BAMUL

CONTENTS

CHAPTER NO TITLE PAGE NO.

CHAPTER-1 EXECUTIVE PROFILE

CHAPTER-2 INDUSTRY PROFILE

CHAPTER-3 COMPANY PROFILE

CHAPTER-4 PRODUCT PROFILE

CHAPTER-5 ORGANISATION STRUCTURE

Key functional areas

CHAPTER-6 SWOT ANALYSIS

CHAPTER-7 RESEARCH METHODOLOGY

CHAPTER-8 DATA ANALYSIS &

INTERPRETATION

CHAPTER-9 FINDINGS

CHAPTER-10 SUGGESTIONS & CONCLUSIONS

CHAPTER-11 BIBLIOGRAPHY

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EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY

Milk and milk products are a basic food in many societies where cattle and other

animals form an important part of the agricultural production system. If you review the

history of dairying in most the European and North American countries, one sees the

share of liquid milk and milk products in the dairy industry changing over of economic

and technological development in their societies.

In developing countries like India depending on the level of the dairy industry,

products range from a few indigenous dairy products and raw milk to pasteurized liquid

milk and milk products and a small proportion of other “LUXURY” products. Thus

liquid milk is still the most important base for developing the dairy industry in

developing countries.

India has become the worlds No.1 milk producing country, so it is also rich in its

milk products with output in the year 2010-2011 (marketing year ending March 2011)

forecasted at 95 million tonnes. In the India context of poverty and malnutrition, milk has

a special role to play for its many nutritional advantages as well as providing

supplementary income to some 70 million farmers in over 500,000 remote villages.

After liberalization Indian market is open to wide competition in both consumer

market as well as industrial market. Industrial buying process is influenced by so many

factors. Before purchasing raw materials they conduct an intense discussion and buying

process passes through different stages and finally adopt suitable one.

Consumers consider many factors like quality service, price availability of

materials etc. while purchasing the raw materials.

The main objective of this study is to know the consumers perception and

retailers opinion about nandini milk products.

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The methodology of this study was collection of data through structured

questionnaire and personal interview with consumer in various areas of Bangalore city.

The sample size was 100 at simple random sampling method and 56 for retailers. Then

evaluation of collected data is been done.

It can be concluded that Nandini is one such a brand, which has entered the

daily life of the customers. It has the monopolistic market in some products and can be

utilized fully. BAMUL is one such organization where, it is striving hard for its customer

satisfaction. This project report at the end gives some suggestion, if adopted can lead to

much higher development in sales.

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INDUSTRY PROFILE

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MILK PROCESSING INDUSTRY GLOBALLY

a. History…

Milk producing animals have been domesticated for thousands of years. Initially, they were part

of the subsistence farming that nomads engaged in. As the community moved about the country,

their animals accompanied them. Protecting and feeding the animals were a big part of the

symbiotic relationship between the animals and herders.

In the more recent past, people in agricultural societies owned dairy animals that they milked for

domestic and local (village) consumption, a typical example of a cottage industry. The animals

might serve multiple purposes (for example, as a draught animal for pulling a plough as a

youngster, and at the end of its useful life as meat). In this case the animals were normally

milked by hand and the herd size was quite small, so that all of the animals could be milked in

less than an hour—about 10 per milker. These tasks were performed by a dairymaid

(dairywoman) or dairyman. The word dairy harkens back to Middle English dayerie, deyerie,

from deye (female servant or dairymaid) and further back to Old English dæge (kneader of

bread).

With industrialisation and urbanisation, the supply of milk became a commercial industry with

specialized, breeds of cattle being developed for dairy, as distinct from meat or, draught animals.

Initially, more people were employed as milkers, but it soon turned to machines to do the

milking.

. Farmer milking a cow by hand

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Historically, the milking and the processing took place close together in space and time: on a

dairy farm. People milked the animals by hand; on farms where only small numbers are kept,

hand-milking may still be practiced. Hand-milking is accomplished by grasping the teats (often

pronounced tit or tits) in the hand and expressing milk either by squeezing the fingers

progressively, from the udder end to the tip, or by squeezing the teat between thumb and index

finger, then moving the hand downward from udder towards the end of the teat. The action of the

hand or fingers is designed to close off the milk duct at the udder (upper) end and, by the

movement of the fingers, close the duct progressively to the tip to express the trapped milk. Each

half or quarter of the udder is emptied one milk-duct capacity at a time.

In 1937, it was found that bovine somatotropin (bST or bovine growth hormone) would increase

the yield of milk. Monsanto Company developed a synthetic (recombinant) version of this

hormone (rBST). In February 1994, rBST was approved by the Food and Drug Administration

(FDA) for use in the U.S. It has become common in the U.S., but not elsewhere, to inject it into

milchkine dairy cows to increase their production by up to 15%.

However, there are claims that this practice can have negative consequences for the animals

themselves. A European Union scientific commission was asked to report on the incidence of

mastitis and other disorders in dairy cows, and on other aspects of the welfare of dairy cows. The

commission's statement, subsequently adopted by the European Union, stated that the use of

rBST substantially increased health problems with cows, including foot problems, mastitis and

injection site reactions, impinged on the welfare of the animals and caused reproductive

disorders. The report concluded that on the basis of the health and welfare of the animals, rBST

should not be used. Health Canada prohibited the sale of rBST in 1999; the recommendations of

external committees were that, despite not finding a significant health risk to humans, the drug

presented a threat to animal health and, for this reason, could not be sold in Canada.

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a. Structure of the industry

Wawa Dairy Farms in Pennsylvania

While most countries produce their own milk products, the structure of the dairy industry varies

in different parts of the world. In major milk-producing countries most milk is distributed

through wholesale markets. In Ireland and Australia, for example, farmers' co-operatives own

many of the large-scale processors, while in the United States many farmers and processors do

business through individual contracts. In the United States, the country's 196 farmers'

cooperatives sold 86% of milk in the U.S. in 2002, with five cooperatives accounting for half

that. This was down from 2,300 cooperatives in the 1940s. In developing countries, the past

practices of farmers marketing milk in their own neighbourhoods are changing rapidly. Notable

developments include considerable foreign investment in the dairy industry and a growing role

for dairy cooperatives. Output of milk is growing rapidly in such countries and presents a major

source of income growth for many farmers.

As in many other branches of the food industry, dairy processing in the major dairy producing

countries has become increasingly concentrated, with fewer but larger and more efficient plants

operated by fewer workers. This is notably the case in the United States, Europe, Australia and

New Zealand. In 2009, charges of anti-trust violations have been made against major dairy

industry players in the United States. Government intervention in milk markets was common in

the 20th century. A limited anti-trust exemption was created for U.S. dairy cooperatives by the

Capper-Volstead Act of 1922. In the 1930s, some U.S. states adopted price controls, and Federal

Milk Marketing Orders started under the Agricultural Marketing Agreement Act of 1937 and

continue in the 2000s. The Federal Milk Price Support Program began in 1949. The Northeast

Dairy Compact regulated wholesale milk prices in New England from 1997 to 2001.

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Plants producing liquid milk and products with short shelf life, such as yogurts, creams and soft

cheeses, tend to be located on the outskirts of urban centres close to consumer markets. Plants

manufacturing items with longer shelf life, such as butter, milk powders, cheese and whey

powders, tend to be situated in rural areas closer to the milk supply. Most large processing plants

tend to specialise in a limited range of products. Exceptionally, however, large plants producing

a wide range of products are still common in Eastern Europe, a holdover from the former

centralized, supply-driven concept of the marketAs processing plants grow fewer and larger, they

tend to acquire bigger, more automated and more efficient equipment. While this technological

tendency keeps manufacturing costs lower, the need for long-distance transportation often

increases the environmental impact.

Milk production is irregular, depending on cow biology. Producers must adjust the mix of milk

which is sold in liquid form vs. processed foods (such as butter and cheese) depending on

changing supply and demand.

b. Operation of the dairy farm

When it became necessary to milk larger numbers of cows, the cows would be brought to a shed

or barn that was set up with bails (stalls) where the cows could be confined while they were

milked. One person could milk more cows this way, as many as 20 for a skilled worker. But

having cows standing about in the yard and shed waiting to be milked is not good for the cow, as

she needs as much time in the paddock grazing as is possible. It is usual to restrict the twice-

daily milking to a maximum of an hour and a half each time. It makes no difference whether one

milks 10 or 1000 cows, the milking time should not exceed a total of about three hours each day

for any cow.

As herd numbers increased so did the problems of animal health. In New Zealand two

approaches to this problem have been used. The first was improved veterinary medicines (and

the government regulation of the medicines) that the farmer could use. The other was the

creation of veterinary clubs where groups of farmers would employ a veterinarian (vet) full-time

and share those services throughout the year. It was in the vet's interest to keep the animals

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healthy and reduce the number of calls from farmers, rather than to ensure that the farmer needed

to call for service and pay regularly.

Farmers who are contracted to supply liquid milk for human consumption (as opposed to milk

for processing into butter, cheese, and so on—see milk) often have to manage their herd so that

the contracted number of cows are in milk the year round, or the required minimum milk output

is maintained. This is done by mating cows outside their natural mating time so that the period

when each cow in the herd is giving maximum production is in rotation throughout the year.

Northern hemisphere farmers who keep cows in barns almost all the year usually manage their

herds to give continuous production of milk so that they get paid all year round. In the southern

hemisphere the cooperative dairying systems allow for two months on no productivity because

their systems are designed to take advantage of maximum grass and milk production in the

spring and because the milk processing plants pay bonuses in the dry (winter) season to carry the

farmers through the mid-winter break from milking. It also means that cows have a rest from

milk production when they are most heavily pregnant. Some year-round milk farms are penalised

financially for over-production at any time in the year by being unable to sell their

overproduction at current prices.

Artificial insemination (AI) is common in all high-production herds.

