CHAPTER-I

INTRODUCTION
MARKET

Market is not a geographical place essentially but coming in contact with each
other buyers and sellers to transact business. The tarm 'market' originated
from Latin word.

'marcatues' having a verb 'mercarii' implying 'merchandiise' 'ware trafic' or a

place where business is conducteded'

DEFINITION

According to Professor Jevons 'market anybody of persons who are in intimate

business relations and carry on extensive transactions in any commodity".

According to Professor H.E.Mitche "the market must be thought of not as a

geographical meeting place but as any getting togetherl of buyers and sellers in
person, by mail, telephone, and telegraph or any other means
of communication"

MARKETING

The concept of marketing is a wide term. The early stages of the growth of this
discipline marketing was considered as selling and on distinction was made
between the two terms 'marketing' and 'selling' thinkers and even some
business managers would say that marketing was advertising. It is true that
selling and advertising are parts of marketing. Marketing is much more than
selling and advertising.

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SCOPE OF MARKETING

 Marketing is consumer oriented process

 Market starts and ends with the customer (c2c)
 Marketing is the guiding element of business
 Marketing is a system
 Marketing is a goal oriented process
 Marketing is a process of exchange
 Marketing is a process

TRADITIONAL VIEWS OF MARKETING

Marketing was regarded as the flow of goods from the producers to the
consumer. It consists of all those activities of operations, which help the flow
of goods, from the producers of manufacturers to the ultimate consumers or
users. In the process of the ultimate consumers or users, there are several
difficulties. First, goods have to be transported from thee centers of
production of the centers of consumption or use. In the other words, place
utility has to be credited. Transporting the goods from the Place of production
to the place where they are needed for the purpose of Consumption. Secondly,
storing the goods in warehouse until they are needed and supplying those
from the warehouse when they are demanded for the consumption this
creates time utility.

Lastly the ownership and possession of goods are transferred from the
producers to the consumers.

According to traditional view, marketing is a mere physical process or set of

activities connected with the exchange of goods and services. The process of
marketing starts after the goods have been produced It is product oriented or
sales oriented and the producer concentrates on what they produce and sell.
The needs of the consumers are not taken in to account.

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MODERN VIEW OF MARKETING

Today, marketing is not considered as a mere physical process or set of

activities Connected with the exchange of goods. It is regarded as a philosophy
of business; it is connected with the creation of customers. It includes all those
activities concentrated with identifying the needs of the consumers, and then
organizing the business accordingly to meet the needs of the consumers. In
short, modern marketing begins with the customers, According to J.F.Pule
"Marketing is the phase of business activity through which human wants is
satisfied by the exchange of goods and services".

According to H.L.. Hansen "Marketing is the process of discovering and

translating consumer wants into product and services specifications and then
in turn helping to make it possible for more products and services".

ROLE AND IMPORTANCE OF MARKETING

 Production of goods or services well be meaningless, unless the goods or

services produced Are moved from the place of production to the places
where they are required, at a time when They are needed and are
transferred to those who want them
 The movement of goods the producers to the consumers can be done
only through the Process of marketing. So, marketing plays in important
role in the economic system so a Country. It plays a significant role not
only in capitalist countries, but also in socialist or communist countries.
The significant of marketing can be easily understood from the fact that
nearly 50% of the price paid by ultimate consumers for a product goes to
those participating in the various marketing activities.

THE IMPORTANCE OR BENEFITS OF MAMRKETING CAN BE CONSIDERED

FEWER THAN TWO HEADS, VIZ.

 Benefits to the society in general

 Benefits to the individual business firms in particular.
 Benefits of marketing to the society in general
 Marketing is beneficial to the society at large. The main benefits of
marketing to thesociety are:

