Study impact of promotions on awareness of Nandini milk products

A study on Consumer awareness about Nandini Milk and Milk Products
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 1. 2. Particulars Executive Summary Industry profile 2.1 3 Brief history Page No. 5 10 11 14 15 17 24 25 29 32 42 56 59 61
Company profile 5.1 5.2 5.3 5.4 5.5 5.6 Karnataka Milk federation Dharwad milk union Organization chart Products Marketing department Promotional activities by KMF
6 7 8 11
Analysis Findings Suggestions Conclusion
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A study on Consumer awareness about Nandini Milk and Milk Products 12 13 Annexure Bibliography 63 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 Babasabpatilfreepptmba.com Page 12

milk producer by surpassing the USA with an estimated production of 86 million tons. This is as a result of Indias 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 Programs 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 inputoutput 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 cooperative amongst the dairy cooperatives in the country. Babasabpatilfreepptmba.com Page 16
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 cooperative 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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A study on Consumer awareness about Nandini Milk and Milk Products 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 Plant Capacity 3 crores Approx. 2 Lakhs Liters / day Milk Powder 12 MT /Day Butter 6 MT / Day Ghee 6 MT / Day Milk Chilling Centres Gagad Haveri 20000 LPD 20000 LPD
and Capacity
Hirekerur 20000 LPD Naragund Ron Sirsi Karwar packing unit 8000 LPD 10000 LPD 20000 LPD
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 Sale of Milk
70000 LPD
60000 LPD
Area of Operation
Dharwad, Haveri, Gadag, Uttar Karnataka, Goa Parts of Maharashtra
Board of Directors
Elected Member Ex-Officers By Govt.
8 5 3
Total Workers Location Department Brand Name Products
383 Workers Lakamanahalli Industrial Area, Dharwad 8 Nandini 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
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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
Assistant
Helper
Helper
Guards
Helper
Workers
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PRODUCT MIX OF KMF
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Sl No. 1. 2. 3. 4. 5. 6. 7. Toned Milk / Liter Standard Milk Subham Milk
Product Name
Maximum Price of Sale 17.00 19.00 20.00 100.00 4.00 16.00 5.00
Subham Milk 5 liter in pack Standard Milk 200 Ml pack Double Toned Milk Curd 200 gm
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8. 9. 10. 11. 12. 13. 14. 15. Curd 500 gm Pot Curb 250 gm Bulk Curd Sweet Lassi Masala Lassi F.M. 200ml SMP per kg SMP per ltr 10.00 7.00 16.00 5.00 4.00 4.00 145.00 140.00
16. 17. 18. 19. 20. 21. 22. 23.
Pedha per kg Khoa per kg Paneer 200 gm pack / kg Paneer Bulk Ghee 200 Ml Pack / Liter Ghee 500 Ml Pack / Liter Ghee 1000 Ml Pack / Liter Ghee 15 kg tin/Kg
108.00 100.00 120.00 114.00 195.00 189.00 185.00 180.00
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24. 25. 26. Butter 100 gm Pack / Kg Butter 500 gm Pack / Kg Butter 50 gm (WDC) Pack / Kg 160.00 154.00 138.00
OTHER PRODUCTS
Sl No. 1.
Product Name Badam Powder 200 gm Tin/Kg Badam Powder 200 gm Tin/Kg Badam Powder 10 gm Tin/Kg
Maximum Price of Sale 210.00 42.00 250.00
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2. Mysore Pak 250 gm/Kg Mysore Pak 250 gm pack 3. Jamoon Mix 200 gm / Kg Jamoon Mix 200 gm / pack 4. 5. SFM Bottles Milk 200 Ml Pack (Tetra Pack) 220.00 55.00 160.00 32.00 12.00 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 Babasabpatilfreepptmba.com Page 31

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 May June
58360 58909 58943
56366 56548 54391
55187 54514 52118
58049 59435 58075
53814 52823 50731
55256 56312 54357
52127 53386 51621
58719 59363 57642
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July August Sept Oct Nov Dec Jan Feb March Avg/Sales 58784 60793 60014 58468 58024 58810 59054 55936 56353 58537 54147 54213 52686 50894 50658 52720 51534 53605 54191 53521 52055 52002 52806 52530 53030 54879 53712 56155 56333 53777 56347 56459 54571 54291 55833 54258 52485 51597 52884 55357 49622 49633 50030 48660 51343 51133 51646 51933 53209 51315 53314 52602 52670 51884 52895 51689 51602 54221 55315 53510 51390 52414 52520 52981 51976 52182 53547 54501 55342 52832 57356 58024 57777 58596 59966 NA NA NA NA 58480
Note: NANot 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 days 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 doesnt 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:
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. informatory compared to the hoardings. These are more
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A study on Consumer awareness about Nandini Milk and Milk 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 childrens 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 Melas, 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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---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 Percent 100.0 Cumulative Percent 100.0
Frequency Yes
120
Percent 100.0
100
100
100
80
60
40
Frequency
20
0 Yes
Figure 1: Number of respondents aware about NANDINI Brand of Milk and Milk
products Babasabpatilfreepptmba.com Page 47

