A project report on consumer awareness about nandini milk and milk products

CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND
IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS

“STUDY THE CONSUMER AWARENESS
ABOUT NANDINI MILK AND MILK
PRODUCTS
AND IMPACT OF PROMOTIONAL
ACTIVITIES ON CREATING AWARENESS.”

Under taken at

Dharwad Milk Union,

A Subsidiary of Karnataka Milk Federation

Babasabpatilfreepptmba.com 1


Table of Contents
Sl.no Particulars Page No.

1. Executive Summary 4

2. Industry profile 10

2.1 Brief history 11

3 Company profile 14

5.1 Karnataka Milk federation 15

5.2 Dharwad milk union 17

5.3 Organization chart 24

5.4 products 25

5.5 Marketing department 29

5.6 Promotional activities by KMF 32

6 Analysis 42

7 Findings 56

8 Suggestions 59

11 Conclusion 61

12 Annexure 63

13 Bibliography 67



---EXECUTIVE SUMMARY
Title of the project:

“TO STUDY THE CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK
PRODUCTS, AND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING
AWARENESS.”

Objective of the study:

• To study the consumer awareness about Nandini Milk and Milk Products.

• To study impact of promotional activities on creating consumer
awareness.

Sub Objectives:

• To study the whole product range of Nandini Milk and Milk products.

• To study the customer expectations in Packaged Milk and Milk products.

• To study the promotional activities adopted by the company.

• To evaluate the impact of those activities on customers mind.

• To search for the new areas on which the company can focus to create
awareness.



Statement of the problem
Milk is the day to day need of any individual all over the world. In India the

supply of Milk to the customers is done through the unorganized milkmen. After the

revolution of the co-operative milk unions the milk India seen the packaged and

processed Milk and Milk products. For many years the co-operative milk unions enjoyed

monopoly in the market. But after the entry of private sector in this industry the

competition has increased to maximum extent. Each of the players in the market has

many ranges of milk products under different brands. And each and every player wishes

that his brand of products must be on the top of the mind of customer.

With the increasing competition, KMF is not able to raise the market share of its

Nandini branded Milk and Milk products. And the company thinks the lacking of

awareness of its products may be affecting its sale. In order to increase the consumer

awareness the company started many promotional activities. Now the company wants to

know how much customers are aware about the product and what impact of promotional

activities in creating awareness.

Hence the main purpose of this study is to find the “to study the consumer

awareness about Nandini milk and milk products, and impact of promotional activities on

creating awareness.”



Need for the study:

Dharwad Milk Union, a Subsidiary of Karnataka Milk Federation, is the
oldest company in the North Karnataka region in the Packaged Milk and Milk Products
segment. The company was the leader in this segment with its various products under the
brand of NANDINI. But now with the increasing competitors from private sector in
Packaged Milk and Milk Products industry the company has failed to increase its market.
The company has made the attempt to increase the sales through many promotional
activities like advertisements through various Medias, and Awareness Campaigns.
Through these promotional activities the company wanted to re-capture the customers
who are shifted from Nandini to other private branded products, and also wants capture
those consumers who still depending on the un-organized suppliers like Dabba Milkmen
etc… to serve their need of milk and milk products.

So now the company wants to know the consumer awareness about Nandini Milk
and Milk products and impact of promotional activities on creating the awareness in the
minds of customers. And also the company wants to know what sort of activities to be
undertaken to attract the customers.



RESEARCH METHODOLOGY:

Sample Size - 100

1) DATA COLLECTION METHODS USED:

Primary and secondary data collected to carry out the research work.

• Primary data:

Information was collected directly from the consumers for the project work. The
data collected during the study included the data collected through questionnaire and
face-to-face interview with customers.

• Secondary data:

Secondary data includes data collection of information from newspapers,
magazine reviews and Internet information about Processed Milk and Milk products
industry.

2) MEASUREMENT TECHNIQUE:

• Questionnaire:



Questionnaire is a formalized instrument for collecting information directly
from the respondents. During this research questionnaire was used as tool for getting
information from the customers in the twin cities.

• Sampling Method:

The sample is selected based on non- probability sampling method.

• Sample size:

Sample size is 100 customers.

• Using SPSS software:

It involves a recorded observation into dissipate statement. The measurement and

evaluation of data is done using SPSS 11.0 version software and Microsoft Excel for the

graphical representations.



