A PROJECT REPORT On Impact of Promotional Activities On Creating Awareness at NANDINI MILK HUBALI

CONTENTS
Sl.no 1 2
Particulars
EXECUTIVE SUMMARY INDUSTRY PROFILE
Page No.
1-3 4-9
3 4 5 6 7 8 9 10 11 12 13 14
NEEDS FOR THE STUDY ORGANIZATION PROFILE
10 11-17 18-51 52-53 54 55 56-68 69-70 71 72 73-76 77
INTRODUCTION TO DMU LITERATURE SURVEY OBJECTIVES OF THE STUDY METHODOLOGY ANALYSIS FINDINGS SUGGESTIONS CONCLUSION QUESTIONNAIRE BIBLIOGRAPHY
KMF DHARWAD MILK UNION
EXECUTIVE SUMMARY
INDUSTRY PROFILE India has a rich tradition in dairying since the time of Lord Krishna. Dairying has been inherent in Indian culture, for centuries. Milk and milk products have always been an integral part of our consumption habits. In the vast field of animal husbandry, the contribution of dairying has been most significant, in terms of employment, as well as income generation. In post-independence India, co-operative dairying has been one of our major success stories, having a profound impact on socio-economic development of rural areas. Today, India is the largest milk producer in the world with record production of 91.5 million tons. India stands first in world milk production with a share of about 14 per cent in world milk production. Milk has achieved unique status in terms of its output value exceeding Rs. 1, 00,000 crores and has made rapid strides both in terms of number of milk producers and quantity of milk produced. ORGANIZATION PROFILE 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. In 1975, the World Bank aided dairy development was initiated. 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 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 in all 27 districts of Karnataka. There are 13 Milk Unions and Dharwad Milk Union (DMU) is one among them.
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Objectives Of Study
Providing hygienic and good quality of milk to the consumers.
To see that every citizen becomes healthy by consuming good quality of milk. Build the economic strength of the milk producers in villagers.
Need for the study:

Dharwad Milk Union, a Subsidiary of Karnataka Milk Federation, is the oldest company in the North Karnataka region in the Packaged Milk and Milk Products segment. The company was the leader in this segment with its various products under the brand of NANDINI. But now with the increasing competitors from private sector in Packaged Milk and Milk Products industry the company has failed to increase its market.
Research methodology:
Sample Size - 100 DATA COLLECTION METHODS USED: Primary data: Information was collected directly from the consumers for the project work. The data collected during the study included the data collected through questionnaire and face-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 products industry. Sampling Method: The sample is selected based on non- probability sampling method. Sample size: Sample size is 100 customers Babasabpatilfreepptmba.com
Findings of the study:

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%.
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.
Conclusion
After analyzing 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.
INDUSTRY PROFILE
DAIRY INDUSTRY IN INDIA Dairy enterprise is an important occupation of farmer. In India nearly 70% of the people depend on agriculture. It is the backbone of India. Dairy is linked with agriculture industry to a large extent. Animal husbandry in India is an essential part of crop husbandry. It is mainly a rural occupation closely associated with agriculture. DEVELOPMENT OF DAIRY INDUSTRY IN INDIA During the Pre-independence year there was no serious stress given to dairy industry. Iii 1886 the Department of Defense of the British Government established the dairy farms for the supply of milk to the British troops in Allahabad. Later, in 1920 serious steps were taken by Mr. William Smith, an expert in dairy forming to improve the milk production. There was discrimination done to the Indians hence this led to the rise of the first milk union in India. In Lucknow in 1937 called the Lucknow milk producers Co-operative union Ltd. In 1946 AMUL (Anand Milk Udyog Ltd) was started in Gujarat to bring up the economic stability of villagers. When the farmer Prime Minister Lal Bahaddur shastri visited the functioning as it was rendering a social service to the society, which helped the villagers to come in the national economic stream. The dairy and Animal Husbandry received serious attention after the independence. There was lot many of progressive steps taken by the government through five year plans. This led to the formation of National Dairy Development Board in 1965 & thus in 1970 he decided to bring a "White Revolution" through out the country. Initially 10 states were selected were for this purpose excluding Karnataka. In Karnataka in 1974 an integrated project was launched to restructure and reorganize the dairy industry on Co-operative principle of AMUL and to lay foundation for new direction in dairy industry.
NATIONAL DAIRY DEVELOPMENT BOARD: - (NDDB) The NDDB was founded to replace exploitation with empowerment, tradition with Modernity, Stagnation with growth, transforming dairy into and instrument for the development of Indian's rural people. The NDDB was established in 1965; the board is registered under the Societies Registration Act and the public Trust Act, fulfilling the desire of the then Prime Minister of India - the late Lal Bhahadur Shastri to extend the success of the Cairo Cooperative Milk Producers Union (AMUL) to other parts of India. Dr. Vergese Kurien was the founder chairman. The success combined the wisdom & energy of farmers with professional management to successful capture liquid milk and milk product markets while supporting farmer's investment with inputs and services. The Growth: NDDB began its operations with the mission or making dairying a vehicle to a better future for millions of gross roots milk producers. The mission archived helped to launce "Operation Flood", a programme extending over 26 years and with the help of World Bank Loan India become the world's largest milk producing country. As per March 2001 India's 96000 Dairy Co-operative are integrated thorough a three Tier Cooperative structure. The Anand pattern which is owned by more than 10 million formers procures an average of 16.5 million liters of milk everyday. The milk is processed and marketed by 170 milk producers co-operative unions which, in turn own 15 state cooperative milk marketing federation. Since its establishment the dairy development board has planned and spearheaded India's Dairy programme by placing dairy development in the hands of milk producers and the professionals they employ to manage their co-operatives. In addition, NDDB also promotes other commodity based co-operative, allied industries and veterinary biologically on an intensive and nation wide basis.
Objectives of NDDB: To sponsor, promote, manage, acquire, construct or control any plant or work, which promote projects of general public utility relations to dairying. To make information available on request to technical services to increase production of Milk. To prepare initial feasibility studies of dairying and other dairy related projects and undertake subsequent designing planning and start up those projects. To undertake research and development programme related to production and marketing of milk and milk products. To provide assistance for exchange of information to other international agencies. Brief History India has a rich tradition in dairying since the time of Lord Krishna. Dairying has been inherent in Indian culture, for centuries. Milk and milk products have always been an integral part of our consumption habits. In the vast field of animal husbandry, the contribution of dairying has been most significant, in terms of employment, as well as income generation. In post-independence India, co-operative dairying has been one of our major success stories, having a profound impact on socio-economic development of rural areas. Today, India is the largest milk producer in the world with record production of 91.5 million tons. India stands first in world milk production with a share of about 14 per cent in world milk production. Milk has achieved unique status in terms of its output value exceeding Rs.100,000 crores and has made rapid strides both in terms of number of 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 contributed to 25 per cent of the total value of agricultural GDP. The development of dairy industry in India is well known all over the world as one of the most successful development programmed in the globe. Dairy farming is visualized by the farmers in India as part of an integrated agricultural system where dairy and agriculture complement each other.
The milk production in India was 17 million tonnes in 1950-51. This could meet only 25 per cent of the domestic demand, the remaining 75 per cent of the demand was met 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 and foresight of Dr. Kurien, in 1970, NDDB launched Operation Flood Program with objective of ending milk famine in the country and turning farmers co-operatives into powerful catalyst for transforming India into major milk producer in the world. Further, by providing milk producers remunerative prices round the year, milk production in India touched 74 million tons since 1997. By the year 2000 India tops to emerge as the largest milk producer by surpassing the USA with an estimated production of 86 million tons. This is as a result of Indias White Revolution in milk production. The first phase of Operation Flood Program was between 1970 and 1981 and it laid the foundation for modern dairy industry in India. There was a liable selfsustaining growth of producers controlled dairy co-operatives. The second phase was in action during 1981 to 1985, which established 136 milk sheds and captured markets in 290 cities and provided 4.9 billion finance The operation flood has completed third phase on 31 march 1994 by capturing 500 cities with population target of 300 million customers and at present fourth phase is in operation. When the third phase was over, the following benefits 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. 3. Dependence on commercial imports of milk powder ended 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 of TMDD was same as that of Operation Flood Programs objectives. Karnataka has always remained in the foresight of all agricultural development initiatives 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 dairy enterprises that are mostly subsidiary occupations alongside the main agricultural activity of the farmer. Specialized dairy enterprises do exist but not only is their number abysmally low as compared to regular types, but also are restricted mostly to urban areas and their surroundings. Karnataka stands sixth in milk production in the country and it occupies third position with respect to milk production under co-operative sector in the country. The milk production was around 45 lakh tons during the year 2001-02. The KMF is covering 27 districts, with 7000 dairy co-operative societies; around 17000 villages involving 1.5 million farmers collects around 20 lakh liters of milk daily. As per World Bank Experts Report, for an initial investment of Rs. 200 crores in Operation Flood III, the net returns per year to the rural economy had been Rs. 24,000 crores. 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 and marketing. This type of operation is known as Anand pattern of dairying. The management of dairy enterprise should be very careful in these activities. The procurement of milk includes milk collection centers (dairy co-operative societies). The other important decision in milk procurement is pricing of milk. The two axis system of milk pricing is commonly used i.e., based on Fat and SNF content of milk. Seasonal fluctuation is the important aspect, which needs adequate attention to ensure regular and sufficient milk throughout the year.
Since, milk is perishable commodity, it has to be processed (chilling or pasteurizing) immediately after procurement, otherwise, it gets spoiled. The processing Babasabpatilfreepptmba.com
activity cannot be neglected as it makes the milk in consumable form with more value addition. The marketing includes product mix, pricing policy, distribution routes and sales promotion etc. The milk products are marketed by both Karnataka Milk Federation and Private Milk Units.
NEED FOR THE STUDY:

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Dharwad Milk Union, a Subsidiary of Karnataka Milk Federation, is the oldest company in the North Karnataka region in the Packaged Milk and Milk Products segment. The company was the leader in this segment with its various products under the brand of NANDINI. But now with the increasing competitors from private sector in Packaged 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 promotional activities like advertisements through various Medias, and Awareness Campaigns. Through these promotional activities the company wanted to re-capture the customers who are shifted from Nandini to other private branded products, and also wants capture those consumers who still depending on the un-organized suppliers like Dabba Milkmen etc to serve their need of milk and milk products. So now the company wants to know the consumer awareness about Nandini Milk and Milk products and impact of promotional activities on creating the awareness in the minds of customers. And also the company wants to know what sort of activities to be undertaken to attract the customers.
ORGANISATION PROFILE:
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Name of the Industry : Dharwad Milk Union (DMU) -KarnatakaMilkFederation (KMF)
Year of establishment : 1984 Type of industry Total area Turn over Labour Strength : 316 :Small Scale Industry : 15 acres :
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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 and reorganize the dairy industry on the co-operative principle and to lay foundation for a new direction in dairy development. In 1975, the World Bank aided dairy development was initiated. 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 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 in all 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 2 Product dairies for chilling, processing, conservation and marketing of milk. To supply cattle feed there are 4 cattle feed plants. To ensure supply of quality germ plasma, bull breeding farm and frozen semen bank are also available. Karnataka Cooperative Milk Producers' Federation Limited (KMF) is the apex Body in Karnataka representing Dairy Cooperatives. It is the third largest dairy co-operative amongst the dairy cooperatives in the country. To impart training, institutes at Bangalore and regional training institutes at Dharwad and Gulbarga are functioning. Three nitrogen plants (2 plants of 25 CPM and 1 plant of 5 CPM) are been set-up to supply nitrogen, which is used for refrigeration purpose. Three diagnostic centers have been set-up for monitoring diseases, three fodder farms at Rajkunte, Kuttanahalli and Kodagu have been set-up to supply good quality of fodder and seed production farm at Shahpur has been set-up. The federation giving details of the latest technology in dairy industry etc is published "Ksheer Sagar" magazine monthly.
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FUNCTION OF KMF:The KMF implements all the project activities. After all project activities are accomplished, the federation aims at formulating marketing the milk and milk products. The Karnataka milk federation, which, has the following functions. The foremost function of KMF is to coordinate the activities between the union and also market available. So that production increases. The federation also manages to market milk and milk products outside the state. It manages surplus and deficiency of milk among the milk union and helps in dispatching milk and milk products at reasonable price. Training and development senior managerial personnel,acquiring and applying all recent technologies, prescribing quality, guidelines and norms. THE GROWTH PROCESS:The growth over the years and activities undertaken by the KMF is summarized briefly here under. Dairy cooperatives Membership Milk federation Milk sales Cattle feed consumed Daily payment to farmers Turnover Nos Nos Kgs/day Lts/day Kgs/DCS Rs. Lakh Rs. crores 1976-77 416 37000 50000 95050 220 0.90 2008-09 11063 1956163 3025940 2129790/curd:1.77LKPD 3010 342 2070.00
Perspective Plan 2010 After the closure of OF-III project. Government of Karnataka and NDDB Babasabpatilfreepptmba.com
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signed an MOU during February 2000, for further strengthening the dairy development activities in Karnataka with an outlay of Rs.250 Crores. Consequent to the announcement of new lending terms and conditions by NDDb through an evolution of an plan- Perspective 2010 to enable the dairyco-operatives to face the challenges of the increased demand for milk and milk products by focusing efforts in the four major thrust areas of strengthening the co-operatives. Enhancing productivity, managing quality and building a national information network, plans are under implementation. The 4 milk unions viz., Dharwad, Tumkur, Bijapur and Gulbarga that were having accumulated losses were included for rehabilitation programme under the centally sponsored scheme "Assistance to Co-operatives which is also under implementation. THE THREE TIER STRUCTURE
KARNATAKA MILK FEDERATION
MILK UNION
MILK UNION
MILK UNION
District Co-operative society
The District Co-Operative Society (Dcs) It is basic organization unit, functioning at the village level. By training local people to organize and manage the activities village level institution building and development of local leadership is promoted.
Functions It functions daily and acts as a marketing outset for the milk produced in the village. Babasabpatilfreepptmba.com
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Input facilities are also canalized to the dairy farmers through these societies and include Veterinary First Aid, Sale of Cattle Feed, Supply of Fodder Seeds, Seedling, and Provisions of Mobile Veterinary Health Care etc. Payment for the milk is done through society. The Milk Union Milk union is a channel of District Co-Operative Societies in organized form for milk procurement. The procurement route is linked to chilling center or a dairy. Dharwad Milk Union is one of such Milk Unions. It is the middle tier of the complex co-operative organization network. Unions ate formed by federating the societies in locating geographical area. The milk Unions are organized to make them economically viable and the jurisdiction extends from one district to 3 Districts. There are 5 Milk Unions whose Jurisdiction covers a single district, 4 Unions cover 2 District, each 3 Unions cover 3 districts and one Union's territory extends to 4 District. All Unions own their own Milk Processing Facilities. Functions: These Unions help to organize new Primary Dairy Co-Operative Societies. The Unions also help in managing these DCS by assisting in accounts, purchase, process and marketing liquid milk. The Union helps in providing all the input facilities to DCS and channelises the dairy farmers through DCS. The Union provides the following Facilities. Providing Balanced Cattle Feed. Provide Animal Health Care. Providing Artificial Insemination facility for breed improvement. Providing Training for breeding, feeding management.
Milk Federation The main objective of the federation is to help in formation of Milk Unions through the state and thus forming the state level apes organization. The Federation implements Babasabpatilfreepptmba.com
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all the project activates. After the project activities are accomplished the federation aims at formulating Marketing strategies in marketing the Milk and Milk Products. The Karnataka Milk Federation which was setup in 1984 has the following functions: The foremost function of KMF was to co-ordinate the activities between the Union and also in making market available so that the production increases. The Federation also manages surpluses and deficiencies of liquid milk among the milk union and help in disposing milk and milk product at reasonable price. The Federation also manages to market the milk and milk products outside the state. Provides Balanced cattle feed, mineral mixture, frozen semen straws and liquid nitrogen are produced and distributed to Unions Excellence in quality is maintained to lay a solid foundation for widespread acceptance of the milk and milk products. Training and developing senior managerial personnel, acquiring and applying all recent technologies, prescribing quality guidelines and norms. The Karnataka Milk Federation consists of:
UNITS Milk Dairies Liquid Nitrogen Silos Product Plant Training Center Sperm Station Cattle Feed Plant Pouch Film Plant NO. 13 17 6 3 3 1 4 1
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Banker of KMF: 1. Canara bank 2. UTI bank 3. State bank of India 4. Syndicate bank 5. K.V.G bank
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INTRODUCTION TO DMU
VISION AND MISSION DHARWAD MILK UNION VISION STATEMENT OF DMU: Total quality Honesty Discipline Cleanliness Transparency Sincerity and dedication Co-operation free of politics Sovereignty Respecting each other's, opinions, ideas & feelings.
MISSION STATEMENT OF DMU: Dharwad Milk Union is committed to provide maximum possible price for the milk supplied by its members and provide necessary inputs to enhance milk production while ensuring economic viability of the Union and is also committed to provide quality milk products to consumers and emerge as one of the top most milk union of the cooperative dairy industry in the country. DHARWAD MILK UNION A group of experienced officers, appointed by the Karnataka Milk Federation surveyed the whole of Dharwad districts (includes two newly formed district Gadag and Babasabpatilfreepptmba.com
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Haveri) 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 Milk Products and the benefits they would get from the Milk Dairy. Dharwad Milk Union (DMU) came into existence on 3-3-1986 DMU was established under co-operative act on 3-3-1986 at Dharwad. And Gadag, Haveri, Uttar Canara and Dharwad come under its operation. Further in 1988, the Riapur Dairy and Chilling Center, setup in 1968, also came under the union. In 1989, the training center, which was controlled by KMF, came under Dharwad Milk Union. DMU was Rs.7 crore Projects of which Government has Rs.2Crore of share capital and authorized capital of DMU is Rs.5crore. DMU formed 551 milk producer's 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 the capacity to produce 12tones of milk powder, 10tones of butter, and 6tones of ghee per day. DMU is collecting 70 thousand liters of milk per day from its societies and sells 60 thousand liters of milk per day and the remaining milk is used for producing milk products. ESTABLISHMENT: The Dharwad Milk Union is one Co-operative society among the 13 establishments, under KMF: The Dharwad Milk Union (DMU) is one of the most modern plants in the country. It is located in the spacious 25 acres of land, located in Lakamanahalli Industrial Area; adjacent to the National Highway-4. It is patterned the AMUL Milk Dairy, Anand, Gujarat. NATURE OF BUSINESS CARRIED: The Nature of Dharwad Milk Union is that procuring the Milk from societies. Babasabpatilfreepptmba.com
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And that milk will be brought through tankers for various chilling centers those, which are 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 veterinary services, 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 and bull mother forms, semen collection station, and herd quarter center for animal husbandry activities. The Union also takes research, development and also other promotional activities for 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 cheese curd, ghee, pedha. FUNCTIONS 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 DCS's are carrying out their activities properly and in an efficient manner. To see that the milk is brought from DCS's to the chilling centers in the prescribed time. To look the accounts of the DCS's supervise the purchase process and market the milk and milk products.
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OBJECTIVES 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 middlemen's 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.
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ORGANIZATION CHART
Presidents
Director (Elected-8)
Director (Ex-officer-5)
Directors
(Nominated-3)
Managing director
P&I
Production
Finance
Admin
Security
Marketing
Dy Manager
Dy Manager
Dy Manager
Dy Manager
Sr. Supervisor
Dy Manager
Extension Officer
Q.C Officer
A/cs Assistant
Assistant
Jr.Supervis or
Assistant
Helper
Assistant
Helper
Helper
Guards
Helper
Workers Babasabpatilfreepptmba.com
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MANAGEMENT TEAM
MEMEBERS OF WORKING BOARD
Shri. Basavaraj N Arabgonda Shri. N Asuti Shri. G M Morbad Shri. H G Hiregoudar Shri. S M Hadagli Shri. R N Davagi Shri.U M Hegade Shri. B G Hegade Shri. M N Venkatrao
Chairman Director Director Director Director Director Director Director Director
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PRODUCT PROFILE
Sl.No: Picture of Products 1. About Products Homogenized Toned MILK: It is a pure milk which is homogenized & pasteurized consistent right through, it gives you more cups of tea or coffee & easily digestible. Full Cream MILK: 2. Containing 6% fat & % SNF. A rich, creamier & tastier milk, Ideal for preparing home made sweets & savories & savories. Cows Pure milk: 3. Cows Pure milk Homogenized, double toned UHT processed milk bacteria free in temper proof tetra fine pack which keep the milk fresh for 60 days without a refrigeration un till opened. Nandini curd: 4. It is made from pure milk .its thick & delicious. Giving you all the goodness of home made curds.
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Nandini Ghee: 5. A taste of purity.nandini ghee made from pure butter. It is fresh & pure with a delicious flavor.
My sore Pak: 6. Fresh & tasty, it is made from quality Bengal gram, nandini ghee & suger.its delicious way to relish a sweet movement.
Gulab Jamon: 7. Great way to those soft & juicy jamon treats at home! It is made from Nandin skimmed milk powder, maida, and soji and nandini special grade ghee. Peda: 8. No matter what you are celebrating! Made from pure milk, nandini peda is a delicious treat for family.
Paneer: 9. Pure & tasty dishes with nandini paneer! A fresh, nutritive product made by coagulating pure milk, it is an excellent source of milk protein.
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Ice cream: 10 Nutritious delicious creamy ice cream is manufactured at ISO 9002/HACCP certified Mother dairy modern plant. The range includes vanilla, strobary, pinapel, mango, chocalte, Butter scotch, kaser pista, and orange & mango candies.
TYPES OF MILK
FAT (in %) Toned milk Standard milk Full cream milk 3.0 4.5 6.0
CONTENT
SNF (in %) 8.5 8.5 9.0
PRODUCT MIX OF KMF
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Sl No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

