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ARYA SCHOOL OF MANAGEMENT IT,
BHUBANESWAR
A
Summer internship Project
ON
ANALYSIS OF BUYERS
PERCEPTION REGARDING
OMFED ICE CREAM
(A project report submitted in partial fulfillment of the requirement for the
award of bachelor of business administration, under Utkal University)
OMFED CUTTACK MARKETING OFFICE, ORISSA
Prepared by:
anish mahapatra
!oll no: "#$%$U"&"'"$
Under the guidance of
Internal Guide:
External Guide:
!ashmi !anjan Panirahi MR P.K. BAL
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aculty inance , A*+ -./ 0UA01 A!1.+23
-+0., -!+**A
Utkal University, Vanivihar, Bhubaneswar, Odisha.
.4.!2A5 0.!++0A.
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+2.!2A5 0.!++0A.
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Acknowledgement
I a$ than1fu" to OMFE+ MARRTING OFFICE, for )#2#n) $e an o%%ortun#t
to 0or1 #n the#r estee$ed or)an#3at#on/ I a$ honored to s#n!ere" than1 != 7=
+*9!A *MARETING MANEGER., -./ 0UA01 A!1.+23
-+0., 0ho )a2e $e an o%%ortun#t to 0or1 under su!h an estee$ed
or)an#3at#on and for e(%ress#n) h#s fa#th and !onf#den!e #n $e b ass#)n#n) th#s
%roe!t/
I a$ a"so 2er )ratefu" to ! P=1= 7A5 0ho a"0as su%%orts us #n the
or)an#3at#on& a"" the asso!#ates 0ho su%%orts us for do#n) the %roe!t #n the
or)an#3at#on/
I a$ a"so )ratefu" to our )u#de Mr/ Rash$# Ranan Pan#)rah# Fa!u"t of ASMIT,
0hose !ont#nuous and 2a"uab"e )u#dan!e !an ne2er be for)otten and 0#thout
0ho$, th#s stud !ou"d not ha2e )ot th#s %resent sha%e/
As the outset I e(%ress $ dee% sense of )rat#tude to our Hon4b"e +#re!tor,
ASMIT& to the !ourse !oord#nator of 55A for )#2#n) $e %er$#ss#on to under)o
th#s tra#n#n) %ro)ra$$e/
F#na"" I a$ than1fu" to a"" the fa!u"t $e$bers & fr#ends 0ho su%%orted $e for
do#n) the %roe!t
A2+*9 A9APA!A
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77A <th *em=
Table of CONTENTS
6
Cha%ter Sube!t Pa)e no
6 Introdu!t#on
Co$%an %rof#"e
E(e!ut#2e su$$ar
Obe!t#2e of the stud
S!o%e of the stud+ata sour!e and $ethodo"o)
Co""e!t#on of Pr#$ar data
Co""e!t#on of se!ondar data
7
8
69
66
666:
6:
6;
: Genera" %rof#"e of the !o$%an
Produ!t 1no0"ed)e
O$fed #!e<!rea$
6=
>?
;;
> +ata ana"s#s and Inter%retat#on ?:
; F#nd#n)s
Su))est#ons
S0ot Ana"s#s
Con!"us#on
5#b"#o)ra%h
=9
=:
=:
=7
=8
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INTRODUCTION
The industries form the backbone of the countries. Today many industries
have emerged into light giving employment and financial support to the
countrys economy. !mong these" small scale industries have came up
#ith a boom. Today they support to large group people in villages
increasing their standard of living. $n advanced countries" dairying is a
separate industry but in $ndia it is considered as a part of agriculture
#astages to feed animals and animals #aste in turn as a source of fuel
and fertili%er.
The &rissa milk federation '&()*+, came into e-istence in the year 1/0
1/1 in the second phase of operation flood programmed. ith the
financial assistance of $ndian corporation technical kno#ho# of national
dairy development board and due patronage of the state government to
replicate uarats famous and pattern of $ndian dairy cooperatives. This
is their system" at the village levelthere are milk producers cooperativesocieties" at the district level there are milk unions and at the state level
there is milk federation" #hich is an overseeing body. &nly four districts
have been taken up under this programmed so far e.g. uttack" uri"
+henkanal" and eonhar. 8ubse9uently the scope of federation further
e-panded to the district like anam" 8ambalpur" 8undergarh and
:alasore.
$n the field of marketing of milk" milk products and other products" &()*+
is playing a vital role. $t gives employment to any village farmers" milkman
and also give them good return on their production. $t supplies around 1"
00"000 liters of milk daily. *-cept marketing the milk and milk products"
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&()*+ also marketing their agro products like andhamala haldi po#der"
mustard seed" and horticulture products like s9uash" am" tomato sauce"
pickle etc.
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COMPANY PROFILE
The &rissa 8tate ooperative (ilk roducers )ederation ;td. '&()*+,
started in 1/0. $ts affiliated to +istrict ooperative (ilk roducers <nion
and =undreds of village (ilk roducers ooperative 8ocieties provide a
three tier cooperative organi%ational setup for milk enlarge scale &()*+
is organi%ing marketing facilities for #hatever milk is produced in >illages
and hence to give the farmers and incentive to produce more milk. The
)armer producer is paid on the basis of 9uality of milk i.e. t#o a-is milk
pricing 8tructure based on fat 'hee, and 8olid not fat 'cheese, contain of
milk. &()*+ has seven dairy plants at :hubanes#ar" ?ourkela"
8ambalpur" :alasore" +henkanal" eonhar" and @eypore to process milk
received from appro-imately 1lakh farmers through 10 chilling centers of
+istrict (ilk roducers <nion. <nder the brand A&()*+A these dairies are
involved in processing of milk roducts in various packing si%es for
marketing the same inside and outside the state &f &rissa. &()*+ as a
brand name has become an integral part its e-istence. Thus its
effectiveness as a cooperative organi%ation in handling rural milk
rocurement" processing and marketing has been proved beyond doubt in
the state of &rissa. &()*+ is providing good" fresh pasteuri%ed"
homogeni%ed and vitamini%ed lean milk" both toned and double toned in
hygienic polythene sachets of half liter !nd one liter to the consumer at
reasonable price from their modern hygienic dairy lants. &()*+ is
practicing high ethical standards in its business. &()*+ milk and (ilk
products are very nutritive" tasteful" delicious" digestive" and adds to
satiety. $t is 8#eet and appeti%ing and can be consumed directly. The
chilled &()*+ milk helps in prevention of hyper acidity" stomach disorders
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and eye ailments. $t is also good for :rain development of gro#ing
children.
EXECUTIVE SUMMARY
!s per the survey conducted #ith &()*+" the details on distribution
channel" margins allo#ed to distributors and retailers" the product mi-" the
fast moving and slo# moving products #ere obtained. &()*+ has t#o
distribution channels B direct distribution to their booth and though the
distributors to the retailers. &()*+ distributes its products through
distributors to the retailers. They allo# a margin of about 15C to 20C tothe retailers #hereas /Cto 10C to its distributors. The ompany does not
indulge in promotion schemes for its e-isting and fast moving brands.
