Presentation on

‘VERKA HONEY’
Verka milk plant,sirhind road, Patiala
Submitted to : Dr Sahil Raj
Submitted by :
INTRODUCTION TO VERKA :
● Verka came into being in 1973 when MILKFED was mandated for milk procurement,
quality processing of milk & its products and marketing of these products.
● “Verka” was christened after the name of the place where the first plant was setup in
Amritsar.
● Verka has a wide range of products including different variants of Pasteurized Packed
milk, Ghee, Table Butter,Ice Cream, Indigenous sweets, fresh Products like Lassi, Paneer,
Dahi, Kheer.
● The products are available in Punjab, Haryana, Himachal Pradesh, Jammu & Kashmir and
Northeast India. Verka also exports ghee to countries like the Middle East, Australia,
Japan, New Zealand and Malaysia.
● Verka stands apart, with its promise of purity! In the milk testing done by NABL (National
Accreditation Board for Testing and Calibration Laboratories) accredited laboratory,
Verka Gold has topped the full cream milk category with a score of 88 out of 100.
● Verka brand registered the highest milk fat at 6.69%, a lower saturated fat of 3.52%, and
lower cholesterol content of 8.67mg/100g. Verka milk is also loaded with Calcium and
Vitamin A.
 VERKA NETWORK:
● Verka sources milk from over 3,50,000 members of around 6300 village milk
producers’ cooperative societies.
● The brand has milk handling capacity of around 20,00,000 litres per day.
● It has strong base with 11 District Cooperative milk unions having 9 milk plants of
the unions (except Ferozpur & Faridkot). The handling capacity of milk plants is
19.75 lac litres per day.
● With advanced technology and customer satisfaction in mind, Verka strives to
provide best quality products to its esteemed customers in almost all of Punjab.
Verka , Patiala :
● Milk Union, Patiala was registered under Co-operative Societies Act, 1961 on
30th January, 1979 by the Registrar, Co-operative Societies, Punjab.
● The union is facilitated by its two milk chilling centres namely Samana and
Bhuri Majra with respective handling capacities of 10000 LPD and 7500 LPD.
● The plant is supplying Verka Milk and Fresh Milk Products to the following
reputed Institutions in Patiala District i.e. National Institute of Sports, Govt.
Rajindra Hospital, Punjabi University, Thapar University, Govt. Ayurvedic
Hospital, Central Jail.
● Milk Union, Patiala have been bagged Punjab State Safety Award -1988 (Food
Industry), National Productivity Award from National Productivity Council, New
Delhi 2004-05 and 2005-06
● Won 1st Prize for the presentation of Verka Tableau on the eve of 62nd
Independence Day.
Company profile of Verka , Patiala branch :
Name:Verka Milk Plant
Address:Verka Milk Plant Sirhind Road, Patiala.
Raw Material:Milk
Products:Milk, Kheer, Ghee, Cheese, Curd, Sweet Flavored Milk.
Working Hours:8 hours
Total Worker:400 – 450
Capacity:1 Lac Ltr. per day
Ph. No. 0175-73555-54280
Fax No. 0175-2363693
Email Id: gm.ptl@verka.coop
VERKA HONEY:
Product profile -

