THE STUDY OF RETAIL PENITERATION OF MOTHER

DIARY ICE CREAM

SUBMITTED IN PARTIAL FUFILMENT OF THE
REQUIREMENT
FOR THE AWARD OF THE DEGREE OF
B.COM
TO
RAYAT BAHRA UNIVERSITY, MOHALI-140104

SUBMITTED BY
NEERAJ
REGISTRATION NUMBER: 1703003059
COMMERCE DEPARTMENT
UNIVERSITY SCHOOL OF MANAGEMENT STUDIES
RAYAT BAHRA UNIVERSITY
Sahauran, District Mohali-140104, Punjab, INDIA
 INDEX

1. Acknowledgement……………………………………………………….I
2. Preface……………………………………………...…………...………II
CHAPTER-1
3. Introduction……………………..………………………………...…1-21
CHAPTER-2
4. Objectives………………………………………………………...…….22-23
CHAPTER-3
5. Research Methodology…………………………………………..…24-32
CHAPTER-4
6. Findings and Suggestions………………………………………33-34
CHAPTER-5
7. Conclusion……………………………………………………………35-36
Questionnaire…………………………………………………….…37-38
Bibliography……………………………………………………....39-40
 ACKNOWLEDGEMENT

I offer my gratitude to those who have spent their precious time, interest and continued
encouragement through the study and for the completion of my project.

I would like to thanks to our project guide Mrs. RITIKA for their encouragement and support
throughout the course of our project.

Last but not the least, I express my gratitude to all those who directly & indirectlydirect me for
successful completion of the project.

: DATE: SIGNATURE :
 PREFACE

As per the curriculam of 5th semester of B.Com, we had to undergone through a Project Study. I
am very thankful that i got an opportunity to prepare a report on it.

The topic of my project was “THE STUDY OF RETAIL PENITERATION OF THER

MOTHER DAIRY ICE CREAM”. In this report I have put my best efforts to compile the data to
the highest level of accuracy and give my views to the best of my judgment.

On 6th may 2008 I started my project under the guidance of Mr.Subodh Saini . I have been
allocated the area for survey in Delhi. Areas covered by me are Mahipalpur, Kapasera, Vasant
Kunj, Delhi Kaint, Sarojninagar,Chattarpur. I have to find out the Retail penetration of Mother
Dairy ice cream $ own asset programme.

I also penetrate the product in the market where it is not available. For this I have used both
Primary & Secondary data. . For this I visited each & every outlet of the area specified to me
where the ice cream is being sold for e.g. like parlor, Hotel, Dhaba, Departmental store,
confectionery shops, and check all the brands of Mother Dairy are available or not or which one
is available in comparison with Kwalty walls, Amul, vadilal brands & try to convince them to
buy each & every brand of Mother Dairy. I have to find out the monopoly of ice cream in these
outlets.
 CHAPTER-1
INTRODUCTION
Mother diary is the largest liquid milk plant in Asia. It began on 4 th December 1974 under the
Operation Flood program of the National Dairy Development Board. It began with the supply of
40 liter milk that day and rest is history. In Delhi alone 50-55 lakh liters of milk is consumed
daily. Mother Dairy supplies around 20 lakh liters 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 ton per annum. The current supply is 80million ton litre per annum.

At Mother Dairy, processing of milk is controlled by process automation whereby state-of-the-

art 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.

The strategy is being operational zed 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, grow faster".

Mother Dairy has been carrying out school programs - 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, Flavored Milk, Lassi,
Butter, Pure Ghee, UHT Milk, Dairy Whitner, Cheese etc

COMPANY OVERVIEW
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. NDDB’s 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 India’s rural people.

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 2007-2008.
 - Per capita availability of milk presently in 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 2007-2008 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.

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.

