A
FIELD REPORT
ON
“TO STUDY THE EFFECTIVENESS OF BRANDING AND
ADVERTISING AT RAJHANS MILK IN NASHIK.”
-SUBMITTED TO-
SAVITRIBAI PHULE PUNE UNIVERSITY, PUNE.
FOR THE PARTIAL FULFILLMENT OF
MASTERS OF BUSINESS ADMINISTRATION (MBA)
-SUBMITTED BY-
MR. RITIK RAHUL SATHE
-UNDER THE GUIDANCE OF-
Ms. RIDA SHAIKH
Guru Gobind Singh College Of Engineering
& Research CENTER NASHIK 422009
Academic year 2024-2025
DECLARATION
This is to inform that I, Mr. RITIK RAHUL SATHE student of Guru Gobind Singh College
of Engineering and Research Centre, Nashik, has given the original data and information to
the best of my knowledge in the project titled as “TO STUDY THE EFFECTIVENESS OF
BRANDING AND ADVERTISING AT RAJHANS MILK IN NASHIK”
I have completed this project under the guidance of Ms. RIDA SHAIKH and that no part of
this information has been used for any other assignment but for the partial fulfilment of the
MBA course that I am pursuing at Guru Gobind Singh College of Engineering and Research
Centre, Nashik.
I have prepared this report with my own efforts and I have gathered all the relevant
information personally.
Signature:
Student name: Mr. Ritik Rahul Sathe
Date:
ACKNOWLEDGEMENT
On the very outset of this Field Project on “TO STUDY THE EFFECTIVENESS OF
BRANDING AND ADVERTISING AT RAJHANS MILK IN NASHIK” I take this
opportunity to express my sincere thanks to all the personages who have contributed to the
successful completion of this field work.
I am truly grateful to Savitribai Phule Pune University, Pune for its strong commitment to
academic excellence and overall development, which has provided a solid foundation for my
learning journey. I also sincerely thank the university for giving me the opportunity to carry
out this field study.
My heartfelt appreciation goes to our respected Principal, Dr. Neelkanth Nikam, for his
unwavering support and for ensuring all necessary resources were made available throughout
the course of this project.
A note of deep gratitude goes to the Head of the Department, Ms. Rida K. Shaikh for her
continuous encouragement, insightful feedback, and thoughtful guidance that greatly aided
my efforts.
I would also like to extend my sincere appreciation to Ms. Rida K. Shaikh, whose constant
support, patient mentoring, and expert advice have been instrumental in every phase of this
work. Their guidance helped me stay focused and motivated throughout.
Once again, I express my heartfelt thanks to each one of you for your valuable contributions,
support, and belief in my potential.
Signature:
Student name: Mr Ritik Rahul Sathe
Date:
Guru Gobind Singh Foundation’s
GURU GOBIND SINGH COLLEGE OF ENGINEERING
AND RESEARCH CENTRE, NASHIK – 422009
This is to certify that Mr./Ms. of Roll No. and
University Seat No._______ from MBA-I(Sem-II) has successfully completed
his/her Field project in partial fulfilment of requirement for the award of
Masters of Business Administration (MBA),titled _________________
as per the norms of Savitribai Phule Pune University, Pune under the guidance
of ____________________________ in Academic Year 2024-25.
Date: ___________
Project Guide HOD Principal
Internal Examiner External
Examiner
ABSTRACT
This study investigates the effectiveness of branding and advertising strategies employed by
Rajhans Milk in Nashik. Through an examination of consumer perception, brand recall, and
purchase behaviour, this research aims to evaluate the impact of Rajhans Milk's marketing
efforts on its market presence and customer engagement within the Nashik region. Data
collection methods may include consumer surveys, analysis of advertising campaigns, and
potentially sales data. The findings of this study will provide valuable insights into the
strengths and weaknesses of Rajhans Milk's current branding and advertising approaches,
offering actionable recommendations for optimizing their marketing strategies and enhancing
their competitive edge in the local dairy market.
Qualitative data could be obtained using focus group interviews or in-depth interviews
among consumers to explore the consumers' attitude towards Rajhans Milk, their reactions
towards advertising efforts, and the kind of relationship they have with the brand. Second, the
examination of past and current campaigns for Rajhans Milk on multiple media platforms
would be carried out to know whether the brand has been maintaining its branding message
consistency, media split, and creativity. If available, sales records and market share statistics
can further be analysed to identify marketing activity against real-world consumer action.
INDEX
SERIAL CHAPTER NAME PAGE
NO NO
1 Introduction 1-15
1.1 Statement of the problem
1.2 Objectives of the project
1.3 Theoretical Framework
1.4 Significance of the Project
1.5 Definition of the Term
1.6 Company Profile
1.7 Organization History
2 Review of Literature 16-18
3 Methodology 19-21
3.1 Research Method
3.2 Type Of Research Design
3.3 Scope of the study
3.4 Limitation of the study
4 Data Collection and Analysis 22-34
5 Findings and Suggestions 35-39
6 Annexures 40-43
6.1 Questionnaire
CHAPTER I
INTRODUCTION
1
1.1 STATEMENT OF THE PROBLEM
In the contemporary era of fast-moving consumer goods (FMCG), particularly in the dairy
industry, branding and advertising have emerged as vital tools for businesses to create a unique
identity, build trust, and sustain consumer loyalty. Rajhans Milk, a regional dairy brand,
operates in a competitive environment where numerous national and local players vie for
consumer attention. Despite offering quality milk and dairy products, Rajhans Milk faces a
significant challenge in distinguishing itself amid the clutter of similar offerings. The brand's
ability to stand out in the consumer’s mind and influence buying decisions heavily relies on
the effectiveness of its branding and advertising strategies. However, there exists a notable gap
in understanding whether current efforts are truly resonating with the target audience and
converting awareness into purchase behaviour.
