A STUDY ON MARKETING STRATEGIES TOWARDS NADINI MILK PRODUCTS

OF BAMUL

CHAPTER 1: INTRODUCTION

Introduction

Marketing strategy involves planning out the company's direction for the approaching planning
period, whether that be three, five or ten years. It involves responsibility a 360-degree review of
the firm and its operating situation with a view to identifying new business opportunities that the
firm could potentially leverage for competitive benefit. Strategic planning may also reveal market
threats that the firm may need to ruminate for long-term sustainability. Strategic planning makes
no assumptions about the firm continuing to offer the same products to the same clients into the
future. Instead, it is fretful with identifying the business opportunities that are likely to be
successful and evaluates the firm's capacity to leverage such opportunities. It seeks to identify
the strategic gap that is the difference among where a firm is currently placed and where it should
be situated for supportable, long-term growth.

Marketing strategy address for 3 question, specifically are as follows

 Where are we now? (Situation analysis)

 What business should we be in (Vision and mission analysis)
 How should we get there? (Strategies, plans, goals and objectives)

Strategic planning focuses on the three 3C's, namely, Customer, Corporation and Competitors. A
detailed analysis of each factor is key to the success of strategy formulation. The 'competitors'
element refers to an analysis of the strong point of the business relative to close rivals, and a
consideration of competitive threats that might encroach on the business' ability to move in certain
advices. The Customer component refers to an analysis of any possible changes in customer
preferences that theoretically give rise to new business opportunities. The Corporation' element
refers to a detailed analysis of the company's inner capabilities and its readiness to influence
market-based opportunities or its vulnerability to external threats. Strategic planning typically
begins with a scan of the business environment, both internal and external, this includes thoughtful
strategic constraints. An understanding of the outward operating environment, including political,
economic, social and technological.

INDUSTRY PROFILE

ABOUT INDUSTRY

India is the world's biggest maker and purchaser of dairy. The dairy business in India was worth
INR 5,000 billion of every 2016. India is additionally universally the biggest milk creating nation
since 1997. In India, the co-agents and private dairies approach just 20% of the milk created.
Roughly, 34% of the milk is sold in the chaotic market while 46% is expended locally. This is in
contrast with a large portion of the created countries where practically 90% of the surplus milk is
goes through the composed part.

The Indian ice cream industry is one of the fastest growing segments of the dairy or food
dispensation industry. Presently the ice cream market in India is estimated to be over INR 4,000
crores, and is growing at a rate of 15-20 percent year-on-year. It is projected that by 2019, the
market will reach a worth of approximately INR 6,198 crores.

In India, dessert industry is for the most part local and there is a huge number of brands
concentrating on just a single or two regions or for some situation just a single state. There are not
many national brands and the real explanation for moderate development of the littler players is
the high perishability of dessert items. At present developing at 12-15% yearly, the future prospect
of India's dessert advertise is promising for producers, providers and retailers. While various
provincial players have just begun growing, the passage of new players has additionally escalated
the battle to get a greater piece of the overall industry. The little and medium frozen yogurt makers
in India are presently having the capacity to upgrade their item range, volumes and gainfulness by
using the more moderate Chinese types of gear.

It is normal that the Asia Pacific cheddar market will twofold its present size of USD 8.3 billion
to reach around USD 15.5 billion continuously 2021. India and China are the two nations in this
district with a quickly developing cheddar advertise. Experts trust that the cheddar area in India is
set for quick development. Using the advantages of a coordinated deals and dissemination
framework and utilizing expanded sourcing is the route forward in the part. The esteem included
dairy industry section is relied upon to draw in speculations and passage of new players in the
coming years. Players are underscoring on offering the purchaser better quality separated items.
Buyer are searching for increasingly more solid dairy choices and presenting such cheddar
alternatives will see footing in the market. It has been anticipated that the Indian cheddar market
will develop at a CAGR of roughly 31% amid 2015-2020, as far as deals esteems.

Milk is some supplement rich, white fluid nourishment created by the mammary organs of well
evolved creatures. It is the essential wellspring of nourishment for baby warm blooded creatures
before they can process different sorts of sustenance. Early-lactation milk contains colostrum,
which conveys the mother's antibodies to its young and can diminish the danger of numerous
infections. It contains numerous different supplements including protein and lactose. Interspecies
utilization of milk isn't phenomenal, especially among people, a considerable lot of whom expend
the milk of different well evolved creatures.

As an agrarian item, milk, additionally called dairy milk, is removed from homestead creatures
amid or not long after pregnancy. Dairy farms produced around 730 million tons of milk in 2011,
from 260 million dairy cows. India is the world's biggest maker of milk, and is the main exporter
of skimmed milk powder, yet it sends out couple of other milk items. The regularly expanding
ascend in local interest for dairy items and a substantial interest supply hole could prompt India
being a net merchant of dairy items later on. The United States, India, China and Brazil are the
world's biggest exporters of milk and milk items. China and Russia were the world's biggest
merchants of milk and milk items until 2016 when the two nations ended up independent, adding
to an overall excess of milk

HISTORY

The first of the dairy co-operatives that make up KMF started in 1955 in Kudige, Kodagu District.
KMF was founded in 1974 as Karnataka Dairy Development Corporation (KDDC) to implement
a dairy development project run by the World Bank. In 1984 the organization was renamed KMF.
KMF has 14 milk unions throughout the Karnataka State which procure milk from Primary Dairy
Cooperative Societies (DCS) and distribute milk to the consumers in various urban and rural
markets in Karnataka State with 1500 members.

MARKET GROWTH

Coordination of exercises among the Unions and creating market for Milk and Milk items is the
obligation of KMF. Promoting Milk in the individual purview is sorted out by the separate Milk
Unions. Overflow/shortage of fluid milk among the part Milk Unions is observed by the
Federation. While the advertising of all the Milk Products is sorted out by KMF, both inside and
outside the State, all the Milk and Milk items are sold under a typical brand name NANDINI.

The Federation is endeavoring to make an independent and lively provincial economy in Karnataka
by giving a strong and favorable condition for the development of Dairy Cooperatives as self-
sufficient financial and social organizations. The Federation is generally effective in understanding
the goals of dairying amid the most recent four many years of dairy improvement in Karnataka
State. It is overall fruitful in giving a suitable backup occupation to jobless country poor in order
to raise their salary procuring limits and to supply satisfactory amount of value milk at sensible
costs to urban purchasers.

The consequences of viable dairy advancement by KMF have made expansive and broad effect on
rustic scene in Karnataka. The best profitable milk price tag to ranchers, productive and auspicious
information administrations, conveyed at the entryway ventures to ranchers, for example, unfailing
veterinary wellbeing administrations to any remote town, quality managed impregnation for breed
upgrades, supply of parity cows feed at not exactly the market cost, and so on., have made the
ranchers to progressively belittle their agreeable. The degree of patronization by ranchers is
complete to the point, that overwhelming offer of attractive surplus milk of ranchers in Karnataka
is acquired by KMF dairies and scarcely there is any composed private dairy milk obtainment,
which is broadly common in different pieces of the nation.
PRODUCTION OF INDIAN DAIRY INDUSTRIES

MILLION IN TONS

166

146.8
144
142
130.2

136
132
128
122
112
107

2007- 2008- 2009- 2010- 2011- 2012- 2013- 2014- 2015- 2016- 2017-
08 09 10 11 12 13 14 15 16 17 18

MILK PRODUCTS

 Ghee
 Butter
 Cheese
 Ice cream
 Milk powder

OUR PRODUCTS ARE

1. MILK
2. UHT MILK

3. Flexipack Milk

4. Curds & other fermented products

5. Ghee & butter

6. Milk powder

7. Icecream & Frozen Desserts

8. Milk Sweets

9. Chocolates

10. Other Product

EVOLATUION

Development of Dairy Industry in India

Livestock Industry

Domesticated animals assume a critical job in financial existence of India. It is a rich wellspring
of superb sustenances, for example, milk, meat and eggs. With substantial human populace and
financially solid potential shoppers the interest for nourishment items is expanding quickly. In
India, animals gives normal, strengthening pay to makers occupied with optional and tertiary
structures identified with domesticated animals business. Other than giving natural excrement,
domesticated animals is essential wellspring of a few esteem included side-effects, which are not
legitimately, prepared and used as a business movement, yet have massive future business
potential.

Today animals are assuming a vital job in fortifying India's economy. Domesticated animals
contribute 8% to GDP of India. Domesticated animals are the existence line of Indian Agro-based
economy. India being an agro-based nation; creature agribusiness is the primary sideline segment
that contribute over 28% to agro GDP including poultry (Haleem, 2009). Dairy division has been
instrumental in bringing financial change. There exists a cooperative connection among
agribusiness and domesticated animals cultivating. The horticulture results give feed and grain to
referred to while dairy cattle give compost, draft control for different rural tasks. Other than draft
control animal’s division adds to national salary from different enterprises, for example, Dairy,
Poultry, Leather, Feed, Wool and Fur, Organic manures, Bio-fuel area and Bioresearch, and so on.

