Final Project Report (Company)

Introduction

Ice cream is one of the most important parts 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 Cr. and it is increasing day by day. Before 2000-01,

there was very little demand of ice cream in India. But the GDP of India is

increasing in the last 5- 7 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. Now a day, people want to spend money on good and quality

products without any hesitation. It is a gain for the food and beverage industry. So

the demand of ice cream is also increasing in India and as a result the ice cream

industry is also improving and developing at an increasing rate. Now a day, there

are six national level companies engaged in dealing with ice cream including two

MNCs.

Ice cream is preferred by all age groups and by all genders. But most of its

demand comes from the teenage and child group.

41%

23%

21%

15%

Consumption of Ice Cream

Teenager Child Adult Old Oerson

KIIT SCHOOL OF MANAGEMENT, BHUBANESWAR Page 1

The graph is showing the demand of ice cream among the different age level

of consumers.

As per above data chart, the consumption of ice-cream is more among the

teenagers. Due to the season, trend, advertisement, and some other requirements,

they prefer ice cream much more. At the present time, the 41% of total

consumption of ice-cream is done by teenagers. Children are second most

demandable consumer for ice cream. In the other sense we can say that the

children are the way to turn a person’s mindset for purchasing of goods. Present

time, there are 23% of total consumption of ice cream is done by children. From

the last few years, the demand of ice cream is increased among the service persons,

college students, sports persons etc. the 21% of total consumption of ice-cream is

made by adult persons. There are some flavors of ice-cream like strawberry,

chocolate etc are most preferred by old peoples. 15% of total consumption is done

by old persons.

Now in consumption of ice cream there are three basic stages.

1. Pre-purchase:- Brand image, Health issues and suitability:

Brand image of the ice cream - The consumer considers the kind of image the

brand that he is going to purchase depicts. It has to suit certain status symbol,

quality and any other personal brand 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 losses. About which we will be discussing further in this

report.

Suitability – The product should suit the taste, flavor and ingredients that are in

line with the consumer needs and wants.

2. Purchase:-Price, Environment and 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.

3. Post-purchase:- Quality, Satisfaction and 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.


Now for the sale of ice cream market is generally divided into two different

types.

Retail Market

Vending Market

In the retail part the customer has to go to the selling unit for the purchase,

but in vending part the unit comes to the customer. The total sale of ice cream is

dependent on these two parts. In the total sale share of retailing is bigger than

vending. Share of vending market is around 17% of the total sales of ice cream

market.

Background of the Project

Overall Kolkata Ice cream market & share of Mother dairy:

Ice cream market in Kolkata is one among the large markets in India. Many

national companies like Mother Dairy, Kwality Walls, Amul and Vadilal are

present in this market. Along with these companies there are many local

companies like Metro Dairy, Rollic and Coolfi who has a very large share in the

market. Ice cream market in Kolkata generates revenue of approximately 100 cr.

Rupees each year, out of which the share of vending is around 15 to 20%. The


share of vending is less due to less strength of vending of many national players

and absence of vending of local players like Metro Dairy.

Mother Dairy is present in the Kolkata for last three to four years. It also has

a growth rate of around 45 to 50%. But still its market share is about only 7 to 8%

of the total ice cream market of Kolkata and it’s having only 20-25% share in the

vending part. The biggest share in the vending market is being held by Kwality

Walls which is more than 45%.

Company Background of Mother Dairy:

Mother Dairy was set up in 1974 under the Operation Flood Program. It is

now a wholly owned company of the National Dairy Development Board (NDDB).

Mother Dairy markets & sells products under different brands like Mother

Dairy, Dhara and Safal at a national level through its sales and distribution

networks. The Mother Dairy brand contains a range of milk and milk products like

Ice creams, Curd, Cheese and Butter, the Dhara brand contains edible oils and the

Safal brand contains a range of fresh fruits & vegetables, frozen vegetables and

fruit juices.


Mother Dairy sources significant part of its requirement of liquid milk for

production of different products from dairy cooperatives. Similarly, Mother Dairy

sources fruits and vegetables from farmers / growers associations for the Safal

range. 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.

The company derives significant competitive advantage from its unique

distribution network of bulk vending booths, retail outlets and mobile units.

