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INTRODUCTION TO MILKFED-PUNJAB

MILKFED-PUNJAB
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 erstwhile Punjab Dairy Development Corporation Limited were handed over to Cooperative sector and the entire State was covered under Operation Flood to give the
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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 organisation 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 byelaws. State level. MILKFED Punjab has continuously advanced towards its coveted objectives well defined in its

INTRODUCTION TO VERKA MILK PLANT, PATIALA

INTRODUCTION TO VERKA MILK PLANT, PATIALA


MILK PLANT, PATIALA was set up by THE PUNJAB STATE COOPERATIVE MILK PRODUCERS FEDERATION Ltd. popularly known as MILKFED, which was financed by PUNJAB GOVERNMENT & NATIONAL DAIRY DEVELPOMENT BOARD (NDDB). It was formed with a view to integrate the production of milk & its procurement, processing & marketing in Punjab on ANAND PATTERN. The ANAND PATTERN is a world famous 4-tier system of dairy development in India. In foundation, there are a large number of small milk producers in villages, who are the members of the village level Co-operative Dairy/Societies. Such societies form a District Level Marketing Federation, which looks into aspects of marketing of milk & milk products, with the aim of giving better benefit to producers & ensured supply quality products to the consumers at reasonable rates. The profits gained goes in giving social monitory benefits to the producers. The fourth component added recently is a Cluster of State Level Milk Marketing Federations called National Dairy Co-operative Dairy Federation of India (NCDFI). In this system, from bottom to top, there is full participation of the farmers who are producing milk.

LOCATION & SITE

MILK PLANT, PATIALA is known as VERKA MILK PLANT, which is located at 5.5 kms away from Patiala city. It is situated in Hassanpur village on Sirhind Road. It is fully equipped with modern fluid milk plant facilities. NAME OF THE ORGANIZATION The name of the organization is The Patiala District Milk Producers Union Limited, Patiala. INAUGURATION OF MILK PLANT, PATIALA About 21 acres of land for the present Milk Plant was purchased in JUNE 1982 & the foundation stone was laid in JULY 1983 by the then Chief Minister, S. Darbara Singh for the construction of Milk Plant at a cost of Rs. 4.32 crores.
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Milk chilling facilities commenced on own premises in JANUARY 1985 & the plant in its present shape with a handling capacity of 1.0 lac liters of milk per day was inaugurated on 30th JULY 1988 by Dr. M.S. Gill, I.A.S., the then Additional Chief Secretary to Punjab Government. MANAGEMENT CONTROL & COMPOSITION OF BOARD OF DIRECTORS The Board of Directors shall have 19 Directors, comprising: 12 elected representatives of affiliated societies. Registrar, Co-op. Societies, Punjab, or his nominee. 1 nominee from Milkfed. General Manager (CEO) of the plant, Ex-offico Member/ Secretary with the responsibility of day to day management & operation. 1 nominee from National Dairy Development Board. 3 members nominated by Punjab Government.

ACHIEVEMENTS
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Milk Procurement: - Milk Plant Patiala procured about 1, 00,000 kgs of milk per day through 19 Milk routes in the Flush Season. The Plant is procuring milk from 494 villages by organizing village level Milk Producers Co-operative Societies 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. Genetic Improvement of Milch Animals: - Under this, lay inseminators are trained who are in-turn, doing Artificial Insemination at the door steps of Dairy Farmers. 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
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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 housekeeping 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.

Women Dairy Project: - Household level dairying is largely the


domain of women especially in small and marginal household families. In view of this fact, Milkfed has undertaken Women Dairy Project in six Milk Unions namely Hoshiarpur, Ropar, Patiala, Jalandhar, Ludhiana and Amritsar with an objective to empower rural women in the field of dairy. This Programme is being implemented under Support to Training & Employment Programme (STEP) with the assistance of Government of India.

Under this programme, 390 women societies with 19860 women beneficiary members will be organized.

Clean Milk Production Programme: - For improving quality of


raw milk at Milk production level, 8 Bulk Milk Coolers have been installed in the Plant and many more in pipe line. Besides, more than 1000 Automatic Milk Collection Stations have also been provided for bringing efficiency and total transparency in the system. Traditional manual method of milk testing at society level is being replaced with Electronic Milk Testers.

Automatic Milk Collection Stations: - These units are


installed under quality assurance & to make milk procurement system transparent by creating awareness among the milk producers. Milk union Patiala has installed 45 AMCs in its milkshed area. We are able to win the confidence of the milk producers by providing this system to the societies.

ISO: 9001/IS: 15000(HACCP) CERTIFICATION

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Todays consumer is not only well informed about the value of his money but he also makes sure about the qualitative features of the product before deciding to purchase it. The phase of Liberalization & new technology has further intensified the fierce competition in the market. Hence, Milk Plant Patiala felt the necessity to give greater emphasis on the prime demand of the consumers i.e. assured safe & quality milk products so as to maintain long-term relation with the consumers. As a mark of having achieved requisite quality standards, Milk Plant Patiala has already obtained ISO: 9001 Quality Certification integrated with IS: 15000(HACCP) CERTIFICATION from THE BEREAU of INDIAN STANDARDS w.e.f 25th October 2000. With these certifications, Milk Plant fully geared itself to compete its Milk & Milk products at global level in addition to market the same in the domestic market.

