“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

1

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 Dr. JAYSHREE SURESH

INTERNAL GUIDE DEAN/MBA

EXTERNAL EXAMINER

2

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

3

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.

4

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-

5

CONTENTS CHAPTER NO. CHAPTER NAME PAGE NO

CHAPTER 1 INTRODUCTION 1

CHAPTER 2 INDUSTRIAL PROFILE 2-3

CHAPTER 3 COMPANY PROFILE 4-8

3.1 OMFED VISION 5

3.2 OMFED MISSION 5

3.3 PRODUCT PROFILE 6

3.4 PRESENT STATUS OF OMFED 7

3.5 FUTURE PROSPECTS AND PLANS 8-10

CHAPTER 4 MAIN THEME OF THE PROJECT 11-14

4.1 OBJECTIVE OF THE STUDY 11

4.2 STATEMENT OF PROBLEM 12

4.3 SCOPE OF THE STUDY 13

4.4 LIMITATION OF THE STUDY 14

CHAPTER 5 RESEARCH METHODOLOGY AND LITERATURE REVIEW

15-21

5.1 RESEARCH METHODOLOGY 15-19

5.2 LITERATURE REVIEW 20-21

CHAPTER 6 ANALYSIS OF DATA 22-41

6.1 CUSTOMER SURVEY 25-35

6.2 RETAILER SURVEY 36-41

CHAPTER 7 RESULT INTERPRETATION 42-46

7.1 FINDINGS 42-43

7.2 SUGGESTIONS 44-45

7.3 CONCLUSION 46

APPENDIX 47-53

QUESTIONARIES 47-52

REFERENCES 53

6

LIST OF TABLES

TABLE NO. TITLE PAGE NO.

1 CUSTOMER DETAILS 25

2 MARKET SHARE 27

3 KNOWLEDGE OF OMFED MILK 28 4 VOLUME AND OCCASION OF CONSUMPTION 30

5 LINKAGE TOWARDS FLAVORED MILK 31

6 PRODUCT LIKING 32 7 IMPORTANCE OF PRICING 33

8 AVAILABILITY OF OMFED MILK 34

9 SPECIFIC MEDIA 35 10 TYPES OF RETAILERS 36

11 MORE SELLING SEASON 38 12 REASON FOR LESS SELL 40

7

LIST OF CHARTS

CHART NO. TITLE PAGE NO.

1 CUSTOMER DETAILS 26

2 MARKET SHARE 28

3 KNOWLEDGE OF OMFED MILK 29

4 VOLUME AND OCCASION OF CONSUMPTION 30

5 LINKAGE TOWARDS FLAVORED MILK 31

6 PRODUCT LIKING 32

7 IMPORTANCE OF PRICING 33

8 AVAILABILITY OF OMFED MILK 34

9 SPECIFIC MEDIA 35

10 TYPES OF RETAILERS 36

11 MORE SELLING SEASON 38

12 REASON FOR LESS SELL 40

8

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. It’s

popularity remains unbeaten among the people of Orissa till today. It is a soft drink cum health

drink product of OMFED, which is very proteinus, homogenized, sterilized and a healthiest

product of OMFED.

9

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. It’s

popularity remains unbeaten among the people of Orissa till today. It is a soft drink cum health

drink product of OMFED, which is very proteinus, homogenized, sterilized and a healthiest

product of OMFED.

OMFED has seven dairy plants at Bhubaneswar, Rourkela, Sambalpur, Balasore,

Dhenkanal, Keonjhar, and Jeypore to process milk received from approximately 1-lakh

farmers through 10 chilling centers of District Milk Producers Union. Under the brand

"OMFED" these dairies are involved in processing of milk products in various packing

sizes for marketing the same inside and outside the state of Orissa. OMFED as a brand

name has become an integral part its existence.

OMFED is organizing marketing facilities for whatever milk is produced in

villages and hence to give the farmers and incentive to produce more milk. The farmer

producer is paid on the basis of quality of milk i.e. two axis milk pricing structure based

on fat (Ghee) and Solid not fat (cheese) contain of milk.

