Consumer Awareness
“STUDY THE CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTS
AND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS.”
Under taken at
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Dharwad Milk Union,
A Subsidiary of Karnataka Milk Federation
Table of Contents
|Sl.no |Particulars |Page No. |
|1. |Executive Summary |4 |
|2. |Industry profile |10 |
| |2.1 |Brief history |11 |
|3 |Company profile |14 |
| |5.1 |Karnataka Milk federation |15 |
| |5.2 |Dharwad milk union |17 |
| |5.3 |Organization chart |24 |
| |5.4 |products |25 |
| |5.5 |Marketing department |29 |
| |5.6 |Promotional activities by KMF |32 |
|6 |Analysis |42 |
|7 |Findings |56 |
|8 |Suggestions |59 |
|11 |Conclusion |61 |
|12 |Annexure |63 |
|13 |Bibliography |67 |
---EXECUTIVE SUMMARY
Title of the project:
“TO STUDY THE CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTS, AND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS.”
Objective of the study:
• To study the consumer awareness about Nandini Milk and Milk Products.
• To study impact of promotional activities on creating consumer awareness.
Sub Objectives:
• To study the whole product range of Nandini Milk and Milk products.
• To study the customer expectations in Packaged Milk and Milk products.
• To study the promotional activities adopted by the company.
• To evaluate the impact of those activities on customers mind.
• To search for the new areas on which the company can focus to create awareness.
Statement of the problem Milk is the day to day need of any individual all over the world. In India the supply of Milk to the customers is done through the unorganized milkmen. After the revolution of the co-operative milk unions the milk India seen the packaged and processed Milk and Milk products. For many years the co-operative milk unions enjoyed monopoly in the market. But after the entry of private sector in this industry the competition has increased to maximum extent. Each of the players in the market has many ranges of milk products under different brands. And each and every player wishes that his brand of products must be on the top of the mind of customer.
With the increasing competition, KMF is not able to raise the market share of its Nandini branded Milk and Milk products. And the company thinks the lacking of awareness of its products may be affecting its sale. In order to increase the consumer awareness the company started many promotional activities. Now the company wants to know how much customers are aware about the product and what impact of promotional activities in creating awareness. Hence the main purpose of this study is to find the “to study the consumer awareness about Nandini milk and milk products, and impact of promotional activities on creating awareness.”
Need for the study:
Dharwad Milk Union, a Subsidiary of Karnataka Milk Federation, is the oldest company in the North Karnataka region in the Packaged Milk and Milk Products segment. The company was the leader in this segment with its various products under the brand of NANDINI. But now with the increasing competitors from private sector in Packaged Milk and Milk Products industry the company has failed to increase its market.
The company has made the attempt to increase the sales through many promotional activities like advertisements through various Medias, and Awareness Campaigns. Through these promotional activities the company wanted to re-capture the customers who are shifted from Nandini to other private branded products, and also wants capture those consumers who still depending on the un-organized suppliers like Dabba Milkmen etc… to serve their need of milk and milk products.
So now the company wants to know the consumer awareness about Nandini Milk and Milk products and impact of promotional activities on creating the awareness in the minds of customers. And also the company wants to know what sort of activities to be undertaken to attract the customers.
Research methodology:
Sample Size - 100
1) Data collection Methods USED:
Primary and secondary data collected to carry out the research work.
• Primary data:
Information was collected directly from the consumers for the project work. The data collected during the study included the data collected through questionnaire and face-to-face interview with customers.
• Secondary data:
Secondary data includes data collection of information from newspapers, magazine reviews and Internet information about Processed Milk and Milk products industry.
2) Measurement technique:
• Questionnaire:
Questionnaire is a formalized instrument for collecting information directly from the respondents. During this research questionnaire was used as tool for getting information from the customers in the twin cities.
• Sampling Method:
The sample is selected based on non- probability sampling method.
• Sample size:
Sample size is 100 customers.
• Using SPSS software: It involves a recorded observation into dissipate statement. The measurement and evaluation of data is done using SPSS 11.0 version software and Microsoft Excel for the graphical representations.
Findings of the study:
• There is 100% of the respondents are aware of Nandini brand • Nandini Standard milk carries highest of 60% of awareness, the next is Shubham Milk which carries the 58% of awareness. Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it • Curd, Ghee, Pedha and Butter are having the greater awareness i.e.76%, 62%, 55% and 54% of awareness respectively. The Pot curd, Masala lassi and Sweet lassi carry little less awareness as compared to the first 4 products with a response of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products with very less response of 33% and 29%. • Quality was given more importance with 74%, then the next importance is given for taste with 52% response. Availability thickness and price comes next with 31%, 26% and 26% where as the fat content carries very less importance with only 17% looking while purchasing milk and milk products • The learning about the products is happened to the great extent by Television 55% and wall paintings 42%. The banners and dealers also contributed in learning process by 36% and 30% respectively. 22% and 21% people came to know about the product s through magazines and radio ads, and only 9% of respondents learn about the products through campaigns • 96 % of the respondents have observed the advertisements of Nandini Milk and Milk products. • Among 96 respondents who have observed the advertisements, 77 respondents (80%) feel that the advertisements were informatory. • Among 77 respondents who felt the advertisements were informatory 58% felt television, 34% says Banners, 30% felt ad boards, and 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory to about 15%,16% and 10% respectively. • Only 11 persons out of 100 have attended awareness campaigns
• Out of 11 customers who attended the campaigns, freshness of the product was learnt by 7 people, reliability of the Nandini brand was learnt by 5 people, hygiene in production by 4 and no adulteration in Milk and its products by 2 respondents. • Out of 100 respondents 72% purchase Nandini Milk and Milk products. • Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels quality is great it is the main factor which influence them for repetitive purchase. Then 27% says taste, 23 % feels availability, 17% says thickness, 16% feels price which influence them in making purchase decision. Very less importance was given by the customers to fat content (15%) and promotional activities (6%) • Out of 28 respondents who do not purchase Nandini Milk and Milk products price was said as the major factor with 64% response which influence their purchase decision. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and promotional activities (11%) are not major factors which prevents them for not being the customers
SUGGESTIONS:
• As there is very less awareness about Double toned milk the company should try to promote this product. • The products like pot curd, Masala lassi, Sweet lassi has a great potential to grow in the market but the awareness is little less. So the company must take appropriate steps in order to increase the awareness. And much effort is needed to promote Khoa and Paneer. • During the study I came to know that the availability of the milk products other than milk is very less. So the other milk products also made available to customer where ever the milk is available. That certainly increase the sales volume of milk products • Consumers say they learnt about the product mainly through Television, wall paintings and banners. And feels television ads, banners, ad boards were more informatory. So the efforts of the company are going in a right direction. But only suggestion is to increase the frequency television ads and ad boards • The customers expect Quality, taste and availability while purchasing the milk and milk products and the company has reached the expectation in case of quality and taste but a small effort is needed to increase the availability. • The non customers of Nandini says price is the major reason for not being. So the company should make an attempt to make them understand the value for money what they get from Nandini in terms of quality, and healthiness of the products. • Awareness campaigns have failed to reach majority of customers. So the number of campaigns to be increased and to be made in such a place that the maximum number of customers are covered.
Conclusion
After analysing the data of the study I conclude that the Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory to about 15%, 16% and 10% respectively. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and promotional activities (11%) are not major factors which prevents them for not being the customers.
---Industry Profile
Brief History
India has a rich tradition in dairying since the time of Lord Krishna. Dairying has been inherent in Indian culture, for centuries. Milk and milk products have always been an integral part of our consumption habits. In the vast field of animal husbandry, the contribution of dairying has been most significant, in terms of employment, as well as income generation. In post-independence India, co-operative dairying has been one of our major success stories, having a profound impact on socio-economic development of rural areas. Today, India is the largest milk producer in the world with record production of 91.5 million tons. India stands first in world milk production with a share of about 14 per cent in world milk production. Milk has achieved unique status in terms of its output value exceeding Rs. 1,00,000 crores and has made rapid strides both in terms of number of milk producers and quantity of milk produced. In India, dairying is the second important subsidiary occupation in rural areas, next to the main occupation of agriculture. Livestock sub-sector alone contributed to 25 per cent of the total value of agricultural GDP. The development of dairy industry in India is well known all over the world as one of the most successful development programme in the globe. Dairy farming is visualized by the farmers in India as part of an integrated agricultural system where dairy and agriculture complement each other. The milk production in India was 17 million tonnes in 1950-51. This could meet only 25 per cent of the domestic demand, the remaining 75 per cent of the demand was met by importing the milk solids. The production was stagnant for two decades till 1970, with annual growth rate of milk production of one per cent. Thanks to the vision and foresight of Dr. Kurien, in 1970, NDDB launched “Operation Flood Program” with objective of ending milk famine in the country and turning farmers co-operatives into powerful catalyst for transforming India into major milk producer in the world. Further, by providing milk producers remunerative prices round the year, milk production in India touched 74 million tons since 1997. By the year 2000, India tops to emerge as the largest milk producer – by surpassing the USA – with an estimated production of 86 million tons. This is as a result of India’s “White Revolution” in milk production. The first phase of “Operation Flood Program” was between 1970 and 1981 and it laid the foundation for modern dairy industry in India. There was a liable self-sustaining growth of producers controlled dairy co-operatives. The second phase was in action during 1981 to 1985, which established 136 milk sheds and captured markets in 290 cities and provided 4.9 billion finance. The operation flood has completed third phase on 31 march, 1994 by capturing 500 cities with population target of 300 million customers and at present fourth phase is in operation. When the third phase was over, the following benefits had reached the small dairy farmers. 1. Sustained increase in production (4-5% growth/annum) raising the per capita availability of milk to nearly 220 grams 2. Dependence on commercial imports of milk powder ended 3. Marketing mechanism improved and providing assured market outlet for milk producers and quality milk for consumers 4. The quality of milch animals improved. At the end of Operation Flood-II, 72,744 dairy co-operative societies in 170 milk sheds of the country having total membership of 93.14 lakhs has been organized.
