INTRODUCTIN TO INTERNSHIP:

Internship is a study of learning and obtaining the practical knowledge and also
experience in a certain circumstances. Students extend the concept of their own organisation
structure and extend various work relationship at working location. This helps to bridging the
distance between knowledge and its applications through a series of interventions. It also
provides information on communication skills and should indicate critical thinking skills.
The 10 week internship has been placed at the fourth semester of MBA program
because it offers students a critical business perspective who prepared communication skills
and opens to high level of quality graduates who prepared in the hands of knowledge get out
of the world from the first day.

INTRODUCTION TO TOPIC:

In business world today it is important to be able to differentiate your product from all
others. Companies have to consider how they can win over the customers and what images
and qualities they want the consumers to possess of their product or service. Branding
provides the how to create certain images in customers’ minds. It is easy for a company to
define what it wants to be like (brand identity) but the hard part is to mediate the same
characteristics and promises to consumers (brand perception). Brand perception examine the
consumer preference towards Nandini products and how organisation making the strategy in
order to create brand perception of Nandini products in the minds of the customer because
customer is the foundation of the any business success without knowing the brand of the
organisation hoe consumer buy the products. The company nt only satisfy the customer but
also cfeate and deliver the quality of the product to the customer then only brand will
become strong in the customer minds.

TITLE OF THE STUDY:

“A study on Brand perception toward Nandini product, at KMF Hassan”.

NEED OF THE STUDY:

 It helps to measures how products or services supplied by a company meet or surpass

a customer’s expectation.
 It provides marketers and business owners with a metric that they can use to manage
and improve their businesses.
 Brand perception helps to build the customer loyalty
 Brand perception helps to build the strong relation between the customer and
organisation and also retain and satisfy the customer.

OBJECTIVES OF THE STUDY:

 To study the brand perception of Nandini product

 To examine the customer perception towards Nandini product
 To evaluate the customer preference about Nandini product among different brand
available in the market.
 To study the awareness of branding system and brand perception of Nandini products
 To offer suitable measures and techniques in order to successfully build the brand
perception of the Nandini products

SCOPE OF THE STUDY:

 The study aims to find the customers preference of Nandini product.
 This study measures the customer brand awareness of Nandini milk and its products
 To form the good image of a product in the customer mind

STATEMENT OF THE PROBLEM:

At present in this competitive business world the milk industry has more than 60
brands in the battle field facing stiff competition in every segment’s targeted. Even KMF
Nandini milk is also facing stiff competition even its 35 years of heritage in this juncture it
has to identify its competitor in this market by bring brand awareness in the minds of the
consumer also it has to cope up with the consumer behaviour and consumer perception
towards KMF Nandini products and how customer perceived the Nandini brand of Hassan
district.
LITERATURE REVIEW:

1. Author name: Hur, Yoonkyung (Katie) Adler, Howard (2011)

Title of the study: A study conducted on how employees perceive restaurant brand
perception

An extensive review of the literature indicated a need for a better understanding of

this area, which is related to both employee training and job satisfaction, and how it affects a
restaurants brand perception. Using survey data collected from employees in casual-dining
chain restaurants, the study investigated employee attitudes toward the restaurant brand
perception, employees' perceptions of their job satisfaction and employee training, and
demographic characteristics. Regression analysis results showed that employees' job
satisfaction, overall attitude on the value of employees' training, and working conditions were
significant contributors for building positive brand perception for employees in casual-dining
restaurants. In addition, one-way analysis of variance results indicated that differences in
gender and educational level for employees had a significant impact on employees' attitudes
toward brand perception.’

2. Author Name: Achouri, Mohamed Ali Bouslama, Néji, (2010)

Title of the study: analysis the consequences of congruence between brand personality
and self image
The consequences taken into account in this study are consumer's satisfaction and
loyalty. We will present a literature review on the study of impact of the congruence
between brand personality and self-image on the four dependent variables considered in
this research: Satisfaction, attitude, preference and behavioural intentions.
3. Author Name: Dalli et al (2006)
Title of the study: consumer brand perception
It examined that there has been a recent increase in consumer research on the topic of brand
dislike: it can be defined as the negative judgment expressed by the consumer and/or implied in the
choice not to buy. The sparse literature in this field is fragmented into different streams of research
that will be reviewed in this paper: a) consumer criticism and resistance b) dislike as a means of
communicating and constructing self-image, and c) consumer/brand relationship. After the
literature review, the method and results from fieldwork will be presented. The data
converge towards a unitary and consistent framework, in which various levels and factors
can be interpreted in the light of the theoretical perspectives outlined above.
4. Author Name: Chen and Yu-Shan (2010),
Title of the study: Brand perception and brand equity
It article proposed four novels constructs--green brand perception, green satisfaction,
green trust, and green brand equity, and explored the positive relationships between green
brand equity and its three drivers--green brand perception, green satisfaction, and green
trust. The object of this research study was information and electronics products in
Taiwan. This research employed an empirical study by use of the questionnaire survey
method. The questionnaires were randomly mailed to consumers who had the experience
of purchasing information and electronics products. The results showed that green brand
perception, green satisfaction, and green trust are positively related to green brand equity.
Furthermore, the positive relationship between green brand perception and green brand
equity is partially mediated by green satisfaction and green trust. Hence, investing on
resources to increase green brand perception, green satisfaction, and green trust is helpful
to enhance green brand equity
5. Author Name: : Zhang, Y. (2015)
Title of the study: The Impact of Brand perception on Consumer Behaviour
The dominant impact factor of consumption decisions. On the other hand, some
researchers believe that brand equity should be evaluated in terms of market share, market
value and cash flow. Also, extant studies take financial performance and non-financial
performance as the manifestation of brand equity. Financial performance can be described
as brand premium and market share; non-financial performance refers to the brand
awareness, brand reputation, brand loyalty and brand association. Following the brand
equity analysis in the perspective of consumer and perspective of non-financial
performance, this study analyzes the relationship between brand perception and brand
equity by examining consumers’ attitude and purchase intention.
6. Author Name: : Androulidakis ; G. Kandus (2011)
Title of the study: The Impact of Brand perception on Consumer Behaviour
Correlated the brand of mobile phone to users’ security practices,. Users show
different behaviour in an array of characteristics, according to the brand of the mobile
phone they are using. As such, there is a categorization of areas, different for each brand,
where users are clearly lacking security mind, possibly due to lack of awareness. Such a
categorization can help phone manufacturers enhance their mobile phones in regards to
security, preferably transparently for the user.
7. Author Name: Tajzadeh Namin A. A. , Rahmani Vahid , Tajzadeh Namin Aidin (2012):
Title of the study: a study on brand attitude
It analysed that the process of deciding over (choosing) a brand may be influenced by
situation and content. The findings suggest a significant relationship between the
variables “brand attitude”, “corporate attitude”, and “product (cell phone) choice”. In
addition, no significant relationship was found between individual decision making
processes (independent or mediated) and product choice.

