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

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

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

  1. 1. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS “STUDY THE CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTS AND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS.” Under taken at Dharwad Milk Union, A Subsidiary of Karnataka Milk Federation Babasabpatilfreepptmba.com 1
  2. 2. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Table of ContentsSl.no Particulars Page No. 1. Executive Summary 4 2. Industry profile 10 2.1 Brief history 11 3 Company profile 14 5.1 Karnataka Milk federation 15 5.2 Dharwad milk union 17 5.3 Organization chart 24 5.4 products 25 5.5 Marketing department 29 5.6 Promotional activities by KMF 32 6 Analysis 42 7 Findings 56 8 Suggestions 59 11 Conclusion 61 12 Annexure 63 13 Bibliography 67 Babasabpatilfreepptmba.com 2
  3. 3. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Babasabpatilfreepptmba.com 3
  4. 4. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS ---EXECUTIVE SUMMARYTitle of the project:“TO STUDY THE CONSUMER AWARENESS ABOUT NANDINI MILK AND MILKPRODUCTS, AND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATINGAWARENESS.”Objective of the study: • To study the consumer awareness about Nandini Milk and Milk Products. • To study impact of promotional activities on creating consumer awareness.Sub Objectives: • To study the whole product range of Nandini Milk and Milk products. • To study the customer expectations in Packaged Milk and Milk products. • To study the promotional activities adopted by the company. • To evaluate the impact of those activities on customers mind. • To search for the new areas on which the company can focus to create awareness. Babasabpatilfreepptmba.com 4
  5. 5. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSStatement of the problem Milk is the day to day need of any individual all over the world. In India thesupply of Milk to the customers is done through the unorganized milkmen. After therevolution of the co-operative milk unions the milk India seen the packaged andprocessed Milk and Milk products. For many years the co-operative milk unions enjoyedmonopoly in the market. But after the entry of private sector in this industry thecompetition has increased to maximum extent. Each of the players in the market hasmany ranges of milk products under different brands. And each and every player wishesthat 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 itsNandini branded Milk and Milk products. And the company thinks the lacking ofawareness of its products may be affecting its sale. In order to increase the consumerawareness the company started many promotional activities. Now the company wants toknow how much customers are aware about the product and what impact of promotionalactivities in creating awareness. Hence the main purpose of this study is to find the “to study the consumerawareness about Nandini milk and milk products, and impact of promotional activities oncreating awareness.” Babasabpatilfreepptmba.com 5
  6. 6. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSNeed for the study: Dharwad Milk Union, a Subsidiary of Karnataka Milk Federation, is theoldest company in the North Karnataka region in the Packaged Milk and Milk Productssegment. The company was the leader in this segment with its various products under thebrand of NANDINI. But now with the increasing competitors from private sector inPackaged 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 promotionalactivities like advertisements through various Medias, and Awareness Campaigns.Through these promotional activities the company wanted to re-capture the customerswho are shifted from Nandini to other private branded products, and also wants capturethose consumers who still depending on the un-organized suppliers like Dabba Milkmenetc… to serve their need of milk and milk products. So now the company wants to know the consumer awareness about Nandini Milkand Milk products and impact of promotional activities on creating the awareness in theminds of customers. And also the company wants to know what sort of activities to beundertaken to attract the customers. Babasabpatilfreepptmba.com 6
  7. 7. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSRESEARCH 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. Thedata collected during the study included the data collected through questionnaire andface-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 productsindustry. 2) MEASUREMENT TECHNIQUE: • Questionnaire: Babasabpatilfreepptmba.com 7
  8. 8. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Questionnaire is a formalized instrument for collecting information directlyfrom the respondents. During this research questionnaire was used as tool for gettinginformation 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 andevaluation of data is done using SPSS 11.0 version software and Microsoft Excel for thegraphical representations. Babasabpatilfreepptmba.com 8
  9. 9. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSFindings 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 Babasabpatilfreepptmba.com 9
  10. 10. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS • 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 Babasabpatilfreepptmba.com 10
  11. 11. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSSUGGESTIONS: • 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. Babasabpatilfreepptmba.com 11
