Consumers Perception

Consumer Perception towards Nandini Milk
CONTENTS
SL.NO
TITLE
EXECUTIVE SUMMARY
PAGE NO
04-06
ABOUT INDUSTRY
07-13
COMPANY PROFILE
14-37
RESEARCH METHODOLOGY
38-42
DATA ANALYSIS
43-63
FINDINGS
64
SUGGESTIONS
65
CONCLUSION
66
APPENDICES
67-72
BIBLIOGRAPHY
Babasabpatilfreepptmba.com
EXECUTIVE SUMMARY
RBKMUL is one of the member milk unions among 13 unions in the Karnataka state and
functioning at Middle level between the Dairy Co-operative Societies (DCS) member and
Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing
and marketing is taking place.
It was a great experience to undergo summer in-plant training on A Study on Consumer
Perception towards Nandini Milk at RBKMUL Raichur. During the study I tried my
best to know the various departments of the company, from production to the marketing of
milk. In the first half of my study i.e. Organizational study I found that Marketing
department plays key role in the company.

In this report I tried to know the Consumer Perception towards Nandini milk which may
help the Marketing department of the company as well as to the company. The study
focused on how exactly consumer perceived the Nandini milk. And does the consumer
perceived according to the company? In the findings and suggestion part I tried to find the
answers to the above.
Title of the Project:

The Study on Consumer Perception towards Nandini Milk
Objectives of the Study:

1. To know the consumer perception towards Nandini milk.
2. To know the customers awareness level.
3. To find the competitors effect on Nandini sales.
Statement of the problem:

Declining Nandini sales due to heavy competition in the market and the lack of loyal
retailers.
Sources of Data:
1. Primary Data
2. Secondary Data
1. Primary Data: The information is collected from the personal interaction with the
Employees of RBKMUL.
2. Secondary Data: this has been collected through company reports, manuals. And
Information form the internet sources
Information from the materials provided by the concern
Has done marketing survey to know the consumer perception towards Nandini
milk.
Findings:
The customer awareness level towards Nandini milk is excellent because all the 100
respondents are aware of it.
From the aware respondents 45% of respondents are using Nandini milk.
Factors like Quality, taste and price influences more while choosing a brand
respectively. Out of 100 Nandini comes to 65 respondents mind when they think of
milk.
More thickness, same taste and availability are the key reasons for alternative brand
other than Nandini
Suggestions:
o The Nandini brand is having trust name in the market where it operates and
still the market is open for acquire, Company may take advantage of it
through advertisements.
o The company may convince customers that due to less fat thickness of
Nandini is less and that is good for health through advertisements/banners.
o The company may keep one employee as Customer Relationship Executive.
Who will co ordinates between customers and company and also with
retailers who may promote Nandini milk effectively on regular basis.
Limitation of the study:

I. This study covers only Raichur Unit, the part of RBKMUL.
II. The study is restricted for only 4 weeks.
III. The survey made in only 2 to 3 areas of Raichur city
IV. The study only focuses on consumer perception towards Nandini milk
only.
Industrial Profile:
Introduction
On considering the diary industry in India has developed and developing as large industry
and as per the certification of the International Dairy Industry India is the worlds largest
milk producer and large numbers of industries are engaged in routine commercial
production of pasteurized milk and milk products.
Origin of the Milk Industry:

Milk is the natures idea of food for infants and growing children in our country, except in
rare cases of lactose intolerance. The importance of milk occupies in our diet has been
recognized since Vedic time, and all modern research has only supported and reinforced

this view. In fact, milk is now considered not only desirable but very much essential to
person from his childhood.
In early days the household have to produce their milk by maintaining their family cows or
buffalos or they should secure from their neighbors. As the urbanization develops only few
households are able to keep a cow for private use. The high production cost, problem of
sanitation etc.., restricted the practice, gradually the family cow in the city was eliminated
and cattle were sent back to the rural areas, as a result farmers began to deliver milk over
routs in the cities. This was the beginning of the fluid milk sheds which are surrounding
the large cities now a day.
As we know milk is having short span of time in normal condition after that which is not
possible to consume, in addition to this lack of suitable transportation and refrigeration
facilities were major draw backs for the milk producers of early days. Meanwhile the
rapidly increasing population caused an imbalance between the demand and supply of
milk. The production and marketing of milk has been considered as a profitable business.
To utilize the above environmental and marketing conditions, the processing and
maintenance units were established by the name of MILK DAIRIES to bridge the s
imbalance between high demand and less supply.
Thus dairying started in India, where the production of milk and its products takes place.
The process of Collecting, Chilling, Pasteurizing the milk and preventing it from the micro
bacteria and packing is called dairying. The Indian dairy industry has grown after 1960s
then the large number of modern milk plants and factories has been established. India is
the worlds largest milk producing country.
After the independence dairy and animal husbandry taken vital importance. For this lot of
development programs made by the government through Five year plans. This leads to
formation of National dairy Development Board in 1965 and thus in 1970 decided to bring
a White Revolution through out the country. Mr.Verghese Kurien is called as Father of
White Revolution.

Verghese Kurien: born on November 26, 1921 at Kozhikode, Kerala is called the
father of the White Revolution in India. He is also known as the Milkman of India.
He was the chairman of the Gujarat Co-operative Milk Marketing Federation Ltd .
(GCMMF). GCMMF is an apex cooperative organization that manages the Amul food
brand. He is recognized as the man behind the success of the Amul brand. Amul had
revenue of $1b USD in 2006-07. In addition to Kurien, people like Shri Dalaya, VH Shah,
Madhukar Shah, Dr.AR Seth, Dr.Shabnis and Shri Tribhuvandas Patel have also played a
significant role in the progress and development of Amul.
He is credited with being the architect of Operation Flood -- the largest dairy development
program in the world. Kurien helped modernise Anand model of cooperative dairy
development and thus engineered the White Revolution in India, and made India the
largest milk producer in the world. Milk co-operatives were already extant when Kurien
came to Anand and were managed by Tribhuvandas Patel. His uncle, John Mathai, was an
economist who served as India's first Railway Minister and subsequently as India's
Finance Minister.
According to Charaka, the father of Ayurveda system of medicine explains the

importance of the milk as, milk has ten properties viz, Sweetness, Coldness, Softness,
Unctuousness, Density, Smoothness, Heaviness, Slowness and Charity
National Dairy Development Board

Introduction:
The government of India constituted the National Dairy Development Board in the year
1965 Shri: - Lalbahadur Shastry initiated the setting up of NDDB. The board is registered
under the societys registration act and public trust at the head office is at Anand and is
organization in to 9 functional divisions.
Objectives of National Dairy Development Board


To sponsor, promote, manage, acquire, construct control any plant or work which
promotes or advances the projects of general public utility reactions to dairying.
1. To make available on request, information services to increase production
development to released to production and marketing of agricultural and food
products.
2. To provide international liaison with other national dairy boards and international
agencies in order to facilitate exchange of information and personnel as well as to
assist in development of dairying in other countries.
SWOT ANALYSIS OF INDIAN DAIRY INDUSTRY

