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65922767 project-on-vadilal-mother-dairy

  1. 1. MINOR PROJECT REPORT ON (TITLE OF TH PROJECT AND NAME OF THE ORGANISATION) SUBMITTED BY (KULDEEP SHARMA) 10919201710 STUDENT OF LINGAYA’S LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES MANDI ROAD, NEW DELHI-110047 FOR THE PARTIAL FULFILLMENT OF BACHELOR IN BUSINESS ADMINISTRATION UNDER THE SUPERVISION OF Mr. GAYATRI SUBMITTED TO GURU GOBIND SINGH INDRAPASTHA UNIVERSITY DELHI, INDIA1
  2. 2. CERTIFICATECertified that this project report “COMPARITIVE STUDY BETWEEN VADILALAND MOTHERDAIRY ICE CREAM”is the bonafide work of “KULDEEP SHARMA” who carried out the projectwork under the supervision of GAYATRI. SIGNATURE SIGNATURE DR.RAKESH KUMAR GUPTA MS. GAYATRIHEAD OF THE DEPARTMENT Project InchargeBBA BBALINGAYA’S LALITA DEVI INSTITUTE LINGAYA’S LALITA DEVIOF MANAGEMENT AND SCIENCES INSTITUTE OFMANDI ROAD NEW DELHI.MANAGEMENT AND SCIENCESMANDI ROAD NEW DELHI.2
  3. 3. OF MANAGEMENT AND SCIENCESMANDI ROAD NEW DELHI.3
  4. 4. TABLE OF CONTENTSCHAPTER NO. TITLE PAGE NO. ACKNOWLEDGEMENT iii PREFACE iv EXECUTIVE SUMMARY v LIST OF TABLE (if any) xii LIST OF FIGURES xviii LIST OF SYMBOLS xxvii 1. INTRODUCTION 1 1.1 GENERAL 1 1.2 .... ......... 2 1.2.1 General 5 1.2.2 ........... 12 1.2.2.1 General 19 1.2.2.2 . . . . . . . . . . 25 1.2.2.3 . . . . . . . . . . 294
  5. 5. 1.2.3 . . . . . . . . . . . . 30 1.3 . . . . . . . . . . .. . . . . . . 45 1.4 .................. 58 2. LITERATURE REVIEW 69 2.1 GENERAL 75 2.2 .......... 99 2.2 ……………. 1005
  6. 6. ACKNOWLEDGEMENTI owe a great many thanks to a great many people who helped and supportedme during the writing of this report. My deepest thanks to Lecturer, MS.GAYATRI (the Guide of the project for guiding) for correcting variousdocuments of mine with attention and care. He has taken pain to go throughthe project and make necessary correction as and when needed. I express mythanks to the hod of, 00department, for extending his support. My deep senseof gratitude to [RESPECTIVE NAME] (DESIGNATION), [COMPANY NAME WHERETHE PROJECT WAS UNDERTAKEN] support and guidance. Thanks andappreciation to the helpful people at [COMPANY NAME WHERE THE PROJECTWAS UNDERTAKEN], for their support. I would also like to thank my Instituteand my faculty members without whom this project would have been a distantreality. <Font Style Times New Roman – size -14>6
  7. 7. APPENDIX 5 DECLARATION <Font Style Times New Roman – size -16>I hereby declare that the project work entitled “[PROJECT TITLE]” submittedto the [UNIVERSITY NAME], is a record of an original work done by meunder the guidance of [RESPECTIVE NAME], Faculty Member,[RESPECTIVE COLLEGE OR UNIVERSITY NAME AND PLACE FROMWHERE THE FACULTY MEMBER IS FROM ], and this project work has notperformed the basis for the award of any Degree to the best of my knowledge. <Font Style Times New Roman – size -14 spacing 1.5>[YOUR NAME] [ENROLMENT NO][SIGNATURE OF STUDENT]7
  8. 8. PROJECT REPORT ON “Comparative Study Beetween Two Ice-Cream Brands Vadilal And Mother Dairy8
  9. 9. TABLE OF CONTENTS1. Introduction2.Company Profiles a) VADILAL b) MOTHER DAIRY3.Objectives4. Research Methodology5. Data Analysis6. Conclusions7. Limitations8. Bibliography9
  10. 10. INTRODUCTIONHISTORY OF ICE CREAMIce Cream is the most famous delicacy all over the world. People ofall ages love ice cream and frequently enjoy it.Here are some amazing facts about ice cream: • Nero (37-68 A.D.), The Roman Emperor, is said to have eaten a sort of water-ice. • The Chinese claim that they have been making and consuming Ice Cream since ages. • Supposedly, Marco Polo (1254 – 1324) carried the Chinese Ice Cream recipes back with him to Venice. • These were then introduced to the French by Italian chefs retinue of Catherine de¢ Medici when she married Henri II of France. • Royal Ice Cellars were built in Mesopotamia in around 2000 B.C. • These were used to cool wines and foods • During the late 1600s, The French King Louis XIV was known to have feasts with colored water-ice and liqueurs.10