=o#ever" for ne# brands they have promotion schemes. (a-imum
revenue is generated from curd. )ast moving products are milk" ghee and
curd" and slo# moving brands are flavored milk" cold coffee and +elight
@uice. &()*+ has a replacement policy for damaged goods provided it is
#ithin the e-piry date. The #hole process of replacement takes about 20
days. <sually distributors of &()*+ dont keep the stock #ith them. They
directly take products from the company and distribute to the retailers as
per the advance orders received omparing &()*+ #ith !mul" the latter
has only one channel of distribution B distributor to the retailers. The profit
margin for the distributor is C and for retailers it is 7.5C. !mulspray
generates ma-imum revenue and it is also the fast moving brand of !mul.
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OBJECTIVE OF THE STUDY
1. To kno# #hich type of distribution channel is follo#ed by &()*+ for
marketing their ice cream product.
2. To test the effectiveness of distribution channel of &()*+ ice cream
products in uttack city.
3. To kno# #hether customers are getting the products from retailers in
proper time or not.
4. To kno# #hether &()*+ is able to cover the total market through
the channel of distribution.
5. To help the firm to carry uninterrupted manufacturing that the
channel #ill take care of sales.
6. To determine ho# much cost is involved in distribution channel"
#hich is follo#ed by &()*+D
7. To study #hether there is channel conflict bet#een channel
members.
SCOPE OF THE STUDY
:uyers behavior of omfed icecream product covers the manufacturers"
holesalers" retailers and customers etc and my study mainly cover the
geographical area of uttack city of &rissa only. $ have collected the data
from different retail outlets and this collection of data is done through
personal intervie# method by making some 9uestionnaires. The study is
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mainly concerned #ith &mfed ompany in finding out the distribution of
omfed icecream products in uttack market in present market scenario.
DATA SOURCE & METHODOLOGY
hile deciding about the method of data collection to be used for the
study" the researcher should keep in mind t#o types of dataE primary and
secondary data. The primary data are those #hich are collected fresh and
for the first time" and thus happen to be original in character. The
secondary data" on the other hand are those #hich have already been
collected by someone else and #hich have already been passed through
statistical process.
COLLECTION OF PRIMARY DATA
e can obtain the primary data either through observation or through
direct communication #ith respondents in one form or another or through
personal intervie#s. rimary data can be collected either through
e-periment or through survey. $f the researcher conducts an e-periment"
he observes some 9uantitative measurements" or the data" #ith the help of
#hich he e-amines the truth contained in his hypothesis. :ut in case of a
survey" data can be collected by any one or more of follo#ing #aysE
1. By obs!"#$%o
This method implies the collection of information by #ay of investigators
o#n observation" #ithout intervie#ing the respondents. The information
obtained relates to #hat is currently happening and is not complicated by
either the past behavior or future intentions or attitudes of respondents
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.This method is no doubt an e-pensive method and the information
provided by this method is also very limited. !s such this method is not
suitable in in9uiries #here large samples are concerned.
'. T(!o)*( +!so#, %$!"%-
The investigator follo#s a rigid procedure and seeks ans#ers to a set of
preconceived 9uestions through personal intervie#s. This method of
collecting data is usually carried out in a structured #ay #here output
depends upon the ability of the intervie#er to a large e-tent.
. T(!o)*( $,+(o %$!"%-s
This method of collecting information involves contacting the
respondents on telephone itself. This is not a very #idely used method
but it plays an important role in industrial surveys in developed regions"
particularly" #hen the survey has to be accomplished in a very limited
time.
/. By 0#%,%* o 2)s$%o#%!s
The researcher and respondents do come in contact #ith each other if
this method of survey is adopted. Fuestionnaires are mailed to the
respondents #ith a re9uest to return after completing the same. $t is the
most e-tensively used method in various economic and business
surveys. :efore applying this method" usually a pilot study for testing
the 9uestionnaire is conducted #hich reveals #eaknesses" if any of the
9uestionnaireD Fuestionnaire to be used must be prepared very
carefully so that it may prove to be effective in collecting the relevant
information.
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3. T(!o)*( s4(5),s
<nder this method the enumerators are appointed and given training.
They are provided #ith schedules containing relevant 9uestions. These
enumerators go to respondents #ith these schedules. +ata are
collected by filling up the schedules by enumerators on the basis of
replies given by respondents. (uch depends upon the capability of
enumerators so far as this method is concerned. 8ome occasional field
checks on the #ork of enumerators may ensure sincere #ork.
6. COLLECTION OF SECONDARY DATA
8econdary data means data that are already available i.e. they refer to
the data #hich have already been collected and analy%ed by someone
else. hen the researcher utili%es secondary data" then he has to look
into various sources from #here he can obtain them. $n this case he is
certainly not confronted #ith the problems that are usually associated
#ith the collection of original data. 8econdary data may either be
published data or unpublished data. <sually published data are
available in
• >arious publications of the central" state or local governments.
• >arious publications of foreign govt. or of international bodies and
their subsidiary organi%ations.
• Technical and trade ournals.
• :ooks" maga%ines" ne#spapers.
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GENERAL PROFILE OF COMPANY
The &rissa state cooperative milk producers federation ;td. '&()*+,
#as started on 26th @anuary 1/1" under operation flood$$ program. The
main obective of starting this federation" the &rissa state government has
some effort in organi%ing the diary sector" by encouraging the formation of
village milk producers cooperative societies at village level in the
undivided districts of uttack" puri" dhenkanal H keonhar and
subse9uently e-panded to the district of sambalpur" ganam under $I+&
8$88 proect. &()*+ started its milk marketing in the t#in city of
uttack H :hubanes#ar. Then #ith the e-pansion of market for
pasteuri%ed milk" ne# dairy plant #as established at handrasekharpur"
:hubanes#ar H at ?ourkela. The plant capacity of :hubanes#ar #as
60"000 litersGday #hich is no# e-panded to 3 lakhs litersGday. 8imilarly" the
plant capacity of ?ourkela #as 30"000 litersGday #hich is no# e-panded to
60"000 litersGday. Then 8ambalpur dairy #as established in the year 10
#ith the handling capacity of 10"000 litersGday #hich is no# e-panded to
30"000 litersGday. !ll these dairy plant are commissioned by the national
dairy development board'I++:,.The success story of &()*+ from
1/12012 gives birth many dairy plants to the &rissa state for improving
the socioeconomic condition of poor village milk producers farmers. Io#
&()*+ organi%ation is a leading dairy development and implementing
agency under government cooperative sector and operating &()*+ dairy
plants at :alasore 30"000 litersGday ';+," :erhampur 30"000;+"
+henkanal 20"000 ;+" eonhar 20"000 ;+"Tirtol 10"000 ;+" @aipur
10"000 ;+" oraput 10"000 ;+" :habanipatana 10"000 ;+" H
handes#ar 5000 ;+.
