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 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

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.

MR. S.CHINNATHAMBI INTERNAL GUIDE

Dr. JAYSHREE SURESH DEAN/MBA

EXTERNAL EXAMINER

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

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.

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.

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

Indranil Sishu-

CONTENTS
CHAPTER NO. CHAPTER 1 CHAPTER 2 CHAPTER 3 3.1 3.2 3.3 3.4 3.5 CHAPTER 4 4.1 4.2 4.3 4.4 CHAPTER 5 5.1
5.2

CHAPTER NAME INTRODUCTION INDUSTRIAL PROFILE COMPANY PROFILE OMFED VISION OMFED MISSION PRODUCT PROFILE PRESENT STATUS OF OMFED FUTURE PROSPECTS AND PLANS MAIN THEME OF THE PROJECT OBJECTIVE OF THE STUDY STATEMENT OF PROBLEM SCOPE OF THE STUDY LIMITATION OF THE STUDY RESEARCH METHODOLOGY AND LITERATURE REVIEW RESEARCH METHODOLOGY
LITERATURE REVIEW

PAGE NO 1 2-3 4-8 5 5 6 7 8-10 11-14 11 12 13 14 15-21 15-19

20-21

CHAPTER 6 6.1 6.2 CHAPTER 7 7.1 7.2 7.3

ANALYSIS OF DATA CUSTOMER SURVEY RETAILER SURVEY RESULT INTERPRETATION FINDINGS SUGGESTIONS CONCLUSION APPENDIX QUESTIONARIES REFERENCES

22-41 25-35 36-41

42-46

42-43 44-45 46 47-53 47-52 53

LIST OF TABLES
TABLE NO. TITLE CUSTOMER DETAILS MARKET SHARE KNOWLEDGE OF OMFED MILK VOLUME AND OCCASION OF CONSUMPTION LINKAGE TOWARDS FLAVORED MILK PRODUCT LIKING IMPORTANCE OF PRICING AVAILABILITY OF OMFED MILK SPECIFIC MEDIA TYPES OF RETAILERS MORE SELLING SEASON REASON FOR LESS SELL PAGE NO.

1 2 3 4 5 6 7 8 9 10 11 12

25 27 28 30 31 32 33 34 35 36 38 40

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

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. 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. Its 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.

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. FLAVORED MILK is one of the best products of OMFED among all other products. Its 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\

RAW DOUBLE TONED MILK

+
SUGAR 9%

COLOR AND ESSENCE

STERILISE 115 DEGREE CELIUS AND 1 KG PRESSURE FOR HALF AN HOUR

FLAVORED MILK

Since its 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.

11

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

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3.3 PRODUCT PROFILE A Liquid Milk (In 500 ml and (i) Double Toned Milk 1000 ml. polythene packets (1.5% fat & 9% snf) (ii) Toned Milk (3% fat & 8.5% snf) (iii) 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

PRIMARY LEVEL

BOARD OF DIRECTORS OF 9 PRODUCERS OF MILK.

DISTRICT LEVEL

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

STATE LEVEL

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

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THE TH HREE TIER R SYSTEM OF OMFED D

MILK PRODUCE ER

PRIMA ARY VILLA AGE MILK K PRODUC CERS CO-OP PERATIVE E SOCIETY Y (VILLA AGE LEVE EL)

DISTR RICT CO-O OPERATIVE E MILK PRODUCER UNI ION (DISTR RICT LEVE EL)

THE ORISSA O STA ATE CO-O OPERATIVE E MILK PRODUCE ERS FEDER RATION LTD. ED) (OMFE

T The Orissa State Co-o operative Milk M Producers Federa ation Ltd. (OMFED), , its affiliated d Dist. Co o-operative Milk Pro oducers Un nion and hundreds h o village Milk of Producers Co-operative Socie eties provid de a 3-tier Co-operativ C ve organiza ational setup p for milk pro oduction, pr rocurement and market ting of milk k and milk products p in a large scal le. M Minimum of o 51 milk producers in the vill lage area are a combin ned to form m the primary Milk Produ ucers Co-op perative Soc ciety in the village leve el. V Various villa age milk Pr roducers Co-operative e Societies are joined to t form dis st cooperative milk Prod ducers Unio on and aga ain various District Co o-operative Milk Produ ucers Union combine c wi ith each oth her to form m the Orissa State Co-operative Milk Produ ucers Federation Ltd.

