors. All these factors affect the purchase decision

    of the buyer and his perception about different products. Buying decision process incorporates all

    the activities that individuals go through in their role as consumers. It starts right from the time

    when there is a state of deprivation (need arousal) and goes through a point when a means of

    need satisfaction has been obtained. It ends at a juncture when the product has been used for a

    sufficiently long period of time to judge the level of satisfaction (post - purchase evaluation).

    Satisfaction is the key to generate repeat business. It ensures customerloyalty and determines

    whether a customer would come to the company again.

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    TABLE OF CONTENTS

    Chapter No. Contents Page No.

    1. Introduction

    1.1 Industry profile (Milkfed)

    1.4 Company Profile (Verka mohali)

    1-33

    1-14

    15-33

    2. Review of literature 34-36

    3. Research Methodology 37-42

    4. Data analysis & Interpretations 43-58

    5. Conclusion 59-60

    6. SWOT Analysis 61-63

    7. Suggestions and recommendations 64-67

    8. Bibliography 68-69

    9. Annexure 70-72

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    CHAPTER NO. 1

    INTRODUCTION

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    1.1 MILKFED-PUNJAB

    (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 Milkand Milk Products was adopted as verka.Commissioning of the Plant was done by Dairy

    DevelopmentCorporation 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 Unions trade

    mark/brand.

    9. To promote the organization of primary societies and assist members in organization of the

    Primary Societies.

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    ACHIEVEMENTS OF MILKFEED

    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.

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    CRITICAL ANALYSIS OF MILKFEED

    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:

    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 producers 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.

    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

    unions structure of MILKFED is losing itscommercial viability over the last two years by

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    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.

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    1.2 COMPANY PROFILE (VERKA MOHALI)

    GENERAL FEATURES OF MILK PLANT MOHALI

    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.

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    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 Plant owned by The mohali District Co-operative Milk

    Producers Union Ltd. Its foundation stone was laid by Indias Home Minister Mrs. Uma ShankerDixit 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.

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    GEOGRAPHICAL LOCATION OF MILKPLANT

    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.

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    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.

    MILK PROCUREMENT IN LAST 7 YEARS:

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

    2001- 85000 liters per/day

    2002- 80000 liters per/day

    2003- 70000 liters per/day

    2004- 75000 liters per/day

    2005- 70000 liters per/day

    2006-65000 liters per/day

    2007- 60000 liters per/day

    2008- 62000 liters per day

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    MAIN CENTRES AND THEIR BRANCHES:

    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

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    ACHIEVEMENTS

    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.

    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

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    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

    According to Prof. Phillip KotlerMarketing 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.

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    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 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:

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    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.

    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 objective

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    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 ones 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. Dont 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. Dont 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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    PRODUCTSOF VERKA

    Milkfed has formulated company specifications for its milk & milk products to

    provide standard and quality of products to consumers.

    PRODUCTS PACKINGGHEE TIN PACK

    500 gms., 1 Kg., 2 Kg., 5 Kg &15 Kg.

    TABLE BUTTER10 gms. 100 gms. & 500 gms.

    CHEESE200/400 gms. Cekatainer, 200 gms. Singles,

    400 gmsTin & 1 Kg. Brick

    PIZZA CHEESE 200 gms. & 1 Kg. Pack

    VERKA VIGOUR 500 gms. Jar, 500 gms. Refill & 1 Kg. JarDAIRY WHITENER 500 gms. Pkt. & 10 Kg. Tin

    SKIMMED MILK POWDER

    200 gms. & 500 gms. Bottle, 500 gms.

    Cekatainer

    1 Kg. Pkt. & 25 Kg. Bag

    WHOLE MILK POWDER 500 gms. Tin, 1 Kg. Tin, 10 Kg. Tin

    SWEETENED FLAVOUREDMILK

    200 ml. Bottle, 200 ml. Tetrapak

    SWEET LASSI 200 ml. Tetrapak

    MANGO RASEEELA200 ml. Tetrapak

    PINE APPLE RASEEELA 200 ml. Tetrapak

    MILK CAKE /PEDA200 gms Pkt.

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

    distance. Verka Milk Plant is preparing three types of milk pouch :-

    Standardized Milk Toned Milk Double Toned Milk

    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.

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    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 curdobtained 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.

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    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. Thepack size is 200 gms. For consumer pack and 5

    Kg. Capacity in bulk pack as agreed by contracted buyer.

