Professional Documents
Culture Documents
KMF Customer Satisfaction
KMF Customer Satisfaction
KMF Customer Satisfaction
EXECUTIVE SUMMARY
JSSATE-BANGLORE
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Provides assured and remunerative market for the milk produced by the farmer members.
Provide quality milk to urban consumers.
To build village level institutions in co-operative sectors to manage the dairy activities.
To ensure provision of milk production inputs, processing facilities and dissemination of
know-how.
To facilitate rural development by providing opportunities for self employment at village
level, preventing migration to urban areas, introducing cash economy and opportunity for
steady income.
JSSATE-BANGLORE
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JSSATE-BANGLORE
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JSSATE-BANGLORE
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Mysore Dairy with the capacity of 10 TLPD was started in the year 1965 under the control of the
Department of Animal Husbandry and Veterinary Services of Karnataka State, which was transferred
to Karnataka Dairy Development Corporation in the year 1974. The capacity was expanded to 60
TLPD in 1980 and transferred to the Karnataka Milk Federation in 1984. The capacity was expanded
to 100 TLPD under the Operation Flood II and further expanded to 150 TLPD under OF III
Programme. As per the Government policy the Dairy and its Chilling Centres were handed over to
MYMUL on 01.06.1987
2.2 VISION AND MISSION:
Vision:
The vision of MYMUL is to provide quality milk products to the consumers and emerge as
one of the top milk union of the co-operative dairy industry in the country.
Mission:
MYMUL is committed to provide maximum possible price for the milk supplied by its
members and provide necessary inputs to enhance milk production while ensuring economic
viability of the union.
2.3 Qualitypolicy:
JSSATE-BANGLORE
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Honesty
Discipline
Quality
Cost control
Co-operation
Team spirit
Service motive
PRODUCTS DETAILS:
MILK PRODUCTS
Shubha
Nandini Double
Toned Milk
Samrudhi
JSSATE-BANGLORE
Goodlife Milk
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Yoghurt
Curd
JSSATE-BANGLORE
Butter Milk
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Set Curd
Sweet Lassi
Milk powder
Dairy Whitener
Badam-Powder
Ghee In Bag
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Ghee in Sachet
Pista Kulfi
IceCream
Butter
Scotch Chocolate
Chocobar
TastyChocolate
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Ice Cream Delightfully Tasty Mango Ice Cream Delightfully Tasty Kesar Pista
JSSATE-BANGLORE
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Vanilla
and Strawberry
Tasty Pineapple
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Milk Sweets
Mysore Pak
Khova Jamoons
Coconut Burfi
JSSATE-BANGLORE
Rossagolla
Chocolate Burfi
Nandini Bite
Cheddar Cheese
Kesar Peda
Other Products
Nandini Cream
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Diced Paneer
Flavoured Milk
Dharwad Peda
Khova
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Paneer
Kunda
Chocolate
creamy bite
Eclairs
Goodlife
Chit Chat
PRICE OF PRODUCTS :
Sl.No.