The Operation Flood Program launched another massive program called “Technology Mission on Dairy Development (TMDD)” in June 1989. The objective of TMDD was same as that of Operation Flood Program’s objectives. Karnataka has always remained in the foresight of all agricultural development initiatives in India and dairy development is no exception. Dairy farming in Karnataka, like in elsewhere in the country, is largely characterized by the prevalence of dairy enterprises that are mostly subsidiary occupations alongside the main agricultural activity of the farmer. Specialized dairy enterprises do exist but not only is their number abysmally low as compared to regular types, but also are restricted mostly to urban areas and their surroundings. Karnataka stands sixth in milk production in the country and it occupies third position with respect to milk production under co-operative sector in the country. The milk production was around 45 lakh tons during the year 2001-02. The KMF is covering 27 districts, with 7000 dairy co-operative societies; around 17000 villages involving 1.5 million farmers collects around 20 lakh liters of milk daily. As per World Bank Experts Report, for an initial investment of Rs. 200 crores in Operation Flood III, the net returns per year to the rural economy had been Rs. 24,000 crores. No other major development program all over the world, has matched this input-output ratio. The basic functions of any dairy enterprise are procurement, processing and marketing. This type of operation is known as “Anand pattern of dairying”. The management of dairy enterprise should be very careful in these activities. The procurement of milk include milk collection centers (dairy co-operative societies). The other important decision in milk procurement is pricing of milk. The two axis system of milk pricing is commonly used i.e., based on Fat and SNF content of milk. Seasonal fluctuation is the another important aspect which need adequate attention to ensure regular and sufficient milk throughout the year. Since, milk is perishable commodity, it has to be processed (chilling or pasteurizing) immediately after procurement, otherwise, it gets spoiled. The processing activity cannot be neglected as it make the milk in consumable form with more value addition. The marketing includes product mix, pricing policy, distribution routes and sales promotion etc. The milk products are marketed by both Karnataka Milk Federation and Private Milk Units.
---COMPANY PROFILE KARNATAKA MILK FEDERATION
The first dairy in Karnataka was started in Kudige in Kodagu district in 1955. Further in June 1974; an integrated project was launched in Karnataka to restructure and reorganize the dairy industry on the co-operative principle and to lay foundation for a new direction in dairy development. In 1975, the World Bank aided dairy development was initiated. The present Karnataka Milk Federation (KMF) came into existence in 1984-as a result of merging of Karnataka Dairy Development Co-operation, small co-operatives and Karnataka Milk Production Development and loose vendors. At the end of the March 1998, the network of 8023 Diary Co-operative Societies (DCS) have been established which are spread over 166 taluks of the total 175 taluks in all 27 districts of Karnataka. There are 13 Milk Unions and Dharwad Milk Union (DMU) is one among them. There are 35 Chilling centers, 3 Farm coolers, 15 Liquid milk plants and 2 Product dairies for chilling, processing, conservation and marketing of milk. To supply cattle feed there are 4 cattle feed plants. To ensure supply of quality germ plasma, bull breeding farm and frozen semen bank are also available. Karnataka Cooperative Milk Producers' Federation Limited (KMF) is the apex Body in Karnataka representing Dairy Cooperatives. It is the third largest dairy co-operative amongst the dairy cooperatives in the country.
To impart training, institutes at Bangalore and regional training institutes at Dharwad and Gulbarga are functioning. Three nitrogen plants (2 plants of 25 CPM and 1 plant of 5 CPM) are been set-up to supply nitrogen, which is used for refrigeration purpose. Three diagnostic centers have been set-up for monitoring diseases, three fodder farms at Rajkunte, Kuttanahalli and Kodagu have been set-up to supply good quality of fodder and seed production farm at Shahpur has been set-up. The federation giving details of the latest technology in dairy industry etc is published "Ksheer Sagar" magazine monthly.
INTRODUCTION TO DMU
VISION AND MISSION DHARWAD MILK UNION
VISION STATEMENT OF DMU:
• Total quality • Honesty • Discipline • Cleanliness • Transparency • Sincerity and dedication • Co-operation free of politics • Sovereignty • Respecting each other's, opinions, ideas & feelings.
MISSION STATEMENT OF DMU: Dharwad Milk Union is committed to provide maximum possible price for the milk supplied by its members and provide necessary inputs to enhance milk production while ensuring economic viability of the Union and is also committed to provide quality milk products to consumers and emerge as one of the top most milk union of the co-operative dairy industry in the country.
DHARWAD MILK UNION A group of experienced officers, appointed by the Karnataka Milk Federation surveyed the whole of Dharwad districts (includes two newly formed district Gadag and Haveri) and Uttara Karnataka. Further they found out there as a need for a Milk Dairy. They traveled the surrounding villages, educated the villagers about Milk and Milk Products and the benefits they would get from the Milk Dairy. Dharwad Milk Union (DMU) came into existence on 3-3-1986 DMU was established under co-operative act on 3-3-1986 at Dharwad. And Gadag, Haveri, Uttar Canara and Dharwad come under its operation. Further in 1988, the Riapur Dairy and Chilling Center, setup in 1968, also came under the union. In 1989, the training center, which was controlled by KMF, came under Dharwad Milk Union. DMU was Rs.7 crore Projects of which Government has Rs.2Crore of share capital and authorized capital of DMU is Rs.5crore. DMU formed 551 milk producer's co-operative societies in Dharwad, Gadag, Haveri and Uttar Kannada districts. The production capacity of DMU is 2 lack litres of milk per day and also has the capacity to produce 12tones of milk powder, 10tones of butter, and 6tones of ghee per day. DMU is collecting 70 thousand liters of milk per day from its societies and sells 60 thousand liters of milk per day and the remaining milk is used for producing milk products.
ESTABLISHMENT: The Dharwad Milk Union is one Co-operative society among the 13 establishments, under KMF: The Dharwad Milk Union (DMU) is one of the most modern plants in the country. It is located in the spacious 25 acres of land, located in Lakamanahalli Industrial Area; adjacent to the National Highway-4. It is patterned the AMUL Milk Dairy, Anand, Gujarat.
NATURE OF BUSINESS CARRIED: The Nature of Dharwad Milk Union is that procuring the Milk from societies. And that milk will be brought through tankers for various chilling centers those, which are near and convenient to various societies. The Union processes the milk and market in urban area through various agents. The Union is providing services to milk producers with technical inputs like veterinary services, seeds, fodder etc. and also by giving training to farmer and induction program. The Union also owns and operates the dairy plant cattle feed plant; fodder and bull mother forms, semen collection station, and herd quarter center for animal husbandry activities. The Union also takes research, development and also other promotional activities for the overall benefit of the farmer. The Union providing various product to market like toned milk, standard milk, full creamed milk, double toned milk, homogeneous standard milk, along with cheese curd, ghee, pedha.
FUNCTIONS OF DMU: • The main function of DMU is to procure milk from villagers and pay them the right price. • To educate the villagers about milk and its quality. • To make 'Nandini' as a part of daily life. • To provide good quality of cattle feed, fodder, veterinary aid seeds, etc., to the villagers. • To see that the DCS's are carrying out their activities properly and in an efficient manner. • To see that the milk is brought from DCS's to the chilling centers in the prescribed time. • To look the accounts of the DCS's supervise the purchase process and market the milk and milk products.
OBJECTIVES OF DMU:
• Providing hygienic and good quality of milk to the consumers. • To build the economic strength of the milk producers in villagers. • To eliminate middlemen's in the business so that the milk producers receive their appropriate share of bread. • To educate the villagers about the adulteration of milk and its harmful effect on the body. • To see that every citizen becomes healthy by consuming good quality of milk. • To make villagers self-viable and build self image.
