A Study of Consumer

Attitude towards
Dhoodh-Dhoodh Ad
Campaign


2014
CONSUMER BEHAVIOR MINI PROJECT
AAYUSHI SINGH (221002)
ABHINAV SINGH (221009)
ANKIT KUMAR (221026)
ANURAG KUMAR VERMA (221031)
DEEPTIMAN DAS GUPTA (221039)
GAGANDEEP SINGH (221046)

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Contents
Acknowledgement .................................................................................................................................. 3
Executive Summary ................................................................................................................................. 4
Chapter-1: Introduction .......................................................................................................................... 5
Indian Dairy Industry: A Glimpse ........................................................................................................ 6
An Overview of Milk Production Pattern in India ............................................................................... 7
Milk Processing ................................................................................................................................... 8
Consumption ....................................................................................................................................... 8
Domestic Consumption ................................................................................................................... 9
Trade Policy ....................................................................................................................................... 10
Trade ............................................................................................................................................. 11
Trade Policy ....................................................................................................................................... 12
Structure of Indian dairy Industry ..................................................................................................... 13
Production Policy .............................................................................................................................. 14
Regulation of Milk and Milk Products in India .................................................................................. 16
Areas of Production ...................................................................................................................... 18
India Facts and Figures .................................................................................................................. 18
Major Export Destinations (2008-09) ........................................................................................... 18
Operation Flood Era ...................................................................................................................... 18
About the doodh doodh campaign ............................................................................................ 19
Objective of the advertisement .................................................................................................... 19
Chapter 2: LITERATURE REVIEW ........................................................................................................... 20
Chapter 3: METHODOLOGY .................................................................................................................. 26
Chapter 4: ANALYSIS ............................................................................................................................. 28
QUESTION-1 ...................................................................................................................................... 29
QUESTION 2 ...................................................................................................................................... 31
QUESTION 3 ...................................................................................................................................... 35
QUESTION-4 ...................................................................................................................................... 38
Chapter 5: CONCLUSION ....................................................................................................................... 43
Chapter-6: REFERENCES ........................................................................................................................ 45
Chapter-7: APPENDIX ............................................................................................................................ 46
NATIONAL DAIRY DEVELOPMENT BOARD (NDDB) ........................................................................... 48
Some of the leading dairy product companies in India are: ......................................................... 50

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Acknowledgement
Our heartfelt gratitude and warm salutations are due to Dr. Anupam Narula, (Faculty
Marketing), for inculcating in us the principles of dedication and hard work, and behind
every fruitful endeavour lie the advice, guidance and inspiration of all the people directly or
indirectly involved with the report.
We wish to express our gratitude to all the people involved in the completion of this report.
We are thankful to all of them for their help and encouragement throughout the completion
of the report. They have been a constant source of support for us.

Aayushi Singh (221002)
Abhinav Singh (221009)
Ankit Kumar (221026)
Anurag Kumar Verma (221031)
Deeptiman Das Gupta (221039)
Gagandeep Singh (221046)
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Executive Summary
In the very beginning the project talks about the general scenario of Dairy Industry in India
and then it mentions about the milk production facts and figures in India. Further down few
lines, it also analyzes domestic consumption details of milk. The Ad campaign of 'Doodh,
Piyo Glass Full' was the part of Operation Flood, hence prior to the details of this Ad
Campaign, the report also talks about Operation Flood in detail.
After collecting and analysing all this information, we stepped on to take the questions
which were the part of this case.
Answer to the first question talks about the 4 properties of attitude which could have been
influenced by this ad campaign which in turn changed the attitude of the consumers
towards milk.
Then answer to the second question of the case talks about the awareness of the ethnic
issues which are associated with the ad campaigns like Dhoodh, Piyo Glass Full, which
influence the consumption of milk. It also talks about the variations in such issues across the
campaigning of different milk product.
The third part of the case talks various situations which might affect the attitude towards
the consumption of any perishable product in general (taking particularly milk into account).
The last part deals with the attitude towards the ad model used in this campaign. We
analyse the power of feelings in understanding the effects of advertising. Also, we study
through a flowchart what led to the requirement of this campaign.


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Chapter-1: Introduction









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Indian Dairy Industry: A Glimpse
Dairy activities have traditionally been integral to Indias rural economy. The country is the
worlds largest producer of dairy products and also their largest consumer. Almost its entire
produce is consumed in the domestic market and the country is neither an importer nor an
exporter, except in a marginal sense.
Despite being the worlds largest producer, the dairy sector is by and large in the primitive
stage of development and modernization. Though India may boast of a 200 million cattle
population, the average output of an Indian cow is only one seventh of its American
counterpart. Indian breeds of cows are considered inferior in terms of productivity.
Moreover, the sector is plagued with various other impediments like shortage of fodder, its
poor quality, dismal transportation facilities and a poorly developed cold chain
infrastructure. As a result, the supply side lacks in elasticity that is expected of it.
On the demand side, the situation is buoyant. With the sustained growth of the Indian
economy and a consequent rise in the purchasing power during the last two decades, more
and more people today are able to afford milk and various other dairy products. This trend
is expected to continue with the sector experiencing a robust growth in demand in the short
and medium run. If the impediments in the way of growth and development are left
unaddressed, India is likely to face a serious supply - demand mismatch and it may gradually
turn into a substantial importer of milk and milk products.
Fortunately, the government and other stakeholders seem to be alive to the situation and
efforts to increase milk production have been intensified. Transformations in the sector are
being induced by factors like newfound interest on the part of the organized sector, new
markets, easy credit facilities, dairy friendly policies by the government, etc. Dairy farming is
now evolving from just an agrarian way of life to a professionally managed industry the
Indian dairy industry. With these positive signals, there is hope that the sector may
eventually march towards another white revolution. (IMARC, 2013)
Dairy industry is of crucial importance to India. The country is the worlds largest milk
producer accounting for more than 13% of worlds total milk production. It is the worlds
largest consumer of dairy products, consuming almost 100% of its own milk production.
Dairy products are a major source of cheap and nutritious food to millions of people in India
and the only acceptable source of animal protein for large vegetarian segment of Indian
population, particularly among the landless, small and marginal farmers and women.
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Dairying has been considered as one of the activities aimed at alleviating the poverty and
unemployment especially in the rural areas in the rain-fed and drought-prone regions. In
India, about three-fourth of the population live in rural areas and about 38% of them are
poor. In 1986-87, about 73% of rural households own livestock. Small and marginal farmers
account for three-quarters of these households owning livestock, raising 56% of the bovine
and 66% of the sheep population. According to the National Sample Survey of 1993-94,
livestock sector produces regular employment to about 9.8 million persons in principal
status and 8.6 million in subsidiary status, which constitute about 5% of the total work
force. The progress in this sector will result in a more balanced development of the rural
economy.
An Overview of Milk Production Pattern in India
Economic growth and a growing population are driving dairy demand up at a greater pace
than Indias dairy producers are able to expand production. According to Indias National
Dairy Development Board (NDDB), demand is growing at approximately 6 to 8 percent,
nearly double the growth rate of production. Given Indias general preference for vegetarian
and dairy-based protein sources, demand from Indias emerging middle class is pushing up
dairy prices, leading to new interest in dairy production as a commercial activity. As a result,
Indias dairy production continues to expand to record levels.
Indias dairy sector is made up of millions of farmers, the vast majority of whom milk fewer
than five animals. Indian dairy production is frequently described as following a low input,
low output model, implying that farmers typically maintain extremely low costs of
production, but also maintain some of the herd yields of any country in the world. Animal
feeding is heavily dependent on agricultural by-products. Commercially prepared feed,
while available, is not extensively used. (Note that while some input-intensive, high-
productivity dairies are functioning in India, these dairies are not widespread throughout
the country and make up a small portion of total dairy production.)
Post forecasts calendar year (CY) 2014 fluid milk production at a record 140.6 million tons,
approximately 4.5 percent more than CY 2013 on the assumptions of a normal monsoon,
increased demand for milk and dairy products and rising consumer income. CY 2013 fluid
milk production has been marginally decreased and estimated at 134.5 million tons. (GAIN,
2013)
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Production of non-fat dry milk (NFDM) is largely a function of flush season fluid milk
availability and lean season demand. As that India continues to take measures to increase
the quantity of milk powders available to Indian consumers, NFDM production is expected
to grow in correlation with increased fluid milk output. (In 2011, India prohibited NFDM
exports as well increased the quota on duty-free milk powder imports from 30,000 metric
tons to 50,000 metric tons- see TRADE section). Additionally, industry reports that
prevailing
1

Milk Processing
The milk processing industry is small compared to the huge amount of milk produced every
year. Only 10% of all the milk is delivered to some 400 dairy plants. A specific Indian
phenomenon is the unorganised sector of milkmen, vendors who collect the milk from local
producers and sell the milk in both, urban and non-urban areas, which handles around 65-
70% of the national milk production.
In the organised dairy industry, the cooperative milk processors have a 60% market share.
The cooperative dairies process 90% of the collected milk as liquid milk whereas the private
dairies process and sell only 20% of the milk collected as liquid milk and 80% for other dairy
products with a focus on value-added products.
Consumption
CY 2014 fluid milk consumption is set to match 2014 fluid milk production. Indian
consumption of NFDM for CY 2014 is forecast at 425,000 metric tons, assuming increased
exports and little imports from CY 2013. Due to an increased demand for reconstituted milk
during the lean season (April-August) and consistent exports of NFDM, CY 2013
consumption estimates are revised lower at 420,000 metric tons. Butter consumption is
forecast to match domestic production in 2014.
India is not only a leading milk producer but is also the largest consumer of milk in the
world. According to industry estimates, the Indian dairy consumption market has grown at
an annual rate of 6.8% over the last decade. The major factors driving growth in milk
consumption are increased demand due to population growth, greater affordability due to

1
USDA Foreign Agriculture Service: Report by Global Agricultural Information Network
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increased disposable incomes, increasing awareness and availability of dairy through retail
and foodservice segments and increased consumer interest in high protein diets. As per the
National Sample Survey 66th Round, July 2009-June 2010 on the Nutritional Intake in India
and Household Consumption of Various Goods and Services in India, the contribution of
milk and milk products to protein intake has risen from 3 percent in the lowest decile class
to 15 percent in the highest in the rural sector and from 5 percent to 18 percent in the
urban sector. The share of milk and milk products is 7.6 percent of consumer expenditure in
rural areas as compared to 6.9 percent for urban areas.
Of the milk produced, 40 percent is used or consumed on-farm, and 60% is sold. Industry
sources report that of milk sold 70% goes through the unorganized sector, and only 30%
through the organized sector (16 percent by cooperatives and 14 percent by large private
processors). According to a Rabobank report, Indias formal dairy market size is USD 10
billion and it is expected to grow at a CAGR of 13-15 percent. The formal market comprises
cooperatives and private players who control the supply chain linkages. Little research is
carried out on Indias vast informal dairy sector. The informal dairy market is largely
fragmented and is a challenging environment due to its high-volume and low-margin
business of indigenous products, the supply-constrained value-chain for quality products
and insignificant trade opportunities due to ever-changing trade regulations. While market
players indicate that the informal sector is slowly being overtaken by the formal sector,
there are no hard data to verify in what proportions Indias dairy market is divided between
the formal and informal sectors. Within the formal sector, private dairy players are investing
in formalizing milk procurement and focusing on marketing value-added products. Some of
the private dairy processing players in India have now become strong regional players and
are aiming to become national players in the next few years.
Given strong prices, increasing production, growing urban population and consumer
preferences and trust for branded milk products, it is possible that the unorganized sectors
market share is slowly decreasing. (GAIN, 2013)
Domestic Consumption
The huge volume of milk produced in India is consumed almost entirely by the Indian
population itself, in a 50-50 division between urban and nonurban areas. Increasingly,
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important consumers of the dairy industry are fast-food chains and food and non-food
industries using dairy ingredients in a wide range of products.
Trade Policy
India allows imports of milk and milk products without quantitative limitations, although
tariff rate quotas apply and an import permit is required. NFDM imported above the TRQ
attracts a 60 percent basic duty and above quota butter oil imports are charged a 30
percent basic duty. Table 1, at the end of this report, gives an account of the tariff structure
of various dairy products.
Although India allows milk and milk product imports, in most cases both import permits and
sanitary certificates are required. For the import of livestock products (including milk and
milk products), an applicant has to apply at least 30 days in advance with form A/B
(Department of Animal Husbandry and Dairying). Exports of U.S. dairy products to India are
effectively prohibited under Indias current dairy sanitary import protocol. Imported dairy
products, like domestic dairy products, must adhere to all relevant food safety laws and
quality standards. These include the quality standards set by the Bureau of Indian Standards
(BIS) as well as the food safety standards covered in the Food Safety and Standards
Regulation, 2011.
On November 21, 2012, India revised its tariff rate quota (TRQ) on dairy products falling
under harmonized system (HS) code 040210 and 04022100 (SMP). Under the notified TRQ,
India will permit imports up to 10,000 metric tons (MT) of SMP per fiscal year at a tariff rate
of 15 percent. Quantities above 10,000 MT will incur a 60 percent tariff. For details, refer to
IN2154. (Service, 2011)
On November 22, 2012, the Government of India (GOI) lifted its ban on the export of dairy
products falling under HS code 0402. This includes milk and cream, concentrated and/or
sweetened milk and cream, whole milk powder, dairy whitener and infant milk foods.
Industry sources state that this action will have little consequence on trade, as the majority
of Indias dairy product exports are skim milk powder (SMP) and casein, both of which were
permitted for export on June 8, 2012. For details, refer to IN2154.
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In March, 2013, the Department of Animal Husbandry, Dairying and Fisheries (DADF) of the
Ministry of Agriculture, Government of India (GOI) posted revised guidelines on its website
for the import and export of bovine genetics to India. For more details please refer to the
Revised Guidelines for Import/Export of Bovine Germplasm.
On June 11, 2013, the Food Safety and Standards Authority of India extended the import
prohibition on milk and milk products from China for an additional year until June 22, 2014.
The ban includes milk, milk products, chocolates and chocolate products, candies,
confectionary, and food preparations made with milk or milk solids originating in China. For
more details, please refer to FSSAI Advisory.
On June 11, the Government of India, Ministry of Commerce and Industry amended the
Directorate General of Foreign Trades (DGFT) Import Policy 2012 and broadened the
number of HTS chapters for which a certificate complying with the Ministry of Agricultures
livestock import requirements will be required. (GAIN, 2013)
Trade
In spite of having largest milk production, India is a very minor player in the world market.
India was primarily an import dependent country till early seventies. Most of the demand-
supply gaps of liquid milk requirements for urban consumers were met by importing
anhydrous milk fat / butter and dry milk powders. But with the onset of Operation Flood
Programme, the scenario dramatically changed and commercial imports of dairy products
came to a halt except occasional imports of very small quantities. In the 1990s, India started
exporting surplus dairy commodities, such as SMP, WMP, butter and ghee.
India now has indisputably the world's biggest dairy industryat least in terms of milk
production; last year India produced close to 100 million tonnes of milk, 15% more than the
US and three times as much as the much-heralded new growth champ, China.
Appropriately, India also produces the biggest directory or encyclopaedia of any world dairy
industry. The dairy sector in the India has shown remarkable development in the past
decade and India has now become one of the largest producers of milk and value-added
milk products in the world.
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Trade Policy
India allows imports of milk and milk products without quantitative limitations, although
tariff rate quotas apply and an import permit is required. NFDM imported above the TRQ
attracts a 60 percent basic duty and above quota butter oil imports are charged a 30
percent basic duty. Table 1, at the end of this report, gives an account of the tariff structure
of various dairy products.
Although India allows milk and milk product imports, in most cases both import permits and
sanitary certificates are required. For the import of livestock products (including milk and
milk products), an applicant has to apply at least 30 days in advance with form A/B
(Department of Animal Husbandry and Dairying). Exports of U.S. dairy products to India are
effectively prohibited under Indias current dairy sanitary import protocol. Imported dairy
products, like domestic dairy products, must adhere to all relevant food safety laws and
quality standards. These include the quality standards set by the Bureau of Indian Standards
(BIS) as well as the food safety standards covered in the Food Safety and Standards
Regulation, 2011.
On November 21, 2012, India revised its tariff rate quota (TRQ) on dairy products falling
under harmonized system (HS) code 040210 and 04022100 (SMP). Under the notified TRQ,
India will permit imports up to 10,000 metric tons (MT) of SMP per fiscal year at a tariff rate
of 15 percent. Quantities above 10,000 MT will incur a 60 percent tariff. For details, refer to
IN2154. (Service, 2011)
On November 22, 2012, the Government of India (GOI) lifted its ban on the export of dairy
products falling under HS code 0402. This includes milk and cream, concentrated and/or
sweetened milk and cream, whole milk powder, dairy whitener and infant milk foods.
Industry sources state that this action will have little consequence on trade, as the majority
of Indias dairy product exports are skim milk powder (SMP) and casein, both of which were
permitted for export on June 8, 2012. For details, refer to IN2154.
In March, 2013, the Department of Animal Husbandry, Dairying and Fisheries (DADF) of the
Ministry of Agriculture, Government of India (GOI) posted revised guidelines on its website
for the import and export of bovine genetics to India. For more details please refer to the
Revised Guidelines for Import/Export of Bovine Germplasm.
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On June 11, 2013, the Food Safety and Standards Authority of India extended the import
prohibition on milk and milk products from China for an additional year until June 22, 2014.
The ban includes milk, milk products, chocolates and chocolate products, candies,
confectionary, and food preparations made with milk or milk solids originating in China. For
more details, please refer to FSSAI Advisory.
On June 11, the Government of India, Ministry of Commerce and Industry amended the
Directorate General of Foreign Trades (DGFT) Import Policy 2012 and broadened the
number of HTS chapters for which a certificate complying with the Ministry of Agricultures
livestock import requirements will be required. (GAIN, 2013)
Structure of Indian dairy Industry
In India, Operation Flood (since 1970) introduced co-operatives into the dairy sector with
the objectives of increasing milk production, augmenting rural income, and providing fair
prices for consumers. The village milk producers co-operative (a voluntary association of
milk producers in a village who wish to market their milk) is the fundamental unit in the
cooperative systemEach producers milk is getting money on the basis of quality of milk (fat
and solids-not-fat percentage). In addition to milk collection, the societies are also provided
other services such as cattle feed, artificial insemination (AI), and veterinary services. Village
milk producers co-operatives in a district are members of their district co-operative milk-
producers union. The Union processes buys milk from the all societies and then markets
fluid milk and products. Most Unions also provide a range of inputs and services to the
village societiesfeed, veterinary services, artificial insemination, and other servicesand
have milk-processing plants to convert seasonal surpluses of liquid milk into milk powder
and other conserved products. This allows the Union to ensure better returns to its
members. (Rajendran et al., 2004)
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Production Policy
Indian dairy policy is currently focused on increasing milk output. The NDDB has created a
National Dairy Plan, (NDP) with the overall objective of meeting Indias growing demand
for dairy products and putting India on the path to sustainability in milk production.
Although the NDP is not yet finalized, it is envisaged to span over a 15-year period with an
estimated outlay of more than 3 billion U.S. dollars in various phases. The plan aims to
increase milk production to 180 million tons by 2020, bringing about a second White
Revolution in India. (The White Revolution was the program which oversaw the creation of
Indias milk marketing system and helped India to become one of the worlds largest dairy
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producers). The plan further envisages this transformation to occur through activities
including improved artificial insemination (AI) and breeding services, improved cattle feed
manufacturing, and expanding/strengthening milk processing infrastructure. The plan also
proposes to enhance the share of milk from organized (Service, 2011) sector in total
marketable surplus. The Government of India (GOI) is exploring World Bank assistance to
bring down the cost to the government.
In addition to the National Dairy Plan, the Department of Animal Husbandry, Dairying and
Fisheries (DAHD), Ministry of Agriculture, implemented four schemes in the dairy sector
during 11th plan period (2007-2012). These are:
1. Intensive Dairy Development Program (IDDP): This program is being implemented by the
State Dairy Federations/District Milk Union and has the following six objectives:
Development of milk cattle.
Increase milk production by providing technical inputs services.
Procurement, processing and marketing of milk in a cost effective manner.
Ensure remunerative prices to milk producers.
Generate additional employment opportunities.
Improve the social, nutritional and economic status of residents of comparatively
more disadvantaged areas.

The GOI has approved continuance of this program for the financial year 2011-12 (April-
March). Details are available at: Administrative approval for continuance of Centrally
Sponsored Scheme (IDDP) 2011-12
2. Strengthening infrastructure for quality & clean milk production: This program is being
implemented through the State Government by District Cooperative Milk Unions/State
Level Milk Federations. The objectives of the program are:
Creation of necessary infrastructure for production of quality milk at the farmers
level up to the points of consumption.
Improvement of milking procedures at the farmer level.
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Training and Strengthening of infrastructure to create mass awareness about
importance of clean milk production

3. Assistance to Cooperatives: The program is being implemented by the concerned District
Co-operative Milk Unions/State Dairy Federations. The objective of the program is to
revitalize underperforming dairy co-operative unions at the district level and co-operative
federations at the State level.
4. Dairy Entrepreneurship Development Scheme: This program is being implemented
through the National Bank for Agriculture and Rural Development (NABARD), starting in
September 2010 and has the following objectives:
Setting up modern dairy farms for the production of clean milk.
Encouraging heifer calf rearing for conservation and development of good breeding
stock.
Creating structural changes in the unorganized sector so that initial processing of
milk can be taken up at the village level.
Upgrading of technology to handle milk on a commercial scale.

Regulation of Milk and Milk Products in India
The new Food Safety and Standards Authority of India (FSSAI) is charged with regulating
food safety in India. Under the mandate of the Food Safety and Standards act of 2006, the
FSSAI has consolidated various food laws, including the Milk and Milk Products Regulation
(MMPR) 2009, into one umbrella regulation known as the Food Safety and Standards
Regulation, 2011. The Food Safety and Standards Rules and Regulation 2011 was enforced
nationwide on August 5, 2011. Among various food products, the regulation also regulates
the production, distribution, and supply of milk products; establishes sanitary requirements
for dairies, machinery, and premises; and sets quality control standards for milk and milk
products. Although minimal changes are expected to Indias existing food safety laws, the
Food Safety and Standards Regulation proposed a new definition for cheeses which would
prohibit the use of animal-derived rennet. These regulations apply equally to domestic and
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imported food. For details please refer to IN1174 on India Enforces the New Food Safety
Law.
The Food Safety and Standards Regulations require that a food business operator
(including food processors, manufacturers, exporters, or importers), shall hold a license to
carry out his business in India. No person shall commence or carry out any food business
except under a license issued by the FSSAI. At the same time, the operator shall register his
business with the appropriate registration authority. Per the provisions of MMPR, 2009, a
dairy unit handling up to 200 thousand liters per day (TLPD) of milk or 10,000 metric tons of
milk solids per annum, where the entire activity of procurement, processing and marketing
lies within a state or union territory, the registration authority shall be an officer of the
concerned state government or union territory. Dairy units handling more than 200 TLPD of
milk or 10,000 metric tons of milk solids per annum shall be registered by the Central
Registering Authority. Under the new food safety law, food business operators are expected
to assume their responsibility for safety in production, import, distribution, and sale of food.

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The Agricultural and Processed Food Products Export Development Authority (APEDA)
regulated the export and import of dairy products till early 1990s. However, in the new
EXIM Policy announced in April 2000, the Union Government has allowed free import and
export of most dairy products.
Areas of Production
Maharashtra, Himachal Pradesh, Madhya Pradesh, Punjab, Rajasthan, Tamil Nadu are the
major production area of Dairy Products in India.
India Facts and Figures
Concentrated Dairy products such as skimmed milk continue to be the largest item of
export, which together accounts for nearly 78% of net milk and milk products exports during
the year 2008-09. The exports of Dairy Products reached. 70146.77 MT from 69415.44 MT.
Indias export of Dairy products has increased from Rs. 866.56 Crores in 2007-08 to Rs
980.86 Crores in 2008-09.
Major Export Destinations (2008-09)
Egypt, Arab Republic, UAE, Bangladesh, Algeria and Thailand.
Operation Flood Era
Dairy sector witnessed a spectacular growth 1971-96, i.e. Operation Flood era. An
integrated cooperative dairy development programme on the proven model of Anand
pattern was implemented in three phases. The National Dairy Development Board was
designated by the Government of India as the implementing agency. The major objective
was to provide an assured market round the year to the rural milk producers and to
establish linkage between rural milk production and urban market through modern
technology and professional management. Milk production grew from 21 million tonnes in
1970 to nearly 69 million tonnes in 1996 - more than threefold, at the compound growth
rate of 4.5 per cent.
Some ten million farmers were enrolled as members in about 73000 milk cooperative
societies. By 1996, milk cooperatives attained a dominating share of the Indian dairy market
- butter 96%, pasteurized liquid milk over 90%, milk powder 59% and processed cheese 85%.
India was reckoned as a major threat in the dairying world. In retrospect, it was by no means
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an easy task. Let us all salute the visionary and the architect of the white revolution in India,
Dr. Verghese Kurien without whose dynamic leadership all this may not have been possible.
The dairy cooperative movement has continued to grow in the post Operation Flood-era.
About the doodh doodh campaign
One of the most successful and visible beyond brand advertising campaigns in recent times
has been the milk promotion campaign by NDDB. The Indian dairy scene has witnessed a
magical transformation from the time when we did not have enough milk for our own
consumption to todays scenario when we are exporting milk products. The credit for this
turnaround goes to the National Dairy Development Board (NDDB). In spite of a long
tradition of drinking milk, of late, this trend has been on the decline, especially amongst the
urban youth who form a significant market for the product. Milk is being perceived by them
as a plain, boring, drink or mistakenly among the health conscious, as fattening. This
attitudinal block resulted in more milk being earmarked for the production of milk products
or as an intermediary in tea or coffee, than for consumption as a drink. The economic
ramifications of this trend are, needless to say, alarming for the farmers who needed
incentives to produce higher quantities of milk. FCB-Ulka was entrusted with the task of
changing urban attitudes towards milk and replace the boring perception with the cool
one. In a path breaking campaign that had youngsters doing high fives and saying yo to
milk, and mothers making their kids drink to the taste of life, the agency created a legend
that has set new standards in effective advertising while elevating the creative benchmark,
several notches.
Objective of the advertisement
It was decided to boost direct consumption of milk to motivate the farmer to produce more
milk. Therefore, though no one needed to be educated about the benefits of milk, people
were finding enough reasons not to consume milk directly.




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Chapter 2: LITERATURE REVIEW











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Factors affecting fluid milk consumption
Author: O. Kilic1, C. Akbay, G. Yildiz Tiryaki
Agricultural Journals
Abstract
This article identifies consumer characteristics associated with preferences toward fluid milk
alternatives. Using consumer survey data from Samsun province of Turkey and Multinomial
Logit model, unpacked and packed fluid milk preferences were analyzed. Based on the
results, 14.1% of respondents consumed only unpacked fluid milk, 58.2% consumed only
packed fluid milk and 27.7% of respondents consumed both unpacked and packed fluid milk
at least once a weak. Multinomial Logit model results indicated that better educated
household head, higher income households, younger and female household head and
people who agree with unpacked milk is not healthy consume more packed fluid milk than
do others. Moreover, consumers who agree with statement price of packed milk is
expensive compare to unpacked milk were less likely to consume packed fluid milk than do
others.

Culture's Consequences: Dairy Market Opportunities in India
Author: Suku Bhaskaran
Abstract
Public policy dictated by food security and food self-sufficiency objectives has contributed to
rapid increase in India's milk output. However, domestic production cannot match
increasing demand. The opposition to culling non-productive animals and constraints in feed
and fodder production limit India's capacity to expand milk output. Milk and dairy products
are important in the Indian diet, and the social and cultural life of the predominantly Hindu
population. The socio-cultural features of India provide an interesting scenario - religious
and cultural practices limit the capacity to increase domestic output but religious and
cultural practices also contribute to increasing consumption. The reduction in tariff barriers
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and changes to public policy strategies (on food-security and food self-sufficiency) provide
significant market opportunities in the Indian dairy sector.

Advertisements Effect On Food Habits Of Children An Empirical Study
Author: Dr. Ramesh Kumar Miryala
Indian Journal of Commerce & Management Studies
Abstract
Advertisement is the predominant Promotional Mix Variable which is being used in every
industry to get noticed by their prospective customer, and thereby turning them into
lifetime consumers. And these advertisements are also playing their part in shaping the
lifestyle of the individuals at large, whether elders, teenagers or children. Especially, these
advertisements are influencing the lifestyle of the children in much greater fashion, both in
righteous and unrighteous direction. This paper basically explores how the childrens food
habits are being influenced by the advertisements and the mechanism of regulating the
advertisements being aired. Further, this research paper also presents the kinds of
regulations that are in force around the globe to control and regulate the advertisements
targeting the children. Using On-the-Spot sampling method, 100 children, in the age group
of 515, and 50 parents are interviewed with the help of interview schedule and data thus
collected is presented in the form of a pie chart. It is found that the food habits of the
children are categorically influenced by the advertisements. So, it is inevitable for the legal
system to be proactive and control the menace of the advertisements and their undesirable
effects on children. Also, parents need to keep a conscientious eye on their children.

Consumer Behaviour Regarding Branded Milk vis-a-vis Unbranded Milk
Author: Sandeep Singh Virdi* Dyal Bhatnagar** Hardeep Kaur*
Indian management studies circle 11 (2007)- 105-125
Abstract
India's dairy market is multi-layered. It's shaped like a pyramid with the base made up of a
vast market for low-cost milk. Consumers while purchasing dairy products look for
freshness, quality, taste and texture, variety and convenience. How to make milk and milk
products affordable for the large majority with limited purchasing power is essence of the
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challenge in the present scenario. In contrast, with a constant increase in disposable
incomes among the strong middle income class also, the scope of marketing of milk has
widened. Since the consumers are not homogeneous, the consumption pattern of milk like
quantum of purchase, mode of purchase, source of purchase, brand preference etc., is
continually varying. Dairy companies, particularly in Punjab, will have to spend lot of effort
on advertising and other promotional activities. Milk companies are also advised to
strengthen their supply chain and other logistics and use intermediaries to promote and
make their products available to the end consumer.
The socio-economic profile of the consumers, viz. income status, occupational position,
educational level, age and region are the major determinants of the consumption patterns
of milk. Hence, the concentrate of the present study will deliberate on the profile of
consumers, their consumption pattern in milk consumption and its correlates.