Product
Packing
Pack Size
Assorted Sweets
Gift Box
1 Kg
Rs.400.00
Pouch
500-Gm
Rs.150.00
Butter
Carton
100-Gm
Rs.29.00
Butter
Carton
500-Gm (Salted)
Rs.145.00
Butter
Carton
JSSATE-BANGLORE
500-Gm
(UnSalted)
Rs.147.00
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Butter Milk
Tetra pack
200-ML
Rs.10.00
Cheddar Cheese
Pouch
200 Gm
Rs.65.00
Cheddar Cheese
Pouch
1000 gm
Rs.270.00
Dairy Whitener
Pouch
500-Gm
Rs.115.00
10 Dairy Whitener
Pouch
1Kg
Rs.220.00
11 Dairy Whitener
Bag
25kg
Rs.5000.00
Tetra pack
200-Gm
Rs.17.00
Tetra pack
200 ml
Rs.17.00
Tetra pack
200 ml
Rs.17.00
15 Ghee
Pouch
500-ML
Rs.157.00
16 Ghee
PP Jar
1000-ML
Rs.320.00
17 Ghee
Pouch
1-Ltr
Rs.310.00
18 Ghee
PP Jar
5-Ltr
Rs.1525.00
Tin
500-Gm
Rs.80.00
Pouch
200-Gm
Rs.50.00
1250 ml
Rs.130.00
750 ml
Rs.136.00
5000 ml
Rs.525.00
5000 ml
Rs.525.00
1250 ml
Rs.130.00
750. ml
Rs.136.00
5000 ml
Rs.525.00
750 ml
Rs.115.00
1250 ml
Rs.110.00
Buy 1 Get 1
Buy 1 Get 1
Buy 1 Get 1
JSSATE-BANGLORE
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5000 ml
Rs.425.00
1250 ml
Rs.105.00
750 ml
Rs.110.00
5000 ml
Rs.425.00
1250 ml
Rs.145.00
5000 ml
Rs.550.00
1250 ml
Rs.115.00
5000 ml
Rs.450.00
1250 ml
Rs.100.00
5000 ml
Rs.425.00
1250 ml
Rs.95.00
5000 ml
Rs.350.00
500 ml
Rs.60.00
1000 ml
Rs.85.00
5000 ml
Rs.350.00
1000 ml
Rs.85.00
5000 ml
Rs.350.00
200-Gm
Rs.52.00
42
Buy 1 Get 1
47 Khova
Pouch
Outer (44
Bars)
Outer ( 24
Slabs)
Rs.195.00
Rs.220.00
Rs.275.00
Rs.200.00
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Rs.195.00
Bars)
53 Panner-bulk
Pouch
1kg
Rs.206.00
54 Set Curd
PP Jar
200-Gm
Rs.15.00
55 Set Curd
PP Jar
400-Gm
Rs.27.00
56 SMP
Pouch
500-Gm
Rs.125.00
57 SMP
Pouch
1kg
Rs.225.00
Bottles
200-ML
Rs.16.00
Bottle
200 ml
Rs.16.00
Box
100-Gm
Rs.34.00
PP Box
250-Gm
Rs.130.00
Tin
250-Gm
Rs.60.00
PP Box
250-Gm
Rs.120.00
Duplex Carton
250-Gm
Rs.60.00
PP Box
250 gm
Rs.140.00
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Duplex Carton
250-Gm
Rs.75.00
Duplex Carton
250-Gm
Rs.80.00
68 Sweet - Mysorepak
PP Box
250-Gm
Rs.80.00
69 Sweet - Mysorepak
PP Box
500-Gm
Rs.155.00
Duplex Carton
250-Gm
Rs.75.00
PP Box
250-Gm
Rs.75.00
72 Sweet-Chocolate Burfi
PP Box
250 gm
Rs.80.00
73 Sweet-Coconut Burfi
PP Box
250 gm
Rs.80.00
Fino
200 ml
Rs.9.00
Brick
200 ml
Rs.8.00
Fino
500 ml
Rs.20.00
Brick
1000 ml
Rs.40.00
70 Sweet - Peda
JSSATE-BANGLORE
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Objectives of MYMUL:
To provide a guaranteed remunerative milk market round the year for all the marketable
surplus of member producers in their villages.
To procure milk, process into good quality milk/milk products and market it most
economically and efficiently to give maximum overall net-returns to the producers and
general satisfaction to the consumers.
To provide essential technical inputs and services to the producers at their door-steps in an
economic and efficient manner and also in a way most acceptable to them.
To build village level institutions co-operative sector to manage the dairy activities.
In order to fulfil these objectives, the union is constantly engaged in working towards improvements
of business as well as the welfare of the producers. This has resulted in greater performance on
commercial as well as in institutional fronts.
: 45 acres
Handling capacity
: 4.80.00 LPD
: 2.89crores
Number of employees
: 320
2 .Milk procurement
Dairy co-operative societies functioning
: 895
: 936
Procurement routes
: 71
Chilling centres
:3
Districts covered
:2
Taluks covered
: 11
Villages covered
: 2005
JSSATE-BANGLORE
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: 47
Districts covered
: 2
: 510
: 450
Milk parlours
: 68
City of Palaces and Banana: Here was initiated by the Maharaja, the artificial insemination concept.
This union reciprocated by organizing Cluster Artificial Insemination (AI) Centres covering 11
talukas and more than 1288 functional DCSs.