The problem becomes more complex when we consider the evolving behaviour of consumers
who are now more informed, brand-conscious, and influenced by multimedia marketing. The
dairy market is no longer solely about quality and price but also about perception, emotional
connection, and brand recall. While Rajhans Milk invests in various advertising media—such
as print, digital platforms, hoardings, and in-store promotions—it remains unclear how
effectively these initiatives are shaping consumer perceptions or motivating purchase behavior.
This raises critical questions: Are the branding and advertising efforts aligned with consumer
expectations? Do they effectively communicate the brand’s unique value proposition? And
most importantly, do they influence consumer loyalty and preference over competitors?
Additionally, promotional schemes play a vital role in the consumer decision-making process.
Discounts, loyalty rewards, festive offers, and bundled products are often deployed to increase
sales and attract new customers. However, it is essential to determine which promotional
techniques are most influential in the context of Rajhans Milk’s customer base. Are consumers
motivated by price-based offers, or do they respond better to loyalty benefits and value
additions? Without a clear understanding of what drives consumer choices, Rajhans Milk risks
investing in marketing strategies that may not yield the desired return on investment or brand
growth.
This study, therefore, seeks to evaluate the effectiveness of Rajhans Milk’s branding and
advertising efforts and to identify the promotional schemes that significantly influence
consumer choices. Understanding these factors is crucial for Rajhans to fine-tune its marketing
strategies, improve brand engagement, and achieve a competitive edge in the dairy market.
The insights derived will also contribute to better allocation of marketing resources and more
targeted promotional campaigns. In conclusion, the need for this research stems from the
growing importance of strategic marketing in the dairy industry and the critical role it plays in
shaping consumer behavior and building sustainable brand equity.
2
1.2 OBJECTIVE OF THE PROJECT
To Evaluate the Effectiveness of Branding & Advertising at Rajhans Milk
To Find out The Promotional Schemes Influencing Consumer Choices
3
1.3 THEORETICAL FRAMEWORK
In the present market-oriented economy, advertising and branding are among the most
effective weapons in the armoury of firms to establish themselves in the minds of consumers.
This is particularly so in the fast-moving consumer goods (FMCG) industry, where
competition is cutthroat, products tend to be alike in purpose, and the choices of customers
keep changing frequently. Rajhans Milk, a local dairy brand from Nashik, functions in such an
environment. The central objective of this project is to examine how well Rajhans Milk
applies branding and advertising techniques to create a powerful brand image, win the trust of
consumers, and grow market share. This theoretical foundation forms the basis of the project
by clarifying the main concepts, models, and interconnectivity among branding, advertising,
and consumer behavior.
Branding and advertising are critical components of contemporary marketing, particularly for
consumer goods companies such as Rajhans Milk. Branding establishes a solid identity for the
product. It involves aspects such as the name, logo, packaging, tagline, and overall brand
personality. When customers perceive consistent quality and communication from a brand, it
creates trust. For a brand such as Rajhans, such trust is vital since milk is a product consumed
daily where purity and quality have a significant aspect. A credible brand provides confidence
to the user that the item is safe for consumption and well worth buying.
The above concept of Brand Equity can be applied here. Brand equity or the value the brand
contributes to the product in the customer's mind. A powerful brand such as Rajhans can
command a premium price if consumers view it as healthier or fresher than others. Brand
equity is defined by Kotler as a collection of brand assets and liabilities associated with a
brand name and symbol that add or deduct value to the product or service. Brand awareness,
brand loyalty, perceived quality, and brand associations are the most important elements of
brand equity. If Rajhans Milk fares well in these dimensions, then it means there is successful
branding.
Advertising is also an essential component of the marketing plan. It is an advertised type of
promotion to tell, persuade, and remind buyers about the brand. For Rajhans Milk, good
advertising can enhance brand awareness, enlighten consumers about product advantages
(such as being organic, farm-fresh, or full cream), and guide purchasing decisions. Traditional
media (TV, newspaper, banners) and online channels (Instagram, Facebook, YouTube) can
each be utilized to target various segments of the population. For instance, newspaper
advertising can reach mature customers, while online campaigns can engage young or
health-oriented consumers.
Promotional offers are short-term rewards that are employed to boost sales immediately.
Offers such as price reductions, complimentary trials, buy-one-get-one-free offers, festival
packs, and loyalty schemes come under this category. In FMCG, these kinds of offers are
typical and tend to make a difference to the consumer's choice. For instance, a shopper might
go for Rajhans Milk because another brand is providing 10% additional milk at the same price
or providing a ₹5 cashback on purchase.
4
Consumers generally compare product by price, value, quality, and availability based on
Consumer Behaviour theory. Where the product, like milk being a commodity, is required for
everyone, several consumers become price-conscious. Special schemes or schemes that are
promotive bring the perceived price down and also persuade the trial to be attempted. Once the
product's quality proves to be fine, it encourages consumers to repurchase without promotional
schemes thereafter. This is attributed to the Behavioural Learning Theory, where customers
learn through experience. If they experiment with Rajhans when it's on promotion and enjoy it,
they're likely to form a preference for it.