  12. 12. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS • The non customers of Nandini says price is the major reason for not being. So the company should make an attempt to make them understand the value for money what they get from Nandini in terms of quality, and healthiness of the products. • Awareness campaigns have failed to reach majority of customers. So the number of campaigns to be increased and to be made in such a place that the maximum number of customers are covered. Conclusion After analysing the data of the study I conclude that the Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it 29% felt wall paintings were more informatory. Radio ads, magazines, and campaigns were felt less informatory to about 15%, 16% and 10% respectively. Second and third importance was given to availability and taste by 32% and 29%. Quality 07%, Fat content (11%), thickness (07%) and promotional activities (11%) are not major factors which prevents them for not being the customers. Babasabpatilfreepptmba.com 12
  13. 13. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Babasabpatilfreepptmba.com 13
  14. 14. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS ---INDUSTRY PROFILEBrief History India has a rich tradition in dairying since the time of Lord Krishna. Dairying hasbeen inherent in Indian culture, for centuries. Milk and milk products have always beenan integral part of our consumption habits. In the vast field of animal husbandry, thecontribution of dairying has been most significant, in terms of employment, as well asincome generation. In post-independence India, co-operative dairying has been one of ourmajor success stories, having a profound impact on socio-economic development of ruralareas. Today, India is the largest milk producer in the world with record production of91.5 million tons. India stands first in world milk production with a share of about 14 percent in world milk production. Milk has achieved unique status in terms of its outputvalue exceeding Rs. 1,00,000 crores and has made rapid strides both in terms of numberof 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 contributedto 25 per cent of the total value of agricultural GDP. The development of dairy industryin India is well known all over the world as one of the most successful developmentprogramme in the globe. Dairy farming is visualized by the farmers in India as part of anintegrated agricultural system where dairy and agriculture complement each other. The milk production in India was 17 million tonnes in 1950-51. This could meetonly 25 per cent of the domestic demand, the remaining 75 per cent of the demand wasmet 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 andforesight of Dr. Kurien, in 1970, NDDB launched “Operation Flood Program” with Babasabpatilfreepptmba.com 14
  15. 15. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSobjective of ending milk famine in the country and turning farmers co-operatives intopowerful catalyst for transforming India into major milk producer in the world. Further,by providing milk producers remunerative prices round the year, milk production in Indiatouched 74 million tons since 1997. By the year 2000, India tops to emerge as the largestmilk producer – by surpassing the USA – with an estimated production of 86 milliontons. This is as a result of India’s “White Revolution” in milk production. The first phase of “Operation Flood Program” was between 1970 and 1981 and itlaid the foundation for modern dairy industry in India. There was a liable self-sustaininggrowth of producers controlled dairy co-operatives. The second phase was in actionduring 1981 to 1985, which established 136 milk sheds and captured markets in 290cities and provided 4.9 billion finance. The operation flood has completed third phase on31 march, 1994 by capturing 500 cities with population target of 300 million customersand at present fourth phase is in operation. When the third phase was over, the followingbenefits 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 ofTMDD was same as that of Operation Flood Program’s objectives. Karnataka has always remained in the foresight of all agricultural developmentinitiatives 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 dairyenterprises that are mostly subsidiary occupations alongside the main agricultural activity Babasabpatilfreepptmba.com 15
  16. 16. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSof the farmer. Specialized dairy enterprises do exist but not only is their numberabysmally low as compared to regular types, but also are restricted mostly to urban areasand their surroundings. Karnataka stands sixth in milk production in the country and it occupies thirdposition with respect to milk production under co-operative sector in the country. Themilk production was around 45 lakh tons during the year 2001-02. The KMF is covering27 districts, with 7000 dairy co-operative societies; around 17000 villages involving 1.5million farmers collects around 20 lakh liters of milk daily. As per World Bank Experts Report, for an initial investment of Rs. 200 crores inOperation Flood III, the net returns per year to the rural economy had been Rs. 24,000crores. No other major development program all over the world, has matched this input-output ratio. The basic functions of any dairy enterprise are procurement, processing andmarketing. This type of operation is known as “Anand pattern of dairying”. Themanagement of dairy enterprise should be very careful in these activities. Theprocurement of milk include milk collection centers (dairy co-operative societies). Theother important decision in milk procurement is pricing of milk. The two axis system ofmilk pricing is commonly used i.e., based on Fat and SNF content of milk. Seasonalfluctuation is the another important aspect which need adequate attention to ensureregular and sufficient milk throughout the year. Since, milk is perishable commodity, it has to be processed (chilling orpasteurizing) immediately after procurement, otherwise, it gets spoiled. The processingactivity cannot be neglected as it make the milk in consumable form with more valueaddition. The marketing includes product mix, pricing policy, distribution routes and salespromotion etc. The milk products are marketed by both Karnataka Milk Federation andPrivate Milk Units. Babasabpatilfreepptmba.com 16