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SALIENT FEATURES OF BHUBANESWAR DIARY

INSTALLED CAPACITY 60,000 liters per day

PROJECT EXECUTED BY

National diary development board.

INITIAL PROJECT COST

Rs.2.80 crores 6th December 1985

FUNCTIONED FORM

INAGURATED BY

Honble President of India Late Giani Zail Singh on 9th February 1986.

EXPANSION

75,000 liters per day Projects division of OMFED (2nd phase expansion of 1.25 lakh liters per day already started on)

PROJECT EXECUTED BY

ANNUAL TURNOVER

Rs.40 crores

EMPLOYEES STRENGTH

1500 (Regular) 1200 (Temporary)

SECURITY

By Private Agency

LAND

19.25 Acres

MACHINES

Pasteurizer,

Homogenizer,

Sterilizer,

Automatic-packing machines.

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3.5 FUTURE PROSPECTS AND PLANS OF OMFED

FUTURE POLICY AND DECISION OF OMFED

1. 2.

Expansion of Bhubaneswar Dairy from 1.25 lakh LPD to 2 lakh LPD Establishment of 10 MT powder plant at Bhubaneswar dairy with Govt. of India assistance. (Rs.11 crores)

3.

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

4.

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

5.

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

6.

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.

7. 8.

Establishment of ICE-CREAM plant at Bhubaneswar dairy (1000 LPD). Introduction of calf raising scheme to generate 5000 crossbreed milky animals per year through selective milk producers societies in operation flood districts.

9.

SELF EMPLOYMENT PROGRAM i) ii) Establishment of 10 highway parlors through private agents. 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

9 To find out the causes of decrease in sales of Flavored milk of OMFED. 9 To determine customers preference towards that product of OMFED. 9 To find out retailers preference towards that product of OMFED. 9 To study the market position 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 customers level of expectation.

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. 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. Its 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.

21

4.4 LIMITATION OF THE STUDY

1. Lack of environmental support 2. Less sample size. 3. Basically based on primary data. 4. Short time duration 5. Restricted area. 6. Lack of customer support.

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CHAPTER-FIVE RESEARCH METHODOLOGY AND LITERATURE REVIEW

5.1 RESEARCH METHODOLOGY OF THE STUDY
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

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

5.1.2 Population: 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.

23

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.

5.1.4 Sample: Sample is the reprehensive part of the population is chosen at random from a large number of items. .

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 Sampling methods: There are two types of sampling methods: 1). Probability 2). Non probability In this study the non-probability sampling has been used using conveniencesampling technique. This is because population elements were scattered over a wider area and specific category could not be find out.

24

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 a) Primary data has been collected through survey method by personal interview through a questionnaire to customers and retailers of various areas within BHUBANESWAR OMFED. b) For the Secondary data, the instruments are used: OMFED newsletter. OMFED magazines. Smaranica. Local Newspaper. region those deals with Flavored milk, the product of

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 : 1. Observation schedule. 2. Interview schedule 3. Rating scale 4. Interview guide 5. Questionnaire method

25

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.

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 4ps like Product-Price-Promotion-Place. According to Philip Kotler, the firms 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

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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. 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 companys 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. 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 todays marketing environment. Four key dimensions of holistic marketing are : 1. Internal marketing ensuring everyone in the organization embraces appropriate marketing principles, especially senior management. 2. Integrated marketing ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way. 3. Relationship marketing having rich, multifaceted relationships with customers, channel members, and other marketing partners. 4. 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.

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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.

Descriptive analysis. Inferential analysis. 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. . .

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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. 2. 3. 4. 5. 6. 7. 8. 9.

Purpose of the Survey: Measurability: Degree of Precision:. Information about population: The Nature of the population:. Geographical area of the study and the size of the population: Financial resources: The Limitation: Economy:

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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 computations. # It facilitates the summation of items and the detection of errors. # It covers space and reduces explanatory and descriptive statement to a Minimum.

