small abrstact, this is not final, may be some corrections are needed to complete this project, thand you slideshare

1. “
OF NANDINI MILK PRODUCTS”
AT NANDINI MILK DAIRY IN SHIMOGA, KARNATAKA.
SUBMITTED BY
B M CHANDRA SHEKAR
140A1E0008
UNDER THE GUIDANCE OF
Dr. B.C. LAKSHMANNA
L L M, M B A, Ph.D

2. BRAND POSITIONING
• Positioning is a marketing strategy that aims to
make a brand occupy a distinct position, relative to
competing brands, in the mind of the customer.

3. 1. Brand Attributes
2. Consumer Expectations
3. Competitor attributes
4. Price
5. Consumer perceptions

4. Dairy activities have traditionally been integral to
India’s rural economy. The country is the world’s
largest producer of dairy products and also their
largest consumer. Almost its entire produce is
consumed in the domestic market and the
country is neither an importer nor an exporter,
except in a marginal sense.

5. On the demand side, the situation is buoyant. With the sustained
growth of the Indian economy and a consequent rise in the
purchasing power during the last two decades, more and more
people today are able to afford milk and various other dairy products.
This trend is expected to continue with the sector experiencing a
robust growth in demand in the short and medium run. If the
impediments in the way of growth and development are left
unaddressed, India is likely to face a serious supply – demand
mismatch and it may gradually turn into a substantial importer of
milk and milk products.

6. •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

7. The brand position indicate how well a firm is doing
in the market place compared to its competitors. In this
fast moving era, there has been a great demand for
instant product as result; we can see that present
market is being flooded by Packed Milk products which
have been a boon.
Many leading brands of Milk hence; in order to
sustain the market the company must have good hold
over the market. In this scenario of hectic competition
a study was conducted to know the brand position of
Nandini Milk Products.

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

9. RESEARCH DESIGN
The study includes the method of descriptive research.
SAMPLE SIZE:
The sampling method is Random sampling and the sample size of the study is 100.
Primary Sources:
Questionnaire
Personal interaction
Secondary Sources:
Company Websites.
Related Information from Internet
Company Reports.

10. • The scope of the project is to know the
Brand Positioning Strategies of Nandini
Products in Shimoga Unit.
• The study will help the company to
know the awareness of Nandini Milk
Products.

11. • This study covers only Shimoga Unit,
the part of SMUL.
• Customer’s lack of interest while giving
true feedback.