A STUDY ON Customer Satisfaction about Milma Products With Special Reference to Malabar Co-operative Milk Marketing Federation (MCMMF)

Kasargod Dairy
A Project Report Submitted in Partial Fulfillment of The Requirement for the Award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

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Enrolment No: 565656

SCHOOL OF DISTANCE EDUCATION KANNUR UNIVERSITY

2011

hghgfghghg Enrolment No: 5654353

2rd BBA Kannur University

STATEMENT BY THE CANDIDATE

I here by declare that project work entitled Customer Satisfaction about Milma Products at MILMA DIARY, Kasargod submitted in partial fulfillment of the requirement for the award of degree of BBA of Kannur University has been prepared by me and is a record of original. I also declare that the project report has not been submitted by me fully or partially anywhere else for the award of any degree diploma or any other similar title. Place: dfdfdfdf Date: vdfdfdfdf Enrolment no:

ACKNOWLEDGEMENT

The project entitled Customer Satisfaction about Milma Products at MILMA DAIRY, KASARGOD has been executed under the able guidance. Whole heartily extend my deep sense of gratitude to almighty of God without whose benevolence and grace, anything would have been possible. I acknowledge my sincere gratitude to all teachers and well wishers for lending a hand up assistant for the completion of this work. I would like to acknowledge my deep sense of gratitude to the Manager of WIP and all staffs of Western India Plywood Ltd for their valuable guidance and assistance during the time of study. I am deeply indebted to all authors whose books provided me an insight to the subject. Above all I remain thankful to the grace of GOD without which I could not have completed this venture successfully.

Place: dddfdfasd DATE:

gdgdgdgdfg enrolment no:

CONTENTS
EXECUTIVE SUMMERY 1. INTRODUCTION
1.1 INTRODUCTION 1.2 THEORETICAL PERSPECTIVE 6

2. PROFILES
2.1 INDUSTRIAL PROFILE 2.2 COMPANY PROFILE 2.3 PRODUCT PROFILE 10 19 24

3. RESEARCH OBJECTIVES AND METHODOLOGY

3.1 RESEARCH METHODOLOGY 3.2 OBJECTIVES 3.3 SCOPE 3.4 LIMITATIONS 31

4. FINDINGS SUGGESTION AND CONCLUSION

4.1 FINDINGS 4.2 SUGGESTION 4.3 CONCLUSION 37 38 39 41 43

5. BIBLIOGRAPHY
6. ANNEXUR

EXECUTIVE SUMMARY
The project work has undertaken at Kasargod Dairy (MCMMF) in kasargod city. The study was conducted for 1 day. The main objectives of this study were to know about the customer satisfaction about MIMLA products. Kasargod city has been selected as a location because it is now facing a competition between local milk suppliers and outside state milk suppliers. From the data collection it is clear that the consumers are satisfied with the quality of MILMA Milk. So there is no doubt that the MIMA is moving towards number one position when milk and milk products are concerned. But to acquire number one position in the market it is necessary to adopt more aggressive sales promotional strategies and advertisement because

promotional strategies and advertisement are very important to increase the sales. Now the Co-operative society has no one position in the market by satisfying the wants and needs of the customers. The society is earning its profit when compared to other organization. The society has to adopt new and improved sales promotional strategies to attract the consumers and also increase the sales. Regarding the quality of the MILMA Milk it is very excellent according to the customers. MILMA products are very popular for its quality and taste with the competitors who are penetrating south one from other places so having as advantage of the production unit and as well as effective distribution channel like outlet M C M M F is still holding market share, but to compete with the private companies, MILMA has to adopt some more aggressive strategies to improve sales and well as make more customers aware regarding the products.

STATEMENT OF THE PROBLEM

The problem identified for the study is to find out the level of satisfaction about MILMA products and also to find out the attitude and perception of the consumers towards the MILMA milk.

OBJECTIVES OF THE STUDY

To know the customer satisfaction about the MILMA products

RESEARCH METHODOLOGY
Methodology used for the carry out the project titled As customer satisfaction about MIMLA products with special reference to MILMA, the milk manufacturing co-operative society in kasargod. Descriptive research to know the satisfaction level of the consumers towards MILMA products.

SAMPLE DESIGN
To universe of study of being limited to the Kasargod district the researcher has to select the proportionate sample to conduct this study. And sample size taken as 120. So as to procure relatively accurate of the reaction of the consumers on MILMA products in adheres to the objective of the study.

