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MINOR PROJECT REPORT ON (TITLE OF TH PROJECT AND NAME OF THE ORGANISATION)

SUBMITTED BY (KULDEEP SHARMA) 10919201710 STUDENT OF

LINGAYAS 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, INDIA


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CERTIFICATE
Certified that this project report COMPARITIVE STUDY BETWEEN VADILAL AND MOTHERDAIRY ICE CREAM is the bonafide work of KULDEEP SHARMA who carried out the project work under the supervision of GAYATRI.

SIGNATURE

SIGNATURE

DR.RAKESH KUMAR GUPTA HEAD OF THE DEPARTMENT

MS. GAYATRI Project Incharge

BBA

BBA

LINGAYAS LALITA DEVI INSTITUTE OF INSTITUTE MANAGEMENT

LINGAYAS LALITA DEVI AND OF SCIENCES

MANDI ROAD NEW DELHI.

MANAGEMENT AND SCIENCES MANDI ROAD NEW DELHI.

OF MANAGEMENT AND SCIENCES MANDI ROAD NEW DELHI.

TABLE OF CONTENTS

CHAPTER NO.

TITLE

PAGE NO.

ACKNOWLEDGEMENT iii PREFACE iv

EXECUTIVE SUMMARY

LIST OF TABLE (if any) xii

LIST OF FIGURES xviii


LIST OF SYMBOLS xxvii

1. 1

INTRODUCTION

1.1 GENERAL 1 1.2 2 1.2.1 5 1.2.2 12 4 . . . . . . . . . . . General . . . . . . . . . . . . .

1.2.2.1 General 19 1.2.2.2 . . . . . . . . . . 25 1.2.2.3 29 1.2.3 30 1.3 . 45 1.4 . 58 2. 69 2.1 75 2.2 .......... 2.2 100 99 . GENERAL LITERATURE REVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . .

ACKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped and supported me during the writing of this report. My deepest thanks to Lecturer, MS. GAYATRI (the Guide of the project for guiding) for correcting various documents of mine with attention and care. He has taken pain to go through the project and make necessary correction as and when needed. I express my thanks to the hod of, 00department, for extending his support. My deep sense of gratitude to [RESPECTIVE NAME] (DESIGNATION), [COMPANY NAME WHERE THE PROJECT WAS UNDERTAKEN] support and guidance. Thanks and appreciation to the helpful people at [COMPANY NAME WHERE THE PROJECT WAS UNDERTAKEN], for their support. I would also like to thank my Institute and my faculty members without whom this project would have been a distant reality.
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APPENDIX 5

DECLARATION
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I hereby declare that the project work entitled [PROJECT TITLE] submitted to the [UNIVERSITY NAME], is a record of an original work done by me under the guidance of [RESPECTIVE NAME], Faculty Member, [RESPECTIVE COLLEGE OR UNIVERSITY NAME AND PLACE FROM WHERE THE FACULTY MEMBER IS FROM ], and this project work has not performed the basis for the award of any Degree to the best of my knowledge.
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[YOUR NAME] [ENROLMENT NO]

[SIGNATURE OF STUDENT]

PROJECT REPORT

ON Comparative Study Beetween Two Ice-Cream Brands Vadilal And Mother Dairy

TABLE OF CONTENTS

1. Introduction 2.Company Profiles a) VADILAL b) MOTHER DAIRY 3.Objectives 4. Research Methodology 5. Data Analysis 6. Conclusions 7. Limitations 8. Bibliography

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INTRODUCTION

HISTORY OF ICE CREAM

Ice Cream is the most famous delicacy all over the world. People of all 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.

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Nicholas Lemerys Recueil de curiositz 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 Worlds 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. In India, the condition of FMCG sector is very well and challenging. India is an important market for FMCG players. The Indian FMCG sector is the fourth largest sector in the economy with a total market size of around US$ 18.1 bn.

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Ice-Cream segment of FMCG:-

Ice-cream is one of the most important part of FMCG sector. It comes under Food and Beverage segment. The total market value of Icecream trade in India is more than Rs.20000 crore. It is increasing day per day. During the year of 2002-02, there was very little demand of Ice-cream in India but as the time passed away, the demand of Icecream is also increasing in India. Now a day, there are six national level companies engaged in dealing with Ice-cream including two MNCs. The demand of Ice-cream is also increases in India.