Findings of the study:

• There is 100% of the respondents are aware of Nandini brand

• Nandini Standard milk carries highest of 60% of awareness, the next is Shubham

Milk which carries the 58% of awareness. Toned milk is also in the queue with

46% of awareness and the Double Toned Milk is showing very poor awareness

with only 15% of respondents are aware of it

• Curd, Ghee, Pedha and Butter are having the greater awareness i.e.76%, 62%,
55% and 54% of awareness respectively. The Pot curd, Masala lassi and Sweet
lassi carry little less awareness as compared to the first 4 products with a response
of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products
with very less response of 33% and 29%.
• Quality was given more importance with 74%, then the next importance is given
for taste with 52% response. Availability thickness and price comes next with
31%, 26% and 26% where as the fat content carries very less importance with
only 17% looking while purchasing milk and milk products
• The learning about the products is happened to the great extent by Television
55% and wall paintings 42%. The banners and dealers also contributed in learning
process by 36% and 30% respectively. 22% and 21% people came to know about
the product s through magazines and radio ads, and only 9% of respondents learn
about the products through campaigns



• 96 % of the respondents have observed the advertisements of Nandini Milk and
Milk products.
• Among 96 respondents who have observed the advertisements, 77 respondents
(80%) feel that the advertisements were informatory.
• Among 77 respondents who felt the advertisements were informatory 58% felt
television, 34% says Banners, 30% felt ad boards, and 29% felt wall paintings
were more informatory. Radio ads, magazines, and campaigns were felt less
informatory to about 15%,16% and 10% respectively.
• Only 11 persons out of 100 have attended awareness campaigns

• Out of 11 customers who attended the campaigns, freshness of the product was
learnt by 7 people, reliability of the Nandini brand was learnt by 5 people,
hygiene in production by 4 and no adulteration in Milk and its products by 2
respondents.
• Out of 100 respondents 72% purchase Nandini Milk and Milk products.
• Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels
quality is great it is the main factor which influence them for repetitive purchase.
Then 27% says taste, 23 % feels availability, 17% says thickness, 16% feels price
which influence them in making purchase decision. Very less importance was
given by the customers to fat content (15%) and promotional activities (6%)
• Out of 28 respondents who do not purchase Nandini Milk and Milk products
price was said as the major factor with 64% response which influence their
purchase decision. Second and third importance was given to availability and taste
by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and
promotional activities (11%) are not major factors which prevents them for not
being the customers



SUGGESTIONS:

• As there is very less awareness about Double toned milk the company should try
to promote this product.
• The products like pot curd, Masala lassi, Sweet lassi has a great potential to grow
in the market but the awareness is little less. So the company must take
appropriate steps in order to increase the awareness. And much effort is needed to
promote Khoa and Paneer.
• During the study I came to know that the availability of the milk products other
than milk is very less. So the other milk products also made available to customer
where ever the milk is available. That certainly increase the sales volume of milk
products
• Consumers say they learnt about the product mainly through Television, wall
paintings and banners. And feels television ads, banners, ad boards were more
informatory. So the efforts of the company are going in a right direction. But only
suggestion is to increase the frequency television ads and ad boards
• The customers expect Quality, taste and availability while purchasing the milk
and milk products and the company has reached the expectation in case of quality
and taste but a small effort is needed to increase the availability.



• The non customers of Nandini says price is the major reason for not being. So the
company should make an attempt to make them understand the value for money
what they get from Nandini in terms of quality, and healthiness of the products.
• Awareness campaigns have failed to reach majority of customers. So the number
of campaigns to be increased and to be made in such a place that the maximum
number of customers are covered.

Conclusion

After analysing the data of the study I conclude that the Toned milk is also in the
queue with 46% of awareness and the Double Toned Milk is showing very poor
awareness with only 15% of respondents are aware of it 29% felt wall paintings were
more informatory. Radio ads, magazines, and campaigns were felt less informatory to
about 15%, 16% and 10% respectively. Second and third importance was given to
availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness
(07%) and promotional activities (11%) are not major factors which prevents them for
not being the customers.



---INDUSTRY PROFILE
Brief History

India has a rich tradition in dairying since the time of Lord Krishna. Dairying has
been inherent in Indian culture, for centuries. Milk and milk products have always been
an integral part of our consumption habits. In the vast field of animal husbandry, the
contribution of dairying has been most significant, in terms of employment, as well as
income generation. In post-independence India, co-operative dairying has been one of our
major success stories, having a profound impact on socio-economic development of rural
areas.

