A view about Mother dairy:-

- While doing internship in Mother Dairy I was put into the task of understanding the
channel for the sale of Ice creams in New Delhi schools. During my 2 months project I
was able to understand various operations issues which was concerned with doing
business with the schools.
- Some of the issues which I noticed were the poor relationship with the canteen owners
who were already selling Mother Dairy Ice creams. While interacting with them I noticed
that there is something lacking in the business approach of Mother Dairy with the
canteen owners.
- All the canteen owners are supplied with the deep freezers for the sale of ice creams,
due to some malfunctioning of the deep freezers they were not able to sell Mother
Dairy ice creams (Some where even giving good sales per day), as no person from
Mother Dairy to take necessary action.
- During my interaction I came to know that few people came (mostly the sales executive)
to check out the malfunctioning of the deep freezer and went back without taking any
necessary action. It became a big challenge for me to deal with this situation as I had to
persuade them that someone will surely come to deal with the situation and I had to call
the area sales executive to let him know about the situation.
- Being a MBA student I found a complete lack of the proper communication among the
canteen owner to the direct representatives of the company. A proper channel of
communication was missing from both the ends i.e from the canteen owners and the
Mother Dairy.
- In order to rectify this problem a proper model is required as to show how a situation
like this can be tackled efficiently. Hence I have made a rough model as to how to
improve communication with the canteen owners and therefore maintaining a good
relationship with them.
 Canteen Owner Calls Control Office Appropriate DF
routes
ID. , DF No. manufacturer
(obtain info ) (Carrier etc)

con Repai Sends

tact r
s
DF engineer
Dispatch

After Repair tech

support

- The above model not only ensures a quick response time for the repair of DF but also
helps in maintaining a good relationship with the canteen owners.

- Another Aspect which I noted was the schools where Ice cream company like
Creambell ,Vadilal and kwality walls was selling ice cream was the kind of margin they
were providing the canteen owners. The normal margin provided by Mother Dairy is 14-
15%, whereas the margin provided by the Creambell and other ice cream company’s are
a woofing 25-27%. Now we need to analyze as to how other ice cream company’s are
able to provided such a high margin whereas mother dairy is not able to.
- Apart from this, my I was also able to inspect the mangolpuri ice cream dispatch unit for
the ice creams are stored for dispatch. During my visit I noticed that the labor had to
work in extremely low temperature because of which some of them became restless
and were not feeling well. Seeing the nature of the job Mother Dairy should try to
mechanize this full operations with least involvement of the labor , in this case the
Mother Dairy could install a conveyor belt which can carry the load straight from the
truck to the cold storage and vice versa. Though initial investment could be high but it
pays well on the longer run.