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VISION OF OMFED
To be a leading milk producing organi%ation at international level of
efficiency #ith #idest and satisfied customer base" ma-imi%ing #ealth of
stakeholders H contributing to the state economy.
MISSION OF OMFED7
!dvancement of dairying" encouraging and educating people" through
mutual participation.
ontinuous endeavor to increase productivity H per capitaconsumption.
To promote clean milk production and distribution #ith stateofart
technology.
ustomer satisfaction #ith reliable" uninterrupted services and
9uality products.
To foster a performance oriented culture encouraging innovation.
To promote a congenial #ork climate encouraging employees to
participate and contribute for organi%ational gro#th.
To be a learning organi%ation and responsive to changing
environment.
ontinuous up gradation of skills H competence of employees H their
career advancement.
To enrich 9uality of life of people and preserve ecological balance.
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T( M##*0$ o O0578
The &rissa state cooperative milk producers federation ;td. is controlled
by a board of directors #hich consists of all affiliated milk unions" three
nominees of ovt. of &rissa" a nominee from national dairy development
board and managing director of omfed. The chairman of :&+ is elected
amongst the members of the board. The post of chairman of the federation
is honorary H govt. nominee.
OBJECTIVE OF OMFED78
To carry out activities for promoting production" procurement"
rocessing and marketing of milk H milk products for economic
development of the rural farming community.
+evelopment and e-pansion of such allied activities as may be conducive
for the promotion of dairy industry. $mprovement and protection of milk
animals and economic betterment of those engaged in milk production. $n
particular and #ithout preudice to the generality of the foregoing obective"
the federation mayE
urchase and Gor erect building" plant" machinery and other ancillary
obects to carry out business.
8tudy problems of mutual interest related to procurement"
M#!9$%* o 5#%!y #5 #,,%5 +!o5)4$s.
urchase commodities from the members of other sources #ithout
affecting the interest of the members" process"
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(anufacture" distribute and sell them same" arrange to
manufactureGpurchase and distribute balanced cattle feed and for the
purpose to set up milk collection and chilling centers" milk processing
plants" product factories etc" in any of the district covered under its area of
operation.
rovide veterinary aid and artificial insemination services and to undertake
animal husbandry activities so as to improve animal health care disease
control facilities.
!dvice" guide and assists the milk union in all respects of management"
supervision audit functions.
?ender technical" administrative" financial and other necessary assistance
to the member unions and enter into collaboration agreement #ith
someone" if the need arises.
!dvise the member unions on price fi-ations" public relation and allied
matters.
FINANCE
!s per the norms of operation programmer" &()*+ is the implementing
agency of this program in &rissa. <nder the operation flood$$ programmer"
the re9uired funds released to the district milk unions through &()*+" for
the different activities such as milk processing" manpo#er operation flood$$" the national dairy development board 'I++:, directly reimbursed the
funds to milk union" on the basis of federation on the funds utili%ation
reports submitted by the representative district unions.
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!part from I++:" &()*+ is receiving financial assistance from the govt.
of &rissa" as grantinaid and share capital. !s on 31st march" 17"
&()*+ has received ?s.125/.2 lacs as grantinaid for different activities
and ?s./0 lacs as share capital from govt. of &rissa.
$n 1/" ?s.56 lacs from govt. of &rissa to#ards grantinaid and
?s.541.77 lacs from govt. of $ndia to#ards &rissa #omen diary proect H
then under $++ $>H> ovt. of $ndia provide financial assistance to &()*+
for dairy development in the state.
ACTIVITIES78
The principal activities of omfed can be divided into the follo#ing
categoriesE
1. &rgani%ation of !nand pattern
2. &peration flood programmer in &rissa
3. rocurement of milk.
4. Technical inputs
5. omens dairy proect
6. $++ proect
7. rocessing and marketing
/. &mfed products
. Training
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A#5 +#$$!
The !nand pattern is the successful formula first adopted by aira district
coop. milk producers union ltd '!(<;,.This is to be collectively procure"
process and market their surplus milk. This is a three tier system Bthe
village society 'concerned mainly #ith the primary producers and collection
of milk,"the district milk union'looking after milk procurement" chilling and
supply of technical inputs like artificial insemination" animal health care"
supply of balanced cattle feed H fodder" trainingGe-tension etc., and themilk federation looks after processing and marketing of milk H milk
products" central technical input activities etc for milk yield enhancement of
the animals of milk producers. $n the traditional system" the farmers did not
o#n the processing and marketing facilities. (iddlemen could dictate the
term of the trade against the primary producers" by offering a lo#er price
for their milk and against the consumer by offering lo#er 9uality.
(iddlemen interest in providing technical inputs to enhance milk
production #as missing. !nand pattern is a system that is collectively
o#ned" operated and controlled by the farmers. $t ensures a fair price to
the farmer and high 9uality milk and milk products to the consumers. $n
short" the !nand pattern means the utili%ation of resources in most
profitable manner at grassroot level. The ma-imi%ation of profit and
production through cooperative effort is the hallmark of !nand pattern.
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MILK UNION
! board of directors #ho get elected in the follo#ing manner manages the
milk union" 12 are elected farmer representatives
! nominee of financing institution 'I++:,
! nominee of milk federation '&()*+,
eneral (anager of milk union as the *-officio secretary.
!t present" collector is the chairmen of milk union. eneral (anager is the
chief business officer of the union #ho in turn appoints other managerial"
technical H staff employees. This board frames milk unions policies
regarding milk procurement and supply" fund management etc" #here as
the general manager looks after the daytoday operation under the
guidance and direction of board. *very society is continuously guided"
supervised" and controlled by the union so that it remains efficient" strong
and viable. There is a continuous and concurrent audit of all the societies
on a 9uality basis to ensure a clean milk business.
MILK FEDERATION78
The federation is managed by a board of directors elected in the follo#ing
mannerE
1. Three are overnment of &rissa nominees.
2. &ne from the financing agency.
3. The selected chairman of the affiliated milk unions.
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4. The chairman of the federation is to be elected by the board of
directors. The federation looks after processing and marketing of
milk H milk products.