● Honey is a wonder Product. If in western homes it is a term of

endearment, in India, Honey is traditionally seen as a health syrup.
● The company introduced branded honey in glass Jars to the Indian
Market about a decade ago
● The Only big organization selling honey at that time was khadi gram
udyog that too unbranded produce from villages to the urban
markets.
● Honey's usage was restricted to the world of therapy; used as a
cough palliative, a skin conditioner or alternately as a base
ingredient for other Ayurvedic formulations.
● Verka made a start of mass marketing its honey. By flowing honey
through its distribution stream, all that the company had achieved
was placing the product within the urban consumer's reach.
Introduction to honey:
● Honey is a sweet, viscous food substance made by bees and some
related insects. Bees produce honey from the sugary secretions of
plants (floral nectar) or from secretions of other insects (such as
honeydew).
● Bees store honey in wax structures called a honeycomb.
● Honey is collected from wild bee colonies, or from hives of
domesticated bees, a practice known as beekeeping or apiculture.
● Honey gets its sweetness from the monosaccharides fructose and
glucose, and has about the same relative sweetness as sucrose
(granulated sugar).
● Most microorganisms do not grow in honey, so sealed honey does not
spoil, even after thousands of years.
Health uses of honey :
● Healing burns - Simply spread honey on the burn and wrap it loosely with
gauze.This can dramatically reduce pain. Also, the body then heals the wound
from the inside out, rather than scabbing over to heal from the outside in
(which can trap infection).
● Cough and cold - For a warm drink, add a spoonful of honey and the juice of
half a lemon to hot tea (or, for adult medicine, to a heated shot of scotch). The
hot acidic liquid clears phlegm from the throat, the honey and lemon both
attack bacteria, the lemon provides Vitamin C for a speedy recovery
● Antiseptic ointments- Honey has powerful antibacterial and antifungal
properties that keep the wound clean (without using petroleum-based jellies).
These cleansing properties are triggered when the honey is diluted by plasma
from the wound, which cause the honey to create hydrogen peroxide, hot tea
(or, for adult medicine, to a heated shot of scotch).
● Skin care - Honey is a remarkable moisturizer, and can be applied straight on dry
or chapped skin, or mixed into a homemade lotion.Honey's antibacterial
properties help clear up acne, too. A dab of honey on a pimple for 30 minutes
every day will help clear up the infection and heal the blemish.
● Herbal infusions - Honey draws oils and medicinal components out of herbs just
like the others, and tastes better. Simply mix out desired herbs into a jar of
honey, cover, and leave it in a warm place for two weeks or more, then strain.
● Parasite cleanser - if you find yourself afflicted by the little buggers, take a
mixture of ¼ cup crushed papaya seeds and 3 tablespoons of honey. For added
strength , include fresh – ground pepper, lots of crushed garlic, or oregano oil. It'll
help to follow that up with a natural laxative of some sort, like prunes, senna, or
castor oil. Repeat twice a day until things clear up.
PRODUCT LIFE CYCLE:
● A product differentiating and positioning strategy must
change as the product, market and competitors overtime.
● There are four stages in a product life cycle.
1. Introduction:- This is a stages in which the product is
introduced in the market and is a period of slow sales
growth. Profit are nonexistent in this stages because of
heavy expenses incurred with product introduction. 2.
Growth:- In this stages, the product goes through a period
of rapid market acceptance and substantial profit
improvement. 3. Maturity:- This is a period
of slow down in sales growth as a the product has achieved
acceptance by most potential buyers. As the competition
increase the profits stabilizes or decreases.
4. Decline:- This is a period when sales decline and profit
decreases.
Marketing strategies to be adopted-
● Introduction: i) Offering a basic product. ii)
Use cost plus for pricing the product. iii)
Built selective distribution iv)
Build product awareness among early adopters and dealers by
advertising.
v) Use heavy sales promotion to attract the people to try the product.
● Growth: i) Offering product extension, service , warranty etc.
ii) Price should be such that it penetrates the market )
iii) build intense distribution.
iv)build awareness and interest in the mass market through advertise
v)Reduce sales promotion to take advantage of heavy customer demand
● Maturity: i) Diversify brands and items. ii)
Price Should match or beat the competitor. iii)
Build more intensive distribution. iv)
Increase sale promotion to encourage brands switching
● Decline - i) The product, which is weak, should be phased out.
ii) Cut price.
iii) Go selective, Eliminate unprofitable outlets.
iv) Reduce advertising to the level of required to retain hardcore loyal.
v) Reduce sales promotion to a minimal level.
Marketing research:
● Marketing research is defined as "The
systematic and exhaustive search for
the study of the facts relevant to any
problem in the field of marketing.
● Marketing research specifies the
information required to address these
issue; designs the method for collecting
information process; manages and
implements the data collection
process; analyzes the results; and
communicates the findings and their
implications.
Limitations of marketing research-
1. It is highly expensive and time consuming.
2. Marketing research is carried out on customers, dealers wholesaler
retailers etc. who are human beings. Human beings have a tendency
to behave artificially when they know that they are being observed.
3. Subjectivity is the main limitation of MR. It is very difficult to verify
the research results.
4. The MR projects generally take longer time. The time by which the
research results are presented market situation also undergoes a
change.
5. The lack of appropriate training to researcher leads to
misinterpretation of questions to be asked for data collection.
Research design :
● Research design is simply a plan or framework for a study that is used in
collecting and analyzing the data.
● The research design can be classified into three categories- Exploratory,
Descriptive and Casual.
● Exploratory research seeks to discover new relationships, emphasis on
discovery of ideas. This research is used when very little is known about
the problem being examined. The purpose of this type of research is to
extract new insight into problem.
● Descriptive research attempts to determine the frequency with which
something occurs or the relationship between two phenomenons.
● A casual research design is often adopted in order to discover and
determine the cause and effect relationship.
Source of information:
It is necessary to prepare a list of the information, which is needed to attain
the objectives.