Mother Dairy ice creams were launched in the year 1995. Initially Mother

Dairy introduced two brands of ice creams, Mother Dairy and Chillz. These two

brands have shown continuous growth over the years and today boast of

approximately 62% market share in Delhi and NCR.

Mother Dairy launched its complete range of ice cream products and started

marketing in Kolkata on 16th June, 2005. It used two methods for marketing and

sales of ice creams which are retailing and vending. In Kolkata the share of Mother

Dairy ice cream is around 7 to 8% of the total ice cream market. Last year the sale

of its ice cream in Kolkata is around 6 to 7 Cr., where the share of its vending part

is around 2 to 2.2 Cr... This gives a clear picture that in the total sale of Mother

Dairy contribution of vending is around 25%.


75%

25%

Share of Vending In Total

Retail Vending

Now in the total sale in the ice market of Kolkata by vending channel is near

about 15 to 17 Cr. Rupees. Hence it can be clearly seen that the share of Mother

Dairy Vending is around 14 to 15%.

86%

14%

Total Sales by Vendors in Kolkata

Others Mother Dairy


But in the number of carts the total strength of carts in Kolkata is around

1500.Among these carts of Mother Dairy is in 265 and is growing at a rate of 15%.

It shows an 18% share of Mother Dairy in number of carts.

82%

18%

Share of Mother Dairy in Total No. of Carts

Others Mother Dairy

Project Objectives

Tasks for Mother Dairy:

a. The task this year for Mother dairy is to “win Kolkata Vending” at any

cost i.e. to grow in Kolkata market by 150% and thereby bridge the gap

with Kwality walls, the main player. This will be done by focusing on all

tasks that make the brand more salient, available, visible and acceptable

by both consumers and vendors alike.


b. Kolkata is price sensitive market therefore it is essential to understand the

dynamics of market.

Key competitor market analysis:

a. Analysis of different methods of Kwality Walls in

Promotions

Visibility

Launches and Re-launches

Supply Chain etc.

b. Analysis of methods applied by Kwality Walls to retain their large

number of vendors.

Company Background of the competitor (Kwality Walls):

Kwality Ice Cream is the pioneer in the Indian ice-cream

manufacturing industry and in 1956 became the first company in the country to use

imported technology for manufacturing ice-cream on a commercial scale. As the

ice-cream industry exploded in India, in 1995 Kwality Group joined hands with

Hindustan Lever Limited and then there was no looking back.

The Indian consumer market was introduced to “KWALITY WALLS” – the

result of a collaboration between global brand Walls and the leading Indian ice-

cream brand Kwality. Though the two giants eventually parted ways, the

collaboration made Kwality a household name and created deep in roads for the


brand in the consumer market. Today, Kwality 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. Kwality ice-creams are trusted

not only for their rich, creamy flavors, but also for their trusted quality and

nutritious food value.

The Indian ice cream market is estimated to be around Rs 1500-2000 Cr.

with the organized market hovering around 600 Cr... Kwality Wall's had a market

share of around 40% of this segment. Although HLL and Amul is claiming

leadership in the Indian ice cream market, the fact is that the market is highly

fragmented and increasingly commoditized.

Kwality Walls focuses on key consumer markets (the top-20 cities) and has

a three-pronged strategy in terms of availability, affordability and acceptability."

Kwality Walls has focused on cities and impulse products such as Feast and

Cornetto. According to it, since most ice-cream consumption is out-of-home, an

increase in the number of outlets would play a key role in the sales. To cater to the

growing incidence of malls, the company aims to provide high-end value-added

products to its customers. Its current ice-cream portfolio consists of Cornetto,

Feast, Viennetta, Sunshine Zing Cones etc...

In order to drive volume by overcoming the price barrier, HUL has

employed internal cost engineering and process innovations for Kwality Wall's to

create products such as Cornetto Choco Fudge sold at Rs 15.

In Kolkata market Kwality Walls is at a very strong position. It has more

than 2000 retail outlets and has tie up with many companies and food chains. In


vending also it has more than 675 carts which is around 45% of the total strength

of vending in Kolkata and is targeting to grow them by another 200.