Consumer Perceived Value theory also holds significance here. According to it, customers
balance what they receive (offer, quality, quantity) with what they sacrifice (money, effort,
time). Promotions bring in a higher perceived value. For example, if Rajhans Milk offers a
festival pack with extra discount and special packaging, the product becomes more valuable
and festive, hence the influence on purchases at the time of festivals.
A similar model is the Elaboration Likelihood Model (ELM) that describes how individuals
get convinced. In low-involvement purchases such as milk purchase, customers use the
peripheral route, i.e., they don't conduct extensive research. They react to easy cues such as
packaging, promotions, or catchlines. Promotional offers are easy cues and lure buyers
effortlessly. Therefore, a "Buy 2 Get 1 Free" offer can convince a spontaneous decision at a
store.
Promotional schemes can be classified into consumer promotions and trade promotions.
Consumer promotions have a direct impact on end-users. Some examples are discount
coupons, contests, and loyalty points. For Rajhans Milk, offering free samples in new locations
or packaging the milk with other items such as curd or paneer can be used to attract attention.
Trade promotions, however, are aimed at distributors and retailers. Such rewards are additional
margins, volume rebates, or display allowances. When Rajhans provides them to shopkeepers,
visibility and availability of the product increase, which in turn makes it easy for consumers to
select the brand.
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1.4 SIGNIFICANCE OF THE PROJECT
This study is of tremendous importance to various important stakeholders in the Nashik dairy
market and beyond. Firstly, for Rajhans Milk itself, this study presents an objective
assessment of its existing branding and advertising strategies. Through the objective
measurement of their performance in creating brand recognition, influencing consumer
perception, and driving purchasing decisions in their home market of Nashik, the results will
be able to deliver practical insights into maximizing their marketing investments. Knowing
which channels of advertising and messaging work best with local consumers will allow
Rajhans Milk to better allocate resources, potentially saving on marketing expenses while
achieving greater effect. In addition, the analysis of promotional schemes in the study will
shed light on which strategies are most effective in driving consumer decisions, enabling the
creation of more targeted and effective sales promotions to build market share and customer
loyalty.
Second, this study is very applicable to other stakeholders in the Nashik dairy sector.
Through presenting a case study of a leading local brand, the research can provide useful
benchmarks and lessons learned on successful branding, advertising, and promotion
strategies in this particular regional market. Competitors can learn about consumer taste and
the effect of various marketing strategies, guiding their own strategic decision-making and
possibly creating a more competitive and vibrant market.
From a research and marketing studies point of view, this project informs a better
understanding of how consumers behave towards branding, advertising, and promotional
efforts in a regional market for a perishable consumer product such as milk. The research will
serve to provide empirical data on the relevance of formulated marketing theories like the
Hierarchy of Effects, Brand Equity Theory, and Prospect Theory in the local setting of
Nashik. This can add to the current knowledge base on regional marketing subtleties and
consumer reaction to different marketing stimuli in Tier-II and Tier-III cities in India.
In addition, the results will be useful to consultants and marketing practitioners who deal
with regional brands. The study will provide actionable knowledge of the opportunities and
issues of developing and marketing a local brand in a competitive environment. The
determination of successful promotional programs and branding strategies suited to the
consumer market of Nashik can be used as an important guide in formulating winning
marketing campaigns for other regional products and services.
Lastly, knowledge of how consumers react to branding and promotions in the local
environment can have an indirect impact on Nashik consumers. By offering insight into what
marketing communications and promotion opportunities are most effective, the study can
lead to a more open and streamlined marketplace where consumers are more knowledgeable
and can make informed decisions based on true product value instead of only on compelling
marketing strategies.
6
1.5 DEFINITIONS OF THE TERM
What is marketing?
Marketing is a process of promoting the buying and selling of a product or service. The term
‘marketing’ has been defined in different ways by different people. Some consider marketing
as a business activity, while some believe marketing is a coordinated and integration
adjusting demand and supply.
What is marketing by Philip Kotler?
Philip Kotler defines marketing as a social and managerial process where individuals and
organizations obtain what they need and want through creating and exchanging value with
others. Essentially, it's about understanding and satisfying customer needs to achieve a profit,
emphasizing customer-centricity over solely focusing on product-centric selling.
Marketing Definition
According to the American Marketing Association (AMA), marketing is “the performance of
business activities that direct the flow of goods and services from producer to consumer or
user.”
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WhatisAdvertising?
Advertising is when a business pays to show messages about its products, services, or brand to
the public using media like TV, newspapers, radio, websites, or social media.
The purpose of advertising is to create awareness, attract interest, and influence people to buy
or act.
What is Branding?
Branding is the process of giving a unique identity to a product, company, or service. This
includes things like the name, logo, colours, slogans, packaging, and brand voice, Good
branding helps people recognize, remember, and trust a company. It also makes the product
stand out from competitors.
What are Promotion Schemes?
Promotion schemes are limited-time offers or deals used by businesses to boost sales or attract
new customers quickly. They create urgency and make people feel like they’re getting extra
value for their money.
Examples: Buy 1 Get 1 Free, 20% Off for 3 Days Only, Free gift with purchase, Cashback on
first order.
What are Promotional Tools?
Promotional tools are the methods or techniques businesses use to spread the word about their
products and encourage people to buy them. These tools are part of a bigger promotion
strategy.