Livestock Importance in Rural India:

Essentially India is an agrarian nation and animal’s area is a fundamental piece of farming. It is
the foundation of India's economy as salary, business and remote trade acquiring. It is evaluated
that dairying part alone is contributing 15% of the Gross National Income (Raju, 2001). The
development of this animal’s area is a lot quicker (6 to 8%) than center horticulture itself (2.3%).
Dairy itself has a development of 5 to 6 percent for every annum. In the worldwide situation India
is the topper in milk creation, has third position in egg and fifth in chicken generation. In our
country, nearly 80% of people living in villages, 69% of them are engaged in agriculture, 43% of
them are cultivators having a bit of cultivable land. Remaining 26% are agricultural laborers who
are having one or two milch animals. For small farmers, landless and agriculture laborers, the
livestock sector is giving sustainity for their lives. It is providing livelihood to the people living in
draught areas like Rajasthan and Gujarat, etc.

Indian Dairy Scenario:

Today the normal per capita accessibility of milk in India has achieved 263 gm for every day. At
the point when the world milk generation in 2008 is around 700 million tones, India has delivered
121.7 million tones. This was accomplished because of the cow-like populace of 304 million
(199.1 million cows and 105.3 million wild oxen) and its solid wide spread milk acquisition
framework built up by NDDB, through the task flood program—15 state alliances, 177 District
associations and 1, 28,799 town helpful social orders. Today, the domesticated animals part
commitment to agribusiness GDP is around 25-28%. Dairy part commitment is around 65-70% to
animals’ segment. We have under 1000 milk handling focuses in India. The objectives of the
eleventh multiyear plan for the animal’s area are relied upon to accomplish a general development
between 6% to 7% per annum for the segment all in all and the milk generation development is
assessed to 5% per annum from 100 million tons from 2008 to 126.42 million tons by 2011-2012.

This expansion in per capita accessibility is a major accomplishment keeping in view the enormous
increment in populace of our nation. The Indian dairy industry owes its crown of achievement to
a large number of little ranchers, who have a couple of bovines/wild oxen, yielding 2-3 liters of
milk for every creature. The yields have remained very low contrasted with the world gauges yet
they have made due as well as prospered. Yearly milk yield per dairy creature in India is around
one-tenth of that accomplished in the USA and around one-fifth of the yield of New Zealand dairy
ranchers. Not just this, the expansion in complete creation in India is superior to the world yearly
ascent in milk generation.
Establishment of National Dairy Development Board (Nddb):

NDDB was set up under the Societies Registration Act in 1965. Later it acquired distinct identity
as a body corporate through Parliament Act in 1987.

The main objectives were as follows:

i. To monitor over the various development programmers by Indian Dairy Corporation set up in
13 Jan., 1970.

ii. To promote the Co-operate dairy development programmers.

iii. To success the operation flood programmers.

iv. To increase research and extension work in the field of dairy.

RECENT DAIRY DEVELOPMENT

India positions first among the world's milk creating Nations since 1998 and has the biggest cow-
like populace in the World. Milk generation in India amid the period 1950-51 to 2017-18, has
expanded from 17 million tons to 176.4 million tons when contrasted with 165.4 million tons amid
2016-17 recording a development of 6.65 %. FAO revealed 1.46% expansion in world milk
Production from 800.2 million tons in 2016 to 811.9(Estim) million tons in 2017. The per capita
accessibility of milk in the nation which was 130 gram for each day amid 1950-51 has expanded
to 374 gram for every day in 2017-18 as against the world assessed normal utilization of 294 grams
for each day amid 2017. This speaks to continued development in the accessibility of milk and
milk items for our developing populace.

Dairying has turned into a critical auxiliary wellspring of pay for many provincial families and has
accepted the most essential job in giving work and salary creating openings especially for minor
and ladies ranchers. The vast majority of the milk is created by creatures raised by little, minimal
ranchers and landless works. Of the complete milk generation in India, around 48 % milk is either
expended at the maker level or sold to non-makers in the rustic zone. The equalization 52 % of the
milk is attractive surplus accessible available to be purchased to customers in urban zones. Out of
attractive surplus it is evaluated that 40 % of the milk sold is taken care of by the composed area (
for example 20% each by C-usable and Private Dairies) and the rest of the 60 % by the sloppy
area.

About 16.6 million ranchers have been brought under the ambit of around 1,85,903 town level
Dairy Corporative Societies (DCS) up to March 2018. Regardless of the droop in world market
and better acquirement costs by dairy cooperatives alongside abatement in obtainment volume by
real private players prompted increment in milk accumulation by the dairy cooperatives by about
11%. The dairy cooperatives have obtained day by day normal of milk about 475.6 Lakh Kg every
day (LKgPD) amid 2017-18 when contrasted with 428.7 lakh kg secured amid 2016-17. The
closeout of fluid milk came to 349.6 Lakh Liter every day (LLPD) amid 2017-18 recording a
development of 6% when contrasted with 331 LLPD showcased amid 2016-17. Ladies individuals
from the DCS are additionally being urged to expect positions of authority. As on 31.03.2018, the
complete number of ladies in dairy cooperatives the nation over was 4.9 million out of 32,092
ladies DCS which is 29.5% of all out ranchers.

Government of India is making efforts for strengthening infrastructure for production of

quality milk, procurement, processing and marketing of milk and milk products through
following Dairy Development Schemes:

National Programmed for Dairy Development(NPDD)

National Dairy Plan (Phase-I)

Dairy Entrepreneurship Development Scheme(DEDS)

Support to Dairy Cooperatives

Dairy Processing and Infrastructure Development Fund (DIDF)

 COMPANY PROFILE

ABOUT COMPANY

The Bangalore Urban, Rural and Ramanagara District Co-Operative Milk Producers Societies
Union Ltd., (BAMUL) was built up amid 1975 under Operation Flood II by keeping "AMUL" as
its move demonstrate. At present Bamul has Bangalore Urban, Bangalore Rural and Ramanagara
Districts of Karnataka as its territory of operation for Milk Procurement and deal milk in part of
Bruhath Bangalore Mahanagara Palika (BBMP) zone. Since its commencement the association is
always battling for dairy improvement and promoting exercises in its milk shed region.

The Bangalore Milk Union Ltd., (BAMUL) is a unit of Karnataka Cooperative Milk Producers
Federation Limited (KMF) which is the Apex Body in Karnataka speaking to Dairy Farmers Co-
agents. It is the second biggest dairy co-usable among the dairy cooperatives in the nation. In South
India it stands first as far as obtainment just as deals. The brand "nandini" is the home name for
Pure and Fresh milk and milk items.

FOUNDERS AND PROMOTERS

B.G. Anjanappa President

BAMUL, Board of Director Anekal Taluk

B.D Nagappa

Bamul, Board of Director Bangalore East

Panchalingaiah

Board of Director Bangalore South Taluk

B.K Manju

Board of Director Bangalore North Taluk

ACHEIVEMNETS

 Bureau of Energy efficiency, Govt of India conferred BAMUL has been awarded 2nd place
for the achievement in Energy conservation for the year 2005 in Dairy sector.
 Karnataka safety Council, Karnataka Govt conferred BAMUL has been awarded 1st place in
best Safety Industrial Boiler award for Boiler Maintenance in the year 2007.
 Karnataka Renewable Energy Development ltd g(KREDL) Govt of Karnataka conferred
BAMUL has been awarded 2nd place for the achievement in Energy conservation for the year
2008-09 in Dairy sector.
 The Union is certified for Food Safety Management System, ISO 22000:2005 by M/s
Standards Australia International Global, Mumbai
 Bamul has been certified for ISO 22000:2005 & ISO 9001-2000 for quality management and
Food Safety Systems. The National Productivity Council (NPC) of Government of India has
conferred "Best Productivity Award" for FIVE TIMES.

QUALITY AND FOOD SAFETY

Bengaluru Milk Union is resolved to guarantee the wellbeing of its milk and milk items
provided to its clients by steady correspondence with every one of the gatherings associated
with the natural way of life to achieve consistent improvement and by embracing the most
current and suitable techniques to guarantee best norms in securing, handling and
promoting amazing milk and milk items.

 The crude milk quality at part milk makers co usable social orders is ceaselessly
improved by instructing the individuals about clean milk generation methods and
charging of Bulk Milk coolers
 To guarantee that milk and milk items advertised fits in with statutory and client
prerequisites.
 To communicate with clients about milk quality and security to achieve
enhancements.
 As an extra support of our clients, the Union has begun Mobile Milk Testing Van
administration, which will cover all market territory in Bangalore. The clients can
openly test the milk purchased by them at the office areas to check the nature of
milk they use.

PRODUCTS AND SERVICES

Sl NO PRODUCT NAME

1 BUTTER

2 BUTTER MILK

3 CREAM

4 CURDS

5 DOUBLE TONED MILK

 6 FLAVORED MILK

7 GHEE

8 GOOD LIFE

9 GOOD LIFE SLIM

10 HOMOGENISED TONED MILK

11 KHOVA

12 NANDINI GHEE LADDU

13 NANDINI SPECIAL

14 PANEER

15 PEDA

16 SAMRUDI

17 SET CURD

18 SHUBHAM(STANDARISED MILK)

19 TONED MILK

DISTRIBUTION CHANNEL

A dissemination channel is a chain of organizations or mediators through which a decent or

administration goes until it achieves the end purchaser. It can incorporate wholesalers, retailers,
merchants, and even the web. Channels are broken into immediate and aberrant structures: An
immediate channel enables the shopper to purchase the great from the maker, and a circuitous
channel enables the buyer to purchase the great from a distributer or retailer.

