1

Project On

Organisational Study & Marketing Distribution Channels towards Karnataka Milk Federation (KMF)

Submitted in partial fulfillment of the requirements forAward of

Master Program for Business Administration

With Specialization In

Marketing

Submitted by

Suresh Babu .P

Reg No- MBA/08/62 or 151

Under the Guidance of

Mr. ANAND BABALESHWAR. District sales head, “Dharwad Milk Union”

Indian Institute of Business ManagementShivajinagar, Pune – 411 005

2

C E R T I F I C A T E

This is to certify that the dissertation work titled Organisational Study & Marketing

Distribution Channels towards Karnataka Milk Federation (KMF) is a bonafide work

carried out by Suresh Babu .P

a candidate for the award of Master Program for Business Administration of Indian

Institute of Business Management, Pune under my guidance and direction.

Date: ___________ Signature of guide

Place: ___________ Name: Mr. ANAND BABALESHWAR.

Designation: District sales head.

“Dharwad Milk Union”

3

ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any task would be

incomplete without mentioning of the people who made it possible. So with gratitude I

acknowledge who served as an “inspiration” and my efforts with success.

I express my profound sense of gratefulness to my project coordinator and external

guide for my project, Mr. ANAND BABALESHWAR. District sales head, “Dharwad Milk

Union”, for giving me this opportunity to take up this study and his support, encouragement

and valuable timely advice.

I am also indebted to contribution of all the employees of Dharwad Milk Union in extending

their support and co-operation giving shape to my project study.

My special thanks to my Institute Chairman Dr. Khaleel Ahmed Gulam Hussein

Kakamari who is kind enough in providing all the facilities and helped me in completing my

project.

I extend my sincere thanks to my internal guide Rohit .C. Kalaskar, Secretary General

Academic Director who guided me throughout the project and kind and co-operative during

my training period.

I am greatly thankful to Indian Institute of Business Management, Pune for giving practical

knowledge about the industrial sector by including this Major Concurrent Project for four

months as a part of curriculum in the MBA course.

4

Suresh Babu .

CONTENTS

Chapter 1 Rationale for the study 01-01

Chapter 2 Objective of the study

Title of the project

Objective of the study

Scope of the study

02-02

Chapter 3 Profile of the company 03-43

Chapter 4 Theoretical Perceptive 44-44

Chapter 5 Research Methodology

Research Design

Data collection methods / sources

Sampling plan which should include sampling unit, sampling

size and sampling methods via questionnaire methods,

interview methods, observations etc

45-46

Chapter 6 Data analysis and interpretations using various charts and

graphs

47-58

Chapter 7 Findings 59-59

Chapter 8 Limitations if any 60-61

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Chapter 9 Expected contribution from the study 62-66

Chapter 1:- RATIONALE OF THE STUDY

The project is three different stages. The objective of undertaking this project i.e. phase first is

“To find out the requirements in the area of respective retailers” and “To work for expansion

of retail distribution network” for implementation of a value driven retail chain for effective

linkage between consumer and organization and to give suggestions for further improvement.

This is the project has been completed with the help of primary data. A survey has been

conducted to know that how the Distribution Network working and what are the problems

being faced in distribution.

As per objective I have find out the possible ways to improve the efficiency and effectiveness

of distribution network. I found that there are some problems such as Lack of retail outlets,

Supply problems, improper supervision, which have to be improved and rectified and hence

we have proposed some recommendations also. The objective of second part is to know the

relationship of sales with the advertisement & to know awareness of people towards new

Nandini Milk and milk products Ad by marketing survey i.e.post Ad tracking focusing three

segments (youth, children & house wives)

The objective of third phase is to promoting of the nandini milk in Hubli City. As a part of

our recommendation, I have proposed about maintaining product quality according to the

sales. Reason for selecting dealers of Hubli as my respondents is because Dealers of these

places play as the major purchaser of various varieties of products of the company. The

information required to gain insights regarding the Sales promotion activities these are the

best available sources

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Chapter 2:- TITLE OF THE PROJECT; Organisational Study & Marketing

Distribution Channels towards Karnataka Milk Federation (KMF)

OBJECTIVE OF THE STUDY

To find out the various strategies to be adapted by nandini sales.

To find various ways to increase nandini milk sales in Hubli.

To discover the various factors which hurdles people to take nandini milk.

To identify various factors which motivates people to use nandini milk

To get the retailer’s wants in terms of product selling.

To know effectiveness of the marketing strategy and sales promotions in market.

Ensuring the visibility of the product.

Ensuring the availability of products in outlets.

Analyzing the effect of scheme.

Analyzing the effect of discounts.

SCOPE OF THE STUDY

The research study will help to identify & analyzing the dealers and customers perception

towards the existing products of the company and the promotional activities undertaken by the

organizations situated at Dharwad.

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Chapter 3:- COMPANY PROFILE

KARNATAKA MILK FEDERATION

The first dairy in Karnataka is started in Kudige in Kodagu district in 1955. Nandini milk

product project is initially a government of India project established on 1st April 1973 and

handed over to the Government of Karnataka constituted by KDDC (Karnataka Dairy

Development Corporation) Further in June 1974; an integrated project is launched in

Karnataka to restructure and reorganize the dairy industry on the co-operative principle and to

arrange foundation for a new direction in dairy development.

In 1975, the World Bank aided dairy development was initiated. The present

Karnataka Milk Federation (KMF) came into existence in 1984-as a result of merging of

Karnataka Dairy Development Co-operation, small co-operatives and Karnataka Milk

Production Development and loose vendors. At the end of the March 1998, the network of

8023 Diary Co-operative Societies (DCS) have been established which are spread over 166

taluks of the total 175 taluks in all 27 districts of Karnataka. There are 13 Milk Unions and

Dharwad Milk Union (DMU) is one among them.

Karnataka Cooperative Milk Producers' Federation Limited (KMF) is the apex Body in

Karnataka representing Dairy Cooperatives. It is the third largest dairy co-operative amongst

the dairy cooperatives in the country.

To impart training, institutes at Bangalore and regional training institutes at Dharwad

and Gulbarga are functioning. Three nitrogen plants are been set-up to supply nitrogen, which

is used for refrigeration purpose. Three diagnostic centers have been set-up for monitoring

diseases, three fodder farms at Rajkunte, Kuttanahalli and Kodagu have been set-up to supply

good quality of fodder and seed production farm at Shahpur has been set-up. The federation

giving details of the latest technology in dairy industry etc is published "Ksheer Sagar"

magazine monthly.

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Objectives of the company:

Providing assured and remunerative market for the milk produced by the farmer

members.

To build village level institutions in co-operative sector to manage the dairy

activities.