Main Promotional Tools Include:
Advertising (TV, radio, digital ads)
Sales promotions (offers, discounts, contests)
Public Relations (PR) (news coverage, brand reputation)
Personal Selling (face-to-face or phone sales)
8
History of marketing in India
The history of marketing in India can be broadly divided into four eras, each reflecting
significant societal and economic shifts: the early industrial period (1850s-1947),
post-independence (1947-1980s), economic liberalization (1990s-2000s), and the rise of
digital marketing (late 2000s-present). Prior to the 20th century, marketing practices were
primarily cantered around local markets and word-of-mouth, influenced by cultural
storytelling and visual displays.
Early Industrial Period (1850s-1947): This era witnessed the initial influence of British
industrial practices on Indian marketing, primarily focused on agricultural marketing boards
and government-appointed marketing officers.
Post-Independence (1947-1980s): This period saw the emergence of the Swadeshi
movement and a government-controlled economy, significantly impacting the marketing
landscape. Marketing strategies were heavily influenced by nationalism and the focus on
local products.
Economic Liberalization (1990s-2000s): The liberalization of the Indian economy led to a
surge in consumerism and the introduction of global brands and marketing techniques.
Rise of Digital Marketing (late 2000s-present): The proliferation of the internet and mobile
technology has revolutionized Indian marketing, leading to the rise of digital marketing
strategies and tactics, including social media, search engine optimization, and online
advertising.
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1.6 COMPANY PROFILE
Dairy business flourished along with the sugar industry in Ahmednagar district. However, the
dairy industry significantly marches ahead in the taluka than the sugar industry which is now
on a declining path. Dairy industry, being a regular cash earner, saves drought affected
farmers. Annual milk turnover of Ahmednagar district is around 900 crores to which the
union contributed near about 500 crores during 2021-2022. Further, the Sangamner Milk
Union is collecting 55% milk being collected through the Co-operative sector in Ahmednagar
District.
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Our Vision
A competitive, innovative and sustainable dairy industry in the Rajhans Dairy region that is
fulfilling to all its stakeholders
To make available quality milk and other premier dairy products to urban consumers.
To bridge the gap between price of milk procurement and sale price.
Our Mission
Understand the needs of dairy farmers and others in the industry.
Obtain funding for activities to meet regional needs.
Provide recognized and respected regional leadership; and ensure that Rajhans Dairy is
professionally led and managed.
Future Export Plan
"Rajhans" has, over the years, grown to have now become the largest brand in the
co-operative dairy industry in Maharashtra, Karnataka, Gujrat. Rajhans milk Unions affiliated
to it are handling, on an average, over 3.5 Lakh Liters. of milk PER DAY. A very wide range
of milk products- of short and long life- are made in well-equipped hygienic manufacturing
facilities (ISO certified/HACCP compliant) staffed by highly qualified and experienced
professionals and skilled workmen.
A most modern cheese production plant with a daily capacity of 3 tone expandable to 10
M.T. costing Rs.5.00 crores is installed and in operation. High quality milk required for
production of cheese is being collected from bulk coolers.
Within the framework of the export policy laid down by the Government of India from time
to time, Rajhans has resolved to undertake export of its products after the completion of all
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the required export formalities. Rajhans is planning to export the following products, they
are.
Quality Objectives
Processing of milk & manufacturing of milk products as per standard quality levels.
Comply statutory requirements with all applicable standards and specifications.
Promote Hygienic environment.
Develop prevention-based work culture.
Develop teamwork for better product quality, productivity & profitability.
Financial Highlights of Rajhans Milk : Rajhans Dairy, located in Sangamner, Maharashtra,
had an annual turnover of 530.38 crores in 2022-23, with total revenue increasing from 316.34
million in 2013-14 and net profits growing from 284.18 million to 476.89 million.
Annual Turnover: The company's annual turnover reached 530.38 crores in 2022-23.
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Revenue Growth: Total revenue increased significantly from 316.34 million in 2013-14 to
530.30 million in 2022-23, indicating a strong expansion in market reach.
Profitability:Net profits also demonstrated robust growth, increasing from 284.18 million to
476.89 million during the same period, showcasing strong financial performance.
Milk Handling Capacity:Rajhans Milk Unions affiliated to it handle over 3.5 lakh liters of
milk per day.
Market Presence: Rajhans Milk and its products are well-established in Maharashtra, Gujarat,
and Karnataka, with a strong demand in major cities within Maharashtra like Bombay, Pune,
Aurangabad, Nashik, Nandurbar, Dhule, and A. Nagar.
Distribution Network: The Union has its own vehicles for collecting milk from primary dairy
cooperatives and distributing it to dealers, using 56 perforated vans for timely delivery.
Product Range: Rajhans produces a wide range of milk products, including butter, cheese,
milk powders (skimmed and whole), and dairy whitener.
‘
Key Initiatives:
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➢ Uplifting Local Farmers: Rajhans Milk aims to improve the standard of living for
local farmers, landless laborers, and economically weaker sections of society through
dairy farming.
➢ Quality and Innovation: They focus on providing high-quality milk and dairy
products, using cutting-edge technology to preserve natural goodness and nutritional
value.
➢ Market Reach: Rajhans Dairy has improved its operational efficiency and market
reach, as evidenced by the steady increase in net profits and profit margins.
➢ Financial Performance: The company's financial health, marked by rising profitability
and stable profit margins, positions it as a strong entity in the dairy sector, benefiting
both its shareholders and cooperative members.
