EXECUTIVE SUMMARY

This report provides an idea regarding A study on Promotional Activities of Nandini

Milk and its Products carried out at Mother Dairy (Karnataka Milk Federation) Yelahanka,
Bangalore. The internship of 10 weeks gave a practical exposure for the study and was
informative.
The major motive of this study is to identify the usefulness and effect of Promotional
activities of Nandini Milk products. The survey was conducted through the help of questionnaire
for the sample size of 100 respondents. Further data analysis was done through percentage
method and the output was represented through graphs.
The results showed that Mother Diary had an effective Promotional activities which
aimed at reaching large pool of customer and has built a good customer relationship between
them from years.
Nandini Milk products are good in quality and most of the respondents are happy and
satisfied to use its products. The company has built a good image in the minds of target audience.
With this the company can aim at extending its reach to global perspective.

CHAPTER 1
INTRODUCTION
TITLE OF THE STUDY:
A study on PROMOTIONAL ACTIVITIES OF NANDINI MILK & MILK PRODUCTS at
Mother Dairy, Yelahanka

NEED FOR THE STUDY:

Research is a team work. The most important need of research design is the identification and
presentation of an appropriate problem.
This study is conducted to know the awareness of customers about Nandini Milk and
Promotional activities of the company and to obtain suggestions for improvement of the product.

OBJECTIVES OF THE STUDY:

1. To study the usefulness of promotional strategies of Nandini milk products.
2. To find out the potential customers reaction towards promotional strategies.
3. To give pragmatic suggestions for the product sales promotional strategies.
4. To expand the target market.
5. To define the target market.
6. To add extra value to the product and develop brand franchise.
7. To gain additional market share or additional value.

SCOPE OF THE STUDY:

The study covers that the company is going to improve the present products. The marketing
department has a challenging task to attract the customers towards the product by consumer
thoughts through the survey.

STATEMENT OF THE PROBLEM:

At present in the competitive business world the milk industry has more than 60 brands in the
battle field facing stiff competition in in every segments targeted. Even nandini milk is also
facing stiff competition even its 25 years oh heritage.
Mother dairy is the second largest milk producing unit in a state. The main objective of
every business is to make profit and provide service. Mother dairy has always been in an
innovative process to satisfy the needs of the customers. But due to increase of the competition
in milk products made the study necessary.
The study has been undertaken to know the competitive brands, consumer perceptions
towards nandini products and promotional strategies, which helps the company to take some
prominent decision regarding its products.

LIMITATIONS OF THE STUDY:

1. The study restricted to Bangalore area only.
2. The data given by the respondents are limited to the consumerss attitudes, perception,
knowledge, feeling and awareness.
3. Analysis of schedule is going to be based on the assumption that the respondents have
given correct information.
4. The study was time bounded.

METHOLOGYADOPTED:
A. RESEARCH DESIGN:
Research Design is the fundamental work to be done before conducting study. Success of any
research study lies in sole research design. And the performance evaluation of an enterprise may
be conducted by making a competitive study and descriptive study of its own records and an
approach in order to analysis the firms objectives and performance against absolute standard of
efficiency.

B. TYPE OF RESEARCH:
The type of research selected for the project is-Descriptive. Descriptive research is facts finding
investigation with adequate interpretation.
In Descriptive research the Survey Method is selected. In review technique research, members
answer questions through meetings or polls. After the members answer the inquiries, analysts
portray the reactions given.

c. SAMPLE DESIGN:
A sample design is a definite plan for obtaining an overall analysis from as given population.
The sample design is formulated in Bangalore only.

e. SAMPLE UNIT:
The sample used for the study is respondents situated in Bangalore town only. Prepared
questionnaires were administered to consumers and answers were collected.

f. SAMPLE SIZE:
The sample sizes for the study 100 respondents were used for the survey and ascertain
conclusions.

DATA COLLETION METHODS:

For the present study, data has been collected from two sources namely,

Primary data

Secondary data

PRIMARY DATA:
The primary data have been collected through structured questionnaire. The response will be
analyzed and evaluated to extract the required in formation.

SECONDARY DATA:
Secondary data has been collected from the following sources.

Personal meeting with officers of the company.

Company records and reports.

Information is also collected from website and brouchers.

DATA ANALYSIS:
The information gathered from the respondents was sorted out, prepared and organized. The
tables subsequently acquired were examined with the assistance of rates keeping in mind the end
goal to decode the information and draw conclusions.
Review of Literature
Vecchio, Del, Devon et.al. (2006) report the aftereffect of the study, which inspected the
impact of offers advancement on brand inclination through Meta-investigation. Consequences of
51 studies had been incorporated. According to the study deals advancement don't influence post
advancement brand inclination as a rule. Yet, contingent on qualities of offers advancement and
the advanced item. Advancement can either increment or lessening inclination of brand.

Anderson, T. Eric and Simester I. Duncan (2004) researched how the profundity of an ebb and
flow value advancement influence future obtaining of first time and built up clients taking into
account three vast scale field investigates solid products sold through a post office based mail
index. The discoveries uncover distinctive impact for first time and set up clients. More profound
cost rebates in the present period expanded future buys by the first run through clients (a positive
long run impact ) yet diminished future buys by set up clients (a negative long run impact)
Ailwadi, L.Kusum and Nelsin, A Scott (1998) empirically demonstrated the presence of
adaptable utilization rate in bundled merchandise items, how this marvel could be demonstrated
and its significance in surveying the adequacy of offers advancement. Results of their study
shows that sales promotion increases consumption because of higher usage rate and stockpiling.
Mela, F.Carl. et.al. (1997) analyzed the long haul impact of advancement and publicizing on
buyer's image decision conduct. They tended to two inquiries: 1. Do buyers react to showcasing
mox variable, for example, value changes over a drawn out stretch of time? 2. On the off chance
that yes, are these progressions connected with change in makers publicizing and retailer's
special approaches? Their outcomes are reliable with the theory that purchasers turn out to be
more cost and advancement touchy after some time in light of lessened publicizing and expanded
advancements.
Guptha, Sunil (1988) explains how sales promotion effect consumer buy choices and in this
manner the offer of brand. He contends that the impact of offers advancement can be analyzed
by deteriorating the business knock amid the business advancement period into deals increment
because of brand exchanging, buy time quickening and stockpiling. The creator proposed a
strategy for such decay where by brand deals are viewed as the consequence of customer choices
when, what and the amount to purchase. The effect of advertising variables on these three buyer
choices is caught by an Erlang-2 between buy time demonstrate, a multinominal logit model of
brand decision and a total logit model of procurement amount. The models are assessed with IRI
scanner board information for normal ground espresso. The outcome demonstrates that more
than 80% of the business increments because of advancement originates from brand exchanging.
Buy speeding up in time represents under 14% of the business increments, though stockpiling
because of advancement is an immaterial marvel representing under 2% of offer increment.

Kahn, E. Barbara and Loouise, A. Therse (1990) researched how in-store value advancements
influence piece of the overall industry after the advancement have been withdrawn. They find
that the impacts of advancement are dependent upon both the decision example of subjectswheather or not subjects switch among brands and the universality of advancements in an item
classification. On the off chance that stand out brand is being advanced and subjects are for the
most part faithful to the last brand acquired, brand decision likelihood decays from preadvancement levels once the advancement is pulled back. In any case if subjects tend to switch
among brands without advancement, or a few brands are being advanced, this decrease is
moderated and/or does not happen.
Priya, Raghubir and Kim, Corfman (1998) investigated whether price promotions affect the
pretrial brand evaluations by the people. They are of the opinion that value advancements
influence pretrial brand assessments unfavorably in some particular conditions i.e., when the
brand has not been advanced before; when advancements are utilized as a wellspring of data
about the brand, when the evaluator is not a specialist; and when promotion is uncommon in the
industry.
Chung-Kue, Hsu and Ben, S. Liu inspected the part of mind-set in value advancements.
Aftereffects of their study demonstrate that disposition impacts the adequacy of value
advancements through customers saw exchange esteem in a state of mind compatible course.
State of mind impacts are hilter kilter in positive and negative conditions. Consumers perceived
quality has found not influenced by pre-shopping mood of consumer.
Manohar, S. et.al. Report results from a controlled examination intended to research the effect of
a brand's value advancement recurrence and the profundity of limited time value rebates on the
value shopper hope to pay for the brand. According to think about, both the advancement
recurrence and profundity of value rebates significantly affect value desires. There is a district of
relative value inhumanity around the normal cost such that just a value change outside that locale
significantly affects customer brand decision.