Macro Impact
- The annual value of India’s 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.
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
- Andhra Pradesh Dairy Development cooperative Federation Ltd
(APDDCF) -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
- Orissa State Cooperative Milk Producers Federation Ltd (OMFED)
- Pradeshik Cooperative Dairy Federation Ltd (UP) – Parag
- Punjab State Cooperative Milk Producers Federation Ltd (MILKFED) –
Verka
- Rajasthan Cooperative Dairy Federation Ltd(RCDF)- Saras
- Tamil Nadu Cooperative Milk Producers Federation Ltd(TCMPF)-Aavin
- West Bengal Cooperative Milk Producers Federation Ltd(WBCMPF)-bens

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

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, 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

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 MDFVL’s 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
- CDS
- Kendriya Bhandar
- Air Defiance Canteen
- Hospitals
- Airports
- Railways
- ITDC
- IRCTC
- Pragati Maidan

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 Wall’s, Cream
bell and Vadilal. Among these Amul, Kwality Wall’s 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

Coffee Excess and Shahi Meva Malai, these sundaes give you the chance to relish what even
the 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 flavors- Jamaican Almond Fudge Nawab of Awadh was
deprived off.
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.

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. What’s more, it comes in three delectable flavours -Strawberry
Crush, Mango Marvel and Litchi Surprise

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 lollies-
they 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.
DESCRIPTIVE RESEARCH

The project is basically divided into three parts. These 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.

 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.

 Thus understanding the loopholes between the distributors and the retailers.

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.
 MY OWN STRATEGIES TO COMPLETE TARGETS

Step 1) Markets are segregated into heads to get clear view of market potential.

 Individual retail shops

 Ice-cream parlors /coffee parlors
 Bakeries
 Bakery shops/sweet shops
 Restaurants
 Chemists shop
 Juice corner’s
 Caterer’s
 Party & wedding contractors

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

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

MAIN TEXT

Its Cold War out there. And this summer, it promises to be the fiercely ever the domestic ice-
cream industry has seen.
Yes I am talking about some of the ice-cream FMCG majors like mother dairy,
kwality wall’s, Amul, cream bell etc. All of them want to snatch a big chunk of ice-cream
business from the existing market which is increasing rapidly year on year. They have different
strategy to cater competition, to satisfy their customer’s, to increase their market share. But it’s a
time to do things differently, & so we too are, working with mother dairy ice-creams.
Our project is about understanding the ice cream industry and in particular Mother
Dairy. This project is helping us in getting practical experience about marketing research,
channel distribution, sales, and developing new strategies.

Basically project is divided into three parts:

 Market research
 Distribution channels
 Sales through own your asset program

The project will accomplish the following objectives:

 To find out the share of the mother dairy ice-cream in Delhi (South region)
 Expansion of Mother Dairy ice cream’s distribution network by increasing the number of
assets in the market through “Own Your Asset (OYA) program”.
Also to increase ice-cream sale through Rented his own deep freezer (RODF) scheme.
 Increase in the Channel partners’ satisfaction (Retailers and Distributors) by plugging the
loop holes found through the project.

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, distributor’s 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 6 areas in 6 weeks. We have covered all the ice cream retail outlets. My
area is South Delhi.

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 in a good condition or not?

2. What is the position of boards and point of purchase displays?
3. Which Ice cream has then major share of deep freezer?
4. Which brand is pushed by the retailer?

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. At which period of time customers come in bulk?
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 salesman’s visit, supply
status, mode of supply, awareness of promotional activity,S display status, Deep freezer purity of
Mother Dairy’s 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 we are associated with the distributor Mother Dairy has a wide distribution
channel consisting of one distributor in Mahipalpur. Our market is divided into many 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. 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.
SUPPLY AND DISTRIBUTION CHANNEL

MANUFACTURING UNIT
Patparganj, Delhi

CFA 1 CFA 2 CFA N

DISTRIBUTOR DISTRIBUTOR DISTRIBUTOR

RETAILER RETAILER RETAILER

CONSUMER CONSUMER CONSUMER

DISTRIBUTION CHANNEL OF MOTHER DAIRY

The distribution channel adopted by Mother Dairy is given as:

 Factory

Mother Dairy has manufacturing plants in New Delhi, where the ice-cream is made. 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 Ice-creams.