10

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

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

suffer some loss in comparison to previous years.

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.

12

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

13

3.3 PRODUCT PROFILE

A Liquid 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)

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

14

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

15

THE THHREE TIERR SYSTEM OF OMFEDD

T

affiliated

Produce

milk pro

M

primary

V

operativ

Union c

Federati

The Orissa

d Dist. Co

rs Co-oper

oduction, pr

Minimum o

Milk Produ

Various villa

e milk Prod

combine wi

on Ltd.

MILK PRODUCEER

PRIMA

State Co-o

o-operative

ative Socie

rocurement

of 51 milk

ucers Co-op

age milk Pr

ducers Unio

ith each oth

CO-OPARY VILLA

(VILLA

DISTRPROD

THE OMILK (OMFE

operative M

Milk Pro

eties provid

and market

producers

perative Soc

roducers C

on and aga

her to form

16

PERATIVEAGE MILK

AGE LEVE

RICT CO-OUCER UNI

ORISSA STAPRODUCE

ED)

Milk Produ

oducers Un

de a 3-tier C

ting of milk

in the vill

ciety in the

o-operative

ain various

m the Oriss

E SOCIETYK PRODUCCERS Y

EL)

OPERATIVEION (DISTR

E MILK RICT LEVEEL)

ATE CO-OERS FEDER

OPERATIVERATION L

E TD.

cers Federa

nion and h

Co-operativ

k and milk p

ation Ltd.

hundreds o

ve organiza

products in

(OMFED),

of village

ational setup

a large scal

, it’s

Milk

p for

le.

lage area a

village leve

are combin

el.

ned to formm the

e Societies

District Co

a State Co

are joined t

o-operative

-operative

to form dis

Milk Produ

Milk Produ

st co-

ucers

ucers

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

FUNCTIONED FORM 6th December 1985

INAGURATED BY Hon’ble President of India Late Giani Zail

Singh on 9th February 1986.

EXPANSION 75,000 liters per day

PROJECT EXECUTED BY Projects division of OMFED (2nd phase

expansion of 1.25 lakh liters per day already

started on)

ANNUAL TURNOVER Rs.40 crores

EMPLOYEE’S STRENGTH 1500 (Regular)

1200 (Temporary)

SECURITY By Private Agency

LAND 19.25 Acres

MACHINES Pasteurizer, Homogenizer, Sterilizer,

Automatic-packing machines.

17

3.5 FUTURE PROSPECTS AND PLANS OF OMFED

FUTURE POLICY AND DECISION OF OMFED

1. Expansion of Bhubaneswar Dairy from 1.25 lakh LPD to 2 lakh LPD

2. 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.

18

CHAPTER FOUR

MAIN THEME OF THE PROJECT

4.1 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.

19

4.2 STATEMENT OF THE PROBLEM

The problem of OMFED survey in Bhubaneswar market on Flavored Milk shows

a dramatic change, in that particular product, in the means of demand and supply which ignores

to develop in its selling process starting from manufacturing till end up to reaching consumers

hand. Associating with proper environmental scanning, the product fails to meet customer’s level

of expectation.

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.

20

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. It’s popularity remains unbeaten among

the people of Orissa till today. It is a soft drink cum health drink product of OMFED, which is

very proteinous, homogenized, sterilized and a healthiest product of OMFED.

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.

22

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 convenience-

sampling 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 region those deals with Flavored milk, the product of

OMFED.

b) For the Secondary data, the instruments are used: -

ο OMFED newsletter.

ο OMFED magazines.

ο Smaranica.

ο Local Newspaper.

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 4p’s like Product-Price-Promotion-Place.