Inman,.J.Jeffrey et.al. Investigated the popular belief that a few clients respond to the limited
time signals without considering relative value data. Consequence of their study demonstrate that
low requirement for cognizance individual responds to the straightforward vicinity of
advancement sign regardless of whether the cost of the advanced brand is diminished, yet that
high requirement for insight people respond to the advancement flags just when it is joined by
substantive value lessening.
Priya, Jha, Dang, et.al. Present an empirical view of various consumer promotions launched in
the Indian market for the period 1996-2003 and identified the incentives offered by each
promotion. According to the study the Indian consumer markets are dominated by non-price
promotions, especially premium offers. Coupon offers are very rare in practice. Consumer
durable emerged as the most frequently promoted category.

CHAPTER 2
INDUSTRY PROFILE

INTRODUCTION TO INDUSTRY
India is largest milk production in the world. It has an annual production of about 84.6
million metric tons. Certain courtiers appreciate a notoriety of specific merchandise. Japan for
vehicles and customers electrics; United States for high advancement, soda pops, cigarettes and
pants; France for wine aromas and India for milk and its products.
Dairy development has its profound impact on economy and nutrition level of the
country. Greater employment opportunities are generated through dairy development especially
for women in rural area. Dr.verghesh kurien was the founder of operation flood who was the
father of white revolution in India. The operation flood is the largest dairy development program
in the world.
India is the worlds largest milk producer certified by the International dairy industry.
This is the reason for the recognition of India as a diary by the united nations food and
agriculture organization (FAO).
India has become the worlds No. 1 milk producing country, with output in 1999-2000
(marketing year ending March 2000) forecasted at 78 million tones. The annual rate of growth in
milk production in India is between 5-6 percent, against the worlds at 1 percent. Indias annual
milk production has more than trebled in the last 30 years, rising from 21 million tons in 1968 to
an anticipated 80 million tons in 2001. This rapid growth and modernization is largely credited to
the contribution of diary cooperatives, under the operation flood (OF) project, associated by
many multi lateral agencies, including the European Union, the World bank, FAO and WFP
(World food program), In the Indian context of property and malnutrition, milk has a special role
to play for its many nutritional advantages as well as providing supplementary income to some
70 million farmers in 5, 00,000 remote villages.

The dairy industry has come up to the present stage because of well-planned effective
and coordinated efforts of the national dairy development board, co-operative of the
Government.
In 1946 first milk union started in India is Anand milk union milk ltd in Gujarath
Tribhuvandas patel was the first chairman of AMUL.
National dairy development board lays down rules and regulation to be followed by
various co-operatives milk societies. Amul (Anand milk union ltd) was pioneer in starting a cooperatives milk [producers society and their after many co-operative societies were started.
World bank also had given credit of Rs78cr for starting another society as AMUL in 1975.
AMUL and the evalution of the Anand model
Milk acquisition from the provincial zones and its advertising in the urban territories was
the significant issue in Indian dairying at the time India picked up autonomy. In one of the most
punctual urban milk supply plans, Polson's a private dairy at Anand-obtained milk from milk
makers through center men,processed it and afterward sent the milk to Bombay, somewhere in
the range of 425km away(Korten,1981).Bombay was a decent market for milk and Polson's
benefitted tremendously. In the mid-1940s, when the milk makers in Kaira requested a
proportionate offer of the exchange edges, they were denied even an unobtrusive increment. The
milk makers went on strike, declining to supply milk to Polsons.
On the guidance of Sardar Vallabhai Patel, a pioneer in India's freedom development, the
milk makers enlisted the Kaira District agreeable milk makers' Union, now prominently known
as AMUL, in 1946. The Kaira union acquired milk from subsidiary town level milk sociteties.
This was the genesis of sorted out milk promoting in India, a spearheading exertion that opened
another vista for dairy improvement in Country.

AMUL framed the premise for the Anand Model of dairying. The essential unit in this model is
the milk maker's agreeable society at the town level. These cooperatives are associations of milk
makers who wish to advertise their milk by and large. Participation is interested in everything
who need the agreeable's administrations and why should willing acknowledge the obligations of
9

being a part. Choices are tackled the premise of one part practicing one vote. No benefit
accumulates to capital, and the monetary returns, whether benefit or misfortune, are isolated
among the individuals in extent to support. All the milk cooperatives in a region shape a union
that, in a perfect world, has its own particular handling offices.
National Dairy Development Board (NDDP)
National dairy advancement board (NDDP) was built up in 1965 under the social orders
Registration Act, the altruistic trust Act and the general population Trust Act, to fill the vacuum
of national-level association to repeat Anand model dairy cooperatives all through the nation and
to make accessible multidisciplinary, proficient dairy skill to dairies in people in general and
agreeable areas. Amid its underlying stages, NDDB was helped monetarily by the Government
of India, the Danish Government and by AMUL. It likewise got help from the United Nations
Children's asset (UNICEF) in the structure showing material and gear.
In 1969, when the legislature of India affirmed the operation surge project and its
financing through the adaptation of World Food program-skilled products, it was found that the
statues under which NDDB was enrolled did not accommodate treatment of government assets.
Along these lines, in 1970 the legislature set up an open division organization, the indian dairy
enterprise; testing their quality; their capacity and exchange to client dairies; and accepting the
dairies installments. In this way, it served as an account cum-advancement element while the
whole operation surge specialized backing was given by NDDB. To maintain a strategic distance
from any duplication in their exercises or cover of capacities, the IDC and NDDP were in the
long run converged into a recently constituted NDDB by an Act of parliament went in October
1987.

THE MARKET OF MILK INDUSTRY IN INDIA:

A starting in sorted out milk taking care of was made in India with the foundation of the
''Military Dairy Farms'' (most seasoned in Allahabad, 1889), the remarkable components of the
business sector of milk industry so far has been:

10

Long separation cooler rail-transport of milk from AMUL to Mumbai since 1945.

Treatment of milk in co-agent milk union (most seasoned: Allahabad, 1913) set up
everywhere throughout the nation on a little scale in the early stages.

Pasteurization and packaging on a vast scale for composed circulation was begun as
Aarey (1950), Worly (1961), Calcutta (Haringatta, 1959), Chennai (1963), and so on.,

All over India. These were brought up with the double question of expanding the national level
of milk utilization and guaranteeing better come back to the essential milk maker. Their
fundamental point was to create all the more, better and less expensive milk.
Actual expenditure of the milk industry in Indias first three five-year plan:
TABLE - 1
PLAN PERIOD

EXPENDITURE

1 five year plan (1951-55)

Rs.7.8 crores

2 five year plan (1955-61)

Rs.12 crores

3 five year plan (1961-66)

Rs.36.6 crores

EVOLUTION OF KARNATAKA MILK FEDERATION

Karnataka milk federation (KMF)
In the year 1955 the first dairy of Karnataka started in place called kudige of kodagu. In
1974 a project was launched in order to restructure and recognize the dairy firm to develop the
dairy industry in Karnataka. World Bank came to aid the dairy industry of Karnataka during
1975 and in the year 1984 Karnataka milk federation (KMF) is the largest co-operation, little coagents and Karnataka milk alliance advancement by uniting the 13 milk unions in the state and
consequently framing the state level summit association. As a co-agent zenith body of the
condition of Karnataka, it speaks to dairy previous' association furthermore executes dairy
improvement exercises to accomplish the accompanying goals;

11

o To manufacture town level organizations in co-agent areas to deal with the dairy
exercises
o To guarantee procurement of milk generation inputs, handling offices and
scattering of expertise
o Gives guaranteed and profitable business sector to the milk delivered by the
agriculturist individuals
o To encourage rustic advancement by giving chances to independent work at town
level, anticipating movement to urban regions, presenting money economy and
open door for enduring wage
o Provide quality milk to urban consumers

