1. a Market Research on Omfed Flavored Milk in Bhubaneswar Market

Under the Guidance of:Mr.N.R Khadenga

Submitted By:AKSHAYA KUMAR DASRoll No: 11MBAS21529

Submitted To:

DDCE, SAMBALPUR UNIVERSITY.DECLARATION I do hereby declare that this summer training report submitted by me, in partial fulfillment of the requirement for the MBA under DDCE, Sambalpur University is conceptualized by me and is not given to any other institution or published anywhere at any time before.

Akshaya Kumar DasRoll No. : 11MBAS21529

EXAMINERS CERTIFICATE This project is submitted by Akshaya Kumar Das of MBA bearing the Roll No. 11MBAS21529 under DDCE, Sambalpur University and forwarded for evaluation.

Internal ExaminerExternal Examiner

CERTIFICATThis is to certified that this project report titled A market research on OMFED FLAVORED MILK in BHUBANESWAR Market is the bonafide work of Biswajit Mishr bearing Roll No 11MBAS21529, who carried out the summer training under my supervision. That to the best of my knowledge the work reported herein does not from part of any other project report on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Mr. N.R Khadenga, Marketing Manager

ACKNOWLEDGEMENT I express my deep gratitude to our faculty guide Mr. Manik Chand Ghosh allowing me to develop this project. It gives me great pleasure to acknowledge my sincere thanks to Mr. Manoj Swain (Dirctor, RD Computer & Management, Talcher) 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.

Akshaya Kumar Das

ABSTRACTThis 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.

CERTIFICATE OF APPROVAL

This is to certify that the Summer Training Report entitled:A Market Research On Omfed Flavored Milk In Bhubaneswar Market

Submitted by Akshaya Kumar Das (Roll No. 11MBAS21529), Sambalpur University, Burla towards partial fulfillment of the requirements for the award of the degree of Master of Business Administration (MBA) is a bona fide record of the work carried out by her under the able guidance of Manik Chand Ghosh, Faculty, RD Computer & Management, Talcher.

(Approval of the center director)Center Director

CONTENTSl.Name 1. Introduction2. Industrial Profile 3. Company Profile Omfed Vision Omfed Mission Product Profile Future Prospects And Plans1. 2. 4. Main Theme of the Project Objective of the Study Statement of Problem Scope of the Study Limitation of the Study 5. Research Methodology And Literature Review Research Methodology Literature Review 6. Analysis Of Data 7. Result Interpretation Findings Suggestions Conclusion Bibliography

CHAPTER-1INTRODUCTIONThe 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-2INDUSTRY 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.

PROCESS STEPS OF FALVORED MILKRAW DOUBLE TONED MILK

SUGAR 9%

STERILISE 115 DEGREE CELIUSAND1KG PRESSURE FOR HALF AN HOURCOLOR AND ESSENCE

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.

CHAPTER-3COMPANY 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.

OMFED VISIONTo 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. 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 PRODUCT PROFILE ALiquid Milk (In 500 ml and 1000 ml. polythene packets(i) Double Toned Milk (1.5% fat & 9% snf) (ii) Toned Milk (3% fat & 8.5% snf) (iii) Full Cream Cow Milk (4% fat & 8.5% snf)

BMilk 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

COther Milk Products(i) Chennapoda (ii) Vaccum packed paneer (iii) Lassi

SALIENT FEATURES OF BHUBANESWAR DIARY INSTALLED CAPACITY60,000 liters per day PROJECT EXECUTED BYNational diary development board. INITIAL PROJECT COSTRs.2.80 crores FUNCTIONED FORM6th December 1985 INAGURATED BYHonble President of India Late Giani Zail Singh on 9th February 1986. EXPANSION75,000 liters per day PROJECT EXECUTED BYProjects division of OMFED (2nd phase expansion of 1.25 lakh liters per day already started on) ANNUAL TURNOVERRs.40 crores EMPLOYEES STRENGTH1500 (Regular) 1200 (Temporary) SECURITYBy Private Agency LAND19.25 Acres MACHINESPasteurizer, Homogenizer, Sterilizer, Automatic-packing machines.