According to Philip Kotler, “the firm’s task is to find the best solution for its marketing decision

variables; the setting constitutes its marketing mix”. Marketing mix is a lucrative formula of

modern marketing operations

27

5.2 LITERATURE REVIEW

Marketing Management is the leading marketing text because its content and

organization consistently reflect changes in marketing theory and practice. The very first edition

of marketing management, published in 1967, introduced the concept that companies must be

customer-and-market driven. But there was little mention of what have now become fundamental

topics such as segmentation, targeting, and positioning. Concepts such as brand equity, customer

value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain

management, and integrated marketing communications were not even part of the marketing

vocabulary then. Marketing Management continues to reflect the changes in the marketing

discipline over the past forty years.

Firms now sell goods and services through a variety of direct and indirect channels. Mass

advertising is not nearly as effective as it was, so marketers are exploring new forms of

communication, such as experiential, entertainment, and viral marketing. Customers are telling

companies what types of product or services they want and when, where, and how they want to

buy them. They are increasingly reporting to other consumers what they think of specific

companies and products – using e-mail, blogs, podcasts, and other digital media to do so.

Company messages are becoming a smaller fraction of the total conversation about products and

services.

In response, companies have shifted gears from managing product portfolios to managing

customer portfolios, compiling databases on individual customers so they can understand them

better and construct individualized offerings and messages. They are doing less product and

service standardization and more niching and customization. They are replacing monologues

with customer dialogues. They are improving their methods of measuring customer profitability

and customer lifetime value. They are intent on measuring the return on their marketing

investment and its impact on shareholder value. They are also concerned with the ethical and

social implications of their marketing decisions.

As companies change, so does their marketing organization. Marketing is no longer a

company department charged with a limited number of tasks – it is a company-wide undertaking.

It drives the company’s vision, mission, and strategic planning. Marketing includes decisions

28

like who the company wants as its customers; which of their needs to satisfy; what products and

services to offer; what prices to set; what communications to send and receive; what channels of

distribution to use; and what partnerships to develop. Marketing succeeds only when all

departments work together to achieve goals; when engineering designs the right products,

finance furnishes the required funds, purchasing buys high quality materials, production makes

high quality products on time, and accounting measures the profitability of different customers,

products, and areas.

To address all these different shifts, good marketers are practicing holistic marketing

Holistic marketing is the development, design, and implementation of marketing programs,

processes, and activities that recognize the breadth and interdependencies of today’s marketing

environment. Four key dimensions of holistic marketing are :

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.

29

CHAPTER – SIX ANALYSIS OF DATA

By analysis of data we mean the computation of certain indices or measures along

with searching for patterns of relationship that exist among the data group. Analysis

particularly in case of survey or experimental of data involves estimation the values of

unknown parameters of the population and testing of hypothesis.

ο Descriptive analysis.

ο Inferential analysis.

ο Interpretation of data.

.

After collection of data, the next task is the analyses and interpretation of data.

The questionnaire formed is processed and edited to make sure that all questions are

answered. After editing, the data are tabulated and analyzed. A survey was conducted in

BHUBANESWAR for the purpose of collecting data. A sample of150 respondents

interviewed out of which 100 were customers and 50 were retailers.

.

.

30

Criteria of Sampling Procedure

The decision process is complicated one. The researcher has to first identify the

limiting factor or factors and must judiciously balance the conflicting factors. The various

criteria governing the choice of the sampling technique:

1. Purpose of the Survey:

2. Measurability:

3. Degree of Precision:.

4. Information about population:

5. The Nature of the population:.

6. Geographical area of the study and the size of the population:

7. Financial resources:

8. The Limitation:

9. Economy:

31

TABULATION OF DATA

Tabulation of data is a process, which is adopted for summarizing raw data and

displaying the same in compact form (i.e. in the form of statistical table) for further

analyzing. In a broader sense, tabulation is ordinarily arranged data in columns and rows.

Tabulation is the last stage in the processing of data. It is counting the number of Cases

falling into each class. After classification, it remains to add the data on the questionnaire

and to enumerate the difference response. Putting tally marks as one goes through the

response one by one does manual tabulation. Tabulation is essential for the following

reasons:

# It facilitates the process of comparison.

# It provides a basis for various statistical computations.

# It facilitates the summation of items and the detection of errors.

# It covers space and reduces explanatory and descriptive statement to a

Minimum.

