SYNOPSIS

I started my project on 1st May by observing and understanding the distribution network of ice cream of renowned distributor in MORADABAD named MANILA ASSOCATES. There I met to Mr. DAYA KISHAN NAILWAL and asked him to give detailed information about the execution of the work. He has 2000 lt. deep freezer looking as cold room where ice creams are stored. The temperature of the room varies between -24 to -28 degree Celsius which is up to the standard. Four staffs are working over there, one is to look after the freezers, two are involved in the process of supply & one works as the salesman whose work is to take the orders from the retailers. In the next phase of the training new work was assigned to me. I was asked to give the details of the every day call with the amount of order given by the retailers. That time I was little bit familiar to the functioning in the market. I assimilate how many calls were productive & how many were non productive. I also provided required remedial suggestions to the distributor. There I came to about the actual happening in the market. Overall the seven weeks session, for me, was the opportunity to manipulate in practical manner, whatever knowledge & learning I gain in 1st year.

CHAPTER-1

INTRODUCTION Today, there is stiff competition among the business organizations in different industries to become the market leader. IT'S a Cold War this summer. And, it promises to be the fiercest ever, the domestic ice-cream industry has seen. The players are putting there strenuous efforts to capture the market and for sure this is heating up. Mother Dairy is not far behind in the competition and hence the primary objective of this project is finding out and increasing the market share of Mother Dairy icecreams in retail sector in MORADABAD AND RAMPUR REGION. The project is about understanding the ice cream industry and in particular Mother Dairy. This helps us in getting practical experience about marketing research, channel distribution, sales, and developing new strategies. Thus at present we are working with mother dairy to increase the market share through there Own Your Program Scheme through which there will be an considerable increase in the share of Mother Dairy ice cream in MORADABAD AND RAMPUR REGION NEED OF STUDY The need of study is to know about Market forces, customer retention, competitors price, Product place and also to know about the strength, weakness, opportunities and threats of Mother Dairy and for this SWOT analysis is to be done which provide solution to the various problems and will help to analyze various issues in Icecream Industry. This study ( Project) provides relevant ideas and information which help company to come out from various problems .

Scope Of the StudyCompletion of the project could help marketing team to develop marketing and essence of marketing in stiff competition. My study will help me to: To analyze the retailers perception about Mother Dairy ice-cream. To find out the competitive edge of the company over the competitors. To study pricing strategies being followed by competitors. To study the consumer preferences about different ice-cream companies. To analyze the consumers perception about Mother Dairy ice-cream. To study of distribution channel of Mother Dairy. strategies as per

the market condition and demand. Also it will help to understand the current market scenario

CHAPTER-2

COMPANY OVERVIEW ABOUT MOTHER DAIRY Mother diary is the largest liquid milk plant in Asia. It began on 4th December 1974 under the Operation Flood program of the National Dairy Development Board. It began with the supply of 40 litre milk that day and rest is history. In Delhi alone 50-55 lakh litres of milk is consumed daily. Mother Dairy supplies around 20 lakh litres per day. The target of Mother Diary is also to achieve clean milk production by 2010. The production of milk also to be 100 million tonne per annum. The current supply is 80million tonne litre per annum. At Mother Dairy, processing of milk is controlled by process automation whereby state-of-theart microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety. Mother Dairy, Delhi has been awarded ISO 9001 :2000 (Quality Management Systems), HACCP,2002 RvA (Food Safety Management Systems) and ISO 14001 :2004 (Environmental Management Systems) Certifications. Moreover, its Quality Assurance Laboratory is Accredited as per ISO/IEC 17025 :1999 by National Accreditation Board for Testing and Calibration Laboratories, Department of Science and Technology, Government of India. The main challenge before dairy cooperatives is to be able to quickly adapt to a rapidly changing domestic and world economic order, and with the WTO in place, not only hold its own in this country but become a regional force! by focusing on strengthening the Marketing, Sales and Distribution of the dairy sector in India and Mother Dairy has been identified as the vehicle for driving and realizing this strategy. 4

The strategy is being operationalized through the formation of joint ventures between Mother Dairy and the State co-operative federations. The joint venture companies would take on the responsibility of driving the ongoing business of marketing, sale and distribution of the State federation in a more organized, professional and efficient manner. Focused approach Mother Dairy wants to get into bigger markets and have bigger shares in those markets. The co-operative is also expanding its product portfolio further to match rival offerings So while the product portfolio has been growing, Mother Dairy has plans for reach out to newer markets - but the strategy here is more product-specific. Product differentiation The drivers will be value created through quality of the offerings as well as innovations in products. This will, of course, be backed by relevant marketing and promotion campaigns. Smart marketing On the marketing front, Mother Dairy is trying to take its product campaigns and communications to a higher platform. For instance, in the case of milk, the campaigns do not talk about the obvious benefits - milk is good for health, it has calcium and so on - but rather it targets children and are created around ideas such as "The country needs you, gow faster". Mother Dairy has been carrying out school programmes - games and activities - involving Makkhan Singh in Delhi, it has plans to take such activities to Mumbai and Kolkata as well. It also runs a gaming website on the character to attract children.

Product Range of Mother Dairy:

Mother Dairy has a huge product range and these products have been marketed through retail network. These products are ICE-CREAMS , Safal Select frozen vegetables, jams, Ketch-up, Pickle, Mango drink, Fruit Juices, Paneer, Sterilized cream, Butter milk (chhachh), Dhara Oil etc and some of the new products launched recently are Misthi doi, Dahi, Flavoured Milk, Lassi, Butter, Pure Ghee, UHT Milk, Dairy Whitner, Cheese

ABOUT MOTHER DAIRY ICE-CREAMS In 1996 mother dairy came up with its ice-creams. Mother Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR, Mumbai, Kolkata, Punjab, Rajasthan, UP & Uttaranchal. Next year, it plans to go south to Hyderabad and Bangalore. With India's per capita consumption of ice-cream - at 200 ml - being among the lowest in the world, opportunity for ice-cream marketers is abundant. And mother dairy is all geared up to take advantages of the opportunities ahead. Mother dairy has a huge variety of ice-creams in its portfolio, from impulse to take away to gallons. The range will be available at Mother Dairy booths, retail outlets and push carts. In the icecream business their major competitors are Amul, Kwality Walls, Cream bell and Vadilal. Among these Amul, Kwality Walls are giving neck to neck competition to mother dairy.

But to stay ahead of the competition require special effort. Mother dairy ice-creams strategy of product differentiation is value created through quality of the offerings as well as innovations in products. And this is backed by a relevant marketing and promotion campaigns. At present company claims 65 per cent market share in the ice creams market in Delhi and the National Capital Region. A harsh summer, a keenly contested battle, and a pampered consumer. It can't get hotter than that for the ice cream industry.

Mother Dairy Delhi was set up by national dairy development board (NDDB) in 1974 under the Operation Flood Programme to take the co-operative vision forward and has built a strong foundation by consistently achieving its mandate. It is now a subsidiary company of the National Dairy Development Board (NDDB).

