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“A MARKET RESEARCH ON OMFED FLAVOURED MILK IN

BHUBANESWAR MARKET.”

A PROJECT REPORT

Submitted to the SRM SCHOOL OF MANAGEMENT In partial fulfillment of the requirements for the
Submitted to the
SRM SCHOOL OF MANAGEMENT
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
By
(Indranil Sishu,
Reg. No. 35080204)
Under the guidance of
Mr. S.CHINNATHAMBI, MFC,M.Phil,MBA,PGDST,
Asst.Professor (SG)
SRM SCHOOL OF MANAGEMENT
SRM UNIVERSITY
KATTANKULATHUR - 603 203
March-April, 2010

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BONAFIDE CERTIFICATE

Certified that this project report titled –“A market research on OMFED FLAVORED MILK in BHUBANESWAR Market ” is the bonafide work of Mr. Indranil Sishu bearing Registration No 35080204- who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not from part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

on an earlier occasion on this or any other candidate. MR. S.CHINNATHAMBI INTERNAL GUIDE Dr. JAYSHREE

MR. S.CHINNATHAMBI INTERNAL GUIDE

Dr. JAYSHREE SURESH DEAN/MBA

EXTERNAL EXAMINER

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Declaration

I do hereby declare that this project report submitted by me, in partial fulfillment of the requirement for the MBA DEGREE at SRM SCHOOL OF MANAGEMENT, SRM UNIVERSITY (CHENNAI) is conceptualized by me and is not given to any other institution or published anywhere at any time before.

INDRANIL SISHU
INDRANIL SISHU

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ABSTRACT

This project is focused on determining and understanding the factors which are essential in order to create a brand and maintained the brand as a market leader among its competitors. The study was performed within the duration of two months by visiting the market area of Bhubaneswar as it was a purpose of research on Omfed flavored Milk.

as it was a purpose of research on Omfed flavored Milk. The study included conversation and

The study included conversation and interaction with the respondents in order to get the relevant answers of the questions from the questionnaire behalf to extract knowledge about the pros and cons about the market. The information taken from (100) respondents. and (40) retailers.

In course of the prescribed duration, it yielded sufficient amount of result for its further development and subsequently the report was submitted to the company as a part of my sincere effort in performing the project, which is a part of my curriculum.

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ACKNOWLEDGEMENT

I express my deep gratitude to our project guide Mr. S.Chinnathambi allowing me to

I I Indranil Sishu-
I
I
Indranil Sishu-

develop this project. It gives me great pleasure to acknowledge my sincere thanks to Dr. Jayshree Suresh (Dean, SRM School of Management) for her valuable advice in the completion of this project.

wish to express my deep sense of gratitude to Mr.N.R Khadenga (Marketing

Manager) Omfed helped me a great deal in enhancing my knowledge about the market and the Company as well. Their guidance and support carried me all through the preparation of this project.

am thankful to all the respondents as well as retailers of the survey, who helped me intellectually in preparation of this project, directly or indirectly.

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CONTENTS

CHAPTER NO. CHAPTER NAME PAGE NO CHAPTER 1 INTRODUCTION 1 CHAPTER 2 INDUSTRIAL PROFILE 2-3
CHAPTER NO.
CHAPTER NAME
PAGE NO
CHAPTER 1
INTRODUCTION
1
CHAPTER 2
INDUSTRIAL PROFILE
2-3
CHAPTER 3
COMPANY PROFILE
4-8
3.1
OMFED VISION
5
3.2
OMFED MISSION
5
3.3
PRODUCT PROFILE
6
3.4
PRESENT STATUS OF OMFED
7
3.5
FUTURE PROSPECTS AND PLANS
8-10
CHAPTER 4
MAIN THEME OF THE PROJECT
11-14
4.1
OBJECTIVE OF THE STUDY
11
4.2
STATEMENT OF PROBLEM
12
4.3
SCOPE OF THE STUDY
13
4.4
LIMITATION OF THE STUDY
14
CHAPTER 5
RESEARCH METHODOLOGY AND LITERATURE
REVIEW
15-21
5.1
RESEARCH METHODOLOGY
15-19
5.2
LITERATURE REVIEW
20-21
CHAPTER 6
ANALYSIS OF DATA
22-41
6.1
CUSTOMER SURVEY
25-35
6.2
RETAILER SURVEY
36-41
CHAPTER 7
RESULT INTERPRETATION
42-46
7.1
FINDINGS
42-43
7.2
SUGGESTIONS
44-45
7.3
CONCLUSION
46
APPENDIX
47-53
QUESTIONARIES
47-52
REFERENCES
53

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LIST OF TABLES

TABLE NO. TITLE PAGE NO. 1 CUSTOMER DETAILS 25 2 MARKET SHARE 27 3 KNOWLEDGE
TABLE NO.
TITLE
PAGE NO.
1
CUSTOMER DETAILS
25
2
MARKET SHARE
27
3
KNOWLEDGE OF OMFED MILK
28
4
VOLUME AND OCCASION OF CONSUMPTION
30
5
LINKAGE TOWARDS FLAVORED MILK
31
6
PRODUCT LIKING
32
7
IMPORTANCE OF PRICING
33
8
AVAILABILITY OF OMFED MILK
34
9
SPECIFIC MEDIA
35
10
TYPES OF RETAILERS
36
11
MORE SELLING SEASON
38
12
REASON FOR LESS SELL
40

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LIST OF CHARTS

CHART NO. TITLE PAGE NO. 1 CUSTOMER DETAILS 26 2 MARKET SHARE 28 3 KNOWLEDGE
CHART NO.
TITLE
PAGE NO.
1
CUSTOMER DETAILS
26
2
MARKET SHARE
28
3
KNOWLEDGE OF OMFED MILK
29
4
VOLUME AND OCCASION OF CONSUMPTION
30
5
LINKAGE TOWARDS FLAVORED MILK
31
6
PRODUCT LIKING
32
7
IMPORTANCE OF PRICING
33
8
AVAILABILITY OF OMFED MILK
34
9
SPECIFIC MEDIA
35
10
TYPES OF RETAILERS
36
11
MORE SELLING SEASON
38
12
REASON FOR LESS SELL
40

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CHAPTER – ONE

INTRODUCTION

The role of professional in management has occupied a special importance in the present century. But theoretical knowledge in management is not sufficient in professional success and excellence. There should be real life experience about the concept. To emphasize this aspect, the system of project work has been introduced.This project consists of 2 months practical training in OMFED, Bhubaneswar.In the instant case, OMFED has accepted the sponsorship and kindly allowed me to complete the project work within 2 months on the topic “MARKET RESEARCH ” at their Regd. Office, Bhubaneswar.