As the demand of Ice-cream is increasing in India but the market of Ice-cream is not as much as its share in US and some other foreign countries. According to the survey of Motilal Oshwal, in the present time, the per capita consumption of Ice-cream in India is US $0.2 which is US $49 in USA and US $33 in Germany. We can see it in the following table:-

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TABLE 1:- PER CAPITA CONSUMPTION OF ICE-CREAM (IN US $):-

As given in the above table, the per capita consumption of Ice-cream in 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.

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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.

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We can get all the datas regarding the per capita incoma of India from the following table:TABLE 2:- PER CAPITA INCOME OF INDIA SINCE 2000

As given in the table, the GDP of India is increasing in the last 5 years. It has brought a remarkable change in the spending habits of consumers; it has moved the consumers preferences from economic to premium products. In those days, people unhasitantly wants to spend money on good and quality products. It has been a gain for food and beverage industry. As the result the ice cream industry is also improving and it develops at an increasing rate.

THE THREE STAGES IN CONSUMPTION PROCESS OF ICECREAM Pre-purchase:- Brand image, Health issues, suitability Brand image of the ice cream - The consumer considers the kind of image the brand that he is going to purchase depicts. It has to suit certain status symbol, quality and any other personal brand
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requirements that the consumer may have. It is important that the brand maintains good will, satisfactory to the consumer Health Issue to ice creams relating-The modern consumer is highly health conscious and is becoming aware of the rising health issues and its impacts. It is important that the brand satisfies this need of the consumers and ensures health related gains rather than loss. About which we will be discussing further in this report. Suitability The product should suit the taste, flavor and ingredients that is in line with the consumer needs and wants. Purchase:-Price, Environment, Service Price of ice cream -Price should be affordable and the product should provide moneys worth in terms of quality, quantity and consumer satisfaction. as kids also form a main segment of our section a proper care should be given as far as pricing is concerned. Environment-The environment should be such that the consumer wants to stay there and spent some quality and quantity time. Service- The service should be fast so that the customer waiting time should be less and leads to their satisfaction and results in formation of good brand image. Post-purchase:- Quality, Satisfaction, Store experience Quality of ice cream the quality of the ice cream delivered certainly plays a vital role in determining whether the customer will re purchase the brand or not. The quality and taste of ice cream determines the satisfaction level of the customer and hence plays a vital role in determining his approach towards the product. Satisfaction from ice cream- well satisfaction is a holistic picture the total experience of the customer with the brand considering various factors as mentioned above and then finally arriving at a conclusion saying whether he is satisfied or not from the product.
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COMPANY PROFILE

VADILAL ICE CREAM

Company Profile: Vadilal Industries Limited 2009 Sales: 1,481,600,000 Major Industry: Food & Beverages Sub Industry: Miscellaneous Food

Country: INDIA Employees: 500

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A major contributor to this article appears to have a close connection with its subject. It may require cleanup to comply with Wikipedia's content policies, particularly neutral point of view. Please discuss further on the talk page. (August 2011) Vadilal Industries Limited

Type

Public

BSE: 519156 NSE: VADILALIND Industry Food Founded 1907[1] Headquarters Key people Ahmedabad, India[2][3]

Ramchandrabhai Gandhi, (Chairman),

Rajesh Gandhi Managing Director, Devanshu Gandhi Managing Director Products Ice cream Revenue 400 crore (US$89.2 million) Parent Vadilal Group

Website www.vadilalgroup.com Vadilal (Vadilal Industries Limited) (BSE: 519156 NSE: VADILALIND) is ranked as the second largest producer of ice cream in India.[4] It has the largest
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range of ice-creams in the country, with more than 150 flavors. [5] The group's principal activity is to manufacture ice creams, frozen desserts and process processed food products. The company is one of the largest processed food players in India with major exports of frozen vegetables, mango pulp, mango milk shake, ready-to-eat snacks, curries and breads. Vadilal has approximately 150 Happinezz branded stores across Gujarat, Rajasthan and Uttar Pradesh. It has also forayed into the world 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 in the year 1970, but it traces its origin as far back as 1907. The company aims to be an Indian MNC in ice creams and while providing products and services at an affordable price without any compromise on quality. Its major success factor lies in its ability to cater to different market segment through varied product ranges.