Strengths:
Demand profile: Absolutely optimistic.
Margins: Quite reasonable, even on packed liquid milk.
Flexibility of product mix: Tremendous. With balancing equipment, you can keep on
adding to your product line.
Availability of raw material: Abundant. Presently, more than 80 per cent of milk
produced is flowing into the unorganized sector, which requires proper channelization.
Technical manpower: Professionally-trained, technical human resource pool, built
over last 30 years.
Weaknesses:
Perishability: Pasteurization has overcome this weakness partially. UHT gives milk
long life. Surely, many new processes will follow to improve milk quality and extend its
shelf life.
Lack of control over yield: Theoretically, there is little control over milk yield.
However, increased awareness of developments like embryo transplant, artificial

insemination and properly managed animal husbandry practices, coupled with higher
income to rural milk producers should automatically lead to improvement in milk yields.
Logistics of procurement: Woes of bad roads and inadequate transportation facility
make milk procurement problematic. But with the overall economic improvement in India,
these problems would also get solved.
Problematic distribution: Yes, all is not well with distribution. But then if ice creams
can be sold virtually at every nook and corner, why cant we sell other dairy products too?
Moreover, it is only a matter of time before we see the emergence of a cold chain linking
the producer to the refrigerator at the consumers home!
Competition: With so many newcomers entering this industry, competition is
becoming tougher day by day. But then competition has to be faced as a ground reality.
The market is large enough for many to carve out their niche.
Opportunities:
"Failure is never final, and success never ending. Dr Kurien bears out this statement
perfectly. He entered the industry when there were only threats. He met failure head-on,
and now he clearly is an example of never ending successes! If dairy entrepreneurs are
looking for opportunities in India, the following areas must be tapped:
Value addition:
There is a phenomenal scope for innovations in product development, packaging and

presentation. Given below are potential areas of value addition:
Steps should be taken to introduce value-added products like shrikhand, ice creams,
paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence
10

and flexibility in the market place along with opportunities in the field of brand
building.
Addition of cultured products like yoghurt and cheese lend further strength - both in
terms of utilization of resources and presence in the market place.
A lateral view opens up opportunities in milk proteins through casein, caseinates and
other dietary proteins, further opening up export opportunities
Yet another aspect can be the addition of infant foods, geriatric foods and nutritional.
Export potential:
Efforts to exploit export potential are already on. Amul is exporting to Bangladesh,
Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty,
opportunities will increase tremendously for the export of agri-products in general
and dairy products in particular.
Threats:
Milk vendors, the un-organized sector:
Today milk vendors are occupying the pride of place in the industry. Organized
dissemination of information about the harm that they are doing to producers and
consumers should see a steady decline in their importance.
The study of this SWOT analysis shows that the strengths and opportunities far
outweigh weaknesses and threats. Strengths and opportunities are fundamental and
weaknesses and threats are transitory. Any investment idea can do well only when you
have three essential ingredients: entrepreneurship (the ability to take risks), innovative
approach (in product lines and marketing) and values (of quality/ethics).
11

The Indian dairy industry, following its delicensing, has been attracting a large number of
entrepreneurs. Their success in dairying depends on factors such as an efficient yet
economical procurement network, hygienic and cost-effective processing facilities and
innovativeness in the market place. All that needs to be done is: to innovate, convert
products into commercially exploitable ideas. All the time keep reminding yourself:
Benjamin Franklin discovered electricity, but it was the man who invented the meter that
really made the money!
Company Profile
Introduction to RBKMUL:
RBKMUL is one of the member milk union among 13 unions in the Karnataka state and
functioning at Middle level between the Dairy Co-operative Societies (DCS) member and
Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing
and marketing is taking place.
Karnataka Milk Federation

Karnataka Milk Federation (KMF) sells products by the name of Nandini. They are
famous for taste and quality. Nandini sweets like pedha, jalebi, paneer, curds and milk are
consumed by thousands of people in India. As the name suggests it is the federation of
milk producers association working on cooperative principles. Almost every district in
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state of Karnataka has milk producing co-operatives. The milk is collected from farmers
who are its members, processed and sold in the market by the brand of Nandini.
HISTORY OF KMF
The Karnataka diary development corporation was established in the year 1975 under the
World Bank assistance. The main objective was to organize the Anand pattern milk cooperative societies and there by helping the farmers to increase the milk production by
getting technical input services and procuring the milk, procured by them around the year.
In order to process and market the milk so collected, diaries and chilling centers where
established in the southern part of Karnataka subsequently I the year 1984. It was
converted into Karnataka milk federation (KMF). The KMF is the apex body according to
National Development Board (NDDB).
Objectives:
1. To propose plan & organize programs for the purpose of the development of dairy &
their agriculture based & attired & biological on an intensive & national wide basis &
to render assistance in the implementation of such program.
2. To adopt the co-operative strategy a more affective manner on an intensive manner on
an intensive & national wide basis and to take such steps as may be a necessary for the
purpose before said.
3. To facilitate research & promotional activities in the field of dairying immensely
animal husbandry, agriculture & horticulture.
4. To import technological know how to such organization in the co-operative or public
sector as are engaged in the production preservation or milk marketing of milk
products.
13

5. To function as a channelising agency for the import & export of the milk & milk
production & of the milk animals or bulls.
Karnataka Cooperative Milk Producers' Federation Limited:

Karnataka Milk Federation is the Apex Body in Karnataka representing Dairy Farmers'
Co-operatives. It is the third 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 13 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.
The first ever World Bank funded Dairy Development Program in the country
started in Karnataka with the organization of Village Level Dairy Co-operatives in
1974. The AMUL pattern of dairy co-operatives started functioning in Karnataka
from 1974-75 with the
Financial assistance from World Bank, Operation Flood II & III. The dairy cooperatives were established under the ANAND pattern in a three tier structure with
the Village Level Dairy Co-operatives forming the base level, the District Level
Milk Unions at the middle level to take care of the procurement, processing and
marketing of milk and the Karnataka Milk Federation as the Apex Body to coordinate the growth of the sector at the State level.
OBJECTIVES OF KMF:
14
The Karnataka Milk Federation is a co-operation apex body in the state of Karnataka
for representing diary farmers organization and also implementing diary
development activities to achieve the following objective.
Providing assured and remunerative market for all the milk produced by the farmer
members
Providing hygienic milk to urban consumers.
To build village level institution in cooperative sector to manage dairy activity.
To ensure providing of milk production inputs processing facilities disseminations

up know how.
To facilitate rural development by providing opportunities for self employment at

village level preventing migration to urban areas introducing cash economy and
opportunity for steady growth.
13 Milk Unions of KMF

1. Bangalore Milk Union
2. Belgaum Milk Union
3. Bellary Milk Union
4. Bijapur Milk Union
5. D K Milk Union
6. Dharwad Milk Union
7. Gulbarga Milk Union
8. Hassan Milk Union
9. Kolar Milk Union
10. Mandya Milk Union
11. Mysore Milk union
12. Shivmogga Milk Union
15