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c. Industrial processing

A cooperative dairy factory in Australia.Interior of a cheese factory in Seine-et-Marne, France

Dairy plants process the raw milk they receive from farmers so as to extend its marketable life.

Two main types of processes are employed: heat treatment to ensure the safety of milk for

human consumption and to lengthen its shelf-life, and dehydrating dairy products such as butter,

hard cheese and milk powders so that they can be stored.

d. Transport of milk

Historically, the milking and the processing took place in the same place: on a dairy farm. Later,

cream was separated from the milk by machine, on the farm, and the cream was transported to a

factory for buttermaking. The skim milk was fed to pigs. This allowed for the high cost of

transport (taking the smallest volume high-value product), primitive trucks and the poor quality

of roads. Only farms close to factories could afford to take whole milk, which was essential for

cheesemaking in industrial quantities, to them. The development of refrigeration and better road

transport, in the late 1950s, has meant that most farmers milk their cows and only temporarily

store the milk in large refrigerated bulk tanks, from where it is later transported by truck to

central processing facilities.

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e. Temporary milk storage

Milk coming from the cow is transported to a nearby storage vessel by the airflow leaking

around the cups on the cow or by a special "air inlet" (5-10 l/min free air) in the claw. From there

it is pumped by a mechanical pump and cooled by a heat exchanger. The milk is then stored in a

large vat, or bulk tank, which is usually refrigerated until collection for processing.

Processing facilities

Pasteurization, homogenization

Cream extraction

Cheese making

Buttermaking

Caseinmaking

Yogurt processing

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MILK PROCESSING INDUSTRY IN INDIA

The highest milk producer in the entire globe – India boasts of that status. India is otherwise

known as the ‘Oyster’ of the global dairy industry, with opportunities galore to the entrepreneurs

globally. Anyone might want to capitalize on the largest and fastest growing milk and milk

products' market. The dairy industry in India has been witnessing rapid growth. The liberalized

economy provides more opportunities for MNCs and foreign investors to release the full

potential of this industry.

The main aim of the Indian dairy industry is only to better manage the national resources to

enhance milk production and upgrade milk processing using innovative technologies.

a. Potential for investment in the dairy industry

Some areas of Indian dairy industry can be toned up by the evocation of differentiated

technologies and equipment from overseas. These include:

1. Raw milk handling: The raw milk handling needs to be elevated in terms of

physicochemical and microbiological properties of the milk in a combined manner. The

use of clarification and bactofugation in raw milk processing can aid better the quality of

the milk products.

2. Milk processing: Better operational ratios are required to amend the yields and abridge

wastage, lessen fat/protein losses during processing, control production costs, save

energy and broaden shelf life. The adoption of GMP (Good Manufacturing Practices) and

HACCP (Hazard Analysis Critical Control Points) would help produce milk products

adapting to the international standards.

3. Packaging: Another area that can be improved is the range of packing machines for the

manufacture of butter, cheese and alike. Better packaging can assist in retaining the

nutritive value of products packed and thus broaden the shelf life. A cold chain

distribution system is required for proper storage and transfer of dairy products.

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4. Value-added products: There's vast scope for value-added products like desserts,

puddings, custards, sauces, mousse, stirred yoghurt, nectars and sherbets to capture the

dairy market in India.

The Indian dairy industry has aimed at better mananamegemt of the national resources to

enhance milk production and upgrade milk processing involving new innovative technologies.

Multinational dairy giants can also make their foray in the Indian dairy market in this

challenging scenario and create a win-win situation for both.

b. India's Milk Product Mix

Fluid Milk 46.0%

Ghee 27.5%

Butter 6.5%

Curd 7.0%

Khoa (Partially Dehydrated Condensed Milk) 6.5%

Milk Powders, including IMF 3.5%

Paneer&Chhana (Cottage Cheese) 2.0%

Others, including Cream, Ice Cream 1.0%

c. Overview of the Indian Dairy Sector

The country is the largest milk producer all over the world, around 100 million MT

Value of output amounted to ` 1179 billion (in 2004-05) (Approximately equals

combined output of paddy and wheat!!)

1/5thof the world bovine population

Milch animals (45% indigenous cattle, 55 % buffaloes, and 10% cross bred cows)

Immensely low productivity, around 1000 kg/year (world average 2038 kg/year)

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Large no. of unproductive animals, low genetic potency, poor nutrition and lack of

services are the main factors for the low productivity

There are different regions – developed, average, below average (eastern states of Orissa,

Bihar and NE region) in the dairy industry.

The dairy industry in India engages in the production and processing of milk and cream. It is also

involved in the manufacture of other dairy products like cheese, curd, yoghurt and many more.

The dairy industry specializes in the procurement, production, processing, storage and

distribution of dairy products.

India stands the first place in its share of dairy production in the international scenario. It

contributes about Rs 1,15,970 in the national economy. This ever-expanding industry provides

gainful employment to a vast majority of the rural households. It employs about 8.47 million

people on yearly basis out of which 71% are women.

d. Jobs In Dairy Industry In India

Jobs in dairy industry are concentrated in the fields of production and processing of dairy

products.

Dairy Scientists: The responsibility of the dairy scientists is to deal with collection of

milk and taking care of the high yielding variety of animals. Scientific tests are conducted

to analyze the effects of different kinds of food intakes and environment on the quality as

well as the quantity of milk produced. Research is also undertaken to further improve the

breeding of cattle and quality of milk produced.

Dairy Technologists: Dairy technology requires procurement officers who take the

responsibility of collecting milk from farmers, milk booths ad cattle-rearers. The

procurement officer should be well-acquainted wit the latest technology that is applicable

in maintaining the quality of milk in the process of transporting it to the desired location.

The processing of milk undergoes numerous steps and different levels of specialization

are required for each step to be completed successfully. Various quality control measures

are applied at each step of processing. Preservation of dairy products is very important

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since dairy products are highly perishable. The dairy technologists devise appropriate

methods to properly store and preserve the dairy products.

Dairy Engineers: The Jobs in Dairy Industry of dairy engineers is to set up and

maintain dairy plants.

Marketing Personnel: The marketing personnel deals with the sale and marketing of

milk together with milk products.

COMPANY PROFILE

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INCEPTION AND BACKGROUND

On January 1st 1958 a pilot scheme to cater the Bangalore Milk Market, Department of Animal

Husbandry, Government of Karnataka was started Milk processing facilities & Veterinary

Hospitals at National Dairy Research Institute (NDRI). Later in 1962, The Bangalore Milk

Supply Scheme came into existence as an independent body. With the great efforts by the then

Hon’ble Minister for Revenue & Dairying, Government of Mysore Sri M V Krishnappa, A joint

venture of UNICEF, Government of India & Government of Mysore was dedicated Bangalore

Dairy to the people of Karnataka State on 23rd January1965 by the then Hon’ble Prime

Minister Late Sri LalBahadhurShastriji. The Bangalore Dairy scattering over an area of 52

Acres of land, the Dairy had an initial capacity to process 50,000 liters of milk per day.

Bangalore Dairy underwent a structural change in December 1975, handed over to Karnataka

Dairy Development Corporation (KDDC). Rural Milk Scheme of Mysore, Hassan &Kudige

Districts was started under Operation Flood-II and then transferred to Karnataka Milk Federation

(KMF) in May 1984 as a successor of KDDC. To cater to the growing demand for milk by the

consumers of Bangalore City, the capacity was increased to 1.5 lakh liters per day under the

Operation Flood-II during 1981 and later increased to 3.5 lakh liters per day under Operation

Flood-III during 1994.

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As per the policies of the National Dairy Development Board (NDDB), Bangalore Dairy was

handed over to Bangalore Milk Union Ltd., (Bamul) on 1stSeptember 1988. The Union is

capable of processing the entire milk procured, by timely implementation of several

infrastructure projects like commissioning of New Mega Dairy state-of-the-art technology with a

processing Capacity of 6.0 Lakh liters per day, new chilling centers, renovation of product block

etc.,

The milk shed area of Bamul comprises of 2611 revenue villages. As of now the Union has

organized 1803 Dairy Co-operative Societies (DCS) in 2,225 villages, thereby covering 85 % of

the total villages in these two districts. In these DCSs, there are 3,31,544 milk producer

members. Among them 105804 members are women and 59,235 members belong to Schedule

Caste and Schedule Tribes.

Establishment of the Union:

Bangalore Co-operative Milk Producers’ Societies Union Ltd. was established on 16th

November 1976.

After the bifurcation of the above Union, into two separate union for Bangalore Districts

(Urban and Rural) and Kolar District, Bangalore Urban and Rural District Co-operative

Milk Producers’ Societies Union Ltd. (BAMUL) on 23rd March 1987.

Bangalore Dairy was took over by BAMUL on 1st September 1988.

Bangalore Mega Dairy started functioning on 17th December 2000

MMPO-1992 Registration No 42/R.MMPO/93

Bangalore Dairy ISO 22000-2005 & ISO 9001-2000 Certified by Standard Australia

International (SAI) Global Ltd., a reputed Australian based company during 2006.

NATURE OF BUSINESS (co-operative society)

The Bangalore Milk Union Ltd., (Bamul) was established during 1975 under Operation Flood

II by keeping “Amul” as its Roll Model. At present Bamul has Bangalore Urban, Bangalore

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Rural & Ramanagaram Districts of Karnataka State as its area of operation for Milk Procurement

and selling Milk in part of Bruhath Bangalore MahanagaraPalika (BBMP) area. Since its

inception the Union is constantly striving further for dairy development and marketing activities

in its milk shed area.

The philosophy of this co-operative milk producers’ organisation is to eliminate middlemen and

organise institutions owned and managed by milk producers, by employing professionals.

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. Ultimately, the

complex network of co-operative organisation should build a strong bridge between masses of

rural producers and millions of urban consumers & achieve a socio-economic revolution in the

village community.

OBJECTIVES

To organize Dairy Co-operative Societies at Village level and dissemination of

information like good dairy animal husbandry and breeding practices & Clean Milk

Production through Extension Services.