12

COMPANY PROFILE
ORIGION OF THE ORGANISATION
Mother dairy, Bangalore, a leader dairy of KMF having ISO22000:2005 Certification,
was set up amid the year 1984, primarly to dispense fluid milk to clients through mass
distributing framework. Today, the Dairy stands extended from 2 lakh liters to 7 lakh liters milk
preparing every day. Likewise, it has facilites to pack the disperse milk and curd in various pack
positions in the most hygenic way.
Furthermore, it has a cutting edge office to produce skim milk powder, dairy whitner, and in
addition entire milk energy to the tune 30 MTs for every day.
It has set up office to make morew than 30 varities of Ice cream including genius biotic, sugar
free in the different pack arrangements to the tune of 15000 liters for every day. Prtesently, it is
attempted assembling and co-pressing of "Amul" brand of frozen yogurt of GCMMF.
Mother dairy, has a system of 647 retailers through whom milk is sold to the condumers. Further,
it has satellite cutting edge design joints to offer different varities of milk and "Nandini" brand of
long timeframe of realistic usability and short time span of usability milk items numbring around
50. The deal joints are brabded as ''Nandini milk shoppee''. Additionally, co;d chain system
which is an essential available to be purchased of milk and milk products has been established in
4 strategic locations of bangalore city as Walk in cold store to ensure un-interrupted and
constant milk supply to our retailers/consumers. The Dairy has embraced assembling of
exceptionally extemporized nature of paneer, yogurt and additionally enhanced milk in
containers. Arrangements are likewise under war for robotized generation of above milk items in
the prompt future. There is an arrangement drawn up for putting in the business sector prepared
to-eat nourishments ""Retorted"" and having apparent substance of milk and drain items.
The exclusiveness pf mother dairy is because of:

Mother Dairy watches over quality, cleanliness and sustenance security and henceforth
the dairy was affirmed for ISO 9001-2000 amid the year 2000 and has been confirmed
enemy ISO 22000-2005 amid 2008.

13

The Dairy has trade liscence for skimmed milk powder, entire milk powder, Dairy
whitener, Ghee and Butter.

The Dairy has left on natural security, Energy preservation program and have been
suitably perceived by authority of vitality effectiveness, legislature of India and KREDL,
Karnataka.

Time being the quintessence of working Mother Dairy has brought the activites under
LAN by embracing proper innovation.

Any business endeavors surveyed for its status on the money related execution and
Mother Dairy completely has faith in this rationality and has continually posted positive
budgetary results following the time when its presence.

Mother dairy, Bangalore was commissioned under poeration Flood-11 with a processing
capacity of 2 lakh per day on 7/12/1984, with an investment of Rs 6.97 crores, at
Yelahanka new town in a total area of 28.09 acrs. It is expanded to 4.00 lakh litters under
operation Flood-11 during 1993-94 with an additional cost of Rs 3.64 crores. Total
investment for this project is Rs 10.61cr

As the end of walk 2003, the system of 8363-dairy co-agents socities (DCS) have been
sorted out and spread more than 166 taluks of the aggregate 175 taluks taking all things
together 27 district of Karnataka. These socities have been organized in to 13 milk
unions. These are 38 chilling (capacity 12.20LLPD), 4 numbers of liquid milk plamt and
2 product dairies of chilling and processing (21.20LLPD), conversion (25TDP) and
marketing of milk.

ORGANISATION STATUS
DCS Organizations; the member producers and their Dairy co-operrative societies (DCS)
are the vital constituents of the union and their progress is the judging yardstick on the

14

efficiency of the unions operation. Hence the maximum importance has been given to
the development and the progress achieved in various activites is the fruit of these efforts.
The average procurement of milk tiuched a pack of 3.95-LKPD in november 2007. In
March 2007 liquid milk sales was at the 2.90LLPD. the sales of cattle feed were 110605
during 1999-2000. The turnover pf the organization during 1999-2000 was Rs998.39
crores.

VISION
To be countrys No.1 in manufacture and marketing of quality milk amd milk products in
terms of export, major market share, and socio economic upliftment pf all the
stakeholders/interested parties.

MISSION
To protect and promote the interest of producers and consumers through manufacture and
marketing of milk and milk products prepared as per latest technology which are healthy,
tatsy, nutritional, reasonably-priced and delivered consistently.

OBJECTIVES:
Objectives of the company

To improve dairy, farming activities in rural areas by establishing milk producers cooperative principle.

To provide necessary training for DCS, staff and members of DCS management
committee.

To develop the rural areas by providing self-employment opportunity for unemployment

youths at village level.
15

To eliminate middlemen by organizing district co-operative owned and managed by

producers by themselves.

To provide milk and milk products to the customers at reasonable price.

To provide direct contact between the producers in the village and customers in the town.

Quality control
Food safety and quality policy
Mother Dairy is committed to supply safe milk and milk products and to satisfaction of
customers.

By adopting accepted and appropriate methods and technology in procurement,

processing, manufacturing, packaging and prompt delivery of milk and milk products.

Maintaining by constant communication with all the parties involved in the food chain to
achieve ultimate goal of supplying good quality milk and milk products.

By complying with statuary and regulatory requirements.

This dedication is upheld by quantifiable goals and is gotten for proceeded with
suitability every once in a while.

MILK PROCESSING AND PACKAGING:

Established with an underlying limit of 2 LLPD amid 1984 and extended to 7Lakh liters
preparing and 3 Lakh liters bundling for each day in 2008.

Purchase milk from unions and chilling focuses. Likewise gets surplus milk of unions and
surplus milk from unions for preservations.

Stringent quality principles are guaranteed before receipt of milk.

Has as of late attempted assembling of extremely ad libbed nature of pannier, yogurt and
sanitized enhanced milk.

16

MILK POWER PLANT:

To encourage change of surplus milk, power plant was built up amid the year 2002.

Capacity to change over 3.4lakh liters of milk into 30 tons of milk force. Has office for
assembling of agglomerated skimmed milk power, Dairy whitener and entire milk power.

Has office to pack distinctive retail pack sizes of skimmed milk force and Dairy whitener.

ICE CREAM PLANT:

Established Ice cream plant in the year 1997 with an underlying limit of 3000 liters
however to take care of the expanding demand, the plant was extended to 10000 LPD yet
in no time working limit is up to 15000 Liters/day.

The first of its kind in south India under the co-agent division furnished with cutting edge
innovation.

Initially Ice cream was produced in AMUL Brand.

Nandini Ice cream creation

PRODUCT PROFILE:
TONED MILK:
Karnatakas most favorite milk. Nandini Toned new and unadulterated milk containing 3.0% fat
and 8.5% SNF. Accessible in 500ml and 1ltr packs.

HOMOGENIZED COWS MILK:

It is unadulterated that is homogenized and sanitized. It is accessible in 500ML packs.

GOOD LIFE:
Cows pure milk, UHT processed bacteria free in a tamper-proof tetra-fino pack which keeps this
milk fresh for 180 days without refrigeration until opened. Available in 500ML fino

and in

200ML bricks at premium stores across the state.

17

FULL CREAM MILK:

Full cream milk containing 6% Fat and 9% SNF. A rich, creamier and more delectable milk,
perfect for get ready home-made desserts and savories. Accessible in 500ML and 1 ltr packs.

BUTTER MILK:
Nandini spiced margarine milk is a reviving wellbeing drink. It is produced using quality curds
and is mixed with new green chilies, green coriander leaves, asafetida and crisp ginger. Nandini
spiced margarine advances wellbeing and simple assimilation. It is accessible in 200ML packs
and is valued at most focused rates, with the goal that it is reasonable to all segments of
individuals.

NANDINI CURD:
Nandini curd produced using unadulterated milk. It's thick and scrumptious. Giving all of you
the decency of custom made curds. Accessible in 200gms and 500gms sachet.

NANDINI GHEE:
A taste of purity. Nandini Ghee made from pure butter. It is fresh and pure with a delicious
flavor. Hygienically manufactured and packed in a special pack to retain the goodness of pure
Ghee. Shelf life of 6 months at ambient temperatures. Accessible in 200ML, 500ML, 1000ML
sachets, 5 liters tins and 15.0 kg tins.

