_mother Dairy vs Its Competitors in Ice-cream Business_

8/13/2019 _mother Dairy vs Its Competitors in Ice-cream Business_

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PROJECT REPORT

ON

MOTHER DAIRY VS ITS COMPETITORS IN ICE-CREAM BUSINESS

SUBMITTED BY: -

ARUN YADAV

Enr.No. 145156!"11

SESSION #11-#1!


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CONTENTS

PARTICULARS PAGE NO.

Acknowledgement

CHAPTER-1

Executive summary

Company profile

CHAPTER-#

Research methodology

CHAPTER-!

Findings from market research

roduct details

CHAPTER-4

Recommendations

%imitation of the project

Conclusion

Annexure

&ibliography

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CHAPTER 1

E$ECUTIVE SUMMARY

'ilk is an important part of our daily diet as it is an excellent source of vitamins and minerals( and especially

calcium" 'ilk contains many different nutrients" 'ilk and milk products contain a good balance of protein( fat

and carbohydrate and are a very important source of essential nutrients including Calcium( Riboflavin

phosphorous( )itamins A( * and &+,( antothenic acid" 'ilk products also contain -high .uality proteins/ that

are well suited to human needs"

'other dairy was the first company( which started dealing in milk and milk products in *elhi in +012 under

3ational *airy development &oard 43**&5 of 6ndia" 6t was the first company which started packed milk in

6ndia" 3ow( it started to deal in fruits( vegetables and edible oils too"

'other dairy sources its entire re.uirement of li.uid milk from dairy cooperative" !imilarly mother dairy

sources fruits and vegetables from farmers7growers association" 'other dairy also contributes to the cause of oil

seeds grower/s cooperatives that manufacture7pack the dhara range of edible oils by undertaking to nationally

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market all dhara products" !o( we can say that it is the medium between the farmers( milk producers and

consumers"

$his project consists of two phases8

First phase

$he first phase of the project was to visit the existing 'other *airy 6ce9cream counter and also competitors

counter and new Retail shops in *elhi"

!econd phase

$he second phase of the project was to analy:e the collected data and make certain conclusions about the

project"

COMPANY PRO%I&E

'other *airy9 *elhi was set up by N'()on'* D')r+ ,*o/0n( Bo'r, NDDB2 in 1"34under the Operation Flood

rogramme to take the co9operative vision forward and has built a strong foundation by consistently achieving its

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mandate" 6t is now a subsidiary company of a wholly owned company of the N'()on'* D')r+ ,*o/0n( Bo'r,

NDDB2.

N'()on'* D')r+ ,*o/0n( Bo'r, NDDB2:-

$he N'()on'* D')r+ ,*o/0n( Bo'r, NDDB2 was created in +0;< to promote finance and support producer9owned

and controlled organi:ation" 3**&/s programmes and activities seek to strengthen farmer co9operatives and support

national policies that are favourable to the growth of such institutions"

$he N'()on'* D')r+ ,*o/0n( Bo'r, NDDB2was founded to replace exploitation with empowerment( tradition

with modernity( stagnation with growth( transforming dairying into an instrument for the development of 6ndia/s rural

people"

Con()(()on:-

$he N'()on'* D')r+ ,*o/0n( Bo'r, NDDB2 initially registerd as society under the !ocieties Act +=;>9 was

merged with the erstwhile In,)'n D')r+ Cor/or'()on( a company formed and registered under the Companies Act

+0


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'etros and some billion"

ISO CERTI%ICATE:

'other dairy is an IS>ISO-"#8 IS-15 BACC and IS-141 E'! certified organi:ation" 'oreover( its uality

Assurance %aboratory is certified by N'()on'* 'r,)('()on Bo'r, ?or T()n= 'n, C'*)7r'()on &'7or'(or+ NAB&29

*epartment of !cience and $echnology( Dovernment of 6ndia"

SOURCES O% MI&@8 %RUITS8 VEETAB&ES8 OI&SEEDS:

'other dairy sources its entire re.uirement of li.uid from dairy cooperatives" !imilarly( 'other dairy sources frits and

vegetables from farmers7growers associations" 'other dairy also contributes to the cause of oilseeds grower cooperatives

that manufactures7packs the *hara range of edible oils by undertaking to nationally market all *hara products"

DAIRY COOPERATIVES:

