BANGLADESH UNIVERSITY OF BUSINESS & TECHNOLOGY (BUBT) Mirpur-02, Dhaka-1216

Report On Overall Performance Of

MILK VITA

SUBMITTED TO:

Md. Aslam Uddin Subject supervisor Department of Marketing BUBT

SUBMITTED BY:

Name:
Md. Rzwan Hossain Khan Titu Ritchil M. Hamidur Rahman Md. Faisal Mahmud Benzir ahmed

ID:
051 053 081 082 084

Intake 119th, Section 02

DATE OF SUBMITION: 20/8/2011

Submission Date: 20/8/2011

Letter of transmittal
Date: August 20, 2011 To Md. Aslam Uddin Lecturer Department of Marketing School of Business Bangladesh University of Business & Technology (BUBT) Subject: Submission of our Report Dear Sir, I would like to thank you for report me this subject to prepare the report. This task has been given me the opportunity to explore one of the most important aspect of the products. The report contains a comprehensive study based on the product. It was a great pleasure for me to have such type of opportunity to work on this topic. We have endeavor our best to come out with a good one and also if we do any mistake (involuntary), then please try to see it in the eyes of forgiven. Finally we would like to thank you for valuable guidance & supportive in preparing this report. We will be grateful for any clarification when required. We will be highly obliged if you are kind enough to approve this report and provide your valuable judgment on it. Group- Liberty 3

Intake 19th, Section 02 BBA Program Bangladesh University of Business & Technology (BUBT)

ACKNOWLEDGEMET
First of all we express my deep gratitude and thanks to the Almighty Allah for his infinite that allowed us to complete this report as a part of the BBA program. A lot of effort and study have been involved in preparing this report reality. The successful accomplishment of this report is the outcome of the contribution of number of people, especially those who gave us time and share their thoughts and gave suggestions to prepare this report. We will pay humble gratitude to the almighty for giving me ability and patience to complete this report. We are very much grateful to our course teacher Md. Aslam Uddin, Department of Marketing School of Business, BUBT to give us guideline to prepare this report. He helped us a lot to choose the topic and help us to thing different way to make the report. Without his proper guideline it may be vary difficult to prepare this assignment.

No:
1. 2. 3. 4. 5. 6. 7. 8. 9. Executive summary

Particulars
Introduction, Background, Significant Scope of the report Objective of the study Methodology of the study Limitation to make this report Background, Vision Objectives, Organ gram SWOT analysis

Page No:
6 8 9 10 11 12 14 15 16

Part - 1

Part 2: Company Profile/ Overview of Company

Part 3: Marketing Mix analysis 4 Ps of Milk Vita

10. 11. 12. 13. 14. 15. 16. Products Price Place Promotion Findings and Analysis Recommendation, Conclusion Bibliography 18 19 20 21 22 24 25

Part 4: Findings and Analysis Part 5

Executive Summary
Milk Vita a trade name for dairy products manufactured by the Bangladesh Milk Producers Co-operative Union Limited (BMPCUL). Established under the co-operative fold, the organization, popularly known as Milk Vita, makes necessary efforts to fulfill the demand for MILK and milk products of city dwellers by collecting milk from remote places of the country. Presently, Bangladesh Milk Producers Cooperative Union Limited operates in six milk shed areas of the country viz Tangail, Manikganj, Tekerhat, Baghabarighat, Rangpur, and Sreenagar. It collects milk through networks established by its primary co-operative societies. BMPCUL is the central union of a total of 345 Primary Milk Producer's Co-operative Societies and has a membership of about 40,000 milk-producing farmer-members. To become a member of a rural primary society, farmers have to own a milking cow and have to buy a share of Tk 10.00 and pay Tk 1.00 as admission fee. To maintain membership, a farmer has to supply at least 150 liters of milk in a year. Members supply milk to societies twice a day on cash payment with a preferential system of weekly basis matched on the market day of each area. The rate of the farmer's milk is decided on the basis of fat and solid non-fat (SNF) percentage. Milk collected from cooperative societies is transported to the nearest plant for preliminary processing and afterwards milk of Tangail, Manikganj, Tekerhat and Sreenagar areas is brought to Dhaka for the production of liquid milk, cream, icecream, flavoured milk, and sweet yogurt. Milk collected from Rangpur and Baghabarighat areas is processed at Baghabarighat Dairy Plant for Powder Milk, Butter and Ghee (butter oil) production. All products of the organization are marketed under the trade name of 'Milk Vita'.

1 2 3 4 5 6

Introduction Significant Scope of report Objectives of report Methodology Limitation

INTRODUCTION OF THE REPORT

Report means an overall performance of a company or subject. As a partial fulfillment of the BBA program in Bangladesh University of Business & Technology (BUBT), we got a chance to make a report at the Milk Vita. This report is the outcome of our experience at the organization. We can know an overall idea of an organization by a report.