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  The various marketing operations are undertaken byDifferent categories
of person, and each category of persons specializes in a distinct
operation.
 Marketing stimulates division of labor and specialization. This division of
labor and Specialization in marketing contributes to the satisfaction of
consumers and quickly. easily, efficiently and economically.
 Marketing makes goods and services more useful to the society by
creating place, timeAnd possession utilities, i.e., by moving them to
places where they are wanted, when they are wanted and transferring
them to those who want them.
 Real marketing implies the identification of the requirements of
consumers and the supply of only those goods and services, which the
consumers want. That means marketing helps the consumers to get
what they want.
 Efficient marketing reduces the cost of distribution. The reduction in the
cost of distribution results in lower prices for the consumers.
 Efficient marketing ensures full and complete flow of goods and services
continuously from the centers of production to the centers of
consumption. The complete and continuous flow of goods from the
producers to the consumers contributes to the maintenance of high
level of economic activity.
 Efficient marketing is the strong bridge between production and
consumption. That means marketing contributes to a healthy balance
between production and consumption
 This balance between production and consumption contributes to the
avoidance of cyclical fluctuations like boom and depression, and the
promotion of economic stability.
 Benefits of marketing to the individual business Benefits firms:
 Marketing provides several benefits to the individual business firms.
The important benefits of marketing to the individual business firms
are:
 Marketing helps the business firms to earn more profits. It provides
many opportunities to the business firms to earn profits in the
processes of buying and selling of goods by creating place, time and
possession utilities.

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  Marketing is the 'eyes and ears of a business'. That is gives to the
firm's continuous market information, i.e., information about the
change in the fashions, style, preference, etc., of the customer, and
thereby, helps the firms to adjust its production according to the
changing conditions in the market.
 It serves as the basis for decision making. Through the mechanism of
marketing, a business firm will be able to collect information as
regards the needs of the consumers and take proper decision as to
what to produce, how much to producewent to produce.
 It helps to expand the market for a product.
 The process and the volume of production depend upon the
successful performance of the marketing operations.
 Marketing with its specialized functions performed by specialists,
reduces the time involved in the task of exchange.
 Marketing provides the working capital required by a firm, in the
sense that it is the sale proceeds of goods that serve as the working
capital of a concern.

MARKETING MIX:

Marketing mix is the term used to describe the combination of four inputs they are
the product, the price, the promotional activities and the distribution system which
constitutes the core of a company's marketing system.

Marketing mix is the blend or the compound of all the marketing efforts housing
round the four ingredients namely product, price, promotion and place. These
ingredients are interrelated and all revolve round potential consumer point.
Marketing efforts involve good many decisions to convert consumer desire into
demand and converting cash in-flow over a shorter period of time.

ELEMENTS OF MARKETING MIX:

 THE PRODUCT MIX: The first element in the marketing mix is the product.
Product can be either tangible or intangible. Tangible products are products
that can be touched; intangible products are those cannot be touched, such
as services. The product composite of products offered for sale by the firm,
over period of time.

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The product mix variables:

 The product-line and product range

 Product design
 PRICE MIX: Price is the major marketing tool and helps in directing the
product to a specific consumer segment. Price is the value of a product
expressed in terms of money. Pricing constitutes one of the major problems
of marketing management.

The price variables:

 The pricing pollicies and strategies

 The terms of credit
 Terms of deliver
 Margin
 Resalle price maintenance
 THE PROMOTION MIX: Promotion mix is the communication mix which
deals with the personal and impersonal persuasive communication about
the product or service of the manufacturer. Personal communication relate
to face to face meeting between the sales force of the company and the
clientele.

The promotion mix variables:

 Personal selling
 Sales promotion
 Trade fairs and exhibitions
 Public relations
 The place mix: Place or distributions mix stands for the matching
arrangement for the smooth flow of goods and services from the producers
to the consumers. It is concerned with creation of place, time and
possession utilities.
 The place mix variables:
 Transportation
 Warehousing
 Inventory levels
 The channels of distribution

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BUYING MOTIVE: A motive is a desire or an urge for which an individual seeks
satisfaction through the purchase of the product.

It can be classified into four.

 Emotional product motive.

 Rational product motive.
 Emotional patronage motives.
 Rational patronage motives.