13. Tumkur Milk Union
THE GROWTH PROCESS

The growth over the years and activities undertaken by KMF is summarised briefly
hereunder:
Dairy Co-operatives
Membership
Milk Procurement
Milk Sales
Cattle Feed Consumed
Daily Payment to Farmers
Turnover
Nos
Nos
Kgs/day
Lts/day
Kgs/DCS
Rs.Lakhs
Rs.Crores
1976-77
416
37000
50000
95050
220
0.90
2007-2008
11063
1956163
3025940
2129790/:1.77LKPD
3010
342
2707.00
World Bank Study Observations

The World Bank, in its study on the effect of Co-operative dairying in Karnataka, has
pointed out that:
The villages with Dairy Co-operative Societies are much better off than
those without.
The families with dairy cattle are economically better than those without
dairy cattle.
Women who had no control on the household income have better control
in terms of Milk Money
A single commodity MILK has acted as a catalyst in the change in the
Socio-Economic impact of the rural economy.
There is a positive impact on those at the lower end of the economic
ladder both in terms of landholding and caste.
16
PERSPECTIVE PLAN 2010

After the closure of OF-III project. Government of Karnataka and NDDB 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 action plan - Perspective 2010 to
enable the dairy cooperatives 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
Cooperatives.
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 program under the Centrally Sponsored Scheme "Assistance to Cooperatives"
which is also under implementation.
UNITS OF KMF:
KMF has the following Units functioning directly under its control:
Mother Dairy, Yelahanka, Bangalore.
Nandini Milk Products, KMF Complex, Bangalore.
Cattle Feed Plants at Rajanukunte/Gubbi/Dharwad/Hassan
Nandini Sperm Station (formerly known as Bull Breeding Farm &
Frozen Semen Bank) at Hessaraghatta
Pouch Film Plant at Munnekolalu, Marathhalli
Central Training Institute at KMF Complex, Bangalore.
Quality Control Lab at KMF Complex, Bangalore.
CATTLE FEED PLANTS
17

To supply 3 varieties of balanced Cattle Feed & Mineral Mixture, Karnataka Milk
Federation owns Four Cattle Feed plants with installed capacity of 500 MTs per day and is
manufacturing 10,000 MTs Cattle Feed on an average per month. Present utilisation of the
plants on an average is 80%.
The plants are located at Rajanukunte, Gubbi, Dharwad and Hassan which are all
ISO Certified Plants.
DEMPO DAIRY INDUSTRIES LIMITED:

The Dempo Dairy Industries Limited, a sick unit Under the BIFR with a dairy at
Aasangi, was taken over by KMF in 1993 under financial assistance from NDDB and
GOK. The Plant is today an ISO-2000 certified plant.
The Dairy has a Powder Plant with a capacity of drying 1.0 Lakh litres per day.
The plant mainly produces Butter, Skimmed Milk Powder and Ghee.
Apart from selling the products under the Nandini brand, it still sells products
under the brand name Bounce (of the erstwhile Dempo Dairy Industries Ltd.) in Goa and
Bombay.
MOTHER DAIRY
(An ISO - 9002 and HACCP IS 15000 Certified Only Dairy in South India)
Mother Dairy, Bangalore, a Unit of KMF, is set up by NDDB on 7.12.1984. The
Dairy has a unique nature of homogenizing the milk and selling to its consumers through
92 Automatic Bulk Vending Booths and 92 FRP tanks. The Dairy also caters Milk in
sachets and Milk Products through its 289 retailers.
The average sale of milk per day is 2.08 Lakh litres during the year 2005-06. The
entire requirement of milk is procured from Kolar Milk Union. The Dairy produces Butter,
Ghee, Curds, Ice Cream & Skim Milk Powder. The activities of all the Departments at
18

Mother Dairy are being carried out through
an on-line
computer
system.
ICE CREAM PLANT:

Mother Dairy has an Ice Cream Plant of 3000 Litres per day capacity which was
expanded to 10000 liters. Day during Feb.2006.
The plant started functioning from
October 1997, producing Ice cream under Amul brand name as well as Nandini brand
name.
An Ice Cream sale on an average during 2006 is 8000 liters per day.
POWDER PLANT:
Mother Dairy has a Powder Plant with a capacity of 30 Tons/day commissioned on
16.10.2002. Surplus milk from Bangalore, Kolar, Mysore, Mandya, Tumkur, Hassan is
received for conversion.
NANDINI MILK PRODUCTS (NMP):

With the main objective of supplying nutritious milk to the under-privileged
through the Women and Child Welfare Department, the erstwhile Miltone Project was
started during
the year 1973 under assistance from Government of Karnataka. Out of 80,000
beneficiaries, mainly children, more than 70% belonged to Scheduled Caste and
Scheduled Tribe. The production of Groundnut protein enriched Miltone, which was
started in year 1973, was discontinued and Sterilized Flavored Milk was introduced in its
place during the year 1992.
The Miltone Project was renamed as "Nandini Milk Products" in the year 1995
with specialized production of sweet-based milk products, Sterilized Flavored Milk,
Paneer, Khova etc.
Mysore Pak, Premium Cashew Burfi, Premium Badam Burfi are very popular with
19

the consumers who are highly appreciative of these quality milk products at a reasonable
cost.
Nandini Badam Powder, introduced during January 2000, is being exported to
Singapore in 200 gm packs. Badam Powder in 10 gms pouches was also introduced during
September 2002.
20
POUCH FILM PLANT:

During the year 1995-96, due to inconsistency in terms of supplies and qualities of
Milk Packing Film by suppliers, KMF decided to establish a Pouch Film Plant as
backward integration.
The Project Report was prepared by Institute of Rural Management, Anand. The
project was established during 1997 with the help of National Co-operative Dairy
Federation of India and Central Institute of Plastics Engineering & Technology (CIPET),
Mysore, as technical consultant.
The Project investment made was Rs.393.36 lakhs.
Pouch Film Plant is situated in Marathally, HAL Road which is about 15 kms from
Bangalore Bus Station.
Present demand for Pouch Film of KMF Units and Member Unions is 3600 MTs per
annum.
The Pouch Film Plant began its commercial production since 1997-98.
The Total Plant capacity is 1200 tons per annum.
The film is being supplied to all the Member Unions & KMF Units based on their
requirement & schedule.
MILK - ESSENTIAL FOR NOURISHMENT:

Milk is nature's ideal food for infants and growing children in our country, except
in rare cases of lactose intolerance. The important place milk occupies in our diet has been
recognized since Vedic times, and all modern research has only supported and reinforced
this view. In fact, milk is now considered not only desirable but essential from the time the
child is born. The baby is recommended to be breast-fed until it is weaned and thereafter
given cow/buffalo/goat/sheep or similar domesticated mammal's milk till he or she reaches
12 years of age.
21

The National Institute of Nutrition has recommended a minimum of 300 Gms daily intake
of milk for children between 1-3 years of age and 250 Gms for those between 10-12 years,
if they are vegetarian, and 250 Gms and 200 Gms for the same age groups of nonvegetarian children. In our country, most such adults consume milk only as whiteners for
tea and coffee, some dahi or buttermilk.
WHAT IS MILK?
Milk may be defined as the whole, fresh, clean, lacteal secretion obtained by the
complete milking of one or more healthy milky animals, excluding that obtained within 15
days before or 5 days after calving or such periods as may be necessary to render the milk
practically colostrums-free and containing the minimum prescribed percentages of milk fat
and milk-solids-not-fat. In India, the term 'milk', when unqualified, refers to cow or
buffalo milk, or a combination of the two.
CHEMICAL COMPOSITION OF MILK (%):

