Final Report

FORE School of management

Study of consumer attitude for “Doodh Doodh campaign by NDDB”

Consumer Behaviour Mini Project

Under the guidance of: Submitted By:

Dr. Anupam Narula Group 7

Faculty – Marketing Abhishek Mehta (191123)

FORE School Of Management Anshul Singh (191129)

Ashish Arora (191133)

Divyadeep Goel (191138)

Vineet Surana (191182)

ACKNOWLEDGEMENT

No achievement, howsoever small in significance, can be a solo performance especially when

starting a project from ground up. This project has by no means been an exception. It has

benefited from the generous contributions of many individuals whose efforts and guidance

enabled and supported it. Here we would like to acknowledge their precious co- operation

and express my sincere gratitude to them.

We would express our earnest gratefulness for Dr. Anupam Narula (Faculty – Marketing,

FORE School Of Management) who has been a constant support and guided us in the

formulation of the report.

Place: New Delhi (Abhishek Mehta)

(Anshul Singh)

(Ashish Arora)

(Divyadeep Goel)

(Vineet Surana)

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ContentsAcknowledgement......................................................................................................................2

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

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

Indian Dairy Industry.............................................................................................................6

Introduction To The Dairy Industry India..........................................................................6

Milk Processing..................................................................................................................6

Domestic Consumption.......................................................................................................6

Trade...................................................................................................................................7

Areas Of Production...........................................................................................................9

India Facts And Figures......................................................................................................9

Major Export Destinations (2008-09).................................................................................9

Operation Flood Era............................................................................................................9

About The “Doodh Doodh” Campaign............................................................................10

Objective Of The Advertisement......................................................................................10

Chapter 2: Literature Review...................................................................................................11

Chapter 3: Methodology..........................................................................................................17

Chapter 4: Analysis..................................................................................................................19

Four Properties Of Attitude And How Could The Campaign Use It For Influencing Behaviour.............................................................................................................................20

Ethical Issues To Be Kept In Mind......................................................................................22

After Examining Table 8-1 (Consumer Behaviour By Schiffman, Kanuk , Kumar), How Might Situations Affect Attitudes Toward Drinking Milk?.................................................25

Influencing Attitude: Using Attitude Towars The Ad Model..............................................28

Chapter 5: Conclusion..............................................................................................................32

References................................................................................................................................34

Appendix..................................................................................................................................35

Amul.....................................................................................................................................35

National Dairy Development Board (Nddb)........................................................................38

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EXECUTIVE SUMMARY

The project is related to the famous advertising campaign of ‘Piyo Glassful Doodh’ . The

campaign was started to address the falling market share of milk as compared to rise of other

drinking alternatives especially for the youth. We study this campaign and attitude

formulation of people towards milk.

The project begins with an introduction towards the dairy industry in India. A brief summary

of the consumption pattern , domestic industry and trade in India. This is followed by some

quantitative data and facts and figures which formed the perspective for our study. Operation

Flood is referred to as the increase in milk production in India due to formation of co-

operatives like Amul during 1971-76. This campaign arose because of the need felt by many

in the dairy industry for the need of a second operation flood in India , the difference being

not to increase production but also the demand for milk as it had seen a steady drop in its

market share in recent years.

The project then deals with the questions assigned in the case and analyzes them one by one.

First question deals with the four properties of attitudes which the campaign can use to

develop a positive influence towards the attitude of milk. These are the object property , the

learned pre-disposition , consistency and the situation involved.

The second part deals with the ethical considerations to be kept in mind while dealing with a

product like Milk. The issues raised are use of cows for their milk ,the plight of the veal

calves , storage containers , misleading campaigns and some other issues as well.

The third part deals with the situations which lead to different attitudes towards milk. We

study a host of situations which lead to the development of positive and negative attitude

towards milk based on the same attributes which are studied.

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

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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The project finally ends with our learnings and conclusion of our study which has helped us

analyze the various levels of attitude formation and changes in attitudes that this campaign

has tried to deal with in the domestic market.

Chapter 1: INTRODUCTION

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Indian Dairy Industry

Introduction to the Dairy Industry IndiaDairy industry is of crucial importance to India. The country is the world’s largest milk

producer accounting for more than 13% of world’s total milk production. It is the world’s

largest consumer of dairy products, consuming almost 100% of its own milk production.

Dairy products are a major source of cheap and nutritious food to millions of people in India

and the only acceptable source of animal protein for large vegetarian segment of Indian

population, particularly among the landless, small and marginal farmers and women.

Dairying has been considered as one of the activities aimed at alleviating the poverty and

unemployment especially in the rural areas in the rain-fed and drought-prone regions. In

India, about three-fourth of the population live in rural areas and about 38% of them are poor.

In 1986-87, about 73% of rural households own livestock. Small and marginal farmers

account for three-quarters of these households owning livestock, raising 56% of the bovine

and 66% of the sheep population. According to the National Sample Survey of 1993-94,

livestock sector produces regular employment to about 9.8 million persons in principal status

and 8.6 million in subsidiary status, which constitute about 5% of the total work force. The

progress in this sector will result in a more balanced development of the rural economy.

Milk ProcessingThe milk processing industry is small compared to the huge amount of milk produced every

year. Only 10% of all the milk is delivered to some 400 dairy plants. A specific Indian

phenomenon is the unorganised sector of milkmen, vendors who collect the milk from local

producers and sell the milk in both, urban and non-urban areas, which handles around 65-

70% of the national milk production.