  11. 11. • Nicholas Lemery’s Recueil de curiositéz rares et nouvelles de plus admirables effets de la nature, published in 1674, contained the first recipe for flavored ices. • The Quaker colonists who brought their ice cream recipes with them introduced ice cream to the United States. • It is said that Ice Cream was regularly consumed by Ben Franklin, George Washington, and Thomas Jefferson. • During the eighteenth century, the spread of ice pails and cookery books with ice recipes, almost everywhere around the globe, resulted in the delicacy becoming more common. • Robert Green, in 1874, is supposed to have invented the Ice Cream Soda, which took ice cream consumption in America and other parts of the world to great heights. • The twentieth century saw an explosion of sorts in the popularity of ice cream owing to availability of cheap refrigeration. • Italian confectioners made Gelato, their own form of Ice Cream, which became immensely famous due its texture and lightness. • During the St. Louis World’s Fair in 1904, cones were used for the first time to serve Ice Cream. • A chemical research team in Britain came up with the soft ice cream, which had more air in it. It became immensely popular because of its creamy yet light texture. Today, it is popularly known as the ‘Softy’ ice cream. • In the 1980s, the older, thicker ice creams made a comeback and were referred to as ‘Premium’ Ice Creams.Basically the ice-cream business comes under FMCG sector. InIndia, the condition of FMCG sector is very well and challenging.India is an important market for FMCG players. The Indian FMCGsector is the fourth largest sector in the economy with a total marketsize of around US$ 18.1 bn.11
  12. 12. Ice-Cream segment of FMCG:-Ice-cream is one of the most important part of FMCG sector. It comesunder Food and Beverage segment. The total market value of Ice-cream trade in India is more than Rs.20000 crore. It is increasing dayper day. During the year of 2002-02, there was very little demand ofIce-cream in India but as the time passed away, the demand of Ice-cream is also increasing in India. Now a day, there are six nationallevel companies engaged in dealing with Ice-cream including twoMNCs. The demand of Ice-cream is also increases in India.As the demand of Ice-cream is increasing in India but the market ofIce-cream is not as much as it’s share in US and some other foreigncountries. According to the survey of Motilal Oshwal, in the presenttime, the per capita consumption of Ice-cream in India is US $0.2which is US $49 in USA and US $33 in Germany. We can see it inthe following table:-12
  13. 13. TABLE 1:- PER CAPITA CONSUMPTION OF ICE-CREAM(IN US $):-As given in the above table, the per capita consumption of Ice-creamin India is only US $0.2 which is much smaller than the same in USA,but the main thing is the increasing opportunities for Ice-cream trade.13
  14. 14. MAJOR FACTORS:- 1. The broad market of semi urban market. 2. Least no. of competition. 3. Increase in consumption level of people. 4. Favorable climate for ice-cream in India. 5. GDP growth and growth in per capita income.14
  15. 15. We can get all the datas regarding the per capita incoma of Indiafrom the following table:-TABLE 2:- PER CAPITA INCOME OF INDIA SINCE 2000As given in the table, the GDP of India is increasing in the last 5years. It has brought a remarkable change in the spending habits ofconsumers; it has moved the consumer’s preferences from economicto premium products. In those days, people unhasitantly wants tospend money on good and quality products. It has been a gain forfood and beverage industry. As the result the ice cream industry isalso improving and it develops at an increasing rate.THE THREE STAGES IN CONSUMPTION PROCESS OF ICE- CREAMPre-purchase:- Brand image, Health issues, suitabilityBrand image of the ice cream - The consumer considers the kind ofimage the brand that he is going to purchase depicts. It has to suit15
