Summer Project Report

Belgaum Milk Union Ltd

“STUDY THE CONSUMER AWARENESS

ABOUT NANDINI MILK AND MILK

PRODUCTS

AND IMPACT OF PROMOTIONAL

ACTIVITIES ON CREATING AWARENESS.”

Under taken at

Belgaum Milk Union,

A Subsidiary of Karnataka Milk Federation

BIET MBA Programme Davangere 1


INDUSTRY PROFILE

DAIRY INDUSTRY IN INDIA

Dairy enterprise is an important occupation of farmer. In India nearly

70% of the people depend on agriculture. It is the backbone of India. Dairy

is linked with agriculture industry to a large extent. Animal husbandry in

India is an essential part of agriculture. It is mainly a rural occupation

closely associated with agriculture.

DEVELOMENT OF DAIRY INDUSTRY IN INDIA

During the Pre-independence year there was no serious stress given to

dairy industry. In 1886 the Department of Defense of the British

Government established the dairy farms for the supply of milk to the British

troops in Allahabad. Later, in 1920 serious steps were taken by Mr. William

Smith, an expert in dairy forming to improve the milk production There was

discrimination done to the Indians hence this led to the rise of the first milk

union in India. In Luck now in 1937 called the Luck now milk producers

Co-operative union Ltd.

In 1946 AMUL (Anand Milk Udyog Ltd) was started in Gujarat to

bring up the economic stability of villagers.

When the farmer Prime Minister Lal Bahaddur Shastri visited the

functioning as it was rendering a social service to the society, which helped

the villagers to come in the national economic stream.



The dairy and Animal Husbandry received serious attention after the

independence. There were lot many of progressive steps taken by the

government through five year plans. This led to the formation of National

Dairy Development Board in 1965 & thus in 1970 he decided to Bring a “

White Revolution” through out the country, Initially 10 states were selected

were for this purpose excluding Karnataka.

In Karnataka in 1974 an integrated project was launched to restructure

and reorganize the dairy industry on Co-operative principle of AMUL and to

lay foundation for new direction in dairy industry.

NATIONAL DARIY DEVELOMENT BOARD:

History

The NDDB was founded to replace exploitation with empowerment,

tradition with Modernity, Stagnation with growth, transforming dairy into

and instrument for the development of Indian’s rural people.

The NDDB was established in 1965; the board is registered under the

Societies Registration Act and the public Trust Act, fulfilling the desire of

the Prime Minister of India – the late Lal Bahaddur Shastri to extend the

success of the Kaira Co-operative Milk producers union (AMUL) TO

OTHER PARTS OF India. Dr Vergese Kurien was the founder chairman.

The success combined the wisdom & energy of farmers with professional

management to successful capture liquid milk and milk product markets

while supporting farmer’s investment with inputs and services.



The Growth

NDDB began its operations with the mission of making dairying a

vehicle to a better future for millions of gross roots milk producers. The

mission archived helped to launce ‘’Operation Flood’’, a programme

extending over 26 years and with the help of World Bank Loan India

become the world’s largest milk producing country. As per March 2001

India’s 96000 Dairy Co-operative are integrated thorough a three Tier Cc-

operative structure. The Anand pattern, which is owned by more than 10

million formers, procures an average of 1605 million liters of milk everyday.

The milk is processed and marketed by 170 milk producers co-operative

unions which, in turn own 15 state co-operative milk marketing federation.

Since its establishment the dairy development board has planned and

spearheaded India’s Dairy programmer by placing dairy development in the

hands of milk producers and the professionals they employ to manage their

co-operatives. In addition, NDDB also promotes other commodity based co-

operative, allied industries and veterinary biologically on an intensive and

nation wide basis.



Objectives of NDDB:

To sponsor, promote, manage, acquire, construct or control any

plant or work, which promote projects of general public utility

relation to dairying.

To make information available on request to technical services to

increase production of Milk.

To prepare initial feasibility studies of dairying and other dairy

related projects and undertake subsequent designing planning and

start up those projects.

To undertake research and development programme related to

production and marketing of milk and milk products.