National Dairy Development Board (NDDB) The National Dairy Development Board (NDDB) was created in 1965 to promote finance and support producer-owned and controlled organization. NDDBs programmes and activities seek to strengthen farmer cooperatives and support national policies that are favorable to the growth of such institutions. The National Dairy Development Board (NDDB) was founded to replace exploitation with empowerment, tradition with modernity, stagnation with growth, transforming dairying into an instrument for the development of Indias rural people. 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. There are virtually 15 major Dairy Cooperative Federations in India, namely: Andhra Pradesh Dairy Development Cooperative Federation Ltd (APDDCF) Bihar State Cooperative Milk Producers' Federation Ltd (COMPFED) Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) Haryana Dairy Development Cooperative Federation Ltd. (HDDCF) Himachal Pradesh State Cooperative Milk Producers' Federation Ltd (HPSCMPF) Karnataka Cooperative Milk Producers' Federation Ltd (KMF) Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF) Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF) Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh (Mahasangh) Orissa State Cooperative Milk Producers' Federation Ltd (OMFED)

 Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF) Punjab State Cooperative Milk Producers' Federation Ltd (MILKFED) Rajasthan Cooperative Dairy Federation Ltd (RCDF) Tamilnadu Cooperative Milk Producers' Federation Ltd (TCMPF) West Bengal Cooperative Milk Producers' Federation Ltd. (WBCMPF) National Dairy Development Board (NDDB) is the central cooperative board of the country and was created to promote, finance and support producer-owned and controlled organizations mentioned above. Mother Dairy of NDDB and Amul of GCMMF are the leading brand in India.

CONSTITUTION The National Dairy Development Board (NDDB) initially registered as a society under the Societies Act 1860was merged with the erstwhile Indian Dairy Corporation, a company formed and registered under the companies Act 1956, by the act of Indias Parliament the NDDB act 1987 (37 of 1987), with effect from October 12, 1987. Facts at a Glance Reach Includes 170 milk unions. Operates in over 338 districts. Cover nearly 108574 village level societies. Is owned by 12 million farmer members.

Milk Production

Milk production increased from 21.2 million MT in 1968 to 88.1 million MT in 2005-2006. Per capita availability of milk presently in 231 grams per day, up from 112 grams per day in 1968-69. Indias 3.8% annual growth of milk production surpasses the 2% growth in production; the net increase in availability is around 2% per year.

Marketing Innovation Bulk- vending- saving money and the environment. Milk travels as far as 2200 kilometers to deficit areas, carried by innovative rail and milk tankers. 95% of dairy equipment is produced in India, saving valuable foreign exchange. The annual value of Indias milk production amounts to Rs880 Billion. ISO CERTIFICATE Mother Dairy is an IS/ISO-9002, IS-15000 HACCP and IS-14001 EMS certified organization. Moreover, its quality assurance laboratory is certified by National Accreditation Board for testing and Calibration Laboratory (NABL) - Department of Science and Technology, Government of India. Macro Impact In 2005-2006 average daily co-operative milk marketing stood at 148.75 over the last 5 years. Dairy Co-operatives now market milk in about 200 cities including metros and smaller towns. During the last decade, the daily milk supply to each 1000 urban customers has increased 17.5 to 52.0 liters.

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SOURCES OF MILK, FRUITS, VEGETABLES, OIL SEEDS: Mother Dairy sources its entire requirement of liquid milk from Dairy cooperatives. Similarly, Mother Dairy sources fruits and vegetables from farmers/growers associations. Mother dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. DAIRY COOPERATIVES 1) 2) 3) 4) 5) 6) 7) 8) 9) Andhra Pradesh Dairy Development cooperative Federation Ltd -Vijaya. Bihar State Cooperative Milk Products Federation Ltd (COMPFED) -Sudha. Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF)- Amul. Haryana Dairy Development Cooperative Federation Ltd (HDDCF)- Vita. Himachal Pradesh State Cooperative Milk Producers Federation Ltd (HPSCMPF) Milk time Karnataka Cooperative Milk Producers Federation Ltd (KMF)- Nandini Kerala State Cooperative MILK marketing federation Ltd (KCMMF)-Milma Madhya Pradesh State Cooperative Dairy federation Ltd (MPCDF)- Sanchi. Maharashtra Rajya Sahakari Mmryadit Dugdh Mahasangh (Mahasangh)- Mahananda (APDDCF)

10) Orissa State Cooperative Milk Producers Federation Ltd (OMFED) 11) Pradeshik Cooperative Dairy Federation Ltd (UP) Parag 12) Punjab State Cooperative Milk Producers Federation Ltd (MILKFED) Verka 13) Rajasthan Cooperative Dairy Federation Ltd(RCDF)- Saras 14) Tamil Nadu Cooperative Milk Producers Federation Ltd(TCMPF)-Aavin 15) West Bengal Cooperative Milk Producers Federation Ltd(WBCMPF)-bens

Regional state offices

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1. Ahmedabad 2. New Delhi 3. Jaipur 4. Chandigarh 5. Noida 6. kolkata 7. cuttack 8. Patna 9. Mumbai 10. Pune 11. Vijaywada 12. Erode 13. Trivandrum 14. Bhopal 15. Bangalore

NDDB Structure:

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Indian Immunological Hyderabad.

Indian Dairy Machinery Company Ltd Anand MDFPL

Dhara Vegetable Oil &

MDF& V (P) Ltd,

Fruits Company Ltd

MDIL SUB Marketing & Sales for - Dairy Products. - Ice cream - Safal. - Dhara & Vegetables Sales For - Fresh Milk - Fresh Fruits SUB Marketing &

Milk &Dairy Products - Mother Dairy Units. - Pikhuwa Dairy. - Vashi Dairy.

Fruits & Vegetables - Fruits & Vegetable Units, Mangolpuri. - Fruits Processing Plant, Mumbai. - Neem Biocide Plant, Anand. - Ramgarh Unit.

Mother Dairys Market Share of Ice-cream in MORADABAD AND RAMPUR Ice-cream market under the brand name "Mother Dairy" has a

36 percent market share in MORADABAD AND RAMPUR

Mother Dairy is basically divided into 3 divisions as given as below

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Mother Dairy Fruit and Vegetable Private Ltd- (Holding company) Mother Dairy Foods Processing limited - (Processing Company) Mother Dairy India Limited (Marketing and Sales Company)

Mother Dairy Fruit and Vegetable Private Ltd (MDFV) MDFV (P) LTD, the holding company for all the Mother Dairy group companies, was incorporated on 24th March 2000 as a wholly owned subsidiary company of the National Dairy Development Board. Mother Dairy Foods Processing limited MDFPLs requirements of milk are sourced primarily from the dairy cooperatives, thereby serving to reinforce- MDFV (P) Ltd basic commitment to the dairy cooperatives sector. MDFPL also undertakes viable commercial initiatives in the fields of vegetables, fruit and vegetable unit.

MDFPL employs state-of- the-art microprocessor technology and complete process automation for milk processing to ensure high product quality/reliability and 100% hygiene.

MDFPL is an IS/ISO-9002,IS-15000 HACCP and IS 14001 EMS Certified organization

Mother Dairy India Ltd

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MDIL is responsible for the marketing, sales and distribution of all dairy products (except fresh milk) under the Mother Dairy brand, Dhara range of edible oils and the safal range of food products at national and international; level.