1. PRIMARY DATA

It consists of the original information or new data gathered specifically for the
purpose. Questioning and observing are the two basic methods of collecting
primary information.

2. SECONDARY DATA

It consists of information that already exists somewhere having been collected

for another purpose.
Data collection method
● Questioning and observing are the two basic methods of collecting primary
data.
● When information is to be collected by asking questions from people who may
have the desired data, a standardize form called Questionnaire is prepared.
How to design a questionnaire-
● While proceeding to design questionnaire, two key assumptions to be
followed are:
1) The researcher assumes that the respondent is able and willing to
communicate the desired data either verbally to an interviewer or in writing
on a questionnaire form.
2) The researcher must assume that the information he/she obtains from the
interview and the questionnaire is essentially about the respondent's verbal or
written behaviour.
Steps to make a questionnaire-
I. Specifying Data requirements.
II. Determining the type of questions to be used.
III. Deciding the number and sequence of questions.
IIII. Preparing the preliminary draft of questionnaire.
V. Revising and pretesting the questionnaire.
Types of questioning techniques-
There are four general methods of collecting data using the
questionnaire techniques. There are as follows:-
1) Non Disguised, Unstructured Techniques.
2) Disguised, Unstructured Techniques.
3) Non Disguised, Structured Techniques.
4) Disguised, Structured Techniques.
● NON DISGUISED, STRUCTURED TECHNIQUES. In
this type of questionnaire, questions are presented with exactly the same wording
and in exactly the same order to all respondent. The responses as well as
questions are standardized. Data obtained is easier to tabulate and interpret.
● UNSTRUCTURED, NON DISGUISED TECHNIQUES.
In this questionnaire, the purpose of the study is clear, but the response to the
question is open ended.
● UNSTRUCTURED, DISGUISED TECHNIQUE.
The unstructured-disguised questionnaire is developed when a respondent is not
willing or cannot find words to express meaning to answer direct questions and his
hidden motives remain unexpressed. Projective techniques are the examples of this
type.
● STRUCTURED, DISGUISED TECHNIQUES.
The structured – disguised questionnaire emerged as an attempt to secure the
advantages of disguise in revealing subconscious, hidden motives and attitude
along with the advantage in coding and tabulation common to structured
approaches.
Our research methodology :
We have taken both of them as a brand Ambassador because they both are talented and are very
popular. People follow them and some people they are there role models. They both charge 8 Crore
to 12 Crore for the advertisement.
Questionnaire:
Pie chart for questionnaire analysis:
It was observed that 17% of the respondents are satisfied with Verka Honey, Level of
satisfaction for 39% of the respondents was good and for 44% of the respondents was
very good.
Opportunities-
• New flavours of honey can be introduced.
• New packaging like sachet and plastic packaging can be
launched.

Threats -
• More and more branded honey is available in the market with
five or six flavours.
• Competitive brands are giving more margin because of which
retailers are least interested in selling the product.
• Foreign branded honey is now available in the market and is
liked by the consumers.
Conclusions :
● Verka honey also enjoys good brand loyalty. As in some cases people
enjoy good demand during season changes and warm months low
demand in other seasons, the demand is not met well by company
● Hence end-up producing in sufficient quantities when the demand is high
and end-up with excess inventory as the demand wanes.
● The company fails to revenue where target accurately to coincide with the
decreasing level of demand.
● The Verka honey brand is a major player in the market. Though due to in
efficient distribution and sells network its true potential is yet to be
realised.
Thank you for being our
patient listeners