To provide assured market & remunerative price for the milk produced by the farmer,

members of the co-operative societies.

To provide technical input services like veterinary services, artificial insemination,

supply of balanced cattle feed & Fodder seed materials etc., to milk producers.

To facilitate rural development by providing opportunities for self-employment at

village level, thereby preventing migration to urban areas, introducing cash economy

& opportunity for steady income.

To provide quality Milk and milk products to urban consumers at competitive prices.

AREA OF OPERATION

Processing Plants Capacity Procurement

Bangalore Dairy 6,00,000 LPD 7,30,125 KPD

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STORAGE PLANTS CAPACITY PROCUREMENT

Anekal Chilling Center 60,000 LPD 57,075 KPD

Byrapatna Chilling Center 60,000 LPD 96,508 KPD

Doddaballapura Chilling Center 60,000 LPD 78,971 KPD

Hosakote Chilling Center 1,50,000 LPD 1,25,965 KPD

Solur Chilling Center 60,000 LPD 93,712 KPD

Vijayapura Chilling Center 1,00,000 LPD 88,608 KPD

Kanakapura Chilling Center 60,000 LPD 86,699 KPD

Bulk Milk Coolers 1,46,000 LPD 1,02,058 KPD

Although the milk procurement is done with in the state with the help of DCS located

throughout the state, as because it is an initiative of THE GOVT OF KARNATAKA

the organization has  The Dairy has Export Licence for Skimmed Milk Powder,

Whole Milk Powder, Dairy Whitener, Ghee and Butter. And many of its products

are marketed in neighbouring states and the main buyer is Goa. It is also undertaking

packaging and marketing of some products of amul with collaboration of Gujrat and

Rajastan milk federation. NANDINI is a national brand thriving to go global.

AWARDS AND ACHIVEMENTS

ISO 9002 AND HACCP IS 15000 (HACCP) CERTIFICATE

Mother Dairy has obtained ISO 9002 and HACCP Certificate from Bureau of Indian Standard (BIS) of

government of India form December 2000. Mother Dairy is the first and only dairy to secure the

comprehensive certificate in the entire south India.

The importance of obtaining this certificate is to:

Procure Manufacture & distribute the products under controlled set of procedures as per

ISO 9003.

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To Identify a probable occurrence of hazards as during the process of procurement

manufacturing and distribution.

To identify the severity of hazards during critical control point.

To control the Identify hazards and to produce the products of International food

produce the products of international food safety standards

Mother Dairy cares for quality, hygiene and food safety and hence the dairy was certified

for certified for ISO 9001-2000 during the year 2000 and has been certified for ISO

22000-2005 during 2008

The Dairy has embarked on Environmental Protection, Energy Conservation

Programme  and have been suitably recognized  by Bureau of Energy Efficiency,

Government of India and KREDL, New Delhi

(The National Productivity Council (NPC) of Government of India has conferred “Best

Productivity Award” FIVE TIMES and “Energy Conservation Award” by Bureau of Energy

Efficiency (BEE) to the Union.)

COMPETITORS PROFILE

The success of each and every business unit is mainly depending on how brilliantly it faces the

competitions Mother dairy is not out of competion it has 80% market share in Bangalore & Presently it

is the brand leader for milk products. The main competitors to Mother Dairy are:

Heritage

Arogya

Good Morning

Swastik

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amul

INFRASTRUCTURE FACILITIES

The strategy of Bangalore Milk Union is “Procure More, Sell More & Serve More” and reaping

the benefits of economies of scale. In order to realize this strategy, the Union has implemented

the following projects so that more and more milk can be procured and processed. This will help

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us to serve our producer members by passing on the maximum benefits, we are consciously

adopting the growth-oriented strategy of helping our producers to grow by ourselves growing

constantly.

Mega Dairy with a capacity to process 6 lakh litres of milk per day expandable to 10 llpd has

been built by investing Rs. 38.70 crores obtained as term loan from National Dairy Development

Board. 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.

Although Bamul sets standards for its products for better serve to customers, it was not possible

to keep the standards stability due to manual operations. In designing mega dairy, Bamul

looked towards an automated system that would allow it to achieve consistent quality parameters

for each product. Energy and manpower would also be more effectively optimised and

controlled and all plant equipment would be integrated.

FUTURE GROWTH AND PROSPECTS

NEW Projects:

Bamul has planned 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 by the end of 2012.

New Project commissioned on 09.04.2011

Installation of Nadini UHT Milk Processing and packing facility of 1,00,000 Ltrs/ Day

Capacity.

Includes facility for packing Nadini UHT milk in 500 ML, 200 ML Fino and 200 ML

Brik packs.

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Includes facility for packing Nandini Flavored Milk in 200 ML Packs.

This Project is aimed to address ever growing Market demand of Nandini UHT Milk.

The Dairy is poised to add 4 more varieties of exotic ice creams including pro-biotic, sugar free in the

near future and also would undertake manufacturing of very improvised quality of Paneer, Yogurt .

Plans are also under way for automated production of milk products in the immediate future. There is

a plan drawn up for putting in the market ready-to-eat foods "Retorted" and having appreciable content

of milk and milk products. The same is planned to be introduced  in the mid of 2012.

VISION, MISSION AND QUALITY POLICY

Vision

To march forward with a missionary zeal which will make KMF a trailblazer of

exemplary performance and achievements beckoning other Milk Federations in the

country in pursuit of total emulation of its good deeds.

To ensure prosperity of the rural Milk producers who are ultimate owners of the

Federation.

To promote producer oriented viable cooperative society to impart an impetus to the rural

income, dairy productivity and rural employment.

To abridge the gap between price of milk procurement and sale price.

To develop business acumen in marketing and trading disciplines so as to serve

consumers with quality milk, give a fillip to the income of milk producers.

To compete with MNCs and Private Dairies with better quality of milk and milk products

and in the process sustain invincibility of cooperatives.

MISSION

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Heralding economic, social and cultural prosperity in the lives of our milk

producer members by promoting vibrant, self-sustaining and holistic cooperative dairy

development in Karnataka State

To provide good quality milk and milk products to the people, keeping in mind milk is the

basic requirement of every individual

QUALITY POLICIES

           

During the last ten years, the Federation is giving greater emphasis on procuring quality milk

from DCSs under the concept of “Quality Excellence from Cow to Consumer.” Many Clean

Milk Production (CMP) initiatives have been implemented at all the stages of procurement,

processing and marketing. Among these CMP initiatives, noteworthy initiative is the setting up

of Community Milking Parlours in villages.

  The KMF is forerunner to introduce this innovative technological initiative for bringing

about revolutionary improvement in quality of milk collected in DCSs. This system has several

advantages such as elimination of mastitis in milch animals and improvement of productivity.

The milk from milking machines, collected through Automatic Computerized Milk Collection

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Units is chilled directly in Bulk Milk Coolers. This chilled raw milk, untouched and

unadulterated by human hands, has very high microbiological quality, comparable to

international standards. This high quality milk is being utilized for manufacturing high quality

value added milk products, for both domestic as well as international markets.

Other Clean Milk Production (CMP) Initiatives include: -

Training of milk producers on modern dairy husbandry practices and CMP.

Providing SS utensils, antiseptic solutions for udder cleaning on pre and post milking,

etc. to producers.

Training to DCS staff and officers of the Unions on CMP.

Replacing Aluminium milk cans and collection vessels with SS –304.

Posters, documentary films and booklets on Clean Milk Production.

PRODUCT PROFILE

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BAMUL

PRODUCT PROFILE 

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BAMUL

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BAMUL

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BAMUL

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BAMUL

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BAMUL

Curds & other fermented products

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BAMUL

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BAMUL

Dairy Whitener Skimmed Milk Powder Badam-Powder

Ghee & butter

 

Ghee in Standy Pouches Butter Salted & Unsalted Ghee In Bag

 

Ghee in Pet Jar Ghee in Sachet

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BAMUL

Icecream & Frozen Desserts

 

Crazy Cone Butter Scotch Chocolate Nandini Magic Strawberry KULFI

Chocobar Ice Cream Delightfully Tasty Anjir Ice Cream Tasty Chocolate

Ice Cream Vanilla and Strawberry Ice Cream Tasty Kaju Draksh Ice Cream Tasty Mango

 

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BAMUL

Ice Cream Tasty Kesar Pista Ice Cream Tasty Black Currant Sugar Free Pro Biotic Frozen

Ice Cream Tasty Butter Scotch Ice Cream Tasty Pineapple Dolly Raspberry & Orange

 

Ice Candy Mango Sundae Ice Cream Strawberry Sundae Butter Scotch

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BAMUL

Milk Sweets

 

Mysore Pak Gulab Jamoon Khova Jamoons

 

Dry Fruits Burfi Rossagolla Assorted sweets gift box

 

Nandini Bite Premium Badam burfi Premium Besan Ladoo

 

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BAMUL

Premium Cashew Burfi Pure Milk Elachi and Kesar Peda Pure Milk Peda

Other Products

 

Nandini Cream Cheddar Cheese Nandini Sugar Free Peda

 

Dharwad Peda Milk Pista Mango Strwaberry Coolchoco Milk Shake

 

Flavoured Milks Gulab Jamoon Mix Khova

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BAMUL

 

Kunda Paneer

 

Chocolate

 

creamy bite Eclairs Goodlife

 

Chit Chat Eclairs

Manufacturing Process (Butter)

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BAMUL

In the manufacturing of butter cream is separated from milk with the centrifugal action. Cream is

separated and thereafter acidity and other properties are tested. Then neutralization is done to

adjust the acidity of cream to keep pH 6.8-7.0 by addition of alkaline salts like calcium oxide,

calcium hydroxide, calcium carbonate, magnesium oxide and other salts.