CHAPTER-II
DESCRIPTION OF THE ORGANIZATION

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KOLAR-CHIKKABALLAPURA DISTRICT CO-OPERATIVE MILK
UNION LTD.,
KOLAR

PROGRESS REPORT

FEB– 2024

KOLAR - CHIKKABALLAPUR CO-OPERATIVE MILK PRODUCERS

SOCIETIES UNION LIMITED, KOLAR

Objectives of the Union

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 a) To improve Dairy farming activities in rural area by establishing Milk
producers co-operative societies (MPCS) under co-operative principles.

b) To provide assured and remunerative market round the year for the Milk
produced by the producer members.

c) To provide package of technical inputs to its Milk producers for

the enhancement of milk production. This includes facilities such as
emergency visit service, Infertility camps, First Aid services, Artificial
insemination, and Mass Vaccination programme against diseases.

d) Supply of balanced cattle feed at subsidised rate, Fodder development

programmes, beside extension programmes.

e) To provide necessary training for producers, members and staff of the

Dairy co-operative Society.

f) To facilitate rural development by providing self-employment

opportunities for unemployed youths at village level. In other words to
prevent migration of unemployed youths from rural area there are by
providing an opportunity for steady income.

g) To eliminate middleman by organizing MPCS which is owned and

managed by producers themselves.

h) To provide quality milk and milk products to urban consumers rates

consented by GOK from time to time.

i) To uplift the Socio economic status of the rural people.

Mission Statement:
Kolar - Chikkaballapura Milk Union to continuously procure quality milk by
providing remunerative price & technical input services to Producers and to
supply quality Milk & Milk Products to the consumers. It also strives to
achieve top position in the dairy industry by improving the financial position
of the union.

Our Values:
Honesty
Discipline
Quality

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 Hard Work
Mutual Trust & Belief
Transparency
Co-Operation & Team Work

STATUS
Kolar-Chikkaballapura District Co-operative Milk Producers Union is
registered under Co-operative Societies act after bifurcation from Bangalore
District Co-operative Milk Producers Union on 23/03/1987. The area of
operation is twin Districts of Kolar and Chikkaballapur having 11 taluks, 2919
villages.

SHARE CAPITAL

Union started with a Share Capital of Rs.8.56 Lakhs, which was transferred
from Bangalore District Milk Union. The Share Capital of the Union as on
2021-22 is Rs.73.42 Crores.

Membership and Share Amount:

Union was started in the year 1987 with 460 functional DCS, as at the end of
Feb–2024 Union has 2265 Registered Dairy Co-operative Societies and
Commissioned 2258 DCS, of which 1925 MPCS are functional. Total Members
enrolled are 3,08,773 of which 1,03,337 are Small Farmers, 1,03,482 are
Marginal Farmers, 56,418 are Agri Labourers 45,536 are Others. 84,108 are
Women Members 48,252 are Schedule Caste 31,272 are Schedule Tribe, and
1807 are OBC members.
Commissioned and Functional Societies for the last 5 years are as follows.

2018-19 2019-20 2020-21 2021-22 2022-23

Districts Func.
Func. DCS Func. DCS Func. DCS Func. DCS
DCS
Kolar Dist 900 905 916 926 948
CB Pur Dist 965 968 977 976 976
GRAND
1865 1873 1893 1902 1924
TOTAL
% DCS IN KLR 48.26 48.32 48.39 48.69 49.27
% DCS IN CBP 51.74 51.68 51.61 51.31 50.73

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 FUNCTION DCS Kolar Dist CB Pur Dist

977 976 976

965 968

948

926
916
905
900

Func. DCS Func. DCS Func. DCS Func. DCS Func. DCS
2018-19 2019-20 2020-21 2021-22 2022-23

Milk Procurement:
The present average Milk procurement during the month of Feb–2024 is 9.55
lakh kgs per day from 1925 DCS comprises of 3.08 lakh members.

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Districts 2018-19 2019-20 2020-21 2021-22 2022-23
Kolar Dist 530418 516458 503866 510623 507745
CBPur Dist 485076 445996 417439 402685 383881
Total Avg Qty 1015494 962454 921305 913308 891626
% Growth 4.9 -5.2 -4.3 -0.9 -2.4
Union Proc% IN
52.23 53.66 54.69 55.91 56.95
KLR
Union Proc% IN
47.77 46.34 45.31 44.09 43.05
CBP

Procurment in Kgs
530418 516458 503866 510623 507745
485076
445996
417439 402685
383881

2018-19 2019-20 2020-21 2021-22 2022-23

Milk Price:
The cost per kg of Milk is calculated based on Fat and SNF
quality of milk. Basic price is calculated for 4.0% Fat and
8.5% SNF. At present Milk is purchased from DCS at price
of Rs 33.15 and DCS pay Rs 31.90 to Producers. In 2021-
22 the Union has paid Rs 932.12 crores to milk producers.
In Feb-2024 Union has paid Rs 98.19 crores