It has chilling centers at Chamarajanagar-60 TLPD, Hunsur-60 TLPD and Kollegala-20 TLPD .Total
chilling capacity 140 TLPD. There is Bulk Milk Collars -49, Automatic Milk Collection-232 and
community milking parlor-15 in the union
The union procures on an AVG 5.63 lac kg/day of milk and sales 2.35 lac litres/per
Speciality of the Union: Union has launched ground level water storage tanks during drought for
cattle in more than 600 DCS.
Mysore-Chamarajanagar Dist.Co-op.Milk Producers' Societies' Union Limited
Mysore Tq.
T Narasipura Tq.
Nanjanagudu Tq.
H.D.Kote Tq.
JSSATE-BANGLORE
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Chamrajanagar District
Chamrajanagar Tq.
Gundlupete Tq.
Kollegala Tq.
Yalandoor Tq.
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DODLA:
* Plant at Nellore.
*Availability of raw material at cheaper rate.
*Sale in union Jurisdiction 18 TLPD (Thousands litre per day in city)
*M.R.P rates Rs. 19 per litre- seller rate 22.
*Commission ranges from paisa 40-50
*Quality perception-thick and long shelf life.
*Flexible distribution-retailers or anyone willing to sell
*Returns will be accepted.
*Payment- cash and carry or which collecting empty on return trip.
*Channel members are playing critical role in boosting the sales.
*Packing is attractive with multicolour pricing on sachets
*Consumers perceives that milk is good for making curds.
AROGYA:
*Plant at Bangalore
*Sale in union jurisdiction 10 TLPD (Thousands litre per day) (25 TLPD in cities)
*MRP Rates Rs. 18.00 per litre.
*Commission ranges from 60 paisa per litre.
*Availability mostly retail outlets like bakeries. Condiments and departmental stores
*Packing is attractive with multicolour printing on sachets.
*Concentrating on value added products and not much on milk.
INFRASTRUCTURE FACILITIES:
Infrastructure facilities in MYSORE MILK UNION LIMITED are in this way.
JSSATE-BANGLORE
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2. TRANSPORTATION;
They have procurement group contract vehicles.
EG; Milk tanker
3. MILK PROCESSING:
Row milk reception dock
Cream separators
Milk pastures
Stored tanks
Electronic milk tester and milk scan.
4. PACKING:
Milk packing machine
Curd packing machine
Lassi, masala majjige packing machine
Flavored milk packing machine
Ghee packing machine
5. ENGINEERING:
Reformation equipments
Boiler equipment
Effluent treatment plants
Electronic generation
6.MARKETING:
JSSATE-BANGLORE
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45 acres
Handling capacity
2, 74,000 LPD
2.89 crores
Number of employee
380
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JSSATE-BANGLORE
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JSSATE-BANGLORE
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Marketing:
Allotting more agencies opening new parlors and depot, conducting various
comparative like children drawing
Competition, then arranging dairy visits for school, college children consumers and farmers.
Dairy plant:
Expansion of processing capacity, installation of new equipment, making processing and packing
facilities at chilling centers.
JSSATE-BANGLORE
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These seven elements are distinguished as, so called, hard Ss and soft Ss. The hard
elements are feasible and easy to identify. They can be found in strategy statements, corporate plans,
organizational charts and documentation.
JSSATE-BANGLORE
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THE HARD Ss
Strategy:
external environment.
System:
THE SOFT Ss
Formal and Informal procedures that support the strategy and structure.
1. Organization culture: the dominant values and beliefs, and norms, which develop
features of organizational life.
2. Management style: Fundamental responsibility of managers.
1. STRUCTURE:
A structure describes the hierarchy of authority and accountability in an organization these
relationships are frequently diagrammed in organizational charts. An organizations structure can be
deemed as the skeleton of the whole concern. A clearly defined or designed organizational structure
JSSATE-BANGLORE
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JSSATE-BANGLORE
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President
Managing Director
Administr
ative
Officer
Finance
manager
Deputy
Plant mgr
Deputy
Mgr
Quality
Employee
Employee
Manager
Dairy
Distribution
Wing
Employee
Marketing
manager
Manager
Procurem
ent
Development
Deputy Mgr
Procurement
wing
Employee
JSSATE-BANGLORE
Employee
MIS
manager
Deputy
Mgr Input
Employee
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3. STYLE:
Definition:
Style is the leadership approach of top management and the organizations overall operating
approach. It is also the way in which the organizations employees present themselves to the outside
world, to suppliers and customers.