|Status |A co-operative society registered under the Co-operative act 1959 |
|Nature of Business |Procuring and Marketing of Milk Production and Sale of Milk Products |
|Share Capital |3 crores Approx. |
|Plant Capacity |2 Lakhs Liters / day |
| |Milk Powder 12 MT /Day |
| |Butter 6 MT / Day |
| |Ghee 6 MT / Day |
|Milk Chilling Centres and Capacity |Gagad 20000 LPD |
| |Haveri 20000 LPD |
| |Hirekerur 20000 LPD |
| |Naragund 8000 LPD |
| |Ron 10000 LPD |
| |Sirsi 20000 LPD |
|Karwar packing unit |The milk in bulk is sent for packing and distribution at Karwar |
| |Which supplies and need of Karwar, Gokama, Honnavar, Bhatkal, Murdeshwar and Goa |
DETAILS OF DHARWAD MILK UNION
|Present Value of Activity |Collection of Milk 70000 LPD |
| |Sale of Milk 60000 LPD |
|Area of Operation |Dharwad, Haveri, Gadag, Uttar Karnataka, Goa Parts of Maharashtra |
|Board of Directors |Elected Member 8 |
| |Ex-Officers 5 |
| |By Govt. 3 |
|Total Workers |383 Workers |
|Location |Lakamanahalli Industrial Area, Dharwad |
|Department |8 |
|Brand Name |Nandini |
|Products |Milk |
| |Toned Milk, Standard Milk, Shubham Milk |
| |Milk Products |
| |Butter, Ghee, Pedha, Curd, Lassi, Paneer, Milk Powder |
|Co-operative Societies at Village Level |460 Societies |
ORGANIZATION CHART
PRODUCT MIX OF KMF
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|Sl No. |Product Name |Maximum Price of Sale |
| |Toned Milk / Liter |17.00 |
| |Standard Milk |19.00 |
| |Subham Milk |20.00 |
| |Subham Milk 5 liter in pack |100.00 |
| |Standard Milk 200 Ml pack |4.00 |
| |Double Toned Milk |16.00 |
| |Curd 200 gm |5.00 |
| |Curd 500 gm |10.00 |
| |Pot Curb 250 gm |7.00 |
| |Bulk Curd |16.00 |
| |Sweet Lassi |5.00 |
| |Masala Lassi |4.00 |
| |F.M. 200ml |4.00 |
| |SMP per kg |145.00 |
| |SMP per ltr |140.00 |
| |Pedha per kg |108.00 |
| |Khoa per kg |100.00 |
| |Paneer 200 gm pack / kg |120.00 |
| |Paneer Bulk |114.00 |
| |Ghee 200 Ml Pack / Liter |195.00 |
| |Ghee 500 Ml Pack / Liter |189.00 |
| |Ghee 1000 Ml Pack / Liter |185.00 |
| |Ghee 15 kg tin/Kg |180.00 |
| |Butter 100 gm Pack / Kg |160.00 |
| |Butter 500 gm Pack / Kg |154.00 |
| |Butter 50 gm (WDC) Pack / Kg |138.00 |
OTHER PRODUCTS
|Sl No. |Product Name |Maximum Price of Sale |
| |Badam Powder 200 gm Tin/Kg |210.00 |
| |Badam Powder 200 gm Tin/Kg |42.00 |
| |Badam Powder 10 gm Tin/Kg |250.00 |
| |Mysore Pak 250 gm/Kg |220.00 |
| |Mysore Pak 250 gm pack |55.00 |
| |Jamoon Mix 200 gm / Kg |160.00 |
| |Jamoon Mix 200 gm / pack |32.00 |
| |SFM Bottles |12.00 |
| |Milk 200 Ml Pack (Tetra Pack) |10.00 |
MARKETING DEPARTMENT.
The marketing department of DMU is considerably extensive which covers an Area viz., North Goa, Uttar Kannada district, Haveri, Gadag, Hubli and Dharwad. Marketing of milk and products is done under brand name “Nandini”. Except loose milk other products are marketed by KMF, the marketing agency. Due to perishable nature of products the greatest responsibility is over marketing department to all the products before losing its quality. Before pre-liberalization (July 21st 1991) the DMU enjoyed a monopoly due to co-operative organization and other benefits received from the state government. But after July 21st 1991 the scenario totally changed, new private diaries started grounding like mushrooms with entrance of private diaries the DMU facing a tough competition resulting into major loss of market share gradually over the years. Today DMU has only 23 % of total market share. DMU operates in 17 cities/ towns having a total population of 1.05 million. The closest competitors with regard to market share quality of milk, price and goodwill are,
• Local vendor • Arokya • Sphurti • Datta • Sri Krishna • Gopal
PRINCIPAL FUNCTIONS OF MARKETING DEPARTMENT AT DMU:
• To prepare the marketing plan at the beginning of every year, taking into consideration the demand, sales, production capacity. • To undertake promotional activities in order to create awareness and to generate sales. • To ensure proper supply chain management. • To study competitors products and their strategies.
Dharwad Co-operative milk producers union Ltd., Dharwad
Month and Year wise average milk sales statement
(without bulk sales)
|Month |2000-01 |2001-02 |2002-03 |2003-04 |
|Yes |100 |100.0 |100.0 |100.0 |
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Figure 1: Number of respondents aware about NANDINI Brand of Milk and Milk products From the above table and graph we can observe that there is 100% brand awareness of Nandini. Out of 100 respondents surveyed all the 100 says they are aware of Nandini brand of milk and milk products. This shows only brand awareness but not about products in depth.
Table 2: Extent of awareness about the Nandini milk brands
|Product |Yes |No |Total |
|Toned milk |46 (46%) |54 (54%) |100 (100%) |
|Standard milk |60 (60%) |40 (40%) |100 (100%) |
|Shubham milk |58 (58%) |42 (42%) |100 (100%) |
|D’le toned milk |15 (15%) |85 (85%) |100 (100%) |
Note : Figures in the parenthesis indicate % to the total [pic] Figure 2: Extent of awareness about the Nandini milk brands
As the graph depicts among the milk brands of Nandini Standard milk carries highest of 60% of awareness, the next is Shubham Milk which carries the 58% of awareness. Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it.
Table 3: extent of awareness about the Nandini milk products
|Product |Yes |No |Total |
|Curd |76 (76%) |24 (24%) |100 (100%) |
|Pot curd |43 (43%) |57 (57%) |100 (100%) |
|Sweet lassi |48 (48%) |52 (52%) |100 (100%) |
|Masala lassi |44 (44%) |66 (66%) |100 (100%) |
|Pedha |55 (55%) |45 (45%) |100 (100%) |
|Khoa |33 (33%) |67 (67%) |100 (100%) |
|Paneer |29 (29%) |71 (71%) |100 (100%) |
|Butter |54 (54%) |46 (46%) |100 (100%) |
|Ghee |62 (62%) |38 (38%) |100 (100%) |
Note : Figures in the parenthesis indicate % to the total
[pic]
Figure 3: Extent of awareness about the Nandini milk products From this chart we can understand curd, ghee, pedha and butter are the products with greater awareness having 76%, 62%, 55% and 54% of awareness respectively. The pot curd, masala lassi and sweet lassi carry little less awareness as compared to the first 4 products with a response of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products with very less response of 33% and 29%. Table 4: factors looked while purchasing the Milk and Milk Products
|Parameters |Yes |No |Total |
|Quality |74 (74%) |26 (26%) |100 (100%) |
|Thickness |26 (26%) |74 (74%) |100 (100%) |
|Fat content |17 (17%) |83 (83%) |100 (100%) |
|Price |26 (26%) |74 (74%) |100 (100%) |
|Taste |52 (52%) |48 (48%) |100 (100%) |
|Availability |31 (31%) |69 (69%) |100 (100%) |
Note : Figures in the parenthesis indicate % to the total [pic] Fig 4: Table 4: factors looked while purchasing the Milk and Milk Products
When we tried to know what are the parameters which are looked while purchasing the milk and milk products the overall quality was given more importance with 74% then the next importance is given for taste with 52% response. Availability thickness and price comes next with 31%, 26% and 26% where as the fat content carries very less importance with only 17% looking for that.
Table 5: Sources of knowing about NANDINI products
| |Yes |No |Total |
|Dealers |30 (30%) |70 (70%) |100 (100%) |
|Campaigns |09 (09%) |91 (91%) |100 (100%) |
|Banners |36 (36%) |64 (64%) |100 (100%) |
|Wall paintings |42 (42%) |58 (58%) |100 (100%) |
|T V ads |55 (55%) |45 (45%) |100 (100%) |
|Radio ads |21 (21%) |79 (79%) |100 (100%) |
|Magazines |22 (22%) |78 (78%) |100 (100%) |
Note : Figures in the parenthesis indicate % to the total
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fig 5: Sources of knowing about NANDINI products
The learning about the products is happened to the great extent by Television 55% and wall paintings 42%. The banners and dealers also contributed in learning process by 36% and 30% respectively. 22% and 21% people came to know about the product s through magazines and radio ads, and only 9% of respondents learn about the products through campaigns which is the least.
Table 6: Extent of observation of advertisements of NANDINI products
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Yes |96 |96.0 |96.0 |96.0 |
|No |4 |4.0 |4.0 |100.0 |
|Total |100 |100.0 |100.0 | |
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Fig 6: Extent of observation of advertisements of NANDINI products
96 % of the respondents have observed the advertisements of Nandini Milk and Milk products. It’s a very good indicator that the efforts of the company are reaching the public.
Table 7: Were they informatory
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Yes |77 |80.0 |80.0 |80.0 |
|No |19 |20.0 |20.0 |100.0 |
|Total |96 |100.0 |100.0 | |
Fig 7: Were they informatory
Among 96 respondents who have observed the advertisements 77 respondents (80%) feel that the ads were informatory. Only 20% feels they were not so informatory.
Table 8: efficiency of media vehicles used
| |Yes |No |Total |
|Banners |34 (44%) |43 (56%) |77 (100%) |
|Ad boards |30 (39%) |47 (61%) |77 (100%) |
|Campaigns |10 (12%) |67 (88%) |77 (100%) |
|Wall paintings |29 (38%) |48 (62%) |77 (100%) |
|Television ads |58 (75%) |19 (25%) |77 (100%) |
|Radio ads |15 (19.5%) |62 (80.5%) |77 (100%) |
|Magazines |16 (21%) |61 (79%) |77 (100%) |
Note : Figures in the parenthesis indicate % to the total
[pic] Fig 8: efficiency of media vehicles used
When we asked which of the ads were more informatory 58% felt television, 34% says Banners, 30% felt ad boards, and 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory with 15%,16% and 10% response. Table 9: Number of awareness campaigns attended by the respondents
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Yes |11 |11.0 |11.0 |11.0 |
|No |89 |89.0 |89.0 |100.0 |
|Total |100 |100.0 |100.0 | |
[pic] Fig 9: Number of awareness campaigns attended by the respondents
Only 11 persons out of 100 have attended awareness campaigns which show the company has failed to reach to maximum number of customers through campaigns.