PROCUREMENT PRICE
3.5% FAT & 8.5% SNF
Year
To DCS To Producers
2018-19 25.00 23.00
2019-20 27.05 26.00
2020-21 29.20 27.00
2021-22 25.25 24.00
2022-23 35.35 33.90

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 Quality Incentive:
Quality Incentive is being paid once in 3 months to the DCS staff for procuring
quality milk which is to the tune of Rs 3 crores per year.
Technical Input Activities:
 First aid facility:

Union is supplying drugs related to First-Aid service as per need of the DCS.
Emergency service of a qualified Veterinarian is made available at the DCS level.
During 2022-23 2,885 animals have been treated first aid. Feb–2024 136 animals
have been treated first aid and 12,737 emergency cases were attended.

Artificial insemination activities:

To improve the local breeds and to
enhance milk production Union is
operating Artificial Insemination
(AI) centers through Single AI
and Cluster AI concept. In Cluster
AI concept a trained Inseminator
discharges his service at the door
steps of member producers. As on
Feb–2024 85 single AI centers and
194 cluster AI centers are in
operation covering 1925 societies.
As on Feb–2024 23,531 artificial
inseminations have been done.
During the year 2022-23 a total of 1,03,896 calves were born.
Calves Born 2018-19 2019-20 2020-21 2021-22 2022-23
Kolar Dist 78352 89942 86069 63040 49329
CBPur Dist 85838 91871 86626 59115 54567
GRAND TOTAL 164190 181813 172695 122155 103896
% Growth -8.87 10.73 -5.02 -29.27 -14.95

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 Calves Born
8994291871
85838 8606986626
78352

63040
59115
54567
49329

2018-19 2019-20 2020-21 2021-22 2022-23

Milk Products Average Sales per day for the Month of Feb– 2024
Year 2017-18 2018-19 2019-20 2020-21 2021-22
Turn Over (Rs in
1374.65 1423.02 1482.27 1496.22 1582.60
Crores)

Sl. No Products Unit Quantity

1 Ghee Kg 6,438

2 Curd Kg 1,05,779

3 Cheese Kg 1,609

Profit and Loss:

During 2022-23, the unions turn over Rs 1563.15 crores with profit of Rs. 4.19
crores. In this financial year, the union paid an average of Rs 27.96 per kg to milk
producers.

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 Turn Over (Rs in Crores)
1582.60

1496.222395948
1482.2675805

1423.02

1374.65

2017-18 2018-19 2019-20 2020-21 2021-22

KOLAR-CHIKKABALLAPURA MILK UNION MILESTONES

 23.03.1987 Bifurcation of the district from an operational areaof Bangalore

Milk Union Ltd.,(BAMUL) to form a separate milk union with 422 functional
DCS and Rs 8.56 Lakhs Share Capital.
 1987 Establishment of first Women Dairy Co-operative Society in the Union.
 1989 Inauguration of Sadali chilling center.
 1990 Initiation of milk marketing at Inter-dairy rate.
 1991 Inauguration of Gowribidnur chilling center.
 1991 KMF handed over chilling centers at Kolar, Sadali, Chintamani and
Gowribidnur to Kolar Milk Union Ltd.,
 1994 Inauguration of full-fledged dairy at Kolar with a processing capacity of
1.0 lakh Liter/Day.
 1994 Union started liquid milk marketing under the brand name of Nandini in
Polythene Packets.
 1995 Inauguration of Administrative Building in the Dairy campus.
 1998 Inauguration of Cheese Plant.
 1999 For the first time in Karnataka State Union started marketing Nandini
UHT milk in the name of “Good life”,“Slim” and “Smart”.
 1999 Expansion of processing capacity of Chintamani chilling center.
 2000 Outside the state, entry into the Chennai for Milk marketing.

