Centre for Management's PGDBM Semester III student Luv Joukani won Best Summer Intern of the Year for his summer internship work at Mother Dairy. Here is a summary of his experience.

2.  Milk
 Dairy Product
 Ice-cream
 Edible Oil
 Frozen
 Juices and Fruit beverage
 Processed food
 Grocery

3.  The ice-cream market in India is of Rs 1800
cr (approx)
 Mother Dairy’s share is around 18%
 In Mumbai, Vadilal, Amul and Kwality Walls
are the leaders.

4.  Choosing a specific retail outlet that can be converted into
Mother Dairy outlet through OYA(Own your asset) program
 To increase the sale of mother dairy ice-cream by increasing
the number of retail outlets.
 Factors influencing in New Retailers mind for buying new
Deep freezer.
 What do Retailers looks before opening Ice-cream parlor in
their shop?

5.  Cold calls after market mapping
 Margins
 Quality
 Reasonable pricing
 Mother Dairy maintenance free asset

6.  Location
 Type of shop
 Purity with other company and product assets
 Footfall in the particular shop
 Proposed place to keep company asset

7.  People willing to spend
 Customer(Retailer) wants service, margin not
the only criteria.
 “A” Grade areas purchase big packing ice-
cream more as compared to small packing
such as sticks, cups etc
 Sale in summer season very high, Decrease in
sale in rainy season by more than 50%

8.  Motivators
◦ After sales service
◦ Fridge maintenance
◦ Product availability
 Hygiene Factors
◦ Margin
◦ Timely order taking and delivery
◦ Quality

9.  Advertise on Television, radio or through
events to increase market awareness and
visibility.
 Concentrate on Motivating factors.

10.  Opened 34 New retail outlets

11.  www.motherdairy.com
 http://www.business-
standard.com/article/companies/how-
mother-dairy-is-planning-to-serve-its-ice-
creams-nationally-113052400678_1.html

12. Presented By:-
Luv Joukani