8. Author Name: The Dream Catchers Group (2008)

Title of the study: a study on consumer perception towards brand telephonic
The Dream Catchers Group (2008) investigated if demographic variables or if
telephone features included on phones students already owned were predictive of young
consumers' perceptions of bundled features. In addition, this study set out to determine if
there were any significant differences in students' perceptions of bundled features across
demographic variables (rural vis-a-vis HBCU, gender, grade level, cellular telephone
brand, major, and age).

9. Author Name: Nasr Azad , Ozhan Karimi , Maryam Safaei (2012)

Title of the study: The empirical study to investigate the effects of different marketing
efforts on brand equity in mobile industry.
It had presented and the results show that there is a positive and meaningful
relationship between marketing mix efforts and brand equity. In other words, more
advertisements could help better market exposure, which means customers will have
more awareness on market characteristics. Among all mixed efforts, guarantee influences
more on brand equity, which means consumers care more on product services than other
features. Finally, among different characteristics of brand equity, product exclusiveness
plays an important role. In other words, people are interested in having exclusive product,
which is different from others.
10. Author Name: Mehran Rezvani; Seyed Hamid Khodadad Hoseini; Mohammad Mehdi
Samadzadeh (2012)
Title of the study: word of mouth on consumer based brand equity
Investigates the impact of Word of Mouth (WOM) on Consumer Based Brand Equity
(CBBE) creation. WOM characteristics such as, volume, valence, and source quality are
studied to find how intensely they each affect brand awareness, perceived quality, and
brand association. The results suggested that volume and valence, two elements of WOM,
affect CBBE and no significant relationship between source type and brand equity was
seen.
RESEARCH METHDOLOGY:

A Research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in procedure.
A Research is purely and simply the frame work and plan for the study that guides the
collection and analysis of data. It is a blue print that is followed in completing a study.
Research has to proceed systematically in the already planned direction with the help of a
number of steps in sequence. To make the research systemized the researcher has to adopt
certain methods. The method adopted by the researcher for completing the project is called
Research Methodology.

I. Research design:

The research design used in order to conduct the study is descriptive research study.

II. Collection of data:

To meet the objectives of the present study primary and secondary data were
collected.

Primary Data Collection Method

It was collected directly from executives and customers. The information collected
from executives through personal and direct interview to collect primary data a detail and
structured questionnaire was formed to suit the objectives of the study which contain definite
and pre determined questions, containing information relating to Nandini milk and its milk
products.
 Primary data is the data that is collected for the first time by the researcher. The
Primary data are collected with specific set of objective to assess the current data. of any
variable studied. Primary data is useful only for particular period.

Methods of Primary Data Collection

The Main four methods used in prima, data collection are:

 Questionnaire
 Interview
 Observation In this study questionnaire method have been used

Questionnaire

In this method, pre printed list of questions arrange in a sequence which is used by the
researcher for collecting data. The questionnaire is filled by the respondents. The
questionnaire is considered as the heart of the survey.

Secondary data collection method

It was used mainly to support the primary data. Secondary data was collected through
books, annual reports, significant, literature from the organization and previous reports,
magazines, vouchers etc.

III. SAMPLE PROCEDURE:

 Universe: Karnataka milk federation, Hassan

 Population: Customer of KMF with reference to Nandini, Hassan

 Sampling unit: Random sample of 100 respondents of KMF with reference to

Nandini, Hassan were administered with the questionnaire and responses collected.

 Sampling Techniques: The technique is used to collect the data is simple random
survey with non probability sampling techniques

 Sampling Tool: The tool used to analysis research is Percentage method.