FUTURE PROSPECTS AND PLANS OF OMFED FUTURE POLICY AND DECISION OF OMFED 1. Expansion of Bhubaneswar Dairy from 1.25 lakh LPD to 2 lakh LPD 2. 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. Establishment of ICE-CREAM plant at Bhubaneswar dairy (1000 LPD). 8. 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) Establishment of 10 highway parlors through private agents. ii) Installation of 50 exclusive parlors and 200 milk booths in urban areas during the year, which will employ nearly 1000 urban youths in the state.

CHAPTER-4MAIN THEME OF THE PROJECT OBJECTIVE OF THE STUDY To find out the causes of decrease in sales of Flavored milk of OMFED. To determine customers preference towards that product of OMFED. To find out retailers preference towards that product of OMFED. To study the market position of OMFED.

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.

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.

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.

CHAPTER-5RESEARCH METHODOLOGY AND LITERATURE REVIEW 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 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 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. 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 region those deals with Flavored milk, the product of OMFED. b) For the Secondary data, the instruments are used: - OMFED newsletter. OMFED magazines. Smaranica. Local Newspaper. 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 : - Observation schedule. Interview schedule Rating scale Interview guide Questionnaire method 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.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 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 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.

RESERCH DESIGNMarketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.Define the problem A marketing research starts with the what is the problem faced by the company. What are the main problem faced in procuring omfed milk and to know whether the consumer are satisfied or not.Research objective There are various aspect of the operation such as production, accounting, marketing, welfare activities, etc. of omfed. The chosen topic Consumer perception towards OMFED milk in Burla town-to know the satisfactory level of omfed milk. More specifically the objective of the study are as follows:- To anlyse the customer behaviour. To obtain suggestions for improvement of the product and service. To find out whether the omfed has monopoly over the Burla market. To know the consumer perception towards omfed brand. To find out the satisfaction levels of the customers and dealers and agent. To know the various areas where omfed milk are being used. To know the perception about attributes of good quality milk.SCOPE OF THE STUDY The research study has wider scope about the consumer perception about the omfed milk & its product. The main thrust area of the concern report is the pre orientation towards the what are the problem faced by the consumer in procuring the omfed milk & to what extend they are satisfied with milk currently being purchased. Through this study the researcher as well as the company itself can know about the consumer perception & ractify the problem & implement effective & efficient plan for future strategies.

Product under studyThere are various product offered by omfed but due to insufficient time & data insufficiency we have to study only the consumer perception about omfed milk.Area under studyIn this project the sample size of the project is 60 household,10 hotels and restaurants,& 15 retailers of Burla in Sambalpur district.Working definitionConsumerAn individual who buys products or services for personal use and not for manufacture or resale. A consumer is someone who can make the decision whether or not to purchase an item at the store, and someone who can be influenced by marketing and advertisements. Any time someone goes to a store and purchases a toy, shirt, beverage, or anything else, they are making that decision as a consumer.CustomerAn individual or person who buys goods or service from a shop or business.Retailers and appointment procedureRetailing includes all the activity involved in selling goods or services directly to final consumer for personal, non business use. A retailer or retailing store is any business enterprise whose sales volume comes primarily from retailing.Criteria for Allotment of Milk Booth For Bhubaneswar, Cuttack, Jajpur, Puri, Jatni, Nimapada and Khurda, application in plain paper is to be submitted to Dy. Gen. Manager (Marketing), Bhubaneswar Dairy through respective Marketing-ln-Charges of that area. For other places application should be submitted to Plant Manager of respective dairies enclosing Photo Identity Card / Driving License and Sketch map of the proposed location / site. After receipt of the application, field verification is to be done by field supervision staff and if report goes in favour of the applicant, he has to submit the following document for consideration of his application. In case of Private land, the applicant has to furnish land document on ownership of land / house In case of rented house Xerox copy of the agreement is to be furnished. In case of Govt. / municipality land permission is to be obtained by the applicant from the concerned Department. Allotment of booth will be considered on the basis of following criteria:- Substantial distance from one booth to another booth is to be maintained looking the sale potentiality of location / area. Applicant should have sound financial background to deposit the cost of the required milk in advance. Allotment is to be done provisionally for a period of one year which will be renewed after reviewing the performance After allotment, Rs. 1000/- is to be deposited towards security deposit and an agreement is to be executed on Non-Judicial stamp paper amounting Rs.5/-.CRITERIA FOR ALLOTMENT OF PRODUCT DISTRIBUTORSHIP:For Bhubaneswar, Cuttack, Jajpur, Puri, Nimapara, Jatni and Khurda, application in plain paper is to be submitted to Dy. Gen. Manager (Marketing), Bhubaneswar Dairy through respective Marketing-ln-Charges. For other places application should be submitted to Plant manager of respective dairies enclosing Photo Identity Card / Driving License and Sketch map of the proposed location / site.After receipt of the application distributorship will be considered on the basis of the following criteria:- Applicant should have sound financial background along with business experience. Applicant should have valid SHRIN/TIN from Commercial Tax authority. Applicant should have required manpower and own distribution vehicle for distribution of products. Allotment will be done for a particular area as per the requirement / feasibility. Product will be supplied against 100% payment(Cash/DD), EX-Dairy/Godown. After allotment Rs.5000/- is to be deposited for distributorship of all OMFED Products and Re.2000/- for fresh Milk products only as refundable Security amount.

