65922767 project-on-vadilal-mother-dairy

MINOR PROJECT REPORT

ON

(TITLE OF TH PROJECT AND NAME OF THE ORGANISATION)

SUBMITTED BY
(KULDEEP SHARMA)
10919201710
STUDENT OF

LINGAYA’S LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES
MANDI ROAD, NEW DELHI-110047

FOR THE PARTIAL FULFILLMENT
OF
BACHELOR IN BUSINESS ADMINISTRATION
UNDER THE SUPERVISION
OF
Mr. GAYATRI
SUBMITTED TO

GURU GOBIND SINGH INDRAPASTHA UNIVERSITY

DELHI, INDIA

1

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 MS. GAYATRI

HEAD OF THE DEPARTMENT Project Incharge

BBA BBA

LINGAYA’S LALITA DEVI INSTITUTE LINGAYA’S LALITA DEVI

OF MANAGEMENT AND SCIENCES INSTITUTE OF

MANDI ROAD NEW DELHI.

MANAGEMENT AND SCIENCES


2

OF MANAGEMENT AND SCIENCES


3

TABLE OF CONTENTS

CHAPTER NO. TITLE PAGE NO.

ACKNOWLEDGEMENT
iii

PREFACE
iv

EXECUTIVE SUMMARY v

LIST OF TABLE (if any) xii

LIST OF FIGURES
xviii
LIST OF SYMBOLS xxvii

1. INTRODUCTION 1

1.1 GENERAL 1

1.2 .... ......... 2

1.2.1 General 5

1.2.2 ........... 12

1.2.2.1 General 19

1.2.2.2 . . . . . . . . . . 25

1.2.2.3 . . . . . . . . . . 29

4

1.2.3 . . . . . . . . . . . . 30

1.3 . . . . . . . . . . .. . . . . . . 45

1.4 .................. 58

2. LITERATURE REVIEW 69

2.1 GENERAL 75

2.2 .......... 99
2.2 ……………. 100

5

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.

<Font Style Times New Roman – size -14>

6

APPENDIX 5

DECLARATION
<Font Style Times New Roman – size -16>

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.

<Font Style Times New Roman – size -14 spacing 1.5>

[YOUR NAME] [ENROLMENT NO]

[SIGNATURE OF STUDENT]

7

PROJECT REPORT

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

8

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

9

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.

10

• Nicholas Lemery’s Recueil de curiositéz rares et nouvelles de
plus admirables effets de la nature, published in 1674, contained
the first recipe for flavored ices.
• The Quaker colonists who brought their ice cream recipes with
them introduced ice cream to the United States.
• It is said that Ice Cream was regularly consumed by Ben
Franklin, George Washington, and Thomas Jefferson.
• During the eighteenth century, the spread of ice pails and
cookery books with ice recipes, almost everywhere around the
globe, resulted in the delicacy becoming more common.
• Robert Green, in 1874, is supposed to have invented the Ice
Cream Soda, which took ice cream consumption in America and
other parts of the world to great heights.
• The twentieth century saw an explosion of sorts in the
popularity of ice cream owing to availability of cheap
refrigeration.
• Italian confectioners made Gelato, their own form of Ice Cream,
which became immensely famous due its texture and lightness.
• During the St. Louis World’s Fair in 1904, cones were used for
the first time to serve Ice Cream.
• A chemical research team in Britain came up with the soft ice
cream, which had more air in it. It became immensely popular
because of its creamy yet light texture. Today, it is popularly
known as the ‘Softy’ ice cream.
• In the 1980s, the older, thicker ice creams made a comeback and
were referred to as ‘Premium’ Ice Creams.

Basically the ice-cream business comes under FMCG sector. 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.

11

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 Ice-
cream 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 Ice-
cream 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 it’s 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:-

12

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.

13

MAJOR FACTORS:-

1. The broad market of semi urban market.
2. Least no. of competition.
3. Increase in consumption level of people.
4. Favorable climate for ice-cream in India.
5. GDP growth and growth in per capita income.

14

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 consumer’s 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 ICE-
CREAM
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
15

certain status symbol, quality and any other personal brand
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 money’s 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.
16

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

17

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 Ahmedabad, India[2][3]

Key people 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 range of ice-creams in the

18

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 great-grand father of Virendra R. Gandhi,
Rajesh R. Gandhi and Devanshu L. Gandhi, started a soda fountain.
He passed on the business to his son, Ranchod Lal, who ran a one-
man operation, and, with a hand cranked machine, started a 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 firm. As a result, by the 1970s, the Vadilal Company had

19

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
Adjusted Profit After Extra
2.84 0.06
Ordinary Item
Book Value 0.00 0.00
EPS 4.10 -12.97
Dividend 0.00 0.00

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Quarterly Results (in %)
% Change over
September, 2009
Sales Turnover 44.91
Other Income -20.83
Total Income 44.05
Total Expenditure 29.75
Operating Profit 510.91
Interest 0.00
Gross Profit 501.79
Depreciation 6.00
Tax 0.00
ReportedPAT -131.59
Equity Capital 0.00
Extra Ordinary Items -100.00
Adjusted Profit After Extra Ordinary Item 4633.33
Book Value 0.00
EPS -131.61
Dividend 0.00

21

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; it’s 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.

