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click here for freelancing tutoring sites PROJECT REPORT
ON
“MOTHER DAIRY VS ITS COMPETITORS IN ICE-CREAM BUSINESS”
SUBMITTED BY: -
ARUN YADAV
Enr.No. 14515603911
SESSION 2011-2013
CONTENTS
PARTICULARS PAGE NO.AcknowledgementCHAPTER-1
Executive summary
Company profile
Objective of the project CHAPTER-2
Research methodology
2
CHAPTER-3
Findings from market research
Product details
S.W.O.T. analysis CHAPTER-4
Recommendations
Limitation of the project
ConclusionAnnexureBibliography
3
CHAPTER 1
4
EXECUTIVE SUMMARY
Milk is an important part of our daily diet as it is an excellent source of vitamins and minerals, and especially
calcium. Milk contains many different nutrients. Milk 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, Vitamins A, D and B12, Pantothenic acid. Milk products also contain ‘high quality proteins’ that
are well suited to human needs.
Mother dairy was the first company, which started dealing in milk and milk products in Delhi in 1974 under
National Dairy development Board (NDDB) of India. It was the first company which started packed milk in
India. Now, it started to deal in fruits, vegetables and edible oils too.
Mother dairy sources its entire requirement of liquid milk from dairy cooperative. Similarly mother dairy
sources fruits and vegetables from farmers/growers association. Mother dairy also contributes to the cause of oil
seeds grower’s cooperatives that manufacture/pack the dhara range of edible oils by undertaking to nationally
market all dhara products. So, we can say that it is the medium between the farmers, milk producers and
consumers.
This project consists of two phases:
First phase
5
The first phase of the project was to visit the existing Mother Dairy Ice-cream counter and also competitors
counter and new Retail shops in Delhi.
Second phase
The second phase of the project was to analyze the collected data and make certain conclusions about the
project.
COMPANY PROFILE
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 a wholly owned company of the National Dairy development Board
(NDDB).
National Dairy development Board (NDDB):-
6
The National Dairy development Board (NDDB) was created in 1965 to promote finance and support producer-owned
and controlled organization. NDDB’s programmes and activities seek to strengthen farmer co-operatives and support
national policies that are favourable 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 India’s rural
people.
Constitution:-The National Dairy development Board (NDDB) initially registerd as society under the Societies Act 1860- was
merged with the erstwhile Indian Dairy Corporation, a company formed and registered under the Companies Act
1956,by an Act of India’s Parliament-the NDDB Act 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 societies.
Milk production
-Milk production increased from 21.2 million LT in1968 to 88.1 million LT in 2003-2004.
-Per capita availability of milk presently is 231 grams per day, up from 112 grams per day in 1968-69.
-India’s 3.8% annual growth of milk production surpasses the 2%
growth in production; the net increase in availability is around 2%
per year.
Marketing
-In 2003-04 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 some 550 similar towns.
Innovation
-Milk travels as far as 2200 kilometers to deficit areas, carried by
innovative rail and road milk tankers.
7
-95% of dairy equipment is produced in India, saving valuable foreign
exchange.
Macro Impact
-The annual value of India’s milk production amounts to Rs. 880 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.
SOURCES OF MILK, FRUITS, VEGETABLES, OILSEEDS:
Mother dairy sources its entire requirement of liquid from dairy cooperatives. Similarly, Mother dairy sources frits and
vegetables from farmers/growers associations. Mother dairy also contributes to the cause of oilseeds grower cooperatives
that manufactures/packs the Dhara range of edible oils by undertaking to nationally market all Dhara products.