Attitude towards the Ad Model
Books: Consumer Behaviour by Schiffman, Kanuk, Kumar and FCB ULKA Brand-Building,
Advertising by Parameswaram
Attitude
In a consumer behaviour context, an attitude is a learned predisposition to behave in a
consistently favourable or unfavourable way with respect to a given object.
Each part of this definition describes an important property of an attitude and is critical to
understanding the role of attitudes in consumer behaviour.
The attitude object.
Attitudes are learned predisposition.
Attitudes have consistency.
Attitudes occur within a situation.
Attitude towards an ad model
The power of feelings in understanding advertising effects
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Traditional advertising-effectiveness research has concentrated on the evaluative
component of the attitude. Subjects have judged ads semantically by stating how well a
number of descriptive adjectives characterize the ad, or have provided written or verbal
reactions to ads in the form of cognitive responses (Belch 1982; Lutz, MacKenzie, and
Belch1983). Although these procedures may result in useful information about how viewers
describe the ad, they may miss entirely hoe the ads make subjects feel. Wright (1985, p .1)
stated this proposition succinctly. He said that when asked to answer questions like Was
the ad convincing? respondents may be responding as critics, not as audience members.
While such critiques may be an important component of attitude towards an ad, expanding
the explanatory variables to include how ads make respondents feel will give additional
insights into the effects of advertising.








The following figure depicts the attitude-towards-the-ad model. As the model depicts, the
consumer forms various feelings (affects) and judgements (cognitions) as a result of
exposure to an ad. These feelings and judgements in turn affect the consumers attitude
towards the ad and beliefs about the brand secured from exposure to the ad, and these two
factors in turn influence the consumers attitude towards the brand.

The problem flowchart which led to the requirement of the advertisement
Feelings from
the Ad Judgements
about the Ad
Attitude
towards the
Ad
Beliefs about
the Brand
Attitude
towards the
Brand
Exposure to
an Ad
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Consumption
Greater incentives for farmers
to boost production
Export
Incentive for farmers to boost
production further
Direct consumption of milk boosted which leads to...
No incentive for farmers
Gives a competitive
edge but Price Drop
Increase in Supply
of Milk
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Chapter 3: METHODOLOGY













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This project is mainly a secondary research on the change in attitude and behaviour in the
milk consumption of people after the Doodh Doodh campaign of Amul India.
For this purpose, the extensive use of the online articles, e-books, marketing journals and
online databases has been made.
The advertisement was on air back in 1996 and we have used qualitative and quantitative
data from the studies and researches conducted during the last decade. Therefore, the
results are indicative of that time have been used.
















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Chapter 4: ANALYSIS












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QUESTION-1
FOUR PROPERTIES OF ATTITUDE AND HOW COULD THE CAMPAIGN USE IT FOR
INFLUENCING BEHAVIOUR
Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way
with respect to a given object.

The four properties of attitudes which the campaign could use to influence attitudes toward
the product are:
1. The Object property It would be interesting to study the tangible or focal point as
an object which could even be an action. The attitude must have an object. Here the
object is consumption of milk. The campaign rightly focuses on its object by showing
people from different age groups, communities, professions, etc consuming and
relishing milk. Milk as shown in this ad can be consumed in all the four seasons. All
aspects focus on the object of the campaign. They have even focused on various
ways that milk can be consumed, flavored or plain white. The ad is so designed that
just by looking at it one will easily be attracted to drink milk.
2. Learned disposition General agreement has it that attitudes are learned as a
result of direct experience, word of mouth, mass media ads, internet, etc. The
product over here is a one which almost everyone has had direct experience of
Attitude
Object property
Learned
disposition
Consistency
Situation
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consuming it. Thus people will easily relate to the marketing campaigns focusing on
its benefits and its consumption. As they can relate to the ad easily because of their
past habits of consuming milk, it would have wider acceptance amongst people. The
ad clearly shows that milk consumption leads to healthy and fit life. It even shows
how relationships develop over a glass of milk. The taste aspect has been greatly
focused. The campaign should bring out the real benefits derived out of milk
consumption. It should focus on different kinds of drinks and flavored shakes that
could be made out of milk as people can easily experiment with it and realize its
benefits. Thus the earlier experience with milk can be further enhanced and
modified towards better consumption of milk. The ad could also be enhanced if
some focus is given to the overall process of packing the milk and processing it.
3. Consistency Attitude is such an attribute of a human being that it keeps on
changing based upon the experiences. If a person is a regular consumer of cold drink
then he would not like to substitute milk for cold drinks but under situations like
impurities in cold drinks might change their attitudes. The campaign could majorly
focus on its purity and insecticide free nature. Time and again there have been
reports of adulteration in these soft drinks which actually works in favour of milk. In
todays society where people are sensitive towards health related issues, the ad
campaign could focus on health benefits in milk consumption and even cosmetic
benefits out of it. This will particularly relate to consumers need for healthier
lifestyle. This will also build consistency in positive attitude towards the object of the
campaign.
4. Situation Situational factors influence attitudes to a great extent. In case of milk
consumption, situations like rising inflation in food prices will negatively affect its
consumption. During festival season there are reports of an idol of a deity consuming
milk that surely increases the demand for milk and the awareness as well. People
who are very religious will look to consume milk just because the idol of their deity is
having it. Taking this into consideration, the campaign could offer different varieties
of milk priced variably. This will take care of the current situation. When the
campaigns focusing on ill effects of cold drinks on health are running high, the milk
campaign could focus majorly on health benefits of milk and its other long term
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benefits. Thus according to the situation the campaign should be molded that the
attitudes are consistently positive towards milk consumption.
QUESTION 2
ETHICAL ISSUES TO BE KEPT IN MIND
Ethical considerations and advertising
Advertising and promotion offer many opportunities to an organization public relations and
integrated strategic communication program. Advertising is by its nature an element of
persuasion. Its history includes many examples of questionable practices. Thus the role of
advertising in public relations calls for careful ethical analysis and consideration.
Ethics in any profession is governed by two parameters:
a) The professional code of ethics
b) Personal and value system for practitioners.
The advertising industry has always been in sharp focus and more often for wrong reasons.
It is believed that advertising affects sales by leading consumers to change their minds or to
lead them to think in particular way. Some of the guidelines are:
Advertisement should be so designed as to conform not only to the laws but also to
the moral, aesthetic and religious sentiments of the country in which it is published.
Advertisements likely to bring disrepute or contempt to the profession should not be
permitted.
Advertisement should be truthful, avoid distorting facts and misleading the public by
means of implications and omissions.
Advertising should not be permitted to contain exaggerated claims so as to
inevitably disappoint the public.
Direct comparisons with competing brands or firms and disparaging references are in
no circumstances permitted.
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Indecent, vulgar, suggestive, repulsive, illusions to or depictions of acts of sexual
violence or offensive themes or treatment should be avoided.
No advertisement should offer to refund money paid.
Conditions apply should be so stated that it gets noticed by the consumer, so that
afterwards during the purchase process consumer is aware of hidden costs and dont
feel cheated.
As a medium of communication advertising is all-encompassing and everywhere. We make
use of it to legitimize issues (Olien, 1989) and confer status on things of importance
(LAZARSFELD, 1975).
However, advertising has also been in a vortex of controversy due to the many problems it
can cause society.
Ethics can be defined as the critical, structured examination of how we should behave in
particular, how we should constrain the pursuit of self-interest when our actions affect
others. (C., 2005)
A basic ethical issue involved here is that at times under the pressure of society
individual cannot assess commercial manipulation; they are easily swayed by
advertisements. Diverse marketing efforts target people especially, youth all over
the globe.
Glass full Milk? Campaign has to consider that youth and many a times unaware
adults are inundated with sophisticated marketing messages throughout their day,
not aimed to improve their quality of life, but for the sole purpose of making a sale.
This effect becomes more highlighted in case of regions where literacy and
awareness is very limited.
Childrens lack of experience means that they can be easily influenced by advertising,
which can for example persuade them to consume excessive amounts of the
advertised items, which is bad for their health.
Advertising can also be harmful when it contradicts sound traditional values. It can
create superficiality, showiness, and moral squalor. It may ignore educational and
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social needs of certain segments of the audience and contribute to stereotypes of
particular groups.
Glass full Milk? Campaigners have a responsibility to convey truthful data in an
understandable language. They should also confirm affirmative social behaviour
among individuals. The content of advertisements should appropriately convey the
results backed by scientific research.

