chethan b v project

8/9/2019 CHethan B v Project

1/27

A STUDY ON BRAND IMAGE TOWARDS NANDINI PRODUCTS

1.1 INTRODUCTION ABOUT THE INTERNSHIP

This project is aimed at understanding the branding performance taken at KMF, The study

was conducted in NHPP (Nandini HiTech Product P!ant" !ocated at #hannarayapatna$

The NHPP produces products !ike Nandini %ood &ife Mi!k, %hee, 'utter and Mi!k powder$

This is a hitech product p!ant, haing fu!!y automated process from scratch ti!! the end$

)ur p!ant fo!!ows the si* sigma concept, which has !ed to reduction in defect up to ++$ This

wi!! shows how organisation meet the -ua!ity contro! standers in the production$ 'randing

performance designed to focus e*terna! and interna! customer e*pectation preenting

prob!ems bui!ding, commitment to -ua!ity in the workforce and promoting to open decisionmaking$

This study focuses on the finding the awareness of branding among the emp!oyees$ .tudy

a!so focuses on knowing the e*tent to which the -ua!ity aspects fo!!owed inside the p!ant$

1.2 TOPIC CHOOSEN FOR STUDY:

This project has been done on a topic

A Study on Brand Ima! to"ard# Nand$n$ Produ%t#&

1.' NEED FOR STUDY:

Nandini HiTech product p!ant, a branch of KMF is the new company in the south Karnataka

region in the packaged mi!k / mi!k products segment$ The company is !eader in this segment

with its arious products under the brand of Nandini$

The company has made the attempt to increase the sa!es through many promotiona! actiities

!ike adertisements through arious medias / campaigns a!ong with this it is using many

branding / techni-ues in production stage to improe the purity of its products to attract the

customers for a !ong time$

1.( OB)ECTI*ES OF STUDY:

1.+ SCOPE OF STUDY:

BGS INSTITUTE OF TECHNOLOGY, BG NAGAR Page 1


2/27


The main purpose of the study is to identify the awareness the branding system and sa!es

promotion program adopted by arious producers engaged in the production of mi!k product

and in specific re!ation to Nandini products$

0n order to know brand awareness of Nandini mi!k and its mi!k products$

To study the reach of branding system and sa!es promotion programme of Nandini products

among the customer in Karnataka state$

1., -ETHODOO/Y ADOPTED:

Sam0!:

The organi1ation emp!oyee were taken as a samp!e for the research$ 2epresentation from a!!

the departments were taken into consideration$

Sam0! S$!:

The samp!e si1e of 344 were taken random!y for the research$ Here a!so the representation

from a!! the departments were fo!!owed$

Pr$mary Data:

The responses of the emp!oyees regarding their opinions on brand awareness and -ua!ity

aspects fo!!owed NHPP is the primary data for the research$

The emp!oyee of a!! the departments were the source to e*tract the primary data$

The primary data was co!!ected through -uestionnaire and obseration$

The data was co!!ected in NHPP p!ant !ocated at #hannarayapattna$

S!%ondary Data:

The comp!ete information about the organi1ation and information on marketing department

fo!!owed in NHPP were considered as secondary data$

NHPP website, N55' 6ebsite, KMF website, )!d research reports, NHPP Prospects,

7rtic!es pub!ished in internet, newspaper were taken as a source for secondary data

The secondary data was co!!ected through internet and co!!ected the materia!s from the

re!eant source

The o!d research reports and prospects were co!!ected from NHPP 8 #hannarayapatna



3/27


4/27


7.Dr )an! !$4ton 2;;, The key findings from this research demonstrate the important

effects branding has on consumer attention and memory$ %ien the significance of these

psycho!ogica! processes in decision making and consumer behaiour$

;7.-%Adam and !onard 2;;' maintaining customer !oya!tyG ma*imi1ing inestment that

wou!d be p!aced in #.2regard!ess of the brandG and aoiding conf!ict with shareho!ders$