OPERATION FLOOD PROGRAM IN ODISHA
1. O+!#$%o ,oo5 II
The operation flood $$ program #hich #as launched under the national
dairy development board 'I++:, implemented in the state of &rissa from
1/1" initially covering four districts i.e. uttack" +henkanal" eonhar"
uri. The &rissa state cooperative milk producers federation came into
being from the year 1/0/1"after taking over the hulnakhara dairy and
the functioning started from 26th @anuary 1/1.This follo#ed an agreement
signed on 30th may 17 bet#een the govt. of &rissa the $ndian dairy
corporation for implementation of operation flood proect $$ by the govt. of
$ndia" the state government" the $ndian dairy corporation" the national dairy
development board and the milk producers cooperatives" #ith assistance
from the international development association. This #as later buttressed
by a guaranteed deed dated 05.0.1/1 given by the forest" fisheries and
animal husbandry department on behalf of the state government" then
$ndian dairy corporation for financial assistance to be received as per the
loanscumgrant agreements by the &rissa milk federation from $ndian
dairy corporation. The operation flood $$ program ended on 30.0.1/7
'. OPERATION FLOOD III
The operation flood $$$ program is implemented in operation flood districts
of the state from &ctober 1/7.<nder this program the sambalpur district is
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included from august 1/.*-pansion of :hubanes#ar dairy from 60"000
lpd to75"000lpdJe-pansion of Tirtol milk chilling centre from 10"000lpd to
20"000lpd Ja ne# chilling plant #ith a capacity of 20"000 lpd at Iimapara
'uri, in place of 4000 lpd unitJ strengthening of cattle feed plant at
?adhadamodarpur'uttack, are some of the maor proects taken up under
the operation flood program $$$. )or this purpose" a letter of understanding
bet#een state government" represented then by forest" fisheries" and
animal husbandry department and the national dairy development board"
as successor of the erst#hile $ndian dairy corporation #as signed on
27.0/.1//" specifying the parameters for implementing the operationflood $$$ program. The ;oncumgrant agreement bet#een the national
dairy development board and &rissa milk federation as #ell as the
concerned district milk unions for the financial assistance under operation
flood $$$ has been e-ecuted. The state govt. guarantee on behalf of the
&rissa milk federation and district milk unions as the letter of
understanding to I++: has been e-ecuted on 05.05.12.
PROCUREMENT OF MILK
The 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" #here it is tested" 9uantified and the value
of the milk is being fi-ed. !gain from the society level the milk being lifted
to nearest chilling plant #here it is chilled to 5c and the same milk after
chilling is transported to the nearest dairy for processing" packaging" and
marketing. !fter marketing of milk H milk products" the reali%ation is routed
back the producers once in 10 days in the same manner. This organi%ation
establishes linkage from producers to consumers.
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#ho #ere engaged in strengthening of rural farmers. >eterinary
dispensaries #ere e9uipped #ith breeding facilities and these dispensaries
became the nerve centre of rural milk producers. The different programs
areE
Co7o+!#$%" 5",o+0$ +!o*!#00
The program is being formulated by I++:. $ts main #as to inculcate co
operative spirit in the rural milk farmers to manage their o#n business.
I5o7s-%ss +!o:4$
$ndos#iss proect #as a bilateral program bet#een govt. of $ndia and
s#iss govt. #hich is no# under implementation in anam and aapati
district. $ts main aim is to improve the productivity of animal and to provide
round the year marketing facilities at the door step of the farmer.
ORISSA ;OMEN DAIRY PROJECT< KEONJHAR
• reating conditions in #hich #omen can discover themselves as
active participants in the developmental process.
• To bring about economic e9uality and social ustice by focusing
attention on and imparting training to#ards poor #omen.
• To enable active participation of poor 8G8T rural #omen in their
o#n village economy.
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• To provide employment for poor rural #omen through activities
linked #ith income generation to generate grassroot level
leadership.
• To empo#er #omen to be able to move into positions of decision
making H po#er.
• To train #omen in dairy management" calf rearing" animal
management" fodder development" literacy program H first aid to
rural population.
• To develop linkages bet#een #omen dairy cooperative scheme
'+8, and other concerned agencies. To bring about health
a#areness in the area by e-posing the #omen members to the
intensive need based educational programs #ith the help of
<I$*).
• To make optimum utili%ation of #omen platform for coordinating
health department activities for purpose of #omen child
immuni%ation and family #elfare activities.
• To utili%e the #omen gathering for interactive learning by #ay of
adult education" e-perience collaboration H sharpening through
out#ard e-posure.
• To use the #omen dairy platform as a spring board to introduce
#omen related activities i.e. sanitation" :iogas plant" smokeless
chullahs.
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roviding free fodder minikits and root slips to the members.
roviding free animal health check up camp every month at society level.
The re9uired medicine given on 50C subsidy.
roviding calf feed to the calf bet#een the age group of 1224 months to
the e-tent of ?s.1000 per calf.
roviding &()*+ balanced cattle feed 150 kgK?s.2 during the dry
period of cattle.
roviding financial assistance for stra# treatment #ith urea K ?s.250 per
(T of <8T.
roviding deforming medicine for 2 calvesGco# on 50C subsidy K ?s.60
per member.
>accine for 02 animals per member on 50C cost basis K ?s.40 per
member.
<ndertaking members insurance in group insurance scheme to the e-tent
of ?s.10" 000.00
To undertake insurance of calf in formal H permanent total disability 'T+,
coverage in master policy on 50C subsidy basis.
To undertake insurance of co# on normal H T+ coverage for 3 years on
payment of 50C subsidy.
/. D%!$ $!#%%* +!o*!#0s )5!$#9 % O;DP78
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'$,The #omen secretary of the +8 is given 15 days training on society
management" the artificial insemination training is given to the !$ #orker
for 30 days at &()*+ training H demonstration centre.
'ii,To enlighten the #omen in the field of co# rearing" more thrust is given
for imparting training on dairy animal management. The training is
highlighted on ho# to identify good 9uality co#" proper feeding" breeding H
management of co# H calf" milk rate" 9uality of milk etc. eneral idea
about animal disease H their first aid. The members are residing in the
training hostel and imparted training in the training centre. The resource
people from various faculties are invited as guest lecturers.
'iii,The members are given 03 days training on fodder cultivation H animal
health program. The trainees are imparted to gather kno#ledge regarding
benefit of fodder cultivation" types of fodder" method of fodder cultivation
#ith field visit of fodder museum. The training also given for general
disease of animal and its treatment" the training is designed as animal
husbandry H fodder development.
'iv,The #oman dairy society is managed by managing committee consists
of 0 members in the committee. These members are given training about
the society" its formation" function" :yla#" right and duties of members
and managing committee procedure of conducting election H management
of society in best #ay. The 03 days program is designed named
management committee members training. This training is imparted at
training centre" 8ilisuan.
'v,The members are given training importance of #omen in society" the
position of #omen" rights of #omen" population control" and legal help to
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#omen in case of distress" do#ry act" child care" immuni%ation" nutrition"
food H drinking #ater. The training is being imparted through voluntary
organi%ation e-pert in that field. The program is designed as general
a#areness" legal literacy H health education training.
'vi,The #omen members are given 02 days training at society level ho# to
form the society. :enefits of formation of the society" imparting kno#ledge
in the sphere of mobili%ation" immuni%ation H child care" kno#ledge about
pollution" plantation H sericulture" kno#ledge about various development
program of government and their implication in increasing the socio
economic status of #omen. The training is designed as #omen education
program.
'vii,To organi%e #omen dairy society" the preliminary training is given to
male persons of village. The male persons are convinced about the
formation of #omen dairy cooperatives and its benefits. Then the #omen
dairy society is formed. The program is designed as male orientation
program.
