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Table of Contents 1.

INTRODUCTION 1.1 The Indian Market - A Pyramid 1.2 Growing Volumes 1.3 Potential for further growth 2. THE ORGANISATION 3. THE GGGMUL’S MARKET 4. ACTIVITIES AND PRODUCTS OFFERED BY THE MILK UNION 4.1 Procurement 4.2 Processing 4.3 Marketing 4.3.1 Organizational structure of the marketing department 5. THE PROJECT 5.1 Problem definition: 5.2 Research problem 5.3 Research objectives 5.4 Scope of the study 5.5 Working Definitions 5.6 Data Sources 5.6.1 Primary Sources: 5.6.2 Secondary Sources: 5.7 Data Requirements 5.7.1 Consumer survey 5.7.2 Institutional consumers survey. 5.7.3 Retailer Survey 5.8 Methodology 5.8.1 Consumer Survey 5.8.2 Institutional consumer survey 5.8.3 Marketing and sales department study 5.9 Sampling Plan 5.10 Limitation of the Study: 6. FINDINGS OF THE PRESENT STUDY 6.1 Market size 6.2 Players in the market 6.3 Market share 6.4 Major market of the union 6.5 Consumer Survey 6.5.1 Kind of milk purchased: 6.5.2 Choice of source 6.5.3 Usage of milk 6.5.4 Time of purchase 6.5.5 Price paid per litre by loose milk users 6.5.6 Frequency of purchase 6.5.7 Amount of milk consumed

1 1 1 1 2 5 6 6 6 6 7 8 8 8 8 9 9 9 9 10 10 10 10 11 12 12 12 12 12 14 14 14 15 15 16 17 17 18 18 19 20 20 21

6.5.8 Willingness to purchase packed milk 6.5.9 Preferred pack size 6.5.10 Preferred shape of the pack and type of the milk for 200 ml pouch 6.5.11 Purchase responses of 200 ml pouch at Rs 3.50 6.5.12 Demand of 200 ml pouch at Rs 3.50 6.6 Cost of Producing One Litre of Packed Milk 6.7 Financial Benefit of the Union from the 200 ml Pack 6.8 Benefit to the retailer 6.9 Consumer preferences: 6.10 Problems faced by the OMFED users 6.11 Source of awareness 6.12 Institutional consumers 6.12.1 Hospitals 6.12.2 Hostel 6.12.3 Tea shops 6.13 Retailer survey 6.13.1 Nature of business 6.13.2 Level of Satisfaction 6.13.3 Door Delivery 6.13.4 Replacement policy 6.13.5 Variation in the quality and quantity 6.13.6 Credit 6.13.7 Price 6.13.8 Untimely supply 6.13.9 Commission and Incentives 6.13.10 Advertisements/Promotions 6.13.11 Appointment of retailers 6.14 Segmentations 7. CONCLUSION AND SUGGESTIONS 7.1 Launching 200 ml Pouch 7.2 Supply of Lactometer 7.3 Product Differentiation 7.4 Packaging 7.5 Sensitising the Consumers 7.6 Pricing Strategy 7.7 Strengthening the Market Intelligence 7.8 Brand Equity 7.9 Credit Facility 7.10 Price 7.11 Retailers in residential area 7.12 Door Delivery 7.13 Bulk Schemes 7.14 Promotions 7.14.1 Road Shows 7.14.2 Media mix 7.14.3 Use of procurement and marketing vans for promotion

22 22 23 23 25 26 27 28 28 29 30 31 31 31 32 32 33 34 34 34 35 35 35 36 36 36 36 36 39 39 40 40 40 40 41 41 41 41 42 42 42 43 43 43 43 44

7.14.4 Consumer Orientation Programme 7.14.5 Debate 7.15 Entry into New Markets References Annexures

44 44 44 45

LIST OF TABLES

Table

Sl

No

No. 1 2

Population distribution of Ganjam and Gajapati district 2 Chilling and processing units and their location with 3

3 4

3 4

capacity Showing the market demand projection Sampling plan

5 6

5 6

Demand of the Ganjam district 15 Different players of the liquid milk market in the Ganjam 16

7

7

district and their market share. Cost of producing one litre of packed milk

8

8

Benefit of the union due to the proposed launch of the 200 28

1 2

Descriptions

Page No

5 13

27

ml 9

9

Percentage of the OMFED users facing different problems

30

10

10

Showing the source of awareness for the respondents

30

11

11

Segments for the 200 ml pouch

38

LIST OF GRAPHS Graph

Description

Page No

No 1 2 3 4 5

Milk procurement of the union for the last 5 years Marketing of milk (lt) for the last five years Average daily milk sale of the union in its major markets Percentage of respondents consuming different kind of milk. Percentage of respondents purchasing milk from different

3 4 17 17 18

sources 6

Percentages of respondents use milk for different purposes.

19

7

Percentage of the respondents purchasing milk at different time

20

8

Percentage of loose milk users paying different

20

9

Frequency of purchase.

21

10

Percentage of respondents consuming different amount of milk

21

(in lt) 11

Percentage of the Non-OMFED users willing to purchase milk

22

after the lactometer Test. 12

Preference of pack sizes by those loose milk users who are

23

willing to purchase packed milk after lactometer test. 13

Responses to buy 200 ml at Rs 3.50

24

14

Purchase intentions at different price level

24

15

Cumulative response of consumers to price variation

25

16

Consumer preferences for different attributes

29

17

Percentage of different categories consuming different kind of

37

milk

LIST OF ABBREVIATIONS

CRCM COP DTM GGGMUL IDDP ISNRMPO ISPO

Cream Rich Cow Milk Consumer Orientation Programme Double Toned Milk Greater Ganjam Gajapti Milk Producers Union Limited Integrated Dairy Development Project Indo-Swiss Natural Resource Management Programme of Orissa Indo-Swiss Project of Orissa

LPD MCC ml MPCS Lt OMFED OWDP P&I SMP SNF TV

Litres Per Day Milk Chilling Centre Milli litre Milk Producers Co-operative Society Litre Orissa State CO-operative Producer Federation Limited Orissa Womens Dairy Project Procurement and Inputs Skimmed Milk Powder Solid Not Fat Television