BACKGROUND
We have tried our level best to put more emphases on the consumer demand and its recovery process since it was the topic of our course program. This report is to be used only for the academic purpose. We have collected all the necessary and relevant information from various primary and secondary sources. We would like to give thanks to everyone who has helped and encouraged us in the process of preparing this report.

SIGNIFICANT
All these information will help the management to identify various scopes and limitations of an organization. This is the basic rational behind the study. Besides it would be a great opportunity for us to get familiar with this system. So this study is very significant for both the company and us. They satisfy to our work and helped us.

SCOPE OF THE REPORT

For the student:
Student can know about the Institution, Formation. Objective. Activities. Active Plan. Organ Gram. Management processes etc.

For the Government:

Government can get the information about contribute on the organization in the economic development of the country.

For the customer:

The study will be benefited for the customer and the potential customer.

The customer can know about the various service served by the company. So
that they can chose the perfect service. For the Organization:

 People in management process, employees can know the impression of the institution to the outside. They can find out their strength and weakness.

OBJECTIVE OF THE STUDY

The Milk Vita is one of the big organizations of our economy. So we tried our best to force the role of Milk Vita in the economic development of Bangladesh. Our special focus was on the analysis of the Overall Performance of Milk Vita. So we tried to make an analysis view of that state. Our additional focus was on the problem of the corporate social responsibility of the company and our objective was to find out the solution of this problem. Therefore, if we point specifically the main purpose of our study are a follows: To present an over view Milk Vita. To find out the objective of Milk Vita. Analyzing the position in milk production of Bangladesh. To examine the formation of Milk Vita. To identify the service they provide. To find out their existing and future programs. To identify the problems with their management. Evaluate the contribution in overall economic development.

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METHODOLOGY OF THE STUDY

When we were to do the report the first question raised in our mind is which type of data, how much data we need from where we would collect them. For reason we divided our sources of data into two section, such as primary data collection source and the secondary data collection source. We decided that, primary data which are not available so we have to use in web sites, published books, annual reports newspaper and TV channels; we will them by visiting to Milk Vita head office at tejgaon.

Primary source of data:

Conversation with the company officials. Formal and informal conversation. Conversation with the employee of the Organization.

Secondary source of data:

Official website of Milk Vita. Annual report of Milk Vita. Prospectus.

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LIMITATION TO MAKE TIHIS REPORT

In report, we will need to explain limitation. The word limitation we mean things that keep in your report from being an ideal treatment of the problem. Of course, in reality there is no such thing as an ideal treatment. No real world problem can be completely explored & because different writers will approach the same problem differently, what seems complete to another. Every one understands that no report can provide coverage of a given topic in an absolute sense. If a major source of information was unavailable, we would note this limitation in our report. Be frank in this section but not too negative, state clearly what was not done & why, but do so without apology or such negative the validity of our finding.

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History of Milk Vita:

Background of Bangladesh Milk producers Co-operative Union Limited

Pioneer of Dairy in Bangladesh Late M. Mukhlesur Rahman

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In 1946, a Dairy Plant with a capacity of 2,000 liters per day was established at Lahirimohanpur, Pabna (presently) with the target to send milk products to Calcutta (India) market that was within the easy rail communication system. After the partition of India and Pakistan, Eastern milk Products Limited, a private company purchased this dairy in 1952 from the original owner. In 1965, the first milk producers co-operative was formed under the name Eastern Milk Producers Co-operative Union Limited (EMPCUL) through Government patronization over the plant at Lhirimohanpur. About 1000 village milk producers co-operative societies were formed through a development scheme and the federal union was termed as Milk Union. There was another dairy plant, ASTO Dairy at Dhaka run by the National Cooperative Marketing Society which was amalgamated with the EMPCUL in 1974. The debts, assets and liabilities were transferred to the Eastern Milk Producers Co-operative Union Limited. The organization was renamed as Bangladesh Milk Producers Co-operative Union Limited in 1977.

Vision:
- Our Mission is to gain self sufficiency in the dairy sector with in 2025. - To fulfill the nutritional demand. - The activities of milk vita is contributing a bondage between the rural and urban areas by way of marketing the rural products to city dwellers and on the other hand re-investing back the money received against milk and milk product sale to the rural area for re-investment in milk purchase. This creates positive impact on national economy along with materialization of the program for countrys selfsufficiency through white revolution.

Objective:
Supporting the hardcore poor, landless & marginal farmers & the villagers with the best logistic support in Milk sector to enhance countrywide milk production & collecting the milk, making more milk based products Our objective is - To raise subsidiary income of the hard-core poor, landless and marginal farmers living in relatively remote rural areas of the country by way of purchasing their produced milk at reasonable price through guaranteed market under the cooperative fold.