Ethical issues to be kept in mind while marketing milk
Cows produce milk for the same reason that humans do: to nourish their young ones. In
order to force the animals to continue giving milk, factory farm operators
typically impregnate them using artificial insemination every year. Calves are generally
taken from their mothers within a day of being born males are destined for veal crates or
barren lots where they will be fattened for beef, and females are sentenced to the same
fate as their mothers.
After their calves are taken from them, mother cows are hooked up, several times a day, to
milking machines. Using genetic manipulation, powerful hormones, and intensive milking,
factory farmers force cows to produce about 10 times as much milk as they would naturally.
A cow will produce large amounts of milk over her lifetime. Certain breeds produce more
milk than others; however, different breeds produce within a range of around 6,800 to
17,000 kg (15,000 to 37,500 lbs) of milk per lactation. The average for a single dairy cow in
the US in 2007 was 9164.4 kg (20,204 lbs) per year, excluding milk consumed by her calves,
whereas the same average value for a single cow in Israel was 12,240 kg in 2009.
Animals are often dosed with bovine growth hormone (BGH), which contributes to a painful
inflammation of the udder known as "mastitis." (BGH is used widely in the U.S. but has been
banned in Europe and Canada because of concerns over human health and animal
welfare.)

According to the industry's own figures, between 30 and 50 percent of dairy cows
suffer from mastitis, an extremely painful condition.
A cow's natural lifespan is about 25 years, but cows used by the dairy industry are killed
after only four or five years. An industry study reports that by the time they are killed,
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nearly 40 percent of dairy cows are lame because of the intensive confinement, the filth,
and the strain of being almost constantly pregnant and giving milk. Dairy cows' bodies are
turned into soup, companion animal food, or low-grade hamburger meat because their
bodies are too "spent" to be used for anything else.
CONTAINERS
Since the quantity of milk that is produced is very high, it needs a lot of space or containers
to store that milk. The ethical issue here will be the material with which the containers are
made. We see a wide variety of containers for storing and transporting milk ranging from
aluminium containers to steel containers to even plastic bottles. Now, aluminium and steel
containers can be used multiple times and have a long life but the plastic products have a
limited life and they are being used and disposed off as quickly as they can be. Large scale
disposing off may be harmful to the environment.
MISLEADING CAMPAIGNS
It should be made sure that the campaigns are true and are not misleading in terms of the
kind of product they are offering or the source from where it is coming. A similar case
happened in California, USA where California Milk Advisory Board brought a Happy Cow
Campaign that misled the people to believe that dairy cows live easy lives and thereby
convincing them to buy more milk products made by the board.
DIET AND MEDICATION ISSUES
It is a big issue in India where the cattle is not given proper diet and medication facilities but
there is no leeway on the part of the farmer to extract the milk from the cattle. Many a
times, improper food is given to the cattle which results in contaminated output. Also, when
the cattle is ill, there is no proper care that is taken by the owner as the availability of
veterinary doctors is also very low.
OTHER ISSUES
The Glass full doodh Campaign shows a whole gamut of people across all age groups. It
might be possible that the milk is suitable for a particular age group and not to other one. It
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is also wrong to perceive that advertisement merely mirrors the attitudes and values of the
surrounding culture. It does, but to an extent only.
The ethical issues addressed above will not hold true for other drink producers but they will
have a host of other issues to cater to. Among other issues will be some of the following:
Most of the time there are no animals involved in the cola and beverage advertising,
so the cruelty to animals and other such issues are not to be worried.
The issue regarding the contents of the beverages and other drinks is a big one.
Many big organisations like Coca-Cola and PepsiCo have faced the heat due to non
adherence to the set guidelines.
Sometimes the big giants indulge in ambush marketing by directly attacking the
other brands, which is in a way unethical and should be taken care of while designing
advertisement campaigns.
The facility used by the company to manufacture its products should not be a
controversial one and the disposal of industrial wastage should be done after proper
treatment so that it doesnt affect the ecology of the place.
The claims of the brand about the benefits it provides should be well backed by the
tests by renowned agencies and should not be misleading.
QUESTION 3
AFTER EXAMINING TABLE 8-1 (CONSUMER BEHAVIOUR BY SCHIFFMAN, KANUK, KUMAR), HOW
MIGHT SITUATIONS AFFECT ATTITUDES TOWARD DRINKING MILK?
Studying the tricomponent attitude model we see that the cognitive part, i.e. the knowledge
and perceptions that are acquired by a combination of direct experience with the attitude
object and related information from various sources. This knowledge and perceptions are
also dependent on the situation, which plays a major role in affecting the attitude.
The affective part relates to the emotional side of an individual through the attitude object
whereas the conative part is the intention to buy or behaviour that will lead to the action to
buy a particular product.
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Thus after studying table 8-1 we can arrive at a similar table for milk which takes account for
the situations and evaluation of those situations as compared with cold drinks/energy drinks
available in the market. We will study each on the basis of situation of consumer thirst,
health benefit, cost and taste. Consumer is likely to think on these grounds before drinking a
beverage of his choice. We now see the table.
Conation
Cognition
Affective
Drinks
Product Fuzzy Drinks/Energy Drinks Milk
Attribute Thirst
Quench
er
Cost Taste Health
Benefits
Density Thirst
Quencher
Cost Taste Health
Benefits
Density
Beliefs Generall
y used
as
substitut
e for
water
when
thirsty.
Cheape
r than
milk
mostly,
availab
le
everyw
here.
Taste
has buzz
of
carbonat
ed water
which
also
leads to
addictio
n of
Not that
good for
health ,
it is
drunk
mostly
because
its a fad
Soft
drinks are
not at all
dense.
Not
perceived
as a
replacem
ent of
water
Expensiv
e than
cold
drinks
but sill
affordab
le.
Most
peopl
e like
it.
Addin
g
flavo
ur
make
s it
Lot of
benefits,
outnum
ber cold
drinks by
a big
margin.
One of
the
importa
nt
factors
when
deciding
the
quality
of milk
37 | P a g e