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 2001 Kolar Dairy certified for ISO-9002 Quality Management System.
 2001 Installation of AMC Units at DCS level.
 2001 Union started marketing Masti Dahi.
 2001 Expansion of UHT Unit in KOMUL.
 2002 Started implementation of TIFAC Project.
 2007 UHT Processing Capacity was increased from existing 0.4 LLPD to 1.5
LLPD.
 2008 Union started to export Goodlife milk with a shelf life of 1year to
Singapore.
 2008 Union started to supply Goodlife milk to Indian army.
 2008 Our Union was renamed to “KOLAR CHIKKABALLAPURA
COOPERATIVE MILK PRODUCERS SOCIETIES UNION LTD”.
 2009 Introduced Goodlife milk 200ml Fino packets to market.
 2009 Launched New 1000ml Brik UHT variant Milk called “Sampoorna” with
Fat 4.5% & SNF 8.5% to market.
 2010 Enhanced UHT plant for 2.5 lakhs ltrs per day packing capacity.
 2010 Constriction of Mega Dairy has been Started near Nandi Cross
Chikkabalapur.
 2011 Expansion of Processing Capacity from 2.5 LLPD to 4.5 LLPD.
 2014 State Govthas Transferred 10Acre of Land to KOMUL near Srinivasapur.
 2015 RO Plant & Multiplayer Boiler Inaugurated.
 2017 Expansion of Cheese plant from 2MT to 5MT.
 2017 Union Started Mysore Pak Production.
 2017 New Transformer Capacity of 1600 KVA have been Started.
 2017 Foundation Stone for "Automated Corrugated box manufacturing unit"
has been laid.
 2018 March Mega Dairy Inaugurated at Chikkaballapur.
 2019 Alsafe installed in UHT Plant at Kolar Dairy. To enhance the production.
 2020 Expansion of Refrigeration Plant by Installation Screw Compressor with
Scada System with capacity of 540TR in Kolar Dairy.
 2020 Mega Dairy certified for ISO-2200-2018 Quality Management System.
 2021 Kolar Dairy certified for ISO-2200-2018 Quality Management System.
 2023 Foundation Stone for "MVK Dairy,Ice Cream Plant in Chintamani Chilling
Center & Solar Power Plant at Holali Village” has beenlaid.

Awards
 2003 Union bagged National Productivity Council Award – 2nd Place.
 2004 Union bagged National Productivity Council Award – 2nd Place.
 2006 Union bagged Best Co-operative Union Award in the state.

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  2008Union received Energy Conservation Award both from Central and
State Governments in Dec.
 2009 Union got 1st Place in National Energy Award and 2nd place in State
Energy Conservation Award.

GENERAL INFORMATION
Sl. No. Particulars
1 Area of operation Kolar – Chikkaballapura
2 No. of taluks covered 11
3 No. of revenue villages 2932
4 No. of villages covered 2809
5 No. of functional DCS 1925
6 No. of Milk procurement routes 71
7 No. of chilling centres 2
8 Dairy, Chilling centres &BMC’s Processing capacity (LLPD)
9 Main Dairy @ Kolar 4.5
Chintamani C.C. 1.0
GowribidnurC.C. 1.0
10 MegaDairy @ CB Pur 3.0
11 KOLAR DAIRY

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 UHT Plant 3.0 LLPD
Cheese Plant 05 MT/Day
Butter Unit 20 MT/Day
GheeUnit 06 MT/Day
Curd 50 MT/Day
12 MEGA DAIRY
UHT Plant at Mega Dairy 1.8 LLPD
FLEXI Pack Unit at Mega Dairy 0.8 LLPD
Paneer Plant at Mega Dairy 10 MT/Day
Butter Unit at Mega Dairy 10 MT/Day
GheeUnit at Mega Dairy 04 MT/Day
13 Bulk Milk Coolers 373 Nos 10,82,000 LPD
14 Automatic Milk Collection Units 1,295
15 EMT 665
16 Milk distribution routes 177
17 No. of retailers 1637
18 Nandini Milk parlours (Including Franchises) 558

BOARD OF DIRECTORS
SI NO Names Designations
1 Sri K Y Nanjegowda President, MLA Malur Tq

2 Sri Jayasimha Krishnappa Director, Bangarpete Tq

3 Sri K N Nagaraj Director, Mulbagal Tq

4 Sri V Manjunath Reddy Director, Bagepalli Tq

5 Sri J Kantharaj Director, Gowribidanur Tq

6 Sri Aadinarayana Reddy Director, Gudibande Tq

7 Sri Y B Ashwathnarayana Director, Chinthamani Tq

7 Sri D V Harish Director, Kolar Tq

8 Sri N Hanumesh Director, SVpura Tq

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 9 Sri N C Venkatesh Director, CBpura Tq

