Internship Report On Yummy Ice Cream Factory Lahore

Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE.

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Chapter#1

INTRODUCTION
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HISTORY OF ICE CREAM

Once upon a time, hundreds of years ago, Charles I of England hosted a sumptuous state banquet
for many of his friends and family. The meal, consisting of many delicacies of the day, had been
simply superb but the coup de grace' was yet to come. After much preparation, the king's
French chief had concocted an apparently new dish. It was cold and resembled fresh fallen snow
but was much creamier and wetter than any other was after dinner dessert. The guests were
delighted, as was Charles, who summoned the cook and asked him not to divulge the recipe for
his frozen cream. The king wanted the delicacy to be served only at the Royal table and offered
the cook 500 pounds a year to keep it that way some later, however poor Charles feel in disfavor
with his people and was beheaded in 1649. But by that time, the secret of the frozen cream
remained a secret no more. The cook, named De Mirco, had not kept his promise. This story is
just one of many of the fascinating tales which surround the evolution of our country's most
popular dessert, ice cream. It is likely that ice cream was not invented, but rather came to be over
years of similar efforts, Indeed, the Roman Emperor Nero laudius Caesar is said to have sent
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slaves to the mountains to bring snow and ice to cool and freeze the fruit drinks he was so fond
of Centuries later, the Italian Marco Polo returned from his famous Joanne to the Far East with a
recipe for making water ices resembling modern day sherbets.

WHY ICE CREAM IS POPULAR?
Ice cream contains most of our favorite flavors. What do chocolate, potato chips and ice cream
all have in common? They all contain high proportions of fat. Fat tastes good. That's why we all
like those foods. Another favorite is sugar. Again ice cream has a high level of sugar. The
addition of fruit or confectionery (chocolate, caramel, etc.) makes ice cream irresistible. The
temperature that ice cream is consumed at makes it a pleasurable treat during the warmer months
of the year. Ice cream also contains a portion of air. The air provides a softer texture making the
product more pleasant to eat. The air in the ice cream also carries the flavors to the nose to
enhance the taste sensation.
How Popular Is Ice Cream?
Here are some figures showing ice cream consumption (1998) in different countries. Country
Consumption(1,000,000 liters)Per-Capita(liters per Person)

Countrys names
Ice cream
consumption/capita liters per
person
New Zealand 5316
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Pacific Iceland 41.2
United States 37921
Australia 32518
Japan 9687
Canada 36712
United Kingdom 4618
India 6650
Pakistan 3472.48

HISTORY OF YUMMY ICE CREAM

HISTORY In 1981 an army officer Mr. HAMID NAWAZ formed ice cream factory named as
yummy ice cream after that in 1986 salesman Mr. Ijaz Ahmed purchased ice cream manufacturer
"yummy ice cream (pvt) Ltd from Mr. HAMID NAWAZ who was the first owner of this
company At that time polka was the main competitor of yummy ice cream and after that in 1999
polka ice cream Company merged in WALLS. In1995, UNILEVER entered in Pakistan with Ice
Cream Company namely WALLS ice were intended to compete with other competitors. In
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1991, the company began introducing a variety of additional flavor variations that were intended
to compete with other competitors.

INTRODUCTION
1. The organization was incorporated in June 1981, under companys ordinance 1948
having its registered office at 124/4 Industrial Area Kot Lakhpat, Lahore.
2. Mr. Ahid Hamid and others are founders of the organization.
3. Yummy is engaged in the business of manufacturing and distribution of ice cream under
the product name YUMMY ice cream in general.
4. The mission of yummy is to provide pure and quality ice cream to the whole generation
whether child, young and old.
5. To work for providing fun food to the generation to all corner of the country.
6. Walls, Omore, Rococo, Hicco, Igloo, Smile, Eatmore & Pearl etc. are competitors.
7. Purity and quality is our individuality. We are the pioneer in the manufacturing of quality
ice cream, which is our main advantage over our competitors.
8. We have grown up small unit to a bi g unit. It is our main achievement.
9. Ice cream parlor concept was introduced by us in the country. We introduced ice cream
verities in different flavors. We have made the public conscious quality ice cream and
carrying out business as per established standards.

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CORE BENEFITS

Core benefits of the Yummy Ice Cream Company are pure milk & butter used to make it and
also the great flavors, less fat and more fruits.