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6.1 CUSTOMER PROFILE

TABLE 1 : Total 100 Respondents are interviewed Variable Sex Description Male Female Age <25 25-40 40-60 >60 Monthly Income Pocket Money <5000 5000 10000 >10000 Number 74 26 38 50 7 5 30 18 21 31 % 74 26 38 50 7 5 30 18 21 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

Ratioof o study
fema ale 26% %

male 74%

Ageofusers
4060 7% >60 5%

<25 38%

2540 50%

34

Income egroup
<5000 0 18%

pocketmo oney 30%

5000 010000 2 21% >10000 31%

TABLE E- 2 : Mark ket share of f OMFED Flavored F M (out of Milk f 100)

Name Number %

Pepsi 16 16%

Thumps s Up 17 17%

Sprite 18 18%

Coca cola 19 19%

Amul cool 17 17%

FL Milk 13 13%

Total 100 100%

F From this tab ble, it is fou und that the e awareness s towards OMFED O Fl lavored Mil lk is very low w i.e. 13% in BHUBA ANESWAR market in comparison n with othe er soft drink ks as given ab bove.

35

marke etshare
FLmilk 13% amul a cool 17% Pepsi 16% Thump psUp 17% %

Cocacola 19%

rite Spr 18 8%

TABLE E- 3 : Know wledge abou ut OMFED D Flavored Milk M

Option n Know wledge (out of o 100) Tasted d (out of 85)

Yes 85 54

% 85% 64%

No 15 31

% 1 15% 3 36%

To otal 10 00 85

T This Table indicates i th hat out of 100 1 respond dents 85% have the kn nowledge about a OMFED D flavored milk and 15% of the em do not t know abo out that. Again A out of o 85 responde ents, those have h known n that produ uct, only 54 tasted that and 31 hav ve not tasted d.

36

know wledgeabout a FL Lmilk

no 15%

ye es 85 5%

Tastedout o of85 5

no 36%

ye es 64%

37

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

Volume 1-5 1-5 1-5 5-10

Occasion During office hour During school During noon During morning

No. 23 5 12 10

% 46% 10% 24% 20%

25

20

15

10

0 Duringofficehour Duringschool Duringnoon Duringmorning

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.

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TABLE-5: Liking to owards OM MFED Flavo ored Milk (o out of 50)

Category Very good Good Moderate Normal OK

Number 20 5 6 15 4

% 40 10 12 30 8

From this tab ble Its found d that out of f 50 respond dents, 20 (40%) are like e to the products very good.

25

20

15

10

0 Verygood Good d Moderate Normal OK K

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TABLE- 6 : Produc ct Liking (ou ut of 100)

Features Quality Taste Package

Number 56 42 2

% 56 42 2

From the e above table e Its found that t during the purchase e of a product, quality (5 56%) is the most importan nt factor.

p product likedfo or
Packa age 2% %

Taste T 42% 4 Quality Q 56%

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TABLE-7: Importa ance of Prici ing (out of 100)

Features Strongly dis sagree Disagree Neutral Agree Strongly agree

Number 12 9 27 34 18

% 12 9 27 34 18

From this abo ove table it is i found out that price is s the most im mportant fac ctor at the tim me of purchasin ng a product t.

Agr ree 41 1%

Stronglydisagree d 15% % Disagree D 11%

Neutral 33%

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TABLE-8: Availabi ility of OMF FED Flavor red Milk (ou ut of 100)

Features Satisfactory y Average OK Bad Dissatisfact tory

Number 38 32 28 2 0

% 38 32 28 2 0

T table fro This om my obser rvation, Its found f that th he distributio on channel of o OMFED is not good as expected. e Th hough it is no ot dissatisfac ctory, yet it has h to be im mproved.

Bad 2%

Sa ales

Di issatisfactory 0%

OK 28%

Satisfactory y 38%

Average 32%

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TABLE E- 9 : Specifi ic Media (ou ut of 75)

Media TV Radio Both

Number 53 12 10

% 71 16 13

A After making g specific abo out the parti icular Electro onic Media, at least 71% % out of 75 voted to TV as the most sui itable one fo or this advert tisement of soft s drink.

