A

RESEARCH REPORT
ON
''COMPARATIVE STUDY ON BRAND PREFERENCE OF
VARIOUS DAIRY PRODUCTS''
Submitted for the partial fulfilment towards the
Award of the degree in
BACHULOR OF BUSINESS ADMINISTRATION
of
(Chaudhary Charan Singh University,Meerut)
Submitted by:
DOLLY
8337518
(Batch: 2013-16)

Department Of BBA

Janhit Institute of Education and

Information, Greater Noida

1
 DECLARATION

I hereby declare that this research report has been submitted for BBA (6thsem)- Chaudhary

Charan Singh Univesity (Meerut)

This is an original manuscript developed by me has not been furnished from any source

thereof, has not formed the basis for the award of any degree, diploma or any such titles by

the institute or any other universities.

DOLLY
ROLL NO. 8337518

2
 ACKNOWLEDGEMENT

Preparing a report is always a team effort and its takes some people collaborating behind to

preparing this project. This is my chance to say thanks to all of them.

I am thankful to Mr .AMIT KUMAR (HOD) for their valuable guidance and support in

completing my project.

Last but not least I am thankful to all those who have directly or indirectly lent me a helping

hand at the hour of need in completing this project successfully.

3
 CONTENTS :

Chapter no. Title of the chapter Page no.

1 INTRODUCTION 6-14

1.1 Introduction 7-8

1.2 Objective of the study 9

1.3 Need & Scope 10

1.4 Summary 11-13

2 A PROFILE OF ORGANISATION 14-34

2.1 Company history 15

2.2 Industry scenario 16

2.3 Company products 17-33

2.4 Literature review 34-35

3 RESEARCH METHODOLOGY 36-42

3.1 Research methodology 37

3.2 Swot analysis 38-42

4 DATA ANALYSIS 43-57

ANDINTERPRETATION

4.1 Data Analysis and interpretation 44-57

4
5 CONCLUSION 58-79

5.1 Findings 59

5.2 Suggestions 60

5.3 Conclusion 61

5.4 Limitation 62

5.5 Bibliography 63

5.6 Questionnaire 72-79

5
 CHAPTER-1

INTRODUCTION

INTRODUCTION

6
Mother Dairy was established by NDDB in 1974 under the operation flood project take the co-
operative vison forward and has build a strong foundation by considering achieving its mandate.

NDDB’s operation flood programme was a great success in replicating the milk procurement and
processing and led India to become the world largest milk producing today.

NDDB through the state cooperative has provided a steady source of livelihood for millions of
rural households and ensured supply of healthy and hygienic milk-hallmark of its success – to
consumer 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.

The cooperative is also planning to expand its production facilities beyond

NCR to service other regions in India. NDDB recently launch his ice-cream product in many
area of India, Mother dairy Ice-cream are now being enjoyed across the markets of Delhi /NCR,
Mumbai, Kolkata, Punjab, Rajasthan, U.P, & Uttaranchal.

The company markets more then 2.2 million litres of milk daily in Delhi and surrounding areas
of Western U.P. and Haryana, Mumbai and Hyderabad. Mother Dairy Milk has a market share of
66% in the branded sector in Delhi where it sells 2 million litres of milk daily and undertakes its
marketing operations through more then 10,000 retail outlets. There are 780 exclusive outlets of
mother Dairy out of this.

For its ice cream and milk business, NDDB is begun investing in increasing its milk capacity. It
recently firmed up plans to invest Rs 100-120 crore to expand this from 1.1 million liters a day to
1.8 million litres a day at its patparganj factory. The investment will take place over the next two
years. The cooperative is also planning to expand its production facilities beyond NCR to
service other regions in India. NDDB recently launch his ice-cream product in many area

Of India, Mother dairy Ice-cream is now being enjoyed across the markets of Delhi/NCR,
Mumbai, Kolkata, Punjab, Rajasthan, U.P, & Uttaranchal. Mother Dairy is now focusing on its
supply system. Efforts are on to ensure greater availability of Mother Dairy ice-cream at
pushcarts and small outlets. The company feels that availability is the most important factor in
ice cream sales. Thus, Mother Dairy ice-cream can be found in 'just around the corner shops,'
local STD booths, local kirana shops, chemists and bakers, who stock the ice-cream in deep
freezers

The idea is to ensure visibility and availability, which more often than not ensures a sale as ice-
cream consumed out of home is most often an impulsive purchase. Mother Dairy expects to

7
clock sales of 34 million litres during the current year and the accent will be on offering 'value
for money' products

The new ice-creams which are launched by Mother Dairy this year includes a Simply Coffee,
Shahi, Nazrana, Fruit ’N’ Nutt, Chocolate in bricks and in stick chulbuli&shararat, an orange ice-
cream (LicLolleez), a Bouncer ice-cream with nuts and essential proteins, vitamins and minerals
for the growing children, a cheese ice-cream and a sundae in cone for kids in different variants.