Table 10: information got from NANDINI products in Awareness Campaigns
| |Yes |No |Total |
|Freshness |07 (64%) |04 (36%) |11 (100%) |
|Hygiene in prod’n |04 (36%) |07 (64%) |11 (100%) |
|Reliability of brand |05 (45%) |06 (55%) |11 (100%) |
|No adulteration |02 (18%) |09 (82%) |11 (100%) |
Note : Figures in the parenthesis indicate % to the total
[pic] Fig 10: information got from NANDINI products in Awareness Campaigns
Out of 11 customers who attended the campaigns , freshness of the product was learnt by 7 people, reliability of the Nandini brand was learnt by 5 people, hygiene in production by 4 and no adulteration in Milk and its products by 2 respondents.
Table 11: Do you purchase NANDINI Milk and Milk Products
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Yes |72 |72.0 |72.0 |72.0 |
|No |28 |28.0 |28.0 |100.0 |
|Total |100 |100.0 |100.0 | |
[pic] Fig 11: Do you purchase NANDINI Milk and Milk Products
Out of 100 respondents 72% purchase Nandini Milk and Milk products. And 28% do not purchase Nandini Milk and Milk products.
Table12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products
|Parameters |Yes |No |Total |
|Quality |53 (74%) |19 (26%) |72 (100%) |
|Thickness |17 (24%) |55 (76%) |72 (100%) |
|Fat content |11 (15%) |61 (85%) |72 (100%) |
|Price |16 (26%) |56 (74%) |72 (100%) |
|Taste |27 (22%) |45 (78%) |72 (100%) |
|Availability |23 (32%) |49 (68%) |72 (100%) |
|Promotional activity |04 (06%) |68 (94%) |72 (100%) |
Note : Figures in the parenthesis indicate % to the total
[pic]
Fig 12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products
Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels quality is great it is the main factor which influence them for repetitive purchase. Then 27% says taste, 23 % feels availability, 17% says thickness, 16% feels price which influence them in making purchase decision. Very less importance was given by the customers to fat content (15%) and promotional activities (6%). Table 13: Reasons which forces for not purchasing NANDINI Milk and Milk Products :
|Parameters |Yes |No |Total |
|Quality |02 (07%) |26 (93%) |28 (100%) |
|Thickness |02 (07%) |26 (93%) |28 (100%) |
|Fat content |03 (11%) |25 (89%) |28 (100%) |
|Price |18 (64%) |10 (36%) |28 (100%) |
|Taste |08 (29%) |20 (71%) |28 (100%) |
|Availability |09 (32%) |19 (68%) |28 (100%) |
|Promotional activity |03 (11%) |25 (89%) |28 (100%) |
Note : Figures in the parenthesis indicate % to the total [pic] Fig13: Reasons which forces for not purchasing NANDINI Milk and Milk Products :
Out of 28 respondents who do not purchase Nandini Milk and Milk products price was said as the major factor with 64% response which influence their purchase decision. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content 11%, thickness 07% and promotional activities 11% are not major factors which prevents them for not being the customers.
---FINDINGS
Findings of the study:
• There is 100% of the respondents are aware of Nandini brand • Nandini Standard milk carries highest of 60% of awareness, the next is Shubham Milk which carries the 58% of awareness. Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it • Curd, Ghee, Pedha and Butter are having the greater awareness i.e.76%, 62%, 55% and 54% of awareness respectively. The Pot curd, Masala lassi and Sweet lassi carry little less awareness as compared to the first 4 products with a response of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products with very less response of 33% and 29%. • Quality was given more importance with 74%, then the next importance is given for taste with 52% response. Availability thickness and price comes next with 31%, 26% and 26% where as the fat content carries very less importance with only 17% looking while purchasing milk and milk products • The learning about the products is happened to the great extent by Television 55% and wall paintings 42%. The banners and dealers also contributed in learning process by 36% and 30% respectively. 22% and 21% people came to know about the product s through magazines and radio ads, and only 9% of respondents learn about the products through campaigns • 96 % of the respondents have observed the advertisements of Nandini Milk and Milk products. • Among 96 respondents who have observed the advertisements, 77 respondents (80%) feel that the advertisements were informatory. • Among 77 respondents who felt the advertisements were informatory 58% felt television, 34% says Banners, 30% felt ad boards, and 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory to about 15%,16% and 10% respectively. • Only 11 persons out of 100 have attended awareness campaigns
• Out of 11 customers who attended the campaigns, freshness of the product was learnt by 7 people, reliability of the Nandini brand was learnt by 5 people, hygiene in production by 4 and no adulteration in Milk and its products by 2 respondents. • Out of 100 respondents 72% purchase Nandini Milk and Milk products. • Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels quality is great it is the main factor which influence them for repetitive purchase. Then 27% says taste, 23 % feels availability, 17% says thickness, 16% feels price which influence them in making purchase decision. Very less importance was given by the customers to fat content (15%) and promotional activities (6%) • Out of 28 respondents who do not purchase Nandini Milk and Milk products price was said as the major factor with 64% response which influence their purchase decision. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and promotional activities (11%) are not major factors which prevents them for not being the customers.
---SUGGESTIONS
SUGGESTIONS:
• As there is very less awareness about Double toned milk the company should try to promote this product. • The products like pot curd, Masala lassi, Sweet lassi has a great potential to grow in the market but the awareness is little less. So the company must take appropriate steps in order to increase the awareness. And much effort is needed to promote Khoa and Paneer. • During the study I came to know that the availability of the milk products other than milk is very less. So the other milk products also made available to customer where ever the milk is available. That certainly increase the sales volume of milk products • Consumers say they learnt about the product mainly through Television, wall paintings and banners. And feels television ads, banners, ad boards were more informatory. So the efforts of the company are going in a right direction. But only suggestion is to increase the frequency television ads and ad boards • The customers expect Quality, taste and availability while purchasing the milk and milk products and the company has reached the expectation in case of quality and taste but a small effort is needed to increase the availability. • The non customers of Nandini says price is the major reason for not being. So the company should make an attempt to make them understand the value for money what they get from Nandini in terms of quality, and healthiness of the products. • Awareness campaigns have failed to reach majority of customers. So the number of campaigns to be increased and to be made in such a place that the maximum number of customers are covered.
---CONCLUSION
Conclusion
After analysing the data of the study I conclude that the Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory to about 15%, 16% and 10% respectively. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and promotional activities (11%) are not major factors which prevents them for not being the customers.
---ANNEXURE
Questionnaire
Dear Sir/ Madam,
Name: ____________________________________________
Address: ___________________________________________
Age: ( a. [15-20] ( b. [20-25] ( c. [25-30] ( d. [30 & above]
1. Do you know NANDINI Brand of Milk and Milk products?
( a. Yes ( b. No
2. Which of the following Milk brands of NANDINI are known to you?
( a. Toned Milk ( b. Standard Milk ( c. Shubham Milk ( d. Double Toned Milk
3. Do you know any of these NANDINI milk products?
( a. Curd ( b.Pot curd ( c.Sweet lassy ( d. Masala lassy ( e. Pedha ( f. Khoa ( g. Paneer ( h. Butter ( i. Ghee
4. What factors you look while purchasing the Milk and Milk Products?
( a. Quality ( b. Thickness ( c. Fat content ( d. Price ( e. Taste ( f. Availability
5. How did you come to know about these NANDINI products?
( a. Dealers ( b. Campaigns ( c. Banners ( d. Wall paintings ( e. T.V advertisements ( f. Radio Advertisements ( g. Magazines ( h. Others
6. Have you observed the advertisements of NANDINI products?
( a. Yes ( b. No
7. Were they informatory?
( a. Yes ( b. No
8. Which of the advertisements were more informatory?
( a. Banners ( b. Ad Boards ( c. Campaigns ( d. Wall paintings ( e. T.V advertisements ( f. Radio Advertisements ( g. Magazines ( h. Others
9. Have you attended any Awareness Campaigns organized by KMF?
( a. Yes ( b. No
10. What you came to know about the NANDINI products in Awareness Campaigns?
( a. Freshness of the product ( b. Hygeinity in production ( c. Reliability of the Brand ( d. No contamination of milk like in Private sector ( e. Others, If specify, ______________________________.
11. Do you purchase NANDINI Milk and Milk Products?
( a. Yes ( b. No
If Yes 12. Which of the following factors made you to repetitive purchase NANDINI Milk and Milk Products :
( a. Quality ( b. Thickness ( c. Fat content ( d. Price ( e. Taste ( f. Availability ( g. Promotional activities
If No 13. Select the following reasons due to which you are not purchasing NANDINI Milk and Milk Products :
( a. Quality ( b. Thickness ( c. Fat content ( d. Price ( e. Taste ( f. Availability ( g. Promotional activities
“THANK U”
---BIBLIOGRAPHY
REFERENCE BOOKS:
Marketing research: Tull and Hawkins
Economic efficiency on milk products co-operative union in North Bihar. Indian Co-Operative Review
Annual Report, National Dairy Development Board, Anand, Gujarat, India
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Assistant
Helper
Jr.Supervisor
Helper
Assistant
Helper
Helper
Assistant
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A/cs
Assistant
Q.C
Officer
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Officer
Dy
Manager
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Supervisor
Dy
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Dy
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Dy
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Dy
Manager
Marketing
Security
Admin
Finance
Production
P&I
Managing director
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Director
(Ex-officer-5)
Director
(Elected-8)
Presidents
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77
19
AND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS.”
