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JAWAHARLAL NEHRU TECHNOLOGIAL UNIVERSITY ANANTAPUR
ANANTHAPURAMU, AP, 515002
“A STUDY ON BRAND POSITONING STRATEGIES OF NANDINI MILK PRODUCTS”
AT NANDINI MILK DAIRY IN SHIMOGA, KARNATAKA.
SUBMITTED BY
B M CHANDRA SHEKAR
140A1E0008
UNDER THE GUIDANCE OF Dr. B.C. LAKSHMANNA
L L M, M B A, Ph.D
DEPARTMENT OF MANAGEMENT
INTRODUCTION
BRAND POSITIONING• Positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.
FIVE FACTORS OF BRAND POSITIONING
1. Brand Attributes
2. Consumer Expectations 3. Competitor attributes
4. Price 5. Consumer perceptions
INDUSTRY PROFILE
Dairy activities have traditionally been integral to India’s rural economy. The country is the world’s largest producer of dairy products and also their largest consumer. Almost its entire produce is consumed in the domestic market and the country is neither an importer nor an exporter, except in a marginal sense.
On the demand side, the situation is buoyant. With the sustained growth of the Indian economy and a consequent rise in the purchasing power during the last two decades, more and more people today are able to afford milk and various other dairy products. This trend is expected to continue with the sector experiencing a robust growth in demand in the short and medium run. If the impediments in the way of growth and development are left unaddressed, India is likely to face a serious supply – demand mismatch and it may gradually turn into a substantial importer of milk and milk products.
COMPANY PROFILE
•Karnataka Cooperative Milk Producers' Federation Limited(KMF) is the Apex Body in Karnataka representing Dairy Farmers' Co-operatives. It is the second largest dairy co-operative amongst the dairy cooperatives in the country. In South India it stands first in terms of procurement as well as sales. One of the core functions of the Federation is marketing of Milk and Milk Products. The Brand "Nandini" is the household name for Pure and Fresh milk and milk products.
•KMF has 14 Milk Unions throughout the State which procure milk from Primary Dairy Cooperative Societies(DCS) and distribute milk to the consumers in various Towns/Cities/Rural markets in Karnataka.
KARNATAKA COOPERATIVE MILK PRODUCER’S FEDERATION LTD
STATEMENT OF PROBLEM
The brand position indicate how well a firm is doing in the market place compared to its competitors. In this fast moving era, there has been a great demand for instant product as result; we can see that present market is being flooded by Packed Milk products which have been a boon.
Many leading brands of Milk hence; in order to sustain the market the company must have good hold over the market. In this scenario of hectic competition a study was conducted to know the brand position of Nandini Milk Products.
OBJECTIVES
• To study consumer awareness and Perception about the brand Positioning strategies of Nandini Milk
• To analyze the brand positioning strategies of Nandini Milk in Shimoga.
• To find out the various factors influencing purchase of the Nandini Milk.
REASERCH METHODOLOGYRESEARCH DESIGNThe study includes the method of descriptive research.
SAMPLE SIZE:The sampling method is Random sampling and the sample size of the study is 100.
Primary Sources:Questionnaire Personal interaction Secondary Sources:Company Websites.Related Information from InternetCompany Reports.
SCOPE OF THE STUDY
• The scope of the project is to know the Brand Positioning Strategies of Nandini Products in Shimoga Unit.
• The study will help the company to know the awareness of Nandini Milk Products.
LIMITATION OF THE STUDY
• This study covers only Shimoga Unit, the part of SMUL.
• Customer’s lack of interest while giving true feedback.