Providing Hygienic Milk to Urban Consumers.

To eliminate the problems of duplicating and over lapping.

To expand the market.

To ensure Milk Production for self-employment at village level preventing

migration to Urban Areas introducing cash economy and opportunity for regular

Income.

The philosophy of Dairy Development is to eliminates middle men and organize

institution to be owned and managed by the milk producers themselves, achieving

economics of scale to ensure maximum return to milk producers at the same time

providing wholesale Milk at lowest possible price to urban Consumers.

Units of KMF:

KMF has the following units function directly under its control:

Mother Dairy, Yelahanka, Bangalore

Nandini Milk Products, KMF, Bangalore

Cattle Feed Plants at Rajakunte / Dharwad/ Hassan

Nandini Sperm Station at Hessaraghatta

Pouch film plant at Munnekolalu, Marathahalli

Central Training Institution at KMF Complex, Bangalore.

Quality control lab at KMF Complex, Bangalore.

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The different Milk unions:

There are totally 13 milk unions in the state. They are:

1) Bangalore Milk Union

2) Kolar Milk Union

3) Mysore & Chamaraja Nagar Milk Union

4) Mandya Milk Union

5) Tumkur Milk Union

6) Hassan Milk Union

7) Dharwad Milk Union

8) Belgaum Milk Union

9) Bijapur Milk Union

10) Gulbarga Milk Union

11) Dakshina Kannada Milk Union

12) Shimoga Milk Union

13) Raichur – Bellary – Koppala Milk Union

Achievements:

1) Bangalore Milk Union, Dakshina Kannada Milk Union and Mother dairy have

obtain ISO 9001-2000

2) 92% of functioning milk producers co-operative societies earning profit

3) At present on average of Rs. 205 lakhs is paid per day to milk producers

4) Establishment of ice cream plant of capacity 3000 LPD at a cost of Rs. 3 crores

which is being expanded.

5) Establishment of milk powder plant at Mother dairy of 30 MT’s capacity per day

at a cost of Rs. 22 crores.

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ORGANISATION STRUCTURE

CHAIRMAN

M.D. KMF

Director Director Director Director Director Add’alAdd’al

HRD Anl Hus- Marketing STEP DDIL Director Director bandry Qty. Control R&D

Joint Dir Joint Dir Joint Dir Finance/ M/s Purchase co-operative Audit

MD Bangalore MD Mandya

MD Belgaum MD Mysore

MD Bijapur MD Bellary

MD Dakshina Kannada MD Shimoga

MD Dharwad MD Tumkur

MD Gulbarga

MD Hassan

MD Kolar

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DEPARTMENTS

HUMAN RESOURCE MANAGEMENT

Introduction:

Director (CHRM)

Steno

Joint Director (CHRM) Engineers Joint Director

(CTI)Personal

Secretary

Assistant DirectorSuperintendent

Superintendent

Translator

Administrative Asst I

Senior Typist

Administrative Asst. II

Administrative Asst. III

Attenders

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Human Resource Management is a part of management. This part is concerned with

the people and their relationship within an organization.

Definition:

It’s the field of management which has to do with planning, organizing, directing and

controlling the functions of procuring, developing, maintaining and utilizing the labour force.

Objectives:

Objectives are pre-determined goals to which individual or group activity in an

organization is directed.

The objectives are:

1) To employ the skills and abilities of the work force efficiently.

2) To provide the organization with well trained and well motivated employees.

3) To increase the employees satisfaction and self-actualization to the complete

extent.

4) To develop and maintain a quality of work life.

Functions:

1) Assessing and recruiting staff based on the needs specified by the department.

2) Selecting the required candidates as per the requirement by following pre-

determined procedures.

3) Enlarging the jobs of the employees if necessary.

4) Describing the jobs by issuing the job chart to employees to carryout the specific

work.

Human Resource Planning

All the departments in the KMF according to the requirement of workforce submit a

requisition letter asking for recruiting employees to the corporate human resource

management department. This department analysis the actual need of the employees and then

13

plans how many employees should be called for interview. In case they have excess of

employees then measures are taken to reduce the number of employees.

Recruitment:

In KMF recruitment is according to the pre determined procedures. Usually they prefer

internal recruitment for top level. In few situations they feel that they need fresh blood they go

for external recruitment. They usually advertise in newspapers.

Selection:

Even the process of selection has to be performed according to the rules and

regulations pre defined. For every 1 vacant post they select 10 candidates from the available

pool of recruitment candidates for the final selection. These 10 candidates are selected by

mainly two tests:

a) Qualifying Test

b) Written Test

After the candidates cross the 2 tests the best 10 candidates for each post are selected

and sent for the final interview which is an oral interview. In the final interview the required

candidates are selected.

Orientation & Placement

Here basically whenever a new employee is selected, the supervisor of that particular

division introduces the new employee to the staff and assigns work to the employee. The

supervisors not only assigns work to the employee but also inform him about the procedures

to be followed by him to report to his immediate supervisor, his duties, responsibilities, his

rights and his limitations in the federations.

Training and Development:

In KMF there is a separate unit called as CTI where the employees are trained. The

training period usually lasts for a period of 10-15 days & in which they will be paid a certain

part of the salary.

14

The techniques followed by CTI to train the employees are:

a) Seminars

b) Guest lectures

c) Case studies etc.

Performance Appraisal and Job Evaluation:

The immediate supervisors appraise their sub ordinates. The supervisors inform the

employees about their conduct in the federation as what they lack, what they excel and what

improvement are to be performed.

Employee Remuneration:

The remuneration for the employee is fixed earlier and all the employees have to abide

to it. This payment increases as their period of service rendered to the federation increases,

that is pay of an employee depends on the number of years he serves the federation.

Incentive Payments:

Employees are paid bonus once in every year depending on profits done on festive

season.

Employee Welfare

KMF has implemented many methods to help the employee’s. The employees are

given:

a. Pension Scheme

b. Group gratuity Scheme

c. Group Personal Accident Insurance

d. Group Insurance Scheme (death of the employee his nominee will be benefited).

Safety and Health:

The measures followed for the protection of employees are:

a) Conferences, workshops are organised to educate the employees

b) They are given compensation according to the “Workman Compensation Act”

15

c) Easy availability of first aid box.

Promotion and Transfer:

In KMF the employee can be promoted only if there exists a vacant post or if anyone

retires or leaves the organization. Few times employees are promoted on basis of transfers that

is if they have an excess of workforce and they need to send that person to a different unit.

They usually transfer that employee to another unit by giving a promotion.

Trade Unions:

KMF does have few trade unions. But none of them are having recognized by the

federation.