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FINANCIAL PERFORMANCE

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FINANCIAL PERFORMANCE
Milk Plant, Patiala has earned a Net profit of Rs. 110.51 in year 20002001 and in 2001-2002 was 261.54 lakh. In the year 2002-2003 plant has earned net loss of 40.63 lakh and in 2003-04 it earned net loss of 102.38 lakh. For the year 2005-06 and 2006-2007, it had net loss of 150.98 and 188.31 lakh respectively. The detail of Profit/Loss of last 6 years is as under:-

YEAR 2000-01 2001-02 2002-03 2003-04 2005-06 2006-07 2007-08

PROFIT/LOSS (Rs. in lakh) 110.51 261.54 -40.63 -102.38 -150.98 -188.31 -203.48

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ORGANISATION STRUCTURE OF VERKA MILK PLANT

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ORGANISATION STRUCTURE OF VERKA MILK PLANT, PATIALA

GENERAL MANAGER
PROCUREMENT DEPARTMENT ADMINISTRATION & SECURITY DEPARTMENT MARKETING DEPARTMENT ENGINEERING DEPARTMENT FINANCE DEPARTMENT PURCHASE DEPARTMENT STORE DEPARTMENT

PRODUCTION DEPARTMENT

QUALITY CONTROL DEPARTMENT

PRODUCTION MANAGER SUPRITENDENT ADMINISTRATION

QUALITY CONTROL MANAGER

PROCUREMENT MANAGER

ENGINEERING MANAGER

ACCOUNTS MANAGER

INCHARGE MARKETING

DEPUTY MANAGER

STORE KEEPER

DEPUTY MANAGER OF PRODUCTION

DEPUTY MANAGER OF QUALITY CONTROL DEPUTY MANAGER OF PROCUREMENT ACOOUNTANT OTHER STAFF DEPUTY MANAGER OF PROCUREMENT DEPUTY MANAGER OF ENGINEERING

ASSISTANT

SECURITY OFFICER

SALES SUPERVISOR

CLERK

ASSISTANT STORE KEEPER

DEPUTY ASSISTANT FOREMAN

FOREMAN

CHEMIST

MILK PROCUREMENT SUPERVISOR

MILK PROCUREMENT SUPERVISOR

CLERKS

SECURITY

CLERKS

HELPERS

HELPERS PROCUREMENT ASSISTANT MECHANICS

HELPERS

LABORATORY ASSISTANT

PROCUREMENT ASSISTANT

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PROCUREMENT
MILK PROCUREMENT NETWORK
Working on "Anand Pattern" the process of organizing societies at village level started in Punjab as early as 1978. Presently, there is strong Network of about 6000 (as on 31.3.2007) Milk Producers Cooperative Societies organized at village level. About 3.60 Lakh milk producer members are attached to these societies. Fresh milk is procured from the milk producers twice a day through village level societies directly without the assistance of any middleman.

INPUT SERVICES
It is one of the fundamental objectives of MILKFED to carry out activities for promoting milk production in the State. In view of this, various technical input services like veterinary health care, artificial insemination services, vaccination, supply of VERKA balanced cattle feed and quality fodder seed etc. are provided for enhancing milk production and economic development of farming community.

CATTLE INDUCTION PROGRAMME:


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Government of Punjab has identified dairy sector as thrust area for rural development. Recently, Milkfed Punjab has signed memorandum of understanding (MOU) with State Bank of India, State Bank of Patiala and Oriental Bank of Commerce for providing loan up to Rs.50,000/- without any collateral security to milk producer farmers for purchase of milch cattle on soft terms and low rate of interest.

CLEAN MILK PRODUCTION PROGRAMME:


For improving quality of raw milk right from milk producer's level, q massive programme called "CMP" has been launched under which 125 Bulk Milk Coolers have been installed in the societies and many more in pipe line. Besides, more than 1000 Automatic Milk Collection Stations have been provided to the societies for bringing efficiency and total transparency in the system. Traditional manual method of milk testing at society level is being replaced with Electronic Milk Testers.

WOMEN DAIRY PROJECT:


Household level dairying is largely the domain of women especially in small and marginal household families. In view of this fact, Milkfed has undertaken Women Dairy Project in six Milk Unions namely Hoshiarpur, Ropar, Patiala, Jalandhar, Ludhiana and Amritsar with an objective to empower rural women in the field of dairy. This Programme is being implemented under Support to Training & Employment Programme (STEP) with the assistance of Government of India. Under this programme, 390
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women societies with 19860 women beneficiary members will be organized.

SETTING UP OF BIG COMMERCIAL DAIRY FARMS:


In order to enhance the milk production and making the dairy farming a profitable and sustainable profession, Milkfed has planned to establish at least ten progressive big dairy farms in each Milk Union by arranging soft terms loans from the banks.

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TECHNICAL INPUT PROGRAMME


PRODUCTIVITY ENHANCEMENT PROGRAMME:
With a view to enhance milk production so as to reduce average cost per Kg. of milk produced, Milkfed and its affiliated Milk Unions are providing technical input services like animal health care, artificial insemination services, vaccination, supply of balanced cattle feed, supply of quality fodder seeds etc. to specific target group i.e. Milk Producers Cooperative Members at their door steps.

BREED IMPROVEMENT PROGRAMME:


With an objective to produce more milk from lesser number of milch animals, a specific breed improvement programme is being implemented in the State. Under this programme, Artificial Insemination activities are being carried out in about 2300 societies. Milkfed has its own ISI/ISO certified Sperm Station at Khanna (Distt. Ludhiana) from where semen of imported bulls is supplied for Breed Improvement Programme.

FODDER SEED DEVELOPMENT:


To fulfill the requirement of quality fodder seeds of dairy farmers, Milkfed has its own automatic seed processing Plant at Bassi Pathana. (Distt. Fatehgarh Sahib).
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BALANCED CATTLE FEED:


MILKFED has its own two cattle feed plants, one at Bhattian near Khanna and another at Ghania-ke-banger having capacity to produce 300 M.T.'s of cattlr feed and 5 M.T's of Urea Molasses Lick Bricks per day. Four types of balanced cattle feed i.e. ISI type II, High Energy, By Pass Protein and buffalo feed is being manufactured under the brand name of VERKA. Both the plants are ISO-9002 certified units. Verka balanced cattle feed is supplied to the societies at a very genuine rate.