Table: A consumers belief system for different type of drinks
Thus if we analyse the table, we can see that a consumer perceives milk and cold drink
differently in different situations according to their attributes. These perceptions have been
formed due to their own knowledge as well as their experiences with different beverages.
Thus if we see the five situations attitude can be positive and negative towards milk:
Thirst Quencher: The extent to which milk is perceived as a substitute for water when
thirsty and water is not available. Whether the consumer will go for a cold drink or milk in
such a situation? This is a very common situation for most consumers when in the market
etc and shows customer attitude towards milk as well.
Cost: A 300 ml of a cold drink costs around Rs. 12 and a 100 ml bottle of flavoured milk costs
around Rs. 20 so there is more than just noticeable difference in the pricing. It might be a
factor in favour of cold drinks as well. So when consumer is faced with a situation of seeing
price over other factors he will have a negative attitude towards milk.
Taste: Consumers might perceive milk as a drink relished by children only so it might not go
with their personality or they may not identify themselves with the drink. On the other hand
some consumers might like flavoured milk so it forms positive or negative attitude towards
milk.
Health Benefits: This is probably the most important factor relating to the creation of
positive attitude towards drinking milk as right from childhood we are made aware of the
benefits of drinking milk. Thus consumers generally tend to have a positive attitude when
faced with the situation of evaluating health benefits of milk. However some consumers
could also think negatively as there is a common perception that drinking milk leads to
higher cholesterol levels so perceptions change attitudes and a negative attitude could be
fuzzy
drinks.
good.
Evaluatio
ns
+++ ++++ ++++ -- + - + ++ ++++ ++++
38 | P a g e

developed. There is also a perception in Indians that milk is an acidic product and thus they
prefer juices
Density: It is a common notion amongst us Indians that the denser it is that better the
product will be. This factor works in favour of milk. The quality of milk is measured by
density of it. Packaged milk is less dense whereas the milk directly from the cattle is high on
density and thus is considered pure. The same principle is applicable to juices but it does not
apply to soft drinks. Juices if homemade will be high on density and thus will be considered
high on health benefits.
Other situations can also arise which can lead to a change in attitude towards drinking milk
like:
Importance of drinking milk when on a weight reducing diet.
Adults over 65 need more milk than others.
Children need to drink milk for their body development.
Need for refreshment, thus treating milk as a product to refresh.
QUESTION-4
INFLUENCING ATTITUDE: USING ATTITUDE TOWARS THE AD MODEL
The following figure depicts the attitude-towards-the-ad model. As the model depicts, the
consumer forms various feelings (affects) and judgements (cognitions) as a result of
exposure to an ad. These feelings and judgements in turn affect the consumers attitude
towards the ad and beliefs about the brand secured from exposure to the ad, and these two
factors in turn influence the consumers attitude towards the brand.
According to Fcb-Ulka, the advertising agency behind the highly successful doodh doodh
campaign the decline in milk consumption during that period was greater among kids /
teens. Milk had taken a backseat owing to the growing popularity of soft drinks at that time.
Also, there was a general perception among adults at that time that milk was essential for
growing children and not for them.
At that point of time, had the company decided to design an advertisement that would aim
at educating the consumer about the benefits of milk, it would have made the product
(milk) even more drab and boring.
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The communication task at hand with the company was therefore designed to change the
consumer attitude towards milk, from being a boring and conservative drink to a youthful,
exciting and nutritional energy drink. For this the communication had to had the look and
feel of a soft drink commercial, yet be firmly rooted in the nutritional value of milk.
The advertisement first hit the television screens in the year 1996, and it was initially a 60
seconds commercial which was later trimmed to 40 seconds. The attitude-towards-the-ad
model tells us how the glass full milk campaign was successful in changing consumer
attitudes.
The doodh doodh advertisement had a Hinglish jingle, a jingle which included words from
English as well as Hindi, so the exposure to the ad led to the generation of positive feeling
from the ad among both the elderly as well as the younger generation, since the Hindi part
connected well with the elderly while the English part made the product look more like a
new generation and hip product, comparable to the soft drinks. Also the purpose of the
Hinglish lyrics of the jingle was to ride on the popularity of movie songs and music videos of
that time. The advertisement showed energetic people of all ages enjoying milk, while not
forgetting the benefits from milk. So there was a positive attitude towards the
advertisement as well as general acceptance for the ad among all age groups. As such there
was no reason for non-acceptance for the advertisement since it wasnt harming either the
health or the sentiments of the society, but any other advertisement trying to teach people
about the benefits of milk would have led to the product perception of being boring and
could have led to perceptual blocking of the ad.
The positive feelings generated as a result of the doodh doodh ad also affected the
consumer belief about the brand (milk). The advertisement made the consumer believe
that milk is a multi attribute drink which gives comparable pleasure as the soft drinks
while at the same time provides energy to the consumer.
Though the commercial was very successful that time no doubt, but now days due to entry
of foreign brands like Tropicana, Real etc are playing a major role. These companies are
targeting the breakfast habits of Indian consumers, a time when majority of Indians
consume milk in one way or the other. The consumption has declined a bit in the last few
years in India but there is nothing to worry.
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Companies like Fun Foods who main business is dependent on consumption of milk. Such
companies constantly involved in changing the trend of milk consumption in India.
Here is a small graphics which shows the trend of consumption of flavoured milk globally:


Attitude towards the brand
All these factors made the doodh doodh campaign a success for NDDB, with the result
that the commercial was voted by viewer in Indias number one satellite channel as one of
the best commercials aired on television.
Qualitative research findings by the ad agency FCB ULKA showed tremendous popularity
of the commercial across all age groups.
From the point of view of industry, per capita availability of milk went up from 198 gm/day
in 1995-96 to 204 gm/day in 1998. Milk consumed through NDDB went up from 100 lakh
litres/day in 1995-96 to 113 lakh litres/day in 1998.
(Source: FCB ULKA - Brand Building Advertising by Parameswaran)


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The following chart shows the trend of milk production in India from 1990s till 2013:

Note: Figures are Million Tonne.
Source: Ministry of Statistics and Programme Implementation,
Govt. of India. (10249),
Ministry of Agriculture, Govt. of India. (10517) &
Rajya Sabha Unstarred Question No. 2643, dated on 03.12.2010.
The figure shows that there was a definite change in consumer attitude towards milk, a
definite favourable change which led to increase in production and consumption of milk.
Since then the farmers of NDDB are setting new production records every year.
In recent years consumers in India have become health conscious. Milk have always been
viewed from health angle, thus the demand for milk will increase as the consumers become
42 | P a g e

aware. But here is a twist in the story, juices have penetrated enough and thus started
eating the share of Milk products.




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Chapter 5: CONCLUSION











Following conclusions can be made after studying this mini project:
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It is for sure that the attitude of consumers have changed since the advent of Glass
full campaign, it is evident from the massive change in the consumption figures of
the people.
In recent years consumers have become more and more health conscious. The
consumers attitude regarding the healthier lifestyle has changed and after this
campaign it became all the more evident. Another reason for this shift was the
default of the cola companies with respect to the materials used by them in their
drinks. All the negative publicity pushed the consumer in favour of milk.
The ethical considerations are necessary because sometimes in order to enhance the
production there is over exploitation of the animals.
Ethical considerations for soft drinks will be different from that those of milk. Cola
companies have to keep the health aspect in mind and should come up with some
product which takes care of their health.
The ethical considerations for other drink producers are different from that of milk
producers as they dont have to take into account animals and life related issues
while there are other considerations as the harms to the environment and eco life.
A consumer perceives milk and cold drink differently in different situations according
to their attributes. These perceptions have been formed due to their own knowledge
as well as their experiences with different beverages.