Vadilal House, Ahmedabad Vadilal Industries has come a long way since its inception in 1907, when Vadilal Gandhi, the greatgrand 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 small retail outlet in 1926.
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Eventually, Ranchod Lal's sons, Ramchandra and Lakshman, inherited the business and they were instrumental in giving a new direction to the company. The duo imparted a new vision to the venture and infused a spirit of calculated risk-taking into the firm. As a result, by the 1970s, the Vadilal Company had already evolved into a modern corporate entity.

Quarterly Results (Rs. in Millions) December2009 September2009 [3 Quarter] [2 Quarter] Sales Turnover 26.46 18.26 Other Income 0.19 0.24 Total Income 26.65 18.50 Total Expenditure 23.29 17.95 Operating Profit 3.36 0.55 Interest -0.01 -0.01 Gross Profit 3.37 0.56 Depreciation 0.53 0.50 Tax 0.00 0.00 ReportedPAT 2.84 -8.99 Equity Capital 6.93 6.93 Extra Ordinary Items 0.00 -9.05
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Adjusted Profit After Extra Ordinary Item Book Value EPS Dividend

2.84 0.00 4.10 0.00

0.06 0.00 -12.97 0.00

Quarterly Results (in %) % Change over September, 2009 44.91 -20.83 44.05 29.75 510.91 0.00 501.79 6.00 0.00 -131.59 0.00 -100.00 4633.33 0.00 -131.61 0.00

Sales Turnover Other Income Total Income Total Expenditure Operating Profit Interest Gross Profit Depreciation Tax ReportedPAT Equity Capital Extra Ordinary Items Adjusted Profit After Extra Ordinary Item Book Value EPS Dividend

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Today, the name Vadilal conjures images of lip-smacking ice cream in 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 back to 1907, when a certain unassuming gentleman, by the name of 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 show, and, with a hand cranked machine, started a small retail outlet in 1926. Eventually, Ranchod Lal's sons, Ramchandra and Lakshman, inherited the business and they were instrumental in giving a new direction to the company. The duo imparted a new vision to the venture and infused a spirit of calculated risk-taking into the company. As a result, by the 1970s, the Vadilal Company had already 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, the company moved towards neighbouring states like Rajasthan and Madhya Pradesh. But the expansion was undertaken very methodically and we spent five to six years in spreading our business and then consolidating it" says Shri Ramchandrabhai Gandhi (Chairman). Today, VADILAL is not just a brand it is the ice-cream associated with the Indian summer; its the first choice in ice-cream for any child or adult during the scorching Indian summers. VADILAL ice-creams are trusted not only for their rich, creamy flavours, but also for their trusted quality and nutritious food value.

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PRODUCT PROFILE

TYPE CUP

FLAVOURS Vanilla Chocolate Chips Kaju Draksh Butter Scotch Real Kesar Pista Rajbhog Two in One Kool Gulab

CONE

Pineapple Delight Cone Chocolate Drip Cone Mango Treat Cone Chasmeshahi Cone

NOVELTIES

Quik Sundae P.k. Badam kulfi R/cut

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Slice Cassatta Sajan Sajni R/cut Matka Kulfi PARTY PACKS Kesar runch Shahi Bonanza Rose Kaju

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MOTHER DAIRY ICECREAM

Type Industry Founded

: Cooperative : Diary : 1974

Headquarters : Delhi, india Key people :Sanjay Sinha, CEO, Mother Dairy India Ltd :Mr. Sunil Bansal CEO Hortilculture SBU Employees Website :2500 :www.motherdairy.com www.safalindia.com

Mother Dairy Delhi was set up in 1974 under the Operation Flood Programme. It is now a wholly owned company of the National Dairy Development Board (NDDB).

Mother Dairy markets & sells dairy products under the Mother Dairy brand (like Liquid Milk, Dahi, Ice creams, Cheese and Butter), Dhara
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range of edible oils and the Safal range of fresh fruits & vegetables, frozen vegetables and fruit juices at a national level through its sales and distribution networks for marketing food items.

Mother Dairy sources significant part of its 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. It is Mother Dairys constant endeavor to

(a) Ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk, milk products and other food products to consumers at competitive prices and;

(b) Uphold institutional structures that empower milk producers and farmers through processes that are equitable.