DAIRY COOPERATIVES:
1. Andhra Pradesh Dairy Development Cooperation Federation Ltd (APDDCF)-Vilaya
2. Bihar State Cooperatives Milk Federation Ltd (COMPFED) –Sudha
3. Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF)-Amul
4. Haryana Dairy Development Cooperative Federation Ltd (HDDCF)-Vita
5. Himachal Pradesh State Cooperative Milk Producers Federations Ltd (HPSCMPF)-Milktime
8
6. Karnataka Cooperative Milk Producers Federation Ltd (KMF)-Nandini
7. Kerela State Cooperative Milk Marketing Federation Ltd (KCMMF)-Milma
8. Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)-Sanchi
9. Maharashtra Rajya Sahakari Mmryadit Dugdh Mahasangh (Mahasangh)-Mahananda
10. Orissa State Cooperative Milk Producers Federation Ltd (OMFED)
11. Pradeshik Cooperative Dairy Federation Ltd (Up)(PCDF)-Parag
12. Punjab State Cooperative Milk Producers Federation Ltd (MILKFED)-Verka
13. Rajasthan Cooperative Dairy Federation Ltd (RCDF)-Saras
14. Tamilnadu Cooperative Milk Producers Federation Ltd (TCMPF)-Aavin
15. West Bengal Cooperative Milk Producers Federation Ltd (WCCMPF)-Bens
Regional/State Offices
-Gujrat -Vijaywada
-New Delhi -Erode
-Jaipur -Trivandrum
-Chandigarh -Bhopal
-Noida -Bangalore
-Patna -Cuttak
-Pune -Kolkata
-Mumbai
NDDB Structure:
9
Mother Dairy’s Market Share of Ice cream in Delhi
Ice cream market under the brand name “MOTHER DAIRY” has a 37 percent market share in Delhi.
WHAT IS ANAND PATTERN?
It is a three tier structure
Indian ImmunologicalHyderabad
Indian DairyMachinery Co. Ltd.Anand
Dhara Vegetable Oil & Fruits Company Ltd.
MDF & V (P) Ltd.
National Dairy Development Board
MDFPL MDIL
Milk & Dairy ProductsMother Dairy UnitsPikhuwa DairyVashi Dairy
Fruits & VegetablesFruits & Vegetable Units MangolpuriFruits Processing Plant, MumbaiNeem Biocide Plant, AnandRamgarh Unit
Sub Marketing & Sales For:Dairy ProductsIce CreamSafalDhara
Sub Marketing & Sales for:Fresh MilkFresh Fruits & Vegetables
10
The Village Society.
-Formed by milk producers.
The District Union.
-A district cooperative milk producers’ union is owned by dairy cooperative
societies.
the state federation.
-The cooperative milk producers’ unions in a state form a state federation.
REASONS FOR THE SUCCESS OF ANAND PATTERN
People’s involvement in their own development through cooperatives that are owned & controlled by farmers.
The Institutional Infrastructure
11
Village Cooperatives Dairy Cattle Feed Plants State National Marketing
Quick Recap Of The Past
Mother Dairy was established by National Dairy Development Board (NDDB) in 1974 under the
Operation Flood Project to take the cooperative vision forward and has built a strong foundation by
consistently achieving its mandate.
NDDB’s Operation Flood Programme was a great success in replicating the Co-operative patterns of
milk procurement and processing, and led India to become the world’s largest milk producing nation
today.
NDDB through the state cooperative has provided a source of livelihood for millions of rural
households and ensured supply of healthy & hygienic milk, hallmark of its success, to consumers across
the country.
Today, Mother Dairy- an ideal model of efficiency combined with marketing expertise- has been
identified as the change agent for transforming the dairy co-operative sector across the country.
12
MOTHER DAIRY
Mother Dairy Fruit & Vegetable Private Limited- (Holding Company)
Mother Dairy Foods Processing Limited- (Processing Company)
Mother Dairy India Limited- (Marketing & Sales Company)
Mother Dairy Fruit & Vegetable Private Limited [MDFV(P) L]
MDFV(P) LTD, the holding company for all the mother dairy group companies, was incorporated on 24 th march 2000
as a wholly owned subsidiary company of the National Dairy Development Board.
Mother Dairy Food Processing Limited
13
MDFPL’s 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, fruits, oilseeds and other similar products through its Fruit & Vegetable
Unit.
MDFPL employs state-of-the-art microprocessor technology and complete process automation for mil 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 Limited
Products SBU
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 a national & international
level.
MDIL will deploy the Mother Dairy brand portfolio consistent with MDFVL’s guidelines.
14
Fresh Milk and Fruit & Vegetables SBU.
The SBU markets Fresh Milk and Fruits & Vegetables in the NCR & select markets.
Mother Dairy Foods Service(MFS)
MFS explores consumption opportunities out of home, thereby targeting a varied range of customers:
15
- Private institutions:-o Star hotels
o Schools
o Office canteens
o Air caterers, etc
o Hospitals
- Government Institutions:-o Parliamentary forces
o CSD
o Kendriya Bhandar
o Air defiance canteen
o Hospitals
o Airports
o Railways, etc
o ITDC
o IRTC (Indian railway catering & tourism
corporation ltd)
o Pragati maidanIt also targets any other opportunities out of home viz. Festivals, Gatherings, Fairs etc.
