n SYNOPSIS

WORKING TITLE:
A Study of Effectiveness and Development of Distribution channel of Hangyo
ice cream In Bangalore Market.

PURPOSE OF THE RESEARCH:

Project is important for the organization, because it shows the picture of
effectiveness and efficiency of Distribution channel and focus on the satisfaction of
Distribution intermediaries and strengths and weaknesses of channel. Distribution
channel play very crucial role in the ice cream industry. To provide frozen and
good quality ice cream up to the last customer in required quantity with in required
time is a challengeable task for the organization.

Project work and findings are important for the organization because of following:
 It apparent the picture of effectiveness of distribution channel network.
 It emphasizes on the cost of channel distribution from point of manufacturing
up to the point of real consumption.
 It explain the satisfaction level of the mediators.
 It focus on the problems of distributors, retailers and customers.
 It helps the organization to manage the distribution channel members and for
designing motivational schemes to increase the moral of the sales workforce.

If the organization look attentively at findings and practical activities carried out
accordingly then it will certainly help the organization to develop the distribution
channel.
OBJECTIVE:
A.) PRIMARY OBJECTIVES:
 To study the effectiveness and efficiency of the distribution channels.
 To find out the satisfaction of intermediaries of distribution channels.
 To study the market for Hangyo ice cream, PVT Ltd .
B.) SECONDARY OBJECTIVES:
 To find out the factors influencing the effective distribution of Hangyo ice
creams.
 To study the various problems faced by the intermediaries.
 To find out the strength and weakness of distribution channels.
 To suggest suitable plan of action to improve its competitive position.

SCOPE OF THE STUDY:

The study is going to introduce the ways and method to improve the effectiveness
of distribution channel in marketing of Hangyo ice cream, as it is one of the
powerful components in improving the market share. The study also probes the
preferences of the consumers and their awareness towards Hangyo dairy product.

RESEARCH METHODLOGY:
The present study wants to discover the information about effectiveness of the
distribution channel and potential market for Hangyo ice cream, the retailer
reasons for promoting Hangyo brand and their level of satisfaction and factors
affecting the effective distribution of Hangyo ice cream.
Therefore, research design adopted for the present study is exploratory in nature.
The data collection includes both primary and secondary.

DESIGN OF THE STUDY:

Bangalore city is selected for the study. Both distributors and retailers were
contacted to get the information.

SOURCE OF DATA
The study makes use of both primary and secondary sources. The primary sources
consist of questionnaires administered to the distributors and retailers. The
secondary sources of information about the ice cream market and the company
information is collected from the office records and Internet.
DATA COLLECTION – SURVEY METHOD

Survey method is adopted with structured questionnaire. Two separate structured

questionnaires is designed to take responses from retailers and distributors . The
two questionnaires were pre tested and necessary changes were made accordingly.

SAMPLING
For this study the main sample units is the distributors and retailers who deal
directly in Hangyo products. The sample size is 50 retail outlets and 20 distributers
from Bangalore city and surrounding area.

WORK PROFILE:
 Understanding the market competition in ice cream indusry.
 Visiting super stockist to understanding the level of satisfaction towards
Hangyo brand. also understanding the problem they are facing in the
distribution level.
 Interviewing with distributors to understand problem faced by them from
company side as well as from retailer side .
 Understanding Hangyo promotional and other support for the distributor for
increasing the market share.
 weekly sales analysis of Hangyo ice cream .
 Understanding storage capacity of each distributors
 Understanding the retailer types
 visiting retailer point to understand their perception towards Hangyo brand and
what difficulties they are facing while selling Hangyo products to the consumer
.
 identify the problem faced by retailer from company and distributor point.

.
WORKING TITLE:
A Study of Effectiveness and Development of Distribution channel of Hangyo
ice cream In Bangalore Market.

PURPOSE OF THE RESEARCH:

Purpose of the research is to understand the current distribution structure of
Hangyo, compare it with the other players of the industry, identify issues and
opportunities in the distribution system of Hangyo . Distribution is one the
important element of marketing mix and is important to create accessibility for the
consumer

How will the project help the organisation ?:

 Highlighting the current status of distribution in Bangalore city (though
through a small sample size)
 It emphasizes on the cost of channel distribution from point of manufacturing
up to the point of real consumption.
 Presenting the satisfaction level of the intermediaries .
 Higlighting the problems of distributors, retailers and customers with
respect to Hangyo Icecreams .
 suggestions for designing motivational / promotional schemes to increase the
moral and productivity of the sales force.

If the organization can look at the findings as a hypothesis and test it on a larger
scale to bring in improvement in the distribution channel.

OBJECTIVE:
A.) PRIMARY OBJECTIVES:
 To study the effectiveness and efficiency of the distribution channels.
 To find out the satisfaction of intermediaries of distribution channels.
 To study the market for Hangyo ice cream, PVT Ltd .

SCOPE OF THE STUDY:

The scope of the study was limited to Bangalore city and a sample size of 50
no of retailers and 20 no of distributors . The study also probes the
preferences of the consumers and their awareness towards Hangyo dairy
product via retailers