  16. 16. certain status symbol, quality and any other personal brandrequirements that the consumer may have. It is important that thebrand maintains good will, satisfactory to the consumer Health Issue to ice creams relating-The modern consumer is highlyhealth conscious and is becoming aware of the rising health issues andits impacts. It is important that the brand satisfies this need of theconsumers and ensures health related gains rather than loss. Aboutwhich we will be discussing further in this report.Suitability – The product should suit the taste, flavor and ingredientsthat is in line with the consumer needs and wants.Purchase:-Price, Environment, ServicePrice of ice cream -Price should be affordable and the product shouldprovide money’s worth in terms of quality, quantity and consumersatisfaction. as kids also form a main segment of our section a propercare should be given as far as pricing is concerned.Environment-The environment should be such that the consumerwants to stay there and spent some quality and quantity time.Service- The service should be fast so that the customer waiting timeshould be less and leads to their satisfaction and results in formationof good brand image.Post-purchase:- Quality, Satisfaction, Store experienceQuality of ice cream – the quality of the ice cream delivered certainlyplays a vital role in determining whether the customer will repurchase the brand or not. The quality and taste of ice creamdetermines the satisfaction level of the customer and hence plays avital role in determining his approach towards the product.Satisfaction from ice cream- well satisfaction is a holistic picture thetotal experience of the customer with the brand considering variousfactors as mentioned above and then finally arriving at a conclusionsaying whether he is satisfied or not from the product.16
  17. 17. COMPANY PROFILEVADILAL ICE CREAMCompany Profile: Vadilal Industries Limited2009 Sales: 1,481,600,000Major Industry: Food & BeveragesSub Industry: Miscellaneous FoodCountry: INDIAEmployees: 50017
  18. 18. A major contributor to this article appears to have a closeconnection with its subject. It may require cleanup to comply withWikipedias content policies, particularly neutral point of view.Please discuss further on the talk page. (August 2011)Vadilal Industries LimitedType PublicBSE: 519156NSE: VADILALINDIndustry FoodFounded 1907[1]Headquarters Ahmedabad, India[2][3]Key people Ramchandrabhai Gandhi, (Chairman),Rajesh Gandhi Managing Director,Devanshu Gandhi Managing DirectorProducts Ice creamRevenue 400 crore (US$89.2 million)Parent Vadilal GroupWebsite www.vadilalgroup.comVadilal (Vadilal Industries Limited) (BSE: 519156NSE: VADILALIND) is ranked as the second largest producer of icecream in India.[4] It has the largest range of ice-creams in the18
  19. 19. country, with more than 150 flavors. [5] The groups principal activityis to manufacture ice creams, frozen desserts and process processedfood products. The company is one of the largest processed foodplayers in India with major exports of frozen vegetables, mangopulp, mango milk shake, ready-to-eat snacks, curries and breads.Vadilal has approximately 150 ‘Happinezz’ branded stores acrossGujarat, Rajasthan and Uttar Pradesh. It has also forayed into theworld of real estate, chemicals and forex.The Managing Director [6] of Vadilal Industries Ltd., Mr. Rajesh R.Gandhi is the son of the founder Chairman, Mr. Ramchandra R.Gandhi. The Vadilal Company became an official corporate entity inthe year 1970, but it traces its origin as far back as 1907. Thecompany aims to be an Indian MNC in ice creams and whileproviding products and services at an affordable price without anycompromise on quality. Its major success factor lies in its ability tocater to different market segment through varied product ranges.Vadilal House, AhmedabadVadilal Industries has come a long way since its inception in 1907,when Vadilal Gandhi, the great-grand father of Virendra R. Gandhi,Rajesh R. Gandhi and Devanshu L. Gandhi, started a soda fountain.He passed on the business to his son, Ranchod Lal, who ran a one-man operation, and, with a hand cranked machine, started a smallretail outlet in 1926. Eventually, Ranchod Lals sons, Ramchandraand Lakshman, inherited the business and they were instrumental ingiving a new direction to the company. The duo imparted a newvision to the venture and infused a spirit of calculated risk-takinginto the firm. As a result, by the 1970s, the Vadilal Company had19
