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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.
Objectives of MILKFED
To carry out activities for promoting production, procurement processing and marketing of milk and milk products for economic development of the farming community; To develop and expand such other allied activities as may be conducive for the promotion of the dairy industry, improvement and protection of milch animals and economic betterment of those engaged in milk production; To purchase and/or erect buildings, plants, machinery and other ancillary equipment to carry out business; To study problems of mutual interest related to production, procurement and marketing of dairy and allied products;
COMPANY PROFILE
MILK PLANT, MOHALI was set up by THE PUNJAB STATE CO-OPERATIVE 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.
RESEARCH OBJECTIVES
To estimate the market potential and perception towards Verka Pio Milk. To find out the frequency of consumption of Verka Pio Milk. To know the awareness level among the retailers for the Verka Pio Milk. To do market analysis in order to study the usage pattern and buying behavior of Verka Pio Milk. To know the awareness level of the consumers for the Verka Pio Milk. To find out the causes of not buying the Verka Pio Milk.
Less than Verka Pio Milk More than Verka Pio Milk
Out of 150 retailers, 94% (141) retailers keep Verkas products and only 6% (9) retailers do not keep Verkas products
No 47%
Yes 53%
Yes
No
Out of 150 retailers, 80.67% (121) retailers know about Verka Pio Milk and 19.33% (29) retailers do not know about the product. So the G.C.M.M.F. needs to go for aggressive marketing strategies to get attention in the market.
Others 14%
By customers 13%
By distributors 58%
By distributors
By customers
By other shopkeepers
Others
From the entire sample retailers, majority 57.85% (70) retailers were come to know about the product by distributors, so other modes of communication needs to be exercised properly for creating more awareness among retailers.
Yes
52.89%
Yes 53%
No
47.11%
Yes No
As it can be seen in the graph that majority of the retailers do not keep Verka Pio Milk. Only 47.11% (57) retailers keep Verka Pio Milk. So the G.C.M.M.F. needs to advertise its product
Strawberry
15.05%
Butter Scotch
18.07%
Strawberry 15%
Elaichi
Strawberry
Butter Scotch
Pista
Pista
21%
Out of 4 flavors of the product, Kesar is the most popular 50.88% and Elaichi is the 2nd most popular flavor in the Bathinda city. So the G.C.M.M.F. needs to advertisement for the flavor of Rose and Mango.
1 to 5
66.67%
6 to 10
14.03%
6 to 10 14%
1 to 5 67%
More than 10
19.30%
1 to 5
6 to 10
More than 10
57 retailers keep Verka Pio Milk, out of them 66.67% (38) retailers can sale the bottles 1 to 5 in a day. 6 to 10 bottles can be sold by 11 retailers in a day.
Yes
33.06%
No 67%
No
66.94%
Yes
No
Out of 121 retailers, 66.94% (81) retailers were keeping and 33.06% (40) retailers were not keeping Verka Pio Milk. So the G.C.M.M.F. needs to advertise its product.
54.69%
6.25%
You feel that this product will not sale. 6% Customers do not buy this product. 56%
29.36%
Other reasons.
6.25%
As distributors still not approach you. You feel that this product w ill not sale. Other reasons.
Customers do not buy this product. You do not get regular supply/service.
Out of 64 retailers, 54.69% (35) retailers do not keep the product due to customer do not purchase this product. So the G.C.M.M.F. needs to advertise its product.
Retailers view about why consumers do not buy Verka Pio 29.97% Milk? Unawareness about product.
Does not like taste. Higher Price. Other reasons. 6.61% 17.36% 52.07%
As per the retailers view, 52.07% (63) retailers say that due to higher price, customers do not buy this product. Where as 23.97% (29) retailers say that they are not aware about the product. So there is need of advertisement.
1 to 5 9%
6 to 10 7%
1 to 5
6 to 10
More than 10
Out of 57 retailers, 84.21% (48) retailers keep more than 10 bottles in the stock. Where as 8.77% (5) retailers keep 1 to 5 bottles in the stock.
No 28%
Yes 72%
Yes
No
Out of 121 retailers, 71.90% (87) retailers say that the packaging of the product is attractive. So the packaging of the Verka Pio Milk is attractive.
Do you think that logo of Verka is required to increase the sale of Verka Pio Milk?
Yes No 30.58% 69.42%
Yes 31%
No 69%
Yes
No
Out of 121 retailers, majority of the retailers 69.42% (84) retailers say yes and 30.58% (37) retailers say no. So the logo of Verka is required to increase the sale of the product.
