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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

1



aculty inance , A*+ -./ 0UA01 A!1.+23

-+0., -!+**A

Utkal University, Vanivihar, Bhubaneswar, Odisha.

.4.!2A5 0.!++0A.

2



+2.!2A5 0.!++0A.

3



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

5



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



7



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"

/



&()*+ also marketing their agro products like andhamala haldi po#der"

mustard seed" and horticulture products like s9uash" am" tomato sauce"

pickle etc.



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

10



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.

11



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

12



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

13



.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.

14



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.

15



17



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 ;+.

1/



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.

1



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"

20



(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.

21



!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

22



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.

23



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.

24



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

25



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.

26



#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.

2/



• 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.

2



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

31



'$,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

32



#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.

33



'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

34



&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

35



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.

37



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

3/



#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


+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


+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

3



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

40



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.

41



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.

42



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.

45



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

46



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

47



!#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

4/



#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.

4



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.

50



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.

51



DATA ANALYSIS

AND

INTERPRETATION

52



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

54



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

55



)amily consumption 22 56Cersonal

consumption

5 10C

onsumption #ith

friends

7 12C

(arriage purpose / 22C

8

I$!+!$#$%o856



$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

57



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/



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



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

60



61

place ercentageIear to home 52C

ood behavior and better service 30Crovide fresh product 10CIearer to #ork place 05C&ther place 03C



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.

64



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

65



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

66



(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



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.

70



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.

72



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.

73



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

74



!*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

75



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

76



'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

77



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/



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



6 ebsitesE

###.omfed.com

http://www.omfed.com/

http://www.omfed.com/

manish references

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