+" Andhra radesh *airy *evelopment Cooperation Federation %td 4A**CF59)ilaya

," &ihar !tate Cooperatives 'ilk Federation %td 4CO'FE*5 !udha

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?" Dujarat Cooperative 'ilk 'arketing Federation %td 4DC''F59Amul

2" Baryana *airy *evelopment Cooperative Federation %td 4B**CF59)ita


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$he )illage !ociety"

9Formed by milk producers"

$he *istrict Gnion"

9A district cooperative milk producers/ union is owned by dairy cooperative

societies"

the state federation"

9$he cooperative milk producers/ unions in a state form a state federation"

REASONS %OR THE SUCCESS O% ANAND PATTERN

eople/s involvement in their own development through cooperatives that are owned H controlled by farmers"

$he 6nstitutional 6nfrastructure

!illage Coo&eratie%

Dairy

Cattle $eed (lant%

1tate

ational Mar*eting


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F)< R'/ O? T; P'(

'other *airy was established by 3ational D')r+ D*o/0n( Bo'r, NDDB2in 1"34under the

Operation Flood roject to take the cooperative vision forward and has built a strong foundation by

consistently achieving its mandate"

3**&/s Operation Flood rogramme was a great success in replicating the Co9operative patterns of

milk procurement and processing( and led 6ndia to become the world/s largest milk producing nation

today"

3**& through the state cooperative has provided a source of livelihood for millions of rural

households and ensured supply of healthy H hygienic milk( hallmark of its success( to consumers across

the country"

$oday( 'other *airy9 an ideal model of efficiency combined with marketing expertise9 has been

identified as the change agent for transforming the dairy co9operative sector across the country"


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MOTHER DAIRY

Mo(;r D')r+ %r)( G V=('7* Pr)'( &)0)(,- Ho*,)n= Co0/'n+2

Mo(;r D')r+ %oo, Pro)n= &)0)(,- Pro)n= Co0/'n+2

Mo(;r D')r+ In,)' &)0)(,- M'r>>

as a wholly owned subsidiary company of the N'()on'* D')r+ D*o/0n( Bo'r,"

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Mo(;r D')r+ %oo, Pro)n= &)0)(,

'*F%/s re.uirements of milk are sourced primarily from the dairy cooperatives( thereby serving to reinforce9

'*F) 45 %td basic commitment to the dairy cooperatives sector" '*F% also undertakes viable commercial

initiatives in the fields of vegetables( fruits( oilseeds and other similar products through its Fruit H )egetable

Gnit"

'*F% employs state9of9the9art microprocessor technology and complete process automation for mil processing

to ensure high product .uality7reliability and +>>@ hygiene"

'*F% is an 6!7ISO-"#( IS-15BACC and IS-141E'! certified organi:ation"

Mo(;r D')r+ In,)' &)0)(,

roducts !&G

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'*6% is responsible for the marketing( sales and distribution of all dairy products4except fresh milk5 under the

'other *airy brand( *hara range of edible oils and the !afal range of food products at a national H international

level"

'*6% will deploy the 'other *airy brand portfolio consistent with '*F)%/s guidelines"

Fresh 'ilk and Fruit H )egetables !&G"

$he !&G markets Fresh 'ilk and Fruits H )egetables in the 3CR H select markets"

Mo(;r D')r+ %oo, Sr)M%S2

'F! explores consumption opportunities out of home( thereby targeting a varied range of customers8

4

- Private institutions:-

o 1tar hotel%

o 1chool%

o "ice canteen%

o ir caterer%- etc

o Ho%&ital%

- Government Institutions:-

o (arliamentary orce%

o C1D

o endriya /handar

o ir deiance canteen

o Ho%&ital%

o ir&ort%

o 0ail,ay%- etc

o I9DC

o I09C 'Indian rail,ay catering # touri%m

cor&oration ltd)

o (ragati maidan


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OBJECTIVE O% THE PROJECT

A research without objective is just like a car without headlight" !o a specific objective is very essential for aproject"

$he objective of my project is8

+" $o find out the present market share of 'other dairy and its competitors in ice9cream business in *elhi"

," Bow exactly 'other dairy/s ice cream business can be expanded"

?" Ac.uiring a brief knowledge about the products of 'other dairy"

5

o target% any other o&&ortunitie% out o home i:. $e%tial%- ;athering%- $air% etc.