“MARKET RESEARCH ” at their Regd. Office, Bhubaneswar. OMFED has seven dairy plants at Bhubaneswar, Rourkela,

OMFED has seven dairy plants at Bhubaneswar, Rourkela, Sambalpur, Balasore, Dhenkanal, Keonjhar, and Jeypore to process milk received from approximately 1-lakh farmers through 10 chilling centers of District Milk Producers Union. Under the brand "OMFED" these dairies are involved in processing of milk products in various packing sizes for marketing the same inside and outside the state of Orissa. OMFED as a brand name has become an integral part its existence. This project work is undertaken in the OMFED, Bhubaneswar division. This division of OMFED is the highest revenue generated one among all other branches. This has also highest capacity all among other branches.

FLAVORED MILK is one of the best products of OMFED among all other products. It’s popularity remains unbeaten among the people of Orissa till today. It is a soft drink cum health drink product of OMFED, which is very proteinus, homogenized, sterilized and a healthiest product of OMFED.

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CHAPTER TWO

INDUSTRY PROFILE

This project work is undertaken in the OMFED, Bhubaneswar division. This division of OMFED is the highest revenue generated one among all other branches. This has also highest capacity all among other branches.

This has also highest capacity all among other branches. FLAVORED MILK is one of the best

FLAVORED MILK is one of the best products of OMFED among all other products. It’s popularity remains unbeaten among the people of Orissa till today. It is a soft drink cum health drink product of OMFED, which is very proteinus, homogenized, sterilized and a healthiest product of OMFED.

OMFED has seven dairy plants at Bhubaneswar, Rourkela, Sambalpur, Balasore, Dhenkanal, Keonjhar, and Jeypore to process milk received from approximately 1-lakh farmers through 10 chilling centers of District Milk Producers Union. Under the brand "OMFED" these dairies are involved in processing of milk products in various packing sizes for marketing the same inside and outside the state of Orissa. OMFED as a brand name has become an integral part its existence.

OMFED is organizing marketing facilities for whatever milk is produced in villages and hence to give the farmers and incentive to produce more milk. The farmer producer is paid on the basis of quality of milk i.e. two axis milk pricing structure based on fat (Ghee) and Solid not fat (cheese) contain of milk.

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PROCESS STEPS OF FALVORED MILK\

PROCESS STEPS OF FALVORED MILK\ RAW DOUBLE TONED MILK SUGAR 9% COLOR AND ESSENCE STERILISE 115
RAW DOUBLE TONED MILK SUGAR 9% COLOR AND ESSENCE STERILISE 115 DEGREE CELIUS AND 1
RAW DOUBLE TONED MILK
SUGAR 9%
COLOR AND ESSENCE
STERILISE 115 DEGREE CELIUS
AND
1 KG PRESSURE FOR HALF AN HOUR
FLAVORED MILK

+

+

AND 1 KG PRESSURE FOR HALF AN HOUR FLAVORED MILK + + Since it’s launching period

Since it’s launching period in 1991-92, it had generated maximum profit till recent years.

But the more competition among its rivals in the soft drink category in the market bound it to

suffer some loss in comparison to previous years.

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CHAPTER THREE

COMPANY PROFILE

The Orissa State Co-operative Milk Producer's Federation Ltd. (OMFED), started in 1980. Its affiliated to District Co-operative Milk Producers Union and hundreds of village Milk Producers Co-operative Societies provide a three tier co-operative organizational setup for milk enlarge scale

co-operative organizational setup for milk enlarge scale OMFED is organizing marketing facilities for whatever milk

OMFED is organizing marketing facilities for whatever milk is produced in villages and hence to give the farmers and incentive to produce more milk. The farmer producer is paid on the basis of quality of milk i.e. two axis milk pricing structure based on fat (Ghee) and Solid not fat (cheese) contain of milk.

OMFED has seven dairy plants at Bhubaneswar, Rourkela, Sambalpur, Balasore, Dhenkanal, Keonjhar, and Jeypore to process milk received from approximately 1-lakh farmers through 10 chilling centers of District Milk Producers Union. Under the brand "OMFED" these dairies are involved in processing of milk products in various packing sizes for marketing the same inside and outside the state of Orissa. OMFED as a brand name has become an integral part its existence.

Thus its effectiveness as a co-operative organization in handling rural milk procurement, processing and marketing has been proved beyond doubt in the state of Orissa. OMFED is providing good, fresh pasteurized, homogenized and vitaminized clean milk, both toned and double toned in hygienic polythene sachets of half liter and one liter to the consumer at reasonable price from their modern hygienic dairy plants.

OMFED is practicing high ethical standards in its business. OMFED milk and milk products are very nutritive, tasteful, delicious, digestive, and adds to satiety. It is sweet and appetizing and can be consumed directly. The chilled OMFED milk helps in prevention of hyper acidity, stomach disorders and eye ailments. It is also good for brain development of growing children.

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3.1

OMFED VISION

To be a leading milk producing organization at international level of efficiency with widest and satisfied customer base , maximizing wealth of stake holders and contributing to the state economy.