SCOPE OF THE STUDY

This study helped to know about the scope of the consumption of MILMA products among the consumers. And their satisfaction level, this study helped to know about the distribution channel adopted by the organizations; also from the study it is found that MILMA milk have distinctive advantage compared to others. The study also helped to know about effective media for advertising the MILMA products.
6

LIMITATIONS OF THE STUDY

There was lot difficulty faced while meeting the customers personally, because some of them were not to co-operative in answering the questionnaire.

CONCLUSION
One of the main competitive edges of MILMA products widens distribution network all over Kerala. Customer satisfaction toward MILMA products is quick and incredible. Brand loyalty, quality, taste and good supplier relationship all these factors makes MILMA superior player in the market that showing customers highly satisfied with using MILMA products.

CHAPTER.1

INTRODUCTION

GENERAL INTRODUCTION
THEORITICAL OVREVIEW
Consumer and Customer Satisfaction Intense competition and over capacity in almost all industrial sectors has brought the customer back to the forefront of organizational planning. Companies have been forced to evaluate the customer from being just a customer to a part of the mission statement. A quick scan of the quality policies of any ISO certified company would reveal this. Realizing the strategic significance of keeping the customer happy, companies have adopted the path of customer relationship management in large numbers.

A customer is the most important visitor on our promises. He is not dependent on us. We are dependent on him.- Mahatma Gandhi. A customer may either external or internal. 1. External customers are those who buy our products/services. 2. Internal customers are individuals/department who Use companys output as either as their input and the company becomes their supplier. What is Satisfaction? 1. Satisfaction is evaluation of an emotion. 2. Satisfaction is the outcome of the interaction between the expectation of customer and the performance of the product and service. 3. Satisfaction is the reward a customer gets for the choice made.

FIG: CUSTOMER SATISFACTION CYCLE

Manufacturer

Market survey to assess Customer needs.

Assess economic, operational and social feasibility of the project

Identify target marketing

Identify reasons and make changes in the product.

Small scale manufacturer

Test marketability of the product in target

No

Is consumer is happy

Yes

Increase production and expand market.

10

Recent Trends in Customer Satisfaction: 1. Customer orientation Customer Orientation means keeping customer requirements in mind or thinking about customers wants. 1. Right Quality 2. Right Quantity 3. Right time and Right cost

2. Customer delight This is no more unknown concept and all the companies in India and abroad are trying to reach this height. Satisfaction has given way to customer delight and it has become the evergreen buzzword. What is customer delight? Customer delight is a step more than customer satisfaction delight is a stage where the customer is truly very happy rather delight when gets something more than they expects. In the present marketing scenario, customer has become the core of the companies. Customer satisfaction is being replaced by the neo concept of customer delight- very true to India also. Not only manufacturing companies have to begin to think about the customer and their satisfaction, delight. Companies are being ranked on the vases of their level of customer satisfaction.

11

CHAPTER.2

PROFILES

12

INDUSTRIAL PROFILE
KERALA CO-OPERATIVE MOLMA MARKETING FEDERATION (KCMMF)
Kerala Co-operative Milk Marketing Federation (KCMMF), popularly called MILMA was established in April, 1980 with its Head Office at Thiruvananthapuram for the successful implementation of the Operation Flood.

The name MILMA represents: 2,608 primary milk co-operative societies. 7.33 lakhs farmer members. Three Regional Co-operative Milk Producers Union. Ten Dairies capable of handling 9.90 Lakhs litter of milk per day. Fourteen Milk Chilling Centers. Two Cattle Feed Plants with cumulative capacity of 500MT per day. One Milk Powder plant of 10MT per day capacity. A well established Tanning Centre. 5,000 retail outlets. Over 30,000 people working either or indirectly for the functioning of MILMA A part from these we serve millions of consumer day-in and day-out.

MISSION
Farmers prosperity through consumer satisfaction.

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OBJECTIVES
To channelize marketable surplus milk from the rural areas to urban deficit areas to maximize the returns to the producer and provide quality milk and milk products to the consumers To carry out activities for promoting production, procurement, processing and Marketing of milk and milk products for economic development of the farming community. To build a viable in the state. To provide constant market and stable price to the dairy farmers for their produce.