OBJECTIVE OF THE PROJECT
A research without objective is just like a car without headlight. So a specific objective is very essential for a
project.
The objective of my project is:
1. To find out the present market share of Mother dairy and its competitors in ice-cream business in Delhi.
2. How exactly Mother dairy’s ice cream business can be expanded.
3. Acquiring a brief knowledge about the products of Mother dairy.
4. Knowledge of the competitor’s product especially in ice-cream business.
5. Emerging trends in the ice-cream market.
16
6. Whether all the new retailers know Mother dairy also has ice-cream?
7. What do retailers look before opening ice-cream parlor in their shop?
8. Ascertain growth opportunities as well as threats.
CHAPTER-2
17
RESEARCH METHODOLOGY
PRIMARY DATA
People use original, first hand accounts as building blocks to create stories from the past. These accounts are
called primary sources because they are the first evidence of something happening, or being thought or said.
Primary sources are created at the time of an event, or very soon after something has happened. These sources
are often one of a rare or one-of-a-kind. However, some primary sources can also exist in many copies, if they
were popular and widely available at the time they were created.
SECONDARY DATA
Secondary data is data collected and possibly processed by people other than researcher in the question.
It is the data which often use or talk about primary data.
Secondary data can give additional options (sometimes called bias) on a past event or a primary data. Sources
of secondary data are biographies, newspapers, and published statistics.
METHOD OF RESEARCH
The data used is from both primary and secondary sources.
Primary data is collected through surveys and questionnaires whereas secondary data from various sites, books
and magazines for preparation of this project.
18
Theoretical part
DEFINITION OF MARKET RESEARCH
Marketing Research –Marketing research (also called “consumer research”) comprises a form of applied
sociological study which concentrates on understanding the behaviors, whims and preferences, mainly current and
future, of consumers in a market-based economy.
Market research has a broad scope and includes all aspects of the business environment. It asks questions about
competitors, market structure, government regulations, economic trends, technological advances, and numerous
factors that make up the business environment. (See environment scanning.) Sometimes the term refers more
particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually
carry out the research and provide the results to investment advisors and potential investors.
TYPES OF MARKETING RESEARCH
Marketing research techniques come in many forms, including:
o Test marketing- A small scale product launch used to determine the likely acceptance of the product when it
is introduced into a wider market.
o Concept testing- To determine if consumers consider a concept useful
o Mystery shopping- An employee of the company conducting the research contacts a salesperson and
indicates they are shopping for the product they sell. They then record the entire experience. This method
is often used for quality control or for researching competitors’ products.
o Store audits- To determine whether retail stores provide adequate service
o Demand estimation- to determine the approx. level of demand for the product
o Sales forecasting- to determine the expected level of sales given the level of demand.
o Customer satisfaction studies- exit interviews or surveys that determine a customer’s level of satisfaction
with the quality of he transaction.
o Distribution channel audits- to access distributors’ and retailers’ attitudes toward a product, brand, or
company
o Price elasticity testing- to determine how sensitive customers are to price change
o Segmentation research- to determine the demographic, psychographics, and behavioral characteristics of
potential buyers
o Consumer decision process research- to determine what motivates people to buy and what decision-making
process they use
19
o Positioning research- how does the target market see the brand relative to competitors? What does the
brand stand for?
o Brand name testing- what do customers feel about the names of the products?
o Brand equity research- how favorably do consumers view the brand?
o Advertising and promotion research- how effective are ads-do potential customers recall the ad, understand
the message, and does the ad influence consumer purchasing behavior?