  20. 20. already evolved into a modern corporate entity. Quarterly Results (Rs. in Millions) December2009 September2009 [3 Quarter] [2 Quarter]Sales Turnover 26.46 18.26Other Income 0.19 0.24Total Income 26.65 18.50Total Expenditure 23.29 17.95Operating Profit 3.36 0.55Interest -0.01 -0.01Gross Profit 3.37 0.56Depreciation 0.53 0.50Tax 0.00 0.00ReportedPAT 2.84 -8.99Equity Capital 6.93 6.93Extra Ordinary Items 0.00 -9.05Adjusted Profit After Extra 2.84 0.06Ordinary ItemBook Value 0.00 0.00EPS 4.10 -12.97Dividend 0.00 0.0020
  21. 21. Quarterly Results (in %) % Change over September, 2009Sales Turnover 44.91Other Income -20.83Total Income 44.05Total Expenditure 29.75Operating Profit 510.91Interest 0.00Gross Profit 501.79Depreciation 6.00Tax 0.00ReportedPAT -131.59Equity Capital 0.00Extra Ordinary Items -100.00Adjusted Profit After Extra Ordinary Item 4633.33Book Value 0.00EPS -131.61Dividend 0.0021
  22. 22. Today, the name Vadilal conjures images of lip-smacking ice creamin a whole gamut of flavours. Vadilal spells quality, availability,variety and state-of-the-art machinery and equipment. It has, however,been a long journey for the group, which traces its origins way backto 1907, when a certain unassuming gentleman, by the name ofVadilal Gandhi, the great-grand father of Virendra R Gandhi, RajeshR Gandhi and Devanshu L Gandhi, started a soda fountain. He passedon the business to his son, Ranchod Lal, who ran a one-man show,and, with a hand cranked machine, started a small retail outlet in1926. Eventually, Ranchod Lals sons, Ramchandra and Lakshman,inherited the business and they were instrumental in giving a newdirection to the company. The duo imparted a new vision to theventure and infused a spirit of calculated risk-taking into thecompany. As a result, by the 1970s, the Vadilal Company hadalready evolved into a modern corporate entity."In 1972-73, the company had 8-10 outlets in Ahmedabad. Gradually,we moved from the city to other parts of Gujarat. By 1985, thecompany moved towards neighbouring states like Rajasthan andMadhya Pradesh. But the expansion was undertaken verymethodically and we spent five to six years in spreading our businessand then consolidating it" says Shri Ramchandrabhai Gandhi(Chairman).Today, VADILAL is not just a brand – it is the ice-cream associatedwith the Indian summer; it’s the first choice in ice-cream for any childor adult during the scorching Indian summers. VADILAL ice-creamsare trusted not only for their rich, creamy flavours, but also for theirtrusted quality and nutritious food value.22
  23. 23. PRODUCT PROFILETYPE FLAVOURSCUP Vanilla Chocolate Chips Kaju Draksh Butter Scotch Real Kesar Pista Rajbhog Two in One Kool GulabCONE Pineapple Delight Cone Chocolate Drip Cone Mango Treat Cone Chasmeshahi ConeNOVELTIES Quik Sundae P.k. Badam kulfi R/cut Slice CassattaSajan Sajni R/cutMatka Kulfi23
  24. 24. PARTY PACKS Kesar runch Shahi Bonanza Rose KajuMOTHER DAIRY ICECREAM24
  25. 25. Type : CooperativeIndustry : DiaryFounded : 1974Headquarters : Delhi, indiaKey people :Sanjay Sinha, CEO, Mother Dairy India Ltd :Mr. Sunil Bansal CEO Hortilculture SBUEmployees :2500Website :www.motherdairy.com www.safalindia.comMother Dairy – Delhi was set up in 1974 under the Operation FloodProgramme. It is now a wholly owned company of the National DairyDevelopment Board (NDDB).Mother Dairy markets & sells dairy products under the Mother Dairybrand (like Liquid Milk, Dahi, Ice creams, Cheese and Butter), Dhararange of edible oils and the Safal range of fresh fruits & vegetables,frozen vegetables and fruit juices at a national level through its salesand distribution networks for marketing food items.25