MDIL will deploy the Mother Dairy brand portfolio consistent with MDFVLs guidelines

- It markets the fresh milk and fruit and vegetables in the NCR and select markets. MFS explores consumption opportunities out of home, thereby targeting a varied range of customers: Private Institution Star hotels Schools Office canteens Air canteens Hospitals

Government Institutions Paramilitary Forces CSD Kendriya Bhandar

Air Defiance Canteen Hospitals Airports

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Railways ITDC IRCTC Pragati Maidan

It also targets any other opportunities out of home viz. festivals, gatherings, fair etc

Indian Ice cream Market (fact and figures)

Market size 800 Crores

Ice cream market is growing at 10 to 12% Ice creams traditionally are low volume business

The Indian ice cream market growth picked up after de-reservation of the sector in 1997. Of the total size of Rs 15-16bn, around 30-32% is in the hands of organized sector valued at Rs 4.9bn, rest all is with the unorganized sector. Among the major players in this industry Hindustan Lever has a market share of around 50%, represented mainly by Kwality Walls brand. Amul with an estimated market share of 35% is rapidly gaining market share and lastly Vadilal is the player in the national market with 8-9% of the market share. In rural areas, kulfis / ice creams made by small / cottage industry are popular. The market for organized sector is restricted to large metropolitan cities. In small towns and villages, there are thousands of small players who produce ice- creams / kulfis in their home backyard and cater to the local market. Almost 40% of the ice creams sold in the country are consumed in the western region with Mumbai being the main market, followed by 30% in the north and 20% in the south.

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The Indian government adopted the policy of liberalization regarding the ice cream industry also and it is since then that this sector has shown an annual growth ranging from 15- 20% per annum for last 1- 2 year. Presently in 1999- 00 it is estimated at worth of Rs15- 16bn. This growth rate is expected to continue for another next 2- 3 years because of lower base. Indian Ice Cream market can be segmented in three different ways, namely on the basis of flavors; on the basis of stock keeping units / packaging and on the basis of consumer segments. On the basis of flavors the market today has a number of flavors like vanilla, strawberry, chocolate, mango, butterscotch a number of fruit flavors, dry fruit flavors traditional flavors like Kesar- Pista, Kaju- Draksh etc. The market is totally dominated by Vanilla, Strawberry and chocolate, which together account for more than 70% of the market followed by butterscotch and other fruit flavors.

MAJOR COMPETITORS
Amul
Amul is one of major competitor of mother dairy in ice cream business. For its ice-cream GCMMF had invested in increasing its milk capacity. The cooperative also planned to expand its production facilities beyond Gujarat to service other regions in India. GCMMF bought an ice-cream manufacturing unit in Nagpur and installed a dairy unit alongside. Through this unit, Amul extended its milk supply to over 10 cities spread over Rajasthan, Madhya Pradesh and Maharashtra. Amul also focused on its supply system. Efforts were on to ensure greater availability of Amul ice-cream at pushcarts and small outlets. The company felt that availability was the most important factor in ice cream sales. Thus, Amul ice-cream could be found in just around the corner shops, local STD booths, local kirana shops, chemists and bakers, who stocked the icecream in deep freezers.

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HUL Kwality Walls

Kwality Walls of HUL is another main competent of Mother Dairy. Kwality Walls was launched in 1995 as HULs master brand for ice creams. With in depth knowledge of the Indian market and Unilevers state of the art technology, Kwality Walls has been delivering superior quality products under its international brands. HUL started by merging six existing ice cream brands in the country and then launched Kwality Walls range of ice cream and frozen desserts. Kwality, the original Indian company, was founded in 1956, and was the first in the region to import machinery for the mass production and sale of ice cream on a commercial scale. In 1995, in view of the growth potential of the frozen confections market, Kwality entered into an agreement with Lever, and has since been known by its current umbrella name. At the same time, other brands acquired by Hindustan Lever, such as GaylordMilkfood, were phased out in favor of promoting the Kwality Wall's brand.

Jaipuria Group- Cream bell

Cream Bell Ice-Cream launched by Jaipuria Group in various parts of India. Gained recognition in very short span of time and now is among the top 5 brands across India. The JAIPURIA GROUP is one of the top business houses in India, headquartered in New Delhi, India. It is quickly establishing itself as a pan Asian group with its operations already starting in Sri Lanka, Singapore and Indonesia. It has business interests in manufacturing, processing & distribution of Aerated Water, Beer, Ice Creams, Bread and Pizzas. It is also present in diverse fields of IT, Printing, Real Estate, Industrial Water Meters, Education, Power and Coal mining.

Vadilal
VADILAL GROUP had its humble beginning, more than 95 years ago, when its founders started manufacturing Ice-cream with a hand cranked machine. Today it is a diversified Business Group with major interests in Ice-creams, Food Processing, Real Estate Development 18

and Specialty Gases. Head Quartered in Gujarat, the most industrialized State in India, the Group had a turnover (1998-99) exceeding Rs.1500 million. Major companies of the Group are listed in several Stock Exchanges of. India. The Group has a large investor base and its brand name "Vadilal" commands an excellent equity. The "Vadilal" philosophy of providing its customers with quality products and services at affordable prices has resulted in the brand being a household name in India.

Process of Procurement & Distribution of Ice cream

Mother Dairy has manufacturing plants in New Delhi, where the ice-creams are manufactured. The company has its own fleet of trucks, which are used to transport Ice cream to the C & F agents. The company takes daily stocks with these agents and fills up the gap between the required and the prevailing stock. The company decides the level of stocks to be maintained as per the demand in the market. The factories send their trucks with the required stock of Icecreams. Mother Dairy pays a fixed amount to these C&F agents. This policy is necessary in ice cream as the seasonal variation is very high. So fixed percentage of unit sales will not work as these C&F agents incur very high expenses. These C&F agents keep their daily record of their supplies to the different distributor and thus provide a daily update to the concern managers in Mother Dairy. The entire exercise of determine the stock and supply level is carried out solely by Mother Dairy and the C&F agent has no role to play in it. However C & F agent act as a mediator between distributor and Mother Dairy ice cream manufacturing unit.

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Distributors job is to collect ice creams from the C&F agents and supply it to the retailers and in some case also to the vending distributors. Thus forms a very important part of the chain as they argument the physical reach of the company by adding new retailers to their fold. They also serve as a channel for getting feedback from the market that is the consumers. They keep the company abreast of the demand pattern in the market as regards which product is doing well and which is not. The distributors are appointed on the basis of geographic region as well as the number of retailers.

ENVIORNMENT AND SAFTEY

Mother Dairy, Delhi is committed to the protection of environment by Prevention of Pollution and continual improvement in their processes and systems to improve Environmental Performance. The company is ISO14001:1996 (EMS) certified by BVQI. Mother Dairy was the first industry in country to implement ISO-14031(Environment Performance Evaluation) project. The following steps are taken and on going efforts are continuously made as per their "Management Systems Policy" Minimize Waste generation Conservation of resources Use of renewable energy Recycling & re-use The Effluent Treatment Plant (ETP) was installed at the inception of the Dairy Plant. The company complies with applicable regulations and legislations of Delhi Pollution Control Committee (Department Of Environment, Govt. of NCT of Delhi).