MILMAS NETWORK
The motto of Co-operation of of the people, by the people and for the people is the foundation of the three tier system followed by the organization. At the village level we have the Village Milk Co-operative Societies which have the local milk producers as its members. These village Cooperative Milk Producers unite at the Regional level and formal Regional Cooperative Milk Producers Union. These unions are federated at the state level to from state federation namely Kerala Co-operative Milk Marketing Federation (KCMMF)

14

PERFORMANCE OF KCMMF
The main Milestones are; 1. Federation and all the three regional Milk Unions joined hands with NDDB (NATIONAL DAIRY DEVELOPMENT BOARD) to be a part of the national stream to promote co-operative brand. In the wake of competition from private sector, KCMMF and the regional Milk Unions readily accepted the well planned Marketing Strategy of NDDB and the mnemonic symbol of NDDB was introduced in the milk pouches in the State Kerala is the first federation to adopt the mnemonic symbol throughout the state. 2. Thiruvananthapuram dairy under the Thiruvananthapuram Regional Cooperative Milk Producers Union Ltd. obtained ISO certification. This is the first dairy in the Kerala to get such an accreditation. 3. Kozhikode dairy under the Malabar regional Co-operative Milk Union obtained ISO 9001-2000& HACCP (Hazard Analysis and Critical Control Point) Certification. This is the first dairy in Kerala to get internationally acclaimed HACCP accreditation. This is also the first day in India to receive both the above two certification simultaneously. 4. For effective leam flush management in milk procurement, the dual pricing system was introduced for the first time in all the three regional milk Unions. 5. A rehabilitation package for the ERCMPU with the Central & State Govt. assistance was initiated through NDDB with a total outlay of Rs. 4.13 Crores. 6. Long-term Perspective plans of TRCMPU and MRCMPU for Rs. 15.99 Crores respectively were approved by NDDB. 7. Government of Kerala has granted Sale Tax exemption for sales of liquid milk with retrospective effect from 01.01.1994.
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FUNCTIONAL AREAS OF KCMMC KCMMF HEAD OFFICE

Provides staff management functions to support its Unit & Regional Milk Unions. KCMMF Head office has well established Marketing, Purchase, Quality Control, Finance, Project planning & Systems HRD Departments.

MARKETING
Brand Management. Lean Flush Management. Bulk trading of surplus products. Institutional supply contracts. Coordinated promotional activities. Packaging & product Development. Procurement & Consumer Pricing.

PURCHASE
Centralized purchase of Dairy consumables. Purchase of Raw materials for cattle feed plants. Purchase functions of KCMMF Heads Office.

QUALITY CONTROL
Render technical & legal assistance to primary dairy co-operative and Regional Milk Unions. Liaison and maintain quality of milk and milk products as per the standards. Attend to consumer complaints on quality problems.

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FINANCE
Financial management of KCMMF and its units. Liaison with financial institutions for availing loan for creation of infrastructure. Liaison with Government for availing Government financial assistance. Long term repayment and scheduling of loans. Capital management schemes for primary co-operative societies. Recommended remuneration of APCOS employees.

PROJECTS
Planning and execution of projects for creating infrastructure for Regional Milk Unions and KCMMF. Providing consultancy for execution of projects. Liaisoning with statutory authorities like Factories and Boilers, Electrical inspectorate, Dept. of Explosive etc for obtaining approval and implementation of projects. Liaisoning with Government for land allocation, water, power and other amenities. Estimate management and assistance in maintenance of plant & machinery of KCMMF Units.

PLANNING & SYSTEM

Maintenance of system at KCMMF, Units and Regional Milk Unions. Development of softwares to support various functions. Purchase of hardware and software. Support Management information system. Networking.
17

 Conducts Tanning programs for development for computer skills.

HUMAN RESOURCE DEVELOPMENT

MILMA family has 2098 skilled, efficient and qualified personnel and has an excellent labor relationship. Takes active role in farming personnel policies and service rules. Finalize long term wage settlement, wage bonus etc. Placement and career development activities.

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PROCRSSING FACILITIES AND THROUGHTPUT.

The installed capacities of various Dairies and Chilling Plants and their average procurement and sales are given below (LPD). SL. No 1 Unit Capacity Procurement Sales district

Kozhikode Diary

1,50,000

54000

73,300

Kozhikode

Kannur Diary

1,00,000

82,000

75,500

Kannur

Palakkad Diary

1,00,000

92,100

42,300

Palakkad

Attappady MCP

30,000

12,000

Palakkad

Pattambi

15,000

7,000

Palakkad

Nilambur MCP

30,000

21,000

Malapuram

Meenagadi MCP

60,000

40,100

Wynad

Manathavady MCP

10,000

12,900

Wynad

Kasargod Diary

30,000

Kasargod

The average milk procurement and sales during 1999-2000 is 2,17,300 LPD and 1,81,100 LPD respectively.