18

ORGANISATION SRTUCTURE

MANAGING DIRECTOR

GENERAL MANAGER (P and A)

MANAGER

MANAGER

MANAGER

SUPERINTENDENT

(PERSONNEL)

TIME KEEPING

(ADMIN)

(TELEPHONE)

OFFICER

OFFICER

OFFICER

SR. OFFICER

JR. OFFICER

JR. OFFICER

JR. OFFICER

SR. EXECUTIVE

SR. EXECUTIVE

SR. EXECUTIVE

JR. ASSISTANT

JR. ASSISTANT

JR. ASSISTANT

TIMEBOARD
KEEPER OF DIRECTORS

(ADMIN)

19

MANAGEMENT
Directors diary
SL.No

Directors name

Service period

Sri.Divakor Rao

01.09.1998

15.03.1990

Sri. C.N. Manche Gowda

16.03.1990

01.04.1991

Dr.P.S.Chandrashekharappa

02.04.1991

03.08.1992

Dr.G.S Kuttiar

04.08.1992

09.05.1993

Dr.H.Narayana

10.05.1993

25.11.1999

Dr.S.K.Mahadev

26.11.1999

30.06.2004

Dr.G.S.Jayaprakash Reddy

01.07.2004

30.06.2005

Sri.S.Sundar Ram

14.07.2005

19.03.2006

Dr.H.K.Prakash

20.03.2006

10.08.2006

10

Sri.Ravikumar Kakade

11.08.2006

17.01.2009

11

Sri.A.S.Premnath

17.01.2009

30.07.2009

12

Sri.Ravihumar Kakade

31.07.2009

29.04.2010

13

Sri.vashvanath Ramyya (I/C)

30.04.2010

09.05.2010

14

Dr.V.Laxman Reddy

10.05.2010

04.10.2010

15

Sri.K.V.Jagannath Rao

04.10.2010

31.03.2012

16

Sri.N.Hanumesh

03.04.2012

20.04.2012

17

Sri.A.S.Premanath

21.04.2012

05.09.2012

18

Sri.Narasimha Reddy c.

12.10.2012

02.11.2012

19

Sri.A.S.Premanath

08.11.2012

08.02.2013

20

Sri.A.S.Premanath

19.02.2013

13.08.2014

21

Rakesh singh

14.09.2013

20

 MARKETING DEPARTMENT

Managing director

General Manager

Manager

Deputy Manager

Technical officer

Marketing officer

Sr/Milk dispatches

Computer operators

Peons/Helpers

21

Mother Dairy has a well-established marketing department, under the control of the
marketing manager. He is responsible for marketing and sales of milk and milk products. He is
responsible for selling to the target markets, framing the plans and policies to achieve the
marketing goals and he is also responsible for forecasting the demands for their products in the
market.
Now a days consumer the focal point of all business decisions. So it very important to
focus on the consumers satisfaction to create more demand for milk and milk products for
which selection of a proper channel of distribution becomes very important for the long survival
of the union.
Presently Mother Dairy is vested with the responsibility of marketing milk and milk
products. In Mother Dairy, priority is given to meet the UHT milk demand and only the excess
milk procured is converted into milk products. Mother Dairy retails its milk and milk products in
the corporate Brand name of NANDINI with in an outside the state.

FUNCTIONS OF MARKETING DEPARTMENT:

Selection of agents and calling tenders for setting up of parlors.

Dispatch of the indented supplies to the channel members.

Distribution of milk and drain items to neighborhoods and district areas in jurisdiction.

Consumer compliant redressal within 12 hours of reporting a compliant.

Improving the consumer satisfaction index.

Meeting the needs of the channel members.

22

ACTION PLANS OF MARKETING DEPARTMENT FOR THE YEAR

2015-16
SALES PROMOTIONAL STRATEGIES ADOPTED BY MOTHER DAIRY
AS A UNIT OF KMF

Around 10 consumer awareness programs were conducted in different parts of the district
like, Dealer contact program, plant visiting.

4000 glow sign boards 2*6333nos were distributed.

8000 carry bags (tarpaulin) were distributed to door delivery boys.

Around 6000 LD foam banners 4*2, 1000 Sunnite boards 11/2*3, 300000 broachers were
distributed to different outlets to strengthen the supply.

Wall painting.

Advertising on local cable network through TV by using celebrities.

Providing sponsorship.

Distributing calendars, consumer greetings.

Conducting painting, rangoli competition.

Introducing mobile display van.

Giving free samples to VIPs.

Giving training to marketing staff at all levels on various aspects of promotional

activities.

TRAINING:

The marketing staffs are trained both on field as well as in the office. For training to the
marketing cross functions team workshops are to be conducted.

CONSUMER EDUCATIONAL PROGRAMS:

Dealer contract program

Plant visit for school children and others.

Door to door marketing Etc.

Decoration of franchise outlets.

Transport contractors/staff batch.

23

MARKETING STRATEGY OF MOYHER DAIRY

Make the Nandini milk and milk products available all through the day to prevent the
competitors penetration.

Make the Nandini milk and milk products available in time and in enough quantity at
consumers convenient places.

Improve the quality of service provided to channel members and also to motivate them
for better sales performance.

Bring out consumers awareness on positive aspects redressal.

Prompt consumers complaint redressal.

As part of their growth oriented strategy, they are strengthening their infrastructure

facilities by embarking on new ambitious projects such as commissioning of new equipment,.

Strengthening existing facilities at all centers of the union.

MARKETING:

Mother dairy is capable in giving quality drain and drain items to the customers in
Bangalore city through its system of various sorts of retailer's viz. sachet, BVBs and
FRPs.

The dairy is disseminating on a normal 3.5 lakh liters of milk every day to the customers
in Bangalore city. The dairy is additionally offering 40,000 kgs of curds consistently.

Nandini customers serve as advanced configuration looks for offering whole scope of
Nandini items all during that time and guarantee accessibility and reachability to clients.

24

SWOT ANALYSIS OF MOTHER DAIRY:

(a) STRENGTH:
Each department in the organization is very co-operative. Providing the necessary
welfare facilities for the employees thus putting the employees in the comfort
zone and the retention level of employees. Time duration between milk
procurement and sale is comparatively less. All the functions relating to milk and
milk products are processed at the same plant. Good brand image in the market.
Wide range of products available in the market. Consumers are highly satisfied
with Nandini products.

(b) WEAKENESS:
Some departments of Mother Dairy are lacking enough authority to take
decisions. Difficulty in adopting modern technology by following procedures. Lack of
counselling and absence of interaction between employees logistics of procurement: weak distribution network because of terrible streets and deficient transportation office
make milk acquisition dangerous. Heavy competition from the private vendors: - with the
growing of many private players, it is difficult to the organization to compete with them,
it had become a weakness to the company by additional expenses. Evaluation of
effectiveness of training given to the staff.

(c) OPPORTUNITIES:
Viable ads:- by giving the viable promotions it is conceivable to the association
to build brand consciousness of various items of Nandini. Expansion of product line in
current market. Since Nandini is a well-known brand, it has opportunity to diversify into
the other milk products. Since Mother Dairy is recruiting its labor from permanent and
contract basis, it has opportunity to meet production as per fluctuating demand. Exploring
possibilities to export the products required by the state of the art companies.
Strengthening of union-management relationship to achieve organizational objectives.

25

(d) THREATS:
Competition from private vendors:- in the present situations private milk vendors
are occupying the pride place in the dairy industry. Poor microbiological quality
of milk. Result of globalization. Change in technology. Limited market. Increase
in milk procurement. (When there is a surplus of milk production in other states)
multinational companies entering into milk business for which government should
not encourage.

MOTHER DAIRY

SL.

Ref.

NO.

