Distributor Channels of Verka
Distributor Channels of Verka
Distributor Channels of Verka
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
1. To provide remunerative prices to milk producers by value addition and
marketing of produce.
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.
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.
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.
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 Bathinda . 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 Bathinda 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.
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.
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.
Year saver age milk procurement per day (in liters) total milk handling.
About 300 milk producing societies come under Milk Plant Bathinda which is
operating in the whole Bathinda district. All these are divided into six main
centers which are as under:
Mansa 50
Muktsar 30
Gidderbaha 30
Barnala 30
Talwandi Sabo 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 BATHINDA 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.
MARKETING STRATEGIES
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.
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.
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.
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.
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, Bathinda .
For the local sale of milk and milk products, a milk bar is opened outside the main
gate of milk plant, Bathinda 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 Bathinda . 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.
SUPPLY CHAIN
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.
200/400 gms. Cekatainer, 200 gms. Singles,
CHEESE
400 gmsTin & 1 Kg. Brick
PIZZA CHEESE 200 gms. & 1 Kg. Pack
VERKA VIGOUR 500 gms. Jar, 500 gms. Refill & 1 Kg. Jar
DAIRY WHITENER 500 gms. Pkt. & 10 Kg. Tin
200 gms. & 500 gms. Bottle, 500 gms.
SKIMMED MILK POWDER Cekatainer
1 Kg. Pkt. & 25 Kg. Bag
WHOLE MILK POWDER 500 gms. Tin, 1 Kg. Tin, 10 Kg. Tin
SWEETENED FLAVOURED MILK
200 ml. Bottle, 200 ml. Tetrapak
SWEET LASSI 200 ml. Tetrapak
MANGO RASEEELA
200 ml. Tetrapak
PINE APPLE RASEEELA 200 ml. Tetrapak
MILK CAKE /PEDA
200 gms Pkt.
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,Bathinda ,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.
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.
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:
To understand the supply and distribution for verka projects , marketing techniques
followed by verka and to gather insights into the competition of liquid milk market in
Bathinda city.
To know about the channels like retails & wholesalers
To study various aspects concerning distribution channels of verka milk plant Bathinda
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
Questionnaire
4. SAMPLING PLAN
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 Bathinda
c. Sampling Procedure:-
Area sampling is using because it is not practically possible to visit all
places of India therefore Bathinda 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.
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 Bathinda being a large city, it was not possible to interact with people
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 Bathinda 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..
Type of outlet
Valid Cumulative
Frequency Percent
Percent Percent
Interpretation:
As per the above table in 100 retailers 50 in Bathinda & 50 in Muktsar, whom I met during
survey out of them
In Bathinda bakery-31 institution-5
Cool drink shop-6 any other-8
In Chandigarh bakery-19 institution-17
Super bazzar-2 cool drink shop-4
Any other -8
54
53
53
52
51
50
49
48
47
Count
47
46
yes no
Varity of Verka
Interpretation:
As per graph
Milk is fast moving product in Verka
2nd is the Verka Lassi
3rd is the Verka Flavored milk
4th is the Verka Butter
placing order
Valid Cumulative
Frequency Percent
Percent Percent
Not
47 47.0 47.0 47.0
applicant
once in
22 22.0 22.0 69.0
week
fortnightly 7 7.0 7.0 76.0
Monthly 1 1.0 1.0 77.0
when ever
23 23.0 23.0 100.0
required
Total 100 100.0 100.0
50
47
40
30
23
20 22
10
Count
0
not applicant fortnightly w hen ever required
once in w eek monthly
placing order
Interpretation:
As per the above graph in 53 respondents
23% of the retailer placing the order whenever they required
22% of the retailer placing the order once in week
7% of the retailer placing the order fortnightly
1% of the retailer placing the order monthly
Order getting
order getting
Frequency Percent Valid Percent Cumulative Percent
not
47 47.0 47.0 47.0
applicant
next day
12 12.0 12.0 59.0
of order
after 2
25 25.0 25.0 84.0
days
more
than 2 16 16.0 16.0 100.0
days
Total 100 100.0 100.0
50
47
40
30
25
20
16
10 12
Count
0
not applicant next day of order after 2 days more than 2 days
order getting
Interpretation:
Interpretation:
As per above graph shows that
Bakery is selling highest monthly 85 packs
2nd is the institution 30 packs
3rd is the cool drink shop 10 packs
4th is the super bazaar 9 packs
Last is the janaral stores, juice centre,sweet mart 4 packs
Discounts/schemes
Discounts/scheme
Valid
Frequency Percent Cumulative Percent
Percent
Not
47 47.0 47.0 47.0
applicant
Yes 3 3.0 3.0 50.0
No 50 50.0 50.0 100.0
Total 100 100.0 100.0
60
50
50
47
40
30
20
10
Count
0 3
not applicant yes no
discounts/scheme
Interpretation:
As per above graph in 53 respondents
53 % of the retailers are not getting any discounts/shemes
Only 3% of the retailer getting discounts/schemes
Influence factor
Influence factor
Valid
Frequency Percent Cumulative Percent
Percent
not
47 47.0 47.0 47.0
applicant
brand 4 4.0 4.0 51.0
quality 28 28.0 28.0 79.0
demand 20 20.0 20.0 99.0
Availabili
1 1.0 1.0 100.0
ty
Total 100 100.0 100.0
50
47
40
30
28
20
20
10
Count
4
0
not applicant brand quality demand availability
influence factor
Interpretation:
As per above graph in 53 respondents
28 % of the retailers are selling because of quality
20 % of the retailers are selling because of demand for the product
4% of the retailer are selling because of brand image
Only 1% of the retailer selling because of availability
60
50 53
40
30
20
20
10 12
Count
7
5
0 3
not applicant low margin no discounts/scheme
non availability no demand any other
Interpretation:
As per above graph in 47 %of the respondents
1. 20% retailers are not selling Verka because of distributor did not approach them
2. 12%of the retailers are not selling because of non availability of the product
3. 7%of the retailers are not selling because of no demand foe the product
4. 5% of the retailers are not selling because of no discounts/ schemes
5. 3% of the retailers are not selling because of low margin
CHAPTER-5
FINDINGS
Findings:
1. In 100 respondents 50 are from Bathinda and 50 are from Muktsar in that
a. In Bathinda Bakery-31 Institution-5
Cool drink shop-6 Any other-8
b. In Chandigarh Bakery-19 Institution-17
Super bazzar-2 Cool drink shop-4
Any other -8
2. 53% of the retailers are dealing with Verka and 47% of the retailers are not dealing with
Verka .