Pasteurization of the cream is done after neutralization to improve its keeping quality as long as

standard requires. Milk is kept at 165oF for 30 minutes for removal of cream by using a vacuum

chamber in conjunction with pasteurization. After pasteurization, cream is immediately cooled,

upto 68-72oF, 5-10% of the starter is added. Keeping cream at 70oF for several hours a

fermentation takes place. A characteristic flavour and aroma will be imported for the cream to be

carried into the resulting butter.

Colour of butter depends upon the season. It is therefore a standard practice to add edible colours

to cream before churning, usually based on flavour, odour, acidity and appearance.

After adding these ingredients butter is cut into desirable size and packing of pieces is done, it is

placed at low temperature in cold storage.

MILK POWDER MANUFACTURING PROCESS

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BAMUL

SEPARATION / STANDARDIZATION

The conventional process for the production of milk powders starts with taking the raw milk

received at the dairy factory and pasteurising and separating it into skim milk and cream

using a centrifugal cream separator. If WMP is to be manufactured, a portion of the cream is

added back to the skim milk to produce a milk with a standardised fat content (typically 26-

30% fat in the powder). Surplus cream is used to make butter or anhydrous milkfat.

PREHEATING

The next step in the process is "preheating" during which the standardised milk is heated to

temperatures between 75 and 120_C and held for a specified time from a few seconds up to

several minutes (cf. pasteurisation: 72_C for 15 s). Preheating causes a controlled

denaturation of the whey proteins in the milk and it destroys bacteria, inactivates enzymes,

generates natural antioxidants and imparts heat stability. The exact heating/holding regime

depends on the type of product and its intended end-use. High preheats in WMP are

associated with improved keeping quality but reduced solubility. Preheating may be either

indirect (via heat exchangers), or direct (via steam injection or infusion into the product), or a

mixture of the two. Indirect heaters generally use waste heat from other parts of the process

as an energy saving measure.

EVAPORATION

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BAMUL

In the evaporator the preheated milk is concentrated in stages or "effects" from around 9.0%

total solids content for skim milk and 13% for whole milk, up to 45-52% total solids. This is

achieved by boiling the milk under a vacuum at temperatures below 72_C in a falling film

on the inside of vertical tubes, and removing the water as vapour. This vapour, which may be

mechanically or thermally compressed, is then used to heat the milk in the next effect of the

evaporator which may be operated at a lower pressure and temperature than the preceding

effect. Modern plants may have up to seven effects for maximum energy efficiency. More

than 85% of the water in the milk may be removed in the evaporator. Evaporators are

extremely noisy because of the large quantity of water vapour travelling at very high speeds

inside the tubes.

SPRAY DRYING

Spray drying involves atomising the milk concentrate from the evaporator into fine droplets.

This is done inside a large drying chamber in a flow of hot air (up to 200_C) using either a

spinning disk atomiser or a series of high pressure nozzles. The milk droplets are cooled by

evaporation and they never reach the temperature of the air. The concentrate may be heated

prior to atomisation to reduce its viscosity and to increase the energy available for drying.

Much of the remaining water is evaporated in the drying chamber, leaving a fine powder of

around 6% moisture content with a mean particle size typically of < 0.1 mm diameter. Final

or "secondary" drying takes place in a fluid bed, or in a series of such beds, in which hot air

is blown through a layer of fluidised powder removing water to give product with a moisture

content of 2-4%. Precautions must be taken to prevent fires and to vent dust explosions

should they occur in the drying chamber or elsewhere. Such explosions can be extremely

dangerous to life, property and markets.

PACKAGING AND STORAGE

Milk powders are immensely more stable than fresh milk but protection from moisture,

oxygen, light and heat is needed in order to maintain their quality and shelf life. Milk

powders readily take up moisture from the air, leading to a rapid loss of quality and caking or

lumping. The fat in WMPs can react with oxygen in the air to give off-flavours, especially at

higher storage temperatures (> 30_C) typical of the tropics.

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BAMUL

Milk powder is packed into either plastic-lined multi-wall bags (25 kg) or bulk bins

(_ 600 kg). WMPs are often packed under nitrogen gas to protect the product from oxidation

and to maintain their flavour and extend their keeping quality. Packaging is chosen to

provide a barrier to moisture, oxygen and light. Bags generally consist of several layers to

provide strength and the necessary barrier properties. Shipments of milk powder should

never suffer prolonged exposure to direct sunshine especially in tropical countries. A few

hours at elevated temperatures (> 40_C) during transshipment can negate many weeks of

careful storage.

AGGLOMERATED POWDERS

Standard powders, because of their fine dusty nature, do not reconstitute well in water.

"Agglomerated" and "instant" powders were specifically developed to counter this. The

manufacture of an agglomerated powder initially follows the standard process of evaporation

and drying, described above. However, during spray drying small particles of powder

leaving the drier (the "fines") are recovered in cyclones and returned to the drying chamber in

the close proximity of the atomiser. The wet concentrate droplets collide with the fines and

stick together, forming larger (0.1-0.3 mm), irregular shaped "agglomerates". Agglomerated

powders disperse in water more rapidly and are less dusty and easier to handle than standard

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BAMUL

Production of Peda:

Manufacturing process:

It is one of the sweets prepared.

Only milk and sugar that is nearly 7% of sugar and only whole milk is added.

For every batch 1½-1.45minutes time is taken.

Yield is 23-24%.

Peda contains 22-25% fat.

Packing is done 250gm, 1kg, 10kg, and 20kgs.

Production of kova:

Kova is prepared without addition of sugar.

The yield is 16%.

There is rapid agitation.

Dehydration of moisture.

Vaporization takes pace.

Steam is operated and circulated.

Agitation will be more in the final stage.

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BAMUL

ORGANISATION STRUCTURE

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BAMUL

KEY FUNCTIONAL AREAS

1. PURCHASE DEPARTMENT

PURCHASE DEPARTMENT STRUCTURE

EWCM/BKR/GS Page 46

Manager

Deputy Manager

Assistant Manager

Purchase/Store

Officer

Superintendent

Account Assistant I

Account Assistant II

Account Assistant III

Helpers

BAMUL

This is fact that, every organization requires material during functioning. Hence purchase

department fulfill all the material needed for each and every department.

BAMUL has a centralized purchase department headed by a well experienced and qualified

purchase officer/purchase manager who in turn is assisted by assistant manager.

If the materials to be purchased are less than worth purees one lakh, the quotations are collected

from suppliers or the enquirer of Bamul. If the quality of the material is at par, the purchase

committee negotiates the price with the supplier. The purchase committee comprising of

managing director and section heads of each departments.

If the materials purchased are more than worth Rs 1 lkh, a tender notice is published in a leading

daily newspaper. The producer to bit for the tender is mentioned in the notice itself and selection

of the supplier is done on the basis of low-bid with the necessary condition that the material

complies as per the desired quality.

TERMS AND CONDITIONS;

Price: No enhancement in price during this contract will be allowed. Taxes and duties,

specifically agreed will be paid to the supplier on production of relevant certificates.

The Bamul reserves the right to cancel the order. If the cancellation of order is due to

noncompliance by the suppliers then the supplier shall be responsible for any direct and

indirect loss that Bamul may suffer in making alternative arrangements for the materials,

without prejudicing to the Bangalore dairy’s right to over liquidated damages.

The materials will be subject to test and inspection by the bamul the decision of Bamul as

to rejection of the materials shall be final and binding on the supplier.

The supplier shall be responsible for any defects in the materials that may develop when

they are used arising from faulty materials, workmanship or otherwise.

Rejections: Any materials rejected by Bamu, shall be collected by the supplier and

removed within 15days from the date of receipt of information of such rejection at their

risk and costing to the materials.

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BAMUL

Risk: The materials shall be supplied at the risk of the supplier.

Sample: Sample has to be submitted by the supplier whenever asked for free of cost.

FUNCTIONS OF PURCHASE DEPARTMENT:

o Evaluating and rating of suppliers.

o Selecting of suppliers.

o Finalization of terms of purchase.

o Placement of purchase orders.

o Follow-up

o Approval of payment to suppliers.

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BAMUL

2. PRODUCTION DEPARTMENT

PRODUCTION DEPARTMENT STRUCTURE

Introduction:

The production department of Bangalore dairy performs the function of developing procedure to

transform a set of input elements like milk, money, and machine into specified set of output

elements such as curds, butter milk, peda, ghee, sweet lassie, Khova, etc, in assignee quality and

best in order to achieve the organizational goals successfully. Production department is the most

important and largest department and largest department in the organization.

EWCM/BKR/GS Page 49

Deputy Manager

Assistant Manager

Technical Manager

Chemists

Dairy Reports

Helpers

Manager

BAMUL

Production is the conversion of raw material into finished product. At BAMUL, production

department is well planned and adequately equipped manufacturing set up where the entire

necessary infrastructure is available.

In BAMUL, the raw milk is processed to form the good quality of milk. During the processing,

the milk is differentiated depending on the contract of FAT and SNF (Solid Non Fat).

BAMUL has a well-organized and totally computerized system of production the scope of

department is to plan, execute and control all the production activities with the available resource

inputs and equipments in co-ordination with other departments.

All the products are produced by this department and then passed onto the marketing

departments for the end consumers.

Objective:

Execute co-ordinate, organize and monitor the production activities.

Increase the input as for as possible.

Decrease the cost of production and wastages in production as much as possible.

Ensure process, control and quality of products manufactured.

Also ensure that the production meets the planned requirements within stipulated time.

Functions:

.Maintain and produce the standard quality products.

Cost of production

Using of advanced technology.

Maintain inventory of both raw materials and finished products.

Produce different quality products to meet the market needs and wants

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BAMUL

3. MARKETING DEPARTMENT

Marketing Department structure

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Deputy Manager

Assistant Manager

Zonal Officer

Superintendent

Marketing Assistant

Helpers

Manager

BAMUL

Introduction:

The marketing Department of BAMUL is the process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy

individual and organizational goals. Marketing is the way of exchanging of goods and services

between producer and consumers.