32

6.1 CUSTOMER PROFILE TABLE 1 : Total 100 Respondents are interviewed

Variable Description Number %

Sex Male

Female

74

26

74

26

Age <25

25-40

40-60

>60

38

50

7

5

38

50

7

5

Monthly Income Pocket Money

<5000

5000 – 10000

>10000

30

18

21

31

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

fema26%

25‐4050%

40‐607%

ale%

Ratio o

>605%

Age o

34

of study

male74%

f users

<2538%

TABLE

Name

Number

%

F

very low

given ab

E- 2 : Mark

Pepsi

16

16%

From this tab

w i.e. 13%

bove.

ket share of

Thumps

Up

17

17%

ble, it is fou

in BHUBA

pocket mo30%

f OMFED F

s Sprite

18

18%

und that the

ANESWAR

>1000031%

oney

Income

35

Flavored M

Coca cola

19

19%

e awareness

market in

<500018%

e group

Milk (out of

Amul

cool

17

17%

s towards O

comparison

0

500020‐1000021%

f 100)

FL

Milk

13

13%

Total

100

100%

OMFED “Fl

n with othe

lavored Mil

er soft drink

lk” is

ks as

TABLE

Option

Know

Tasted

T

OMFED

responde

E- 3 : Know

n

wledge (out o

d (out of 85

This Table i

D flavored

ents, those h

a

wledge abou

of 100)

)

indicates th

milk and

have known

Coca co19%

amul cool17%

ut OMFED

Yes

85

54

hat out of 1

15% of the

n that produ

la

FL milk13%

marke

36

D Flavored M

%

85%

64%

100 respond

em do not

uct, only 54

Pepsi16%

Spr18

et share

Milk

No %

15 1

31 3

dents 85%

t know abo

tasted that

Thump17%

rite8%

% To

15% 10

36% 85

have the kn

out that. A

and 31 hav

ps Up%

otal

00

nowledge a

Again out o

ve not tasted

about

of 85

d.

know

no36%

no15%

wledge a

Tasted o

37

ye85

about FLL milk

es5%

out of 85

ye64

5

es%

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

Volume Occasion No. % 1-5 During office hour 23 46% 1-5 During school 5 10% 1-5 During noon 12 24% 5-10 During morning 10 20%

0

5

10

15

20

25

During office hour During school During noon During morning

From this table we came to know that out of 50 respondents, 23(46%) those have tasted

OMFED flavored milk, consumed more during office hour.

38

TABLE--5: Liking toowards OMMFED Flavoored Milk (oout of 50)

Category

Very good

Good

Moderate

Normal

OK F

very goo

0

5

10

15

20

25

Number

20

5

6

15

4

rom this tab

d.

Very good

ble Its found

Good

%

40

10

12

30

8

d that out off 50 responddents, 20 (40%) are likee to the products

d M

39

oderate Normal OK

K

TABLE-- 6 : Producct Liking (ouut of 100)

Features

Quality

Taste

Package

From the

importan

Number

56

42

2

e above table

nt factor.

T4

e Its found t

Taste42%

p

%

56

42

2

that during tthe purchasee of a produ

Packa2%

product

40

age%

 liked fo

Q

or 

ct, quality (5

Quality56%

56%) is the most

TABLE--7: Importaance of Priciing (out of 1100)

Features

Strongly dis

Disagree

Neutral

Agree

Strongly ag

F

purchasin

rom this abo

ng a product

Agr41

sagree

ree

Number

12

9

27

34

18

ove table it i

t.

ree1%

%

12

9

27

34

18

is found out that price iss the most im

41

Strongly d15%disagree%

D

Neutral33%

mportant fac

Disagree11%

ctor at the timme of

TABLE--8: Availabiility of OMFFED Flavorred Milk (ouut of 100)

Features

Satisfactory

Average

OK

Bad

Dissatisfact

T

good as e

.