Disputes and their Resolution:

KMF has never faced any problems with the trade unions. Whenever any person of the

union approaches the management care is taken to see through that their problem is heard and

solved.

CENTRAL TRAINING INSTITUTE

Director

Additional Director

Doctors Senior Deputy Director

16

Introduction:

It is a unit of KMF came into existence from 1st January 1985 is a nucleus-training

centre. CTI is also imparting training in dairy animal management. To women sponsored by

Karnataka State Women Development co-operation Ltd.

Objectives:

The objectives of its is to import training in different fields of activity to the milk

produces who are members of the primary dairy co-operation societies and to the employees

of the members of milk unions and KMF and also the staff and representatives of allied govt.

depot.

The objectives are:

1) To humble objective of training in the members of the village level co-operative

and field staff undertaking extension works. The objective today is largely oriented

towards human resource department.

2) Training programs are taken in key areas such as finance, marketing, production

and operation management. & technical program.

Mode of Training:

1) Who are Trainers?

The trainers are usually doctors or highly qualified employed professors.

2) Who are the Trainees?

Farmers or employees appointed by the KMF.

3) What are the techniques of training?

Teaching/supporting Staff

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a) Class Room Training b) On the job Games c) Seminars / Guest lectures d) Role play

Facilities:

Conference Hall:

The institute has a spacious conference hall, which can accommodate 60 candidates.

The hall is equipped with a glass board and has facilities for using all the audio-visual aids.

Class Room:

In addition to the conference hall there are 2 classrooms, which have a capacity of

accommodating 25 candidates and have facilities for use of all the audio-visual aids

Canteen:

A fully equipped canteen facility exclusively for the purpose of the trainers residing at

the hostel

Transportation:

The institution has 2 mini buses and a jeep for transport of the trainees for visits to

institutions for in plant exposure training.

Recreation:

There are outdoor games like shuttle court and volley ball court and indoor games like

carom and chess.

Accommodation:

18

The institution has a hostel that can accommodate 80 trainees at a time. The rooms are

available on train sharing be basis

Management Information system

Hierarchy:

Senior Deputy Director (MIS)Joint Director (Sys)

Admin Assistant Grade IAssistant Director (Sys)

Grade II

Senior Typist

19

Introduction:

Management Information system is used to transform data into useful inf. as needed to

support managerial decision making with structured decisions, which are based on predictable

patterns of activities.

It is a network of communication channels and information processing centre-

collecting information from its respective milk unions and milk units

Objectives:

The objective of an Management Information System is to provide information for

decision making on planning, initiating organizing and controlling the operations of the sub

systems of the firm and to provide a synergistic organization in the process.

2) To update the information about procurement, sales, cost, expenses etc.

3) To collect the information at minimum cost at the right time from the milk unions,

milk units and chilling centers.

4) To store the data in a convenient pattern which can be retrieved

Functions:

1) Periodical (daily, weekly, monthly, yearly) collection of data in prescribed formats

from all over 13 milk union and 9 milk units of KMF

2) After collecting the information we consolidate, verify and compile various

periodical reports for various purposes.

3) Submission of various information to govt and NDDB and furnishing information

to various organizations, as they needed

4) Development of integrated computerized system.

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FINANCIAL MANAGEMENT

Assistant Director (Finance)

Joint Director

Linear Deputy Director

Deputy Director

Assistant Director

Superintendent

Accountant Assistant

Grade - I

Grade - II

Grade – III

21

Introduction:

Finance is the lifeblood of business. Financial Management is that managerial activity

which is concerned with the planning and controlling of the firms financial resources.

Definition:

It is defined as “Planning, organizing, direction and control of financial resources with

the objectives of ensuring optimum utilization of such resources and providing insurance

against through financial deadlock”.

Objectives:

The objectives of KMF are:

Control the finance

Minimization of the expenditure

Providing services to the member milk unions and its societies and in the process

making profit.

“No Organization can survive without Profit”.

Though the objective of the federation is not to make absolute profit, the profits are

incidental to the business.

Functions:

The functions of raising funds, investing them in assets and distributing returns earned

from assets to shareholders are respectively known as financing:

Co-ordination with units and member milk union for easy flow of funds.

Monitoring of funds and investment of surplus funds generated on account of

operational profits.

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Passing of all bills like suppliers bills, transportation. Allowance / medical claims

and miscellaneous bills in respect of central office.

Coordinating with member milk unions for providing funds and payment of supply

bills in time to avoid cash crunch at the milk unions.

KARNATAKA CO-OPERATIVE MILK PRODUCERS FEDERATION

BALANCE SHEET AS AT 31-03-2009

Particulars SCH As on 31-3-2009 As on 31-3-2008

Sources of FundsShare CapitalReserves & SurplusDeposit from GOI/GOK (KDDC)Magazine FundProfit & loss Appropriate A/cLoans Secured Unsecured

12

3

4.14.2

56292000.00328147776.0233686971.872633476.73

67954712.07

215854197.40104546853.52

52430000.00146468548.3733686971.872601856.73

234589545.80

244341354.08104546853.52

Total: 809115987-61 81665130-37

Application of FundsFixed assetsInvestmentsCurrent Assets, Loans & AdvancesCash & Bank BalanceSundry DebtorsInventoryLoans & Advances

56

78910

521900250.2572555700.00

271905861.1697214526.79

137597140.37983383275.42

529244015.8672553450.00

260511530.0962051612.77

168775053.39991612674.75

Total: 1490100803-74 1482950871-00

Less: Current liabilities & provisions

Net current assets

11 1275440766.38

2114660037.36

1266083206.49

216867664.51

Total: 809115987-61 818665130-37

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Manufacturing & Trading A/c for the year ended 31-3-2005

Particulars SCH As on 31-3-2009 As on 31-3-2008

Expenditure

Opening Stock

Purchases

Procurement Transportation charges

Inter Unit Transfers

Processing and manufacturing expenses

Salaries wages & other benefits (80%)

Gross profit carried to P/L A/c

12

13

14

15

16

168775053.39

2015762855.73

9701067.95

123255420.42

109036989.29

128827450.69

178064883.47

204147815.09

1682906815.21

9993724.09

177351320.65

87948137.66

146182843.97

160337010.79

Total: 2733423720.94 2468867667-46

Income:

Sales

Inter Unit Transfers

Closing stock

17

18

19

2330688398.13

265138182.44

137597140.37

1983249328.27

316843285.80

168775053.39

24

Total: 2733423720-94 2468867667-46

PROFIT AND LOSS A/C FOR THE YEAR ENDED 31-1-2009

Particulars SCH As on 31-3-2009 As on 31-3-2008

Expenditure:

Salaries wages & other benefits 20%

Administrative expenses-Rent, Rates, Taxes

License & Insurance

Selling & Distribution expenses

Interest & Bank charges

Repairs & Maintenance of vehicles

Depreciation

Net profit TFd to appropriation A/c

16

20

21

22

23

24

25

32206862.67

57596279.01

46927596.85

35553184.99

35779630.76

1833559.49

35134637.20

67954712.07

36545710.99

3610665.01

9413998.44

41797593.14

32100645.40

1741550.33

37348862.04

74760323.97

Total 312986463.04 269815349.32

Income Gross profit

Trading from Manufacturing& Trading. A/c

Other Income 26

178064883.47

122916079.54

160337010.79

100712927.14

25

Interest on Deposits & advances 27 12005500.03 8765411.39

Total 312986463.04 269815349.32

Profit and Loss Appropriation A/c

Debit:

Reserve Fund

Building Fund

Bad Debt Fund

Co-operation. Propaganda Fund

Employee Benevolent Fund

Research & Development Fund

Trade fluctuation Fund

Co-operation. Education Fund

Loans to Milk Unions

Dividend to Milk Unions

Transferred to Balance Sheet

104488743.89

20164875.00

2419784.91

5646165.00

8065950.00

12098926.00

25042687.00

787936.00

52428678.00

3445800.00

67954712.07 234589545.80

Total: 302544257.87 234589545.80

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Credit:

Opening balance of P & L A/c

Profit transferred from P & L A/c

234589545.80

67954712.07

159829221.83

74760323.97

Total: 302544257.87 234589545.80

Purchase Department

Introduction:

Purchase department is also called as “Integrated Materials Management”. It mainly

contains buying of raw materials, inventory planning, and store keeping and material

planning.

Objectives:

Reduce purchase cost by proper evaluation of vendor (Supplier) by buying the right

material at the right time for the cost with the right supply schedule adherence.

a. Minimize inventory-carrying cost.

b. To reduce ordering cost.

c. Cost reductions checking for economies to profits in buying.

d. Reduce material handling cost.

e. To utilize the input to the most optimum level.

Functions:

1) Purchasing department in central office will purchase bulk materials with buying

value exceeding Rs. 1,00,000 through tenders.

2) 21 items which come under KMF central purchase committee these are mainly the

packing materials, containers and other requirements of pouch film plant.

3) Cattle Feed Raw Materials (CFRM) is mineral mixture items. This mainly

comprises of Rice Bran, Grains, de-oiled cake extraction.

27

Purchase Process:

Process involved in purchase of raw material. is given below:

Material Purchase Requisition (MRP)

(Submitted by the user department)

Get the quotation from vendors

Prepare Comparative Chart

(Of all the vendors)

Recommendation from user department

(To choose the best vendors)

Place the order to the vendor

Quotation includes price of the material, validity of the offer, dispatch time, payment

mode of delivery.

There are many methods to manage inventory, they are:

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a) Always Best Control analysis

b) FSL

c) Economic Order Quantity

d) First In First Out

e) Last In First Out

f) Just In Time

QUALITY - CONTROL

Introduction:

This division is at apex federation aims at not only controlling the quality but also

development of quality standards from time to time for milk and milk products manufactured

under the brand name “Nandini”. All these products pass through quality standards. The

standards meet the latest quality parameters.

They are responsible for inspecting the quality of raw material used, processing

parameters followed and quality of final products.

Activities

1) Modifications of milk film sachet by reducing length.

2) Implementation of II stage modified ISI formula for calculating SNF in milk.

3) Inspection of the cold storage, deep freezers, dairies and chilling centers.

4) Regularly attending consumer complains.

5) Providing specification for packing materials.

6) Micro bacteriological analysis of milk and milk product.

7) Testing all CPC (Central Purchase Committee) materials.

8) Periodical quality analysis of private dairies.

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Marketing Management

Sr. Deputy Sr. Deputy Sr. Deputy Deputy Director Asst. DirectorDirector Director Director Public Ultra

Retail Bulk Relations High temperature

Asst. Director Asst. Director Depot Incharge Circle Retail Retail

Inspector

Director

30

Field Sales Field Sales Field Sales Field Sal Field SalesRepresentative Representative. Representative Representative. Bangalore Hubli Tirupathi Mangalore

Introduction:

Marketing starts with the determination of consumer wants and ends with the

satisfaction of those wants.

It is the central activity of the business, which always focuses on understanding the

needs of the consumer. It stimulates the demand for a federation product.

Definition:

Marketing is the process of planning and executing the conceptions, Pricing,

promotions and distribution of ideas, goods and services to create exchanges that satisfy

individual and organizational objectives.

Objective:

The objectives of KMF are as follows:

Provide quality milk to urban consumers

To build village level institutions in co-operative sector to manage the dairy

activities.

Provide assured and remunerative market for the milk produced by the farmer

members

To ensure provision of milk produced input processing facilities and dissemination

of know how.

Functions:

31

The functions of KMF are:

Market the surplus milk and milk products

Milk products that are marketed in the marketing system of KMF are skim milk

powder butter and ghee.

KMF marketing department within itself has made certain divisions for which a

deputy director or an assistant director is been made to look after the division.

His work is to look after the works to be performed regarding his division by

discussing with his senior officials.

The divisions made in the marketing system are:

Liquid milk division

Retail sale division

Bulk sale division

Advertisement and mass media division

Good life sterilized milk division

a) Liquid Milk Division:

Marketing system for liquid milk is as follows

Milk from Dairies

Agents (Door delivery at dairy cost only

Commission paid by the dairy itself)

Consumers

b) Retail Sale Division:

This division function is to market the sales of milk produced in retail division.

c) Bulk Sale Division:

This division function is to sell the milk products left after fulfilling the products

for retail sales.

For pricing the products in case of bulk sales a small sub-committee meeting will

be held every week and prices are fixed.

d) Advertisement and Mass Media Division:

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This division performs advertising the milk and the milk products to make its

publicity.

The different modes used for advertisement are:

Electronic Media, Wall Media, Print Media, Charts Explaining the products, All

India Radio

e) Good life sterilized Milk

This is newly introduced milk in the market. Hence it requires more advertisement

so a different division is provided.

MARKETING OF MILK AND ITS PRODUCTS

Milk and its products are sold under ‘Nandini’ brand name, which has become

household name in Karnataka. ‘Nandini’ brand has 35 members of product ranges in its

family. The milk unions are permitted to market the products within their jurisdiction through

their milk agents / parlors

The federation distributes the products of milk unions by establishing network and

sales depots in Bangalore, Hubli, Mangalore and Tirupathi comprising of 110 wholesale

dealers spread across, Karnataka, Andhra Pradesh, Tamil Nadu states of India and catering

around 20,000 retail outlets once a week.