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 Toned milk Standard milk Shubham milk Dle toned milk Yes 46 60 58 15 (46%) (60%) (58%) (15%) No 54 40 42 85 (54%) (40%) (42%) (85%) Total 100 100 100 100 (100%) (100%) (100%) (100%)
Note : Figures in the parenthesis indicate % to the total

60 50
Respondents
40 30 20 10 0 TM SM Brands SHBM M Series1
DTM
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 Babasabpatilfreepptmba.com Page 48

Product Curd Pot curd Sweet lassi Masala lassi Pedha Khoa Paneer Butter Ghee 76 43 48 44 55 33 29 54 62 Yes (76%) (43%) (48%) (44%) (55%) (33%) (29%) (54%) (62%) 24 57 52 66 45 67 71 46 38 No (24%) (57%) (52%) (66%) (45%) (67%) (71%) (46%) (38%) 100 100 100 100 100 100 100 100 100 Total (100%) (100%) (100%) (100%) (100%) (100%) (100%) (100%) (100%)
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 Note : Figures in the parenthesis indicate % to the total
80 70 60
Respondents
50 40 30 20 10 0 Curd P Curd S lassy M lasy Pedha products Khova Paneer Butter Ghee Series1
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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 Quality Thickness Fat content Price Taste Availability 74 26 17 26 52 31 Yes (74%) (26%) (17%) (26%) (52%) (31%) 26 74 83 74 48 69 No (26%) (74%) (83%) (74%) (48%) (69%) 100 100 100 100 100 100 Total (100%) (100%) (100%) (100%) (100%) (100%)
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80 70 60 50 40 30 20 10 0 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
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Note : Figures in the parenthesis indicate % to the total Yes Dealers Campaigns Banners Wall paintings T V ads Radio ads Magazines
60 50 40 30 20 10 0 Dealers Cam's Banner Wal paint Tv ads Radio ads Magzine Series1
No 70 91 64 58 45 79 78 (70%) (91%) (64%) (58%) (45%) (79%) (78%) 100 100 100 100 100 100 100
Total (100%) (100%) (100%) (100%) (100%) (100%) (100%)
30 09 36 42 55 21 22
(30%) (09%) (36%) (42%) (55%) (21%) (22%)
fig 5: Sources of knowing about NANDINI products The learning about the products is happened to the great extent by Television 55% and wall paintings 42%. The banners and dealers also contributed in learning process by 36% and 30% respectively. 22% and 21% people came to know about the product s through magazines and radio ads, and only 9% of respondents learn about the products through campaigns which is the least.
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Table 6: Extent of observation of advertisements of NANDINI products
Frequency Yes No Total