10 Sri R Srinivas Director, Shidlaghatta Tq

12 Smt Sunandamma Director, CB pura Dist

13 Smt R Kanthamma Director, Kolar Dist

14 Sri Younis Sharif Govt Nominee Director

15 Sri Ashwathnarayana RCS Representative

16 Dr G T Ramaiah Dept. of AH Representative

17 Sri M.N Sathish NDDB Representative

18 Sri B.P.Suresh KMF Representative

19 Sri K N Gopal Murthy Managing Director

CHAPTER-III
EXPERIENTIAL LEARNING
LITERATURE OF REVIEW

Many scholar institutions and researchers have undertaken studies in this direction.
Hear in a attempt to take review of those studies.

DINESH KUMAR BHARATI, CHANDRA SEN. (2011) have studied state wise details of
primary milk supplying societies in India. They found phenomenal progress in those
societies. They conclude, the constituent efforts are needed to achieve the
sustainable growth in milk production. The former started milk production and
commercial base as a result of efforts taken by the dairy cooperatives. They found
that there is greatest scope to develop to dairy industry as second important
enterprise of our country.

TANGIRALA. HSK (2007) conveyed out the important of cooperatives in providing

opportunities to woman particularly in rural area and their society economic
improvement. However he found that woman are not benefit of several benefit.

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Prominent among them gender discrimination in the volume of workload. Wage gap,
participation and power sharing. therefore the author suggested improvement in
women access to resources and leadership, saving and credit facilities and
encouraging more woman to participate In the functioning of cooperatives

D,NARAYANA(2000) pointed out that large number of household belonging to the

backward castes, being less educated and small holding or not able to participating in
daring on the basis of recent study up to dairy cooperatives in Gujarat, He argued
that in equality in land ownership caste, illiteracy and democratic functioning of dairy
of cooperatives of barriers to entry, illiteracy might not be the factor in Kerala but
land ownership could be one of the factors influencing they entry of the former in
dairying. He revealed that women have devoted considerable time and dairying
irrespective of whether they are reported as working are nonworking. It shows great
role of woman in keeping cattle. The initiatives undertaken such as Mulbar rural
development foundation for improving be dairy former are welcome as the go
behind taking care of dairy animals but they cannot address the problems of poor
and landless as their participation in dairy is considerably by low. This needs to be
kept in mind while planning welfare interventions.

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 MAHALINGAIAH, B.B.VENKATE SHAIAH, HARUN KUMARR, KJAYRAJ RAO(2000) as
studied they environmental management in dairy industries. They conclude in the
article that waiste presentation has been an active concern of dairy sector. The
incentive for dealing with waiste reduction in dairy plants can be achieved in
economic gains in term of milk solids conservation, easier compliance with legislation
and good marketing advantages.

The ESM is an ongoing interactive process, the structure, responsibilities, practices,

procedures, resources for implementations of environmental policies, objective and
target can be coordinated, with development of an environmental management
programme, and the EMS emphasized review of its objectives of continual
improvement.

PERIYANSAMI.N (2014)he has written articles on 'co-operatives Dairy A boon to

Indianformers: This paper aims to give a picture of co-operatives dairying in India.
India has become number one milk producers in the world. The increase in the
quantity of milk production over the period is mainly due to the operation flood
programme (white revolution) which comes under co-operatives ambit, the number
of co-operatives milk societies, number of members and milk production have
increased with the implementations of this program.

He concluded performance of milk producers, co- operatives, and their role in co-
operatives development of rural economy and the benefits, analysis of these
societies at rural economy and the benefits, analysis of these societies at micro level
has become matter of a considerable interest. Dairy co-operatives have multiple
linkages in development of agriculture, employment, income, health, and sanitary
conditions, nutrition's and education level in the rural India. The main objective of
rural producer's co-operative societies is to safeguard and protect the interests of
milk producers, organize marketing facilities for members and fetch them
remunerative prices for milk.

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INTRODUCTION:

Research design is a statement or specification of procedures for connecting

and analyzing the information required for the solution of some specific
problem. It is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with
economy procedure. This study is about effectiveness of marketing strategies
with reference to Nandini Milk products.