The new ingredients are called 'Ice Structuring Protein' (ISP). This protein allows us to make ice
cream and ice bar which are lower in fat, sugar and calories and at the same time include more
fruits. We can also now make ice creams and ice bar which cannot melt easily which is a great
thing for small children and for hot countries.

YUMMY AS A BRAND
As a brand, Yummy Milk Product (PVT) Ltd is a dedicated effort to produce Pakistans best
quality dairy products and to ensure affordable prices to the consumer. Yummy ice cream is the
oldest ice cream in Punjab and is still popular because of its pure ingredients and sustaining
quality. Yummy is a promising brand with its pure intention of promoting culture through its
advertising.

INGREDIENTS

Ice cream is made from ice (water), milk, butter, fat sugar, milk powder, glucose stabilizers, food
grad color, artificial flavors, emulsifier, and natural flavors & colors. All of these ingredients are
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necessary for you in your diet to lead an active lifestyle. From these ingredients you get protein
that helps to build body tissues, carbohydrates and fats which give you energy and essential
vitamins and minerals like calcium that help to strengthen bones and teeth.

ICE CREAM MAKING STEPS

1. RAW MATERIAL
Fresh milk, milk powder, sugar, glucose, stabilizer/emulsifier, food grade, colors, flavors, fruit
pulp, dry fruits.

2. PASTEURIZATION
Selected ingredients with balance formulation are then heated into a tank called pasteurizing vat
at 85 C
0
to kill all pathogenic bacteria.

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3. HOMOGENIZATION
After heating the mix is now homogenize at high pressure of 2000 lb / sq in to make a
homogeneous mix.

4. COOLING AGING
After homogenization the mix is now cool down by plate cooler to 4 C
0
and kept at this
temperature from 2-24 hrs are called the aging process.

5. COLOURING AND FLAVOURING
This cooled and aged mix is now either and flavor by artificial colors and flavors or food like
Mango ice cream.
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6. FREEZING
Continuous freezer is a machine, which makes ice cream. It consists of mix pump, which pulls
pre-cooled flavored mix along with air (called air-run) into barrel of freezer. Barrel consists of
dasher with very sharp blades. These blades scrape the frozen mix from the sidewalls of barrel at
eject out in form of semi solid ice cream at temperature of 4 C
0
to 6 C
0

7. CUP/ CONE FILLER
The semi solid ice cream from continuous freezer is now filled into cups or cones by automatic
filling machine called cups / cones filler and then transferred into hardening room at a
temperature of -35 C
0
for further hardening.
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8. STICKS MAKING MACHINES (ROLLO 20, ROLLO 32, CANADY)
These are sticks making machine. Rollo 20 and 32 are semi aromatic units where as candy is a
manual stick making machine.
Process consists of filling ice cream into moulds. Moulds are kept into brine solution (a solution
of cacl2) at a temperature of -30 to -40 C
0
. Wooden sticks are then inserted automatically in case
of R-20 & 32 but manual in case of candy. After hardening the moulds are defrosted by warm
water and ice cream sticks come out which are then packed automatically in pearl paper which
then placed into card board boxes and shifted into hardening room for future hardening.
From hardening room, the ice cream is shifted into cold rooms at a temperature of -25 C
0
.

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CURRENT MARKET SEGMENTATION

Current marketing segmentation of Yummy Ice Cream is as under:

1. Geographic Segmentation
2. Demographic Segmentation
3. Psychographic Segmentation
4. Behavioral Segmentation

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1. Geographic segmentation
In geographic segmentation the company divided the each city into different segments according
to Areas, States, Regions, and Markets. Yummy Ice Cream is targeting as geographic
segmentation of the Pakistan. We are targeting now the main cities of provinces as:
I. Capital Territory (Islamabad)
II. Punjab (Lahore, Faisalabad, Multan)
III. Sindh (Karachi, Hyderabad)
IV. KPK (Peshawar)
V. Baluchistan (Quetta)
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Target Segments Geographical
2. Demographic Segmentation

In Demographic segmentation we will divide people according to their ages and life cycle. We
will divide our customers regarding their ages as children, teenagers, twenty plus, thirty plus, and
so on more than fifty years old.
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But when we think about the children, they are more interested to eat ice cream of different
flavors.
Age Groups

Target Segment Age Group

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Kids
Kids normally do not have a great know-how of the taste rather they are psychologically
attracted towards the product. They are not concerned with the taste of ice cream they just want
the ice cream. As they are dependent and cannot spend money themselves, so their parents
mostly just provide them with an economical ice cream, not any specialized ice cream as it is not
demanded.
Teenagers
Teenagers dont have any specific taste and preferences. New products and new ideas always
attract them. But they are limited about the products generally and they have to maintain their
expenditures as well.
Adults
Adults mostly prefer the quality products, which not only fulfill their tastes and preferences
requirements but also reflect their personality. The adults are normally ready to pay for products
which fulfill their physical and psychological needs because they are the income generators.