3. FINANCE OF CATTLE78
'$,onsidering the less no. of co#s in the district" the provision is kept for
financing of co#.?s.5000 is given to the #omen beneficiaryGmember as
margin money for purchase of co#. $t is given an interest free loan. The
beneficiary purchases the co# from the approved supplier of &()*+ the
rest amount is borne by the beneficiary. The margin money is recovered in
installments K ?s.450 per month from milk bill.
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'ii,The flood and cyclone affected people of !nandpur #omen society
membersJ ?s.10" 000 is given per member for purchase of co#. The
members have to repay ?s.5000 #ithout any interest K ?s.600 per month
and rest ?s.5000 is given as subsidy.
'iii,)or financing co#s under s#arnaayantee gramya s#arogar yona
'88L, the self help groups are being formed at society level. The
beneficiary of belo# poverty line ':;, category and above poverty line
'!;, category #ill be given co#s as per the state government guidelines.
The subsidy component depends upon the individual H group finance. The
finance shall be done through banks.
6. FORMATION OF SOCIETY78
The milk union is conducting survey to organi%e society #here surplus
milk product of minimum 30G40 liter of milk is there. rocuring the milk both
morning H evening. The cost of milk is paid to the society in every 10 days.
The cost of milk is being paid on seasonal basis to the producers.
A"!#* +!%4E
g fat g 8I) er liter.
)lush price'@une"@uly"!ug"8ept, 1.50 61.17 .00Iormal price'!pr"(ay"&ct"Iov"+ec, 4.50 63.17 .25;ean price'@an")eb"(arch, 100.50 67.50 ./0
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&n the basis of fat as #ell 8I) contents in the milk" the milk rate is paid
accordingly. The average milk 9uality is presently 4.2C fat H /.2C 8I)
#hich is procured from the societies.
?. PROCESSING AND MARKETING OF MILK78
The milk is being pasteuri%ed H packed in poly pack in 500gm after
receiving from the societies at plant. !fter meeting the local market
demand" the rest of the milk sold to :hubanes#ar dairy. The milk is
standardi%ed as toned milk having 3.0C fat H /.5C 8I) H double toned
milk having 1.5C H .0C 8I) H marketed through retail outlets.
@. MANUFACTURE AND MARKETING OF MILK PRODUCT7
The milk union is manufacturing :utter milk" s#eet curd" plain
curd" paneer H selling through agents. The different 9uality of
product is sold at different price in the market.
Cos)0! +!%4 Rs.
?s.:utter milk 300ml pack 4.00
lain curd 200gm pack /.008#eet curd 100gm pack 6.00lain curd 500gm pack 15.00
lain curd bulk supplyGg 25.00aneerGg 110.00hee 1.0 g 1/5.00
hee 500 gm /.00
hee 200 gm 42.00
hee 100 gm 22.00
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collection" the milk is transported to the nearest chilling plants of the district
milk union through vehicle engaged by the union or by the head load.
*-penditure related to milk transportation from society to chilling plants
borne by milk union. The procured of milk collected by milk union
transported to chilling centers in milk cans and again tested society #ise
and to society are paid as per the 9uality and 9uantity of milk generally the
milk bill payment of society are made in 10 days intervals by the respective
milk union. The procured milk from society chilled in the milk chilling
centers located in different place and then the chilled milk is transported to
the dairy plants to dairy through insulated road tankers. The transportatione-penses are borne by federation. The milk received at the dairy dock
again tested and milk bill is prepared on the basis of the fat H 8I) content
of the milk
To ensure favored temperatures of the milk" there are 14 chilling centers
installed in the undivided 5 operation flood districts of &rissa
'i.e.cuttack"dhenkanal"keonhar"puri H sambalpur,.&ut of these keonharmilk union are supplying their surplus chilled milk to &mfed. The uttack
milk union and puri milk union are supplying their chilled milk to
:hubanes#ar" #hich o#ned by &mfed.
(ilk having different 9uality and 9uantity is received at dairies mi-ed
together and stored in the milk tank in a specific temperature. Then vitamin
M! is added to the milk as per govt. rule. &ut of the processed market milk
'toned milk" double toned milk, is produced and packed in an automatic
poly pack machine in half liter attractive poly packs and sent to market.
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PROCESSING AND MARKETING78
The urban consumer is the last point of the milk flo# system of operation
flood program. The first point is the rural milk producer" #ho produces milk.
Thus omfed not only plays a vital role to link both the points through its
activities but also channeli%e cores of rupees from urban sector to rural
sector in this system. &ut of the five flood districts" only +henkanal H
eonhar milk unions market milk through their respective dairies in the
brand name of N&mfedO. The +henkanal milk union markets its milk" in
to#ns like +henkanal"Talcher"Ialco Iagar"and !nugul etc.eonhar milkunion markets milk in to#ns like eonhar"@oda":arbil"!nandpur etc and
supply surplus milk to &mfed. enerally milks are being marketed by
&mfed" from its dairies by its authori%ed retailers in different to#ns of the
state.
PRODUCTS OF OMFED78
&mfed has three categories of productsE
1. (ilk H (ilk products
2. =orticulture products
3. andhamala organic turmeric
1. Milk & Milk products-:
$n this category" omfed has ten different products in its bag. They are as
per the follo#ingE
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#To5 0%,978
acking si%e 1 literGhalf liter sachet unit liter (.?. '?s., 13.50
+escriptionE To prepare the toned milk" milk is heated to 00c for 15
seconds. $t is homogeni%ed to break fat globules to small 8i%e. Then
vitamin is added to milk. !fter pasteuri%ation and homogeni%ation it is
cooled to 40c and stored in silos for packing. Toned milk contains 3.0C fat
and /.5C 8I) 'other solids but not fat,. &mfed sells /0"000 liters of toned
milkGday.
bDo)b, $o5 0%,978
acking si%e 1 literGhalf liter sachet unit liter (.?. '?s., 12.00
+escriptionE To prepare the double toned milk" milk is heated to 00c for
15 seconds. $t is homogeni%ed to break fat globules to small si%e. Then
vitamin N!O is added to milk. !fter pasteuri%ation and homogeni%ation it iscooled to 40c and stored in silos for packing. +ouble Toned milk contains
1.5C fat and .0C 8I) 'other solids but not fat,.$t is good for infants and
elderly people due to fat and high proteins. &mfed sells 30"000 liters of
double toned milkGday.
4F),, 4!#0 0%,978
acking si%e 1 literGhalf liter sachet unit liter (.?. '?s., 15.00
+escriptionE To prepare the double toned milk" milk is heated to 00c for
15 seconds. $t is homogeni%ed to break fat globules to small si%e. Then
vitamin is added to milk. !fter pasteuri%ation and homogeni%ation it is
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cooled to 40c and stored in silos for packing. )ull cream milk contains
4.2C fat and /.7C 8I) 'other solids but not fat,.$t is good for children due
to high fat content 'energy,.)ull cream milk is available in #eightsE 500ml.