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    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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    Organizational chart

    ORGANISATIONAL CHART

    GENERAL MANAGER

    Mgr. Mgr. Dy. Security Mgr. Mgr. Mgr. Store Mgr.

    accountant (P&A) manager Incharge Engg. Q.C. Production officer Mktg.

    purchase

    Dy. Sr. Astt. Astt. Dy. Dy. Dy. A.S.O. Dy.

    Mgr. Asstt. Sec. Mgr. Mgr. Mgr. manager

    Accountant Asstt. clerk Security Foreman Chemist Packing Sr.Asstt Sup.

    Man Sup.

    Acctt. Clerk Operator Sr. lab. P.O. Salesman

    Clerk Asstt.

    Clerk Lab.Asstt. J.P.O

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    CHAPTER NO. 2

    REVIEW OF

    LITERATURE

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    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 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

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    The researcher research on the topic CUSTOMER SATISFACTION OF NOKIA MOBILE

    HANDSET USERS the objectiveof the research is to study the satisfaction level of the

    customers, awareness of customer about the products and to predict the consumerbehavior.

    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.

    Steen amp (1991)studied the Consumers' variety seeking tendency (intrinsic desire for variety)

    is recognized as an important characteristic that influencesconsumers' electronic choice

    behaviour. Empirical studies in economicsand marketing have not specifically focused on this

    consumercharacteristic, but instead have approached the issue from the

    overt behaviour side.

    Given the great many factors that mayunderlie variation in behaviour, intrinsic desire for variety

    cannot be validly derived directly from observed behaviour.Instead, a measure specifically

    tapping this consumer characteristicis 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 investigatedextensively and managerial implications are discussed

    H.k mukharje (1995)studied that two-equation bivariate probit model was formulated to

    analyzesimultaneously consumers' preferences and attitudes toward organically

    grown produce

    (OGP). Results suggest that consumers who arenutritionally 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 familiesare 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 thatwould enhance the marketing potential of OGP

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    CHAPTER NO. 3

    RESEARCH

    METHODOLOGY

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    RESEARCH METHODOLOGY

    INSIGHT MARKETING RESEARCH PROCESS AN OVERVIEW

    The essence of research conducted by me is to analyze the present market position of Verka

    products among its competitors and the problems which are being faced by customers,

    wholesalers, retailers. The eventual objective is to suggest some recommendations to the

    company so as to enable them to increase their market share.

    One in analyzing my samples follows no conventional method. The total analysis is based on the

    internees from the question put on before my sample size. A research of this cant be done all

    once throughout large area in a limited time so MOHALI has been selected for research.

    INTRODUCTION

    According to Prof. Phillip Kotler,Marketingresearch is the systematic, design,

    collection, analysis and reporting of the data and finding relevant to specific marketing situation

    facing the company.

    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:-

    DEFINING PROBLEM AND RESEARCH OBJECTIVES

    DEVELOPING THE RESEARCH PLAN

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    COLLECTION OF DATA

    PRESENTATION OF THE FINDINGS

    The first step of marketing research is defining the problems and research objectives. Following

    are the problems and objectives which are to be defined:

    # To ascertain the frequency of using Verka product.

    # To ascertain rescannable price of Verka products.

    # To ascertain the best product of Verka brand. .

    # why people prefer Verka kheer.

    # To know about sales pattern.

    # To know the competition level faced by Verka products in the market.# To know the

    opinion of people about Verka products regarding its taste, packing etc.

    DEVELOPING THE RESEARCH PLAN

    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 plancontact methods which are as follows:

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    1. DATA SOURCES

    There are two types of 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

    aboutpeoples 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

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    Questionnaire A questionnaire is prepared and used to collect the information. The majority of

    questions are close ended. Questionnaire is distributed to people to know about their preferences,

    tastes, demands etc. This is one of the easiest methods of collecting information.

    4. SAMPLING PLAN

    After deciding on the research approach and instrument, we must design a sampling plan. This

    plan calls for three decisions:

    a. Sampling Unit:- Here we define what is to be surveyed i.e. the target population that

    will be sampled. In our case the general public in cities and towns come under the sampling unit.

    b. Sample Size:-Large samples give more reliable results. In our study 100

    customers were surveyed in mohali

    c. Sampling Procedure:- Area sampling is using because it is not practically possible

    to visit all places of India therefore mohali chosen for survey.