Gender Segmentation
We need not to make the search on gender segmentation because Yummy Ice Cream is for both
male and female.
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Income Segmentation
We can easily make the division according to the income of people. Through the income
segmentation, we can divide the people into different levels of groups regarding their income on
monthly bases.

High Income Group Less Target Segment
Middle Income Group Target Segment
Small Income Group Less Target Segment

3. Psychographic Segmentation

The psychographic segmenting is done on the basis of the taste and health conscious consumer.
Yummy is targeted its market by creating an image of high quality and hygienic products.
Yummy was for anyone, anywhere and at anytime.

4. Behavioral Segmentation

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Behavioral segmentation divides buyers into groups, based on their Knowledge, Attitude, Uses,
or Responses about the products. We also believe like many marketers that behavior variables
are the best starting point for building the best market segmentation.
To make the best marketing structure we can set a reasonable price which is suitable for all types
of social classes in Pakistan.
By using focus strategies in which they just target the segment of sufficient size, not crucial to
success of major competitors and they are not attempting to specialize in the same target
segment.

COMPETITOR REVIEW

Hico Ice Cream was the first ice company in Pakistan. The brand Hico is well established since
1958. Hico has a fully automatic Ice Cream manufacturing facility, and has a production capacity
of producing more than 4.5 million-litter dairy ice cream a year. It is marketed in major cities of
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Punjab. Today, the brand Hico is considered being the favourite in its hometown Lahore. Our
company's strong distribution and marketing network guarantees consumer satisfaction and
brand loyalty.
Walls introduced in Pakistan in 1997-98. The product line consists from lollies to ice creams.
This includes Cornetto, Callipo, Max, Kulfis, Top Ten Choc Bars, Feast, Milky Way and etc.

OUR KEY COMPETITORS

In ice cream market industry there are many companies which produce the ice cream but all of
them are not our key competitors. It is because they do not produce the ice cream of our level.
Now our key competitors are Walls & o more.

COMPETITOR`S PROFILE

Walls introduced in Pakistan in 1997-98. The product line consists from lollies to ice creams.
This includes Cornetto, Callipo, Max, Kulfis, Top Ten Choc Bars, Feast, Milky Way and etc.
Unilever committed its own resources to acquire 'Polka' and consolidate the ice cream market for
Lever Brothers Pakistan. Low gearing and reputation as a multinational blue chip give Lever
ready access to capital at good terms to fund growth

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DEPARTEMENT OF YUMMY

Department of Research
Department of Marketing and Sales
Department of Administration / Human Resources
Department of Accounts
Department of Finance
Engineering Department
Shipping Department
Development / Food Technology
Packaging: Multiple packaging

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HUMAN RESOURCE DEPARTMENT

1. The role of H.R department is to hire best available candidates for the respective job,
tackling of job related problems of employees, and also look after all job requirements to
keep the wheel of industry running economically and effective.
The hundred employees approx. are working in the factory.

HIRING AND RECRUITMENT:
1. All type of recruitment is made in best interest of the organization as well as of job needs
at all level of employments.
2. All relevant factors are taken into consideration for hiring and recruitment.
3. The job analysis is performed through measure like questionnaire, observation, interview,
participation diary/logs, and combination of all or any other method.
4. No job description is given in writing.
5. We are a medium type organization, the planning and forecasting is done accordingly to
fulfill job needs.
6. By assigning candidates a chance to putt in their energies to produce desire results
through glancing of their qualifications.
7. The recruitment is done through advertisement for permanent staff beside deseasonal
staff is also hired.
8. Only job related interviews /select here an employee.
9. No test are taken to measure mental ability, motor and physical abilities and personality
and interest etc.
10. We go through selection techniques like background investigation references checks
while selecting an employee.
11. Interview qualification and interview of respective are the basic elements of requirement
of an employee at time of selection.
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12. We do not have contract based jobs only full time employee hired.
13. The probation period is three months for each level.
14. The duration of retirement period is 65 years coupled with others factors.
15. The process of dismissal from the job is either through termination or resignation, exit
interview is also held in certain cases.