Types of Distribution Channels

 Manufacturer to Customer
  Manufacturer to Retailer to Customer
 Manufacturer to Wholesaler to Retailer to Customer
 Manufacturer to Agent to Wholesaler to Retailer to Customer

Manufracturer Consumer

Manufacturer to Customer: Direct selling is one of the most seasoned types of selling items. It
doesn't include the incorporation of a middle person and the maker gets in an immediate contact
with the client at the purpose of offer. A few instances of direct channels are selling, brand retail
locations, taking requests on the organization's site, and so forth. Direct channels are generally
utilized by producers selling transitory merchandise, costly products, and whose intended interest
group is geologically thought. For instance: Bakers, diamond setters, and so forth.

Manufacturer Retailer Customers

Manufacturer to Retailer to Customer: Retailers buy the product from the manufacturer and
then sell it to the customers. One level channel of distribution works best for manufacturers dealing
in shopping goods like clothes, shoes, furniture, toys, etc

Manufacturer Wholesaler Retailer Customers

Manufacturer to Wholesaler to Retailer to Customer: Wholesalers buy the bulk from the
manufacturers, breaks it down into small packages and sells them to retailers who ultimately sell
it to the end customers. Goods which are durable, consistent and somewhat inexpensive and whose
target audience isn’t limited to a confined area use two-level channel of distribution.
 Manufacturer Agent Wholesaler Retailer Customers

Manufacturer to Agent to Wholesaler to Retailer to Customer: Three-dimension channel of

dispersion includes a specialist other than the distributer and retailer who helps with selling
products. These specialists come convenient when merchandise need to move rapidly into the
market not long after the request is put. They are given the obligation to deal with the item
dispersion of a predefined zone or locale consequently of a specific rate commission. The
specialists can be classified into super stockiest and conveying and sending operators. Both these
operators keep the stock in the interest of the organization. Super stockists purchase the stock from
producers and pitch them to wholesalers and retailers of their territory. Though, conveying and
sending operators deal with a commission premise and give their distribution centers and shipment
ability for request handling and last mile conveyances. Makers settle on three-level promoting
channel when the user base is spread everywhere throughout the nation and the interest of the item
is high.

Functions of Distribution Channels

Coordinations and Physical Distribution: Marketing channels are in charge of get together,
capacity, arranging, and transportation of products from makers to clients.

Assistance: Channels of appropriation even give pre-deal and post-buy administrations like
financing, upkeep, data scattering and channel coordination.

Making Efficiencies: This is done in two different ways: mass breaking and making
arrangements. Wholesalers and retailers buy extensive amounts of merchandise from producers
yet break the mass by pitching few at an opportunity to numerous different channels or clients.
They additionally offer distinctive sorts of items at a solitary spot which is an enormous advantage
to clients as they don't need to visit diverse retailers for various items.
Sharing Risks: Since the vast majority of the channels purchase the items in advance, they
likewise share the hazard with the producers and do everything conceivable to offer it.

Showcasing: Distribution channels are likewise called promoting channels since they are among
the center touch focuses where many advertising procedures are executed. They are in the
immediate contact with the end clients and help the makers in proliferating brand message and
item benefits and different advantages to the clients.

VISION AND MISSION

VISSION

Model Co-operative Milk Dairy in the Country

MISSION

Ushering Rural Prosperity in the lives of Member Milk Producers

 Bamul is also organizing Consumer Awareness Programmed as a part of Market

Development to create awareness of "Nandini" Milk through personal contacts, Door to
Door campaigns, Organizational Meetings, School Children Mega Dairy Plant visit etc.,
are conducted regularly.
 Milk Product Block within the campus to manufacture Butter, Ghee, Peda, Flavoured Milk,
Spiced Butter Milk, Paneer, Set Curds etc.,
 Bamul has planned new project to convert Hosakote Chilling Center into a 2.0.LLPD
Capacity Dairy with an investment of Rs.2427.00 Lakh and a New Product Block at
Bangalore Dairy Premises with an investment of Rs. 2033.00 Lakhs.
 Mega Dairy with a capacity to process 6 lakh liters of milk per day expandable to 10 llpd
has been built by investing Rs. 38.70 crores. The Mega Dairy, has latest state-of-the-art
technological facilities in dairy processing and the Union will have the ability to
manufacture milk and milk products to world class standards.
  The strategy of Bangalore Milk Union is "Procure More, Sell More & Serve More" and
reaping the benefits of economies of scale.
 Importance has been given to enroll more and more milk producers in the villages as
members of these DCSs. While enrolling these members, more emphasis is being accorded
to enroll more number of women members and to organize more women managed DCSs
under STEP (Support to Training and Employment Program for Women).
 Ultimately, the complex network of co-operative organization should build a strong bridge
between masses of rural producers and millions of urban consumers & achieve a socio-
economic revolution in the village community.
 Achieve economies of scale of rural milk producers by ensuring maximum returns and at
the same time providing wholesome milk at reasonable price to urban consumers.
 The philosophy of this co-operative milk producer’s organization is to eliminate
middlemen and organize institutions owned and managed by milk producers, by employing
professionals.

SWOT ANALYSIS

STRENGTH

 Strong customer base

BAMUL enjoys a very strong customer base in their domestic market. Product mass
produced by BAMUL are known for their quality perception of consumers regarding
BAMUL’S products have earned them a very tough customers base. They have almost
acquired more than 70% of market shares in domestic market.
 Competitive Product line
Products offered by BAMUL are only one of its kinds in the domestic’s market, its
competitors have only a few substitutes of offer in terms of variants of product.
 BAMUL has an automated production process it helps them to harshly reduce the cost of
production pre unit due to which have a high end of technology for production process.
WEAKNESS
 The company should pay attention to its advertising and strategy though Nandinimilk has
a monopoly market
 Lack of employees in the quality control department
 Perishability: Pasteurization has overcome this weakness partially. UHT gives milk
long life. Surely, many new processes will follow to improve milk quality and extend its
shelf life
 Lack of control over yield
 Problematic Distribution
 competition

OPPORTUNITIES
BAMUL can explore other avenues of dairy farming (Honey Culture), Since it’s already has strong
dealer base. It can train suppliers in honey culturing and later market the new product Honey under
its own brand name Nandini since it has own value and consumer perception. In the domestic
market Honey available is providing by Companies such as “Dabur”, so Nandini could be made
presented at a cheaper rate owing to lesser Cost of Production. Major market share could be
obtained since Nandini, the brand name is well known in the local market.

THREATS
Competitors of BAMUL have started to access the supplier base of BAMUL by offering more
prices and have been wealthy in luring some of the farmers. in to give the milk, it is the one
threat faced by BAMUL.
INFRACTURES FACILITIES

MEGA DAIRY

Bureau of Energy efficiency, Govt of India conferred BAMUL has been awarded 2nd place for
the achievement in Energy conservation for the year 2005 in Dairy sector.

Karnataka safety Council, Karnataka Govt conferred BAMUL has been awarded 1st place in best
Safety Industrial Boiler award for Boiler Maintenance in the year 2007.

Karnataka Renewable Energy Development ltd g(KREDL) Govt of Karnataka conferred BAMUL
has been awarded 2nd place for the achievement in Energy conservation for the year 2008-09 in
Dairy sector.

The Union is certified for Food Safety Management System, ISO 22000:2005 by M/s Standards
Australia International Global, Mumbai

Bamul has been certified for ISO 22000:2005 & ISO 9001-2000 for quality management and Food
Safety Systems. The National Productivity Council (NPC) of Government of India has conferred
"Best Productivity Award" for FIVE TIMES

Bureau of Energy efficiency, Govt of India conferred BAMUL has been awarded 2nd place for
the achievement in Energy conservation for the year 2005 in Dairy sector.

PRODUCTS BLOCK
Milk Product Block within the campus to manufacture Butter, Ghee, Peda, Flavoured Milk, Spiced
Butter Milk, Paneer, Set Curds.
 CHAPTER-2

CONCEPTUAL BACKGROUND AND LITERATURE REVIEW

Theoretical background of the study

MARKETING MIX

Marketing Mix

Product Place

Promotion

Price

PRODUCT

Product is a key element in the market offering. Marketing mix planning being with formulating
to meet target customer’s need & wants. The customer will
judge the offering by three basic elements features & quality, services mix &quality & price
appropriateness. Kotler said -A product is anything that can be offered to a market to satisfy the wants or
needs of the consumers. Products that are marketed include physical goods, services, events,
experience, persons, place, properties, organizations, information‘s & ideas.

A firm does not sell only a product. It sells product benefits. Product is the most important variable in the
marketing mix of the firm. If the product is sound &easily acceptable to the market if it satisfies seller’s
need, consumer’s preference & is carefully fitted to the needs & desires of the customers, sales success
is assured. Hence, product is the center of all marketing policies &decisions. The marketing planning
begins with the product & also ends with the product.

PRICE

Sales are only income for any business concern. But price is the main factor which affects the sale
of the market. If the price is high, few buyers purchase and if the price is low many buyers
purchase. Therefore a sound pricing policy must be adopted to have maximum sale revenue.
Moreover, it is only through proper pricing policy the already laid down marketing objective and
corporate goals could be achieved. Price is the exchange value of a product or service always
expressed in tem of money. In other words, price of a product or service is what the seller feels its
worth on term of money, when offered to a buyer. To the customer, the price is an agreement
between seller & buyer concerning what each is to receive. The buyer is interested in the price of
the whole package consisting of physical product plus a bundle of expectation and satisfaction.
The consumer has numerous expectations such as after sale service, replacement of parts, technical
guidance & money other benefits. However, to the seller, price is a source of revenue and a main
determinant of profit. To the seller, price is equivalent to the total product offering. This offering
includes a brand name, a package, product benefits, after sale service and so on. We can define
price as the -money of the product or service agreed upon in a market transaction ‖.