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PRODUCTS OF VERKA

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PRODUCTS
Milkfed has formulated company specifications for its milk & milk products to provide standard and quality of products to consumers.

MILK CHEESE & PANEER DRINKS GHEE & BUTTER ICECREAM & SWEETS MILK POWDER FRESH PRODUCTS
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PACKING

INTRODUCTION TO MILK

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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 arid around Patiala and neighbouring areas. Special distribution control is needed, under refrigerated condition if transported to very long distance.

GENERAL COMPOSITION FOR MILK


Percentage
Fat Proteins Lactose Ash Water

Cow Milk
4.6 3.4 4.9 0.7 86.6

Buffalo Milk
6.6 3.9 5.2 0.8 84.2

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STANDARD MILK
Milk Fat % (Min) Milk SNF % (Min) PH (Max) MBRT (Min) Phosphates Test Bacterial Count/ml. (Max) Coliform/0.1 ml 8.5 6.8 5.00 Hrs Ng 30,000 Nil 4.5

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INTRODUCTION TO CHEESE & PANEER

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CHEESE & PANEER

CHEEDAR CHEESE:Cheedar Cheese is raw cheese. It is used as raw material of processed cheese and one of the base materials for other cheese namely Pizza Cheese and Cheese Spread. It shall be kept at cold storing. The product is packed in poly pack. The product can be held for one year also if kept below 5*C.

PROCESSED CHEESE:It is commonly called processed cheese. The product can be consumed as such or can be used in bakery products. It shall be kept at cold storing. The product is packed in 400 gms tin/200 gms tin and 1 Kg. container. The packed product can be hold for one year, if kept below 5* C. It is sold in India and can be exported also.

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PIZZA CHEESE:It is commonly called Pizza Cheese. Product can be consumed as such or for making Pizza. It shall be kept under refrigeration for six months. It is packed in 200 gms. poly packed container. Poly bag labeled best before upto two months under refrigeration from the date of manufacture.

CHEESE SPREAD:Product is consumed on spreading over bread, roti, paranthas. It shall be preserved under refrigeration. The product is packed in 200 gms cup. Product can be held for six months from the date of manufacturing if stored below 5* C.

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CHEESE SPREAD
Moisture % (Max.on dry matter basis ) Milk Fat % (Min.on dry matter basis ) Salts% (Max. by Wt.) Stabilizer %(Max. by Wt.) (Ca. Chlomic, Sod. Cilrate, Enzme/others) Emulsifier %( Max. by wt.) Preservative% (Max. by wt.) Sorbic Acid or Nisin or both Y & M Max./gm Caliform Max./0.1 gm Aerobic spores Max/gm Anaerobic spores Max/gm 60 NIL 400 200 4.0 0.1 60 40 3.0 0.02

RAW CHEDDAR CHEESE


Moisture % (Max.) Fat % (Min.on dry matter basis) Salts % (Max. By wt.) Stabilizer/Emulsifier % (Max. By wt.) Preservative % (Max. By wt.) 0.2 * 0.1 * 43 42 0.20

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PROCESSED CHEDDAR CHEESE


Moisture % (Max.on dry matter basis ) Milk Fat % (Min.on dry matter basis ) Salts % (Max. By wt.) Stabilizer/Emulsifier % (Max. By wt.} Preservative %(Max. By wt.) Sorbic Acid or Nisin or both Calcium Chloride % (Max. By wt.) Y & M (Max)/gm Coliforms (Max/gm) Aerobic Spores (max/gm) Anaerobic spores (Max/gm) 0.02 60 NIL 400 200 0.1 47 40 3.0 4.0

PANEER
Moisture % (Max.by Wt.) Milk Fat % ( Dry Matter) Acidity % L.A.(Max.by Wt.) Bacterial Count/g Max. Coliform/g Max Y&M/g Max. 60.00 50.00 0.50 5x100000 90 250

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INTRODUCTION TO DRINKS

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DRINKS

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. tetrapak.

LASSI:Lassi, also called chhas refers to desi butter milk which is by product obtained when churning curd led whole milk with curd indigeneous 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. tetrapack.

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PIO
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. tetrapak. 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.

SWEETENED FLAVOURED MILK


Milk Fat % (Min.) Total Milk Solids % (Min.) Sugar % (Max.) Turbidity Test Creaming Index Bacterial Spores per ml. (Max.) 1.65 17.0 6.0 Neg. 20 5

LASSI
Milk Fat % Total Solids % (By wt.) Sugar % 3.0 to 3.4 20 - 23 12.00

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RASEEELA
Cheese Whey % Sugar % Mango Pulp% Brix Acidity(%Citric Acid) pH 40 12-12.5 10.00 15 0.28 3.9-4.1

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INTRODUCTION TO GHEE & BUTTER

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GHEE & BUTTER

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. No special distribution control is needed.

BUTTER:Butter may be defined as a fat concentrate which is obtaining by churning cream, gathering the fat into a compact mass and then working it. The product obtained from cow and buffalo milk or a combination thereof or from cream or curd obtained from cow or buffalo milk or a combinatio.n thereof, with or without the addition of common salt and

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colouring matter. It can be kept under refrigeration for three months. This comes in packs of 10 gms., 100 gms. And 500 gms.