To provide assistance for exchange of information to other

international agencies.

Services rendered by NDDB:

NDDB provide the following services.

Planning dairy and rural development projects.

Organization of farmer co-operative societies.

Setting up of dairy and cattle feed plants.



Manpower planning and training.

Applied research and development.

Implementation of milk production enchantment programme.

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 Belgaum 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 co-operative Milk Producers’ Federation Limited

(KMF)

Co-operatives. It is the third largest dairy co-operative amongst the

dairy co-operatives in the country.

To impart training KMF is the apex Body in Karnataka representing

Dairy, 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.

KMF is a co-operative apex body in the state of Karnataka for

representing dairy organizations and also implementing dairy development

activities to achieve the following objectives.

Providing assured and remunerative market for all the milk

produced by the farmer members.

Providing hygienic milk to urban consumers.

To build village level institutions in co-operative sector to manage

the dairy activities.

To ensure provision of milk production inputs, processing facilities

and dissemination of know-how.



To facilitate rural development by providing opportunities for self-

employment at village level, preventing migration to urban areas,

etc.

FUNCTIONS OF KMF

Co-ordination of activities between the unions.

Developing the markets for the increasing in milk production.

To make the brand ‘’Nandini’’ as a house hold name.

Excellence in quality is to be maintained to lay a solid foundation

for wide

Spread acceptance of ‘’Nandini’’ products.

To increase the market share of ‘’Nandini’’.



COMPANY PROFILE Belgaum Milk Union

Belgaum Milk Union Limited (BEMUL) is functional in the milk rich

district of Belgaum in Karnataka. Its milk shed area includes the whole

district of Belgaum.

The government of Karnataka established the Belgaum Dairy in 1966

with a capacity of 10 LTPD (Litre Ton Per Day) and procurement of 3000

kgs per day. In 1985 it was taken over by the Belgaum milk union (Bemul).

On its joining the KMF in 1985, it became as part of the area in which the

operation flood 3 was implemented. Under this a new dairy with a capacity

of 60 LTPD was established at a cost of Rs.5.82 crores. A chilling center

with a capacity of 20 LTPD and form cooler with a capacity of 60 LTPD

was also established as a part of this scheme.

Today the union is procuring milk from over 435 DCSs (District Co-

Operative Societies) of which 319 are functional. Their Functional DCSs of

which 319 are functional. Their functional DCSs has shown steady increase

over the past few years with the member starting at 71787 in November

1997. The effort of the union on the procurement side has lead to its

procuring in an average of 461846 of its milk everyday.



Functions of BEMUL

The main function of 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 properly and

in an efficient manner.

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 account of the DCS’s supervise the purchase process and

market the milk and milk products.

Objectives of BEMUL:

Providing hygienic and good quality of milk to the consumers.

To build the economic strength of the milk products in villages.

To eliminate middlemen’s in the business so that the milk products

receive there appropriate share of bread.

To educate the villages 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.



VISION AND MISSION BELGAUM MILK UNION

VISION STATEMENT OF BEMUL:

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 BEMUL:

Belgaum 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.



BELGAUM MILK UNION

A group of experienced officers, appointed by the Karnataka Milk Federation

surveyed the whole of Belgaum 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.

Belgaum Milk Union (BEMUL) came into existence on 3-3-1986 BEMUL was

established under co-operative act on 3-3-1986 at Belgaum. And Gadag, Haveri, Uttar

Canara and Belgaum 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

Belgaum Milk Union.

BEMUL was Rs.7 crore Projects of which Government has Rs.2Crore of share

capital and authorized capital of BEMUL is Rs.5crore.

BEMUL formed 551 milk producer's co-operative societies in Belgaum, Gadag,

Haveri and Uttar Kannada districts.

The production capacity of BEMUL 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.

BEMUL 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 Belgaum Milk Union is one Co-operative society among the 13

establishments, under KMF: The Belgaum Milk Union (BEMUL) 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 Belgaum 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 BEMUL:

The main function of BEMUL 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 BEMUL:

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.