Today, India is the largest milk producer in the world with record production of
91.5 million tons. India stands first in world milk production with a share of about 14 per
cent in world milk production. Milk has achieved unique status in terms of its output
value exceeding Rs. 1,00,000 crores and has made rapid strides both in terms of number
of milk producers and quantity of milk produced.

In India, dairying is the second important subsidiary occupation in rural areas,
next to the main occupation of agriculture. Livestock sub-sector alone contributed
to 25 per cent of the total value of agricultural GDP. The development of dairy industry
in India is well known all over the world as one of the most successful development
programme in the globe. Dairy farming is visualized by the farmers in India as part of an
integrated agricultural system where dairy and agriculture complement each other.

The milk production in India was 17 million tonnes in 1950-51. This could meet
only 25 per cent of the domestic demand, the remaining 75 per cent of the demand was
met by importing the milk solids. The production was stagnant for two decades till 1970,
with annual growth rate of milk production of one per cent. Thanks to the vision and
foresight of Dr. Kurien, in 1970, NDDB launched “Operation Flood Program” with



objective of ending milk famine in the country and turning farmers co-operatives into
powerful catalyst for transforming India into major milk producer in the world. Further,
by providing milk producers remunerative prices round the year, milk production in India
touched 74 million tons since 1997. By the year 2000, India tops to emerge as the largest
milk producer – by surpassing the USA – with an estimated production of 86 million
tons. This is as a result of India’s “White Revolution” in milk production.

The first phase of “Operation Flood Program” was between 1970 and 1981 and it
laid the foundation for modern dairy industry in India. There was a liable self-sustaining
growth of producers controlled dairy co-operatives. The second phase was in action
during 1981 to 1985, which established 136 milk sheds and captured markets in 290
cities and provided 4.9 billion finance. The operation flood has completed third phase on
31 march, 1994 by capturing 500 cities with population target of 300 million customers
and at present fourth phase is in operation. When the third phase was over, the following
benefits had reached the small dairy farmers.

1. Sustained increase in production (4-5% growth/annum) raising the per capita
availability of milk to nearly 220 grams

2. Dependence on commercial imports of milk powder ended

3. Marketing mechanism improved and providing assured market outlet for milk
producers and quality milk for consumers

4. The quality of milch animals improved.

At the end of Operation Flood-II, 72,744 dairy co-operative societies in 170 milk
sheds of the country having total membership of 93.14 lakhs has been organized.

The Operation Flood Program launched another massive program called
“Technology Mission on Dairy Development (TMDD)” in June 1989. The objective of
TMDD was same as that of Operation Flood Program’s objectives.

Karnataka has always remained in the foresight of all agricultural development
initiatives in India and dairy development is no exception. Dairy farming in Karnataka,
like in elsewhere in the country, is largely characterized by the prevalence of dairy
enterprises that are mostly subsidiary occupations alongside the main agricultural activity



of the farmer. Specialized dairy enterprises do exist but not only is their number
abysmally low as compared to regular types, but also are restricted mostly to urban areas
and their surroundings.

Karnataka stands sixth in milk production in the country and it occupies third
position with respect to milk production under co-operative sector in the country. The
milk production was around 45 lakh tons during the year 2001-02. The KMF is covering
27 districts, with 7000 dairy co-operative societies; around 17000 villages involving 1.5
million farmers collects around 20 lakh liters of milk daily.

As per World Bank Experts Report, for an initial investment of Rs. 200 crores in
Operation Flood III, the net returns per year to the rural economy had been Rs. 24,000
crores. No other major development program all over the world, has matched this input-
output ratio.

The basic functions of any dairy enterprise are procurement, processing and
marketing. This type of operation is known as “Anand pattern of dairying”. The
management of dairy enterprise should be very careful in these activities. The
procurement of milk include milk collection centers (dairy co-operative societies). The
other important decision in milk procurement is pricing of milk. The two axis system of
milk pricing is commonly used i.e., based on Fat and SNF content of milk. Seasonal
fluctuation is the another important aspect which need adequate attention to ensure
regular and sufficient milk throughout the year.

Since, milk is perishable commodity, it has to be processed (chilling or
pasteurizing) immediately after procurement, otherwise, it gets spoiled. The processing
activity cannot be neglected as it make the milk in consumable form with more value
addition.

The marketing includes product mix, pricing policy, distribution routes and sales
promotion etc. The milk products are marketed by both Karnataka Milk Federation and
Private Milk Units.



