25-08-2017, 09:32 PM
PROJECT REPORT A STUDY ON PRESENT MARKET ACCEPTANCE OF PINEAPPLE SIP (OMFED)
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ORIGIN OF THE ORGANISATION:
During 1981-82 the state of Orissa had the cross breed animal population of 0.94lakhs, the digamous milk animal population of 41.62lakhs and buffalo population of 13.33lakhs.At that time the milk production in the state was only 7.31lakhs lit/day, with the per capita availability is of 27ml.With the growth of population and increasing demand of milk, a milk production enhancement programme was felt essential in this state.
The Operation flood-I programme was started in the1970 Phulnakhara ,Cuttack. This was a small scheme of collection and of 6000 lit/day from nearby societies of Puri and Cuttack and sold them after processing
The operation flood-II programme was started in 1981.Initialy it covered four districts i.e.Cuttack, Puri, Dhenkanal and Bhubaneswar.The Orissa State Cooperative Milk Producers Federation Ltdscame in to front from the Phulnakhara diary, and started fuctioningfrom 26th January 1981.Under this programme a cattle feed plants 100mt capacity started functioning from september1985.A training com demonstration centre was organized in the diary farm at Jaganathpur,khurdha.
The operation flood-III programme was implemented during October 1987 to march 1996.Under this programme ,Sambalpur district was included.Some major projects taken place under this were implementation of a new chilling plant with capacity of 20000lpdat Nimapada,Puri and strengthening of cattle feed at Radhamodarpur,Cuttack
VISION
To be a leading milk producing organization at international level of efficiency with widest and satisfied customer base, maximizing wealth of stake holders and contributing to the state economy.
MISSION
Advancement of dairying,encouraging and educating people,through mutual participation.
Continuous endeavour to increase productivity and per capita consumption.
To promote clean milk production and distribution with state-of-art technology.
Customer satisfaction with reliable,uninterrupted services,and quality products.
To foster a performance oriented culture encouraging innovation.
To promote a congenial work climate encouraging employees to participate and contribute for organisational growth.
Tobe a learning organizational and responsive to changing environment.
Cpntinuous upgradation of skills and competence of employees and their career advancement.
To enrich quality of life of people and preserve ecological balance.
OBJECTIVES:
To carry out activities for promoting production. procurement, processing and marketing of milk & milk products for economic development of the rural farming community.
To expand its product line not only in diary sector but also in Horticulture , Agriculture and Cattle feed products.
Development and expansion of such allied activities as may be conducive for the promotion of the dairy industry. Improvement and protection of milch animals and economic betterment of those engaged in milk production. In particular and without prejudice to the generality of the forgoing objective, the federation may:-
Purchase and/or erect building, plant machinery and other ancillary objects to carry out business.
Study problems of mutual interest related to procurement, marketing of dairy and allied products.
PRODUCT ANALYSIS
PINEAPPLE SIP
Omfed is already the market leader in the milk selling and distribution. Lately it has entered into yet another new segment to widen its product range. Omfed has entered into the production and marketing of various horticultural products like turmeric powder , jams , pickles , sauces and fresh fruit juices. My area of concern is the pineapple sip. Keeping in view the tastes and preferences of the youth and children the product has been introduced.
Omfed as a co-operative organization has always looked after the needs of the farmers , so it has launched pineapple sip to help farmers as pineapple is abundantly cultivated in the Ganjam district of Odisha and the farmers were facing difficulty in selling their products. So, omfed procured their crops and by doing it omfed achieved two objectives at one go , first it helped the local farmers and second it got a new product and expanded its product line.
Since it is a new entrant to the market it has to face cut throat competition from already existing and well placed products in the product. In order to snatch a market share from their prevailing share the drink the drink has to be better off in quality , quantity , taste and price.
The new product pineapple sip tastes better but has to still improve with respect to other drinks especially Mazza and Litchi. These drinks are a threat to the new product people are already used to these products.
ABOUT THE PROJECT:
The present study is an attempt, as a part of our curriculum in two years fulltime Master in Business Administration (Agri Business Management) course.This project was undertaken by the assistance of Orissa State Co-operative Milk Producers’Federation ltd (OMFED),which is a production unit of dairy products (milk, ghee, curd, lassi, pannir), horticulture products(jam, pickle, sauce, fruit juice) & agro products (turmeric powder,mustard seed).
The project is based on the customer and retailer survey report, based on OMFED Pineapple sip, its market status with respect to other brand product like Mazza , Litchi , Appyfizz , Real etc. It also include the suggestions for improvement.
SIGNIFICANCE:
A number of factors like low price, quality, brand image, purchasing power, promotion, culture, consumer preference and market share of competitors are responsible for the change in the buying behaviour of the customers.
Hence significance of the survey lies in its ability in finding the satisfaction level to the existing customer and their level of preference. Apart from that we can get the competitors position relation to the 4p strategies that are product, price, promotion, and physical distribution strategies.
The most important significance of this project is to know what is the present status of OMFED Pineapple Sip in the market and how much it can satisfy the demands of the customer and achieve the organisational goal .
OBJECTIVES:
To study the consumer’s preference for OMFED Pineapple Sip.
To find out the level of supply of Pineapple Sip to the OMFED parlours and other retail stores.
To find out whether the taste of OMFED Pineapple Sip matches the consumer expectation?
To find out the additional flavour which would be preferred by the customer?
To find out whether the price, quality and quantity is acceptable by the customer?
To find out the if consumer is satisfied with the packaging of Pineapple Sip.
To know the brand awareness and preferences.
To get the clue for success in future market.