This table fro

expected. Th

y

tory

Number

38

32

28

2

0

om my obser

hough it is no

OK28%

%

38

32

28

2

0

rvation, Its f

ot dissatisfac

found that th

ctory, yet it h

he distributio

has to be im

Average32%

Bad2%

Sa

42

Diales

Satisfactory38%

issatisfactory0%

on channel o

mproved.

y

of OMFED iis not

TABLEE- 9 : Specifiic Media (ouut of 75)

Media

TV

Radio

Both

A

to TV as

0%

10%

20%

30%

40%

50%

60%

Number

53

12

10

After making

the most sui

TV, 53

TV

SP

g specific abo

itable one fo

%

ECIFIC M

%

71

16

13

out the parti

or this advert

icular Electro

tisement of s

onic Media,

soft drink.

at least 71%

RADIO, 12%

RADIO

MEDIA O

43

%

OUT OF 7

BOTH, 10%

BOTH

75

% out of 75 vvoted

6..2 RETAIILER PRROFILE TABLEE 1 : Type oof Retailer (out of 40)

Type

Numb

%

e OM

ber 9

23

T

and all o

0

5

10

15

20

25

O

MFED boo

3

This table in

other is cate

OMFED BOOTH, 9

OMFED BOOTH

oth Smal

5

13

ndicates tha

gorized acc

SMALL SH

H SMALL SH

at out of 40

cording to th

OP, 5

MSH

HOP MID

44

ll shop

retailers in

heir size.

MIDDLE HOP, 21

DLE SHOP

Middle sh

21

51

hop Larg

5

13

ge shop

nterviewed oonly 9 are OOMFED boooths

LARGE SHOP, 

LARGE SHOP

5

TABLE-- 2 : Soft drinks and flaavored milkk available

Type

Only F.M.

F.M.+ all ot

F.M. + only

F.M. + only

All other ex

T

flavored

those kee

0

5

10

15

20

25

This table in

milk and do

ep all other s

Only F.M.

ther S.D.

y PEPSI prod

y COCA pro

xcept F.M.

Nu

5

21

duct 5

duct 6

3

umber

ndicates that

o not keep an

soft drinks w

F.M.+ all oth

t from 40 re

ny other soft

with OMFED

her S.D. F.M. +p

45

%

13

53

13

15

6

etailers only

t drink produ

D flavored m

+ only PEPSI product

F

y 5 retailers

uct. But the m

milk.

s are keepin

major amon

ng only OM

g is that cate

MFED

egory

F.M. + only COproduct

CA  All other F.M

except M.

TABLE-- 3 : More selling season (out of 377)

T

OMFED

0

5

10

15

20

25

30

35

40

Season

Hot

Cold

Rainy

Whole year

This table ind

should targe

HOT, 34

HOT

MO

r

Number

34

0

0

3

dicates that s

et this seaso

C

ORE SEL

summer seas

n for more s

COLD, 0

COLD

LING SEA

46

%

92

0

0

8

son is the pea

sales.

RAINY, 0

RAIN

ASON(o

ak season foor selling of fflavored millk. So

out of 37

0

NY

7)

WHOLE Y

WHOLE YEAR

YEAR, 3

TABLE-- 4 : Opinionn about pacckaging of fflavored millk (out of 377)

Opinion

Attractive

Good

Average

OK

Bad

T

organizat

0

2

4

6

8

10

12

14

Number

13

7

8

7

2

This table sh

tion has to im

Attractive

hows that t

mprove it’s p

Goo

OPINIO

%

36

18

22

18

6

the packagin

packaging st

ng style of

tyle for more

flavored m

e attractive.

milk is not

od A

ON ABOU

47

Average

UT THE P

OK

PACKING

Ba

G

so bad. Buut the

ad

TABLE-- 5 : Reasonn for less salle (out of 377)

Reason

Non-availab

Lack of dem

Lack of awa

Price cut

T

sale of O

behind th

.

