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Chapter One

Introduction

1.1 Background of the Study

Theoretical knowledge gets its perfection with practical application. As our educational system is predominantly text based, inclusion of practical orientation program, as an academic component is as exception to the norm. As the parties; educational institution and the organization substantially benefit from such a program, it seems a “win-win situation”. That’s why practical orientation is a positive development in professional area. Recognizing the importance of practical experience, practical exposure is one of the most important parts of MBA Program. In such state of affairs the present aiming at analyzing the experience of practical orientation related to an appraisal of Rangpur Dairy & Food Products LTD.

1.2 Objectives of the Study

The term project will carry the following objectives:. ➢ To know about Rangpur Dairy & Food Products LTD. and its business system. ➢ To gain practical knowledge about the marketing practice of Rangpur Dairy & Food Products LTD. ➢ To evaluate the brand audit of Rangpur Dairy & Food Products LTD by doing STP, SWOT and Brand Mapping.

1.3 Scope of the Study

The area of study is confined to Rangpur Dairy & Food Products LTD. The job is to review the overall brand assessment of Rangpur Dairy & Food Products LTD. This report has been prepared through extensive interviews and market observation. While preparing this report, we had a great opportunity to have an in depth knowledge of all the activities practiced by Rangpur Dairy & Food Products LTD.

1.4 Brand Audit Methodology:

The purpose of this report was to understand the current standing of UHT milk in the dairy sector. In addition, efforts were made to understand the market situation for milk and what the future holds for the dairy sector. Throughout this research we have found that Ultra Heat Treated (UHT) milk process is requires new technology which is widely used in many
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