KMF NANDINI PROJECT

INTRODUCTION:
The Karnataka Milk Federation (KMF) sells products such as cheese, pedha, paneer, curds and
milk under the brand name of Nandini. It is a federation of milk producers association working
on cooperative principles. Almost every district in state of Karnataka has milk producing
cooperatives. The milk is collected from farmers who are its members, processed and sold in the
market by the brand of Nandini. It is the second largest milk co-operative in India after Amul.

The first of the dairy co-operatives that make up KMF started in 1955 in Kudige, Kodagu
District. KMF was founded in 1974 as Karnataka Dairy Development Corporation (KDDC) to
implement a dairy development project run by the World Bank. In 1984 the organization was
renamed KMF. KMF has 14 milk unions throughout the Karnataka State which procure milk
from Primary Dairy Cooperative Societies (DCS) and distribute milk to the consumers in various
urban and rural markets in Karnataka State with 1,500 members.

The Karnataka Milk Federation (KMF) was in the news in 2010 for price increases in milk.
Occasionally, there is spillover from Karnataka politics into the activities of KMF,including the
elections for the post of chairman, and the timing of the milk price hike after the BBMP elections
but before the Gram Panchayat elections in 2010.

Rajkumar has worked as the ambassador, free of cost and had done his first and last television
commercial in 1996. Later Puneeth Rajkumar was selected as the ambassador for Nandini
Products. In Dec 2009, Puneeth Rajkumar signed an agreement with KMF, free of cost. In 2014
Shriya Saran was selected as Nandini Good Life Product Ambassador in Tamil Nadu, Kerala,
Telangana, Andhra Pradesh. Ragini Dwivedi was also selected as ambassador in Karnataka.

QUESTION NO. 1:
What would attract the consumer to this brand NANDINI

It aims at improving business performance through an understanding of the customer's

preferences and desires. In today's world of growing competition where there are numerous
brands selling the same products, consumers have an abundant number of choices and many
diverse factors influence their buying behavior. The study has been carried out in line of the
objectives to find out the awareness level of customers of Nandini dairy product, also to find out
their perceptions toward Nandini dairy product with particular emphasis on price and quality and
their relationship with demographic characters such as income and gander and to find out the
level of satisfaction and attributes performance of milk, ghee, buttermilk and curd in the study
area.

Consumer perception is a behavior of human responses to the product and marketing. The study
of consumer perception focuses on how individuals make their decisions to spend available
resources. Basically, it’s a study regarding WHAT to buy? How to buy? And WHAT is the
criteria behind consuming a particular product? Thus, a consumer’s perception can be defined as
a heightened state of awareness that motivates consumer to seek out, attend to and think about
the product’s information prior to purchase. The production and marketing of dairy food
products has caused many concerns, particularly from an increasingly discriminating consumer.
Today’s consumers are placing increasing importance on food quality, food safety and
environmental quality more than ever.

QUESTION NO.2:
Customer experience management: (CEM)
CEM is the collection of processes a company uses to track, the consumer behavioral responses
during all stages of the consumption process including pre- purchase stage and post purchase
stage. How NANDINI follows customer experience management

• The marketing department bridges the gap between organization and customer by
various promotion tools as well as regular feedback from customers.
• the consumer loyalty towards Nandini milk products, to gain the knowledge and
experience towards the chosen matter. Through this training I was able to understand
company is having sufficient number of skilled employees and also came to know about
the customer is king and have a vital role in the company’s growth.
• To ensure assured and remunerative market round the year for the milk produced by the
farmer members.
• To make available quality milk and other premier dairy products to urban consumers.
• To build & develop village level institutions as cooperative model units to manage the
dairy activities.
• To ensure provision of inputs for milk production, processing facilities and dissemination
of know how.
• To facilitate rural development by providing opportunities for self-employment at village
level, preventing migration to urban areas, introducing cash economy and opportunity for
a sustained income.
• The philosophy of dairy development is to eliminate middlemen and organize institutions
to be owned and managed by the milk producers themselves, employing professionals.
To sum it up, every activity of KMF revolves around meeting one basic objective:
'Achieve economies of scale to ensure maximum returns to the milk producers, at the
same time facilitate wholesome milk at reasonable price to urban consumers'. Ultimately,
the complex network of cooperative organization should build a bridge between masses
of rural producers and millions of urban consumers and in the process achieve a socio-
economic revolution in every hinterland of the State.

Customer experience value (CEV):

It's helps companies to recognize the value of customer perception between the balance of
benefits received by customer from a product or service and the sacrifice made to experience
those benefits.
KMF NANDINI follows this customer experience value:

Customer performance management (CPM):

CPM- customer performance management is a new category of software applications for strategy
management, score carding, planning, analysis, and optimization of customer business process
and sales service marketing.