3.2 OMFED MISSION 1. Increase in capacity of milk processing facilities. 3. Resettlement of city
3.2 OMFED MISSION
1. Increase in capacity of milk processing facilities.
3.
Resettlement of city base cattle in rural areas.
4.
Development of long distance milk transport and storage facilities.
5. Improvement in Dairy Farming Standards.
6.
To be learning organization and responsive to changing environment

2. Change in urban markets from traditional raw milk supplies to milk supplies.

.

modern dairies

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3.3 PRODUCT PROFILE

A Liquid Milk (In 500 ml and 1000 ml. polythene packets (i) (ii) (iii) Double
A
Liquid Milk (In 500 ml and
1000 ml. polythene packets
(i)
(ii)
(iii)
Double Toned Milk
(1.5% fat & 9% snf)
Toned Milk (3% fat & 8.5% snf)
Full Cream Cow Milk
(4% fat & 8.5% snf)
B
Milk Products
(i)
Ghee 1kg, 500gm, 200gm,
100gm, 50gm, Polythene jars
(ii)
Sweet curd- 500gm and 100gm
packs
(iii)
Plain curd- 500gm and 200gm
packs
(iv)
Flavored milk- 200ml bottles
(a) Elaichi (b) Pista (c) Cold
coffee
(v)
Table butter- 500gm and 100gm
packs
(vi)
Butter milk- 300 ml packets
C
Other Milk Products
(i)
Chennapoda
(ii)
Vaccum packed paneer
(iii)
Lassi

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3.4 PRESENT STATUS OF OMFED

THE MANAGEMENT STATUS

BOARD OF DIRECTORS OF 9 PRODUCERS OF MILK. BOARD OF DIRECTORS OF 9 PRODUCERS OF
BOARD OF DIRECTORS OF
9 PRODUCERS OF MILK.
BOARD OF DIRECTORS OF
9
PRODUCERS OF MILK.
3
GOVT. NOMINEES.
1
GM EX-OFFICIAL
1
FINANCING AGENCY
1
REPRESENTATIVE OF
REGISTERED CO-OPEATIVE
SOCIETY
BOARD OF DIRECTORS OF ALL
CHAIRMEN OF DISTRICT.
3 GOVT. NOMINEES.
1 GM EX-OFFICIAL
1 FINANCING AGENCY
1 REPRESENTATIVE OF
REGISTERED CO-OPEATIVE
SOCIETY

PRIMARY LEVEL

DISTRICT LEVEL

STATE LEVEL

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THE THREE TIER SYSTEM OF OMFED

THE T H REE TIE R SYSTEM OF OMFED MILK PRODUC E R PRIM A RY

MILK PRODUCER

PRIM ARY VILL AGE MILK

PRODUCERS

CO-O PERATIVE SOCIETY (VILL AGE LEVE L) DISTR ICT CO-O PERATIV E MILK PROD UCER
CO-O PERATIVE
SOCIETY
(VILL AGE LEVE L)
DISTR ICT CO-O PERATIV E MILK
PROD UCER UNI ON (DIST RICT LEVEL)
THE O RISSA ST ATE CO-O PERATIV E
MILK PRODUC ERS FEDE RATION L TD.
(OMF ED)
T he Orissa
State Co- operative
Milk Produ cers Feder ation Ltd.
Milk
Pro
ducers
Un ion
and
h undreds
o f
village
and milk
M inimum o f 51 milk
producers
in the vil lage area a re combin ed to form
V arious vill age milk P roducers C o-operative
Societies
the Oriss a State Co -operative

products in a large sca le.

(OMFED) , it’s

Milk

affiliate d Dist. C o-operative

Produce rs Co-oper ative Socie ties provid e a 3-tier

milk pro duction, pr ocurement and marke ting of milk

Co-operativ e organiza tional setu p for

the

primary Milk Prod ucers Co-op erative So ciety in the village lev el.

are joined to form dis t co-

operativ e milk Pro ducers Uni on and aga in various District Co -operative Milk Prod ucers

Union c ombine wi th each ot her to form

Federati on Ltd.

Milk Prod ucers

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SALIENT FEATURES OF BHUBANESWAR DIARY

INSTALLED CAPACITY

60,000 liters per day

PROJECT EXECUTED BY

National diary development board.

Rs.2.80 crores 6 th December 1985 Hon’ble President of India Late Giani Zail Singh on
Rs.2.80 crores
6 th December 1985
Hon’ble President of India Late Giani Zail
Singh on 9 th February 1986.
75,000 liters per day
Projects division of OMFED (2 nd phase
expansion of 1.25 lakh liters per day already
started on)
Rs.40 crores
1500 (Regular)
1200 (Temporary)
By Private Agency
19.25 Acres

INITIAL PROJECT COST

FUNCTIONED FORM

INAGURATED BY

EXPANSION

PROJECT EXECUTED BY

ANNUAL TURNOVER

EMPLOYEE’S STRENGTH

SECURITY

LAND

MACHINES

Pasteurizer,

Automatic-packing machines.

Homogenizer,

Sterilizer,

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3.5

FUTURE PROSPECTS AND PLANS OF OMFED

FUTURE POLICY AND DECISION OF OMFED

1. Expansion of Bhubaneswar Dairy from 1.25 lakh LPD to 2 lakh LPD 2. 3.
1.
Expansion of Bhubaneswar Dairy from 1.25 lakh LPD to 2 lakh LPD
2.
3.
4.
5.
6.
7.
Establishment of ICE-CREAM plant at Bhubaneswar dairy (1000 LPD).
8.
9.
SELF EMPLOYMENT PROGRAM

Establishment of 10 MT powder plant at Bhubaneswar dairy with Govt. of India assistance. (Rs.11 crores)

Establishment of packaging station and cold storage at Kolkata (Howrah) to market surplus milk of Bhubaneswar Diary.

Implementation of Integrated Dairy Development Program in Jeypore, Ganjam, Anugul and Keonjhar with a total cost of Rs.7.83 crores.

Establishment of 20,000 LPD Dairy plant at Berhampur under Integrated Dairy Development Program (IDDP).

Installation of 30 bulk coolers for preservation of milk and 10 milk tankers for transportation of milk shall be put into use with the help of PanchayateeRaj Dept.

Introduction of calf raising scheme to generate 5000 crossbreed milky animals per year through selective milk producers societies in operation flood districts.

i) Establishment of 10 highway parlors through private agents.

ii) Installation of 50 exclusive parlors and 200 milk booths in urban areas during the year, which will employ nearly 1000 urban youths in the state.