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1.7 ORGANIZATION HISTORY
Annapurna Traders started out in 2020, owned by Mr. Chandrakant Mutrak. The official
registration of the company took place in January 2020 in the form of its incorporation and
registration with the Registrar of Companies in Nashik. Right from its establishment,
Annapurna Traders had kept a tight direction towards the distribution of milk as well as other
types of dairy products, and found its place in this particular niche of the business.
The history of the company, while comparatively recent, is indicative of its maneuvering
through the inherent challenges and volatility of the distribution business. The guidance of
Mr. Chandrakant Mutrak has been at the core of the firm's operations and its capacity to
evolve with the changing market dynamics in Nashik and possibly the surrounding areas.
Although particular information about growth milestones, market growth, or major strategic
changes isn't given in the initial description, the central story emphasizes a specialized
business founded in 2020 with a distinct focus on dairy product distribution, led by its owner
since its beginning.
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CHAPTER-II
LITERATURE REVIEW
16
Review of Literature
In today’s competitive market landscape, especially in the fast-moving consumer goods
(FMCG) sector such as dairy, branding and advertising play a pivotal role in influencing
consumer behavior and creating long-term customer loyalty. Numerous studies have
highlighted how effective branding strategies lead to higher brand recall, enhanced trust, and
stronger emotional connection with consumers. For regional dairy producers like Rajhans
Milk, based in Nashik, Maharashtra, which competes with other local players like Govind and
Gopal Milk, these strategies are not just important—they are essential for survival and growth.
Branding: Concept and Relevance
Branding, as defined by Keller (2001), is the process of creating a unique identity and image
for a product in the consumer's mind, primarily through consistent themes, messages, and
visual representations. A strong brand communicates the company's values, quality, and
promises. For a dairy company like Rajhans, which primarily operates at the local level,
effective branding can significantly impact how consumers perceive product quality, purity,
freshness, and trustworthiness. Aaker (1996) emphasizes that brand equity is built when
customers consistently experience value, reliability, and emotional satisfaction from a product.
These attributes are critical in dairy products, which are consumed daily and are closely
associated with health and nutrition.
In the case of Rajhans Milk, branding efforts include its logo design, packaging quality,
slogans, and brand color, all of which aim to project the company’s emphasis purity,freshness,
and local values. While national brands have access to larger advertising budgets, local brands
like Rajhans must rely on more personalized and relatable branding strategies to connect with
their target consumers.
Promotional Schemes and Their Influence
Promotional strategies are short-term marketing tools used to trigger immediate consumer
response. Blattberg and Neslin (1990) categorize promotional tools into price discounts,
coupons, contests, free samples, and loyalty programs. In the dairy industry, where profit
margins are tight and competition is high, especially from local producers, promotional
schemes help boost sales, attract new customers, and reward existing ones.
For a company like Rajhans Milk, promotions often involve offering additional quantity on
bulk purchase (e.g., 1 litre free on purchase of 5 litres), discounts during festive periods, and
loyalty programs for regular consumers like local dairy vendors and retailers. Such schemes
are especially appealing in a price-sensitive market like Nashik, where daily or weekly buyers
are highly responsive to small savings and additional benefits.
According to a report by Nielsen (2017), over 60% of FMCG consumers in India make
purchase decisions based on ongoing promotions. For dairy products that are consumed
regularly and are perishable, promotions can lead to trial and eventually brand switching,
17
especially when the quality remains consistent. Rajhans’ strategic use of promotions ensures
that it remains competitive against Govind and Gopal, who also offer occasional price cuts and
bundled packs.
Case Studies of Rajhans Milk
Case Study 1: Branding through Cultural Integration
In 2023, Rajhans Milk launched a branding campaign during the Nashik Kumbh Mela, a major
religious event attended by thousands. The campaign included packaging redesign with
traditional Marathi motifs, the slogan “Shuddhatachi Gaurav Gatha” (A story of purity and
pride), and hoardings around temples and gathering spots. The campaign aimed to position
Rajhans as a brand rooted in local culture and religious purity—qualities closely associated
with dairy consumption in India.
Post-campaign surveys showed a 20% rise in brand recall among consumers in Nashik, and a
12% increase in new retailer sign-ups. The cultural branding angle differentiated Rajhans from
competitors who took a more general approach. This case highlights the importance of
emotional branding and local cultural integration in building a strong regional brand image.
Case Study 2: Local Cable Advertising Impact
In 2022, Rajhans Milk executed a three-month advertising campaign on Nashik’s local cable
television. The advertisements featured testimonials from local dairy farmers and long-time
customers. The messaging emphasized freshness, local sourcing, and ethical farming practices.
Because of its relatability and use of Marathi language, the ads resonated well with rural and
middle-class consumers.
According to a consumer survey conducted after the campaign, brand recognition improved by
18%, and there was a 10% increase in doorstep delivery inquiries. Retailers also reported
higher demand. This case demonstrates how cost-effective, targeted advertising can yield
strong results when aligned with local consumer sentiment.
Case Study 3: Festive Season Promotional Offer
During Diwali 2023, Rajhans Milk launched a promotional offer—“Buy 5 Litres, Get 1 Litre
Free”—available across major retail stores in Nashik. The offer was strategically timed to
capitalize on festive consumption and gift-giving practices. Sales data showed a 25% increase
in product movement during the offer period, compared to the same month in the previous
year. Notably, 40% of the new customers retained the brand post-festival, demonstrating the
long-term benefit of well-designed promotions.