The activities also include:

Introduction of new products, its price fixation and packing size, Packing Designs,

Advertising plans

Campaigns are undertaken by marketing division providing advertisement materials,

organization of workshops / seminar to improve the quality of the products is another

important function of marketing division.

The many variants of Nandini- Nandini is Ubiquitous

Milk is marketed under Nandini in different types as:

Toned, Homogenized Toned, Double Toned, Standardized, Full cream, Shubham Milk

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UHT milk is being marketed in 4 variants via:

Nandini Good life with 3.5% fat and 8.5% SNF.

Nandini Smart with 1.5% fat & 9% SNF

Nandini Good life slim with 0.5% fat & 9%

MARKETING DISTRIBUTION CHANNELS

Distribution - introduction

Distribution (or "Place") is the fourth traditional element of the marketing mix. The other

three are Product, Price and Promotion.

The Nature of Distribution Channels

Most businesses use third parties or intermediaries to bring their products to market. They

try to build a "distribution channel" which can be defined as

"All the organisations through which a product must pass between its point of

production and consumption"

Why does a business give the job of selling its products to intermediaries? After all, using

intermediaries’ means giving up some control over how products are sold and who they

are sold to.

The answer lies in efficiency of distribution costs. Intermediaries are specialists in selling.

They have the contacts, experience and scale of operation which means that greater sales

can be achieved than if the producing business tried running a sales operation itself.

Functions of a Distribution Channel

The main function of a distribution channel is to provide a link between production and

consumption. Organisations that form any particular distribution channel perform many

key functions:

34

Information Gathering and distributing market research and intelligence - important

for marketing planning

Promotion Developing and spreading communications about offers

Contact Finding and communicating with prospective buyers

Matching Adjusting the offer to fit a buyer's needs, including grading, assembling

and packaging

Negotiation Reaching agreement on price and other terms of the offer

Physical distribution Transporting and storing goods

Financing Acquiring and using funds to cover the costs of the distribution channel

Risk taking Assuming some commercial risks by operating the channel (e.g.

holding stock)

All of the above functions need to be undertaken in any market. The question is - who

performs them and how many levels there need to be in the distribution channel in order to

make it cost effective.

Numbers of Distribution Channel Levels

Each layer of marketing intermediaries that performs some work in bringing the product to

its final buyer is a "channel level". The figure below shows some examples of channel

levels for consumer marketing channels:

35

In the figure above, Channel 1 is called a "direct-marketing" channel, since it has no

intermediary levels. In this case the manufacturer sells directly to customers. An example

of a direct marketing channel would be a factory outlet store. Many holiday companies

also market direct to consumers, bypassing a traditional retail intermediary - the travel

agent.

The remaining channels are "indirect-marketing channels".

Channel 2 contains one intermediary. In consumer markets, this is typically a retailer. The

consumer goods market in the sell their goods directly to large retailers which then sell the

goods to the final consumers.

Channel 3 contains two intermediary levels - a wholesaler and a retailer. A wholesaler

typically buys and stores large quantities of several producers’ goods and then breaks into

the bulk deliveries to supply retailers with smaller quantities. For small retailers with

limited order quantities, the use of wholesalers makes economic sense. This arrangement

tends to work best where the retail channel is fragmented - i.e. not dominated by a small

number of large, powerful retailers who have an incentive to cut out the wholesaler.

36

DAIRIES

Depot Agents Depot

Whole sellers Retailers Factories

37

Institutions

Retailers Consumers Hotels

Consumers Hospitals

Retailing

Retail positioning

There are several ways in which retail stores can position themselves. One strategy

involves low-cost, low-service. On the opposite side of the spectrum, others may offer

high-cost-high-service. Generally, having a clear strategy and position tends to be more

effective since "average" stores tend to face a greater scope of competition

Margins

Stores need to maximize their profits and must consider their margins to do so. Gross

margins generally reflect the difference between what a store pays the retailer and what it

charges the customer. On the average, this difference in supermarkets is about 25%.

(Although there are large differences between product categories, as an illustration, a can

that sold for 1.00 might have been bought on wholesale for 0.75). Net margins, in contrast,

take into account the allocated costs of running the store—wages, rent, utilities, insurance,

and "shrinkage." In grocery stores, these margins are usually less than 5%. Margins can be

considered at the unit level—you make 0.35 on a package of salt—or as a percentage of

sales—35% if the salt sold for 1.00. Sometimes, it may also be useful to consider margins

per unit of space to best allocate retail space to different categories.

There are two theoretical forms of retailing. The "High-Low" method involves selling

products at high prices most of the time but occasionally having significant sales. In

38

contrast, the "everyday low price" (EDLP) strategy involves lower prices all the time but

no sales. In practice, there are few if any EDLP stores—most stores put a large amount of

merchandise on sale much of the time. It has been found that offering lower everyday

prices requires a very large increase in sales volume to be profitable.

Increasing power of retailers

As more and more products compete for space in supermarkets, retailers have gained an

increasing power to determine what is "in" and what is "out." This means that they can

often "hold out" for better prices and other "concessions" such as advertising support and

fixtures. A significant trend in recent years has been toward manufacturers’ "private label"

brands—that is, the retailers' own brands competing against the national ones. For

example, Del Monte peas may now have to compete against Ralph’s brand of peas in

those stores. Although private label brands sell for lower prices than national brands,

margins are greater for retailers because costs are lower. For example, it is more profitable

to sell a can of peas 1.00 when it cost 0.60 to supply than it is to sell a name brand can at

1.25 when that cost 1.05 at wholesale.

"Power" and "category killer" retailers 

a number of retailers have become a great deal more efficient in recent years than has been

traditional in the industry. Firms like Wal-Mart have invested greatly in information

technology and logistics and have committed to taking a risk on placing large orders

placed well in advance of the need. These stores have frequently attracted a large customer

base by charging consistent low prices. The philosophy here is to make a little bit of profit

on each thing sold and then selling a great deal. A special case is the "category killer"

which focuses on a specific product category—e.g., Circuit City buys up very large

volumes of electronics and thus can bargain for low prices from manufacturers.

39

Manufacturers get the benefit of large, consistent orders, but must in turn offer

exceptionally low prices or risk having business shifted to other brands. Note that in

practice, the category killer tends to carry a large variety of brands, buying a large volume

of each. Thus, the mere threat of switching to other brands is enough to get a concession

from each brand.

Retailing polarity

A number of retailers have tended to go to one extreme or the other—either toward a great

emphasis on price or a move toward higher service. Rapid economic growth has made

high service retailers more attractive to a growing number of affluent consumers and less

affluent consumers have become more accustomed to intense price competition between

different retailers.