TITLE OF THE PROJECT:

The title of the project "A STUDY ON EFFECTIVENESS OF MARKETING

STRATEGIES IN PROMOTING NANDINI MILK PRODUCTS AT KOMUL", KOLAR-
CHICKBALLAPUR.

STATEMENT OF THE PROBLEM:

The KOMUL (KOLAR MILK UNION LTD) is the second largest producer of milk
products in the state. The first largest producer is AMUL in the country at
national level. In the state level BAMUL (BANGALORE MILK UNION LTD) is the
first There are 13 major milk and milk producers in the state. Milk and milk
products are highly perishable in nature requires to be marketed in a short
period of time. Hence it requires special effort in marketing strategy. In these
days advertisement and promotional strategy in the KOMUL is reduced, may
be because of its popularity. But still marketing strategy plays a significant role
in the marketing of product at the right time, at the right areas, and at right
price. Hence the topic 'A STUDY OF EFFECTIVENESS OF MARKETING
STRATEGIES IN PROMOTING NANDINI MILK PRODUCTS AT KOMUL KOLAR-
CHICKBALLAPUR..' is selected to verify whether marketing strategy can be
useful tool in the organization like KOMUL or whether it is not necessary in
case organization like KOMUL which has got popularity.

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OBJECTIVES OF THE STUDY:
 To analyze to various marketing strategies adopted by KOMUL in promoting
nandini milk products.
 To ascertain the customer awareness to words nandini milk and milk
products.
 To identify various factors that motivates people to use nandini milk products.
 To know the effectiveness of the marketing strategy and sales promotion in
market.
 To find out the potential customer reaction towards the product promotional
strategies.

SCOPE OF THE STUDY:

The study covers that the company is going to improve the present products. The
marketing department has a challenging task to attract the customers towards their
product by consumer thoughts through the survey. This study is confined to the
Nandini KOMUL unit located at KOLAR.

SAMPLING TECHNIQUES:

Sampling is a technique or a method or section of samples. The most appropriate

technique in the domestic is simple random sampling. Random sampling is a good
technique when there are comprehensive list of the target population.

SAMPLE SIZE:

The sample size for the study is of 100. i.e., dealers of nandini products and 100
customers.

SAMPLING SCHEME:

Collection of data was made from dealers of the KOMUL and from the consumers.
The sample 100 out of which 100 were consumers and were dealers.
Since it is neither possible nor necessary to construct the whole population for
seeking their answer, the research usually chooses a sample response from the
universe; a sample is a small number of items parts of response chosen random from
large number items. For this study random sampling method is used.

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SAMPLIGUNIT:

Area of research to collect information is from kolar-chickballapur district.

Random sampling is being used because it gives each element an equal and
independent chance of being selected, equal chance has been given to all
dealers and consumers for selection.

METHODOLOGY:

It is a descriptive study based on survey.

SOURCE AND METHODS OF DATA COLLECTION:

For the present study, data has been collected from two sources namely.

 Primary data
 Secondary data

PRIMARY DATA:

Primary data was obtained by following ways,

 Having discussion with different departmental officers of the milk union

to get the general information about milk union and its activities.
 Having face to face interaction with the union official like purchasing
manager and inventory managers..
 Data collected through structured questionnaires.

SECONDARY DATA:

 The secondary data are gathered from numerous sourcs such are:
 Union reports,
 Union manuals,
 Union project reports and other relevant documents.
 Referring other books and journals.

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Tools of data collection:

The following are different ways used for collecting data. Such as Face to face
interview, discussion, interaction with officials and consumers and also
through structured questionnaire and online survey.

Statistical tools and techniques:

First the data was grouped in the form of frequency tables are prepared. The
frequency tables are rearranged into multidimensional descriptive tables. The
data in table are converted into graphical representation such as diagrams, pie
chart, and graphs. Where ever necessary statistical averages are used.

LIMITATION OF THE STUDY:

 The most important limitation was that of the time constraint, the study
requires more time for better result.
 The study is restricted to kolar district only.
 Analysis of the schedule is going the respondents give
correct information.