  26. 26. Mother Dairy sources significant part of its requirement of liquid milkfrom dairy cooperatives. Similarly, Mother Dairy sources fruits andvegetables from farmers / growers associations. Mother Dairy alsocontributes to the cause of oilseeds grower cooperatives thatmanufacture/ pack the Dhara range of edible oils by undertaking tonationally market all Dhara products. It is Mother Dairy’s constantendeavor to(a) Ensure that milk producers and farmers regularly and continuallyreceive market prices by offering quality milk, milk products andother food products to consumers at competitive prices and;(b) Uphold institutional structures that empower milk producers andfarmers through processes that are equitable.At Mother Dairy, processing of milk is controlled by processautomation whereby state-of-the-art microprocessor technology isadopted to integrate and completely automate all functions of the milkprocessing areas to ensure high product quality/ reliability and safety.Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS-14001EMS certified organization. Moreover, its Quality AssuranceLaboratory is certified by National Accreditation Board for Testingand Calibration Laboratory (NABL)-Department of Science andTechnology, Government of India.Mother Dairy markets approximately 2.8 million liters of milk dailyin the markets of Delhi, Mumbai, Saurashtra and Hyderabad. MotherDairy Milk has a market share of 66% in the branded sector in Delhiwhere it sells 2.3 million liters of milk daily and undertakes itsmarketing operations through around 14,000 retail outlets and 845exclusive outlets of Mother Dairy.26
  27. 27. The company’s derives significant competitive advantage from itsunique distribution network of bulk vending booths, retail outlets andmobile units. Mother Dairy ice creams launched in the year 1995 haveshown continuous growth over the years and today boasts ofapproximately 62% market share in Delhi and NCR. Mother Dairyalso manufactures and markets a wide range of dairy products thatinclude Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & FlavoredMilk and most of these products are available across the country.The company markets an array of fresh and frozen fruit and vegetableproducts under the brand name SAFAL through a chain of 400+ ownFruit and Vegetable shops and more than 20,000 retail outlets invarious parts of the country. Fresh produce from the producers ishandled at the Company’s modern distribution facility in Delhi withan annual capacity of 200,000 MT. An IQF facility with capacity ofaround 75 MT per day is also operational in Delhi. A state-of-the-artfruit processing plant of fruit handling capacity of 120 MT per day, a100 percent EOU, setup in 1996 at Mumbai supplies quality productsin the international market. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruithandling capacity of around 250 MT per day.Mother Dairy has also been marketing the Dhara range of edible oilsfor the last few years. Today it is a leading brand of edible oils and isavailable across the country in over 2,00,000 outlets. The brand iscurrently available in the following variants: Refined Vegetable Oil,Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil,Kachi Ghani Mustard Oil and Filtered Groundnut Oil. Mother Dairyhas also launched extra virgin Olive Oil under the Daroliva brand.27
  28. 28. Mother Dairy has over the last 3 decades, harnessed the power offarmer cooperatives to deliver a range of delicious products and bringa smile on your face. In times to come, Mother Dairy shall strive toremain one of India’s finest food companies.Mother Dairys range of products include the brands Mother Dairy(milk, milk products, curd, ice cream, butter, etc), Dhara (range ofedible oils) and Safal (range of fresh fruits and vegetables, frozenvegetables, fruit juices).Mother Dairy Fruit and Vegetable Pvt. Ltd. offers the followingproducts: Mother Dairy markets dairy products like Liquid Milk, IceCreams, Flavoured Milk, Dahi, Lassi, Mishti Doi, Ghee, WhiteButter, Table Butter, Cheese, UHT Milk, Dhara range of edible oilsand the Safal range of fresh Fruits & Vegetables, Frozen Vegetablesand Fruit Juices at a national level, through its sales and distributionnetworks, for marketing food items. Mother Dairy milk (Bulk VendedMilk) is fortified with vitamin A @2000 IU per litre of milk as a partof social accountability. This program was started with the MotherDairy, Delhi, since February 1980and there after Mother Dairy iscontinuing this program on their own as a social responsibilitywithout having any financial assistance from the Government as wellas since it is felt that BVM is generally consumed by the middle /lower middle / poor strata of the society. It is also found that thedietary practices adopted by these classes are deficient