This case illustrates how a limited-time promotional strategy not only drives short-term sales
but also encourages product trials and enhances customer retention when backed by product
quality and satisfaction.
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CHAPTER-III
METHOD
19
3.1 RESEARCH METHODOLOGY
Research is the process of systematic and in- depth study of any particular topic, subject or
any are of investigation backed by collection, compilation, presentation and interpretation
relevant data in detail
3.2 TYPES OF RESEARCH DESIGN
The research design that is adopted in this study is Descriptive Research.
Data Sources and Data Collection Methods
Sources of Data:
Data were collected through both primary and secondary data sources
Primary Data
A primary data is a data, which is collected fresh and for the first time, and thus happens to
be original in character. The primary data with the help of questionnaire were collected from
various Customers
Secondary Data
Secondary Data consists of information that already exists somewhere, and has been
collected. Secondary Data is collected from Company websites, other websites,Magazines,
Books
Sampling Design
Sampling unit
Customers who are using Rajhans milk products.
Sampling methods
sampling method used in simple random sampling.
Instrument for Data Collection
Questionnaire
Sampling size
The Sample size for this study is 100 customers of Rajhans milk
Data Analysis Tools
The Data Analysis Tools Used Both The Tabular And Graphical.
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3.3 SCOPE OF THE STUDY
The present study focuses on evaluating the effectiveness of branding and advertising
strategies implemented by Rajhans Milk, a regional dairy brand operating exclusively in
Nashik. It aims to understand how these efforts impact consumer perception, brand recall, and
customer loyalty. Additionally, the study explores various promotional schemes offered by
Rajhans Milk and examines their influence on consumer purchasing decisions.
The research is limited to the Nashik region and targets local consumers, retailers, and
distributors who are familiar with the Rajhans Milk brand. Comparative analysis may also be
drawn with key local competitors such as Govind and Gopal to contextualize the brand’s
market positioning. The findings will help identify strengths and gaps in current marketing
practices and provide suggestions for improving brand visibility and promotional effectiveness
in a local market setting.
3.4 LIMITATIONS OF THE STUDY
The study is limited to the Nashik region, and results may not be applicable to other
geographic areas.
It focuses only on Rajhans Milk and a few local competitors like Govind and Gopal,
excluding national dairy brands.
The data is based on consumer perceptions and responses, which may be subjective
and influenced by personal biases.
Time and resource constraints may limit the sample size, affecting the generalizability
of findings.
The study emphasizes branding, advertising, and promotions, and does not cover other
marketing mix elements such as pricing or distribution in detail.
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CHAPTER-IV
DATA COLLECTION &
ANALYSIS
22
QUESTIONNAIRE
1. How did you first come to know about Rajhans milk?
a. Newspaper
b. Television
c. Social Media
d. Word of Mouth
e. In-store Visit
f. Other: _____________
Interpretation: The responses indicate that a majority of customers came to know about
Rajhans milk primarily through word of mouth and in-store visits. This suggests the company
benefits significantly from local visibility and customer recommendations, which are signs of
trust and satisfaction among existing customers. A relatively smaller portion of respondents
mentioned social media, television, or newspapers, suggesting that mass media advertising or
digital marketing efforts are either limited or less effective in reaching potential customers.
This emphasizes the need for Annapurna Traders to enhance their digital presence to target
broader or younger audiences.
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2. How familiar are you with the brand " Rajhans milk "?
a. Very familiar
b. Somewhat familiar
c. Heard of it
d. Not familiar
Interpretation: Most respondents identified themselves as “somewhat familiar” or “heard of
it,” with fewer indicating they were “very familiar.” This suggests that while the brand is
recognized, it has not yet achieved strong top-of-mind recall among a significant portion of the
market. A small segment reported not being familiar at all, which highlights a gap in market
penetration or brand visibility. For a stronger brand image, efforts should focus on enhancing
brand recall through consistent advertising and community presence.
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3, Have you seen any advertisements for Rajhans milk in the past 6 months?
a. Yes
b. No
Interpretation: A majority of respondents (more than half) reported having seen
advertisements for the brand recently. This implies that advertising efforts are active and
reaching a substantial audience. However, the existence of a considerable number of people
who haven’t noticed the ads indicates that visibility or content impact could still be improved,
especially among specific demographics or media channels.
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4. If yes, where did you see these advertisements? (Select all that apply)
a. TV
b. Radio
c. Newspapers
d. Online Ads
e. Social Media
f. Hoardings/Billboards
g. In-store Promotions
Interpretation: Respondents most commonly saw advertisements on TV, newspapers, and
social media. This reflects a balanced mix of traditional and digital channels being used by the
brand. However, less frequent responses for radio, hoardings, and in-store promotions suggest
that either these channels are underutilized or their campaigns are not impactful enough to be
remembered. This could inform future investment decisions, such as strengthening outdoor
branding or targeted digital ads.
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5. How would you rate the quality of Rajhans milk ' advertisements?
a. Excellent
b. Good
c. Average
d. Poor
Interpretation: A large portion of the participants rated the quality of advertisements as
“Good” or “Excellent,” indicating a positive reception of the visuals, message clarity, and
overall presentation. Some respondents chose “Average” or “Poor,” which implies that a
segment of the audience finds the content less engaging, appealing, or clear. Continuous
testing, feedback loops, and creative refreshes in ad design may help in addressing such
perceptions.