In the organised dairy industry, the cooperative milk processors have a 60% market share.

The cooperative dairies process 90% of the collected milk as liquid milk whereas the private

dairies process and sell only 20% of the milk collected as liquid milk and 80% for other dairy

products with a focus on value-added products.

Domestic ConsumptionThe huge volume of milk produced in India is consumed almost entirely by the Indian

population itself, in a 50-50 division between urban and nonurban areas. Increasingly,

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important consumers of the dairy industry are fast-food chains and food and non-food

industries using dairy ingredients in a wide range of products.

TradeIn spite of having largest milk production, India is a very minor player in the world market.

India was primarily an import dependent country till early seventies. Most of the demand-

supply gaps of liquid milk requirements for urban consumers were met by importing

anhydrous milk fat / butter and dry milk powders. But with the onset of Operation Flood

Programme, the scenario dramatically changed and commercial imports of dairy products

came to a halt except occasional imports of very small quantities. In the 1990s, India started

exporting surplus dairy commodities, such as SMP, WMP, butter and ghee.

India now has indisputably the world's biggest dairy industry—at least in terms of milk

production; last year India produced close to 100 million tonnes of milk, 15% more than the

US and three times as much as the much-heralded new growth champ, China. Appropriately,

India also produces the biggest directory or encyclopaedia of any world dairy industry. The

dairy sector in the India has shown remarkable development in the past decade and India has

now become one of the largest producers of milk and value-added milk products in the world.

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India Export of Agro Food Products

Product Group Report/Item Wise

Value in Rs. lacs

Qty in Mt.

Product: DAIRY PRODUCTS Source: DGCIS Annual Export

2007-2008 2008-2009 2009-2010

HsCode Product Qty Value Qty Value Qty Value

4021010

Skimmed milk in powder, granules and other sold

forms (Fat <1.5%) 32,050.05 45,070.53 24,360.50 37,655.18 12,173.50 13,705.15

4059020 Other Ghee 3,701.55 5,526.68 4,213.82 6,854.42 3,084.23 7,218.86

4021090 Other milk powder (Fat < 1.5%) 5,454.52 7,369.97 5,618.74 8,014.52 6,227.41 6,967.62

4051000 Butter 4,491.82 5,760.11 8,174.51 11,646.85 1,275.52 1,998.99

4061000

Fresh (unripened/uncured) cheese, incl. whey

cheese, & curd 546.59 652.78 820.42 1,024.01 1,163.33 1,558.03

4012000

Milk and Cream of a fat content, by weight,

exceeding 1% . 7,088.60 1,564.47 8,138.42 2,156.00 5,176.45 1,509.40

4063000 Processed cheese, not grated/powdered 977.89 1,922.84 1,269.37 2,342.34 1,052.59 1,474.09

4022910 WHOLE MILK (Fat>1.5%) 1,723.77 2,368.73 6,121.67 9,696.79 679.1 1,071.06

4022920 Other Milk for babies 102.22 138.71 204.06 304.3 172.88 475.9

4021020 Milk food for babies (Fat < 1.5%) 1,010.57 1,750.39 601.25 1,209.49 334.05 432.5

4011000

Milk and Cream of a fat content, by weight, not

exceeding 1% . 203.3 202.89 114.07 103.76 293.69 83.2

4029190 Other Condensed Milk (Fat>1.5%) 10.47 5.93 61.03 39.53 56.49 82.25

4022100

Not containing added sugar or other sweetening

matter (>1.5%) 603.89 1,037.02 1,294.02 2,248.42 53.54 77.26

4041090 Other Whey 104.51 75.38 62.06 31.65 113.95 69.52

4029910 Other Whole Milk 2.15 2.95 68.53 155.8 39.27 66.94

4013000

Milk and Cream of a fat content, by weight,

exceeding 6% . 112.83 115.51 101.66 63.45 93.71 43.45

4039010 Other Butter Milk 9.15 14.67 18.4 13.41 38.79 15.92

4029920 Other Condensed Milk 5.47 5.23 17.21 16.35 11.79 15.8

Total 58,199.35 73,584.79 61,259.74 83,576.27 32,040.29 36,865.94

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The Agricultural and Processed Food Products Export Development Authority (APEDA)

regulated the export and import of dairy products till early 1990s. However, in the new EXIM

Policy announced in April 2000, the Union Government has allowed free import and export

of most dairy products.

Areas of Production   Maharashtra, Himachal Pradesh, Madhya Pradesh, Punjab, Rajasthan, Tamil Nadu are the

major production area of Dairy Products in India.

India Facts and Figures   Concentrated Dairy products such as skimmed milk continue to be the largest item of export,

which together accounts for nearly 78% of net milk and milk products exports during the year

2008-09. The exports of Dairy Products reached. 70146.77 MT from 69415.44 MT. India’s

export of Dairy products has increased from Rs. 866.56 Crores in 2007-08 to Rs 980.86

Crores in 2008-09.

Major Export Destinations (2008-09)Egypt, Arab Republic, UAE, Bangladesh, Algeria and Thailand.

Operation Flood EraDairy sector witnessed a spectacular growth 1971-96, i.e. Operation Flood era. An integrated

cooperative dairy development programme on the proven model of Anand pattern was

implemented in three phases. The National Dairy Development Board was designated by the

Government of India as the implementing agency. The major objective was to provide an

assured market round the year to the rural milk producers and to establish linkage between

rural milk production and urban market through modern technology and professional

management. Milk production grew from 21 million tonnes in 1970 to nearly 69 million

tonnes in 1996 - more than threefold, at the compound growth rate of 4.5 per cent.

