PROJECT REPORT

ON

A STUDY ON SALES PROMOTION & ADVERTISING STRATEGIES OF AMUL ICE CREAM IN SOUTH DELHI
IN FULFILLMENT OF THE REQUIREMENT FOR THE AWARD Of MASTER OF BUSINESS ADMINISTRATION SUBMITTED TO U.P. TECHNICAL UNIVERSITY LUCKNOW (2008 20!0"
GUIDED BY#
MR. A.K. GUPTA F$%&'()* M$+$,-.-+(

SUBMITTED BY#
ANKIT BHARDWA/ M.B.A. 0(1 SEM. R2'' N2. 083!!40008

DEWAN V.S. INSTITUTE OF ENGINEERING AND TECHNOLOGY, MEERUT

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DECLARATION

I, ANKIT BHARDWAJ here by declare that I have carried out the research report on the topic SALES PROMOTION & ADVERTISING OF AMUL ICECREAM I further declare that the research project work is my original work and no part of this report has been published or submitted to any body or university other degree / diploma. for award of any

ANKIT BHARDWA/ M.B.A. 0(1 .SEM ROLLNO. 083!!40008

ACKNOWLEDGEMENT

It is my pleasant duty to offer my service acknowledgement to those honorable personalities of the department who have been a constant source of help and encouragement in carrying out this project.

First of all I wish to e press my indebtness to MR. A.K. GUPTA* 5$%&'() M$+$,-.-+(! for his valuable suggestions and guidance throughout the project. "his research would not have been completed without friendly efforts of the all the concerned authorities. #lso this project enables me to have the know$how of the effectiveness % working of the team spirit. Its web like structure helps me to have added potential in myself to adjust easily to the tense % result oriented environment of the organi&ation. #fter the completion of this 'esearch (roject I feel myself as a well aware person about the (harma! the most prospective arising field of today)s world. "his training enables me to know interesting facts about this field. Finally! I am also grateful to all those personalities who have helped me directly or indirectly in bringing up this research report.

ANKIT BHARDWA/

PREFACE

#s a student of +,#! one of the most reputed professional course! I consider its my privilege to thank all the persons involved in the working of this project and their supervision and guidance I have been able to complete this research.

"he attractive feature of the +,# course is that along with theory we also get to have the e posure of the practical environment. "his is through the summer training that we have to undergo after the completion of first year. "he entire journey from the very idea of this project report to reality would not have been possible without guidance and support of many people.

"he 'esearch 'eport is based on -ystematic and -cientific search for pertinent information on -pecific "opic.

"he study was confined geographically to .elhi % /oida. "he data source was collected from the regular visits of -hopkeepers.

"he special task is also assigned to me to analy&e the market opportunities in different regions of .elhi. It constitutes the .elhi regions and under that different counters have been visited. # set of 0uestionnaire was prepared % scrutini&ed before going for market analysis. 1

CONTENTS
2bjective of the study Introduction 3istory of the company 4ompany profile 4ompany strategy 4ompetitor analysis (romotional tools ,usiness and marketing strategy (roduct profile 'esearch methodology -wot analysis .ata analysis Findings % recommendations 5imitations 4onclusions 6uestionnaire ,ibliography
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'esearch design Formulation of the research problem (reparing the research design -ampling procedure .ata collection

OB/ECTIVE OF STUDY
1. "o study the availability of the brand in dealers in the market. 2. "o study the tastiest brand in the market of Ice cream. *. "o study the distribution channel of the #mul ice cream. 1. "o study the promotion backup of brand. 7. "o study the satisfactions level of brand. 8. "o take suggestion from dealers which help in increasing sale value.

INTRODUCTION
INTRODUCTION TO AMUL. #mul means 678%-'-99 in -anskrit. # 0uality control e pert in #nand suggested the brand name #mul9. "his ,rand name #mul9 comes from the -anskrit word #moolya9. #mul is basically a co$operated company operated from #nand :;ujarat<. #mul produces a large variety of product range starting from +ilk! ,utter! +asti$.ahi! +onjrella 4heese! 'eady to eat (i&&a! 5assi! (aneer! Ice$ 4ream etc. #mul has been market leader in butter for last 77 years. #mul has a large distribution channel and surplus of milk. "herefore #mul decided to enter in the ice$cream section. #mul launched its ice cream in 2==2 in .elhi and become the market leader in just two years /ow #mul has 2>? market share in the Ice cream section. "he main competitors in the ice cream section are 355! @adilal and +other dairy. INTRODUCTION TO ICE CREAM +#'AB" -ICB #/. ;'2D"3 Ice creams are available in various forms such as cone! cups! bar :candy<! party pack etc. 4andy sticks account for about 27$*=? of volumes! whereas cups and other novelties contribute the rest.
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Fro&en desserts market in India is very small and refers to oil fat :instead of milk fat< based ice creams. ,esides! a wider range of fro&en desserts is also made in$house and served in 7 star hotels. "he market growth during the late EF=s and in the early EG=s was very low at around 2$*? pa. /ow the market has been witnessing a much faster growth. #mul has witnessed the 1*F? growth in last year and 1==? growth in this year. "he growth rate could have been even higher but due to poor infrastructure the growth rate is not satisfactory. +arket growth historically was stunted by ;overnment policies. "ill 1GG>! ice cream manufacture was reserved for small$scale sector. "he leading players were unable to invest ade0uately to develop an infrastructure of ice cream for storage and distribution. Brratic supply and shortage of power in most parts of the country have been the major factors limiting growth of a ice cream market. #s a result! there was a dearth of goouality products in the market and also lack of ade0uate infrastructure to distribute the same. 4adbury had entered the market in 1GG2 with its .ollops brand! but was unsuccessful in building up a significant franchi and withdrew two years later. In the absence of any competition from +/4s! local players were able to build up a strong franchise in respective local areas. -ome of the players built up their market through e clusive parlors. ,ut in most cases parlor network also could not
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e tend beyond local limits. #t the beginning of first phase of liberali&ation! 3industan 5ever :355< entered the market through fro&en dessert route. Fro&en desserts :which use edible oil fat instead of milk fat< were technically not reserved for small scale. #mul ice cream! manufactured by the largest milk$producing co$ operative was introduced in +umbai market in 1GG8! intensifying the competition. In 1GG>! the sector was de$reserved from small scale! based on the recommendations of the #bid 3ussain 4ommittee report! on grounds of hygiene and technology. 'emoval of licensing restrictions and investment by new players in capacity and market e pansion! is e pected to lead to rapid demand growth in the sector. # 1=$12? pa volume growth can be sustained for a very long period! say 2$* decades! due to the fact that current base of consumption is e tremely small. IN DELHI .elhi being the capital of India is also center for the organi&ational fight. .elhi has a population of over 1= million. #rea covered is 17!== s0. km. .elhi)s organi&ed ice cream market consists of Awality Dalls! +other .airy! 4reamAa! @adilal! ,askin 'obbins! Fairy .airy! Frolic! .airy Fun! Freakon! ,lue ,unny and Awality Dalls International. #mong them +other .airy and Awality Dalls are the major players.
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.elhi)s -ummer +onths of +ay and Hune being the hottest months temperatures can be as high as 18I 4 :111I F<. "he Dinter +onths 2ctober$end to February$end are cold and dry. "emperatures as low as 1I 4 :*GI F<. Dith these fluctuating temperatures the main demand is in the month of +ay Hune. 'etailers and distributors clearly stated that the demand in the off$season could go down to 27? of the peak season. "his forms a very critical point for any new comer retailer. It has to enter just before the peak season so to tap the season crowd and demand and to keep reasonable resource to sail through off$season. For e ample many companies give off$season discounts to customer and also give special offers to retailers to encourage them to stock their product. -o the new company also has to give these kinds of incentives to encourage the distributors. SEGMENTATION Ice creams are differentiated mainly by flavors. @anilla is the most popular flavor! followed by chocolate! strawberry and butterscotch. 4ertain traditional flavors like Aesar$(ista! Aaju$.raksh! etc are also very popular. "here are several other flavors available! such as fresh seasonal fruit flavors! combinations of 2$* flavors! etc "he market can also be segmented on the basis of consumers as followsJ
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RETAILERS# $ "hey account for major part of the total sales of ice cream. "hey not only provide efficient sales channel but also a place for efficient safe storage. -ales for the company takes place the moment the retailers take possession of the goods i.e. ice cream. 4ompanies generally do not provide any replacement policy so this increases the cash circulation and also makes the calculation of overall sales easy.

PUSHCARTS# pushcarts form a very important part of .elhi)s ice cream market. "hey form a cheap and far$reaching way of distribution. (ushcarts can be found in every corner of the city. ;enerally consumers prefer to have ice cream at night but the retail shops are either closed or busy in providing other daily commodities. In this case pushcarts form a very convenient way of relief. "hey not only stay late at night but also cater to this particular demand. In some areas they are open whole night! like at #II+- crossing the pushcarts stay open overnight and attract a lot of consumers. #nother important advantage is that they can be positioned at areas where either retailers are not there or retailers do not have ice cream. For e ample! at India ;ate the ice cream sales are through pushcarts only as retailers are not there.
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#nother important advantage of these pushcarts is that they are seasonal in nature. "hey can be increased when the season arrives and reduced very conveniently when the season is over.

INSTITUTIONAL

CATERING

ACCOUNTS

FOR

THE

BALANCE# "he industry consumes a big portion of ice cream production. Bspecially places like .elhi where many companies and factories are located. "hough this has been targeted still this can be e ploited more. For e ample in many big companies or factories where mess are set up for the workers lunch and dinner. In these meals ice creams are served. If an ice cream company gets the contract! then its sale will surely rise.