Sl.No.
Species
Cow
Buffalo
es
Wat
Fat
er
Prote
Lacto
in
se
sh
0.
86.6
4.6
3.4
4.9
84.2
6.6
3.9
5.2
7
0.
8
Future Vision of KMF:

To consolidate the gains of Dairying achieved in the state of Karnataka and with a
view of efficiently chill, process and market ever developing and increasing milk
procurement with an utmost emphasis on the quality and in the process conserve the
Socio-Economic interest of rural milk producers.
Mission Statement of RBKMUL:

The Mission of RBKMUL is to provide timely technical facilities to members of Dairy
Co-operatives Society and collection of good quality milk from the members by paying
22

remunerative price and holds the responsibility of Supplying good quality milk and milk
products to its customers by maintaining the Economic stability of the Union.
Board of Directors in RBKMUL:

S.Timmareddy
Chairman (Nominated)
Somshekar reddy
Director
B.Suryanaryan Murty
Director
G.Satyanarayan
Director
Tulasi
Director
M.Satyanarayan
Director
Nagangouda
Director
K.Timmareddy
Director
Janaki
Director
Satyavati
Director
Sudhapranesh
Director (N)
Hanmantappa
Director (N)
Objectives of the Organization:
To improve the customer satisfaction index.
Conservation of Natural Resources and energy by adopting energy management

system for cost effectiveness.
Improve the quality of milk received from chilling centre bulk coolers.
To provide assured technical support to members of Dairy Co-operative Societies.
To provide good quality of milk and milk products to consumers.
To build village institution Co-operative sector to manage the Dairy activities.
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Areas of Operation:
RBKMUL is one of the well established Dairy; the Dairy operates its business in
three Districts at north side of Karnataka.
1. Raichur District.
2. Bellary District
3. Koppal District
Details about Raichur District:
Talukas of Raichur
Raichur
Manvi
Sindhanoor
Devadurga
Lingasugur
Total
No. of Registered
No of Functional
Milk Collection in
Societies
20
49
85
06
01
161
Societies
10
36
43
00
00
89
Kgs (Per Day)

1047
5497
13597
00
00
20141
Regd. Societies
No.of functional
Milk collection in
58
59
24
14
Societies
26
24
05
01
Kgs/day
412
2266
529
206
51
36
30
34
4558
6693
Bellary District:
Talukas of Bellary
Bellary
Siruguppa
Hospet
Sandur
Kudligi
H.B halli
24

H. Hadagli
42
Total
284
25
145
4876
19540
Regd. Societies
No. of Functional
Milk collection in
36
61
21
17
135
Societies
19
37
27
07
90
Kgs/day
2206
9765
2006
542
14519
Koppal District:
Taluks
Koppal
Gangavati
Yalburga
Kustagi
Total
Bellary Milk Union is marketing milk in Bellary, Koppal, and Raichur Districts
through a network of 500 agents, 11 milk parlors and 21 govt. institutions. The average
sale during the year 2008-09 is 90568 LPD. The total demand for liquid milk in the urban
areas of milk union has been estimated at 1.90 lakhs LPD based on population, the unions
market share is around 47.7%. The private brand share is around 39% in the packet milk
share. Loose milk sale is estimated approximately 0.75 lakhs LPD by vendors sourcing
milk from near by villages.
DEPARTMENTS OF THE RBKMUL:

There are five Departments in RBKMUL they are,
1. Milk Procurement and input section.
2. Purchase Department.
3. Production Department.
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4. Administration Department.
5. Finance Department.
6. Marketing Department.
26
Manager
Procurement wing
Technical input
wing
Deputy Manager
Deputy Manager
Assistant manager
Assistant manager
Clerks
Extension officers
Clerks
Helpers
Organization chart of procurement and input department
The union carries procurement by setting up co-operative societies at village level.
Later milk is collected in the chilling center, milk collected from the milk center, is first
tested, there are milk testing equipments for this purpose. Then a survey on availability of
transportation facilitates and productive capacities of villages are conducted. If the
marketable surplus is more than 150 litters per day, a society is formed; further 10
promoters selected from village and are given responsibility of collecting the capital for
society selling shares. Procurement is done twice a day and payment is made on the basis
of percentage of the content Fat and SNF in the milk
After this milk is sent to unions chilling center, whichever is near. At the chilling
center, milk is chilled up to 4 degree Celsius. Letter this chilled milk is to sent to union
insulated tankers for further processing. The main function of this department is to procure
milk from different areas throughout the year
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PRODUCTION DEPARTMENT:
Production department is the main department wherein the raw material is
converted into finished into products. At RBKMUL production department is well planned
& adequately equipped manufacturing set up where the entire necessary infrastructure is
available. The quality of the product is also dependant on the production procedure.
In RBKMUL the raw milk is processed to form the good quality of milk. During
the processing the milk is differentiated depending on the contract of FAT & SNF (Solids
Not Fat)
The different types of milk different in quality are
TYPES OF MILK
FAT
SNF
Full Cream Milk
6%
9%
Toned Milk
3%
8.5%
Standardized milk
4.5%
8.5%
Full Cream Milk
6%
9%
Shubham milk
6%
9%
28
Organization chart of production department:
MANAGER
Deputy manager
Assistant manager
Office staff
Assistant
(account)
Assistant (stores)
Clerk
Technical officer
Typist
Senior supervisor
Junior supervisor
Dairy operation
Dairy technician
Dairy worker
The structure of production department in RBKMUL. Raichur Unit
29

Dairy Supervisor
Senior technician
Quality control dept
Packing dept
PRODUCTION PROFILE:
The Raichur Bellary Koppal Milk Union Limited Raichur is producing the Milk and
curd products.
Nandini Toned milk
Shubham Milk
Nandini curd
In RKBMUL the raw milk is processed to form the good quality of milk during the
processing the milk is differentiating depending on the content of fat and SNF (solids not
fat).
The different types of milk with difference in quality are:
TYPES OF MILK
CONTENT
Fat (in %)
SNF (in %)
Toned milk
3.0
8.5
Shubham Milk
5.
9.
OBJECTIVES OF THE PRODUCTION DEPARTMENT:

30

1. Maintain the standard quality of the product.
2. Keep the customer satisfaction by qualified products.
3. Cleanliness.
FUNCTIONS OF PRODUCTION DEPARTMENT:

1. Chilling the milk.
2. Pasteurizations of milk.
3. Package & store the milk in the stores at 4C
FLOW CHART OF PRODUCTION PROCESS
31

COLLECTION OF MILK
CHILLING OF RAW MILK
CHILLED MILK STORAGE
PASTEURIZATION
STANDARDIZATION
PACKING
STORAGE
MARKETING DEPARTMENT AND FINANCE DEPARTMENT