TRAINING & DEVELOPMENT
1. Employee orientation is held through practical training by the supervisor and manager.
The practical orientation of job program equips workers with the capability impact the
management practices to achieve needed goals.
2. The training and jobs programs are held through job rotation.
3. The practical is given to employee acquaint themselves with requirement of jobs to
perform it properly.
4. They do not have facilities like job training through lectures, audiovisual or computer
based.
5. The employee is easily available so the special purpose training is not considered
necessary.
6. The qualification and experience matter both at all level of jobs.

PERFOMANCE APPRAISAL
1. Performance standard are measures on the bases of results, competencies etc.
2. Performance appraisals are always done by manager concerned.
3. Some time the appraising is usually made by management through achievement of
objectives and also mixture of others methods.

REMUNERATIONS AND BENEFITS
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1. Full time is paid through salaries and ex-gratia.
2. This disbursement of salaries to employee is done cash and checks both.
3. Benefits provided to employee are, supervisory allowances, night shift allowances, leaves
at holidays.
4. Remuneration like daily allowances, conveyance allowances, house rent allowances is
paid to the employee.

EMPLOYEE BENEFITS
1. The salaries range from 7000 to 50,000 per month.
2. Annual increment is administrated on percentage basis.
3. All others benefits are government rules.
4. Ex-gratia.

MEDICAL COVERAGE
1. The employees do pay a part of their salaries for social securities.
2. As available under the social security scheme.
3. The necessary treatment is available in case of emergency.

WORKS SCHEDULE
1. Different work schedule are used for all levels of employees.
2. Attention is mark in the annual register.

WELFARE AMENITIES
It is availed as per required.

DISCIPLONE AND GRIEVANCE HANDLING
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1. Production workers are given uniform.
2. All labor laws are applicable.
3. Employee can make a complaint to his supervisor.
4. They are taken on merit bases.
5. Through termination.
HEALTH AND SAFETY
1. Cleanness is the basic factor in maintaining the environment under control.
2. By keeping the working place neat and clean.

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Chapter# 2

MANAGEMENT
HIERARCHY

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DI RECTORS:

1. AJAZ AHMAD MANAGING DIRECTOR
2. JUNAID AHMAD DIRECTOR
3. MEHBOOB EAHI DIRECTOR

ORGANI ZATI ONAL STRUCTURE OF
YUMMY
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MANAGEMENT STRUCTURE

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CORPORATE I NFORMATION

CONTACT:

YUMMY MILK PRODUCTS (PVT) LTD.
124/4 Industrial Area Kot Lakhpat Lahore, Pakistan.
Tel: (042) 35112753, 35150815,
Fax: (042) 35113813

Web:

www.yummy.com.pk
Mailing address: www.yummyLHR@hotmail.com

Auditors:

HLB Ijaz Tabassum & Co (HLB)

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Chapter #3

MARKET MIX

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FOUR Ps OF YUMMY
1. Product
A product consists of any good or services that can be offered to the market to satisfy a need or
want .In case of Yummy, the products are the ice creams produced by the company. Applying
the three levels of product in case of Yummy.
Core Product: Ice creams, as desert after meals.
Actual Product: The high quality level, different tastes, and shapes of the Ice creams,
packaging and the Childs logo.
Augmented Product: Yummy provides taste and hygiene as well as nutritional ingredients. Ice
creams may generally be categorized as Convenience Products, products which consumers buy
frequently, immediately and with minimum of comparison and buying effort. Although in case
of the Pakistani ice cream market, consumers do give preferences to certain brands and compare
quality from one brand to another, yet we would still consider ice cream to be convenience
products, as they require minimum search effort and little planning. They are widely available
and within the category of convenience products, they come under Impulse Products. Applying
the concept of Product Quality, it is essential for yummy to pursue Strategic Quality, gaining an
edge over the competitors by consistently monitoring consumers changing needs and wants and
delivering better quality and satisfaction through improved products. Product Design may also be
considered in case of yummy. Yummy should alter the style of a few of its product lines in order
to attract more attention. There are many categories of yummy products:
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Products Flavours
Corneto Vanilla, classico, strawberry
Magnum Choclate.
Feast Choclate, kulfa
Spilt Mango, strawberry
Solow Vanila,cramile
Mini milk Samar, kulfa
Ice bar Orange, colla, banana
Star cup Vanila, mango ,slash, strawberry
Family pack(1 liter) Mango, choclate, kulfa
Others Charlie,fudge flavour, chocobar