5S-$5 ,#"o!5 0%,978
acking si%e bottle 200ml.<nit(? '?s., 7.00
+escriptionE $t is prepared from double toned milk fat '1.5C only, by
adding sugar and cardamom flavor. Then it is filled in 200 ml cleaned
bottle and sterili%ed in sterili%er for 30 minutes. The self life of the bottle is
3 months at room temperature. The flavored milk is available in 200 ml.
&ne crate of 8)( is 24 bottles. &mfed sells 400"000 bottles per annum.
P,#% 4)!578
acking si%e unit (? '?s., /G200gm H ?s 15G500gm.
To prepare the plain curd" ra# milk is mi-ed #ith skimmed milk po#der.
Then it is heated to 00c and then cooled to 500c to add a specially
prepared curd culture. Then it is limed in 200 grams and 500 grams pack
cups and incubated at 420c for 4 hours. Then it is stored #ith transportive
refrigerated condition. The self life in refrigerated condition is 7 days. lain
curd is available in #eightsE500gm" 200gm.roduction has started since
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last one year. &mfed sells 50"000 kgs of plain curd per annum. $t contains
fat '1.5Conly,.
S-$ 4)!578
acking si%e unit (? '?s., 6G100gm cup.
To prepare the s#eet curd" ra# milk is mi-ed #ith skimmed milk po#der.
Then it is heated to 00c and then cooled to 500c to add a specially
prepared curd culture. Then it is limed in 100 grams plastic cups and
incubated at 420c for 4 hours. Then it is stored #ith transportiverefrigerated condition. 8#eet curd is available in #eights of 100gms and
packing si%e is of 10 kg cartoon. &mfed sells 20" 00"000 cups per year. $t
is a highly delicious H popular product of omfed for all ages of human
being. (arketing has started in est :engal cities recently.
*T#b, b)$$!78
acking si%e unit (? '?s., 63G500gm H ?s.13G200gm.
The cream separated from milk is converted to Table butter by
pasteuri%ing the cream and churning cream in a churner. 8alt and annatto
color is added during churning. Then the :utter is packed. :utter is
available in #eightsE100gm" 500gm.&mfed sells 6000kgs of Table :utter
per year.
(P)! *(78
acking si%e unit (? '?s.,11.50G50gm pouch.
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The surplus fat available in the milk is separated during asteuri%ation.
Then the cream separated is boiled in ghee vat at 1200c to remove
moisture to make pure ghee. ure ghee contains .C clarified co# fats.
ICo- G(78
The surplus fat available in the milk is separated during pasteuri%ation.
Then the cream separated is boiled in ghee vat at 1200c to remove
moisture to make ghee. hee contains .C clarified co# fats. hee is
available in #eightsE1kg" 500gms" 200gms" 100gms.&mfed supplies co#
ghee for kotha bhoga of 8hree @agannath temple" puri.
acking si%e unit (? '?s., 1/5G1kg 'poly ar,
acking si%e unit (? '?s., /G500gm 'poly ar,
acking si%e unit (? '?s., 42G200gm 'poly ar,
acking si%e unit (? '?s., 22G100gm 'poly ar, H
'?s., 2260G1kg of tin.
:B)$$! 0%,978
Tasty" salted" hygienically processed and packed butter milk is e-tremely #ell accepted as a summer drink #hich is also much cheaper and healthier
than any other soft drinks. :utter milk is available in 300 ml pack.
acking si%e unit (? '?s, 4G300ml sachet.
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OMFED ICECREAM
INTRODUCTION78
&rissa ( inaugurates &mfedPs ne# icecream plant
(onday" !ugust 16" 2010
:hubanes#arE &rissa hief (inister Iaveen atnaik on (onday
inaugurates ne# icecream plant of &mfed built at a cost of ?s 4 corer.
ith this the stateo#ned &rissa 8tate ooperative (ilk roducers
)ederation '&mfed, enters into icecream market.
&mfed (+ 8uresh (ohapatra said the capacity of the icecream plant is
6"000 liters and it also has an $talian free%er. (oreover" 3"000 liters of milk
#ould be used to produce icecreams at the plant. &mfed icecreams
#ould be available in four flavorsQ>anilla" stra#berry" chocolate and
butterscotch.
&mfed authorities are upbeat that their ne# venture #ould be a success
despite stiff competition in the icecream segment. &mfed icecreams
#ould be initially available for the consumers of the t#in cities of uttack
and :hubanes#ar and reach out to other parts of the state subse9uently.
8ailent features of omfed icecream plant at :hubanes#ar dairy"
handrasekharpur" and :hubanes#ar.
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The &rissa state cooperative milk producers federation ltd. 'omfed, is an
ape- dairy cooperative society registered under &rissa cooperative society
act 162 and came into being in the year 1/0.
This is an organi%ation of 30 years old. 8ince then it has come across
many ups and do#ns and as on today 46/4 societies have been organi%ed
enrolling 2.50 lakhs farmer members and daily average milk collection is 4
lakh kgs. The present turnover is members as milk price. &n average
The agriculture deptt.of ovt of odisha has sanctioned an icecream plant
#ith an approved cost of rs 3./ cores" out of #hich agriculture deptt.
<nder rkvy has sanctioned rs 1. crores. The proect period is from 200
10 to 201112. The sailent features of icecream plant are as follo#sE
Iame &mfed icecream plant;ocationE :hubanes#ar dairy" handrasekharapacityE 6000 liters per day
Total e-penditureE ?s3./ cores8ources of fundE ?s 1. cores'50C rkvy" govt. of
&rissa, rs1. cores'50C omfed
o#n sources,eriod of the proectE 20010 to 201112
Type of productE :utter scotch" vanilla" stra#berry"
chocolate
Type of packE 8mall pack" bulk pack" family pack"
candy" cup and cone
The milk procurement of omfed is in increasing trend #ith a gro#th rate of
17C. +uring flush" milk procurement goes up to 4.30 lakhs kgs. er day.
To cover up the surplus milk procurement our po#der plant is taking care
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of leaving a balance of around of 10000litres of milk per day as surplus.
This surplus can only be profitably used through production of icecream.
The icecream plant #ill be an additional feather to the cap of omfed. The
additional profit generated #ould be passed on to the farmers as price
difference. The icecream market is no# dominated by the big players both
in cooperative and corporate sector. &mfed icecream aims to capture at
least 50C of the market in the state #ithin a period of 2 years since it has
established marketing channel throughout the state.
resently icecream #ill come in various fragrances like vanilla" stra#berryJ
butterscotch.thyis fragrances #ill be available in cone" cups and candy.
resently it #ill be marketed in :hubanes#ar and uttack #hich #ill
e-tend to other areas in due course.
&mfeds assurance to its lakhs of satisfied customers in providing premium
product NicecreamO is soon going to be fulfilled. The plant has successfully
started the trail production and commercial launching #ill be made by the
humble chief minister of odisha on 16.0/.2010. $t is e-pected that this
venture #ill improve the brand image of omfed futher.