Some ten million farmers were enrolled as members in about 73000 milk cooperative

societies. By 1996, milk cooperatives attained a dominating share of the Indian dairy market -

butter 96%, pasteurized liquid milk over 90%, milk powder 59% and processed cheese 85%.

India was reckoned as a major threat in the dairying world. In retrospect, it was by no means

an easy task. Let us all salute the visionary and the architect of the white revolution in India,

Dr. Verghese Kurien without whose dynamic leadership all this may not have been possible.

The dairy cooperative movement has continued to grow in the post Operation Flood-era.

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About the “doodh doodh” campaignOne of the most successful and visible ‘beyond brand’ advertising campaigns in recent times

has been the milk promotion campaign by NDDB. The Indian dairy scene has witnessed a

magical transformation – from the time when we did not have enough milk for our own

consumption to today’s scenario when we are exporting milk products. The credit for this

turnaround goes to the National Dairy Development Board (NDDB). In spite of a long

tradition of drinking milk, of late, this trend has been on the decline, especially amongst the

urban youth who form a significant market for the product. Milk is being perceived by them

as a ‘plain’, ‘boring’, drink or mistakenly among the health conscious, as ‘fattening’. This

attitudinal block resulted in more milk being earmarked for the production of milk products

or as an intermediary in tea or coffee, than for consumption as a drink. The economic

ramifications of this trend are, needless to say, alarming for the farmers who needed

incentives to produce higher quantities of milk. FCB-Ulka was entrusted with the task of

changing urban attitudes towards milk and replace the ‘boring’ perception with the ‘cool’

one. In a path breaking campaign that had youngsters doing high fives and saying ‘yo’ to

milk, and mothers making their kids drink to the ‘taste of life’, the agency created a legend

that has set new standards in effective advertising while elevating the creative benchmark,

several notches.

Objective of the advertisementIt was decided to boost direct consumption of milk to motivate the farmer to produce more

milk. Therefore, though no one needed to be educated about the benefits of milk, people were

finding enough reasons not to consume milk directly.

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Chapter 2: LITERATURE REVIEW

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Factors affecting fluid milk consumption

Author: O. Kilic1, C. Akbay, G. Yildiz Tiryaki

Agricultural Journals

Abstract

This article identifies consumer characteristics associated with preferences toward fluid milk

alternatives. Using consumer survey data from Samsun province of Turkey and Multinomial

Logit model, unpacked and packed fluid milk preferences were analyzed. Based on the

results, 14.1% of respondents consumed only unpacked fluid milk, 58.2% consumed only

packed fluid milk and 27.7% of respondents consumed both unpacked and packed fluid milk

at least once a weak. Multinomial Logit model results indicated that better educated

household head, higher income households, younger and female household head and people

who agree with “unpacked milk is not healthy” consume more packed fluid milk than do

others. Moreover, consumers who agree with statement “price of packed milk is expensive

compare to unpacked milk” were less likely to consume packed fluid milk than do others.

Culture's Consequences: Dairy Market Opportunities in India

Author: Suku Bhaskaran

http://marketing-bulletin.massey.ac.nz

Abstract

Public policy dictated by food security and food self-sufficiency objectives has contributed to

rapid increase in India's milk output. However, domestic production cannot match increasing

demand. The opposition to culling non-productive animals and constraints in feed and fodder

production limit India's capacity to expand milk output. Milk and dairy products are

important in the Indian diet, and the social and cultural life of the predominantly Hindu

population. The socio-cultural features of India provide an interesting scenario - religious and

cultural practices limit the capacity to increase domestic output but religious and cultural

practices also contribute to increasing consumption. The reduction in tariff barriers and

changes to public policy strategies (on food-security and food self-sufficiency) provide

significant market opportunities in the Indian dairy sector.

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Advertisements’ Effect On Food Habits Of Children –An Empirical Study

Author: Dr. Ramesh Kumar Miryala

Indian Journal of Commerce & Management Studies

Abstract

Advertisement is the predominant Promotional Mix Variable which is being used in every

industry to get noticed by their prospective customer, and thereby turning them into lifetime

consumers. And these advertisements are also playing their part in shaping the lifestyle of the

individuals at large, whether elders, teenagers or children. Especially, these advertisements

are influencing the lifestyle of the children in much greater fashion, both in righteous and

unrighteous direction. This paper basically explores how the children’s food habits are being

influenced by the advertisements and the mechanism of regulating the advertisements being

aired. Further, this research paper also presents the kinds of regulations that are in force

around the globe to control and regulate the advertisements targeting the children. Using ‘On-

the-Spot’ sampling method, 100 children, in the age group of 5‐15, and 50 parents are

interviewed with the help of interview schedule and data thus collected is presented in the

form of a pie chart. It is found that the food habits of the children are categorically influenced

by the advertisements. So, it is inevitable for the legal system to be proactive and control the

menace of the advertisements and their undesirable effects on children. Also, parents need to

keep a conscientious eye on their children.