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 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.

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Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy.

The companys derives significant competitive advantage from its unique distribution network of bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and most of these products are available across the country.

The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in various parts of the country. Fresh produce from the producers is handled at the Companys modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international market. With increasing demand another state-ofthe-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day.

Mother Dairy has also been marketing the Dhara range of edible oils for the last few years. Today it is a leading brand of edible oils and is available across the country in over 2,00,000 outlets. The brand is currently available in the following variants: Refined Vegetable Oil,
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Refined Soybean Oil, Refined Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil. Mother Dairy has also launched extra virgin Olive Oil under the Daroliva brand.

Mother Dairy has over the last 3 decades, harnessed the power of farmer cooperatives to deliver a range of delicious products and bring a smile on your face. In times to come, Mother Dairy shall strive to remain one of Indias finest food companies. Mother Dairy's range of products include the brands Mother Dairy (milk, milk products, curd, ice cream, butter, etc), Dhara (range of edible oils) and Safal (range of fresh fruits and vegetables, frozen vegetables, fruit juices). Mother Dairy Fruit and Vegetable Pvt. Ltd. offers the following products: Mother Dairy markets dairy products like Liquid Milk, Ice Creams, Flavoured Milk, Dahi, Lassi, Mishti Doi, Ghee, White Butter, Table Butter, Cheese, UHT Milk, Dhara range of edible oils and the Safal range of fresh Fruits & Vegetables, Frozen Vegetables and Fruit Juices at a national level, through its sales and distribution networks, for marketing food items. Mother Dairy milk (Bulk Vended Milk) is fortified with vitamin A @2000 IU per litre of milk as a part of social accountability. This program was started with the Mother Dairy, Delhi, since February 1980and there after Mother Dairy is continuing this program on their own as a social responsibility without having any financial assistance from the Government as well as since it is felt that BVM is generally consumed by the middle / lower middle / poor strata of the society. It is also found that the dietary practices adopted by these classes are deficient in Vitamin A. Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. 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.

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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 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. Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy. The companys derives significant competitive advantage from its unique distribution network of bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and most of these products are available across the country. The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in various parts of the country. Fresh produce from the producers is handled at the Companys modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international market. With increasing demand another state-ofthe-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day.
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Mother Dairy From Wikipedia, the free encyclopedia

This article does not cite any references or sources. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. (June 2009) Mother Dairy

Type

Cooperative

Founded 1974 Headquarters Key people


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Delhi, India

Sanjay Sinha, CEO, Mother Dairy India Ltd Mr. Sunil Bansal CEO Hortilculture SBU Products See Products Revenue ? Employees 2500

Website www.motherdairy.com ,www.safalindia.com/ Mother Dairy, set up in 1974, is a wholly owned subsidiary of National Dairy Development Board (NDDB) of India. [edit]Products

Mother Dairy's range of products include the brands Mother Dairy (milk, milk products, curd, ice cream, butter, etc), Dhara (range of edible oils) and Safal (range of fresh fruits and vegetables, frozen vegetables, fruit juices). Mother Dairy Fruit and Vegetable Pvt. Ltd. offers the following products: Mother Dairy markets dairy products like Liquid Milk, Ice Creams, Flavoured Milk, Dahi, Lassi, Mishti Doi, Ghee, White Butter, Table Butter, Cheese, UHT Milk, Dhara range of edible oils and the Safal range of fresh Fruits & Vegetables, Frozen Vegetables and Fruit Juices at a national level, through its sales and distribution networks, for marketing food items. Mother Dairy milk (Bulk Vended Milk) is fortified with vitamin A @2000 IU per litre of milk as a part of social accountability. This program was started with the Mother Dairy, Delhi, since February 1980and there after
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Mother Dairy is continuing this program on their own as a social responsibility without having any financial assistance from the Government as well as since it is felt that BVM is generally consumed by the middle / lower middle / poor strata of the society. It is also found that the dietary practices adopted by these classes are deficient in Vitamin A. Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. 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. 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 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. Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing
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operations through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy. The companys derives significant competitive advantage from its unique distribution network of bulk vending booths, retail outlets and mobile units. Mother Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range of dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk and most of these products are available across the country. The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000 retail outlets in various parts of the country. Fresh produce from the producers is handled at the Companys modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international market. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day. Quality Standards Mother Dairy is an IS/ ISO 9002, IS 15000 HACCP and IS
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14001 EMS certified organization. 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, National Accreditation Board accredits its Quality Assurance Laboratory as per ISO/IEC 17025:1999 for Testing and Calibration Laboratories, Department of Science and Technology, Government of India.