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CHAPTER FOUR

MAIN THEME OF THE PROJECT

4.1 OBJECTIVE OF THE STUDY

To determine customers preference towards that product OMFED. To study the market position of OMFED.
To
determine
customers
preference
towards
that
product
OMFED.
To study the market position of OMFED.

To find out the causes of decrease in sales of Flavored milk of OMFED.

of

To find out retailers preference towards that product of OMFED.

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4.2 STATEMENT OF THE PROBLEM

The problem of OMFED survey in Bhubaneswar market on Flavored Milk shows a dramatic change, in that particular product, in the means of demand and supply which ignores to develop in its selling process starting from manufacturing till end up to reaching consumers hand. Associating with proper environmental scanning, the product fails to meet customer’s level of expectation.

product fails to meet customer’s level of expectation. The company is not deali ng with any

The company is not dealing with any societal and political factors. The company is not associated with any local issue and local demand of the product. The customers are not interested to make the product suitable in the market, so that it is not satisfying the customer level of satisfaction. The company investing so much financial support in the market research which will forecast the product position, demand and customer requirement.

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4.3 SCOPE OF THE STUDY

The scope of this study is not very broad and mainly concentrated on a particular product survey. But it was possible to find out more reliable information about the OMFED. The scope also covered reaction to OMFED and perception level of retailers and customers. Though the scope of this study is concentric but due to the lapse of time, it is not possible to cover details and bound me for consulting limited persons in relation to this project purview.

limited persons in relation to this project purview. This division of OM FED is the highest

This division of OMFED is the highest revenue generated one among all other branches. This has also highest capacity all among other branches. FLAVORED MILK is one of the best products of OMFED among all other products. It’s popularity remains unbeaten among the people of Orissa till today. It is a soft drink cum health drink product of OMFED, which is very proteinous, homogenized, sterilized and a healthiest product of OMFED.

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4.4 LIMITATION OF THE STUDY

1.

2.

Lack of environmental support Less sample size. Basically based on primary data. Short time duration Restricted area. Lack of customer support.

3. 4. 5. 6.
3.
4.
5.
6.

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CHAPTER-FIVE

RESEARCH METHODOLOGY AND LITERATURE REVIEW

5.1 RESEARCH METHODOLOGY OF THE STUDY

For the kind of research study sampling plan must be designed for #. Population #.
For the kind of research study sampling plan must be designed for
#. Population
#. Sampling unit
#. Sample
#. Sample size
#. Sampling method
Population: -

Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyses, and communicates the findings and their implications. This definition highlights the role of marketing research as an id to decision making

5.1.1 SAMPLING PLAN

appropriate result. A part of the population is known as a sample. When researcher thinks about the sampling plan, researcher must have clear idea about the following

things:-

5.1.2

The aggregate of elementary unit to which conclusion of the study apply is formed as population. The population of this study is the retailer and customers of the Bhubaneswar region.

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5.1.3 Sampling unit: -

The units that form the basis of the sampling process are called as sampling unit. Sampling unit may be as elementary unit.

number of items. . Sampling methods: - There are two types of sampling methods: 1).
number of items.
.
Sampling methods: -
There are two types of sampling methods:
1). Probability
2). Non probability

5.1.4 Sample: -

Sample is the reprehensive part of the population is chosen at random from a large

Sample size: -

The number of sample, which represents the population, is called sample size. Sample size of this study is limited in 100 customers and 40 retailers from different area in Bhubaneswar. The size has been taken keeping the time constraint in mind.

5.1.5

In this study the non-probability sampling has been used using convenience- sampling technique. This is because population elements were scattered over a wider area and specific category could not be find out.

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5.1.6

SOURCES OF DATA

The search of answer to research questions called of collection of data are facts, figures, and other relevant materials, past, and present servings as based for study and analysis.

In the research study two types of data has been collected.

a) Primary data b) Secondary data b) For the Secondary data, the instruments are used:
a) Primary data
b) Secondary data
b) For the Secondary data, the instruments are used: -
ο OMFED newsletter.
ο OMFED magazines.
ο Smaranica.
ο Local Newspaper.
1. Observation schedule.
2. Interview schedule
3. Rating scale
4. Interview guide

a) Primary data has been collected through survey method by personal interview through a questionnaire to customers and retailers of various areas within BHUBANESWAR region those deals with Flavored milk, the product of OMFED.

5.1.7 DATA COLLECTION INSTRUMENT

The various methods of data gathering involve the use of appropriate recording forms. These are called tool or instruments of data collection. They consists of : -

5. Questionnaire method

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5.1.8 DATA PROCESSING AND ANALYSIS PLAN

After the dataset has been collected it requires further analysis and summarization. So the research was needed to be exposed some steps for process organizing and shaping of data, also exposure was given to data presentation technique.

During the strategy development stage the management team of the business decides on answers to critical questions. Marketing research provides significant help in finding the answers to these questions.

significant help in finding the answers to these questions. 5.1.9 MARKETING STRATEGY The major part of

5.1.9 MARKETING STRATEGY

The major part of Indian population is youth now and hence they are considered as the target customers of many companies. The emergence of nuclear family has changed the spending habits. The customer-population is becoming educated, better informed and quality conscious. They will have greater purchasing power.

Brand positioning is coming up. POP displays and personalized marketing are being emphasized. Shop displays, contests, cooperative advertisements etc. are forming an important part of declare promotion. Both in rural and urban areas, hoardings and wallings are becoming a leading media. Exhibitions and fairs are common in urban areas for promoting the products. Marketing is expected to become more consumer-based with an added social concern.

Marketing strategy defines the broad principles by which the business unit expects to achieve its marketing objectives in a target market. Mainly marketing strategy aim to cope with competition. This marketing strategy is the link between a product and the market, it provides the much desired direction for allocating the marketing effort.

The marketing plan is the central instrument for directing and coordinating the marketing effort. The marketing plan operates at two levels: strategic and tactical. The strategic marketing plan lays out the target markets and the value proposition the firm will offer, based on an analysis of the best market opportunities. The tactical marketing plan specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels, and service.

26

Today, teams develop the marketing plan with inputs and sign-offs from every important function. Management then implements these plans at the appropriate levels of the organization, monitors results, and takes necessary corrective action.