Under taken at
[pic]
Dharwad Milk Union,
A Subsidiary of Karnataka Milk Federation
Table of Contents
|Sl.no |Particulars |Page No. |
|1. |Executive Summary |4 |
|2. |Industry profile |10 |
| |2.1 |Brief history |11 |
|3 |Company profile |14 |
| |5.1 |Karnataka Milk federation |15 |
| |5.2 |Dharwad milk union |17 |
| |5.3 |Organization chart |24 |
| |5.4 |products |25 |
| |5.5 |Marketing department |29 |
| |5.6 |Promotional activities by KMF |32 |
|6 |Analysis |42 |
|7 |Findings |56 |
|8 |Suggestions |59 |
|11 |Conclusion |61 |
|12 |Annexure |63 |
|13 |Bibliography |67 |
---EXECUTIVE SUMMARY
Title of the project:
“TO STUDY THE CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTS, AND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS.”
Objective of the study:
• To study the consumer awareness about Nandini Milk and Milk Products.
• To study impact of promotional activities on creating consumer awareness.
Sub Objectives:
• To study the whole product range of Nandini Milk and Milk products.
• To study the customer expectations in Packaged Milk and Milk products.
• To study the promotional activities adopted by the company.
• To evaluate the impact of those activities on customers mind.
• To search for the new areas on which the company can focus to create awareness.
Statement of the problem Milk is the day to day need of any individual all over the world. In India the supply of Milk to the customers is done through the unorganized milkmen. After the revolution of the co-operative milk unions the milk India seen the packaged and processed Milk and Milk products. For many years the co-operative milk unions enjoyed monopoly in the market. But after the entry of private sector in this industry the competition has increased to maximum extent. Each of the players in the market has many ranges of milk products under different brands. And each and every player wishes that his brand of products must be on the top of the mind of customer.
With the increasing competition, KMF is not able to raise the market share of its Nandini branded Milk and Milk products. And the company thinks the lacking of awareness of its products may be affecting its sale. In order to increase the consumer awareness the company started many promotional activities. Now the company wants to know how much customers are aware about the product and what impact of promotional activities in creating awareness. Hence the main purpose of this study is to find the “to study the consumer awareness about Nandini milk and milk products, and impact of promotional activities on creating awareness.”
Need for the study:
Dharwad Milk Union, a Subsidiary of Karnataka Milk Federation, is the oldest company in the North Karnataka region in the Packaged Milk and Milk Products segment. The company was the leader in this segment with its various products under the brand of NANDINI. But now with the increasing competitors from private sector in Packaged Milk and Milk Products industry the company has failed to increase its market.
The company has made the attempt to increase the sales through many promotional activities like advertisements through various Medias, and Awareness Campaigns. Through these promotional activities the company wanted to re-capture the customers who are shifted from Nandini to other private branded products, and also wants capture those consumers who still depending on the un-organized suppliers like Dabba Milkmen etc… to serve their need of milk and milk products.
So now the company wants to know the consumer awareness about Nandini Milk and Milk products and impact of promotional activities on creating the awareness in the minds of customers. And also the company wants to know what sort of activities to be undertaken to attract the customers.
Research methodology:
Sample Size - 100
1) Data collection Methods USED:
Primary and secondary data collected to carry out the research work.
• Primary data:
Information was collected directly from the consumers for the project work. The data collected during the study included the data collected through questionnaire and face-to-face interview with customers.
• Secondary data:
Secondary data includes data collection of information from newspapers, magazine reviews and Internet information about Processed Milk and Milk products industry.
2) Measurement technique:
• Questionnaire:
Questionnaire is a formalized instrument for collecting information directly from the respondents. During this research questionnaire was used as tool for getting information from the customers in the twin cities.
• Sampling Method:
The sample is selected based on non- probability sampling method.
• Sample size:
Sample size is 100 customers.
• Using SPSS software: It involves a recorded observation into dissipate statement. The measurement and evaluation of data is done using SPSS 11.0 version software and Microsoft Excel for the graphical representations.
Findings of the study:
• There is 100% of the respondents are aware of Nandini brand • Nandini Standard milk carries highest of 60% of awareness, the next is Shubham Milk which carries the 58% of awareness. Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it • Curd, Ghee, Pedha and Butter are having the greater awareness i.e.76%, 62%, 55% and 54% of awareness respectively. The Pot curd, Masala lassi and Sweet lassi carry little less awareness as compared to the first 4 products with a response of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products with very less response of 33% and 29%. • Quality was given more importance with 74%, then the next importance is given for taste with 52% response. Availability thickness and price comes next with 31%, 26% and 26% where as the fat content carries very less importance with only 17% looking while purchasing milk and milk products • The learning about the products is happened to the great extent by Television 55% and wall paintings 42%. The banners and dealers also contributed in learning process by 36% and 30% respectively. 22% and 21% people came to know about the product s through magazines and radio ads, and only 9% of respondents learn about the products through campaigns • 96 % of the respondents have observed the advertisements of Nandini Milk and Milk products. • Among 96 respondents who have observed the advertisements, 77 respondents (80%) feel that the advertisements were informatory. • Among 77 respondents who felt the advertisements were informatory 58% felt television, 34% says Banners, 30% felt ad boards, and 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory to about 15%,16% and 10% respectively. • Only 11 persons out of 100 have attended awareness campaigns
• Out of 11 customers who attended the campaigns, freshness of the product was learnt by 7 people, reliability of the Nandini brand was learnt by 5 people, hygiene in production by 4 and no adulteration in Milk and its products by 2 respondents. • Out of 100 respondents 72% purchase Nandini Milk and Milk products. • Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels quality is great it is the main factor which influence them for repetitive purchase. Then 27% says taste, 23 % feels availability, 17% says thickness, 16% feels price which influence them in making purchase decision. Very less importance was given by the customers to fat content (15%) and promotional activities (6%) • Out of 28 respondents who do not purchase Nandini Milk and Milk products price was said as the major factor with 64% response which influence their purchase decision. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and promotional activities (11%) are not major factors which prevents them for not being the customers
SUGGESTIONS:
• As there is very less awareness about Double toned milk the company should try to promote this product. • The products like pot curd, Masala lassi, Sweet lassi has a great potential to grow in the market but the awareness is little less. So the company must take appropriate steps in order to increase the awareness. And much effort is needed to promote Khoa and Paneer. • During the study I came to know that the availability of the milk products other than milk is very less. So the other milk products also made available to customer where ever the milk is available. That certainly increase the sales volume of milk products • Consumers say they learnt about the product mainly through Television, wall paintings and banners. And feels television ads, banners, ad boards were more informatory. So the efforts of the company are going in a right direction. But only suggestion is to increase the frequency television ads and ad boards • The customers expect Quality, taste and availability while purchasing the milk and milk products and the company has reached the expectation in case of quality and taste but a small effort is needed to increase the availability. • The non customers of Nandini says price is the major reason for not being. So the company should make an attempt to make them understand the value for money what they get from Nandini in terms of quality, and healthiness of the products. • Awareness campaigns have failed to reach majority of customers. So the number of campaigns to be increased and to be made in such a place that the maximum number of customers are covered.
Conclusion
After analysing the data of the study I conclude that the Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory to about 15%, 16% and 10% respectively. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and promotional activities (11%) are not major factors which prevents them for not being the customers.
---Industry Profile
Brief History
India has a rich tradition in dairying since the time of Lord Krishna. Dairying has been inherent in Indian culture, for centuries. Milk and milk products have always been an integral part of our consumption habits. In the vast field of animal husbandry, the contribution of dairying has been most significant, in terms of employment, as well as income generation. In post-independence India, co-operative dairying has been one of our major success stories, having a profound impact on socio-economic development of rural areas. Today, India is the largest milk producer in the world with record production of 91.5 million tons. India stands first in world milk production with a share of about 14 per cent in world milk production. Milk has achieved unique status in terms of its output value exceeding Rs. 1,00,000 crores and has made rapid strides both in terms of number of milk producers and quantity of milk produced. In India, dairying is the second important subsidiary occupation in rural areas, next to the main occupation of agriculture. Livestock sub-sector alone contributed to 25 per cent of the total value of agricultural GDP. The development of dairy industry in India is well known all over the world as one of the most successful development programme in the globe. Dairy farming is visualized by the farmers in India as part of an integrated agricultural system where dairy and agriculture complement each other. The milk production in India was 17 million tonnes in 1950-51. This could meet only 25 per cent of the domestic demand, the remaining 75 per cent of the demand was met by importing the milk solids. The production was stagnant for two decades till 1970, with annual growth rate of milk production of one per cent. Thanks to the vision and foresight of Dr. Kurien, in 1970, NDDB launched “Operation Flood Program” with objective of ending milk famine in the country and turning farmers co-operatives into powerful catalyst for transforming India into major milk producer in the world. Further, by providing milk producers remunerative prices round the year, milk production in India touched 74 million tons since 1997. By the year 2000, India tops to emerge as the largest milk producer – by surpassing the USA – with an estimated production of 86 million tons. This is as a result of India’s “White Revolution” in milk production. The first phase of “Operation Flood Program” was between 1970 and 1981 and it laid the foundation for modern dairy industry in India. There was a liable self-sustaining growth of producers controlled dairy co-operatives. The second phase was in action during 1981 to 1985, which established 136 milk sheds and captured markets in 290 cities and provided 4.9 billion finance. The operation flood has completed third phase on 31 march, 1994 by capturing 500 cities with population target of 300 million customers and at present fourth phase is in operation. When the third phase was over, the following benefits had reached the small dairy farmers. 1. Sustained increase in production (4-5% growth/annum) raising the per capita availability of milk to nearly 220 grams 2. Dependence on commercial imports of milk powder ended 3. Marketing mechanism improved and providing assured market outlet for milk producers and quality milk for consumers 4. The quality of milch animals improved. At the end of Operation Flood-II, 72,744 dairy co-operative societies in 170 milk sheds of the country having total membership of 93.14 lakhs has been organized.