14. 15. 16. 17. 18. 19. 20. 21. 22.
Product Name Toned Milk / Liter Standard Milk Sub ham Milk Sub ham Milk 5 liter in pack Standard Milk 200 Ml pack Double Toned Milk Curd 200 gm Curd 500 gm Bulk Curd Sweet Lassi Masala Lassi F.M. 200ml SMP per kg SMP per ltr Pedha per kg Khoa per kg Paneer 200 gm pack / kg Paneer Bulk Ghee 200 Ml Pack / Liter Ghee 500 Ml Pack / Liter Ghee 1000 Ml Pack / Liter Ghee 15 kg tin/Kg Butter 100 gm Pack / Kg Butter 500 gm Pack / Kg Butter 50 gm (WDC) Pack / Kg
Maximum Price of Sale 17.00 19.00 20.00 100.00 4.00 16.00 5.00 10.00 16.00 5.00 4.00 4.00 145.00 140.00 108.00 100.00 120.00 114.00 195.00 189.00 185.00 180.00 160.00 154.00 138.00
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OTHER PRODUCTS
Sl No.
1.
Product Name Bad am Powder 200 gm Tin/Kg Bad am Powder 200 gm Tin/Kg Bad am Powder 10 gm Tin/Kg My sore Pak 250 gm/Kg My sore Pak 250 gm pack Jamoon Mix 200 gm / Kg Jamoon Mix 200 gm / pack SFM Bottles
Maximum Price of Sale 210.00 42.00 250.00 220.00 55.00 160.00 32.00 12.00
2.
3.
4.
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5.
Milk 200 Ml Pack (Tetra Pack)
10.00
DEPARTMENTAL STUDY
PRODUCTION DEPARTMENT: It is one of the major departments in DMUL. Production is basic operating function of every industrial enterprises around which other activities of an organization such as financial, marketing, storing personnel, research and development involve production department deal with decision making resulting in production of goods of specification. The structure of production department:
DIARY MANAGER DEPUTY MANAGER PROD
ASSISTANT MANAGER Babasabpatilfreepptmba.com
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TECHNICAL MANAGER
DIARY SUPERVISOR
OPERATORS
HELPERS
Production Process:
DCS
Fresh Liquid mil
Sample Testing
Fat and SNF
Chilling
Storing
Pasteurization
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Homogenization Storing
Packing
Dispatch
FINANCE DEPARTMENT The main activity of the finance department is to keep all the account of the financial transactions. It is responsible for maintaining up to date account. The various activities are collected to different sections. The structure of finance department: DEPUTY MANAGER FINANCE
ASSISTANT MANAGER
ACCOUNT ASSISTANT
HELPERS PURCHASE DEPARTMENT It is a sub-department, which comes under Finance Department. The main work of this department is to purchase various materials required by different department. Babasabpatilfreepptmba.com
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After ascertaining the stock position by stores department and indent is sent by different department duly approved by the Managing Director. This department act to purchase materials. It also maintains records of all the suppliers calls for Tenders, quotations etc. Quotations with lowest rate are sanctioned. Purchase up to 50,000 can be made by Purchase Department. If the purchase amount is more than 50,000, then the approval of Managing Director The structure of Purchase Department is as shown: PURCHASE OFFICER PURCHASE SUPERIDENT ASSIST ANT PURCHASE OFFICER HELPERS ADMINISTRATION DEPARTMENT The Administration Department controls the overall functioning of the organization. The organization consists of the following three levels. Managerial cadre includes Managing Director, Deputy Manager, and Assistance Manager. Supervisory level included technical officers and supervisors. Worker level includes labors helpers. THE DEPARTMENT HAS THE FOLLOWING STRUCTURE: DEPUTY MANAGER ASSISTANT MANAGER (BOARD) ASSISTANT MANAGER (PERSONNEL)
33 CANTEEN
TIME KEEPER
ADMINISTRATION SUPERINTENDENT ADMINISTRATION ASSISTANT
ADMINISTRATION SUPERINTENDENT
SECURITY DEPARTMENT
MIS DEPARTMENT: MIS Refers to Management Information System Function of MIS department