What are your ideas about to increase the sale of Verka Pio Milk?
Price should be decreased Change in the taste. Improvement in the promotion system. Other ideas. 68.60% 9.09% 3.30% 19.01%
Majority of the retailers 68.60% (83) retailers say that the price should be decreased and 19.01% (23) retailers are in favor of improvement in the promotion strategy.
Better quality.
Good taste.
Hobby
Other reasons
56.20% (68) retailers believe that the consumers buy this product because of better quality. 23.14% (28) retailers say about good taste. So the quality of the product is good.
Yes 7%
No 93%
Yes
No
Majority of the retailers 92.98% (53) retailers are getting sufficient stock of the product. So the production management of the G.C.M.M.F. is good.
Verka Butter 9%
Verka Dahi
Verka Butter
Verka Lassi
Out of 109 retailers, 43.12% (47) retailers keep Verka Kool while 29.36% (32) retailers keep Verka Kool Thandai while 18.35% (20) retailers are keeping Verka Pio Milk.
Out of 72 retailers, 41.67% (30) retailers say about Verka Pio Milk. While the Verka Kool is the 2nd most popular brand.
Less than Verka Pio Milk More than Verka Pio Milk
Out of 39 retailers, 46.15% (18) retailers are getting profit more than Verka Pio Milk while 15.38% (6) retailers are getting same as Verka Pio Milk.
Yes 26%
No 74%
Yes
No
Out of 100 consumers, 74% (74) people know about Flavor Milk and 26% (26) people do not know about Flavor Milk. So the G.C.M.M.F. should advertise for product to increase the level of the awareness and sales of the product.
No 26%
Yes 74%
Yes
No
Out of 100 consumers, 74% people know about Verka Pio Milk and 26% people dont know about Verka Pio Milk. So the G.C.M.M.F. should advertise to increase the level of awareness and sales of the product.
By relatives 33%
By advertisement s 8%
By shopkeepers 37%
By friends
Others
By shopkeepers
By advertisements
By relatives
Out of 74 consumers, 38.57% (27) consumers have come to know about the product by shopkeepers and 34.29% (24) people have come to know by advertisement.
Magazine 25%
Others 8%
Newspapers 21%
Television 46%
New spapers
Television
Magazine
Others
Out of 24 people who have come to know about this product, from them 45.83% (11) consumers have known by television and 8.33% (2) consumers have known by magazine.
Yes 23%
No 77%
Yes
No
Out of 74 consumers, 77.03% (57) consumers buy this product and 22.97% (17) consumers do not buy this product.
Out of 57 consumers, 36.84% (21) consumers buy because of good quality, 47.37% (27) consumers buy because of good taste and 14.04% (8) consumers purchase because of branded company.
Elaichi 19%
Strawberry 9%
Pista 37%
Elaichi
Straw berry
Pista
Butter Scotch
Out of 57 consumers, 19.30% consumers like Elaichi,8.77% consumers like Strawberry, 36.84% consumers like Pista and 35.09% consumers like Butter scotch So Pista is the most popular flavor.
Unawarenes s 60%
Unaw areness
Other reasons
Higher price
Out of 43 consumers, 60.47% (26) consumers do not buy because of unawareness, 25.58% (11) consumers do not buy because of other reasons and 11.63% (5) consumers do not buy because of higher price.
Out of 74 consumers, 72.97% (54) consumers are loyal consumers of this product. And the 27.03% (20) consumers were not buying this product in the past.
Out of 57 consumers, 38.60% (22) consumers buy Verka Pio Elaichi, 26.32% (15) people buy Verka Pio Strawberry and 19.30% (11) people do not buy any product except Verka Pio Butter Scotch
Out of 66 consumers, 45.45% (30) consumers like Verka Pio Elaichi most, 30.30% (20) consumers like Verka Pio Strawberry most and only 3.03% people like Verka Pio Pista. So most of the people like Verka Pio Elaichi.
SUGGESTIONS
The price of the product is so high. So the price should be decreased to increase the sale of the product. The Verka Milk Plant should advertise for the product to increase the awareness level and sales of the product. The Verka Milk Plant should launch beneficial schemes like 2+1 or 4+1, etc. to increase the sale of the product.
LIMITATIONS
Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents. The respondents were not very comfortable while revealing their correct usage pattern, no cause they may feel that they would be called or visited again and again. Non-cooperative approach and rude behavior of the respondents. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.
THANK YOU