---COMPANY PROFILE
KARNATAKA MILK FEDERATION

The first dairy in Karnataka was started in Kudige in Kodagu district in 1955.
Further in June 1974; an integrated project was launched in Karnataka to restructure and
reorganize the dairy industry on the co-operative principle and to lay foundation for a
new direction in dairy development.

In 1975, the World Bank aided dairy development was initiated. The present
Karnataka Milk Federation (KMF) came into existence in 1984-as a result of merging of
Karnataka Dairy Development Co-operation, small co-operatives and Karnataka Milk
Production Development and loose vendors.

At the end of the March 1998, the network of 8023 Diary Co-operative Societies
(DCS) have been established which are spread over 166 taluks of the total 175 taluks in
all 27 districts of Karnataka. There are 13 Milk Unions and Dharwad Milk Union (DMU)
is one among them.

There are 35 Chilling centers, 3 Farm coolers, 15 Liquid milk plants and 2
Product dairies for chilling, processing, conservation and marketing of milk. To supply
cattle feed there are 4 cattle feed plants.

To ensure supply of quality germ plasma, bull breeding farm and frozen semen
bank are also available.

Karnataka Cooperative Milk Producers' Federation Limited (KMF) is the apex
Body in Karnataka representing Dairy Cooperatives. It is the third largest dairy co-
operative amongst the dairy cooperatives in the country.



To impart training, institutes at Bangalore and regional training institutes at
Dharwad and Gulbarga are functioning. Three nitrogen plants (2 plants of 25 CPM and 1
plant of 5 CPM) are been set-up to supply nitrogen, which is used for refrigeration
purpose. Three diagnostic centers have been set-up for monitoring diseases, three fodder
farms at Rajkunte, Kuttanahalli and Kodagu have been set-up to supply good quality of
fodder and seed production farm at Shahpur has been set-up.

The federation giving details of the latest technology in dairy industry etc is
published "Ksheer Sagar" magazine monthly.



INTRODUCTION TO DMU

VISION AND MISSION DHARWAD MILK UNION

VISION STATEMENT OF DMU:

• Total quality

• Honesty

• Discipline

• Cleanliness

• Transparency

• Sincerity and dedication

• Co-operation free of politics

• Sovereignty

• Respecting each other's, opinions, ideas & feelings.

MISSION STATEMENT OF DMU:

Dharwad Milk Union is committed to provide maximum possible price for the
milk supplied by its members and provide necessary inputs to enhance milk production
while ensuring economic viability of the Union and is also committed to provide quality
milk products to consumers and emerge as one of the top most milk union of the co-
operative dairy industry in the country.



DHARWAD MILK UNION

A group of experienced officers, appointed by the Karnataka Milk Federation
surveyed the whole of Dharwad districts (includes two newly formed district Gadag and
Haveri) and Uttara Karnataka. Further they found out there as a need for a Milk Dairy.
They traveled the surrounding villages, educated the villagers about Milk and Milk
Products and the benefits they would get from the Milk Dairy.

Dharwad Milk Union (DMU) came into existence on 3-3-1986 DMU was
established under co-operative act on 3-3-1986 at Dharwad. And Gadag, Haveri, Uttar
Canara and Dharwad come under its operation.

Further in 1988, the Riapur Dairy and Chilling Center, setup in 1968, also came
under the union. In 1989, the training center, which was controlled by KMF, came under
Dharwad Milk Union.

DMU was Rs.7 crore Projects of which Government has Rs.2Crore of share
capital and authorized capital of DMU is Rs.5crore.

DMU formed 551 milk producer's co-operative societies in Dharwad, Gadag,
Haveri and Uttar Kannada districts.

The production capacity of DMU is 2 lack litres of milk per day and also has the
capacity to produce 12tones of milk powder, 10tones of butter, and 6tones of ghee per
day.

DMU is collecting 70 thousand liters of milk per day from its societies and sells
60 thousand liters of milk per day and the remaining milk is used for producing milk
products.



ESTABLISHMENT:

The Dharwad Milk Union is one Co-operative society among the 13
establishments, under KMF: The Dharwad Milk Union (DMU) is one of the most
modern plants in the country. It is located in the spacious 25 acres of land, located in
Lakamanahalli Industrial Area; adjacent to the National Highway-4. It is patterned the
AMUL Milk Dairy, Anand, Gujarat.

NATURE OF BUSINESS CARRIED:

The Nature of Dharwad Milk Union is that procuring the Milk from societies.
And that milk will be brought through tankers for various chilling centers those, which
are near and convenient to various societies.