GHEE (AGMARK)
Boudine Test B.R.reading(40 degree C.) RM Value (Min.) P.Value FFA % Oleic Acid( Max) Neg. 40 - 43 28.0 1.0 - 2.0 0.30

BUTTER
TABLE Fat% (Min.) Acidity %L.A. (Max.) Curd % (Max) Salt % (Max) Coliform/ml. (Max.) Y&M (Max)/g 80.00 00.15 01.00 2.8 5 20 WHITE 82.00 00.06 01.50 5 20

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INTRODUCTION TO ICE CREAM & SWEETS

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ICE CREAM & SWEETS

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.

ICE CREAM
Weight (g/lts.) Min. Total Solids (Min.) (By wt.) Milk Fat % (Minimum) Acidity, L.A. % (Max) By Wt. Sucrose % Max. (By Wt.) Stab. Emul. % Max. Bacterial Count/g (Max) Coliform/g (Max.) Phosphates Test 560-580 38.5 13 0.25 14.50 0.50 2,50,000 90 Neg.
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KAJU PINNI & MILK CAKE


KAJU PINI Fat % T.S. % 14.0 - 17.0 86.0 - 90.0 MILK CAKE 17.5 - 21.0 75.0 - 83.0

KULFI AND F/N CHOCOLATE


Kulfi Total Solid (%Min. By wt.) Milk Fat %(%Min. By wt.) Protein (%Min. By wt.) Acidity % Max (By wt.) Sucrose % Min. (By wt.) Count/g Max Coliform/g Max. Phosphaates Test Starch 42.00 13.00 3.50 0.30 14.00 2,50,000 100 Ng. Ng. F/N Choc 38.50 13.00 3.50 0.30 16.50 2,50,000 100 Ng. Ng.

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INTRODUCTION TO MILK POWDER

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MILK POWDER

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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SKIMMED MILK POWDER


Extra Grade Milk Fat % (Max.) Moisture % (Max) Titratable Acidity %L.A. (Max) * of N/10 NaOH ** 0.5 15 mg 8.2 1.50 40,000 NIL 2.00 15 mg 8.2 50,000 NIL Insolubility Index(ml.Max) Scorched Particles(Max) (DISC.B) (DISC.B) Total Ash % (Max.) Lactate Content (Mg/g.Max) Bact. Count/ g.Max) Coliform Count/g.Max) which shall not be more than 2.0 ml ** Except Production designated as "High Heat" which shall not be more than 2.5 ml 1.25 3.50 19.5ml Standard Grade 1.50 4.00 1.50

* Except Production designated as "High Heat"

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INFANT MILK POWDER


Moisture % Max. (By Wt.) Proteins % Min. Milk Fat % (By Wt.) Carbohydrates % ( Min By Wt.) Ash % (Max By Wt.) Acid Insoluble Ash %( Max By wt.) In Solubility Index (ml. Max.) Vitamin A, TU/100g Min. Vitamin D. TU/100g Min. Iron, mg/100g Min Bacterial Count/g Max. Coliform/0.10g Max. 4.50 12.00 18.00 to 28.00 35.00 8.50 0.10 0.5 350 180 5.00 40,000 Absent

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MILK POWDER
Moisture % (Max.) Total Solids % (Min.) Fat % Min. Insolubility Index (Max.) Titratable Acidity % (Max.) Bacterial Count/gm (Max.) Coliform Count/0.1 g(max.) Staphylococcus aureus/0.1g (Max) Salmonella/25g Shigella /25g * Insolubility index as per ADPI is 1.0 ml for extra grade and 1.5ml for Starndard Grade. Absent Absent Absent 4.00 96.00 26.00 0.5 ml * 1.20 40,000 Absent

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PRODUCTS & PACKING

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PRODUCTS GHEE POLY PACK/MONO CARTON GHEE TIN PACK TABLE BUTTER CHEESE PIZZA CHEESE VERKA VIGOUR DAIRY WHITENER SKIMMED MILK POWDER WHOLE MILK POWDER SWEETENED FLAVOURED MILK SWEET LASSI MANGO RASEEELA PINE APPLE RASEEELA MILK CAKE /PEDA KAJU PINNI MILK POUCHES U.H.T. MILK

PACKING 500 gms. & 1 Kg. 500 gms., 1 Kg., 2 Kg., 5 Kg &15 Kg. 10 gms., 100 gms. & 500 gms. 200/400 gms. Cekatainer, 200 gms. Singles, 400 gms Tin & 1 Kg. Brick 200 gms. & 1 Kg. Pack 500 gms. Jar, 500 gms. Refill & 1 Kg. Jar 500 gms. Pkt. & 10 Kg. Tin 200 gms. & 500 gms. Bottle, 500 gms. Cekatainer 1 Kg. Pkt. & 25 Kg. Bag 500 gms.Tin, 1 Kg. Tin, 10 Kg. Tin 200 ml. Bottle, 200 ml. Tetrapak 200 ml. Tetrapak 200 ml. Tetrapak 200 ml. Tetrapak 200 gms Pkt. 50 gms. Pkt. Full Cream, Standardised, Toned, Double Toned & Skimmed. 1 Lt. Tetrapak Standardised & Toned

MARKETING

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MILKFED is serving nationwide consumers through its net work of Regional offices and very strong Distribution channels. MILKFED markets a wide range variety of Verka products which include liquid milk, skimmed milk powder, whole milk powder, infant food, ghee, butter, cheese, lassi, SFM, Ice Cream, Malted food etc. etc. The annual turnover of MILKFED has crossed Rs.700 crores. Verka is a brand leader in milk powders particularly in northern eastern sectors and SMP marketed by MILKFED commands Cooperative a premium price Now over powders Verka is known manufactured for its by competitors who include multi-national as well as private trade and other Federations. quality, freshness, purity and of course its home made taste.