Distribution opportunities

First of all, we must consider what is realistically available to each firm. A small

manufacturer of potato chips would like to be available in grocery stores nationally, but

this may not be realistic. We need to consider, then, both who will be willing to carry our

products and whom we would actually like to carry them. In general, for convenience

products, intense distribution is desirable, but only brands that have a certain amount of

power—e.g., an established brand name—can hope to gain national intense distribution.

Note that for convenience goods, intense distribution is less likely to harm the brand

image—it is not a problem, for example, for Haagen Dazs to be available in a convenience

store along with bargain brands—it is expected that people will not travel much for these

products, so they should be available anywhere the consumer demands them. However, in

the category of shopping goods, having Rolex watches sold in discount stores would be

undesirable—here, consumers do travel, and goods are evaluated by customers to some

extent based on the surrounding merchandise.

The product life cycle

40

In general, a brand can expect lesser distribution in its early stages—fewer retailers are

motivated to carry it. Similarly, when a product category is new, it will be available in

fewer stores—e.g., in the early days, computer disks were available only in specialty

stores, but now they can be found in supermarkets and convenience stores as well. Certain

products that are not well established may have to get their start on "infomercials," only

slowly getting entry into other types out outlets. (Please see PowerPoint chart).

Collaboration with local NGO's

The self-help groups have been appointed as our agents for selling milk in the areas of

Gulbarga and Shimoga Milk Unions. In addition to sale of milk, the said self-help groups

have been entrusted with the task of taking up door-to-door campaign with regard to

nutritional aspects of milk, the health hazards involved in consuming

non-pasteurized/loose milk. This has helped in bringing awareness among the women,

children and also in increasing the sale of nandini milk in those areas.

41

SWOT Analysis:

Strengths:

1) The network and the cooperation between all the 13 co-operation units are very

strong.

2) The production of milk product and milk satisfies the consumer need in both price

and quality.

3) Monitoring the quality of milk and milk products of the unions so, nobody can

dissatisfy the consumer.

4) Regularly attending the customer complains

5) Most important is the trust of people on KMF

Weakness:

1) The company should pay attention to its advertising and strategy though Nandini

milk has a monopoly market.

2) Lack of employees in the quality control department

Opportunities:

1) Since KMF is the 3rd largest milk union and biggest in south India, so it has an

opportunity to enter into international market.

2) It is already making different milk products and also has a good infrastructure and

it is a well known brand so it can go for other more milk products.

Threats:

42

1) Consumer increasingly expects high quality and service. They perceive fewer real

products difference and show less brand loyalty.

2) Customers are also showing greater price sensitivity.

Vision:

1) To march forward with a missionary zeal which will make KMF a trailblazer of

exemplary performance and achievements beckoning other milk federation in the

country in pursuit of total emulation of its good deeds

2) To ensure prosperity of the rural milk producers who are ultimate owners of the

federation.

Nandini milk and milk Products

ICE CREAM

 Nutritious, delicious creamy ice cream is manufactured at ISO 9002/HACCP certified Mother Dairy modern plant. The range includes Vanilla, Strawberry, Pineapple, Mango, Chocolate, Butter scotch, Kesar Pista, Orange & Mango Candies, Mango & Raspberry Dollies, Chocobar and Ball varieties Vanilla, Strawberry, Sundae.

BADAM POWDER

 A delicious beverage with hot or cold milk. It can be used for kheer, kesaribath, desserts or ice cream. It's the goodness of Badam mixed with almond, edible starch, saffron, skimmed milk powder and cane sugar to give you the ideal Badam delight.

KHOVA

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 Khova is prepared out of fresh milk. It is an ideal base to prepare delicious sweets at home like peda, Gulab Jamoon, Kalakand, Burfi, Gajar Halwa and the like. Nandini Khova gives you a high nutritive value with large quantities of muscle building proteins, bone forming minerals and energy giving fat and lactose.

CHEESE

 Delicious Cheese, processed with utmost care to ensure the smooth and rich taste of pure cheese. It's highly nutritious an excellent source of milk proteins and a rich source of calcium.

MILK POWDER

 Enjoy the taste of pure milk! Skimmed milk powder made from pure milk, processed and packed hygienically.

 

ASHEW BURFI

 Prepared using quality Cashew nuts, Khova and Ghee. It leaves a lingering Cashew flavour in your mouth. Available in 250 gm in a P.P.Box, shrink wrapped to preserve its freshness.

NANDINI BITE

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 A unique sweet. Cocoa based. Nandini Bite is a three-in-one sweet prepared by using Mysorepak, Khova and dremed with Almond. Available in 25 gm Aluminium foil packing.

 NANDINI BASAN LADOO

 It is a delicious indigenous product prepared from pure Ghee, Gramflour and sugar added with cashews. Available in 250 Gms pack containing 6 Pieces.

NANDINI SET CURDS

NANDINI SET CURD, thick and highly nutritive curd is made from 3% Toned Milk with added imported bacterial cultures, filled into 200gm and 400gm cups and allowed to set into curds. Imported bacterial cultures constitute curd forming bacteria of high genetic abilities and release antimicrobial substances into curd imparting disease resistance to consumers( probiotic characteristic). The curd apart from therapeutic in nature has very high shelf-life and can be kept for 15 days in refrigerator without curds becoming sour. NANDINI SET CURD is competitively priced at Rs.7 per 200gm cup and at Rs.13 per 400gm cup.

TONED MILK

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 Karnataka's most favourite milk. Nandini Toned Fresh and Pure milk containing 3.0% fat and 8.5% SNF. Available in 500ml and 1ltr packs

HOMOGENISED TONED MILK

 Nandini Homogenised Milk is pure milk which is homogenised and pasteurized. Consistent right through, it gives you more cups of tea or coffee and is easily digestible. 

FULL CREAM MILK

 Full Cream milk. Containing 6% Fat and 9 % SNF.A rich, creamier and tastier milk, Ideal for preparing home-made sweets & savouries.

GOOD LIFE MILK

 Cow's pure milk, UHT processed, bacteria free in a tamper-proof tetra-fino pack which keeps this milk fresh for 60 days without refrigeration until opened.

SMART

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 Cow's pure milk, homogenized, double toned UHT processed milk bacteria free in a tamper proof tetra fino pack which keep the milk fresh for 60days without refrigeration until opened. At present the milk is being directly home delivered on request.

 SLIM

 Cow's pure milk, homogenized, Skimmed. UHT processed milk bacteria free in a tamper proof tetra-fino pack which keep the milk fresh for 60 days without refrigeration until opened. Nandini Goodlife slim skimmed milk is 99.5% fat free.