Corneto Family
Strawberry Vanila

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Magnum

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Feast & Ice dip

Ice Bar flavor
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Cup ice cream
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PRODUCT DEVELOPMENT PROCESS
(YUMMY ICE CREAM)

Idea
Analysis
Development Test Market
New Product
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Idea Generation
Company has the full time Research & Development Department, which recommends new
products planning and organizing.
Company also does copy its competitors products. They also consult with their employees,
customers about their needs and distributions.

Product Analysis
After the conceptual test of ice cream products they analyze the products regarding their cost,
sales, demand & supply and profits.

Development
Company develops a prototype or a sample test to check the taste of ice cream within the
company. Then they make market strategy for the new ice cream products. It estimates the
production level and technical production feasibility and finally needed government approvals
for launching the products. In Pakistan government institutes which approve the products is
PCSIR (Pakistan Council of Science and Industrial Research)

Test Marketing
After the introduction of products and marketing program to determine the reaction of the
potential customer in market situation, company chooses Lahore city to test the market of his
products.

New Product
Company builds inventory and distributes them, then makes the advertisement of new products
through channels and brushers.

PRODUCT LIFE CYCLE

1. Introductory Stage
2. Growth Stage
3. Maturity Stage
4. Declining Stage

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Introduction Stage
The i nt r oduct i on s t age i s ver y cr uci al s t age, becaus e i f t he pr oduct i s not
launched properly it will not be able to survive in the market for long. In
introductory stage the prices are normally high because normally innovators
adopt i t and t he y ar e not pr i ce cons ci ous . Yummy al s o adopt t hi s pr i ci ng
strategies.

GROWTH
In the growth, both sale and profit rises, often at a rapid rate. Competitors ent er i n
t he mar ket i n l ar ge number , i f t he pr of i t out l ook i s par t i cul ar l y attractive.
Number of distribution outlet increases, pricing may come down a bit. Typically, profits starts to
decline near the end of Growth stage.

MATURITY
Du r i n g t h e f i r s t p a r t o f t h i s p e r i o d s a l e s c o n t i n u e t o i n c r e a s e , b u t
a t a decreasing rate. Marginal producers are forced to drop out of the market. Price competition
intensifies.
Here we introduce new flavors
and new products.
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DECLINE
After maturity stage the product start to decline, It is very important stage for the product to
survive in the market. The company should take steps to add new features in their
existing product.

DISTRIBUTION REVIEW

Distribution means to distribute the product through different channels. Extension is in the nature
of every business. We are changing the strategies day by day due to development of distribution
channels. These days all the well dressed organizations adopted the distribution channels.

MANUFACTURING
DISTRIBUTOR
RETAILER
CONSUMER
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2.Prising

Introduction
:
"Price" is one of the most important "P" of the marketing Mix. Pricing is important because it is
a reward to the company and must be in hand to complete the other three "P" of the marketing
Mix. The pricing of the godsend services performs a key strategic role in many firms because of
the deregulation intense global competition, slow growth in many markets and the opportunities
for firms to strengthen market position. Pricing decision is very important because the survival of
a company in the market depends upon pricing decision. Pricing strategy depends on pricing
objectives.

Pricing Objectives:

Companies use their price strategies to achieve one or many of the several objectives. They may
price for results (sales, market share, and profit) for market penetration or positioning. Pricing
objectives may be,

Sales volume
Profit
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Market growth Pricing objective of Wall's are market growth, sales volume and also making
profit. To achieve these objectives Wall's often add new features in the product and also decrease
its price.

Product Line Pricing
Setting the price steps between various productions in product line, based on cost difference
between the production, consumer evaluation of features, and competitors prices. yummy has
very long range of its line of products. The various product line of yummy is as follows;

Products Flavors
Cornetto Mango, Classico, Strawberry
Feast Chocolate, Chocobar.
Kulfa Split Mango, Strawberry Solo Mango, Kola Raspberry
Mini milk Samar, Kulfa Banana, Rainbow, Chocolate-Fudge Fruiti.
Topten Star CupVanilla, Mango Slash, Vanilla, Chocolate, Strawberry,
Family Pack (1liter) Mango, Chocolate.