 Clearing And Forwarding Agent:

The main function of these C & F agents is to store the ice creams made in the factories and
to further transfer it to distributor. They are thus merely agents of Mother Dairy to work on a
fixed salary. The company hires their premises/ cold storage and they are entrusted with the
task of safe keeping and forwarding their products to the distributor. This incurs the
following cost:
 Cost of storage i.e. warehousing, electricity
 Salary of the workers and the employees – workers include temporary used for
loading and storing functions. Employees include the accountants, manager and
operators, clerks and guards.
 Initial cost – Mother Dairy before assign any one as their C&F agents ask for
certain initial infrastructures. So it is essential for a prospective C&F to have
adequate storage space, proper cold storage facility and competitive workers and
employees.
 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.

 Distributors:
They form the next unit of distribution chain. Their main 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. Presently Mother Dairy has only one distributor in my working
areas to cater the retailers as well as to vending distributors. The distributor’s profit
margin is 6%. The distributor has a cold storage, which costs Rs 6 Lacs. The initial
investment required for distributor is Rs 10 to 15 Lacs.

Various heads of cost for a distributor

 Storage Costs: this forms an important component of the total costs. Firstly sufficient in
the form of well appointed premises to house the freezers and facilitate transfer of stock
to retailers and push carts. So the rent payable and the security on the premises from part
of the cost. Secondly the distributor is required to have deep freezer to store ice cream
product, which are highly perishable products. Due to this region freezer assume great
importance and their maintenance is necessary to ensure that the products remain
unspoiled.
 Distribution Cost: This is also a major part of the cost incurred by the distributor. He
has to employ refrigerated vehicle to transport ice cream to different retailer and also to
vending distributors. Normally, the vehicle used for this purpose is Maruti van or
 specially designed vehicle in which deep freezer is installed, or small auto rickshaws.
Now, this small auto rickshaw comes into use in no entry areas where big vehicles can
not enter. The freezers on these vehicles operate on battery, which once charged work up
to 8-10 hours easily.

 Electricity Cost: The average electricity cost is Rs.8000 per month considering the
distributor has at least two deep freezers. The freezer run on around the clock basis, as the
product is perishable. The distributor also maintains the generator in the case of power
failure, which adds to the diesel cost.

 Staff, Including Electrician: The salaries to the staff also contribute significantly to the
costs. Apart from the labor employed for loading and unloading stock the other staff such
as administrative, accounts, drivers of the vehicle on its daily and electrician is also kept
handy.

 Miscellaneous Costs: These comprise the sundry expenses relating to the wear and tear
of the equipment, the dry ice used to preserve ice cream. Regular payments to the police
and also to the civic bodies like the Development Authority who charge certain fees to
the push carts which operates in the area.

 Stock In Hand: apart from the above mentioned cost, the distributor also have to invest
in the stock in the trade that is the volume of the stock they have on their on hands which
have not been sold or payment has not been realized on which this value varies
depending on the size and area of the distributor and the number of retailers.
 Vending distributor:

He is the link in the chain that services the push cart. The vending distributor operates push
carts mainly but is free to tap retailers too. Push carts operators get a profit margin of 14%. It
is true that push cart cannibalized the retailer’s business to a great extent. This is because
when a consumer gets a ice cream near his house or any where on the road side, why would
he go to retail outlet. Push cart are popular outside schools, in residential colonies. the
vending distributors gets a margin of 4.75%. The normal practice is that the various push
carts operators gather at the distributors premises and get a refill.

 Retailers:

Retailers were the favored source for an ice cream before the starting of push carts. Mother
Dairy has a retail network of 80 retailers in SHAIBABAD (GHAZIABAD). Now these are
the exclusive outlets as well as those, which stock other brands too. Their profit margin
comes to 15% on MRP. Retailers still occupy a place of importance because of the fact that
are located in the market place where consumers makes most of the purchases. Their location
works to their advantage as well as their disadvantage.

 Deep freezer: the retailer has to pay full amount of deep freezer which usually depends
on the size (capacity) of the freezer and also the profile of the retailer. The minimum cost
of deep freezer is Rs 15075/=.
 High Electricity Charge: the cost of electricity has troubled retailers but their gained
respite as the deep freezer are high energy efficient which helps in reducing electricity
cost as the consumption is very low.
 Shortage of space: we found that the retailers often decline to keep a new brand because
of paucity of space to keep deep freezers.
 CHAPTER 2
OBJECTIVES OF THE
STUDY
The objectives of the research are following:

1. To increase the sale of Mother Dairy ice cream by increasing the number of retail outlets.
 How to increase the sale of Mother Dairy ice cream.
 How the no. of retail outlets can be increased.