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2" nowledge of the competitor/s product especially in ice9cream business"


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RESEARCH METHODO&OY

PRIMARY DATA

eople use original( first hand accounts as building blocks to create stories from the past" $hese accounts are

called primary sources because they are the first evidence of something happening( or being thought or said"

rimary sources are created at the time of an event( or very soon after something has happened" $hese sources

are often one of a rare or one9of9a9kind" Bowever( some primary sources can also exist in many copies( if they

were popular and widely available at the time they were created"

SECONDARY DATA

!econdary data is data collected and possibly processed by people other than researcher in the .uestion"

6t is the data which often use or talk about primary data"

!econdary data can give additional options 4sometimes called bias5 on a past event or a primary data" !ources

of secondary data are biographies( newspapers( and published statistics"

METHOD O% RESEARCH

$he data used is from both primary and secondary sources"

rimary data is collected through surveys and .uestionnaires whereas secondary data from various sites( books

and maga:ines for preparation of this project"

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T;or()'* /'r(

DE%INITION O% MAR@ET RESEARCH

'arketing Research M'r


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o ositioning research9 ;o ,o (; ('r=( 0'r


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Un(r(r, ,))on ;r (; 0o,r'(or nor'= (; ?r ?*o o? ),'

U'**+ 9 (o 1# 007r )n (; =ro/

U'**+ *'( ?or 1 (o # ;or

U'**+ ror,, on ),o

T; roo0 '**+ ;' ' *'r= )n,o )(; on-'+ =*'-/'r())/'n( 'nno( o(8 7( (; r'r;r

'n )n

InK/n) 'n, ?'(

C'n o0/(r 'n, )n(rn( (;no*o=+ ?or on-*)n ?o =ro/

R/on,n( ?* ' =ro/ /rr (o on?or0

ro/ ,+n'0) ) ?* )n ,*o/)n= n (r'0 o? (;o=;( 'n, or)n= 'n ) (;oro=;*+

rojective techni.ues

T; 'r n(r(r, /ro0/( or ()0* (;'( nor'= (; r/on,n( (o /ro( (;)r n,r*+)n=

0o()'()on8 7*)?8 '(()(,8 or ?*)n= on(o 'n '07)=o )('()on

T;+ 'r '** )n,)r( (;n) (;'( '((0/( (o ,)=) (; /r/o o? (; r'r;

EK'0/* o? /ro() (;n) )n*,:

L word association '+ (; ?)r( or, (;'( o0 (o 0)n, '?(r ;'r)n= '

or,-on*+ o0 o? (; or, )n (; *)( 'r (( or, (;'( r'r;r )

In(r(, )n8 (; r( 'r ?)**r-) ?* )n (()n= 7r'n, n'0-'r)'n(

)n*, ;')n or, 'o)'()on 'n, on(ro**, or, 'o)'()on

Lsentence completion r/on,n( 'r =)n )no0/*( n(n 'n,

'r ';r )('()on ) /rn(, (o (; r/on,n(- (; r/on,n( )

'


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'0 (;'( ('*


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uestion construction error

In(r)r rror:

Recording errors

Cheating errors

uestioning errors

R/on,n( rror:

3on9response error

6nability error

Falsification error

ENESIS O% MAR@ET RESEARCH

I( ) (; ?n()on'* 'r' o? 0'n'=0n( 7o,+8 ;); /*'+ ' )('* ro* )(; )n (; or='n)'()on. Mo( o? (;

,))on ro* 'ron, )n?or0'()on r='r,)n= 0'rconomical

enironment

;oernment regulation9echnical

deelo&ment


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E%%ECT O% MAR@ET RESEARCH

23

(erormance mea%ure%

1ale%

Mar*et %hare

Co%t

(roit

Image

0ecorder leel

/ehaioral re%&on%e% a,arene%%

nt

(urcha%e

*no,ledge

Lin*ing


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T; /r?or0'n o? 0'r


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CHARACTERSTICS O% MAR@ET

RESEARCH

25

0e&ort ,riting


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+" 6t is an integrated function within an organi:ation"

," 6t is the function of marketing division"

?" 6t is a type of systematic approach

2" 6t is a type of inter disciplinary process"


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5. C;oo o? *o'()on ;r 0'r


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0" Co,)?)'()on 'n, r-/)?)'()on-'ake adjustments to the raw data so it is compatible with statistical

techni.ues and with the objectives of the research" Examples8 assigning numbers( consistency checks( substitutions(

deletions( weighting( dummy variables( scale transformations( scale standardi:ation"

+>" S('()()'* 'n'*+)-erform various descriptive and inferential techni.ues on the raw data" 'ake inferencesfrom the sample to the whole population" $est the result for statistical significance"

++" In(r/r( 'n, )n(=r'( ?)n,)n=-#hat do the results meanI #hat conclusions can be drawnI Bow do thee

findings relate to similar researchI

1#. r)( (; r'r; r/or(-Report usually has headings such as8 executive summary objectives methodology main

findings detailed charts and diagrams"

CHAPTER-!