3. Placement

Yummy introduced first time in history of Pakistan door to door service facilities. That is Spot Point
Dealer (SPDs), these are the mobile sellers. That is great achievement of Yummy Ice Cream. Tricycle
provides door to door services that is way Yummy is easily available in every where city, town, street,
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market etc. In tricycle the soft music continuously singing a bell which is the identification of yummy.
Through this yummy also make sales promotion and people often made impulse buying which increases
sales. Yummy also wants to get its ice creams available on the shelves of the millions of retailers all over
the country and in turn in the hands of the consumers. So ictuses distributors who can cater to the size of
yummy and its consumer base. These distributors make the ice creams made by Walls available to the
final consumers. Here Walls uses Indirect Marketing Channels, that is it has intermediaries
(distributors) between the company itself and the retailers who in turn provide their products to the final
consumers. In actual there are 280 distributors other than SPDs. These distributors break up the large
consumer base into regions and territories that they cover.

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DISTRIBUTION SITUATION

WAREHOUSING

Yummy Ice Cream has two warehouses, the 1
st
in Multan and the 2
nd
in Islamabad. Warehouse
of Multan serves the Sindh State and Islamabad serves the Khyber Pakhton Khwa.
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Company has its own network of 50 Vans & 4 big Trollers which easily deliver the ice cream to
the retailers.

4. Promotion

Introduction
The marketing mix activities of a product planning, pricing, and distribution are performed
mainly within the organization or between the organization and its marketing "partners".
However, with promotional activities, the firm communicates directly with potential customers.
Promotion is the element in an organization's marketing mix that serves to inform, persuade, and
remind the market of the organization and its products.
Promotional Methods
The promotional mix is the combination of personal selling, advertising, sales promotion,
publicity, and public relations that helps an organization to achieves its marketing objectives.
Personal Selling
Personal selling is the presentation of a product to a prospective customer by a representative of
the selling organization. Across all business, more moneys spending on personal selling then on
any other form of promotion. Its example is "SPDs" which is introduced by yummy.
Advertising
Advertising is the promotion of product or services through wide variety of messages transmitted
through different media.
Sales Promotion
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Sales promotion is designed to supplement advertising and coordinate personal selling. Include in sales
promotion are such activities as contests for sales people and consumer, trade shows, in store displays,
samples, premiums, and coupons. There is a difference between advertising and sales promotion,
"advertising describes messages carried in media owned and controlled primarily by people other than
the advertiser, and media controlled by the company itself carries "sales promotion" messages. Yummy
has following sales promoting activities:

Cycling System:
We start its cycling system for awareness but after that its task will be modified into doing sales
promotions for the company. And also cycling system will prove excellent in terms of sales and
promotion.

Coupon System:
We will start a coupon system for build healthy relations with customers and for promotion of
Yummy. A product containing a coupon, which will be printed inside the wrapping of the
product. If a customer fined that coupon then he/she will win/get a Cow Boy dress. It also shows
the heritage.

Yummy Promotional Method

Packaging

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The activities of designing and producing the container or wrapper for a product. Packaging
serves several safety and utilitarian purpose. It may be a part of a company's marketing program
and it is help full to identifying product among the competitor. Today, however, the marketing
significance of packaging is fully recognized, and packaging is truly a major competitive force
in the struggle for markets. As walls is a perishable consumer product so it is carefully packed,
so that it can protect the product in its way to the consumer, provide protection after the product
is purchased, help in acceptance of the product from middleman and help persuade consumer to
by the product. Packaging of yummy also containing information about the product.

Labeling
Labeling is another product feature that requires managerial attention. A labels a part of a
product that identifies the product, describes several things about the product who made it where
it was made, when it was made, its contents how is to be used and how to use it safely. A label
may be a part of a package, or it may be a tag attached directly to the product. Obviously there is
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a close relationship among labeling, packaging and branding. Finally, the label might promote
the product thought attractive graphic. Descriptive label is used for yummy as it contains
ingredients, nutritional contents and flavor of the ice-cream.
Design and Color
One way to satisfy customers and gain a competitive advantage is through skillful product
design. In fact, a distinctive design may be the only feature that significantly differentiates a
product. Many firms feel that there is considerable glamour and general promotional appeal in
product design and designers name. In the field of business products, engineering design has
long been recognizing as extremely important. Today, there is a realization of he marketing value
of appearance design as well. Color often is the determining factor in the consumer acceptance or
rejection of a product. Yummy is using very attractive design and beautiful colors for the
customer attraction. All the wrappers provide some ideas about the flavor, taste, quality and
freshness of the product.