45%

55%

Share of Kwality Walls in No. of carts in Kolkata

Kwality Walls Others

In terms of sales also vending channel of Kwality Walls has a sale of more

than 10 Cr. and is growing at a rate of 27%.

Project Methodology and

Design

Meaning:

Research is an art of scientific investigation; research is the systematic

method consisting of understanding the problem, collecting the facts and data,

analyzing the facts and reaching certain conclusions either in the form of solutions

towards the concerned problem or in certain generalization for some theoretical

formulation.


Research design:

The research undertaken this case was descriptive in nature. Considering the

nature of the research the survey method was adopted. In the survey personal

interviews were conducted and a structured questionnaire was administered during

the interviews.

Sample size:

From the population of various ice cream vendors of both Mother Dairy and

Kwality Walls in Kolkata, sample of 80 from Mother Dairy and 70 form Kwality

Walls was taken for the study.

Sampling method:

In this case Convenience Sampling was used because the area for the

research was very large. Moreover the population size was also very large to

collect data because vendors are not fixed at any place because they have to go to

different places for sale. So it was best to use convenience sampling.

Data sources:


The nature of data collection was both primary and secondary. The Primary

data for the project was collected while surveying vendors and distributors. The

methods for the primary data collection were observation and survey. The

Secondary data was collected from sales records and price lists etc.

Data analysis:

Data analysis was done mainly from the data collected through the vendors

and distributors to understand the factors affecting the satisfaction of the vendors

as well as sales. The data collected from secondary sources was also used to

analyze the conditions of Mother Dairy and Kwality Walls in the market.

Limitations

Despite having taken all the care in the process of project it is very

necessary to know the limitations of the study.

The following are the limitations of this research project.

Vendors are not fixed to places; hence finding them is a problem.


Kolkata is widely spread to cover every area.

The sample size taken was small because of time constraints.

Convenience sampling used here has its own limitations.

The respondents might have resorted to quick and abrupt answers to

terminate the quickly.

Comparative Analysis between Mother Dairy and Kwality

Walls

Analysis on 4 Ps:

Products & Prices:


Market in Kolkata is highly price sensitive due to its variations. It is one of

the oldest metros of India. The variety of people living makes it more complicated

as a market. There are areas like Salt Lake, Alipur, BBD Bagh, Park Street etc.

where the economic class of people is high. People living in those areas basically

belong to Upper Class and Upper Middle Class. They have a taste for quality and

don’t much care about price of the products. But there are other areas like

Rajabazar, Sobhabazar, Nayapatti etc where price is really much of a concern then

quality of the product. Hence it’s very important to analyze the market

according to the products and their relative prices.

Tables for different products present in Kolkata and their respective prices

for both Mother Dairy and Kwality Walls are given in Annexure – III and

Annexure – IV respectively. Given below is the Diagram to analyze products of

both Companies in greater detail.

Bars Cups Cones Tubs Bricks Gallons0

5

10

15

20

25

Total Number of Products in Different Catagories

Mother DairyKwality Walls

In Mother Dairy Ice creams are basically of 3 broad categories:

Impulse: Cups, Cones, Bars etc.


Take Home: Tubs, Bricks etc.

Gallon

In vending most of the sales comes from impulse items. In this category of

ice creams Mother Dairy has 22 products in Kolkata where as Kwality Walls has

33 products. In vending variety is really important and these high varieties of

products help Kwality Walls to match with the demand in the market. If there is a

high demand of certain type of product then vendors of Kwality Walls have a large

number of options to place before the customer where as our vendors don’t have

that capacity.

Analysis of Impulse Items:

But according to Price, products of Kwality Walls are higher in price then

Mother Dairy, which is a major area of concern in Kolkata. In areas of high price

dependence like small localities, schools etc sale of products less than 10 or 15

rupees is more. In this segment Kwality Walls has less products then Mother Dairy

which is an advantage for Mother Dairy. Kwality Walls also don’t have Culfi items

which are the most preferred products of the Marwari and Muslim people, and in

Kolkata there are certain areas where population of Marwari and Muslims are very

high. Now in the other part where sales of high end products are more like Cones,

Kwality Walls has an edge over Mother Dairy due to its high variety of products,

especially due to Cornetto which is a brand itself and is in high demand due to its 9


varieties and heavy promotion. But the price of Cornetto is much higher than the

cones produced by Mother Dairy. In high end sticks also Kwality Walls has more

number of products then Mother Dairy with many varieties like Zap, Bubble

Boom, Feast, Twister etc. to attract kids because they prefer these items most.