PARTICULARS
1 Fixed Assets
2 B.V.B Sites leasehold
Work in progress

No

AMOUNT
Rs. Ps.
810,411,098.39
2,207.00
4,896,976.00

Investments

0.00

Current assets, loans and advances and deposits

A. Inventory

123,937,691.48

B. Sundry debtors:- agents and concessioners

- KMF unions
- Other federations
C. cash in hand and banks
Fixed deposits at banks

74,871,953.10
143,018.11
19,150.42
30,108,699.38
500,010.00

D. Loans and advances and deposits :-

Advance receivables in cash or kind

376.67

From employees

From firms and others

64,628,773.00

Deposits

14,433,392.25

2,113,206.15

26

Audit objections

0.00

Inter unit balances

0.00

PURCHASES AND EXPENDITURES

Purchase of milk

4,046,312,914.50

Inter unit purchase

233,652,138.55

Purchase of stores materials

604,568,559.94

Procurement transportation

69,244,875.26

Processing and manufacturing expenses

161,976,028.40

Salaries and other benefits to employees

176,863,526.09

Administrative expenses

26,199,722.24

Selling and distribution expenses

91,920,696.11

Taxes

18,001,095.05

Interest on loan and bank charges

4,334,815.01

Loss on revaluation/sale of assets

5,893,551.37

Deprecation

36,299,962.85

TOTAL

SL.

PARTICULARS

NO.

1.FIXED ASSETS:
Building- Diary

6,601,334,437.32

REF.

AMOUNT

N0.

RS.PS.
126,163,471.85

BVB Sites freehold B.D.A

Bore well

36,304.25
1,882,518.90

Plant and Machinery Dairy

307,846,609.22

Canteen equipments

1,436,830.00

Office equipments

1,391,459.97
Air conditioners

249,452.26
27

Laboratory equipments

2,299,736.17

F.R.P tanks

0.00

Garden equipments

115,900.18

Vehicles

5,938,735.05

Furnitures and fixtures

1,799,224.21

Computers

15,435,714.66

Building-ICP

20,059,975.95

Plant and Machinery-ICP

78,964,179.57

Walk in cold store

1,800,000.00

Building- power plant

54,985,879.62

Plant and Machinery-power plant

190,005,106.53

TOTAL

810,411,098.39

2. LEASEHOLD LAND:

BVB sites BBMP leasehold

0.00

BVB sites BDA leasehold

2,207.00

TOTAL

2,207.00

3.WORK IN PROGRESS:
Capital work in progress

4,896,976.00

TOTAL

4,896,976.00

4.INVESTMENTS:
In government securities

0.00

In shares and stocks

0.00

TOTAL

0.00

5.CURRENT ASSETS, LOANS AND ADVANCES

A.INVENTORY
Milk and Milk products opening balance

53,426,411.26

General stores opening balance

70,511,280.22

TOTAL

123,937,691.48

B.SUNDRY DEBTORS
28

Sundry debtors Agents

57,452,415.87

Akshayapatra foundation

2,749,625.80

Sundry debtors Nandini ice cream

G.C.M.M.F. Anand

462,914.76
13,581,404.67

Shops rent

556,430.00

Private diaries

38,662.00

Concessionarie fee

30,500.00

TOTAL

74,871,953.10

29

CHAPTER 3

THEORITICAL BACKGROUND

INTRODUCTION TO PROMOTION:
Advancement is about speaking with clients keeping in mind the end goal to advise and
convince by changing individuals' mentalities, by means of a huge number of online
disconnected from the net channels. Dispositions are comprised of qualities and convictions that
impact the way individuals think and feel. Advancement adds to the client's impression of an
item, impacting their perspective of the advantage gave, changing their states of mind and
maybe changing their conduct with the goal that they purchase an item or administration.

Advancement alludes to the whole arrangement of exercises, which convey the item, brand or
administration to the clients. The thought is to make individuals mindful, pull in and affect to
purchase the item, in inclination over others.

PROMPTION MIX:
The limited time blend is one of the 4 Ps of advertising blend. It comprises of advertising,
publicizing, deals advancement and work force offering. In this lesson, you will figure out how a
showcasing group utilizes the limited time blend to achieve organization articles and objectives.

PROMOTION STRATEGY:
Advancement methodologies contrast contingent upon the individual business or item,
yet all endeavor to expand item request and mindfulness.
The promotion strategy deals with the following decisions:
To present information to consumers as well as others.
To increase demand.
To differentiate a product from others in the market place.

30

OBJECTIVES OF PROMOTION:
Increase demand: these strategies are used during the product life cycle in order to
increase sales.
Present information about product: in order for customers and consumers to want the
product they need to understand what the product is.
Differentiate a product: this is especially important if there are multiple competitors in
the same market.
To expand the target market.
To gain additional market share or additional revenue.
To add extra value to the product and develop brand franchise.

WEAKNESS OF PROMOTION:

Increased price sensitivity.

Quality image may become tarnished.
Merchandising support from dealers is doubtful.
Short term orientation.

31

CHAPTER 4
DATA ANALYSIS AND INTERPRETUATION

4.1 TABLE SHOWINGTHE GENDER GROUP OF THE RESPONDENTS

GENDER

NUMBER OF
RESPONDENTS

PERCENTAGE

MALE

36

36%

FEMALE

64

64%

TOTAL

100

100%

ANALYSIS
From the above data it depicts that the survey conducted for the 100 customers of
NANDINI MILK AND MILK PRODUCTS USERS 36% belongs to male and 64% belongs to
female.

32

4.1 GRAPH SHOWINGTHE GENDER GROUP OF THE RESPONDENTS

Gender of Respondents
MALE

FEMALE
0%

36%

64%
0%
0%

Interpretation:
The majority of the respondents are male.

33

4.2 TABLE SHOWINGTHE AGE GROUP OF THE RESPONDENTS

AGE

NO OF
RESPONDENTS

PERCENTAGE

Below 18 years

4%

18 -20 years

20

20%

21 30 years

68

68%

31 40 years

4%

Above 41 years
TOTAL

4
100

4%
100%

ANALYSIS
From the above table we can observe that 68% of the respondents fall in the age group of
21-3o years, 20% of the respondents belong to the age group of 18-20 years, 4% of the
respondents belong to age group of below 18 years, 4% of respondents belong to age group of
31-40 years and 4% of respondents belong to age group of above 41 years.

34

4.2 GRAPH SHOWING THE AGE GROUP OF THE RESPONDENTS

INTERPRETATION
Majority of the respondents fall between the age group of 21-30 as per the depiction of the above
graph.

35

4.3 TABLE SHOWING-THE MONTHLY INCOME OF THE RESPONDENTS

INCOME

NO OF RESPONDENTS

PERCENTAGE

Below Rs. 10000

16

16%

Above Rs. 10000

30

30%

Below Rs. 30000

30

30%

Above Rs. 30000

24

24%

TOTAL

100

100%

ANALYSIS
The above table shows that the 30% of the respondents with respect of their status belong
to the income group of above Rs. 30000. 30% of the respondents belong to the income group of
above Rs. 10000, 24% of them belong to income group of above Rs. 30000, the respondents
followed by 16% belong to the income group of below Rs. 10000.

36

4.3 GRAPH SHOWING-THE MONTHLY INCOME OF THE RESPONDENTS

Monthly Income of Respondents

35%
30%

30%

30%
24%

25%
20%

16%

15%
10%
5%
0%
Below Rs. 10000 Above RS. 10000 Below Rs. 30000 Above RS. 30000

INTERPRETATION
From the above graph we can infer that majority of the respondents income level range
in between Rs.10,000 to Rs.30,000.

37

4.4 TABLE SHOWING- THE CONSUMER AWARENESS

AWARENESS OF
NANDINI PRODUCT

NO. OF RESPONDENTS

PERCENTAGE

Friends

16

16%

Relatives

18

18%

Neighbors

10

10%

Advertisement

56

56%

TOTAL

100

100%

ANALYSIS
This analysis shows the above table it is clear that, 10% of respondents know about the
Nandini milk and milk products through neighbors, 16% of the respondents are through friends,
18% of the respondents through relatives and 56% respondents through advertisement.

38

4.4 GRAPH SHOWING - THE CONSUMER AWARENESS

Product Awareness from different

source
56%
16%

18%

10%

INTERPRETATION
We can infer that majority of the respondents are aware about Nandini Milk Products
through means of advertisement. This shows that promotional activities through media has
reached majority of the customers.