It is translated into an action plan through the tools of marketing management. These tools together are called as ‘marketing mix’. These tools are 4p’s like Product-Price-Promotion-Place. According to Philip Kotler, “the firm’s task is to find the best solution for its marketing decision variables; the setting constitutes its marketing mix”. Marketing mix is a lucrative formula of modern marketing operations

the setting constitutes its marketing mix”. Marketing mix is a lucrative formula of modern marketing operations

27

5.2 LITERATURE REVIEW

Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of marketing management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become fundamental topics such as segmentation, targeting, and positioning. Concepts such as brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, and integrated marketing communications were not even part of the marketing vocabulary then. Marketing Management continues to reflect the changes in the marketing discipline over the past forty years.

in the marketing discipline over the past forty years. Firms now sell goods and services through

Firms now sell goods and services through a variety of direct and indirect channels. Mass advertising is not nearly as effective as it was, so marketers are exploring new forms of communication, such as experiential, entertainment, and viral marketing. Customers are telling companies what types of product or services they want and when, where, and how they want to buy them. They are increasingly reporting to other consumers what they think of specific companies and products – using e-mail, blogs, podcasts, and other digital media to do so. Company messages are becoming a smaller fraction of the total conversation about products and services.

In response, companies have shifted gears from managing product portfolios to managing customer portfolios, compiling databases on individual customers so they can understand them better and construct individualized offerings and messages. They are doing less product and service standardization and more niching and customization. They are replacing monologues with customer dialogues. They are improving their methods of measuring customer profitability and customer lifetime value. They are intent on measuring the return on their marketing investment and its impact on shareholder value. They are also concerned with the ethical and social implications of their marketing decisions.

As companies change, so does their marketing organization. Marketing is no longer a company department charged with a limited number of tasks – it is a company-wide undertaking. It drives the company’s vision, mission, and strategic planning. Marketing includes decisions

28

like who the company wants as its customers; which of their needs to satisfy; what products and services to offer; what prices to set; what communications to send and receive; what channels of distribution to use; and what partnerships to develop. Marketing succeeds only when all departments work together to achieve goals; when engineering designs the right products, finance furnishes the required funds, purchasing buys high quality materials, production makes high quality products on time, and accounting measures the profitability of different customers, products, and areas.

1. 2. 3. 4.
1.
2.
3.
4.

To address all these different shifts, good marketers are practicing holistic marketing Holistic marketing is the development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies of today’s marketing environment. Four key dimensions of holistic marketing are :

Internal marketing – ensuring everyone in the organization embraces appropriate marketing principles, especially senior management.

Integrated marketing – ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way.

Relationship marketing – having rich, multifaceted relationships with customers, channel members, and other marketing partners.

Performance marketing – understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and moral values.

29

CHAPTER – SIX

ANALYSIS OF DATA

By analysis of data we mean the computation of certain indices or measures along with searching for patterns of relationship that exist among the data group. Analysis particularly in case of survey or experimental of data involves estimation the values of unknown parameters of the population and testing of hypothesis.

ο Descriptive analysis. ο Inferential analysis. ο Interpretation of data. . .
ο Descriptive analysis.
ο Inferential analysis.
ο Interpretation of data.
.
.

After collection of data, the next task is the analyses and interpretation of data. The questionnaire formed is processed and edited to make sure that all questions are answered. After editing, the data are tabulated and analyzed. A survey was conducted in BHUBANESWAR for the purpose of collecting data. A sample of150 respondents interviewed out of which 100 were customers and 50 were retailers.

.

30

Criteria of Sampling Procedure

The decision process is complicated one. The researcher has to first identify the limiting factor or factors and must judiciously balance the conflicting factors. The various criteria governing the choice of the sampling technique:

1. Purpose of the Survey: 2. Measurability: 3. Degree of Precision:. 4. Information about population:
1.
Purpose of the Survey:
2.
Measurability:
3.
Degree of Precision:.
4.
Information about population:
5.
The Nature of the population:.
6.
Geographical area of the study and the size of the population:
7.
Financial resources:
8.
The Limitation:
9.
Economy:

31

TABULATION OF DATA

Tabulation of data is a process, which is adopted for summarizing raw data and displaying the same in compact form (i.e. in the form of statistical table) for further analyzing. In a broader sense, tabulation is ordinarily arranged data in columns and rows.

Tabulation is the last stage in the processing of data. It is counting the number of Cases falling into each class. After classification, it remains to add the data on the questionnaire and to enumerate the difference response. Putting tally marks as one goes through the response one by one does manual tabulation. Tabulation is essential for the following reasons:

# It facilitates the process of comparison. # It provides a basis for various statistical
# It facilitates the process of comparison.
# It provides a basis for various statistical computations.
# It facilitates the summation of items and the detection of errors.
# It covers space and reduces explanatory and descriptive statement to a

Minimum.

32

6.1 CUSTOMER PROFILE

TABLE 1 : Total 100 Respondents are interviewed

Variable Description Number % Sex Male 74 74 Female 26 26 Age <25 38 38
Variable
Description
Number
%
Sex
Male
74
74
Female
26
26
Age
<25
38
38
25-40
50
50
40-60
7
7
>60
5
5
Monthly Income
Pocket Money
30
30
<5000
18
18
5000 – 10000
21
21
>10000
31
31

This table indicates that all the respondents are divided into three variable like SEX, AGE & MONTHLY INCOME. From 100 respondents 74 are male and 26 are female. According to age group we can see that the age group 25-40 has the highest number that is 50. The second to it is <25 which number is 38. According to monthly income, the range more than 10000 has the highest number i.e. 31 and second to it is the youth of pocket money group, which has the number 30.

