ACKNOWLEDGEMENT

We express our sincere gratitude to DR.TUSAR KANTI DAS SIR for

giving us the opportunity to undergo this project. We further thank
him for lending a helping hand when it came to solving our problem
related to the project. This project would not have been possible
without his valuable time and support. We also thank DEPARTMENT
OF BUSINESS ADMINISTRATION, SAMBALPUR UNIVERSITY for an
opportunity to undertake a soft skill project at this crucial time in our
life in MBA which helped us to understand the topics deeply which
were untouched before. Any suggestions to improve are always
welcome.
ABSTRACT:

With the increase in per capita income and wide range of choices
being available, consumers are main focus for many milk producing
organizations. With competition at its all time peak and with
changing trends in demand the companies are finding it hard to
survive or to retain their market share. In order to lure the
consumers, companies study the quantity being purchased by
consumers and at what price. We here try to find out how these
factors, confining ourselves to milk market of India, and many other
factors affect the demand of consumers for milk.
 CONTENTS

1. Introduction
2. Scope of the study
3. Objective
4. Company Profile
5. Product Profile
6. Review of literature
7. Research methodology
8. Limitation
9. Data analysis and interpretation
10. Finding
11. Suggestions
12. Conclusion
13. Bibliography
Introduction
The product abundance is visible in the overcrowded shelves. There is
virtual product explosion in various categories. The reality is only few
of them win consumer’s heart and soul. The rest languish to be later
on pulled out. The product may start as product and die at store
shelves as products. But successful product starts as product in the
factory and goes on to become brands in consumer’s hearts and
minds. Brands are bridges between the factories where assembly take
place and the consumer who seek end goals and values. It is this
connection makes them true generator of corporate wealth and power.
The value of a business is now determined by the brands it holds
rather than the conventional assets it possess. Every company’s
product portfolio contains products with different margins. The main
point is that companies should recognize that these items differ in
their potential for being priced higher or advertised more as ways to
increase their sales, margins, or both. The companies’ must review
how the line is positioned against competitors’ lines. Product and
brand management comes up as important aspect of management to
understand the customer needs and relate them to the product so that
product can be positioned in a distinctive way.
HISTORY:
OMFED is representation of the economic freedom of dairy farmers.
The core values of the company are:

 -To provide remunerative returns to the farmersC

 - Give the best quality product to the consumerola
 -At the best possible price

The organisation has a glorious history of 35 years with the farmers

and people of Odisha. As Government Organisation it is more
responsible and have obligation to work for the betterment of the
farmers as well as customers. OMFED was first in Odisha to bring
about milk as a packed product. It is trusted as a brand synonymous
to quality. Adulteration was primary concern in loose milk but
availing quality tested as per FASSI guidelines milk products of
OMFED are perceived as a Brand symbolising quality with
affordability.

Supply Chain and distribution channel of OMFED are quite vast and
spread over ensuring easy availability of milk and milk products.

OMFED as an umbrella brand is presently used for the different

products manufactured by OMFED; like OMFED Toned Milk in the
milk category amongst other products, which includes OMFED
butter, OMFED ice-creams, OMFED ghee etc.
OMFED is the apex milk selling body in Odisha and is a state
federation. It follows proper quality standards and has earned the
distinction of using the national 'mnemonic' symbol accorded by the
National Dairy Development Board (NDDB) in the state of Odisha.
This Mnemonic symbol is used for selling and distribution of Milk. To
Provide Best Possible Product To Provide Affordable Products “Fresh
and pure” on its milk pouches is part of mnemonic symbol owned by
the National Dairy Development Board (NDDB).

- product. In large part due to the

 MARKEMTING:
OMFED is the marketing arm of the network and manages the
physical delivery and distribution of milk and dairy products from all
the Unions to customers. OMFED is also responsible for all decisions
related to market development and customer management. These
activities, which range from long-term planning to medium-term and
short-term operational decisions are described below. As mentioned
earlier, introduction of new products and choice of product mix and
markets should be consistent with the growth strategy, and
synchronous with growth in milk supply. OMFED’s demand growth
strategy may be characterized by two key elements: (i) developing
markets for its high value products and (ii) maintaining a healthy level
of customer base for its base products (low value segment). This
strategy often requires OMFED to allocate sufficient quantity of milk
supply to low value products, thereby sacrificing additional profits
that could be generated by converting the same to high value
products. While deciding between milk and milk products, priority is
given to meet the daily demand of milk and after that only the surplus
milk is used for manufacturing of milk products. Interestingly,
advertisement & promotion was not considered to be enough of value
addition and hence the budget was kept relatively small. Instead,
OMFED preferred a lower price with emphasis on efficiency in
advertising. In this context, OMFED provides umbrella branding to
all the products of the network. For example, liquid milk as well as
various milk products produced are sold under the same brand name
of OMFED. OMFED also plays a key role in working with the
Unions to coordinate the supply of milk. In essence, it procures from
multiple District Unions, which in turn procure from the Village
Societies registered with each Union. OMFED is planning web based
ordering facilities for its customers. A well-defined supply chain is to
be developed to provide service to customers who order in this
manner.

VARIATIONS OF OMFED:
Double toned Milk
It‟s fresh it‟s pure it‟s co-operative milk with assurance of Omfed.
Omfed double toned milk - tasty and nutritious with low fat content.
A dream come true , especially for all the calorie conscious people
who love the taste of milk but are worried of its cream content.
Omfed double toned milk complements your daily workout perfectly.
So , to maintain complete harmony between your body and soul
you‟ve got to “fresh and pure”.