Style expresses the nature of an organization. It is the face of organization and its functioning.
Style of leadership or relationship is the manner in which an individual is given importance to his or
her talents, values, knowledge, judgment and attitude to lead and relate to others.
The organization believes in seeing to it that the employees are able to grow to meet
both their own needs and the needs of MYSORE MILK UNION LIMITED group.
JSSATE-BANGLORE
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MIDDLE MANAGEMENT
TOP MANAGEMENT-Board
FUNCTIONAL
4. STRATEGY:
Definition:
Strategy, in simple terms can be understood as the course of action. It is a plan that an organization
formulates to gain a sustainable advantage over the competitors. Strategy is an art of devising and
employing a system of activities that mobilizes all resources towards the goal.
A strategy is the determination of the basic long-term goals and objective of an enterprise and
the adoption of the course of action and allocation of resources necessary for carrying out these
goals.
Below mentioned are a few strategies followed at MYMUL:JSSATE-BANGLORE
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Pricing Strategy:
The activity of fixing the price of the product is done by the KMF. It fixes a common price
for the products through out the state on obtaining the approval from the government. MYMUL
follows only that price to sell its products.
Promotional Strategy:
The promotional activities done by MYMUL are
Wall paintings, advertisement through cable network, awareness programmes and door to
door campaign.
Customizing the products with respect to their package, quantity and price in tune with the
demands.
Providing incentives to the retailers who bring required sales during the flush season(20paise)
Round the clock availability of the products is ensured through anytime parlors.
School children and other students are encouraged to visit the plant to gain an insight into the
operations
Getting brand recognition through popular modes of advertising (cine star upendra as brand
ambassador). .
5.SYSTEM
A system is defined as a process, or a set of processes, that links activities and goals to be
achieved. System in simple words is the formal and the informal procedure, including compensation
system, management information system, performance management system, and capital allocation
system that govern everyday activities.
Systems maintained at MYMUL are:
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Accounting System:
o Currently MYMUL is using Tally 7.2 version as the accounting software with VAT
6. STAFF:
Definition:
Staffing is nothing but keeping the positions fixed in the structure. Staffs, the people in the
organization are treated in two ways. Pay scales, Appraisal systems, Manpower Planning systems etc
and at the soft end it refers to morale, attitude of the people towards their work and the company
.The top manager does not pay attention for the development of the general staff, but is concentrates
more on the development of managers for performing more efficiently.
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4. Trust
5.Cost effectiveness.
JSSATE-BANGLORE
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SOWT ANYSIS
Strengths:
Nandini enjoys good brand image. mysore milk union is one the leading producer of milk
products & it has wide area of Market, Nandini is a trusted house hold brand name, more
than two lakhs farmer members were supplying milk.
It has large procurement system.
Huge infrastructure for processing.
Competitive prices for all products.
Wide distribution network leads to regular and timely supply.
It enjoys highest market shares in the packed milk segment.
Provides excellent veterinary, vaccination, Extension facilities, Feeds and Fodder seeds
supply etc., in the field, which cannot be thought off by any private operator. Hence earned
lot of goodwill from member producers, who patronize the union throughout the year.
Has earned the distinction of not failing to deliver the milk to market on time throughout the
year. There are days with no power supply, no water supply; but there is no day without
NANDINI milk supply.
MYMUL is giving highly remunerative and timely payment to its producers & this has a
good on suppliers and made Union to be in good financial position.
JSSATE-BANGLORE
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Weaknesses:
Lack of flexibility in deciding about its operation. No authority over issues like pricing,
offering volume discounts etc. The president of KMF and the Board of directors MYMUL
decides it.
Perishable commodity. Milk is Perishable commodity it cannot be store in long.
Lack of professional manpower. In MYMUL department heads are not based on
qualification.
Bureaucratic method of functions.
Lacking quality consistency because of seasonal changes in the supply of milk.