EXTENSION OF THE BRAND


After winning faith of innumerable consumers, Verka did not stop. Changing times brought new trends, needs, tastes and hopes. Verka, dynamic as ever too acquired newer forms of adding values to milk and milk products. Apart from introducing new variants of UHT long shelf life milk and SFM in carry away bottles, Milkfed has a plan to add more variety of flavours in SFM. VERKA Ice Cream in different flavours and packagings is available in the market. Many new products are in pipe line. In true sense, milk had never meant so much before.

EXPORT OF MILK PRODUCTS:

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After carving a niche in the national market, Verka brand has reached in foreign market also. MILKFED has established its Ghee market in Middle East. Verka Ghee reaches all the emirates and is available almost in all super markets. The penetration is so deep that Verka ghee is available even in far off labour camps. In addition to Dubai, Saudi Arabia, Muscat, Australia and Japan, Verka Ghee is exported to Newzealand and Malaysia also.

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ACHIEVEMENTS
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. This has resulted into tremendous achievements in all fields.

TURNOVER:
The annual turnover of Milkfed which was Rs.653 crores in the year 2004-05 has hit the level of Rs.919 crores in the year 2007-08.

EQUITY PARTICIPATION:
The paid-up equity of Milkfed as on 31.3.2008 was to the tune of Rs.46.86 crores which comprises of Rs.28.93 crores from the cooperative members and balance Rs.17.93 crores from State Government.
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MILKFED GROWTH AT A GLANCE


PARTICULARS
FUNCTIONAL SOCIETIES MEMBERSHIP AVG. DAILY MILK PROC PEAK MILK PROC

UNIT
CUMMU.NOS. CUMMU.NOS IN LACS LKG SPD LKG SPD

03-04
6445 3.76 7.45 10.04 323 444.10 73724 4.97 30.32 10.54 9.17

04-05
6104 3.56 7.81 11.64 341 400.30 66970 5.27 35.85 12.20 10.23

05-06
6101 3.63 7.82 11.37 388 430.00 66750 5.67 42.49 16.89 12.18

06-07
5989 3.60 7.78 11.54 433 500.00 73577 5.81 41.92 19.16 15.61

07-08
6155 3.65 8.21 12.39 504 572.00 86174 6.16 61.11 29.51 17.68

A.I. CLUSTER SOCS. COOMU.NOS. FODDER SEED SUPPLIED M.Ts.

CATTLE FEED SOLD M.Ts. AVG.DAILY CITY SUPPLY SALE OF SFM SALE OF LASSI LLPD LAC PKTS/BTLS LAC PACKETS

SALE OF ICE-CREAM LAC LITRES EXPORTS TURNOVER RS.IN LACS RS.IN CRORES

698.17 1142.28 585.00 653.00

713.67 1140.35 1334.90 682.00 760.00 919.00

EVENTS

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Capt. Kanwaljit Singh, Hon'ble Cooperation Minister, Govt. of Punjab launching calender of Milkfed, Punjab for the year 2009.

Capt. Kanwaljeet Singh Hon'ble Cooperation Minister, Govt. of Punjab (left side) is interacting the performance of Milkfed with Sh.G.S.Babehali, Chairman, Milkfed, Punjab.

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Sh.V.K.Singh, IAS, M.D., Milkfed, Punjab and Sh.H.S.Grewal, G.M., Milk Plant, Mohali receiving prestigious "Best Productivity Award" from Dr.Akhilesh Prasad Singh, Hon'ble Minister of State for Agriculture, Govt. of India bagged by Milk Plant, Mohali .

Sh.V.K.Singh, IAS, M.D., Milkfed, Punjab is sharing the achievements of Milkfed with Hon'ble Cooperation Minister, Govt. of Punjab, Chairman, Milkfed, Punjab. and other dignitaries of Cooperation Department. Sardar Gurbachan Singh Babehali, Chairman of Milkfed, Punjab has been elected as M.L.A. from Gurdaspur Constituency in the general assembly Elections of Punjab held in February,2007.

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LOOKING BEYOND
Milkfed strives to give better and remunerative price to the farmers to make dairy attractive and sustainable profession. Providing improved technical input services to farmers. Setting up big commercial farms. More stress on clean milk production programme. Rural women empowerment. Massive modernisation of process and operations. Enforcement of stringent quality parameters. Strenghthing market base with specific stress on consumer market. Dynamic enhancement in Verka product mix.

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INTRODUCTION TO MARKETING SECTION

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MARKETING SECTION
Market is of two types: Urban Market Rural Market In Verka Milk Plant urban market is done by a separate Marketing Department that is headed by Incharge Marketing under the overall guidance of General Manager. He is assisted by Sales Supervisors, Milk Bar ManagerManagers, Milk Bar Attendents and Dairy Helper-cumCleaners. The Marketing starts with the product planning and ends with consumer's satisfaction. For this purpose, the Sales Supervisor regularly visit the market to study market needs & supervise the sale under the different market conditions.

MARKETING SYSTEM
a) City Supply: - Market milk supply was started with effect from

13th April, 1986. The Plant is supplying pasteurized & standardized milk packed in half litre poly packs through a market network of 674 agencies, 11 Milk Bars, given on lease & 4 Plant owned Bars in Patiala & in satellite towns like Rajpura, Sirhind, Bassi etc. The supply of milk has also been started in the markets of Shimla, Uttrakhand & Haryana. The initiative taken by the plant, bore fruit & the plant started generating instant cash crunch. Milk is also supplied to Mother Dairy on Custom Packing basis.
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b)

Sweetened Flavored Milk: - The plant introduced this milk

during 1988. It has increased its production/marketing which improved the profitability. Plant has started the sale of this flavored milk not only within the state but also in metro cities like Delhi and neighboring states of Haryana & H.P. Keeping in view the demand; the Plant introduced the carry away bottles for sweetened milk in 2004. Today with the addition of this packing size in its fleet f the products, Plant is selling a record production of its unit.

c)

Paneer & Curd: - To augment the financial position of the Plant

& with a view to diversity in the field of production, the Plant has already introduced Production/Marketing of Paneer (Cheese) within Patiala as well as in Haryana. The sale of these two products is picking up day by day the Plant in order to match the competition due to which the curd is now made of Double Toned Milk which earlier was made of Toned Milk. This as a result, raised the sale.