Toned Milk
Omfed bulk vended token milk – healthy and tasty to the last drop.
Homogenised to evenly distribute the cream content , it‟s thicker
and a lot easier to digest. It‟s the magic of homogenisation that
makes your kheer thicker and shake frothier. Fortified with Vitamin A
, which not only is good for your complexion but also helps prevent
night blindness. What‟s more , it gives your children the energy to
stay active through work and play.

Cow Milk
Omfed‟s cow milk has a yellowish tinge due to presence of an
element called carotene and is a good source of Vitamin –A,B-12 and
Vitamin D. Cow milk is considered to be easily digestible. Whether
poured on breakfast cereal or enjoyed alone as a cold glass of milk,
this can be enjoyed year around.

Skimmed Milk
In skimmed milk , as much of the fat as is possible is removed , yet it
continues to supply all the nutrients that full cream milk does. The
young at heart would particularly find it a tempting option. So its the
best option to remain energetic and young.
SCOPE OF THE STUDY

As the project title suggests, this project focuses on Product and

Brand Management of OMFED for Competitive Advantage .This
project was carried out through detailed study of the organisation,
observations, and discussions with the organisation’s executives
along with Survey. Product Management is the voice of the market
inside the company. Product Management is instrumental in
achieving business goals across the product lifecycle, which includes
the following stages: PreDevelopment, Development, Introduction,
Growth, Maturity, Decline, and End of Life. Proper brand
management involves making sure that each promotional piece,
touch point and every usage of your name, logo and message
supports your organization and goals by reinforcing your brand in the
way you intended.

Objective:
 To carry out activities for promoting production, procurement,
processing and marketing of milk and milk products for
economic development of the rural farming community.
 Development and expansion of such allied activities as may be
conducive for the promotion of the dairy industry.
Improvement and protection of milch animals and economic
betterment of those engaged in milk production. In particular
and without prejudice to the generality of the forgoing
 objective, the federation may purchase and/or erect building,
plant machinery and other ancillary objects to carry out
business.
 Study problems of mutual interest related to procurement,
marketing of dairy and allied products.
 Purchase commodities from the members of other sources
without affecting the interests of the members, process,
manufacture, distribute and sell them same, arrange to
manufacture/purchase and distribute balanced cattle feed and
for the purpose to set up Milk collection and chilling centres.
Milk Processing Plants, Product factories etc., in any of the
district covered under its area of operation.
 Provide veterinary aid and artificial insemination services and
to undertake animal husbandry activities so as to improve
animal health care disease control facilities.
 Advice, guide and assist the Milk Union in all respects of
management, supervision audit functions.
 Render technical, administrative, financial and other necessary
assistance to the member unions and enter in to collaboration
agreement with someone, if the need arises.
 Advise the member unions on price fixations, public relations
and allied matters.

BRAND POSITIONING:
Positioning is a marketing strategy that aims to make a brand occupy
a distinct position, relative to competing brands, in the mind of the
customer. Companies apply this strategy either by emphasizing the
distinguishing features of their brand or they may try to create a
suitable image through advertising.

 Positioning :OMFED
 A mass market player, no premium offerings
 USP – Quality with affordability
 OMFED creates value for money for both the dairy
farmers and the customers
 Social Image: Socio-economic developer of Farmers

TRADE MARKS
The Orissa State Cooperative Milk Producers
Federation also known as OMFED is one of the Milk
Federation affiliated to the National Dairy Development
Board (NDDB), situated at Bhubaneswar, the state
capital of Odisha. It is an apex level Milk Producers'
Federation in Orissa registered under Cooperative
Society Act – 1962. Omfed was established based on
AMUL pattern under operation flood-II of National Dairy
Development Board (NDDB), for promoting, production,
procurement, processing and marketing of milk & milk
products initially in undivided districts of Puri, Cuttack,
Dhenkanal, Keonjhar.

MISSION:
 Advancement of dairying, encouraging and educating
people, through mutual participation.
  Continuous endeavour to increase productivity and per
capita consumption.
 To promote clean milk production and distribution with
state-of-art technology.
 Customer satisfaction with reliable, uninterrupted
service and quality products.
 To foster a performance oriented culture encouraging
innovation.
 To promote a congenial work climate encouraging
employees to participate and contribute for
organizational growth.
 To be a learning organisation and responsive to
changing environment.
 Continuous upgradation of skills and competence of
employees and their career advancement.
 To enrich quality of life of people and preserve
ecological balance.

Strategic Decisions Taken to Build

the Brand:

1 Technology

2. Pricing

3. Quality
 4. Product Portfolio

5. Distribution Network

6. Advertising

Technology

The technology, packaging and OMFED’s approach to

marketing is based on the changing taste buds of the
consumers. The technology strategy is characterized by four
distinct components:
 new products
 process technology
 complementary assets to enhance milk
production

 Few dairies of the Odisha Market have the wide variety of

products produced by OMFED. Village societies are encouraged
through subsidies to install chilling units. Automation in
processing and packaging areas is in many plants and in process
and proposal for many.
 OMFED actively pursues developments in embryo transfer and
cattle breeding in order to improve cattle quality and increase in
milk yields.
 OMFED is planning to go online to provide its consumers online
buying experience of product at a click.
 OMFED has tied up with AMUL recently for technological
upgradation.

Pricing
At the time OMFED was formed, consumers had limited
purchasing power and modest consumption levels of milk and
other dairy products. Thus OMFED adopted a low-cost price
strategy to make its products affordable and attractive to
consumers by guaranteeing them value for money.

Quality
OMFED has not changed its core values –give the best quality
product to the customer. OMFED follow the quality standards
directed by “fssai” (Food Safety and Standard Authority of India).