So, Price in money = physical product + bundle of expectations.

PROMOTION
Promotion is the process of making communication involving information, persuasion and
influence. Promotion has three specific purposes. It communicates marketing information to the
customers, users & retailers. Promotion persuades and convinces the buyer & enters into this
consumer behavior. Promotional efforts act as powerful tools of competition providing of cutting
edge of its entire marketing programmed. Promotion has been defined as “the coordinated self
initiated effort to establish channel of information & persuasion to facilitate or faster the sale of
goods or services, or the acceptance of ideas of points of view.” It is a non-price competition.

Broadly speaking, promotion means to push forward or to advance ideas in such a way as to gain
its acceptance & approval. It is an effort by the marketer to inform and persuade buyer to accept,
resell, recommend, or use the article, services or ideas, which is being promoted. The promotional
activity always attempts to affect knowledge, attitude, preferences & behavior of recipient, i.e.
buyers. The element of persuasion to accept ideas, products, services etc., is the heart of promotion.

You may have the best product, package & so on. It may have a fair price. But people will not buy
your products, if they have never heard of it, and they are simply unaware of its existence.

The market must communicate to his prospective buyer & provide them adequate information in
a persuasive language. People must know that the right product is available at the right place & at
the right price. This is the job of promotion in marketing. In essence, promotion is the spark plug
in our marketing mix. It is said that:-

“Nothing until somebody promotes something”

Promotion can create & stimulate demand, capture demand from rivals and maintain the demand
of your products even against keen competition. It is true that nothing can be sold & nothing can
make money (except mint) without means of promotion.

The communication & promotion mix includes four ingredients viz.

Sales promotion.

Advertising.

Publicity.

Personal selling.

 Sales promotion
Sales promotion is an important instrument in marketing to lubricate the marketing efforts. Today,
sales promotion is a necessity & not a luxury. It is not expenditure, it is an investment, which can
pay a rich dividends. It is an integral part of marketing effort.

“In a specific sense, sales promotion includes those sales activities that supplement both personal
selling & advertising & coordinated them and help to make them effective such as displays, shows
and expositions, demonstration and other nonrecurring selling effort not in a ordinary routine.
Sales promotion aims at stimulating the purchasing at the point of sales & dealer’s effectiveness
at the retail channel of distribution.

(a) Dealers promotion

To make a proper channel of distribution & to increase the market share of the company, corporate
plans to promote their dealer or retailers through the various promotional strategies. Under which
they provide a price off, a straight discount off the list price. The offer encourages retailers as well
as distributors to buy a quantity or carry a new item.

As it is company provide allowances to the distributors for the carrying out of the company’s
brand. An advertising allowance compensates retailers for advertising the company’s products.

Company also provides free goods to the distributors as the offer for taking up extra goods or for
carrying new products. In the extra company plans to organize the industrial associations in the
form of trade fairs & conventions o stimulate the sale result of their intermediaries.

(b) Customers promotion

Due to the proper attention towards the channel of intermediaries, company is not able to give
proper attention towards consumer’s promotion but they arrange whole the method of local
promotion for the awareness of the local customers. As it is they also provides demonstration &
gifts to the customers shortly by which products of the company are able to create a spec in the
customer’s mind
Advertising

The modern age is an era of competition. To withstand competition manufactures

have to think of new & unfamiliar uses for their products or they have to find out
new buyers for their products. The patent medicine people were the first to prove
what advertisement could do.

“Advertisement is the art of influencing human action’ the awakening for the desire
to possess & possess your product.”

“Advertisement consists of all the activities in presenting a group a non-personal,

oral or visual, openly sponsored message regarding a product, services or idea.”

PLACE

Marketer has to ensure the availability of its products to the target customers. If a product is not
available to the target customers at the right place, then he/she may shift to competitive products.
So place decision relates to:

i. Channel decision – what kind of distribution channels a company adopts between plants &
consumer.
ii. Distribution channel policy – whatever to go for extensive or selective or exclusive
distribution.
iii. Degree of selectivity among wholesalers & retailers.
iv. Effort to get the cooperation of the trade.
v. Physical distribution decision includes logistics, transportation, warehousing, material
handling, bulk packaging etc.

Meaning of channels of Distribution

Goods produced by the manufacturers must come to the knowledge of the ultimate consumers.
This is arranging by the sales promotion activities like salesmanship & advertising. By mere
knowledge, the prospective consumers are not happy. The products must reach their hands for
actual use. Channels of distribution are paths through which products move from the point of
production to the point of consumption. Distribution channels are also called Trade channels.
 Literature Review

1. (C, 2012)KMF (Karnataka Milk Federation) has 13 Milk Unions all through the State, which
acquire milk from Primary Dairy Cooperative Societies (DCS) and disperse milk to the buyers in
different Towns/Cities/Rural markets in Karnataka and Dharwad Milk Union is one among the 13
associations. Aside from selling milk, it sells thick 250 gm Curds in mud pots uniquely intended
for this reason specifically "KUDIKE MOSARU". The acclaimed Dharwad Peda, Butter in mass
just as in retail packs and in 10 gm chip sets, Ghee, Skimmed Milk Powder and Paneer are sold. A
study was performed to know purchasers' conduct and merchants' recognition towards Nandini
brand in contrast and other contenders' brands. An organized Questionnaire was utilized for this
reason. The report additionally contains the discoveries acquired from the study. The overview
was directed for 75 clients and 25 retailers. The examination uncovers the explanations behind
decrease in the Market Share of Nandini Milk in Dharwad city.

2. (SUMATHI, 2015)The predominance of casual market operators in promoting of milk and milk
items in, India is probably going to proceed within a reasonable time-frame. It is accordingly vital
to comprehend the elements of different promoting channels, including purchasing and selling
conduct of purchasers and merchants, advertising proficiency and the capacity of various market
specialists in connecting with the poor makers and customers. Shockingly minimal deliberate work
is accessible on these angles and what small amount work has been done either needs
methodological thoroughness or has thin calculated and land inclusion. Additionally, because of
movement in innovation, a few assortments of milk are accessible in the market, for example,
entire milk, skimmed milk, conditioned milk and so forth. Once more, there is a solid felt
requirement for the showcasing chiefs to harp on making a high level of mindfulness among the
clients in regards to their item go Milk organizations are likewise encouraged to fortify their
inventory network and different coordinations and use mediators to advance and make their items
accessible to the end purchaser.

3. (Mihaela & Mihaela, 2014)The motivation behind this paper is to give a far reaching writing audit
of green advertising, eco-accommodating items and green customers. These days, mindfulness on
 various ecological issues expanded altogether and it is of worldwide worry to decrease negative
effect on nature. In connection to this, there has been an adjustment in utilization designs.
Subsequently, another portion of customers was presented, the purported green purchasers. Green
advertising endeavors to adjust by putting in the focal point of consideration the requirements of
such a customer. An expansion of natural items exists in the two sections, popular and offer. To
keep up the welfare of present and who and what is to come, a manageable improvement is
basically.

4. (Mor, 2017)The purpose of this newspaper is to explore the key concert indicators (PIs) that serve
as a decision support tool in case of dairy supply chain practices and to analyze their interactions
in the context of Indian dairy industry sector. A total of 11 PIs have been identified through the
literature review and the opinions of an expert team consisting of managerial and technical experts
from dairy industry and academics.

5. (Mathu, 2015)Rural Development is a procedure of changes done purposely for the elevate of the
Rural People. It is for the most part alluding to the way toward improving the personal satisfaction
and financial prosperity of individuals living in moderately disconnected and scantily populated
territories. Changes in worldwide creation organizes and expanded urbanization have changed the
character of provincial regions. Progressively the travel industry, specialty producers, and
diversion have supplanted asset extraction and agribusiness as prevailing financial drivers.
Farming, with its associated parts, is obviously the biggest business supplier in India, all the more
so in the immense rustic zones. Indian horticulture and associated exercises have seen a green
unrest, a white insurgency, a yellow unrest and a blue upheaval. The part represents 18 percent of
India's total national output (GDP) and utilizes only somewhat less than 50 percent of the nation's
workforce. This division has gained extensive ground over the most recent couple of decades with
its expansive assets of land, water and daylight. Maintainable agribusiness, as far as nourishment
security, provincial business, and ecologically practical advancements, for example, soil
preservation, feasible characteristic asset the board and biodiversity assurance, are basic for
comprehensive rustic improvement. This paper predominantly centers around the requirement for
provincial networks to approach advancement from a more extensive viewpoint which has made
 more spotlight on a wide scope of farming formative objectives. Instruction, business, physical
framework, and social foundation all assume a critical job in creating farming districts. Rustic
advancement is likewise described by its accentuation on privately created financial improvement
methodologies. What is required in this hour isn't to continue presenting new and progressing
patterns for country agrarian improvement and making mindfulness among the general population
about the related issues. For this it is basic that people in general, private and common segments
must cooperate intelligently and proficiently for reasonable rustic advancement by improving
Agricultural segment of the area.