StrategiesA marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal.A marketing strategy is a written plan which combines product development, promotion, distribution, and pricing approach, identifies the firm's marketing goals, and explains how they will be achieved within a stated timeframe. Marketing strategy determines the choice of target market segment, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy. For example: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service."A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives Plans and objectives are generally tested for measurable results.A marketing strategy often integrates an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy , which might include advertising, channel marketing, internet marketing, promotion and public relations can be orchestrated. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group. Each one group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable.DATA SOURCEPrimary source of informationIn primary source of information are collected from the consumer, dealer & retailers in direct interview.Secondary source of informationIn secondary source of information, the information are collected from the company website, from the company office & company annual report.DATA REQUIREMENTSConsumer surveyForecasting is the art of anticipating what consumer likely to do under a given set of conditions. Because consumer behavior is so important, consumer should be surveyed. several questioner is prepared for the survey opinion to study for the intension to purchase the milk e.g for tea, drinking, curd, sweet etc.& what extend they are satisfied or dissatisfied with milk currently being purchased by them e.g quality, price, taste, odour, smell, hygiene, freshness, cream content etc.Retailer surveyRetail shop is the place where the packed milk is sold. To know about the consumer perception about omfed milk it is important to know about the retailer view.

CHAPTER 6MAIN PRODUCT OFFERED BY OMFED

1. Milk 2. Ghee3. S.F.M. 1234. Sweet Curd 5. Butter 6. Plain Curd4567. Butter Milk 8. Paneer9. Chennapoda78910. Lassi11. Khira12. Skimmed Powder Milk101112PROCUREMENT OF MILKThe milk is collected from the village based milk producers through the village Dairy cooperative Societies. The farmers of society villages bring their surplus milk to the society, where it is tested, quantified and the value of the milk is being fixed. Again from the society level the milk being lifted to nearest chilling plant where it is chilled to 5c and the same milk after chilling is transported to the nearest Dairy for processing, packing and marketing. After marketing of milk and milk products, the realization is routed back the producers once in 10 days in the same manner. This organization establishes linkage from producers to consumersMARKETINGThe urban consumer is the last point of the Milk Flow System of Operation Flood Program. The first point is the rural milk producer, who produces milk. Thus Omfed not only plays a vital role to link both the points through its activities but also Channelize corers of rupees from urban sector to rural sector in this system. Out of the five Flood Districts, only Dhenkanal & Keonjhar Milk Unions market Milk through their respective Dairies (Dhenkanal & Keonjhar Dairy) in the brand name of "Omfed". The Dhenkanal Milk Union markets its milk, in towns like Dhenkanal, Talcher, Nalco Nagar, and Angul etc. And Keonjhar Milk Union markets milk in towns Like Keonjhar, Joda, Badbil, Anandpur etc. and supply surplus milk to Omfed. Generally Milks are being marketed by Omfed, from its dairies by it's authorized retailers in different towns of the state.