For ensuring the quality, OMFED take various steps in various

stages. OMFED is maintaining the quality from the point of
collection. Milk is tested to find FAT and SNF contents along with
lactometer tests in the collection centres. Surprise checks and
tests are done even in chilling plants. Platform Tests and OLTs are
conducted while procurement. Tests are done to detect
adulteration in the raw milk and if found then the milk is rejected
as OMFED don’t compromise on the quality of its product. Other
Microbiological and self-life tests are also conducted to test
quality from time to time in the laboratory. Quality Control
Department conduct various tests to check and maintain the
quality of the products.
To ensure milk and milk products are delivered in best quality
conditions these are stored in cold storage within the
temperature range of 4-5 0 C till dispatch. Products are
transported to distributors and retailers through insulated vans to
maintain this temperature.

Enhance Product Portfolio

OMFED’s strategy of umbrella branding has also helped establish
its brand firmly in people’s minds. The network follows an
umbrella branding strategy. OMFED is the common brand for all
its product categories: liquid milk, butter, ghee, Curd, Paneer,
Chenapoda, Peda, Ice-cream and Horticulture and Agro products.

Distribution Network
OMFED products are available in over a large number of retail
outlets across Odisha through its network of distributors.

OMFED transacts on an advance demand draft basis from its

wholesale dealers instead of the cheque system adopted by other
major FMCG companies. This practice is consistent with OMFED's
philosophy of maintaining cash transactions throughout the
supply chain and it also minimizes dumping. The organisation has
launched its products in various supermarkets like Big Bazar to
increase the availability.
 Advertising

Advertising is how a company encourages people to buy their

products. These ads project the message that the company want
to deliver to market and customers. Advertisements of OMFED
are delivered through print, electronic and online media. OMFED
spends only 0.3% of all available funds for advertisement. Careful
utilisation of this allocation in most effective fashion is necessary
to improve visibility and awareness. Creativity and strategic steps
can bring forward the message that the organisation want to
deliver in the market.

POINT OF PURCHASE:

1. Banners

2. Racks

3. Stickers

4. Calendars

5. Gifts

OUTDOOR ADVERTISEMENT:

1. Hoarding
2. Bus shelters

3. Banners

4. Truck back

5. Posters

Product profile:
The Odisha State Cooperative Milk Producers' Federation Limited
(OMFED) is an apex level Dairy Cooperative Society registered under
Cooperative Society Act – 1962. It is the leading organized milk
producer of Odisha and has come into existence to integrate the milk
producers in rural areas with consumers in the urban areas with an
enterprising aptitude. It got registered in 1980 and started working
since 1981. It took over OMPAC in 1988.Its main activities includes
promoting, production, procurement, processing and marketing of
milk & milk products along with other horticultural and agricultural
products for economic development of the rural farming community
in Odisha.
 Manufacturing of milk:

STANDARDISATION-

Standardisations the process of developing and agreeing upon

technical standards. Standard is a document that establishes
uniformengineering or technical specifications, criteria,
methods,processes, or practices

SEPARATION-

The cold raw milk passes through either aclarifier or a separator, which
spins the milk through aseries of conical disks inside an enclosure. A
clarifierremoves debris, some bacteria, and any sediment thatmay be
present in the raw milk

PASTEURIZING

-The milk is piped into a pasteurizer to killany bacteria

Sterilization Of Milk:

Milk that is processed in this way using temperatures exceeding135°

C, permits a decrease in the necessary holding time (to2-5
s) enabling a continuous flow operation.

CONTRACTION /EVAPORATION:

Fluid milk contains approximately 88% water.Concentrated milk

products are obtained through partialwater removal.Dried dairy
products have even greater amounts of waterremoved to usually less
than 4%. The benefits of both theseprocesses include an increased
shelf-life, convenience,product flexibility, decreased transportation
costs, andstorage.

DRYING:

 The milk is then evaporated prior to drying for the

followingreasons:

 less occluded air and longer shelf life for the powder

 viscosity increase leads to larger powder particles

 less energy required to remove part of water by

evaporation;more economical

STATEMENT OF THE PROBLEM

The project is mainly focus to find out the consumer

preference in purchase of omfed milk in Burla.

Therefore the survey was conducted in those areas to

know about the consumer preference towards omfed milk.
The questionnaire was framed in such away to collect overall
information about the factors which influence consumer
preference to purchase omfed milk.

The uses of survey method are:

1. To gather facts from respondents.
 2. To report the opinion of the respondents.

3. To probe interpretation that gives various matters.

A research design is the specification of methods and

procedures for acquiring the information needed. It is the

overall operational pattern or frame work to the project that

stipulates what information is to be collected from which

source and by what procedures.

Research design was aimed at relevant information. It

was conceptual structured with in which research was

conducted.

Literature Review
The Odisha State Cooperative Milk Producers' Federation Limited
(The OMFED®) was established by the government of Odisha in the
year 1980 with a vision to ensure milk producers get a lion's share of
the price paid by the consumers and to provide marketing support to
the milk producers in the state in order to develop their social and
financial status. Headquartered in Bhubaneswar, the capital of
Odisha, OMFED is an apex level Dairy Cooperative Society registered
under Cooperative Society Act – 1962.

It adopted the Anand Pattern also known as Amul model of National

Dairy Development Board (NDDB) and started helping villagers to
form Milk cooperative societies and asked them to supply their
surplus milk to the OMFED.

During initial period it motivated people to take up dairy farming as a

profession and helped the formation of about 55 rural primary
cooperative societies involving merely about 2500 farmers.