NUMBER OF EMPLOYEES
DESIGNATION
01
Deputy Manager
01
Marketing Officer
01
Account assistant
01
Administration Assistant
01
Marketing consultant
01
Security guard
01
Computer operator
32
Functions:
Checking daily sales as per the respective agents.
Finding new areas where there is demand for milk
Issue tenders and receiving application for opening for new parlors and agencies.
Fixing/organizing milk distribution routs
Sending of milk/milk products are per the indents.
Attending complaints from the agents.
Meeting agents to solve their problems.
Maintaining up date records of milk/milk products sale agents arise/institutional

wise.
Draws new advertising strategy.
Financial department Collect the cash from dealers.
Annual Marketing Plan:

The Annual Marketing plan (AMP) 2009-10 is aiming at achieving the sales target
of 1.01 Lakhs LPD by way of market coverage, market penetration and milk marketing
extension work by field marketing staff with assumption that the quality of market milk
will be improved on a continuous basis.
Annual marketing plan is prepared in order to achieve the sales target by various
marketing strategies, market interventions and sales promotional efforts with financial
implications to be evolved in the form of an annual marketing plan to be implemented by
the marketing staff of RBKMUL.
33
Objectives of Annual Marketing Plan:

a. The basic objectives of preparation of AMP is to evolve the Unions sales
and marketing strategies during year 2009-10 with the ultimate aim of
increasing the sales volume by fulfilling customer satisfaction, customer
relation and loyalty. The greatest challenge of sales and milk marketing of
the union is to keep up wit the inevitable and constant changes in market
place with the continuous entry of competitors and with the customers
changing needs and wants in terms of milk product quality and services
associated with its delivery and availability. It provides an insight into apply
the best milk marketing practices in developing sales and marketing
strategies and translating market changes into business opportunities.
Priorities and key objectives of RBKMUL during 2009-10

1. To keep a close watch on the customer needs and expectations on a continuous basis.
2. Studying as to what affects the RBKMUL in the outside marketing environment.

3. Re positioning milk and its products and redefining services in the market.
4. Managing advertisement campaign, direct marketing, publicity, special events etc..
5. Satisfying, retaining and building loyal customer through Customer Relationship
Management
6. Motivating the field marketing team through training.

7. Developing appropriate and area specific channel of distribution of milk and milk
products
8. Controlling and measuring the financial implications of sales and marketing

extension activities.
34
SWOT Analysis of RBKMUL

Strengths
Strong Brand value and reliability
Highest market share among the organized brands in packed milk market segment
Strong distribution of network and better reach
Good infrastructure facility compared to competitors
Consistency in quality and timely supply of milk
Weakness:
Majority of Nandini dealers are not loyal
Sales based on agents indent
Miss match between consumers expectation in terms of quality
No established system for Consumer Grievance Redressal
Opportunities
A large market with a good potential for liquid milk
Growing industrial and institutional demand for Nandini milk
Good scope in opening milk parlors at all Taluks and prime location in the district
head quarters
Milk delivery can be improved by introducing more and more TCD System at
Bellary ,Raichur, And Hospet cities to meat the market demand
Threats
High margin paid to retailers by competitors
Flexibility in trade policy by the competitors
Strong door delivery system of loose milk vendors
35
Major Competitors of the RBKMUL:

As per Business market major players in this region are, Arokya, Vijaya, TejaGold,
Ksheera, Krishna and local loose milk sellers.
According to the survey I made in Maddipet area of Raichur, most of the
customers are using Non Nandini brands either Arokya, Teja or loose milk. The common
reason I found that Nandini milk is containing excess amount of water compare to others.
When I discussed about this with marketing manager, he told that most of the Nandini
retailers are not loyal and they are promoting other brands because they offer more margin
to them than Nandini and its variants.
36
Research Methodology:
Topic Of the study:
Consumers perception towards Nandini milk
.
Research Objectives:
To determine Consumers perception towards Nandini milk.
To Study the effectiveness of service offered by Nandini. ( Quality, Price, Door

delivery)
To know the awareness level of Nandini
To understand consumer buying behavior of consumers.
To understand and study the impact of competitors on customers of Nandini milk.
Need of the study:

Try to know the reasons for declining Nandini sales although having good brand name
in the market and to understand the consumers changing buying behaviour which may
help the company to promoting its sales through new and effective strategies hence
repositioning milk and milk products and re defining services in the market.
Scope of the study:
The scope of the project is to know the consumers perception towards
Nandini in
recent trends.
37

The study will help the company to understand the behavior of individual while
purchasing milk.
The study will help the company to know the expectation of company.
The study will help the company to make strategies to improve their services to meet
customers expectation.
Scope of my study is restricted only to Raichur city
Limitations of the study:
Time limitation of 3 weeks.
Limited area of survey.
Customers lack of interest while giving true feedback.
Sampling and the Testing of hypothesis:

For this research study I have chosen 100 customers as a sample size, among these 30
for pilot study. My sample unit will be 2 to 3 areas of Raichur city. My sampling elements
will be existing and non existing customers.
Review of earlier projects:

In many earlier projects the competitors effect and excess content of water in the Nandini
milk were the major reasons for decreasing its sales. As per the previous surveys,
irregularity in delivery of milk, bad smell and availability of small pouches i.e. 100 ml in
Non Nandini brands made them to shift their brand from Nandini to others.
Data Collection Methods:

The information necessary for this research study is collected by tapping
primary and secondary sources. The sources are as follows:
Primary Sources:
a) Questionnaire
b) Personal interaction
38

Secondary Sources:
a) Company Websites.
b) Related Information from Internet
c) Company Reports.
SAMPLING PROCESS:
Population: Customers from the Raichur city.
Sampling frame: Nijalingappa colony, Venkateshwar colony, Mouleshwar chowk
areas in Raichur.
Sampling unit: House wives, Professionals.

Sampling size: 100 units.
Sampling method: Convenience Sampling
Measurement and Analysis Techniques Using SPSS software

The measurement and evaluation of the data is done using statistical tools and
techniques such as:-
Simple percentage method

Graphical representation Using data code sheet.
39
Hypothesis testing:
For this Survey I have chosen 100 as a sample size, among this 30 as a pilot study and
in this sample size of the consumers Feel Nandini will enhance richness to Tea/Coffee
30% of 100 sample size is considered for pilot study.
100*30/100=30
Out of 30 respondents 18 respondents feel that Nandini will enhance richness to
Tea/Coffee
18/30= 0.60
0.60*100= 60%
Then My Null and alternative hypothesis are,
H0>= More then are Equal to 60% of respondent may say it will enhance richness.
H1<. Then 60% of respondent may not say it will enhance richness.
N=total sample size is 100.
P= .60
.60 (1-.60)
40

Standard error=
100-1
=
.60 X . 40
99
S = 0.049
Po= 57/100
= 0.57
Z= Po-P/S
0.57-0.60/0.049
= 0.612
Conclusion: Accept Ho because it falls under the confidence level i.e. 1.64 it
states that more than 60% of respondents feel Nandini will enhance richness to
Tea/Coffee.
41
Data analysis and interpretation:

Frequencies
Statistics
Are you aware of Nandini products
N
Valid
100
Missing
0
Valid
yes
Frequency
100
Percent
100.0
Valid Percent
100.0
Cumulative
Percent
100.0
42

120
100
80
60
Frequency
40
20
0
yes
Analysis: 100% of the respondents are aware of Nandini milk.