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Commercial units:Central Products Dairy

Alappuzha dairy is directly managed by the Kerala Co-operative Milk Marketing Federation. An Ascetic Packing Station (Tetrapack unit) and Milk Powder Factory are also established in the dairy compound, which are only one of its kind in Kerala. Central products dairy (CPD) was commissioned on 23rd December 1987 with a capacity of 60000LPD.

Milk Powder Factory

Capacity 10MT per day. Facilities are available to produce normal and instead varieties of Skim Milk Powder, whole milk powder, baby foods, 4.5MT ghee per day production facility is also provided.

Cattle Feed Plants

MILMA has two cattle feed plants, one each at Pattanakad in Alappuzha District and Malampuzha in Palakkadu District. The plan at Pattanakad was established in 1985 with an investment of 142 lakhs and the installed capacity of the plant was 100MT per day. Later during 1993 this plant was expanded to 300MT per day capacity at an investment of 307.5 lakhs. This plant can also produce pellet from of cattle feed. The plant at Malampuzha was set up by Animal Husbandry Department, Government of Kerala in 1972 with an installed capacity of 100MT per day and later during April 1983 it was hand over to KCMMF as part of the agreement between Government of Kerala and NDDB for implementation of operation Flood II programme in Kerala. This plant was modernized with computerized batching operation with an
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investment of Rs.56 lakhs during 1989 and subsequently expanded to 200MT per day capacity during 1995 with an investment of 214 lakhs. These plant were set up to supply good quality balanced compounded cattle feed at reasonable rates of to member farmers of APCOS. The total production capacity
of the

plants is 500MT per day, i.e. 300MT per day capacity plant at Pattanakad

and 200MT per day capacity plant at Malampuzha. Adjudge Top Feed Manufacture of India for manufacture Aflotoxin-free best quality cattle feed by Indian Association of Veterinary Pathologists during 1998.

TRANNING CENTRE
In keeping with the ideology of placing the instruments of progress in the hands of the farmers themselves, an orientation programme was started way back in 1984 and the tanning needs were met from a rented building at Edapally in Ernakulam District. During the initial period NDDB came forward to help us in providing financial assistance as grant for meeting the training center expenses. Under North Kerala Dairy Project phase I, Swiss Development Co-operation provided Rs. 29 lakhs as grant for establishment of a full-fledged training center expenses with hospital facility in the land adjacent to Trichur Dairy. Accordingly the training center was established and started functioning from new premises from 2.1.1992 onwards and it provides training courses for presidents, secretaries, Milk Testers, Milk Collectors of Anand Patern Co-operative Societies.

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COMPANY PROFILE
MALABAR REGIONAL CO-OPERATVE MILK PRODUCERS UNION LTD (MRCMPU)

INTRODUCTION
Malabar Regional Co-operative Milk Producers Union Ltd.(MRCMPU) is one of the three Regional Co-operative Milk Producers Union in Kerala state and is the youngest one. The area of operation is six northern district of Kerala, viz. Kasagod, Kannur, Waynad, Kozhikode, Malapuram and Palakkad. MRCMPU was registered on 29.06.1989 and started functioning on 15.01.1990. From 15.01.1990 to 15.04.1993 an Administrative committee constituted by the Government was governing the Organization, and from 16.04.1993 MRCMPU is governed by an elected board of directors. On 16.04.1993, an elected Board of Directors with Sri. P.T. Gopala Kurup as Chairman took charge Sri. Dakahina Moorthy is the Managing Director of the MRCMPU. Subsequent to election conducted on 15.02.1996, a new Board of Director has taken charge and Sri. P.T Gopala Kurup has been re-elected as the Chairman. On 30.12.1999, Sri. P P Gopinath Pialli has been elected as Chairman. The present Chairman Sri. P T Gopala Kuru has been elected as chairman of KCMMF Thiruvanthapuram. Before formation of MRCMPU, the Kannur and Palakkad Dairies were managed by Kerala Co-operative Milk Marketing Federation (KCMMF) and the erstwhile of Kozhikode, Malapuram and Waynad milk Unions were functioning in the area of operation of MRCMPU. MRCMPU took
22

over Kannur and Palakkad dairies from KCMMF on 01.06.1990 and the three district milk union were merged with MRCMPU on 01.08.1990. The Head office of MRCMPU now functions at Perigolam near Kunnamangalam at a distance of 15 kms from Kozhikode City.