#s the retail accounted for the largest share we concentrated on the sales through retail only. In .elhi another major segment has come up and that is through pushcart! which is increasingly becoming popular for its lower cost and greater fle ibility. "he most popular are the cup of 1==$17= ml sold in the 'sF$17 price range and the cones which range between 'sF$1>. "hese are the ice creams generally bought for immediate consumption. "hey are available
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everywhere from big super markets to the local pushcarts. ,ars! sticks and cones represent another ready$to$eat market and are priced at 's1$2=. "his is very popular with the kids and forms a major portion of the ice cream sales. ;allon. "hese are used for parties and restaurants. "hough outside attractiveness is not very important but the si&e of the pack and handling comfort is important. DISTRIBUTION "he ice$cream distribution chain typically consists of a distributor/ stockist and the retailer. +ost players have regional operations with production facilities located near the market as ade0uate cold chain facilities for transportation over long distances is not available. .istribution of national brands is done through owned or leased cold storage facilities located in the major consumption centers from which supplies are sent to distributors or directly to retailers. "he retail network for ice cream consists of B clusive ice cream parlors which may be company owned or Franchise outlets 2ther retail outlets like provision stores! hotels and restaurantsK and (ush carts! which are controlled through dealers. 'etail margins are high! at around 17$21?.

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CONSUMER AWARENESS AND PENETRATION 5ow income! high prices :Ice cream is three times costlier in India than in L-<! non availability of good 0uality products! poor distribution infrastructure and low investment in marketing have all resulted in one of the lowest per capita consumption of ice cream in India at 1==ml :e0uivalent to one scoop<. (er capita consumption of ice cream is higher even in -rilanka :*==ml<! (akistan :1==ml< and much higher in other -outh$Bast #sian countries. "he market for organi&ed sector is restricted to large metropolitan cities. In small towns and villages! there are thousands of small players who produce ice$creams/ kulfis in their home backyard and cater to the local market. .elhi being a metropolitan has higher ice cream consumption. "he major players are #mul! Awality Dalls !@adilal and +other .airy. "he awareness of #mul Ice cream is good enough. ,ut there is even now enough work to be done by the company.many retailers even now asked that does the amul manufacture the ice creamM -o the first strategy of #mul Ice cream should be to create brand awareness through advertising. #mul as a brand has its goodwill but its ice cream is not popular. Dhen we in0uired about #mul we got response from the retailer about the #mul butter.

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MA/OR PLAYERS "he Indian Ice cream market is dominated by a large number of small local manufacturers and regional players. In the organi&ed segment! the significant brands are Awality Dalls! @adilal! #mul and +other .airy. MA/OR NATIONAL PLAYERS 3industan 5ever @adilal International ;4++F/2ther +ilk 4o$operatives +aharashtra .airy (roducts OTHER PLAYERS ,esides the main national brands there are other premium brands which have carved a niche for themselves in their respective regional markets. "hese players have mostly concentrated on the large metro cities. "hese players sell through their e clusive parlors. "he major national players sell through franchise parlors as well as through retail stores! groceries! restaurants! hotels! roadside stalls on highways! etc. BRANDS Awality Dalls! .airy 4lassic! +a @adilal! .airy Fresh #mul! +other .airy ,askin 'obbins

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HISTORY OF COMPANY
A.&'# T1- 278,8+ "he mighty ;anges at itEs origin is but a tiny stream in the ;angotri ranges of the 3imalayas. -imilar is the story of #mul which inspired E2peration FloodE and heralded the EDhite 'evolutionE in India. It began with two village cooperatives and 27= liters of milk per day! nothing but a trickle compared to the flood it has become today. "oday #mul collects! processes and distributes over a million liters of milk and milk products per day! during the peak! on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further! as ;anga$ma carries the aspirations of generations for moksha! #mul too has become a symbol of the aspirations of millions of farmers.4reating a pattern of liberation and self$reliance for every farmer to follow. T1- 9($7( 25 $ 7-;2'&(82+ "he revolution started as an awareness among the farmers that grew and matured into a protest movement and the determination to liberate themselves. 2ver four decades ago! the life of a farmer in Aaira .istrict was very much like that of his counterpart anywhere else in India. 3is income was derived almost entirely from seasonal crops. "he income from milch

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buffaloes was undependable. (rivate traders and middlemen controlled the marketing and distribution system for the milk. #s milk is perishable! farmers were compelled to sell it for whatever they were offered. 2ften! they had to sell cream and ghee at throwaway prices. In this situation! the one who gained was the private trader. ;radually! the reali&ation dawned on the farmers that the e ploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organi&ation. "his reali&ation is what led to the establishment of the Aaira .istrict 4ooperative +ilk (roducersE Lnion 5imited :popularly known as #mul< which was formally registered on .ecember 11! 1G18. "he Aaira Lnion began pasteuri&ing milk for the ,ombay +ilk -cheme in Hune 1G1F. #n assured market proved a great incentive to the milk producers of the district. ,y the end of 1G1F! more than 1== farmers joined in more village societies! and the 0uantity of milk handled by one Lnion increased from 27= to 7!=== liters a day.

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COMPANY PROFILE
G&<$7$( C226-7$(8;- M8'= M$7=-(8+, F->-7$(82+ GCMMF# A+ O;-7;8-? ;ujarat 4ooperative +ilk +arketing Federation :;4++F< is IndiaEs largest food products marketing organisation. It is a state level ape body of milk cooperatives in ;ujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing 0uality products which are good value for money.

M-.@-79#

12 district cooperative milk producersE

Lnion N2. 25 P72>&%-7 M-.@-79# 2.2F million N2. 25 V8''$,- S2%8-(8-9# 11!1*2 T2($' M8'= 1$+>'8+, %$6$%8()# 8.> million litres per day M8'= %2''-%(82+ (T2($' 2002 1.F8 billion litres 03"# M8'= %2''-%(82+ (D$8') A;-7$,- 7.=F million litres 2002 03"# M8'= D7)8+, C$6$%8()# 71= metric "ons per day C$(('-5--> .$+&5$%(&78+, 117= +ts per day C$6$%8()#

1F

S$'-9 T&7+2;-7 1GG>$GF 1GGF$GG 1GGG$== 2===$=1 2==1$=2 2==2$=* 2==*$=1 2==1$=7 2==7$=8 2==8$=> 2==>$=F 2==F$=G

R9 (.8''82+" 1111= 1*>G= 1771= 1FF1= 221G2 221F7 227FF 2**87 2>17> 2G7=> *1=8= **1F7

US A (8+ .8''82+" *77 1== 17= 177 1G* 1G* 7== 7== 7>7 878 >>8 F*=

COMPANY STRATEGY
MILK PROCUREMENT "otal milk procurement by our +ember Lnions averaged 71.1* lakh kilograms per day! a marginal decline from 72.*7 lakh kilograms per day! achieved in 2==F$2==G. 3owever! the good monsoons e perienced during last year and the better procurement prices on offer are e pected to encourage higher milk production and procurement in the current year. -#5B1G

.uring the year! your FederationEs sales registered a growth of 7 percent increase to reach 's. 2!FF1.G8 crores including consignment sales of 's.82.G7 crores. "he dairy line grew by about 1F? despite the loss of a si&able edible oil business. "his year! the sale of #mul +ilk in pouches increased by *1 percent in value terms. # notable development in the area of li0uid milk in pouches has been the successful launch of #mul +ilk in the .elhi market during /ovember 2==*. Dithin under 8= days of launch! we had achieved sales of 1 lakh liters per day. L3" +ilk has grown in both value and volume terms by 8= percent! which shows that it has really come upon the high growth stage. #mul ice cream achieved a sales value growth of 11 percent! and has come out as the undisputed market leader. #mul and -agar brand pure ghee sales in value increased by 1> per cent over the previous year. .espite intense competition! sales value of #mul ,utter grew by 1G percent and that of milk powders has firmed up further. "he sales of the #mul 4heese range increased by 1* percent. (roducts like Flavoured +ilk! #mul Fresh 4ream! (aneer! +ithaimate! -ofty +i ! and fresh curd demonstrated their potential to become dominant brands in the coming few years. DISTRIBUTION .uring the year! the major development on the distribution front was the
2=