Within a period of last 35 years, the number of rural primary

cooperative societies has gone up to 5350 and more than 275,000
farmers registered in such societies are earning their livelihood by
selling milk to the OMFED.

The procurement of milk for day one in the year 1980 was only 39
litres from four undivided districts of Odisha, that is, Cuttack, Puri,
Dhenkanal and Keonjhar .The milk was collected at the village level
and was transported through trucks in 40 litre aluminium cans for
processing at 5000 litre capacity chilling plant at Liquid Milk Plant,
Phulnakhara near Bhubaneswar. At that time it was under the
jurisdiction of Odisha Agro Industries Corporation. Later, the plant
was taken over by OMFED.OMFED was filtering the milk and sending
it to the market especially in Bhubaneswar and Cuttack towns in
small vehicles. The consumers were buying the milk from loose cans
at the rate Rs.2.50 per litre. National Dairy Development Board
(NDDB) was also supplying butter oil and skimmed milk powder
(SMP) for reconstituting milk in order to cater to the demand of the
consumers.
After production of poly pack milk in the year 1983, consumers
reposed their faith on OMFED and the sale of liquid milk per day was
enhanced to 30,000 litres. Farmers after their own consumption
increased their supply of surplus milk to the Chilling Plants for getting
remunerative price and several other benefits including cattle feed.
This was the time when the exploitation of farmers by the vendors
was over.

At that time some of the vendors or gwallas were purchasing the

milk from the farmers and were selling the same by adding water
into it. As a result, the milk became sour, curdled and adulterated.
Looking at this scenario, OMFED set up an modern plant in the year
1984-85, to produce processed homogenized, pasteurized and
fortified with Vitamin-A pouch milk of 500 ml and milk product such
as Chhena(cheese),Ghee and Curd.

At that time marketing people were receiving heavy protest from

local vendors. In course of time consumers realized OMFED milk is
pure, fresh and affordable. For the interest of the farmers’ Cattle
Feed Plant of 100 tons was established in the year 1984 to supply
cattle feed to farmers at subsidized rate and another plant was
established at Rourkela in the year 1986 to supply milk to SAIL,
industrial hubs and consumers.

OMFED has nine dairy plants at Bhubaneswar, Rourkela, Sambalpur,

Balasore, Dhenkanal, Bhawanipatna, Jeypore, Berhampur and
Keonjhar to process milk received from farmers through chilling
centres 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
Odisha.
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. 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 Odisha. OMFED is providing good, fresh pasteurized,
homogenized and clean milk, both toned and double toned in
hygienic polythene sachets of half litre 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. It is
also good for brain development of growing children. The Odisha
state co-operative Milk Producers federation Ltd. (OMFED), its
affiliated Dist. Cooperative Milk Producers Union and hundreds of
village Milk Producers Co-operative Societies provides a 3-tier o-
operative organizational set up for milk production, procurement
and marketing of milk and milk products in a large scale.

Over the year, OMFED has become a household name and it has
developed trust of farmers. Now OMFED is procuring 5.5 lakh litre
milk from 3,72,000 members to whom OMFED gives Rs. 2.60 crores
daily at the rate of 26 rupees per litre of milk. No doubt, the
Procurement versus Marketing in the initial year and at present
provides a clear picture how consumers have made trust with the
OMFED Brand.

The members depend upon OMFED for their social and economic
development. Farmers are provided with medicines, plants and
fodder, subsidized cattle feed, various types of training and payment
for their produce at 10 days interval without any sort
exploitation/harassment by the vendors.

OMFED is one of the best Cooperative profits making organization in

Odisha. The entire profit pass on to the farmers. OMFED is providing
all types of milk products such as Ghee, Paneer, Curd, Buttermilk,
Lassi, Chhenapoda, Ice-cream, Flavoured milk, Rabidi apart from
milk. OMFED is also supplying milk to Hospitals and Defence
establishments. The Milk marketing pricing is cheaper if compared
with other states.

OMFED is currently procuring an average of 5 lakh 50thousaand litres

of milk per day from farmers of all the 30 districts of Odisha and the
milk and product marketing is around 5.51 lakh litres per day. The
procurement of milk is increasing day by day due to establishment of
milk cooperative societies across the state. As regards marketing,
OMFED has appointed 5,000 retailers/ distributors to sell milk and
milk products. The average per day milk procurement during 2014-15
increased by 14% compared to an average procurement of 3.9 lakh
litres per day during 2013-14.The peak procurement of milk during
2014-15 in a day was 519211 litres per day. The turnover of OMFED
during 2014-15 reached the highest level of Rs.650 crores with an
increase by 9% over the preceding year. The gross profit earned by
the organization during 2014-15 was Rs.45.00crores (all time record)
with an increase of 28% over the previous period.
Research Methodology.

Secondary data.

Primary data

1) Qualitative Research.

A. Observation Method.

B. Interview.

2) Quantitative Research.

A. Questionnaire design.

B. Pilot Testing.

C. Questionnaire correction.

D. Sample Size (100)

E. Analysis.
Method of data collection:

This next step in questionnaire design involves developing the

methods of data collection. This is important step because you need
to consider the costs, physical resources, and time required to
conduct the survey. First, select the best method for gathering the
required data. Keep in mind that cost and data quality will be directly
impacted by the method you choose. There are several options
available: face-to-face interviews or computer assisted personal
interviewing (CAPI) are two examples. These methods are
administered by a trained interviewer and can have either a
structured or unstructured line of questioning. There are also two
telephone methods available: telephone interviews or computer
Assisted
telephone interviewing (CATI). Both of these methods are also admin
istered by a trained interviewer, but the telephone versions are
Structured with a more formal interview schedule. Finally, there is
also the option of a collecting data through a self completed
questionnaire. This method allows the respondent to complete the
questionnaire without the aid of an interviewer. It is highly
structured and can be returned by mail or through a drop-off

system .
Size of the survey
Since each survey is different, there are no hard and fast rules for
determining its size. The deciding factors in the scale of the survey
operations are time, cost, operational constraints and the desired
precision of the results. Evaluate and assess each of these issues and
you will be in a better position to decide the sample size. Also,
consider what should be the acceptable level of error in the sample.
If there is a lot of variability in the population, the sample size will
need to be bigger to obtain the specified level of reliability.