  17. 17. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Babasabpatilfreepptmba.com 17
  18. 18. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS ---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 andreorganize the dairy industry on the co-operative principle and to lay foundation for anew direction in dairy development. In 1975, the World Bank aided dairy development was initiated. The presentKarnataka Milk Federation (KMF) came into existence in 1984-as a result of merging ofKarnataka Dairy Development Co-operation, small co-operatives and Karnataka MilkProduction 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 inall 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 2Product dairies for chilling, processing, conservation and marketing of milk. To supplycattle feed there are 4 cattle feed plants. To ensure supply of quality germ plasma, bull breeding farm and frozen semenbank are also available. Karnataka Cooperative Milk Producers Federation Limited (KMF) is the apexBody in Karnataka representing Dairy Cooperatives. It is the third largest dairy co-operative amongst the dairy cooperatives in the country. Babasabpatilfreepptmba.com 18
  19. 19. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS To impart training, institutes at Bangalore and regional training institutes atDharwad and Gulbarga are functioning. Three nitrogen plants (2 plants of 25 CPM and 1plant of 5 CPM) are been set-up to supply nitrogen, which is used for refrigerationpurpose. Three diagnostic centers have been set-up for monitoring diseases, three fodderfarms at Rajkunte, Kuttanahalli and Kodagu have been set-up to supply good quality offodder and seed production farm at Shahpur has been set-up. The federation giving details of the latest technology in dairy industry etc ispublished "Ksheer Sagar" magazine monthly. Babasabpatilfreepptmba.com 19
  20. 20. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS INTRODUCTION TO DMUVISION AND MISSION DHARWAD MILK UNIONVISION STATEMENT OF DMU: • Total quality • Honesty • Discipline • Cleanliness • Transparency • Sincerity and dedication • Co-operation free of politics • Sovereignty • Respecting each others, opinions, ideas & feelings.MISSION STATEMENT OF DMU: Dharwad Milk Union is committed to provide maximum possible price for themilk supplied by its members and provide necessary inputs to enhance milk productionwhile ensuring economic viability of the Union and is also committed to provide qualitymilk products to consumers and emerge as one of the top most milk union of the co-operative dairy industry in the country. Babasabpatilfreepptmba.com 20
  21. 21. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSDHARWAD MILK UNION A group of experienced officers, appointed by the Karnataka Milk Federationsurveyed the whole of Dharwad districts (includes two newly formed district Gadag andHaveri) 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 MilkProducts and the benefits they would get from the Milk Dairy. Dharwad Milk Union (DMU) came into existence on 3-3-1986 DMU wasestablished under co-operative act on 3-3-1986 at Dharwad. And Gadag, Haveri, UttarCanara and Dharwad come under its operation. Further in 1988, the Riapur Dairy and Chilling Center, setup in 1968, also cameunder the union. In 1989, the training center, which was controlled by KMF, came underDharwad Milk Union. DMU was Rs.7 crore Projects of which Government has Rs.2Crore of sharecapital and authorized capital of DMU is Rs.5crore. DMU formed 551 milk producers 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 thecapacity to produce 12tones of milk powder, 10tones of butter, and 6tones of ghee perday. DMU is collecting 70 thousand liters of milk per day from its societies and sells60 thousand liters of milk per day and the remaining milk is used for producing milkproducts. Babasabpatilfreepptmba.com 21
  22. 22. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSESTABLISHMENT: The Dharwad Milk Union is one Co-operative society among the 13establishments, under KMF: The Dharwad Milk Union (DMU) is one of the mostmodern plants in the country. It is located in the spacious 25 acres of land, located inLakamanahalli Industrial Area; adjacent to the National Highway-4. It is patterned theAMUL 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, whichare 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 veterinaryservices, 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 andbull mother forms, semen collection station, and herd quarter center for animal husbandryactivities. The Union also takes research, development and also other promotional activitiesfor 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 cheesecurd, ghee, pedha. Babasabpatilfreepptmba.com 22
  23. 23. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSFUNCTIONS 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 DCSs are carrying out their activities properly and in an efficient manner. • To see that the milk is brought from DCSs to the chilling centers in the prescribed time. • To look the accounts of the DCSs supervise the purchase process and market the milk and milk products. Babasabpatilfreepptmba.com 23