development a alignment of four distribution highways$those of Fresh (roducts! 4hilled (roducts! Fro&en (roducts and #mbient (roducts. "his is a significant achievement because it allows us to develop synergies among all our product lines and to leverage these highways to introduce and distribute new products as per market demand. I take pleasure in declaring that no other organi&ation in India has been able to develop this kind of channel synergy so far. #nother major initiative undertaken during the year was the "ime$based +ilitary "echni0ue :"+"< of distribution. "his has been deployed to effect a nationally synchroni&ed mass distribution of our products with the objective of achieving total channel penetration on a single day. I am pleased to declare that this initiative has proved to be very successful. +ost of our products launched or re$launched through this techni0ue have seen significant gains in distribution and availability. #fter .istributor -alesmen in the previous year and .istributors in the year before last! it was the turn of the top 'etailers across the country to participate in the #mul Natra (rogramme. #s you are aware! the #mul Natra (rogramme is a uni0ue e periment conducted by your Federation to bring our channel partners face to face with our cooperative institutions!
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activities! culture and achievements through a guided tour in and around #nand. # total of 111 .istributor -alesmen and 1F2 top retailers from across the country participated in the #mul Natra this year. Dith the opening of several new milk markets and * separate +ilk -ales 2ffices at +umbai! /ew .elhi and ,oisar! the number of +ilk #rea .elivery #gents has increased. G7 +ilk #rea .istribution #gents also visited #nand for #mul Natra. .istributors have further enhanced their infrastructures in terms of installation of cold storage arrangements! enhanced bank guarantee limits with Federation and introduced good 0uality delivery vehicles. #n objective evaluation was done in the form of distributor renewal and (erformance appraisal. Federation and compliance to the same by our .istributors! a pilot initiative of .istribution #udit was undertaken for >= Dholesale .istributors. Dith one of the strongest cold chain distribution network in the country today! Federation today owns 1* state$of$the$art cold rooms at various depot locations. COOPERATIVE DEVELOPMENT PROGRAMME .uring the last four years! our +ember Lnions have implemented an Internal 4onsultant .evelopment :I4.< intervention focused on developing leadership among member producers! helping them to better manage their
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dairy business. .uring the year! +ember Lnions continued to implement the module on @ision +ission -trategy :@+-< for primary milk producer members and @illage .airy 4ooperatives. Facilitated by specially trained consultants! 1!=>* @illage .airy 4ooperative -ocieties :@.4-< have conducted @ision +ission -trategy Dorkshops! and have prepared +ission -tatements and ,usiness (lans for the ne t five years. "he @+- module has prompted milk producers to initiate activities at villages that have far$reaching effects on the milk business. "he success of the program has led to +ember Lnions focusing on implementing this @+- module and developing ,usiness (lans for all @.4-! thus strengthening them to face the fierce competition ahead. 4ontinuing the 4leanliness .rive at village level! +ember Lnions have trained F!177 core groups of milk producers and @.4- management. 2n 2ctober 2nd! 2!G>= @.4- celebrated 'ed "ag .ay! an effort to raise 4leanliness awareness. "he Lnions also presented awards to the @.4- that raised cleanliness standards to the highest levels. #s a part of the ,reeding -ervices Improvement (rogramme! +ember Lnions have continued implementation of the second module of Improvement in #rtificial Insemination -ervices. In the villages! *!*>1 core
2*

groups have been trained and a decision has been taken to e tend the program to include all the @.4- that offer breeding services. # mass de$ worming campaign has been undertaken to fortify the breeding services. .uring the year! +ember Lnions implemented an #rtificial Insemination #udit 4ompetition that identified the best performing @.4- and #rtificial Insemination Dorkers who received awards as a motivation for continued improvement. Dith the objective of encouraging professional management by +ilk (roducers and dairy cooperative societies! +ember Lnions have initiated +embersE ,usiness .evelopment (rogramme :+,.(<. .uring the last three years! 2!1F* villages and 1!7*!1=F milk producers participated in the programme. "his has resulted in introduction of new scientific animal husbandry management methods on a significant scale. # 4hairmen and -ecretariesE 2rientation (rogramme is being conducted at +other .airy! ;andhinagar. +ember Lnions! supported by your Federation! carry out this program to increase awareness regarding the dairy industry scenario and to develop leadership skills among 4hairmen and -ecretaries. .uring the year! 7!>G> chairmen and secretaries from 2!G11 @illage .airy 4ooperative -ocieties participated in the program. #n ongoing emphasis of our +ember Lnions has been to encourage
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increased women milk producersE participation in their .airy 4ooperative -ocieties. "o develop and enhance leadership skills and 0ualities! +ember Lnions organised three -elf +anaging 5eadership :-+5< workshops at (rajapita ,rahmakumaris! +ount #bu which attracted the participation of *!1== women resource persons along with the 4hairmen and -ecretaries of >7= @.4-. WHAT THE FUTURE HOLDS #s you are all aware! there is a steady increase in consumer e pectations. (roduct and service 0uality is rapidly becoming the minimum threshold for consumer acceptance. "o achieve and maintain competitive advantage! innovation in product design and delivery are increasingly essential. Innovation must now define us as an organi&ation. De must innovate at each stage in our value chain $ production! procurement! processing! marketing and branding. Innovation cannot be mandated or forced out of people. It is everywhere a function of the 0uality of people and environment. De need to have enough skilled people working in a self$actuating environment to produce innovation. In these times of increasing market opportunities! we need to devise more effective ways of attracting and retaining skilled human resources. It is to be reali&ed that just as the market is e panding for our
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products! so it is opening up new opportunities for the skilled people that we need to tap the market. Further! it does not suffice merely to retain skilled human resources. It is also necessary to provide them an ade0uately self$motivating work environment that draws out the best out of them on a sustained basis. "herefore! our competitiveness must also encompass effective human resource management. "o this end! we have to find new strategies. In the past! our illustrious leaders like the late -hri "ribhuvandas (atel! ,hurabhai (atel! Haswantlal -hah $ to name only a few $ understood the importance of professionalism in the management of cooperatives. "hey always encouraged attitudes and activities geared towards a results orientation. "odayEs leaders have a duty and an obligation to carry forward that tradition of identifying and nurturing professionalism. Nou would recall that last year I had shared my feelings and reservations on /..,Es initiative of making joint ventures$and that too with majority holding of the ;overnment. I am happy to inform you that most of the -tate Federations of India have declined to accept such partnerships where the ;overnment is in majority. Bven where it was accepted! the cooperatives are now changing their minds and reverting to the pure cooperative movement. I am saying this not because I am happy per say about the
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failure of the joint ventures! but because the leaders of cooperatives have understood that they have a great responsibility towards farmers! consumers % the nation. #nd in honouring this responsibility they have to work hard with commitment and sincerity. "hey should ensure the highest level of professionalism at the cooperative level. "hey should give the professionals full freedom to perform instead of interfering in operational matters$thereby limiting the growth of the organisation. I hope that you would appreciate my viewpoint and see to it that our leaders rise to this level of performance. also been given a certificate of merit from I+4 'amkrishna ,ajaj /ational 6uality #ward during last year. I would stress that we sought such certification not because the Federation needed endorsement from outside agencies regarding its best practices. 'ather! achieving them serves the very important purpose of encouraging the standardi&ation of our production and marketing related processes and the infusion of a self$sustaining momentum into these processes. I find that such certifications are also very necessary in our village dairy cooperative societiesE election processes. "he importance of standardi&ation of our village society election processes lies in their instrumentality in throwing up genuine and visionary leaders. It determines the future of the cooperative movement. -tandardi&ation and transparency in our village
2>

society elections can come only through the continuous and impersonal adherence to a well documented process that an I-2 G==1 recognises. "he year 1GG1 was an important watershed for your Federation. It marked our bold foray into the brave new world of portfolio diversification and new product development. It was at this time when we took our first steps outside the security of our traditional productsJ powders! butter among others. -ince then! we have emerged as the food organi&ation with what may well represent the most diversified product portfolio $ ranging from ice cream and dahi to 5ong 5ife and Flavoured milk. De have learnt to be on the constant lookout for changing market re0uirements and to adapt to these changes proactively.

2F

COMPETITORBS ANALYSIS
"he 's.727 O 4rore Indian Ice cream market with a sale of F=.F million liters per annum in the organi&ed sector has reasons to put the turf war in .elhi under the microscope. #mul! with a 21.>7 percent share of the all$ India market at 2= million liters and +other .airy! with 1*=81 percent market share at 11 million liters! may not be an even match elsewhere 3owever! competition between the two could not have got any closer in .elhi. 3ere! it is *F? of #mul)s volumes that is pitted against *8? of +other .airy)s Oboth fetching up at 1.1 million liters each. Dith 355)s kwality Dalls :2.F million liters sales and 1*.GF percent market share< having virtually opted out of .elhi. #mul a new entrant in the market with its first season on is pitted against heavyweights but the going has been good for the company it has been able to capture top slots in the market with 21? of dealer share it could not had asked for better! it is no wonder that amul! +other)s dairy % are engaged in slugfest in the state. /aturally neither of brands has reduced prices! but the freebies have been coming thick and fast! taking a leaf out of the goodies on offer from the branded apparel sector and footwear to a name a few items! most of the flavors are now available in Ptwos). 2ne would now get two units of 0uite a

2G

few flavors for the price of one! in effect cutting the price by half. "hus +other .airy has offered Pone plus one) in the liter version of mango! butterscotch and Aaju Aishmish! while offering 7=? e tra on pineapple! choc chops! butter scotch and fruit bonan&a. #ccording to product manager! +other .airy! the freebies have ensured that the monsoon months will not be bad after all. Dith secondary competitors from the branded players segment undertaking mega retail prices. ,randed ice cream players will start witnessing consumer lapse if they are unable to consolidate their presence. #mul launch in the .elhi market this summer have made the market sit up on its toes and served as a major blow to the market ,I;;IB- cream belll! +other .airy! 355)s Ice cream they plan to make a dent into the ice cream market by aggressive pricing strategy. In fact! biggies have already been facing heat from the 4ream bell though still a new kid on the bloc. Bven as the 's. F=$croce @adilal Industries 5td :@I5< sets out to consolidate the operation of the flagship ice cream division! the #hmedabad based company is taking its cool on the making fresh investments in regions beyond its stronghold. "his comes at a time when the ice$cream market is seeking heightened activity at national and regional levels with the onset of summer. .eep pocket companies such as 3industan 5ever 5td are batting it
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out in the ice cream market with dairy$majors such as the ;ujarat 4o$ operative +ilk +arketing Federation :better know for its brand #mul< and +other .airy. Food +/4 /estle is reported to have spread its wings and waiting for a takeoff. #mul)s decision to enter the highly competitive .elhi market came shortly after rival 355)s decision to focus on seven metro cities only. Industry sources said that after #mul launches in .elhi$which accounts for about 2=? of the 8= million tones organi&ed ice cream market it has fragmented the market further. #mul feels its share in the ice cream market nationwide estimated at 1F million tones vis$Q$vis Awality Dall)s 22 million tones could have been more but for an arrangement with .elhi O based cooperative +other .airy! under which it doesn)t sell in .elhi +other .airy reciprocates by selling in #mul)s areas. #mul deployed a lot of deep free&ers for discounted prices with its launch in .elhi. Lnder it)s P3amara #pna .eep Free&er :3#.F<) scheme. Lnder this! retailer were encouraged to buy their own deep free&ers for vending ice cream! with #mul negotiating a discounted price on their behalf with refrigeration companies like ,lue -tar! @oltas and 4arrier. #mul has priced its ice cream at 's.G7 for a 2!=== ml @anilla ,rick! #mul charges 's. 87 for a 12!7= ml @anilla ,rick! which is what Awality Dalls
*1