. Data processing plans:

With invalid or missing data; and, if necessary creating derived
variables are the tasks that will be completed during data processing
.In short, the aim in this step is to produce a file of data that is as free
of errors as possible this processes the questionnaire responses into
output. Coding; data capture; editing; dealing.

LIMITATIONS OF THE STUDY

1. It is difficult to make a survey over entire India. So that
researcher has confined to a particular area.
 2. There is a chance for bias in the information given by the
respondents.

3. The data and result may not be accurate for the total universe,
due to the size of samples is small.

4. Most of the consumers refused to fill the complete

questionnaire as they were busy in their work.

5. The duration of the study was restricted to time limit of weeks.

THE MAIN SOURCES OF DATA

There are two types of data

 primary data
This consists of original information, which is collected first
hand. It is obtained direct with consumers concerned through
market research. It can be collected in following ways

o Observation
o Focus group
o Survey
 secondary data
Researchers usually start by gathering secondary data through
the company’s internal data base, which provides a good starting
point. However, the company can also tap a wide assortment of
 external information sources ranging from company public and
libraries to government business and publications.

Sample:

A part of population, which is provided by some process on

other. Usually by deliberated selection with the object of
investigation the properties of the parent population set. Non-
probability sampling method is in deterministic method where the
sample size is numerous and can’t be determined. So for our
convenience we take convenience-sampling method where all the
population in sample is given equal priority.

Sampling procedure:

It is a procedure required from defining a population to the

actual selection of the sample.

Sampling method:

The Sampling technique adopter by the researcher for the

study is simple random sampling.

Sampling unit:

A sampling unit is the basic unit containing the elements of the

target population.
 Sample size:

The sample size for the study is 100 consumers.

Area of study:
Area of the study for the researcher work is Burla.

AGE GROUP OF CONSUMERS

TABLE-1

AGE NO.OF PERCENTAGE

RESPONDENTS

11-20 17 17

21-30 40 40

31-40 18 18

41-50 20 20

50 ABOVE 5 5
Inference:

From the above table it is clear that most of the respondents 57% are
in the age group between 11-30 years, 18% are in the age group
between 31-40 years, 20% are in the age group of 41-50 years and
5% are in the age group above 50 years.

The above table 1 shows that 57% the consumers belong to the
age group between 11-30 years highly consume milk.

SEX-WISE CONSUMPTION

TABLE-2

SEX NO.OF PERCENTAGE

RESPONDENTS

MALE 82 82

FEMALE 18 18

TOTAL 100 100

Inference:

From the above table it is clear that 82% of the respondents

who consume sprite are male and 18% of the respondents are
female.

OCCUPATION OF CONSUMERS

TABLE-3

OCCUPATION NO.OF PERCENTAGE

RESPONDENTS

STUDENTS 34 34

EMPLOYEES 26 26

BUSINESS 20 10

OTHERS 20 20

TOTAL 100 100

Inference:
From the above table, 34% of the consumers belong to the occupation
of students, while 26% are employees, 10% are business people and
20% of them others including housewives, labours etc.
AWARENESS OF OMFED
TABLE-4

AWARENESS NO.OF RESPONDENTS PERCENTAGE

YES 84 84

NO 16 16

TOTAL 100 100

Inference:

From the above table it is clear that 84% of the respondents are
aware of OMFED milk and remaining 16% are not aware of milk.

REASON OF HAVING OMFED

TABLE-5
 Reason No. of Percentage
respondents

NUTRITION 57 57

TASTE 13 13

STATUS 10 10

FRESHNESS 20 20

TOTAL 100 100

Inference:

From the above table it is clear that 57% of the consumers take
milk for nutrition, 13% of the consumers take milk for taste, and 10%
of the consumers take milk for status purpose.

It depicts that the consumers highly responded for nutrition

57% and followed by taste 13% and status 10% and 20% people take
for the reason of freshness .

ALTERNATIVE BRAND
 BRAND NO.OF PERCENTAGE
RESPONDENTS

PRAGATI 62 62

AMUL 24 24

MILKYMOO 14 14

TOTAL 100 100

Inference:
From the above table it, is clear that 62% of the consumers take
pragati, 24% of the consumers take amul and remaining 14% of the
consumer take milkymoo.

FACTORS INFLUENCING TO PREFER BRAND

 FACTORS NO.OF PERCENTAGE
RESPONDENTS

NUTRITION 37 37

BRAND IMAGE 23 23

ADVERTISEMENT 20 20

OFFERS & OTHERS 20 20

TOTAL 100 100

Inference:
From the above table it is clear that 37% of the consumers are
influenced by Nutrition, 23% of the consumers are influenced by
Brand Image, 20% of the consumers are influenced by Advertisement,
Offers and Others influences 20% of the respondents.
It depicts that 37% of the consumers highly responded for
nutrition and 23% of the consumers responded for brand image, 20%
of the consumers responded for Advertisement and 20% of the
consumers responded for Offers & Others.
 CONSUMERS SATISFACTION ON AVAILABILITY

OPINION NO.OF RESPONDENTS PERCENTAGE

Highly 26 26
Satisfied
Satisfied 41 41
Neutral 13 13
Dissatisfie 16 16
d
Highly 4 4
Dissatisfie
d
TOTAL 100 100

Inference:

From the above table, 26% of the consumers are highly satisfied
with the availability of omfed products in the outlets while 41% of the
consumers are satisfied and 13% of the consumer is neutral, 16% of
the consumers are dissatisfied with the availability of omfed products
and remaining 4% are highly dissatisfied.