LIMITATION OF THE STUDY:

 The response from the customer are biased

 Customers are having the less time to give the opinion or may be illiterate to fill the
questionnaire
 Since the sample size is limited, it may lead to the partial true factor about the
research.
 The study is purely academic purpose only
INDUSTRY PROFILE:
Dairy is a place where handling of milk and milk products is done and technology
refers to the application of scientific knowledge for practical purposes. Dairy technology has
been defined as that branch of dairy science. This deals with the processing of milk and the
manufacture of milk products on an industrial scale. In developing countries such as USA,
UK in the year 1850 is seen as the dividing line between farm and factory scale production.
Various factors contribution to the change in these countries concentration of population in
cities where jobs were plentiful rapid industrialization improvement of transportation
facilities development of machines etc., where as the rural areas were identified for milk
production the urban centers were selected for te location of milk processing plants and
product manufacturing factories. These plants and factories were rapidly expanded and
modernized with improved machinery and equipment to secure the various advantages to
large scale production. Nearly all the milk in the USA before 1900 was delivered as raw milk.
Once milk pasteurization was introduced. It developed rapidly.

Milk

Milk maybe defined as whole, fresh clear milk obtained by the complete milking of
healthier milk animals. It represents the perfect food for man nearly than any other natural
food. Adequate consumption of milk can correct dieting deficiencies for most people strong,
Healthy bodies. It is delicious food as well as being healthful

Diary in India

In India, dairy as practiced as a rural cottage industry since the remote part. Semi-
commercial dairy started with the establishment of military dairy farms and co-operative milk
unions throughout the country towards the end of the 19th century. During the earlier year.
Each household in these countries maintained its family cow or secured milk from its
neighbour. As the urban population increases few households could keep a cow for private
use. Due to the migration of rural to urban and some restricted from the government
decreases in the practices of cow farm.

The Indian dairy industry has made rapid progress since independence. A large
number of modern milk plants and product factories since have been established. These
organized dairies have been successfully engaged in the routine commercial production of
pasteurized bottled milk and various western and Indian dairy productions. With modern
knowledge of the production of milk during transportation. It become possible to locate
dairies where land was less expensive and crops could be grown more economically.

In India, the market milk technology may be considered to have commence in the
year 1950 with the functioning of the central dairy of milk colony and milk production
technology in 1956 with the establishment of AMUL dairy. The industry is still in its infancy
and barely 10% of our milk production under organized handling.

HISTORY OF INDIAN MARKET MILK INDUSTRY

 Organized milk handling was made in India with the establishment of military dairy
farms
 Handling of milk in co-operative milk unions established all over the country on a
small scale in early stages.
 Long distance refrigerated rail-transport of milk from Anand to Bombay since 1945
 Pasteurization and bottling of milk on a large scale for organized distributed was
started at
Calcutta - 1958
Delhi - 1959
Madras - 1963
 Establishment of milk plants under the 3 years plans for dairy development all over
India. They were taken up with the dual object of increasing the national level of milk
consumption and ensuring better returns to the primary milk producer. These main
aims were to produce more. Better and cheaper milk. In terms of percentages we have
51%of the Asian population.

ACHIEVEMENTS OF DAIRY CO-OPERATIVES IN INDIA

Dairy Co-operative society is a basic organisation unit functioning at the village

level.

The dairy co-operative network

 Includes 170 milk

 Operates in over 285 districts
 Covers nearly 1,01,000 village level societies
 Is owned by nearly 11 million farmer member
Milk Production:

1. India’s milk production increased from 21.2 million MT in 1968 to 84.6 million
MT2001-2002
2. Per capita availability of milk presently is 226 grams per day from 112 grams per day
in 1968-69
3. India’s 4% annual growth of milk production surpasses the 2% growth in population
the net increase in availability is around 2%per day

Marketing:

1. In 2010-2012 average daily co-operative milk marketing stood 134.33 lakh litres
annual growth has averaged about 5% compounded over the last 5yrears.
2. Dairy co-operative now market milk in about 200 cities including metros and some
550 smaller towns.
3. During the last decade the dairy supply to each 100 urban consumers has increased
from 175 to 473 liters

Innovation:

1. Bulk vending saving money and the environment

2. Milk travels as far 2200 kilometres to deficit areas carried by innovative rail and road
milk tankers
3. 95% of dairy equipment is produced in India, saving valuable foreign exchange
COMPANY PROFILE

Hassan co-operative milk producers’ societies’ union ltd. was established with an aim
to support small. Marginal farmers and agricultural labourers through dairy development. As
the farmers are not sure of receiving a remaining remunerative prices for their agricultural
produce more and more farmers are taking up dairying as their main occupation rather than
subsidiary occupation for their livelihood. The milk union is committed to accept all the milk
offered by the producers in milk shed area and hence there is a considerable increase in milk
procurement during 2004-05, 2005-06 and 2006-07. We at Hassan milk union believe that it
is a social obligation on part of the union to pay remunerative price to the farmers and hence
we have entered new and far off markets like Pune and Kolhapur in Maharashtra, Trivandrum
and kollam in Kerala.

BACKGROUND AND INSPECTION OF THE COMPANY:

The Hassan unit stated its dairy development activity during 1975 with the World
Bank financial assistance under the guidance of Karnataka dairy development corporation.
During 1975 an integrated projects was launched in Karnataka to restructure and recognize
the dairy industry on the co-operative principle and to lay foundation for new direction in
dairy development. Work on the first ever the World Bank aided dairy development project
was initiated in 1975. Initially it covered 8 districts of Karnataka such as Mysore, Hassan,
Tumkur, Dharwada, and Belgaum, Shivamogga, Chikkamanagalore and kodagu.

