PROJECT REPORT ON
“Consumer Behavior Of Ultra Heated Milk Across Tamil Nadu” AT
UNIVERISTY OF PUNE
FOR PARTIAL FULFILMENT OF THE REQUIREMENT OF
MASTERS IN MARKETING MANAGEMENT
MISS.ARUNA SAMPATH KUMAR
UNDER THE GUIDANCE OF
SINHGAD INSTITUTE OF MANAGEMENT
I, the undersigned, hereby declare that the project report entitled “To study and analyse the consumer behavior of Ultra heated milk across Tamil Nadu” written and submitted by me to University of Pune, in the partial fulfillment of the requirement for the award of degree of Masters of Marekting Management under the guidance pf Prof. A. Ramakumar. This is my original work and the conclusions drawn therein are based on the material collected by myself.
Date:Aruna Sampath Kumar
This is to certify that project titled “To study and analyse the consumer behavior of Ultra heated milk across Tamil Nadu” at Cavin Kare Pvt. Ltd is a bonafide work carried out by Miss. Aruna Sampath Kumar, 2nd year MMM student of Sinhgad Institute of Management, Vadgoan, Pune in partial fulfillment of MMM degree of Univeristy of Pune. She has worked under our guidance and direction.
Signature of DirectorSignature of Project Guide
Dr. Daniel PenkarProf. A. Ramakumar
Place: PunePlace: Pune
I take this opportunity as privilege to express my deep sense of gratitude to Dr. Daniel Penkar – Director, Dr. Rupali Jain- Jt. Director and Dr. Shivaji U Gawade- Head Research, Sinhgad Institute of Management, Pune for their continous encouragement, invaluable guidance and help for Completing the present research at work. They have been a source of Inspiration to me and I am indebted to them for initiating me in the field of research.
I am deeply indebted to Prof. A. Ramakumar, my project guide, Singhad Institute of Management , Pune, without his help completion of the project was highly impossible. I take this opportunity as a privilege to articulate my deep sense of gratefulness to Mr. Aldrin Joseph-Marketing Manager of Cavin Kare. Pvt. Ltd. Their encouragement and valuable guidance are gratefully acknowledged, I would also like to thank Mrs. Jessima Yasmin-Product Manager, for guiding and supporting me throughout my project.
I would like to acknowledge all my family members and friends for their help and support. Lastly, I convey my gratitude to all those who directly or indirectly related to this project and helped me to complete this project report.
Thanks and regards,
Aruna Sampath Kumar
Chapter No| Contents| Page No|
*| Executive Summary| |
1| Introduction| |
| 1.1 Introduction| |
| 1.2 Objective of the Study| |
| 1.3 Scope of Project| |
| 1.4 Limitations of Project| |
2| Conceptual Background| |
3| Profile of Organisation| |
| 3.1 Corporate Profile: Cavin Kare Group| |
| 3.2 Partnerships| |
| 3.3 Various Brands under Cavin Kare| |
| 3.4 Cavin Kare Diary Division| |
4| Research Methodology | |
| 4.1 Source & Method of data collection| |
| 4.2 Method of data collection| |
| 4.3 Sampling Design | |
5| Data Presentation, Analysis & Interpretation| |
6| Findings, Suggestions and Conclusions| |
| 6.1 Findings| |
| 6.2 Suggestions| |
| 6.3 Conclusion| |
*| Bibliography| |
*| Annexure| |
The project involved working with the core Marketing Department of the company, and worked as part of the marketing team that is looking at launching the Ultra Heated Milk (UHT milk) also known as tetra pack milk in TAMIL NADU. Initially, we had to understand the various players in the market, the marketing strategies and also the various pricing along with packaging techniques used by the players such as Nestle, Amul, Vijaya,...