1. The first dairy in Karnataka was started in Kudige in Kodagu district in 1955, further
in June 1974; an integrated project was launched in Karnataka to restructure and
reorganize the dairy industry on the co-operative principle and to lay foundation for a
new direction in dairy development. The present Karnataka Milk Federation (KMF)
came into existence in 1984-as a result of merging of Karnataka Dairy Development
Co-operation, small co-operatives and Karnataka Milk Production Development and
It is the second largest dairy co-operative amongst the dairy cooperatives in the country.
In South India it stands first in terms of procurement as well as sales. One of the core
functions of the Federation is marketing of Milk and Milk Products. The Brand ‘ ' is the
household name for Pure and Fresh milk and milk products.
2. Mother Dairy, a Unit of Karnataka Milk Federation, which is located in Yelahanka in the
Bangalore North Taluk, was established in a total area of 28 acres. The processing capacity of
mother diary is 7.00lakh liters at a cost of Rs.20.86 crores in the year 2008. The different
facilities available at Mother Dairy are.
COMPANY PROFILE :
3. Quality assurance from cow to consumer. To vanish the scarcity of mille To fulfill the objectives
of the white milk. To strengthen the living standards of rural people. Product diversity.
Avoiding post-harvest losses.
VISION OF MOTHER DIARY :
4. Procuring the raw milk from the local farmers at a fair price. Pasteurization and homogenizing
of the procured raw milk. Producing other milk products. Transporting the pasteurized milk in
various quantities from processing plant to the urban areas. Supply milk to the consumer at a
reasonable rate. Developing good infrastructure facilities.
5. “Every employee of Mother Dairy will strive for consumer satisfaction by providing quality
milk and milk products, at competitive rates and timely delivery through continual
QUALITY POLICY :
6. Effective advertisements: - by providing the effective advertisements it is possible to the
organization to Increase brand awareness of different products of Nandini. Expansion of
product line in current market. Since Nandini is a well-known brand, it has an opportunity to
diversify into other milk products. Since Mother Dairy is recruiting its labour 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.
7. Production department Administration department Engineering department Packing and
dispatching Stores department Quality control department Finance department Marketing
department Management information system department
DEPARTMENTS OF THE COMPANY :
8. Some departments of Mother Dairy are lacking enough authority to take decisions. Difficulty
in adopting modem technology by following procedures. Lack of counseling and absence of
interaction between employees Logistics of procurement: - weak distribution network
because of bad roads and inadequate transportation facility make milk procurement
problematic. Heavy competition from the private vendors: - with the growing of many
private players, it is difficult to the organization to compete with those, however lot of
promotional for the activities has taken place to compete with them, it had become a
weakness to the company by additional expenses. Evaluation of effectiveness of training
given to the staff.
9. KMF has learnt it hard way and has been continuously striving to compete with competitors
and has been successful. KMF is being showing consistent growth prospective. It has
centralized many functions that help of a better control and coordinate. Company
continuously strives for achieving total quality management. This company assigns market
field survey to us it shows the utilization of the available sources at present or current
period of time.
10. This study has given as insight in understanding the various attributes of the products as well
as the other factors which influences the buyer behavior of business markets for effective
formulation of marketing strategies with respect to product, promotion and placement
because the advertisement and sales promotional, strategies are very important for any
product to become popular and push the sales up.
Very important of all· is the marketing department function that is has to do good
advertisement and build brand awareness in the market. Job rotation, job enlargement and job
enrichment needs to be done frequently which would motivate an employee to do better. As
KMF faces a tough competition from the private firms it must formulate. In order to survive and
to be leader KMF needs to come out with new products continuously and increase its product
line. The company should improve the promotional activities to create brand awareness and
capture the market. Retailer's Sales margin should be increased to motivate them to push the