SPECIFICMEDIA M OUT O OF75 7

60% 50% 40% 30% 20% RADIO,12% % 10% 0% TV RADIO BOTH BOTH,10% TV,53%

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6. .2 RETAI ILER PR ROFILE

TABLE E 1 : Type of Retailer (out of 40) e Type Numb ber OM MFED boo oth 9 Smal ll shop 5 Middle sh hop 21 Larg ge shop 5

23 3

13

51

13

T This table in ndicates tha at out of 40 retailers in nterviewed only 9 are OMFED bo ooths and all other o is categorized acc cording to th heir size.

25

M MIDDLE SH HOP,21

20

15 OMFED BOOTH,9 SMALLSHOP,5 LARGESHOP,5

10

0 O OMFED BOOTH H SMALLSH HOP MIDDLESHOP LARGESHOP

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TABLE- 2 : Soft drinks and fla avored milk k available

Type Only F.M. F.M.+ all ot ther S.D. F.M. + only y PEPSI prod duct F.M. + only y COCA product All other ex xcept F.M.

Nu umber 5 21 5 6 3

% 13 53 13 15 6

T This table in ndicates that t from 40 re etailers only y 5 retailers s are keepin ng only OM MFED flavored milk and do o not keep an ny other soft t drink produ uct. But the major m among is that cate egory those kee ep all other soft s drinks with w OMFED D flavored milk. m

25

20

15

10

0 OnlyF.M. F.M.+alloth herS.D. F.M.+onlyPEPSI F F.M.+onlyCOCA Allotherexcept p product M. product F.M

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TABLE- 3 : More selling season (out of 37 7)

Season Hot Cold Rainy Whole year r

Number 34 0 0 3

% 92 0 0 8

T table ind This dicates that summer s seas son is the pea ak season fo or selling of flavored mil lk. So OMFED should targe et this season for more sales. s

MO ORESELLINGSEA ASON(o outof37 7)

40 35 30 25 20 15 10 5 0 HOT COLD RAIN NY WHOLEYEAR C COLD, 0 RAINY,0 WHOLEYEAR, Y 3 HOT,34

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- 4 : Opinion n about pac ckaging of flavored mil lk (out of 37 7) TABLE-

Opinion Attractive Good Average OK Bad

Number 13 7 8 7 2

% 36 18 22 18 6

T This table sh hows that the t packagin ng style of flavored milk m is not so bad. Bu ut the organizat tion has to im mprove its packaging p st tyle for more e attractive.

OPINIO ONABOU UTTHEPACKING P G

14 12 10 8 6 4 2 0 Attractive Goo od A Average OK Ba ad

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TABLE- 5 : Reason n for less sal le (out of 37 7)

Reason Non-availab bility Lack of dem mand Lack of awa areness Price cut

Number 4 0 13 20

% 14 0 45 89

T table sho This ows that price cut in oth her competit tive brand is s the main re eason behind d less sale of OMFED O flav vored milk. Apart A from it i lack of co onsumer awa areness is al lso a prime cause c behind th he less sale of o this produ uct.

REA ASONFO ORLESSSALE S OU UTOF37 7

30 PRICECUT,20 0 25 20 15 10 5 0 NON AVAILABILITY A F LACKOF DEMAND D LACK KOF AWAR RNESS PRICECUT NON AV VAILABILITY,4 LACKOF F DEMAND,0 KOF LACK AWARN NESS,13

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TABLE- 6 : Promotional Style (out of 40)

Style Display Poster Advertisement Price cut

R1 0 2 4 15

R2 0 2 0 4

R3 4 4 5 5

R4 12 15 2 4

R5 24 17 29 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.

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CHAPTER SEVEN

RESULT INTERPRETATON

7.1 FINDINGS
From the market research it is found that : 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. More consumption of flavored milk occurs during office hours and hot seasons. Mostly the middle size shops are keeping OMFED flavored milk (51%) and less (23%) pure OMFED booths are found. Packaging of OMFED flavored milk is on average.

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 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. 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. 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. .