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The water consumption has been reduced over the year as a result of the implementation of following initiatives: 1. Installation of water recuperation system in the year 2001-02 where in the final water rinse quantity after Cleaning in Place (CIP) is taken in the water recuperation tank for reuse as the initial rinse in the subsequent CIP operation. 2. In-house water audit is carried out every year and by a continual process of educating the employees about the importance of water conservation and motivating those to do KAIZENS directed to reduce water consumption. 3. Water consumption in all the activities in the Dairy is regularly monitored with the help of data furnished by magnetic flow meters installed at various locations. 4. The Dairy has installed a Solar Plant for hot water generation and solar heat recovery to the tune of 200 to 250 Mkcal per annum is achieved through it. 5. The Dairy has constructed Rain Water Harvesting by dividing the entire premises into six zones to harvest maximum possible potential of rain water run-off available in the campus. Accordingly unit has constructed rain water harvesting structures at the locations that experience water logging in each of the zones during rainy season. By this unit has achieved increase in water table ranging from 30 cms to 150 cms in our existing tube wells in the Dairy. 6. Industrial safety is of paramount importance at Mother Dairy. A Safety Committee headed by Sr. Manager(Mfg.) as Chairman and members drawn from workmen and officers cadre from different sections meet regularly to review and initiate safety measures in all the activities of the Dairy. Number of mock drills is carried out from time to time. Internal safety audits are carried out to locate unsafe conditions, acts and thorough investigation of accidents if any, strict enforcement of safety rules and procedures including work permit system and use of Personal Protective Equipment(PPE). The Dairy is member of National Safety Council and also celebrates safety week every year. The Dairy has ZERO fatal accident since the date of its inception

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AWARDS & RECOGNITIONS

Mother Dairy has received "Best Productivity Performance" award for three consecutive years starting from 1987-88 to 1989-90 and again from 1995-96 to 1997-1998 from National productivity Council and a commendation Certificate for Rajiv Gandhi National Quality Award, National Energy Conservation Award - 2004, Oil and Gas Conservation Award - 2004 and 2005, Indian Innovation Award - 2004 and Safety Initiative Award - 2005. Mother Dairy, Delhi is an IS/ISO - 9001:2000(Quality Management Systems) and Hazard Analysis Critical Control Points (HACCP) and IS-14001:1996 Environment Management System (EMS) Certified organization. Mother Dairy was the first Dairy in the country to implement ISO-14031 (Environment Performance Evaluation) project. The company's Quality Assurance Laboratory is ISO/IEC-17025:1999 certified by NABL (National Accreditation Board for Testing and Calibration Laboratory), Department of Science & Technology, India. This provides assurance to the consumer in respect of Quality and Safety of products manufactured and marketed by Mother Dairy.

MOTHER DAIRY PRODUCTS

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Mother Dairy markets and sells dairy products under the Mother Dairy brand (like Liquid Milk, Dahi, Ice Creams and Butter), Dhara range of edible oils and the safal range of fresh fruits and vegetables, frozen vegetables and fruit juices at a national level, through its sales and distribution networks, for marketing foods. DETAILS OF PRODUCTS Safal Products JuiceOrange Orange-Apple Mixed Fruits Grape PicklesMixed Pickle Mango Pickle Red Chili Pickle Lemon Pickle JamPineapple Mixed Fruits Apple Orange Marmalade SquashOrange Lemon RiceSafal Gold Basmati Rice Safal Silver Basmati Rice Safal Premium Paramal Rice Safal Drink- Guava

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Mango Nectra Tomato Products- Tomato Puree Tomato Ketchup

Dairy Products Butter Ghee UHT Curd Lassi Flavored Milk 1. The creamier, tastier butter Its delicious. Its creamy. And its so easy to spread. Available in 100 and 500 gram packs. Mother Dairy is produced under totally hygienic conditions using Mother Dairys wholesome milk. 2. Pure Ghee Mother Dairy is pure ghee made from buffalo milk and has every quality that you would look for while purchasing ghee- just the right off-white colour and the typical daana-daana feel. The formulation developed delivers superior flavor and aroma to the food you prepare making it the best choice in Ghee. Mother Dairy Ghee is available in one liter and half liter cartons (known as Ceka and having a special type of lining) and also in one litre tins. All the packs are carefully packed to ensure that the rich flavour and aroma of Mother Dairy Ghee gets sealed in and remains intact for you to savour and enjoy. 3. UHT Milk Mother Dairy UHT Milk is thick, tasty & completely natural, containing no preservatives. Regular milk is put through a process known as UHT (Ultra Heat Treatment) that makes the milk completely germ free. The milk is then packed in a special six layer package that

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preserves the milk for up to 120 days without refrigeration. The milk needs no boiling and can be drunk straight from the pack. The different kind of milk available are Full Cream Toned Double Toned Token Milk Skimmed 4. Dahi Absolutely delicious, with a rich and creamy texture, Mother Dairy Dahi is uniformly thick, consistent and natural, without the use of any preservatives. Mother Dairy Dahi is made from pasteurized standardized milk which contains 4.5% milk fat and 10% milk SNF. Not only does it taste great, it also aids digestion by maintaining balanced micro flora in the intestine and suppressing the growth of undesirable pathogenic bacteria. 5. Lassi Mother Dairy Lassi is a tasty and refreshing drink made from pure, nutritious milk. Drink it either as an anytime snack or as a tasty accompaniment to your food. Either way its a great tasting drink. You can choose from two variants- Sweet Lassi (300 ml) and Salted Lassi (200 ml), to suit your taste.

6. Chillz

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Mother Dairy Flavored Milk captures all the goodness of Mother Dairys pure and fresh milk combined with the magic of special flavors. Made from Double Toned Milk, and available in Kesar Elaichi, Chocolate and Vanilla Flavours- these drinks are light and refreshing and capture the great taste of these unique flavours without being heavy or too filling. These tasty drinks, available in 300 ml and 500 ml, are perfect for any occasion- either to savour when you are alone, or to enjoy with family and friends.

ICE-CREAMS In 1996 mother dairy came up with its ice-creams. Mother Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR, Mumbai, Kolkata, Punjab, Rajasthan, UP & Uttaranchal. Next year, it plans to go south to Hyderabad and Bangalore. With India's per capita consumption of ice-cream - at 200 ml - being among the lowest in the world, opportunity for ice-cream marketers is abundant. And mother dairy is all geared up to take advantages of the opportunities ahead. Mother dairy has a huge variety of ice-creams in 26

its portfolio, from impulse to take away to gallons. The range will be available at Mother Dairy booths, retail outlets and push carts. In the icecream business their major competitors are Amul, Kwality Walls, Cream bell and Vadilal. Among these Amul, Kwality Walls are giving neck to neck competition to mother dairy. But to stay ahead of the competition require special effort. Mother dairy ice-creams strategy of product differentiation is value created through quality of the offerings as well as innovations in products. And this is backed by a relevant marketing and promotion campaigns. At present company claims 65 per cent market share in the ice creams market in Delhi and the National Capital Region. A harsh summer, a keenly contested battle, and a pampered consumer. It can't get hotter than that for the ice cream industry

Sundae Magic Add a little magic to your day with Mother Dairys sensational range of sundaes. A liberal sprinkling of nuts accompanied by a thick layer of rich sauce makes these sundaes absolutely irresistible. Available in three exotic flavors- Jamaican Almond Fudge. Coffee Excess and Shahi Meva Malai, these sundaes give you the chance to relish what even the Nawab of Awadh was deprived of.