Interpretation: From the above data it can be said that almost all know about Nandini
milk.
Frequencies
Statistics
How do you come to know about Nandini milk
N
Valid
100
Missing
0
Valid
Televison
Newspaper
Banners
Friends and others
Total
Frequency
19
16
16
49
100
Percent
19.0
16.0
16.0
49.0
100.0
Valid Percent
19.0
16.0
16.0
49.0
100.0
Cumulative
Percent
19.0
35.0
51.0
100.0
43

60
50
40
30
Frequency
20
10
0
Televison
New spaper
Banners
Friends and others
Analysis: Nearly 50% of respondents came to know Nandini milk by friends and
others, 19% by T.V and 32% by both banners and news papers.
Interpretation: We can say half of the respondents know Nandini by Friends and
relatives.
Frequencies
Statistics
Which brand of milk yor are consuming
N
Valid
100
Missing
0
Valid
Arokya
Nandini
Teja Gold
Vijaya Gold
Any other
Total
Frequency
8
45
18
12
17
100
Percent
8.0
45.0
18.0
12.0
17.0
100.0
Valid Percent
8.0
45.0
18.0
12.0
17.0
100.0
Cumulative
Percent
8.0
53.0
71.0
83.0
100.0
44

Arokya
Any other
Vijaya Gold
Nandini
Teja Gold
Analysis: Out of the 100 respondents 45 are consuming Nandini milk, remaining 55 are
using other brands like Teja (18), Vijaya (12), Arokya (8) and 17 others.
Interpretation: A major part respondents are using Nandini milk.
Frequencies
Statistics
Which of the following factors influences to choose the brand ?
N
Valid
100
Missing
0
45

Valid
Price
Quality
taste
Availability
Total
Frequency
12
55
22
11
100
Percent
12.0
55.0
22.0
11.0
100.0
Valid Percent
12.0
55.0
22.0
11.0
100.0
Cumulative
Percent
12.0
67.0
89.0
100.0

Availability
taste
Price
Quality
Analysis: The quality factor of 55%, taste factor 22%, price 12% and availability
11% influences in choosing the brand.
Interpretation: Quality and taste factors (77%) play the major role while choosing a
brand
Frequencies
Statistics
have you ever used nandini milk ?
N
Valid
100
Missing
0
46

Valid
yes
no
Total
Frequency
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
80
60
Frequency
40
20
0
yes
no
Analysis: 96% of respondents are used Nandini milk. Only 4% of them have not used
Nandini yet.
Interpretation: Out of 100 respondents 55 are not consuming Nandini milk, in that 55
more than 50 have used Nandini once.
Frequencies
47

Statistics
What is your opinion about Nandini milk ?
N
Valid
100
Missing
0
Valid
Frequency
Costly
15
cheap
18
Very costly
5
Average
62
Total
100
Percent
15.0
18.0
5.0
62.0
100.0
Valid Percent
15.0
18.0
5.0
62.0
100.0
Cumulative
Percent
15.0
33.0
38.0
100.0
Costly
cheap
Average
Very costly
Analysis: 62% of respondents feel Nandini price is average, 18% feels it as cheap and
remaining 20% feels it as a costly.
Interpretation: About 80% of respondents feel Nandini price is OK.
Frequencies
48

Statistics
Quality of Nandini
N
Valid
Missing
100
0
Quality of Nandini
Valid
Good
Average
Poor
Total
Frequency
24
56
20
100
Percent
24.0
56.0
20.0
100.0
Valid Percent
24.0
56.0
20.0
100.0
Cumulative
Percent
24.0
80.0
100.0
Quality of Nandini
Poor
Good
Average
Analysis: 24% of respondents feel Quality of Nandini is good, 56% feel its average
and 20% feel its poor.
Interpretation: 56% of respondents feel its not bad.
Frequencies
49

Statistics
How do you rate Nandini milk in
comparison with other brands ?
N
Valid
100
Missing
0
How do you rate Nandini milk in comparison with other brands ?
Valid
Very Poor
Bad
Average
Good
Better
Total
Frequency
5
12
51
28
4
100
Percent
5.0
12.0
51.0
28.0
4.0
100.0
Valid Percent
5.0
12.0
51.0
28.0
4.0
100.0
Cumulative
Percent
5.0
17.0
68.0
96.0
100.0

60
50
40
30
Frequency
20
10
0
Very Poor
Bad
Average
Good
Better
Analysis: 51% says its average, 32% feel well and 17% says its not up to the mark.
Interpretation: It shows that more than 65% of respondents not feels too good with
comparing others.
Frequencies
50
Statistics
Do you feel nandini milk enhance the richness of Tea/Coffee
N
Valid
100
Missing
0
Valid
Yes
No
Total
Frequency
57
43
100
Percent
57.0
43.0
100.0
Valid Percent
57.0
43.0
100.0
Cumulative
Percent
57.0
100.0

60
50
40
30
Frequency
20
10
0
Yes
No
Analysis: 57% of respondents say Nandini will enhance richness to Tea/Coffee and
43% says its not.
Interpretation: More than 57 respondents agree Nandini will enhance richness to
Tea/coffee.
51
Frequencies
Statistics
How much are you satisfied with the taste of Nandini milk ?
N
Valid
100
Missing
0
Valid
0 to 30 H.dissatisfied
40 to 70 Satisfied
80 to 100 H.satisfied
Total
Frequency
1
59
40
100
Percent
1.0
59.0
40.0
100.0
Valid Percent
1.0
59.0
40.0
100.0
Cumulative
Percent
1.0
60.0
100.0
80 to 100 H.satisfie
0 to 30 H.dissatisfi
40 to 70 Satisfied
Analysis: 40% of respondents are highly satisfied of Nandini and 59% feel its
average.
Interpretation: Most of responses fall within highly satisfied and satisfied range.
Frequencies
52
Statistics
Thickness
N
Valid
Missing
100
0
Thickness
Valid
Very bad
bad
Average
Good
better
Total
Frequency
2
22
62
13
1
100
Percent
2.0
22.0
62.0
13.0
1.0
100.0
Valid Percent
2.0
22.0
62.0
13.0
1.0
100.0
Cumulative
Percent
2.0
24.0
86.0
99.0
100.0
Thickness
better
Very bad
Good
bad
Average
Analysis: 62% of respondents say thickness of Nandini milk is average, 22% of them
says its bad and 2% feels its too bad.
Interpretation: Only about 13% of respondents feel thickness of Nandini is good.
Frequencies
53
Statistics
Smell
N
Valid
Missing
100
0
Smell
Valid
Very bad
Bad
Average
Good
Better
Total
Frequency
5
34
46
12
3
100
Percent
5.0
34.0
46.0
12.0
3.0
100.0
Valid Percent
5.0
34.0
46.0
12.0
3.0
100.0
Cumulative
Percent
5.0
39.0
85.0
97.0
100.0
Smell
Better
Very bad
Good
Bad
Average
Analysis: 46% feels smell of Nandini is average, 39% says its bad and only 15%
feels its good.
Interpretation: Most of the customers are not happy with the smell of the Nandini.
Frequencies
54