39

4.5 TABLE SHOWING - THE FREQUENTLY LEVEL OF BUYING

FREQUENCY IN
BUYING

NO. OF
RESPONDENTS

PERCENTAGE

Once in a day

52

52%

Twice in a day

28

28%

Once in a week

16

16%

Occasionally

4%

TOTAL

100

100%

ANALYSIS
From the above table it is clear that, 52% of respondents prefer to buy Nandini milk once
In a day, 28% of respondents prefer to buy a Nandini milk twice In a day, 16% of the
respondents prefer to buy Nandini milk once in a week and 4% of respondents prefer to buy
Nandini milk occasionally.

40

4.5 TABLE SHOWING - THE FREQUENTLY LEVEL OF BUYING

Customer frequency of Buying

4%

Occasionally

16%

Once in a week

28%

Twice in a day

52%

Once in a day
0%

10%

20%

30%

40%

50%

60%

INTERPRETATION
This graph clearly depicts that most of the customers buy Nandini Milk Products once in
a day. From this inference we can know the rate of consumption of Nandini Products from the
respondents.

41

4.6 TABLE SHOWING-THE RESPONDENTS USING THE NANDINI

PRODUCTS (TIME DURATION)
USAGE FREQUENCY

NO. OF RESPONDENTS

PERCENTAGE

Less than 1 year

10

10%

1 2 years

20

20%

More than 2 years

70

70%

TOTAL

100

100%

ANALYSIS
From above table we can say that the majority of consumers are using Nandini milk for
more than 2 years on other hand the consumers using 1-2years, and less than one year.

42

4.6 TABLE SHOWING - THE RESPONDENTS USING THE NANDINI

PRODUCTS (TIME DURATION)

Usage of Nandini Products

Less than 1 year

1 - 2 years

More than 2 years

10%
20%

70%

INTERPRETATION
From the above graph we can infer that large group of respondents are the customer of
Nandini Products from more than 2 years.

43

4.7 TABLE SHOWING -RESPONDING TOWARS DAILY CONSUMPTION OF

NANDINI MAILK AND MILK PRODUCTS
QUANTITY

NO. OF
RESPONDENTS

PERCENTAGE

Ltr

12

12%

1Ltr

64

64%

2Ltr

22

22%

Above 2Ltr

2%

TOTAL

100

100%

ANALYSIS
In this table we see that how much quantity of milk is purchased by the respondents per
day i.e. 12% purchase Ltr per day, 64% purchase 1Ltr per day, 22% purchase 2Ltrs per day
and 2% of respondents purchase more than 2Ltrs per day of 100 respondents.

44

4.7 TABLE SHOWING -RESPONDING TOWARS DAILY CONSUMPTION OF

NANDINI MAILK AND MILK PRODUCTS

Daily consumption of Nandini

Products
64%

22%
12%
2%
1/2 liter

1Liter

2Liter

Above 2L

INTERPRETATION
The above graph clearly infers that majority of the customers purchase 1ltr of Nandini
milk daily, which shows that the customers are happy with the offerings of Nandini Products and
they have a good customer relationship.

45

4.8 TABLE SHOWING - REASON FOR PURCHASING

REASON FOR
PURCHASE

NO. OF
RESPONDENTS

PERCENTAGE

Quality

54

52%

Freshness

20

20%

Neat package

12

12%

Easy availability

14

14%

TOTAL

100

100%

ANALYSIS
From the above table it is clear that, 52% of respondents prefer by Nandini milk due to
quality, 20% of respondents prefer to buy due to freshness, 12% of respondents buy due to neat
packaging and 14% of respondents buy because of easy availability.

46

4.8 GRAPH SHOWING - REASON FOR PURCHASING

Reason for Purchasing

Quality

Freshness

Neat Package

Easy availability

14%
12%
53%
21%

INTERPRETATION
The above graph depicts that quality is the major criteria for the respondents to purchase
Nandini milk Products. Nandini milk products have set a position in the minds of customers with
respect to Nandini products.

47

4.9 TABLE SHOWING - THE CONSUMER PREFERENCE TOWARDS THE NANDINI

PRODUCTS
CUSTOMER
PREFERENCE

NO. OF
RESPONDENTS

PERCENTAGE

Milk

62

6O%

Sweets

16

16%

Curd

22

20%

Butter

4%

TOTAL

100

100%

ANALYSIS
From the above table it is clear that, 60% of respondents prefer to buy Nandini milk, 16%
of respondents prefer to buy Nandini sweets, 20% of respondents prefer to buy Nandini curd and
4% of respondents prefer to buy Nandini butter.

48

4.9 GRAPH SHOWING - THE CONSUMER PREFERENCE TOWARDS THE NANDINI

PRODUCTS

Customer preference towards

Nandini Products
70%

60%

60%
50%
40%
30%
16%

20%

20%

10%

4%

0%
Milk

Sweets

Curds

Butter

INTERPRETATION
The above graph depicts that majority of the respondents prefer Nandini products because
the products of Nandini has served their needs and tastes of the customers.

49

4.10 TABLE SHOWING - THE PRICE LEVEL

PRICE LEVEL

NO. OF
RESPONDENTS

PERCENTAGE

STRONGLY AGREE

38

38%

AGREE

40

40%

STRONGLY DISAGREE

18

18%

DISAGREE

4%

TOTAL

100

100%

ANALYSIS
From the above table it is clear that, 38% of respondents are strongly agree with the price
level of nandini products, 40% of the respondents are agreed, 18% of the respondents are
strongly disagree, 4% of respondents are disagree.

50

4.10 SHOWING GRAPH - THE PRICE LEVEL

Price Level
38%

40%

18%

4%

Strongly agree

Agree

Strongly
Disagree

Disagree

INTERPRETATION
Majority of the respondents have stated that the price levels of Nandini products are high.
Irrespective of the price the customers still prefer Nandini products due to its quality feature.

51

4.11 TABLE SHOWING - WHETHER THE ADVERTISEMENT IS NEED FOR THE

NANDINI PRODUCTS OR NOT
PERTICULARS

NO OF CONSUMERS

PERCENTAGE

YES

70

70%

NO

30

30%

TOTAL

100

100%

ANALYSIS
This analysis shows that nandini products need more advertisement for promotion, why
because of more competition.

52

4.11 GRAPH SHOWING - WHETHER THE ADVERTISEMENT IS NEED FOR THE

NANDINI PRODUCTS OR NOT

Necessity of Advertisement for

Nandini Products
Yes

No

30%

70%

INTERPRETATION
The above graph depicts that there is necessity for the advertisement of Nandini products. Inspite
of having huge popularity Nandini can give a leading competition to other substitute products.

53

4.12 TABLE SHOPWING- THE WHAT KINDS OF ADVERTISEMENT IS MORE

EFFECTIVE
PERTICULARS

NO OF RESPONDENTS

PERCENTAGE

TV ads

72

72%

Banners/Boardings

16

16%

Advertisement in news
papers

10

10%

Transit ads

2%

TOTAL

100

100%

ANALYSIS
This analysis shows that consumers feel that promotion of nandini products TV ads will
be more effective as compared to advertisement in newspaper and boardings.

54

4.12 GRAPH SHOPWING- THE WHAT KINDS OF ADVERTISEMENT IS MORE

EFFECTIVE

Effectiveness of kinds of
Advertisements
Transit ads

Advertisement in news papers

Banners/Boardings

TV ads

2%

10%

16%

72%

INTERPRETATION
As per the views of the respondents it is clear that TV adds are more effective to promote
Nandini Products. This shows that TV adds have a major impact on viewers.

55

4.13 TABLE SHOWS - THE CHANNEL USED TO PURCHASE NANDINI MILK

PRODUCTS
PARTICULARS

NO OF RESPONDENTS

PERCENTAGE

Nandini booth parlors

38

38%

Retailors

24

24%

Bakeries

18

18%

Any departmental
stores

20

20%

TOTAL

100

100%

ANALYSIS
According to the survey it can be noted that 38% of the people option for Nandini booth
parlors are best channel for buying Nandini milk products as compare to other channel of agents
like retailors, bakeries and any departmental stores.