The Union processes the milk and market in urban area through various agents.
The Union is providing services to milk producers with technical inputs like veterinary
services, seeds, fodder etc. and also by giving training to farmer and induction program.

The Union also owns and operates the dairy plant cattle feed plant; fodder and
bull mother forms, semen collection station, and herd quarter center for animal husbandry
activities.

The Union also takes research, development and also other promotional activities
for the overall benefit of the farmer.

The Union providing various product to market like toned milk, standard milk,
full creamed milk, double toned milk, homogeneous standard milk, along with cheese
curd, ghee, pedha.



FUNCTIONS OF DMU:

• The main function of DMU is to procure milk from villagers and pay them the
right price.

• To educate the villagers about milk and its quality.

• To make 'Nandini' as a part of daily life.

• To provide good quality of cattle feed, fodder, veterinary aid seeds, etc., to the
villagers.

• To see that the DCS's are carrying out their activities properly and in an efficient
manner.

• To see that the milk is brought from DCS's to the chilling centers in the prescribed
time.

• To look the accounts of the DCS's supervise the purchase process and market the
milk and milk products.



OBJECTIVES OF DMU:

• Providing hygienic and good quality of milk to the consumers.

• To build the economic strength of the milk producers in villagers.

• To eliminate middlemen's in the business so that the milk producers receive their
appropriate share of bread.

• To educate the villagers about the adulteration of milk and its harmful effect on
the body.

• To see that every citizen becomes healthy by consuming good quality of milk.

• To make villagers self-viable and build self image.



Status A co-operative society registered under the Co-operative

act 1959
Nature of Business Procuring and Marketing of Milk Production and Sale of

Milk Products
Share Capital 3 crores Approx.
Plant Capacity 2 Lakhs Liters / day

Milk Powder 12 MT /Day

Butter 6 MT / Day

Ghee 6 MT / Day
Milk Chilling Centres Gagad 20000 LPD

and Capacity Haveri 20000 LPD

Hirekerur 20000 LPD

Naragund 8000 LPD

Ron 10000 LPD

Sirsi 20000 LPD
Karwar packing unit The milk in bulk is sent for packing and distribution at

Karwar

Which supplies and need of Karwar, Gokama, Honnavar,

Bhatkal, Murdeshwar and Goa

DETAILS OF DHARWAD MILK UNION



Present Value of Activity Collection of Milk 70000 LPD

Sale of Milk 60000 LPD
Area of Operation Dharwad, Haveri, Gadag, Uttar Karnataka, Goa Parts of

Maharashtra
Board of Directors Elected Member 8

Ex-Officers 5

By Govt. 3
Total Workers 383 Workers
Location Lakamanahalli Industrial Area, Dharwad
Department 8
Brand Name Nandini
Products Milk

Toned Milk, Standard Milk, Shubham Milk

Milk Products

Butter, Ghee, Pedha, Curd, Lassi, Paneer, Milk Powder
Co-operative Societies at 460 Societies

Village Level

ORGANIZATION CHART



Presidents

Director Director Directors
(Elected-8) (Ex-officer-5) (Nominated-3)

Managing director

P&I Production Finance Admin Security Marketing

Dy Dy Dy Dy Sr. Dy
Manager Manager Manager Manager Supervisor Manager

Extension Q.C A/cs Assistant Jr.Supervis Assistant
Officer Officer Assistant or

Helper Assistant Helper Helper Guards Helper

Workers

PRODUCT MIX OF KMF



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
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
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 210.00

Badam Powder 200 gm Tin/Kg 42.00

Badam Powder 10 gm Tin/Kg 250.00
2. Mysore Pak 250 gm/Kg 220.00
Mysore Pak 250 gm pack 55.00
3. Jamoon Mix 200 gm / Kg 160.00
Jamoon Mix 200 gm / pack 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
after July 21st 1991 the scenario totally changed, new private diaries started grounding
like mushrooms with entrance of private diaries the DMU facing a tough competition
resulting into major loss of market share gradually over the years. Today DMU has only
23 % of total market share. DMU operates in 17 cities/ towns having a total population of
1.05 million.

The closest competitors with regard to market share quality of milk, price and
goodwill are,

• Local vendor

• Arokya

• Sphurti

• Datta

• Sri Krishna



• Gopal

PRINCIPAL FUNCTIONS OF MARKETING DEPARTMENT AT DMU:

• To prepare the marketing plan at the beginning of every year, taking into

consideration the demand, sales, production capacity.