The main types of qualitative research are:
Depth interviews
Interview is conducted one-on-one, and lasts between 30 and 60 minutes
Best method for in-depth probing of personal opinions, beliefs, and values
Very flexible
Probing is very useful at uncovering hidden issues
They are unstructured
Can be time consuming and responses can be difficult to interpret
Requires skilled interviewers-expensive-interviewer bias can be easily introduced
There is no social pressure on respondents to conform and no group dynamics
Start with general questions and rapport establishing questions, then proceed to more
purposive questions
Laddering is a technique used by depth interviewers in which you start with questions
about external objects and external phenomena, then proceed to internal attitudes and
feelings
Hidden issue questioning is a technique used by depth interviewers in which they
concentrate on deeply felt personal concerns and pet peeves
Symbolic analysis is a technique used by depth interviewers I which deeper symbolic
meanings are probed by asking questions about their opposites
Focus groups
An interactive group discussion led by a moderator
Unstructured discussion where the moderator encourages the free flow of ideas
20
Usually 8 to 12 members in the group
Usually last for 1 to 2 hours
Usually recorded on video
The room usually has a large window with one-way glass-participants cannot see out, but the researchers
can see in
Inexpensive and fast
Can use computer and internet technology for on-line focus groups
Respondents feel a group pressure to conform
Group dynamics is useful in developing new streams of thought and covering an issue thoroughly
Projective techniques
These are unstructured prompts or stimulus that encourage the respondent to project their underlying
motivations, beliefs, attitudes, or feelings onto an ambiguous situation
They are all indirect techniques that attempt to disguise the purpose of the research
Examples of projective techniques include:
# word association – say the first word that comes to mind after hearing a
word-only some of the words in the list are test words that researcher is
Interested in, the rest are fillers-is useful in testing brand names-variants
include chain word association and controlled word association
#sentence completion – respondents are given incomplete sentences and
are asked to complete them
# story completion – respondents are given part of a story and
are asked to complete it
# cartoon tests – pictures of cartoon characters are shown in a specific
situation and with dialogue balloons-one of the dialogue ballon is
empty and respondent is asked to fill it in
# thematic appreciation tests – respondents are shown a picture or series
of pictures and asked to make up a story about the picture(s)
# role playing – respondents are asked to play the role of someone else-
researchers assume that subject will project their own feelings or
behaviors into the role
# third person technique – a verbal or visual representation of an individual
and his/her situation is presented to the respondent- the respondent is
asked to relate the attitudes or feelings of that person-researchers
assume that talking in the third person will minimize
21
Types of errors
Random sampling errors:
Sample too small
Sample not representative
Inappropriate sampling method used
Random errors
Research design errors:
Bias introduced
Data analysis error
Sampling frame error
Question construction error
22
Interviewer errors:
Recording errors
Cheating errors
Questioning errors
Respondent errors:
Non-response error
Inability error
Falsification error
GENESIS OF MARKET RESEARCHIt is the functional area of management body, which plays a vital role with in the organization. Most of the
decisions revolve around information regarding market situation. The information may be of consumer’s
preferences, level of satisfaction, regard of preferences and competitive environment.
The market and market research is doing their business shaking hand together.
23
Market Basic: conceptual & fundamentalMarkets mix Applied: problem solving
CAUSES OF MARKET RESEARCH
Controllable factors
Market mix (4P’s)
PriceProductPlacePromotion
Uncontrollable factors
Cultural and social factors
Political and legal
factors
Demand
Economical
environment
Government regulationTechnical
development
EFFECT OF MARKET RESEARCH
The performance of market research is very important in modern point of view. Without market research no
company can sustain in the competitive market. It is because almost every business in the world has turned
24
Performance measures
Sales
Market share
Cost
Profit
Image
Recorder level
Behavioral responses awareness
Intent to buy
Purchase
knowledge
Linking
into perfect elastic and it is very difficult to maintain perfect monopoly now a days. The research work is done
mainly to meet the following criteria:
1. To fill gap between producers and consumers.
2. Rapid change in business environment.
3. Systematic approach to identify market opportunities.
4. Shift to consumer oriented philosophy in business.
STEPS INVOLVED IN MARKET RESEARCH
25
Problem Formulation
Evolution of appropriate research design.
Data collection strategy
Selection of the sample
Collection of data
Data processing
Data analysis and interpreter
CHARACTERSTICS OF MARKET
RESEARCH
26
Report writing
1. It is an integrated function within an organization.
2. It is the function of marketing division.
3. It is a type of systematic approach
4. It is a type of inter disciplinary process.
5. It is a type of perfect science.
NATURE OF MARKET RESEARCH
1. Its objective of market and systematized body.
2. It content with M.I.S.(market information system)
3. Provides more efficient market of goods & services to consumers.
4. Deals with present plus potential customers.
5. Information collected from both internal & external atmosphere.
6. Tries to solve market related problems.
TYPES OF MARKET INFORMATION
Market information may be of following types:
1. Operational, managerial, strategic planning
2. Buyer’s location.
3. Formulation of proper market mix.
4. Necessity of financial resources required.
5. Choose of location where market efforts may have impact.
27
HOW MARKET RESEARCH AND INFORMATION IS RELATED
General Procedure1. Problem audit and problem definition- What is the problem? What are the various aspects of the problem?