Statistics
Availability/Delivery
N
Valid
Missing
100
0
Valid
Very bad
Bad
Average
Good
Better
Total
Frequency
1
5
52
33
9
100
Percent
1.0
5.0
52.0
33.0
9.0
100.0
Valid Percent
1.0
5.0
52.0
33.0
9.0
100.0
Cumulative
Percent
1.0
6.0
58.0
91.0
100.0
60
50
40
30
Frequency
20
10
0
Very bad
Bad
Average
Good
Better
Interpretation: 52% of respondents say availability of Nandini is average, 33% feels its
good 9% says better only 6% says its poor.
Analysis: the above data shows that availability factor is not a problem for Nandini.
Frequencies
55
Statistics
packing
N
Valid
Missing
100
0
packing
Valid
Bad
Average
Good
Better
Total
Frequency
16
49
30
5
100
Percent
16.0
49.0
30.0
5.0
100.0
Valid Percent
16.0
49.0
30.0
5.0
100.0
Cumulative
Percent
16.0
65.0
95.0
100.0
packing
60
50
40
30
Frequency
20
10
0
Bad
Average
Good
Better
packing
Analysis:49% of respondents says packaging is average, 30% feels its good 16% of
them says it is poor and 5 0f them feels its too good.
Interpretation: More than 80% of the respondents are do not have complaint in
packaging of Nandini.
Frequencies
56
Statistics
For health
N
Valid
Missing
100
0
For health
Valid
Bad
Average
Good
Better
Total
Frequency
4
50
41
5
100
Percent
4.0
50.0
41.0
5.0
100.0
Valid Percent
4.0
50.0
41.0
5.0
100.0
Cumulative
Percent
4.0
54.0
95.0
100.0
For health
Better
Bad
Good
Average
Analysis: 50% feels Nandini milk is average for health and 41% feels its good for
health. 5% says its too good and only 4% not agree with it.
Interpretation: Only 4% of respondents completely not agreed that Nandini is good
for health.
Frequencies
57
Statistics
Totaly are you satisfied with Nandini milk ?
N
Valid
100
Missing
0
Valid
very bad
Bad
Average
Good
Better
Total
Frequency
3
17
47
27
6
100
Percent
3.0
17.0
47.0
27.0
6.0
100.0
Valid Percent
3.0
17.0
47.0
27.0
6.0
100.0
Cumulative
Percent
3.0
20.0
67.0
94.0
100.0

Better
Good
very bad
Bad
Average
Analysis: 47% of respondents neither satisfied nor dissatisfied with Nandini milk
where 33% of them are satisfied remaining 20% not satisfied.
Interpretation: about 67% of them are not completely satisfied with Nandini milk.
33% are totally satisfied.
Frequencies
58
Statistics
Which size of packaging do you prefer more ?
N
Valid
100
Missing
0
Valid
250 ml
500 ml
1 Ltr
Total
Frequency
8
79
13
100
Percent
8.0
79.0
13.0
100.0
Valid Percent
8.0
79.0
13.0
100.0
Cumulative
Percent
8.0
87.0
100.0

1 Ltr
250 ml
500 ml
Analysis: 79% of respondents prefer 500ml size, 13% prefers 1000 ml and only 8%
prefers 250 ml size.
Interpretation: Major portion of respondents i.e. 79% prefers half liter size and
remaining prefers 1 liter and 250 ml.
Frequencies
59
Statistics
Hoe do you differentiate with other brand in terms of
N
Valid
100
Missing
0
Valid
Frequency
22
15
9
43
11
100
Quality
Service provide
Customer relation
Health conscious
Any other
Total
Percent
22.0
15.0
9.0
43.0
11.0
100.0
Valid Percent
22.0
15.0
9.0
43.0
11.0
100.0
Cumulative
Percent
22.0
37.0
46.0
89.0
100.0

50
40
30
Frequency
20
10
0
Quality
Customer relation
Service provide
Any other
Health conscious
Analysis: 43% of respondents differentiate Nandini as health conscious with other

brands 22% differentiates it by quality, 15% by service provided remaining with
other reasons.
Interpretation: most of the respondents differentiate Nandini milk by health
conscious 43% and by quality 22%
Frequencies
60
Statistics
At what extent the technology has
influenced your buying behavior
N
Valid
100
Missing
0
At what extent the technology has influenced your buying behavior
Valid
Most
Somewhat
Don't Know
Not
Any other
Total
Frequency
8
25
63
2
2
100
Percent
8.0
25.0
63.0
2.0
2.0
100.0
Valid Percent
8.0
25.0
63.0
2.0
2.0
100.0
Cumulative
Percent
8.0
33.0
96.0
98.0
100.0
At what extent the technology has influenced your buying behavior

Any other
Not
Most
Somewhat
Don't Know
Analysis: 63% of respondents do not know whether technology has changed their
buying behaviour, 25% feels some what it does and 8%says it influenced the most.
Interpretation: Technology has not influenced buying behavior of the most of the
customers.
Frequencies
61
Statistics
Which brand comes to your mindwhen you think of milk ?
N
Valid
100
Missing
0
Valid
Arokya
Nandini
Teja gold
Vijaya
Any other
Total
Frequency
11
65
13
6
5
100
Percent
11.0
65.0
13.0
6.0
5.0
100.0
Valid Percent
11.0
65.0
13.0
6.0
5.0
100.0
Cumulative
Percent
11.0
76.0
89.0
95.0
100.0

Any other
Vijaya
Teja gold
Arokya
Nandini
Analysis: For 65% of respondents says Nandini brand comes to their mind when they
think of milk.
Frequencies
62
Statistics
Reasons for the alternative brand.
N
Valid
100
Missing
0
Valid
Same price
Same quality
Same taste
Any other
5
Total
Frequency
9
34
16
40
1
100
Percent
9.0
34.0
16.0
40.0
1.0
100.0
Valid Percent
9.0
34.0
16.0
40.0
1.0
100.0
Cumulative
Percent
9.0
43.0
59.0
99.0
100.0

5
Same price
Any other
Same quality
Same taste
Analysis: 34% respondents reason for alternative brand other than Nandini is same
quality, 16% is same taste and 40% are other reasons like thickness, availability etc.
Findings:
63