Consumer Behaviour Regarding Branded Milk vis-a-vis Unbranded Milk

Author: Sandeep Singh Virdi* Dyal Bhatnagar** Hardeep Kaur*

Indian management studies circle 11 (2007)- 105-125

Abstract

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India's dairy market is multi-layered. It's shaped like a pyramid with the base made up of a

vast market for low-cost milk. Consumers while purchasing dairy products look for freshness,

quality, taste and texture, variety and convenience. How to make milk and milk products

affordable for the large majority with limited purchasing power is essence of the challenge in

the present scenario. In contrast, with a constant increase in disposable incomes among the

strong middle income class also, the scope of marketing of milk has widened. Since the

consumers are not homogeneous, the consumption pattern of milk like quantum of purchase,

mode of purchase, source of purchase, brand preference etc., is continually varying. Dairy

companies, particularly in Punjab, will have to spend lot of effort on advertising and other

promotional activities. Milk companies are also advised to strengthen their supply chain and

other logistics and use intermediaries to promote and make their products available to the end

consumer.

The socio-economic profile of the consumers, viz. income status, occupational position,

educational level, age and region are the major determinants of the consumption patterns of

milk. Hence, the concentrate of the present study will deliberate on the profile of consumers,

their consumption pattern in milk consumption and its correlates.

Attitude towards the Ad Model

Books: Consumer Behaviour by Schiffman, Kanuk, Kumar and FCB ULKA Brand-

Building, Advertising by Parameswaram

Attitude

In a consumer behaviour context, an attitude is a learned predisposition to behave in a

consistently favourable or unfavourable way with respect to a given object.

Each part of this definition describes an important property of an attitude and is critical to

understanding the role of attitudes in consumer behaviour.

The attitude object.

Attitudes are learned predisposition.

Attitudes have consistency.

Attitudes occur within a situation.

Attitude towards an ad model

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The power of feelings in understanding advertising effects

Traditional advertising-effectiveness research has concentrated on the evaluative component

of the attitude. Subjects have judged ads semantically by stating how well a number of

descriptive adjectives characterize the ad, or have provided written or verbal reactions to ads

in the form of cognitive responses (Belch 1982; Lutz, MacKenzie, and Belch1983). Although

these procedures may result in useful information about how viewers describe the ad, they

may miss entirely hoe the ads make subjects feel. Wright (1985, p .1) stated this proposition

succinctly. He said that when asked to answer questions like “Was the ad convincing?”

respondents may be “responding as critics, not as audience members”. While such critiques

may be an important component of attitude towards an ad, expanding the explanatory

variables to include how ads make respondents feel will give additional insights into the

effects of advertising.

The following figure depicts the attitude-towards-the-ad model. As the model depicts, the

consumer forms various feelings (affects) and judgements (cognitions) as a result of exposure

to an ad. These feelings and judgements in turn affect the consumer’s attitude towards the ad

and beliefs about the brand secured from exposure to the ad, and these two factors in turn

influence the consumer’s attitude towards the brand.

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Feelings from the Ad

Judgements about the Ad

Attitude towards the

Ad

Beliefs about the Brand

Attitude towards the

Brand

Exposure to an Ad

The problem flowchart which led to the requirement of the advertisement

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Consumption of all milk produced

Greater incentives for farmers to boost production

Surplus is exported

Incentive for farmers to boost production further

Hence, boost direct consumption of milk which leads to...

No incentive for farmers to boost production

Gives India a competitive edge in

exports but...

Drop in prices

Increased availability of milk

Chapter 3: METHODOLOGY

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This project is mainly a secondary research on the change in attitude and behaviour in the

milk consumption of people after the “Doodh Doodh” campaign of Amul India.

For this purpose, the extensive use of the online articles, e-books, marketing journals and

online databases has been made.

The advertisement was on air back in 1996 and we have used qualitative and quantitative data

from the studies and researches conducted during the last decade. Therefore, the results are

indicative of that time have been used.

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Chapter 4: ANALYSIS

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FOUR PROPERTIES OF ATTITUDE AND HOW COULD THE CAMPAIGN USE IT FOR INFLUENCING BEHAVIOURAttitude is a learned predisposition to behave in a consistently favorable or unfavorable way

with respect to a given object.

The four properties of attitudes which the campaign could use to influence attitudes toward

the product are:

1. The Object property – in the current campaign we are interested in studying the

tangible or focal point as an object which could even be an action. The attitude must

have an object. Here the object is consumption of milk. The campaign rightly

focuses on its object by showing people from different age groups, communities,

professions, etc consuming and relishing milk. Milk as shown in this ad can be

consumed in all the four seasons. All aspects focus on the object of the campaign.

2. Learned disposition – general agreement has it that attitudes are learned as a result of

direct experience, word of mouth, mass media ads, internet, etc. The product over

here is a one which almost everyone has had direct experience of consuming it. Thus

people will easily relate to the marketing campaigns focusing on its benefits and its

consumption. The ad clearly shows that milk consumption leads to healthy and fit life.

It even shows how relationships develop over a glass of milk. The taste aspect has

been greatly focused. The campaign should bring out the real benefits derived out of

milk consumption. It should focus on different kinds of drinks and flavored shakes

that could be made out of milk as people can easily experiment with it and realize its

benefits. Thus the earlier experience with milk can be further enhanced and modified

towards better consumption of milk.

3. Consistency – the attitudes of consumers are not always consistent but change

depending on situational factors. Consumers will not like to substitute milk for cold

drink but under situations like impurities in cold drinks might change their attitudes.

The campaign could majorly focus on its purity and insecticide free nature. This

factor could mould the consumer attitude favorably towards milk consumption. In

today’s society where people are sensitive towards health related issues, the ad

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campaign could focus on health benefits in milk consumption and even cosmetic

benefits out of it. This will particularly relate to consumers need for healthier lifestyle.