  24. 24. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSOBJECTIVES 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 middlemens 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. Babasabpatilfreepptmba.com 24
  25. 25. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSStatus A co-operative society registered under the Co-operative act 1959Nature of Business Procuring and Marketing of Milk Production and Sale of Milk ProductsShare Capital 3 crores Approx.Plant Capacity 2 Lakhs Liters / day Milk Powder 12 MT /Day Butter 6 MT / Day Ghee 6 MT / DayMilk Chilling Centres Gagad 20000 LPDand Capacity Haveri 20000 LPD Hirekerur 20000 LPD Naragund 8000 LPD Ron 10000 LPD Sirsi 20000 LPDKarwar packing unit The milk in bulk is sent for packing and distribution at Karwar Which supplies and need of Karwar, Gokama, Honnavar, Bhatkal, Murdeshwar and GoaDETAILS OF DHARWAD MILK UNION Babasabpatilfreepptmba.com 25
  26. 26. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSPresent Value of Activity Collection of Milk 70000 LPD Sale of Milk 60000 LPDArea of Operation Dharwad, Haveri, Gadag, Uttar Karnataka, Goa Parts of MaharashtraBoard of Directors Elected Member 8 Ex-Officers 5 By Govt. 3Total Workers 383 WorkersLocation Lakamanahalli Industrial Area, DharwadDepartment 8Brand Name NandiniProducts Milk Toned Milk, Standard Milk, Shubham Milk Milk Products Butter, Ghee, Pedha, Curd, Lassi, Paneer, Milk PowderCo-operative Societies at 460 SocietiesVillage Level ORGANIZATION CHART Babasabpatilfreepptmba.com 26
  27. 27. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Presidents Director Director Directors (Elected-8) (Ex-officer-5) (Nominated-3) Managing directorP&I Production Finance Admin Security MarketingDy Dy Dy Dy Sr. DyManager Manager Manager Manager Supervisor ManagerExtension Q.C A/cs Assistant Jr.Supervis AssistantOfficer Officer Assistant or Helper Assistant Helper Helper Guards Helper WorkersPRODUCT MIX OF KMF Babasabpatilfreepptmba.com 27
  28. 28. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSSl No. Product Name Maximum Price of Babasabpatilfreepptmba.com 28
  29. 29. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Sale1. Toned Milk / Liter 17.002. Standard Milk 19.003. Subham Milk 20.004. Subham Milk 5 liter in pack 100.005. Standard Milk 200 Ml pack 4.006. Double Toned Milk 16.007. Curd 200 gm 5.008. Curd 500 gm 10.009. Pot Curb 250 gm 7.0010. Bulk Curd 16.0011. Sweet Lassi 5.0012. Masala Lassi 4.0013. F.M. 200ml 4.0014. SMP per kg 145.0015. SMP per ltr 140.0016. Pedha per kg 108.0017. Khoa per kg 100.0018. Paneer 200 gm pack / kg 120.0019. Paneer Bulk 114.0020. Ghee 200 Ml Pack / Liter 195.0021. Ghee 500 Ml Pack / Liter 189.0022. Ghee 1000 Ml Pack / Liter 185.0023. Ghee 15 kg tin/Kg 180.0024. Butter 100 gm Pack / Kg 160.0025. Butter 500 gm Pack / Kg 154.0026. Butter 50 gm (WDC) Pack / Kg 138.00 Babasabpatilfreepptmba.com 29
  30. 30. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSOTHER PRODUCTSSl No. Product Name Maximum Price of Sale 1. Badam Powder 200 gm Tin/Kg 210.00 Badam Powder 200 gm Tin/Kg 42.00 Badam Powder 10 gm Tin/Kg 250.00 2. Mysore Pak 250 gm/Kg 220.00 Mysore Pak 250 gm pack 55.00 3. Jamoon Mix 200 gm / Kg 160.00 Jamoon Mix 200 gm / pack 32.00 4. SFM Bottles 12.00 5. Milk 200 Ml Pack (Tetra Pack) 10.00 Babasabpatilfreepptmba.com 30
  31. 31. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS MARKETING DEPARTMENT. The marketing department of DMU is considerably extensive which covers anArea viz., North Goa, Uttar Kannada district, Haveri, Gadag, Hubli and Dharwad. Marketing of milk and products is done under brand name “Nandini”. Exceptloose milk other products are marketed by KMF, the marketing agency. Due to perishable nature of products the greatest responsibility is over marketingdepartment to all the products before losing its quality. Before pre-liberalization (July 21st 1991) the DMU enjoyed a monopoly due toco-operative organization and other benefits received from the state government. Butafter July 21st 1991 the scenario totally changed, new private diaries started groundinglike mushrooms with entrance of private diaries the DMU facing a tough competitionresulting into major loss of market share gradually over the years. Today DMU has only23 % of total market share. DMU operates in 17 cities/ towns having a total population of1.05 million. The closest competitors with regard to market share quality of milk, price and goodwill are, • Local vendor • Arokya • Sphurti • Datta • Sri Krishna Babasabpatilfreepptmba.com 31
  32. 32. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS • GopalPRINCIPAL 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. Babasabpatilfreepptmba.com 32
  33. 33. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS 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 2007-08April 58360 56366 55187 58049 53814 55256 52127 58719May 58909 56548 54514 59435 52823 56312 53386 59363June 58943 54391 52118 58075 50731 54357 51621 57642July 58784 54147 52055 56347 49622 53314 51390 57356August 60793 54213 52002 56459 49633 52602 52414 58024Sept 60014 52686 52806 54571 50030 52670 52520 57777Oct 58468 50894 52530 54291 48660 51884 52981 58596Nov 58024 50658 53030 55833 51343 52895 51976 59966Dec 58810 52720 54879 54258 51133 51689 52182 NAJan 59054 51534 53712 52485 51646 51602 53547 NAFeb 55936 53605 56155 51597 51933 54221 54501 NAMarch 56353 54191 56333 52884 53209 55315 55342 NAAvg/Sales 58537 53521 53777 55357 51315 53510 52832 58480 Note: NA—Not AvailablePROMOTIONAL ACTIVITIES CARRIED OVER BY KMF: Babasabpatilfreepptmba.com 33
