A STUDY ON BRAND POSITIONING OF AAVIN PRODUCTS AT

SALEM , TAMILNADU .

INDUSTRY PROFILE:

The prestigious Salem Dairy complex is situated in about in 46 acres of land bound by Sithanur
and Dhalavaipatty villages. It is located just 6 km away from Salem railway Junction on the way
to Govt. Medical College and Salem Steel Plant.

The Salem District Co-op. Milk Producers' Union Ltd., has been registered on 10.07.1978
and started functioning from 07-10-1978. To begin with, the union started procuring 33,100 LPD
of milk from 227 affiliated primary milk coop societies. Then gradually expanded its activities
and now reached a daily average procurement of more than 4.0 lakh liters per day from 1049
functional DCS.

It is a Feeder Balancing Dairy i.e. converting surplus milk solids into products like butter, ghee
and Skim milk powder. The commercial production of products viz. Butter, Ghee and Skim Milk
Powder started on 16-08-1983. All the Union activities are fully computerized.

PROCUREMENT

ANIMAL BREEDING

In Salem milk union, 591 AI centres are functioning in cluster manner covering all the
DCS for AI activities. Frozen semen is purchased from Nucleus Jersey Stud Farm, TCMPF Ltd.,
Ooty and BFSS, TCMPF Ltd, Erode for cattle and buffalo respectively at the rate of Rs 10/- per
dose. AI facility has been extended at the doorstep of the farmers and thereby the conception rate
is improved. We have implemented the Artificial Insemination Monitoring System since 2001
and we have computerized the AI activities. Based on the report generation, the AI performance
is monitored to improve the breeding efficiency.

Progeny Testing Scheme in cattle and buffaloes is carried out in 70 DCS to select the proven
bulls through Dairy Herd Improvement Programme Action, TCMPF Ltd., Chennai. Calf rally is
conducted and the prizes are given to the selected best calves to motivate the farmers to rear their
calves with utmost care.
ANIMAL HEALTH

As a part of Animal health management, 16 nos. of regular Veterinary units and (fortnight
route) and Emergency units (round the clock) are functioning to cater to the needs of the health
coverage to all the milch animals of DCS members. Infertility camps at the society level and the
breeding problems in the animals are treated. As a preventive measure, the animals are
vaccinated against FMD to protect the animals and milk loss.

FEED AND FODDER

We are purchasing 200 metric tones (average) of cattle feed per month from cattle feed plant
Erode and supplied to the DCS. To meet out the green fodder requirement of milch animals our
milk union is supplying the fodder by way of cultivating the Co3 fodder/slips for distribution to
the farmers throughout the year. Apart from union land, farmers land also being used for fodder
cultivation and propagation and totally 2700 acres of and has been brought under fodder
cultivation. Farmers are educated on Ration Balancing programme to improve the Feed
conversion ratio in the animals. For Dry fodder management, urea treatment of paddy straw is
carried out to preserve the same during surplus season.

Training center

Salem union Training Centre is imparting various training programmes to the DCS staff
and milk producers of Salem , Erode, Coimbatore and Ooty Unions.

Ø Artificial Insemination & First Aid Trg

Ø Secretary / Milk tester Trg

Ø Feeds and Fodder Trg

Ø Bulk Milk Cooler Trg and all Refresher courses to the DCS staff.

For Milk Producers, Dairy Animal Management and orientation programmes are being
conducted.

Apart from these, we also cater to the needs of other agencies training on various activities
related to Animal husbandry and Dairying on prior intimation. The Training Centre is featured
with eminent faculties, modern class rooms, teaching aids, boarding and lodging facilities. For
information, Officer In charge, Training centre may be contacted.

Objectives

· Provide Training for skill / Knowledge upgradation unto uplift their leadership capacity.

· Mobilising women in small viable groups

· Enabling groups to take up employment -cum- income generation programmes of their

own

· Provide support services

Implementation

· The target group members are identified from the eligible Self Help Group interested in
Dairy forming in rural areas.

The members are affliated to form a Women Dairy Co Operative Society enable them to be
earning members through Dairying.