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d)

Cheese Plant: - A Cheese Plant with a capacity of 30 MTs per

month has been set up recently with a cost of Rs. 1.46 Crores which has started functioning after obtaining a certificate from BEREAU of INDIAN STANDARS (BIS). The maiden consignment of Processed Cheese in 400 gm Tins has been flagged off on 26th May 1998 by the then Managing Director, S. Amrik Singh, MILKFED PUNJAB, Chandigarh, to the Ministry of Defense. Thereafter, the supply of Processed Cheese is regular to the Defense Forces & Civil Market all over the India

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URBAN MARKET
INCHARGE MARKETING

SALES SUPERVISORS

SALES/MILK BAR MANAER

MILK BAR ASSISTANT

MILK BAR ASSISTANT

MILK BAR ASSISTANT

MILK BAR ASSISTANT

DIARY HELPER-CUM CLEANER

1. INCHARGE MARKETING:-

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To manage and organise all marketing functions, like sales of product, organise the city supply, advertisement, to check the functioning of all workers deputed in field and Milk Bars.

2. SALES SUPERVISOR:To sell the milk products to local dealers as well as outside dealers. To ensure the payments from Govt. institutions, they also check the milk bars and field requirements.

3. SALESMAN/MILK BAR MANAGER:To sell the product through Milk Bars, which are under the jurisdiction of Milk Plant, Patiala.

4. MILK BAR ASSISTANTS:To assist the Milk Bar Manager at Milk Bars.

5. DAIRY HELPER-CUM CLEANER:In Verka Milk Plant they work as salesman, they have been given the targets to sales, say 1000 products they sell the products market according to demand and received cash, deposit to account department

RURAL MARKET

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But in case of Rural Marketing, products are sold through societies. There is no any separate department for this purpose and the Rural Marketing is secondary function of milk procurement department which is headed by Manager Milk Procurement and works under the overall guidance of Managing Director. He is assisted by Deputy Manager Procurement, Vety Officer, Milk Procurement Supervisors and Milk Procurement Assistants. PROCUREMENT MANAGER

DEPUTY PROCUREMENT MANAGER

DEPUTY PROCUREMENT MANAGER

MILK PROCUR -EMENT SUPERVI -SOR

MILK PROCUR -EMENT SUPERVI -SOR

MILK PROCUR -EMENT SUPERVI -SOR

MILK PROCUR -EMENT SUPERVI -SOR

MILK PROCUR -EMENT SUPERVI -SOR

MILK PROCUR -EMENT SUPERVI -SOR

MILK PROCUR -EMENT ASSISTA -NT

1. THE MANAGER OF PROCUREMENT:-

MILK PROCUR -EMENT ASSISTA -NT

MILK PROCUR -EMENT ASSISTA -NT

MILK PROCUR -EMENT ASSISTA -NT

MILK PROCUR -EMENT ASSISTA -NT

MILK PROCUR -EMENT ASSISTA -NT

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He gives instructions & directions to Deputy Managers, Supervisors & Assistants, helps in day to-day problems, Management of Chilling Centres, hold the meetings and maintain contact with people to persuade them for buying milk products from this plant.

2. DEPUTY MANAGERS:There are two Deputy Managers. They encourage their subordinates to do work accurately, check the rates of milk, check exact quantity of milk, solve the problems of procurement, supervise the work of subordinates.

3. MILK PROCUREMENT SUPERVISORS:He checks the milk rates, fats, solve the problems of Procurement Assistants, supervise the work, make proper raw material arrangements for without any interruption in production of milk products.

4. MILK PROCUREMENT ASSISTANTS:They follow the directions given by Manager, supervise the work for milk procurement, give orders to societies, full control on village societies, check the qualtity of milk, maintain contracts with societies, solve early society problems.

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MARKETING STRATEGIES

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MARKETING STRATEGIES
The starting point for the effective rural marketing strategy is the rural consumer and his product preferences. Studying the rural consumer closely, analyzing his needs, life styles and standard of living will enable marketer to formulate effective marketing strategies. Elements for effective marketing strategies are:1. 2. 3. 4. 5. Product planning Pricing Positioning of product Distribution channel planning Promotional planning

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1.

PRODUCT PLANNING:Before entering into the production process, it would be important to

understand the likely improvements and modifications required in the existing products. The production design, colour and quality ought to be planned as per demand and the taste of the rural consumers. This would help make products acceptable to the rural population. For example, it has been observed that rural consumers relish "Home made ghee" which is prepared by heating butter obtained by churning curd. This process induces a peculiar attempt the ripening process for manufacturing ghee and should develop flavour as close to that of the "Home made ghee". The packing of products should be strong enough to with stand rough handling. The size of packing should be smaller than urban retail pack so as to suit the affordability by the rural masses. A low unit price pack is desirable because of the low purchasing power of rural consumers.

2.

PRICING:Price is an important element of the marketing strategy. In rural areas,

the role of price becomes more significant because of low purchasing power of the rural masses. This factor should be considered while pricing the product. For example, the price of ghee must be lower than the cost of manufacturing ghee at home by milk producers, otherwise they would not find it attractive to buy from the market. Packing cost of the product should be kept as low as possible.

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3.