56

4.13 GRAPH SHOWS - THE CHANNEL USED TO PURCHASE NANDINI MILK

PRODUCTS

Channel used to purchase Nandini

Products
38%
24%
18%

Nandini booth
parlors

Retailors

Bakeries

20%

Any
departmental
stores

INTERPRETATION
The above graph shows that most of the customers prefer to buy Nandini products from Nandini
booth parlors and other retail stores which is convenient to them.

57

4.14 TABLE SHOWING - THE OPINION OF CUSTOMERS

PROMOTIONAL ACTIVITES OF NANDINI MILK PRODUCTS

TOWARDS

QUALITY

RESPONDENTS

PERCENTAGE

Excellent

28

28%

Good

48

48%

Average

20

20%

Bad

4%

TOTAL

100

100%

ANALYSIS
In the above table we see that the opinion of the respondents about promotional activites
done for the Nandini milk products i.e. 28% of the respondents agree that it is excellent, 48%
agree that it is good, 20% of the respondents agree it is average and the rest 4% says it is poor in
promotion.

58

4.14 GRAPH SHOWING - THE OPINION OF CUSTOMERS TOWARDS

PROMOTIONAL ACTIVITES OF NANDINI MILK PRODUCTS

Opinion of customers towards

Promotional Activities
48%

28%
20%

4%
Excellent

Good

Average

Bad

INTERPETATION
From the above graph we can know that customers have a good opinion towards the Promotional
activities of Nandini Milk and Products.

59

4.15 TABLE SHOWING THE CONSUMERS FEEL ABOUT NANDINI MILK

PRODUCTS
PARTICULARS

NO OF PEOPLE

PERCENTAGE

PRICE

16

16%

BRAND IMAGE

36

36%

QUALITY

34

34%

PURE

14

14%

TOTAL

100

100%

ANALYSIS
This analysis shows that consumers feel Nandini milk products are comparatively better
than other brands of milk products in terms of brand image 36% and quality 34%.

60

4.15 GRAPH SHOWING THE CONSUMERS FEEL ABOUT NANDINI MILK

PRODUCTS

Consumers feel about Nandini

Products
36%

34%

16%

Price

14%

Brand image

Quality

Pure

INTERPRETATION
The above graph shows that consumers feel that Nandini Products have a good brand image due
to its quality products. Through its quality products Nandini has built a strong identity in the
minds of customers.

61

4.16 TABLE SHOWING - THE GROWTH OF NANDINI MILK AND MILK

PRODUCTS
FACTORS

NO OF RESPONDENTS

PERCENTAGE

PROMOTIONAL
STRATEGY

32

32%

IS IT DUE TO QUALITY

56

56%

PRICE FACTOR

12

12%

TOTAL

100

100%

ANALYSIS
This analysis shows that 56% of respondents says Nandini milk is fast growing mainly
due to quality, 32% of respondents says it is due to price factor and only 12% of respondents
says it is due to price factor.

62

4.16 GRAPH SHOWING - THE GROWTH OF NANDINI MILK AND MILK

PRODUCTS

Growth of Nandini Milk Products

56%

32%

12%

Promotional
strategy

Is it due to quality

Price factor

INTERPRETATION
As per the above graph we can infer that the growth of Nandini Milk Products is due to its
quality feature.

63

4.17 TABLE SHOWING - THE SATISFACTION LEVEL OF CONSUMERS

TOWARDS PROMOTIONAL ACTIVITES

SATISFACTION LEVEL
OF PROMOTIONAL
ACTIVITES

NO. OF RESPONDENTS

PERCENTAGE

STRONGLY AGREE

26

26%

AGREE

48

48%

NEITHER AGREE OR
DISAGREE

18

18%

DISAGREE

8%

TOTAL

100

100%

ANALYSIS
From the above table it is clear that, 26% of the respondents are strongly agree with the
promotional activities of Nandini milk and Nandini milk products, 48% of the respondents are
agree, 18% of the respondents are neither agree or disagree, and 8% of the respondents are
disagree.

64

4.17 GRAPH SHOWING THE SATISFACTION

TOWARDS PROMOTIONAL ACTIVITES

LEVEL

OF

CONSUMERS

Satisfactional Level of consumers

towards Promotional Activities
60%
50%
40%
30%
20%
10%
0%

48%
26%
18%
8%
STRONGLY
AGREE

AGREE

NEITHER
AGREE OR
DISAGREE

DISAGREE

INTERPRETATION
From the above graph we can infer that most of the respondents agree that they are
satisfied with Promotional Activities of Nandini Milk Products.

65

4.18 TABLE SHOWING LIKELINESS OF CONSUMERS TOWARDS

NANDINI MILK & MILK PRODUCTS

PARTICULARS

RESPONDENTS

PERCENTAGE

YES

82

82%

NO

18

18%

TOTAL

100

100%

ANALYSIS
The above table shows that the consumers of nandini milk and milk products, 82% of
them likes all the products of nandini and 18% of them doesnt like all the products.

66

4.18 GRAPH SHOWING LIKELINESS OF CONSUMERS TOWARDS NANDINI

MILK & MILK PRODUCTS

Likeliness of Nandini Milk Products

Yes

No

18%

82%

INTERPRETATION
The graph clearly shows that majority of the consumers like Nandini Products. Consumers have
a good preference towards Nandini products.

67

4.19 TABLE SHOWING - THE SATISFACTION OF CONSUMERS TOWARDS

NANDINI MILK PRODUCTS

PARTICULARS

NO. OF
RESPONDENTS

PERCENTAGE

YES

90

90%

NO

10

10%

TOTAL

100

100%

ANALYSIS
The above table showing that the 90% of the consumers are satisfied with Nandini milk
and milk products and 10% of the customers are still expecting more and they are not satisfied.

68

4.19 GRAPH SHOWING THE SATISFACTION OF CONSUMERS TOWARDS

NANDINI MILK AND MILK PRODUCTS

Satisfaction level of Nandini

Products
90%

10%

Yes

No

INTREPRETATION
The above graph clearly depicts that the customers are highly satisfied with the Nandini
products. Nandini products have made its effort to satisfy the taste and preferences of the
consumers.

69

4.20 TABLE SHOWING - THE MOST LIKED PRODUCT OF NANDINI BY

COSUMERS

PRODUCTS

RESPPONDENTS

PERCENTAGE

MILK

46

46%

CURD

12

12%

SWEETS

30

30%

BUTTER

12

12%

TOTAL

100

100%

ANALYSIS
The above table showing the most liked product of Nandini by consumers. According to
table 46% of the consumers like milk, 12% of consumers likes curd, 30% consumers likes
sweets and 12% of consumers likes butter.

70

4.20 GRAPH SHOWING - THE MOST LIKED PRODUCT OF NANDINI BY

COSUMERS

Most preferred products of Nandini

46%

30%

12%

Milk

Curds

12%

Sweets

Butter

INTERPRETATION
From the above graph we can clearly know that consumers highly prefer milk of Nandini
products.

71

4.21 TABLE SHOWING - INTEREST OF CONSUMERS TO SUGGEST NANDINI

PRODUCTS TO OTHERS TO USE

PARTICULARS

RESPONDENTS

PERCENTAGE

YES

98

98%

NO

2%

TOTAL

100

100%

ANALYSIS
The above table showing the interest of consumers to suggest Nandini products.
According to table 98% of the consumers would like to suggest Nandini products to others and
only 2% doesnt like to suggest to others.

72

4.21 GRAPH SHOWING - INTEREST OF CONSUMERS TO SUGGEST NANDINI

PRODUCTS TO OTHERS TO USE

Interest of consumers to suggest

Nandini Products to Others
2%

98%

YES

NO

INTERPRETATION
The above graph clearly depicts that majority of the customers have an interest to suggest
Nandini Products to other customers.

73

HYPOTHESIS TESTING
KARL PEARSONS CORRELATION
H0: There is no relationship between frequency of buying and the years of using Nandini milk
and milk products.
H1: There is relationship between frequency of buying and the years of usage of Nandini milk
and milk products.