This will also build consistency in positive attitude towards the object of the

campaign.

4. Situation – situational factors influence attitudes to a great extent. In case of milk

consumption, situations like rising inflation in food prices will negatively effect its

consumption. Taking this into consideration, the campaign could offer different

varieties of milk priced variably. This will take care of the current situation. When the

campaigns focusing on ill effects of cold drinks on health are running high, the milk

campaign could focus majorly on health benefits of milk and its other long term

benefits. Thus according to the situation the campaign should be molded that the

attitudes are consistently positive towards milk consumption.

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ETHICAL ISSUES TO BE KEPT IN MIND

Ethical considerations and advertising

Ethics in any profession is governed by two parameters: the professional code of ethics and

personal and value system for practitioners. The advertising industry has always been in

sharp focus and more often for wrong reasons. It is believed that advertising affects sales by

leading consumers to change their minds or to lead them to think in particular way. Some of

the guidelines are:

Advertisement should be so designed as to conform not only to the laws but also to

the moral, aesthetic and religious sentiments of the country in which it is published.

Advertisements likely to bring disrepute or contempt to the profession should not be

permitted.

Advertisement should be truthful, avoid distorting facts and misleading the public by

means of implications and omissions.

Advertising should not permitted to contain exaggerated claims so as to inevitably

disappoint the public.

Direct comparisons with competing brands or firms and disparaging references are in

no circumstances permitted.

Indecent, vulgar, suggestive, repulsive or offensive themes or treatment should be

avoided.

No advertisement should offer to refund money paid.

Ethical issues to be kept in mind while marketing milk

COWS USED FOR THEIR MILK

Cows produce milk for the same reason that humans do: to nourish their young. In order to

force the animals to continue giving milk, factory farm operators typically impregnate them

using artificial insemination every year. Calves are generally taken from their mothers within

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a day of being born—males are destined for veal crates or barren lots where they will be

fattened for beef, and females are sentenced to the same fate as their mothers.

After their calves are taken from them, mother cows are hooked up, several times a day, to

milking machines. Using genetic manipulation, powerful hormones, and intensive milking,

factory farmers force cows to produce about 10 times as much milk as they would naturally.

Animals are often dosed with bovine growth hormone (BGH), which contributes to a painful

inflammation of the udder known as "mastitis." (BGH is used widely in the U.S. but has been

banned in Europe and Canada because of concerns over human health and animal

welfare.) According to the industry's own figures, between 30 and 50 percent of dairy cows

suffer from mastitis, an extremely painful condition.

A cow's natural lifespan is about 25 years, but cows used by the dairy industry are killed after

only four or five years. An industry study reports that by the time they are killed, nearly 40

percent of dairy cows are lame because of the intensive confinement, the filth, and the strain

of being almost constantly pregnant and giving milk. Dairy cows' bodies are turned into soup,

companion animal food, or low-grade hamburger meat because their bodies are too "spent" to

be used for anything else.

STORING CONTAINERS

Since the quantity of milk that is produced is very high, it needs a lot of space or containers to

store that milk. The ethical issue here will be the material with which the containers are

made. We see a wide variety of containers for storing and transporting milk ranging from

aluminium containers to steel containers to even plastic bottles. Now, aluminium and steel

containers can be used multiple times and have a long life but the plastic products have a

limited life and they are being used and disposed off as quickly as they can be. Large scale

disposing off may be harmful to the environment.

MISLEADING CAMPAIGNS

It should be made sure that the campaigns are true and are not misleading in terms of the kind

of product they are offering or the source from where it is coming. A similar case happened

in California, USA where California Milk Advisory Board brought a ‘Happy Cow’ Campaign

that misled the people to believe that dairy cows live easy lives and thereby convincing them

to buy more milk products made by the board.

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DIET AND MEDICATION ISSUES

It is a big issue in India where the cattle is not given proper diet and medication facilities but

there is no leeway on the part of the farmer to extract the milk from the cattle. Many a times,

improper food is given to the cattle which results in contaminated output. Also, when the

cattle is ill, there is no proper care that is taken by the owner as the availability of veterinary

doctors is also very low.

OTHER ISSUES

The “Glass full doodh Campaign” shows a whole gamut of people across all age groups. It

might be possible that the milk is suitable for a particular age group and not to other one. It is

also wrong to perceive that advertisement merely mirrors the attitudes and values of the

surrounding culture. It does, but to an extent only.

The ethical issues addressed above will not hold true for other drink producers but they will

have a host of other issues to cater to. Among other issues will be some of the following:

Most of the time there are no animals involved in the cola and beverage advertising,

so the cruelty to animals and other such issues are not to be worried of.

The issue regarding the contents of the beverages and other drinks is a big one. Many

big organisations like Coca-Cola and PepsiCo have faced the heat due to non

adherence to the set guidelines.

Sometimes the big giants indulge in ambush marketing by directly attacking the other

brands, which is in a way unethical and should be taken care of while designing

advertisement campaigns.

The facility used by the company to manufacture its products should not be a

controversial one and the disposal of industrial wastage should be done after proper

treatment so that it doesn’t affect the ecology of the place.

The claims of the brand about the benefits it provides should be well backed by the

tests by renowned agencies and should not be misleading.