+7

2.1 INDUSTRY PROFIE:



5/27


)n considering the diary industry in 0ndia has dee!oped and dee!oping as !arge industry

and as per the certification of the 0nternationa! 5airy 0ndustry 0ndia is the wor!d>s !argest

mi!k producer and !arge numbers of industries are engaged in routine commercia!production of pasteuri1ed mi!k and mi!k products$

Or$$n o3 t4! -$9 Indu#try:

Mi!k is the nature>s idea of food for infants and growing chi!dren in our country, e*cept in

rare cases of !actose into!erance$ The importance of mi!k occupies in our diet has been

recogni1ed since edic time, and a!! modern research has on!y supported and reinforced this

iew$ 0n fact, mi!k is now considered not on!y desirab!e but ery much essentia! to person

from his chi!dhood$

0n ear!y days the househo!d hae to produce their mi!k by maintaining their fami!y cows or

buffa!os or they shou!d secure from their neighbors$ 7s the urbani1ation dee!ops on!y few

househo!ds are ab!e to keep a cow for priate use$ The high production cost, prob!em of

sanitation etc$$, restricted the practice, gradua!!y the fami!y cow in the city was e!iminated

and catt!e were sent back to the rura! areas, as a resu!t farmers began to de!ier mi!k oer

routs in the cities$ This was the beginning of the f!uid mi!k sheds which are surrounding the

!arge cities now a day$

5airy is a p!ace where processing of mi!k and production of mi!k products is done and

techno!ogy refers to the app!ication of scientific know!edge for practica! purpose$ 5airy

techno!ogy has been defined as that branch of dairy since, which dea!s with the processing of

mi!k and the manufacture of mi!k products on an industria! sca!e$

Da$ry $n INDIA:

5airy enterprise is an important occupation of former$ 0n 0N507 near!y 4 of the peop!e

depend on 7gricu!ture$ 0t is the back bone of 0N507$ 5airy is !inked with 7gricu!tura!

0ndustry to a !arge e*tent$ 7nima! husbandry in 0N507 is an essentia! part husbandry$ 0t is

main!y a rura! occupation c!ose!y associated with 7gricu!tura!$

0n 0N507, dairying has been practiced has a rura! cottage 0ndustry since the remote part$

.emicommercia! dairying started with the estab!ishment of mi!itary dairy forms / co

operatie mi!k unions throughout the country towards the end of 3+th

century$ 5airying the



6/27


ear!ier year, each househo!d in those countries maintained its fami!y cow or secured mi!k

from its neighbour who supp!ied those !iing c!ose by$

7s the urban popu!ation increase fewer househo!ds cou!d keep a cow for priate use$ The

high cost of mi!k production, prob!ems of sanitation etc$, restricted the practices, / gradua!!y

the fami!y row in the city was e!iminated / city catt!e were a!! sent back to the rura! areas$

The 0ndian dairy industry has made rapid progress since independence$ 7 !arge number of

modern mi!k p!ants / production factories hae since been estab!ished$ These organi1ed

dairies hae been successfu!!y engaged in the routine commercia! production of pasteuri1ed

bott!ed mi!k / arious western / 0ndian dairy products$

6ith modern know!edge of the protection of mi!k during transportation, it become possib!e to

!ocate dairies where !and was !ess e*pensie / crops cou!d be grown more economica!!y$

0n 0N507, the market mi!k techno!ogy may be considered to hae commenced in 3+B4 with

the functioning of the centra! dairy of 7arey mi!k co!ony, mi!k product techno!ogy in 3+BD

with the estab!ishment of 7MI& dairy, 7nand$

Nat$ona Da$ry D!6!o0m!nt Board

Introdu%t$on:

The goernment of 0ndia constituted the @Nationa! 5airy 5ee!opment 'oardA in the year