Mother dairy ice cream is positioned as 'real ice-cream' made from real milk cream, while HLL's
Kwality Walls is made from vegetable oil and its items are dubbed as Frozen Desserts.

8
PRIMARY OBJECTIVES:

• To analyze the market size of dairy product..

• To find out the factors responsible for the increase in the number of outlets of Dairy
products.

SECONDARY OBJECTIVE:

• To analyze the retailers perception about Dairy product.

• To find out the competitive edge of the company over the competitors.

• To study the consumer preference about different ice cream companies.

• To study distribution channel.

LITRATURE REVIEW
9
Retailing includes all the activities involved in selling goods or services directly to final
consumers for personal, non-business use. A retailer or retail store is any business enterprise
whose sales volume comes primarily from retailing.

Any organization selling to final consumers – whether it is a manufacturer, wholesaler, or

retailer- is doing retailing. It does not matter how the goods or services are sold or where they are
sold. Consumers today can shop for goods and services in a wide variety of retail organizations.
There are store retailers, non-store retailers, and retailer’s organization. Perhaps the best-known
type of retailers is the department store. Retail-store types pass through stages of growth and
decline that can be described as the retail life cycle. A type emerges, enjoys a period of
acceleration growth, reaches maturity, and then declines. Older retail forms took many years to
reach maturity; newer reach maturity, whereas warehouse retail outlets reached maturity in 10
years. The most important retail-store types are:

• Specialty store: Narrow product line with a deep assortment.

• Departmental store : Several product lines with each line operated as a separate
department managed by specialist buyers.

• Supermarket : Relatively large, low-margin, high volume, self service operation

designed to serve total needs for food, and household products.

10
The wheel-of-retailing hypothesis explains one reason that new store types emerge. Conventional
retail stores typically increase their services and raise their prices to cover the costs. These higher
costs provide an opportunity for new store forms to offer lower prices and less service. New
store types meet widely different consumers’ preferences for service levels and specific services.

Retailers can position themselves as offering one of the four levels of services:

1. Self-services: Self-services is the cornerstone of all discounts operation. Many customers are
willing to carry out their own locate-compare-select process to save money.

2. Self-selection: Customers find their own goods, although they can ask for assistance.

3. Limited services: These retailers carry more shopping goods, and customers need more
information and assistance. The stores also offer services such as credit and merchandise-return
privileges.

4. Full services: Salespeople are ready to assist in every phase of the locate-compare-select
process. Customers who like to be waited on prefer this type of store. The high staffing cost,
along with the higher proportion of specialty goods and slower-moving items and the many
services, resulted in high-cost retailing.

5. Corporate retailing: Although many retail stores are independently owned, an increasing
number are part of some form of corporate retailing. Corporate retail organizations achieve
economies of scale, greater purchasing power, wider brand recognition, and better-trained
employees. The major types of corporate retailing—corporate chain stores, voluntary chains,
retailer cooperatives, franchises, and merchandising conglomerates

11
 NEED:
The market share of Mother Dairy ice cream is increased by three times in just Four years. The
total consumption of Mother Dairy Ice- Cream in terms of rupees is Rs. 30, 00,000 per month in
one of the agencies of Mother Dairy in Delhi. The Mother Dairy Ice Cream captures around 60%
of the total market share in Delhi. There is an immense opportunity for the company to extend
their market share. The project will create the opportunity for the company to capture the market
share.

SCOPE:

Thescope of study is to understand the problem faced by the company while increasing the retail
outlets. With the help of this project NDDB can increase their outlets by analyzing the feedback
given by the interviewer (including existing and non existing outlets). NDDB can also analyze
the pricing strategy followed by the rivals. By this study company will get the information about
current competitive position of the Mother Dairy ice cream in the market.