What information is needed?
2. Conceptualization and operationalisation- How exactly do we define the concepts involved? How do we
treat these concepts into observable and measurable behaviors?
3. Hypothesis specification- What claim(s) do we want to test?
4. Research design specification- What type of methodology to use? Examples: questionnaire, survey
5. Question specification- What questions to ask? In what order?
6. Scale specification- How will preferences be rated?
7. Sampling design specification- What is the total population? What sample size is necessary for this
population? What sampling method to use? Examples: cluster sampling, stratified sampling, simple random sampling,
multistage sampling, systematic sampling, no probability sampling.
8. Data collection- Use mail, telephone, internet, mail intercepts.
28
Production Sales Dealers
Producers ConsumersMarket information system
Invoice data
Payroll data
Annual report
Market information input
9. Codification and re-specification- Make adjustments to the raw data so it is compatible with statistical
techniques and with the objectives of the research. Examples: assigning numbers, consistency checks, substitutions,
deletions, weighting, dummy variables, scale transformations, scale standardization.
10. Statistical analysis- Perform various descriptive and inferential techniques on the raw data. Make inferences
from the sample to the whole population. Test the result for statistical significance.
11. Interpret and integrate findings- What do the results mean? What conclusions can be drawn? How do thee
findings relate to similar research?
12. Write the research report- Report usually has headings such as: executive summary; objectives; methodology; main
findings; detailed charts and diagrams.
CHAPTER-3
29
FINDINGS from MARKET RESEARCH
1) Whether all the shop owners know Mother Dairy also has ice-cream?
Answer: 100% say yes
No of new Counter visited 500 (approx)
Yes 100%
No 0%
30
100%
0%0%
20%
40%
60%
80%
100%
120%
Yes No
This shows that Mother Dairy has good reputation in the market and a leading brand in Indian Market
and Mother Dairy Ice-cream has its own identity.
2) What shop owners generally ask before entering in to Mother Dairy Ice-cream
business?
S.no. Total sample - 500
1 Margin 90
2 Initial investment 200
3 Replacement 40
4 Brand 70
5 Consumer demand 70
6 Availability 30
31
0
50
100
150
200
250
Margin
Initia
l inve
stmen
t
Replace
ment
Brand
Consumer d
eman
d
Availa
bility
From this chart it is clear that new retailers those who want to sell Mother Dairy Ice-cream on knowing
the initial investment, maximum retailers showed their unwillingness to start ice-cream business.
3) The share of Ice-cream in Delhi?
Name if the Ice-cream company Percentage of share(%)
Mother Dairy 37%
Kwality Walls 16%
Amul 31%
Cream Bell 9%
Vadilal 7%
*Out of the 500 (approx) shops I have visited out of these 126 shops sell different ice-cream brands.
47 counter sales Mother Dairy Ice-cream.
20 counter sales Kwality Walls Ice-cream.
39 counter sales Amul Ice-cream.
11 counter sales Cream Bell Ice-cream.
9 counter sales Vadilal Ice-cream.
32
Percentage of share(%)
0%5%
10%15%20%25%30%35%40%
Mother Dairy KwalityWalls
Amul Cream Bell Vadilal
So from the above dig. It is clear that Mother Dairy captured near about 37% of the branded ice-cream market
in Delhi area due to only brand image and quality products.
4) In the Delhi area the percentage (%) of those who sell more than 1 brand of ice-cream?
In the Delhi area the percentage (%) of those who sell more than 1 brand of Ice-cream is; out of the 126 shops
which I have visited, there are some 40 shops selling more than one brand of ice-cream i.e. 32% (approx).
5) Out of the total new counters which I have visited; the percentage of
interested shop owners who want to sell Mother Dairy Ice-cream?
S.no. Total sample 500(approx)
1 Interested in selling 80
2 Not interested 420
33
0
50
100
150
200
250
300
350
400
450
interested not interested
Those who want to sell Mother Dairy ice-cream are 80 new shops out of 500 new shops.