6. ( ROY & MALHOTRA, 2018)Milk and milk items have a vital spot in the dietary routine of
people because of medical advantages. The appropriation of milk handling is exceedingly
controlled by the market interest for dairy items. It talked about the job of conjoint examination in
the assurance of purchasers' reactions to an item amid idea testing and test showcasing and
furthermore for the changes of existing items. The satisfaction of clients' needs and needs
beneficially necessitates that organizations comprehend the traits of their product(s) that are most
esteemed by the clients. In this paper the conjoint examination of ghee has be evaluated and their
way worth utilities likewise has been determined. If there should arise an occurrence of ghee the
most vital ascribe to the customers was observed to bundle which contributes 1.764 to the buyer's
all out utility of 3.582 while the shopper's least favored characteristics level is neighborhood brand
ghee. Ghee arranged from dairy animal’s milk (U=0.434) were found to have more utility to the
purchasers than bison ghee(U=0.125). Relative significance ascribes of ghee to purchasers were
observed to be: bundling (41.25%), sorts of ghee (27.10%), brand (23.14%) and amount (8.51%).
The figured use versatility of fluid milk, curd and buttermilk were observed to be lesser than
solidarity mirroring that customers have thought about these items as important merchandise.

7. (schmedders, et al., 2017)The budgetary accomplishment of dairy ranches depends basically on

the cost of their fundamental yield, milk. Extensive instability in the cost of milk represents an
impressive business hazard to dairy ranches. This is especially valid for family-run dairy ranches.
The inquiry at that point emerges: in what capacity can a ranch proprietor support the milk value
chance? The standard way to deal with set up a value floor for a product, for example, milk is to
buy put alternatives on ware prospects. At the Chicago Mercantile Exchange, ranchers can
 purchase put alternatives on the cost of an assortment of milk items. In any case, the value a ranch
gets for its milk relies upon numerous variables and is interesting to the homestead. Consequently,
a rancher can't straightforwardly purchase put alternatives on the value he gets for the milk his
homestead produces. Rather the rancher needs to figure out which of the alternatives accessible
for exchange at the Chicago Mercantile Exchange offer the best fence at his very own milk cost.
The task for this situation is to look at verifiable information on a few costs of milk items and the
milk cost gotten by a family-run dairy ranch in California. Understudies need to discover the value
that is most firmly related to the homestead's milk cost and to then pick alternatives with the
suitable strike value that fill in as the best support at the ranch's cost hazard.

8. (kunapatarawong, 2015)The case is about Murrah Dairy, Thailand's sole bison dairy maker. The
organization joins the ideas of normal SMEs together with network endeavors to fabricate a
business that can be utilized to accomplish network benefits just as private increases. With 11 years
of experience, Murrah Dairy remains the solitary broad dairy wild ox ranch in Thailand. The
market is developing, the brand is getting on and the organization continues extending. Starting
with Murrah Farm in 2003, presently Murrah Dairy currently works Murrah Farm, Murrah House
and Mini Murrah Farm. The inquiry presently is the place to go from here and what will it take to
develop further.

9. (Balakrishan, 2011)This case spotlights Al Ain Dairy in Dubai, UAE. It centers around the
dispatch of the new item – "Long Life Juice" in Dubai 2010. Al Ain Diary is the UAE's biggest
dairy organization by piece of the overall industry however at this point needs to repeat
achievement in both the territorial market and the natural product juice advertise. The case features
the difficulties of expanding generation abilities; item development; inventory network the board;
and brand working in more up to date markets. This case can be utilized to show promoting
procedure, retail the executives, marking, client esteem, aggressive investigation, and possibly
components identifying with universal business technique.
10. (Mohapatra, 2017)Srikumar Misra established Milk Mantra as a milk delivering and selling
organization in the territory of Odisha, India in 2010. The organization along these lines broadened
into milk-based items, for example, yogurt and curds and spread its raid into the neighboring states.
In 2014, the organization needed to defeat a couple of difficulties from the full scale condition just
as think about an advertising and correspondence methodology to increase focused advantage. The
case depends on the essential research and has been created utilizing meetings of the organization
agents and reports made accessible from the organization. Wherever required, composed
authorization has been acquired from the organization representatives. The explicit subjects, which
could be encouraged through this case, are the 4 Ps of advertising, dissemination and promoting
technique. The case additionally depends on the speculations of marking and promoting
correspondence.

11. (Balakrishan, 2011)Al Ain Dairy works is in a standout amongst the most very aggressive
ventures on the planet – the sustenance business. In the dairy business, decision, freshness,
wellbeing principles, stock administration, store network and advertising are vital to
manageability. Al Ain Diary clarifies some key difficulties in this industry for overseeing and
arranging deals. This case expands on a past case and can be utilized to show advertising
procedure, retail the board and coordinations. The case additionally gives a thought on the
nourishment business particularly the dairy market and a portion of the difficulties related with it.
Understudies can have a go at determining and arranging deals dependent on regular patterns.
Since the procedure unpredictability increments as the quantity of stock keeping units’ increment,
the case gives a rich setting of an organization where stock administration is a key to progress.
Item portfolio the executives is another branch of knowledge of center for this situation. For market
development, understudies can take a gander at current authoritative and showcase requirements,
hierarchical abilities (and their transferability), and market cooperative energies and likenesses to
prescribe methodology.

12. (Mehrotra, 2016)On 20 May 2016, the Management team at Patanjali Ayurved Limited (PAL),
an Indian fast-moving consumer goods (FMCG) company, had assembled in their Haridwar office,
India, to discuss their future growth plans. The team was in a celebratory mood, as their internal
 reports suggested the annual revenue forecasts for the year 2016-2017 to be INR 10bn, an increase
of 100 per cent as compared to the previous fiscal year 2015-2016 that recorded annual revenues
of INR 5bn. PAL incorporated in 2006 and co-founded by Acharya Balkrishna operated in four
business segments of foods, personal care, home care and Ayurved products. The products sold
under the brand name Patanjali were single-handedly promoted by Swami Ramdev (hereafter
referred as Ramdev), a popular Yoga practitioner and preacher amongst the Indian masses, as well
as PAL’s co-founder. Ramdev recommended PAL’s products in his yoga sessions on television
and yoga shibirs which had led to huge positive “word-of-mouth” publicity for their brand
Patanjali. Their fast-paced growth in less than a decade had generated a disruption in the Indian
FMCG sector, resulting in a negative impact on the sales of established multinational corporations
(MNCs) such as Colgate-Palmolive, Hindustan Unilever Limited (HUL), ITC Limited (ITC),
besides the domestic players such as Dabur India Ltd. and Emami Ltd. This had led their FMCG
competitors to launch plans to strengthen their product portfolios so as to provide a tough
competition to PAL. The management team at PAL, though confident of achieving their annual
revenue targets, were apprehensive of this new competition from the big players of the FMCG
sector. Were they capable of continuing their success story? Going forward what strategic steps
would ensure them a sustainable growth and a market leader position? The mood turned reflective
as the team pondered on some of these questions.

13. (Jain, n.d.)Agro-enterprises are given high need in India especially on account of their
extraordinary potential for adding to advancement. The accentuation on town based agro-ventures
was presented just about a century back in India by Mahatma Gandhi as an essential belief system
and foundation of the autonomy development. The methodology has experienced generous change
from that point forward, yet significant difficulties to its achievement being developed remain:
how to compose supported creation and obtainment from expansive quantities of little ranchers,
how to guarantee reception of the correct innovation and practices to produce amount and quality
yield at a sensible cost, how to get capital for guaranteeing great handling innovation and meeting
the high working capital prerequisites in a fluctuating business, how to convey solid promoting
endeavors to contend and open early markets, and how to guarantee compelling proprietorship, the
executives and control to guarantee execution for its principle partners of makers, customers and
 financial specialists. To address these difficulties, powerful institutional systems are an
unquestionable requirement, and various advancements and institutional models have risen in
India. These incorporate the HPMC display, the AMUL demonstrate, the Pepsi show, the E-
choupal demonstrate, the Nestle display, the Heritage show, the Suguna display, the Reliance show
and more. The paper utilizes accessible writing and information to look at the execution of a few
of these models as for the previously mentioned difficulties. Numerous discoveries and exercises
rise which would be valuable for business and for managing strong arrangements and practices in
creating nations.

14. (S, et al., 2017)Dairy industry is one of the fundamental worldwide enterprises with impressively
vital ramifications for world economy where the dairy supply chains (DSC) spread each phase of
the sustenance framework beginning from the milk generation at rancher level to definite
utilization. For making progress in the dairy store network, it is expected to concentrate on basic
components (CFs) that are essential for an association to accomplish its corporate objectives with
consistently improving the operational execution. In this unique circumstance, the present
investigation is an endeavor to distinguish the basic components causing low-efficiency in dairy
supply chains. After far reaching writing survey and pilot thinks about in some dairy ventures
situated in northern area of India, a sum of 32 basic variables have been recognized. An organized
survey comprising of 32 CFs has been circled and the information has been gathered from select
helpful dairy units. Further, just eight noteworthy basic elements have been conveyed forward for
AHP investigation dependent on the information gathered. The factor having higher weightage
score is considered as real CF. The discoveries of this investigation demonstrate that the poor
coordinations and transportation offices is the most basic factor as profitability hindrance with
regards to coop. milk handling units in northern India. This examination concentrate would be
helpful for the dairy experts and directors of milk preparing units to deal with their generation
tasks adequately by thinking about the recognized CFs.

