FINAL RESEARCH PROJECT

ON

Positioning of Namaste India in Kanpur

Under the supervision of Prof. Deepak Sharma Faculty, GHS-IMR

Submitted By: Anurag Singh 1318

introduction
NAMASTE INDIA FOODS PVT. LTD . Is an Indian Dairy Company that is committed to supply pure milk & milk products. It is situated at Shivrajpur,31 km far away from Kanpur Nagar, company has established a developed Agriculture & Cattle Farm where Agriculture & Cattle Farming is done by the scientific method. The unit is fully automated with international standards. And is planning to collect process and pasteurize 4 Lakh litre milk per day. It has collection centres in hundred villages and will be extending to 1000 villages by upcoming three years. Company is establishing milk chilling centres at the distance of every 50 km from its Dairy Plant (around Kanpur). It strictly follow the rules of cleanliness while processing/pasteurizing its products. The product portfolio includes Pasteurized Milk, Pure Ghee, SMP & Dairy Whitener, Cheese, Curd, Flavoured Milk and other dairy products.

QUALITY CONTROL
Quality control is an essential and most important department for any manufacturer. Today every organization has efficient quality control system. Quality control is depend upon only practical (Survey Analysis and Right Procedure).In NAMASTE INDIA at reception point of milk from different societies (ProducersVillagers) Milk is collected and basic test are carried out quickly after cleaning it is send for further processing. Finally after pasteurization three type of milk obtain that is Full cream milk. Toned Milk active Milk. Milk procedure out through some stages---------------------1. ORGANO LEPTIC TEST It passes through three stages this is the first type of testing milk. Seeing Smell Testing 2. CLOT ON BOILING TEST After testing checking is done between good and pour milk. Formalin test Soda test Urea test Sugar test Caustic test These tests are based on c lot on boiling test

3. S.P.C. (Standard plate count) TEST In this type of testing not more than 25000 Bacterias should be present in one ml of milk. 4. CLR (Correct Lacto Meter Reading) Test In this type of testing is done to find out quantity of water in milk. 5. M.B.R.T. (Methyl Blue Reduction Test) M.B.R.T. test is done for milk pasteurization. heating temperature should be 72 80 degree centigrade. Chilled temperature should be 5 degree below

AFTER STERILIZATION NUMBER OF VITAL TEST ARE EXECUTED

1. TOTAL SOLID TEST 2. ACIDITY TEST 3. SUCROSE TEST 4. TEXTURE TEST 5. MILK FAT TEST Milk fat teat is used in GURBUR MACHINE and ACID. FAT = 5 ML (Sulfuric Acid) + 10 ML Milk + 1 ML (Ethyl Alcohol) This mixture is rotated in GURBUR MACHINE and quantity of fat in milk is seen. The most important test i.e. phosphorous test and Methyl test Blue reduction test. 1. Phosphorous test is user for confirm the pasteurization of milk. 2. M.B.R.T. (Methyl Blue Reduction) test is used for maintaining appropriate quality of milk in every half an hour. It is done with full responsibility and care so that the offered product to the consumer could be reached with appropriate calorific value

MAJOR PRIVATE COMPANIES

Milk specialties in Punjab. Amrutha Foods & Beverages in Bhubaneshwar, Orissa. Cephem Milk in Chittor, Andhra Pradesh. J.K. Dairy & Foods of J.K. Industries in Muradabad in U.P. Khaitan Agro in Buland-Sahar in U.P. Modern dairy in Karnal, Haryana. Thapar Agro in Alvar, Rajasthan. Heritage foods in Chittor , Andhra Pradesh. NOVA milk dairy.

AIMS & OBJECTIVE OF RESEARCH

Find out which is the leading milk brand in Kanpur market To find which company promotional activities is doing best

To determine which milk company provides best milk quality according to consumers

RESEARCH METHODOLOGY
Sampling: I used convenient sampling Sample size:-The data has been collected by selecting a sample size of 100 consumers,

DATA ANALYSIS
1-H0= there is no relationship between brand selection and reason to choose the brand. Ha= there is relationship between brand selection and reason to choose the brand 2- H0= There is no significant difference between promotional activity, quality, packaging and service of different milk companies Ha= There is significant difference between promotional activity, quality, packaging and service of different milk companies. 3- HO= There is no relationship between brand selected and quality of milk. Ha= There is a relationship between brand selected and quality of milk.

1-

brand * reasons_to_choose Cross tabulation reasons_to_choose home availib qualit delivery ility price y Total Namas te 4 8 5 6 23 India Amul 2 5 5 15 27 Parag 3 7 5 8 23 others 2 14 5 6 27 11 34 20 35 100

Count

brand

Total

INTERPRETATION- we can interpret from the above table that most of the people are either using Amul or using other milk People are using amul because of its good quality and they use other brands because of easy availability of milk.

2service Between Groups Within Groups Total

promotionalactivity Between Groups Within Groups Total quality Between Groups Within Groups Total packaging Between Groups Within Groups Total

ANOVA Sum of Squares 12.546 32.364 44.910 1.560 36.680 38.240 5.349 32.841 38.190 3.079 28.361 df 3 96 99 3 96 99 3 96 99 3 96 1.026 .295 3.474 .019 1.783 .342 5.212 .002 .520 .382 1.361 .259 Mean Square 4.182 .337 F 12.405 Sig. .000

31.440

99

INTERPRETATION Because null hypothesis is rejected so , we can interpret from that Amul is having the good perception in all the parameters discussed above except promotional activity.

3-

brand * quality_of_milk Cross tabulation

Count quality_of_milk

brand

namste india amul parag others Total namaste 11 7 1 4 23 india amul 21 6 0 0 27 Parag 7 4 8 4 23 others 11 8 7 1 27 50 25 16 9 100

Total

INTERPRETATION According to this result we can know that mostly consumer takes Amul milk because of good quality,

So quality is the most important factor for every company

How do you purchase milk ?

Chart Title

home delivery 40%

my self 60%

INTERPRETATION: When customers were asked that ,how do they purchase the milk than 60% of customers with the answer themselves and 40% of the customers responded with the answer home delivery

Response of you regarding extra charges to door delivery?

Chart Title
no 35% yes 65%

INTERPRETATION: When customers were asked that do they want home delivery with extra charges of Namaste India milk, 65% of customers with the answer yes and 35% of the customers responded with the answer no.

Over all experience with Namaste India ?

Chart Title
fair 23% good52% Very good 14% poor 11%

INTERPRETATION: When customers were asked that what is the overall experience with Namaste India then, 14% of customers replied with the answer very good, 52% customers replied good, 23% customers replied fair and11% of the customers responded with the answer poor.

Conclusions& Recommendations
Amul is most selling brand in Kanpur market because of ,its best quality Namaste India is new brand ,which market share is increasing day by day Namaste India is doing best promotional activities in Kanpur Quality of namaste India is good By starting home delivery company can increase its sales because most of customer want this facility ,like newspaper