TYPE

FLAVOURS NAME

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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 EXCESS JAMAICAN ALMOND FUDGE
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FRUIT CLASSICS

SHAHI MEVA MALAI

STRABERRY CRUSH BRICKS MANGO MARVEL LITCHI SURPRISE

CHOCO FUDGE BADAM THANDAI SHAHI NAZRANA FRUIT-N-NUT SIMPLY COFFEE

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OBJECTIVES

Basic: *Comparative study towards Vadilal & Mother Dairy Other: a) To study about Vadilal & Mother Dairy & its Products. b) To study about consumer preferences in BAREILLY about icecreams.

c) To study about consumer satisfaction towards VADILAL & MOTHER DAIRY.

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Research Methodology Research is a systematic method to gain a new knowledge. The main aim of the research is to find out the hidden truth and has not been discovered yet. Research is thus, the originally contribution to the existing stock of knowledge making for its advancement.

Research methodology refers to the method adopted to collect relevant data and other information, which form the basis of the project report.

The data collected has to be quality oriented, to ensure correct reporting and analysis. Every effort has been made to collect primary data and secondary data from websites.

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METHODS OF DATA COLLECTION The task of data collection begins after a research problem has been defined and research design is chalked out. While deciding about the method of data collection to be used for the study; the researcher should 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 someone else and which have already passed through the statistical process. In this project secondary data are collected from following sources: Websites Newspapers & Magazines Reports and publications of various associations connected with business and industry

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ANALYSIS & INTERPRETATION 1. Do you buy ice cream? OPTIONS GIVEN TO RESPONDENTS Yes No NO. OF RESPONDENTS CHOOSING THE OPTION 49 01

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2.How frequently do you purchase ice-cream? OPTIONS GIVEN TO RESPONDENTS Everyday 3-4 times a week Once a week Once a month Occassionally NO. OF RESPONDENTS CHOOSING THE OPTION 08 23 07 03 09

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3.What is your favourite brand in ice-cream? OPTIONS GIVEN TO RESPONDENTS Vadilal Mother Dairy Others NO. OF RESPONDENTS CHOOSING THE OPTION 30 15 5

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4.What makes you like that ice-cream? OPTIONS GIVEN TO RESPONDENTS Quality Flavours Company Image Advertisement NO. OF RESPONDENTS CHOOSING THE OPTION 26 23 1 0

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5.How much importance does price play in your choice of brand of ice-cream? OPTIONS GIVEN TO RESPONDENTS No Effect Little High NO. OF RESPONDENTS CHOOSING THE OPTION 27 20 3

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6.According to you which of these following brand having better delivery system? OPTIONS GIVEN TO RESPONDENTS Vadilal Mother Dairy Others NO. OF RESPONDENTS CHOOSING THE OPTION 28 15 7

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7.How do you prefer to have your ice-cream in? OPTIONS GIVEN TO RESPONDENTS Stick Cup Cone Others NO. OF RESPONDENTS CHOOSING THE OPTION 10 16 22 2

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8.To what extent do the advertisements & offers influence your purchase? OPTIONS GIVEN TO RESPONDENTS Very Much Little Bit No Effect NO. OF RESPONDENTS CHOOSING THE OPTION 21 24 5

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9.Where do you usually buy your ice-cream? OPTIONS GIVEN TO RESPONDENTS Super Market Ice-Cream Parlour Ice-Cream cart/Vehicle Others NO. OF RESPONDENTS CHOOSING THE OPTION 2 20 19 9

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10.Most of time you aware about new brand/flavour of ice-cream through? OPTIONS GIVEN TO RESPONDENTS Words of Mouth Televisions Radio News Papers NO. OF RESPONDENTS CHOOSING THE OPTION 16 28 1 5

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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 icecream 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.

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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.

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BIBLIOGRAPHY WEBSITES:

www.google.com www.scribd.com

www.wikipedia.com www.motherdairy.com

www.vadilal.com

www.economictimes.com

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