It is becoming more attractive not only at the company levels but also at sate, national,

international levels. Many organizations have involved on developing marketing activities to

satisfy needs and wants of a group of customers. The movement of products from producer to

ultimate consumer involves a lot of hurdles like lack of advertisement, finance and other

problems marketing department is responsible to evaluate these problems and to find remedial

measures of such problems.

BAMUL has a well established marketing department, under the control of marketing manager.

He is responsible for marketing and sales of milk and milk products. He is responsible for selling

to target markets, framing the plans and policies to achieve the marketing goals and he is also

responsible for forecasting the demands for their products in the market.

Presently BAMUL is vested with the responsibility of marketing milk and milk products. In

BAMUL priority is given to meet the liquid milk demand and they only the excess milk procured

is converted to milk products. BAMUL sells its milk and milk products under the corporate band

of Nandini within and outside the state. Most importantly BAMUL is co-operative non profile no

loss institution. The orders are placed by the retailers for the milk and milk products; marketing

department receives the order and supplies as per orders received. It also plays an important role

in solving the problems of retailers and customers.

MILK PRODUCTS MARKETING:

The products produced has to reach to its end consumers in a good quantity so the marketing

department has a vital role at BAMUL. Even though the production department produces the

product they have to know the quality of their product. To the entire Bangalore city and to other

states BAMUL is marketing its milk products through 148 distribution routes. The volume of

sales plays a critical role in determining cost. Milk products have been distributed twice in a day

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BAMUL

that is in morning and in afternoon. The distribution routes are allotted to other basis of quantity

of milk products or the number of creates in geographically convenient pattern.

OBJECTIVES OF MARKETING DEPARTMENTS:

To meet the expectation of the customers.

The integrated business plan of union is to achieve the sales target.

Undertake promotional activities in order to create awareness about the product.

Channel members needs are fulfilled.

Nandini products are known to occupy their leadership in the market.

They make the payment through to identical ways that is through cheque and cash. In cheque

there should be at least minimum deposit of Rs.45,000 in order to achieve this scheme. The

cheque received by the dairy are presented in their concerned banks and if it is bounced

necessary action will be taken. In cash basis the minimum deposit is Rs.15,000.according to this

agents make there payments incase if the agent fails the next day the milk supply is stopped.

Agents are the retailers who make the orders in bulk.

The wholesalers are the intermediates who will purchases in large quantity. Usually dairy

supplies the milk and other products in the quality prescribed by distributors.

Promotions

They have a good brand loyalty among the consumers for media of Promotional activities but

still they are struggling to occupy the market share. dairy has good market share. They spend

only a small amount of profit towards the advertisement of their products but other dairy like

KMF and mother dairy are mostly concerned in promotional activities. Through newspaper,

television etc., they promote.

Functions

They conduct the market survey to analyze the consumers feedback of their product.

Required step is taken to improve market share.

Advertising the sales promotion.

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BAMUL

4. FINANCE DEPARTMENT

FINANCE DEPARTMENT TRUCTURE

EWCM/BKR/GS Page 54

Deputy Manager

Assistant Manager

Accounts Officer

Superintendent

Account Assistant I

Account Assistant II

Account Assistant III

Helpers

Deputy Manager

BAMUL

Introduction:

The main activity of the finance department is to keep all the account of the financial

transactions. It is responsible for maintaining up to date account. The various activities are

collected to different sections.Any business big or small cannot be started without an adequate

amount of finance. Right from the very beginning, i.e., conceiving an idea to investigations such

as business, finance is needed to promote or establish the business, acquire fixed assets, make

investigation such as market survey, etc., develop product, keep men and machine at work,

encourage management to make progress and create values. Even an existing concern may

require further finance for making improvements or expanding the business. Therefore for

starting any business finance plays a very major and a vital role.

Objectives:

The main objective of finance department is as follows:

To reduce the funds and to protect the financial interest of the company.

To assess the working capital requirements.

To monitor the budget and also funds and payments.

Sources of Finance:

Finance department is the main source for any organization. In BAMUL the main source of

finance is sale realization. The analysis of financial statements is a process of evaluating

relationships between component parts of financial statements to obtain a better understanding of

the firm’s position and performance. The portability period of other milk products is slightly

more i.e., for 3-4 months and sales are released and the money gained out of it can be classified

as long-term source of finance. Sometimes they even get grant from government. The operating

profit in the year 2004-05 has come down by 53.5% because heavy advertising and selling

expenses.

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BAMUL

Functions:

Maintaining proper accounts for milk purchased and sold every day.

Maintaining of general ledgers and store books.

Maintaining of profit and loss account and balance sheet systematically.

Make use of available financial resources properly.

Paying taxes and insurance in time.

Maintain liquidity of assets properly to earn maximum profit.

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BAMUL

5. ADMINSTRATION DEPARTMENT

(Personnel Department)

EWCM/BKR/GS Page 57

Deputy Manager

Assistant Manager

Administrative

Officer/Personal Secretary/

Time Officer/Public Relation Officer

Superintendent

Administrative Assistant GR I

Helpers

Administrative Assistant GR II/ steno SR typist

BAMUL

Introduction:

Human resource Department plays a very vital role in BAMUL. It is mainly concerned with the

relationship within the organization. This department acts as the HR department and takes care

that the employees are satisfied with their present work and are working efficiently with their

respective authority. It looks after the welfare schemes of the employees of the whole dairy. The

main objective of the department lies in maintenance of those relationships and the basis which

by consideration of well being of individual and enables all those engaged in undertaking to

make their maximum human resource attribution to effective working and goal realization of the

undertaking.. It covers all the section of the Co-operative in case of overall administration.

Functions:-

Recruit the candidates and select the suitable candidate for the job.

Conduct the training to the new employees as well as to the existing employees.

Maintain shifts timing, etc.

Maintenance of attendance and service records

Recruitment policy:

Recruitment to any service or posts shall be made by direct recruitment which may be

either by competitive examination or interview or selection, which may be either by

selection on the basis of merit-cum seniority provided that that is respect of direct

recruitment to any service of post, when the method of recruitment is not specified in

rules of recruitment. Appointments for the posts shall be resaved for the members of

SC/ST CAT-I and other categories of back word classes to such extent and in such

manner as may be specified by the government under class 4 of the article 16 of

constitution of India. There is the provision even for physically handicapped and ex-

servicemen.The reservation for women shall be in accordance with the provisions of

government orders from time to time.

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BAMUL

Few Benefits provided to employees.

Employees are provided with certain allowances.

In BAMUL they provide shift allowance to the employees.

Training is provided to all employees in their particular fields,

Half liter of milk per employee is given free flush season and at half of price for

remaining 10 months.

Cheaper rates in the canteen.

They provide tea in the break time and 1Kg ghee per year.

Training is given to all those employees appointed on direct recruitment basis. A

probationer of trainer is appointed by BAMUL to conduct the training program.

Promotion may be either through means of selection or from one cadre to higher cadre

on the basis of seniority cum merit and automatic grant of special promotion to seniti

employees if provided.

Salary to the employees include the basic pay, dear allowance and other allowance. The

termination to the employees at Bamul happens on the events of if a permanent employee

completes 58 years of age, Expired while on service, Terminated for resigned from service.

Functions:

Selection of the right person.

Employees are trained in an efficient manner

Good working environment

Motivation is given to the employees and benefits are provided.

Increasing the performance of employees.

Compensation

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BAMUL

SWOT ANALYSIS

STRENGTHS

Wide distribution network leads to regular and timely supply.

Milk processed is local therefore reduced transportation cost.

Automated Computerized plant.

Wide product range

An ISO, HACCP, EMS certified company

Prompt consumer’s complaint redressed.

Maintaining uniform quality

Automatic correction power factor unit

Brand loyalty among consumers

WEAKNESS:

Excess manpower

Less advertisement

Lack of flexibility in the system

Promotion is based on seniority

Retention of brilliant brain is difficult

OPPORTUNITIES:

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BAMUL

Checking the processing and packing unit.

Addition of new varieties to the existing products

It has an opportunity to introduce new products like ready to eat sweets,

cheese, low fat milk chocolates and biscuits

Can expand its marketing activities all over the India

It can increase its sales and grab the unoccupied market share.

THREATS:

Irregular power shutdowns and inter-dairy competition.

Entering of MNC’s.

Entry of loose milk providers at cheap rates.

EWCM/BKR/GS Page 61

BAMUL

RESEARCH METHODOLOGY

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BAMUL

A STUDY ON CONSUMER PERCEPTION

AND RETAILERS OPINION

TOWARDS

NANDINI MILK PRODUCTS OF

BANGALORE DIARY (BAMUL)

Theoretical Background of the study.

Introduction to marketing

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BAMUL

Marketing is the performance of business activities that direct the flow of goods and

services from the producer to customer.

American Marketing Association

Many organizations have involved in marketing activities to satisfy the needs and wants

of a group of customers. Now a days marketing is not considered as a mere physical process or

set of activities connected with the exchange of goods. It is regarded as a philosophy of business.

It is concerned with creation of customers.

It includes all those activities connected with identifying the need of the consumable and

then, organizing the according to meet the needs of the consumers.

Importance of marketing management:

Marketing management is the most important function in the business organization.

It looks after the marketing system of the firm

It plans the develops the product on the basis of know demand.

It has to prepare appropriate marketing plans or marketing mix to achieve the

business goals.

Function of marketing management

The function of marketing management is summarized as follows:

EWCM/BKR/GS Page 64

BAMUL

Determination of marketing goals

Formulation marketing plans, procedures, policies etc

Designing marketing strategies and marketing mix

Planning marketing programmers

Marketing is a comprehensive term and it includes all resource and a set of activities necessary

to direct and facilities the flow of goods and services from producer to consumer in the process

of distribution. Business man regards marketing as a management function to plan, promote and

deliver products to the clients or customers. Human efforts finance and management constitute

the primary resources in marketing.

Main view point’s management is as follows:

Analyzing, planning, implantation and Control programs.

Mutual and personal gain

Achieving effective response.