MARKETING CHANNELS

These are known as the set of independent organizations involved in the process of making a
product or service available for the use or consumption. These channels perform the work of
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moving the goods from Manufacturer to the final consumer. It is the only way through which we
can provide the goods to the final consumer at the right time and right place according to the
needs, wants, and demands of general public. Mostly these channels perform the functions like.
They collect the information about the potential and current customers, competitors, and other
acts, facts, forces of the marketing environment.
They develop disseminate persuasive communication to stimulate the purchasing.
They place an order to the company.
They provide best place for storage and movement of physical products.
They evaluate and clarify the customer`s needs, wants, and demands properly.
In conclusion to all above actions we can say that they perform their self as a platform on which
all the work activities are handled between the customers and manufacturers.

TV, Billboards, News papers, Magazines, Radio, Banners, Pamphlets, Stands in shops,
Shop boards, Sponsorships of pop stars, actors, models, Event arrangements, Bus Stop
Board Ads, Fun carnival carried out in different parks such as Racecourse Park.
We choose the way for promotion of Yummy:
TV
Banners
Pamphlets
Stands in shops
Shop boards
Bus Stop Board Ads

ADVERTISEMENT
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We are creating awareness about its new products such as Choc Dip, Chocolate Feast, for this
purpose it is using huge signboards on the major square of the cities and more importantly both
the print and electronic media for advertisement.
AWARENESS
We use print and electronic media plus the signboards initially just to create awareness and
knowledge in the customer mind about its new product as these days it is giving a lot of ads of
both of its newly launched products.
INTEREST
As the public gets awareness of the produces of Yummy. The next step is to create interest
among the target buyers about the product which is again done through advertisement.
DESIRE
We create curiosity among the customers and transform that curiosity into the desire of the
product.
ACTION
Finally to make the customer purchase the product this is the final thing to be done in model. We
follow a sequential pattern through which it strengthens its newly launched products.

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Companies inform the people when they dont know about the product, persuasion takes place
when people already know about the product and company forces them to buy the product and
when companies is selling enough quantities of a product it reminds consumers about the product
to keep the sales at the same level in future.
Promotion is important for firms in many ways. It helps to establish image of product, which the
manufacture wants to portray, and also the personality of product. It informs the people, creates
awareness and helps in positioning and repositioning of the product. With promotional tools
company can tell about the availability of product, company can justify prices or can
communicate the features of the product.

CHANNEL LEVELS

Inform
Persuade
Remind
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Consumer
Retailor
Distributor
Manufacturer
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Chapter# 4

TRAINING PROGRAME

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My Experience
Truly many of us have no experience to visit a factory except watching on T.V sometimes in any
programme.When I took up this challenge to take an opportunity as an internee with a ice cream
factory it looked that this will be an uphill task and I may not do this.
With the name of factory one can easily hear the unbarring and irritating noise of the heavy
machines which are working in the factory.
But after joining, Yummy ice cream factory I changed my opinion because there is no such
horrible noise except production area each room is sound proof so there was very peaceful
environment in the factory. Due to the eatable goods factory there took very care of cleanness
not only the place of production but the entire factory. There took very care of employee
cleanness their uniforms time table and their health.
First few days were a transformation of my self to the people from different field of life and a
different art. I have learnt from highly experienced people and definitely a new field for us.
First day I took a guided tour conducted by Sir Ashraf. He gave a precise and complete
orientation about yummy and its position.
Training Program
I started my internship from 22
nd
July 2013 and complete on 30
th
August 2013.
During my six weak training program we got special training in HR and in dccounts department
guided by Sir Ashraf and Sir Muhsin.
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Week wise Training Activities
1
st
weak
I started my internship with an introductory lecture given by Sir Muhsin Naeem. Later he took
me to a complete tour of the factory. I spent first day in learning the activities and working of
different departments. He introduced me to all employees working in leading seats. Next two
days I spent with Mr. Mehboob Elahi in production area, he guided me how ice cream is made
and what kind of ingredients used in ice cream making. There w as taking very much care about
exact weight every ingredients specially flavors and others preservative liquids. I observed his
activities as he was all the time busy in operating different machines. In first weak I observed
and took experience in weighting the different intermediate items such as weight of moulds, after
filling and packing and check whether they are all of same weight or not.
2
nd
weak
In HR departments I checked the daily time table of each employee and took their attendance in
record, and their applications took forward to the Sir Ashraf. He guided me in personal life
preparation and maintaining personal data record.
He also gave me observation round regarding each department management schedule. This
management charter includes responsibilities of a person in charge of each department. He is
responsible for cleanness of the department and make sure that all needed things are available,
clean and at proper place.
I learned how to prepare the employee HAND BOOK, which describe in detail their duty
timings, shifts and dress code, by observing Sir Ashraf .
3
rd
weak
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Sir Ashraf taught about duty roster preparation, employee management meeting planning,
attendance compiling and personal file preparation at all levels.
I prepared duty roster on trial bases which includes times when they coming, attending overtime,
timings of top and medium level managements and duty schedule of related staff.
4
th
weak