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%INDINS ?ro0 MAR@ET RESEARCH

12 ;(;r '** (; ;o/ onr >@ say yes

3o of new Counter visited > 4approx5

Jes +>>@

3o >@

?

??

2?

4?

6?

8?

?

2?

@e% .o

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$his shows that 'other *airy has good reputation in the market and a leading brand in 6ndian 'arket

and 'other *airy 6ce9cream has its own identity"

#2 ;'( ;o/ onr =nr'**+ '< 7?or n(r)n= )n (o Mo(;r D')r+ I-r'0

7)n

S.no. To('* '0/* - 5

1 M'r=)n "

# In)()'* )n(0n( #

! R/*'0n( 4

4 Br'n, 3

5 Con0r ,0'n, 3

6 A')*'7)*)(+ !

6

56

66

56

266

256

Margin

Initia

lin7e

%tment

0e&la

cement

/ran

d

Con%um

erdem

and

7ailabilit

y

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From this chart it is clear that new retailers those who want to sell 'other *airy 6ce9cream on knowing

the initial investment( maximum retailers showed their unwillingness to start ice9cream business"

!2 T; ;'r o? I-r'0 )n D*;)

N'0 )? (; I-r'0 o0/'n+ Prn('= o? ;'r2

Mo(;r D')r+ !3

@'*)(+ '** 16

A0* !1

Cr'0 B** "

V',)*'* 3

O( o? (; 5 '//roK2 ;o/ I ;' ))(, o( o? (; 1#6 ;o/ ** ,)??rn( )-r'0 7r'n,.

43 on(r '* Mo(;r D')r+ I-r'0.

# on(r '* @'*)(+ '** I-r'0.

!" on(r '* A0* I-r'0.

11 on(r '* Cr'0 B** I-r'0.

" on(r '* V',)*'* I-r'0.

Per%enta&e o' s(are)*+

?

5?

?

5?

2?

25?

3?

35?

4?

Mother Dairy ,ality

Aall%

mul Cream /ell !adilal

!o from the above dig" 6t is clear that 'other *airy captured near about ?1@ of the branded ice9cream market

in *elhi area due to only brand image and .uality products"

42 In (; D*;) 'r' (; /rn('= 2 o? (;o ;o ** 0or (;'n 1 7r'n, o? )-r'0

6n the *elhi area the percentage 4@5 of those who sell more than + brand of 6ce9cream is out of the +,; shops

which 6 have visited( there are some 2> shops selling more than one brand of ice9cream i"e" ?,@ 4approx5"

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52 O( o? (; (o('* n on(r ;); I ;' ))(,Q (; /rn('= o? )n(r(, ;o/

onr ;o 'n( (o ** Mo(;r D')r+ I-r'0

!"no" $otal sample >4approx5+ 6nterested in selling =>

, 3ot interested 2,>

6

56

66

56

266

256

366

356

466

456

intere%ted not intere%ted

$hose who want to sell 'other *airy ice9cream are => new shops out of > new shops"

COMPETITORS O% MOTHER DAIRY:

AMU&

PARAS VED RAM G SONS2

OPA&JEE .@. DAIRY2

PARA

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COMPETITOR O% MOTHER DAIRY ICE CREAM:

AMU&

@A&ITY A&&S

CREAM BE&&

VADI&A&

M')n Co0/()(or

-A0* - @'*)(+ '**

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-Cr'0 B** - V',)*'*

COMPETITORS ANA&YSIS

F'*)(+

At )adilal( commitment to .uality is an attitude" )adilal 6ce Creams contains only the best ingredients( be it cashew nuts(

almonds( pistachio( chocolate or fresh fruits" Dreat pains are taken to find the finest ingredients from around the globe"!tate of the art9technology ensures that each scoop is dense( rich and filling( with no extra air or ice9flakes" !pecial care is

taken during packaging( storing( transit and delivery so that consistency in .uality is maintained" $his is why when the

end product reaches the customer( he is convinced that .uality shines through in everything the group does"