Hassan Co-operative milk producers’ society union ltd was set up to implement the
project by Karnataka dairy development co-opearation (KDDC) in 1975. It was registered on
30th March 1977 and the operational jurisdiction of the union extended to 3 districts namely
Hassan, Chikkamanagalore and Kodagu.

NATURE OF BUSINESS CARRIED:

Hassan milk union carried on the business of producing and marketing milk and milk
products, such as Peda, curd, Ghee, Buttermilk.

Hassan milk union procuring surplus milk in the rural area and provide input activities
to dairy co-operative societies like artificial insemination. Supply cattle feed, animal health
care programs for the upliftment of the producers. It purchased some products from KMF viz
Nandini milk –toned bottle, Badam powder, Jamoon Mix, Nandini bite, Skimmed milk
powder(SKM), Mysore pk etc. All purchased and produced products were sold by its own.

VISION, MISSION AND QUALITY POLICY:

VISION:

The union thrives hard to adopt the modern and eco friendly technologies to produce
milk and milk products of international standards to make out presence prominent in the
global market.

MISSION:

Hassan Milk union aims to render the best service at nominal cost to its members to
increase milk production and produce good quality milk by paying remuneration price.
Throughout the year. Thereby improving their economic and social condition while ensuring
high quality milk and milk products to the delighted level of the consumers at competitive
price.

 To increase their sales from 60000-80000 liters per day by next five years
 To increase quality of milk and fulfill the needs of the customers

QUALITY POLICY

ISO 9001:2000certifications hve been obtained for quality, and HAMUL are in the
process of obtaining HACCP quality certification at on early date.

GOALS &OBJECTIVES

 The milk union was started on 4th June 1975 they want to develop their milk union
like AMUL co-operative society.
 To increase quality of milk
 To increase their sales from 70,000-80,000 liters per day by next 5 years
 Increase the milk dealers partners from 23.40%
 Increase the sales by conducting many programs like consumer information programs
consumers dairy visiting programs, hotel owner information program etc.
 To increase the members of the union to 49,000 to regularly supply the toned, double
toned NANDINI milk to all the cities according to customer needs.
PRODUCT PROFILE

The main product of HAMUL is milk is processed in number of different categories

based on their fat division is

SI .NO Products Qty of fat &SNF Quantity price

1 Toned milk 3.5%&8.5% 500ml-1ltr 22-44
2 Standardized homogenized milk 4.5%&8.5% 500ml-1ltr 22.5-45
3 Nandini curd 200ml-500ml 8-10
4 Butter milk 200ml 5
5 Nandini ghee 200ml,500ml,
1000ml&15kgs
6 Nandini Peda (Boxes) 100,250,25grams
7 Nandini flavoured milk
1. Nandini Toned Milk:

It is a pure milk and most selling milk in Karnataka. It contains 3.0%

Fat and 8.5% SNF. It is available in 500ml and 1ltr ml packs.

2. Nandini homogenized standard milk (Shubham):

This pure milk contains 6.0% Fat and 9.0%SNF. It is available in

500ml and 1ltr packs. This is rich creamier and tastier. It is ideal for
preparing homemade sweet and savouries.

3. Nandini curd

Nandini curd made from pure milk. Its thick and delicious. Giving
you all the goodness of homemade curds available in 200grms and
500grmas.
4. Butter milk:

Nandini spiced butter milk is a refreshing health drinks. It is made from

quality curd and is blended with fresh green chillies, green coriander
leaves and fresh ginger. Nandini spiced butter promoters health and
easy digestion. It is available in 200ml packs and is priced at most
competitive rates. So that it is affordable to all section people.
5. Nandini Ghee:

Ghee is made from butter. It is fresh and pure with a delicious favour,
hygienically manufactured and packed in the goodness of pure ghee. It has
got a shelf life of 6 months at ambient temperatures. it is available in
200ml,500ml,100ml sachet and 5ltr tins and 15kg tins

6. Nandini Peda

No matter what you are celebrating made from pure milk .Peda is very
delicious made from pure milk. It can be stored for 7 days and available
250grms containing 10pieces each

7. Nandini floured milk:

Sterilised flavoured milk, a nutritious and healthy drink and all season
drink. Flavoured milk delightful treat available in exciting flavours
Badam, Rose, Pista, Banana and Elaichi in 200 ml bottle.
Product production process:

Raw chilled Raw milk Returned milk

milk

From CCS

Raw chilled milk

Pasteurization

Pasteurization
whole milk

Skim Milk Toned Milk

Homogenization
Separation

Standardized
Cream
Homogenized
Milk

Butter
Packaging

Prestratification
Old storage

Ghee

Packaging
PROCURING AND CAN WASHER MACHINE:

The can from the trucks are introduced to procuring and can washer machine. During
this process the machine automatically opens the lid of the milk can and milk is collected in a
chilling tank. Then the raw milk is per chilled at 6-9% to arrest the growth of micro
organisms. The milk can are automatically washed and placed outside. Again the trucks are
weighted to get the exact value of the raw milk obtained.