22

PRODUCT PROFILE

TYPE FLAVOURS
CUP 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
Slice Cassatta

Sajan Sajni R/cut

Matka Kulfi

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PARTY PACKS Kesar runch
Shahi Bonanza
Rose Kaju

MOTHER DAIRY ICECREAM

24

Type : Cooperative
Industry : Diary
Founded : 1974
Headquarters : Delhi, india
Key people :Sanjay Sinha, CEO, Mother Dairy India Ltd
:Mr. Sunil Bansal CEO Hortilculture SBU
Employees :2500
Website :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
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.

25

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 Dairy’s 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.

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.

26

The company’s 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 Company’s 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.

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,
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.

27

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 India’s 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.

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

28


Mother Dairy markets approximately 2.8 million liters of milk daily
in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother

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 Company’s 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.

29

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 Delhi, India

Key people

Sanjay Sinha, CEO, Mother Dairy India Ltd

Mr. Sunil Bansal CEO Hortilculture SBU

Products See Products

Revenue ?

30

Employees2500

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 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

31

cause of oilseeds grower cooperatives that manufacture/ pack the
Dhara range of edible oils by undertaking to nationally market all
Dhara products.

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

Mother Dairy markets approximately 2.8 million liters of milk daily in
the markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother

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

32

outlets in various parts of the country. Fresh produce from the
producers is handled at the Company’s 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 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.

33

TYPE FLAVOURS NAME

LIC LOLLEEZ BUBBLE GUM
BANANA
SHARARAT
COLA
LEMON
ORANGE
CHULBULI
MANGO-RASPBERRY
COOL BUDDIES
CHOCO BITZ

KULFI
KULFI KESAR
KULFI PISTA
CUPS

VANILLA
STRABERRY
SUNDAE MAGIC CHOCOLATE
CHOCO-CHIP
COFFEE EXCESS

34

JAMAICAN ALMOND FUDGE
FRUIT CLASSICS SHAHI MEVA MALAI

STRABERRY CRUSH
BRICKS MANGO MARVEL
LITCHI SURPRISE

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

35

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 ice-
creams.

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

36

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.

37

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

38

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

39

2.How frequently do you purchase ice-cream?
Everyday 08
3-4 times a week 23
Once a week 07
Once a month 03
Occassionally 09

40

3.What is your favourite brand in ice-cream?
Vadilal 30
Mother Dairy 15
Others 5

41

4.What makes you like that ice-cream?
Quality 26
Flavours 23
Company Image 1
Advertisement 0

42

5.How much importance does price play in your choice of brand
of ice-cream?
No Effect 27
Little 20
High 3

43

6.According to you which of these following brand having better
delivery system?
Vadilal 28
Mother Dairy 15
Others 7

44

7.How do you prefer to have your ice-cream in?
Stick 10
Cup 16
Cone 22
Others 2

45

8.To what extent do the advertisements & offers influence your
purchase?
Very Much 21
Little Bit 24
No Effect 5

46

9.Where do you usually buy your ice-cream?
Super Market 2
Ice-Cream Parlour 20
Ice-Cream cart/Vehicle 19
Others 9

47

10.Most of time you aware about new brand/flavour of ice-cream
through?
Words of Mouth 16
Televisions 28
Radio 1
News Papers 5

48

CONCLUSIONS

 98% of respondents purchase ice-creams.
 18% of respondents purchase ice-cream everyday,46% of
respondents were purchase 3-4 days a week, 14% of respondents
purchase ice-cream once a week, 6% of respondents purchase
ice-cream once a month and 18% of respondents purchase ice-
cream occasionally.
 60% of respondents choose VADILAL as their favorite brand,
30% of respondents choose MOTHER DAIRY as their favorite
brand and rest of them (10%) choose other brands.
 52% of respondents choose their ice-cream according to quality,
46% of them choose their ice-cream according to flavor, 2% of
them choose their ice-cream according to company image.
 In that survey I found that price does not effect their purchasing
of ice-cream.
 VADILAL is having better delivery system in comparison to
MOTHER DAIRY.
 MOTHER DAIRY is giving high margin to the retailers in
comparison to VADILAL.
 According to survey in BAREILLY region, the offers and
schemes effect the purchasing very much.
 In BAREILLY region the awareness of new brand/flavor come
through TELEVISIONS and WORDS OF MOUTH.

49

LIMITATIONS

 The study is confined to area only.

 There is possibility of sampling errors in the study.

 The responses of the consumers may not genuine.

50

BIBLIOGRAPHY
WEBSITES:

 www.google.com

 www.scribd.com

 www.wikipedia.com

 www.motherdairy.com

 www.vadilal.com

 www.economictimes.com

51

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