D*))o =ro(;

$he ice cream market is set to si::le this summer" At least +> &rand ice cream maker will try to free:e the attention of

6ndian consumer" $he somewhat surprise winner of the cold war Amul is ready to launch over ,> new varieties this

summer" Bindustan lever ltd/s 4B%%5" wality #alls has already unveiled +> new flavours and Mo(;r D')r+ also

launched at least +> new products in this summer"

$oday the market has grown to over +(> crore to which organi:ed player contribute 2> @"

As Co9operative like A'G%( MOTHER DAIRY has tightened their hold on the market" A'G% was charting out a

national footprint" $oday its ice9cream are available at ,>> outlets in +(>>> cities across 6ndia and their Co9operative

has plans to add >> more cities"

DI%%ERENCE BETEEN ICE-CREAM AND %ROEN DESSERT

I-Cr'0:

6ce9cream are made from real fresh milk"

6ce9cream is rich in protein( calcium( dairy cream and vitamins"

6ce9cream are complete food( easy to digest and full of energy"

%ron Dr(:

Fro:en *essert are generally made from vegetable oils7fats"

$he base of fro:en dessert can be any sort of vegetable oils which is .uite cheap"

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6n fro:en dessert milk fat is replaced with vegetable oil hence they are unable to give the smooth taste

and flavour which only ice9cream made from fresh milk can give"

MOTHER DAIRY PRODUCTS

'other dairy markets H sells dairy products under the mother dairy brand *)


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R)

S'?'* ,r)n


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'other *airy Dhee is pure ghee made from buffalo milk and has every .uality that you would look for

while purchasing ghee9just the right off9white Colour and the typical daana9daana feel" $he formulation

developed delivers superior flavour and aroma to the food you prepare making it the best choice in Dhee"

'other *airy Dhee is available in one litre and half litre cartoons 4known as Ceka and having a special type

of lining5 and also in one litre tins" All the packs are carefully packed to ensure that the rich flavour and

aroma of 'other *airy Dhee gets sealed in and remains intact for you to savour and enjoy"

'other *airy GB$ 'ilk is thick( tasty H completely natural( containing no preservatives" Regular milk is

put through a process known as GB$ 4Gltra Beat $reatment5 that makes the milk completely germ9free"

$he milk is then packed in a special six9layer package that preserves the milk for up to +,> days without

refrigeration" $he milk needs no boiling and can be drunk straight from the pack"

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Cheese takes up about +7+>thvolume of milk it was made from" Cows drink +D

D"+/L> 9">D

9"> MIL

1IMM>D


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Absolutely delicious( with a rich and creamy texture( 'other *airy *ahi is uniformly thick( consistent and

natural( without the use of any preservatives" 'other *airy *ahi is made from pasteuri:ed standardi:ed milk

which contains 2"@ milk !3F" 3ot 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"

Every +>> grams of 'other *airy *ahi contains8

Energy value 10">> cal

Fat 2" gms

roteins 2">> gms

Carbohydrates > gms

Available in +>> grams( ,>> grams( and 2>> grams" Also available9 Y00+ M);() D';).

Add a little magic to your day with 'other *airy/s 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 flavours9 Kamaican Almond Fudge( Coffee Excess and !hahi 'eva 'alai( these sundaes give

you the chance to relish what even the 3awab of awadh was deprived of"

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'other *airy %assi is a tasty and refreshing drink made from pure( nutritious milk" *rink it either as anytime snack or as

a tasty accompaniment to your food" Either way it/s a great tasting drink" Jou can choose from two variants9 !weet

%assi4?>> ml5 nad !alted %assi 4,>> ml5( to suit your taste"

$he *iet: 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" 6n fact( the milk content in *iet: is

1< per cent less than that in regular ice creams( making it ideal for weight watchers" *iet: is currently available in three

variants 'nago( esar &ahaar and &utterscotch in > ml tubs" &utterscotch flavour is available in a ++< ml cups as

well"