and +other .airy are charging for a similar pack of >7= ml and 12!== ml respectively. -imilarly! it is selling a 1==ml vanilla cup for 's.1=! which is the same as +other .airy and #mul! where as Awality Dalls is charging the same for the F=ml cup. -ame with cones tough #mul is the lone warrior! which is offering butterscotch for dirt$cheap at 's.12 4ream bell is also offering the same for 's. 17 while the other brands are charging 's. 1F$'s. 22 for their cones. For those of you who want to eat ice cream and still ensure that you don)t add those e tra kilos on your waist! here is a scoop. For the first time ever! amul has decided to launch fat$free and sugar free ice creams! thereby creating an entirely new segment. it is also good news for health freaks diabetics. #lso! in term of leveraging the brand through ice cream parlors and vending machines! the study points out the need to communicate the propositions through neon posters and vinyl signage! especially at specific consumer eating spots. It is

*2

PROMOTIONAL TOOLS
TYPES OF PROMOTIONAL TOOLS W-@98(-9* CD ROMC9* -.$8' @72$>%$9(8+, Fast becoming the most fle ible and dynamic media of all. B pensive and challenging to originate but this is where all advertising and customer communications are headed! because the advantages and cost$to$value factors are so great. ItEs now perfectly feasible to produce all sales literature and brochures! plus lots more besides! in user$friendly! inter$active digital format. 4onventional printed sales material are steadily becoming obsolete! and in ten years time the printed brochure will be a real rarity. Debsites and 4. '2+Es share much of the same origination process and therefore cost! and as more agencies develop skills in these areas! and as production technology improves! costs of origination and production will reduce to levels that will threaten to finish off the traditional print industry as we know it. (ress and (ublic 'elations :('< "he press release is the most under$rated form of advertising. DhyM ,ecause it)s free! and moreover press editorial is perceived by the audience to be true! whereas advertising of all almost all other types is seen as Poh no

**

another advert) and therefore implies uncertainty or scepticism. ;etting your editorial printed for free is easier than you may think! and guidelines for doing so follow in more detail later. "@ and radio publicity works in the same way! although more difficult to secure and control. D87-%( M$8' "his is the process of sending! your material :by itself or in a shared mailing with other items< direct to the address of the potential customer. 4omponents of the process are a list! :your own data$base or names sourced elsewhere< the item to be mailed! facility to stuff and address envelopes! and postal charges! depending on the weight of the item. "he last two stages are called Pfulfilment). .irect +ail is generally used to generate a direct response from the recipient. 'esponse rates vary according primarily to the 0uality of the list! :ie how EtargetedE it is in terms of your offer<. +ore than 7? is e tremely good. Lnder 1?. is more common. +any mail order organisations are very profitable at responses of less than =.7?. Nour own database will typically produce a response of two or three times that of a list sourced elsewhere. 5ist prices vary enormously! from R27 up to several hundreds of pounds per 1===! depending on volume! how specific the list is! and how selective your profiling criteria are. Nou can also choose whether to have the list on labels! or on a disk in a common spreadsheet or database
*1

format. "hese days itEs very easy and highly cost$effective to do your own or outsource a mailmerge direct mail! campaign! using a word$processing program in conjunction with the list of names and addresses on a spreadsheet program. ;uide price including printed material! list and fulfilment is R7== per thousand. #cid test of the the viability is to assume =.7? response :ie 7 per thousand< multiplied by the average contribution :sales minus cost of goods or service sold< that you would e pect per new customer. If the answer is less than the cost of the campaign you have a good justification to proceed. D896'$) $>;-7(898+, "he taking of advertising space in the editorial sections of maga&ines or newspapers! as opposed to the classified sections! which are a less e pensive! and generally lower performing method. #ll significant publications will be pleased to provide you with their P+edia (ack)! which gives full details of all the types of display advertising available! for how much! together with lots of information about their readership profile and circulation. If you are trying to generate a direct response from display advertising you may need to feature a coupon of some kind. 2therwise display advertising is concerned with image$building and creating
*7

awareness. #s with other advertising methods! the use of Freefone telephone numbers and Freepost addresses all increase response rates. B72%1&7-9* '-$5'-(9 $+> 678+(-> .$(-78$' ,rochures and leaflets can be used for a variety of purposes! and can be distributed in different ways. # good printer can provide e amples and costings! and the easiest way to learn what works and what doesn)t is to look at other people)s material. "he aim of a brochure is foremost to generate new business through providing information in a way that appeals to the reader. "he acronym #I.# :attention interest desire action< should be the basis of its design. -ome brochures and leaflets are pleasing pieces of art! but they don)t achieve anything for the business! so avoid this trap. If you work with a designer be sure to control any fanciful tendencies and keep to the point. "oo much spent on a brochure can give the impression that your business is e travagant. 'estrict e penditure to keep material Pfit for purpose)! unless your are targeting a market that e pects to pay top prices. 4ommon :and therefore more cost$effective< Buropean leaflet formats are #* folded to #1! #1! #7! #1 folded to #7! #1 three$fold :gate$fold<. 3owever! printed advertising material can be very small indeed! so don)t automatically assume #1 format is most cost$effective. Dhen producing
*8

leaflets and brochures think about the way that they are to be distributed. If it needs an envelope is there one to fitM If the material is re0uired as an insert is it acceptable to the publicationM Is it to be available from a rackM .o you want people to retain the material! so would credit$card si&e be more appropriateM "here are thousands of different types of paper. 5etterheads are usually printed on to G=$1==gsm :grams per s0uare metre< cartridge! laid or bond. # 1==gsm paper is ade0uate for single sided mono or colour printing. 1*=gsm is better for double$ sided. 2==gsm is minimum weight for a post card format. 27=$*==gsm is used for business cards. 3eavier boards are usually measured in microns rather than gsm because density affects weight more at these gauges. 4oated matt and gloss Part) papers are used for higher 0uality effects! but add to cost. @arious lamination processes add more 0uality and more cost. PFull colour) printing uses the colours black! red! yellow and blue! and re0uires a plate to be made for each colour. +ono printing is black on white and re0uires just one black plate. Bach colour can be tinted :ie applied less than 1==? solid< to varying degrees across the print area! so with good design even black and white printing can give a high 0uality effect. 4onversely! a poor design can make full colour printing look cheap and
*>

nasty. If you want something classier than black and white! two colour printing can produce ama&ing results! without the cost of going to full colour. Bach plate can cost R2= to R7=! so you can see that a full colour job could cost R2== before any printing at all. #s a rule! printing costs reduce dramatically with volume. +ono :black and white< print runs of less than 1!=== are very e pensive! and less than 2!=== for colour are prohibitive too. For 0uantities from one single copy up to the low$hundreds! digital printing is a fast$developing technology that now offers superb 0uality without need for plates. B pect digital printing to become more cost$effective! more prevalent and competitive with conventional lithographic printing as the capital cost of e0uipment reduces! and the technology proliferates. L229- $+> @2&+> 8+9-7(9 Inserts! in the form of leaflets! brochures! or other material! are provided by the advertiser to the publication! to be sent out with the maga&ine or newspaper. Nou have to produce the materials to be used as inserts which incurs printing costs! and then pay the publication a charge for insertion! usually between R27 and R1== per thousand. "here is a big effect from economies of scale. 4harges vary according to weight of insert! how many inserts per publication! volume! the narrowness of the circulation profile!
*F

and how the publication is itself distributed. 'esponse rates from inserts are almost always lower than direct mail! particularly solus! but inserts are a very fle ible and cheap method of distributing an advert. ,ound$in inserts cost e tra! re0uire longer lead$times! and are favoured by some because they don)t fall out and conse0uently are seen by the entire readership! which is two or three times greater than the circulation. 5arge 0uantity leaflet drops without the need for envelopes or normal postal charges can be arranged through the 'oyal +ail! so that your leaflet is delivered at the same time as the normal post. "argeting! based on postcodes and 4ensus data! is possible to a basic degree! and the cost is inclusive in the distribution charges. 'oyal +ail minimum charge is R7==! which! for e ample! would pay for distribution of 11!G== leaflets weighing no more than 2=g. "his compares with a cost of over R2!*== for direct mail postage charges! apart from envelopes and stuffing. 2ther specialised household distributors provide similar services! often Ppiggy$backing) on local newspaper deliveriesK details can be obtained from the #ssociation of 3ousehold .istributors. P29(-79 98(-9 (12$7>8+,9* ($D8 %$@9* @&9-9" For advertising considered as public information a variety of poster sites are free to the advertiser! so it makes sense to use these freely! supported by
*G

