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The main purpose of the study is to identify the awareness the branding system and sales
promotion program adopted by various producers engaged in the production of milk product
and in specific relation to Nandini products.
In order to know brand awareness of Nandini milk and its milk products.
To study the reach of branding system and sales promotion programme of Nandini products
among the customer in Karnataka state.
The responses of the employees regarding their opinions on brand awareness and quality
The complete information about the organization and information on marketing department
Articles published in internet, newspaper were taken as a source for secondary data
The secondary data was collected through internet and collected the materials from the
relevant source
The old research reports and prospects were collected from NHPP Channarayapatna
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Type of research:
This research is a combination of exploratory and descriptive research methods
Analysis tools:
The Graphs and tabulations generated from Microsoft Excel and Hypothesis testing through
SPSS Software
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7).Dr Jane Leighton 2006 The key findings from this research demonstrate the important
effects branding has on consumer attention and memory. Given the significance of these
psychological processes in decision making and consumer behaviour.
8).McAdam and Leonard 2003 maintaining customer loyalty; maximizing investment that
would be placed in CSR regardless of the brand; and avoiding conflict with shareholders.
9) (McAdam and Leonard 2003). Brand building towards social values relates to
CSR(corporate social responsibility) in both ways. Given that brand building is strategic, and
according to strategy the brand must reflect the values of a firm.
10)Maurice Patterson: The acknowledges that brands possess meanings above and beyond
those of a functional nature, and accepts product the notion that we us.
11)Harvard Business Review: In a consumer society, brands become part of the nonverbal
language of social communication
The data was collected through informal and unscheduled interactions, so there is a
Chapter 2`
2.1 INDUSTRY PROFILE:
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On considering the diary industry in India has developed and developing as large industry
and as per the certification of the International Dairy Industry India is the worlds largest
milk producer and large numbers of industries are engaged in routine commercial
production of pasteurized milk and milk products.
Origin of the Milk Industry:
Milk is the natures idea of food for infants and growing children in our country, except in
rare cases of lactose intolerance. The importance of milk occupies in our diet has been
recognized since Vedic time, and all modern research has only supported and reinforced this
view. In fact, milk is now considered not only desirable but very much essential to person
from his childhood.
In early days the household have to produce their milk by maintaining their family cows or
buffalos or they should secure from their neighbors. As the urbanization develops only few
households are able to keep a cow for private use. The high production cost, problem of
sanitation etc.., restricted the practice, gradually the family cow in the city was eliminated
and cattle were sent back to the rural areas, as a result farmers began to deliver milk over
routs in the cities. This was the beginning of the fluid milk sheds which are surrounding the
large cities now a day.
Dairy is a place where processing of milk and production of milk products is done and
technology refers to the application of scientific knowledge for practical purpose. Dairy
technology has been defined as that branch of dairy since, which deals with the processing of
milk and the manufacture of milk products on an industrial scale.
Dairy in INDIA:
Dairy enterprise is an important occupation of former. In INDIA nearly 70% of the people
depend on Agriculture. It is the back bone of INDIA. Dairy is linked with Agricultural
Industry to a large extent. Animal husbandry in INDIA is an essential part husbandry. It is
mainly a rural occupation closely associated with Agricultural.
In INDIA, dairying has been practiced has a rural cottage Industry since the remote part.
Semi-commercial dairying started with the establishment of military dairy forms & cooperative milk unions throughout the country towards the end of 19 th century. Dairying the
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earlier year, each household in those countries maintained its family cow or secured milk
from its neighbour who supplied those living close by.
As the urban population increase fewer households could keep a cow for private use. The
high cost of milk production, problems of sanitation etc., restricted the practices, & gradually
the family row in the city was eliminated & city cattle were all sent back to the rural areas.
The Indian dairy industry has made rapid progress since independence. A large number of
modern milk plants & production factories have since been established. These organized
dairies have been successfully engaged in the routine commercial production of pasteurized
bottled milk & various western & Indian dairy products.
With modern knowledge of the protection of milk during transportation, it become possible to
locate dairies where land was less expensive & crops could be grown more economically.
In INDIA, the market milk technology may be considered to have commenced in 1950 with
the functioning of the central dairy of Aarey milk colony, milk product technology in 1956
with the establishment of AMUL dairy, Anand.
National Dairy Development Board
Introduction:
The government of India constituted the National Dairy Development Board in the year
1965 Shri: - LalbahadurShastry initiated the setting up of NDDB. The board is registered
under the societys registration act and public trust at the head office is at Anand and is
organization in to 9 functional divisions.