Less buffalo milk. Because of which customers preferring buffalo milk may get attracted to
other brands.
Inadequate sales promotional activity.
Due to bad smell that persists causes low sales.
Some private dairies are selling homogenized milk, which appears rich. The union cannot
homogenize all its huge quantity of milk due to lack of homogenizing capacity and increase
in processing cost.
MYMUL Organizational structure does not permit incentive/ reward for good performance of
an employee.
MYMUL Company should distribute their product directly to sellers without keeping any
middlemen and agents because part of profit is divided between middlemen and agents.
About 65-70% of the marketing is done directly the rest of 35-40% is done using middle
men.
Opportunities:
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KMF
Balance
Sheet
------------------ in
Rs. Cr.
-----------------Mar '12
Mar
'11
Mar
'10
12 mths
12
mths
12
mths
Sources Of Funds
Total
Share
Capital
11.1
10.77
10.77
Equity
Share
Capital
11.1
10.77
10.77
JSSATE-BANGLORE
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Share
Applicatio
n Money
Preference
Share
Capital
Reserves
0
-7.91
0
-9.25
0
-9.25
Revaluatio
n
Reserves
3.19
1.52
1.52
2.09
Unsecured
Loans
1.29
0.65
Total Debt
1.29
2.74
Total
Liabilities
4.48
Mar '12
4.26
Mar
'11
4.52
Mar
'10
12 mths
12
mths
12
mths
0.1
0.07
0.07
Less:
Accum.
Depreciati
on
0.04
Net Block
0.06
0.07
0.07
Networth
Secured
Loans
Application Of Funds
Gross
Block
Capital
Work in
Progress
JSSATE-BANGLORE
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0.87
Inventorie
s
Sundry
Debtors
1.08
1.19
1.19
Cash and
Bank
Balance
0.02
0.24
0.1
1.1
1.43
1.29
2.95
2.8
3.17
4.05
4.23
4.46
Current
Liabilities
0.49
0.02
Provisions
0.01
0.02
0.02
Total CL &
Provisions
0.5
0.04
0.02
3.55
4.19
4.44
4.48
4.26
4.51
Total
Current
Assets
Loans and
Advances
Fixed
Deposits
Total CA,
Loans &
Advances
Deffered
Credit
Net
Current
Assets
Miscellane
ous
Expenses
Total
Assets
JSSATE-BANGLORE
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Contingen
t Liabilities
0.16
0.16
Book
Value (Rs)
2.87
1.37
1.37
PART-B
THEORITICAL BACKGROUND
Customer satisfaction
The current global business environment is extremely competitive. Todays consumers are more
than willing to switch from supplier to supplier in search of better service or courtesy, or better
product availability features or for any other variety of reasons. To attract and retain customers,
effective organization need to focus on determining and then providing what there customer wants
and values. Advertisement market positioning, product/service imaging, discounting, crisis handling,
and others methods of attaching the customer attention are not enough.
Understanding the customers needs and expectation is essential to winning new business and
keeping existing business. An organization must give its customer a quality product or service that
meets their needs at a reasonable price. Which includes on time delivery and outstanding service? To
attain this level, the organization needs to continually examine their quality system to see if it is
responsive to ever changing customer requirements and expectation.
DEFINITIONS OF CUSTOMER SATISFACTION
Philip kotler defines customer satisfaction as follows:
Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a products
perceived performance in relation to his or her expectation
Brown defines customer satisfaction as the state in which customer needs. wants and expectation
throughout the product or service life are met or exceeded resulting in repeat purchase, loyalty and
favorable word of mouth
JSSATE-BANGLORE
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Customer satisfaction is a difficult concept to define. However, the following ideas are usually
considered to be fundamental in achieving customer satisfaction.
The product or service must meet customer needs, wants and expectation for quality and
functionality. It doesnt matter how much advertisement is done or after sales support
provided. A shoddy product that doesnt work or falls apart will disappoint. Service
delivered by an unenthusiastic, moody employee will leave the customer feeling let down.
Sales and promotional activities need to create a positive experience for the customer. For
example, the attitudes of employee who make contact with customer should be positive
and professional.
