In this competitive era, an organization cannot survive by marketing just one product. It needs to update its products from time to time, moving along with the changing needs and preferences of its customers. Nowadays, many companies have adopted a multi-product policy to cater to the multiple requirements of their customers. In this research-based article, an effort is made to study the various marketing strategies that two giant milk plantsin Punjab and Haryanahave adopted to increase and maintain their market share.

India is an agricultural country where 75% of the population is dependant on agriculture and its allied activities. Dairy farming is one of the most important sectors in agriculture. In India, though milk is a vital component of the diet, its consumption has not been given due emphasis. In order to create awareness on the merits of milk and, milk products, the Central and State Governments have launched various programs and schemes to promote the Dairy Industry. Dairying had not been given much attention during the 1950s and 1960s; also, it did not find a place in the Five-Year Plans. In 1965, the government set up the National Dairy Development Board (NDDB) to improve milk production in the country. The Indian Dairy Corporation was also established in 1970. In 1987 it merged with the NDDB, which in turn became the statutory corporate body.

Like Haryana, Punjab has a deep-rooted agricultural background. Milk products from Punjab are popular in the Northern region. The state government of Punjab plays a major role in promoting milk products in order to help its dairy sector. It set up Milkfed, one of the largest cooperative dairy federations of India, which pioneered the "white revolution" in Punjab. The Punjab State Cooperative Milk Producer's Federation Ltd., popularly known as "Milkfed Punjab", came into existence in 1973 to provide a remunerative milk market to the milk producers in the state and to impart technical inputs to the milk producers. Milkfed has around 11 milk unions at the district level and around 5000 cooperative societies at the village level. These milk unions have around 10 milk plants. Six of the plants are at Chandigarh, Mohali, Ludhiana, Jalandhar, Gurdaspur, and Patiala. Milkfed and its units, with a workforce of about 5400 sell the dairy products under the brand name "Verka".

Marketing Mastermind Magazine, Marketing Strategies, National Dairy Development Board, Milk Products, Cooperative Societies, Globalization, International Standards, Brand Loyalty, Marketing Research, Milk Industry, Agricultural Sectors.