15. (Gong, et al., 2003)This case displays an industry driving organization – Nestlé's reasonable
activity in its dairy production network in China. The case starts with the foundation of China's
dairy industry, trailed by a presentation of the case organization. The case at that point proceeds
onward to the examination of Nestlé's new milk store network activity when 2008 and distinctive
 ways to deal with assistance the dairy providers' change. The emphasis is on Nestlé's creative
industry cooperation stage, the Dairy Farming Institute.sustainable inventory network the board;
store network initiative, production network learning and inventory network structure. By
dissecting this case, understudies ought to almost certainly gain a comprehension of how
worldwide organizations (MNCs) play an inventory network influential position in store network
learning of supportable production network activities.

16. (Rayan & Glinskaya, 2001)Advancement cannot be imposed from the outside. it has to happen
from within. This notable book from South Asia demonstrates how homegrown examinations can
be scaled up to change the lives of a large number of poor ladies and men in the creating scene.
Here are accounts of improvement thoughts that work?and of the visionary people who were
resolved to see them succeed. These accomplishments have occurred despite seemingly
insurmountable opposition, in nations battling with across the board debasement, powerless
administration, insignificant framework, profound established social divisions, and inadequately
working legal frameworks. South Asian economies are blasting, yet millions are still barred from
interest in this development. This book offers profitable exercises in how to make markets and
administrations work to profit destitute individuals straightforwardly, upgrading their nobility and
opportunity of decision. Composed by program insiders, these contextual analyses show how
governments, nongovernmental associations, and the private division can start change, getting the
hang of, extending and adjusting as they go. Closure Poverty in South Asia is a fundamental
instrument for approach producers, social researchers, and advancement practitioners? Indeed, for
all who are keen on handling destitution and development issues from the base up.

17. (Hegde, et al., 2014)Transportation of crude milk from town to the dairy requires part of
consideration, as there is no chilling unit at the town gathering focus. Newly gathered crude milk
at town co-usable social orders is transported to chilling unit and the course is indicated by the
milk league. In such a chilling unit, milk gathered from numerous such courses is chilled and after
that moved to auxiliary handling unit once in multi day. To look after quality, the milk must be
chilled at town co-usable society level. Since, the amount of milk gathered is less (40 – 200 liter),
chilling does not occur at this dimension. Mass milk chillers are not reasonable for this reason. At
present, crude milk transport strategy is likewise not clean and stacking emptying strategies are
 unrefined without ergonomic thought. A superior answer for this issue is to transport crude milk
put away in a refrigeration framework, which has an appropriate format, storeroom for milk jars,
and taking care of hardware which will decrease the exertion and time required to stack and empty
the milk jars.

18. ( Varma, 2017)Dairy is a universal agricultural production. people milk dairy animals in almost
every country across the world, and up to one billion people live on dairy farms. It is a important
part of the global food system and it plays a key factor in the sustainability of rural areas in
particular. It is a widely-known fact that the dairy sector directly contributes to the economies of
a number of communities, regions and countries. A Green Economy could be thought of as an
alternative vision for growth and development; one that can generate growth and improvements in
people’s lives in ways consistent with sustainable development. A Green Economy promotes a
three-way bottom line. sustaining and advancing economic, environmental and social wellbeing.
The prevailing economic growth model is focused on increasing GDP above all other goals. it
consists of essential and potentially irreversible social, environmental and economic costs. The
main objective of this paper is to study the practices of amul dairy in Strategies for green economic
development.

19. ( Ernest & Ernest, n.d.)The extending monetary emergency of numerous African nations has
featured the significance of horticultural advancement as an essential condition for growing rustic
earnings. Various elements limit the commitment of domesticated animals to family unit
nourishment security. These elements incorporate asset and yield the executives, financial
components and the accessibility of good quality data. Powerful administration of animals can
assume a noteworthy job in improving family unit employments. The adequacy of the executives
rehearses to a great extent decide achievement in dairy creation. Various examinations in the
administration practices of dairy creatures have concentrated on improving milk generation. This
examination concentrates more on the result of the board practices of dairy creatures on family
jobs. Somewhere in the range of 169 smallholder dairy ranchers partook in a review. Ranchers
were sorted into prepared ranchers and ranchers utilizing conventional practices so as to look at
the executives rehearses. Content examination was done to comprehend the difficulties
confronting smallholder dairy ranchers in their frameworks. Requested Logistic Model was
 utilized to recognize the determinants of the dimension of significance of dairy in vocations and
General Linear Model was likewise used to distinguish determinants of the board rehearses in
smallholder dairy frameworks. The outcomes demonstrated that among others, interest in the
selling of milk is the most critical factor deciding the significance of dairy cultivating on
occupations. Besides, sex of the individual settling on choices about milk deals was observed to
be the factor deciding the administration rehearses received in a dairy ranch family. It was
presumed that smallholder dairy ranchers are resolved and enthusiastic about dairy cultivating
anyway they need great quality data about administration. The way to accomplishment in
smallholder ranch basic leadership relies upon the capacity of the rancher to accomplish great
finding, arranging, executing and observing and assessment. That must be accomplished if the
ranchers are engaged with vital aptitudes required in dairy creation, the board and advertising.

20. (Kumar & Kumar, 2014)The present examination endeavors to clarify the financial state of dairy
ranchers in some VDC of dang area. The encompassing zone of 17 milk cooperatives which are
gathered milk from the dairy ranchers and convey to Lamahi Chilling Center is picked for the
examination reason. In the investigation, 120 example families are taken from 17 unique
cooperatives of the examination zone. To examination this investigation, the essential wellspring
of information data is considered, which is gathered by analyst himself with the assistance of
organized survey. The yield of the examination has appeared there is a need of better offices for
the ranchers to advance milk item and exchange the investigation zone. Out of the all-out dairy
cultivating family of the investigation zone, just 11.42 percent are chosen for the nitty gritty
examination. Test measure is taken structure each dairy helpful by utilizing the strategy for Simple
Random Sampling. Dairy cultivating is creating as a second control of rustic Nepalese individuals.
It has been assuming a fundamental job to inspire rustic financial condition. The examination has
discovered the changing circumstance because of steady advancement of training, some positive
effect has uncovered toward instruction in the investigation zone. Looking the aftereffect of the
investigation, it tends to be presumed that the expectation for everyday comforts of the general
population of the region is elevate to some degree by milk selling. The pay from the milk
generation and its selling involves around 33% salary of the ranchers. Such salary has helped the
rustic ranchers to satisfy their diverse needs. The vast majority of the ranchers utilize the dairy pay
in steers nourishing, yet the pay structure the milk is likewise supporting the local costs of the
ranchers. A few ranchers utilize their salary to pay school expenses for their kids consider. Others
have put, for example, pay in fixed resources, for example, land and house, wellbeing and so on.
There are a few issues in dairy cultivating, for example, absence of institutional credit
administrations, low cost of milk, high cost of grain, milk occasion, deficient veterinary
administrations and high cost of improved type of dairy creatures. In any case, these issues have
not blocking dairy cultivating adversely however it needs a few enhancements. Dairy cultivating
and farming are interrelated to one another. The creation of harvests, improved grass and other
encouraging materials are high here. There is further probability of market extension. Moreover,
reasonable atmosphere and street get to are other push factors which help to promote development
of dairy cultivating around there. Subsequently, the general situation of financial state of dairy
ranchers is slightly below average, be that as it may, it is going in all respects decidedly.

RESEARCH GAP

The above literary works of authors gives the way of base to my research work, those literary
works doesn’t focus specifically towards Nandini’s Bamul’s dealers marketing strategy so, taking
that as base this study is to analyses the marketing strategies of nadini products in Bamul.
 CHAPTER- 3

RESEARCH DESIGN

Statement of The Problem

This study mainly focuses on understanding the present strategies used by Bamul to reach the
customer for Nadini products and How to know the best possible gateway to reach customers and
increase the sales and brand awareness of Nadini products to the customers via Bamul dealers and
to what are present thriving awareness and promotional strategies of Bamul.

Need for the study

Indian marketing strategies and methods not constant always, it has evaluation from direct
marketing to digital marketing we have seen many changes throughout the decade so day by day
every new promotion are getting older when the new one comes but only the unique one pushes
the customers to the outlets so analyzing the best one to drag customers to outlets.

Objectives of the study

To understand about the Indian dairy products

To understand about the Dealers of nadini Products

To find the best strategies of reach out the customers

To know the awareness level of Nandini

To understand the consumer buying behaviors

Scope of The study

Bangalore has been selected as locale of study. The Study mainly focused on marketing department
of Bamul in particular consumer’s attitudes towards Nandini products. And helps in understanding
the wants and needs of customers, to know the existing preference of customers. and to know the
new marketing methods in thriving marketing industry
Research Methodology

Sources of Data: In this study researcher has used both primary and secondary sources to collect
qualitative information from the selected respondents.

Primary data: The primary data is collected from field survey through administering structured
questionnaire and informal discussion and observation from selected respondents.

Secondary data: Secondary data has been collected from published sources such as, the Business
Journals, published books, digital media.