120
Percent 96.0 4.0 100.0
Valid Percent 96.0 4.0 100.0
96 4 100
Cumulative Percent 96.0 100.0
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. Its a very good indicator that the efforts of the company are reaching the public.
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Table 7: Were they informatory
Frequency Yes No Total 77 19 96
Percent 80.0 20.0 100.0
100
80
77
60
40
Frequency
20
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.
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Yes Banners Ad boards Campaigns Wall paintings Television ads Radio ads Magazines 34 30 10 29 58 15 16 (44%) (39%) (12%) (38%) (75%) (19.5%) (21%)
No 43 47 67 48 19 62 61 (56%) (61%) (88%) (62%) (25%) (80.5%) (79%)
Total 77 77 77 77 77 77 77 (100%) (100%) (100%) (100%) (100%) (100%) (100%)
Table 8: efficiency of media vehicles used
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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
Percent 11.0 89.0 100.0
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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
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Yes Freshness Hygiene in prodn No adulteration 07 04 02 (64%) (36%) (45%) (18%)
No 04 07 06 09 (36%) (64%) (55%) (82%)
Total 11 11 11 11 (100%) (100%) (100%) (100%)
Reliability of brand 05
8 7 6 5 4 3 2 1 0 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.
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Table 11: Do you purchase NANDINI Milk and Milk Products
Percent 72.0 28.0 100.0
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.
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Parameters Quality Thickness Fat content Price Taste Availability Promotional activity
Yes 53 17 11 16 27 23 04 (74%) (24%) (15%) (26%) (22%) (32%) (06%)
No 19 55 61 56 45 49 68 (26%) (76%) (85%) (74%) (78%) (68%) (94%)
Total 72 72 72 72 72 72 72 (100%) (100%) (100%) (100%) (100%) (100%) (100%)
Table12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products Note : Figures in the parenthesis indicate % to the total
60 50 40 30 20 10 0 Series1
Quality
Fat content
Taste
Pro 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
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27% says taste, 23 % feels availability, 17% says thickness, 16% feels price which Parameters Quality Thickness Fat content Price Taste Availability Promotional activity Yes 02 02 03 18 08 09 03 (07%) (07%) (11%) (64%) (29%) (32%) (11%) No 26 26 25 10 20 19 25 (93%) (93%) (89%) (36%) (71%) (68%) (89%) Total 28 28 28 28 28 28 28 (100%) (100%) (100%) (100%) (100%) (100%) (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 : Note : Figures in the parenthesis indicate % to the total
18 16 14 12 10 8 6 4 2 0 Quality Fat content Taste Pro activity Series1
Fig13: Reasons which forces for not purchasing NANDINI Milk and Milk Products :
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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.
Page 62
---FINDINGS
Findings of the study:
There is 100% of the respondents are aware of Nandini brand Nandini Standard milk carries highest of 60% of awareness, the next is Shubham Milk which carries the 58% of awareness. Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it Curd, Ghee, Pedha and Butter are having the greater awareness i.e.76%, 62%, 55% and 54% of awareness respectively. The Pot curd, Masala lassi and Sweet lassi carry little less awareness as compared to the first 4 products with a response of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products with very less response of 33% and 29%. Quality was given more importance with 74%, then the next importance is given for taste with 52% response. Availability thickness and price comes next with 31%, 26% and 26% where as the fat content carries very less importance with only 17% looking while purchasing milk and milk products The learning about the products is happened to the great extent by Television 55% and wall paintings 42%. The banners and dealers also contributed in learning process by 36% and 30% respectively. 22% and 21% people came to know about the product s through magazines and radio ads, and only 9% of respondents learn about the products through campaigns
Page 63

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
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.
Page 66

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.
Page 67
---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.
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---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
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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
7. Were they informatory?
b. No
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
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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
Page 73
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
INTERNET WEBSITES:
www.kmfnandini.com www.mofpi.nic.in,
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A study on Consumer awareness about Nandini Milk and Milk Products

STUDY THE CONSUMER AWARENESS ABOUT

Dharwad Milk Union,

A study on Consumer awareness about Nandini Milk and Milk Products

Analysis Findings Suggestions Conclusion

A study on Consumer awareness about Nandini Milk and Milk Products

Statement of the problem

A study on Consumer awareness about Nandini Milk and Milk Products

Need for the study:

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

Findings of the study:

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

VISION AND MISSION DHARWAD MILK UNION

A study on Consumer awareness about Nandini Milk and Milk Products

DHARWAD MILK UNION

A study on Consumer awareness about Nandini Milk and Milk Products

NATURE OF BUSINESS CARRIED:

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

Present Value of Activity

Collection of Milk Sale of Milk

Dharwad, Haveri, Gadag, Uttar Karnataka, Goa Parts of Maharashtra

Elected Member Ex-Officers By Govt.

Total Workers Location Department Brand Name Products

Co-operative Societies at 460 Societies Village Level

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

PRODUCT MIX OF KMF

A study on Consumer awareness about Nandini Milk and Milk Products

Sl No. 1. 2. 3. 4. 5. 6. 7. Toned Milk / Liter Standard Milk Subham Milk

A study on Consumer awareness about Nandini Milk and Milk Products

16. 17. 18. 19. 20. 21. 22. 23.

108.00 100.00 120.00 114.00 195.00 189.00 185.00 180.00

A study on Consumer awareness about Nandini Milk and Milk Products

Maximum Price of Sale 210.00 42.00 250.00

A study on Consumer awareness about Nandini Milk and Milk Products

A study on Consumer awareness about Nandini Milk and Milk Products

PRINCIPAL FUNCTIONS OF MARKETING DEPARTMENT AT DMU:

A study on Consumer awareness about Nandini Milk and Milk Products

April May June

58360 58909 58943

56366 56548 54391

55187 54514 52118

58049 59435 58075

53814 52823 50731

55256 56312 54357

52127 53386 51621

58719 59363 57642

A study on Consumer awareness about Nandini Milk and Milk Products

Note: NANot Available