12
 EXECUTIVE SUMMARY

Summer has started unusually early this year. And, as the mercury rises nobody is happier than
the ice-cream manufacturers who are already filling their ice-boxes with dollops of new,
mouthwatering flavours.

Out there in front is the hungry-for-growth Rs 3,500-crore (Rs 35 billion) NCR based New Delhi
Dairy Board that markets the Mother Dairy brand of ice-creams. Within 5 year Mother Dairy
sale progressed three times. Mother Dairy target strategic thrust areas with logical extension. The
plus point for this co-operative society is its Mother Dairy brand equity, large procurement base
of raw material, having processing technical know-how, 180 milk co-op network and plans to
convert ice-cream into a mass product.

Mother Dairy started to expand his market share in Delhi under its `GrishmDhamaka Freezer '
scheme. Under this, retailers are encouraged to buy their own deep freezers for vending ice
creams, with Mother Dairy negotiating a discounted price on their behalf with refrigeration
companies like Western & Voltas.

This is as against the practice of the ice cream company itself providing the freezer at the
retailer's end. A direct two-year guarantee from the manufacturer. These, together with our
negotiating a discounted price on their behalf, entails cost savings of Rs 5,000-8,000 per freezer
depending on capacity and make.

GrishmDhamaka: Modelities

Step 1: Mother Dairy WD/SE/PSM will collect DD/cash/cheque in favour of Deep Freezer
Company or their franchise along with order.

Step 2: Retailer will sign an agreement for buying DF at subsidized rate and storing Mother
Dairy products only.

Step 3: Delivery to WD/Retailers directly as per modalities.

For booking of deep freezer the salesman or the RSM have to gone through with two important
stages:

• Call up

• Follow up

13
In call up the salesman have to go to the potential retailers like medicos, departmental stores,
confectioneries, std booths and the shops which are mainly opened till 11 p.m. The salesman
gives the detailed information to the retailers about the GDF scheme of Mother Dairy. If the
retailers find, that the scheme is beneficial for him then he gives the next date to the salesman for
further procedure. :

In follow on the salesman have to go to those retailers who give some positive sign for GDF
scheme. The salesmen may have to go more then two or three times on the same retail store for
follow on. In follow on the salesmen try to convince the retailer more and more for purchasing
the deep freezer.

In call option we targeted those stores, which are open till 10:30 to 11:00 o’clock night and are in
residential areas. The most of the sale comes after dinner. The demands for Mother Dairy bricks
are more than novelties items because bricks are cheaper and contain more volume than any
other competitors.

As A RESEARCH REPORT I have to report at 10:00 a.m in the morning to Shiv kumar
agencies, Mahipalpur, which is one of the Wholesaler of Mother Dairy. Shiv kumar Depot is the
bigger franchisee of Mother Dairy in South Delhi. They cover a very big area of around
Mahipalpur. Its too much difficult to cover all area in daily routine.so areas are broken into small
beats that are following :

Monday:-Sarojininagar, Netajinagar,

Tuesday:- Moti bagh.

Wednesday :- Delhi cantt,

Thursday:-Sadar bazar.

Friday:- , Mehraulli,

Saturday:-Vasantkunj. Kishangarh,

14
The agency is the sole supplier of Mother Dairy ice cream in this area. I have to visit all this
areas for opening of new outlets and more than one area in one day for calling. I have to maintain
also the DSR for daily basis. In DSR, we write the name, address and the reaction of the retailers
whom we visited in a day. Normally I visited more than Thirty to Fourty stores in a day. Apart
from calling, I also asked the retailers perception and customer reaction about the Mother Dairy
ice cream. I give information to the agency about the problem of existing retailers.

In call up, if we find that the retailer has already deep freezer and stocks some other company ice
cream than we perused them for keeping Mother Dairy ice cream too. Sometime the retailer says
yes and sometime no. But most of the time the retailers want to keep Mother Dairy ice cream.

15
 CHAPTER-2
PROFILE OF THE
ORGANISATION

COMPANY HISTORY

16
Mother Dairy was established In1974 by NDDB. It basically deals in following business areas:-

• Milk & Dairy products

• Milk

• Cheese

• Butter

• Ghee & cream

• Ice creams

• Curd

• Vegetable products

Major Competitor’s of Mother Dairy in ice cream segment are Amul,

Kuwalitywalls&Creambell.

`Mother Dairy Ice creams' is also now available in 6 states and two union territories and enjoys
65 per cent to 67per cent market share in Delhi.