Sampling

Sampling type: Convenient sampling

Sampling Frame: within the boundaries of Bangalore

Sampling unit: Customers of BAMUL, Nandini Products

Sampling Size: 70

Limitations of the study

 The Study is limited to only Bangalore

 The study exclusively for BAMUL’S Nandini Products consumers

Chapter Scheme

Introduction

In introduction part I have explained about Industry profile and glance about my topic and brief
explanation about my company profile

Conceptual Background and Review of literature

In this part I have explained about the theories and literary works of others which supports my
study and detailed theoretical backdrop of my topic
Research Methodology

In this part I have explained about the cause which made me to choose this topic and the process I
followed to gather the data’s and about my sampling study etc.

Data Analysis and Interpretation

In this part with the help of some statistical tools I have derived some values and used that to
interpret and suggest

Findings, conclusions and Recommendations:

It is the last part of this study were I have to conclude the whole research from whatever I found
in data analysis chapter
 CHAPTER-4

ANALYSIS AND INTERPRETATION

Table showing the Awareness about the Nandini and its products

RESPONENDTS FREQUENCY PERCENT

YES 63 90

NO 7 10

TOTAL 70 100

Analsysis

The above table represents the knowledge and awareness about the customers about the Nandini
and its products were out of 70 respondents 63 knows the Nandini well and the unknown
percentage is very low so we have a very good name among the consumer’s.

Graph showing the awareness about the Nandini and its products

AWARENESS ABOUT NANDINI

PRODUCTS
80 63
60
40
20 7
0
YES NO

Interpretation

The above graph just depicts about the awareness and knowledge of consumers about the
Nandini and its products were, around 90% of the respondents says they are well aware about
products and only 10% of audience are unknown about products of consumers.
Table showing Has Nandini Advertising Brought Change in Your Perception On Nandini
Products?

RESPONENDTS FREQUENCY PERCENT

YES 43 61.43

NO 27 38.57

TOTAL 70 100
Analysis

The above table gives us picture of how the Nandini advertising brought any change in buying
behaviour of Nandini consumers weather it attracted any new customer or it increased the sales of
existing customers, were 615%s says yes there is a change in their buying behaviour and about
38% says no, the advertising doesn’t change the behaviour of consumers.

Graph showing Has Nandini Advertising Brought Change in Your Perception On Nandini
Products?

39% YES

61% NO

Interpretation

The graph shows clearly that out of 100, 61 % says yes, there is direct effect of the advertising and
their buying behaviours and 39%, says their buying pattern doesn’t change irrespective of any
form of advertising.
Table Showing Factors Influence Consumer Consider Wile Purchasing the Milk and Its Milk
Products

FACTORS FREQUENCY PERCENT

QUALITY 25 35.71
PRICE 20 28.57
TASTE 20 28.57

AVAILABILITY
15 21.43
TOTAL 70 100

Analysis

The above table shows us the various factors which influences the consumer to consider before
buying into any milk and milk products, were we can see that ¼ of the consumer see quality as a
major and ¼ of the consumers says they consider price, and again ¼ of the consumers see taste as
a major factor and only few consumers’ see and buy whichever the brand is available.

Graph Showing Factors Influence Consumer Consider Wile Purchasing the Milk and Its
Milk Products

FACTORS

35.71
28.57 28.57
21.43

QUALITY PRICE TASTE AVAILABILITY

Interpretation

The above graph depicts the major factors which consumers considers while purchasing, any milk
and its products and there were 70 respondents out of that 35% major says quality they consider
and 28% says price and again 28% says taste as a major factor and only 21% buys whichever is
available without considering other 3 factors.
Table Showing the Source How Did Consumer Come to Know About Nandini Products

SOUCRE FREQUENCY PERCENT

DEALERS 15 21.43
CAMPAIGN 25 35.71

WALL PAINTING
5 7.14

TV ADVERTISEMENT
15 21.43
INTERNET /PHONE 15 21.43
TOTAL 70 100.00

Analysis

The above table shows the clear picture of those source of information which provides an idea
about consumers and they say how they aware about Nandini Products, major got to know about
by the Bamul’s campaign and around 15% says they know by Tv ads, and 15% says Internet or
phone and 5% knows by wall painting and 15% knows by dealers advertisement.

Graph showing the Source How Did Consumer Come to Know About Nandini Products

SOUCRES OF INFO
100%

50% 21.43 35.71 7.14 21.43 21.43

0%

Interpretation

The above Graph shows the clear picture of those source of information which provides an idea
about consumers and they say how they aware about Nandini Products, major got to know about
by the Bamul’s campaign and around 15% says they know by Tv ads, and 15% says Internet or
phone and 5% knows by wall painting and 15% knows by dealer’s advertisement.
Table Showing the Satisfaction Levels of Consumers About The Promotional Activities Of
Bamul Of Nandini Products

LEVEL OF SATISFICATION FREQUENCY PERCENTAGE

VERY SATISFIED 15 21.43
SATIFIED 20 28.57
AVERAGE
15 21.43
POOR 20 28.57
TOTAL 70 100
Analysis

The above table shows that the satisfaction levels of consumers about the promotional activities of
Bamul for Nandini products, were about 20% of consumers says that they are satisfied about the
promotion. and 15% says very satisfied and another 15% says they are ok means average about
promotion and around 20% says they are not happy with promotion of Bamul’s

Graph Showing the Satisfaction Levels of Consumers About the Promotional Activities of
Bamul of Nandini Products

SATISFICATION PROMOTIONS

30.00
20.00
10.00
0.00
VERY SATIFIED AVERAGE POOR
SATISFIED

Interpretation

The above chart clearly gives us an idea about the satisfaction levels of consumer were only 15%
says they are satisfied and the remaining 15% says average and 20% says they are satisfied with
promotional activities and remaining 20% says they are not at all happy about the promotions by
Bamul’s
Table Showing Does the Nandini Advertisement Convey You Enough Required Info About
Its Products

RESPONENDTS FREQUENCY PERCENT

YES 25 35.71

NO 45 64.29

TOTAL 70 100.00
Analysis

the above table says that how informative is the Nandini’s add and does the advertisement covey’s
all info regarding products, were it is asked to respondents, responded that above 65% says only
ad used to convey the marketing but not informative and 35% says that adds are actually
informative.

Graph Showing Does the Nandini Advertisement Convey You Enough Required Info About
Its Products

36%
YES
64%
NO

Interpretation

The above chart clearly depicts that around 65% says they are not satisfied with the information
provided in advertisement and there is no info in quantity and price in advertisement and around
35% says they are happy with the info provided by nandini.
Table Showing which is the mode of promotion was effective

MODES OF PROMOTION FREQUENCY PERCENTAGE

BANNERS
15 21.43
CAMPAIGNS 10 14.29
WALL PAINTITNG
10 14.29

TV ADVERTISEMENTS
25 35.71
RADIO ADVERTISMENTS 15 21.43
TOTAL 70 100

Analysis

the above table shows us which are those mode of advertisement was effective among the
consumers that influenced more towards Nandini and Nandini products, were 21%of the customers
says the Tv mode is effective and around 15% says campaigns and wall painting was much
effective than radio advertisements and they are effective says 21%

Graph showing which is the mode of promotion was effective

RADIO ADVERTISMENTS 21.43

TV ADVERTISEMENTS 35.71

WALL PAINTITNG 14.29

CAMPAIGNS 14.29

BANNERS 21.43

Interpretation

The above graph clearly says that TV advertisement is much effective than all other modes because
nearly 35% says it and the other reason is Tv ads are much more attentive than others because it
has video pictureisation.
Table showing what part of bamul’s advertising strategies regarding nandini impressed
consumer

ADV STRATEGY FREQUENCY PERCENTEAGE

PICTURISATION
30 42.85714286
EXCECUTION
20 28.57142857

INFORMATION
20 28.57142857
TOTAL 70 100

Analysis

As we have seen in above theoretical study for every business there will be 2 kinds of promotion
and the promotion from dealer’s side is also important one in this question asked about Bamul’s
promotion though in 3 categories Pictureisation tops the boards with 42% and following by
execution and information takes each at 29% around.