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No Guilt The Dietz range has been created to allow you to enjoy the delightful taste and the rich, creamy texture of ice creams without the guilt of consuming all those extra calories. In fact, the milk fat content in Dietz is 75 per cent less than that in regular ice creams, making it ideal for weight watchers. Dietz is currently available in three variants, Mango, Kesar Bahaar and Butterscotch in 500 ml tubs. Butterscotch flavour is available in a 115 ml. cup as well.

Kulfi This traditional Indian delicacy just got better- richer & creamier and with more variety. Surrender to that all time favorite: Kesar Kulfi or enjoy the richness and abundance of nuts with Pista Kulfi. A royal treat for those with a taste for traditional delights.

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Cups A wide range of flavours to enjoy both at home and while on the move. Take your pick from a variety of flavours like Vanilla, Strawberry, Chocolate, Butterscotch, Choco Chip etc. Guaranteed to make all those family gatherings and outings extra special. Fruit Classics A unique range of premium ice creams in which carefully handpicked fruits blend with rich, creamy ice cream so that every spoonful that melts in your mouth has a natural taste of real fruit. Indulge your senses in the mouth watering flavour of delicious fruit with an added excitement of real fruit pieces. Whats more, it comes in three delectable flavoursStrawberry Crush, Mango Marvel and Litchi Surprise

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Bricks Experience take your favorite ice creams home. Just grab a 500 ml or 1 litre Brick. Choose from a mind boggling range of great flavours. The All time Favorite Vanilla, Strawberry, Butterscotch, Chocolate and Two in One. The Simply Irresistible Choco Chip, Kesar Pista, Kaju Kishmish and Kulfi Pista. The New Unique Choco Fudge, Badam Thandai, Shahi Nazrana and Fruit N Nut and Simply Coffee. A delicious for the entire family.

Lic Lolleez An all time hit with the kids!! A refreshing and colorful range of ice candies and milk lolliesthey are the perfect solution to the summer heat and add that

extra zing to the winter chill. Try the new Chulbuli & Shararat Lic Lolleez to re-discover the naughtiness in you.

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CHAPTER-3

OBJECTIVE OF PROJECT The main objective of the project is to analyze the marketing mix of MOTHER DAIRY and to increase the market share of Mother Dairy through Own Your Assets (OYA) Program in retail sector. The following value additions to the company are Creating awareness among retailers about the benefits of deep freezers which will lead to increase in sales of ice cream. Creating a deeper penetration through regular visit to each and every retailer of Mother Dairy. Choosing a specific retail outlet that can be converted into Mother Dairy outlet through OYA program

Acquiring a brief knowledge about the products. Movements of the competitors product. Understanding the 4 Ps of marketing in relation to Mother Dairys Ice-cream in Moradabad and Rampur

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To find out the market share of Mother Dairys Ice-cream with other competitors. Prospective/ new market for capturing majority of market share of Mother Dairy Icecream i.e. how to expand market share?

Factors influencing in New Retailers mind for buying new Deep freezer. Response of New Retailers to take new Deep freezer (Positive and Negative). Whether all the New Retailers knows Mother Dairy also has Ice-cream? What do Retailers looks before opening Ice-cream parlor in their shop? Ascertain growth opportunities as well as threats. Give recommendations to Mother Dairy India Ltd. regarding strategic market positioning of Mother Dairy Ice-cream.

To increase the sale of mother dairy ice-cream by increasing the number of retail outlets.

To know the customer response about Mother Dairy ice-cream through retailer.

To know the retailer response about Mother Dairy ice-cream whether they are satisfied with the distributor and the new schemes of Mother Dairy in MORADABAD AND RAMPUR

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The project undertaken was to know sales & distribution strategies followed by company to achieve competitive edge over major ice-cream players. Basically my research work is divided into three parts: Market research. Analyze distribution channel. Working procedure. Market Research This was the first part of the project. This part deals in visiting a certain market that is actually allocated to us. The survey will be helpful in understanding the current market scenario as well as the market share of different brands in the ice cream industry. The main purpose lies in interacting with the retailers who are into ice cream business and to insight customers intention regarding product. The comments regarding the various brands are gathered and in particular of mother Dairy. The positives and negatives of each brand are noted. The issues such as replacement of ice creams, timely information about schemes, distributors service, salesman visits, display boards, stickers and order placed are to be observed. The basic purpose of market survey was to understand the markets and the pros and cons of ice cream business. Analysis of Distribution Network This is the second part of the project. This part deals in working and understanding the market that the distributor and the salesman handle. Various issues such as salesmans visit, supply status, mode of supply, awareness of promotional activity, display status were observed. Thus any loophole that exists between the C & F agent and distributor, distributor and salesman, salesman and retailers can be worked upon and necessary recommendation should be suggested.

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Working procedure Here we have to approach various retail outlets & enquire about problems, complaints, suggestions etc. As a part of marketing research we also have to collect data in order to find market share of mother dairy from our sample space. During this period we are in constant touch with our sales executive and area sales manager and have to submit weekly report about each market and full information about each shop in those markets. Questionnaire and observation method was used for collecting the information.

MY OWN CONTRIBUTION
As far as my contribution is concerned I regularly visit to market, used to meet the concerned persons like-distributor, retailers and target customers. Initially I segregated the markets into heads like- individual retail shop, Ice-cream parlors, bakery/sweet shops, restaurants, to get clear view of market in retailers perception. Then I met to the customers and get their views about product. My project is about understanding the ice cream industry and in particular Mother Dairy. This project is helping me in getting practical experience about marketing research, channel distribution, sales, and developing new strategies.

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CHAPTER-4

RESEARCH METHODLOGY TYPES OF DATA The data is using both primary and secondary data. Secondary data is collected by distributor and through internet and primary data is collected from retail outlets. METHODS OF DATA COLLECTION( By using Questionnaire as well as survey and observation)The task of data collection begins after we define the research problem. While deciding about the methods of data collection to be used for the study, the

researcher should keep in mind two types of data viz. primary and secondary. The primary data are those data which are collected for the first time and thus it is original in nature. The secondary data on the other hand are those which have already been collected by someone else and which have already been passed to the statistical process. The researcher would have to decide which sought of data he would be using for his study and accordingly he will have to select one or the other method of data collection. The methods of collecting primary and secondary data differ since primary data are to be originally collected, while in case of secondary data the nature of data collection were is merely that of compilation.

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COLLECTION OF PRIMARY DATA: We collect primary data during the course of doing experiments in an experimental research but in case we do research of the descriptive type and perform surveys, whether sample surveys or census surveys then we can obtain the primary data either through observation or through direct communication with respondents in one form or another or through personal interview. Thus, in other words, it means that there are several methods of collecting primary data particularly in surveys and descriptive research. Important ones are: Observation methods: In observational studies, the investigator doesnt ask question to seek clarification on certain issue instead he records the behavior, as it occurs, of an event in which he is interested. Sometimes mechanical devices are also used to record the desired data. interviewing: Interview can be conducted either face to face or over telephone. Such interviews provide an opportunity to establish a rapport with the interviewer and help extract valuable information. Questionnaire: It is formalized set of question for extracting information from the target respondent. The form of the question should correspond to the form of required information. The three general form of question are dichotomous (yes/no type), multiple choice and open ended.