Modern marketing concept:

The marketing concepts evolved over a century starting from on set of industrial

revolution, production concept and selling concept, social marketing concept right up to date.

Consumer

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BAMUL

The term “consumer” refers to a person who buys goods or services for his personal or

household use and not resale. Consumer behavior is the process whereby individual decide,

what, when, where, how and whom to purchase goods and services”

Consumer behavior has been gaining importance since 1960. the growth of consumerism

and enactment of consumer legislations emphasizes the importance of consumer behavior study.

Today the consumer behavior is the central topic in modern marketing. Since the ultimate aim of

marketing is consumer satisfaction and profit earning.

Importance

In olden days marketing was seller oriented and there was seller market. The consumer

had to purchase whatever was offered to him. They had no choice. So the study of consumer

behavior was not important to marketers. Now things have changed modern marketing has

become consumer oriented and there is a buyer market. If the choices, performance tastes and

attitudes of the consumer are neglected.

No marketing efforts can be successful. Therefore the study of consumer behavior is very

much essential success in business.

The study of consumer perception is important for the following purposes:

Production policies

Price policies

Distribution policies

Sales promotion policies exploiting marketing opportunities

Plan for customer service:

EWCM/BKR/GS Page 66

BAMUL

Understand customer expectations

Establish customer priority

Define service goals

Get external commitment from top to bottom

Establish service infrastructure

Develop employee through training and compensations

Measure customer satisfaction

Set customer expectation

Search for complainers.

Factors influencing consumer behavior:

Consumers do not make purchase decision simply. Their buying behavior is influenced by

culture, social, personal, and psychological determinants or factors. All these factors are

controllable and beyond the hands of a marketer. They are considered in understanding buyer

behavior.

Determinants of consumer behavior:

EWCM/BKR/GS Page 67

Cultural factorsReligion, caste, beliefs

Social factorsSocial classes

Personal factorsAge, gender, income, education,

occupation

Psychological factorsPersonality, learning, perception, attitude

BAMUL

The “satisfaction of the customer “can be easily canalized studying the behavior of the

customers. Customer Behavior can be said to be the study of how individuals make decision on

how spend their available resources (time, money and effort) on the various consumption related

items. This simple definition of customer behavior tells marketers to resolve every activity

around the ultimate customer and gauge their behavior.

The behavior of the customer helps the marketing to study, what factors influence the

decision making process of the customers. The decision making process identifies the number of

people who are involved in this process and ascribe a role of them.

All the firms have started considering “COSTUMER AS THE KING “or “QUEEN”. The

market place is flooded with many new players including the host of MNC’s resulting is

available of more number of brands in every segment of the market. On account of this customer

stated being choosy about what to buy.

RESEARCH DESIGN

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BAMUL

TITLE OF THE STUDY

A study on “Consumer Perception and Retailers Opinion Towards Nandini

Milk Products Of BAMUL”.

STATEMENT OF THE PROBLEM

The strong competition in Bangalore has posed an alarming condition before the

NANDINI brand. Though Nandini is the market leader there are plenty of private players

who are competing in the present market. To take future decisions it is very important

from the NANDINI’S point of view to have an insight on consumer’s perception about

what the consumers think towards the nandini milk products and the retailers opinion

since retailers play important role in it . The customer requirements and needs will help

to render the service in a better way. The present study was designed to concentrate on

the consumer perception and retailers opinion towards Nandini milk products. The data

collected from the study will definitely help the company to provide a competitive

advantage. The research ends with some vital information given by the respondents that

may help the BAMUL to be more customized rather than standardized.

Hence, the descriptive research on Consumers Perception and Retailers Opinion Towards

Nandini milk products

OBJECTIVES OF THE STUDY

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BAMUL

There were two main objectives for this study. One is primary objectives and

another is secondary objectives.

To ascertain the consumers perception towards nandini milk products

To determine the retailers opinion on Nandini milk products and the

problem faced by them.

To get the feedback on what the consumer expects from NANDINI

To determine the needs of the retailer

SCOPE OF THE STUDY

The study relates all agents/retailers and users of NANDINI milk products in

Bangalore .

NATURE OF THE STUDY

A descriptive research has undertaken for the present study. Descriptive research

includes survey and fact findings of different kinds

DATA COLLECTION

The present study was designed by the help of both primary and secondary

information data.

PRIMARY DATA

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BAMUL

Primary data was collected from respondents through survey method with a structured

questionnaire designed for two segments i.e. consumers as well as retailers.

A part of primary data was also collected from the marketing department of the company

SECONDARY DATA

The present project is framed with help of several information. The information is from

various secondary sources. These includes information about the milk industry from

journals. Also in the review of literature the different web-sites helped a lot to get some

idea for the present project. A bunch of information was collected from various news

articles and dissertation. Different libraries helped a lot to make the base a strong one.

Secondary data was also collected from various sources for e.g. text books, periodicals,

newspapers, and from various web-sites.

UNIVERSE

In case of Consumers the universe is infinite

In case of Retailers the universe is finite

SAMPLING PLAN

As the universe under study was large and time was limited it was quite impossible to

contact each and every consumer of milk and also retailers of milk. So a simple survey

was adopted. The sampling plan used in the present study is as follows :

SAMPLING UNIT :-

The target respondents were individuals who consumes milk and milk related products

and the retailers/agents of Nandini milk products.

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SAMPLE SIZE:

Agents/Retailers: 56

Consumers: 100

TYPE OF SAMPLING

Systematic sampling Technique is used for Retailers wherein every 10 th retailer is being

considered out of 565 retailer outlets of NANDINI in Bangalore North

Convenient sampling Technique is used for consumers where 100 consumers of the

NANDINI milk products is being considered

TOOLS FOR DATA COLLECTION

Two structured questionnaires were designed as tools for primary data collection. The

questionnaire comprised of both close and open ended question. Each questionnaire

shows the demographic characteristics of individuals consumers and as well as retailers.

PRE-TEST OF QUESTIONNAIRE

Questionnaire was pre-tested among a small group of consumers / retailers to asses its

validity and then the necessary changes were made.

METHOD OF CONTACT

The respondents were interviewed by help of a questionnaire through personal interview

method.

FIELD WORK

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The area of field work was restricted to Bangalore. The individuals were targeted based

on area or location and enough time was spend with the respondents to take a proper

response.

STATISTICAL TECHNIQUE

Bar Chart

Pie chart

STATISTICAL TOOL

Statistical software like SPSS

LIMITATIONS OF THE STUDY

The following were the main limitations of the study :-

Most of the respondents were either busy or were unable to respond properly to

the given questionnaire.

Time was the main constraint for the present study.

The respondent’s response to the given questionnaire was sometime biased and

the study was based on the assumptions that the information provided is correct.

The sample was restricted to only 100 due to the limited time. This may be very

small compare to total universe. So the study also suffers with the limitations of

the generalizing the result.

ANALYSIS AND DATA INTERPRETATION OF DATA PROVIDED

BY CONSUMERS

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1. Age of the respondents

Table 1

Age

ANALYSIS: From the total number of respondents we come to know that, maximum number of

respondents are between the age group of 31-40

INTERPRETATION: The above graph shows that number of respondents are in the age group

of 31-40. This Graph shows that most of the numbers of respondents are mature, and the

response given can be considered.

2. Occupation of the respondents

EWCM/BKR/GS Page 74

AGE Frequency Percent Cumulative Percent

15-20 10 10.0 10.0

20-30 25 25.0 35.0

31-40 45 45.0 80.0

>40 20 20.0 100.0

Total 100 100.0

BAMUL

Table 2

OCCUPATION Frequency Percent Cumulative PercentHousewife 58 58.0 58.0

Businessman 10 10.0 68.0

Employed12 12.0 80.0

Unemployed16 16.0 96.0

Others4 4.0 100.0

Total100 100.0

ANALYSIS: The above table has been designed to know about the respondent’s occupation.

This table shows that 58% of them are housewiwes,who know the product well as they are the

one mostly using the product.

INTERPRETATION: The above graph shows that the majority of the respondents are

housewives.

3. How did you come to know about Nandini milk products.

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Table 3

Valid Frequency Percent Cumulative Percent

Advertisements 28 28.0 28.0

Recommended By family And Friends

36 36.0 64.0

Company's Promotional Schemes

15 15.0 79.0

Others21 21.0 100.0

Total100 100.0

ANALYSIS: The above table is prepared to know how the respondents came to know about the

products. It can be observed that, 36% of the respondents are got the information from family &

friends, 21% of the respondents from others, 28% of the respondents have got much more

information from advertisements, & lest number of respondents ie 15%got the information from

Company's Promotional Schemes.

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INTERPRETATION: The above chart shows that maximum number of respondents have

collected the information from their friends and relatives.it also shows that least no of

respondents got to know about the products from Company's Promotional Schemes.

So, the company need to invest more on their Promotional Schemes.

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4. Why do you prefer nandini products

Table 4

Valid Frequency Percent Cumulative Percent

Taste 52 52.0 52.0

Hygiene Packaging 14 14.0 66.0

Price 8 8.0 74.0

Quality 14 14.0 88.0

Others 12 12.0 100.0

Total 100 100.0

ANALYSIS: The above table shows that, out of 100 respondents, 52% of the respondents like

the product because of its taste, 14% of the respondents like hygiene, 8% of the consumers prefer

price,14% like it because of its quality and 12% of the respondents like other features of the

product.

INTERPRETATION: Graph shows that, the major portion of the respondents like the

product’s taste, and the graph also shows that company should improve the quality & packing of

the product to further satisfy consumers.

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5. What do you perceive about the quality of the Nandini Milk products.

Table 5

Valid Frequency Percent Cumulative Percent

Excellent 50 50.0 50.0

Very Good27 27.0 77.0

Satisfactory13 13.0 90.0

Poor10 10.0 100.0

Total100 100.0

ANALYSIS: From the above table’s information 50% of the respondents perceive the quality of

the products to be excellent, 27% think its very good, 13% think it is satisfactory, 10% perceive

product quality is poor.