Graph showing what part of Bamul’s advertising strategies regarding Nandini impressed
consumer
Chart Title

29%
43%

28%

PICTURISATION EXCECUTION INFORMATION

Interpretation

The above chart says that bamul’s doing goods promiotion for its client nandinin giving them a
proper picturisation goods to cosnumers says . 42% , and 29% of says both execution and
information wise Bamul is good
Table Showing Have the Customer Attended Any Promotion Campaigns Organized by
Nandini Through Bamul’s

PROMOTION CAPAIGNS FREQUENCY PERCENTAGE

YES 25 35.71

NO 45 64.29

TOTAL 70 100.00

Analysis

The above table says that weather the existing customers of nandini were attended any promotional
campaigns conducted by bamul’s, were around 35% says that they are attended the campaigns,
and around 65% says that they don’t even know about what promotional campaigns say no for this
question

Graph showing Have the Customer Attended Any Promotion Campaigns Organized by
Nandini Through Bamul’s

PROMOTIONAL CAMPAIGNS
64.29

35.71

YES NO

Interpretation

The above chart represents that weather the existing customers of Nandini were attended any
promotional campaigns conducted by Bamul’s, were around 35% says that they are attended the
campaigns, and around 65% says that they don’t even know about what promotional campaigns
say no for this question
Table Showing Are Customer Are Familiar About Nandini’s Products Other Than Milk

FAMILIAR FREQUENCY PERCENTAGE

VERY FAMILIAR
15 21.43
FAMILIAR 15 21.43

ONLY HEARAD
20 28.57

NON FAMILIAR
10 14.29
TOTAL 70 100
Analysis

The above table shows that are the existing customers or new customers how much familiar about
the Nandini products and when it is asked, around 22% said they are very familiar and around 22%
said they are only familiar, not expertise and around 28% said they are only heard about other
products than milk and around 14% says they are non-familiar about other products then Milk

Graph Showing Are Customer Are Familiar About Nandini’s Products Other Than Milk

VERY FAMILIAR FAMILIAR ONLY HEARAD NON FAMILIAR

17%
25%

33%
25%

Interpretation

The above pie chart shows that are the existing customers or new customers how much familiar
about the Nandini products and when it is asked, around 22% said they are very familiar and around
22% said they are only familiar, not expertise and around 28% said they are only heard about other
products than milk and around 14% says they are non-familiar about other products then Milk
Table shows the factors made customer to purchase nandini milk and milk products
repetitively

FACTORS FREQUENCY PERCENTAGE

ADVERTISEMNTS 20 28.57
REFERECNE BY FRIENDS
10 14.29
OWN DECISION 20 28.57
PRICE AND BRAND 10 14.29
TOTAL 70 100.00

Analysis

The above table shows that those factors which are influences the customers to visit the stores
repetitively and the following were asked the customers responded that around 29% says the
advertisement and around 29% says because of Their own decision and Around 14% says because
of Reference by friends and around 14% says the brand and price factor

Graph shows the factors made customer to purchase nandini milk and milk products
repetitively

30.00
25.00
20.00
15.00
10.00
5.00
0.00
ADVERTISEMNTS REFERECNE BY OWN DECISION PRICE AND
FRIENDS BRAND

Interpretation

The above Bar chart depicts that those factors which are influences the customers to visit the
stores repetitively and the following were asked the customers responded that around 29% says
the advertisement and around 29% says because of Their own decision and Around 14% says
because of Reference by friends and around 14% says the brand and price factor
Table shows Customers Rating of Promotional Activities of Bamul for Nandini

RATINGS FREQUENCY PERCENTAGE

1 12 17.14
2 15 21.43
3 20 28.57
4 13 18.57
5 10 14.29
TOTAL 70 100

Analysis

The above table shows that the rating of customers over the promotional activities conducted by
Bamul for Nandini, were the customers responded that around 17% are given a rating 1 it is very
good and around 21%, says rating 2 that is good and around 28% says Ok , means average and
around 18% says 4 means not bad and 14% very bad the overall rating was mixed one.

Graph shows Customers Rating of Promotional Activities of Bamul for Nandini

Series1 Series2
28.57
21.43

18.57
17.14

14.29
5
4
3
2
1

1 2 3 4 5

Interpretation

The above Graph displays that the rating of customers over the promotional activities conducted
by Bamul for Nandini, were the customers responded that around 17% are given a rating 1 it is
very good and around 21%, says rating 2 that is good and around 28% says Ok , means average
and around 18% says 4 means not bad and 14% very bad the overall rating was mixed one.
Table Showing Media Is More Suitable For Promoting Nandini Milk And Its Products

TYPE OF MEDIA FREQUENCY PERCENTAGE

TV 10 14.29
RADIO 5 7.14
NEWSPAPER 10 14.29
MAGAZINES 5 7.14

DIGITAL MARKETING
20 28.57
PHONE 20 28.57
TOTAL 70 100

Analysis

The above table gives us an idea about asking the suggestions with customers about the best media
for promotions in a changing to modern marketing strategy , in that around 28% says are opted for
Phone and Digital marketing and only 14% says Tv and Newspapers still rely and only tiny part
are known for Magazines and Radio that is 5%

Graph Showing Media Is More Suitable For Promoting Nandini Milk And Its Products

TV
PHONE 14%
RADIO
29% 7%
NEWSPAPER
DIGITAL 14%
MAGAZINES
MARKETING
7%
29%

TV RADIO NEWSPAPER MAGAZINES DIGITAL MARKETING PHONE

Interpretation

The above chart gives us an idea about asking the suggestions with customers about the best media
for promotions in a changing to modern marketing strategy, in that around 28% says are opted for
Phone and Digital marketing and only 14% says Tv and Newspapers still rely and only tiny part
are known for Magazines and Radio that is 5%
Table Showing Satisfaction Levels with The Packaging of Nandini Products

SATISFICATION
LEVEL FREQUENCY PERCENTAGE
VERY SATISFIED
25 35.71
SATIFIED 20 28.57
AVERAGE 15 21.43
POOR 10 14.29
TOTAL 70 100.00
Analysis

The above table shows the satisfaction levels of customers regarding the packaging of nadini
goods, were around 35% said They are very much satisfied with the products packaging of Nandini
products and around 28% says are satisfied and 21% says They are average satisfied about the
Products packaging and only 14% said they are not happy with the packaging.

Graph Showing Satisfaction Levels with The Packaging of Nandini Products

40.00
35.71
35.00

30.00 28.57

25.00
21.43
20.00
14.29
15.00

10.00

5.00

0.00
VERY SATISFIED SATIFIED AVERAGE POOR

Interpretation

The above bar chart shows the satisfaction levels of customers regarding the packaging of nadini
goods, were around 35% said They are very much satisfied with the products packaging of Nandini
products and around 28% says are satisfied and 21% says They are average satisfied about the
Products packaging and only 14% said they are not happy with the packaging.
Table showing customers differentiate Nandini with other brand in terms of (mark anyone)

FACTORS FREQUENCY PERCENTAGE

QUALITY 20 28.57
SERVICE PROVIDED 20 28.57
CUSTOMER RELATION 15 21.43
HEALTH CONSIOUS
15 21.43
TOTAL 70 100

Analysis

The above table says that with the different factors how the customers of Nandini differentiates
the milk product of nandini with other brands and uniqueness of nandini among others, were 28%
says they are quality differentiative and around 29% says that are service provided andnini is
different and 215 says the relation between consumer and Nandini mfrs are strong so and 21%
says it has health consciousness

Graph showing customers differentiate Nandini with other brand in terms of (mark anyone)

Interpretation

The above chart says that with the different factors how the customers of Nandini differentiates
the milk product of nandini with other brands and uniqueness of nandini among others, were 28%
says they are quality differentiative and around 29% says that are service provided andnini is
different and 215 says the relation between consumer and Nandini mfrs are strong so and 21%
says it has health consciousness
Table Showing The Brand Comes To Your Mind When You Think Of Milk

BRANDS FREQUENCY PERCENTAGE

NANDINI 23 32.86
AMUL 17 24.29
MOTHER DIARY 10 14.29
NESTLE 10 14.29
HATSUN AGRO 10 14.29
TOTAL 70 100.00

Analysis

The above table shows that which is the brand that customer think about it when they think of
milk, were 32%t says they will get nandini and around 24% says amul, and 14%says mother diary
, nestle and hatsun and most of them remind nandini because of the brand that created among the
large consumer’s

Graph Showing The Brand Comes To Your Mind When You Think Of Milk

32.86 24.29 14.29 14.29 14.29

NANDINI AMUL MOTHER NESTLE HATSUN

DIARY AGRO

Interpretation

The above chart shows that which is the brand that customer think about it when they think of
milk, were 32%t says they will get nandini and around 24% says amul, and 14%says mother diary
, nestle and hatsun and most of them remind nandini because of the brand that created among the
large consumer’s
 CHAPTER-5

FINDINGS, SUGGESTIONS AND CONCLUSION

Findings

 It is found that majority of the consumers are aware about the Nandini
Brand and their Products
 It is also found that Advertising has the power to change the Purchasing
behaviors of the consumers 61% says yes. when it asked
 The main factors which influences to purchase Nandini is Quality, this
has to be improved consistently
 The major source of information for customers to aware about Nandini is
Set up of campaigns Through BAMUL” S
 The Tv ads are much effective than others around 35%, says Because of
Visual feels
 The best impressed advertisement set up of BAMUL’s is thorugh their
Pictureisation
 The main reason for Repeated customers are known as Mainly
advertisement and brand value

Suggestion

 Bamul should start upgrading the promotional mix to digital marketing

 According to the above study the dealer Bamul should try give the
promotional gifts and vouchers for loyal customers
 Bamul should upgrade its traditional marketing strategies with modern
one
Should Give a membership offers for an existing customers and try to retain them
back
  Advertisements through Internet can influence many categories of
people. So try to concentrate on this segment.
 Bamul also start delivering the goods to door step, then it would be a
great retain and attract new customers.
Conclusion

Overall Respondents Given positive Comment about Nandini and Its dealer BAMUL ,
but according to the Modern marketing Techniques BAMUL should implement new
marketing technologies like Google Search engine optimization, for targeted customer
Target Consumers on Facebook, and for visually attract the customers subscribe for Video
Marketing with YouTube, there is another way , Story Telling through Social Media It is
no longer simply enough to post and broadcast content, social media is about the human
connection. Storytelling on social sites is a perfect way to interact with your audience to
develop relationships and brand loyalty. Use social platforms as a conversation channel
rather than an advertising channel. Share experiences and humanize your brand. For
example, post videos of staff members – the face of your business. Share pictures
showcasing your support for local charities.