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AFTER EXAMINING TABLE 8-1 (CONSUMER BEHAVIOUR BY SCHIFFMAN,

KANUK , KUMAR), HOW MIGHT SITUATIONS AFFECT ATTITUDES TOWARD

DRINKING MILK?

Studying the tricomponent attitude model we see that the cognitive part , i.e. the knowledge

and perceptions that are acquired by a combination of direct experience with the attitude

object and related information from various sources. This knowledge and perceptions are also

dependent on the situation , which plays a major role in affecting the attitude.

The affective part relates to the emotional side of an individual through the attitude object

whereas the conative part is the intention to buy or behaviour that will lead to the action to

buy a particular product.

Thus after studying table 8-1 we can arrive at a similar table for milk which takes account for

the situations and evaluation of those situations as compared with cold drinks/energy drinks

available in the market. We will study each on the basis of situation of consumer – thirst,

health benefit, cost and taste. Consumer is likely to think on these grounds before drinking a

beverage of his choice. We now see the table.

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Drinks

Product Fuzzy Drinks/Energy Drinks Milk

Attribute Thirst

Quenc

her

Cost Taste Health

Benefits

Thirst

Quencher

Cost Taste Health

Benefits

Beliefs General

ly used

as

substitu

te for

water

when

thirsty.

Cheaper

than milk

mostly,

available

everywh

ere.

Taste has

buzz of

carbonat

ed water

which

also

leads to

addiction

of fuzzy

drinks.

Not that

good for

health , it

is drunk

mostly

because

it’s a fad

Not

perceived

as a

replaceme

nt of water

Expensiv

e than

cold

drinks

but sill

affordabl

e.

Most

peopl

e like

it.

Addin

g

flavou

r

makes

it

good.

Lot of

benefits,

outnumb

er cold

drinks by

a big

margin.

Evaluatio

ns

+++ ++++ ++++ -- - + ++ ++++

Table: A consumer’s belief system for different type of drinks

Thus if we analyse the table , we can see that a consumer perceives milk and cold drink

differently in different situations according to their attributes. These perceptions have been

formed due to their own knowledge as well as their experiences with different beverages.

Thus if we see the four situations attitude can be positive and negative towards milk :

Thirst Quencher: The extent to which milk is perceived as a substitute for water when

thirsty and water is not available. Whether the consumer will go for a cold drink or milk in

such a situation? This is a very common situation for most consumers when in the market etc

and shows customer attitude towards milk as well.

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Cost: A 300 ml of a cold drink costs around Rs. 12 and a 100 ml bottle of flavoured milk

costs around Rs. 18 so there is more than just noticeable difference in the pricing. It might be

a factor in favour of cold drinks as well. So when consumer is faced with a situation of seeing

price over other factors he will have a negative attitude towards milk.

Taste: Consumers might perceive milk as a drink relished by children only so it might not go

with their personality or they may not identify themselves with the drink. On the other hand

some consumers might like flavoured milk so it forms positive or negative attitudes towards

milk.

Health Benefits: This is probably the most important factor relating to the creation of

positive attitude towards drinking milk as right from childhood we are made aware of the

benefits of drinking milk. Thus consumers generally tend to have a positive attitude when

faced with the situation of evaluating health benefits of milk. However some consumers

could also think negatively as there is a common perception that drinking milk leads to higher

cholesterol levels so perceptions change attitudes and a negative attitude could be developed.

Other situations can also arise which can lead to a change in attitude towards drinking milk

like:

Importance of drinking milk when on a weight reducing diet.

Adults over 65 need more milk than others.

Children need to drink milk for their body development.

Need for refreshment, thus treating milk as a product to refresh.

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INFLUENCING ATTITUDE: USING ATTITUDE TOWARS THE AD MODEL

The following figure depicts the attitude-towards-the-ad model. As the model depicts, the

consumer forms various feelings (affects) and judgements (cognitions) as a result of exposure

to an ad. These feelings and judgements in turn affect the consumer’s attitude towards the ad

and beliefs about the brand secured from exposure to the ad, and these two factors in turn

influence the consumer’s attitude towards the brand.

According to Fcb-Ulka, the advertising agency behind the highly successful “doodh – doodh”

campaign the decline in milk consumption during that period was greater among kids / teens.

Milk had taken a backseat owing to the growing popularity of soft drinks at that time. Also,

there was a general perception among adults at that time that milk was essential for growing

children and not for them.

At that point of time, had the company decided to design an advertisement that would aim at

educating the consumer about the benefits of milk, it would have made the product (milk)

even more drab and boring.

The communication task at hand with the company was therefore designed to change the

consumer attitude towards milk, from being a boring and conservative drink to a youthful,

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Exposure to an Ad

Attitude towards the

Brand

Beliefs about the Brand

Attitude towards the

Ad

Feelings from the Ad

Judgements about the Ad

exciting and nutritional energy drink. For this the communication had to had the look and feel

of a soft drink commercial, yet be firmly rooted in the nutritional value of milk.

The advertisement first hit the television screens in the year 1996, and it was initially a 60

seconds commercial which was later trimmed to 40 seconds. The attitude-towards-the-ad

model tells us how the glass full milk campaign was successful in changing consumer

attitudes.