MARKETING
Toned milk (3.0 FAT% AND 8.5% SNF) is the major product of MRCMPU. In April 1992, Milma rich (standardized milk with 4.5% FAT and 9.0% SNF) was launched as a premium product. In the year 2000 two additional products milma white (homogenized milk with 2.0% FAT and 9.0% SNF) and milma jersey (cow milk with 3.5% FAT and 8.5% SNF) are introduced. Milma Milk products are being sold on brand name MILMA through1449 agents. The MRCMPU sells about 54M.T of ghee per month. Production and sale of Curd and Sambharam (Butter Milk) were also started in all dairies and about 10,000 liters of Curd and 3,000 packets of Sambharam(200ML each) is sold daily.

MILK PRICE AND MILK VALUE PAYMENT

During 1997-98, an additional price of 2.250 per kg paid the APCOS during the period February-March 1998 of which Rs. 1.25 per kg was paid in cash (which was passed on to the producers and the balance Rs.1.25 per kg was converted share capital of the society in the union. The detail of incentives paid in the lean season and the share capital as on the last day of each year are given under 8.0 Finance. The milk procurement price is Rs. 96.72/kg FAT Rs. 79.13 per kg SNF with effect from 01.04.1999
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MANPOWER
The MRCMPU has total staff strength of 507 including 9 temporary workers (as on 31.08.2000).

FINANCE
The MRCMPU which made a turnaround in the year 1992-93, has been constantly making profits thereafter. The accumulated loss of Rs. 15.46 lakhs as on 31.03.2000 was Rs. 386.05 lakhs.

EXTENSION CELL
An extension cell was constituted the P & I Department during April 1996 to implement different Technical Inputs, Training and Extension programs of in an integrated manner. The objectives of the Extension cell is to develop, plan and to implement need based Technical inputs, Training and Extension programs and to organize other activities so as to achieve the objectives of the P & I Department and the Union. The task of the extension Cell includes: Formulation and application of its extension philosophy. Elaboration of extension methodologies. Organization of flow of information to and fro the field. The identification of needs and subsequently their transmission into extension messages. The elaboration of a training concept of training coerces. The establishment of contacts with outside agencies. The identification and contracting of external resources persons.
24

 The up-dating of its own know-how and skills. Considering the pivotal role played by women in Dairying, the MRCMPU decided that the Training and Extension Programs should b focused mainly on Women. Hence it was decided to implement the Technical Inputs Training and Extension Programs in the village in an integrated form through women Promoters, who will act as a change agent. The integrated technical inputs Training and Extension package has major programs, namely, Women Cattle Care Program, Co-operative Development program, artificial insemination Program and feeds & Fodder Program.

BOARD OF DIRECTORS
Sri. P P Gopinatah Pillai(Chairman) Sri.P T Gopala Kurup Sri. A Raghavan Sri. Jose Munnanal Sri. Joseph Vallikunnel Sri. M Sreenivasan Sri. P C Vijayan Sri. K Narayanan Sri. T P Usman Sri. K P Mohandas Sri. K Surendran Sri. K J Devasya Sri. N S Varadarajan (KCMMF) Sri. Mathew Kurien (Dairy dev. dept) Sri. Cheriyan Joseph (NDDB)
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MILMA HISTORY
The Kerala Co-operative Milk Marketing Federation (KCMMF) or Milma started its operation in 1980 with its head office at Thiruvananthapuram. It was started under the Indo-Swiss project. The project was launched in 1963 on the basis of a bilateral agreement executed between the Swiss Confederation and the Government of India. The project has made great strides in the improvement of livestock farming in the state. One of them is the development of Swiss Brown, a cross breed suited for the state's conditions. The project is now managed by the Kerala Livestock Development and Milk Marketing Board. It main motive was to implement the Operation Flood programs started by the National Dairy Development Board (NDDB) in Kerala. Malabar Regional Co-operative Milk Producers Union (MRCMPU) Limited is a Union of more than 1000 village level dairy co-operative societies located in the six northern districts of Kerala State in South India and it is owned by the dairy farmers who are members of each affiliated society and who live in the area of operation of these societies. The societies function on the pattern of the societies affiliated to the world famous Anand Milk Union Ltd. (AMUL) at Anand (Gujarat), India and hence are also known as Anand Pattern Co-op Societies or APCOS. The area of operation of MRCMPU Ltd. comprises of the six revenue districts of North Kerala, viz Kasaragod, Kannur, Wayanad, Kozhikode, Malappuram and Palakkad. The Union is affiliated to the state level apex body-Kerala Co-operative Milk Marketing Federation Ltd (Operating under the trade name MILMA) along with its sister Unions at Ernakulam and Thiruvananthapuram. The head office of the Union is located at Peringolam under Kunnamangalam post office near Kozhikode.

