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Background of the Problem

Market study is any organized effort to gather information about markets or customers. It is a very important component of business strategy. The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets. Market research is a key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition.

The Ice Cream industries companies run mainly on the factors such as availability, service, frequency, affordability, taste and marketing. Availability plays a vital role because purchasing power is depend upon availability of that product, in case distributors and retailers service matter alot. Retailing includes all the activity in selling goods or service directly to the customers or personal nonbusiness use .A retailer or retail store is any business enterprises whose sales volume comes primarily from retailing.

Retailers are the part of Ice cream marketing channels and perform the work of moving goods from producers to the customers. It overcomes the time, place and possession gap that separates goods and service from those who needs or wants them. Retailers as member of marketing channel perform a number of key functions. Some functions (physical, title, promotion) constitute a forward flow of activity from the company to the customers; other functions (ordering and payment) constitute a backward flow from customers to the company. Still others (information, negotiation, finance and risk taking) in both directions.

The project delves into the workings from the distribution aspect of an organization. The distribution channel of MILMA ICE CREAM holds a lot of potential in affecting the demand or sales of MILMA ICE CREAM products through delivery on time, delivery of variety of products, the retailer friendliness of the policies being set by the distributors and equitable distribution of products to all the retail outlets in a particular region, to name a few.

So, In order to plan retail coverage we map out the positions of Milma outlets, Milma Ice cream parlors, and competitors outlets. This project was carried out in Thiruvananthapuram city. For analyzing and presenting information that is tied to geographical location, we divided the city in different wards. By analyzing geographical representation and sales data with spatial distribution Milma outlets, competitorsoutlets and the density of others in an area, we identify unexplored area and plan location outlets to increase its market penetration. Using such research we can ascertain the quality and depth of retail penetration in specific area.

Statement of the Problem


A project on Market study of Milma Ice cream , this topic is selected to understand the market position of milma ice creams

Need & Significance of Study:


Managers are always curious about the position of their companys products in the market which largely depend upon the companys goodwill, and the position of their brand. In order to maximize the sale and profit, company must deliver outstanding satisfaction to the retailers & customers. So market survey of retailers & customers, chart out the position of the company as compared to the competitors. It helps the organization to find out the brand being sold most by the retailers along with their stocking and also consumer buying preferences.

Objectives of the study:


The main objective of the Study can be listed as follows

A. Primary Objective

1. To find size of retail network of Milma Ice creams in specific areas of Thiruvananthapuram.

2 To find the problems faced by retailers in selling and storing. 3. To collect the information about the competitors.

B. Secondary Objective

1. To generate and secure consumer awareness. 2. To study the distribution network of the ice cream in the market. 3. To identify an opportunity for Milma ice creams 4. To get a practical experience in the marketing management aspect.

RESEARCH DESIGN
A research design is an arrangement of conditions for collection and analyses of data in manner that aim to combine relevant to the research. It is a conceptual structure with in which research is conducted and it constitutes the blueprint for the collection measurement analysis of data. It includes an outline of what the researcher will do from within the hypothesis and operational implication to the final analyses of data. The research design adopted in this study is DESCRIPTIVE RESEARCH DESIGN. A descriptive research design is one that describes the state of affairs as it exists at present. It includes survey and fact finding enquires of different kind. The researcher has no control over the variables. The major purpose of Descriptive research is description of the state of affair, as it is exist at present. Sources of data Data collection After identifying and defining the research problems and determining specific information required to solving the problem, the task is to look for the type and source of data which may yield the desired result. The datas are collected through various methods. The methods mainly adopted are: 1. Primary data

2. Secondary data Primary data When researcher himself collects data for his particular purpose the source available it becomes primary data. 1. Observation method 2. Interview method 3. Questionnaire method 4. Scheduled method Secondary method Secondary methods are those which have already collected by someone else and which have already been passed through statistical process. The secondary data are collected from 1. Journal and Magazines 2. Text books 3. Websites 4. Periodicals Sampling unit Under this plan the research must define the target population that will be sampled. The Sampling unit consists of customers of Milma ice cream product. Sampling size The sample size of the study limited to 100 responded. Sampling design The study was conducted on Reponses of 50 Retailers & 100 customers. Simple random sampling as sampling method in this each element has equal probability of getting selected to be a sample. Sampling technique

Simple random sampling technique is used. Random sampling from finite population refers to that method of sampling selection which gives each item in the entire population to have an equal chance of being included in sampling. Data analysis tools and technique The data is collected through the questionnaire is done using the following method; 1. Simple percentage analysis 2. Chi-square test 3. Correlation analysis Percentage analysis In analysis classification and tabulation of the result from the questionnaire is down first. Then the percentage of responded respond for each question from the questionnaire is found. Then these results are shown by the use of diagram. The diagram mainly includes pie chat. After the analysis the result are interpreted. Simple percentage method = No. of Respondents / Sample Size x 100 Chi-square test Chi-square test is a non-probability test. It is used most frequently in market research to test hypothesis. This test is employed for testing hypothesis. When distribution of population is not known and normal test is analyzed.

Here o = observed frequency, e = expected frequency Correlation analysis The term correlation refers to the relationship between two variables. When two variables move together we say that they are correlated. In most statistical packages, correlation analysis is a technique use to measure the association between two variables. A correlation coefficient (r) is a statistic used for measuring the strength of a supposed linear association between two variables. The most widely used method for measuring correlation is the Karl Pearsons coefficient of correlation.

The data for a correlation analysis consists of two input columns. Each column contains values for one of the attributes of interest. The correlation transformer can calculate various measures of association between the two input columns. Karlpearsons coefficient of correlation between two variables x and y is, n*xy x*y ---------------------------------------------n* x2 (x) 2 * n* y2 (y) 2

r=

Where n = Number of pair of scores Where xy = Sum of the products of paired scores Where x = Sum of x scores Where y = Sum of y scores Where x2 = Sum of squared x scores Where y2 = Sum of squared y scores

Scope of Project
The study carried out in Thiruvanaanthapuram city so its scope is mainly limited to Thiruvanaanthapuram city.

It gives information about the size of the retail network. It gives information about the services given by distributor to their retailer. It gives information about the competitors products. It will serve consumer in better manner. It provides suggestions to the company to improve their products sales. It gives information about the sales promotion activities to improve the Ice cream sale.

Limitations:
This report had to work under several constraints and limitations. Some of the key limitations are.

The time allotted for the work is comparatively less. Therefore a detailed study cannot be conducted. The psychology and temperament of a respondent play a significant role. Some respondents are more sensitive as against others who are more tolerant. A change in the composition of the respondents can affect the answers adversely or favorably.

The study was expensive and time consuming too. In spite of all the above limitations every effort has been made to complete this project report in the best possible manner.

CHAPTERISATION
Chapter I: Introduction to the study This chapter deals with the introduction, objective of study, methodology, scope of study, limitation and chapterisation. Chapter II: Literature Review The second chapter is literature review of the topic. It is based on theories and studies conducted by different authors. And it is prepared by referring the text articles and journals and from various websites. Chapter III: Industry Profile This chapter comprises of the detailed description about industry. It gives an idea about the industry, its characteristics and contribution to economy. Chapter IV: Company Profile This chapter deals with the company profile it includes, introduction to Milma dairy Thiruvananthapuram, vision, mission, objectives, product profile and future plan of Milma.

Chapter V: Empirical Results and Data Analysis The important part of this research study is the analysis and interpretation. It gives all the details about the research. Chapter VI: Summary and Conclusion The last chapter covers the summary and conclusion drawn from the study and suggestion.