OPINION TOWARDS THE ADVERTISEMENT

OF OMFED
OPINION NO.OF RESPONDENTS PERCENTAGE
HIGHLY ATTRACTIVE 46 46
ATTRACTIVE 42 42
NOT ATTRACTIVE 12 12
TOTAL 100 100

Inference:

From the above table it is clear that 46% of the consumers opined
SPRITE advertisement as highly attractive, followed by 42% of the
consumers opined it as attractive and 12% of consumers not attractive
towards the SPRITE advertisement.
It depicts that the 42% of the consumers responded for
attractive and 46% of the consumers said highly attractive and 12% of
the consumers are not attractive towards the advertisement.

SOURCES OF MEDIA

SOURCES OF NO.OF PERCENTAGE

MEDIA RESPONDENTS
 TELEVISION 66 66
NEWS PAPERS 14 14
HORDINGS 10 10
WALL PAINTINGS 10 10
TOTAL 100 100

Inference:
From the above table it is clear that 66% of the consumers got
awareness through T.V, 14% through News Papers, 10% through
Hoardings and the remaining 10% through Wall papers.

CHI SQUARE TEST-1

RELATIONSHIP BETWEEN AGE AND AWARENESS LEVEL

Null hypothesis (H0 ): There is no relationship between age and

awareness level

Alternative hypothesis (H1): There is some relationship between age

and awareness level

Below 21- 31-

20 30 40 41-50 Above 51 TOTAL
Yes 13 33 17 14 2 79
No 7 3 2 3 1 16
May
Be 1 0 0 2 2 5
TOTAL 21 36 19 19 5 100

O E O-E (O-E)2 (O-E)2/E

13 16.59 -3.59 12.8881 0.776859554
7 3.36 3.64 13.2496 3.943333333
1 1.05 -0.05 0.0025 0.002380952
33 28.44 4.56 20.7936 0.731139241
3 5.76 -2.76 7.6176 1.3225
0 1.8 -1.8 3.24 1.8
17 15.01 1.99 3.9601 0.263830779
2 3.04 -1.04 1.0816 0.355789474
0 0.95 -0.95 0.9025 0.95
14 15.01 -1.01 1.0201 0.067961359
3 3.04 -0.04 0.0016 0.000526316
2 0.95 1.05 1.1025 1.160526316
2 3.95 -1.95 3.8025 0.962658228
1 0.8 0.2 0.04 0.05
2 0.25 1.75 3.0625 12.25
Total 24.63751
Test statistic X =∑(O-E) /E=24.63751
2 2

Level of significance= taken α =0.05

Degree of freedom=(R-1)(C-1)=(5-1) (3-1)=4*2=8
CRITICAL VALUE= The tabulated value at X2 at 0.05 for 8 degree
of freedom is 15.5
Hence the tabulated value 15.5 is less than the calculated value
24.63751 of chi square so we accept the H1 hypothesis i.e there is a
relationship between age and awareness level

CHI SQUARE TEST-2

RELATIONSHIP BETWEEN OCCUPATION AND FAVOURITE
BRAND IN MILK

Null hypothesis (H0 ): There is no relationship between Occupation

and Favourite brand in milk

Alternative hypothesis (H1): There is a relationship between

Occupation and Favourite brand in milk

THUM SLIC MAAZ TOTA

S UP E A LIMCA FANTA L
STUDENTS 3 5 16 5 5 34
EMPLOYEE
S 2 8 6 9 1 26
BUSINESS
1 1 8 3 1 14
Daily
Labours 4 2 5 3 2 16
OTHERS 2 2 3 2 1 10
TOTAL 12 18 38 22 10 100
 O E O-E (O-E)2 (O-E)2/E
3 4.08 -1.08 1.1664 0.285882353
2 3.12 -1.12 1.2544 0.402051282
1 1.68 -0.68 0.4624 0.275238095
4 1.92 2.08 4.3264 2.253333333
2 1.2 0.8 0.64 0.533333333
5 6.12 -1.12 1.2544 0.20496732
8 4.68 3.32 11.0224 2.355213675
1 2.52 -1.52 2.3104 0.916825397
2 2.88 -0.88 0.7744 0.268888889
2 1.8 0.2 0.04 0.022222222
16 12.92 3.08 9.4864 0.734241486
6 9.88 -3.88 15.0544 1.523724696
8 5.32 2.68 7.1824 1.350075188
5 6.08 -1.08 1.1664 0.191842105
3 3.8 -0.8 0.64 0.168421053
5 7.48 -2.48 6.1504 0.822245989
9 5.72 3.28 10.7584 1.880839161
3 3.08 -0.08 0.0064 0.002077922
3 3.52 -0.52 0.2704 0.076818182
2 2.2 -0.2 0.04 0.018181818
5 3.4 1.6 2.56 0.752941176
1 2.6 -1.6 2.56 0.984615385
1 1.4 -0.4 0.16 0.114285714
2 1.6 0.4 0.16 0.1
1 1 0 0 0
Total 16.23826578