some record system so you keep them up$to$date and utilised. 2ther sites vary according to nature and cost! from large roadside hoardings to buses! ta is and sports grounds. #nywhere that people pass or gather in large numbers is a potential poster site! and as with printed media! audience profile information is available. /ew sites are being discovered and e ploited all the time! such as supermarket trolleys and floors! table napkins! and even public conveniences! and the media e tends now into continuous video at post offices and petrol forecourts etc. L2%$' 7$>82* TV %8+-.$ $+> (1- I+(-7+-( 2ther forms of targeted media advertising! and now "@ and radio are increasingly used by smaller local businesses! although tight geographical targeting is obviously difficult. 4ost of production can be a significant factor. (roducing your own information and e$commerce on the Internet is now viable for even very small businesses. For consumer businesses! the in on$ line shopping boom has begun! so donEt get left behind. #ll business$to$business organisations should now have a web presence too! if only for (' and communications reasons. (articular styles and origination are re0uired for a good web site! and the medium is no longer passive! so you need to think about integrating
1=

promotion and advertising to attract people to your site. If you want more information or down$to$earth solid business advice on the biggest can of worms in the history of the world! then please get in touch. If you want technical information on the really esoteric stuff like meta tags and search engine rankings! then the best free source by far is at deadlock.com. G&8>- @22=9* H$+> @22=9 $+> N-?9'-((-79 (ublishing your own information material is potentially very effective! and costs can be reduced by incorporating relevant supporting advertising from other organisations wishing to be associated with your services and to target your audience. ;uidelines for /ewsletters follow later. #lternatively you can advertise in a relevant guide book produced by another organisation. 3owever! be careful to ascertain accurate details of circulation and profile if considering small or unproven publications. O6-+ >$)9 $+> -D18@8(82+9 "he advantage of personal contact is that you actually get to talk to your potential customers! which dramatically increases the chances of getting your message across. ,ut there is a limit to how many people you can target and access using these methods. 4osts of preparation and organisation can be big! and are rarely transparent at the outset so beware. Bvents of this nature do nevertheless offer good possibilities for follow$up
11

(' activity! which can contribute greatly to building a customer$friendly image. W27> 25 .2&(1 (ersonal referral is unsurpassed as an advertising tool. It costs nothing and is the most believable of all. "his is therefore a positive reason for sustaining e cellent customer service and relations. If your customers are thrilled by the service you give they)ll tell their friends. BUSINESS PLANS AND MARKETING STRATEGY $ 6'$+ $ a statement of intent $ a calculated intention to organi&e effort and resource to achieve an outcome $ in this conte t a plan is in written form! comprising e planation! justification and relevant numerical and financial statistical data. In a business conte t a planEs numerical data $ costs and revenues $ are normally scheduled over at least one trading year! broken down weekly! monthly 0uarterly and cumulatively. $ @&98+-99 $ an activity or entity! irrespective of si&e and autonomy! which is engaged in an activity! normally the provision of products and/or services! to produce commercial gain! e tending to non$commercial organi&ations whose aim may or may not be profit :hence why public service sector schools and hospitals are in this conte t be referred to as EbusinessesE.
12

@&98+-99 6'$+

"his is now rightly a very general and fle ible term!

applicable to the planned activities and aims of any entity! individual group or organi&ation where effort is being converted into results! for e ampleJ a small companyK a large companyK a corner shopK a local window$cleaning businessK a regional businessK a multi$million pound multi$national corporationK a charityK a schoolK a hospitalK a local councilK a government agency or departmentK a joint$ventureK a project within a business or departmentK a business unit! division! or department within another organi&ation or company! a profit centre or cost centre within an an organi&ation or businessK the responsibility of a team or group or an individual. "he business entity could also be a proposed start$up! a new business development within an e isting organi&ation! a new joint$venture! or any new organi&ational or business project which aims to convert action into results. "he e tent to which a business plan includes costs and overheads activities and resources :eg.! production! research and development! warehouse! storage! transport! distribution! wastage!

shrinkage! head office! training! bad debts! etc< depends on the needs of the business and the purpose of the plan. 5arge Ee ecutive$levelE business plans therefore look rather like a Epredictive profit and loss accountE! fully itemised down to the Ebottom lineE. ,usiness plans written at business unit
1*

or departmental level do not generally include financial data outside the department concerned. +ost business plans are in effect sales plans or marketing plans or departmental plans! which form the main bias of this guide. 9(7$(-,) originally a military term! in a business planning conte t

strategy/strategic means/pertains to why and how the plan will work! in relation to all factors of influence upon the business entity and activity! particularly including competitors :thus the use of a military combative term<! customers and demographics! technology and communications. .$7=-(8+, believed by many to mean the same as advertising or sales

promotion! marketing actually means and covers everything from company culture and positioning! through market research! new business/product development! advertising and promotion! (' :public/press relations<! and arguably all of the sales functions as well. +arketing is the process by which a business decides what it will sell! to whom! when and how! and then does it. .$7=-(8+, 6'$+ logically a plan which details what a business will sell! to whom! when and how! implicitly including the business/marketing strategy. "he e tent to which financial and commercial numerical data is included depends on the needs of the business. "he e tent to which this details the
11

sales plan also depends on the needs of the business. 9$'-9 the transactions between the business and its customers whereby

services and/or products are provided in return for payment. -ales :sales department/sales team< also describes the activities and resources that enable this process! and sales also describes the revenues that the business derives from the sales activities. 9$'-9 6'$+ a plan describing! 0uantifying and phased over time! how the

the sales will be made and to whom. -ome organi&ations interpret this to be the same as a business plan or a marketing plan. @&98+-99 9(7$(-,) E originally a military term! in a business planning conte t strategy/strategic means/pertains to why and how the plan will work! in relation to all factors of influence upon the business entity and activity! particularly including competitors :thus the use of a military combative term<! customers and demographics! technology and

communications. .$7=-(8+, 9(7$(-,) E originally a military term! in a business planning

conte t strategy/strategic means/pertains to why and how the plan will work! in relation to all factors of influence upon the business entity and activity! particularly including competitors :thus the use of a military combative term<! customers and demographics
17

PRODUCT PROFILE
NEW LAUNCHES AMUL FROFEN PROLIFE SUGAR FREE PROBIOTIC WELLNESS

DESSERT

I+>8$B9 F879( '2? 5$( '2? %$'278- D-'8,1(

-everal generations of Indian consumers have grown up eating ice creams! which traditionally is a combination of full cream milk! lot of sugar and nuts.. /ow with the changing trends! life style and climatic conditions people are becoming more and more health conscious. Aeeping in mind the need of these calorie conscious people! Amul is i !"#$u%i & 'i"s! !im( i I $i)*Amul +"#li'( su&)" '"(( +"#,i#!i% -(ll (ss '"#.( $(ss("!/ For a obesitic person! it is always advisable to curb down their calorie intake. ,ecause! high calorie intake causes the genesis of fat in body which gets stored in adipose tissues. Bven though when no fat is consumed! e cess

18

digestible sugar in your diet can make you fatty. "oo much sugar intake increases your vitamin , re0uirement and can make you @itamin , deficient. For! managing low calorie diet! It is suggested to consume digestible sugar free and low fat diet which is rich in dietary fibre! protein and other nutrients. A.&' P72'85- 9&,$7 57-- P72@82(8% ?-''+-99 >-99-7( # LOW FAT LOW CALORIE #mul (rolife sugar free (robiotic wellness dessert has been made by reduced fat content and sugar replaced with combination of low calorie sweetner:Fructo$oligo saccharide and sucralose<."hese sweetners has very low glycemic inde because they sparingly gets digested by digestive

en&ymes in stomach and small intestine. Amul P"#li'( su&)" '"(( wellness fro&en desserts has also been added with probiotic cultures which imparts a gastrointestinal well being and health benefiting factor. L2? F$( # #mul (rolife -ugar Free delight is containing 7=? less fat than the normal ice cream. L2? C$'278- O -ugar replaced with low calorie sweetners. A>>-> @-+-58(9 25 '2? %$'278- 9?--(+-79 (F7&%(2 2'8,29$%%1$78>-" #

1>

Fructo oligosaccharide is known as soluble dietary fibre. It escapes digestion at upper gastrointestinal tract and at large intestine it act as a food for beneficial bacteria! thus improving gut microflora. Improved gut microflora ultimately leads to a number of health benefits! say improved resistance to food born disease! stimulation of body disease fighting ability! vitamin synthesis in gut! prevention of formation and growth of colon cancer. W12 >2-9 A.&' P72'85- S&,$7 F7-- P72@28(8% ?-''+-99 9&8( @-9( G #ny one who wants to control/manage 2,B-I"NM #mul)s (rolife -ugar free probiotic wellness fro&en dessert is enriched with live beneficial cultures that help your overall well being and health. B-+-58(9#

3as low fat and calorie contentJ hence reduces obesity 4ontains no added sugar Improves immunity and digestion (revent gut infection and manages traveler)s diarrhea A;$8'$@'- 8+ 92 .$+) 5'$;2&79 6$%=-> 8+ 8+(-7+$(82+$' 6$%=8+,9# #mul (rolife -ugar free wellness delight is available in J
1F

127ml/7==mlS7==ml free and 1.27 litrs in 7 flavours J @anilla with chocolate sauce/-tarwberry/chocolate/shahi #njir and fresh litchi price ranging from 's.1F:127ml< to 12=:1.27litrs<. STAMINA CANDY

#mul! the market leader in ice$creams has launched a new product $ S($.8+$ C$+>) $ all over the country. "he 8= ml. Feel Fresh candy is available in orange and lime n lemon flavours! and is priced at 's. F/$.