33

Ratio o f study fem ale 26 %
Ratio o f study
fem ale
26 %
male 74% Age o f users 40 ‐60 7% >60 5% <25 38% 25 ‐40
male
74%
Age o f users
40 ‐60
7%
>60
5%
<25
38%
25 ‐40
50%

34

Incom e group <500 0 18% pocket m o ney 30% 500 0 ‐10000 2
Incom e group
<500 0
18%
pocket m o ney
30%
500
0
‐10000
2
1%
>10000
31%
TABLE - 2 : Mark et share of OMFED
Flavored M
ilk (out of
100)
Thumps
Amul
FL
Name
Pepsi
Sprite
Coca
Total
Up
cool
Milk
cola
Number
16
17
18
19
17
13
100
%
16%
17%
18%
19%
17%
13%
100%
F rom this ta ble, it is fo und that th e awareness
very low
i.e. 13%
given ab ove.

towards O MFED “Fl avored Mil k” is

in BHUBA NESWAR market in compariso n with othe r soft drin ks as

35

marke t share FL milk Pepsi 13% 16% a mul cool Thum p s Up
marke t share
FL milk
Pepsi
13%
16%
a mul cool
Thum p s Up
17%
17
%
Coca co la
Sp r ite
19%
1
8 %
TABLE - 3 : Know ledge abou t OMFED Flavored Milk
Optio n
Yes
%
No
%
To tal
Know ledge (out of 100)
85
85%
15
1
5%
10
0
Taste d (out of 85 )
54
64%
31
3
6%
85
T his Table
indicates th at out of 1 00 respon dents 85%
OMFED
flavored
milk and
15% of th em
do not
respond ents, those have know n that produ ct, only 54 tasted that and 31 hav e not tasted
.

have the k nowledge a bout

know abo ut that. A gain out o f 85

36

kno w ledge about F L milk no 15% y es 8 5 % Tasted
kno w ledge about F L milk no 15% y es 8 5 %
kno w ledge about F L milk
no
15%
y
es
8
5 %
Tasted out of 8 5 no 36% ye s 64 %
Tasted out of 8 5
no
36%
ye s
64 %

37

TABLE- 4 Volume and occasion of consumption (out of 50 Retailers)

Volume Occasion No. % 1-5 During office hour 23 46% 1-5 During school 5 10%
Volume
Occasion
No.
%
1-5
During office hour
23
46%
1-5
During school
5
10%
1-5
During noon
12
24%
5-10
During morning
10
20%
25
20
15
10
5
0
During office hour
During school
During noon
During morning
From this table we came to know that out of 50 respondents, 23(46%) those have tasted
OMFED flavored milk, consumed more during office hour.

38

TABLE-5: Liking towards OMFED Flavored Milk (out of 50)

Category Number % Very good 20 40 Good 5 10 Moderate 6 12 Normal 15
Category
Number
%
Very good
20
40
Good
5
10
Moderate
6
12
Normal
15
30
OK
4
8
F rom this ta ble Its foun d that out of 50 respondents, 20 (40%) are like to the products
very goo d.
25
20
15
10
5
0
Very good
Goo d
M oderate
Normal
O K

39

TABLE- 6 : Product Liking (out of 100)

Features Number % Quality 56 56 Taste 42 42 Package 2 2 From the above
Features
Number
%
Quality
56
56
Taste
42
42
Package
2
2
From the
above tabl e Its found
that during the purchase of a produ ct, quality ( 56%) is the most
importan t factor.
product liked for
Packa ge
2
%
T
aste
4
2%
Q
uality
56%

40

TABLE-7: Importance of Pricing (out of 100)

Features Number % Strongly di sagree 12 12 Disagree 9 9 Neutral 27 27 Agree
Features
Number
%
Strongly di sagree
12
12
Disagree
9
9
Neutral
27
27
Agree
34
34
Strongly ag ree
18
18
Strongly d isagree
15
%
Ag ree
D
isagree
4
1 %
11%
Neutral
33%

F rom this ab ove table it i s found out that price is the most i mportant fac tor at the time of purchasi ng a product .

41

TABLE-8: Availability of OMFED Flavored Milk (out of 100)

Features Number % Satisfactory 38 38 Average 32 32 OK 28 28 Bad 2 2
Features
Number
%
Satisfactory
38
38
Average
32
32
OK
28
28
Bad
2
2
Dissatisfact ory
0
0
good as
expected. Th ough it is n ot dissatisfa ctory, yet it has to be im proved.
S a les
D
issatisfactory
Bad
0%
2%
OK
28%
Satisfactor y
38%
Average
32%

T his table fro m my obse rvation, Its f ound that th e distributi on channel o f OMFED is not

.

42

TABLE- 9 : Specific Media (out of 75)

Media Number % TV 53 71 Radio 12 16 Both 10 13 A fter making
Media
Number
%
TV
53
71
Radio
12
16
Both
10
13
A fter making specific ab out the parti cular Electr onic Media, at least 71%
to TV as the most su itable one fo r this adver tisement of soft drink.
SP ECIFIC M EDIA O UT OF 7 5
60%
TV, 53 %
50%
40%
30%
20%
RADIO, 12 %
BOTH, 10%
10%
0%
TV
RADIO
BOTH

out of 75 voted

43

6.2 RETAILER PROFILE

TABLE 1 : Type of Retailer (out of 40)

Type O MFED bo oth Sma ll shop Middle sh op Lar ge shop 5
Type
O MFED bo oth
Sma ll shop
Middle sh op
Lar ge shop
5
Num ber
9
21
5
13
%
23
51
13
25
M
IDDLE
S H OP, 21
20
15
OMFED
BOOTH, 9
10
SMALL SH OP, 5
LARGE SHOP, 5
5
0
O MFED BOOTH
SMALL S HOP
MID DLE SHOP
LARGE SHOP

T his table in dicates tha t out of 40 retailers in terviewed only 9 are OMFED booths and all o ther is cate gorized acc ording to t heir size.