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COLLECTION OF SECONDARY DATA: Secondary data means data that are already available i.e. they refer to the data which have already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. In this scale he is certainly not confronted with the problems that are usually associated with the collection of original data.

Secondary data may either be published or unpublished. Usually published data are available in various publications of the central, state, and local bodies. In various publications of foreign govt. and international bodies and their subsidiary organization. In technical and trade journals, books magazines, newspaper, reports and publication of various associations connected with business and industry, banks, stock exchanges etc. SAMPLE AREA The sample area is MORADABAD AND RAMPUR SAMPLE SIZE Approx 100 outlets. The project is basically divided into three parts. They are Market Survey Through a random selection of markets, all the retail outlets containing ice cream will be visited and the market share of mother dairy and other competitors will be measured

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Various issues relating to Mother Dairy and its supply will be gathered through a series of questions put forward to the retailers.

Distribution A proper understanding of the distribution network will be understood by working with the distributors and salesman. Sales The potential retailers who are interested in owning deep freezers will be looked upon. They will be attracted in keeping deep freezers through OYA scheme that is offered by Mother Dairy. Thus understanding the loopholes between the distributors and the retailers.

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MY OWN STRATEGY TO COMPLETE TARGETS Step 1) Markets are segregated into heads to get clear view of market potential. Like 1. Individual retail shops 2. Ice-cream parlors /coffee parlors 3. Bakeries 4. Bakery shops/sweet shops 5. Restaurants 6. Chemists shop 7. Juice corners 8. Caterers 9. Party & wedding contractors

Step2). By making a database of all the potential customers by using secondary Databases & directories like sulekha.com

Step3). Contact them and follow them to convert to sales.

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Instrument Used In this research the instrument was used are frequency distribution and percentage, which were used in tabulating the data and were used in representing the findings.

SOURCE OF DATA COLLECTION Both type of data which are needs to be collect for this research i.e. primary data as well as secondary data. Primary data was collected on regular visits to our target customer and it was in the form of interview and secondary data was collected through internet.

Marketing Research This was the first part of the project. This part deals in visiting a certain market that is actually allocated to us. The survey will be helpful in understanding the current market scenario as well as the market share of different brands in the ice cream industry. The main purpose lies in interacting with the retailers who are into ice cream business. The comments regarding the various brands are gathered and in particular of mother dairy. The positives and negatives of each brand are noted. The issues such as replacement of ice creams, timely Information about schemes, distributors service, salesman visits, display boards, stickers and order placed are to be observed. The basic purpose of market survey was to understand the markets and the pros and cons of ice cream business. Here we have covered 20 areas in 3 weeks. We have covered all the ice cream retail outlets. These areas are:

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1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

HARPAL NAGAR M.D.A. GANDHI NAGAR CHANDRA NAGAR GANJ GURHATTI ADARSH NAGAR COMPANY BAGH G.M.D. ROAD BUDDHA BAZAR BARADARI PAKBADA DEENDAYAL NAGAR RAM GANGA VIHAR LAJPAT NAGAR RAHMAT NAGAR HARTHALA COLONY AMROHA PAKBADA BUDDHI VIHAR LINE PAR

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Working procedure Here we have to approach various retail outlets & enquire about problems, complaints, suggestions etc. As a part of marketing research we also have to collect data in order to find market share of mother dairy from our sample space. During this period we are in constant touch with our sales executive and area sales manager and have to submit weekly report about each market and full information about each shop in those markets. Questionnaire consisting of open ended questions was used for collecting the information.

Observations to be made while doing survey. 1. Whether the deep freezer is visible or not? 2. What is the position of boards and point of purchase displays? 3. Is the purity of the Deep freezer maintained? 4. Which Ice cream has then major share of deep freezer? 5. Which brand is pushed by the retailer?

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Feed back Questionnaire for retailers during market survey 1. Do you keep Ice-cream? If yes, of which company(s)? 2. Are you satisfied with the supply/ service of the company(s)? If no, what are the problems faced? 3. Which Ice-cream is in demand in this area? Any specific reasons?

Thus through market research information on the presence of various brands, there supply, issues of the retailers through open ended questions provided above were gathered. Understanding Distribution Network This is the second part of the project. This part deals in working and understanding the market that the distributor and the salesman handle. Various issues such as salesmans visit, supply status, mode of supply, awareness of promotional activity, display status, Deep freezer purity of Mother Dairys ice cream are to be gathered. Thus any loophole that exists between the distributor and salesman, salesman and retailer can be worked upon and necessary recommendations could be provided. Working procedure In these phase I WAS associated with the distributor (MANILA ASSOCIATES MORABAD AND RAMPUR AGENCIES RAMPUR). Mother Dairy has a wide distribution channel consisting of 2 distributors in this region. Our market is divided into six beats form Wednesday to Monday. We have to move around with the sales man to the prospective beat and look for the issues in the supply chain, distribution network, retailer satisfaction, purity status, point of purchase displays, salesman visit. If there arises small issue then we have to solve that issue at our level, otherwise have to inform territory sales in charge immediately.

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Sometimes sales executive will also accompany us in this process. The results of our findings are displayed here. These show that Mother Dairy lags in promotional activity, display and visibility.

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SUPPLY AND DISTRIBUTION MODEL-

MANUFACTURING UNIT

Patparganj, Delhi

CFA 1

CFA 2

CFA N

DISTRIBUTOR

DISTRIBUTOR

DISTRIBUTOR

RETAILER

RETAILER

RETAILER

CONSUMER

CONSUMER

CONSUMER

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Own Your Assets Program This is the final part of the project. The market share of Mother Dairys ice cream is to be increased by this Own Your Assets Program (OYA). The retailers who are currently not into the ice cream business are approached and benefits of the OYA schemes have to be communicated resulting in the sales of the assets of Mother Dairy thus increasing its market share. There are many retailers who are currently not into ice cream business but they can be actually attracted through various schemes that Mother Dairy is providing. In this we process we will also get to know about certain concepts of sales like. Cold calling Warm calling Hot calling Deal open and Deal closing etc.

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Working procedure Here we are assigned some areas where we are working on OYA program. Here we have to sale mother dairy freezer to those who want to do ice cream business. Here our task is to make retailers aware about benefits of doing business with Mother Dairy ice creams, handling calls according to the situation and finally closing deal. In order to make the retailer convinced we have the below table which actually shows the time needed to recover the amount they have spend. Suppose the retailer purchased a deep freezer of 300 liter. The estimated cost is 15075 and ice cream worth 6000 is provided free. Hence it amounts to 9000. Here an example taking 300 liter is provided. The schemes provided are attractive. They offer deep freezers of Carrier which are best in class with 2 year warranty. O.Y.A. Programme offers a variety of modalities to the retailers so that they can enjoy the pleasure of being associated with the No.1 brand in the country today at a low investment and minimum risk. For that Mother dairy provide following facility to retailers under O.Y.A. scheme

Provide Deep Freezer to retailers on outright sale basis. For that the Mother dairy have negotiated with Carrier India Pvt. Ltd., Voltas Ltd. and Western Ltd. at special price. Rates are much below than market price. Provide Deep Freezer to retailers at subsidized rate.