3+DB .hri= &a!bahadur.hastry initiated the setting up of N55'$ The board is registered

under the society>s registration act and pub!ic trust at the head office is at 7nand and is

organi1ation in to + functiona! diisions$

O?@!%t$6!# o3 Nat$ona Da$ry D!6!o0m!nt Board

To sponsor, promote, manage, ac-uire, construct contro! any p!ant or work which promotes

or adances the projects of genera! pub!ic uti!ity reactions to dairying$

3$ To make aai!ab!e on re-uest, information serices to increase production

dee!opment to re!ease to production and marketing of agricu!tura! and food products$

:$ To proide internationa! !iaison with other nationa! dairy boards and internationa!

agencies in order to faci!itate e*change of information and personne! as we!! as to assist in

dee!opment of dairying in other countries$



7/27


-I8 PRODUCTION IN INDIA

The bu!k of the mi!k supp!y of the country is produced in rura! areas$ 0t has been estimated

that on!y ? per cent of mi!k cows and !ess than D3per cent of mi!k buffa!oes are kept in towns

and cities$ I$P$ is the !argest producer of mi!k fo!!owed by Punjab, 'ihar, 7ndhra Pradesh and

2ajasthan$ M$P$ and )rissa, account for !ow production$

Tab!e


8/27


The mi!k procurement by the cooperaties in Karnataka has steadi!y increased oer the years

due to the efforts and po!icies faouring mi!k production$ 9*isting infrastructure of the mi!k

cooperaties in the state was found to be insufficient for hand!ing the e*cess mi!k$

0n order to meet the increased processing re-uirement, Karnataka Mi!k Federation (KMF", in

consu!tation with Nationa! 5airy 5ee!opment (N55'", conceied to setup a product dairy

of ?44 T&P5 with


9/27


10/27


2.( PRODUCT PROFIE

There are four types of products produced by NHPP=

3$ Tetra pack (good !ife"

:$ 'utter


11/27


2. Butt!r:

'utter seres as the ba!ance whee! of the dairy industryG surp!us mi!k is conerted into butter,

whi!e during times of scarcity the mi!k intended for butter making is used for more essentia!

products$ 0t is obtained by churning cream, gathering the fat into a compact mass and then

working it$ 0t is aai!ab!e in :Bkg paper board and stored at :4Lc for 3: months from the date

of manufacturing$

'. /4!!:

0t is the product obtained from surp!us fat, prepared from butter $0t is Packed in 3Bkg tin

packs respectie!y$ 7nd in tanker it wi!! be sent for Thiruma!a$ First!y !icense is obtained after

which specia! grading is gien then it is packed$

%hee packet



12/27


(. S9$m m$9 0o"d!r:

Mi!k powder is made from pure mi!kG processed and packed hygienica!!y $0t is aai!ab!e in

:Bkg craft paper bags and can be stored at room temperature for 3 year$

Mi!k powder packet=

Pr$%! ta?!:

P2)5I#T. I7NT0TE P20#9(in 2s"

%))5 &0F9 M0&K 344 m!

:44m!

D

34



13/27


B44m! ::

'ITT92 :B kg (bu!k" ?;?B

%H99 :B kg (bu!k" D4B

.K0MM95 M0&K

P)6592

:B kg (bu!k" ?B:


14/27


-I8 PROCESSIN/

2aw mi!k reception dock

#ream separators Mi!k pastures

.tored tanks

9!ectronic mi!k tester and mi!k scan

PAC8A/IN/

%))5 &0F9 Mi!k packaging machine

F!aoured mi!k packaging machine

%hee packaging machine

Nandini Mi!k powder

Nandini 'utter

EN/INEERIN/

2eformation e-uipment>s

'oi!er e-uipment>s

9ff!uent treatment p!ants

9!ectronic generation

-AR8ETIN/

5istribution network

7gents

Par!ours

DISTRIBUTION AND TRANSPORTATION

Trucks

7uto

Mobi!e an

OTHER FACIITIES ARE

.ecurity canteen faci!ities

.hift faci!ities < shift per day

Heat a!!owance

#o!d a!!owance Production b!ock



15/27


7dministration b!ock

Fue!!ing point

%arage b!ock

6orkers amenities

.ubstation

Tank reception unit

Fun%t$on# o3 t4! 0rodu%t$on d!0artm!nt

#o!!ection of raw mi!k from different sources

Testing the receied mi!k for -ua!ity

6eighing

Processing

Pasteuri1ation

.toring mi!k and

Packing mi!k packing

Pro%!##$n Ca0a%$ty:

Mi!k processing= ?44 T&P5

Mi!k powder Production= 3:"

0nc!udes faci!ity for packing Nandini F!aoured Mi!k in :44 M& Packs$

This Project is aimed to address eer growing Market demand of Nandini IHT Mi!k$



16/27


-I8 RECEPTION AND STORA/E

Two tanker reception bays with a ma*imum capacity of


17/27


Mi!kstoragesi!o



18/27


or9 3o" mod!:

BGS INSTITUTE OF TECHNOLOGY, BG NAGAR Page 1!


19/27


BGS INSTITUTE OF TECHNOLOGY, BG NAGAR Page 1"


20/27


2.5 Com0!t$tor# In3ormat$on:

(a"For %ood !ife mi!k

Nest!e a mi!k, 7MI& T77O7, 'ritannia, etc$$

(b"For 'utter

Nest!e

(c" For %hee

N)7 pure %hee, Nest!e 9ery day, ijay %hee, 7MI& Pure %hee, #osmoeda>scocos

%hee ('io", etc$$

BGS INSTITUTE OF TECHNOLOGY, BG NAGAR Page 2#


21/27


(d"For mi!k powder Nest!e N05), )rganic a!!ey, Mi!!ac, 0nfant dry mi!k, etc$

7nother competitors are 5od!a mi!k /7rokya mi!k$

2.= SOT ANAYSIS

.6)T is an abbreiation of four terms that is .trength, 6eakness, )pportunities, and

Threats$ .6)T ana!ysis is good for ana!y1ingan company and a!so it is a too! for auditing an

company and its enironment$ This ana!ysis wi!! gie a cross section of the company$ 0t is the

first stage of p!anning and he!ps marketers to focus on key issues$



22/27


STREN/TH:

Nandini enjoys good brand image$

Nandini is a !arge procurement base$

K$M$F is the huge infrastructure for processing$

KMF has the #ompetitie prices$

Nandini Product dairies different range of product$

K$M$F has wide distribution network !eads to regu!ar and time!y supp!y$

K$M$F enjoys highest market shares in the packed mi!k segment$

EA8NESS:

Perishab!e commodity$

&ack of professiona! man power$

'ureaucratic method of functions$

5ue to bad sme!! that persist causes !ow sa!es$

OPPORTUNITIES:

Huge market demand$

There is scope for dee!oping in new area$

7ai!abi!ity of buffa!o mi!k0mproes market mi!k -ua!ity$

Predominant of !oose mi!k segment diide appropriate strategies$

THREATS:

0ncrease of competitor>s mi!k endors, unorganised sector$

F!e*ibi!ity in commission structure$

No entry barriers for priate p!ayers$

&ow !ee! of consumer awareness$

Persuade benefits of competing brand$

2. Futur! ro"t4 0ro#0!%tu#:

9*port the product$

0ntroduce steri!i1es f!aour mi!k$

5airy weightiness$



23/27


0ntroduce a!ue added product$

2.1; FINANCIA STATE-ENT:

Nandini hi tech product p!ant :43


24/27


account

&oan

(!iabi!ity"

?


25/27


institute

%u!barga

dairy

4+


26/27


#apita! account Fi*ed assets ,4?,?:,3+$:

4

&oans(!iabi!ities" ?+,+4,D,D;


27/27


Manga!ore sa!es

deposit

B$4D,

chethan b v project

Documents