in Vitamin A.Mother Dairy sources significant part of its requirement of liquid milkfrom dairy cooperatives. Mother Dairy sources fruits and vegetablesfrom farmers / growers associations. Mother Dairy also contributes tothe cause of oilseeds grower cooperatives that manufacture/ pack theDhara range of edible oils by undertaking to nationally market allDhara products.At Mother Dairy, processing of milk is controlled by processautomation whereby state-of-the-art microprocessor technology isadopted to integrate and completely automate all functions of the milkprocessing areas to ensure high product quality/ reliability and safety.Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS-14001EMS certified organization. Moreover, its Quality Assurance28
  29. 29. Laboratory is certified by National Accreditation Board for Testingand Calibration Laboratory (NABL)-Department of Science andTechnology, Government of India.Mother Dairy markets approximately 2.8 million liters of milk dailyin the markets of Delhi, Mumbai, Saurashtra and Hyderabad. MotherDairy Milk has a market share of 66% in the branded sector in Delhiwhere it sells 2.3 million liters of milk daily and undertakes itsmarketing operations through around 14,000 retail outlets and 845exclusive outlets of Mother Dairy.The company’s derives significant competitive advantage from itsunique distribution network of bulk vending booths, retail outlets andmobile units. Mother Dairy ice creams launched in the year 1995 haveshown continuous growth over the years and today boasts ofapproximately 62% market share in Delhi and NCR. Mother Dairyalso manufactures and markets a wide range of dairy products thatinclude Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & FlavoredMilk and most of these products are available across the country.The company markets an array of fresh and frozen fruit and vegetableproducts under the brand name SAFAL through a chain of 400+ ownFruit and Vegetable shops and more than 20,000 retail outlets invarious parts of the country. Fresh produce from the producers ishandled at the Company’s modern distribution facility in Delhi withan annual capacity of 200,000 MT. An IQF facility with capacity ofaround 75 MT per day is also operational in Delhi. A state-of-the-artfruit processing plant of fruit handling capacity of 120 MT per day, a100 percent EOU, setup in 1996 at Mumbai supplies quality productsin the international market. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruithandling capacity of around 250 MT per day.29
  30. 30. Mother DairyFrom Wikipedia, the free encyclopediaThis article does not cite any references or sources. Please helpimprove this article by adding citations to reliable sources.Unsourced material may be challenged and removed. (June 2009)Mother DairyType CooperativeFounded 1974Headquarters Delhi, IndiaKey peopleSanjay Sinha, CEO, Mother Dairy India LtdMr. Sunil Bansal CEO Hortilculture SBUProducts See ProductsRevenue ?30
  31. 31. Employees2500Website www.motherdairy.com ,www.safalindia.com/Mother Dairy, set up in 1974, is a wholly owned subsidiary ofNational Dairy Development Board (NDDB) of India.[edit]ProductsMother Dairys range of products include the brands Mother Dairy(milk, milk products, curd, ice cream, butter, etc), Dhara (range ofedible oils) and Safal (range of fresh fruits and vegetables, frozenvegetables, fruit juices).Mother Dairy Fruit and Vegetable Pvt. Ltd. offers the followingproducts: Mother Dairy markets dairy products like Liquid Milk, IceCreams, Flavoured Milk, Dahi, Lassi, Mishti Doi, Ghee, White Butter,Table Butter, Cheese, UHT Milk, Dhara range of edible oils and theSafal range of fresh Fruits & Vegetables, Frozen Vegetables and FruitJuices at a national level, through its sales and distribution networks,for marketing food items. Mother Dairy milk (Bulk Vended Milk) isfortified with vitamin A @2000 IU per litre of milk as a part of socialaccountability. This program was started with the Mother Dairy,Delhi, since February 1980and there after Mother Dairy is continuingthis program on their own as a social responsibility without havingany financial assistance from the Government as well as since it isfelt that BVM is generally consumed by the middle / lower middle /poor strata of the society. It is also found that the dietary practicesadopted by these classes are deficient in Vitamin A. Mother Dairysources significant part of its requirement of liquid milk from dairycooperatives. Mother Dairy sources fruits and vegetables fromfarmers / growers associations. Mother Dairy also contributes to the31