INTERPRETATION: From the respondents point of view half of the respondents perceive

quality of the products is good, the company should keep it up to and aim to achieve 100%

quality excellency.

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6. What do you think about the pricing policy of the Nandini Milk products

Table 6

Valid Frequency Percent Cumulative Percent

Expensive 8 8.0 8.0

Moderate52 52.0 60.0

Reasonable23 23.0 83.0

Cheap17 17.0 100.0

Total100 100.0

ANALYSIS: From the above chart out of 100 respondents 8 respondents think it is expensive &

52 respondents feel the price is moderate & affordable, 23 respondents feel the price is

reasonable compared to other products, and the remaining of the respondents ie 17 of them think

the product is cheap.

INTERPRETATION: Most of the respondents feel the product is affordable & lest number of

respondents think the products are expensive.

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7. What do you feel about the packaging of the Nandini Milk products

Table 7

Valid Frequency Percent Cumulative Percent

Exellent 8 8.0 8.0

Good62 62.0 70.0

Average20 20.0 90.0

Bad10 10.0 100.0

Total100 100.0

ANALYSIS: The above table has been designed to know the opinion about the packaging of

nandini products. From the respondents point of view 62% of the respondents feel it is good, 8%

of them think it is excellent, 20% feel it is up to average, 10% feel it is bad.

INTERPRETATION: This graph reveals that, most of the respondents feel the packaging is

good, and only 10% of the respondents feel it is bad so it shows that company has good

packaging for their products.

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8.Which other brand do you prefer.

Table 8

Valid Frequency Percent Cumulative Percent

Heritage 12 12.0 12.0

Amul42 42.0 54.0

Dodla32 32.0 86.0

Nilgiris14 14.0 100.0

Total100 100.0

ANALYSIS: The above table shows that, out of 100 respondents, 12% of the respondents

would opt for heritage, 42% of the respondents would opt for amul, 32% of the respondents

would opt for dodla and 14% of the respondents would opt for nilgiris.

INTERPRETATION: the above graph shoes that the majority of the respondents opt for amul

& dodla brand, these brands pose as the nearest competitors to nandini.

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9. What do you feel about the taste of the Nandini milk Products

Table 9

Valid Frequency Percent Valid Percent

Cumulative Percent

Excellent 40 40.0 40.0 40.0

Good44 44.0 44.0 84.0

Moderate14 14.0 14.0 98.0

Bad2 2.0 2.0 100.0

Total100 100.0 100.0

ANALYSIS: the table shows that out of 100 respondents 40% feel that taste of the product is

excellent, 44% thin it is good, 14% feel the taste is moderate,& only 2% feel the taste is bad

INTERPRETATION: as the above graph shows that maximum number of the respondents feel

the taste is good and excellent and the company can use this feature in its promotional and

advertisement activities to further boost the sales of their product.

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10. How do you find the packing of Nandini milk products

Table 10

Valid Frequency Percent Valid Percent

Cumulative Percent

Attractive 85 85.0 85.0 85.0

Not Attractive15 15.0 15.0 100.0

Total100 100.0 100.0

ANALYSIS: The above table shows the perception of the respondents towards the attractiveness

of packaging of nandini products in which we can see that out of 100 respondents 85 of them

perceive the packaging is attractive and rest if them ie 15 respondents feel the packaging to be

not attractive.

INTERPRETATION: As maximum number of respondents perceive the product packaging is

attractive the company can continue with its packaging, and may improve to gain 100%

satisfaction.

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11. How much satisfied are you with Nandini milk products.

Table 11

Valid Frequency Percent Cumulative Percent

Very Satisfied 26 26.0 26.0

Satisfied34 34.0 60.0

Fairly Satisfied38 38.0 98.0

Not Satisfied2 2.0 100.0

Total100 100.0

ANALYSIS: The above table has been designed to know the satisfaction level derived by

consumers from nandini products. From the respondents point of view 26% of the respondents

are very satisfied, 34% of them are just satisfied, 38% feel the product is fairly satisfying,and

only 2% feel they are not satisfied.

INTERPRETATION: The above chart shows that maximum number of respondents are very

satisfied or fairly satisfied. It also shows that very least no of respondents are not satisfied by the

product.

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QUESTIONNAIRE (CONSUMERS)

I, Mr Gaurav S, BBM Student of “EAST WEST COLLEGE OF BUSINESS MANAGEMENT”,

conducting study to evaluate “CONSUMERS PERCEPTION AND RETAILERS OPINION

TOWARDS NANDINI MILK PRODUCTS” at BAMUL,

I request you to kindly spare few minutes of your schedule to answer the following questions

1. Name: …………………………………………

2. Address: ……………………………………………………

……………………………………………………………………

3. Age:

a) 15-20 ( ) c) 31-40( )

b) 21-30 ( ) d) <40( )

4. Occupation: ……………………………………………

a)Housewife ( ) b)Businessman ( )

c)Employed ( ) d)Un Employed ( )

5. How did you come to know about Nandini milk products.

a) Advertisement ( ) c) Companies Promotional

Schemes ( )

b) Recommended by ( ) d) Others ( )

Family and Friends

6. What do you perceive about the quality of the Nandini

Milk products.

a)Excellent ( ) c)Satisfactory( )

b)Very ( ) d) Good Poor( )

7. What do you think about the pricing policy of the Nandini

Milk products

a) Expensive ( ) c) Reasonable ( )

b) Moderate ( ) d) Cheap ( )

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8. What do you feel about the packaging of the Nandini Milk products.

a)Excellent ( ) c) Average( )

b) Good ( ) d) Bad ( )

9. Which other brand do you prefer.

a) Heritage ( ) c) Dodla( )

b) Amul ( ) d) Nilgiris( )

10. What do you feel about the taste of the Nandini milk Products

a) Excellent ( ) c) Moderate( )

b) Good ( ) d) Bad( )

11. How do you find the packing of Nandini milk products

a) Attractive( )

b) Not Attractive( )

12. How much satisfied are u with Nandini milk products

a) Very Satisfied( ) c)Fairly Satisfied ( )

b) Satisfied ( ) d) Not Satisfied( )

13. Have you encountered any problem or complaints

a) Yes( )

b) No( )

If Yes nature of complaint……………………………………….

14. Has the complaint been attended successfully

a) Yes( )

b) No( )

15. Any other suggestions towards the Nandini milk Products.

……………………………………………………………………………………………………………

……………………………………………………………………………………………………………

………

DATE: SIGNATURE

PLACE:

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SUMMARY OF FINDINGS

FINDINGS FROM THE CONSUMERS

It was found from the survey that majority of the respondents of them are

housewives and in the age group of 31-40

The survey shows that the access to Nandini Milk is quite convenient for most of

the respondents.

The opinion about quality is excellent

Most of the respondents were influenced by the taste of the Nandini Milk

products.

More than half of the respondents of them consider the price of the Nandini

Milk products as moderate.

The packaging is view as good by the consumers.

Out of 100 respondents an majority of the respondents majority of them came

to know about the product by the family and the friends

Consumers consider Amul as the next better product  

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ANALYSIS AND DATA INTERPRETATION

FOR RETAILERS

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1. Since how long are you dealing with Nandini milk products.

Table 1

Period Frequency Percent Cumulative Percent

less than 1 year 4 7.1 7.1

1-2 years11 19.6 26.8

2-3 years15 26.8 53.6

more than 3 years26 46.4 100.0

Total56 100.0

ANALYSIS: From the above table’s information 7.1% of the respondents have been dealing

with nandini products for less than a year, 19.6% are dealing from 1-2 yrs, 26.8% are dealing

from2-3yrs,and 46.4% are maximum respondents are dealing for more than 3 years.

INTERPRETATION: as the maximum number of respondents are dealing with the

products for more than 3 yrs they have sufficient experience of the product and the

product market hence, the response given by them can be considered to make the

necessary changes in the products.

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2.What is opinion on the margin of commission given for Nandini milk products

Table 2

Margin Of Commission

Frequency Percent Cumulative Percent

very satisfied 15 26.8 26.8

satisfied17 30.4 57.1

fairly satisfied18 32.1 89.3

not satisfied6 10.7 100.0

Total56 100.0

ANALYSIS: the above table is designed to show how satisfied the retailers are

with their commission.26.8%of them are very satisfied, 30.4% of them are

satisfied, 32.1% of them are fairly satisfied, and least number of retailers ie 10.7%

of them are not satisfied.

INERPRETATION: the above graph shows that almost 90% of the retailers are

satisfied to some extent and only about 10% of them are not satisfied. We can

assume that nandini is giving its retailers a good rate of commission.

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3. Do you find seasonal variations in demand for Nandini milk Products.

Table 3

Variation in Demand

Frequency Percent Cumulative Percent

Yes 6 10.7 10.7

No50 89.3 100.0

Total56 100.0

ANALYSIS: From the above table’s information only 10.7% of the retailers say there are

seasonal variations in demand, and 89.3% of the respondents say they do not find any variations

in seasonal demand.

INTERPRETATION: The above graph shows, what the retailers think about the seasonal

variations in nandini products.

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4. Are the products supplied efficiently throughout the year.

Table 4

Efficient Supply

Frequency Percent Cumulative Percent

Yes 48 85.7 85.7

No8 14.3 100.0

Total56 100.0

ANALYSIS: the above table shows the retailers’ opinion about the efficient supply

of the products throughout the year, for which 85.7% of them say the supply is

efficient and 14.3% of them say there is no efficient supply.

INTERPRETATION: the above graph shows that the company delivers its products

efficiently to most of the retailers and the company should aim to deliver its products

with same efficiency to all the retailers in all the areas.

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5. What is your opinion on Nandini milk products.