Pasteurizing Unit

The chilled & tested milk is been further sent for processing generally. Milk is boiled
&cooled in the houses to preserve it from spoiling. This method is known as pasteurization.
The same is introduced in HAMUL there are two pasteuriser which work for 24hrs and 365
days. The raw milk brought in and heated up to 72.5 degree Celsius for 15 minutes and
immediately. It is cooled to 4 degree Celsius. This method will kill the pathogenic to micro
organisms. Which would spoil the milk but retains the lacto bacillus (bacteria which converts
milk to curds) and the pasteurized milk is further sterilized by boiling up to 140 degree
Celsius other essentials like proteins, fat, vitamins, carbohydrates etc are remained. That
makes it a complete food in pasteurized. The raw milk is bought in through pipes milk is
heated through steam and it is cooled using ammonia as a cooling agent.

PACKAGING AND STORING:

Packing machine:

The processed milk and the by products manufactured are hygienically packed. Milk
of different varieties and quantities based on the fat contents is pre set in the auto- packaging
machine the pouch used for packaging is manufactured by KMF at pouch film plant at
Marathhalli in Bangalore. The pouch used are poly based and are re cycle able. It prevents
milk from spoiling the packaged milk is bacteria free and ready to use.

The packed milk are stored in 8 degree Celsius in refrigerating room using ammonia
compressor. The unpacked extra milk is condensed to SNF(Solid not fat) that is skimmed
milk. The milk is sent to dairies in Bangalore, Mangalore and thrivendrum.
ACTIVITIES, OF HASSAN CO-OPERATIVE MILK PRODUCERS
SOCIETIES UNION LIMITED (HCMPSUL)

1. Organization of Dairy Co-Operative Societies

As at the end of June 2011 1211 societies have been registered of which 1125 are functional
Out of functional societies 134 are women societies 120 step women societies are functioning
To enhance the socially and economically development of women.

2. Membership Enrolment

As on 30th June 2011 1,73,867 members have been enrolled of which 71143 are small farmer,
48989 are marginal farmers, 22,249 are agriculture labourers, and 31486 are other big
farmers. Out of the total 11,659 belongs to SC members, 4,367 belongs to ST members.
57457 members belong to women members

3. Milk Procurement Activities

The present average milk procurement from 1125 milk societies is around 4,02,067kgs/day.
During the month of June the average procurement /DCS/day is 404kgs and the average
transportation cost per kg of milk procurement IS 33 paisa. The average fat is 4.10% and
average SNF is8.51 %.

Place Capacity (LPD) Capacity utilization % of capacity

(LPD) utilization
Hassan Dairy 1,20,000 215.366 179.47
Holenarsipur Chilling 20,000 56,000 282.44
centre
Birur Chilling centre 20,000 48,000 242.06
Kudige Dairy 50,000 38,321 76.00
INPUT ACTIVITIES

A. VETERINARY

It covered 638 societies under veterinary route, 6 mobile veterinary routes treating an average
of 4.500 cases per month. There are 5 emergency routes in operation and treating around 400
to 450 cases per months. There are 340 first aid centers are also working. Union is providing
SAF kit to the animals for the prevention. (Or) de-warming. Foot and mouth vaccination is
also providing for controlling foot and mouth diseases.

B. ARTIFICIAL INCEMINATION

To improve the breeding facilities there are 22 single AI centers and 82 Cluster AI centers are
working in the union area. These centers are covered around 90% of the DCS. An average of
25,000 inseminations is carrying out every month. 4,115 male cows and 4204 female total
8319 cross breed cows have been born during June 2011.

C. FEEDS AND FODDER

The union is uncovering the farmers and the producers at the village level in growing
moderninised fodder. Ex. union is supply C01, C02 and Napier roots and SSG seeds, cow pea
seeds and seasonal seeds to the producers. The union is also arranging straw treatment
demonstration, silage demos at village levels. The union is supplying around 3000 metric
tons of cattle feeds and an average 6000 kgs of mineral mixtures to the society members.
Nearly 98% of the functional societies have been covered under cattle feed sales.

D. TRANING FACILITIES

Training will be given to the milk society secretaries, testers and management committee
members. DAM (dairy animal management) is given to the producers this training is given in
central training institutes, Mysore, owned and managed by KMF Bangalore.
OTHER PROGRAMME

A. GROUP INSURANCE

With the co-ordination of the general insurance company by paying premium to the
insurance company. The DCS providing insurance coverage.

B. STEP PROGRAMME

Under this, women members have been enlightened with education, nutrition. Legal
matters. SHG (self help group) the main purpose of step programmed is to provide better
socio-economic status to the women members

C. YASHASWINI HELTH PROGRAMME

Under this scheme, those who have become members of this scheme well get medical
benefits like operation charges.

D. TOTAL QUALITY MANAGEMENT (TQM)

The union has encouraged clean milk production programme at village level. The
union has obtained ISO 9001:2000 certifications. There are 8 bulk milk coolers and 48
automatic milk collection centers which are functioning in the milk societies.

AREA OF OPERATION:

Companies are always looking to carry business where the required resources are
easily available. Area of operation plays a vital role while fixing price there by development
of the company. Because if the area has suitable environment raw materials, skilled labors for
less wages,. Then it will reduce the cost of production.

Hassan milk union carries out business at regional level that includes 3 districts viz
Hassan, chikmagalore and coorg.

Hassan districts cover eight Taluks namely Channarayapatna, Hassan, Arasikere,

sakaleshpur, belur, Alur, Arakalagudu and Holenarasipur. It collects the milk from various
villages of these eight Taluks.
 Hassan milk union covers 2583 villages, 3districts, 65 milk procurement routes with
average procurement 2,68,417 kgs day at present. The total local sales are 90,000 LPD and
about 2,50,000 LPD to others states.