  32. 32. cause of oilseeds grower cooperatives that manufacture/ pack theDhara range of edible oils by undertaking to nationally market allDhara products.At Mother Dairy, processing of milk is controlled by processautomation whereby state-of-the-art microprocessor technology isadopted to integrate and completely automate all functions of themilk processing areas to ensure high product quality/ reliability andsafety. Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS certified organization. Moreover, its Quality AssuranceLaboratory is certified by National Accreditation Board for Testingand Calibration Laboratory (NABL)-Department of Science andTechnology, Government of India.Mother Dairy markets approximately 2.8 million liters of milk daily inthe markets of Delhi, Mumbai, Saurashtra and Hyderabad. MotherDairy Milk has a market share of 66% in the branded sector in Delhiwhere it sells 2.3 million liters of milk daily and undertakes itsmarketing operations through around 14,000 retail outlets and 845exclusive outlets of Mother Dairy.The company’s derives significant competitive advantage from itsunique distribution network of bulk vending booths, retail outletsand mobile units. Mother Dairy ice creams launched in the year 1995have shown continuous growth over the years and today boasts ofapproximately 62% market share in Delhi and NCR. Mother Dairy alsomanufactures and markets a wide range of dairy products thatinclude Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milkand most of these products are available across the country.The company markets an array of fresh and frozen fruit andvegetable products under the brand name SAFAL through a chain of400+ own Fruit and Vegetable shops and more than 20,000 retail32
  33. 33. outlets in various parts of the country. Fresh produce from theproducers is handled at the Company’s modern distribution facility inDelhi with an annual capacity of 200,000 MT. An IQF facility withcapacity of around 75 MT per day is also operational in Delhi. Astate-of-the-art fruit processing plant of fruit handling capacity of120 MT per day, a 100 percent EOU, setup in 1996 at Mumbaisupplies quality products in the international market. With increasingdemand another state-of-the-art fruit processing plant has been setup at Bangalore with fruit handling capacity of around 250 MT perday.Quality StandardsMother Dairy is an IS/ ISO 9002, IS 15000 HACCP and IS 14001 EMScertified organization. Mother Dairy, Delhi has been awarded ISO9001:2000 (Quality Management Systems), HACCP, 2002 RvA (FoodSafety Management Systems) and ISO 14001:2004 (EnvironmentalManagement Systems) Certifications. Moreover, NationalAccreditation Board accredits its Quality Assurance Laboratory as perISO/IEC 17025:1999 for Testing and Calibration Laboratories,Department of Science and Technology, Government of India.33
  34. 34. TYPE FLAVOURS NAME LIC LOLLEEZ BUBBLE GUM BANANA SHARARAT COLA LEMON ORANGE CHULBULI MANGO-RASPBERRY COOL BUDDIES CHOCO BITZ KULFI KULFI KESAR KULFI PISTA CUPS VANILLA STRABERRY SUNDAE MAGIC CHOCOLATE CHOCO-CHIP COFFEE EXCESS34
  35. 35. JAMAICAN ALMOND FUDGE FRUIT CLASSICS SHAHI MEVA MALAI STRABERRY CRUSH BRICKS MANGO MARVEL LITCHI SURPRISE CHOCO FUDGE BADAM THANDAI SHAHI NAZRANA FRUIT-N-NUT SIMPLY COFFEE35
  36. 36. OBJECTIVESBasic:*Comparative study towards Vadilal & Mother DairyOther: a) To study about Vadilal & Mother Dairy & its Products. b) To study about consumer preferences in BAREILLY about ice- creams. c) To study about consumer satisfaction towards VADILAL & MOTHER DAIRY.36