3. Milk is fast moving product in Verka , 2 nd is the Verka Lassi , 3rd is the Verka butter
milk, 4th is the Falavoured Milk,
4. In 53% of the respondents 23% of the retailers placing the order whenever they required,
22% of the retailers placing the order once in week , 7% of the retailer placing the order
fortnightly ,and 1% of the retailer placing the order monthly
5. In 53% of the respondents 25% of the retailer getting the order after 2days, 16% of the
retailer getting the order more than 2 days, 12% of the retailer getting the order next day
of the order it shows the there is delay in supply
6. Bakery’s are selling highest, monthly 85 pack, institution 30 packs, cool drink shop 10
packs, super bazaar 9 packs, and janaral stores, juice centre,sweet mart 4 packs per
month
7. Out of 100respondents, 53% of the retail respondents dealing with Verka , in that 50% of
the retailers are not getting any discounts/schemes, only 3% of the retailers told that they
were getting discounts/schemes
8. 53 % of the retail respondents dealing with Verka , in that 28 % of the retailers are selling
Verka because of quality , 20% of the retailers are selling because of demand for the
product , 4 % of the retailer are selling because of brand image, only 1 % of the retailer
selling because of availability
9. According to view point of the retailers they consider the volume sold is in 6th position
10. In 47% of the respondents , 20% retailers are not selling Verka because of distributor
did not approach them, 12% of the retailers are not selling because of non availability of
the product, 7% of the retailers are not selling because of no demand for the product , 5 %
of the retailers are not selling because of no discounts/ schemes , 3 % of the retailers are
not selling because of low margin
CHAPTER-6
RECOMMENDATIONS
Recommendations:
1. 47%of the retailers not dealing with Verka in that 12 %of the retailers complain delay in
supply; it delays in delivery of the product on time because of distributor. This should be
avoided. So company has to tell the distributor to increase the man power/vehicle or else
appoint other distributor.
2. 8% of the retailers are not dealing with the Verka because of schemes/discounts, so
company has to give schemes/discounts.
3. Company has to handle the retailer’s problem like replacement of the damaged product
because it becomes inevitable when competitors are doing the same without any hassles.
So it will help the company to build the strong relationship with the retailers.
4. 20% of the retailers are not dealing with the Verka because of distributors did not
approach them. But there is demand for the product so any company officials should see
to it that the distributor approach the retailer. and also company has to conduct market
survey for retail outlet.
CHAPTER NO .7
CONCLUSION
Conclusion
After going through detailed study, I come to the conclusion that compared to the distribution
network of other brand of Verka , it has to improve their network properly and make product
available to the customer and also handle the customer problem if any. Company has to maintain
a good relationship with the retailers by giving better margin, schemes/discounts.
It was an amazing experience with learning all the way, which helped me to brush
up my knowledge and skills.
CHAPTER NO .8
BIBLOGRAPHY
BIBLOGRAPHY
Brochure/booklet/magazine Verka milk Plant, Bathinda
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
QUESTIONNAIRE
Dear Retailer
1) Type of outlet
Bakery
Super Bazaar
Institution
Cool drink shop
2) Do you deal with the Beverages?
a) Yes b) No
3) Which type of Beverages do you sell in your Shop?
a) Corbonate b) non-corbonate
c) Fruit juice d) All
4) What are the other major brands of Beverages you sell in your shop?
1 ……………………. 2…………………..
3 …………………… 4…………………..
5…………………… 6 …………………..
5) Are you dealing with Amul Beverages?(if no go to Qno 13)
a) Yes b) No
6) Which are the Verka Product you sell in your shop?
a) Verka Milk b) Verka Lassi
Name: ……………………………………………………………………………………
Address:
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Phno: …………………………
THANK YOU