45 | P a g e

Chapter-6: REFERENCES

(n.d.). Retrieved from Slideshare.net: http://www.slideshare.net/hemanthcrpatna/impact-of-
advertisement-on-investors-a-case-study-in-hdfc-standard-life-insurance
Advertising. (n.d.). Retrieved from Drypen: http://drypen.in/advertising/the-5-ms-of-advertising-
with-respect-to-the-doodh-doodh-campaign.html
Bhaskaran, S. (n.d.). Culture's Consequences: Dairy Market Opportunities. Retrieved from
http://marketing-bulletin.massey.ac.nz
Chaudhari, A. (n.d.). 4Ps: Business and Marketing. Retrieved from
http://www.4psbusinessandmarketing.com/28072011/storyd.asp?sid=4705&pageno=1
Dairy Cooperatives. (n.d.). Retrieved from National Dairy Development Board:
http://www.nddb.org/partners.html
Consumer Attitude Formation and Change. In L.G.Schiffman, Consumer Behavior. Pearson.
Legal and Ethical Issues in Advertising. (n.d.). Retrieved from egyankosh:
http://www.egyankosh.ac.in/bitstream/123456789/35507/1/Unit-19.pdf
Ltd., A. I. (n.d.). Retrieved from Amul: www.amul.com
Ministry of Commerce and Industry, G. o. (n.d.). Retrieved from Agricultural & Processed Food
Products Export Development Authority:
http://agriexchange.apeda.gov.in/product_profile/prd_profile.aspx?categorycode=0404
Miryala, D. R. (n.d.). Advertisements' Effect on Food Habits of Children- An Empirical Study. Indian
Journal of Commerce & Management Studies .
O.Kilic, C. G. (n.d.). Factors afftecting fluid milk consumption. Agricultural Journal .
Attitude toward the Ad model. In Parameswaram, FCB ULKA Brand-Building, Advertising.
Sandeep Singh Virdi, D. B. (n.d.). Consumer Behaviour Regarding Branded Milk vis-a-vis Unbranded
Milk. Indian Management Studies Circle 11(2007)-105-125 .


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Chapter-7: APPENDIX


OPERATION FLOOD
Operation Flood: one of the world's largest rural development programmes
Launched in 1970, Operation Flood has helped dairy farmers direct their own development,
placing control of the resources they create in their own hands. A National Milk Grid links
milk producers throughout India with consumers in over 700 towns and cities, reducing
seasonal and regional price variations while ensuring that the producer gets fair market
prices in a transparent manner on a regular basis.
The bedrock of Operation Flood has been village milk producers' cooperatives, which
procure milk and provide inputs and services, making modern management and technology
available to members. Operation Flood's objectives included:

Increase milk production ("a flood of milk")

Augment rural incomes

Reasonable prices for consumers
Programme Implementation
Operation Flood was implemented in three phases.

Phase I Phase I (1970-1980) was financed by the sale of skimmed milk powder and butter
oil gifted by the European Union then EEC through the World Food Programme.
NDDB planned the programme and negotiated the details of EEC assistance.
During its first phase, Operation Flood linked 18 of India's premier milk-sheds with
consumers in India's four major metropolitan cities: Delhi, Mumbai, Kolkata and
Chennai.

Phase II Operation Flood's Phase II (1981-85) increased the milk-sheds from 18 to 136; 290
urban markets expanded the outlets for milk. By the end of 1985, a self-
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sustaining system of 43,000 village cooperatives covering 4.25 million milk
producers had become a reality. Domestic milk powder production increased
from 22,000 tons in the pre-project year to 140,000 tons by 1989, all of the
increase coming from dairies set up under Operation Flood. In this way EEC gifts
and World Bank loan helped to promote self-reliance. Direct marketing of milk by
producers' cooperatives increased by several million litres a day.

Phase III Phase III (1985-1996) enabled dairy cooperatives to expand and strengthen the
infrastructure required to procure and market increasing volumes of milk.
Veterinary first-aid health care services, feed and artificial insemination services
for cooperative members were extended, along with intensified member
education.

Operation Flood's Phase III consolidated India's dairy cooperative movement, adding 30,000
new dairy cooperatives to the 42,000 existing societies organised during Phase II. Milk sheds
peaked to 173 in 1988-89 with the numbers of women members and Women's Dairy
Cooperative Societies increasing significantly.
Phase III gave increased emphasis to research and development in animal health and animal
nutrition. Innovations like vaccine for Theileriosis, bypass protein feed and urea-molasses
mineral blocks, all contributed to the enhanced productivity of mulch animals.
From the outset, Operation Flood was conceived and implemented as much more than a
dairy programme. Rather, dairying was seen as an instrument of development, generating
employment and regular incomes for millions of rural people. "Operation Flood can be
viewed as a twenty year experiment confirming the Rural Development Vision" (World
Bank Report 1997c.)
Source: Wikipedia
NATIONAL DAIRY DEVELOPMENT BOARD (NDDB)

The National Dairy Development Board (NDDB) was founded in 1965 to replace
exploitation with empowerment, tradition with modernity, stagnation with growth,
transforming dairying into an instrument for the development of India's rural people.
NDDB began its operations with the mission of making dairying a vehicle to a better future
for millions of grassroots milk producers. The mission achieved thrust and direction with the
launching of "Operation Flood", a programme extending over 26 years and which used
World Bank loan to finance India's emergence as the world's largest milk producing nation.
Operation Flood's third phase was completed in 1996 and has to its credit a number
of significant achievements.
As on March 2009, India's 133,349 village dairy cooperatives federated into 177 milk unions
and 15 federations procured on an average 25.1 million litres of milk every day. 13.9 million
Farmers are presently members of village dairy cooperatives.
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Since its inception, the Dairy Board has planned and spearheaded India's dairy programmes
by placing dairy development in the hands of milk producers and the professionals they
employ to manage their cooperatives. In addition, NDDB also promotes other commodity-
based cooperatives, allied industries and veterinary biologicals on an intensive and nation-
wide basis. Dr (Ms) Amrita Patel is the Chairman of NDDB.

Source: Wikipedia
Leading Milk processing companies in India
The Leading Dairy Product Companies in India consist of both government organizations and
private companies.
The Leading Dairy Product Companies in India, which are under the control of different state
governments, are generally cooperatives. These cooperatives buy milk from the dairy
farmers at minimum support price. Later these cooperatives process it to different high
nutritious milk products. The leading private milk product companies of India are more into
producing and further processing of these milks. Most of the Leading Dairy Product
Companies in India are well equipped to handle processing of bulk quantities of cow and
buffalo milk. Further, the technology used by these leading companies of India to process
the milk is at par with international standards.
Furthermore, they strictly adhere to international quality manufacturing and environment
safety standards and such that they follow GMP and HACCP. Some of these Leading Dairy
Product Companies in India are having state-of-the-art R&D centers, aggressively working
on development of quality milk products rich in nutritious value. India is the largest
producer of milk and milk products in the world. However, the country has recorded the
highest number of malnourished children in the world. These Leading Dairy Product
Companies in India are working together with the National Dairy Development Board
(NDDB) towards the elimination of this problem. The Leading Dairy Product Companies in
India are also working with the National Dairy Development Board towards educating dairy
farmers on producing quality milk, cattle disease control, cattle feeding, genetic
improvement of cattle, vaccination and other allied education on dairy farming.
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Some of the leading dairy product companies in India are:
Amul and Gujarat Cooperative Milk Marketing Federation Ltd
The Orissa State Cooperative Milk Producer's Federation Limited (OMFED)
Andhra Pradesh Dairy Development Co-operative Federation Limited
Haryana Dairy Development Cooperative Federation Ltd
Choco~a`la Carte
Dynamix Dairy Industries Ltd
Kream Kountry
Mother Dairy
Vasudhara Dairy
Lactose (India) Ltd.
Modern Dairies Limited
Pastonji Ice Cream
Kings Ice Cream Limited
Param Dairy Limited
Dhruv Makhan (India) Limited