2. To know the retailer response about the Mother Dairy ice cream.
Are the retailers satisfied with Distributor.
 Are the new scheme effects the retailer.

3.To Study the brand positioning of Mother Dairy Ice-cream.

 CHAPTER-3
RESEARCH
METHODOLOGY
Research Design

The research design prepared with great care keeping in mind the research objective. In this project
conclusive research is used. In conclusive research data was collected by descriptive research
method. The method applied in descriptive research is cross-sectional study’s Field work and
Surveys. .

Methods of data collection

(1) Primary data (2) Secondary data

1. Primary Data are those, which are collected fresh and for the first time and thus happen
to be original in character.

2. Secondary Data are those which are being already collected by someone else & which
have already been passed through the statistical process

Primary Data Collection

Source of primary data:

-Through Questionnaire
Questionnaire is a set of questions designed to collect the data & process them as per the
need. My questionnaire consists of two types:
1. For Non-existing outlets.
2. For existing outlets.
To targeting the retail outlets like general stores, confectionary shops, sweets corner,
restaurant, Ice-cream parlors /coffee parlors, Chemists shop, Juice corner’s etc. the respondents
have to fill the questionnaire.

Secondary Data Collection

 Internet
 Journals & Magazine
 Books
 DATA ANALYSIS AND INTERPRETATION

Q1: Do you keep Mother Dairy ice-cream?

Yes ( ) No ( )

Respondent Preferences No. of Respondent

Yes 26

No 34

No, 15

Yes, 105

Intrepretation:
We first ask this question to the 70 retailers which we have contacted, and out of this 26 have
said yes , and only 36 respondent say no . This figure shows that popularity of Mother Dairy ice-
cream.
Q 2:Which Company freezer do you have?
(a)Mother Dairy
(b) Others

Sources No. of Respondent

Mother Dairy 30

Other Sources 40

Intrepretation:
We can see that above pie-chart 40 retailers have purchased deep freezer from other company
and its percentages are 55 % and only 30 retailers have purchased from Mother Dairy .
Mother Dairy’s should adopt the policies of attacking marketing to increase the sale of deep
freezer.
 Q.3 According to you, which brand of ice-cream has maximum sales.
 Mother Dairy Amul
 Kwality Wall Vadilal

Brands No. of shops covered

Mother Dairy 26
Amul 20
Kwality Walls 16
Vadilal 8

Intrepretation:
This question was asked to 70 retailers out of which 20 said that the sale of Amul ice-cream
much higher than Mother Dairy Ice cream . We know that brand name also affect the customers
purchasing decision.
So from above analysis it is clear that brand attract the retailers most because every retailers want
to keep those items which are of big brand and very much popular within the customers.
Q 4: How many Retailers are looking for Mother Dairy ice-cream in percentage (%)?
 1 to 20
 20 to 40
 40 to 60
 60 & above

Table No. 10 Percentage of Customers

Duration No. of Respondent
1 to 20 12
20 to 40 20
40 to 60 30
60 & above 8

Intrepretation:
We can see that chart maximum customers who want to Mother Dairy ice-cream because the
quality of ice-cream is better than other companies. The demand of Mother Dairy ice-cream is
increasing day by day in Delhi and other areas.

Q.5:- Which brand of Ice-cream do you prefer to sell more?

 Brand Mother Diary Amul Kwality walls Creambell

Prefernces 26 18 10 16

Intrepretation:

According to retailer preference near about 37% retailer like to sell Mother Dairy and 26%
retailer give more preference to Amul. Only 23% retailer gives their first preference to
Creambell and remaining 14% like to sell Kwality Walls..

Q.6 Why do you prefer to sell more this particular brand?

 Reasons Better Services More Demand Quality Factors Margin

No. Of retailer 20 15 26 9

Intrepretation:

According to last question 37% retailers prefer Mother Dairy Brand. So the main reason is that
37% retailers prefer Mother dairy Ice-cream due to Better quality of Brand. Better service is the
second reason for huge sell of Mother Dairy Ice-cream.