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[Link] you think the advertisements clearly communicate the brand's offerings?
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
Interpretation: The majority agreed or strongly agreed that the advertisements clearly
communicate the brand’s products and services. This suggests effective messaging, where
consumers understand what rajhans milk sells, most likely dairy products. The small
percentage of people who were neutral or disagreed suggests some potential misalignment or
confusion in certain campaigns, possibly due to inconsistent visuals or incomplete product
showcasing.
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7. Has advertising influenced your decision to purchase from Rajhans milk?
a. Yes
b. No
c. Maybe
Interpretation: Most respondents answered “Yes” or “Maybe,” indicating that advertising
does play a role in influencing purchase behaviour, though not decisively for everyone. This
result underscores that branding and advertising do contribute to customer conversion, but
there is still a portion of the market that might rely more on other factors like price or word of
mouth. Hence, advertising should continue to evolve to be more persuasive and emotionally
resonant.
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8. How often do you shop at Rajhans milk?
a. Frequently
b. Occasionally
c. Rarely
d. Never
Interpretation: A substantial number of respondents indicated they shop frequently or
occasionally at Rajhans milk, which points to a loyal customer base and effective customer
retention. However, the presence of respondents who shop rarely or never may suggest that
some potential customers are either unaware of the brand, dissatisfied, or find alternatives
more attractive. Targeted marketing and better service differentiation could help increase the
frequency of visits from these groups.
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9. Which factors most influence your purchase decisions at Rajhans milk? (Select top 3)
a. Price
b. Quality
c. Variety
d. Brand Image
e. Advertisement
f. Customer Service
g. Promotions/Offers
Interpretation: The top influencing factors were Price, Quality, and Advertisement,
followed by Brand Image, Promotions, and Customer Service. This illustrates that consumers
are highly value-sensitive but are also influenced by brand perception and promotional
strategies. Advertising as one of the top influencers confirms its key role in consumer
decision-making, though it must be aligned with price competitiveness and quality assurance.
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10. Do you trust the Rajhans milk brand compared to its competitors?
a. Yes
b. No
c. Not Sure
Interpretation: The majority expressed trust in Rajhans milk, which indicates a strong brand
reputation and consumer confidence, likely built through consistent product quality and local
presence. A notable portion, however, was “not sure” or responded “no,” suggesting there is
room to build a stronger emotional connection and reliability, especially when compared with
competing dairy brands.
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11. How likely are you to recommend Rajhans milk to others based on its branding and
advertising?
a. Very Likely
b. Likely
c. Neutral
d. Unlikely
e. Very Unlikely
Interpretation: Most respondents answered “Very Likely” or “Likely”, which signifies high
brand satisfaction and loyalty. This is a positive sign for word-of-mouth marketing and brand
advocacy. However, the presence of neutral or unlikely responses suggests the need to
enhance customer experience and perceived value to turn indifferent customers into
promoters.
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12. Do you find ‘Rajhans milk’ advertising consistent across different platforms (TV,
social media, print, etc.)?
a. Always
b. Often
c. Sometimes
d. Rarely
e. Never
Interpretation: A significant number selected “Sometimes” or “Often,” which means some
level of inconsistency in the brand's message, tone, or visuals across various media platforms.
Consistent branding across platforms enhances recognition and trust. Hence, this result points
to a critical area for improvement—creating unified, recognizable branding across TV, social
media, print, and in-store promotions.
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CHAPTER-V
FINDINGS & SUGGESTIONS
35
FINDINGS
Store Visits and Word of Mouth were the key drivers of brand awareness,
suggesting good local presence but weak online or mass media visibility.
The majority of respondents had seen some recent advertising, but not all –
leaving potential scope for campaign reach and frequency improvement.
Most of the customers knew Annapurna Traders to some degree, but very
few knew them quite well, indicating a lack of brand recall and penetration.
This suggests that more engaging, recall-driven campaigns are needed to
increase brand familiarity.
Television, print, and social media were the advertising media most likely to
be remembered, indicating even use of conventional and digital media.
Media like radio, hoardings, and in-shop promotions had lower recall,
suggesting either suboptimal investment or weak execution in these media.
Over half the respondents rated advertisement quality as excellent to good,
suggesting that creative content and message are largely effective.
Most believed that the adverts conveyed brand propositions effectively, a
sign of strong branding alignment in message communication.
Most respondents reported that advertising directed their purchasing
decisions, substantiating the effectiveness of advertising efforts on sales.
But some were in doubt, and this suggests that there is a need to improve the
persuasiveness of advertisements.
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RECOMMENDATIONS AND SUGGESTIONS
➢ Keep Branding Consistent Everywhere: Employ the same logos, colors, and
messages on all – packaging, ads, social media, website. This makes your brand
easily recognizable and creates trust.
➢ Promote More Online: Use social media, Google Ads, and partner with online
influencers. More young people are online, and you can better target your ads.
➢ Leverage What Customers Say: Show positive customer feedback in your ads.
People trust real experiences and realize that you care about them.
➢ Present Different Ads to Different Individuals: Create ads that appeal to specific
groups, like city vs. village residents, young families, or health-conscious buyers.
➢ Make More Videos: Use videos to tell your brand story, show how your milk is
made, and highlight its quality. Videos get noticed.
➢ Sponsor Local Events: Attend local food festivals or health activities. This gives
people the chance to see your brand and become familiar with it in person.