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For providing this facility to the retailers the Mother dairy have contacted the three renowned Indian companies at corporate level to provide deep freezer at cheaper rate. The companies which are contacted are:

Carrier India Private Limited, New Delhi Voltas Limited, New Delhi Western India Limited, Kanpur

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SOME INFORMATION ABOUT O.Y.A . PROGRAMME OF MOTHER DAIRY -

Carrier India Private Limited, New Delhicategories of the deep freezer .

The scheme under O.Y.A . Programme

is given below which is showing various issues of the scheme under different

TABLE-1.
CARRIER MRP 150 Ltr 300 Ltr 400 Ltr 500 Ltr 14906 18563 22500 26438 YOUR PRICE 12038 15075 18844 22388 19125 21938 DISCOUNT 2868 3488 3656 4050 4500 4500 FREE ICE CREAM 4200 6000 7200 7200 6000 7200 BONUS SAVING 1000 1000 1000 1000 1000 1000 8969 11688 13356 13750 12700 14200

300 Ltr 23625 (glass top) 400 Ltr (glass top) 26438

This scheme includes : Two year warranty Delivery freight Fast track bonus up to Rs . 1000.

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HARD TOP FREEZER

GLASS TOP FREEZER

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Benefits of the O.Y.A scheme to retailers To understand this scheme here we take the example of Carrier 300Ltrs. Deep Freezer Cost saving Market price of this deep freezer without scheme is Rs.18563 approx Price of same deep freezer under O.Y.A scheme is Rs. 15075. Some other players are providing same deep freezer on security and charge some amount on it. It means ownership of same deep freezer by paying lesser amount in comparison to the original amount of the deep freezer and also provide some additional benefits like free Ice- creams as well as warrnty on the deep freezer . Independent system and very easy in operation Very low consumption of electricity In 24hrs it consume only 2 to 3 unit Two year warranty free from market condition Delivery in committed time

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CHAPTER-5

DATA ANLYSIS AND INTERPRETATION The analysis of various issus and the data collected during the summer training is as follows : 1. TABLE 2.: THE TIME NEEDED BY THE RETAILERS TO RECOVER THEIR INVESTMENT Sales per Sales per 15% day (rupees) 250 500 750 1000 month (rupees) 7500 15000 22500 30000 of Electricity charges Profit retained (rupees) 405 1530 2655 3750 Effective price of Time the deep required to recover cost < 2years <6month <4month <2.5month freezer(rupees) 9000 9000 9000 9000

the MRP

(rupees) (rupees) 1125 2250 3375 4500 720 720 720 720

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Assets utilization There was another program which had to be completed during the sales period. During this period we had to visit the shops of Mother Dairy and to observe whether the assets are properly utilized or not. There were 95 shops of mother dairy which were visited and we found that in 75 shops the assets were utilized properly. 5. SURVEY RESULTS & FINDINGS 5.1 MARKET SURVEY TABLE 3.: Market share of ice cream brand covered during the project Brands Mother Dairy Amul Kwality Walls Cream Bell Others No. of shops covered 22 21 20 11 2

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2% 8 Mth r Dir o e ay C a B ll r m e e A u ml 1% 5 2 % 2% 9 Wlls a O es th r

2% 6

FIGURE 1- MARKET SHARE OF ICECREAM BRANDS Some of the information that we gathered are presented. The current market ratios of the markets which we surveyed are given above. These facts prove that Mother Dairy is still lagging in this aspect and our concentrated efforts can bring positive changes.

Table-4. DEEP FREEZER PURITY

Ice-cream Retail Outlet Mother Amul 11 10 21 Cream Bell 5 6 11 Kwality Walls 18 4 22

Dairy Shops With Companys Deep 14 Freezer Shops With Deep Freezers Of 6 Others Total Shops 20

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FIGURE 2- PURITY IN DEEP FREEZER

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Mother Dairy Am ul Cream Bell Kw ality Walls

81% 72% 52.30% 45.40%

FIGURE 2 PURITY IN DEEP FREEZERS Thus, from the figure shown above we found that the purity in deep freezer of Kwality Walls was better when compared to that of Mother Dairy.

Table-5
Factors Hygiene Display Visibility

DISTRIBUTION

No. Of Shops Out Of 85 Shops Visited 68 21 48

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FIGURE 3- DISPLAY STATUS

80% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Hygiene Display Visibilty

60%

25%

FACTORS

FIGURE 3- DISPLAY STATUS

Thus, from the figure drawn above we can find out that Mother Dairy Ice-creams lack in visibility and display with a share of less than 60%.

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Table-6

VARIOUS ISSUES

Issues Concerned Salesman Visit Quality Of Stock Received Awareness Of Promotional Activity

No. Of Shops Out Of 85 Shops Visited 81 77 60

FIGURE 4- VARIOUS ISSUES

95% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 90% 70%

Salesman Visit

Qualit y Of Aw areness Of Stock Received Prom otional Activity

ISSUES

FIGURE 4- VARIOUS ISSUES Thus the salesmens visit was proper but what was found that though the visits were regular and proper but retailers didnt have a proper idea of the schemes of Mother Dairy.

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5.3 SALES

Table-7

SHOPKEEPERS ISSUES

Issues Margin Initial Investment Replacement Brand Consumer Behavior Availability

No. Of Shops 160 199 120 90 130 140

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FIGURE 5- SHOPKEEPERS' ISSUES BEFORE ENTERING INTO ICECREAM BUSINESS

98% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 80% 60% 45% 65% 70%

Margin

Initial Replacem ent Investm ent

Brand

Consum er dem and

Availability

ISSUES

FIGURE 5- SHOPKEEPERS ISSUES

As can be depicted from the figure drawn above, there were some issues which are a concern for the shopkeepers before entering into ice-cream business. Initial investment being the major concern for the shopkeepers followed by other issues.

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INCREASE IN MARKET SHARE IN AREA ALLOCATED TO ME AFTER SALES

FIGURE 6- INCREASE IN SALES

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

38.15% 28%

BEFORE SALES

AFTER SALES

FIGURE 6- INCREASE IN SALES Thus, there was a considerable increase in the market share after the sales program was carried out. As I was able to sell 4 deep freezers in the area allotted to me, there was a considerable increase in market share of Mother Dairy.

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Table-8

Asset utilization

No of shops visited Assets properly utilized

95 75

Whether all the Shop owners know Mother Dairy also has ice-cream? Answer: 100% says yes

Table-9
No: of New Counter visited Yes No 100(appx) 100% 0%

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500(appx) 120% 100% 80% 60% 40% 20% 0% Yes No 500(appx)

This shows that Mother Dairy has good reputation in the market and a leading brand in the Indian Market and Mother Dairy Ice-cream has its own identity

5.4 SWOT ANALYSIS In present corporate scenario the S.W.O.T. Analysis is the most vital and foremost tool in order to judge the competitors and also to analyze the position of the company itself. Basically S.W.O.T. Analysis refers to the Strength, Weaknesses, Opportunities and Threats. Strength and Weaknesses are the internal analysis of the firm; on the other hand Opportunities and Threats are the external analysis of the firm.