To maintain daily reports To maintain information regarding input and output Maintains town wise sales report Reports regarding procurement and input Maintaining accounts of daily purchase of ice and water.
The structure of MIS department
34
MANAGING DIRECTOR
MIS OFFICER
MIS ASSISTANCE
35
QUALITY CONTROL DEPARTMENT: A qualified q.c officer is in charge of this section which works in all the three shifts. The main of this department is to see and check the quality of milk and milk products produced in the plant. The activities of this section in brief are as listed below: 1. 1Tanker milk - Fat, Snf, Temperature, acidity, cob, and 2. Adulterants 3. Can milk: - organoleptic, fat & snf of society samples 4. and cob Of doubtful cases 5. Raw milk silo - stock check at beginning and end of shift. 6. Temperature, fat, snf, clr, and acidity 7. pasteurized milk silo- fat , snf, mbrt, phosphates, temperature and 8. Keeping quality 9. Butter---- fat, curd, moisture, salt, yeast & mould, coli 10. Form count. 11. ghee moisture and free fatty acid 12. peda moisture and total solids 13. powder snf, moisture, burnt particles etc 14. Material testing chemicals and packing materials. 15. Water- hardness, ph, alkalinity, total dissolved solids 16. Of raw, soft and boiler blow down water. There are various tests conducted by the officer in charge as well as the assistants to meet this requirement. If any product does not pass through the quality standard then the product is rejected. Even before dispatching the Products undergo testing and it is only after the approval of the quality department that the goods are dispatched.
S.V.M.V.V SANGHAS INSTITUTE OF MANAGEMENT STUDIES, ILKAL 36
QUALITY DEPARTMENT
Deputy Manager (QC)
Assistant Manager
Dairy Workers
Helpers
Test conducted at DMU: When the milk arrives at DMU, at the reception center a panel of well-qualified persons in a laboratory tests the quality and quantity of milk. There are number of tests carried, some of them are as follows:

Clot on boiling (COB) test Alcohol test Taste Flavor Acidity Corrected lactometer reading (CLR) Gerber method for fat test. Milk-tested method Moisture test Solid not fat (SNF) test.
Test for SNF: SNF is tested using lactometer at 27oc because at this temperature the SNF and fat contact will be equally distributed in the milk. TESTS FOR FAT: Gerber method: This is the most accurate scientific method of checking the fat content in the milk. In this method 10% of H2SO4 (90%dilute) + 10.75ml of milk is taken in a test tube with appropriate marketing. To this 1ml of Amyl alcohol is added. Shake well and centrifuge it at 1200 RPM (revolutions per minute) for 3 minutes. This gives the amount of fat content in the milk. Out of these some tests are carried out for milk products such as moisture test etc and the remaining are carried for milk. Other tests conducted in laboratory: Phosphates test: This test is carried out to see that whether the milk is pasteurized or not. If the test shows yellow color it is raw milk and if it shows white color it is pasteurized milk. For this test 5ml of Disodium-4 Para nitro phenyl di-sodium salt =1 of milk. Keep it in water incubator at 37o
SECURITY DEPARTMENT: Dharwad Milk Union occupies 25 acres of land the whole premise is been guarded by the security personnel. The security people work in three shifts. All the vehicles are checked before entering the premise. The departments is also maintains separate registers like Store-in Register, Attendance register etc. Styles:
The styles of the organization is said to follow the bureaucratic type that is the management cadre follow the bureaucratic type of administration. The fact is that for a manufacturing firm like the KMF, Dharwad this type of administration is necessary. The Indicators of the Style are: Follows Orders, rules and procedures Is always Reliable, Dependable Watches Details/ Prefers to write out communications Is Rational, Logical, self-controlled, Fair and Firm. Staff: The staff deals with the various personnel policies followed by the organization. Below are given the personnel policies followed by the organization. Personnel policies: There are around 383 employees working in Dharwad Milk Union. There are various policies followed by the union. The Human Resource Department is the in Dharwad Milk Union works as a sub Department of Administration Department. Recruitment and selection: Due to registration, termination, retirement and transfers, in the concerned department head will give the manpower requirement along with the job description according the HR department arranges for recruitment. The manpower sourcing is done through advertisement, manpower consultants, employment exchanges and personnel reference and available data bank. Promotion and transfer: Promotion is solely on the basis of sensitivity and experience. Transfers are always accompanied by promotions. Induction: After an employee is employed in DMU, he/she has to be made familiar to the union and also known the objectives, values, functions and the operations. This helps the employee to interact with senior staff members from various departments. Training:
The Union emphasizes on training the employees. Most of the training given to the employees here are On-the Job training and few Off-the Job Training.
The following are the various training programs: Procurement and Technical Input Training (NDDB). PG Diploma in Rural Management Basic Computer Applications Data Base Administrator Finance Training for non-Finance Officer. Co-Operative management Training Programs. Clean Milk Production Training. Maintenance of Record and Auditing. Most of the off-the Job Training includes training programs in Anand, Erode etc. Salaries and employee benefits Gross salary: A regular staff member in the Union will have a gross salary consisting of Basic Salary, Dearness Allowance, CCA, House Rent Allowance, and Conveyance Allowance. There are special benefits given to few employees, like: Shift allowance: There are separate allowances given to employees working in different shift like: First shift Allowance Second shift Allowance Third shift allowance. Heat allowance: Separate allowance is given to those workers working near boilers and other equipments.
Cold allowance: Separate allowance is given to workers working in Defreeze or cold storage. Further there is Uniform code for every employee. The Union provides 2 pair of uniforms to the employees every year.
House interest: The employee working in the Union can take a loan from on the external sources and the Union will pay half the interest on the capital per month. Other benefits: Canteen subsidy, Festival Advance, medical Allowance, Surrender leave Skills: The skills here refers to the various skills the workers have here the workers are further divided into three categories. The first category contains the people who are in the top management level the second category consist of the supervisors office assistants etc. the third category consist of the workers at the operational. The first category consist of the people who are in the decision making process. In KMF these people are highly qualified few Deputy Managers are sent to industries like IRMA, Anand Dairy for training. The second category is related to office work and filed work. These people are also trained in Computer Applications, secretarial skills, accounting skills etc. Shared values These shared values include the Mission and Vision of the organization. It also includes objective values. Environment policies etc KMF, Dharwad has the mission to provide a lucrative market for farmers to sell their milk and to provide best milk to urban customers.
Its vision is to produce more milk and Milk products in the forth coming years. KMF, Dharwad also follows environment. The organization has its own Effluent treatment Plant in its own Premises. The Effluents are properly dumped so that no environment hazards occur.
Methelene Blue Reduction Test (MBRT): This test is carried to test the life of the Pasteurized milk. For this test 10ml pasteurized of milk +1ml of MBR solution. This mixture is kept for one hour and if the color is reduced to blue in color in 1 hour, it extends the life of the milk to 3hours. Alcoholic Test: This test is done to check the acidity of the milk. For this test 65% of alcohol is mixed with equal volume of milk. If any precipitate in the test tube then it shows that it is positive meaning it contains alcohol which gives higher acidity. Acidity Test: This test is also carried out to check the acidity of the milk. For this test 10ml of milk +10ml of distilled water +1 or 2 drops of phenolphthalein is added as an indicator. This mixture is titrated till the color changes from, white to light pink in color. This shows the percentage of lactic acid content in the milk. The other tests like taste, flavor etc., are conducted at the reception center by the person in charge. These all tests are conducted to ensure that right quality of milk and milk products are produced
MARKETING DEPARTMENT The marketing department of DMU is considerably extensive which covers an Area viz., North Goa, Uttar Kannada district, Haveri, Gadag, Hubli and Dharwad. Marketing of milk and products is done under brand name Nandini. Except loose milk other products are marketed by KMF, the marketing agency. Due to perishable nature of products the greatest responsibility is over marketing department to all the products before losing its quality.
Before pre-liberalization (July 21st 1991) the DMU enjoyed a monopoly due to cooperative organization and other benefits received from the state government, But after July 21st 1991 the scenario totally changed, new private diaries started grounding like mushrooms with entrance of private diaries the DMU facing a tough competition resulting into major loss of market share gradually over the years. Today DMU has only 23 % of total market share. DMU operates in 17 cities/ towns having a total population of 1.05 million. The closest competitors with regard to market share quality of milk, price and goodwill are, Local vendor Arokya Sphurti Datta Sri Krishna Gopal
PRINCIPAL 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.
Dharwad Co-operative milk producers union Ltd., Dharwad Month and Year wise average milk sales statement (Without bulk sales) Month April May June July August Sept Oct Nov Dec Jan 200102 58360 58909 58943 58784 60793 60014 58468 58024 58810 59054 200203 56366 56548 54391 54147 54213 52686 50894 50658 52720 51534 200304 55187 54514 52118 52055 52002 52806 52530 53030 54879 53712 200405 58049 59435 58075 56347 56459 54571 54291 55833 54258 52485 200506 53814 52823 50731 49622 49633 50030 48660 51343 51133 51646 200607 55256 56312 54357 53314 52602 52670 51884 52895 51689 51602 200708 52127 53386 51621 51390 52414 52520 52981 51976 52182 53547 200809 58719 59363 57642 57356 NA NA NA NA NA NA