➢ Stores Look Good: Ensure that your products and store signs portray your brand and
look appealing. Good in-store experiences sell.
➢ Discuss Quality and New Products: Stress in your commercials how wonderful your
milk is and any new, special products you offer.
➢ Check If Ads Are Working: Regularly check your ads by observing things such as
how many see them and if sales go up. This helps you get better
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CONCLUSION:
The research indicates that Rajhans Milk's branding and advertising efforts have achieved a
degree of success in the Nashik market. (You'll need to replace this with your findings, e.g.,
"Rajhans Milk has established a moderate level of brand awareness," or "Specific advertising
channels, such as [mention channels], have demonstrated strong reach and recall"). However,
there are areas for improvement to enhance overall impact. (Mention areas for improvement,
e.g., "Brand messaging could be more consistently delivered across all platforms," or "Digital
advertising strategies could be further optimized").
Certain promotional schemes have proven to be more influential than others in shaping
consumer choices related to Rajhans Milk. (Again, replace with specific findings, e.g., "Price
discounts were found to be the most significant driver of purchase decisions," or "Loyalty
programs have effectively fostered repeat purchases among a specific segment of
consumers"). The effectiveness of these schemes varies across different consumer segments,
suggesting a need for targeted promotional strategies. (Elaborate on this, e.g., "Urban
consumers are more responsive to value-added promotions, while rural consumers prioritize
price-based incentives").
Rajhans Milk holds a [state market position, e.g., "strong," "moderate," or "emerging"]
position in the Nashik dairy market. This position is influenced by the combined effect of its
branding, advertising, and promotional activities. (Link the market position to the
effectiveness of these activities, e.g., "While brand awareness is relatively high, the impact of
advertising on actual purchase behaviour could be strengthened to further solidify their
market position"). To enhance the effectiveness of its branding and advertising, Rajhans Milk
should consider [summarize key recommendations, e.g., "strengthening its digital presence,"
"adopting a more integrated marketing communications approach," or "tailoring promotional
offers to specific consumer segments"]. Further research could explore [suggest areas for
future research, e.g., "the long-term impact of specific promotional campaigns on brand
loyalty," or "the effectiveness of different branding strategies in reaching new consumer
segments"].
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Bibliography:
Statista. (2023). India - Milk market overview. Retrieved from [Link]
Rajhans Milk – Nashik. (2025). Company brochures, packaging, and local advertisements
(collected during field study at Rajhans Dairy outlets and distributors in Nashik city and
surrounding talukas).
Sakal Newspaper – Nashik Edition. (2024). Local advertisements and marketing features of
Rajhans Milk. Retrieved from physical newspaper archives and [Link]
Lokmat Times – Nashik Region. (2024). Promotional activities and branding campaigns of
local dairy companies. Retrieved from [Link]
Nashik APMC Market Reports. (2023). Local dairy product demand and sales trends. Data
collected through local trader interviews and Nashik District Dairy Co-operative Societies.
Maharashtra State Dairy Development Department. (2023). Guidelines and reports on milk
production and branding. Retrieved from [Link]
Primary Data – Field Research. (2025). Surveys and interviews conducted with consumers,
local retailers, milk vendors, and Rajhans Milk staff in Nashik City, Panchavati, CIDCO, and
surrounding rural areas.
Nashik Municipal Corporation – Health and Food Safety Reports. (2023). Quality standards
and consumer trust in local milk brands. Retrieved from [Link]
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CHAPTER-VI
ANNEXURE
40
Questionnaire:
1) Name (Optional):
2) Age:
3) Gender:
a) Male
b) Female
c) Other
4) Occupation:
5) Area of Residence (Nashik City/Rural Nashik):
6) Are you familiar with the brand "Rajhans Milk"?
a) Yes
b) No
7) Where have you seen or heard advertisements for Rajhans Milk? (Check all that
apply)
a) Television
b) Radio
c) Newspapers/Magazines
d) Billboards
e) Social Media (Facebook, Instagram, etc.)
f) Website
g) In-store displays
h) Other (Please specify)
8) How would you rate your overall awareness of the Rajhans Milk brand?
a) Very High
b) High
c) Moderate
d) Low
e) Very Low
9) When you think of Rajhans Milk, what qualities come to mind? (e.g., quality,
freshness, price, etc.)
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10)How satisfied are you with the quality of Rajhans Milk products?
a) Very Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very Dissatisfied
11)Which of the following promotional schemes, if any, have you seen or participated in
concerning Rajhans Milk? (Check all that apply)
a) Price discounts
b) Special offers/bundles
c) Free samples
d) Loyalty programs
e) Gifts/giveaways
f) Contests/sweepstakes
g) None
12)How influential are promotional schemes in your decision to purchase Rajhans Milk
products?
a) Very Influential
b) Influential
c) Neutral
d) Not Influential
13)Which type of promotional scheme is most likely to influence your purchase of
Rajhans Milk? (Choose one)
a) Price discounts
b) Special offers/bundles
c) Free samples
d) Loyalty programs
e) Gifts/giveaways
f) Contests/sweepstakes
14)How often do you purchase Rajhans Milk products?
a) Daily
b) A few times a week
c) Once a week
d) A few times a month
e) Rarely/Never
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15)What factors most influence your decision to purchase a particular brand of milk?
(Rank the top 3 in order of importance, 1 being the most important)
a) Price
b) Quality/Freshness
c) Brand reputation
d) Availability
e) Packaging
f) Promotional offers
g) Other (Please specify):
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