    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.

    6. COLLECTION OF THE INFORMATION:-

    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.

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    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 all over

    the city or even district.

    2) Few consumers were reluctant to fill the questionnaire as they perceived us as 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 customers most of the

    time.

    5) There is no measure to check out whether the information provided by the consumers is

    correct or not.

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    CHAPTER NO. 4

    DATA ANALYSIS ANDINTERPRETATION

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    ANALYSIS & INTERPRETATION

    1. Are you Aware about VERKA products?

    Answer Percentage

    Yes 95

    No 5

    Figure 1

    Interpretation:

    The maximum no. of people in Chandigarh region are aware about verka

    products due to its good quality . Only 5% out of 200 people are not aware about

    verka products..

    95%

    5%

    Percentage

    Yes No

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    3. Do you aware about Flavors of Lassi?

    Answer Percentage

    Yes 85

    No 15

    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.

    85%

    15%

    Percentage

    Yes

    No

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    4.Do you satisfied with packing quantity 200ml ?

    Answer Percentage

    Yes 40

    No 60

    Interpretation:

    According to 200 respondents out of 60 % says that satisfied with packing quantity 200gm and

    else says 40% that they dont 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

    1 kg 25

    All 40

    Interpretation:

    According to 100 respondents out of 40 % want to vary all the sizes ,25% want to vary 1Kg,20%

    want to vary 500gm and 15% want to vary 300gm

    0

    5

    10

    15

    20

    25

    30

    35

    40

    45

    300gm 500gm 1kg All

    Percentage

    Percentage

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    6. From where you purchase VERKA Lassi?

    Answer Percentage

    Agency 55

    Distributor 15

    whole seller 10

    Retail Store 20

    Interpretation:

    According to 100 respondents out of 55% purchase Verka lassi from agency,15% fromdistributor,10% from whole seller and 20% from retail store

    0

    10

    20

    30

    40

    50

    60

    Agency Distributor whole seller Retail store

    Percentage

    Percentage

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    7. Are you satisfy with supply of Veka Lassi?

    Answer Percentage

    Yes 98

    No 2

    Interpretation:

    According to 100 respondents out of 98% are satisfied with the supply of Verka Lassi and 2%

    are not satisfied.

    0

    20

    40

    60

    80

    100

    120

    yes no

    Percentage

    Percentage

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    8. Are you satisfied with quality of Verka Lassi?

    Answer Percentage

    Yes 95

    No 5

    Interpretation:

    According to 100 respondents out of 95% are satisfied with the quality of Verka Lassi and 5%are not satisfied

    95%

    5%

    Percentage

    Yes No

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    9. Do you want additional flavor?

    Answer Percentage

    Yes 75

    No 25

    Interpretation:

    According to 100 respondents out of 75% want additional flavor and 25% said no.

    75%

    25%

    Percentage

    Yes No

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    10. Do you want any more spices in Lassi?

    Answer Percentage

    Yes 92

    No 8

    Interpretation:

    According to 100 respondents out of 92% want more spices in Lassi and 8% said no.

    92%

    8%

    Percentage

    Yes No

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    11. Do you satisfy with price of Verka Lassi ?

    Answer Percentage

    Yes 85

    No 15

    Interpretation:

    According to 100 respondents out of 85% are satisfied with the price of Verka Lassi and 15%

    are not satisfied.

    85%

    15%

    Chart Title

    yes no

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    12. Do you have any bad experience with Verka?

    Answer Percentage

    Yes 97

    No 3

    Interpretation:

    According to 100 respondents out of 97% said Yes and 3% said No.

    97%

    3%

    Chart Titleyes no

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    13. Which type of bad experience you face?

    Answer percentageQuality bad experience 20With supply of Verka 25

    none 55

    Interpretation:

    According to 100 respondents out of 20% faced bad experience regarding quality ,25% withsupply and 55% not having any bad experience.

    0

    10

    20

    30

    40

    50

    60

    quality supply none

    relative%

    services provided by verka

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    14. Do you want any change in Verka products?

    Answer Percentage

    Yes 96

    No 4

    Interpretation:

    According to 100 respondents out of 96% want change in verka product and 4% not want any

    change in Verka product.

    96%

    4%

    Chart Title

    yes no

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    15. Do you satisfy with Verka?

    Answer Percentage

    Yes 94No 6

    Interpretation:

    According to 100 respondents out of 94% are satisfied withVerka and 6% are not satisfied with

    verka.