After sales service should also be positive and appropriate (e.g. user training, help lines,
servicing). Customer often needs reassurance after they have bought something that they
have made the right choice, or help in using a product properly.
Customer satisfaction seems simple enough, and yet it is far from simple. Customer satisfaction is
not an objective statistic but more of a feeling or attitude although certain statistical pattern can be
developed to represent customer satisfaction, it is best to remember that peoples opinion and
attitudes are subjective by nature.
Because customer satisfaction is subjective, it is hard to measure. There are so many facts to a
customers experience with a product and service that need to be measured individually to get an
accurate total picture of customer satisfaction. Whether or not a customer is satisfied cannot be
closed as a yes or no answer. Errors can occur when customer satisfaction is simplified too much.
Since customer satisfaction is hard to measure, the measurement often is not precise. As with
most attitudes, there is variability among people, and often within the same person at different times.
Often due to the difficult of measuring feelings, customer satisfaction strategies are developed
around clearly stated, logically customer opinions, and the emotional issues of a purchase are
disregarded, this can be a costly mistake.
Customer satisfaction should not be viewed in a vacuum, for example, a customer may be
satisfied with a product or service and therefore rate the product or service. highly in a survey. And
JSSATE-BANGLORE
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Customer satisfaction is the level of persons felt state resulting from comparing a products
perceived performance (or outcome) in relation to the persons expectations. Thus the satisfaction
level is a function of the difference between perceived performance and expectations.
If the performance exceeds expectations, the customer is delighted. Customers who are just
satisfied will find it easy to switch suppliers when a better comes along. On the other hand,
customers who are delight are much less ready to switch as delight creates an emotional affinity with
the brand and just rational preference, and this creates high customer loyalty.
After purchasing the product, the consumer will experience some level of satisfaction or
dissatisfaction. The marketers job does not end when the product is bought. Marketers must monitor
customer satisfaction
What determines whether the buyer will be highly satisfied, somewhat satisfied, or
dissatisfied with a purchase? The buyers satisfaction is a function of the closeness between the
buyers expectation and the product perceived performance. If performance falls short of
expectations, the customer is disappointed, if it meets the expectation, the customer is satisfied; if it
exceeds expectations, the customer is delighted. These feelings make a difference in whether the
customer buys the product again and talks favorably or unfavorably about the product to others.
Consumers from their expectation on the basis of message received from sellers, friends and
other information sources. The greater the gap between expectation and performance the greater the
JSSATE-BANGLORE
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Page 50
JSSATE-BANGLORE
Page 51
No of Respondents
42
58
100
Percentage
42
58
100
60
Male
Female
40
20
0
No of Respondents
INTERPRETATION
From the above table indicates that 42% male respondents and 58% female respondents are involved
in survey.
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PRODUCTS
No OF
PERCENTAGE
RESPONDENTS
Advertisements
22
22
45
45
13
13
20
20
Recommended by family
Company promotional
schemes
Agents
50
45
40
35
30
25A dvertisements
20
15
10
5
0
Recommended by family
A gents
No OF RESPONDENTS
INTERPRETATION
From the above table 9% of the respondents are 13% of the aware of nandini milk and milk and
products through company promotion, 22% advertisements, 45% through family, 20% agents.
PERCENTAGE
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62
15
11
12
62
15
11
12
No OF RESPONDENTS
70
60
50
40
30
20
10
0
No OF RESPONDENTS
INTERPRETATION
From the above table 62% of respondents are using milk, 15% are using peda, 11% are using
masala majjige, 12% are using ghee.
3) Since how many years you have been the customer of Nandini?
JSSATE-BANGLORE
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No OF YEARS
1 YEAR
3 YEARS
5 YEARS
8 YEARS
No OF RESPONDENTS
9
22
38
31
PERCENTAGE
9
22
38
31
No OF RESPONDENTS
40
35
30
No OF RESPONDENTS
25
20
15
10
5
0
1 YEAR 3 YEARS 5 YEARS 8 YEARS
INTERPRETATION
From the above table 9% of the respondents are using from 1 year, 22% of the respondents are using
from 3 years, 38% of respondents are using from 5 years, 31% of respondents are using more than 8
years,
NUMBER OF
JSSATE-BANGLORE
PERCENTAGE
Page 55
Standardized milk
Toned milk
Samurudhi milk
Homogenized milk
Good life milk
45
40
Standardized milk
35
30
25
20
15
Good life milk
10
5
0
Toned milk
Samurudhi milk
19
42
11
20
8
Homogenized milk
NUMBER OF RESPONDENTS
INTERPRETATION
From the above table, 19% of the respondents are using standardized milk, 42% are using toned
milk, 11% are using samurudhi milk, 20% are using homogeneous milk, and remaining 8% of the
respondents are using full cream Good life milk.