The `Mother Dairy Ice-cream' strategy bordered on its punch line, `real milk, real ice-cream'

`Mother Dairy Ice creams' were smoother and creamier than its competitors as fat used was pure
milk, which was more expensive and not vegetable fat.

NDDB, which has Corporate offices, plans to make these products "available all over the
country".

The federation has a distribution network comprising more than 65 wholesale dealers and over
500 retail outlets in NCR region.

INDUSTRY SCENARIO

17
Total ice cream market in our country is of Rs.2000 crores in which branded ice cream market
share is of Rs. 650 crores. Mother Dairy captures around 27% of total market share of organized
sector. In 2006, Mother Dairy ice cream sales wet Rs.200 crore, almost three times the Rs.185
crore sales in 2005.

The ice cream consumption in Delhi is 20% of the total consumption in our country. Out of
which Mother Dairy captures around 60% of the Delhi market.

ICE CREAM PRODUCTS OF MOTHER DAIRY

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A delicious taste that leaves you yearning for more. That's the sheer thrill of

Mother Dairy Ice Creams. Fascinating taste... across a fantastic range.

There's something for every one - check it out!

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27
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35
 DISTRIBUTION NETWORK
Mother Dairy manufactures its ice cream in Patparganj plant. It supplies raw material like milk
from different places of NCR, Haryana, and U.P to Patparganj. When ice cream is fully prepared
and packed than it’s transferred to Storage area. The C&F agents store it in big deep freezer
rooms. From C&F the ice cream is delivered to different distributors. And from distributers the
ice cream is delivered to different retailers and sub retailers. And finally the consumers
purchased from the retailers.

36
.

CHAPTER 3
RESEARCH
METHODOLOGY

37
 RESEARCH METHODOLOGY

RESEARCH DESIGN:

The research design prepared with great care keeping in mind the research objective. The project
was divided into two parts—parts ‘A’, part ‘B’.

RESEARCH APPROACH:

In the part ‘A’ the research was conducted by visiting to the various non existing outlets of
Mother Dairy and asking them about Mother Dairy ice cream and whether they would like to
keep Mother Dairy ice cream. I also told them about the Mother Dairy’s promotional scheme and
various superseding factors. In the part ‘B’ the research was conducted by visiting to the various
existing Mother Dairy’s outlets and knew about the replacement of old and unsold stock and
services of Mother Dairy.

RESEARCH INSTRUMENTS:

The primary data collected for this study was done through detailed market survey by means of
unstructured interaction. The secondary data is collected through Internets, Material provided by
company, etc.

SAMPLE PROCEDURE:

The procedure adopted for sampling was on the basis of judgmental sampling.

38
FOUR P’S OF THE PRODUCT

PRODUCT: Mother Dairy ice creams has wide range of variety that consists of more than
hundred flavors available in the market including 20 new flavors, which is introduced in this
summer. As ice cream is an impulsive purchase item so, its sale depends mostly on availability
and variety. Mother dairy is efficient enough to provide the variety make the ice cream widely
available, especially in north India.

PRICE: The price of Mother Dairy ice cream is very less compared to its competitors. In
novelty item the price of the flavors varies from Rs.2 to Rs22. The pricing strategy of Mother
Dairy is, to target each income group of the society. The cheaper price of ice cream is meant for
targeting the people with low income. Along with the low income group Amul is also targeting
medium as well as the premium segment by providing different flavors at different prices.

PLACE: The distribution of the ice cream in Delhi is done through exclusive Mother Dairy
outlets situated in various locations. In Delhi, Mother Dairy has eleven distributors who supply
ice cream to more than 3000 outlets. These eleven distributors are responsible for their respective
areas.

PROMOTION: Mother Dairy is a well-established brand name of NDDB. For promotion of the
ice cream the company gives advertisement in newspaper and magazines. It gives glow sign
board to every retailers and also makes wall paintings on there request. Mother Dairy uses their
punch line ---“India Jama Denge” for the promotion.

39
SWOT ANALYSIS

STRENGTH:

• Biggest sourcing base for milk and milk products in India.

• India’s best-known National Brand across all categories.

• 35% market share in the national Ice Cream market.

• Presence of a well-established distribution and delivery network for dairy products.

• Penetration pricing strategy – Mother Dairy is the price warrior in the Ice cream market and
currently has a very wide range to offer for all price points.