BUTTER MILK

 Nandini spiced Butter Milk is a refreshing health drink. It is made from quality curds and is blended with fresh green chillies, green coriander leaves, asafoetida and fresh ginger. Nandini spiced butter promotes health and easy digestion.

SHUBHAM

 Buffalo's milk, 100% pure pasteurized processed and packed hygienically. This milk has 5% fat and 9% SNF. 

CURD

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 Nandini Curd made from pure milk. It's thick and delicious. Giving you all the goodness of homemade curds.

Available in 200gms and 500gms sachet.

GHEE

 A taste of purity. Nandini Ghee, made from pure butter. It is fresh and pure with a delicious flavour. Hygienically manufactured and packed in a special pack to retain the goodness of pure ghee.

MYSORE PAK

 Fresh and tasty, Nandini Mysore Pak is made from quality Bengal Gram, Nandini Ghee and Sugar. It's a delicious way to relish a sweet moment

 GULAB JAMOON MIX 

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 Great way to those soft and juicy jamoon treats at home! Nandini Gulab Jamoon Mix is made from Nandini skimmed milk powder, maida, soji and Nandini Special Grade Ghee.

 PEDA

 No matter what you are celebrating! Made from pure milk, Nandini Peda is a delicious treat for the family.

PANEER

 Pure and tasty dishes with Nandini Paneer! A fresh, nutritive product made by coagulating pure milk, it is an excellent source of milk protein. Nandini paneer is ideal for vegetarian dishes such as mutter paneer, sag paneer and various other dishes

BUTTER

 Rich, smooth and delicious. Nandini Butter is made out of fresh pasteurised cream. Rich taste, smooth texture and the rich purity of cow's milk makes any preparation a delicious treat.

Chapter 4:- Theoretical Perceptive

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If one wants to know what type of people use milk, what they think of, television

commercials, or why they buy particular brands of milk, the natural procedure is to ask them.

Thus, the questionnaire method has come to be the more widely used of the two data

collection method. Many consumers are now familiar with the “We are making a survey”, and

then proceeds to ask a series of questions. Some interviews are conducted in person, others by

telephone, and others by mail. Each of these has its special advantages and disadvantages and

limitations. The questionnaire method in general, however, has a number of pervasive

advantages and disadvantages. Discussion of particular variations will be more meaningful if

these characteristics of the general methods are brought out first.

A questionnaire consists of list of questions to be asked from the respondents and the space

provided to record the answer / responses. Questionnaire can be used for the personal

interviews, focus groups, interviews. The choice among these alternatives is largely

determined by the type of information to be obtained and by the type of respondents from

whom it is to be obtained. The common factor in all varieties of the questionnaire method is

this reliance on verbal responses to question, written or oral.

Questionnaire in the project consists of:

Multiple choice questions

Multiple choice questions:

Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time saving and less biased. It also simplifies the tabulating process

In this type respondents are free to answer in their words and express the ideas they think are relevant, such questions are good as first questions or opening questions. They introduce the subject and obtain general reaction.

Chapter 5:- RESEARCH METHODOLOGY

50

SAMPLE DESIGN

SAMPLE UNIT: - All working people are included both the genders i.e. males and females

irrespective of their education level.

SAMPLE SIZE: -

Customers – 80

Retailers - 20

SAMPLE REGION: - Hubli city

SAMPLING PROCEDURE: - Random Sampling

DATA COLLECTION METHOD

PRIMARY DATA

Primary data is collected through a self administrated questionnaire. This questionnaire aims

to gather information related to various milk brands

SECONDARY DATA

Secondary data is collected through magazines, research papers, internet etc.

Data collection

51

Questionnaire design

As the questionnaire is self administrated one, the survey is kept simple and user friendly.

Words used in questionnaire are readily understandable to all respondent. Also technical

jargons are avoided to ensure that there is no confusion for respondents.

Definition of the Problem

The study of opportunity for milk companies in the market is a sum total of different

analytical survey of different milk companies in the Hubli area. In one sense, we can say that

it is determination of how much market captured by different milk companies

Changing lifestyles

Rising per capital income, increased literacy and fast urbanization have caused fast growth

and change in demand patterns. The rising aspiration levels, increase in spending power has

led to a change in the consumption pattern.

Geographical area of study

This geographical area is concerned to the where I conducted serve to analyze which is the

best milk brand in the Hubli city’s.

I conducted serve in the serve in Hubli City areas like Gokul road, CBT, Aruna colony,

Navanagar, Maruti Nagar, Sirur park circle, Desh pandye nagar, and Akshay Park, Lingaraj

nagar etc.

52

Chapter 6:- Data analysis and interpretations using various charts and graphs

Advertising in print media

Advertising in television media

Shopkeepar

2.5 7.5 12.5 17.5 22.5 27.5 32.5 37.5 42.5 47.5Advertising in print media

Advertising in television media

Shopkeepar

Series1 34 46 20

How do you know about nandini milk?

53

3 liters 2 liters 1 liters 500ml 200ml

Series1 5 12 30 49 4

2.5

7.5

12.5

17.5

22.5

27.5

32.5

37.5

42.5

47.5

Quantity used by you?

Axis Title

54

Yes No

Series1 72 28

5

15

25

35

45

55

65

75

Do you prefer Nandini brand milk?

55

Quality

Price

Taste

Thickness

Availability

5 15 25 35 45 55 65 75Quality Price Taste Thickness Availability

Series1 72 0 0 8 20

A: If yes because of

56

Your Self Home Delivery

Series1 56 44

5

15

25

35

45

55

How do you purchase nandini milk?

57

Standerd milk Full cream milk Shubham milk Loose milk

Series1 24 12 54 10

5

15

25

35

45

55

What type of nandini milk do you use?

58

Excellence12%

Good82%

Fair4%

Poor2%

Over all experience with nandini milk?

59

Retailers

Nandini Aditya Srikrishna All Brands

Series1 0 0 0 100

10

30

50

70

90

110

What are the milks you usually keep in your shop?

60

Yes92%

No8%

Does packing play major role in promoting sales?

61

At M.R.P90%

More than M.R.P10%

At what price you sell the milk?

62

Price2%

Quality64%

Availability34%

Customer purchase milk because of?

63

Good

Excellent

Bad

Average

5 15 25 35 45 55 65Good Excellent Bad Average

Series1 28 2 8 62

Behavior of supply persons?

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Chapter 7:- Findings

Customers

There is 100% of the respondents are aware of Nandini brand

96 % of the respondents have observed the advertisements of Nandini Milk and

Milk products. Among 80% respondents who have observed the

advertisements, (80%) feel that the advertisements were informatory.