  37. 37. Research MethodologyResearch is a systematic method to gain a new knowledge. The mainaim of the research is to find out the hidden truth and has not beendiscovered yet. Research is thus, the originally contribution to theexisting stock of knowledge making for its advancement.Research methodology refers to the method adopted to collectrelevant data and other information, which form the basis of theproject report.The data collected has to be quality oriented, to ensure correctreporting and analysis. Every effort has been made to collect primarydata and secondary data from websites.37
  38. 38. METHODS OF DATA COLLECTIONThe task of data collection begins after a research problem has beendefined and research design is chalked out. While deciding about themethod of data collection to be used for the study; the researchershould keep in mind two types of data that is Primary data &Secondary Data.SECONDARY DATA:These are those data which have already been collected by someoneelse and which have already passed through the statistical process. Inthis project secondary data are collected from following sources:  Websites  Newspapers & Magazines  Reports and publications of various associations connected with business and industry38
  39. 39. ANALYSIS & INTERPRETATION1. Do you buy ice cream?OPTIONS GIVEN TO NO. OF RESPONDENTSRESPONDENTS CHOOSING THE OPTIONYes 49No 0139
  40. 40. 2.How frequently do you purchase ice-cream?OPTIONS GIVEN TO NO. OF RESPONDENTSRESPONDENTS CHOOSING THE OPTIONEveryday 083-4 times a week 23Once a week 07Once a month 03Occassionally 0940
  41. 41. 3.What is your favourite brand in ice-cream?OPTIONS GIVEN TO NO. OF RESPONDENTSRESPONDENTS CHOOSING THE OPTIONVadilal 30Mother Dairy 15Others 541
  42. 42. 4.What makes you like that ice-cream?OPTIONS GIVEN TO NO. OF RESPONDENTSRESPONDENTS CHOOSING THE OPTIONQuality 26Flavours 23Company Image 1Advertisement 042
  43. 43. 5.How much importance does price play in your choice of brandof ice-cream?OPTIONS GIVEN TO NO. OF RESPONDENTSRESPONDENTS CHOOSING THE OPTIONNo Effect 27Little 20High 343
  44. 44. 6.According to you which of these following brand having betterdelivery system?OPTIONS GIVEN TO NO. OF RESPONDENTSRESPONDENTS CHOOSING THE OPTIONVadilal 28Mother Dairy 15Others 744
  45. 45. 7.How do you prefer to have your ice-cream in?OPTIONS GIVEN TO NO. OF RESPONDENTSRESPONDENTS CHOOSING THE OPTIONStick 10Cup 16Cone 22Others 245
  46. 46. 8.To what extent do the advertisements & offers influence yourpurchase?OPTIONS GIVEN TO NO. OF RESPONDENTSRESPONDENTS CHOOSING THE OPTIONVery Much 21Little Bit 24No Effect 546
  47. 47. 9.Where do you usually buy your ice-cream?OPTIONS GIVEN TO NO. OF RESPONDENTSRESPONDENTS CHOOSING THE OPTIONSuper Market 2Ice-Cream Parlour 20Ice-Cream cart/Vehicle 19Others 947
  48. 48. 10.Most of time you aware about new brand/flavour of ice-creamthrough?OPTIONS GIVEN TO NO. OF RESPONDENTSRESPONDENTS CHOOSING THE OPTIONWords of Mouth 16Televisions 28Radio 1News Papers 548
  49. 49. CONCLUSIONS  98% of respondents purchase ice-creams.  18% of respondents purchase ice-cream everyday,46% of respondents were purchase 3-4 days a week, 14% of respondents purchase ice-cream once a week, 6% of respondents purchase ice-cream once a month and 18% of respondents purchase ice- cream occasionally.  60% of respondents choose VADILAL as their favorite brand, 30% of respondents choose MOTHER DAIRY as their favorite brand and rest of them (10%) choose other brands.  52% of respondents choose their ice-cream according to quality, 46% of them choose their ice-cream according to flavor, 2% of them choose their ice-cream according to company image.  In that survey I found that price does not effect their purchasing of ice-cream.  VADILAL is having better delivery system in comparison to MOTHER DAIRY.  MOTHER DAIRY is giving high margin to the retailers in comparison to VADILAL.  According to survey in BAREILLY region, the offers and schemes effect the purchasing very much.  In BAREILLY region the awareness of new brand/flavor come through TELEVISIONS and WORDS OF MOUTH.49
  50. 50. LIMITATIONS  The study is confined to area only.  There is possibility of sampling errors in the study.  The responses of the consumers may not genuine.50
  51. 51. BIBLIOGRAPHYWEBSITES:  www.google.com  www.scribd.com  www.wikipedia.com  www.motherdairy.com  www.vadilal.com  www.economictimes.com51

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