Correlations
How frequently From how many
will you buy years you are using
Nandini milk
milk and milk
products
products of Nandini
How frequently will you
buy Nandini milk
products
From how many years
you are using milk and
milk products of Nandini

Pearson Correlation

.498**

Sig. (2-tailed)
N
Pearson Correlation

.000
100
**

.498

Sig. (2-tailed)

.000

100

100
1
100

Inference:Since r = 0.498, there is low positive correlation between the two variables.
Conclusion:Since significant value (p-value) is 0.0001, which is less than the standard of 5% (0.05), we
reject H0 and accept H1 and conclude that there is relationship between frequency of buying the
years of usage of Nandini milk and milk products.

74

CHI SQUARE TEST

H0:- There is no relationship between necessity of promoting Nandini milk and effectiveness of
advertisement.
H1:- There is relationship between necessity of promoting Nandini milk and effectiveness of
advertisement.

Case Processing Summary

Cases
Valid
N
Do you think
advertisement is needed
to promote Nandini milk
in the competitive
market * what kind of
advertisement will be
more effective in your
opinion

Missing

Percent
100

99.0%

Total

Percent
1

1.0%

Percent
101

100.0%

Do you think advertisement is needed to promote Nandini milk in the competitive market *
what kind of advertisement will be more effective in your opinion Cross tabulation
Count
What kind of advertisement will be more effective in
your opinion
Advertisemen
Banners/boar
t in news
dings
paper
Transit ads

TV ads

Total

Doyouthinkadvertiseme Yes
ntisneededtopromotenan No
dinimilkinthecompetitiv
emarket

70

70

16

10

30

Total

72

16

10

100
75

Chi-Square Tests
Value

Asymp. Sig. (2sided)

df

Pearson Chi-Square

90.741a

.000

Likelihood Ratio

103.895

.000

Linear-by-Linear
Association

72.300

.000

N of Valid Cases

100

a. 4 cells (50.0%) have expected count less than 5. The minimum expected count is
.60.

Conclusion:Since the significant value (p-value) is 0.001, which is less than the standard of 5% (0.05), we
reject H0and accept H1 and conclude that there is relationship between necessity of promoting
Nandini milk and effectiveness of advertisements.

76

FINDINGS

As per the survey it was found that majority of the respondents were female and minotity
of the respondents belonged to the male category.
The age group of respondents range between 21 30 years.
Most of the customers are aware about Nandini milk and milk products through the
means of advertisements they created.
Nandini milk products are bought once in a day by majority of the respondents and only
less percentage of respondents buy occasionally.
A large section of the respondents have stated that they preferred Nandini products since
more than 2 years.
Every day 1ltr of Nandini milk consumption is estimated as per the survey conducted.
Quality and freshness is the key factor for the customers to purchase Nandini milk and
milk products.
A large group of customers prefer Nandini milk for their consumption and they prefer
fewer amounts of Nandini sweets, curds and butter.
Most of the respondents have stated that Nandini products should be advertised even after
creating a position in the minds of customers.
The respondents have expressed that TV ads are more effective to promote Nandini milk
products.
Most of the customers purchase Nandini milk products from Nandini booth parlors and
fewer customers prefer to purchase it from bakeries and departmental stores.
The customers have a good opinion towards promotional activities of Nandini milk
products.
The consumers think Nandini milk products have good brand image and also quality
feature in its offerings.
The growth of Nandini milk and milk products is due to its quality feature is the opinion
of the consumers.
Majority of the customers are satisfied with the offerings of Nandini Products

77

SUGGESTIONS
To improve the promotional strategy so that the customers rate of purchase of Nandini
milk products be increased in the course of time.
To come up with innovative Promotional strategies to project other products of Nandini
by applying a pull strategy to encounter large potential customers and future prospects.
As the company has a good brand image it can think of expanding its business in a global
reach.

78

CONCLUSION:Our society consists of heterogeneous people, their value, benefits attitudes are different
from one another. Some people will give preference for quality and freshness. Some will give
preference for availability, some will give preferences only for quantity and thickness of milk the
company should study the attitude of consumers and accordingly should satisfy the consumers,
as per as possible, it should give importance for quality, freshness and price of the milk and try to
satisfy all the category of people. But it is not possible to satisfy the consumers only through the
company but retailers should also co-operate with the company and the consumers but even
though the company takes so many measures then it is also not possible to give 100 percentage
of satisfaction to the consumers.

79

BIBLIOGRAPHY

SL
NO.

TITLE

AUTHOR

EDITION

PUBLISHING
HOUSE

MARKETING
MANAGEMENT

S.A.
13 REVISED HIMALAYA
SHERLEKAR
PUBLISHING
HOUSE

RESEARCH
METHODOLOGY

DR. V.P.
MICHAEL

2003

HIMALAYA
PUBLISHING
HOUSE

BUSINESS
RESEARCH
METHOD

SN. MURTHY
U. BHOJANA

3RD
EDITION

EXCEL
BOOK

WEBSITE:
WWW.motherdairy.com
WWW.google.com

80

ANNEXURE

QUESTIONNAIRE
Dear sir / Madam,
I KIRAN GOWDA K C student of Visvesvaya technological university. At Dr
Ambedkar institute of technology, Bangalore. Pursuing MBA 4th Sem, I am doing a project study
on SALES PROMOTIONAL ACTIVITES OF NANDINI MILK AND MILK PRODUCTS.
I request you to spend a few minutes of your precious time and answer this questionnaire
for me.
NAME:
1) Gender
a) Male
( )
b) Female
( )
2) Age group
a) Below 18 years
( )
b) 18-20 years
( )
c) 21-30 years
( )
d) 31-40 years
( )
e) Above 41 years
( )
3) Income group
a) Less than Rs. 10000
( )
b) Above Rs. 10000
( )
c) Less than Rs.30000
( )
d) Rs.30000 and above
( )
4) How did you come to know about Nandini milk and milk products?
a) Friends
( )
b) Relatives
( )
c) Neighbors
( )
d) Advertisement
( )
5) How frequently will you buy Nandini milk products?
a) Once in a day
( )
b) Twice in a day
( )
c) Once in a week
( )
d) Occasionally
( )
6) From how many years you are using milk and milk products of Nandini?
a) Less than one year
( )
b) 1-2 years
( )
c) More than 2 years
( )
81

7) What quantity of Nandini milk will you buy?

a) liter
( )
b) 1liter
( )
c) 2liter
( )
d) Above 2 liter
( )
8) Why you prefer Nandini product?
a) Quality
( )
b) Freshness
( )
c) Neat package
( )
d) Easy availability
( )

9) What kind of Nandini products do you prefer to buy?

a) Milk
( )
b) Sweets
( )
c) Curd
( )
d) Butter
( )
10) The price of Nandini milk products are reasonable.
a) Strongly agree
( )
b) Agree
( )
c) Dis agree
( )
d) Strongly disagree
( )
11) Do you think advertisement is needed to promote Nandini milk in the competitive
market?
a) Yes
( )
b) No
( )
12) What kind of advertisement will be more effective in your opinion?
a) TV ads
( )
b) Banners/boarding
( )
c) Advertisement in newspaper
( )
d) Transit ads
( )
13) Which channel do you prefer to purchase Nandini milk product?
a) Nandini booth parlors
( )
b) Retailers
( )
c) Bakeries
( )
d) Any departmental stores
( )
14) What is your opinion about the promotional activities of Nandini milk products?
a) Excellent
( )
82

b) Good
c) Average
d) Bad

( )
( )
( )

15) How do you feel Nandini milk products are comparatively better than other brands?
a) Price
( )
b) Brand image
( )
c) Quality
( )
d) Pure
( )
16) Why do you think Nandini milk is fast growing?
a) Promotion strategy
( )
b) Is it due to quality
( )
c) Price factor
( )
17) Are you satisfy with Nandini milk and milk products promotional strategies when
compared when compared to other milk products?
a) Strongly agree
( )
b) Agree
( )
c) Neither agree nor disagree
( )
d) Disagree
( )
e) Strongly disagree
( )
18) Do you like all the nandini milk products?
a) Yes
( )
b) No
( )
19) Are you satisfied with products of Nandini?
a) Yes
( )
b) No
( )
20) Which product among nandini you like more?
a) Milk
( )
b) curd
( )
c) sweets
( )
d) butter
( )
e) all the above
( )
21) Do you suggest other people to use nandini product?
a) Yes
( )
b) No
( )

83