Quality was given more importance with 72%, and then the next importance is

given for Availability with 20% response. thickness comes next with 08%,

where as the fat content carries very less importance with purchasing milk and

milk products

Nandini Shubham milk carries highest of 54% of awareness, the next is

Standard Milk which carries the 24% of awareness.

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Findings

Retailers

These are the question which denotes the nandini whole and sole picture about its product and

its quality as well as services provided by nandini and its distributors.

According to my findings in survey area there are 96% of retailer are fully satisfied

with the quality of products and remaining 4% retailers are not satisfied with the

quality of the product.

There are 76% retailers who are satisfied with the quality services provided by the

distributors but there are 24% of the retailers who are not satisfied with the services

provided by the distributors

Customer are demanding Nandini product but there are no distributor provided to

some shop, so they have to sale other brand.

Sometimes distributor delivers product when exp date comes to close.

This retailer wants to sale nandini product but there is no distributor them.

Replacement is not done if product rotten.

According to my findings in survey area there are 86% retailers who are satisfied with

the way the product are being delivered by distributors but there are 14% retailer who

are not satisfied with the way the product are delivered to them.

The remaining 14% retailers facing the problems as follows:

There are no distributor allotted to the retailers in some backward area

There are many suggestion given by retailers are as follows.

Quality of Nandini is very good.

Increase number of distributors for catering good service.

Provide Nandini milk and milk product delivery in time and in enough quantity

Provide replacement if product is rotten before expired date.

Increase some margin in profit.

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Chapter 8:- Limitations

Limitations of study and difficulties encountered:

Nothing in this universe is free from Limitations and present project is not an Acceptation

to it. Due to certain restrictions on the part of potential customers as well as actual

customers and Suppressed and based responses from them, appropriate Figure for relevant

data and their interpretation precisely this has been my personal experience while carrying

out the present study. Some of the limitations I found and difficulties encountered can be

enumerated as under:

Annual reports and journals in the company were not readily available.

Due to time and budgetary constraint, the sample size is restricted.

The salesmen at the outlets showed their discontent with the tight schedule.

Most of the retail respondents showed their discontent with the company for its

unsystematic distribution, replacement, short supply, incentives, and margin so

they were reluctant to talk about the company.

People of the region were not conscious about the survey, so they were not much

supportive.

Many people do not know themselves why they use any particular brand as their

answer is “we use ……brand because we like it” so the actual reason behind their

liking is not confirmed. Many retailers do not like to interact because of their

business. People are not interested to fill questionnaire as they think it wastage of

time, this is again because of less scope of research in India

67

Chapter 9:- Expected contribution from the study

Nandini is not providing good margin compare to the other brand in spite of retailer

have to sale Nandini products because customers are very brand loyal.

Provide replacement if product is being rotten before expired date.

Nandini should concentrate on pause area as well as backward area too

Nandini should provide some scheme as other company is providing.

The company should also look in to consumer’s relationship management. A growing

trend by which the company can succeed in winning customers confidence and

satisfaction.

The company needs to have a constant touch and communication with the consumers

and continuously needs. To get feedback from them and make necessary arrangements

and corrections to cater the needs of customers.

In many areas there are no Nandini parlors, or dairy. Counters etc., it is better to open

the counters or parlors, in order to provide milk to the consumers to provide for

availability of Nandini products, in all areas.

I concluded that nandini has a very good image in the eye of its customer,

has a very good brand name. But one thing I come to know that its distribution channels in not

good in some wards and because of which retailers has to face many problem.

I also saw that the price of nandini product is high as compare to its

competitor product and hence nandini competitors are able to attract consumer towards their

product.

Another thing is that nandini don’t give the replacement offers to the retailers

and because of which retailers are very much dissatisfied.

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Appendix

Copies of questionnaire

Copies of form(s)

From the company

Bibliography

69

HET’s INSTITUTE OF MANAGEMENT STUDIES HUBLI

This survey is an “Organisational Study & Marketing Distribution Channels towards Karnataka Milk Federation (KMF)” to know the common public opinion on the nandini milk & other milk dairy. This survey is for academic purpose only and the data collected will be

kept confidential.

SECTION -1

Name: ____________________ Date: - / /2010

Address: ________________________________

Age: 20-30 30-40 40-50 50-60

Gender: Male Female

Education qualification: Under graduation Graduation Post graduation

Profession: Business man Govt Employee Pvt Employee Student

Contact no: _______________________

SECTION-2

Q.no.1: Do you know about Nandini Brand Milk and Milk products?

(a) Yes (b) No

Q.no.2: How do you know about nandini milk?

(a) Advertising in print media (b) Advertising in television media (c) Shopkeeper

Q.no.3: Quantity used by you?

(a) 3 liters (b) 2 liters (c) 1 liters (d) 500ml (e) 200ml

Q.no.4: Do you prefer Nandini brand milk.

(a) Yes (b) No

A: If yes because of (a) Quality (b) Price (c) Taste (d) Thickness (e) Availability

B: If no any reason __________________________________

Q.no.5: How do you purchase nandini milk?

(a)Yourself (b) Home Delivery

Q.no.6: What type of nandini milk do you use?

(a) Standard milk (b) Full cream milk (c) Toned Milk (d) Loose Milk

Q.no.7: Over all experience with nandini brand?

(a) Excellence (b) Good (c) Fair (d) Poor

Thank You

70

HUBLI EDUCATION TRUSTINSTITUTE OF MANAGEMENT STUDIES HUBLI

This survey is an “Organisational Study & Marketing Distribution Channels towards Karnataka Milk Federation (KMF)” to know the retailer opinion on the nandini milk products & other milk products. This survey is for academic purpose only and the data collected will be

kept confidential.

RETAILER SURVEY

Name of the shop ___________________________

Address ___________________________

Telephone No . ___________________________

Q.no.1: What are the milks you usually keep in your shop?

a) Nandini b) Aditya c) Srikrishna d) All Brands

Q.no.2: Does packing play major role in promoting sales?

a) Yes b) No

Q.no.3: At what price you sell the milk?

a) At M.R.P. b) Less than M.R.P. c) More than M.R.P.

Q.no.4: Customer purchase milk because of?

a) Price b) Quality c) Availability

Q.no.5: Behavior of supply persons?

a) Good b) Excellent c) Bad d) Average

Q.no.6: Product delivery time?

71

a) Good b) Bad

Thank

You

Bibliography

1) Text books

Marketing and Distribution Channels

Suja.R.nair

Marketing Research

K. Ashwathappa

Marketing management

Philip Kotler

Marketing management

Rajan Saxena

2) Journals & Magazines

3) Internet

www.Google.co.in

www.kmf.com

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