POSITIONING OF PRODUCT:After analyzing the preferences of the rural consumer a firm should

position its product in an appropriate way. The positioning of the product can be done in many ways. For example:a) b) c) Low price positioning Positioning on the sense of belongingness Quality leadership

After analyzing the product attributes and studying the rural habits, tastes and life style, one can come up with a proper strategy to position the milk products in rural areas.

4.

DISTRIBUTION CHANNEL PLANNING:Distribution is a major problem in rural marketing. Inspite of the

growing awareness about the potential of rural market, most marketing firms have failed to tap it because they could not develop an effective distribution system. The rural areas hardly have any agents, dealers or stockiest. Milk Plant has an advantage over the private enterprises because of their daily milk collection network of village level societies. The society works as stockists/dealer and the secretary of the society becomes a good medium to route the products to the ultimate consumer. Therefore, if the secretary is given retailer's margin, he gets motivated to sell the products. Credit facilities against the milk sale can also boost the sales. Gram Seva Samiti can also be used as sales point by giving them suitable margin.
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5.

PROMOTIONAL PLANNING:While deciding on as to which media would reach the prospective

rural buyers effectively, the socio-cultural background, the literacy level and their media preferences need to be studied. Rural people with low literacy level would only remember brands by picture symbols as opposed to brand names. For the rural consumer a message should be simple and design should be catchy to comprehend. As mentioned earlier one should understand the psychology of the rural consumer before designing the "Message". Rural milk producers generally perceive that converting milk into ghee at home is a cheaper proposition. The message should so designed as to break these notions of rural masses. Rural people should educate that conversion of milk into ghee at home is a costlier proposition. Posters in this context should be pasted at various societies and message should be communicated through village extension workers. Personal contact of village extension workers and secretary with the producer members also plays an important role. Milk van could be painted with advertisements of the brand of the Milk Plant to increase awareness. Because of literacy level in rural areas, media selection becomes a problem. However, "Word of mouth" advertising will emerged as the most effective means of advertising and communications. It is also felt that opinion leaders and important informants in the village have a greater role in improving product image. Field team should contact them and seek their help. Another popular effective rural media is "Wall painting" which is already done by the Milk Plant's authority in case of sale of Verka cattle
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feed. Propaganda and demonstration vans, loudspeakers and participation in village fairs & melas help in turning the villagers into buyers.

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RESEARCH OBJECTIVES

To study the functioning of Verka Milk Plant. To study the consumer satisfaction towards Verka Milk products. To find out knowledge regarding the marketing strategies of Verka Milk products. To get information about the awareness of Verka Milk products among consumers. To study the brand image and media promotion strategies.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
Scope of the study The study/research has been performed in the Verka milk plant, Patiala. Purpose & relevance of the study The purpose of my study is to find the satisfaction of the consumers regarding the various products of Verka milk plant. Location & the period of the study The period of study/research covers a period from 12th Feb. to 26th May 2009. This period includes both the time taken in the plant & in the survey to find the satisfaction of the consumers regarding the milk product. USEFULNESS OF STUDY The study can be useful to the company as they might come to know about the importance of brand image and marketing strategies in the Verka Milk Plant. The study can be of great importance to the company. Sample Size: I have covered 100 consumers, Patiala. Types of Data:
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I have used prefer as well as secondary data. Some data is been taken from internet, some from MILKFED literature and some is gathered through questionnaire.

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DATA ANALYSIS

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1.

Are you aware of Verka milk brand? Yes No

Interpretation: Out of 100 persons, when I asked this question then all the persons said that they know about VERKA MILK BRAND. So I can say that the awareness about VERKA MILK BRAND in Patiala is very good now, all the persons know about VERKA MILK BRAND.

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2.

Kind / source of milk purchased? Packed Dairy Milkman

Interpretation: Out of 100 persons, when I asked this question then 19 persons said that they used packed milk, 27 persons said that they used dairy milk & remaining 54 persons said that they used milkman milk.

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3.

Which of the following would you prefer most? Quality Quantity Taste Price All

Interpretation: Out of 100 persons, when I asked this question then 73 persons prefer quality, 52 persons prefer quantity, 89 persons prefer taste, 93 persons prefer price & 35 persons prefer all options-quality, quantity, price or taste.

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4.

Are you aware that Verka produces different kind of milk for different segment of consumer? Yes No

Interpretation: Out of 100 persons, when I asked this question then 44 persons said that they are aware about different kinds of milk for different segment of consumer but 56 persons said that they are not aware about different kinds of milk for different segment of consumer.

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5.

Are you aware that skimmed milk is good for patient and health conscious people Contain 0.05% fats? Yes No

Interpretation: Out of 100 persons, when I asked this question then only 27 persons aware about skimmed milk is good for patient and health conscious people because it Contain 0.05% fats but 73 persons are not aware about this.

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6.

Are you aware that Verka milk is pasteurized? Yes No

Interpretation: Out of 100 persons, when I asked this question then 58 persons aware about verka milk is pasteurized but 42 persons are not aware about this.

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7.

Are you aware of the shelf life of Verka milk? Yes No

Interpretation: Out of 100 persons, when I asked this question then only 16 persons aware about the shelf life of verka milk but 84 persons are not aware about shelf life of verka milk.

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8. Are you satisfied with customer service provided by Verka Company? Yes No

Interpretation: Out of 19 persons, when I asked this question then 15 persons are satisfied with customer service provided by verka company but 4 persons are not satisfied.

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9.

Why do you prefer Verka over other brand? Price Taste Quality Availability

Interpretation: Out of 19 persons, when I asked this question then 7 persons prefer price, 3 persons prefer taste, 4 persons prefer quality & remaining 5 persons prefer availability.

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10.