Theoretical aspect of the study
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!#areness of need
$nformation search
• Define needs
• Explore solutions
• Identity alternative service supplier
Evolution of alternatives service suppliers
• Review documentation(e.g.,advertisement,brochures,websites)
• onsult with other people (e.g., family, friends, others)
Re!uest service from chosen supplier
"r
Initial self#service.
$ervice delivery
Evaluation of service performance
%wareness of needs
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#T( s,,%* 4o4+$
Target market consumer needs integrated marketing profit through
customer satisfaction
B T( 0#!9$%* 4o4+$
?egion to embrace marketing conceptE
1the marketing concept hold that the key to achieving organi%ation goals
consist of target markets and delivering the delivering the desired
satisfaction more effectively and efficiently than competitors.
2it start #ill define market focuses on customer needs coordinations all
the activities that #ill affect customer and produce profits by satisfying
customers.
3the key company task to attract and retain customers.
4customer are attracted through competitively superior offering and
retained through satisfaction.
5marketing task is to develop a superior offering and retained through
satisfaction.
6 Today many companies are moving beyond the marketing concept to
the customer concept.
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7companies are no# shaping separate offers services and message to
the individual customers.
/the companies collect information on each customers past transaction
demographic" psychographics" media and distribution preference.
company hopes to achieve profitable gro#th through capturing a large of
each customers loyalty and focusing on life time value.
10customer relationship marketing and customer lifetime value by
managing life time sales.
8ome companies offer to deliver a constantly needed products and regular
basis at lo#er price per unit because it #ill capture the customers
business for a long period.
CT( 4)s$o0! 4o4+$87
8trong consumer bondE
ompany that #ant to form strong customer bond need to attend the
follo#ing basisE
1get cross departmental participation in planning and managing the
customer satisfaction and pretension process"
2 $ntegrating the voice of the customer in the target market.
3create superior service and e-periences for the target market.
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4organi%e and make accessible a database of information on individual
customer needs" preferences" contacts purchase fre9uency and
satisfaction.
5 (ake it easy for the customer to reach appropriate company personnel
and e-press their needs" perception and complaints.
6run a#ard programs recogni%ing outstanding employees.
7today companies are recogni%ing the importance of satisfying and
retaining customer. 8atisfied customers constitute the companies
relationship capital.
/ the average company losses 10 percent of its customer each year.There are t#o #ays to strengthen customer retentionE &ne is erect high
s#itching barrier. ustomers are less inclined to s#itch to another supplier
#hen this #ould involve high capital cost" high search cost or" loss of loyal
customer discount.
The better approach is to deliver high customer satisfaction. This makes it
harder to competitor to offer ust lo#er price or s#itching inducement. This
is creating strange customer relationship management. 'rm,.
rm customer relationship management evolution sho#s thatE
!#areness focus satisfaction value loyalty
ustomer satisfaction increase customer loyalty
ustomer profitability increase revenue per customer
(arket share measure market penetration
)inancial analysis B ?oi ?evenue and profit margin comparative figureanalysis ost saving.
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DATA ANALYSIS
AND
INTERPRETATION
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I$!+!$#$%o8
$t is found that out of 50 retailers in uttack city" young age group i.e."
age bet#een 1535 is consuming appro-imately 56C. (iddle age group
i.e." age bet#een 3655 is consuming appro-imately 34C and old age
group is consuming appro-imately 10C. The young age group is buying
more omfed icecream product.
2purchase or buying of omfed icecream product on the basis
&n the basis )re9uency
?egularly 15C&ccasionally 10C8easonally 20C
)estive
occasion
35C
&ther
purpose
20C
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I$!+!$#$%o8
$t is found that out of 50 retailers" in cuttact city 15C respondent or
customers are regularly buying &()*+ icecream products" 10C
customers are occasionally buying &()*+ icecream products" 20C
customers are seasonally purchasing &()*+ icecream especially in
summer season" customers are demanded more the &()*+ icecream
products.35C customers are purchasing in the festive seasons and
20C customers are purchasing in the other purpose that means in
marriage purpose.
3 ?egular purchaser of &()*+ icecream product for the purpose of
'out of 42C regular purchaser of &()*+ icecream product,
consumption fre9uency ercentage
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)amily consumption 22 56Cersonal
consumption
5 10C
onsumption #ith
friends
7 12C
(arriage purpose / 22C
8
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$t is found that out of 50 retailers appro-imately 56C respondents are
buying for family consumptions" 10C respondents are buying for the
personal consumption" 12C respondents are buying for consumption
#ith friends and 22C respondents are buying for marriage purpose" in
uttack city.
4 ause of purchasing or buying &()*+ icecream products.
ause of buying ercentage of the customersood taste and 9uality" also
economical price.
60C
&rissaRs govt .product 20C
*asily available and good
behavior of sellers
/C
repared food and easy to use 12C
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I$!+!$#$%o8
$t is found that out of 50 retailers in uttack city" 60C customers are
buying &()*+ icecream products due to good taste and 9uality" also
economical price" 20C customers are buying due to govt. &rgani%ation"
and 12C respondents are purchasing because of prepared food and to
use" lastly" /C customers purchase because of easily available and
good behavior of seller at outlet.
5price of the &()*+ icecream product"
ercentage
=igh 10*conomical 60;o# 5
;ittle bit high but affordable 25
5/
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I$!+!$#$%o8
$t is estimated that out of 50 respondents or retailers in uttack city"
appro-imately" 60C respondents are said that the price of the product is
economical" 25C respondents are said that the price of the price of the
product is little bit of affordable" 10C respondents are said that the price
of the product is high" and lastly 5C respondents are said that the price
is lo#.
6 8ources of purchasing or from #here the respondents are buying the
&()*+ icecream productsE
sources Ccustomers&()*+ outlet 53C?etailer 22C
:eetle shop 14Crocery shop 11C
5
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hartE
I$!+!$#$%o8
:y analy%ing the data #e see that appro-imately more than 50 C' i.e."
53C, of the customers are purchasing the &()*+ icecream from &()*+
outlet no#" 22C are purchasing the products from the retailer" and 14C
customers are purchasing the product.
7reason for prefer this place
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61
place ercentageIear to home 52C
ood behavior and better service 30Crovide fresh product 10CIearer to #ork place 05C&ther place 03C
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summer 70C!ll seasons 30C
I$!+!$#$%o8
$t is found that out of100 respondents buy or purchase in summer
seasons" especially icecream are consumed more in this seasons. 30C of
the customers buy or purchase in all the seasons. !ll the icecream
products are purchased by customers throughout the year or all seasons
but in summer the icecream product are sold more.
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8mall pack '50 ml,
flavors elesty icecream &mfed icecream>ery vanilla ?s 5.00 ?s 5.00
8tra#berry ?s 5.00 ?s 5.00:utter scotch ?s 5.00 ?s /.00chocolate ?s 7.00 ?s /.00
I$!+!$#$%o8
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The price of various flavors icecream namely very vanilla and stra#berry
flavors are nearly same. The price of both the flavors is rs 5.00 each. :ut
the price of other t#o flavors varies namely celesty and omfed icecream"
#hich includes rs rs 5.00 and rs /.00 each for butter scotch flavor and rs
7.00 and rs /.00 each for chocolate flavor.