• Kwality Walls, Mother Dairy’s main rival, has been able to extend it’s cold chain in only
about 150 out of 300 class I towns. Whereas Mother Dairy has presence in almost all towns
because of its already existing butter lines.

• Customer is most comfortable buying Ice Cream in the Value for Money segment and
Mother Dairy is well present in this segment.

• Mother Dairy has built up a formidable image as a brand in which generations of

consumers have placed their trust. This can be used to its advantage while introduction of
ice creams.

40
WEAKNESS:

• Relationship between retailer and company is not effective.

• After sales service is not upto retailers expectation level

• Availability of all type of verity ice is not regular.

• Advertising is low profile, as the results of our survey show. Kwality Walls on the other
hand is into heavy advertising and consequently, is popular.

• As per our survey, retailers list a credible replacement policy as a factor very high on
their wish list. They would be willing to make further investments only for that brand
which offers replacement facilities. Mother Dairy has replacement policy three times in a
year.

• Retailers now demand freezers without having to pay any deposit. This is especially true
of those retailers who already stock one or the other ice cream brands

41
 OPPORTUNITY:

• Delhi market is not restricted to monopoly outlets. There are a significant number of
retailers who are currently stocking more than two brands. This is in Mother Dairy’s favor,
as earlier it had to overcome this problem in the Mumbai market.

• There is ample scope in the low priced segment as also in other categories where
consumers presently are dissatisfied with the quantity being provided vis a vis the price
being charged.

• Mother Dairy has the opportunity to capture the more evolved young adults and children
who are open to new products provided they meet their expectations.

• Kwality Walls is right now in an investment mode and is concentrating on expanding the
market as also its reach. Mother Dairy should direct its resources towards cashing in on
Walls market development.

• Distributors are dissatisfied with the margin & customer support services currently being
provided in the market. This can be used to Mother Dairy’s advantage. Amul is extremely
apathetic to retailers and there is a gap to be exploited.

42
 THREAT:

• New companies are entering the ICE-CREAM industry.

• Local manufacturers are growing at alarming rate

• Good advertisement campaign from competitors.

• The consumers have very well received Kwality Walls product differentiation strategy and
Amul, Creambell is also pushing up its advertising pitch.

43
CHAPTER-4

44
 ANALYSIS
AND
INTERPRETATION

45
 (ANALYSIS OF NON-EXISTING OUTLETS)

Percentage of people likes to keep deep freezer provided by the company:

Retailers Yes No

25 19 6

24%

76%

Yes No

Here graph shows that the most of the retailers wants to keep deep freezer provide by the company.

46
Mode of payment for deep freezer:

Retailers C.D.P Installment

25 6 19

24%

76%

C.D.P Installment

The above graph shows that most of the retailers want to keep deep freezer on either installment
basis or security basis. Only 24% retailers are interested for cash down payment & 76% on
installment basis.

47
Relationship on the basis of:

Retailers Trial basis Long term Short term

25 6 19 0

24%

76%

Trial basis Long term Short term

The above graph shows that the most of the retailers wants to keep relationship with Mother
Dairy for long-term basis.

48
 (ANALYSIS OF EXISTING MOTHER DAIRY OUTLETS)

Do you keep Mother Dairy Ice-Cream?

Retailers Yes No

25 19 6

Yes No

About 76% of the existing Mother Dairy outlets are still keeping Mother Dairy ice cream. Due to
the lack of proper sales services 24% of the existing outlets are now switch over to other
companies.

49
From where you bought your deep freezer:

Retailers Mother Dairy Others

25 18 7

28%

72%

Mother Dairy Others

Most of the existing outlets purchased deep freezer from Mother Dairy. The graph shows that
80% of the Mother Dairy outlets purchased their deep freezer from Mother Dairy.

50
Mode of purchase:

Retailers Cash down Installment

25 19 6

24%

76%

Cash down Instalm.

The graph shows that the 76% of existing retailers purchased their deep freezer form Mother
Dairy by paying cash. Only 24% of the retailers who have their shops on prime location got deep
freezer on installment basis.

51
Which pack of ice cream is sold most?

Retailers Cups Cone Cassata Candies/Bar Family/ Party pack

25 125 152 67 100 128

152
160

128
140 125

120
100

100

67
80

60

40

20

0
Cups Cone cassatta Candies Party pack

The graph shows that the most saleable flavor is cone. Party pack , cones and Cups are also sold
in bulks. The flavors that are not sold much are CASSATTA and Candies.