Test statistic X2=∑(O-E)2/E=16.23826578

Level of significance= taken α =0.05
Degree of freedom=(R-1)(C-1)=(5-1) (5-1)=4*4=16
CRITICAL VALUE= The tabulated value at X2 at 0.05 for 16 degree
of freedom is 26.3

Hence the tabulated value 26.3 is more than the calculated value
16.23826578 of chi square so we accept the H0 hypothesis i.e there is
no relationship between Occupation and Favourite brand in milk

CHI SQUARE TEST-3

RELATIONSHIP BETWEEN AGE AND REASON OF DRINKING
MILK
Null hypothesis (H0 ): There is no relationship between age and
reason of drinking milk

Alternative hypothesis (H1): There is a relationship between age and

reason of drinking milk

Below 21- 31- TOTA

20 30 40 41-50 50 ABOVE L
TASTE 13 20 9 13 2 57
THIRST 2 5 6 3 1 17
FRESHNES
S 6 11 4 3 2 26
TOTAL 21 36 19 19 5 100
 O E O-E (O-E)2 (O-E)2/E
13 11.97 1.03 1.0609 0.088629908
2 3.57 -1.57 2.4649 0.690448179
6 5.46 0.54 0.2916 0.053406593
20 20.52 -0.52 0.2704 0.013177388
5 6.12 -1.12 1.2544 0.20496732
11 9.36 1.64 2.6896 0.287350427
9 10.83 -1.83 3.3489 0.309224377
6 3.23 2.77 7.6729 2.375510836
4 4.94 -0.94 0.8836 0.178866397
13 10.83 2.17 4.7089 0.434801477
3 3.23 -0.23 0.0529 0.016377709
3 4.94 -1.94 3.7636 0.761862348
2 2.85 -0.85 0.7225 0.253508772
1 0.85 0.15 0.0225 0.026470588
2 1.3 0.7 0.49 0.376923077
Total 6.071525

Test statistic X2=∑(O-E)2/E=6.071525

Level of significance= taken α =0.05
Degree of freedom=(R-1)(C-1)=(5-1) (3-1)=4*2=8
CRITICAL VALUE= The tabulated value at X2 at 0.05 for 8 degree
of freedom is 15.5
Hence the tabulated value 15.5 is more than the calculated value
6.071525of chi square so we accept the H0 hypothesis i.e there is no
relationship between age and reason of drinking milk

CHI SQUARE TEST-4

RELATIONSHIP BETWEEN AGE AND SATISFIED WITH
AVAILABILITY OF OMFED BRANDS
Null hypothesis (H0 ): There is no relationship between age and
satisfied with availability of omfed brands
Alternative hypothesis (H1): There is a relationship between age and
satisfied with availability of omfed brands

Below 21- 31-

20 30 40 41-50 Above 51 TOTAL
Highly
Satisfied 3 10 3 10 0 26
Satisfied 9 17 11 3 1 41
Neutral 5 3 1 2 2 13
Dissatisfied 3 5 4 3 1 16
Highly
Dissatisfied 1 1 0 1 1 4
TOTAL 21 36 19 19 5 100

O E O-E (O-E)2 (O-E)2/E

3 5.46 -2.46 6.0516 1.108351648
9 8.61 0.39 0.1521 0.017665505
5 2.73 2.27 5.1529 1.887509158
3 3.36 -0.36 0.1296 0.038571429
1 0.84 0.16 0.0256 0.03047619
10 9.36 0.64 0.4096 0.043760684
17 14.76 2.24 5.0176 0.339945799
3 4.68 -1.68 2.8224 0.603076923
5 5.76 -0.76 0.5776 0.100277778
 1 1.44 -0.44 0.1936 0.134444444
3 4.94 -1.94 3.7636 0.761862348
11 7.79 3.21 10.3041 1.322734275
1 2.47 -1.47 2.1609 0.8748583
4 3.04 0.96 0.9216 0.303157895
0 0.76 -0.76 0.5776 0.76
10 4.94 5.06 25.6036 5.18291498
3 7.79 -4.79 22.9441 2.945327343
2 2.47 -0.47 0.2209 0.089433198
3 3.04 -0.04 0.0016 0.000526316
1 0.76 0.24 0.0576 0.075789474
0 1.3 -1.3 1.69 1.3
1 2.05 -1.05 1.1025 0.537804878
2 0.65 1.35 1.8225 2.803846154
1 0.8 0.2 0.04 0.05
1 0.2 0.8 0.64 3.2
Total 24.51233472

Test statistic X2=∑(O-E)2/E=24.51233472

Level of significance= taken α =0.05
Degree of freedom=(R-1)(C-1)=(5-1) (5-1)=4*4=16
CRITICAL VALUE= The tabulated value at X2 at 0.05 for 16 degree
of freedom is 26.3
Hence the tabulated value 26.3 is more than the calculated value
24.51233472 of chi square so we accept the H0 hypothesis i.e. there is
no relationship between age and satisfied with availability of omfed
brands
Findings of the study
 Out of 100 respondents, 15% of the consumers belong to the
age group between 5-10 years while 25% between 11-30, 20%
between 31-40 years and 5% between 41-50 years and 5 % are
above 50 years. From the analysis we conclude that teenagers
and adults are potential consumers for OMFED products.
 Out of 100 respondents 59% of respondents are male and 41%
are female.
 Out of 100 respondents 92% of respondents are aware of milk
and 8% are not aware of milk.
 Out of 100 respondents 37% of the consumers belong to the
occupation of students while 31% are employees, 22% are
business people and 10% of them are others including
housewives, doctors, labours etc. From the analysis we
conclude that students occupy a larger proportion among the
consumers of the omfed.
 Research reveals that among the omfed milk got the most
alternative brand followed by Pragati, Amul, and Milkymoo.