The Operation Flood Program launched another massive program called “Technology Mission on Dairy Development (TMDD)” in June 1989. The objective of TMDD was same as that of Operation Flood Program’s objectives. Karnataka has always remained in the foresight of all agricultural development initiatives in India and dairy development is no exception. Dairy farming in Karnataka, like in elsewhere in the country, is largely characterized by the prevalence of dairy enterprises that are mostly subsidiary occupations alongside the main agricultural activity of the farmer. Specialized dairy enterprises do exist but not only is their number abysmally low as compared to regular types, but also are restricted mostly to urban areas and their surroundings. Karnataka stands sixth in milk production in the country and it occupies third position with respect to milk production under co-operative sector in the country. The milk production was around 45 lakh tons during the year 2001-02. The KMF is covering 27 districts, with 7000 dairy co-operative societies; around 17000 villages involving 1.5 million farmers collects around 20 lakh liters of milk daily. As per World Bank Experts Report, for an initial investment of Rs. 200 crores in Operation Flood III, the net returns per year to the rural economy had been Rs. 24,000 crores. No other major development program all over the world, has matched this input-output ratio. The basic functions of any dairy enterprise are procurement, processing and marketing. This type of operation is known as “Anand pattern of dairying”. The management of dairy enterprise should be very careful in these activities. The procurement of milk include milk collection centers (dairy co-operative societies). The other important decision in milk procurement is pricing of milk. The two axis system of milk pricing is commonly used i.e., based on Fat and SNF content of milk. Seasonal fluctuation is the another important aspect which need adequate attention to ensure regular and sufficient milk throughout the year. Since, milk is perishable commodity, it has to be processed (chilling or pasteurizing) immediately after procurement, otherwise, it gets spoiled. The processing activity cannot be neglected as it make the milk in consumable form with more value addition. The marketing includes product mix, pricing policy, distribution routes and sales promotion etc. The milk products are marketed by both Karnataka Milk Federation and Private Milk Units.
---COMPANY PROFILE KARNATAKA MILK FEDERATION
The first dairy in Karnataka was started in Kudige in Kodagu district in 1955. Further in June 1974; an integrated project was launched in Karnataka to restructure and reorganize the dairy industry on the co-operative principle and to lay foundation for a new direction in dairy development. In 1975, the World Bank aided dairy development was initiated. The present Karnataka Milk Federation (KMF) came into existence in 1984-as a result of merging of Karnataka Dairy Development Co-operation, small co-operatives and Karnataka Milk Production Development and loose vendors. At the end of the March 1998, the network of 8023 Diary Co-operative Societies (DCS) have been established which are spread over 166 taluks of the total 175 taluks in all 27 districts of Karnataka. There are 13 Milk Unions and Dharwad Milk Union (DMU) is one among them. There are 35 Chilling centers, 3 Farm coolers, 15 Liquid milk plants and 2 Product dairies for chilling, processing, conservation and marketing of milk. To supply cattle feed there are 4 cattle feed plants. To ensure supply of quality germ plasma, bull breeding farm and frozen semen bank are also available. Karnataka Cooperative Milk Producers' Federation Limited (KMF) is the apex Body in Karnataka representing Dairy Cooperatives. It is the third largest dairy co-operative amongst the dairy cooperatives in the country.
To impart training, institutes at Bangalore and regional training institutes at Dharwad and Gulbarga are functioning. Three nitrogen plants (2 plants of 25 CPM and 1 plant of 5 CPM) are been set-up to supply nitrogen, which is used for refrigeration purpose. Three diagnostic centers have been set-up for monitoring diseases, three fodder farms at Rajkunte, Kuttanahalli and Kodagu have been set-up to supply good quality of fodder and seed production farm at Shahpur has been set-up. The federation giving details of the latest technology in dairy industry etc is published "Ksheer Sagar" magazine monthly.
INTRODUCTION TO DMU
VISION AND MISSION DHARWAD MILK UNION
VISION STATEMENT OF DMU:
• Total quality • Honesty • Discipline • Cleanliness • Transparency • Sincerity and dedication • Co-operation free of politics • Sovereignty • Respecting each other's, opinions, ideas & feelings.
MISSION STATEMENT OF DMU: Dharwad Milk Union is committed to provide maximum possible price for the milk supplied by its members and provide necessary inputs to enhance milk production while ensuring economic viability of the Union and is also committed to provide quality milk products to consumers and emerge as one of the top most milk union of the co-operative dairy industry in the country.
DHARWAD MILK UNION A group of experienced officers, appointed by the Karnataka Milk Federation surveyed the whole of Dharwad districts (includes two newly formed district Gadag and Haveri) and Uttara Karnataka. Further they found out there as a need for a Milk Dairy. They traveled the surrounding villages, educated the villagers about Milk and Milk Products and the benefits they would get from the Milk Dairy. Dharwad Milk Union (DMU) came into existence on 3-3-1986 DMU was established under co-operative act on 3-3-1986 at Dharwad. And Gadag, Haveri, Uttar Canara and Dharwad come under its operation. Further in 1988, the Riapur Dairy and Chilling Center, setup in 1968, also came under the union. In 1989, the training center, which was controlled by KMF, came under Dharwad Milk Union. DMU was Rs.7 crore Projects of which Government has Rs.2Crore of share capital and authorized capital of DMU is Rs.5crore. DMU formed 551 milk producer's co-operative societies in Dharwad, Gadag, Haveri and Uttar Kannada districts. The production capacity of DMU is 2 lack litres of milk per day and also has the capacity to produce 12tones of milk powder, 10tones of butter, and 6tones of ghee per day. DMU is collecting 70 thousand liters of milk per day from its societies and sells 60 thousand liters of milk per day and the remaining milk is used for producing milk products.
ESTABLISHMENT: The Dharwad Milk Union is one Co-operative society among the 13 establishments, under KMF: The Dharwad Milk Union (DMU) is one of the most modern plants in the country. It is located in the spacious 25 acres of land, located in Lakamanahalli Industrial Area; adjacent to the National Highway-4. It is patterned the AMUL Milk Dairy, Anand, Gujarat.
NATURE OF BUSINESS CARRIED: The Nature of Dharwad Milk Union is that procuring the Milk from societies. And that milk will be brought through tankers for various chilling centers those, which are near and convenient to various societies. The Union processes the milk and market in urban area through various agents. The Union is providing services to milk producers with technical inputs like veterinary services, seeds, fodder etc. and also by giving training to farmer and induction program. The Union also owns and operates the dairy plant cattle feed plant; fodder and bull mother forms, semen collection station, and herd quarter center for animal husbandry activities. The Union also takes research, development and also other promotional activities for the overall benefit of the farmer. The Union providing various product to market like toned milk, standard milk, full creamed milk, double toned milk, homogeneous standard milk, along with cheese curd, ghee, pedha.
FUNCTIONS OF DMU: • The main function of DMU is to procure milk from villagers and pay them the right price. • To educate the villagers about milk and its quality. • To make 'Nandini' as a part of daily life. • To provide good quality of cattle feed, fodder, veterinary aid seeds, etc., to the villagers. • To see that the DCS's are carrying out their activities properly and in an efficient manner. • To see that the milk is brought from DCS's to the chilling centers in the prescribed time. • To look the accounts of the DCS's supervise the purchase process and market the milk and milk products.
OBJECTIVES OF DMU:
• Providing hygienic and good quality of milk to the consumers. • To build the economic strength of the milk producers in villagers. • To eliminate middlemen's in the business so that the milk producers receive their appropriate share of bread. • To educate the villagers about the adulteration of milk and its harmful effect on the body. • To see that every citizen becomes healthy by consuming good quality of milk. • To make villagers self-viable and build self image.
|Status |A co-operative society registered under the Co-operative act 1959 |
|Nature of Business |Procuring and Marketing of Milk Production and Sale of Milk Products |
|Share Capital |3 crores Approx. |
|Plant Capacity |2 Lakhs Liters / day |
| |Milk Powder 12 MT /Day |
| |Butter 6 MT / Day |
| |Ghee 6 MT / Day |
|Milk Chilling Centres and Capacity |Gagad 20000 LPD |
| |Haveri 20000 LPD |
| |Hirekerur 20000 LPD |
| |Naragund 8000 LPD |
| |Ron 10000 LPD |
| |Sirsi 20000 LPD |
|Karwar packing unit |The milk in bulk is sent for packing and distribution at Karwar |
| |Which supplies and need of Karwar, Gokama, Honnavar, Bhatkal, Murdeshwar and Goa |
DETAILS OF DHARWAD MILK UNION
|Present Value of Activity |Collection of Milk 70000 LPD |
| |Sale of Milk 60000 LPD |
|Area of Operation |Dharwad, Haveri, Gadag, Uttar Karnataka, Goa Parts of Maharashtra |
|Board of Directors |Elected Member 8 |
| |Ex-Officers 5 |
| |By Govt. 3 |
|Total Workers |383 Workers |
|Location |Lakamanahalli Industrial Area, Dharwad |
|Department |8 |
|Brand Name |Nandini |
|Products |Milk |
| |Toned Milk, Standard Milk, Shubham Milk |
| |Milk Products |
| |Butter, Ghee, Pedha, Curd, Lassi, Paneer, Milk Powder |
|Co-operative Societies at Village Level |460 Societies |
ORGANIZATION CHART
PRODUCT MIX OF KMF
[pic]
[pic]
|Sl No. |Product Name |Maximum Price of Sale |
| |Toned Milk / Liter |17.00 |
| |Standard Milk |19.00 |
| |Subham Milk |20.00 |
| |Subham Milk 5 liter in pack |100.00 |
| |Standard Milk 200 Ml pack |4.00 |
| |Double Toned Milk |16.00 |
| |Curd 200 gm |5.00 |
| |Curd 500 gm |10.00 |
| |Pot Curb 250 gm |7.00 |
| |Bulk Curd |16.00 |
| |Sweet Lassi |5.00 |
| |Masala Lassi |4.00 |
| |F.M. 200ml |4.00 |
| |SMP per kg |145.00 |
| |SMP per ltr |140.00 |
| |Pedha per kg |108.00 |
| |Khoa per kg |100.00 |
| |Paneer 200 gm pack / kg |120.00 |
| |Paneer Bulk |114.00 |
| |Ghee 200 Ml Pack / Liter |195.00 |
| |Ghee 500 Ml Pack / Liter |189.00 |
| |Ghee 1000 Ml Pack / Liter |185.00 |
| |Ghee 15 kg tin/Kg |180.00 |
| |Butter 100 gm Pack / Kg |160.00 |
| |Butter 500 gm Pack / Kg |154.00 |
| |Butter 50 gm (WDC) Pack / Kg |138.00 |
OTHER PRODUCTS
|Sl No. |Product Name |Maximum Price of Sale |
| |Badam Powder 200 gm Tin/Kg |210.00 |
| |Badam Powder 200 gm Tin/Kg |42.00 |
| |Badam Powder 10 gm Tin/Kg |250.00 |
| |Mysore Pak 250 gm/Kg |220.00 |
| |Mysore Pak 250 gm pack |55.00 |
| |Jamoon Mix 200 gm / Kg |160.00 |
| |Jamoon Mix 200 gm / pack |32.00 |
| |SFM Bottles |12.00 |
| |Milk 200 Ml Pack (Tetra Pack) |10.00 |
MARKETING DEPARTMENT.