52
At what period of time customers comes in bulk:

Retailers Morning Afternoon Evening Night

25 0 5 13 7

13

14

12

10 7

5
8

4
0
2

0
Morning Afternoon Evening Night

In the evening from 6 p.m to 9 p.m the sale of ice cream reached to its optimum level. The ice cream is
not sale much in the morning period.

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 According to the retailer the flavour has maximum sale:

RETAILER VANILLA CHOCOLATE BUTTER SCOTCH Fruit ‘N’ Nut KAJU/KISMISH KESHAR PISTA

25 146 78 138 75 48 32

48 146 Vanilla
32
Chocolate
75
Butterscotch

Fruit'N'nut
138
78 Kaju/Kishmish

Kesherpista

The graph shows that the most demanded flavor is vanilla. After that Butter Scotch gets the
position. Kulffipista and KajjuPista are rarely sold in the market.

54
Preference given to attributes:

RETAILERS PRICE MARGIN QUALITY VARIETY PACK. AVALB. TASTE C.S

25 125 115 134 125 132 108 142 122

122 125 115

142

134
108 132 124

PRICE MARGIN QUALITY VARIETY PACK AVAIL. TASTE C.S

The above graph suggests that the quality of Mother dairy ice cream is admired more. The price and
packaging also count. The problem area is the availability of ice cream. The retailer says that all the
flavors are not available on demand.

55
CHAPTER-5
CONCLUSION

56
 CONCLUSION

There is an ample scope for ice cream making companies do progress in this lush green
environment. The market size is increasing day by day and the demand for new flavors are
arising. The companies like HLL, Cream Bell, Vadilall, and Amul are trying to capture more
market share with their new ideas and plans. As per is Mother dairy concern the company
should become liberal on his policies. Mother Dairy market share in south Delhi is high but for
maintaining the growth rate it should give the retailers more facilities for opening of new outlets
and running successfully. The company also needs a proper distribution network for availability
of products at demand.

57
 FINDINGS

After analyzing all the data given by shopkeepers we found certain key findings that is very
important for our project.

1.Most of the retailers are interested for keeping Mother dairy Ice Cream.

2. Retailers are not satisfied with the services provided by the company.

3. Most of the retailers like to keep deep freezer on installment basis and security basis.

4. Cone and Party packs are sold most.

5. The sale of ice cream is higher in evening.

6. The full varieties of flavor are not available on regular basis.

7. Prices of Mother dairy ice cream are almost as per customers need.

8. Margin in Mother dairy ice cream is very high.

9. People were highly satisfied with product quality of Mother dairy.

10. Although Mother Dairy has opened numerous outlets it is seen that distributors are finding it
difficult to deliver supplies in the stipulated time leading to retailer

inconvenience.

11. It was found that many deep freezers had developed technical snags and service.

Person was late in rectifying them. This created a negative rapport in mind of the

retailers.

12. Retailers are unsatisfied with the replacement of unsold Mother dairy ice cream.

13. Distributors could not provide all type of varieties because of less stock.

14. Other companies are providing deep freezers at law security which attract the retailers

and create threat for OYA scheme.

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 SUGGESTION

• Relationship with retailers and company should be kept under a close watch.

• Salesmen should be given the responsibility to handle the retailer’s grievances.

• Orders by the retailers should be executed in a proper manner to avoid irregular

availability.

• Low security and easy installment should be given on deep freezer.

• Promotion activities should take into consideration in two different ways (a) Company
should associate themselves with social events, ( b) Company should use electronic as
well as print media for their advertisement.

• Company should give special offers to retailers frequently.

• Company should expand their business throughout the small towns.

• Company should open exclusive Mother dairy parlors and outlets in big shopping malls for
promotion in higher segment.

• There have been a lot of complaints about replacement policy of Mother dairy. Mother
dairy should try to improve its replacement policy and make it somewhat liberal.

Innovative schemes like Priviledge cards giving discount on successive purchases may be
introduced to make a customer brand loyal to Mother dairy

59
 LIMITATIONS:

• The study limit to South Delhi

• Due to unavailability of proper conveyance facility, it was really hard to cover the market
under a scorching sun.

• In many residential blocks shops located in corners of by lanes were difficult to locate.

• The time duration of two months was short for the completion of all activities.

• Being a perishable product no sample could be shown as demanded by many prospecting

clients.