ORGANIZATION CHART


Presidents

Director(Elected-8)

Director(Ex-officer-5)

Directors(Nominated-3)

Managing director

P&I Production Finance Admin Security Marketing

DyManager

DyManager

DyManager

DyManager

Sr.Supervisor

DyManager

ExtensionOfficer

Q.COfficer

A/csAssistant

Assistant Jr.Supervisor

Assistant

HelperHelperHelperAssistantHelper

Workers

Guards


PRODUCT MIX OF KMF



Sl No. Product Name Maximum Price of

Sale

1. Toned Milk / Liter 17.002. Standard Milk 19.003. Subham Milk 20.004. Subham Milk 5 liter in pack 100.005. Standard Milk 200 Ml pack 4.006. Double Toned Milk 16.007. Curd 200 gm 5.008. Curd 500 gm 10.009. Pot Curb 250 gm 7.0010. Bulk Curd 16.0011. Sweet Lassi 5.0012. Masala Lassi 4.0013. F.M. 200ml 4.0014. SMP per kg 145.0015. SMP per ltr 140.00

16. Pedha per kg 108.0017. Khoa per kg 100.0018. Paneer 200 gm pack / kg 120.0019. Paneer Bulk 114.0020. Ghee 200 Ml Pack / Liter 195.0021. Ghee 500 Ml Pack / Liter 189.0022. Ghee 1000 Ml Pack / Liter 185.0023. Ghee 15 kg tin/Kg 180.0024. Butter 100 gm Pack / Kg 160.0025. Butter 500 gm Pack / Kg 154.0026. Butter 50 gm (WDC) Pack / Kg 138.00



OTHER PRODUCTS

Sl No. Product Name Maximum Price of

Sale

1. Badam Powder 200 gm Tin/Kg

Badam Powder 200 gm Tin/Kg

Badam Powder 10 gm Tin/Kg

210.00

42.00

250.00

2. Mysore Pak 250 gm/Kg

Mysore Pak 250 gm pack

220.00

55.00

3. Jamoon Mix 200 gm / Kg

Jamoon Mix 200 gm / pack

160.00

32.00

4. SFM Bottles 12.00

5. Milk 200 Ml Pack (Tetra Pack) 10.00



MARKETING DEPARTMENT.

The marketing department of BEMUL is considerably extensive which covers an

Area viz., Goa, Uttar Kannada district, and Belgaum, some parts of the maharastra.

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 BEMUL 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 BEMUL facing a tough competition

resulting into major loss of market share gradually over the years. Today BEMUL has

only 23 % of total market share. BEMUL 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

Gokul

PRINCIPAL FUNCTIONS OF MARKETING DEPARTMENT

AT BEMUL:

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.



Belgaum Co-operative milk producers union Ltd., Belgaum

Month and Year wise average milk sales statement

(without bulk sales)

Month 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

April 58360 56366 55187 58049 53814 55256 52127 58719

May 58909 56548 54514 59435 52823 56312 53386 59363

June 58943 54391 52118 58075 50731 54357 51621 57642

July 58784 54147 52055 56347 49622 53314 51390 57356

August 60793 54213 52002 56459 49633 52602 52414 58024

Sept 60014 52686 52806 54571 50030 52670 52520 57777

Oct 58468 50894 52530 54291 48660 51884 52981 58596

Nov 58024 50658 53030 55833 51343 52895 51976 59966

Dec 58810 52720 54879 54258 51133 51689 52182 NA

Jan 59054 51534 53712 52485 51646 51602 53547 NA

Feb 55936 53605 56155 51597 51933 54221 54501 NA

March 56353 54191 56333 52884 53209 55315 55342 NA

Avg/Sales 58537 53521 53777 55357 51315 53510 52832 58480

Note: NA—Not Available



PROMOTIONAL ACTIVITIES CARRIED OVER BY KMF:

Promotional activities are the activities conducted by the company which helps

the company to keep its customers informed about the product, any developments, and

advancement in the products. The promotional activities help the company to place its

brand or product on the top of the mind of the customers. These activities depend on the

nature of the product, the target customers, the message that the company wants to

convey to its customers etc…

KMF found the need for adopting the promotional activities in order to create

awareness about the product which intern lead to increase in sales and help the company

to increase its market share. The company has undertaken various promotional activities

in order to increase the market share of its Milk and Milk products.