Are you aware that standard toned & double toned milk are the best to be used for household purposed? Yes No

Interpretation: Out of 100 persons, when I asked this question then only 34 persons aware about that standard toned & double toned milk are the best to be used for household purposed but 66 persons are not aware about this.

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11.

Are you aware that full cream milk is the best for growing children & sports person as it contain 6.0% of facts? Yes No

Interpretation: Out of 100 persons, when I asked this question then only 22 persons aware about that full cream milk is the best for growing children & sports person as it contain 6.0% of facts but 78 persons are not aware about this.

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12.

Should Verka use any kind of media to promote its products & to make the consumer aware about its products? Yes No

Interpretation: Out of 100 persons, when I asked this question then all persons agree that verka should use any kind of media to promote its products & to make the consumers aware about products.

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SWOT ANALYSIS

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STRENGTHS
1. 2. 3. 4. Brand Loyalty among the rural people for Verka products. Good brand image of Verka products in the minds of rural people. Faith on Verka products by the rural farmers. Rural people satisfaction with quality, price, quantity and availability is also strengthening the dairy business.

WEAKNESSES
1. 2. 3. 4. Lack of proper advertisements by the plant, such as posters, glow signs, etc. Lack of proper distribution system in rural areas. Lack of proper marketing network in rural areas as like in urban areas. Very high rates of products such as bottle milk for Rs.12 for 200 ml.

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OPPORTUNITIES
1. 2. 3. 4. Greatly improved expert potential for milk products of western as well as traditional types. Proper utilisation of available resources to decrease per unit cost. By product utilisation for import substitution. Growing demand for milk and milk products.

THREATS
1. 2. 3. Introduction of foreign products in Indian market. Poor quality of milk. 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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SUGGESTIONS & RECOMMENDATIONS

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SUGGESTIONS & RECOMMENDATIONS


Though the survey revealed that rural people like Verka's products to a great extent and there is more demand of Verka brand but then also some people want a change in its price, quality, quantity and some in availability. Therefore, to make its customers fully satisfied, some measures should be taken which will also add to its sales and improve its position in the rural market. So, there were some suggestions given by the people who are summed up as follows:a) Reduction in Price:-

Generally, people are not satisfied with the prices of 'Verka products' they feel the products are bit expensive. Thus, to satisfy its customers, price should be reduced to some extent. b) Distribution System should be improved:-

People of rural area are not satisfied with the distribution system. So, distribution system should be improved in rural areas. c) Lack of Advertisement:-

Rural people have also complained about the advertisement of the brand Verka. It should be made popular through more and more advertisements and schemes so as to attract people of all age groups. More hoardings should be put in villages and with the help of word of mouth more awareness about products should be given.

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d)

Availability:-

The products of Verka should be easily available in societies. There are some areas where Verka products are not available easily in societies. Therefore, Verka should expand its market in rural area, so that products are available easily. More variety of products should be send to the societies. e) Improve quality of cattle feed:-

Some people also suggested that quality of feed which is supplied to societies should be improved so that good quality feed is given to stock. Apart from all the above, some rural people had nothing to suggest and they said that it needs no amendments.

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CONCLUSION

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CONCLUSION
At last I conclude from my training and from my survey that every person is aware about the verka milk products. But I find that to bring more awareness about the verka products and there benefits there are a need to use different media by the verka milk plant. In my visit I find that most of the people do not like to purchase the products due to the high price of products. On the other hand some prefers quality as well as taste also. One more thing I want to say that it is necessary to give information about the verka products in the rural areas also.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

WEBSITES

WWW.MILKFED.NIC.IN
WWW.AMAZON.COM/MARKETING-MANAGEMENT-PHILIPKOTLER/DP/0130336297

WWW.WIKIPEDIA.ORG/WIKI/MARKETING_STRATEGY

WWW.PBCOOPERATIVES.GOV.IN/MILKFED_PRODUCTS.H TM

WWW.WIKIMAPIA.ORG/513852/MILK-PLANT-VERKA WWW.BUSINESS-STANDARD.COM/INDIA/NEWS/VERKA-MILKPLANT-MAY-GOSTIR/270274

BOOKS
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MARKETING MANAGEMENT (C N SONTAKKI)

PRODUCT MANAGEMENT (S.A. CHUNAWALLA)

MARKETING RESEARCH (BALRAM DOGRA GURDEV S. THAKUR RAJESH VERMA)

PRINCIPLES & PRACTICES OF MANAGEMENT (L M PRASAD)

STRATEGIC PLANNING & MANAGEMENT (L M PRASAD)

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ANNEXURE

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CUSTMER SATISFACTION REGARDING VERKA PRODUCT MILK Name: Add: Telephone No: 1. Kind/source of milk purchased? Packed Dairy Milkman 2. Which of the following would you prefer most? Quality Quantity Taste Price Availability All 3. Are you aware of Verka milk brand? Yes No 4. Are you aware that Verka produces different kind of milk for different segment of consumer? Yes No
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5. Are you aware that skimmed milk is good for patient and health conscious people Contain 0.05% fats? Yes No 6. Are you aware that Verka milk is pasteurized? Yes No 7. Are you aware of the shelf life of Verka milk? Yes No 8. Are you satisfied with customer service provided by Verka Company? Yes No 9. Why do you prefer Verka over other brand? Price Taste Quality Availability 10. Are you aware that standard toned & double toned milk are Yes No
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the best to be used for household purposed?

11.

Are you aware that full cream milk is the best for growing Yes No

children & sports person as it contain 6.0% of facts?

12.

Is Verka using any kind of media to promote its products & Yes No

to make the consumer aware about its products?

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To study the consumer satisfaction towards Verka Milk products. To find out knowledge regarding the marketing strategies of Verka Milk products. To get information about the awareness of Verka Milk products among consumers.
To study the brand image and media promotion strategies.

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