KMF NANDINI follows this customer performance management:

Value based management and team.
2. Maintain loyal consumer.
3. Mainly focuses on 2 things that are Customer and employees
4. The inventory and supply chain management will be checked the officials and Store managers
and they have a software.

QUESTION 3:
Questionnaires: Primary Data:
Table showing gender of the respondent:

SERIAL NO RESPONDENTS NO PF PERCENTAGE

RESPONDENTS
1 MALE 62 62%
2 FEMALE 38 38%
ANALYSIS:
From the above table it is found that 62% of the respondent are male category and 38% belongs
to female category hence majority of the respondents belongs to make category.

INTERPRETATION:
From the above chart it is found that majority of the respondents are from male category.
TABLE SHOWING THE AGE GROUP OF THE RESPONDENTS:
Serial number Age group No of respondents percentage
1 15-20 10 7%
2 21-26 55 55%
3 27-32 22 22%
4 Above 32 16 16%

ANALYSIS:
From the above table it’s clear that about 55% of the respondent age group is between 21-26,
10% respondent age varies from 15-20 and 22% respondent ages in between 27-32 and rest
respondent is above the age of 32. Majority of the respondent belong to the age group that comes
between the 21-26.

Interpretation:
From the above table it’s clear that about 55% of the respondent age group is between 21-26,
10% respondent age varies from 15-20 and 22% respondent ages in between 27-32. Majority of
the respondent belong to the age group that comes between the 21-26.

TABLE SHOWING THE RESPONDENT WHO ARE AWARE OF THE

NANDINI MILK PRODUCTS:
Serial number response No of percentage
respondents
1 YES 100 100%
2 NO 0 0

Analysis:
From the data collected from the 100 respondent everyone has an idea about the Nandini milk
products. This shows that everyone aware about the Nandini milk a product

Interpretation:
Out of 100 respondents have an idea about the Nandini milk products This shows that everyone
aware about the Nandini milk a product which is a positive outcome for the organization.

Chart Response regarding product purchase by respondents.

CHART RESPONSE REGARDING PRODUCT PURCHASE BY
RESPONDENTS:

Interpretation:
Majority of respondent about 80% are using Nandini milk and other 19% relies on other brands like
Amul, Hatsune, Tirumala, and 1% produce their own.

Table showing the responses regarding the taste of the Nandini milk products.
Serial number Ratings No of Perentage
respondents
1 Highly dis 0 0%
satisfied
2 dissatisfied 1 1%
3 neutral 14 14%
4 satisfied 60 60%
5 Highly satisfied 25 25%
Analysis:
From the data obtained around 60% of the respondent gives rating of 4 out of 5 which is good
sign for the company along with 25% believes the rate of Nandini milk products is 5 out of 5
and around 14% and 3% gives rating 3 ratings to the taste of the products.
Interpretations:
From the above graph and table around 60% of the respondent gives rating of 4 out of 5 which is
good sign for the company along with 25% believes the rate of nandini milk products is 5 out of
5 and around 14% and 3% gives rating 3 ratings to the taste of the products.

Table showing responses showing regarding the availability of nandini milk

products.
Serial number Availability No of respondents percentage
1 YES 100 100%
2 NO 0 0%

Analysis:
From the above data collected out of 100 respondent each and every respondent answered yes to
the availability of Nandini milk products.
Interpretation:
From the above responses shows that out of 100 respondent every respondent confirmed about
the availability of the Nandini milk products at nearby stores.

Chart showing the following sources that made respondents aware about
Nandini milk and products?

Analysis:
From the above data collected from respondents about 35% of the respondents aware about
Nandini milk and products through friends and about 22% of the respondents are aware from
television ads and 20%, 16% and 7% respondents aware about Nandini milk and products
through newspapers, relatives and magazines.
Interpretation:
From the above data collected from respondents about 35% of the respondents aware about
Nandini milk and products through friends and about 22% respectively.

Chart showing satisfaction level of the respondents towards Nandini milk and
product

Analysis:
From the data collected from the 100% respondents every respondent are satisfied about the
Nandini milk and products
Interpretation:
From the data collected a from the 100% majority of the respondent are satisfied and highly
satisfied where the dissatisfaction level towards Nandini milk products is comparatively low

Table showing Responses regarding packing problem of nandini milk and

products

Analysis:
From the obtained information collected majority of the respondent about 48% does not face the
problem of leakage problems and 29% faces problems and 23% of respondent face the leakage
in Nandini milk products.

Interpretation:
From the data collected majority of the respondent about 48% does not come across the problem
of leakage problems and 29% faces problems and 23% of respondent face the leakage in Nandini
Milk products respectively.