But in cups Mother Dairy is almost in equal position with Kwality Walls. In

cups Mother Dairy has 7 products and Kwality Walls has 8 products. But price of

small Vanilla cup of Kwality Walls is higher than Mother dairy which is one of the

most preferred products among kids.

Analysis of Take Home Items:

Another type of product sold by vendors is the Take Home packs or Blokes

or Tubs which are generally packs of 500ml to 1000ml. These products are

basically sold for purpose of consumption by the whole family or for party

purpose. In this section Mother Dairy has 19 products in Kolkata as compared to

17 products of Kwality Walls, which shows an almost tie in this section according

to no. of products present. But prices of products of Kwality Walls are much

higher than Mother Dairy. Also introduction of new products like Sugar Free Tubs

by Mother Dairy is going to help the company to gain a strong hold in the market

as there is no such product present in Kwality Walls and Sugar Free products are

specially preferred by the Diabetic persons and members of family with higher

age.

Analysis of Gallon Items:

In gallons Kwality Walls has 24 products where as Mother Dairy has only 7

products. But gallons are not much of a concern for vendors as they are generally


sold by the retailers for party orders or by Ice Cream parlors. Kwality Walls has

this amount of gallon variety to supply the parlors with which it has the tie-ups.

Again in this section also price of Kwality Walls is much higher than Mother

Dairy.

Place:

Kolkata is one of the oldest metros of India and is widely spread in all

directions. Basically Kolkata can be divided into 4 regions:

NORTH KOLKATA

CENTRAL KOLKATA

SOUTH KOLKATA and

HOWRAH AND OTHERS


North and South Kolkata is covered with apartments, malls and residential

complexes etc., where as Central Kolkata and Howrah is basically covered by

offices, schools, markets and old colonies etc… The apartments, malls, schools etc.

requires more number of carts at a centered location because these places are

centers for huge customer gatherings, where as markets and colonies are widely

spread and customers are also scattered, hence requires more carts to cover these

areas. Because of these diversities sales of Ice cream also varies to greater extent in

these areas. Hence it’s necessary to analyze the market according to places.

To start with the analysis let’s have a look at the distributors of Mother

Dairy and Kwality Walls and their respective areas.

Distributors of Mother Dairy:

Serial No. Distributors Address No. of Vendors

Total Working

1 Das Enterprise Behala 30 25

2 Sai Udyog Maniktala 10 10

3 Binny Enterprise Salt Lake 8 7


Shyam Bazar 7 7

4 Siddhi Vinayak Santoshpur 10 9

5 Dry Ice Baguiati 10 8

6 Star Enterprise Rajpur Bazar 5 5

7 Rabindra Tolygaunge 10 10

8 Mithu Shree Barakpur 15 14

9 Maa Manasa Sealdah 10 10

10 SS Ice cream Malikpur 5 5

11 M.K. Enterprise Bankada 52 50

Total 172 160

Distributors of Kwality Walls:

Seria

l No.

Distributors Address No. of

Vendors

Other Areas Annual

Sale (Cr)

1 S. K.

Enterprises

Khidirpur 100 2.2 Central

2 Nuteen Lohapur 60 Port Circus 1.6 Unionary

3 Universal Moulali 50 1.9 Vending


College

St.

28

4 M. M.

Enterprises

Jadavpur 71 Dhakuria,

Salimpur

1.7

5 Kolfi Behala 45 0.8

6 Sen

Enterprises

Ravikuthi 35 Rajpur 0.8

7 Gouri Saltlake 60 1

Total 449 10

As observed from the tables Mother Dairy has more number of distributors

then Kwality Walls. But number of carts present per distributor of Mother Dairy is

much less then Kwality Walls. The distributor with highest number carts of Mother

Dairy is having 52 carts where as it’s 100 for Kwality Walls. In Kwality Walls

minimum number of carts of a distributor is 35 which are very much nearer to

Mother Dairy’s biggest distributor in vending. This strength of Kwality Walls

allows them to cover more areas and also allows them to place more vendors in

high footfall areas.