SWOT ANALYSIS:

Strength:

 Huge demand

 Available of milk

 Brand Nandini

 Man power

 Location

Weakness:

 Inadequate of transportation

 No cattle form

 Limited advertisement

Opportunity:

 Export

 New product innovation

 Employment
Threats:

 Market uncertainty

 Competitors

 Policies

MAJOR COMPETITORS PROFILE:

There are many competitors are milky wave, Arogya, jersey, Jenukal, kaveri and Jt
milk etc are producing similar product in same area with similar strategy.

AN OVERVIEW ACHIVEMENTS AND AWARDS OF (HCMPSUL)

ACHIVEMENTS

 Hassan milk union is procuring milk from all the 13 Taluks of three districts and selling
quality milk in all the taluks and small towns.
 The union and all the dairy co-operatives are being managed by the democratically
elected boards from among the milk producers.
 The union has rendered emergency veterinary services round the clock.
 The union has implemented foot and mouth disease control program.
 The union supplies quality fodder slips and seeds through the year and facilitates the
availability of green fodder.
 Union has more National Energy Conservation awards; Highest AI done per centre;
Union with highest surplus milk
HCMPSUL AWARDS

 Energy Conservation Award: Received on 14th Dec 2004 from Dr. Manamohan
Singh, Prime Minister of India.

 Energy Conservation Award: Received on 14th Dec 2005 from Dr. A.P.J. Abdul
Kalam, President of India.

 Energy conservation Award: Received on 14th Dec 2006 from power minister of
India Sri Sushi I Kumar Shinde.

 Energy conservation Award: Received on 14th Dec 2007 II prize from Smt, Prathiba Patil
[President of India]
 Chapter 3
Theoretical background
Introduction:

A comprehensive brand perception study will tell you how your customers feel about
your brand in relation to others, what attributes of your brand or product are most and least
important to your customers, and overall how interactions with your brand leave the customer
feeling. Your brand perception will take into account customer service, quality, value,
features, and the sales process. If your customers perceive you positively, they are much
more likely to continue engaging with your brand. And the more positively the perceive you,
the more likely they are to be evangelists for your brand. Conversely, if your customers have
a negative perception of your product or brand, they are more liable to choose your
competitors or even warn other potential customers away. A quality brand perception study
can tell you why your customers are, or are not, choosing you. It can also tell you what your
customers are likely saying about you on social media and in face-to-face conversations.
Brand perception can be used to support all manner of business decisions, but it’s particularly
useful when you are trying to allocate resources to implement your strategy. For example, if
you’re attempting to determine which features to develop or market a strong understanding of
your brand perception is essential. By giving you data on which features are most valued, you
have empirical support to decide on what’s important to market. This information can also
provide you with key insights into weaknesses in your product. For example, a brand
perception study might show that while your product itself is thought of in a positive light,
your service is considered lacking. Thus, you should dedicate more resources to improving
your service.

Meaning:
Brand perception is owned by consumers, not brands. Regardless of your message,
whatever people are thinking and saying about your brand, that is your brand. Surveys and
focus groups can form an important part of any strategy in measuring and improving brand
perception.
Brand perceptions are shaped by the sum of all experiences customers have with your
brand. In short, people buy when they believe in the value of what they are getting and their
focus is drawn away, through critical factors like perceived quality, from the plethora of
options available in the market to the one or two products that ‘feel like them’

TEN perception drivers are based on ten fundamental archetypes. We call them Brand
Archetypes.

They operate in the collective psyche of humankind which can be used to modify choices and
behaviours in relation to a brand. These are:

1) Identity – individuality and uniqueness [who we are]

2) Feeling – emotional impact [the emotional impact of our brand]

3) Thought – communication [how and what we really communicate]

4) Attraction – social intelligence [the impact of the brand on relationships]

5) Energy – competitiveness [how does the brand motivate action]

6) Growth – growth and expansiveness [the capacity to expand]

7) Structure – authority and respect [what we are respected for]

8) Freedom – innovation and unconventionality [how our brand generates excitement]

9) Spirit – intuition and inspiration [how our brand inspires]

Renewal – power and transformation [power of our brand to change people’s lives
Types of brand perception:
1. Quality:
How well your products fulfill customer needs. For example, a mobile device that is
durable, useful and usable.

2. Value
The amount of quality relative to price such as a mobile device that is perceived as
high quality but overpriced.

3. Visual
The visual appeal of the brand including products and services.

4. Senses
Beyond visual appeal, smell, taste, touch and sound can make an impression. For
example, shampoo that smells good.

5. Personality
 A customer's overall impression of your brand may be described with the same
concepts that are used to describe people. For example, a brand may be thought of as
friendly, reliable or stylish.

6. Reputation & Legacy

Perceptions of the behaviour, values and history of a firm.

7. Status & Culture

The social status and culture that surrounds the brand. For example, a brand that is
associated with sailing or snowboarding subcultures.

Marketing activities are undertaken with the goal of changing or reinforcing the consumer
‘mindset’ in some way. This includes thoughts, feelings, experiences, images, perceptions,
beliefs and attitudes towards a brand. Keller and Lehmann describe five dimensions as being
important measures of the consumer mindset:

1. Brand awareness (recall, recognition)

2. Brand associations (strengths, favourability, uniqueness of perceived benefits and

attributes)

3. Brand attitude (perceived quality of, and satisfaction with, the brand)

4. Attachment (or loyalty), and

5. Activity (how much consumers talk about, use, seek out information, promotions, etc.
regarding the brand).

Brand perceptions are attributes in consumer memory that are linked to the brand name. They
have been the subject of research for many decades, particularly since the seminal article by
Gardner and Levy (1955), which articulated that the brand was more than just the sum of
functional qualities it offered. Considered to be a key aspect of brand equity, developing,
changing or reinforcing brand perceptions has long been considered an outcome of effective
advertising, n that these perceptions and associations can influence the response to
subsequent marketing activity.