Table 5

Opinion on Nandini Milk Products

Frequency Percent Cumulative Percent

Very Good 32 57.1 57.1

Average22 39.3 96.4

Bad2 3.6 100.0

Total56 100.0

ANALYSIS: the above table shows the retailers opinion towards nandini milk

products in which 57.1% of them say it is very good, 39.3% of them say it is

average and only 3.6% of them say it is bad.

INTERPRETATION: the above chart shows the retailers opinion i e the whole picture

of the products that include their ,commission, storage, incentives/gifts given to them,

etc. For which out of 56 respondents 32 say it is very good, and only 2 retailers say it

is bad.

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6. Are suppliers as per schedule.

Table 6

Suppliers on Schedule

Frequency Percent Cumulative Percent

Yes 45 80.4 80.4

No11 19.6 100.0

Total56 100.0

ANALYSIS: the above table shows what the retailers feel about the timely supply

of the products for which 80% of the retailer say the suppliers are on schedule and

19.6% of the retailers say there is no timely supply.

INTERPRETATION: The above graph shows that most of the retailers i e 80.4% of

them receive their goods on schedule and 19.6% of the retailers don’t get their products

on schedule.

The company should concentrate on the supply of their products so that both the retailer

and the company can gain from it.

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7. What is your mode of payment.

Table 7

Mode of Payment Frequency Percent Cumulative Percent

Cash 56 100.0 100.0

Credit 0 0 0

ANALYSIS: The above table shows the mode of payment to the company done by

the retailers in which out of 56 retailers all the retailers prefer to pay through cash

and none of them opt for credit.

INTERPRETATION: As all the retailers prefer to pay in cash the company can have

good financial turn over periodically and the need to maintain records and appointing of

personnel to collect the dues from the retailers is not necessary.

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8. If you give bulk orders will you get immediate supply.

Table 8

If Bulk Order will you get Immediate Supply

Frequency Percent Cumulative Percent

Yes 11 19.6 19.6

No45 80.4 100.0

Total56 100.0

ANALYSIS: The above table shows whether the company gives immediate supply if a bulk

order is placed. For which most of the respondents i e 80.4% say no and only 19.6% say they get

immediate supply.

INTERPRETATION: The above chart shows that only 19.6% of the retailers get

immediate supply for the bulk orders placed.

The company can concentrate on this type of bulk orders and deliver immediately so that

it encourages the retailer to place more suc bulk orders and also the company can save on

the transportation expenses in this order.

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9. Do you come across any damaged goods

Table 9

Damage Goods Frequency Percent Cumulative Percent

Yes 42 75.0 75.0

No14 25.0 100.0

Total56 100.0

ANALYSIS: The above table shows whether the retailers receive any damaged

good. For which 75% of the respondents ray they receive damaged goods and 25%

of the respondents say they do not receive any damaged goods.

INTERPRETATION: The above table shows that 75% of the retailers s receive

damaged goods the company should avoid this as the damaged goods is a loss for both

the retailer and the company. The company should improve its packing of the products to

reduce this kind of damages.

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10. Opinion on the promotional strategies of Nandini.

Table 10

Promotional Strategies Frequency Percent Cumulative Percent

Very Good 25 44.6 44.6

Average24 42.9 87.5

Bad7 12.5 100.0

Total56 100.0

ANALYSIS: The above table shows the opinion of retailers towards the

promotional strategy of the company for which 44.6% say it is very good, 24% of

them say it is average, and 12.5% of them say it is bad.

INTERPRETATION: The above graph shows that most of the retailers say the

company strategy is very good and average, and about 12.5% of them say the company

strategy is bad.

The company has to improve its promotional strategy so that it can have 100%

satisfaction from the retailers.

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11. Does the executive visit often.

Table 11

Executive Visit Frequency Percent Cumulative Percent

Very often 2 3.6 3.6

Often15 26.8 30.4

Never39 69.6 100.0

Total56 100.0

ANALYSIS: The above table is designed to show how often an executive of the

company visits the retailers for which only 3.6% of the respondents say the

executive visits very often, 26.8% of the respondents say visit is only often,& most

of the respondents i e say the executive never visit them.

INTEPRETATION: From the retailers point of view, most of the retailers say executive

never visits them and only 3.6% of the retailers say the executive visits them very often.

It is necessary that the executive should visit the retailers oftenly so that the company can

get the first hand info about the pro’s and con’s of theis products and the visit also

improves the relationship.

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12. How do you rate the displays and POP of BAMUL

Table 12

POP and Displays Frequency Percent Cumulative Percent

Excellent 2 3.6 3.6

Good13 23.2 26.8

Average25 44.6 71.4

Bad16 28.6 100.0

Total56 100.0

ANALYSIS: The above table shows whwt the retailers think about the pop and displays

of the company, for which only 3.6% of the retailers say it is excellent, 23.2% of the

retailers say it is good, 44.6% of the retailers say it is average, and 28.6% of them ay it is

bad.

INTERPRETATION: The above graph shows the perception of the retailers

about the POP and Displays is up to average, the company should improve in this

view so that it con attract more comsumers.

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QUESTIONNAIRE (RETAILERS)

I, Mr Gaurav S, BBM Student of “EAST WEST COLLEGE OF BUSINESS

MANAGEMENT”, conducting study to evaluate “CONSUMERS PERCEPTION AND

RETAILERS OPINION TOWARDS NANDINI MILK PRODUCTS” at BAMUL,

I request you to kindly spare few minutes of your schedule to answer the following

questions

1. Name: …………………………………………

2. Address: ……………………………………………………

……………………………………………………………………

3. Since how long are you dealing with Nandini milk products.

a) Less than 1 year ( ) c)2-3 years ( )

b) 1-2 years ( ) d) More than 3 years ( )

4.What is opinion on the margin of commission given for Nandini milk products.

a) Very Satisfied( ) c)Fairly satisfied ( )

b) Satisfied ( ) d) Not satisfied ( )

5. Do you find seasonal variations in demand for Nandini milk Products.

a) Yes ( )

b) No ( )

6. Are the products supplied effiently throughout the year

a) Yes ( )

b) No ( )

7. What is your opinion on Nandini milk products

a) Very good ( ) c) Bad ( )

b) Average ( )

8. Are suppliers as per schedule.

a) Yes ( )

b) No ( )

9. What is your mode of payment.

a) Cash ( )

b) Credit ( )

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10. If you get bulk orders will you get immediate supply.

a) Yes ( )

b) No ( )

11. Do you come across any damaged goods.

a) Yes ( )

b) No ( )

12. Does consumers complain about the product.

a) Yes ( )

b) No ( )

If yes what kind of complaints

………………………………………………………………………………………………………

………………………………………………………………………………………………………

……………………..……

14. Does the executive visit often.

a) Very often ( ) c) Never ( )

b) Often ( )

15. Opinion on the promotional strategies of Nandini.

a) Very Good ( ) c) Bad ( )

b) Average ( )

16. How do you rate the displays and POP of BAMUL

a) Excellent ( ) c) Average( )

b) Good( )

17. What are your suggestion for the success of Nandini milk products

………………………………………………………………………………………………………

……………………………

…………………………………………………………………………….…………

DATE;

PLACE; SIGNATURE

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SUMMARY OF FINDINGS

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FINDINGS FROM THE CONSUMERS

It was found from the survey that majority of the respondents of them are

housewives and in the age group of 31-40

The survey shows that the access to Nandini Milk is quite convenient for most of

the respondents.

The opinion about quality is excellent

Most of the respondents were influenced by the taste of the Nandini Milk

products.

More than half of the respondents of them consider the price of the Nandini

Milk products as moderate.

The packaging is view as good by the consumers.

Out of 100 respondents an majority of the respondents majority of them came

to know about the product by the family and the friends

Consumers consider Amul as the next better product  

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.FINDINGS FROM THE RETAILERS

Most of the retailers are holding the dealership for more than 3 years but they

are not satisfied by the margin of commission.

Even though the supply is on time when there is a bulk order there is no back up

by the KMF.

Most of the retailers have good opinion on the nandini milk products but they

receive some damage goods.

Retailers also like consumers feel there is lack of promotion to the products and

no executive visit at all.

SUGGESTIONS & CONCLUSION

“Consumer is king” is the traditional beliefs amongst the Indian businessmen. It holds

good even today and will be more so in the highly competitive days ahead. . The

emphasis on quality relates not only to product quality but also to the quality of service.

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Retailers dealing with Nandini Milk Products has to be given more incentives to

push the sales of Nandini Milk Products.

Due to the increasing competition the company has to adopt new and improved

promotional strategies to attract new and retain existing customers through

better relationship with the retailers.

It is better to conduct a continous or periodic market research to identify the

position of the market and to know about the changes what customers want in

their products.

Considering greater market demand the research suggested Nandini to adopt

middleman as well as retailer in order to proper distribution and smooth

functioning of the product in the market.

The density of milk should improve in order to get better quality of the product.

During the survey it has been observed that the purchasing decision are mostly

guided by the availability of the product. So the company has to make optimum

use of its present distribution system to make the product available through agents

and retailer outlets throughout the day, if possible.

With a view of motivating employees and agents, it is recommended that the

company provide bonus, retirement benefits and reward respectively for doing

their job better.

Company should increase “Nandini Milk Products” parlor at different places of

city. As demand is more at Matikere , Mekri circle and Rajajinagar they have to

give special importance to these areas.

It has been observed that sometimes retailers suggest the consumer for buying the

particular brand because they get higher commission as compared to other brands.

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So, it is recommended to the company that should think for giving attractive

commission to the retailers if possible, otherwise company could give some

reward if they achieve more targets.

CONCLUSION

From the above findings we can conclude that Nandini is doing better in marketing of

the milk and milk products by keeping into consideration the aspects like price, quality,

availability but it is some what lacking in its promotional activities as per the survey

conducted to the retailers with regard to their perception towards Nandini milk products

in Bangalore City North . It is competing with other brands by acquiring a greater

market share so it is necessary to take the steps with regard to promotional activities to

both the retailers and consumers to build its brand name and acquire a greater market

share.

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