PRESENTED BY: JASDEEP KAURCHARANPREET

TABLE OF CONTENT 1.AKNOWLEDGEMENT………………………………………………...................3

2. COMPANY PROFILE ……………………………………….……….……………....4

3. HISTORY ………………………………………………….………….…………………….5

4. OBJECTIVES …………………………………………………….….......................8

5. SWOT ANALYSIS ON VERKA……………………………….………………..…..9

6. ACHIEVEMENTS………………………………………………..….………………….15

7. BIBLIOGRAPHY…………………………………………………………………………….16

ACKNOWLEDGEMENT

This project was a great learning experience for us and we take this opportunity to thank some of those people without whose help and support our study would not have been possible.

We extend our sincere gratitude to the entire work force of Milk plant, Mohali who always landed good support to us whenever required.

We would also like to Thank our respected faculty, Mrs Prabhjot Kaur, who was of immense help.

COMPANY’S PROFILE 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.

BEHIND VERKA

Far  away  from  the din and maddening pace of  the  city, there rests near Amritsar, a sleepy village called Verka which depicts a picture of health and happiness.

Today, Verka  has out-stripped its own boundaries to reach our homes. Verka was there long before it came to MILKFED. But then, it was the difference  between  being there and making it big. When MILKFED took it on, they believed that it had potential to do a lot more. And it  did.  With little more of a consumer oriented approach, Verka became  a brand  to reckon with. With its growing outlets and  thus easier availability,  it reached  far and wide across the state  and  beyond. To people today, Verka is part of their daily lives.

HISTORY OF PLANT This plant has been established in 1973 by Punjab Dairy

Development Corporation. The Punjab Dairy Development Corporation and Milkfed are the two Government Dairy Organizations which are running parallel to each other at this time.

In 1982 these both organizations submerge into one organization which is named as Milkfed. Milkfed came into existence with twin objective of providing remunerative milk market to the milk producers in the state by value addition and marketing of produce one hand and to provide technical input to the milk producers for the enhancement of milk production on other handset up of the organization is the three tier system, Milk Produce’s, Cooperative Societies at the village level, Milk Union at District Level.

LOCATION & SITE

MILK PLANT, MOHALI is known as “VERKA MILK PLANT”

NAME OF THE ORGANIZATION

The name of the organization The Ropar District Cooperation Milk Producers’ Union Limited Milk Plant S.A.S. Nagar.

OBJECTIVES OF MILKFED

1.To provide remunerative prices to milk producers by value addition and marketing of produce.

2. To provide technical inputs for enhancement of milk production.

3. To purchase and/or erect buildings, plants, machinery to carry out business.

4. To establish research and quality control laboratories.

5. To make necessary arrangements for transfer of milk products.

6. To market its products under its own trade name/brand name.

7. Direct approach to consumer and producer and to avoid middleman. (By the farmers, of the farmers and for the farmer’s organization.)

SWOT ANALYSIS

FOR VERKASwot stands for strength, weakness, opportunity and threats. Strength and weakness analysis is an internal exercise to gauge organization's ability to compete effectively. Opportunity and threat analysis is an external exercise centered on competitors and the external environment that affect organization's ability to compete effectively. Taken together, they are referred to as SWOT analysis.

Strengths• Emotional attachment of people to Verka as they consider it as brand of Punjab. Such a status is not enjoyed by any of the other brands in the market.

• Verka offers complete range of milk as well as milk products which is presently not offered by any of the other brands for city market.

• Extensive network of DCS at the procurement side and wide network of distributors and milk parlors in the city.

• High quality products at an affordable rate to its customers.

• Reputation of being a cooperative organization which provides fair value to demand as well as supply side.

• Verka is a local player and thus has the ability to make acceptable margins to retailers and wholesalers, with lower overheads.

• Milk Plant is having institutional support from NDDB, PDDB. Its women societies are sponsored by the central government.

Weaknesses• The plant is having very limited human resources and most of its departments are falling short of work force putting extra burden on present workforce.• Political and government interference in the day to day operations which results in less flexibility towards changing external environment and less flexible policies for deciding procurement as well as packed milk prices.• Verka is not able to communicate its quality assurance aspects to its customers and thus they are having wrong notions about verka milk in their mind.• Visibility of advertisement for verka products is very poor

Opportunities

• Chandigarh is emerging as new information technology hub and is undergoing rapid change. Market for milk product as well as disposable income of people is increasing. These offers great opportunity for verka to cater this expanding market.

• Skimmed milk powder (SMP) is cheaply available to milk plant as it is prepared in house when procurement is more than demand. This allows milk plant to give competitive prices for procuring milk and attract more and more dairy farmers.

• Although Verka is having a broad range of products but still there are certain niche products which verka does not manufacture until now. Verka should make efforts in developing such products like skimmed milk in tetra packs.

• Health consciousness among people is increasing day by day and thus there is huge market for pro-biotic milk and milk products.

Threats

• Big multinational companies (MNC) like reliance are foraying into milk business. There is a possibility of this trend being followed by other MNCs and thus creating tough competition for Verka in Chandigarh's dairy market.• Socio-economic changes are rapidly taking place in life of dairy farmers around Mohali. Land prices are shooting up and agricultural land is being sold for commercial and residential purposes. These factors are forcing farmers to shift their profession leaving their old profession.• In the absence of strict quality parameters for private dairies, the entry barrier for them is very low.

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.931 crores in the year 2007-08 has hit the level of Rs.1150 crores in the year 2008-09.

BIBLIOGRAPHY•The employees of Verka milk plant, Mohali.• Brochure/booklet/magazine Verka milk Plant, Mohali.

Websites:-www.milkfed.nic.inwww.milkfed.jpwww.milkfed.org