The document discusses a study on the brand positioning strategies of Nandini Milk products in Shimoga, Karnataka. It notes that Karnataka Cooperative Milk Producers' Federation Limited (KMF) is the apex body representing dairy cooperatives in Karnataka. KMF markets milk and milk products under the household brand name "Nandini". The study aims to analyze Nandini's brand positioning strategies in Shimoga, examine consumer awareness and perceptions, and identify factors influencing milk purchases. The study is limited to the Shimoga Unit over 4 weeks and focuses on a few areas of the city. Primary data is collected through questionnaires and interviews, while secondary sources include company websites and reports.

2. “
OF NANDINI MILK DAIRY PRODUCTS IN”
SHIMOGA, KARNATAKA.
SUBMITTED BY
B M CHANDRA SHEKAR
140A1E0008
UNDER THE GUIDANCE OF
Dr. B.C. LAXMAN SIR

3. •Karnataka Cooperative Milk Producers' Federation Limited(KMF)
is the Apex Body in Karnataka representing Dairy Farmers' Co-
operatives. 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 "Nandini" is the household name for Pure
and Fresh milk and milk products.
•KMF has 14 Milk Unions throughout the State which procure
milk from Primary Dairy Cooperative Societies(DCS) and
distribute milk to the consumers in various Towns/Cities/Rural
markets in Karnataka.
KARNATAKA COOPERATIVE MILK
PRODUCER’S FEDERATION LTD

4. • To analyse the brand positioning
strategies of Nandini Milk in Shimoga.
• To study consumer awareness and
Perception about the brand Positioning
strategies of Nandini Milk
• To find out the various factors
influencing purchase of the Nandini
Milk.

6. • This study covers only Shimoga Unit,
the part of RBKMUL.
• The study is restricted for only 4 weeks.
• The survey made in only 2 to 3 areas of
Shimoga city
• The study only focuses on Brand
Positioning Strategies of Nandini milk
only.
• Customer’s lack of interest while giving
true feedback.

7. The information necessary for this research study is collected by tapping
primary and secondary sources. The sources are as follows:
Primary Sources:
Questionnaire
Personal interaction
Secondary Sources:
Company Websites.
Related Information from Internet
Company Reports.