  34. 34. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Promotional activities are the activities conducted by the company which helpsthe company to keep its customers informed about the product, any developments, andadvancement in the products. The promotional activities help the company to place itsbrand or product on the top of the mind of the customers. These activities depend on thenature of the product, the target customers, the message that the company wants toconvey to its customers etc… KMF found the need for adopting the promotional activities in order to createawareness about the product which intern lead to increase in sales and help the companyto increase its market share. The company has undertaken various promotional activitiesin 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 Babasabpatilfreepptmba.com 34
  35. 35. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSADVERTISEMENTS: Now a day’s advertisement is the well known, most effective, and common meansof promotional activity. Advertisement is a complex form of communication that operateswith 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 anintroduction to the new customers. Also it helps the company in keeping its brands orproducts on the top of the minds of the customers. KMF is making extensive use of advertisement in making the customers awareabout its milk and milk products. It is using almost all the media vehicles in aproportionate manner. The company is making use of different media vehicles like Printmedia, electronic media, and others also The following are the media vehicles used by the company for advertising itsproducts. Babasabpatilfreepptmba.com 35
  36. 36. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS • 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 specialedition magazines like Deepawali edition, New year edition are also used. The mainadvantage of this print media is we can give bit detailed information about the products. Babasabpatilfreepptmba.com 36
  37. 37. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Babasabpatilfreepptmba.com 37
  38. 38. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS • HOARDINGS: These are also very effective ads, where in the large hoardings with the admessage are put in the much clustered areas or on the sides of the roads. These aredesigned in such a way that just to remind about the brands. Usually this doesn’t give thedetailed information about the brand but to remind about the brand and to show theavailability. Babasabpatilfreepptmba.com 38
  39. 39. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Babasabpatilfreepptmba.com 39
  40. 40. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS • NEWS PAPER INSERTIONS: Babasabpatilfreepptmba.com 40
  41. 41. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS These types of advertisements are made by inserting the printed pamphlets in theleading local news papers. The target customers from a particular geographical area areselected and the printed insertions will be given to the news paper agents. The agentsinsert those pamphlets in the said news papers. From this the company can reach to themajority of customers who purchase that particular news paper in the whole area. This isa very economical means of advertisement. • BANNERS: Banners are also play important role in creating awareness. They are the onewhich carry the message of the product or brand and catches the eye of consumers veryeasily. They are so compatible in nature that you can use them at any place. For ex, thebanners can be used at dealers or outlets, can be tied in a crowded area, can be used in apromotional campaigns etc… • DEALER DISPLAYS: The dealer displays are the display boards given by the company for displayingthe product information. They are exclusively given to dealers only which containlighting facility which make them clearly visible at the night also. These boards displaysthe 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 channelsand in various television channels also. At the same time KMF is doing some kitchenprograms like NANDINI ADUGE MANE in private Kannada channels which areexclusively sponsored by KMF, which are also creating awareness about NANDINIproducts and increasing the brand image of NANDINI. • AD BOARDS: Babasabpatilfreepptmba.com 41
  42. 42. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS These are the tin boards and hard plastic boards which carry the information aboutindividual products and of all products. There are two types of ad boards, namelyRectangle boards, cone boards. Usually these are used to advertise on public transportsystems (back of city bus) and to display at the dealer outlets. These are moreinformatory compared to the hoardings. Babasabpatilfreepptmba.com 42
  43. 43. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS AWARENESS CAMPAIGNS: Awareness campaigns are the campaigns organized by the KMF for promotingthe Nandini Milk and Milk products. The awareness campaigns are organized by themarketing department of the company in which the company officials try to make theconsumers aware about all the products available at Nandini counter. Also the officialstry to convey the parameters which have to be looked while purchasing the milk and milkproducts. The consumers are given knowledge of the steps taken by KMF in order toprovide them the healthier products which are processed with hygiene. The company officials also give knowledge to the consumers that how they arecheated by the private suppliers by doing adulteration and how that will affect their andtheir children’s health. In total the awareness campaigns never force the consumer to purchase theNandini products but help them in decision making by comparing Nandini products withthat of other private branded products. Usually this kind of awareness campaigns are organized in developing market andin the areas where the sales is less, and in the area where comparatively less educatedpeople are there. Because the less educated consumers are week in decision making sothese campaigns gives them a platform to think and decide. Babasabpatilfreepptmba.com 43