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Strength: Mother Dairy has well built image of excellence and innovation supported of triumph of Indian dairy technology. It has well logistic and channel network. Well trained and educated marketing staff. Quality of Ice-cream is good and it doesnt use any artificial items in making Icecreams. It ensures that only cow and buffalo milk is used for making Ice-creams by collecting milk from milk cooperatives. Demand is absolutely optimistic. Abundant availability of raw material. High brand image of Mother Dairy Ice-cream in market. Provide pure milk Ice-cream rather than frozen desert. Nation wide coverage of Mother Dairy Ice-cream. Offering new product to customer continuously. Large varieties of Ice-cream and its reasonable pricegives the value for money to customer. Consumer have trust on the brand name of Mother dairy, which is helping it to build up a formidable image.

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Weaknesses: Retailers say they are not satisfied by trade schemes and offerings. Equal importance is not given by distributors to all retailers and confectionary stores. They neglect some retailers. All is not well with distribution system. With so many companies in this industry, competition is becoming tougher day by day. But then competition has to be faced as a ground reality. The market is large enough for many to carve out their niche. Image of Mother Dairy is being diminished by not supplying the goods and services regularly. As far as deep freezer is concern, company has no plan to provide DF on installment or any other plan while the competitors are doing so. Advertisement policies are not good. Replacement policy of Mother dairy is very tough and because of this many retailer dont want to go with Mother dairy. A major entry barrier with Mother dairy is their some non flexible policies , if Mother dairy makes a bit flexible policies then it will be beneficial for them.

Opportunities: Failure is never final, and success never ending. Dr. Kurien bears out this statement perfectly. He entered the industry when there were only threats. He met failure head-on, and now he clearly is an example of never ending success! If dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped:

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Value Addition: There is a phenomenal scope for innovations in product development, packaging and presentation. Steps can be taken to introduce Mother Dairy ice cream with having less fat as additional essential extra elements for health conscious people.

By increasing the margin to the retailer Mother Dairy Ice-cream can reach to the more retailers as well as consumers. By solving the replacement problem it can maximize the attention of retailers about selling the product. Can open retail outlet in Rich residential colonies and various malls, cinema halls. Can expand its business in rural areas.

Threats: Cut throat competition in the market. No flexibility in strategy. Customers are not brand loyal in ice-cream industry.

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CHAPTER-6

LIMITATIONS OF STUDY Sampling error is likely because nature of markets differ from each other. No response error occurs during survey phase, because some retailers do not wish to respond at all. The tendency to give wrong information by some retailers as well as distributors will be a major hurdle to the project. As ice cream storage depends heavily on supply of electricity in the markets there can be a major set back in sale of deep freezers in power affected areas of Delhi. Few of the retailers were not co- operated with me . Time constraint is always there. The area of survey was mostly unknown to me so it was hard to find out the routs to survey in the market. As the survey was conducted during business hour so it was difficult for the shop owners to talk freely .

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SUGGESTIONS: For increasing retail penetration of ice-cream in market Advertisement & sales promotion should be conducted by the company so that the consumers can be more attentive to the product. If it is possible then sales can be increased. The area of distributor should be defined clearly so that they can work in their area with more potential.

1. The company should make direct communication with the retailers so that retailers can give the feedback to the company about the market position to the company. And on the basis of that company can take the effective decision in time. 2. They should conduct the regular survey of the particular product so that they can know the taste and the desires of the consumers and the strategy of the competitors. 3. The company should cover the retailers who are far from the main road or market, because the competitors cover it very well. 4. The company should give the credit facility to the loyal retailers so that the retailers can easily get the product. And they can pay without stress. The competitors are providing this facility. 5. The company should give advertisement on radio, as well as in newspapers regularly as reminder for the consumers. 6. Advertise for the brand awareness for ice-cream towards the customer particularly in the rural area. 7. Focus on the value addition of the product.

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8. Position the product in the right way like that we are no. 1. 9. Mother Dairy should have highlight its basic strength i.e. pure ice-cream product rather than that of competitors Frozen Desert 10. Should follow an advertisement campaign that could highlight difference between ICECREAM AND FROZEN DESERT. 11. Advertisement on T.V. in prime time shows. 12. Try to make a direct relationship with retailers, not depend upon distributors feedback. 13. Conduct continuous R & D so that company can develop new product time to time to avoid competition.

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CONCLUSION Hence MOTHER DAIRY LTD. should take necessary action to continue bringing quality product. First, it should participate in formulating strategies and policies designed to help the company win through total quality excellence. Second, they must deliver marketing quality along side production quality and value. Each marketing activity marketing research, advertising, and customer service and so on must be performed to high standards. Awareness level of the consumers about Mother Dairy ice-cream should be improved by installing more canopies and hoarding and ensure that every colony has a hoarding and a retailer selling Mother Dairy ice-cream. Big banners and billboards should be installed on main roads. Mother Dairy must launch promotional schemes for customers as well to increase sales as well as to be in news.

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BIBLIOGRAPHY
1- Books C.R.Kothari, 2002, Research Methodology, New Delhi, New Age International (P) limited Schiffman & Kanuk, 2004, Consumer Behavior, New Delhi, Prentice Hall of India.

2- Internet www.motherdairy.com www.nddb.org.com www.dairyindustries.com www.sulekha.com

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QUESTIONNAIRE NAME OF RETAILER.. ADDRESS/LOCATION. CONTACT NO. Q 1. DO YOU HAVE ANY ICE-CREAM BRAND? ANS. 1.YES. 2. NO.

Q 2. IF YES, WHICH BRAND? ANS. 1. MOTHER DAIRY 3. K. W. 5. OTHERS. Q 3. HOW IS THE PURITY IN YOUR DEEP-FREEZER? ANS. 1. GOOD. 2. NOT GOOD. 2. AMUL 4. CREAM BELL

Q 4. HOW WILL YOU RATE THE MOTHER DAIRY ON FOLLOWING ISSUES WITH COMPARED TO OTHERS? ANS. 1. HYGIENE. 2. DISPLAY. 3. VISIBILITY.. Q.5 HOW IS THE SERVICE OF MOTHER DAIRY ON FOLLOWING ISSUES? ANS. 1 SALES MAN VISIT.. 2 QUALITY OF STOCK RECEIVED.. 3. AWARENESS OF PROMOTIONAL ACTIVITY

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Q.6 WHAT DO YOU THINK IS THE MAIN FACTOR BEFORE ENTERING INTO ICE-CREAM BUSINESS? ANS. 1. MARGIN. 2. INITIAL INVESTMENT 3. REPLACEMENT OF STOCK 4. BRAND. 5. CONSUMER BEHAVIOUR 6. PROPER AVILIBILITY OF STOCK. Q.7 DO YOU USE YOUR DEEP FREEZER FOR ANY OTHER PURPOSE OTHER THAN ICE-CREAM? ANS. 1. YES.. 2. NO..

Q.8 DO YOU LIKE TO PLACE ANY ORDER FOR MOTHER DAIRY ICE-CREAM? ANS. 1. YES 2.NO.

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