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Group10 CB MiniProject

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    A Study of Consumer

    Attitude towards

    Dhoodh-DhoodhAd

    Campaign

    2014

    CONSUMER BEHAVIOR MINI PROJECTAAYUSHI SINGH (221002)

    ABHINAV SINGH (221009)

    ANKIT KUMAR (221026)

    ANURAG KUMAR VERMA (221031)

    DEEPTIMAN DAS GUPTA (221039)

    GAGANDEEP SINGH (221046)

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    ContentsAcknowledgement .................................................................................................................................. 3

    Executive Summary ................................................................................................................................. 4

    Chapter-1: Introduction .......................................................................................................................... 5

    Indian Dairy Industry: A Glimpse ........................................................................................................ 6

    An Overview of Milk Production Pattern in India ............................................................................... 7

    Milk Processing ................................................................................................................................... 8

    Consumption ....................................................................................................................................... 8

    Domestic Consumption ................................................................................................................... 9

    Trade Policy ....................................................................................................................................... 10

    Trade ............................................................................................................................................. 11

    Trade Policy ....................................................................................................................................... 12

    Structure of Indian dairy Industry ..................................................................................................... 13

    Production Policy .............................................................................................................................. 14

    Regulation of Milk and Milk Products in India .................................................................................. 16

    Areas of Production ...................................................................................................................... 18

    India Facts and Figures .................................................................................................................. 18

    Major Export Destinations (2008-09) ........................................................................................... 18

    Operation Flood Era ...................................................................................................................... 18

    About the doodh doodh campaign............................................................................................ 19

    Objective of the advertisement .................................................................................................... 19

    Chapter 2: LITERATURE REVIEW ........................................................................................................... 20

    Chapter 3: METHODOLOGY .................................................................................................................. 26

    Chapter 4: ANALYSIS ............................................................................................................................. 28

    QUESTION-1 ...................................................................................................................................... 29

    QUESTION 2 ...................................................................................................................................... 31

    QUESTION 3 ...................................................................................................................................... 35

    QUESTION-4 ...................................................................................................................................... 38

    Chapter 5: CONCLUSION ....................................................................................................................... 43

    Chapter-6: REFERENCES ........................................................................................................................ 45

    Chapter-7: APPENDIX ............................................................................................................................ 46

    NATIONAL DAIRY DEVELOPMENT BOARD (NDDB) ........................................................................... 48

    Some of the leading dairy product companies in India are: ......................................................... 50

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    Acknowledgement

    Our heartfelt gratitude and warm salutations are due to Dr. Anupam Narula, (Faculty

    Marketing), for inculcating in us the principles of dedication and hard work, and behind

    every fruitful endeavour lie the advice, guidance and inspiration of all the people directly or

    indirectly involved with the report.

    We wish to express our gratitude to all the people involved in the completion of this report.

    We are thankful to all of them for their help and encouragement throughout the completion

    of the report. They have been a constant source of support for us.

    Aayushi Singh (221002)

    Abhinav Singh (221009)

    Ankit Kumar (221026)

    Anurag Kumar Verma (221031)

    Deeptiman Das Gupta (221039)

    Gagandeep Singh (221046)

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    Executive Summary

    In the very beginning the project talks about the general scenario of Dairy Industry in India

    and then it mentions about the milk production facts and figures in India. Further down few

    lines, it also analyzes domestic consumption details of milk. The Ad campaign of 'Doodh,

    Piyo Glass Full' was the part of Operation Flood, hence prior to the details of this Ad

    Campaign, the report also talks about Operation Flood in detail.

    After collecting and analysing all this information, we stepped on to take the questions

    which were the part of this case.

    Answer to the first question talks about the 4 properties of attitude which could have been

    influenced by this ad campaign which in turn changed the attitude of the consumers

    towards milk.

    Then answer to the second question of the case talks about the awareness of the ethnic

    issues which are associated with the ad campaigns like Dhoodh, Piyo Glass Full, which

    influence the consumption of milk. It also talks about the variations in such issues across the

    campaigning of different milk product.

    The third part of the case talks various situations which might affect the attitude towards

    the consumption of any perishable product in general (taking particularly milk into account).

    The last part deals with the attitude towards the ad model used in this campaign. We

    analyse the power of feelings in understanding the effects of advertising. Also, we study

    through a flowchart what led to the requirement of this campaign.

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    Chapter-1: Introduction

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    Indian Dairy Industry: A Glimpse

    Dairy activities have traditionally been integral to Indias rural economy. The country is the

    worlds 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.

    Despite being the worlds largest producer, the dairy sector is by and large in the primitive

    stage of development and modernization. Though India may boast of a 200 million cattle

    population, the average output of an Indian cow is only one seventh of its American

    counterpart. Indian breeds of cows are considered inferior in terms of productivity.

    Moreover, the sector is plagued with various other impediments like shortage of fodder, its

    poor quality, dismal transportation facilities and a poorly developed cold chain

    infrastructure. As a result, the supply side lacks in elasticity that is expected of it.

    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.

    Fortunately, the government and other stakeholders seem to be alive to the situation and

    efforts to increase milk production have been intensified. Transformations in the sector are

    being induced by factors like newfound interest on the part of the organized sector, new

    markets, easy credit facilities, dairy friendly policies by the government,

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