  44. 44. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSThere 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 lessexisting customers are there and more potential customers are observed. Here thecompany officials personally visit every house and provide the information to theindividual households. Generally it is carried over in such place where the customersneed detailed knowledge about the products. These door to door campaigns are too much time consuming and also need toincur more expenses. But the results are more favorable. • MASS CAMPAIGNS: Mass campaigns are carried over where there is a crowd. In such areas theofficials 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 thecrowd about the product mix of Nandini. These type of campaigns are organized in Mela’s, Fairs, and in sponsoredprograms like Mahila Mandal programs, functions in school and colleges etc... Compared to door to door campaigns the mass campaigns are less expensive andless time consuming. But the results of mass campaigns are not so favorable as of door todoor campaigns. Babasabpatilfreepptmba.com 44
  45. 45. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Babasabpatilfreepptmba.com 45
  46. 46. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS ---ANALYSIS INTERPRETATION AND ANALYSIS Keeping in view of the objectives, the data so collected from varioussources and were analyzed with the help of appropriate techniques. Theresults of the study are presented in this chapter under the followingheadings. Table 1: Number of respondents aware about NANDINI Brand of Milk and Milk products Valid Cumulative Frequency Percent Percent Percent Yes 100 100.0 100.0 100.0 Babasabpatilfreepptmba.com 46
  47. 47. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS 120 100 100 80 60 40 Frequency 20 0 YesFigure 1: Number of respondents aware about NANDINI Brand of Milk and Milk products From the above table and graph we can observe that there is 100% brandawareness of Nandini. Out of 100 respondents surveyed all the 100 says they are aware ofNandini brand of milk and milk products. This shows only brand awareness but not aboutproducts in depth. Table 2: Extent of awareness about the Nandini milk brandsProduct Yes No TotalToned milk 46 (46%) 54 (54%) 100 (100%)Standard milk 60 (60%) 40 (40%) 100 (100%)Shubham milk 58 (58%) 42 (42%) 100 (100%)D’le toned milk 15 (15%) 85 (85%) 100 (100%) Babasabpatilfreepptmba.com 47
  48. 48. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Note : Figures in the parenthesis indicate % to the total 60 50 40 Respondents 30 Series1 20 10 0 TM SM SHBM M DTM Brands Figure 2: Extent of awareness about the Nandini milk brands As the graph depicts among the milk brands of Nandini Standard milk carrieshighest of 60% of awareness, the next is Shubham Milk which carries the 58% ofawareness. Toned milk is also in the queue with 46% of awareness and the Double TonedMilk is showing very poor awareness with only 15% of respondents are aware of it. Babasabpatilfreepptmba.com 48
  49. 49. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Product Yes No TotalCurd 76 (76%) 24 (24%) 100 (100%)Pot curd 43 (43%) 57 (57%) 100 (100%)Sweet lassi 48 (48%) 52 (52%) 100 (100%)Masala lassi 44 (44%) 66 (66%) 100 (100%)Pedha 55 (55%) 45 (45%) 100 (100%)Khoa 33 (33%) 67 (67%) 100 (100%)Paneer 29 (29%) 71 (71%) 100 (100%)Butter 54 (54%) 46 (46%) 100 (100%)Ghee 62 (62%) 38 (38%) 100 (100%) Table 3: extent of awareness about the Nandini milk products Note : Figures in the parenthesis indicate % to the total 80 70 60 50 40 Series1 Respondents 30 20 10 0 Curd P Curd S lassy M lasy Pedha Khova Paneer Butter Ghee products Figure 3: Extent of awareness about the Nandini milk products From this chart we can understand curd, ghee, pedha and butter are the productswith greater awareness having 76%, 62%, 55% and 54% of awareness respectively. Thepot curd, masala lassi and sweet lassi carry little less awareness as compared to the first 4products with a response of 43%,48% and 44%. Among all products Khoa and Paneer arethe 2 products with very less response of 33% and 29%. Babasabpatilfreepptmba.com 49
  50. 50. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Table 4: factors looked while purchasing the Milk and Milk Products Parameters Yes No Total Quality 74 (74%) 26 (26%) 100 (100%) Thickness 26 (26%) 74 (74%) 100 (100%) Fat content 17 (17%) 83 (83%) 100 (100%) Price 26 (26%) 74 (74%) 100 (100%) Taste 52 (52%) 48 (48%) 100 (100%) Availability 31 (31%) 69 (69%) 100 (100%) Note : Figures in the parenthesis indicate % to the total 80 70 60 50 40 Series1 30 20 10 0 Quality Thickness Fat Cont price Taste Avaity Fig 4: Table 4: factors looked while purchasing the Milk and Milk Products Babasabpatilfreepptmba.com 50
  51. 51. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Yes No TotalDealers 30 (30%) 70 (70%) 100 (100%)Campaigns 09 (09%) 91 (91%) 100 (100%)Banners 36 (36%) 64 (64%) 100 (100%)Wall paintings 42 (42%) 58 (58%) 100 (100%)T V ads 55 (55%) 45 (45%) 100 (100%)Radio ads 21 (21%) 79 (79%) 100 (100%)Magazines 22 (22%) 78 (78%) 100 (100%) When we tried to know what are the parameters which are looked whilepurchasing the milk and milk products the overall quality was given more importancewith 74% then the next importance is given for taste with 52% response. Availabilitythickness and price comes next with 31%, 26% and 26% where as the fat content carriesvery less importance with only 17% looking for that. Table 5: Sources of knowing about NANDINI products Note : Figures in the parenthesis indicate % to the total 60 50 40 30 Series1 20 10 0 Dealers Cams Banner Wal paint Tv ads Radio ads Magzine fig 5: Sources of knowing about NANDINI products Babasabpatilfreepptmba.com 51