Q.7 Are you satisfied with the current margins and services on this brand?
 Yes No
18 8

Intrepretation:

69% retailers satisfied with profit margin and believe that Mother dairy gives maximum profit
Margin and other service to retailers. Only 31% retailers think that other brands give More profit
margin and services in comparison with Mother Dairy.
 CHAPTER 4
FINDINGS AND
SUGGESTIONS
There are some suggestions which are as follows:

1. The aggressive marketing should be started as to stop the growth of the new growing
companies like Cream bell, Amul etc.
Mother Dairy is a very big brand if Mother Dairy want then they can capture more than
70% of the market for this there is a need of aggressive marketing, because now a days
many companies like Cream bell, Amul, Kwality Walls are trying to capture the market.

2. Mother Dairy should start a new innovative deep freezer scheme.

Company should make a provision to provide deep freezer to retailer either on
installment or on FOC whichever will be suitable. This is just due to that many retailers
want to sell ice cream but they do not want to invest money, if they are ready to invest
then they want deep freezer on installment. If company is providing deep freezer to the
retailer on installment then the number of installment should not exceed then three,
because peak season of ice cream mainly consist three month. If any one want to buy
deep freezer in winter season then company provide some extra discount either on deep
freezer or on first sale of ice cream.

3. Mother Dairy should give reward to the retailers whose sales are high.
Mother Dairy should give reward to those retailers who are selling product above the
target given to them.

4. Mother Dairy should increase the beat on those areas where Retailer faced the problem
due to less visit of salesman
5. Mother Dairy should concentrate more on delivery service because most of the retailers
are not satisfied with the delivery..
6. Mother Dairy should start Advertising on Radio.
Because in my point of view, Radio is available every where in radio so to reach more
customers, it would be better to advertise through radio.
 CHAPTER-5
CONCLUSION
Working for an organization like Mother Dairy in the South Delhi region is a pride for me and
gave me a chance to learn the marketing skill and help me to understand the real environment of
business and South Delhi market potential for dairy product helps me lot.

In an areas like South Delhi need a lot of planning has to be made before making any offer to the
customer. As far as ice cream is concerned the competition is tough with reputed brands which
fighting for their share in the market.

But owing to its brand image, quality, price and taste Mother Dairy is undisputed leader in retails
with an evenly distributed retail outlet in Delhi, which results for higher sales for Mother Dairy
ice cream. As far as other avenues for sales is concerned like institutional selling and other bulk
deals etc. Mother Dairy is far behind and has to cover a long distance and more efforts have to be
done in this field, to increase its total revenue.

At last it was a great experience to me working with Mother Dairy, a reputed brand in FMCG
sector because many of the management guru’s said if you work successfully in FMCG sector
than you can survive easily in any sector.
 QUESTIONNAIRE

PERSONAL DETAILS:-
NAME: ______________________________________________________
ADDRESS: ___________________________________________________
CONTACT NUMBER: _______________________________________.

1. Do you keep Mother Dairy ice-cream?

Yes No
If No than why ________________________________________________________

2. Which company freezer do you have?

(a) Mother Dairy  (b) Others 

3. How many brands do you keep?

______________________________________________________________________.

4. According to you, which brand of ice-cream has maximum sales.?

(a) Mother Dairy (b) Amul (c) Kwality Wall’s (d) Vadilal

5. How many customers are looking for Mother Dairy ice-cream (%)?
(a) 1-20 (b) 20-40 (c) 40-60 (d) 60&above

6.Which brand of Ice-cream do you prefer to sell more?

(a) Mother Dairy  (b) Amul 

(c) KwalityWalls  (d) Creambell 

(e) Others 
7. Why do you prefer to sell more this particular brand?

a. Easily available ( ) c. Quality Factor ( )

b. More demand ( ) d. Margin ( )

8. Are you satisfied with the current margins and services on this brand?

Yes/No

If no ,Why……………………………………………………………………

9. Rank according to your preferences:

High Moderate Low
(a) Mother Dairy   
(b) Amul   
(c) Kwality   
(d) Others ……………..   

10. Any suggestion or observation to bring more sales of ice-cream.

___________________________________________________________________________
_____________________________________________________________________

Date Signature
____________________ ___________________________
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