Feb March Avg/Sales
55936 56353 58537
53605 54191 53521
56155 56333 53777
51597 52884 55357
51933 53209 51315
54221 55315 53510
54501 55342 52832
NA NA 58480
Note: NANot Available STORE DEPARTMENT: The Stores Department in DMU follows the Codex System (Coded Control System). A card is maintained for each item and a number is allotted. The card attached to each article consists of amount balance, date of issue, purchase etc. this is later recorded in separated ledger book. The inventories are of different kind ranging from mechanical, spares, packing items to animal drugs, stationary and veterinary drugs. There are at least 4000 different inventories. This department has the following services: It tries to maintain maximum and minimum level of inventory so as to avoid blockage of capital and storage. Ordinary and local available commodities are maintained at minimum possible level. Items of urgent and not easily available are stored sufficiently for further demand. THE STRUCTURE OF THIS DEPARTMENT IS AS SHOWN
Stores Super dent Stores Assistant (Fds) Stores Assistant (Gr-2) Helpers
FINISHED GOODS STORES:
This Department acts as an interface between production and Marketing Department. It is concerned with maintenance of finishes goods connected records. It receives all the finished goods and issues the stock to marketing department as per indents. It ensures that the goods are maintained properly with respect to quality. Accounts are maintained and daily and daily and monthly report is submitted to the production. Marketing and Finance Departments. As the products as perishable First-In-First-Out method of inventory is followed. INTRODUCTION TO STUDY PROMOTIONAL ACTIVITIES CARRIED OVER BY KMF: Promotional activities are the activities conducted by the company which helps the company to keep its customers informed about the product, any developments, and advancement in the products. The promotional activities help the company to place its brand or product on the top of the mind of the customers. These activities depend on the nature of the product, the target customers, the message that the company wants to convey to its customers etc KMF found the need for adopting the promotional activities in order to create awareness about the product which intern lead to increase in sales and help the company to increase its market share. The company has undertaken various promotional activities in 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 ADVERTISEMENTS: Now a days advertisement is the well known, most effective, and common means of promotional activity. Advertisement is a complex form of communication that operates with 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 an introduction to the new customers. Also it helps the company in keeping its brands or products on the top of the minds of the customers. Door to door Mass campaigns
KMF is making extensive use of advertisement in making the customers aware about its milk and milk products. It is using almost all the media vehicles in a proportionate manner. The company is making use of different media vehicles like Print media, electronic media, and others also The following are the media vehicles used by the company for advertising its products. 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 special edition magazines like Deepawali edition, New Year edition are also used. The main advantage of this print media is we can give bit detailed information about the products.
HOARDINGS: These are also very effective ads, where in the large hoardings with the ad message
are put in the much clustered areas or on the sides of the roads. These are designed in such a way that just to remind about the brands. Usually this doesnt give the detailed information about the brand but to remind about the brand and to show the availability NEWS PAPER INSERTIONS: These types of advertisements are made by inserting the printed pamphlets in the leading local news papers. The target customers from a particular geographical area are selected and the printed insertions will be given to the news paper agents. The agents insert those pamphlets in the said news papers. From this the company can reach to the majority of customers who purchase that particular news paper in the whole area. This is a very economical means of advertisement. S.V.M.V.V SANGHAS INSTITUTE OF MANAGEMENT STUDIES, ILKAL 49
BANNERS: Banners are also play important role in creating awareness. They are the one which
carry the message of the product or brand and catches the eye of consumers very easily. They are so compatible in nature that you can use them at any place. For ex, the banners can be used at dealers or outlets, can be tied in a crowded area, can be used in a promotional campaigns etc DEALER DISPLAYS: The dealer displays are the display boards given by the company for displaying the product information. They are exclusively given to dealers only which contain lighting facility which make them clearly visible at the night also. These boards displays the 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 channels and in various television channels also. At the same time KMF is doing some kitchen programs like NANDINI ADUGE MANE in private Kannada channels which are exclusively sponsored by KMF, which are also creating awareness about NANDINI products and increasing the brand image of NANDINI AD BOARDS: These are the tin boards and hard plastic boards which carry the information about individual products and of all products. There are two types of ad boards, namely Rectangle boards, cone boards. Usually these are used to advertise on public transport systems (back of city bus) and to display at the dealer outlets. These are more informatory compared to the hoardings.
AWARENESS CAMPAIGNS: Awareness campaigns are the campaigns organized by the KMF for promoting the Nandini Milk and Milk products. The awareness campaigns are organized by the marketing department of the company in which the company officials try to make the consumers aware about all the products available at Nandini counter. Also the officials try to convey the parameters which have to be looked while purchasing the milk and milk products. The consumers are given knowledge of the steps taken by KMF in order to provide them the healthier products which are processed with hygiene. The company officials also give knowledge to the consumers that how they are cheated by the private suppliers by doing adulteration and how that will affect their and their childrens health.
In total the awareness campaigns never force the consumer to purchase the Nandini products but help them in decision making by comparing Nandini products with that of other private branded products. Usually this kind of awareness campaigns are organized in developing market and in the areas where the sales is less, and in the area where comparatively less educated people are there. Because the less educated consumers are week in decision making so these campaigns gives them a platform to think and decide. There 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 less existing customers are there and more potential customers are observed. Here the company officials personally visit every house and provide the information to the individual households. Generally it is carried over in such place where the customers need detailed knowledge about the products. These door to door campaigns are too much time consuming and also need to incur more expenses. But the results are more favorable.
MASS CAMPAIGNS: Mass campaigns are carried over where there is a crowd. In such areas the officials 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 the crowd about the product mix of Nandini. These type of campaigns are organized in Melas, Fairs, and in sponsored programs like Mahila Mandal programs, functions in school and colleges etc...
Compared to door to door campaigns the mass campaigns are less expensive and less time consuming. But the results of mass campaigns are not so favorable as of door to door campaigns.
LITERATURE SURVEY
The title of the project report is CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTS, AND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESSDharwad.
BODY OF THE REPORT:

The research is under taken to determine the Consumer Awareness About Nandini Milk And Milk Products, And Impact Of Promotional Activities On Creating Awareness Primary data was collected by administration questionnaire of 100 customers of kmf milk union. The questionnaire was specially framed to meet the requirement of the survey. Direct contact was made with the respondents through random sample to collect the needful information with reference to our objective as for to meet the survey requirements.
STATEMENT OF PROBLEM:
Awareness about Nandini Milk and Milk Products, and Impact of Promotional Activities on Creating Awareness.
MANAGEMENT PROBLEM:
Today every milk union is offering the services which can simplify the union system. Kmf milk union is serving the customer community since from several years & has now introduced several milk products. The Management now wants to know the Awareness about Nandini Milk and Milk Products, and Impact of Promotional Activities on Creating Awareness.
PURPOSE OF THE STUDY:

Since kmf milk union, Dharwad has introduced the products of milk. The Management, in this survey wants to find out the growth percentage of Awareness
Level of milk Products & also to know the impact of Awareness Level of Promotional Activities on Creating Awareness.
OBJECTIVES OF STUDY
Providing hygienic and good quality of milk to the consumers.
To build the economic strength of the milk producers in villagers.
To eliminate middlemen's 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.
METHODOLOGY:
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. The data collected during the study included the data collected through questionnaire and face-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 products industry.
2) Measurement Technique:
Questionnaire: Questionnaire is a formalized instrument for collecting information directly from the respondents. During this research questionnaire was used as tool for getting information 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 and evaluation of data is done using SPSS 11.0 version software and Microsoft Excel for the graphical representations.
DATA ANALYSIS & INTERPRETATION AND ANALYSIS

Keeping in view of the objectives, the data so collected from various sources and were analyzed with the help of appropriate techniques. The results of the study are presented in this chapter under the following headings. Table 1: Number of respondents aware about NANDINI Brand of Milk and Milk products Frequency Yes 100 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0
120
100
100
80
60
40
Frequency
20
0 Yes
Figure 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% brand awareness of Nandini. Out of 100 respondents surveyed all the 100 says they are aware of Nandini brand of milk and milk products. This shows only brand awareness but not about products in depth. S.V.M.V.V SANGHAS INSTITUTE OF MANAGEMENT STUDIES, ILKAL 58
Table 2: Extent of awareness about the Nandini milk brands Product Toned milk Standard milk Shubham milk Dle toned milk Yes 46 60 58 15 No 54 40 42 85 Total 100 (100%) 100 (100%) 100 (100%) 100 (100%)
(46%) (60%) (58%) (15%)
(54%) (40%) (42%) (85%)
Note: Figures in the parenthesis indicate % to the total
60 50 40 Respondents 30 20 10 0 TM SM Br an d s SHBM M Series 1
DTM
Figure 2: Extent of awareness about the Nandini milk brands Product Curd Pot curd Sweet lassi Masala lassi Pedha Khoa Paneer Butter Ghee Yes 76 (76%) 43 (43%) 48 (48%) 44 (44%) 55 (55%) 33 (33%) 29 (29%) 54 (54%) 62 (62%) No 24 (24%) 57 (57%) 52 (52%) 66 (66%) 45 (45%) 67 (67%) 71 (71%) 46 (46%) 38 (38%) Total 100 (100%) 100 (100%) 100 (100%) 100 (100%) 100 (100%) 100 (100%) 100 (100%) 100 (100%) 100 (100%)
As the graph depicts among the milk brands of 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.
Table 3: extent of awareness about the Nandini milk products
80 70 60 50 Respondents 40 30 20 10 0 C u rd P C u rd S la s s y M la s y P e d h a K h o va P a n e e r B u t t e r G h e e p r o d u c ts S e rie s 1
Figure 3: Extent of awareness about the Nandini milk products From this chart we can understand curd, ghee, pedha and butter are the products with greater awareness having 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%. Table 4: factors looked while purchasing the Milk and Milk Products
Note: Figures in the parenthesis indicate % to the total Parameters Quality Thickness Fat content Price Taste Availability Yes 74 (74%) 26 (26%) 17 (17%) 26 (26%) 52 (52%) 31 (31%) No 26 (26%) 74 (74%) 83 (83%) 74 (74%) 48 (48%) 69 (69%) Total 100 (100%) 100 (100%) 100 (100%) 100 (100%) 100 (100%) 100 (100%)
80 70 60 50 40 30 20 10 0 Q uality Thic k nes s F at C ont pric e Tas te A vai'ty S eries 1
Fig 4: Table 4: factors looked while purchasing the Milk and Milk Products When we tried to know what are the parameters which are looked while purchasing the milk and milk products the overall 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 for that. Yes 30 09 36 42 55 21 22 No 70 91 64 58 45 79 78 Total 100 (100%) 100 (100%) 100 (100%) 100 (100%) 100 (100%) 100 (100%) 100 (100%)
Dealers Campaigns Banners Wall paintings T V ads Radio ads Magazines
(30%) (09%) (36%) (42%) (55%) (21%) (22%)
(70%) (91%) (64%) (58%) (45%) (79%) (78%)
Table 5: Sources of knowing about NANDINI products Note: Figures in the parenthesis indicate % to the total
60 50 40 30 20 10 0 D e a le r s C a m 's Banner W a l p a in t Tv ads R a d io a d s M a g zin e S e r ie s 1
fig 5: Sources of knowing about NANDINI 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 which is the least.
Table 6: Extent of observation of advertisements of NANDINI products
Frequency Yes No Total 96 4 100
Percent 96.0 4.0 100.0
Valid Percent 96.0 4.0 100.0
Cumulative Percent 96.0 100.0
120
100 96 80
60
40
Frequency
20
0 Yes N o
Fig 6: Extent of observation of advertisements of NANDINI products 96 % of the respondents have observed the advertisements of Nandini Milk and Milk products. Its a very good indicator that the efforts of the company are reaching the public.
Table 7: Were they informatory Frequenc Yes No Total y 77 19 96 Percent 80.0 20.0 100.0 Valid Percent 80.0 20.0 100.0 Cumulativ e Percent 80.0 100.0
100
80
77
60
40
Frequency
20
0 Yes No
19
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
Yes Banners Ad boards Campaigns Wall paintings Television ads Radio ads Magazines 34 (44%) 30 (39%) 10 (12%) 29 (38%) 58 (75%) 15 (19.5%) 16 (21%)
No 43 (56%) 47 (61%) 67 (88%) 48 (62%) 19 (25%) 62 (80.5%) 61 (79%)
Total 77 (100%) 77 (100%) 77 (100%) 77 (100%) 77 (100%) 77 (100%) 77 (100%)