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 CHAPTER-IV
INTERNSHIP OUTCOMES AND CONCLUSION
FINDINGS:
 The research study was undertaken to identify the effectiveness of the
marketing strategy and so during the study a sample of 100 respondents
from various places of kolar-Chickballapur district from this I was able to
give the following findings.
 According to survey, all the respondents are aware of nandini milk and
milk products through television ads and it is indicated as powerful
media than any other.
 From the survey it is revealed that most of the respondents are familiar
with Nandini products other than milk.
 Most of the respondents are loyal customers of Nandini milk and milk
products by using/purchasing it from past 10 years because they are
satisfied with the products.
 According to the survey more than 70% of the respondents prefer milk
parlors for purchasing nandini milk and milk products.
 From the survey, found that most of the respondents are satisfied with
regard to prices of Nandini milk and milk products.
 According to the survey it is found that picturisation and packaging of
nandini milk and milk products has attracted the most to the
respondents which made them to buy the products repetitively.
 From the survey it is found that when compared to other brand of milk
products, consumers prefer Nandini brand because of good quality,
taste and brand image.

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SUGGESTIONS:

 There is a need for increasing in the level of sales compare to the

present level. This can be increased by increasing the marketing efforts
in the form of proper advertising policies, sales promotion etc.
 Company should satisfy the dealers of nandini products by giving them
attractive commission, so that the retailers give more concentration on
selling of Nandini products
 In order to increase in sale of Nandini Products Company must introduce
unique and new feature in the products.
 Company should plan to retain the loyal customers on Nandini products
by attracting customers through gift schemes during festivals season. So
that it is possible to build brand in the market.
 Promotional strategies of few products are not up to the mark. So it is
suggested to improve promotional activities for those products.

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CONCLUSION
Our society consists of heterogeneous people there value, belief attitude are
different from one another some people will give preference for quality and
freshness, some will give preference for availability, some will give preference
only for quantity and thickness of milk.

The marketing strategies adopted by the Komul follow through a chain of

agents, wholesale dealers and retailers. As Nandini is dominating in market for
milk and milk products, almost all the provision stores, bakeries sells Nandini
milk and milk products.

To conclude majority of the consumers are satisfied with the nandini milk and
milk products because of its good quality, easy availability, advertisement and
others. Some customers are also not satisfied with Nandini milk products
because they are not familiar, high price and other.

Some dealers are not satisfied to deal with nandini milk and milk products
because of lack of facilities from the company, non-availability of credit
facilities, and are not able to reach profit margin. This leads to lack of
effectiveness in providing service, poor response to the consumers and others.

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 BIBILOGRAPHY
TEXT BOOKS

A.K.P.C swain, (2008), “Research Methodology”, 2nd Edition, Kalyani

publishers.

ASSAEL, H. (1987), “Consumer Behavior” and Marketing action: Kent

Publishing Company, Boston.

Bennet, D. and Kassarjian. H. (2003), "Consumer Behavior: New Delhi,

Prentice-Hall of India Private Limited.

Chismall M, (1994), "Marketing research" prentice hall of India privet limited

New Delhi.

REPORTS

ANIL CHAWLA. 2009

The milk and Dairy products in India-production consumption and export, HS &
HL. MUMBAI

ANIMAL DAIRY TECH ASIA REPORT (2013)

CARE (credit analysis and research limited) ratings, a Mumbai based research
and ratings agency said in a report. 13 Aug 2014

Department of animal husbandry dairying (2003). 17th quiquennial livestock

senses, GOI, New Delhi

Department of animal husbandry and dairying (DAHD), Annual report GOI 2006

ARTICLES
ANANDAN, C, PRASANNA MOHAN RAJ & MADHU, S (2007), "A study on brand
preferences of washing soaps in rural areas. Indian journal of marketing, vol.
37, issue, 3, pp: 30-38

Andrea Wiley (2041), "Cultures of milks: the biology and meaning of dairy
products in the United States and India, Cambridge Massachisetts: Hardwar
University press.

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 WEBSITES
http://allindiadairy.com/Dairy-industry- in-iondia.aspx

http://articles,ecomomictimes.indiatimes.com/2014-17-08/news/
51101268_1_dairy-sector-global-dairy-industry-nddb

http://dairytechindia,in/industry-Backguounder-of-dairytechindia,html

http://dairytechindia,in,/indusry-Backguounder-of-dairytechindia,html

http://data.gob.in/community/india-statistics

http://kamadenu,in/

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