• To undertake promotional activities in order to create awareness and to

generate sales.

• To ensure proper supply chain management.

• To study competitors products and their strategies.



Dharwad Co-operative milk producers union Ltd., Dharwad
Month and Year wise average milk sales statement
(without bulk sales)
Month 2000-01 2001-02 2002-03 2003-04 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.



---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

Valid Cumulative
Frequency Percent
Percent Percent
Yes 100 100.0 100.0 100.0



120

100
100

80

60

40
Frequency

20

0
Yes

Figure 1: Number of respondents aware about NANDINI Brand of Milk and Milk
products
From the above table and graph we can observe that there is 100% brand
awareness of Nandini. Out of 100 respondents surveyed all the 100 says they are aware of
Nandini brand of milk and milk products. This shows only brand awareness but not about
products in depth.

Table 2: Extent of awareness about the Nandini milk brands

Product Yes No Total
Toned milk 46 (46%) 54 (54%) 100 (100%)
Standard milk 60 (60%) 40 (40%) 100 (100%)
Shubham milk 58 (58%) 42 (42%) 100 (100%)
D’le toned milk 15 (15%) 85 (85%) 100 (100%)



Note : Figures in the parenthesis indicate % to the total

60

50

40
Respondents

30

Series1
20

10

0
TM
SM
SHBM M
DTM
Brands

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%)
Table 3: extent of awareness about the Nandini milk products

80
70

60
50
40 Series1
Respondents

30

20
10
0
Curd P Curd S lassy M lasy Pedha Khova Paneer Butter Ghee
products

Figure 3: Extent of awareness about the Nandini milk products
From this chart we can understand curd, ghee, pedha and butter are the products
with greater awareness having 76%, 62%, 55% and 54% of awareness respectively. The
pot curd, masala lassi and sweet lassi carry little less awareness as compared to the first 4
products with a response of 43%,48% and 44%. Among all products Khoa and Paneer are
the 2 products with very less response of 33% and 29%.



Table 4: factors looked while purchasing the Milk and Milk Products

Parameters Yes No Total
Quality 74 (74%) 26 (26%) 100 (100%)
Thickness 26 (26%) 74 (74%) 100 (100%)
Fat content 17 (17%) 83 (83%) 100 (100%)
Price 26 (26%) 74 (74%) 100 (100%)
Taste 52 (52%) 48 (48%) 100 (100%)
Availability 31 (31%) 69 (69%) 100 (100%)


80

70
60

50

40 Series1

30

20

10

0
Quality Thickness Fat Cont price Taste Avai'ty

Fig 4: Table 4: factors looked while purchasing the Milk and Milk Products



Yes No Total
Dealers 30 (30%) 70 (70%) 100 (100%)
Campaigns 09 (09%) 91 (91%) 100 (100%)
Banners 36 (36%) 64 (64%) 100 (100%)
Wall paintings 42 (42%) 58 (58%) 100 (100%)
T V ads 55 (55%) 45 (45%) 100 (100%)
Radio ads 21 (21%) 79 (79%) 100 (100%)
Magazines 22 (22%) 78 (78%) 100 (100%)
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


60

50

40

30 Series1

20

10

0
Dealers Cam's Banner Wal paint Tv ads Radio ads Magzine

fig 5: Sources of knowing about NANDINI products



The learning about the products is happened to the great extent by Television
process by 36% and 30% respectively. 22% and 21% people came to know about the
product s through magazines and radio ads, and only 9% of respondents learn about the
products through campaigns which is the least.

Table 6: Extent of observation of advertisements of NANDINI products

Cumulative
Frequency Percent Valid Percent
Percent
Yes 96 96.0 96.0 96.0
No 4 4.0 4.0 100.0
Total 100 100.0 100.0



120

100
96

80

60

40
Frequency

20

0
Yes No

Fig 6: Extent of observation of advertisements of NANDINI products

96 % of the respondents have observed the advertisements of Nandini Milk and
Milk products. It’s a very good indicator that the efforts of the company are reaching the
public.

Table 7: Were they informatory

Cumulative
Percent
Yes 77 80.0 80.0 80.0
No 19 20.0 20.0 100.0
Total 96 100.0 100.0



100

80

77

60

40

20
Frequency

19

0
Yes No

Fig 7: Were they informatory

Among 96 respondents who have observed the advertisements 77 respondents
(80%) feel that the ads were informatory. Only 20% feels they were not so informatory.

Table 8: efficiency of media vehicles used



Yes No Total
Banners 34 (44%) 43 (56%) 77 (100%)
Ad boards 30 (39%) 47 (61%) 77 (100%)
Campaigns 10 (12%) 67 (88%) 77 (100%)
Wall paintings 29 (38%) 48 (62%) 77 (100%)
Television ads 58 (75%) 19 (25%) 77 (100%)
Radio ads 15 (19.5%) 62 (80.5%) 77 (100%)
Magazines 16 (21%) 61 (79%) 77 (100%)




70

60

50

40
Series1
30

20

10

0
Banners Ad boards Cam's w al paint TV Radio Magzine

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

Cumulative
Percent
Yes 11 11.0 11.0 11.0
No 89 89.0 89.0 100.0
Total 100 100.0 100.0



100

89
80

60

40
Frequency

20

11
0
Yes No

Fig 9: Number of awareness campaigns attended by the respondents

Only 11 persons out of 100 have attended awareness campaigns which show the
company has failed to reach to maximum number of customers through campaigns.

Table 10: information got from NANDINI products in Awareness Campaigns



Yes No Total
Freshness 07 (64%) 04 (36%) 11 (100%)
Hygiene in prod’n 04 (36%) 07 (64%) 11 (100%)
Reliability of brand 05 (45%) 06 (55%) 11 (100%)
No adulteration 02 (18%) 09 (82%) 11 (100%)


8

7

6

5

4 Series1

3

2

1

0
Freshness Hygin in prodct'n Reliablity of brnd No contamin

Fig 10: information got from NANDINI products in Awareness Campaigns

Out of 11 customers who attended the campaigns , freshness of the product was
learnt by 7 people, reliability of the Nandini brand was learnt by 5 people, hygiene in
production by 4 and no adulteration in Milk and its products by 2 respondents.



Table 11: Do you purchase NANDINI Milk and Milk Products

Cumulative
Percent
Yes 72 72.0 72.0 72.0
No 28 28.0 28.0 100.0
Total 100 100.0 100.0

80

72

60

40

28

20
Frequency

0
Yes No

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.



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%)

Table12: Factors influencing for repetitive purchase NANDINI Milk and Milk
Products


60

50

40

30
Series1
20

10

0
Quality Fat Taste Pro
content activity

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

Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels
quality is great it is the main factor which influence them for repetitive purchase. Then



27% says taste, 23 % feels availability, 17% says thickness, 16% feels price which

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%)
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 :


18
16
14
12
10
8 Series1
6
4
2
0
Quality Fat Taste Pro
content activity

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

Out of 28 respondents who do not purchase Nandini Milk and Milk products
price was said as the major factor with 64% response which influence their purchase



decision. Second and third importance was given to availability and taste by 32% and
29%. Quality 07%, Fat content 11%, thickness 07% and promotional activities 11% are
not major factors which prevents them for not being the customers.



---FINDINGS
Findings of the study:

• There is 100% of the respondents are aware of Nandini brand

• Nandini Standard milk carries highest of 60% of awareness, the next is Shubham

Milk which carries the 58% of awareness. Toned milk is also in the queue with

46% of awareness and the Double Toned Milk is showing very poor awareness

with only 15% of respondents are aware of it

• Curd, Ghee, Pedha and Butter are having the greater awareness i.e.76%, 62%,
55% and 54% of awareness respectively. The Pot curd, Masala lassi and Sweet
lassi carry little less awareness as compared to the first 4 products with a response
of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products
with very less response of 33% and 29%.
• Quality was given more importance with 74%, then the next importance is given
for taste with 52% response. Availability thickness and price comes next with
31%, 26% and 26% where as the fat content carries very less importance with
only 17% looking while purchasing milk and milk products
• The learning about the products is happened to the great extent by Television
process by 36% and 30% respectively. 22% and 21% people came to know about
the product s through magazines and radio ads, and only 9% of respondents learn
about the products through campaigns
• 96 % of the respondents have observed the advertisements of Nandini Milk and
Milk products.



• Among 96 respondents who have observed the advertisements, 77 respondents
(80%) feel that the advertisements were informatory.
• Among 77 respondents who felt the advertisements were informatory 58% felt
television, 34% says Banners, 30% felt ad boards, and 29% felt wall paintings
were more informatory. Radio ads, magazines, and campaigns were felt less
informatory to about 15%,16% and 10% respectively.
• Only 11 persons out of 100 have attended awareness campaigns

• Out of 11 customers who attended the campaigns, freshness of the product was
learnt by 7 people, reliability of the Nandini brand was learnt by 5 people,
hygiene in production by 4 and no adulteration in Milk and its products by 2
respondents.
• Out of 100 respondents 72% purchase Nandini Milk and Milk products.
• Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels
quality is great it is the main factor which influence them for repetitive purchase.
Then 27% says taste, 23 % feels availability, 17% says thickness, 16% feels price
which influence them in making purchase decision. Very less importance was
given by the customers to fat content (15%) and promotional activities (6%)
• Out of 28 respondents who do not purchase Nandini Milk and Milk products
price was said as the major factor with 64% response which influence their
purchase decision. Second and third importance was given to availability and taste
by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and
promotional activities (11%) are not major factors which prevents them for not
being the customers.



---SUGGESTIONS
SUGGESTIONS:

• As there is very less awareness about Double toned milk the company should try
to promote this product.
• The products like pot curd, Masala lassi, Sweet lassi has a great potential to grow
in the market but the awareness is little less. So the company must take
appropriate steps in order to increase the awareness. And much effort is needed to
promote Khoa and Paneer.
• During the study I came to know that the availability of the milk products other
than milk is very less. So the other milk products also made available to customer
where ever the milk is available. That certainly increase the sales volume of milk
products
• Consumers say they learnt about the product mainly through Television, wall
paintings and banners. And feels television ads, banners, ad boards were more
informatory. So the efforts of the company are going in a right direction. But only
suggestion is to increase the frequency television ads and ad boards
• The customers expect Quality, taste and availability while purchasing the milk
and milk products and the company has reached the expectation in case of quality
and taste but a small effort is needed to increase the availability.



• The non customers of Nandini says price is the major reason for not being. So the
company should make an attempt to make them understand the value for money
what they get from Nandini in terms of quality, and healthiness of the products.
• Awareness campaigns have failed to reach majority of customers. So the number
of campaigns to be increased and to be made in such a place that the maximum
number of customers are covered.



---CONCLUSION
Conclusion

After analysing the data of the study I conclude that the Toned milk is also in the
queue with 46% of awareness and the Double Toned Milk is showing very poor
awareness with only 15% of respondents are aware of it 29% felt wall paintings were
more informatory. Radio ads, magazines, and campaigns were felt less informatory to
about 15%, 16% and 10% respectively. Second and third importance was given to
availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness
(07%) and promotional activities (11%) are not major factors which prevents them for
not being the customers.



---ANNEXURE
Questionnaire
Dear Sir/ Madam,

Name: ____________________________________________

Address: ___________________________________________

Age:  a. [15-20]  b. [20-25]  c. [25-30]  d. [30 & above]

1. Do you know NANDINI Brand of Milk and Milk products?

 a. Yes  b. No

2. Which of the following Milk brands of NANDINI are known to you?

 a. Toned Milk
 b. Standard Milk



 c. Shubham Milk
 d. Double Toned Milk

3. Do you know any of these NANDINI milk products?

 a. Curd
 b.Pot curd
 c.Sweet lassy
 d. Masala lassy
 e. Pedha
 f. Khoa
 g. Paneer
 h. Butter
 i. Ghee

4. What factors you look while purchasing the Milk and Milk Products?

 a. Quality
 b. Thickness
 c. Fat content
 d. Price
 e. Taste
 f. Availability

5. How did you come to know about these NANDINI products?

 a. Dealers
 b. Campaigns
 c. Banners
 d. Wall paintings
 e. T.V advertisements
 f. Radio Advertisements
 g. Magazines
 h. Others

6. Have you observed the advertisements of NANDINI products?




7. Were they informatory?


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?


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?


If Yes
12. Which of the following factors made you to repetitive purchase NANDINI Milk
and Milk Products :

 a. Quality



 b. Thickness
 c. Fat content
 d. Price
 e. Taste
 f. Availability
 g. Promotional activities

If No
13. Select the following reasons due to which you are not purchasing NANDINI Milk
and Milk Products :

 a. Quality
 b. Thickness
 c. Fat content
 d. Price
 e. Taste
 f. Availability
 g. Promotional activities

“THANK U”



---BIBLIOGRAPHY
REFERENCE BOOKS:

Marketing research: Tull and Hawkins

Economic efficiency on milk products co-operative union in North Bihar. Indian
Co-Operative Review

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


A project report on consumer awareness about nandini milk and milk products

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