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PRODUCT PROFILE
OUR PRODUCTS
MILMA has a range of products. A marketing chain consisting of nearly 4000 retail outlets, across the state ensures availability of MILMAS products to consumers. MILMA with its motto your health is our concern has become synonymous with assured quality of milk and milk products. MILMAS spectrum of products. MILMAS spectrum of products adheres to the PFA rules and is released for distribution only after stringent quality checks. 1. Milk Toned milk Double toned milk Standardized milk 2. Curd 3. Ghee 4. Butter milk

CERTIFICATON 1. ISO 9001:2008:ISO 9001:2008 is a quality management standard by which an organization ensures that customer requirements are met and customer satisfaction is enhanced continuously. Dairies and chilling plants under the Union have been ISO 9001:2008 certified by the international certifying agency, M/S Det Norske Veritas B.V of the Netherlands. ISO is an effective system for integrating the quality development, quality maintenance and quality improvement efforts of the various groups in
27

an organization so as to enable the various departments of the Union to achieve full customer satisfaction at minimum cost. ISO ensures that systems, machinery and devices work safely and satisfactorily. The International standard also provides a common framework for the customer and suppliers worldwide for smooth interchange of goods and services.

2. HACCP:The growing concern among consumers about the safety of food is one of the greatest challenges facing the dairy industry today. The Hazard Analysis and Critical Control Point (HACCP) system is a structured, systematic tool developed to identify and assess the microbiological, chemical, physical and allergenic hazards and risks associated with the manufacture and distribution of dairy products. HACCP is a method to reduce the hazard down to an acceptable level or even less. In MRCMPU Ltd the Kozhikode Dairy is HACCP certified. HACCP together with prerequisites such as Good Hygienic Practices (GHP) during milk production and processing and Good Manufacturing Practices (GMP) are the basis for producing safe milk products anywhere in the world.

MILMA THE FARMERS ORGANIZATION

MILMA is an Organization of the farmers. They are the producers of the raw material-milk, the shareholders in the organization and the Chairman and Board of Directors are elected from among them. The farmers are members of the A P C O S (Anand Pattern Co-operative Society). The president of the APCOS from the General Body of the Regional Milk Union, which Federate to form the KCMMF.

28

MILMA provides the members of APCOS with various services at nominal/concessional prices. Procurement of Milk: first and foremost, milma provides assured milk market and procures milk from even the remotest societies. Twice a day our milk collection trucks go the societies and collect milk. In areas which are not accessible by road, other means of collections are employed. Veterinary service: our veterinary service is most popular component of our input activates. The veterinary wing operates two types of veterinary routes, regular and emergency. Cattle feed plants: balanced cattle feed is the major centralized input provided to the dairy farmers of the state from the federation. There is a high acceptability for this product in the market. Training centre: in keeping with the ideology of placing the instruments of progress in the hands of farmers themselves. An orientation program is offered to the farmers to equip them with the basic and the fundamentals of co-operatives, accounting, testing, laws etc. A fullfledged training centre is functioning at Trichur. Co-operative Development Activities: the inherent togetherness brought about by being a part of the society was seen as a potential platform for dissemination of related information and discussion various issues that crop up in the normal village life style. Thus was born the idea of a Co-operative Development Wing which held activities that saw the village as a whole and the society a nodal point, i.e. these activities one step ahead by seeing the milk suppliers not merely as a farmer member but went on to see them as a part of the fabric of the village. The issues dealt with human health aspects,
29

nutrition aspect, scientific management techniques of dairying and such varied topic with the help of leading experts in the concerned where discriminated. This is more of a society motivating exercise that an image building ventures. Embryo Transfer: in an effort to bring the results of research into the field conditions, Embryo Transfer Technology has been introduced to upgrade cattle wealth. ET was started in 1990 and so far, had a commendable 48% success rate which is comparable to the national standards.

MARKETING DEPARTMENT
Marketing is one of the three key functional areas of MRCMPU Ltd. and it is the only functional area responsible for generating income for the Union. Marketing comprises of the following two broad areas.