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"he candy contains the crucial set of minerals and vitamins in a well digestible form! glucose! whey proteins! highly digestible calcium and vitamin 4 apart from milk solids which are vital and essential for body development of all age groups. "he -tamina 4andy is India)s 'i"s! 'i! (ss %) $0. /ormal ice candy 0uenches thirst! but does not help in gaining back the energy lost due to sweat. -tamina candy has carbohydrates which on metabolism provide energy to the spent muscles and helps in body growth and maintenance and has the right amount of sweetness and minerals to help 0uench the deep down thirst and keep the body tuned. In an effort to harness the untapped sports and fitness drink market in India! #mul had pioneered the introduction of a nutritious health beverage and instant energy drink -tamina based on milk nutrients. "he -tamina candy is an e tension of the concept. It is targeted at all segments of the society! especially health conscious young people who consider e ercise and sports as an essential part of their routine.

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"he product has been introduced keeping in mind the entire range based on the platform of taste! health and natural products. "he #mul -tamina 4andy is goodness and health packed in a healthy and natural manner.

B7-$>967-$>9# 1 #mul ,utter 2 #mul 5ite 5ow Fat ,readspread * #mul 4ooking ,utter C1--9- R$+,-# 1 #mul (asteuri&ed (rocessed 4heddar 4heese 2 #mul (rocessed 4heese -pread * #mul (i&&a :+o&arella< 4heese 1 #mul -hredded (i&&a 4heese 7 #mul Bmmental 4heese 8 #mul ;ouda 4heese
71

> #mul +alai (aneer :cottage cheese< Fro&en and "inned F Ltterly .elicious (i&&a

M8(1$-- R$+,- (E(1+8% 9?--(9"# 1 #mul -hrikhand :+ango! -affron! #lmond (istachio! 4ardamom< 2 #mul #mrakhand * #mul +ithaee ;ulabjamuns 1 #mul +ithaee ;ulabjamun +i 7 #mul +ithaee Aulfi +i UHT M8'= R$+,-# 1 #mul "aa&a *? fat +ilk 2 #mul ;old 1.7? fat +ilk * #mul -lim$n$"rim =? fat milk 1 #mul 4hocolate +ilk

72

7 #mul Fresh 4ream 8 #mul -nowcap -ofty +i

P&7- G1--# . #mul (ure ;hee -agar (ure ;hee . #mul 4ow ;hee

I+5$+( M8'= R$+,-# 1 #mul Infant +ilk Formula 1 :=$8 months< 2 #mul Infant +ilk Formula 2 : 8 months above< * #mulspray Infant +ilk Food M8'= P2?>-79# 1 #mul Full 4ream +ilk (owder 2 #mulya .airy Dhitener

7*

* -agar -kimmed +ilk (owder 1 C2+>-+9--agar "ea and 4offee Dhitener S?--(-+-> > M8'=# 1 #mul +ithaimate -weetened 4ondensed +ilk F7-91 M8'=# 1 #mul "aa&a "oned +ilk *? fat 2 #mul ;old Full 4ream +ilk 8? fat * #mul -hakti -tandardised +ilk *? fat 1 #mul -mart .ouble "oned +ilk 1.7? fat C&7> P72>&%(9# 1 #mul +asti .ahi :fresh curd< 2 #mul ,utter +ilk * #mul 5assee A.&' I%- %7-$.9# 1 R2)$' T7-$( R$+,:'ajbhog! 4appuchino! 4hocochips!

,utterscotch! "utti Frutti<

71

2 N&( 2 M$+8$ R$+,- :Aaju .rakshi! Aesar (ista! 'oasted #lmond! Aesar 4arnival! ,adshahi ,adam Aulfi! -hista (ista Aulfi< * U(9$; R$+,- :#njir! 'oasted #lmond< 1 S8.6') D-'8%82&9 R$+,- :@anilla! -trawberry! (ineapple! 'ose! < 7 N$(&7-C9 T7-$( :#lphanso +ango! Fresh 5itchi! #njir! Fresh -trawberry! ,lack 4urrant< 8 S&+>$- R$+,- :+ango! ,lack 4urrant! 4hocolate! -trawberry< > M8''-++8&. I%-%7-$. :4heese with #lmonds! .ates with 3oney< F M8'= B$79 :4hocobar! +ango .olly! 'aspberry .olly! -hahi ,adam Aulfi! -hahi (ista Aulfi! +awa +alai Aulfi! ;reen (ista Aulfi< G C22' C$+>8-9 :2range! +ango< 1= #mul prolife sugar free probiotic !! C$99$(($ 12 T78%2+- C2+-9 :,utterscotch! 4hocolate< 1* M-,$@8(- A'.2+> C2+11 F729(8= $ * layer chocolate ,ar
77

17 F&+>22 R$+,- $ e clusively for kids 18 S'8.S%226 F$( F7-- F72H-+ D-99-7( :@anilla! ,anana! +ango! (ineapple< 1> H-$'(1 J Isabcool !8 S($.8+$ %$+>) C12%2'$(- & C2+5-%(82+-7)# 1 #mul +ilk 4hocolate 2 #mul Fruit % /ut 4hocolate * #mul Bclairs B72?+ B-;-7$,-# 1 /utramul +alted +ilk Food M8'= D78+=# 1 #mul -hakti Flavoured +ilk R-$>) (2 S-7;- S2&69# 1 +asti "omato -oup +asti 3ot % -our -oup
78

RESEARCH METHODOLOGY
'esearch +ethodology is a systematic way! which consists of series of actions or steps necessary to effectively carry out research and the desired se0uencing of these steps. "he marketing research is a process of involves a number of inter$related activities! which overlap and do rigidly follow a particicular se0uence. It consists of the following steps 1. Formulating the objective of the study 2. .esigning the methods of data collection 3. -electing the sample plan 4. 4ollecting the data 5. (rocessing and analy&ing the data 6. 'eporting the findings

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RESEARCH DESIGN
'esearch .esign specifies the methods and procedures for conducting a particular study. # 'esearch .esign is the arrangement of conditions for collection and analysis of the data in a manner that aims to combine relevance to the research purpose with economy in procedure. 'esearch .esign is broadly classified into three types as 1 B ploratory 'esearch .esign 2 .escriptive 'esearch .esign 3 3ypothesis testing 'esearch .esign

2n the basis of the objective of study! the studies which are concerned with describing the character tics of a particular individual! or of a group of individual under study comes under .escriptive 'esearch .esign. D-9%786(8;- R-9-$7%1 D-98,+J In this research design the objective of study is clearly defined and has accurate method of measurement with a clear cut definition of population which is to be studied.

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FORMULATING THE RESEARCH PROBLEM

"wo steps are involved in formulating the research problemJ 1 Lnderstanding the problem 2 'ephrasing the problem into meaningful terms from an analytical point of view. "he training sessions are conducted in the beginning of training in order to make us clear about the task provided and how to handle the different situations.

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PREPARING THE RESEARCH DESIGN

"he research design is developed to collect the relevant information with minimum of efforts! time and money. M$7=-(8+, R-9-$7%1 O@<-%(8;-9# 1 "o undertake a prior market study before doing owns research. . "o make an analysis on the basis of the results.

2 T)6- 25 S(&>)# .escriptive. 3 R-9-$7%1 A7-$# -outh .elhi. 4 S2&7%- 25 I+527.$(82+# (rimary .ata. 5 D$($ C2''-%(82+ I+9(7&.-+(# 6uestionnaires % (ersonal Interview. 6 R-9-$7%1 A6672$%1# -urvey +ethod.

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THE MARKET PLACE

"he 's. 727 4rore organi&ation Ice cream market today has a numbers of the homegrown brands like vadilal! 4ream bell! +ilk Food and +other .airy who have grabbed large share of ice cream pie in their respective regions. +ilk food is planning to open *= of its PcafT 1==) parlous in the state of .elhi! (unjab and 3aryana .355 kwality walls a market leader in yesteryears is already not to sure how to gain back its lost ground and cut down its losses! there are many more who are seeking entry to take and an early positioning in the market that is e pected to grow faster than any other milk products. "he -wiss company! /estle -#! is already taking vadilal)s for manufacturing and marketing 3agen da&s ice cream in India. +anaging branded coffee cafTs chains may not be as difficult as managing chain of ice cream parlous as supply chain mechanism in case of ice cream is rather comple but nevertheless increasing supplies of milk in pushing companies to develop the market for milk products. Ice cream business in India! estimated at 's.12== 4rore! till very recently was drive by pushcarts selling 3industan 5ever)s Awality Dalls or the local brands. Ice cream parlors were few like in /arulas Ice cream parlous came in vogue only after

81

the arrival of multinationals like ,askin 'obins! +c.onald)s! ,lue ,unny and the most recent +ove$n$(ick! the largest being ,askin 'obbins with 11= Franchisee outlets. (arlous have an edge over the rest! at least in the urban market! which contributes the lion)s share to the industry. ,askin 'obbins had a tough building up its cold chain! the largest in India. SAMPLING DESIGN # -ample .esign is a definite plan for obtaining a sample from a given population. It refers t the techni0ue r the procedure adopted in selecting items for the sample. "he main constitution of the sampling design is as below$ 1. -ampling Lnit 2. -ample -i&e 3. -ampling (rocedure

SAMPLING UNIT # sampling framework i.e. developed for the target population that will be sampled i.e. who is to be surveyed. . 'etailers 4onsumers