    94%

    6%

    Chart Title

    yes no

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    CHAPTER NO .5

    CONCLUSION

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    Conclusion

    Working at Verka Milk Plant, MOHALI 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 Rural Marketing gave me an opportunity to be exposed to the farmers who

    were the members of various Milk Producers Co-operative Societies and to know about 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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    CHAPTER .6

    SWOT ANALYSIS

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    SWOT ANALYSIS

    STRENGTHS:-

    1. Brand Loyalty among the rural people for Verka products.

    2. Good brand image of Verka KHEER in the minds of rural people.

    3. Faith on Verka products by the rural farmers.

    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.

    2. Lack of proper distribution system in rural areas.

    3. Lack of proper marketing network in rural areas as like in urban areas.

    4. Very high rates of KHEER for Rs.15 for 200 mg.

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    OPPORTUNITIES:-

    1. Greatly improved expert potential for milk products of western as well as traditional

    types.

    2. Proper utilisation of available resources to decrease the per unit cost.

    3. By product utilisation for import substitution.

    4. Growing demand for milk and milk products.

    THREATS:-

    1. Introduction of foreign products in Indian market.

    2. Poor quality of milk.

    3. The liberalisation 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.

    4. Export of quality feed under the liberalisation policy.

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    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 areclearly 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.

    Kheer is available in 125gm pack, which is quite small and is recommended to be packed in

    larger pack like family size packs so that it can be consumed conveniently as a sweet dish bywhole family.

    RECOMMENDATIONS REGARDING PLACE

    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

    The following steps can be taken in the field of promotion:

    1) Using electronic and print media for information dissemination:

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    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.

    2) Inviting people for plant visits on weekends:

    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.

    3) Toll free telephone for customer feedback:

    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:

    Following suggestions can be considered for improving pricing strategies of companies:

    1) Introduction of coupon system;

    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

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    CHAPTER NO .8

    BIBLOGRAPHY

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    Brochure/booklet/magazine Verka milk Plant, Mohali

    Kothari C R, Research methodology Second Revised Edition Publishers- New Age

    International (P) Ltd., Year- 2008

    Dr. Arvind Kumar Yadav and Mr Suman Yadav (2008) , Journal of IPM Meerut

    Dr. N. Kathirvel and Dr. N Chandersekaran ( 2008) , Indian journal of marketing.

    J.V Rangeswara Reddy (2009) , Indian journal of marketing.

    Websites:-

    www.milkfed.nic.in

    www.milkfed.jp

    www.milkfed.org

    http://www.milkfed.nic.in/http://www.milkfed.nic.in/http://www.milkfed.jp/http://www.milkfed.jp/http://www.milkfed.org/http://www.milkfed.org/http://www.milkfed.org/http://www.milkfed.jp/http://www.milkfed.nic.in/
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    CHAPTER NO .9

    ANNEXURE

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    ANNEXURE

    Questionnaire

    CONSUMER AWARENESS AND SATISFACTION SURVEY OF VERKA

    PRODUCTS

    Personal Information

    Name: Phone No:Age: Education:

    1. Are you Aware about VERKA products?

    Yes( ) No( )

    2. Do you like VERKA Lassi?

    Yes( ) No( )

    3. Do you aware about flavours of Lassi?

    Yes( ) No( )

    4. Do you satisfied with packing quantity of 200ml?

    Yes( ) No( )

    5. You wants to vary the size?

    300ml( ) 500ml( ) 1kg( ) All( )

    6. From where you purchase VERKA Lassi?

    Agency( ) Distributor( ) Whole seller( ) Retail store( )

    7. Are you satisfy with supply of VERKA Lassi?

    Yes( ) No( )

    8. Are you satisfied with quality of VERKA Lassi?

    Yes( ) No( )

    9. Do you want additional flavor?

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    Yes( ) No( )

    10.Do you want any more spices in Lassi?

    Yes( ) No( )

    11.Do you satisfy with price of VERKA Lassi ?

    Yes( ) No( )

    12.Do you have any bad experience with VERKA?

    Yes( ) No( )

    13.Which type of bad experience you face?

    Quality bad experience( )Supply of VERKA( )None( )

    14.Do you want any change in VERKA products?

    Yes( ) No( )

    15.Do you satisfy with VERKA?

    Yes( ) No( )

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