1. MARKETING OF FRESH PRODUCTS:Marketing of Fresh Products (which includes different varieties of milk, curd and butter milk) is a responsibility being carried out by the marketing sections attached to the five milk-processing dairies. The Marketing activities in these dairies can be broadly classified into Distribution Management and Market Development Activities. The former involves daily distribution of fresh milk and curd in the morning and afternoon through insulated vehicles to the dealers and collection of money and indent from dealers and other related planning and follow-up activities. The latter involves field activities designed to expand the reach of the Union's distribution channel for milk and milk products and to increase market penetration. This is done through a team of
30

field sales representatives for each dairy who are given the responsibility in a specified geographic zone, which in turn comprises of a number of defined markets. The framework for the Yearly activities as well as the financial support is provided through the yearly Marketing Plans of Operation, which is finalized along with the year-wise budgets.

2. MARKETING OF LONG LIFE PRODUCTS:Marketing of Long Life products (which includes Ghee, Ice-cream, Sip-up, Peda, Palada mix, Flavored Milk or Milma Plus etc.) is a responsibility being carried out by the Products Marketing Section functioning at Head Office. Here also the activities can be broadly classified into Distribution Management as well as Market Development. The only difference is that distribution of long life products are carried out through the whole - sale distributors allotted at various locations. Distribution Management of long life products is carried out from the five dairies of the Union, whereas dealer development activities are carried out by Marketing Department at Head Office. The broad activity framework as well as financial support is governed by a separate Yearly Plan of Operation for Long Life Products.

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STRUCTURE OF THE DEPARTMENT

MANAGING OFFICER

SUPPLY MANAGEMENT OFFICER

MARKETING ORGANIZER

MARKETING ASSISTANT

MARKETING ASSISTANT

MARKETING ASSISTANT

CLERK

CLERK

CLERK

32

CHAPTER.3

RESEARCH OBJECTIVES AND METHODOLOGY

33

RESEARCH DESIGN OF THE STUDY

RESEARCH METHODOLOGY
Methodology used for carry out for the project as customer satisfaction about MILMA products with special reference to MILMA, the milk manufacturing co-operative society in kasargod. Research design is the plan, structure, and strategy of investigation achieved so as to obtain answers to research questions and control variance. Design consist of three important terms-plan, structure and strategy. The plan is an outline of the research scheme on which the researcher is to work. The structure of the research is more specific outline or the scheme and the strategy shows how the research will be carried out, specifying the methods to be used in the collection and analysis of data. Different perspective from which a research study can be viewed. However, a frequently used classification system is to group research designs under the three board categoriesexploratory, descriptive & casual and descriptive researches to identified customer satisfaction towards MILMA products.

STATEMENT OF THE PROBLEM

The first in research is formulating a research problem. It is the important stage in applied research, as poorly defined problems will not yield useful results. It is rightly said, A problem will defined is half-solved. Poorly defined problem causes confusion and not allow the research to develop a good research design. A problem identified for the study is to find out the level of satisfaction about MILMA products and also to find out the attitude and perception of the
34

consumers towards the MILMA milk.

LOCATION OF THE STUDY

The project work has undertaken at Kasargod Dairy (MILMA) in Kasargod district. The study was conducted for the periode of 6 weeks.

DATA COLLECTION
Primary data collection Secondary data collection

PRIMARY DATA COLLECTION

To generate the primary data to knowing the awareness and satisfaction level of consumers in kasargod district. A survey has been conducted. Questionnaire method is used and the information and the information have collected from visiting 120 consumers in kasargod district including hotels, ice cream parlous and bakery.

QUESTIONNAIRE DEVELOPMENT
Most commonly used research instrument for the purpose of data collection was used i.e. is Questionnaire it is developed after a through discussion with the organization and in keeping view of the objective of the research.

SAMPLE DESIGN
To universe of study being limited to the kasargod district the research has to select the proportionate sample to conduct this study. And sample size taken as 120. So as to procure relatively accurate of the reaction of the consumer on MILMA products in adheres to the objective of the study.
35

SECONDARY DATA
Secondary data source of information are obtained through observation. Analysis of record, annual report, website, magazines and company vouchers. Every year company releases a yearly progress report which provides with company activities and statistics of sales information. Also discussion with the marketing manager of the organization has provided more inputs into this study.

MODE OF ANALYSIS
The data collected are tabulated according to the consumer response. Aggregate source which are essential for this study to properly analyze the data were supported by graphical representation/which helped in quick interpretation were developed using Microsoft Excel and the tables were created using Microsoft Word.

LIMITATIONS OF THE STUDY

1. The study was restricted to kasargod district only. 2. Short stipulated time to complete the study. 3. Only 120 consumers were taken as sample size as the market is proved very large because of wide spread of consumer and limited time. 4. Study is limited to the information gathered through the discussion which the company officials. 5. There was lot difficulty faced while meeting the consumers personally, because some of them were not to co-operative in answering the questionnaire.