To analyze the market of Kolkata in greater details let’s have a look at the

areas of some of the distributors, their vendors and the strength of the competitors

in those areas.


Distributo

r

Serial

No.

Area No. of Carts

MD KW Coolfi Roli

c

Amul Vadilal

Das 1 Ajanta Cinema +

Police Quarters

1 2

(Behala) 2 Railway Colony 2 5 1

3 Chaterjee Colony +

New Alipur

1 4

4 Diamond Park to

Tolygaunge

1 7 4

5 Kalighat + Chetla 1 8


6 New Alipur 1 6

7 Bhawanipur 1 5 5

8 Mominpur +

Khidirpur

1 8

9 Taratala 2 6

10 Garden Bridge 1 3 8

11 Tolygaunge 2 8

12 Sarsona 3 5

13 Thakurpukur 3 7 2

14 Jadu Colony 3 2

15 Behala 6 8

Total 29 84 20 0 0 0

Distributor

Serial No.

Area No. of Carts

MD KW Culfi Rolic Amul Vadilal

Sai Udyog 1 Hathi Bagan + Phul Bagan (No. 14)

1 4 1 2

2 Hathi Bagan + Joda Bagan

1 3 1 2

3 College Street 1 3 2

4 Bada Bazar 1 6 2 4

5 Bagmari 1 3

6 Salt Lake (Sector -V)

1 5

7 Kakurgachi 1 6 2

8 Phul Bagan 1 5 1

Total 8 35 7 10 0 0


Distributor Serial

No.

Area No. of Carts

MD KW Coolfi Rolic Amul Vadilal

Binny 1 Sector -I

(CA,DA,DC,DB)

1 3

(Salt lake) 2 Sector -I

(AA,AB,AC,AD,AE)

1 3

3 Sector -I (BB,BC,BD) 1 2

4 Sector -II

(BK,BL,CK,CL,BJ,CJ)

1 4 2 1

5 Sector -II

(BF,CF,AJ,AH)

1 3 1

6 Sector -III

(GC,GD,HB,FD)

1 5

City Center and Big

Bazar

13

Total 6 33 0 0 2 2

Distributor

Serial No.

Area No. of Carts

MD KW

Coolfi Rolic Amul Vadilal

Siddhi Vinayak

1 Babu Bagan + Salimpur

1 6 2

2 Golf Green + Bijay Garh

1 4 1

3 Big Bazar + High Land Park

2 5 1 1

4 Ambuja + Kolkata Greens

2 4

5 Jadavpur Hawker Market

1 3

6 Santoshpur 1 9 3

7 Abisikta + China Town

1 10

Roaming Vendors 10

Total 9 51 7 0 0 1


Distributo

r

Serial

No.

Area No. of Carts


Dry Ice 1 Kestopur + Jagatpur 2 3

2 Baguiati 1 4

3 Haldiram + New City Center

1 3 1

4 DLF + Salt

Lake(Sector -V)

2 5

5 Bangur + Lake Town + Mager

Bazar

1 4

6 Big Bazar 1 3 3

Total 8 22 0 0 0 4

Distributor

Serial No.

Area No. of Carts

MD KW

Culfi Rolic Amul

Vadilal

Rabindra 1 South City Mall 4 5

2 Kalighat + Diamond City

2 4 1

3 Anwarshah + South City Garden

1 4 2

4 Tolygaunge 2 3

5 Kudghat + Kavi Nazrul Metro

1 4

Total 10 20 3 0 0 0

Distributo Serial Area No. of Carts


r No. MD KW Coolfi Rolic Amul Vadilal

Maa

Manasa

1 Indian Museum +

New Market

1 10 2

2 Elliot Park 1 4 2 1

3 Chandani Market 1 10

4 Sealdah 1 12 3

5 Park Circus 1 4 3 1

6 Malik Bazar 1 6

7 Baligaunge 2 7 4

8 Tapasya 1 5

9 Padapukur 1 6

Total 10 64 14 0 0 2

Grand Total No. of Carts


80 309 51 10 2 9

(These tables are generated from the questions asked to the vendors of Mother Dairy.)