The marketing department of DMU is considerably extensive which covers an Area viz., North Goa, Uttar Kannada district, Haveri, Gadag, Hubli and Dharwad. Marketing of milk and products is done under brand name “Nandini”. Except loose milk other products are marketed by KMF, the marketing agency. Due to perishable nature of products the greatest responsibility is over marketing department to all the products before losing its quality. Before pre-liberalization (July 21st 1991) the DMU enjoyed a monopoly due to co-operative organization and other benefits received from the state government. But after July 21st 1991 the scenario totally changed, new private diaries started grounding like mushrooms with entrance of private diaries the DMU facing a tough competition resulting into major loss of market share gradually over the years. Today DMU has only 23 % of total market share. DMU operates in 17 cities/ towns having a total population of 1.05 million. The closest competitors with regard to market share quality of milk, price and goodwill are,
• Local vendor • Arokya • Sphurti • Datta • Sri Krishna • Gopal
PRINCIPAL FUNCTIONS OF MARKETING DEPARTMENT AT DMU:
• To prepare the marketing plan at the beginning of every year, taking into consideration the demand, sales, production capacity. • To undertake promotional activities in order to create awareness and to generate sales. • To ensure proper supply chain management. • To study competitors products and their strategies.
Dharwad Co-operative milk producers union Ltd., Dharwad
Month and Year wise average milk sales statement
(without bulk sales)
|Month |2000-01 |2001-02 |2002-03 |2003-04 |
|Yes |100 |100.0 |100.0 |100.0 |
[pic]
Figure 1: Number of respondents aware about NANDINI Brand of Milk and Milk products From the above table and graph we can observe that there is 100% brand awareness of Nandini. Out of 100 respondents surveyed all the 100 says they are aware of Nandini brand of milk and milk products. This shows only brand awareness but not about products in depth.
Table 2: Extent of awareness about the Nandini milk brands
|Product |Yes |No |Total |
|Toned milk |46 (46%) |54 (54%) |100 (100%) |
|Standard milk |60 (60%) |40 (40%) |100 (100%) |
|Shubham milk |58 (58%) |42 (42%) |100 (100%) |
|D’le toned milk |15 (15%) |85 (85%) |100 (100%) |
Note : Figures in the parenthesis indicate % to the total [pic] Figure 2: Extent of awareness about the Nandini milk brands
As the graph depicts among the milk brands of Nandini Standard milk carries highest of 60% of awareness, the next is Shubham Milk which carries the 58% of awareness. Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it.
Table 3: extent of awareness about the Nandini milk products
|Product |Yes |No |Total |
|Curd |76 (76%) |24 (24%) |100 (100%) |
|Pot curd |43 (43%) |57 (57%) |100 (100%) |
|Sweet lassi |48 (48%) |52 (52%) |100 (100%) |
|Masala lassi |44 (44%) |66 (66%) |100 (100%) |
|Pedha |55 (55%) |45 (45%) |100 (100%) |
|Khoa |33 (33%) |67 (67%) |100 (100%) |
|Paneer |29 (29%) |71 (71%) |100 (100%) |
|Butter |54 (54%) |46 (46%) |100 (100%) |
|Ghee |62 (62%) |38 (38%) |100 (100%) |
Note : Figures in the parenthesis indicate % to the total
[pic]
Figure 3: Extent of awareness about the Nandini milk products From this chart we can understand curd, ghee, pedha and butter are the products with greater awareness having 76%, 62%, 55% and 54% of awareness respectively. The pot curd, masala lassi and sweet lassi carry little less awareness as compared to the first 4 products with a response of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products with very less response of 33% and 29%. Table 4: factors looked while purchasing the Milk and Milk Products
|Parameters |Yes |No |Total |
|Quality |74 (74%) |26 (26%) |100 (100%) |
|Thickness |26 (26%) |74 (74%) |100 (100%) |
|Fat content |17 (17%) |83 (83%) |100 (100%) |
|Price |26 (26%) |74 (74%) |100 (100%) |
|Taste |52 (52%) |48 (48%) |100 (100%) |
|Availability |31 (31%) |69 (69%) |100 (100%) |
Note : Figures in the parenthesis indicate % to the total [pic] Fig 4: Table 4: factors looked while purchasing the Milk and Milk Products
When we tried to know what are the parameters which are looked while purchasing the milk and milk products the overall quality was given more importance with 74% then the next importance is given for taste with 52% response. Availability thickness and price comes next with 31%, 26% and 26% where as the fat content carries very less importance with only 17% looking for that.
Table 5: Sources of knowing about NANDINI products
| |Yes |No |Total |
|Dealers |30 (30%) |70 (70%) |100 (100%) |
|Campaigns |09 (09%) |91 (91%) |100 (100%) |
|Banners |36 (36%) |64 (64%) |100 (100%) |
|Wall paintings |42 (42%) |58 (58%) |100 (100%) |
|T V ads |55 (55%) |45 (45%) |100 (100%) |
|Radio ads |21 (21%) |79 (79%) |100 (100%) |
|Magazines |22 (22%) |78 (78%) |100 (100%) |
Note : Figures in the parenthesis indicate % to the total
[pic]
fig 5: Sources of knowing about NANDINI products
The learning about the products is happened to the great extent by Television 55% and wall paintings 42%. The banners and dealers also contributed in learning process by 36% and 30% respectively. 22% and 21% people came to know about the product s through magazines and radio ads, and only 9% of respondents learn about the products through campaigns which is the least.
Table 6: Extent of observation of advertisements of NANDINI products
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Yes |96 |96.0 |96.0 |96.0 |
|No |4 |4.0 |4.0 |100.0 |
|Total |100 |100.0 |100.0 | |
[pic]
Fig 6: Extent of observation of advertisements of NANDINI products
96 % of the respondents have observed the advertisements of Nandini Milk and Milk products. It’s a very good indicator that the efforts of the company are reaching the public.
Table 7: Were they informatory
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Yes |77 |80.0 |80.0 |80.0 |
|No |19 |20.0 |20.0 |100.0 |
|Total |96 |100.0 |100.0 | |
Fig 7: Were they informatory
Among 96 respondents who have observed the advertisements 77 respondents (80%) feel that the ads were informatory. Only 20% feels they were not so informatory.
Table 8: efficiency of media vehicles used
| |Yes |No |Total |
|Banners |34 (44%) |43 (56%) |77 (100%) |
|Ad boards |30 (39%) |47 (61%) |77 (100%) |
|Campaigns |10 (12%) |67 (88%) |77 (100%) |
|Wall paintings |29 (38%) |48 (62%) |77 (100%) |
|Television ads |58 (75%) |19 (25%) |77 (100%) |
|Radio ads |15 (19.5%) |62 (80.5%) |77 (100%) |
|Magazines |16 (21%) |61 (79%) |77 (100%) |
Note : Figures in the parenthesis indicate % to the total
[pic] Fig 8: efficiency of media vehicles used
When we asked which of the ads were more informatory 58% felt television, 34% says Banners, 30% felt ad boards, and 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory with 15%,16% and 10% response. Table 9: Number of awareness campaigns attended by the respondents
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Yes |11 |11.0 |11.0 |11.0 |
|No |89 |89.0 |89.0 |100.0 |
|Total |100 |100.0 |100.0 | |
[pic] Fig 9: Number of awareness campaigns attended by the respondents
Only 11 persons out of 100 have attended awareness campaigns which show the company has failed to reach to maximum number of customers through campaigns.
Table 10: information got from NANDINI products in Awareness Campaigns
| |Yes |No |Total |
|Freshness |07 (64%) |04 (36%) |11 (100%) |
|Hygiene in prod’n |04 (36%) |07 (64%) |11 (100%) |
|Reliability of brand |05 (45%) |06 (55%) |11 (100%) |
|No adulteration |02 (18%) |09 (82%) |11 (100%) |
Note : Figures in the parenthesis indicate % to the total
[pic] Fig 10: information got from NANDINI products in Awareness Campaigns
Out of 11 customers who attended the campaigns , freshness of the product was learnt by 7 people, reliability of the Nandini brand was learnt by 5 people, hygiene in production by 4 and no adulteration in Milk and its products by 2 respondents.