COMPETITORS OF MOTHER DAIRY:
AMUL
PARAS (VED RAM & SONS)
GOPALJEE (G.K. DAIRY)
PARAG
COMPETITOR OF MOTHER DAIRY ICE CREAM:
AMUL
KWALITY WALLS
CREAM BELL
VADILAL
34
Main Competitors
-Amul - Kwality Walls
-Cream Bell - Vadilal
COMPETITOR’S ANALYSIS
Quality
35
At Vadilal, commitment to quality is an attitude. Vadilal Ice Creams contains only the best ingredients, be it cashew nuts,
almonds, pistachio, chocolate or fresh fruits. Great pains are taken to find the finest ingredients from around the globe.
State of the art-technology ensures that each scoop is dense, rich and filling, with no extra air or ice-flakes. Special care is
taken during packaging, storing, transit and delivery so that consistency in quality is maintained. This is why when the
end product reaches the customer, he is convinced that quality shines through in everything the group does.
Delicious growthThe ice cream market is set to sizzle this summer. At least 10 Brand ice cream maker will try to freeze the attention of
Indian consumer. The somewhat surprise winner of the cold war Amul is ready to launch over 20 new varieties this
summer. Hindustan lever ltd’s (HLL). Kwality Walls has already unveiled 10 new flavours and Mother Dairy also
launched at least 10 new products in this summer.
Today the market has grown to over 1,500 crore to which organized player contribute 40 %.
As Co-operative like AMUL, MOTHER DAIRY has tightened their hold on the market. AMUL was charting out a
national footprint. Today its ice-cream are available at 25,000 outlets in 1,000 cities across India and their Co-operative
has plans to add 5,000 more cities.
DIFFERENCE BETWEEN ICE-CREAM AND FROZEN DESSERT
Ice-Cream: Ice-cream are made from real fresh milk.
Ice-cream is rich in protein, calcium, dairy cream and vitamins.
Ice-cream are complete food, easy to digest and full of energy.
Frozen Dessert: Frozen Dessert are generally made from vegetable oils/fats.
The base of frozen dessert can be any sort of vegetable oils which is quite cheap.
In frozen dessert milk fat is replaced with vegetable oil hence they are unable to give the smooth taste
and flavour which only ice-cream made from fresh milk can give.
MOTHER DAIRY PRODUCTSMother dairy markets & sells dairy products under the mother dairy brand like liquid milk, dahi, ice creams, dairy
whitener 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 it’s sales and distribution networks, for marketing foods.
36
Details of Products
Safal products Juice
Pickles
Jams
Squash
Rice
Safal drink
37
Orange Orange-apple Mixed fruits grape
Mixed picle Mango pickle Red chilli pickle Lemon pickle
Pineapple Mixed fruits Apple Orange marmalde
Orange lemon
Safal Gold Basmati Rice Safal Silver Basmati Rice Safal Premium Parmal Rice
Guava Mango Nectra
Tomato products
DAIRY PRODUCTS Butter
Ghee
UHT
Curd
Mishti Doi
Flavoured Milk
Cheese
It’s delicious. It’s creamy. And it’s so easy to spread. Available in 100 and 500 gram packs, Mother Dairy
Butter is produced under totally hygienic conditions using Mother Dairy’s wholesome milk.
Mother Dairy Ghee 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 flavour and aroma to the food you prepare making it the best choice in Ghee.
Mother Dairy Ghee is available in one litre and half litre cartoons (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.
38
Tomato Puree Tomato Ketchup
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 preserves the milk for up to 120 days without
refrigeration. The milk needs no boiling and can be drunk straight from the pack.
39
FULL CREAM
Cheese takes up about 1/10th volume of milk it was made from. Cows drink 157 liters of water a day-the
equivalent of a bathtub full of water.
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.
40
TONED
DOUBLE TONED
TOKEN MILK
SKIMMED
Every 100 grams of Mother Dairy Dahi contains:
Energy value 79.00 K cal
Fat 4.50 gms
Proteins 4.00 gms
Carbohydrates 5.80 gms
Calcium 150.00 gms
Available in 100 grams, 200 grams, and 400 grams. Also available- Yummy Mishti Dahi.
Add a little magic to your day with Mother Dairy’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 flavours- 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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Mother Dairy Lassi is a tasty and refreshing drink made from pure, nutritious milk. Drink it either as anytime snack or as
a tasty accompaniment to your food. Either way it’s a great tasting drink. You can choose from two variants- Sweet
Lassi(300 ml) nad Salted Lassi (200 ml), to suit your taste.
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 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 – Mnago, Kesar Bahaar and Butterscotch in 500 ml tubs. Butterscotch flavour is available in a 115 ml cups as
well.