Table showing the respondent interest in recommending nandini products to

others
Analysis:
From the data collected from the 100 respondents about 75% of the respondents are interested
in recommending the Nandini milk products to others and 18% may be recommend and 7%
unlikely to recommend the Nandini milk products to others

Interpretation:
From the information obtained it is clear about 75% of the respondents are interested in
recommending the nandini milk products to others and 7% may recommend others and 18% of
the respondent not interested to recommend the nandini milk products to others.
Table showing the fulfillment of customer expectation regarding Nandini milk
products

Analysis:
From the data collected about 85% of the respondents believe that Nandini milk products fulfill
all their expectations and around 15% respondent responded that there are not fully satisfied.

Interpretation:
From the data collected about 85% of the respondents believe that Nandini milk products fulfill
all their expectation and around 15% respondent responded that there are not fully satisfied for
some specific reason.
Table showing the responses regarding satisfaction regarding the safety and
health by Nandini milk products.

Analysis:
From the data collected from the respondent about 93% assumes that Nandini products are
safety for health and 7% believes it's not safe for consumption for some specific reasons.

Analysis:
From the data collected from the 100 respondents about 75% of the respondents are interested in
recommending the Nandini milk products to others and 18% may be recommend and 7%
unlikely to recommend the Nandini milk products to others.
Table showing the reason for purchasing Nandini milk products

Analysis:
From the data collected majority of the respondents about 35% believes Nandini milk products
are easily available and next highest 33% believes that there is regular supply and 17%, 9% 6%,
answered that Nandini milk products are safety for consumption attractive packing and
reasonable price for the products.

Interpretation:
From the data collected most of the respondents (35%) believes Nandini milk products are easily
available and 17% of the respondent reason for purchasing Nandini milk products is safety for
consumption.

FINDINGS
❖ Majority of the respondent are male which accounts up to 62% and female is 38%.
❖ 52% of the respondent age group is between 21-26, 10% respondent age varies from 15-
20 and 19% respondent ages in between 27-32 and rest respondent are above the age of
32
❖ 100 of respondent have an idea about the Nandini milk products.
❖ Majority of respondent about 80% are using Nandini milk and other 19% relies on other
brands like Amul, Hatsune, Tirumala, and 1% produce their own.
❖ This survey clearly shows about 60% of customers are happy with taste along with super
happy customers which contributes around 25%.
❖ About 100% of respondent believes that Nandini milk products are easily available in the
stores.
❖ Majority of the respondent believes that newspapers and television are main source for
their information regarding Nandini milk products.
❖ Majority of the respondent around 44% are satisfied along with 32% of respondent are
highly satisfied with Nandini milk products and 26% others not satisfied .
❖ Around 23% respondent faced a problem of leakage are breakage and majority
respondent have not come across with these problems. Effectiveness and efficiency of
KMF supply chain is high.
❖ Majority of the respondent I.e., 75% are interested to recommend the Nandini milk
products to others which will have a positive impact on the organization.
❖ Around 85% of the total respondent said yes to that Nandini milk products will full fill all
their expectation.
❖ Around 93% of the total respondent believes that Nandini milk products are highly safety
along with good taste.

SUGGESTIONS
1. Products design can be improved which should suit present era which will result in sale of
the products.
2. Proper measure need to be taken regarding the packing and distribution which have a direct
impact on customer satisfaction.
3. Expansion of market in rural areas with reasonable pricing strategies.
4. There must be proper importance need to be given on the taste and flavours.
5. Customer satisfaction can be increased through making products available in every part.
6. Making necessary marketing strategies in order to gain competitive advantage over its
rivalries.
7. Pricing strategies need to carry to achieve proper balanced cost as well as profit.
8. In order to attract low-income groups there must be reasonable discounts and other low-cost
techniques.
9. Ensuring basic education to the retailer and wholesalers about the products and service and
ensure customers are treated fairly.
10. There must be no compromise related to taste quantity quality of the milk products.
11. Promotion of the Nandini milk products in social media must be undertaken which will have
an effective and good impact on majority of the population and it can be used as platform for
promotion of its new products.
12. Though, BAMUL is much concerned with employee welfare and worked for it as well. But
still, it can work more for the need of employees by providing them better working
environment, education loans for children of needy employees and others.
13. Frequent training and development should be provided for making employees multiskilled
and making organization able to cope with uncertainties in future. Training and development
programs should not be restricted to some departments alone. BAMUL can conduct In-house
training to impart soft-skills.
Conclusion:
On this study, I tried to find out satisfaction level of the customer towards nandini2 milk product
offered by BAMUL. This study has given a clear image that customer feels good about product
and service. We can clearly say products meet them and company provides good quality of
product and services. In addition, it has been observed that company need to improve its existing
levels performance for better outcome. From the following studies, we can conclude that
BAMUL has been serving Clients to create an excellent image and trust between customers
exceptionally well Most of them are completely satisfied with the company's products and
services. The company can adopt customer friendly methods and train its sales staff to serve
customer in the best way possible. Customer retention should be Emphasizes and should adopt
policies to maintain reservations. A closer relationship should be developed with customers to
avoid brand turnover and ensure repeat sales.