  52. 52. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS The learning about the products is happened to the great extent by Television55% and wall paintings 42%. The banners and dealers also contributed in learningprocess by 36% and 30% respectively. 22% and 21% people came to know about theproduct s through magazines and radio ads, and only 9% of respondents learn about theproducts through campaigns which is the least. Table 6: Extent of observation of advertisements of NANDINI products Cumulative Frequency Percent Valid Percent Percent Yes 96 96.0 96.0 96.0 No 4 4.0 4.0 100.0 Total 100 100.0 100.0 Babasabpatilfreepptmba.com 52
  53. 53. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS 120 100 96 80 60 40 Frequency 20 0 Yes No Fig 6: Extent of observation of advertisements of NANDINI products 96 % of the respondents have observed the advertisements of Nandini Milk andMilk products. It’s a very good indicator that the efforts of the company are reaching thepublic. Table 7: Were they informatory Cumulative Frequency Percent Valid Percent Percent Yes 77 80.0 80.0 80.0 No 19 20.0 20.0 100.0 Total 96 100.0 100.0 Babasabpatilfreepptmba.com 53
  54. 54. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS 100 80 77 60 40 20 Frequency 19 0 Yes No Fig 7: Were they informatory Among 96 respondents who have observed the advertisements 77 respondents(80%) feel that the ads were informatory. Only 20% feels they were not so informatory. Table 8: efficiency of media vehicles used Babasabpatilfreepptmba.com 54
  55. 55. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Yes No Total Banners 34 (44%) 43 (56%) 77 (100%) Ad boards 30 (39%) 47 (61%) 77 (100%) Campaigns 10 (12%) 67 (88%) 77 (100%) Wall paintings 29 (38%) 48 (62%) 77 (100%) Television ads 58 (75%) 19 (25%) 77 (100%) Radio ads 15 (19.5%) 62 (80.5%) 77 (100%) Magazines 16 (21%) 61 (79%) 77 (100%) Note : Figures in the parenthesis indicate % to the total Babasabpatilfreepptmba.com 55
  56. 56. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS 70 60 50 40 Series1 30 20 10 0 Banners Ad boards Cams w al paint TV Radio Magzine Fig 8: efficiency of media vehicles used When we asked which of the ads were more informatory 58% felt television, 34%says Banners, 30% felt ad boards, and 29% felt wall paintings were more informatory.Radio ads, magazines, and campaigns were felt less informatory with 15%,16% and 10%response. Table 9: Number of awareness campaigns attended by the respondents Cumulative Frequency Percent Valid Percent Percent Yes 11 11.0 11.0 11.0 No 89 89.0 89.0 100.0 Total 100 100.0 100.0 Babasabpatilfreepptmba.com 56
  57. 57. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS 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 thecompany has failed to reach to maximum number of customers through campaigns. Table 10: information got from NANDINI products in Awareness Campaigns Babasabpatilfreepptmba.com 57
  58. 58. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Yes No Total Freshness 07 (64%) 04 (36%) 11 (100%) Hygiene in prod’n 04 (36%) 07 (64%) 11 (100%) Reliability of brand 05 (45%) 06 (55%) 11 (100%) No adulteration 02 (18%) 09 (82%) 11 (100%) Note : Figures in the parenthesis indicate % to the total 8 7 6 5 4 Series1 3 2 1 0 Freshness Hygin in prodctn Reliablity of brnd No contamin Fig 10: information got from NANDINI products in Awareness Campaigns Out of 11 customers who attended the campaigns , freshness of the product waslearnt by 7 people, reliability of the Nandini brand was learnt by 5 people, hygiene inproduction by 4 and no adulteration in Milk and its products by 2 respondents. Babasabpatilfreepptmba.com 58
  59. 59. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Table 11: Do you purchase NANDINI Milk and Milk Products Cumulative Frequency Percent Valid Percent Percent Yes 72 72.0 72.0 72.0 No 28 28.0 28.0 100.0 Total 100 100.0 100.0 80 72 60 40 28 20 Frequency 0 Yes No Fig 11: Do you purchase NANDINI Milk and Milk Products Out of 100 respondents 72% purchase Nandini Milk and Milk products. And 28%do not purchase Nandini Milk and Milk products. Babasabpatilfreepptmba.com 59
  60. 60. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Parameters Yes No Total Quality 53 (74%) 19 (26%) 72 (100%) Thickness 17 (24%) 55 (76%) 72 (100%) Fat content 11 (15%) 61 (85%) 72 (100%) Price 16 (26%) 56 (74%) 72 (100%) Taste 27 (22%) 45 (78%) 72 (100%) Availability 23 (32%) 49 (68%) 72 (100%) Promotional activity 04 (06%) 68 (94%) 72 (100%) Table12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products Note : Figures in the parenthesis indicate % to the total 60 50 40 30 Series1 20 10 0 Quality Fat Taste Pro content activity Fig 12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products Out of 72 respondents who purchase Nandini Milk and Milk products 74% feelsquality is great it is the main factor which influence them for repetitive purchase. Then Babasabpatilfreepptmba.com 60
  61. 61. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS27% says taste, 23 % feels availability, 17% says thickness, 16% feels price which Parameters Yes No Total Quality 02 (07%) 26 (93%) 28 (100%) Thickness 02 (07%) 26 (93%) 28 (100%) Fat content 03 (11%) 25 (89%) 28 (100%) Price 18 (64%) 10 (36%) 28 (100%) Taste 08 (29%) 20 (71%) 28 (100%) Availability 09 (32%) 19 (68%) 28 (100%) Promotional activity 03 (11%) 25 (89%) 28 (100%)influence them in making purchase decision. Very less importance was given by thecustomers 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 Series1 6 4 2 0 Quality Fat Taste Pro content activity Fig13: Reasons which forces for not purchasing NANDINI Milk and Milk Products : Out of 28 respondents who do not purchase Nandini Milk and Milk productsprice was said as the major factor with 64% response which influence their purchase Babasabpatilfreepptmba.com 61
  62. 62. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSdecision. Second and third importance was given to availability and taste by 32% and29%. Quality 07%, Fat content 11%, thickness 07% and promotional activities 11% arenot major factors which prevents them for not being the customers. Babasabpatilfreepptmba.com 62
  63. 63. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS ---FINDINGSFindings of the study: • There is 100% of the respondents are aware of Nandini brand • Nandini Standard milk carries highest of 60% of awareness, the next is Shubham Milk which carries the 58% of awareness. Toned milk is also in the queue with 46% of awareness and the Double Toned Milk is showing very poor awareness with only 15% of respondents are aware of it • Curd, Ghee, Pedha and Butter are having the greater awareness i.e.76%, 62%, 55% and 54% of awareness respectively. The Pot curd, Masala lassi and Sweet lassi carry little less awareness as compared to the first 4 products with a response of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products with very less response of 33% and 29%. • Quality was given more importance with 74%, then the next importance is given for taste with 52% response. Availability thickness and price comes next with 31%, 26% and 26% where as the fat content carries very less importance with only 17% looking while purchasing milk and milk products • The learning about the products is happened to the great extent by Television 55% and wall paintings 42%. The banners and dealers also contributed in learning process by 36% and 30% respectively. 22% and 21% people came to know about the product s through magazines and radio ads, and only 9% of respondents learn about the products through campaigns • 96 % of the respondents have observed the advertisements of Nandini Milk and Milk products. Babasabpatilfreepptmba.com 63
  64. 64. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS • 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. Babasabpatilfreepptmba.com 64
  65. 65. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Babasabpatilfreepptmba.com 65
  66. 66. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS ---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. Babasabpatilfreepptmba.com 66
  67. 67. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS • 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. Babasabpatilfreepptmba.com 67
  68. 68. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS ---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. Babasabpatilfreepptmba.com 68
  69. 69. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS Babasabpatilfreepptmba.com 69
  70. 70. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS ---ANNEXURE QuestionnaireDear Sir/ Madam,Name: ____________________________________________Address: ___________________________________________ Age:  a. [15-20]  b. [20-25]  c. [25-30]  d. [30 & above] 1. Do you know NANDINI Brand of Milk and Milk products?  a. Yes  b. No 2. Which of the following Milk brands of NANDINI are known to you?  a. Toned Milk  b. Standard Milk Babasabpatilfreepptmba.com 70
  71. 71. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS  c. Shubham Milk  d. Double Toned Milk 3. Do you know any of these NANDINI milk products?  a. Curd  b.Pot curd  c.Sweet lassy  d. Masala lassy  e. Pedha  f. Khoa  g. Paneer  h. Butter  i. Ghee 4. What factors you look while purchasing the Milk and Milk Products?  a. Quality  b. Thickness  c. Fat content  d. Price  e. Taste  f. Availability 5. How did you come to know about these NANDINI products?  a. Dealers  b. Campaigns  c. Banners  d. Wall paintings  e. T.V advertisements  f. Radio Advertisements  g. Magazines  h. Others 6. Have you observed the advertisements of NANDINI products? Babasabpatilfreepptmba.com 71
  72. 72. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS  a. Yes  b. No 7. Were they informatory?  a. Yes  b. No 8. Which of the advertisements were more informatory?  a. Banners  b. Ad Boards  c. Campaigns  d. Wall paintings  e. T.V advertisements  f. Radio Advertisements  g. Magazines  h. Others 9. Have you attended any Awareness Campaigns organized by KMF?  a. Yes  b. No 10. What you came to know about the NANDINI products in Awareness Campaigns?  a. Freshness of the product  b. Hygeinity in production  c. Reliability of the Brand  d. No contamination of milk like in Private sector  e. Others, If specify, ______________________________. 11. Do you purchase NANDINI Milk and Milk Products?  a. Yes  b. No If Yes 12. Which of the following factors made you to repetitive purchase NANDINI Milk and Milk Products :  a. Quality Babasabpatilfreepptmba.com 72
  73. 73. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS  b. Thickness  c. Fat content  d. Price  e. Taste  f. Availability  g. Promotional activities If No 13. Select the following reasons due to which you are not purchasing NANDINI Milk and Milk Products :  a. Quality  b. Thickness  c. Fat content  d. Price  e. Taste  f. Availability  g. Promotional activities “THANK U” Babasabpatilfreepptmba.com 73
  74. 74. CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTSAND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS ---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 Babasabpatilfreepptmba.com 74

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