Objectives of National Dairy Development Board
To sponsor, promote, manage, acquire, construct control any plant or work which promotes
or advances the projects of general public utility reactions to dairying.
1.
2.
To provide international liaison with other national dairy boards and international
agencies in order to facilitate exchange of information and personnel as well as to assist in
development of dairying in other countries.
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Year
Cow milk
Buffalo milk
Goat milk
2004-05
Total
14,895
22,325
1,488
51,408
2005-06
22,240
28,675
2,381
53,938
2006-07
27,679
34,903
2,707
65,289
2007-08
27,832
35,692
2,973
66,497
2008-09
31,546
40,122
3,032
74,700
2009-10
33,046
41,622
3,432
78,100
2010-11
34,920
44,051
4,365
83,336
2011-12
35,600
46,254
4,658
86,512
2012-13
38,520
47,120
4,942
90,582
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The milk procurement by the co-operatives in Karnataka has steadily increased over the years
due to the efforts and policies favouring milk production. Existing infrastructure of the milk
co-operatives in the state was found to be insufficient for handling the excess milk.
In order to meet the increased processing requirement, Karnataka Milk Federation (KMF), in
consultation with National Dairy Development (NDDB), conceived to setup a product dairy
of 400 TLPD with 30 MTPD powder plant in the year 2005. It was decided to set up the plant
at Channarayapatna, Hassan Dist (Karnataka), a strategic location to handle the surplus milk
of Hassan, Mandya, Mysore and Tumkur milk unions.
Nature of the business carried:
Nandini Hi-Tech Product Plant is one of the division of KMF at Chennarayapatna. This
division is engaged in the manufacturing of 4 milk products i.e. Butter, Ghee, Milk powder &
Good life milk.
Plant follows best manufacturing practice & meets regulatory & safety requirements. To
promote sustainability development within the organization & community through good
ethical business practice. To be competitive responsiveness & continuously improve services
so as to ensure total customer satisfaction.
Installation of Nandini UHT Milk Processing and packing facility of 1,00,000Ltrs/ Day
Capacity.
Includes facility for packing Nandini UHT milk in 500 ML, 200 ML Fino and 200 ML Fino
and 100 ML Fino packs.(started from Jan12)
Includes facility for packing Nandini Flavoured Milk in 200 ML Packs.
This Project is aimed to address ever growing Market demand of Nandini UHT Milk.
BGS INSTITUTE OF TECHNOLOGY, BG NAGAR
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Processing capacity:
Government of Karnataka
Director of NHPP Govindegowda and co-directors
Employees of the organization
Formers
VISION:
To be the leading producer of milk products by introducing advanced quality enhancement
techniques. To provide fresh quality products & competitive prices & there by uplifting the
financial position of the rural milk producers.
MISSION:
The mission is to become a leading concern in the milk products manufacturing, by
implementing modern machinery & equipments & to provide quality milk products to the
customers.
QUALITY POLICY:
products.
Milk & milk products adopting scientific methods & linear programmed formulations.
Improve our performance thereby enhancing satisfactions of our customers.
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2. Butter:
Butter serves as the balance wheel of the dairy industry; surplus milk is converted into butter,
while during times of scarcity the milk intended for butter making is used for more essential
products. It is obtained by churning cream, gathering the fat into a compact mass and then
working it. It is available in 25kg paper board and stored at -20c for 12 months from the date
of manufacturing.
3. Ghee:
It is the product obtained from surplus fat, prepared from butter .It is Packed in 15kg tin
packs respectively. And in tanker it will be sent for Thirumala. Firstly license is obtained after
which special grading is given then it is packed.
Ghee packet
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4.
Milk powder is made from pure milk; processed and packed hygienically .It is available in
25kg craft paper bags and can be stored at room temperature for 1 year.
Milk powder packet:
Price table:
PRODUCTS
QUANTITY
PRICE(in Rs)
100 ml
200ml
10
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500ml
22
BUTTER
25 kg (bulk)
4845
GHEE
25 kg (bulk)
6075
SKIMMED
MILK 25 kg (bulk)
4523.50
POWDER
WHOLE MILK POWDER
HAMUL
MYMUL
TUMUL
MANMUL
Consumers of NHPP:
The products of NHPP are distributed in out of states like, Andhra Pradesh,Tamilnadu & also
supplied to Hubli& Mangalore.