The following are the major promotional activities carried over by KMF:

Advertisements

Magazines

Hoardings

Ad boards

Banners

Dealer displays

Television



Radio etc…

Awareness campaigns

Door to door

Mass campaigns

ADVERTISEMENTS:

Now a day’s advertisement is the well known, most effective, and common means

of promotional activity. Advertisement is a complex form of communication that operates

with objectives and strategies leading to various types of impact on consumer thoughts,

feelings and actions. It is the best way to keep your customer updated and give an

introduction to the new customers. Also it helps the company in keeping its brands or

products on the top of the minds of the customers.

KMF is making extensive use of advertisement in making the customers aware

about its milk and milk products. It is using almost all the media vehicles in a

proportionate manner. The company is making use of different media vehicles like Print

media, electronic media, and others also

The following are the media vehicles used by the company for advertising its

products.



MAGAZINES:

All the leading Kannada magazines are used by the company for advertising.

Especially the weekly and monthly magazines are used to a greater extent. The special

edition magazines like Deepawali edition, New year edition are also used. The main

advantage of this print media is we can give bit detailed information about the products.



HOARDINGS:

These are also very effective ads, where in the large hoardings with the ad

message are put in the much clustered areas or on the sides of the roads. These are

designed in such a way that just to remind about the brands. Usually this doesn’t give the

detailed information about the brand but to remind about the brand and to show the

availability.



NEWS PAPER INSERTIONS:

These types of advertisements are made by inserting the printed pamphlets in the

leading local news papers. The target customers from a particular geographical area are

selected and the printed insertions will be given to the news paper agents. The agents

insert those pamphlets in the said news papers. From this the company can reach to the

majority of customers who purchase that particular news paper in the whole area. This is

a very economical means of advertisement.

BANNERS:

Banners are also play important role in creating awareness. They are the one

which carry the message of the product or brand and catches the eye of consumers very

easily. They are so compatible in nature that you can use them at any place. For ex, the

banners can be used at dealers or outlets, can be tied in a crowded area, can be used in a

promotional campaigns etc…

DEALER DISPLAYS:

The dealer displays are the display boards given by the company for displaying

the product information. They are exclusively given to dealers only which contain

lighting facility which make them clearly visible at the night also. These boards displays

the products that are available and also to make separate identity for the dealers.

TELEVISION AND RADIO:

The company also making the publicity through the most popular media i.e.:

electronics media. We can see and hear the advertisement of Nandini in radio channels

and in various television channels also. At the same time KMF is doing some kitchen

programs like NANDINI ADUGE MANE in private Kannada channels which are



exclusively sponsored by KMF, which are also creating awareness about NANDINI

products and increasing the brand image of NANDINI.

AD BOARDS:

These are the tin boards and hard plastic boards which carry the information about

individual products and of all products. There are two types of ad boards, namely

Rectangle boards, cone boards. Usually these are used to advertise on public transport

systems (back of city bus) and to display at the dealer outlets. These are more

informatory compared to the hoardings.



AWARENESS CAMPAIGNS:

Awareness campaigns are the campaigns organized by the KMF for promoting

the Nandini Milk and Milk products. The awareness campaigns are organized by the

marketing department of the company in which the company officials try to make the

consumers aware about all the products available at Nandini counter. Also the officials

try to convey the parameters which have to be looked while purchasing the milk and milk

products. The consumers are given knowledge of the steps taken by KMF in order to

provide them the healthier products which are processed with hygiene.

The company officials also give knowledge to the consumers that how they are

cheated by the private suppliers by doing adulteration and how that will affect their and

their children’s health.

In total the awareness campaigns never force the consumer to purchase the

Nandini products but help them in decision making by comparing Nandini products with

that of other private branded products.



Usually this kind of awareness campaigns are organized in developing market and

in the areas where the sales is less, and in the area where comparatively less educated

people are there. Because the less educated consumers are week in decision making so

these campaigns gives them a platform to think and decide.

There are two types of awareness campaigns practiced by the company. They are:

DOOR TO DOOR CAMPAIGNS:

The door to door awareness campaigns are done in the area where there are less

existing customers are there and more potential customers are observed. Here the

company officials personally visit every house and provide the information to the

individual households. Generally it is carried over in such place where the customers

need detailed knowledge about the products.

These door to door campaigns are too much time consuming and also need to

incur more expenses. But the results are more favorable.

MASS CAMPAIGNS:

Mass campaigns are carried over where there is a crowd. In such areas the

officials take opportunity to make the crowd understand about the quality of the product,

the factors to be looked after while purchasing the milk products. And also educate the

crowd about the product mix of Nandini.

These type of campaigns are organized in Mela’s, Fairs, and in sponsored

programs like Mahila Mandal programs, functions in school and colleges etc...

Compared to door to door campaigns the mass campaigns are less expensive and less

time consuming. But the results of mass campaigns are not so favorable as of door to

door campaigns.



ANALYSISINTERPRETATION AND ANALYSIS

Keeping in view of the objectives, the data so collected from various sources and were analyzed with the help of appropriate techniques. The results of the study are presented in this chapter under the following headings.

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.


Frequency PercentValid

PercentCumulative

Percent

Yes 100 100.0 100.0 100.0


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

TM SMSHBM M

DTM

0

10

20

30

40

50

60

Res

po

nd

ents

Brands

Series1

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.



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%)


0

10

20

30

40

50

60

70

80

Curd P Curd S lassy M lasy Pedha Khova Paneer Butter Ghee

products

Resp

onde

nts Series1

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%.


0

10

20

30

40

50

60

70

80

Quality Thickness Fat Cont price Taste Avai'ty

Series1

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


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%)


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.

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%)


0

10

20

30

40

50

60

Dealers Cam's Banner Wal paint Tv ads Radio ads Magzine

Series1

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.

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.


Frequency Percent Valid PercentCumulative

Percent

Yes 96 96.0 96.0 96.0

No 4 4.0 4.0 100.0Total 100 100.0 100.0



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.


77

19



0

10

20

30

40

50

60

70

Banners Ad boards Cam's w al paint TV Radio Magzine

Series1

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.


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%)



Percent

Yes 11 11.0 11.0 11.0

No 89 89.0 89.0 100.0

Total 100 100.0 100.0

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.




0

1

2

3

4

5

6

7

8

Freshness Hygin in prodct'n Reliablity of brnd No contamin

Series1

Fig 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%)


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.


Percent

Yes 72 72.0 72.0 72.0

No 28 28.0 28.0 100.0

Total 100 100.0 100.0

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.




0

10

20

30

40

50

60

Quality Fatcontent

Taste Proactivity

Series1

Fig 12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products



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%)


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%).


0

2

4

6

8

10

12

14

16

18

Quality Fatcontent

Taste Proactivity

Series1

Fig13: Reasons which forces for not purchasing NANDINI Milk and Milk Products :



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%)


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.



SUGGESTIONSAs 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.



CONCLUSIONAfter 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.



QuestionnaireDear Sir/ Madam,

I am pleased to introduce myself Shrirang. R. Katti, Student of MBA, in “Bapuji Institute of Engineering & Technology MBA Programme” Davangere. As a Part of Curriculum; have undertaken a study on, “Consumer awareness about Nandini Milk and Milk Products, and impact of promotional activities on creating awareness”. So I kindly request you to invest some part of your valuable time and co-operate.

The information provided by you will be used for academic purpose only.

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 YOU”



BIBLIOGRAPHY

REFERENCE BOOKS:

Economic efficiency on milk products co-operative union in North Bihar.

Indian Co-Operative Review

Annual Report, National Dairy Development Board, Anand, Gujarat, India

INTERNET WEBSITES: www.kmfnandini.com


http://www.kmfnandini.com/

Summer Project Report

Documents

Transcript of Summer Project Report