EXTENSION AREA OF OPERATIONPreviously the milk was bought by farmer by the omfed. The various grievances of omfed dairy farmers were solved after five year. The govt. asked omfed to take all milk unions in uncovered area. By march 2004 omfed as in charge of the entire state. The milk procured by these unions was low varying between 100 to 1000 lpd. There was no testing of milk at the society level. As a result the milk union received low quality milk. The processing facility of milk union was inadequate, imbalanced and economically unviable at such low level of operation. This level of operational could not support of technically competent people. DISTRICT MAP OF ORISSA

(Operational area)CHAPTER 7SWOT ANALYSIS The overall evolution of companys strength, weakness, opportunities and threat is called Swot Anlysis.It is the way of monitarin external and internal marketing environment.Internal environment analysis (Strengths/Weaknesses analysis) It is one thing to discern attractive opportunities and another to have the competencies to succeed in these opportunities. Each business needs to evaluate its internal strength and weaknesses periodically. Clearly the business does not have to correct all its weaknesses, nor should it gloat about all its strengths. The big question is whether the business should limit itself to those opportunities where it might possesses the required strengths or should consider better opportunities where it might have to acquire or develop certain strengths.External environment analysis (Opportunity/Threat) A marketing Opportunities is an area of buyer need in which a company can perform profitably. Opportunities can be classified according to their attractiveness and success probability. The company success probability depends on whether its business strengths not only match the key success requirements for operating in the target market but also exceed of its competitors. An environmental threat is a challenge posed by an unfavourable trend or development that would lead, in absence of defensive marketing action, to deterioration in sales or profit.PURPOSE AND USE OF SWOT ANALYSIS:-SWOT Analysis is a tool for analyzing the strategy of a business. This tool can be used to analyze the companys position with respect to its competitors and also to formulate strategies to outperform them. The company become successful by rigorously pursuing its core philosophy of cost leadership.ADVANTAGES OF SWOT ANALYSIS:-The advantages of swot analysis are as follows:-A. It is a simple tool and can be readily used.B. It required no special skills or technical resources .C. It can be used along with both quantitative and qualitative information.D. It can be used in condition of in depth knowledge and as well as in ambiguous situations.E. It is a flexible tool that can be used in a formal or informal organizational structure.DEVELOPING A SWOT ANALYSIS:-A swot analysis consist of two key lists-one of strength and weakness and another of opportunity and threats. The S.W. lists the major strength and weakness of the company, while the O.T list the key opportunity and key list and potential threat in the environment. The S.W deals with internal factor of the company and O.T deals with external factor of the company.The SWOT start by analyzing the OT. The idea behind this is that the OT analysis help in identifying the area of the business which require more attention. It also help to exploit the opportunities by using the strength of the company. While conducting this analysis, if the manager do not find any potential opportunities for a product, they should question the motive behind managing the product. If the product has no immediate opportunities , the manager must use the innovative idea to create opportunities in the market.MAKING SWOT ANALYSIS MORE EFFECTIVE:-In order to make SWOT analysis more effective the following steps have to be taken:- STEP 1- Focusing on critical area. STEP 2- Developing teams. STEP 3- Focusing SWOT analysis on the customer STEP 4- Explanations STEP 5- Ranking the SWOT analysis.FORMULATING STTRATEGY FROM SWOT ANALYSIS:-After conducting a SWOT analysis, The result can be used to formulate strategies and for planning marketing activities. The strategy formulating involves the flowing- Matching Translation Creativity Discovery IterationSWOT analysis of omfed STRENGTH:- The major strength of the omfed is the different variety of Milks and a recognized BRAND name. The increasing demand for these products presents a great opportunity for the omfed to increase and scale up the production. Quality Hygienic Assured supply throughout the year The packed milk cannot be black marketing Other milk product to strengthen its main product that is liquid milk. The poor farmer of Orissa can get directly benefitted through out the year by getting marketing facility. The product is emergency in nature, so it cannot detained on the way