)amily packE
flavors elesty icecream &mfed icecream>anilla ?s 40.00 ?s 35.00
8tra#berry ?s 40.00 ?s 35.00
:lack currant ?s 60.00 rs 40.00
I$!+!$#$%o8
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(ainly in the family pack there are three types namely vanilla" stra#berry
and black currant. The price of vanilla flavor 'celesty icecream, cost rs
40.00 and omfed icecream cost rs 35.00. The price of stra#berry flavors of
celesty icecream cost rs 40.00 and omfed icecream cost rs 35.00. The
price of black currant 'celesty icecream, cost rs 60.00 and omfed icecream
cost rs 40.00.
;arge pack '100 ml,
67
flavors elesty icecream &mfed icecream>ery vanilla ?s 10.00 ?s 10.00
8tra#berry ?s 10.00 ?s 10.00:utter scotch ?s 15.00 ?s 15.00chocolate ?s 15.00 ?s 15.00
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FINDINGS
$n order to study the marketing mi- strategy and buying behavior of the
customers to#ards &()*+ icecream products in uttack city a survey has
undertaken. )or #hich 100 respondents from various areas in uttack city
are intervie#ed.
)rom the 3 #eek of market survey the researcher found the follo#ingsE
1 Io# adays" customers are more conscious #hile buying a product.
!t the time purchasing of icecream product the customers are more
serious. &()*+ satisfies the customers in all respects. Iot only
people of uttack but also people of &rissa have reason for #hich
the sales of the icecream product #ill increase day by day.
2 Loung age group is predominated over middle and old age group. $n
different areas of the uttack city the young age group i.e1535 is
buying and consuming more icecream products i.e. 43C" as
compare to middle and old age group" and their ratios are 3/C and
1C.
3 $n my survey the 42C of the customers are regularly buying the
&mfed icecream products" and also out of 100 respondents 5/C of
the customers are buying or purchasing the icecream products for
the purpose of family consumption.
4 The main competitors of omfed icecream products are celesty"
frostee" and amul respectively.
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SUGGESTION
The company should pay more emphasis on 9uality as customers are
9uality oriented.
The company should not fi- the price more than #hat prevailing in
the marketJ rather the company should fi- less than that.
The company should pay attention to#ards attractive packaging as
per the customer re9uirement.
The company should pay more attention to#ards the taste and
preference of the customers.
The company should have proper product diversification so that it
#ould meet the customer needs.
The company should have good distribution channel.
The company should pay more attention to#ards the various
economical classes of people.
S-o$ ##,ys%s8
8#ot analysis is a simple frame#ork for generating strategic alternative
from a situation analysis. $t is applicable to either the corporate level or the
business unit level and fre9uently appears in marketing plans. 8#ot stands
for strength" #eakness" opportunities and threats.
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Strength:-
:rand image to the company.
(arket share of the company.
The staffs of the company are very cooperative.
&perational capacity of the company.
&ld company.
ustomer faith on the company" because of &rissas govt.
undertaki/ng company.
Weakness:-
Taste of the some products is not good.
=igh demand lo# supply.
oor feedback from the retailer.
8ome of the demanded products are not coming regularly.
8uddenly increase the price of the product.
;ess advertisement.
Opportunity:-
iving more offer to the retailer.
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ustomer satisfactions through better service and good 9uality and
taste of the products.
rofit margin #ill be good by adopting update and aggressive
marketing strategy.
roducts #ill spread in village area.
Threats:-
ompetitors may come #ith ne# strategy.
*-ternal problem may affect company image.
:reaking of &()*+ monopoly outlets.
(arket demand very seasonal
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!*I+$S
MARKET STUDY UESTIONNAIRE
+ear 8irG(adam
$ am a ::! student of !8($T. $ am doing a market study
on product a#areness and product modification about various $ce ream
products. $ #ould like to kno# your vie#s" suggestions and e-perience #ith
this ice cream product. $ shall be highly obligation if you spare some time
for the completion of this 9uestionnaire. !ll the information #ill be kept
secret and #ill be used only for academic purpose.
1hich age group prefers more of this &()*+ $ce creamD
'a,1535
'b,3655
'c,5675
'd,!bove
2hat is the fre9uency of buying &()*+ $ce creamD
'a, ?egular
'b, &ccasionally
'c, 8easonally
'd, )unctional occasion
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3hat are the purposes of use &()*+ $ce reamD
'a, )amily consumption
'b,ersonal consumption
'c, onsumption #ith friends
'd,(arriage purpose
4reason of preference &()*+ $ce creamD
'a, ood taste and 9uality" also economical price
'b,&rissaRs ovt .product
'c, *asily available and good behavior of sellers
'd,repared food and easy to use
5=o# do you perceive the price of &()*+ $ce creamD
'a, =igh
'b, *conomical
'c, ;o#
'd, ;ittle bit high but affordable
6her does the availability of &()*+ $ce creamD
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'a, &()*+ outlet
'b, ?etailer
'c, :eetle shop
'd, rocery shop
7?esons of preference of placeD
'a, Iear to home
'b, ood behavior and better service
'c, rovide fresh product
'd, Iearer to #ork place
/#hat are the factors influencing of &()*+ $ce reamD
'a, ood packaging and better service
'b, ?easonable price and also good taste and 9uality
'c, )aith on the company due to the govt.orgn
'd, roduct are little durable and hygienic
$n #hich season you prefer $ce ream or time of consumptionD
'a, summer
'b, !ll seasons
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Conclusions:
The conclusion is one of the most important aspects of any #ork. 8o far
this #ork is concerned the conclusion is derived from the study.
The present day customer accords more importance to the 9uality of the
service" #hen compared to the cost to the service. The present day
customers are also very much 9uality and taste conscious. The present
day customers are also very much 9uality and taste conscious. The
present day customers have no time and also search for good service.
Io# the customers live in a kno#ledgeable society" #here many media of
kno#ledge provide them #ith information.
The company should spend large amount on advertisement and good
marketing to stabili%e the products in the market. The price of the products
must be reasonable as compare to other brands" #hich makes an
additional interest to buy the product. $t is a benefit for the company to tie
up #ith the uttack municipal corporation to open an &()*+ outlet in
every chhak.
7/
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The company also spent on advertises #hich makes a#are of the
products. T>" ne#spaper" maga%ine are the best media to reach the
customers.
$f the price reasonable" the service is better" the 9uality of the product is
good also the taste is fine" and the products are hygienic then the every
level of the customers prefer for the product.
&nce the customers having faith on the products and also the company
then the customers are al#ays consume these products.
B%b,%o*!#+(y8
1 (arketing management"
:y hilip kotler
2 ! te-t book of marketing management"
:y raan sa-ena.
3 8tatistical methods"
:y s.c.gupta.
4 ?esearch methodology
:y .?. kothari
5 &()*+ ne#s7
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6 ebsitesE
###.omfed.com