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ANALYSIS AND INTERPRETATION

RESPONDENTS PROFILE Consumer who are respondents were selected using simple random method and the restricted to 120 consumers. In this survey the consumers are not restricted to a particular area. THE CONSUMER The consumer which was selected is not restricted to particular size.

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TABLE.1 SHOWS THAT THE PROFILE OF CONSUMERS USING MILMA MILK

SL NO 1 2

OPTION YES NO TOTAL

CONSUMERS 91 29 120

PERCENTAGE 76 24 100

FIG.1 SHOWS THE PROFILE OF CONSUMERS USING MILMA MILK

Sales

YES NO

Interface: This chart shows the percentage of the consumers who are regularly using MILMA Milk. From the above chart it is clear that 76% of the consumers are the regular users, and the following 24% are not regular users.

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CHAPTER.4

FINDINGS SUGGESTION AND CONCLUSION

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FINDINGS
1. Majority of consumer are users of MILMA Milk. It is a popular brand of milk. According to the survey 76% of the consumers are regular users of MILMA Milk and 72% consumers are really satisfied with using MILMA Milk. 2. According to the survey 24% of the customers are not regular user of the MILMA Milk and 28% of customers are not satisfied with MILMA. 3. From the survey conducted most of the consumers feel that price is little high compared to other brands. But they are satisfied with the quality of the milk. 4. Door delivery is the major channel of delivery. 5. Availability is a major strength of MILMA. 6. From the survey it is found that advertisement is not so effective. 7. From the survey it is clear that consumer is satisfied with using MILMA. 8. Out of 120 consumers 60 consumers are also using other brands of milk.

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SUGGESTIONS
Some of the consumers are using other brands of milk and MILMA has to tap those consumers Door delivery plays a major role and so MILMA has to maintain good relationship with door delivery suppliers to increase the sales. Consumers specific that taste and availability is good, the MILMA should maintain the same taste and availability. Also they suggest improving the existing condition of the taste and availability of MILMA MILK to complete with other competitor. Consumers opinion towards promotional strategic adopted by MILMA is not up to the market. Hence the company has to improve its promotional strategies by taking new and innovative steps. Advertisement of MILMA is non-competitive, which is a negative sign to the society. If the society wants to face the competition and survive in the market it has to improve its advertisement. As most of the consumers are using local media and channel it is desirable to advertise the MILMA product in the local media and channel.

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CONCLUSION
MILMA MILK products most popular brand in Kerala, quality, promotion and other elements of products shows the positive sign. Satisfaction level of customers are quick impressive in terms of brand loyalty towards MILMA products. Promotional activities undertaken by MILMA products are not up to the mark. About the competition of the MILMA product no doubt that MILMA leads No.1 position in Milk and other related products. MILMA Milk products are being processed at high technology set up. MILMA Milk products are one among the premier products in the country. One of the main competitive edges of MILMA product widens distribution network all over Kerala. Customer satisfaction toward MILMA products is quick and incredible. Brand loyalty, quick, taste and good supplier relationship all these factors makes MILMA Superior player in the market that showing customers highly satisfied with using MILMA products.

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CHAPTER.5

BIBLIOGRAPHY

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BIBILOGRAPHY

1) Company Website : www.malabarmilma.com 2) Company journals and magazines 3) www.google.com

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CHAPTER.6

ANNEXURE

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CONSUMER SATISFACTION OF MILMA PRODUCTS IN KASARGOD DAIRY

QUESTIONNAIRE
1. Name: 2. Address:. . . . Pin: 3. Please rank the following according to taste and appearance a) Milma b) Sri krishna c) Janatha d) Arokya e) Heritage 4. Are you satisfied with the following products manufactured by MILMA? A) YES B) NO Phone:

5. Are you a regular user of MILMA Milk? A) YES B) NO

6. Since how many years you are using MILMA Milk? a) Less than one year b) From two years c) From three years d) More three years 7. What is the consumption level of the MILMA Milk per day in your house?
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a) Less than one litter b) Two litter c) One litter d) More than two litter 8. How do you rate the price of MILMA Milk? a) Economical b) Reasonable c) Fair d) High 9. You purchase milk regularly from a) Door delivery b) Vendor c) Agents d) Others 10. Which one of the following you recommended to change? a) Quality b) Price c) Packing d) Availability 11. Are you satisfied with MILMA Milk? a) Yes b) No

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