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Mother Dairy Flavoured Milk captures all the goodness of Mother Dairy’s pure and fresh milk combined with the magic
of special flavours. 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.
MOTHER DAIRY ICE-CREAMS
Take 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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This traditional Indian delicacy just got better – richer & creamier and with more variety. Surrender to that all – time
favourite: Kesar Kulfi or enjoy the richness and abundance of nuts with Pista Kulfi. 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. 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.
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. What’s more, it
comes in three delectable flavours – Strawberry Crush, Mango Marvel and Litchi Surprise.
Experience Take your favourite ice creams home. Just grab a 500 ml or 1 liter Brick. Choose from a mind-boggling range
of great flavours. The All-time favourite Vanilla, Strawberry, 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.
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An all time hit with the kids!! A refreshing and colourful range of ice
candies and milk lollies – they are the perfect solution to the summer heat and that extra zing to the winter chill. Try the
new Chulbuli & Shararat Lic LOlleex to re-discover the naughtiness in you.
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, Weakness, Opportunities, and Threats. Strength and Weakness are internal analysis of the firm; on
the other hand Opportunities and Threat are the external analysis of the firm.
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.
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Well trained and educated marketing staff.
Quality of ice-cream is good and doesn’t use any artificial items in making of ice-cream.
It ensures that only cow and buffalo milk is used for making ice-cream by collecting milk from milk
cooperatives.
Demand is absolutely optimistic.
Abundant availability of raw material.
High brand image of Mother Dairy ice-cream.
Provide pure milk Ice-cream rather than frozen dessert.
Nation wide coverage of Mother Dairy ice-cream.
Offering new product to customer continuously.
Weakness:
Retailers say they are not satisfied by trade schemes and offerings.
Equal importance is to 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.
Advertisement policies are not good.
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 failures head-on, and now he clearly is an example of never
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ending successes! If dairy entrepreneurs are looking for opportunities in India, the following areas must be
tapped:
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 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 area.
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-4
RECOMMENDATIONS48
Peter Drucker has observed that company’s first take is “to create customers”. Earlier VADILAL was pioneer
of the market. At present condition, we can not say VADILAL is the unchallengeable leader, and fully
successful to create customers. Other organized sector have made their potentially widely. They 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.
Recognizing that high satisfaction leads to customer loyalty quality value and service are totality of features
and characteristics of a product that bear on its ability to satisfy stated or implied needs. Total quality is the
key to value creation and customer delight.
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 customers 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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LIMITATIONS OF RESEARCH
As we know man is captive under a number of unavoidable circumstances. These come as hindrances and
obstacles to the path. So during my project I also faced many such hinderances. Despite that I put my efforts to
make this project presentable.
Limitations of this project are:
As the database was not available so it was quite difficult to get the area where mother dairy’s Ice-cream is
not available.
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 co-operative.
The area of survey was not so known to me so it was hard to find out the routes to survey in the market.
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There might have been tendencies among the respondents to amplify or filter their responses under the
testing conditions.
Since the results have been drawn on the basis of the information provided by the respondents, chances of
error might have crept in.
The time period was not sufficient according to the requirement of the project.
SUGGESTIONSFOR INCREASING RETAIL PENETRATION OF ICE CREAM IN MARKETAdvertisement & sales promotion should be conducted by the company so that consumers can be more
attentive to the product. If it is possible then sales can be increased.
1. The area of distributor should be defined clearly so that they can work in their area with more
potential.
2. 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.
3. They should conduct the regular survey of that particular product so that they can know the
taste and desires of the consumers and the strategy of the competitors.
4. The company should cover the retailers who are far from the main road or market, because the
competitors cover it very well.
5. 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.
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6. The company should give advertisement on radio, as well as in newspapers regularly as
reminder for the consumers.
7. The company should organize Mother Dairy Day to educate the potential customers as well as
retailers.
8. Advertise for the brand awareness for ice-cream towards the customer particularly in the rural
area.
9. Focus on the value addition of the product.
10. Position the product in the right way like that we are no. 1.
11. Mother Dairy should have highlight its basic strength i.e. pure ice-cream product rather than
that of competitors “FROZEN DESSERT”.
12. Mother Dairy should follow an advertisement campaign that could highlight difference between
ICE-CREAM and FROZEN DESSERT.