82

SAMPLE SIFE It is the substantial portion of the target population that are sampled to achieve reliable results. 1>7$$$$$$$ 'B-(2/.B/" :'B"#I5B'< SAMPLING PROCEDURE "he procedure to choose the respondents to obtain a representative sample! a non$probability sampling techni0ue is applied for the target O market. N2+ P72@$@8'8() S$.6'8+, It is a purposive sampling which deliberately chooses the particular units of the universe for constituting a sample on the basis that the small mass that they so select out of a huge one will be typical or representative of the whole. /&>,.-+( 9$.6'8+,J "o select population members who are good prospects for accurate informationM

8*

DATA COLLECTION
"he data collection process is the predefined task that I have to undergo. "he data collection process starts right from the first day till the final day on the field. .uring the whole period a list of different retailers scattered around whole of the -outh .elhi gets visited on the regular basis. "he main task is to analy&e the market potential! study of the market share of the company and analy&ing the competitor)s strategies. "he survey process is not complete without consulting the .istributor % 'etailers. "he distributors are the key nodes that make the chain moving effectively. -o the response made by them is also an essential criterion to involved and reaching for certain decisions. "here are several ways of collecting appropriate data that differ considerably in the conte t of money costs! time! and other resources at the disposal of the researcher. "he tools used for data collection are asJ

81

PRIMARY DATA
"he primary data are those data! which are collected afresh and for the first time. #nd happen to be original in character. "he primary data to be collected for the study are$ I&-9(82++$87- E # set of 0uestionnaire is prepared for the cause of collecting different information related to the pre$determined objectives. "he 0uestionnaire prepared is in two forms % targeted towards the doctors and chemists differently. "he format of 0uestionnaire is 9(7&%(&7-> $+> +2+ >89,&89->. !"D87-%( P-792+$' I+(-7;8-? E Lnder this method of collecting data there is face$to$face conte t with the person from whom the information is obtained. "he data collected are from the 2 <respective selected doctors and chemists visited regularly. "he pattern used is S(7&%(&7-> $+> I+>87-%( I+(-7;8-?.

87

SECONDARY DATA
-econdary data means data that are already available i.e.! they refer the data! which have already been collected and analy&ed by someone else. Dhen the researcher utili&es secondary data! then he has to look into various sources from where he can obtain them! I/ this case he is certainly not confronted with the problems that are usually associated with the collection of original data. -econdary data may either be published data or unpublished data. Lsually published data are available inJ 1 @arious publications of the central! state and local governmentsK 2 @arious publications of foreign government or of international bodies and their subsidiary organi&ationK 3 "echnical and trade journalsJ 4 ,ooks! maga&ines and newspapersK 'eports and publications of various associations connected with business and industry! banks! stock! e changes etc.K 5 'eports prepared by research scholars! universities! economists etc. In different fields! and

88

6 (ublic records and statistics! historical documents! and other sources of published information. "he sources of unpublished data are manyK they may be found in diaries! letters! unpublished biographies and autobiographies and also may be available with scholars and research .workers! trade associations! labor bureaus and other public/private individuals and organi&ations. "he data collected from the various efforts and sources are presented tabular form and as shown distinctively from the ne t page.

8>

STRENGTHS

,iggest sourcing base for milk and milk products in India. India)s best$known local ,rand across all categories. 2>? market share in the national Ice 4ream market. (resence of a well$established distribution and delivery network for dairy products.

(enetration pricing strategy O #mul is the price warrior in the Ice cream market and currently has a very wide range to offer for all price points.

/ormally consumers in India prefer .airy Ice cream rather than fro&en desserts and #mul has a wide portfolio in the dairy ice cream segment.

Awality Dalls! #mul)s main rival! has F? market share! the second largest share in the organi&ed sector now is trying to e tend it)s cold chain in many cities and towns Dhereas #mul has presence in almost all towns because of it)s already e isting butter lines.

8F

4ustomer is most comfortable buying Ice 4ream in the @alue for +oney segment and #mul is well present in this segment.

#mul has built up a formidable image as a brand in which generations of consumers have placed their trust. "his can be used to its advantage while introduction of ice creams.

WEAKNESS

#mul)s #dvertising has low profile. Awality Dalls and cream bell on the other hand is into heavy advertising and conse0uently! is going to be popular.

# major entry barrier with #mul are their some non fle ible policies. If amul makes their policies bit fle ible than this will be beneficial for them.

'etailers want a credible 'eplacement policy of the ice cream ."hey would be willing to make further investments only for that brand which offers replacement facilities. #mul has no replacement policy.

'etailers now demand free&ers without having to pay any deposit. "his is especially true of those retailers who already stock one or the

8G

other ice cream brands. ,ut amul gives the deep free&er at lump sum amount.

OPPORTUNITIES

.elhi market is not restricted to monopoly outlets. "here are a significant number of retailers who are currently stocking more than two brands. "his is in #mul)s favour! as earlier it had to overcome this problem in the +umbai market.

"here is ample scope in the low priced segment as also in other categories where consumers presently are dissatisfied with the 0uantity being provided vis a vis the price being charged.

#mul has the opportunity to capture the more evolved young adults and children who are open to new products provided they meet their e pectations.

>=

THREATS

#mul might face threat from the local manufacturers in the low end of the market like in the seelampur .

Awality Dalls product differentiation strategy has been very well received by the consumers and +other .airy is also pushing up its advertising pitch.

4ream bell is also planning to double the number of push carts in .elhi.

>1

DATA ANALYSIS
#fter data have been collected researcher turns to the task of analysis them. "he analysis of the task of closely related option such as establishment of categories! the application of these calories to raw data through coding tabulation and then drawing.

S($(89(8%$' 8+5-7-+%-9 1) 4oding 2) Bditing 3) "abulation 4oding operation is usually done at this stage through which the categories of data was transfer into symbols that may be tabulated add counted Bditing was the procedure that improves the 0uality of data for coding with the stage was ready for tabulation "abulation was a part of the technical procedure where in the classified data are put in the form of tables.

>2

N2. 25 D-$'-79 C2;-7-> TABLE NO.! PRIMARY SOURCE #vailability of ,rands SAMPLE SIFE !4J

A7-$ 25 S&7;-) 5ajpat /agar /ehru (lace Aalkaji ,ader(ur -outh B T2($'

N2. O5 R-962+>-+( 1= 7= *= 27 *= !4J

P-7%-+($,22 2G 1> 17 1> !00

>*

TABLE NO.2 PRIMARY SOURCE SAMPLE SIFE !4J

N2. B7$+> #mul +other .airy 4ream ,ell Awality Dalls @adilal T2($' R-962+>-+( 88 21 *= 1> 11 !4J

25 P-7%-+($,*F 12 1> 2> 8 !00

>1

P72.2(82+ @) I%- C7-$. C2.6$+) TABLE NO.3 PRIMARY SOURCE SAMPLE SIFE !4J N2. S&,,-9(82+9 (rice 'eduction Increase #dvertisement -pent "aste Improvement .istribution Improvement #vailability of Free&ers T2($' R-962+>-+( 2F 81 11 *F *1 !4J 25 P-7%-+($,18 *7 F 22 1G !00

>7

S&,,-9(82+9 ,8;-+ B) R-($8'-79 TABLE NO.0 B7$+> #mul +other .airy 4ream ,ell Awality Dalls @adilal T2($' N2. 25 R-962+>-+( 71 *1 *1 *F 1F !4J P-7%-+($,*1 1> 2= 22 1= !00

>8

PRIMARY SOURCE SAMPLE SIFE !4J B7$+> #mul +other .airy 4ream ,ell Awality Dalls @adilal T2($' N2. 25 7-962+>-+( 82 21 2F 71 1= !4J P-7%-+($,*7 12 18 *1 8 !00

>>

GRAPH.!

35 30 25 20 15 10 5 0
Na g

No.of Dealers Co er!

29 22 17 15 17 Perce$tage

La jp at

1 22? of the retailers are covered from the area 5ajpat /agar. 2 2G? of the retailers are covered from the area /ehru (lace. 3 1>? of the retailers are covered from the area Aalkaji. 4 17? of the retailers are covered from the area ,adarpur. 5 1>? of the retailers are covered from the area -outhe .

Ne hr u

Ka lka ji Ba de rP ur !u th "# e
>F

Pl ac e

ar

GRAPH.2

A a"la#"l"$% of Bra&! 40 35 30 25 20 15 10 5 0 3% 27 17 12 6 perce$tage

&'ul

(!ther +rea' K,alit* /adilal )air* Bell -all.

1 #mul is present in *F? of the retailer surveyed. 2 +other .iary is present in 12? of the retailer surveyed. 3 4ream ,ell is present in 1>? of the retailer surveyed. 4 Awality Dalls is present in 2>? of the retailer surveyed.
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5 @adilal is present in F? of the retailer surveyed.

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GRAPH.3
Tas$e of e'"s$"&( Bra&! 35 30 25 20 15 10 5 0 &'ul (!ther )air* +rea' Bell K,alit* -all. /adilal 17 20 22 perce$tage 10 31

1 #mul has liking of *1? among the consumers. 2 +other .airy has liking of 1>? among the consumers. 3 4ream ,ell has liking of 2=? among the consumers. 4 Awality Dalls has liking of 22? among the consumers. 5 @adilal has liking of 1=? among the consumers.

