Ots 24 > 24039 > Executiv

EXECUTIVE SUMMARY 1. Students

Name: 2. Organization:

Ajaya Kumar Malla(24039) The Greater Ganjam Gajapati Co-operative Milk Producers’ Union Ltd, Berhampur (Orrisa) 3. Reporting Officer: Mr. B. K. Jena (Assistant Manager, Marketing and P&I) 4. Faculty Guide: Prof. Debi Prasad Mishra 5. Project Title: “Study on marketing packed milk in 200 ml pouch” Objectives: (1) To determine the demand for 200 ml pouch in the existing market of the union (2) To identify the potential segments for marketing milk in 200 ml pouch (3) To examine any likely impacts of 200 ml pouch on the sales of 500 ml pouch. Scope: The study was carried out in the local sales area of GGGMU covering one municipality, four NAC’s, and Five towns. Methodology: Discussions with sales office staffs, In-depth interviews of Retailers, Institutional consumers like tea shops, Hospitals, and Hostels, Questionnaire for Household Consumers. Sources of data: Primary Sources: Household consumers, Hospitals, Hostels, Tea shops, Sales office staffs of the GGGMUL, Retailers of the GGGMUL and Distributors of other dairies. Secondary Sources: Sales Office records and other records and reports from the Dairy, Research reports conducted by ISPO. Major Findings: 1) Around 26% of the loose milk users are found to be the potential buyers of the 200 ml pack, who are ready to buy 200 ml pouch definitely at Rs 3.50 where as 62% are ready to buy at Rs 3 2) Demand for 200 ml pouch at Rs 3.50 is 1400 litres, out of which 1000 litres is from loose milk consumers and 400 litre from the present OMFED users 3) The union will get an additional net profit of Rs 148500 per month 4) Four segments have been identified as the potential buyer of the 200 ml pouch, they are college students ,nuclear families, daily wage earners, and farmers. Conclusions: There is a substantial potential for this 200 ml across the entire low-income category. The union gets an additional net profit of Rs 148500 per month with out any investment; rather it increases its outreach in catering to some specific segments at affordable price. Finally, the retailer gets better margin in this 200 ml (Rs 1.25/Litre) pouch as compared to the present 500 ml (Rs 0.5/litre) pack, so there is no bottleneck in pushing the pouch to the retailer. Recommendations:1) Launching the 200 ml after huge publicity and advertisement with special attention to POP.2) Supply Lactometers to consumers at affordable price and organize the campaign “Doodh ka doodh pani ka pani”.3) Product differentiation by altering the SNF and Fat content 4) Better Packaging and use of yellow colour in the pack 4) Sensitizing the consumers as the “Product of the people”.5)Adopt penetration pricing strategy.6) Strengthen the market intelligence,7) Improve the brand equity through advertisement 8) Provide selective credit facility to retailers 9) Door delivery and retailers at the residential area should be encouraged 10) Promotions like bulk schemes for retailers, Road shows, use of procurement vans for advertisement, COP(consumer

orientation programme) and debate at block level about packed milk should be encouraged.11) Enter into new markets where 200 ml is not available.