The “doodh doodh” advertisement had a Hinglish jingle, a jingle which included words from

English as well as Hindi, so the exposure to the ad led to the generation of positive feeling

from the ad among the both the elderly as well as the younger generation, since the Hindi part

connected well with the elderly while the English part made the product look more like a new

generation and hip product, comparable to the soft drinks. Also the purpose of the Hinglish

lyrics of the jingle was to ride on the popularity of movie songs and music videos of that

time. The advertisement showed energetic people of all ages enjoying milk, while not

forgetting the benefits from milk. So there was a positive attitude towards the advertisement

as well as general acceptance for the ad among all age groups. As such there was no reason

for non-acceptance for the advertisement since it wasn’t harming either the health or the

sentiments of the society, but any other advertisement trying to teach people about the

benefits of milk would have led to the product perception of being boring and could have led

to perceptual blocking of the ad.

The positive feelings generated as a result of the “doodh doodh” ad also affected the

consumer belief about the brand (milk). The advertisement made the consumer believe that

milk is a multi – attribute drink which gives comparable pleasure as the soft drinks while at

the same time provides energy to the consumer.

Attitude towards the brand

All these factors made the “doodh doodh” campaign a success for NDDB, with the result that

the commercial was voted by viewer in India’s number one satellite channel as one of the

best commercials aired on television.

Qualitative research findings by the ad agency FCB – ULKA showed tremendous popularity

of the commercial across all age groups.

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From the point of view of industry, per capita availability of milk went up from 198 gm/day

in 1995-96 to 204 gm/day in 1998. Milk consumed through NDDB went up from 100 lakh

litres/day in 1995-96 to 113 lakh litres/day in 1998.

(Source: FCB ULKA - Brand Building Advertising by Parameswaran)

The following chart shows increase in production of milk:

Production of Milk in India(1990-1991 to 2009-2010)

(' 000 Tonne)Year Cow Milk Buffalo Milk Goat Milk Total1990-91 22240 28675 2381 532961991-92 23038 29600 2348 556861992-93 24291 30846 2515 579621993-94 25351 32527 2663 606071994-95 26122 35637 2749 638051995-96 26715 35870 2783 661971996-97 27916 37541 2898 691451997-98 29128 38708 3041 721281998-99 30454 40413 3236 754241999-00 32636 42268 3337 782412000-01 32967 43428 3266 806072001-02 34516 45402 3501 844062002-03 34612 46512 3636 861592003-04 34973 47979 3708 880822004-05 37344 50178 3537 924842005-06 39759 52070 3790 970662006-07 100.9* - - 100.92007-08 104.8* - - 104.8

Note: Figures are Million Tonne.Source: Ministry of Statistics and Programme Implementation,             Govt. of India. (10249),

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             Ministry of Agriculture, Govt. of India. (10517) &             Rajya Sabha Unstarred Question No. 2643, dated on 03.12.2010.

The figures show that there was a definite change in consumer attitude towards milk, a

definite favourable change which led to increase in production and consumption of milk.

Since then the farmers of NDDB are setting new production records every year.

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Chapter 5: CONCLUSION

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Following conclusions can be made after studying this mini project:

The consumer attitudes have changed since the advent of the “Doodh Doodh”

campaign as evident from the massive change in the consumption figures of the

people.

The consumer’s attitude regarding the healthier lifestyle has changed and after this

campaign it became all the more evident. Another reason for this shift was the default

of the cola companies with respect to the materials used by them in their drinks. All

the negative publicity pushed the consumer in favour of milk.

The ethical considerations are necessary because sometimes in order to enhance the

production there is over exploitation of the animals.

The ethical considerations for other drink producers are different from that of milk

producers as they don’t have to take into account animals and life related issues while

there are other considerations as the harms to the environment and eco life.

A consumer perceives milk and cold drink differently in different situations according

to their attributes. These perceptions have been formed due to their own knowledge as

well as their experiences with different beverages.

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REFERENCES

(n.d.). Retrieved from Slideshare.net: http://www.slideshare.net/hemanthcrpatna/impact-of-advertisement-on-investors-a-case-study-in-hdfc-standard-life-insurance

Advertising. (n.d.). Retrieved from Drypen: http://drypen.in/advertising/the-5-ms-of-advertising-with-respect-to-the-doodh-doodh-campaign.html

Bhaskaran, S. (n.d.). Culture's Consequences: Dairy Market Opportunities. Retrieved from http://marketing-bulletin.massey.ac.nz

Chaudhari, A. (n.d.). 4Ps: Business and Marketing. Retrieved from http://www.4psbusinessandmarketing.com/28072011/storyd.asp?sid=4705&pageno=1

Dairy Cooperatives. (n.d.). Retrieved from National Dairy Development Board: http://www.nddb.org/partners.html

Consumer Attitude Formation and Change. In L.G.Schiffman, Consumer Behavior. Pearson.

Legal and Ethical Issues in Advertising. (n.d.). Retrieved from egyankosh: http://www.egyankosh.ac.in/bitstream/123456789/35507/1/Unit-19.pdf

Ltd., A. I. (n.d.). Retrieved from Amul: www.amul.com

Ministry of Commerce and Industry, G. o. (n.d.). Retrieved from Agricultural & Processed Food Products Export Development Authority: http://agriexchange.apeda.gov.in/product_profile/prd_profile.aspx?categorycode=0404

Miryala, D. R. (n.d.). Advertisements' Effect on Food Habits of Children- An Empirical Study. Indian Journal of Commerce & Management Studies .

O.Kilic, C. G. (n.d.). Factors afftecting fluid milk consumption. Agricultural Journal .

Attitude toward the Ad model. In Parameswaram, FCB ULKA Brand-Building, Advertising.