NUMBER OF
ON TASTE
RESPONDENTS
JSSATE-BANGLORE
PERCENTAGE
Page 56
18
26
52
4
18
26
52
4
60
50
40
Excellent
30
Very good
Good
Average
20
10
0
NUMBER OF RESPONDENTS
INTERPRETATION
From the above table, according to the satisfaction level, 52% of the respondents were satisfied
with Nandini milk and milk products and dissatisfaction level is 2% only.
No OF RESPONDENTS
24
JSSATE-BANGLORE
PERCENTAGE
24
Page 57
28
38
10
28
38
10
40
35
30
25
20
Taste
Price
Quality
Hygiene packaging
15
10
5
0
No OF RESPONDENTS
INTERPRETATION
JSSATE-BANGLORE
Page 58
NUMBER OF
IN QUALITY
Excellent
Very good
Good
Average
RESPONDENTS
22
19
48
11
50
45
40
35
30
25
20
15
10
5
0
Ex cellent
Very good
PERCENTAGE
22
19
48
11
Good
Average
NUMBER OF RESPONDENTS
INTERPRETATION
JSSATE-BANGLORE
Page 59
8) What do you think about the pricing policy of the Nandini milk products?
RESPONSE ON MILK
NUMBER OF
PRICING
Expensive
Moderate
Reasonable
low cost
RESPONDENTS
22
38
36
4
PERCENTAGE
22
38
36
4
40
35
30
25
20
Ex pensive
Moderate
Reasonable
low cost
15
10
5
0
NUMBER OF RESPONDENTS
JSSATE-BANGLORE
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INTERPRETATION
From the above tableresponses of consumer on price policy 22% feel expensive, 38% are feel
moderate, 36% are reasonable and low cost feel are 4%.
NUMBER OF
IN PACKAGINIG
Excellent
Very good
Good
Satisfactory
RESPONDENTS
18
26
42
14
JSSATE-BANGLORE
PERCENTAGE
18
26
42
14
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45
40
35
30
25
20
15
10
5
0
Excellent
Very good
Good
Satisfactory
NUMBER OF RESPONDENTS
INTERPRETATION
From the above table it express It clear that, 18% are response packaging of milk is excellent, 26%
are think very good, 42% are feel good and 14% are satisfied with packages.
Package appearance
No OF RESPONSE
PERCENTAGE
Yes
56
56
No
44
44
JSSATE-BANGLORE
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60
50
40
30
20
10
0
Ye s
No
No OF RESPONSE
INTERPRETATION
From the above table and graph it is clear that 56% of respondents are influenced by outer
appearance of the product while remaining 44% are not influenced.
No OF RESPONSE
27
7
9
17
PERCENTAGE
27
7
9
17
JSSATE-BANGLORE
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18
10
12
18
10
12
30
25
20
15
Curd
Lassie
Badam powder
Peda
Masala majjige
Ghee
Mysore pak
10
0
No OF RESPONSE
INTERPRETATION
From the above table clears 17% of the consumer purchase peda and 27% of curd while
masala majjige is 18% &12% of Mysore pak, 9% of badam powder, 7% lassie is the least
preferred product.
12) Are you satisfied with Nandini milk products?
Discounts and other schemes
Yes
No OF RESPONDENTS
82
PERCENTAGE
82
No
18
18
JSSATE-BANGLORE
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100
80
Yes
No
60
40
20
0
No OF RESPONDENTS
INTERPRETATION
From the above table 82% are satisfied with Nandini milk products and other 18% are still not
satisfied.