44

TABLE- 2 : Soft drinks and flavored milk available

Type N umber % Only F.M. 5 13 F.M.+ all o ther S.D. 21 53
Type
N
umber
%
Only F.M.
5
13
F.M.+ all o ther S.D.
21
53
F.M. + only PEPSI pro duct
5
13
F.M. + only
COCA pro duct
6
15
All other ex cept F.M.
3
6
T his table in dicates that
from 40 r etailers onl y 5 retailers
those ke ep all other s oft drinks w ith OMFED
flavored m ilk.
25
20
15
10
5
0
Only F.M.
F.M.+ all ot h er S.D. F.M. + only PEPSI
F .M. + only CO CA All other except
p
roduct
product
F.M .

are keepin g only OM FED

flavored milk and do not keep a ny other soft drink prod uct. But the major amon g is that cat egory

45

TABLE- 3 : More selling season (out of 37)

Season Number % Hot 34 92 Cold 0 0 Rainy 0 0 Whole year 3
Season
Number
%
Hot
34
92
Cold
0
0
Rainy
0
0
Whole year
3
8
M O RE SEL LING SE A SON(o ut of 37 )
40
HOT, 34
35
30
25
20
15
10
5
WHOLE Y EAR, 3
C OLD, 0
RAINY, 0
0
HOT
COLD
RAIN Y
WHOLE YEAR

T his table ind icates that s ummer seas on is the pe ak season for selling of flavored milk. So OMFED should targ et this seaso n for more s ales.

46

TABLE- 4 : Opinion about packaging of flavored milk (out of 37)

Opinion Number % Attractive 13 36 Good 7 18 Average 8 22 OK 7 18
Opinion
Number
%
Attractive
13
36
Good
7
18
Average
8
22
OK
7
18
Bad
2
6
T his table s hows that t he packagi ng style of
flavored m ilk is not
so bad. But
organiza tion has to i mprove it’s packaging s tyle for mor e attractive.
OPINIO N ABO U T THE PACKIN G
14
12
10
8
6
4
2
0
Attractive
Goo d
A
verage
OK
B
a d

47

the

TABLE- 5 : Reason for less sale (out of 37)

Reason Number % Non-availa bility 4 14 Lack of de mand 0 0 Lack of
Reason
Number
%
Non-availa bility
4
14
Lack of de mand
0
0
Lack of aw areness
13
45
Price cut
20
89
sale of O MFED flav ored milk.
Apart from it lack of co nsumer aw areness is al so a prime
behind th e less sale o f this produ ct.
REA SON FO R LESS SALE O U T OF 37
30
PRICE CUT, 2 0
25
20
LAC K OF
15
AWAR N ESS, 13
10
NON
A V AILABILITY, 4
5
LACK O F
DEMAND, 0
0
NON
LACK O F
LAC K OF
PRICE CUT
A
VAILABILITY
DEMAN
D
AWA R NESS

T his table sh ows that pri ce cut in ot her competit ive brand is the main r eason behin d less

cause

.

48

TABLE- 6 : Promotional Style (out of 40)

Style R1 R2 R3 R4 R5 Display 0 0 4 12 24 Poster 2 2
Style
R1
R2
R3
R4
R5
Display
0
0
4
12
24
Poster
2
2
4
15
17
Advertisement
4
0
5
2
29
Price cut
15
4
5
4
12

This table indicates Advertising is the most preferred media (29) of promoting flavored milk. It is followed by Outdoor Display (24). There is no second opinion about the different promotional tools. This indicates a strong ground for further promotional activities by using different promotional mix.

49

CHAPTER – SEVEN

RESULT INTERPRETATON

7.1 FINDINGS From the market research it is found that : More consumption of flavored
7.1 FINDINGS
From the market research it is found that :
More consumption of flavored milk occurs during office hours and hot seasons.
Packaging of OMFED flavored milk is on average.

The market share of flavored milk in the Bhubaneswar market is very low i.e. approximately 8%. I interviewed 100 customers and 50 retailers in this Bhubaneswar market.

From 100 customers only 85% are found out to have some knowledge about flavored milk and from those only 66% have been tasted that Flavored milk. The main reason for non tasting of this product is as the price (42%).

According to income group variation, the students group depends upon pocket money does not prefer it for it's price. But other factors like availability can be said to be reasonable, but it requires further improvement.

Mostly the middle size shops are keeping OMFED flavored milk (51%) and less (23%) pure OMFED booths are found.

50

Price cut in other competitive brand is the main reason behind less sale of OMFED flavored milk. Apart from it lack of consumer awareness is also a prime cause behind the less sale of this product.

Less awareness of products in the market. Distribution channel is not up to the mark.
Less awareness of products in the market.
Distribution channel is not up to the mark.
The retailers are getting less profit due to high price.
.

Advertisement is the most preferred media (29) of promoting flavored milk. It is followed by Outdoor Display (24).

Mostly the customers within the age group of 25-40 years, are using flavored milk out of which 74% are male and 26% are female customers.

51

7.2 SUGGESTION

After completing this study I can suggest the following to OMFED for the better

performance in the Bhubaneswar market. They are like: More advertisement should be given for the
performance in the Bhubaneswar market. They are like:
More advertisement should be given for the better result in the future.
the children can watch it in their favourite serials.
at the door step of retailers every day.
technology may be implemented to improve the packaging.
product at their stor

Special advertisement in TV in the local prime schedule should be given, when

Distribution channels should be improved and product should be made available

Some retailers claim that the crown cork which is used in packaging of Flavored

milk is going rust in few days and the labeling in paper format is get wetted in

refrigerator. So this type of packaging materials should be avoided. Some new

Present price of the flavored milk should be reduced to compete with the other

soft drink product in the market. The profit margin to the retailers/ dealers should

also be higher from the present amount which will encourage them to store this

It should be promoted as all the seasonal health drink rather than the soft drink.

Other studies have indicated that the cold drinks( carbonated water) are very much

injurious to human body as the composition is the cold drink dissolved the

52

Calcium percentage from the human bone and gradually weakened the bones. So

this flavored milk should be promoted on this ground for the children.

Special awareness programme should be organized to create awareness and

promote the product.

OMFED booth. The concentration of the flavored milk should be high. about the market along
OMFED booth.
The concentration of the flavored milk should be high.
about the market along the changing environment and technology.

The company should provide financial support to enhance the franchise of pure

To compete with the competitors , the company should acquire deep knowledge

53

7.3 CONCLUSION

OMFED is one of the prominent organization in cooperative sector in the state of

Orissa which is running on profit year after year. The Bhubaneswar diary has proved

itself to be a profit making plant of OMFED. Its distribution of milk and milk product is

ant of OMFED. Its distribution of milk and milk product is undoubtedly clear-cut to its kind.

undoubtedly clear-cut to its kind. The agents, wholesalers and direct customers are very

much cooperative to the company. The company is also taking utmost care of its various

customers. The milk and milk products are highly accepted among the consumers. The

phrase "The Pride of Orissa" is a justified one to this company.