AV

0

5

10

15

20

25

30

A

This table sho

OMFED flav

he less sale o

NON VAILABILITY, 4

NON AVAILABILITY

REA

bility

mand

areness

Number

4

0

13

20

ows that pri

vored milk. A

of this produ

4

LACK OFDEMAND,

LACK OFDEMAND

ASON FO

%

14

0

45

89

ce cut in oth

Apart from i

uct.

her competit

it lack of co

tive brand is

onsumer awa

F  0

LACKAWARN

F D

LACKAWAR

OR LESS S

48

K OF NESS, 13

K OF RNESS

SALE OUUT OF 37

s the main re

areness is al

PRICE CUT, 20

PRICE CUT

7

eason behind

lso a prime c

d less

cause

0

TABLE- 6 : Promotional Style (out of 40)

Style R1 R2 R3 R4 R5

Display 0 0 4 12 24

Poster 2 2 4 15 17

Advertisement 4 0 5 2 29

Price cut 15 4 5 4 12

This table indicates Advertising is the most preferred media (29) of promoting flavored milk. It

is followed by Outdoor Display (24). There is no second opinion about the different promotional

tools. This indicates a strong ground for further promotional activities by using different

promotional mix.

49

CHAPTER – SEVEN

RESULT INTERPRETATON

7.1 FINDINGS

From the market research it is found that :

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.

50

Price cut in other competitive brand is the main reason behind less sale of OMFED

flavored milk. Apart from it lack of consumer awareness is also a prime cause behind the

less sale of this product.

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.

.

51

7.2 SUGGESTION

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

performance in the Bhubaneswar market. They are like:

More advertisement should be given for the 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

52

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

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

Special awareness programme should be organized to create awareness and

promote the product.

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.

53

7.3 CONCLUSION

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

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

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

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

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

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

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

54

APPENDIX

QUESTIONNAIRES:

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. When thinking about Soft drink, what names come to your mind?

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

Yes /No. If No, skip questions no. 3, 4, 5.

3. If yes, have you ever tasted OMFED ‘flavored milk’? Yes/No

4. 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 [ ]

55

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 2 3 4 5

Taste

Package

Availability

Flavor

Price

7. How do you like ‘flavor milk’ of OMFED.

Very good OK

1 2 3 4 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

56

10. Do you think price is most important while purchasing product?

Strongly disagree Strongly agree

1 2 3 4 5

11. How do you fill about the availability of the OMFED ‘flavored milk’?

Satisfactory Dissatisfactory

1 2 3 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) Electronic media TV/RADIO/BOTH

(b) Print media (c) Hoarding

(d) Walling (e) Any other please indicates

57

15. Which media you suggest OMFED for advertisement of its ‘flavor milk’? Please

make specific about the media.

16. Sex : Male [ ] Female [ ]

17. Age: (a) Less than 15 [ ]

(b) 15 to 25 [ ]

(c) 25 to 45 [ ]

(d) 45 to 65 [ ]

(e) Above 65 [ ]

18. Monthly income:

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

58

RETAIL SURVEY

Dear Respondent,

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

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

only used for academic purpose.

1. Your name please:

2. Type of retailer: OMFED booth [ ] Any other [ ]

(a) Small shop (b) Middle shop (c) Large sales store

3. Which brands of ‘soft drinks’ you sell from your shop?

4. 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) (c)

(b) (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. How many bottles of ‘flavor milk’ do you sell a day on an average?

8. What is the most demandable selling style for soft drink?

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

(a) Hot [ ]

(b) Cold [ ]

(c) Rainy [ ]

(d) Throughout the year [ ]

59

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

Very good Poor

1 2 3 4 5

11. What is your opinion about its packaging?

Attractive Bad

1 2 3 4 5

12. Are you agree that there is less sale in ‘flavor milk’ of OMFED?

Yes/No

13. 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 [ ] 14. How do you rate the following different promotional style to attract customers.

Less attractive Most attractive

(a) Display 1 2 3 4 5

(b) Poster 1 2 3 4 5

(c) Advertisement 1 2 3 4 5

(d) Price cut 1 2 3 4 5

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

want it.

60

61

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