2.6 Infrastructural facilities:
Infrastructural facilities of Nandini hi-tech plant in Shettihally, Channarayapatna are as
follows
MILK PROCUREMENT
TRANSPORTATION
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MILK PROCESSING
PACKAGING
ENGINEERING
Reformation equipments
Boiler equipments
Effluent treatment plants
Electronic generation
MARKETING
Distribution network
Agents
Parlours
Trucks
Auto
Mobile van
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Administration block
Fuelling point
Garage block
Workers amenities
Substation
Tank reception unit
Day Capacity.
Includes facility for packing Nandini UHT milk in 500 ML, 200 ML Fino and 200
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Milkstoragesilo
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(b)For Butter
Nestle
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(d)For milk powder- Nestle NIDO, Organic valley, Millac, Infant dry milk, etc.
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STRENGTH:
WEAKNESS:
Perishable commodity.
Lack of professional man power.
Bureaucratic method of functions.
Due to bad smell that persist causes low sales.
OPPORTUNITIES:
THREATS:
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1/4/2013
31/3/2014
Capital
to 1/4/2013
to ASSETS
31/3/2014
1/4/2013
31/3/2014
Fixed assets
BGS INSTITUTE OF TECHNOLOGY, BG NAGAR
to 1/4/2013
to
31/3/2014
74,80,72,517.76
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account
Loan
43,12,83,189.00 Fixed
assets 76,11,05,236.00
(liability)
powder plant
Fixed
8%
UHT plant
Loan
from 4,58,33,689.00
assets 10,34,25,493.00
TPIL
and machinery
Current
Depreciation
reserve
17,59,06,283.24
2,56,68,664.50
liabilities
Sundry
1,58,99,650.50
Current assets
12,06,07,797.26
creditors
EMD
and 9,11,057.00
Closing stock
9,83,19,325.68
Deposits( assets
26,84,340.00
security
deposits
Other liability 89,494.00
)
Outstanding
85,46,541.00
liabilities
Salary
Loans
and 2508.00
advances(assets)
2,21,922.00
Sundry debtors
84,04,693.57
Cash in hand
10.079.00
recoveries
Branch
74,64,951.01
/divisions
Bangalore
1511.00
Staff advances
3.19,900.00
ADV to NDDB
34,02,000.00
sales deposit
Bellary sales -2691687.68
deposit
Central
331.00
P & L A/C
66,48,922.08
training
BGS INSTITUTE OF TECHNOLOGY, BG NAGAR
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institute
Gulbarga
70936.00
Opening stock
89,96,889.40
94195.21
Current period
66,48,922.08
Less:transferd
8996889.40
dairy
Gulbarga
sales deposit
Hubli
sales -369911.87
deposit
KMF central 42,14,24,141.09
office A/C
Manglore
44,259.27
sales deposit
Mysore sales -8000.00
deposit
Total
87,53,29,237.10 Total
87,53,29,237.10
1/4/2012
31/3/2013
to 1/4/2012
to ASSETS
31/3/2013
1/4/2012
31/3/2013
to 1/4/2012
31/3/2013
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to
Capital account
Fixed assets
77,04,42,179.2
0
Loans(liabilities)
49,90,67,683. Fixed
00
Secured loans
Loan from TPIL
assets 8,80,36,622.00
UHT plant
44,69,74,875.0
Powder
plant 75,98,55,377.0
assets
5,20,92,808.00
and machinery
Current
2,17,75,895.6 Depreciation
liabilities
13,50,81,671.8
reserve
0
Duties and taxes
37,522.12
Current assets
7,28,04,631.65
Sundry creditors
26,18,477.50
Deposits(assets)
26,77,470.00
EMD
and 6,51,307.00
Loans
security deposit
Other liabilities
and 1,60,65,203.00
advances(assets)
96,236.00
Sundry debtors
1,89,17,483.58
Outstanding
1,83,72,353.00
Cash in hand
52,569.00
liabilities
Branch
/divisions
15
Staff advances
1.23,43,523.10
66,500.00
Hassan O/S
Central training 331.00
institute
A/C
Gulbarga
89,96,889.40
sales 471.43
sales -2,37,119.29
Current period
89,96,889.40
central 34,56,38,788.8
Less:-transfered
3,40,57,032.00
deposit
Hubli
depo*sit
KMF
office A/C
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-1694.00
sales -629,101.80
deposit
86,45,31,481.
86,45,31,481.7
77
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