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Chapter # 5

SWOT ANALYSIS

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SWOT ANALYSIS

Swot analysis enables the marketer or business manager to exactly locate
What strengths or strong points his products has and on which he can capitalize and earn
more market share.
What weaknesses or weak points are there in his product or in the external environment,
which he should work on and try to improve?
Which kinds of opportunities are there available for him, so that he could cash on those
opportunities?
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And most importantly the threats that are faced by the company or the product in the
external environment in shape of the competitors and others factors.
The fact that there are number of competitors in the market of ice cream and there is going to be
a lot of competition between the different products, analyzing the external environment becomes
even more important. Following this scenario where there is competition right from direct
competition to generic competition, Swot analysis becomes a key to success. A complete
analysis of the external environment is as follows.
Strengths:
The strengths of Yummy Ice Cream are as follows:
Yummy Ice Cream is available in natural taste.
No preserving chemicals that affect the health.
Its not a frozen dessert.
It is a time saving product.
Skilled and trustworthy workers are working in the company.
Good growth of market.

Weaknesses:
Some weaknesses of Yummy Ice Cream are given below.

The company has fewer resources as compared to competitors.
The company has lack of advertisement.
It has not strong brand image.
It has not any distribution channels.
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They have less market share as compared to competitors.
They have fewer budgets as compared to competitors.
They have less technical resources.

Opportunities:
There are also some opportunities for Yummy Ice Cream which is as under:
The company can use new technology.
They can change its target segment.
Prepare the new Ice cream flavor.
They can change product use.
They can change product image by changing its styles.

Threats:
There also are some threats for Yummy Ice Cream:
Competitors are willing to work on these products and o more has strong brand image. So
competitors have captured the market share of the Yummy Ice Cream.
Competitors have more resources than Yummy Ice Cream Company.
Due to fewer resources it is very difficult to give awareness of Yummy Ice Cream to the
customers.
If the company will do all this perfectly then they can make a huge change and
promotion.
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Chapter # 6

Problems & Recommendations
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Suggestions for Weaknesses and Threats:

Firstly the company has to reduce its weaknesses and then move on to the threats .There are
some suggestions or some positive or negative points to reduce the burden of weaknesses and
threats. These ideas or suggestions are as under:
1. First of all the company has to create a brand and then focus on it by making
advertisement more and more to get the best positioning level in the minds of the public.
If company create a strong brand image then it is very easy to remove the weak points.
2. Secondly the company will have to make strong distribution channels. If the company
does so then all the hurdles will be removed which supposed the cause of decrease in
sales. For this purpose company will have to give margins by giving bonuses, incentives,
and gift hampers. The company will have to give some packages/schemes to the
distributors.
3. The threats are that our competitors are strong. They have strong brand image. The
company has to make the Quality level, Design, Packaging, and labeling of Yummy Ice
Cream better than its competitors.
If the company does so then it can easily get the best positioning level in the mind of customers.
By following these three suggestions the company can easily remove the big problems that the
company is facing.

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References:
http://www.scribd.com/doc/18008545/Intrnship-Project-on-Marketing-of-Wall-s-Ice-
Cream
http://www.slideshare.net/shahzadasuleman/yummy-ice-cream-14999310
http://www.behance.net/gallery/Yummy-Ice-Cream-Brand-Manual/1461673
www.scribd.com/doc/17575104/walls

www.lahoreindustry.com/yummy-milk-products-pvt-ltd-co2042

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Internship Report

ISLAMIA COLLEGE COOPER ROAD LAHORE.

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