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- Ensuring the regular supply of safe, hygienic and nutritious milk and milk products to city dwellers at a fair price.

Organ gram:

SWOT ANALYSIS
1. Strength:
- Arranging of balance cattle feed at no-profit no loss basis. - Human resources development for society members. - Cow loan for society members.

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2. Weakness: -They have many competitors.

-A lack of retailers who can work face to face with the customers to generate product awareness.

3. Opportunity:
- Free Medication, vaccination facilities for the society members. - Unique supply of milk and milk products augmenting consumers satisfaction. - Green grass seeds & grass cutting facilities for the farmers. - Extension services, Training.

4. Threats:
-Future competition from already established market participation. - A slump in the economy that could has a negative effect on peoples spending of discretionary income on these products.

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PRODUCTS, PRICE, PLACE, PROMOTION

MARKETING MIX ANALYSIS OF MILK VITA

The set of controllable tactical marketing tools - products, price, place and promotion the firm blends to produce the response it wants in the target market.

Product

Price

Target
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Markets
Promotion Fig: Integrated market mix Place

4 Ps of Milk Vita:
1. Products: Goods and service- combination that a company offers a target market. There are some products are shows:

2. Price: Price is the amount of money that consumers have to pay to obtain the
products. The price of Milk Vita products are given below: Pasteurized Milk Fresh Milk Flavored Milk Full Cream Milk Powder Milk Vita Chocolate Milk Vita Cream Milk Vita Sweet Curd Milk Vita Rosh Malai Milk Vita Ice-Cream Milk Vita Lollys

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Establishment (1989-2008)

3. Place: Company activities that make the product available. The price is given
Place Name of the Products Nature of Plants Distributor Price RetailerProduction Capacity Price Date of Price Consumer Effective Date (Liters per day) Commissioning

SL NO.

01 LIQUID MILK Srinagar (Monshigonj) 1 Ltr. Pkt Rangpur Ltr. pkt. Powder milk production factory, Ltr. Baghabari Pkt. (Low fat) Ltr. Pkt. (UHT) Banggura (Pabna) Ltr. Pkt. Laherimohonpur (Shirajgonj) UHT Flavoured Milk 02 I.S.M.P Bhirab (kishorgonj) 1 kg Pouch pkt. Raipur (laxmipur) Pkt. 500gm Pouch Nator kg Bulk (25 kg bag) Per Islampur 03 GHEE(Jamalpur) Gabtoli (Bogra) 900 gm tin Baghabari 450 gm tin 200 gm tin Domar (nilphamary) Bulk (per kg) Shaithkhira 04 BUTTER Noagon 400 (laxmipur) Ramgonjgm tin 200 gm pkt. Shibpur (Narsingdi) 100 gm pkt. Chocolate Candi and Plant Bulk Dhaka Tajgoan, (per kg) 04 ICE-CREAM Moulovibazar 2ltr. box Khulna 1ltr. box UHT Milk Plant, Mirpur. ltr. box Condence Milk Plant, Mirpur. Cup Chirirbondor, Dinajpur Chocober (65ml) Ishardi, Pabna (48m.) Chocober Sonagazi. Fani Lollies (65ml) Subornochar, Noyakhali Lollies (48ml) Shahjadpur CURD 05 SWEET Purbanchal, Sirajgonj 1 ltr box ltr box Sorupkathi, Pirojpur Cup Tungi Bari, Munshigonj 06 SWEET LESS CURD Jamalpur 1 ltr. box Can making plant, Baghabari ltr. Box UHT Liquied milk, Baghabari 07 RASMALAI 1 ltr. box ltr. box 08 CONDENSED MILK Per tin (415gm) 09 CHOCOLATE Per pkt (20gm)

Milk Chilling Milk Chilling

41.30 21.70 Powder milk Processing 23.65 22.25 Milk Chilling 11.45 Milk Chilling 13.25
Milk Chilling Milk Chilling 170.00 Milk Chilling 315.00 Milk Chilling Milk Chilling 493.00

42.60 15,0008000/h 22.40 8000/h 24.30 23.00 10,000 lit 11.80 10,000 lit 14.00
5,000 314.00 lit 10,000 lit 174.00 5,000 lit .. 5,000 lit 5,000 508.00 lit 60,000 lit/h 258.00 123.00 lit 5,000 .. 5,000 lit

15,000

45.00 24.00 26.00 25.00 13.00 16.00 350.00 180.00 . 530.00 270.00 130.00 ... 180.00 90.00 50.00 ..