No OF RESPONDENTS
42
15
10
JSSATE-BANGLORE
PERCENTAGE
42
15
10
Page 65
45
40
35
30
25
20
15
10
5
0
33
Jersey
33
Arogya
Thirumala
Other
No OF RESPONDENTS
INTERPRETATION
Above table show the, if other than Nandini 42% jersey, 15% arokya, 10% Thirumala and
remaining 33% others.
Page 66
1. It indicates 13% of the aware of nandini milk and milk and products through company
promotion, 22% advertisements, 45% through family, 20% agents.
2. It indicates 62% of respondents are using milk, 15% are using peda, 11% are using masala
majjige, 12% are using ghee.
3. It indicates 9% of the respondents are using from 1 year, 22% of the respondents are using
from 3 years,38% of respondents are using from 5 years, 31% of respondents are using more
than 8 years,
4. It indicates 19% of the respondents are using standardized milk, 42% are using toned milk,
11% are using sammrudi milk, 20% are using homogeneous milk, and remaining 8% of the
respondents are using good life milk.
5. It shows satisfaction level of taste 18% are felt excellent, 26% are felt very good, 52% are felt
good, only 4% are felt average.
6. In this regard it is possible to infer that 24% of consumers purchase the product based on
taste. 10% Hygiene packaging. 28% price. 38% quality.
7. It shows satisfaction level of quality 22% are felt excellent, 19% are felt very good, 48% are
felt good, only 11% are felt average.
8. As per responses of consumer on price policy 22% feel expensive, 38% are feel moderate,
36% are reasonable and low cost feel are 4%.
9. It clear that, 18% are response packaging of milk is excellent, 26% are think very good, 42%
are feel good and 14% are satisfied with packages.
10. It is clear that 56% of respondents are influenced by outer appearance of the product while
remaining 44% are not influenced.
11. From the above table 17% of the consumer purchase peda and 27% of curd while masala
majjige is 18% &12% of Mysore pak, 9% of badam powder, 7% lassie is the least preferred
product.
12. According to survey 82% of people are satisfied with Nandini products and remaining 18%
are not satisfied.
13. As per the response received the consumer prefers other than Nandini that 42% jersey, 15%
arokya, 10% Thirumala and remaining 33% others.
JSSATE-BANGLORE
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JSSATE-BANGLORE
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CONCLUSIONS:
Nandini brand has a good image in the market. Majority of the consumer are using Nandini
milk. Nandini milk products available on time to the customer for daily use. In the market best
quality milk is Nandini. Nandini brand is having good position in the market. Customers have good
JSSATE-BANGLORE
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ANNEXURE
QUESTIONNAIRE
Dear sir/ madam
JSSATE-BANGLORE
Page 70
Address
Age
Number of household
Qualification
Occupation
Monthly income
b) Recommended by family (
d) Agents (
)
)
b) 3 years (
d) 8 years (
Page 71
b) Poor quality (
b)Toned milk (
d) Homogenized milk (
b) Very good (
d) Average (
b) Hygiene packaging (
c) Price (
d) Quality (
b) Very good (
d) Average (
)
)
8) What do you think about the pricing policy of the Nandini milk products?
a) Expensive (
c) Reasonable (
b) moderate (
)
d) low cost (
)
)
b) Very good (
d) Satisfactory (
)
)
b) No (
Page 72
e) Lassie (
b) Peda (
f) Flavoured milk (
c) Masala majjige (
d) Ghee (
g) Mysorepak (
h) Badam powder (
b) NO (
c) Thirumala (
b)Arogya (
)
d) Other (
)
)
Any Suggestions
...............................................................................................................................
...............................................................................................................................
Thank you
Date of interview
Signature
...........................
..................................
JSSATE-BANGLORE
Page 73
BIBLIOGRAPHY:
PHILIP KOTLER Marketing Management Asoke.K. Ghosh , prentice Hall of India Pvt
Ltd 11th Edition , 2004
Dr.C.B.Gupta , Dr.N.Ranjan Nair Marketing Management sultan chand and sons , 6 th
Edition 2001
Nayar Marketing Management S Chand and company limited 1981 New Delhi.
P.S.V. Rao Marketing Concept Knonork Publication Private Limited 1987 New Delhi.
Websites
-
http://www.nandinimilk.com
http://www.dairyindia.com
JSSATE-BANGLORE
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