Evaluation

In our Union we are implementing the project from 2002 consisting 1750
beneficiaries by organizing 25 WDCS with 70 members each at Salem and Namakkal Districts
and collecting 6500 litres per day milk to union.

In this direction a study made to observe the variations of income is increased from
Rs.40 per day to Rs.60 per day through dairying.

Clean Milk Production

To improve the quality of milk at farmer level, a special scheme has been introduced
during the year 2004. Here the farmers are educated to produce and handle the milk with most
hygienic quality by providing them necessary training and infra structure. And the Bulk Milk
Coolers are installed at village level to chill the milk immediately after collection to reduce the
bacterial load to the maximum level possible.
MARKETING

The Marketing network is managed with 9 Milk Marketing offices, 491 agents for milk and 11
for products and through the Federation throughout the country and abroad.

Export

First time in the history of aavin, milk products have been exported to Singapore during the Tetra
plain milk and SMP from Salem union are being exported.

Year Sales Turnover

Rs. in lakhs
1995-96 8326.36
1996-97 7810.94
1997-98 7869.65
1998-99 9803.08
1999-2000 11168.15
2000-01 11365.92
2001-02 11521.89
2002-03 12058.42
2003-04 15375.97
2004-05 16873.86
2005-06 17065.73
2006-07 17323.06
Note: The Sales turnover from the year 2003-04 are tentative .

ISO Organization:

Aavin Salem is an ISO 9001:2000 certified Organization since 24.10.2002.

Products:

Milk Varieties

Type Fat % SNF %

Toned Milk 3.0 8.5

Standardized Milk 4.5 8.5

Aavin Gold 5.0 9.0

Products

This dairy manufacture Butter, Ghee, Skim Milk Powder, Khova, GulabJamun, Mysorepa,
Milk Peda, Butter Milk, Curd, Soan pupdi and Ice cream.

UHT Products

Standardized Tetra Plain milk

Toned Tetra plain milk

Flavored Milk (Cardamom, Pista, Chocolate & Strawberry)

Maavin
 OBJECTIVES OF THE STUDY

NEED FOR THE STUDY

1. The study helps to increase brand awareness of the product to customer which will be
helpful to the organization.

2. To identify the milk product’s status in the minds of people.

3. To know the market position of milk product.

4. The study will help to identify the present demand for milk packets.

OBJECTIVES OF THE STUDY

1. To identify the expectation and perception of consumers towards the dairy brand

2. To know the important attributes of brands and attitude of the consumer in brand
positioning.

3. To identity the credit worthiness of the milk brand in the market.

4. To identify (learn) the factors influencing consumers decision towards product

selection

5. To find out reason for customer preferring other brand milk.

6. To observe the significant difference between the brand positioning and consumer
buying Behaviour.

7. To assess the current market position of the milk product.

 A STUDY ON BRAND POSITIONING OF AAVIN PRODUCTS AT SALEM ,
TAMILNADU .

QUESTIONNAIRE

Personal data:

Name:

Gender: Male () Female ()

Age: a)18-20 b)21-30 c)31-40 d) Above 41

Questions:

1.Preference of aavin product as a brand among its competitor ?

( 1- low , 5- high )

1 2 3 4 5

2. Are you aware about aavin products and brand ?

 Yes

 No

3. How do you position aavin as a brand among its competitors ?

 Rank 1

 Rank 2

 Rank 3

4. how do you know about aavin dairy products.

 Tv

 Online

 Newspaper

 Others __________
5. which aavin product that you prefer most ?

 Milk

 Curd / Butter

 Butter

 Milkshake

6. frequency of purchase of dairy products.

 Daily

 Weekly

 Monthly

 Occassionally

7. what makes you to prefer aavin among its competitor ?

 Quality

 Price

 Availability

8. Do our product prodives a sense of self –esteem to you ?

Yes No

9.Do you experiment with different brands / products.

 Yes( __________ )

 No ( ___________)

10. price of aavin compared to other brands

 High

 Low

 Moderate

Thank You….