June 1975

12/05/2009 09/04/2009 29/12/2008 15/07/2008 09/04/2009 01/11/2007 14/05/2009 14/05/2009 14/05/2009 24/10/2008 24/10/2008 24/10/2008 24/10/2008 08/01/2008 08/01/2008 08/01/2008 08/01/2008 01/11/2007 01/11/2007 01/11/2007 01/11/2007 01/11/2007 01/11/2007 01/11/2007 01/11/2007 01/11/2007 01/11/2007 01/11/2007 15/07/2008 15/07/2008 01/11/2007 01/11/2007 28/08/2007 23/11/2006

335.00

Minaral water Plant 250.00

118.00 Milk Chilling 493.00 Milk Chilling

Milk Chilling

170.00 Milk Chilling

80.00 Pasteurization 44.00 Coverchar, Chocolate 375.00

Milk Chilling

174.00 lit 5,000 83.00 30,000 lit 46.00 kg/day 500 390.00
5,000 lit

5,000 lit

138.00 Milk Chilling 82.00 Flaverd Milk 43.00 Condence Milk 9.10 Milk Chilling 11.00 Milk Chilling Factory 9.10 Milk Chilling 4.55 Milk Chilling 3.65
Milk Chilling

151.00 180.00 5,000 lit 90.00 105.00 40,000 lit 47.00 55.00 96,000 can/h 10.00 12.00 5,000 12.00 lit 15.00 5,000 10.00 lit 12.00 5,000 05.00 lit 06.00 5,000 04.00 lit 05.00
5,000 lit

91.00 50.00 Milk Chilling 11.00 Milk Chilling

Milk Chilling

100.00 55.00 lit 5,000 12.00 lit 5,000 65.00 12,000 can/h 36.00 1,00,000 lit 144.00 77.00 46.00 6.00
5,000 lit

115.00 65.00 15.00 70.00 40.00 160.00 86.00 48.00 7.00

61.00 Condence Milk

33.00 UHT Liquied Milk 131.00 70.00 45.60 5.60

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4. Promotion:

The major products of Milk Vita include: pasteurized liquid milk, butter, ghee, icecream and ice lollies, full cream milk powder, skim milk powder, flavored milk, sweet curd, cone ice cream, cream and rasa malai (sweetmeats). With the gradual expansion of the organization, Milk Vita has been paying due attention to addition of new products to the product range and to the maintenance of overall quality and hygienic conditions.

Milk Vita's products are mainly marketed in major cities through established marketing networks of rickshaw van co-operative societies in addition to the formal retail agencies and wholesaling distributors. Milk Vita's marketing operation through the Milk Distributors' Rickshaw Van Co-operative Society is another unique example depicting success of co-operative systems in the country. In this process, the common rickshaw-pullers have formed societies, which have been supplied with locally fabricated insulated milk delivery vans on a hirepurchase basis.

It has been observed that most of the pullers have become the owners of the rickshaw vans paying off the dues through their income from the delivery of milk and milk products to retail shops. Presently, there are five milk distributors' rickshaw societies of which one society is established in a 10-storeyed house.

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FINDINGS AND ANALYSIS

1. Milk vita company authorities buy raw materials from far away of the village. Thats why transportation cost is growth. As a result product price are increased. 2. They have no any individual production firm, which is creating problem for company and buyer. 3. Every year milk vita company shows their income statement always loss, because of their autocratic leadership.

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1 2 3

Recommendation Conclusion Bibliography

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RECOMANDATION
1. They should change their place whereas collect their raw materials .That means near the factory which will reduce the production cost. 2. If they established individual firm then they provide product with reasonable price and quality products. 3. If they establish participative leadership then they make profit. framing, within a given period of time, of an appropriate dairy policy for the country depicting all pertinent issues formation of the Dairy Development Board of Bangladesh with professionals of the sector assuring adequate authority and autonomy (Rahman et al. 2000) acquisition of batman land for farmers' cattle grazing government, national and international assistance in the milk sector both for plant establishment and infrastructural support replication of the Milk Vita model in other parts of Bangladesh through government initiatives and funding for the benefit of both farmers and consumers and Channeling the government's poverty alleviation programmers through the infrastructure of Milk Vita in all the milk-shed areas of the country.

CONCLUSION

Milk Vita has emerged as a successful co-operative Endeavour in Bangladesh. It provides poor, landless and marginal milk producer farmers and women in the associated communities with regular supplementary incomes. It has shown itself

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capable of strengthening its activities further to increase dairy production and thereby to contribute effectively to the national economy through a strong and viable organization of small farmers. Implementation of these major issues by the relevant quarters will contribute effectively in increasing domestic agricultural production.

1. Annual report of Milk Vita 2. www.googly.com 3. www.milkvita.com 4. Official website of Milk Vita 5. Prospectus

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