Sandeep Singh Virdi, D. B. (n.d.). Consumer Behaviour Regarding Branded Milk vis-a-vis Unbranded Milk. Indian Management Studies Circle 11(2007)-105-125 .

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APPENDIX

AMULGujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food

product marketing organisation with annual turnover (2010-11) US$ 2.2 billion. Its daily milk

procurement is approx 12 million lit (peak period) per day from 15,712 village milk

cooperative societies, 17 member unions covering 24 districts, and 3 million milk producer

members.

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known

as 'AMUL', which aims to provide remunerative returns to the farmers and also serve the

interest of consumers by providing quality products which are good value for money. Its

success has not only been emulated in India but serves as a model for rest of the World. It is

exclusive marketing organisation of 'Amul' and 'Sagar' branded products. It operates through

47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the

largest such networks in India. Its product range comprises milk, milk powder, health

beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional

Indian sweets, etc

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading

House" status. Many of our products are available in USA, Gulf Countries, Singapore, The

Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from

Government of India for Excellence in Dairy Product Exports for the last 13 years. For the

year 2009-10, GCMMF has been awarded "Golden Trophy' for its outstanding export

performance and contribution in dairy products sector by APEDA.

For its consistent adherence to quality, customer focus and dependability, GCMMF has

received numerous awards and accolades over the years. It received the Rajiv Gandhi

National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's

Most Respected Company Award instituted by Business World. In 2003, it was awarded the

The IMC Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality

management practices for logistics and procurement. GCMMF is the first and only Indian

organisation to win topmost International Dairy Federation Marketing Award for probiotic

ice cream launch in 2007.

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The Amul brand is not only a product, but also a movement. It is in one way, the

representation of the economic freedom of farmers. It has given farmers the courage to

dream. To hope. To live.

GCMMF - An Overview

Year of Establishment 1973

Members17 District Cooperative Milk Producers' Unions (13 Members & 4 Nominal Members)

No. of Producer Members 3.03 Million

No. of Village Societies 15,712

Total Milk handling capacity 13.67 Million litres per day

Increase milk production ("a flood of milk")

Augment rural incomes

Reasonable prices for consumers

Programme Implementation

Operation Flood was implemented in three phases.

Phase I Phase I (1970-1980) was financed by the sale of skimmed milk powder and butter

oil gifted by the European Union then EEC through the World Food Programme. 

NDDB planned the programme and negotiated the details of EEC assistance.

During its first phase, Operation Flood linked 18 of India's premier milksheds

with consumers in India's  four major metropolitan cities:  Delhi, Mumbai,

Kolkata and Chennai.

Phase

II

Operation Flood's Phase II (1981-85) increased the milksheds from 18 to  136;

290 urban markets expanded the outlets for milk.  By the end of 1985, a self-

sustaining system of 43,000 village cooperatives covering 4.25 million milk

producers had become a reality.  Domestic milk powder production increased

from 22,000 tons in the pre-project year to 140,000 tons by 1989, all of the

increase coming from dairies set up under Operation Flood. In this way EEC gifts

and World Bank loan helped to promote self-reliance.  Direct marketing of milk

by producers' cooperatives increased by several million litres a day.

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Phase

III

Phase III (1985-1996) enabled dairy cooperatives to expand and strengthen the

infrastructure required to procure and market increasing volumes of milk. 

Veterinary first-aid health care services, feed and artificial insemination services

for cooperative members were extended, along with intensified member

education.

Operation Flood's Phase III consolidated India's dairy cooperative movement, adding 30,000

new  dairy cooperatives to the 42,000 existing societies organised during Phase II. 

Milksheds peaked to 173 in 1988-89 with the numbers of women members and Women's

Dairy Cooperative Societies increasing significantly.

Phase III gave increased emphasis to research and development in animal health and animal

nutrition.  Innovations like vaccine for Theileriosis , bypass protein feed and urea-molasses

mineral blocks, all contributed to the enhanced productivity of milch animals.

From the outset, Operation Flood was conceived and implemented as much more than a

dairy programme.  Rather, dairying was seen as an instrument of development, generating

employment and regular incomes for millions of rural people.   "Operation Flood can be

viewed as a twenty year experiment confirming the Rural Development Vision" ( World

Bank Report 1997c.)

NATIONAL DAIRY DEVELOPMENT BOARD (NDDB)

The National Dairy Development Board (NDDB) was founded in 1965 to replace

37 | P a g e

exploitation with empowerment, tradition with modernity, stagnation with growth,

transforming dairying into an instrument for the development of India's rural people.

NDDB began its operations with the mission of making dairying a vehicle to a better future

for millions of grassroots milk producers. The mission achieved thrust and direction with the

launching of  "Operation Flood", a programme extending over 26 years and which used

World Bank loan to finance India's emergence as the world's largest milk producing nation.  

Operation Flood's third phase was completed in 1996 and has to its credit a number

of  significant achievements.

As on March 2009,  India's 1,33,349 village dairy cooperatives federated into 177 milk

unions and 15 federations procured on an average 25.1 million  litres of milk every day. 

13.9 million farmers are presently members of village dairy cooperatives.

Since its inception, the Dairy Board has planned and spearheaded India's dairy programmes

by placing dairy development in the hands of milk producers and the professionals they

employ to manage their cooperatives.  In addition, NDDB also promotes other commodity-

based cooperatives, allied industries and veterinary biologicals on an intensive and nation-

wide basis. Dr (Ms) Amrita Patel is the Chairman of NDDB.

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