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'other *airy Flavoured 'ilk captures all the goodness of 'other *airy/s pure and fresh milk combined with the magic

of special flavours" 'ade from double toned 'ilk( and available in esar Elaichi( Chocolate and )anilla flavours these

drinks are light and refreshing and capture the great taste of these uni.ue flavours without being heavy or too filling"

$hese tasty drinks( available in ?>> ml and > ml( are perfect for any occasion either to savour when you are alone( or

to enjoy with family and friends"

MOTHER DAIRY ICE-CREAMS

$ake a break from the heart and discover a cool new way to refresh yourself with a fun flavour the ever popular

orange"

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$his traditional 6ndian delicacy just got better richer H creamier and with more variety" !urrender to that all time

favourite8 esar ulfi or enjoy the richness and abundance of nuts with ista ulfi" A royal treat for those with a

taste for traditional delights"

A wide range of flavours to enjoy both at home and while on the nove" $ake your pick from a variety of flavours like

)anilla( !trawberry( Chocolate( &utterscotch( Choco Chip etc" Duaranteed to make all those family gatherings and

outings extra special"

A uni.ue 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" 6ndulge your

senses in the mouth watering flavour of delicious fruit with an added excitement of real fruit pieces" #hat/s more( it

comes in three delectable flavours !trawberry Crush( 'ango 'arvel and %itchi !urprise"

Experience $ake your favourite ice creams home" Kust grab a > ml or + liter &rick" Choose from a mind9boggling range

of great flavours" T; A**-()0 ?'or)()anilla( !trawberry( Chocolate and $wo96n9One" T; S)0/*+ Irr)()7*

Choco Chip( esar ista( aju ishmish and ulfi ista" T; N Un)Choco Fudge( &adam $handai( !hahi

3a:rana and Fruit 3 3ut and !imply Coffee" A delicious for the entire family"

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An all time hit with the kidsLL A refreshing and colourful range of ice

candies and milk lollies they are the perfect solution to the summer heat and that extra :ing to the winter chill" $ry the

new Chulbuli H !hararat %ic %Olleex to re9discover the naughtiness in you"

SOT ANA&YSIS

In /rn( or/or'( n'r)o (; S..O.T. An'*+) ) (; 0o( )('* 'n, ?or0o( (oo* )n or,r (o ,= (;

o0/()(or 'n, '*o (o 'n'*+ (; /o)()on o? (; o0/'n+ )(*?. B')'**+ S..O.T. An'*+) r?r (o (;

S(rn=(;8 '


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#ell trained and educated marketing staff"

uality of ice9cream is good and doesn/t use any artificial items in making of ice9cream"

6t ensures that only cow and buffalo milk is used for making ice9cream by collecting milk from milk

cooperatives"

*emand is absolutely optimistic"

Abundant availability of raw material"

Bigh brand image of 'other *airy ice9cream"

rovide pure milk 6ce9cream rather than fro:en dessert"

3ation wide coverage of 'other *airy ice9cream"

Offering new product to customer continuously"

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MFailure is never final( and success never ending"N *r" urien bears out this statement perfectly" Be entered

the industry when there were only threats" Be met failures head9on( and now he clearly is an example of never

ending successesL 6f dairy entrepreneurs are looking for opportunities in 6ndia( the following areas must be

tapped8

V'* ',,)()on: $here is a phenomenal scope for innovations in product development( packaging and

presentation" !teps can be taken to introduce 'other *airy ice9cream with having less fat as

additional essential extra elements for health conscious people"

&y increasing the margin to the retailer 'other *airy ice9cream can reach to more retailers as well as

consumers"

&y solving the replacement problem it can maximi:e 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 area"

T;r'(:

Cut throat competition in the market"

3o flexibility in strategy"

Customers are not brand loyal in ice9cream industry"

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CHAPTER-4

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RECOMMENDATIONS

eter *rucker has observed that company/s first take is Mto create customersN" Earlier )A*6%A% was pioneer

of the market" At present condition( we can not say )A*6%A% is the unchallengeable leader( and fully

successful to create customers" Other organi:ed sector have made their potentially widely" $hey are able to

position successfully in the current attracting potential"

Customers form an expectation of value act on it" A buyer/s delight is the function of the products perceived

performance and the customers/ expectation"

Recogni:ing that high satisfaction leads to customer loyalty .uality value and service are totality of features

and characteristics of a product that bear on its ability to satisfy stated or implied needs" $otal .uality is the

key to value creation and customer delight"