The customer awareness level towards Nandini milk is excellent because all the 100
respondents are aware of it.
From the aware respondents 45% of respondents are using Nandini milk.
Factors like Quality, taste and price influences more while choosing a brand
respectively.
Only 24% of respondents feels quality of Nandini milk is good where 56% of are
in- between good and bad.
Only 32% 0f respondents say Nandini milk is better with comparison of others.
47% of respondents do not agree to that Nandini will enhance richness to
Tea/coffee.
40% of respondents feels that Nandini taste is good where 59% feels its average.
Only 13% of respondents are totally satisfied with the thickness of Nandini.
39% of respondents feel Nandini milk is having bad smell.
More than 80% do not have any complaint regarding packaging of Nandini.
Only 4% feels Nandini is not good for health.
Only 33% of respondents are totally satisfied with the performance of Nandini milk.
Most of the respondents prefer 500 ml. size of packaging i.e. nearly 80%.
43% of respondents differentiate Nandini as health conscious milk with other

brands.
Out of 100 Nandini comes to 65 respondents mind when they think of milk.
More thickness, same taste and availability are the key reasons for alternative brand
other than Nandini.
64
Suggestions/Recommendations:
o The Nandini brand is having trust in the market where it operates and still the
market is open for acquire, Company may take advantage of it through
advertisements.
o The company may convince customers that due to less fat thickness of Nandini is
less and that is good for health through advertisements/banners.
o The company may keep one employee as Customer Relationship Executive. Who
will co ordinates between customers and company and also with retailers who may
promote Nandini milk effectively on regular basis.
o Like Bangalore Union they may open Coin milk parlors at suitable places.
o It will be better if the company takes some necessary actions to reduce bad smell
o In addition to above these company can have close watch on customers to know
their changing needs and wants. And also on competitors for benchmarking.
.
65
Conclusion:
After interacting with the marketing officer and other employees of
RBKMUL and the survey I made in Raichur city, Milk adulteration, lack of
loyal retailers and unethical competitors who use harmful chemicals to
increase thickness and durability to promote sales are the big threat to the
Nandini milk. Although still Nandini is having good reputation and brand
image for its factors like less price, health conscious and experienced player
in the market.
66
Appendices:
Questionnaire on Marketing Survey.
PERSONAL INFORMATION OF CUSTOMER
Name: .
Age: ..
Gender: Male
Female:
Qualification:
Occupation:
Income:
Family size:
No of Children below 12:
Address
Contact No:
QUESTIONNAIRE
67
1)

Are you aware of Nandini milk?
Yes
No
If Yes
2)
How did you come to know about Nandini milk?

Televison
Newspaper
Banners
Friends and others
3)
Which brand of milk are you consuming?

Arokya
4)
Nandini Teja gold Vijaya gold any other
Which of the following factors influences you to choose the brand?

Price
Quality
Taste
Availability
Packaging
Any other ..
5)
Have you ever used Nandini milk?

Yes
6)
No
What is your opinion about Nandinis price

Costly
Very costly
Cheap
Average
68

7) Quality of Nandini milk
Good
Average
Poor
8) How do you rate Nandini milk in comparison with other brands?
Very poor
9)
Bad
Average
Good
Better
Do you feel that Nandini milk enhance the richness of Tea/coffee?

Yes
10)
No
How much are you satisfied with the taste of Nandini Milk?
0%
10%
Highly
20%
30%
40%
50%
60%
70%
80%
Satisfied
Dissatisfied
11)
90%
100%
High
satisfied
Rate the following factors with respect to Nandini milk.

Thickness
69

Very bad
Bad
Average
Good
Better
Average
Good
Better
Bad
Average
Good
Better
Bad
Average
Good
Better
Bad
Average
Good
Better
Smell
Very bad
Bad
Very bad
Packaging
Very bad
For Health
Very bad
13) How do you rate Nandini milk with consideration of Durability?

Very bad
Bad
Average
Good
Better
Good
Better
14) Totally are you satisfied with Nandini milk?

Very bad
Bad
Average
15) Among the following which brand you prefer in Nandini & other brands rate the
factors
70

Rating
Tast
Quality
Thickness
Features
Nandini
Any
other
Price
Packaging
brand
Excellent =5
Very good =4
Bad = 2
16)
Good = 3
Very bad =1
Which size of packaging do you prefer more?

1)100 ml 2) 250 ml 3) 500 ml 4) 1 liter.
17) How do you differentiate Nandini with other brand in terms of, (Mark any One)
1) Quality
2) Service provided
3) Customer relation
4) Health conscious
5) Any other .
18) At what extent the technology has influenced your buying behavior
Most
19)
Somewhat dont know
Not
Not at all
Which brand comes to your mind when you think of milk?
Arokya
Nandini
Teja Gold
Vijaya
Any other ..
20) Which will be your alternative brand of milk?

21) Reasons for the alternative brand.
Same price
same quality
same taste
any other .
71

22) Any suggestions for Nandini milk?
..
...
..
Thank you
Bibliography:
72
Books;
1. Principles of Marketing by Philip Kotler.
2. Marketing research by Parashuraman.
3. Consumer Behaviour by Paul Samuel.
Websites:
WWW.Kmfnandini.com
WWW.NDDB.com
73

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Consumers Perception

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Consumer Perception towards Nandini Milk

Consumer Perception towards Nandini Milk

Consumer Perception towards Nandini Milk

Title of the Project:

Objectives of the Study:

Statement of the problem:

Consumer Perception towards Nandini Milk

Consumer Perception towards Nandini Milk

Limitation of the study:

Consumer Perception towards Nandini Milk

Origin of the Milk Industry:

Consumer Perception towards Nandini Milk

Consumer Perception towards Nandini Milk

According to Charaka, the father of Ayurveda system of medicine explains the

National Dairy Development Board

Objectives of National Dairy Development Board

Consumer Perception towards Nandini Milk

SWOT ANALYSIS OF INDIAN DAIRY INDUSTRY

Demand profile: Absolutely optimistic.

Margins: Quite reasonable, even on packed liquid milk.

adding to your product line.

Technical manpower: Professionally-trained, technical human resource pool, built

over last 30 years.

Consumer Perception towards Nandini Milk

However, increased awareness of developments like embryo transplant, artificial

Logistics of procurement: Woes of bad roads and inadequate transportation facility

Competition: With so many newcomers entering this industry, competition is

There is a phenomenal scope for innovations in product development, packaging and

Consumer Perception towards Nandini Milk

Consumer Perception towards Nandini Milk

Karnataka Milk Federation

Consumer Perception towards Nandini Milk

Consumer Perception towards Nandini Milk

Karnataka Cooperative Milk Producers' Federation Limited:

Consumer Perception towards Nandini Milk

Providing hygienic milk to urban consumers.

To build village level institution in cooperative sector to manage dairy activity.

To ensure providing of milk production inputs processing facilities disseminations

To facilitate rural development by providing opportunities for self employment at

13 Milk Unions of KMF

Consumer Perception towards Nandini Milk

THE GROWTH PROCESS

World Bank Study Observations

Consumer Perception towards Nandini Milk

PERSPECTIVE PLAN 2010

Enhancing Productivity, Managing Quality and building a National

CATTLE FEED PLANTS

Consumer Perception towards Nandini Milk

DEMPO DAIRY INDUSTRIES LIMITED:

Consumer Perception towards Nandini Milk

ICE CREAM PLANT:

The plant started functioning from

NANDINI MILK PRODUCTS (NMP):

Consumer Perception towards Nandini Milk

Consumer Perception towards Nandini Milk

POUCH FILM PLANT:

MILK - ESSENTIAL FOR NOURISHMENT:

Consumer Perception towards Nandini Milk

CHEMICAL COMPOSITION OF MILK (%):

Future Vision of KMF:

Mission Statement of RBKMUL:

Consumer Perception towards Nandini Milk

Board of Directors in RBKMUL: