study the consumer awareness about nandini milk and milk products and impact of promotional...

A study on Consumer awareness about Nandini Milk and Milk

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“STUDY THE CONSUMER AWARENESS ABOUT

NANDINI MILK AND MILK PRODUCTS

AND IMPACT OF PROMOTIONAL ACTIVITIES ON

CREATING AWARENESS.”

Under taken at

Dharwad Milk Union,


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Table of Contents

Sl. No Particulars Page No.

1. Executive Summary 5

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


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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.


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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


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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.


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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.


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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.


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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


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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


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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


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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 analyzing 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


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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


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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.


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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.


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---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.


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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.


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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.


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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.


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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.


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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.


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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.


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DETAILS OF DHARWAD MILK UNION

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


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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


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ORGANIZATION CHART

Presidents

Director

(Elected-8)

Director

(Ex-officer-5)

Directors

(Nominated-3)

Managing director

P&I Production Finance Admin Security Marketing

Dy

Manager

Dy

Manager

Dy

Manager

Dy

Manager

Sr.

Supervisor

Dy

Manager

Extension

Officer

Q.C

Officer

A/cs

Assistant

Assistant Jr.Supervis

or

Assistant

Helper

Helper Helper

Assistant Helper

Workers

Guards


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PRODUCT MIX OF KMF


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Sl No. Product Name Maximum Price of

Sale

1. Toned Milk / Liter 17.00

2. Standard Milk 19.00

3. Subham Milk 20.00

4. Subham Milk 5 liter in pack 100.00

5. Standard Milk 200 Ml pack 4.00

6. Double Toned Milk 16.00

7. Curd 200 gm 5.00


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8. Curd 500 gm 10.00

9. Pot Curb 250 gm 7.00

10. Bulk Curd 16.00

11. Sweet Lassi 5.00

12. Masala Lassi 4.00

13. F.M. 200ml 4.00

14. SMP per kg 145.00

15. SMP per ltr 140.00

16. Pedha per kg 108.00

17. Khoa per kg 100.00

18. Paneer 200 gm pack / kg 120.00

19. Paneer Bulk 114.00

20. Ghee 200 Ml Pack / Liter 195.00



23. Ghee 15 kg tin/Kg 180.00


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24. Butter 100 gm Pack / Kg 160.00

25. Butter 500 gm Pack / Kg 154.00

26. 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


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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 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


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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.


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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 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


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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…


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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


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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


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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.


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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.


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NEWS PAPER INSERTIONS:


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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:


Products


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.


Products


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.


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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.


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Products


---ANALYSIS

INTERPRETATION 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.

Table 1: Number of respondents aware about NANDINI Brand of Milk and

Milk products

Yes

Fre

quen

cy

120

100

80

60

40

20

0

100

Figure 1: Number of respondents aware about NANDINI Brand of Milk and Milk

products

Frequency Percent Valid

Percent

Cumulative

Percent

Yes 100 100.0 100.0 100.0


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

TMSM

SHBM MDTM

0

10

20

30

40

50

60

Resp

on

den

ts

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


Products


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


0

10

20

30

40

50

60

70

80

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

products

Resp

on

den

ts

Series1

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%)


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F

igur

e 3:

Exte

nt of

awa

rene

ss

abou

t 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%)


Products


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

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


Products



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



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.

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%)


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Table 6: Extent of observation of advertisements of NANDINI products

NoYes

Fre

qu

en

cy

120

100

80

60

40

20

0

96

Fig 6: Extent of observation of advertisements of NANDINI products


Milk products. It’s a very good indicator that the efforts of the company are reaching the

public.

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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Table 7: Were they informatory


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.

NoYes

Fre

qu

en

cy

100

80

60

40

20

0

77

19


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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%)


Products


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.

Table 9: Number of awareness campaigns attended by the respondents


Percent

Yes 11 11.0 11.0 11.0

No 89 89.0 89.0 100.0

Total 100 100.0 100.0


Products


NoYes

Fre

qu

en

cy

100

80

60

40

20

0

89

11

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


Products



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

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.

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%)


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Table 11: Do you purchase NANDINI Milk and Milk Products


Percent

Yes 72 72.0 72.0 72.0

No 28 28.0 28.0 100.0

Total 100 100.0 100.0

NoYes

Fre

quen

cy

80

60

40

20

0

28

72

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.


Products


Table12: Factors influencing for repetitive purchase NANDINI Milk and Milk

Products


0

10

20

30

40

50

60

Quality Fat

content

Taste Pro

activity

Series1

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

Products


quality is great it is the main factor which influence them for repetitive purchase. Then


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%)


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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 :


0

2

4

6

8

10

12

14

16

18

Quality Fat

content

Taste Pro

activity

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%)


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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.


Products


---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



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


Products



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.


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%)


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.


Products



Products


---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.


Products


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.


Products


---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.


Products



Products


---ANNEXURE

Questionnaire Dear Sir/ Madam,

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


Products


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


Products


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


Products


“THANK U”

---BIBLIOGRAPHY


Products


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

INTERNET WEBSITES: www.kmfnandini.com

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