Bence Mo(;r D')r+ &(,.should take necessary action to continue bringing .uality product"

%)r(8it should participate in formulating strategies and policies designed to help the company win through

total .uality excellence"

Son,8 they must deliver marketing .uality along side production .uality and value" Each marketing

activity( marketing research( advertising( and customer service and so on must be performed to high

standards"

Awareness level of the customers about Mo(;r *airy ice9cream should be improved by installing

more canopies and hoarding and ensure that every colony has a hoarding and a retailer selling Mo(;r

D')r+ice9cream" &ig banners and billboards should be installed on main roads"

Mo(;r D')r+must launch promotional schemes for customers as well to increase sales as well as to

be in news"

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&IMITATIONS O% RESEARCH

As we know man is captive under a number of unavoidable circumstances" $hese come as hindrances and

obstacles to the path" !o during my project 6 also faced many such hinderances" *espite that 6 put my efforts to

make this project presentable"

&)0)('()on o? (;) /ro( 'r:

As the database was not available so it was .uite difficult to get the area where mother dairy/s 6ce9cream is

not available"

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As the survey was conducted during business hour so it was difficult for the shop owners to talk freely"

Few of the retailers were not so co9operative"

$he area of survey was not so known to me so it was hard to find out the routes to survey in the market"

$here might have been tendencies among the respondents to amplify or filter their responses under the

testing conditions"

!ince the results have been drawn on the basis of the information provided by the respondents( chances of

error might have crept in"

$he time period was not sufficient according to the re.uirement of the project"

SUESTIONS%OR INCREASIN RETAI& PENETRATION O% ICE CREAM IN MAR@ET

A,r()0n( G '* /ro0o()on ;o*, 7 on,(, 7+ (; o0/'n+ o (;'( on0r 'n 7 0or

'((n() (o (; /ro,(. I? )( ) /o)7* (;n '* 'n 7 )nr',.

1. T; 'r' o? ,)(r)7(or ;o*, 7 ,?)n, *'r*+ o (;'( (;+ 'n or< )n (;)r 'r' )(; 0or

/o(n()'*.

#. T; o0/'n+ ;o*, 0'


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4. T; o0/'n+ ;o*, or (; r(')*r ;o 'r ?'r ?ro0 (; 0')n ro', or 0'r


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+5 As my project title is how to expand ice9cream business in *elhi( so 6 recommend 'other *airy

should open at least one fully owned counter in each &ig9!hopping Complex in East *elhi area or

otherwise there are so many &randed Restaurant in shopping malls( so 'other *airy should joint

venture with the &randed Restaurant to sell 'other *airy/s 6ce9creams"

,5 As 6 have visited plenty of existing 'other *airy ice9cream counters the shop owners only asked one

.uestion that they order some items H after that from the distributor/s side they supply according to

their choice" 6 think in this case 'other *airy loose some image in the eye of retail owners in *elhi

area"

Retail outlets of 'other *airy ice9cream shop owners blame

that according to local area/s customer/s choice i"e" in which

area the particular shop is situated they place demand

according to customer/s choice and demand" &ut unfortunately

they do not get their demand( so from company side they

should concentrate on this matter"

?5 $here are so many F'CD Company operations in 6ndia like B%%( 6$C( HD( epsi( Coca9Cola( and

arle9D" my opinion is that9the above giant does not even face any short supply in any season" $heyalways supply their products according to the retailers demand" !ay for example 6$C and B%%( their

product is available from panwala to big shopping malls" $hey supply their products very efficiently(

that retailers do not face nay short supply"

!o( from my side 6 want to say that on considering the demand

from the consumer especially in the seasons( 'other *airy

faces huge shortage of their brand ice9cream" 6 think out of

total varieties i"e" +>, items they are facing shortage of ,@ of the total ice9cream market and remaining is

above the age group of +, years" !o for child consumer 'other *airy should give some special types

of playing items or tattoos or like these on every purchase of 'other *airy/s ice9creams" $hese ideas

are exercised by F'CD giants like &ritannia( 'aggie( epsi( Coca9Cola etc" 6 think if they exercise

these ideas then their total sales will definitely be increased by some percentage"

5


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ANNE$URE

FUESTIONNAIRE

1. ;(;r '** (; ;o/ onr


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.(;;)n,7)n*)n.o0

.r(')*7').o.

Documents

_mother Dairy vs Its Competitors in Ice-cream Business_