FINAL RESEARCH PROJECTON

Positioning of Namaste India in Kanpur

Under the supervision of Submitted By:                                                                Prof. Deepak Sharma                                                                                              Anurag  SinghFaculty, GHS-IMR                                                                                                           1318

introduction• NAMASTE  INDIA  FOODS  PVT. LTD .  Is an Indian Dairy Company that 

is  committed  to  supply  pure  milk  &  milk  products.  It  is  situated  at Shivrajpur,31  km  far  away  from  Kanpur  Nagar,  company  has established a developed Agriculture & Cattle Farm where Agriculture &  Cattle  Farming  is  done  by  the  scientific  method.  The  unit  is  fully automated  with  international  standards.  And  is  planning  to  collect process  and  pasteurize  4  Lakh  litre  milk  per  day.  It  has  collection centres  in hundred villages and will be extending  to 1000 villages by upcoming three years. Company is establishing milk chilling centres at the distance of  every 50  km  from  its Dairy Plant  (around Kanpur).  It strictly follow the rules of cleanliness while processing/pasteurizing its products. The product portfolio includes Pasteurized Milk, Pure Ghee, SMP & Dairy Whitener, Cheese, Curd, Flavoured Milk and other dairy products.

 QUALITY CONTROL       Quality control is an essential and most important department for any manufacturer. Today              every  organization  has  efficient  quality  control  system.  Quality  control  is  depend  upon  only 

practical (Survey Analysis and Right Procedure).In NAMASTE INDIA at reception point of milk from different societies (ProducersVillagers) Milk is collected and basic test are carried out quickly after cleaning it is send for further processing. Finally after pasteurization three type of milk

obtain that is Full cream milk. Toned Milk active Milk.Milk procedure out through some stages----------------------  1. ORGANO LEPTIC TEST –It passes through three stages this is the first type of testing milk.SeeingSmellTesting2. CLOT ON BOILING TEST –After testing checking is done between good and pour milk.Formalin testSoda testUrea testSugar testCaustic testThese tests are based on c lot on boiling test

3. S.P.C. (Standard plate count) TEST –• In this type of testing not more than 25000

Bacteria’s should be present in one ml of milk.4. CLR (Correct Lacto Meter Reading) Test –• In this type of testing is done to find out quantity of

water in milk.5. M.B.R.T. (Methyl Blue Reduction Test) –• M.B.R.T. test is done for milk pasteurization.

heating temperature should be 72 – 80• degree centigrade. Chilled temperature should be 5

degree below

AFTER STERILIZATION NUMBER OF VITAL TEST ARE EXECUTED

 1. TOTAL SOLID TEST2. ACIDITY TEST3. SUCROSE TEST4. TEXTURE TEST5. MILK FAT TEST – Milk fat teat is used in GURBUR MACHINE and ACID.• FAT = 5 ML (Sulfuric Acid) + 10 ML Milk + 1 ML (Ethyl Alcohol)• This mixture is rotated in GURBUR MACHINE and quantity of fat in milk 

is seen. The most important test i.e. phosphorous test and Methyl test Blue reduction test.

1. Phosphorous test is user for confirm the pasteurization of milk.2. M.B.R.T. (Methyl Blue Reduction) test is used for maintaining appropriate 

quality of milk in every half an hour. It is done with full responsibility and care so that the offered product to the consumer could be reached with appropriate  calorific value 

   MAJOR PRIVATE COMPANIES 

• Milk specialties in Punjab.• Amrutha Foods & Beverages in Bhubaneshwar,  Orissa.• Cephem Milk in  Chittor, Andhra Pradesh.• J.K.  Dairy  & Foods of J.K. Industries in Muradabad in U.P.• Khaitan  Agro in Buland-Sahar in U.P.• Modern dairy in Karnal, Haryana.• Thapar   Agro in Alvar, Rajasthan.• Heritage foods in Chittor , Andhra Pradesh.• NOVA milk dairy.

 • Find  out  which  is  the  leading  milk  brand  in  Kanpur market 

 • To  find  which  company  is  doing  best  promotional activities

 • To determine which milk company provides best milk quality according to consumers

AIMS & OBJECTIVE OF RESEARCH

 RESEARCH METHODOLOGY

• Sampling: I used convenient sampling • Sample size:-The data has been collected by

selecting a sample size of 100 consumers, 

 1-H0= there is no relationship between brand selection and reason 

to choose the brand.Ha= there is relationship between brand selection and reason to 

choose the brand 2- H0= There is no significant difference between promotional 

activity, quality, packaging and service of different milk companies

Ha= There is significant difference between promotional activity, quality, packaging and service of different milk companies. 

3-  HO= There is no relationship between brand selected and quality of milk.

Ha=  There is a relationship between brand selected and quality of milk.

 

               DATA ANALYSIS

brand * reasons_to_choose Cross tabulation

Countreasons_to_choose

Totalhome

deliveryavailib

ility pricequalit

ybrand Namas

te India

4 8 5 6 23Amul 2 5 5 15 27Parag 3 7 5 8 23others 2 14 5 6 27

Total 11 34 20 35 100

INTERPRETATION- we can interpret from the above table that most of the people are either using Amul or using other milk People are using amul because of its good quality and they use other brands because of easy availability of milk.

1-

ANOVA

Sum of Squares df Mean Square F Sig.

service Between Groups

12.546 3 4.182 12.405 .000

Within Groups32.364 96 .337

Total44.910 99

promotionalactivity Between Groups

1.560 3 .520 1.361 .259

Within Groups36.680 96 .382

Total38.240 99

quality Between Groups

5.349 3 1.783 5.212 .002

Within Groups32.841 96 .342

Total38.190 99

packaging Between Groups

3.079 3 1.026 3.474 .019

Within Groups28.361 96 .295

Total31.440 99

2-

INTERPRETATION- 

• Because null hypothesis is rejected so , we can interpret from that Amul is having the good perception in all the parameters discussed above except promotional activity.

brand * quality_of_milk Cross tabulation

Count

quality_of_milk

Totalnamste

india amul parag othersbrand namaste

india 11 7 1 4 23

amul21 6 0 0 27

Parag7 4 8 4 23

others11 8 7 1 27

Total50 25 16 9 100

3-

INTERPRETATION-

• According to this result we can know that mostly consumer takes Amul milk because of good quality,

• So quality is the most important factor for every company

my self60%

home delivery40%

Chart Title

             How do you purchase milk ?

INTERPRETATION: When customers were asked that ,how do they purchase the milk than 60% of customers with the answer themselves and 40% of the customers responded with the answer home delivery

Response of you regarding extra charges to door delivery?

yes65%

no35%

Chart Title

INTERPRETATION: When customers were asked that do they want home delivery with extra charges of Namaste India milk, 65% of customers with the answer yes and 35% of the customers responded with the answer no.

fair23%

poor11%

Very good14%

good52%

Chart Title

Over all experience with Namaste India ?

INTERPRETATION: When customers were asked that what is the overall experiencewith Namaste India then, 14% of customers replied with the answer very good, 52% customers replied good, 23% customers replied fair and11% of the customers responded with the answer poor.

Conclusions& Recommendations• Amul is most selling brand in Kanpur market because

of ,its best quality• Namaste India is new brand ,which market share is

increasing day by day • Namaste India is doing best promotional activities in

Kanpur• Quality of namaste India is good • By starting home delivery company can increase its

sales because most of customer want this facility ,like newspaper

Thank You