Impacting Brand Perception

Brand perception tends to change over time and is something you actually have substantial
control over.
By having a good sense of your brand perception and how it changes in reaction to your
initiatives, you can also gain a better insight into how your marketing is working.

Is your latest campaign positively changing what customers think of you? Negatively? Is it
having no effect at all?

A solid grasp of your brand perception can keep you from throwing resources at a losing
endeavour and guide you to a more valuable path. In other words, brand perception can be
indispensable when trying to keep your marketing agile.

Measuring of brand perception:

Who decides what makes a business good or bad, reputable or discreditable, of value
or of no purpose? It’s been said that beauty lies in the eye of the beholder. If this is the case,
the most important factor to a brand’s success is not their own views, but those of their target
audience.

This shouldn’t come as much of a surprise, but where it leads is interesting. Just how can
businesses evaluate the subjective views of everyday consumers?

How do you measure brand perception?

The perception of your brand can be built up across many different touchpoints – when
people walk into your office or your shop floor, when they see an advertisement online, when
they see a post you have shared on Twitter, when they have dealt with a member of your
team or when they have landed on your website. All of these individual moments define and
paint a picture of your business to the consumer.

That’s all well and good, but why should you care if your bottom line is healthy? Because a
strong, recognisable brand will draw you closer to your audience and is one of the most
powerful business attributes you can possess.

So how do you know if you’re painting a Picasso or a poor self-portrait? There are many
methods marketers use to evaluate how their brand is performing. Here are just some of the
several measures you can use to get an insight into how your brand is perceived and what you
could improve.
1. Focus groups

Don’t be afraid to get old-fashioned. Focus groups have long been the go to method used to
collect data and information on how people respond to a brand. They typically involve small
groups of people, usually between five and ten, who are asked questions and discuss their
thoughts towards a product, service, concept, advertisement, idea or just about anything.
Actually sitting down and talking to people does an excellent way to gauge feelings and
develop a genuine understand?

2. Surveys

How do you find out the why behind the data? Surveys are a great way of understanding your
audience and what they think about your brand. Take surveys as an opportunity to ask the
participating people about what they like, what they dislike and what do they find makes their
life easier? Sites like SurveyMonkey are excellent for hosting fast, simple surveys but try to
treat it like a large, remote focus group and encourage open, truthful responses to get
maximum value. Taking the results of this on board can help you improve your brand for the
better, if you use them.

If you need a hand, turn to consumer insight specialists. Whether you hire internally
or form partnerships with other companies, the people in these positions look at the behaviour
of your consumers and conduct surveys that provide valuable insight into the latest buying
trends and media habits. Their role can include the tracking of all brand communications,
enabling the measurement of campaigns, as well as fine tuning to maximise their
performance, but even having them hold and analyse surveys can provide actionable results.

3. Social media screening tools

These are websites, apps and software that allow you to track activity across social media
platforms. They can measure performance and analyse engagement across social platforms
such as Twitter, Face book, Google+, LinkedIn and Instagram. With lots of these tools you
can also measure what your competitors are doing in the wider market. The variety of tools,
both paid and free, is massive but even harnessing the functions of the social networks
themselves can be useful.
Take Twitter’s search function, you can quickly find brand mentions and the tone of the
message. Simple, but effective. Twitter analytics is another free, useful tool to measure the
performance (chiefly impressions and engagements) of your social messaging. Facebook also
provides an Insights function that measures similar data but also provides demographic
information. Both of these will only log data from when you activate it though, so don’t
delay.

4. Brand display campaigns

Brand display campaigns are an extremely effective way to increase brand awareness,
engagement and consideration from a consumer point of view. Measurements vary from
campaign to campaign and client objective, but PPC Brand searches or “Dwell Time” are
effective metrics. Dwell Time is particularly useful as it is a measurement specific to the
effectiveness of branding.

Scores have been built around this latter metric, based around how long users spend
on ads combined with engagement rates, but the core of the idea is simple. The more time
people spend engaging with your ads, the more positively they have reacted your brand. If
your numbers are low, you’re turning potential customers away. This can be a valuable
insight into whether your brand or a specific campaign is underperforming or hitting the right
notes. If you’re concerned with how your business is perceived, your first priority should be
identifying the people who do the judgement. Your second priority should be not only
determining current performance, but improving on it. The best methods to use will vary on
your marketplace and marketing, as well as the details you want to uncover, but finding a
measurement that fits is crucial. It can move your brand to the next level.
Brand Perception Model:

The complete perception of our brand and its competitors is composed of following
associations of consumers:

 attributes: respondents associate attributes with competing brands, e.g. exceptional

design, luxurious brand, made to last etc.;
 values: respondents associate different values with the competing brands, e.g. playful,
reliable, young etc.;
 personality: pictures of different personalities are shown on the screen and respondents
associate them with competing brands.

On the basis of these intangible attributes, a clear profile of our brand as well as of competing
brands can be estimated.