Table 11: Do you purchase NANDINI Milk and Milk Products
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Yes |72 |72.0 |72.0 |72.0 |
|No |28 |28.0 |28.0 |100.0 |
|Total |100 |100.0 |100.0 | |
[pic] Fig 11: Do you purchase NANDINI Milk and Milk Products
Out of 100 respondents 72% purchase Nandini Milk and Milk products. And 28% do not purchase Nandini Milk and Milk products.
Table12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products
|Parameters |Yes |No |Total |
|Quality |53 (74%) |19 (26%) |72 (100%) |
|Thickness |17 (24%) |55 (76%) |72 (100%) |
|Fat content |11 (15%) |61 (85%) |72 (100%) |
|Price |16 (26%) |56 (74%) |72 (100%) |
|Taste |27 (22%) |45 (78%) |72 (100%) |
|Availability |23 (32%) |49 (68%) |72 (100%) |
|Promotional activity |04 (06%) |68 (94%) |72 (100%) |
Note : Figures in the parenthesis indicate % to the total
[pic]
Fig 12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products
Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels quality is great it is the main factor which influence them for repetitive purchase. Then 27% says taste, 23 % feels availability, 17% says thickness, 16% feels price which influence them in making purchase decision. Very less importance was given by the customers to fat content (15%) and promotional activities (6%). Table 13: Reasons which forces for not purchasing NANDINI Milk and Milk Products :
|Parameters |Yes |No |Total |
|Quality |02 (07%) |26 (93%) |28 (100%) |
|Thickness |02 (07%) |26 (93%) |28 (100%) |
|Fat content |03 (11%) |25 (89%) |28 (100%) |
|Price |18 (64%) |10 (36%) |28 (100%) |
|Taste |08 (29%) |20 (71%) |28 (100%) |
|Availability |09 (32%) |19 (68%) |28 (100%) |
|Promotional activity |03 (11%) |25 (89%) |28 (100%) |
Note : Figures in the parenthesis indicate % to the total [pic] Fig13: Reasons which forces for not purchasing NANDINI Milk and Milk Products :
Out of 28 respondents who do not purchase Nandini Milk and Milk products price was said as the major factor with 64% response which influence their purchase decision. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content 11%, thickness 07% and promotional activities 11% are not major factors which prevents them for not being the customers.
---FINDINGS
Findings of the study:
• There is 100% of the respondents are aware of Nandini brand • Nandini Standard milk carries highest of 60% of awareness, the next is Shubham Milk which carries the 58% of awareness. Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it • Curd, Ghee, Pedha and Butter are having the greater awareness i.e.76%, 62%, 55% and 54% of awareness respectively. The Pot curd, Masala lassi and Sweet lassi carry little less awareness as compared to the first 4 products with a response of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products with very less response of 33% and 29%. • Quality was given more importance with 74%, then the next importance is given for taste with 52% response. Availability thickness and price comes next with 31%, 26% and 26% where as the fat content carries very less importance with only 17% looking while purchasing milk and milk products • The learning about the products is happened to the great extent by Television 55% and wall paintings 42%. The banners and dealers also contributed in learning process by 36% and 30% respectively. 22% and 21% people came to know about the product s through magazines and radio ads, and only 9% of respondents learn about the products through campaigns • 96 % of the respondents have observed the advertisements of Nandini Milk and Milk products. • Among 96 respondents who have observed the advertisements, 77 respondents (80%) feel that the advertisements were informatory. • Among 77 respondents who felt the advertisements were informatory 58% felt television, 34% says Banners, 30% felt ad boards, and 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory to about 15%,16% and 10% respectively. • Only 11 persons out of 100 have attended awareness campaigns
• Out of 11 customers who attended the campaigns, freshness of the product was learnt by 7 people, reliability of the Nandini brand was learnt by 5 people, hygiene in production by 4 and no adulteration in Milk and its products by 2 respondents. • Out of 100 respondents 72% purchase Nandini Milk and Milk products. • Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels quality is great it is the main factor which influence them for repetitive purchase. Then 27% says taste, 23 % feels availability, 17% says thickness, 16% feels price which influence them in making purchase decision. Very less importance was given by the customers to fat content (15%) and promotional activities (6%) • Out of 28 respondents who do not purchase Nandini Milk and Milk products price was said as the major factor with 64% response which influence their purchase decision. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and promotional activities (11%) are not major factors which prevents them for not being the customers.
---SUGGESTIONS
SUGGESTIONS:
• As there is very less awareness about Double toned milk the company should try to promote this product. • The products like pot curd, Masala lassi, Sweet lassi has a great potential to grow in the market but the awareness is little less. So the company must take appropriate steps in order to increase the awareness. And much effort is needed to promote Khoa and Paneer. • During the study I came to know that the availability of the milk products other than milk is very less. So the other milk products also made available to customer where ever the milk is available. That certainly increase the sales volume of milk products • Consumers say they learnt about the product mainly through Television, wall paintings and banners. And feels television ads, banners, ad boards were more informatory. So the efforts of the company are going in a right direction. But only suggestion is to increase the frequency television ads and ad boards • The customers expect Quality, taste and availability while purchasing the milk and milk products and the company has reached the expectation in case of quality and taste but a small effort is needed to increase the availability. • The non customers of Nandini says price is the major reason for not being. So the company should make an attempt to make them understand the value for money what they get from Nandini in terms of quality, and healthiness of the products. • Awareness campaigns have failed to reach majority of customers. So the number of campaigns to be increased and to be made in such a place that the maximum number of customers are covered.
---CONCLUSION
Conclusion
After analysing the data of the study I conclude that the Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory to about 15%, 16% and 10% respectively. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and promotional activities (11%) are not major factors which prevents them for not being the customers.
---ANNEXURE
Questionnaire
Dear Sir/ Madam,
Name: ____________________________________________
Address: ___________________________________________
Age: ( a. [15-20] ( b. [20-25] ( c. [25-30] ( d. [30 & above]
1. Do you know NANDINI Brand of Milk and Milk products?
( a. Yes ( b. No
2. Which of the following Milk brands of NANDINI are known to you?
( a. Toned Milk ( b. Standard Milk ( c. Shubham Milk ( d. Double Toned Milk
3. Do you know any of these NANDINI milk products?
( a. Curd ( b.Pot curd ( c.Sweet lassy ( d. Masala lassy ( e. Pedha ( f. Khoa ( g. Paneer ( h. Butter ( i. Ghee
4. What factors you look while purchasing the Milk and Milk Products?
( a. Quality ( b. Thickness ( c. Fat content ( d. Price ( e. Taste ( f. Availability
5. How did you come to know about these NANDINI products?
( a. Dealers ( b. Campaigns ( c. Banners ( d. Wall paintings ( e. T.V advertisements ( f. Radio Advertisements ( g. Magazines ( h. Others
6. Have you observed the advertisements of NANDINI products?
( a. Yes ( b. No
7. Were they informatory?
( a. Yes ( b. No
8. Which of the advertisements were more informatory?
( a. Banners ( b. Ad Boards ( c. Campaigns ( d. Wall paintings ( e. T.V advertisements ( f. Radio Advertisements ( g. Magazines ( h. Others
9. Have you attended any Awareness Campaigns organized by KMF?
( a. Yes ( b. No
10. What you came to know about the NANDINI products in Awareness Campaigns?
( a. Freshness of the product ( b. Hygeinity in production ( c. Reliability of the Brand ( d. No contamination of milk like in Private sector ( e. Others, If specify, ______________________________.
11. Do you purchase NANDINI Milk and Milk Products?
( a. Yes ( b. No
If Yes 12. Which of the following factors made you to repetitive purchase NANDINI Milk and Milk Products :
( a. Quality ( b. Thickness ( c. Fat content ( d. Price ( e. Taste ( f. Availability ( g. Promotional activities
If No 13. Select the following reasons due to which you are not purchasing NANDINI Milk and Milk Products :
( a. Quality ( b. Thickness ( c. Fat content ( d. Price ( e. Taste ( f. Availability ( g. Promotional activities
“THANK U”
---BIBLIOGRAPHY
REFERENCE BOOKS:
Marketing research: Tull and Hawkins
Economic efficiency on milk products co-operative union in North Bihar. Indian Co-Operative Review
Annual Report, National Dairy Development Board, Anand, Gujarat, India
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Assistant
Helper
Jr.Supervisor
Helper
Assistant
Helper
Helper
Assistant
Workers
A/cs
Assistant
Q.C
Officer
Extension
Officer
Dy
Manager
Sr.
Supervisor
Dy
Manager
Dy
Manager
Dy
Manager
Dy
Manager
Marketing
Security
Admin
Finance
Production
P&I
Managing director
Directors
(Nominated-3)
Director
(Ex-officer-5)
Director
(Elected-8)
Presidents
Guards
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1: Marketing inputs means the activities of organizations that attempt to communicate the benefits of their product and services to potential consumers. Sociocultural inputs consist of a wide range of non-commercial influences. A TV with a built DVD and A concentrated liquid laundry detergent are influencing by marketing inputs more. Since marketers can influence the consumers perception through illustrated advantages of those product. Fat reduced ice cream and pay television are more influencing by social cultural. Since when consumers by those products, they would like to ask the opinion of their friends.…
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THE PROCESS of development along with the expanding globalisation and liberalisation process has increased the number of consumer related issues. Consumer protection has earned an important place in the political, economic and social agendas of many nations. In India, the Government has taken many steps including legislative, to protect consumers.…
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- 2 Pages
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