70 60 50 40 Series 1 30 20 10 0 Banners A d boards Cam's 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 Frequency Yes No Total 11 89 100 Percent 11.0 89.0 100.0 Valid Percent 11.0 89.0 100.0 Cumulativ e Percent 11.0 100.0
100
89 80
60
40
Frequency
20
11 0 Yes N o
Fig 9: Number of awareness campaigns attended by the respondents Only 11 persons out of 100 have attended awareness campaigns which show the company has failed to reach to maximum number of customers through campaigns.
Table 10: information got from NANDINI products in Awareness Campaigns
Yes Freshness Hygiene in prodn Reliability of brand No adulteration 07 (64%) 04 (36%) 05 (45%) 02 (18%)
No 04 (36%) 07 (64%) 06 (55%) 09 (82%)
Total 11 (100%) 11 (100%) 11 (100%) 11 (100%)
8 7 6 5 4 3 2 1 0 F res hnes s Hy gin in prodc t'n Reliablity of brnd No c ontam in S eries 1
Fig 10: information got from NANDINI products in 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.
Table 11: Do you purchase NANDINI Milk and Milk Products
Frequency Yes No Total 72 28 100
Percent 72.0 28.0 100.0
Valid Percent 72.0 28.0 100.0
Cumulative Percent 72.0 100.0
80
72
60
40
28
Frequency
20
0 Yes N o
Fig 11: Do you purchase NANDINI Milk and Milk Products S.V.M.V.V SANGHAS INSTITUTE OF MANAGEMENT STUDIES, ILKAL 71
Out of 100 respondents 72% purchase Nandini Milk and Milk products. And 28% do Parameters Quality Thickness Fat content Price Taste Availability Promotional activity Yes 53 (74%) 17 (24%) 11 (15%) 16 (26%) 27 (22%) 23 (32%) 04 (06%) No 19 (26%) 55 (76%) 61 (85%) 56 (74%) 45 (78%) 49 (68%) 68 (94%) Total 72 (100%) 72 (100%) 72 (100%) 72 (100%) 72 (100%) 72 (100%) 72 (100%)
not purchase Nandini Milk and Milk products.
Table12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products Note: Figures in the parenthesis indicate % to the total
60 50 40 30 20 10 0 S eries 1
Q uality
F at c ontent
Tas te
P ro ac tivity
Fig 12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products Parameters Quality Thickness Fat content Price Taste Availability Promotional activity Yes 02 (07%) 02 (07%) 03 (11%) 18 (64%) 08 (29%) 09 (32%) 03 (11%) No 26 (93%) 26 (93%) 25 (89%) 10 (36%) 20 (71%) 19 (68%) 25 (89%) Total 28 (100%) 28 (100%) 28 (100%) 28 (100%) 28 (100%) 28 (100%) 28 (100%)
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%).
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 6 4 2 0 Q u ality F at c ont ent Tas te P ro ac tivity S erie s 1
Fig13: Reasons which forces for not purchasing NANDINI Milk and Milk Products: 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.
FINDINGS 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. S.V.M.V.V SANGHAS INSTITUTE OF MANAGEMENT STUDIES, ILKAL 74
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.
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. The non customers of Nandini say 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. S.V.M.V.V SANGHAS INSTITUTE OF MANAGEMENT STUDIES, ILKAL 76
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 analyzing 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.
QUESTIONNAIRE
Dear Sir/ Madam, The information provided by you will be used for academic purpose only.
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 c. Shubham Milk S.V.M.V.V SANGHAS INSTITUTE OF MANAGEMENT STUDIES, ILKAL 78
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 S.V.M.V.V SANGHAS INSTITUTE OF MANAGEMENT STUDIES, ILKAL 79
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? a. Yes 7. Were they informatory? a. Yes b. No 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 If Yes 12. Which of the following factors made you to repetitive purchase NANDINI Milk and Milk Products : a. Quality 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 : b. No
a. Quality b. Thickness c. Fat content d. Price e. Taste f. Availability g. Promotional activities
Thank U
BIBILOGARPHY
BOOKS: Tull and Hawkins (2007). Marketing research. New Delhi: Dorling Kindersley (India) pvt. REPORT: National Dairy Development Board (1982). Annual Report, Anand, Gujarat, India WEBSITES: http://www.kmfnandini.com
http://www.mofpi.nic.in,

A PROJECT REPORT On Impact of Promotional Activities On Creating Awareness at NANDINI MILK HUBALI

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A PROJECT REPORT On Impact of Promotional Activities On Creating Awareness at NANDINI MILK HUBALI

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CONTENTS

NEEDS FOR THE STUDY ORGANIZATION PROFILE

10 11-17 18-51 52-53 54 55 56-68 69-70 71 72 73-76 77

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

Need for the study:

KMF DHARWAD MILK UNION

Findings of the study:

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

NEED FOR THE STUDY:

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

Name of the Industry : Dharwad Milk Union (DMU) -KarnatakaMilkFederation (KMF)

KMF DHARWAD MILK UNION

Karnataka milk federation

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KARNATAKA MILK FEDERATION

District Co-operative society

District Co-operative society

District Co-operative society

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

To build the economic strength of the milk producers in villagers.

To make villagers self-viable and build self image.

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

Chairman Director Director Director Director Director Director Director Director

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

PRODUCT MIX OF KMF

KMF DHARWAD MILK UNION

Sl No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

Milk 200 Ml Pack (Tetra Pack)

DIARY MANAGER DEPUTY MANAGER PROD

ASSISTANT MANAGER Babasabpatilfreepptmba.com

KMF DHARWAD MILK UNION

Fresh Liquid mil

Fat and SNF

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

ADMINISTRATION SUPERINTENDENT ADMINISTRATION ASSISTANT

The structure of MIS department

KMF DHARWAD MILK UNION

KMF DHARWAD MILK UNION

S.V.M.V.V SANGHAS INSTITUTE OF MANAGEMENT STUDIES, ILKAL 36

KMF DHARWAD MILK UNION

Deputy Manager (QC)

S.V.M.V.V SANGHAS INSTITUTE OF MANAGEMENT STUDIES, ILKAL 37