13. Advertisement on T.V. in prime time shows.
14. Try to make a direct relationship with retailers, not depend upon distributor’s feedback.
15. Conduct continuous R&D so that company can develop new product time to avoid competition.
CONCLUSION:1) As my project title is how to expand ice-cream business in Delhi, so I recommend Mother Dairy
should open at least one fully owned counter in each Big-Shopping Complex in East Delhi area or
otherwise there are so many Branded Restaurant in shopping malls, so Mother Dairy should joint
venture with the Branded Restaurant to sell Mother Dairy’s Ice-creams.
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2) As I have visited plenty of existing Mother Dairy ice-cream counters the shop owners only asked one
question that they order some items & after that from the distributor’s side they supply according to
their choice. I think in this case Mother Dairy loose some image in the eye of retail owners in Delhi
area.
Retail outlets of Mother Dairy ice-cream 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. But unfortunately
they do not get their demand, so from company side they
should concentrate on this matter.
3) There are so many FMCG Company operations in India like HLL, ITC, P&G, Pepsi, Coca-Cola, and
Parle-G. my opinion is that-the above giant does not even face any short supply in any season. They
always supply their products according to the retailers demand. Say for example ITC and HLL, their
product is available from panwala to big shopping malls. They supply their products very efficiently,
that retailers do not face nay short supply.
So, from my side I want to say that on considering the demand
from the consumer especially in the seasons, Mother Dairy
faces huge shortage of their brand ice-cream. I think out of
total varieties i.e. 102 items they are facing shortage of 25
items. So, Mother Dairy should concentrate on this issue in
coming days.
4) I think only child consumer constitutes near about 70% of the total ice-cream market and remaining is
above the age group of 12 years. So for child consumer Mother Dairy should give some special types
of playing items or tattoos or like these on every purchase of Mother Dairy’s ice-creams. These ideas
are exercised by FMCG giants like Britannia, Maggie, Pepsi, Coca-Cola etc. I think if they exercise
these ideas then their total sales will definitely be increased by some percentage.
5) Mother Dairy should focus to the area where big schools, colleges and call centers are situated for
selling their brand ice-cream because they consume hugely ice-cream.
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6) In today’s scenario, packaging plays an important role in selling product so in this way Mother Dairy
should focus on this issue; it does not mean that Mother Dairy ice-cream’s packaging is not up to the
mark but it should focus on light color packaging.
7) From the company side they must provide up to the mark electric bill board, wrappers, item menus
etc. to the new retailers.
8) Mother Dairy should concentrate on push strategy marketing for selling their product, say for
example- apart from focus on big shopping malls, company should concentrate on some big size of
well centered stores which are situated on the main road or in crossing, because they don’t want to
invest Rs. 15000 for deep freeze but they want to sell ice-cream. So in this case company should
provide deep freezer against some securities, because in these general stores, various number of
customers come so, there is chance of selling handsome number of quantity from these stores.
9) For increasing customer preferences, prizes and gift coupons should be encouraged.
10) Awareness Campaigns and Ice-creams Fairs should be organized in order to make people aware about
the benefits and health effects to all the ages.
11) Insurance benefits should be provided to the distributors as well as retailers who are selling Mother
Dairy Ice-cream products for a long time like more than two or three years as the company may think
so.
12) The company should participate in sports events, advertising its different products and services and
providing these products to the audiences at discounted rates. This is a good promotional scheme.
13) Pizzas should be promoted with Mother Dairy’s ice-creams and point schemes should be launched as
Coke is doing in today’s business scenario and they got success in this scheme.
ANNEXURE
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QUESTIONNAIRE
1. Whether all the shop owners know Mother Dairy also has ice-cream?
a) YES b) NO
2. What shop owners generally ask before entering in to Mother Dairy Ice-cream business?
a) Margin b) Initial investment
c )Replacement d) Brand
e) Consumer demand f) Availability
3. The share of Ice-cream in Delhi?
a) Mother Dairy b) Kwality Walls
c) Amul d) Cream Bell
e) Vadilal
4. What percentage (%) of retail shop owners sell more than one brand of ice-cream In the Delhi?
5. What percentage of new counters are interested to sell Mother Dairy ice-cream?
a) Interested b) Not interested
BIBLIOGRAPHY
WEBSITES
www.thehindubusinessline.com
www.retailbasics.co.uk
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www.motherdairy.com
NEWSPAPERS
Economic Times
Wall Street Mint
MAGAZINES
Business Outlook
Business India
BOOKS
Kotler Philips, Principle Of Management
Chabra T.N. , Marketing Management
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