F1

GRAPH.0

Bes$ D"s$r"#)$"o& *+a&&el 40 30 20 10 0 &'ul (!ther +rea' K,alit* /adilal )air* Bell -all. 36 1% 22 17 7 perce$tage

1 *8? retailer preferred the distribution channel of #mul 2 1F? retailer preferred the distribution channel of +other .airy 3 22? retailer preferred the distribution channel of crean bell ler preferred the distribution channel of @adilal
F2

GRAPH.J

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,ro-o$"o& #% I*e Crea- Co-.a&% 40 35 30 25 20 15 10 5 0 &'ul (!ther +rea' K,alit* /adilal )air* Bell -all. 12 6 16 perce$tage 35 31

1 (romotion strategies of #mul are liked by *7? of retailer. 2 (romotion strategies of +other .iary are liked by 12? of retailer. 3 (romotion strategies of 4ream ,ell are liked by 18? of retailer. 4 (romotion strategies of Awality Dalls are liked by *1? of retailer. 5 (romotion strategies of @adilal are liked by 8? of retailer.

GRAPH.K
F1

 1G? of retailer suggested for #vailability of Free&ers. 18? of retailer suggested for (rice 'eduction. 22? of retailer suggested for .istribution Improvement. F? of retailer suggested for an improvement in taste. *7? of retailer suggested for increase in #dvertisement.

F7

FINDING
#s regards outlet e clusivity! I found that the major manufacturers :@adilal and Awality Dalls< have entered into agreement with some retailer to stock only their respective products! which has also adversely affected competition between manufacturers and between the distributors.

3ere is some of the finding that I came across as I surveyed the market. 1. #n average .elhi retailer is notorious and really very smart he is hard to keep and the company has to make e tra efforts to keep him loyal and this is not just with #mul it is the same with every other Ice cream company.

2. "he power outage was serious problem even in .elhi the sub urban areas like .evi! .akshipuri and the urban area like 3au&Ahas were having serious power outage which was again one reason why retailers were so afraid of stocking up ice cream. 3. "he free&ers were hapha&ardly arranged i.e. the dealers were storing almost every thing that needed free&ing or cold into the free&ers from the peas to .

F8

4. .istilled water besides there were free&ers where the different brands of ice cream were stocked simultaneously. 5. "he Ice cream market is very cost effective i.e. you need to be good and cheap at the same time to make your product sell well. 6. "he Ice cream business re0uires that the distribution network be e0ually good besides there should be proper and timely delivery and also replacements should be timely done otherwise chances are that the retailers would shy away from that particular brand. "he lone reason why 4ream ,ell was able to stock its Ice creams in #mul)s free&ers was because we provided replacement and they didn)t. 7. It)s easier to find new retailer only when the company supports its retailer force i.e. the retailer should be give some rebate when it comes to buying free&ers besides the company should always encourage dealer to buy the free&ers of at least 1== 5ts because in future the retailer can easily up his orders if demands are high. %. "he company has a very right policy of promoting itself hard at the places where the youth actually hang out. "he company I found got the menus printed of +isthan -afe in H block market in -aket near (@' -aket where young people actually hang out this may promote company well and get it long time loyalty from customers.
F>

RECOMMENDATIONS

1. In considering the measures needed to remedy the adverse effects identified our objective has bee to establish a framework I which competition would be effective with as little ongoing regulation as possible. 2. 2n free&er e clusivity! I recommend that other Ice cream brands should be restricted from entering into any agreement or arrangement for capacity I any free&er I any retailer outlet used to stock wrapped impulse ice cream. "he company should make sure that it doesn)t end up fighting with other companies for the remaining free&er space so the company should make sure that whichever market it enters it should sanction enough money to fi free&ers at least the shops where the demand is good. 3. 2n outlet e clusivity! I recommend that the company make sure that the retailer it invests on especially where the company gets the pamphlets printed and also invests on the outlets fi ing up big signboards and also other accessories like tables and chairs etc. in that case the company should demand total loyalty and also fi up certain target for that shop so that if

FF

the target is met the company further reward the retailer with further discounts or margins. 4. 2n distribution! we consider remedies that would regulate the supply by #mul to independent wholesalers O such as specifying the minimum order range besides the distribution should also be perked up i.e. the availability should be such that shortages ever occur besides care must be taken that delivery be 0uick and that the ice cream is not loose or melted. 5. #s far as the billings are concerned the company must take proper care that billings be done accordingly and any hassles that arise must be addressed 0uickly care should be taken to bill properly because wrong billings ca take away the credibility of the company. 6. 4ompany has been right in addressing the top shops in town by keeping free&ers and giving other support to bigger retailers these retailer are with I reach of the upwardly mobile yuppie class but the company should also address to the dealers that don)t form the company)s top agenda because if the company fails to do the same though it may earn its bread and butter but won)t be able to earn necessary brad recognition that might help up the company cater to greater amount of taste buds that should be company)s brand policy. 7. 4ompany though has reached its tentacles into the Institutes like /IF"
FG

but there are many like that in .elhi and the company should try reaching the canteens of Institutes like II" .elhi. "hey might not bring the staple for the company but do enough to create a long term demand besides may even help to generate recognition and even human resources. %. Lrgent action should be taken to the above recommendations to help stall competition and to also help the company to stand itself in the market

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LIMITATIONS

+arketing research suffers from several limitations. # large number of problems which are caused by financial constraints! insufficient sample si&e! and lack of personal contact etc. marketing research only helps managers in decision making process. It provides data and information to the managers but it can not be a substitute for marketing. L8.8($(82+9 25 S&7;-)# In this industry! it is very difficult to find the e act figures as the consumption is very low. "here is not a particular trend followed in this industry to promote sales. #ctions are taken according to the situations and the situation changes very fast in this industry. -ales price vary from retailer to retailer! as the cost price is different for different retailers due to schemes given. "he number of shops is very large in number and it is very difficult to cover all of them.

G1

CONCLUSION

Ice industry is very competitive industry and dominance of @adilal makes it tougher for other brands to establish in this field. -o in order to compete in this market everything should be perfect with main focus on distribution. "he distribution must be proper and retailers must be the main center of focus. "hey are the people who can make difference. #mul advertisement is coming on "@ and F+ 'adio in .elhi also. -o there is a possibility that sales will increase as more and more people come to know about #mul icecream . #dvertisement can bring the customers to the shops but after that the retailer is the key person. If he wants he can sell any milk. "herefore it should be the combined effort of company and retailers to improve the sales. #lso people always prefer change so if we provide them better substitute of @adilal they will welcome this change.

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G*

BIBLIOGRAPHY
K2('-7* P18'86 $+> G$7) A7.9(72+, (!LLL"* +arketing +anagement :/ew .elhiJ (rentice 3all of India< K2(1$78* C. R.(!LLL"* 'esearch +ethodology :.elhiJ ;lobal ,usiness (ress< M$,$H8+-9# ,usiness Dorld ,usiness "oday India "oday /2&7+$'9# Indian Hournal of +arketing "he #lternative Hournal of +anagement -tudy % 'esearch N-?9 P$6-7# "imes of India Bconomic "imes W-@98(-9# 1((6.::.???. $.&' 8%- %7-$. 1((6.::.???.,22,'-.%2. :#ug$-ep =F< :+ay 2==F< "he Hournal of India management %strategy :Huly$-ep =F< :17 #pril! 2==F< :4ollector Bdition @ol.1< :18 #pril! 2==F<

B&98+-99 9($+>$7> .$7=-(8+, .$+$,-.-+((618'86 =2('-7" 7-9-$7%1 .-(12>2'2,) (%.7.=2(1$78"

G1

IUESTIONNAIRE
R-($8'-79 N$.-# S126 A>>7-99# T-'# 1. Dhich brands keep in your shopM U U U U U #mul +other dairy 4ream bell Awality Dalls @adilal : < : < : < : < : <

2. #ccording to you best distribution channel is ofM U U U U U #mul +other dairy 4ream bell Awality Dalls @adilal : < : < : < : < : <

*. Dhich brand provides best promotional effortsM U U #mul +other dairy : < : <

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U U U

4ream bell Awality Dalls @adilal

: < : < : <

1. Dhich ,rand is most liked by consumerM U U U U U #mul +other dairy 4ream bell Awality Dalls @adilal : < : < : < : < : <

7. Is the Ice cream readily available to you on ordering to companyM Nes : < /o : <

8. #re you satisfied with margin provided by the company of the productM Nes : < /o : <

>. 2ther competitive brand providing good marginal. $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$.

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F. #re you satisfied with the 0uality of these brands :ratify them<M U U U U U #mul +other dairy 4ream bell Awality Dalls @adila : < : < : < : < : <

G. #re you satisfied with brand nameM Nes U U U U U #mul +other dairy 4ream bell Awality Dalls @adila : < : < : < : < : < /o : < : < : < : < : <

1=. .oes visit of e ecutive /deliveryman is regularM Nes : < /o : <

11. #ny e tra promotional measure you like to addM

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$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ 12. -uggestion from you side to an ice cream company isM U #viability of free&er should be increased U (rice reduction U .istribution improvement U "aste improvement U 2ther$$$$$$$$$$$$$$$$$ 1*. #re you interested in selling ice creamM Nes : < /o: <

11. If given a choice among following brands of ice cream! which one would you like to have :choose 2nly one<J 1. #mul 2. +other diary *. @adilal 1. 4ream bell : : : : < < < < 7. .inshaw 8. Awality walls >. 2thers : <

17. (lease mark your reasons for the choice made in 0uestion 2$# 1.,rand -uperiority : 2.6uality *.(rice 'ange : : < < < 1.(ackaging 7.(rofit margin 8.(roduct 'ange : : : < < <

GF

18. .oes different schemes that companies run for deep free&ers also affect

your decision for keeping ice$cream of that particular brand or companyM

Nes

<

/o

<

1>.

If yes! what type of scheme will attract you mostM :In order of preference<

Installment -ecurity ,asis Free -cratch coupons

: : : :

< < < <

7.Free Ice$cream : 8. 5ump sum :

< <

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1==