WEAKNESS Scarce omfed Outlets. Less Margin given to the Outlet owners to match the existing competitors. Lack of credit facility

Lack of door delivery Perceived high price Lack of interface with customers Perception about packed milk perse Perception about OMFED MILK as mixed milk of powder ,cow, buffalos etc. Lack of market penetrationsOPPORITUNITIES:- There is a scope of business as there is a demand for dairy products. Omfed should open more outlets to get the maximum advantage of the demand. Need to put more stress in the face-to-face direct marketing to reach to the customers. The increasing demand for these products presents a great opportunity for the omfed to increase and scale up the production.

Institutional customer like hostel in near by NACs Hostels and restaurants Capturing ice cream parlor for strengthening distribution system Entering into other market Strengthen evening supply Increasing door delivery There is a provision of grand from govt of india for capital expenditureTHREATS:- Increasing competition from the other brands. Strong supply chain management by the competitors.

Strong marketing strategy by competitors by offering the discount coupons to consumers and providing healthy commissions to the retailers.

Some of the steps taken, being plagiarized by other branded milk competitors In ability to provide the quality to the customer,as claimed in the absence of adequate plant and mechianery infrastructure

Present milk market As per the consumer perception people use different kind of milk offered by variety of competitors. The present milk market in the town mainly offered by Doodhiya (loose milk) . They serve the door delivery for the consumer. some of the people use milk from the cow shed(private dairy). In case of packed milk kamadhanu offered some of the market share. Powdered milk available in the grocery store purchase by some of people for purpose tea. Mean while omfed is trying its level best to maintain its quality forever. Omfed quality is so perfect that people marked huge difference between omfed and other brand milk. Omfed has an ever green business.Market share of omfed Almost omfed have 80% market share in Sambalpur & Burla as a whole. This mean the major persons or people of Sambalpur & Burla are interested in using omfed products. Balance 20% is provided by the local milk men. Similarly in milk products 90% of omfed products are used and 10% of Amul are used.Besides Sambalpur town in Bargarh from the total consumption the share of omfed is 60% and that of local milk men is 40% similarly in Jharsugda & IB Thermal the share of omfed products products is highest i.e 65% and that of local milk men is 35%.As for future growth and prospects omfed have a very bright future. No organised competitors are there to omfed products. It is better to say there is negligible percentage of competitors. Only local milk men are present distributing in the specific areas. In between local competitor have arrived i.e Kamadhenu milk, Shanti milk & anjali and so on. But quality is perfect that people marked a huge difference between omfed and other products.Consumer preference Consumer preference is an important parameter for consuming the milk.Time of purchaseMilk is perishable in nature, so the purchasing time is very important.The graph showing timing is an important paremeter.

Findings It shoes that timing is an important parameter that effect the buying decision of consumer. Majority of people were buying milk in morning.Payment periodThe payment period whether the consumer is payment for the milk purchase in advance, daily, weekly, monthly.The graph showing the payment period.

.(Payment period in case of packed milk) (Payment in case of loose milk)FindingsIn case of packed milk (omfed) most of the consumer purchased daily & some of monthly by the retailer. But in case of loose milk the payment period is monthly because of the Doodhiya supply door to door for the consumerPattern of useThe purpose for which milk is consumedThe graph show the pattern of use

(Showing usage of milk for different purpose)FindingsMajority of consumer uses milk for tea & drinking purpose. Some of are use for curd. The hotel and restaurants use for making sweet and paneer.

Important of door deliveryMany of the consumer need door delivery. So it is an important factor.The graph show the importance of door delivery.

(Door delivery)Findings Most of the consumer want to door delivery. This is due to people dont go to outside for the milk.Perception about good quality of milkQuality is an important parameter it means the quality, fat, price, whitness, odour, hygine, taste, freshness, cream content & so the milk contain.