 Out of 100 respondents, 98% of the consumers have come

across the advertisement of omfed products while only 2% say
that they didn’t come across any such kind. This its self speaks
 about the effectiveness of the companies’ advertisements.
Almost all the consumers are aware of the advertisement of
omfed products.
 Out of 100 respondents, 53% of the consumers came to know
about the omfed products only through T.V, 22 % of the
consumers came to know about the sprite products through
news papers, 17% of the consumers came to know hoardings
and 8% of the consumers through wall paintings.

 Out of 100 respondents, 94% of the consumers are satisfied

with the availability of omfed products in all outlets while 6% of
the consumers are not satisfied because 8% of the consumers
are from remote areas.
 Out of 100 respondents, 67% of the consumers said that ads of
Omfed products are attractive, 26% of the consumers said that
it is attractive to some extent, 23% of the consumers said that
it is highly attractive and 19% of the consumers said that it is
not attractive.

 The consumers are lagging with availability of Omfed products

in rural areas.
  It can be concluded that the Omfed products are at high
position in the market compared to that of competitor’s,
providing the wide range of products to its wide consumer
market, thus maintaining its brand image and market share.

Suggestion
 Products of OMFED contain general food and price information.
Specific nutrient content per unit of product should be
mentioned on the package to give more specific information.
For example mentioning the nutrition value of 100ml of milk on
the milk package. Currently it only displays fat 3% and SNF
8.5%.If the nutritional values like Protein%, Vitamins%, Calcium
% etc. would be mentioned on the packet the product can be
better positioned.
 In recent days many defaming news about OMFED had been
telecasted. Proper clarification by the appropriate personnel
should be issued to answer the questions in the minds of
customers.
 The organisation may upload its advertisements in different
forums like YouTube to avail the Internet advantage of the
telecasted ads.
 Proper hygiene and sanitary conditions in the plant must be
observed to deliver products in proper quality deliverable
condition.
 OMFED was known for its quality and taste. But now it is
known as the most available branded food item. The
organisation must try to reposition its quality and taste
features in the mind of customer.
  Coordination between the different Departments must be
observed to handle market challenges in a more professional
way.
 Automation and expansions of different Plants should be done
to cope with the growing production pressure and market
demand.
 GPS based Vehicle Tracking System may be introduced in the
supplying and raw milk tankers to know about the position of
the vehicle in real time.
 New value added products after proper market study and
segmentation with sufficient media focus can be developed.
Food for health conscious groups like Sugar free Ice-Creams,
Low fat Milk can be introduced.
 Being the Market Leader in food industries in Odisha OMFED
should try to defend its position against the new emerging
brands.

SEGMENTATION:

Segmentation is done on the basis of Living standard measure (LSM), which ranges from 1

to 15. 1 denotes those people who are living from hand to mouth; whereas15 denotes

extremely rich and elite class. LSM is measure by a number of variables such.
CONCLUSION:
OMFED is the biggest food Brand of Odisha. It has a glorious
history of 35years of association with the farmers and
customers of Odisha. The organisation is committed to work for
development of farmers and providing quality product in a cost
effective manner. Its supply chain is the power driver of the
system. Effective marketing and proper positioning of the
image of the organisation is the key to its success. Without
compromising with its core values and promises it is constantly
evolving as learning and developing organisation. Technological
development can increase its efficiency and quality delivery.
Understanding this OMFED is working for technological
development and expansion of its projects on one hand and
encouraging farmer to adopt dairy farming on the other.
Leveraging the gap between farmers and customers OMFED
have now an opportunity to venture outside the state
boundaries. Believing on the product concept of marketing
OMFED has reached this far. Therefore emphasising on product
development along with its Brand it can cross new horizons.
 BIBLIOGRAPHY

MARKETING MANAGEMENT

Philip Kotler

MARKETING RESEARCH

G.C.Beri

RESEARCH METHODOLOGY

C.R.Kothari

WEBSITES

http://omfed.com/

https://www.google.co.in/
QUESTIONARIE: ABOUT OMFED MILK

1. Name:

2. Age: [ ]5-10 [ ]11-20 [ ]21-30 [ ]31-40 [ ]41-50

[ ]50 Above

3. Sex: [ ]Male [ ]Female

4. Occupation: [ ] Student [ ] Business [ ] Employee [ ]Daily labour

[ ] Others

5. Are you aware of Omfed Milk : [ ]Yes [ ]No

6. Which is your favourite brand in Milk?

[ ]Pragati [ ]Omfed [ ] Amul [ ]Milkymoo [ ]Paras

7. Reason of choosing Omfed: [ ] Taste [ ] Nutrition [ ]Freshness [ ]Status.

8. How often do you consume Omfed Milk: [ ]Occasionally [ ] Regularly

[ ]Rarely

9. Which pack size you generally prefer Omfed?

[ ]Red [ ]Blue [ ]Gold

10. Are you satisfied with availability of Omfed brands:

[ ] Highly Satisfied [ ] Satisfied [ ] Neutral [ ] Dissatisfied [ ] highly dissatisfied

11. Source of awareness is: [ ] T.V [ ] News Paper [ ] Wall Painting

[ ] Hording

12. Your opinion towards the advertisement given in the above source of media:

[ ]Highly Attractive [ ]Attractive [ ]Ok [ ]Bad

13. Are you thinking to change the brand in the future? [ ]Yes [ ]No