The 8 Trigger Points

When marketing researchers explore brand perception, we tend to focus on eight

primary areas. These qualitative markers go beyond the typical gauges of brand
awareness to encompass how consumers feel about a brand, how they respond to it, talk
about it, and interact with it. Let’s define the eight areas perception studies cover and take
a deeper look at each.
1. Emotion. What are the broad emotional responses consumers have with the brand?
What are the primary triggers and influencers of the positive and negative reactions?

2. Individuality. What characteristics differentiate the brand—and by association—

consumers who use it? How is it set apart from competing brands and how substantial or
valuable are the differences?

3. Communication. How and what does the brand communicate instantly? Are these
messages consistent or do they change with time, experience, or sub-brands?

4. Social influence/transformative potential. Does the brand have the power to improve
lives? Is it an agent of personal or social transformation?

5. Competitiveness. How well does the brand separate itself from competing brands?
What are the key differentiators and how important are they to consumers?

6. Innovation. What’s the brand’s capacity for growth and reinvention? Does it have a
reputation for innovation and the potential to redefine markets?

7. Leadership and durability. Is the brand viewed as a leader in its category? Does it
command authority and respect in the marketplace? Is it a brand that’s considered stable,
secure, and relevant generation after generation?
8. Comfort and inspiration. Are people comforted and uplifted by the brand? How does
the brand generate confidence, inspiration, or action with consumers?

The positive and negative information culled from perception studies form a
starting point for a targeted marketing strategy that can both inform and empower
business owners. A clearer idea about how consumers experience a brand can help
marketers trumpet positive associations and recreate negative ones.
 Questionnaire
Respected sir/madam,
It is humbly requested that I am doing research project on the topic entitled “Measurement of
brand perception with special reference to Nandini product towards KMF Hassan”. In this
regards your kind cooperation is needed in filling the questionnaire herewith. Further, we
assure you that all the information provided by you would be kept strictly confidential and
will be used for academic purpose only.
Basic Demographic question:
1. Name of the customer________________
2. Age______
3. Occupation_________________
4. Salary annual_______________
4. Types of customer
1. self employed 2. salaried 3. student 4.unmarried 5.Married 6. Govt 6.other
men/women men/women Employed

Questionnaire based on the brand perception of Nandini product:

1. Which brand of Milk do you usually purchase?
a) Nandini b) Amul c) Tirumala d) local dairy

2. Are aware the brand Name called Nandini product

a) Yes
b) No

3. What makes you to buy Nandini product

1. Price 2. Quality 3. variety of 4. packaging 5. brand image
product
4. Quality of Nandini product
a) Excellent b) very good c) Good d) satisfactory e) poor

5. What do you like about the brand you purchase most frequently?
a) Packaging b) Price c) service d) Quality e) availability
6. How would you rate the design of Nandini product
a) Very attractive
b) Attractive
c) Neutral
d) Not attractive

7. How would you rate the Packaging of Nandini Product?

a) Excellent b) very good c) Good d) satisfactory e) poor

8. Nandini would be my 1st preference

a) Strongly agree b) Agree c) Neutral d)Disagree e)Strongly disagree

9. What type of the Nandini you purchased

a) Milk b) Ghee c) Curd d) butter milk e) sweets f) ice- creams
g) floured milk

10. How do you know about Nandini Product?

a) Advertisement
b) Family member
c) Print media
d) Friends
e) Others

11. How do you rate the Nandini product taste and freshness?
a) Excellent b) very good c) Good d) satisfactory e) poor

12. Are you satisfied with the availability of product at all the time?
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree

13. Are you brand loyal customer of Nandini product

a)Yes b) No
14. Since how many years your loyal customer of brand Nandini

a) From 1month

b) From 1 year – 5 year

c) From 5Year -10 year

d) From 10Year – 20year

e) More than 20 year

15. How do you rate the Nandini Product?

Particular Highly Satisfied Neutral Dissatisfied Highly

Satisfied dissatisfied
Milk
Butter milk
Curd
Ghee
Butter
Floured Milk
Ice cream
Sweets

16. How do you rate the verity of Nandini Milk?

Particular Highly Satisfied Neutral Dissatisfied Highly

Satisfied dissatisfied
Toned Milk
Standard /
Homogenised
milk
Good life
Milk powder

17. How frequently you purchase Nandini Milk & Its products?

a) Very often b) Regular c) Sometimes d) Occasionally e) Never buy

18. Are you know about the brand ambassador

a) Yes

b) No

C) Not sure
19. Will you stick to the same product if their price is increased (and you are a loyal
customer to the product)?

a) Up to a certain limit in price increase

b) Yes, irrespective of the price increase

c) No. I may look for different products

20. The price of our brand

a) Is as per your expectations

b) Is more than your expectations?

c) Is less than your expectations?

d) Can’t say

21. From where you buy the Nandini milk and Nandini products

a) Dealer

B) Retail shop

c) Nandini outlets

d) Petty shops

22. Are you satisfied with the varieties of ice cream available in Nandini Brand?

a) Highly satisfied b) Satisfied c) Neutral d) dissatisfied

e) Highly dissatisfied

23. How do you rate the brand perception towards Nandini product to satisfied and
attract the customer

a) Highly satisfied b) Satisfied c) Neutral d) dissatisfied

e) Highly dissatisfied

24. Give any suggestion towards Nandini products

___________________________________________________________________________

___________________________________________________________________________

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**********Thank you for giving your precious time for me**********