• It’s too much difficult to analyze all the possibilities in a short period of time.

• It is hard to find real picture of market competitors.

60
 BIBLIOGRAPHY

1. BOOKS.

• Marketing managment by Philip Kotler.

Published by Pearson Education Pvt. Ltd, Indian Branch, 482 F.I.E. Patparganj

1. INTERNET.

• www.Mother dairy.com

• www.google.com

• www.indiatimes.com

• www.infoline.com

• www.thehindubusinessline.com

• www.nddb.org

1. MAGAZINES.

• INSIGHT-The Consumer Magazine.

• Yojana

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 ANNEXURE

SPECIAL RATES OF DEEP FREEZERS UNDER MOTHER DAIRY GRISHM DHAMAKA

SCHEME

FREE

ICE BONU WARRAN DISCOUNT

MODEL
GROSS MARK CREA DISCOU S TY ED PRICE
& M NT
CAPACIT ET
CAPACI RATE
Y PRICE (M.R.P
TY
)

Carrier 150 Ltrs 14,906 4,200 2,868 1,000 0900 12,038

Carrier 300 Ltrs 18,563 6,000 3,488 1,000 1,200 15,075

Carrier 400 Ltrs 22,500 7,200 3,656 1,000 1,500 18,844

Carrier 500Ltrs 26,4387,200 4,050 1,000 1,500 22,388

300Ltrs(G 1,000 1,200 19,125

Carrier 23,625 6,000 4,500
T)

400Ltrs(G 1,000 1,500 21,938

Carrier 26,438 7,200 4,500
T)

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D/Cheque in favour of: Carrier Airconditioing&Refrigeration Ltd.

MOTHER DAIRY RATE CONTRACT FOR CARRIER DEEP FREEZERS

PRICE EX- DADRA

MODELS PRICE EX- DELHI BILLING
BILLING

HARD TOP

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Commercial Terms & Condition

• The above price (indicated in col. 2 & 3) are included of Excise Duty and Sales Tax.

• The prices are on OYA basis.

• There is no any type of Transportation charges .

• The above prices are inclusive of stabilizer prices.

• Charges for One-year warranty are included in the above prices.

• 100% payment in advance from the retailers in the form of DD drawn in favour of New
Delhi for Carrier Deep Freezer Carrier Air Conditioning and Refrigeration Ltd.

• If retailor made payment with cheque then delivery of freezer made after clearence.

• If payment made in cash then delivery made in same day.

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 PRICE WORKING OF MOTHER DAIRY ICE CREAM

(NEW DELHI)

Trade Trade MRP

Name of product Packing
P/Pcs P/Box P/Pcs

Cassatta 10x150ml 23.55 185.50 23.50

Prem.Pizza 220gms 26.75 27.75 30.00

CUPS Price to Price to

Packing MRP
Name of product WD Trade

Vanilla 24x50 ml 5.13 100.00 6.50

Straw Berry 24x50 ml 5.13 100.00 6.50

Butter scotch 12x100 ml 11.75 130.75 14.00

KesarPista 12x100 ml 13.48 150.56 15.50

KajuKishmis 12x100 ml 11.75 129.76 14.00

Chocolate 12x100 ml 10.90 121.80 13.00

Choco Chips 8x100 ml 14.38 99.00 17.00

Mango 8x100 ml 13.38 101.00 16.00

Litchi 8x100 ml 13.38 102.00 16.50

Black Currant 8x100 ml 11.48 12.38 15.00

Santra Mantra 8x100 ml 11.38 97.00 13.00

Anjir 12x100 ml 15.50 102.00 18.50

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 FAMILY PACKS

Name of product Packing Price to Trade MRP

Vanilla 500ml 29.00 35.00

Straw Berry 500ml 29.88 35.00

Butter scotch 500ml 50.50 57.00

KesarPista 500ml 49.50 57.00

KajuKishmis 500ml 49.50 55.00

Chocolate 500ml 48.50 50.00

Choco Chip 500ml 50.50 63.00

Fruit ‘N’ Nut 500ml 49.50 57.00

ShahiNazrana 500ml 50.50 55.00

Simply coffee 500ml 48.50 55.00

Coffee excess 500ml 73.50 82.00

PARTY PACKS

Name of product Packing Price to MRP

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 Trade

1 litre + 250ml
Vanilla 55.63 66.00
free

1 litre + 250ml
Straw Berry 53.63 65.00
free

1 litre + 250ml
Mango 86.00 100.00
free

1 litre + 250ml
Chocolate 85.00 100.00
free

KajuDraksh 1 litre 87.50 100.00

Butter Scotch 1 litre 86.00 100.00

Litchi 1 litre 96.00 114.00

Choco Chips 1 litre 91.75 101.00

KesarPista 1 litre 92.75 115.00

TuttiFrutti 1 litre 81.50 100.00

Black Currant 1 litre 102.00 125.00

Pineapple 1 litre 55.00 67.00

Daily Market Visit Report of Team Members

Name of MT :-

Name of WD: Date of Visit:

s.no Name and Address with Ph. No HADF Status Follow-up Visit

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1

10

11

12

13

14

15

16

17

18

19

20

21

22

23

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 24

25

WD HADF Score for the day:

Cum.HADF up to date:

FFR Sign

QUESTIONNAIRES

69
Dear Customer,

This survey is made for the purpose of my Summer Project and doesn’t have any commercial
impact.

CONSUMER DETAILS:

Name:

Address:

Contact Number:

1. Have you ever thought of expansion of your business in terms of ice -cream?

Yes No

If no why _______________________________________________________

2. If yes, which brand would you like to go for?

i) Mother dairy ii) Kwality iii) Amul iv) Cream Bell

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3. Rank according to your preference.

High Moderate Low

Mother Dairy

Kwality

Amul

Cream Bell

4. What is your preference about following companies on the given qualities ? (1-5)

Mother Dairy AmulKwality Cream Bell

• Price

• Margin

• Quality

• Variety

• Packaging

• Availability

• Taste

• Company scheme

• Service

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 5. Would you like to have deep freezer provided by the company?

Yes No

6. If yes, then which mode of payment are you looking for?

• Cash down payment

• Installment

7. Would you like to have retailership on?

• Trial basis

• Long term

• Short term

Date: Signature: ______________

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 (FOR EXISTING OUTLETS)

Name: ______________________________________

Address: ____________________________________

Contact No. __________________________________

Dear Customer,

This survey is made for the purpose of my Summer Project and doesn’t have any commercial
impact.

1. Do you keep mother dairy ice cream?

a. Yes b. No

If no than why ________________________________________________?

2.How long you are keeping Mother dairy ice cream?

a. Less than six months

b. 6 to 12 months

c. 18 months

d. more than 18 months

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What is the sales turnover from day one?

1st 6th months__________________

between 6 to 1 year______________

1 to 2 year_____________________

2 to 3 years_____________________

Form where you brought your deep freeze?

from Mother Dairy _________

other source ( Please specify)_______________________

On which basis you procured your Deep Freezer?

Cash down payment:___________________________

Installment:_________________________________

Other:______________________________________

How many brands you keep?

_____________________________________________________________

_____________________________________________________________

How many customers are looking for Mother dairy Ice cream (percentage)?

1 - 10 10 - 20 20 – 30 30 – 40 40 and above

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According to which brand of Ice Cream has maximum sales ?

Brand Rank Reason

Mother Dairy

Kwality wall’s

Amul

Cream bell

According to you which flavor of Ice-cream has maximum sales?

Flavors (Rank them at a scale of 1 - 5)

Vanilla

Strawberry

Chocolate

Butter Scotch

Mango/Pineapple/Orange

Kaju/Pista/Kessar

ShahiNazrana

h. Fruit ‘N’ Nut

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Do you feel color of the Ice Cream affect its demand ? Yes No

If ‘Yes’ then which color _________________________?

Which flavors are mostly preferred under Family/Party Pack?

___________________________________________________

Which pack of Ice Cream is most sold ? (rank at a scale of 1 - 5)

Cups

Cone

Fundoo

Candies/Bar

Family/Party Pack

Please grade different companies on the following attributes in context of ice Creams.

Scale on the following basis: (5 as Very good and 1 as Very Poor)

Very Good

Good

Normal

Poor

Very Poor

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 Attributes Brand name

Mother Cream
Amul Kwality Walls Dairy Bell

Product
Quality

Price

Service

Schemes

Advertisin
g

Brand
Image

Flavors

Packing

Total

At which period of time customers come in bulk ?

Morning Afternoon Evening Night

Any suggestion or observation to bring more sales of Mother dairy Ice Cream?

____________________________________________________________

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Date: Signature: _______________

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