54

APPENDIX

QUESTIONNAIRES:

are part of my Academics requirement. Please co-operate me When thinking about Soft drink, what
are
part
of
my
Academics
requirement.
Please
co-operate
me
When thinking about Soft drink, what names come to your mind?
Yes /No.
If No, skip questions no. 3, 4, 5.
If yes, have you ever tasted OMFED ‘flavored milk’? Yes/No
If no, why have not tasted that? Please give reason.
(a)
Quality is not good
[
]
(b)
Test is not good
[
]
(c)
Packaging is not good
[
]
(d)
Price is not negotiable
[
]

MARKET SURVEY

Sir/ Madam,

I am a student of MBA of SRM UNIVERSITY, CHENNAI. These following

questionnaires

with

providing information to make the project successful.

1.

2.

Do you know about ‘flavored milk’ a soft drink and health drink product of OMFED?

3.

4.

(e) Do not like flavor

[

]

55

5.

If yes, in which occasion your weekly consumption is more?

6.

7.

8.

9.

Volume of consumption:

Occasion: -

Here are some features of "flavored milk" of OMFED. Please rank them according

to their importance.

1 2 3 4 5 Taste Package Availability Flavor Price How do you like ‘flavor
1
2
3
4
5
Taste
Package
Availability
Flavor
Price
How do you like ‘flavor milk’ of OMFED.
Very good
OK
1
2
3
4
5
Which specific features of the product you like most.
Quality [
], Taste [
] ,Packing [
]
Do you think there should be more sales counter for OMFED?
Yes/ No

56

10.

Do you think price is most important while purchasing product?

11.

12.

13.

14.

Strongly disagree

1 2

3

Strongly agree

4

5

How do you fill about the availability of the OMFED ‘flavored milk’? Satisfactory Dissatisfactory 1
How do you fill about the availability of the OMFED ‘flavored milk’?
Satisfactory
Dissatisfactory
1
2
3
4
5
From where did you come to know about ‘flavor milk’ of OMFED?
(a)
Advertisement
(b)
Friend
(c)
Any other please specify
Do you think OMFED should choose advertisement policy for the popularity of
flavor milk?
Yes/No
According to you, which is the most effective way of advertisement for soft drink.
(a)
Electronic media
TV/RADIO/BOTH
(b)
Print media
(c)
Hoarding

(d) Walling

(e) Any other please indicates

57

15.

Which media you suggest OMFED for advertisement of its ‘flavor milk’? Please make specific about the media.

16.

17.

18.

19.

Sex : Male [

] Female [

]

Age:

(a)

Less than 15 [

]

(b) 15 to 25 [ ] (c) 25 to 45 [ ] (d) 45 to
(b)
15 to 25
[
]
(c)
25 to 45
[
]
(d)
45 to 65
[
]
(e)
Above 65
[
]
Monthly income:
Any other suggestion you would like to share? Please specify.

58

RETAIL SURVEY

Dear Respondent, I am a student of MBA of SRM UNIVERSITY, CHENNAI. This questionnaires is

the part of a project which I am doing in OMFED. The information provided by you will

Your name please: Type of retailer: OMFED booth [ ] Any other [ ] (a)
Your name please:
Type of retailer:
OMFED booth [
] Any other [
]
(a) Small shop
(b) Middle shop
(c) Large sales store
Which brands of ‘soft drinks’ you sell from your shop?
Do you sell ‘flavor milk’ a soft drink product of OMFED?
Yes/No
Rank the above said brands according to their sales from your shop,
(a)
(c)
(b)
(d)
Please issue a statement regarding ‘flavor milk’ of OMFED.
Sales per month in average:
Customers demand: Negative/Positive/Neutral
Time during less sales:
How many bottles of ‘flavor milk’ do you sell a day on an average?
What is the most demandable selling style for soft drink?

only used for academic purpose.

1.

2.

3.

4.

5.

6.

7.

8.

9.

In which season do you sell more ‘flavor milk’ of OMFED?

(a)

Hot

[

]

(b)

Cold

[

]

(c)

Rainy

[

]

(d)

Throughout the year [

]

59

10.

How consumers fill about the ‘flavor milk’ of OMFED?

11.

12.

13.

14.

15.

Very good Poor 1 2 3 4 5
Very good
Poor
1
2
3
4
5

What is your opinion about its packaging?

Attractive Bad 1 2 3 4 5 Are you agree that there is less sale
Attractive
Bad
1
2
3
4
5
Are you agree that there is less sale in ‘flavor milk’ of OMFED?
Yes/No
What is the reason according to you for less sell in ‘flavor milk’ of OMFED?
(a)
non availability
[
]
(b)
lack of demand
[
]
(c)
lack of customer awareness
[
]
(d)
Any other please specify
[
]
How do you rate the following different promotional style to attract customers.
Less attractive
Most attractive
(a)
Display
1
2
3
4
5
(b)
Poster
1
2
3
4
5
(c)
Advertisement
1
2
3
4
5
(d)
Price cut
1
2
3
4
5
want it.

Are you want extra benefits/ help from OMFED. If yes then in which form you

60

REFERENCES

BIBLIOGRAPHY

1.

MARKETING MANAGEMENT, PHILLIP KOTLER , 13 th EDITION, PHI LEARNING PVT LIMITED, CONDUCTING MARKETING RESEARCH AND FORCASTING DEMAND ,PAGE 90 – 96.

2. • www.omfed.com • www.google.co.in • http://en.wikipedia.org/wiki/Qualitativemarketing research •
2.
• www.omfed.com
• www.google.co.in
• http://en.wikipedia.org/wiki/Qualitativemarketing research
• http://en.wikipedia.org/wiki/Value-added service

KINGS MARKETING MANAGEMENT BY Dr. M.M.VARMA & R.K. AGRAWAL, 7 TH EDITION, RESEARCH PROCEDURES, PAGE NO 126 - 129

WEBLIGOGRAPHY

PRINT MEDIA :

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