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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 better result in the future. Special advertisement in TV in the local prime schedule should be given, when the children can watch it in their favourite serials. Distribution channels should be improved and product should be made available at the door step of retailers every day. 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 technology may be implemented to improve the packaging. 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 product at their stor 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

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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. The company should provide financial support to enhance the franchise of pure OMFED booth. The concentration of the flavored milk should be high. To compete with the competitors , the company should acquire deep knowledge about the market along the changing environment and technology.

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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 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.

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APPENDIX

QUESTIONNAIRES: MARKET SURVEY Sir/ Madam, I am a student of MBA of SRM UNIVERSITY, CHENNAI. These following questionnaires are part of my Academics requirement. Please co-operate me with providing information to make the project successful. 1. 2. When thinking about Soft drink, what names come to your mind? Do you know about flavored milk a soft drink and health drink product of OMFED? Yes /No. 3. 4. If No, skip questions no. 3, 4, 5. Yes/No If yes, have you ever tasted OMFED flavored milk? 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 [ (e) Do not like flavor

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5.

If yes, in which occasion your weekly consumption is more? Volume of consumption: Occasion: -

6.

Here are some features of "flavored milk" of OMFED. Please rank them according to their importance. 1 Taste Package Availability Flavor Price 2 3 4 5

7.

How do you like flavor milk of OMFED. Very good 1 2 3 4 OK 5

8.

Which specific features of the product you like most. Quality [ ], Taste [ ] ,Packing [ ]

9.

Do you think there should be more sales counter for OMFED? Yes/ No

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10.

Do you think price is most important while purchasing product? Strongly disagree 1 2 3 Strongly agree 4 5

11.

How do you fill about the availability of the OMFED flavored milk? Satisfactory 1 2 3 Dissatisfactory 4 5

12.

From where did you come to know about flavor milk of OMFED? (a) Advertisement (b) Friend (c) Any other please specify

13.

Do you think OMFED should choose advertisement policy for the popularity of flavor milk? Yes/No

14.

According to you, which is the most effective way of advertisement for soft drink. (a) (b) (d) Electronic media Print media Walling (c) TV/RADIO/BOTH Hoarding (e) Any other please indicates

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15.

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

16. 17.

Sex : Male [ Age: (a) (b) (c) (d) (e)

] Female [ Less than 15 [ 15 to 25 25 to 45 45 to 65 Above 65 ]

[ [ [ [

] ] ] ]

18.

Monthly income:

19.

Any other suggestion you would like to share? Please specify.

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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 only used for academic purpose. 1. 2. Your name please: Type of retailer: (a) Small shop 3. 4. OMFED booth [ (b) Middle shop ] Any other [ (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

5.

Rank the above said brands according to their sales from your shop, (a) (b) (c) (d)

6.

Please issue a statement regarding flavor milk of OMFED. Sales per month in average: Customers demand: Negative/Positive/Neutral Time during less sales:

7. 8.

How many bottles of flavor milk do you sell a day on an average? What is the most demandable selling style for soft drink?

9.

In which season do you sell more flavor milk of OMFED? (a) (b) (c) (d) Hot Cold Rainy Throughout the year [ 59 [ [ [ ] ] ] ]

10.

How consumers fill about the flavor milk of OMFED? Very good 1 2 3 4 Poor 5

11.

What is your opinion about its packaging? Attractive 1 2 3 4 Bad 5

12.

Are you agree that there is less sale in flavor milk of OMFED? Yes/No

13.

14.

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 (a) (b) (c) (d) Display Poster 1 1 2 1 1 2 3 2 2 3 4 3 3 Most attractive 4 5 4 4 5 5 5

Advertisement Price cut

15.

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

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REFERENCES
BIBLIOGRAPHY 1. MARKETING MANAGEMENT, PHILLIP KOTLER , 13th EDITION, PHI LEARNING PVT LIMITED, CONDUCTING MARKETING RESEARCH AND FORCASTING DEMAND ,PAGE 90 96. 2. KINGS MARKETING MANAGEMENT BY Dr. M.M.VARMA & R.K. AGRAWAL, 7 TH EDITION, RESEARCH PROCEDURES, PAGE NO 126 - 129

WEBLIGOGRAPHY

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

PRINT MEDIA : BUSINESS WORLD INDIA TODAY ECONOMIC TIMES INDIAN EXPRESS TIMES OF INDIA

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