FindingsMost of the people conscious about milk quality, hygine, taste,freshness. They want high quality freshness and pure milk.4.2 CONSUMER PERCEPTION ABOUT LOOSE MILK V/S OMFED In case of packed milk most of use omfed.& they are satisfied with its quality, whiteness, odour, cleanliness, purity, taste, freshness, thickness etc. while in fat content and cream content some are not satisfied & some what with price. Over all the satisfaction level towards omfed is high. In case of loose milk people are satisfied with its pricing. The graph showing the perception about omfed & loose milk.

(Omfed milk) (loose milk)Consumer perception about omfed v/s kamadhenuIn case of quality, price, & avalibility as compaired to kamadhenu omfed is much more better. The consumer and institutional consumer satisfied with omfed milk. 4.3 UNIFORM PRICING AND CHANGE OF PACKAGING Earlier omfed has followed very complicated price regimes involving difference of 25 and 50 paisa and one rupee for different township. These prices were printed in very small letters and certainly in urban Orissa households where typically a man servant or a maid went to buy milk, the buyer couldnt read the price. Besides, there was a price difference during the day at a single place like say Bhubaneswar. Even the name of the product was written in English. The changes were introduced were that languages change to Oriya, made the price uniform throughout the state, wrote down the prices in bold fonts.Institutional customerFrom the institutional like hostels consumer mainly purchase omfed milk. The quality offered by omfed is satisfactory. The main problem in procuring omfed milk is its shelf life. As in hostel there is no refrigerator it is not possible to store milk. So if the company try to Exploring the possibility of 200 ml pack mainly for the institutional customer it will be better. As per the institutional survey the over all marketing of omfed is good.Hotels and restaurants About 10 hotels and restaurants surveyed in Burla town they mostly use omfed milk for the making of sweets, paneer, curd and for other purpose. As per the survey the consumer are satisfied with the realibility quality, easily available and value for money. Tea shopsNear about 15 tea shop surveyed in this project and mostly 95% were use omfed milk and the fitness for making tea & coffee is satisfactory as compared to other loose or packed milk.Distribution systemChannel of distribution of omfed productsMeaning of channels of distributionIn todays economic system, not all manufacture and producers sell their output to final users or consumer. The producer and final users are linked by a bridge of intermediaries that make possible and profitable movement of goods and services from producer to users. These intermediaries are merchant and agent middleman and facilitators. These from a pipe-line or pipelines for the flow called as channel of distribution.The terms a channel of distribution or trade channels signifies various trade links connecting the manufactures or producers and ultimate consumer or users. A channel is a live organ of marketing. A channel of distribution is a pathway directing the flow of goods and services from producer to consumer composed of intermediaries through from producer to consumer composed of intermediaries through their functions and attainment of mutual objectives.Various channels of distribution for omfed in sambalpurOmfed have direct channel of distribution i.e better to say omfed follows the two stage of marketing channels. It involves two person who are distributors and agents.This mean the distribution channels is as follows:-Producer distributors dealers consumerOmfed products from sambalpur dairy goes to various places of undivided sambalpur through various vehicle with the help of distributors to consumer with the help of two peoples distributors and dealers/agents.Agents are the intermediaries who are given the exclusive franchise only for a limited market segment. He perform the functions of an independent middlemen taking over all the selling activities of producer

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. Criteria of Sampling Procedure The decision process is complicated one. The researcher has to first identify the limiting factor or factors and must judiciously balance the conflicting factors. The various criteria governing the choice of the sampling technique: 1. Purpose of the Survey: 2. Measurability: 3. Degree of Precision:. 4. Information about population: 5. The Nature of the population:. 6. Geographical area of the study and the size of the population: 7. Financial resources: 8. The Limitation: 9. Economy:

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.

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. 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.

SUGGESTION After completing this study I can suggest the following to OMFED for the better performance in the 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 store. 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 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

CONCLUSIONOMFED 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.

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, 7th 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