From these tables it is clearly observed that the strength of Kwality Walls is

much more then Mother Dairy in every part of Kolkata and also there are some

places where the number of carts of Mother Dairy is almost 1/10 th of the strength

of Kwality Walls. These places where the carts of Kwality Walls are more in

numbers are the places of more sales and are possible places for Mother Dairy to

increase the number of vendors.


Other national players like Amul and Vadilal and Local players like Coolfi

and Rolic are present in the market of Kolkata, but their strength and reach is much

less then Kwality Walls.

Promotion:

Promotion decisions are those related to communicating and selling the

products to potential consumers. Promotions can be done in two broad ways

product promotion and sales promotion. Since the cost of promotion can be large

in proportion to the product price, a break-even analysis should be performed when

making promotion decisions. It is useful to know the value of a customer in order

to determine whether additional customers are worth the cost of acquiring them.

Promotion decisions involve many ways such as advertising, public

relations, media types, schemes etc.


Promotional Strategies of Mother Dairy:

As we know promotional strategy forms a great part in selling up the

product of any brand. In Kolkata, Mother Dairy applied many promotional

strategies when it was launched. But at present it does not have any effective

strategy to promote its products. Mother Dairy does not have any advertisements in

the nation or local television channels. It also does not have any hoardings in

Kolkata. The only way of promotion applied in Kolkata is the point of sale

materials like danglers, posters and price boards. But these are not enough for a

metro like Kolkata as they come in limited amount like twice or thrice a year for

distribution to retailers and vendors. The main reason behind the less supply of

these materials is presence of production house of these materials outside Kolkata.

Promotional Strategies of Kwality Walls:

Kwality walls promote its products to great extent using every possible

medium of promotion like in nation and local television channels. It is also

sponsoring many television programs in television channel like MTV, VTV and

Cartoon Networks etc… Kwality Walls is basically targeting those channels which

are preferred by kids and youngsters. It also has a huge supply of point of sale

materials to its retailers and vendors because of the presence of its production

house of these materials at Kolkata. These promotional techniques provide Kwality

Walls with a greater visibility which is very important for the growth.

Consumer Schemes provided by Kwality Wall:


Apart from these promotional strategies Kwality Walls also applies many

schemes for consumers as a way of sales promotion.

Some of the schemes for consumers are:

o Scratch & win in price money for min. 10/- purchase.

o Talk time free

o CCD Pass

o Movie Ticket

o Shoppers Stop

o Mobile

o Laptop

All these prizes are provided to the consumers depending on their amount of

consumption of different products of Kwality Walls.

Different Schemes for Vendors:

In the ice cream market sales is not equal throughout the year. In Summer

season sales of ice cream is maximum, but in the off seasons like Winter and Rain

sales is very low. This change of sales in the off seasons affects the vendors very

much because they earn their lively hood on daily basis from the commission

earned from daily sales.

Hence to retain vendors in the Kwality Walls provides many schemes for

vendors during the on and off seasons.

Basic vendor’s schemes applied by Kwality Walls:


o Washing allowance

o Barber allowance

o Sweater/Raincoat once a year

o Shoes & Chappals once a year

o Shirt, Pant, Cap twice a year

o 1% of monthly sales on 26 days attendance.

Other Schemes:

o On Nov, Dec, Jan, Feb, July, Aug 3% of total MRP sale or 500/- per month.

o Bonus with attendance yearly (over yearly sales)

Days/Sales Growth <10% >10% >20%

275 1.25% 1.35% 1.45%

290 1.35% 1.45% 1.55%

300 1.45% 1.55% 1.65%

Analysis of Schemes for effectiveness:


The basic schemes provide the vendors with many of their basic needs. It

also provides them with an additional income of 500 to 1000 rupees per month.

The additional off season and yearly schemes provides the vendors with an income

of minimum 500 rupees in the winter and rainy seasons and a bonus of minimum

4000 to a maximum of around 10000 rupees at the end of the year. These

additional incomes hold the vendors throughout the year and helps Kwality Walls

to retain them in the off seasons.

Supply Chain Analysis:

Supply Chain is one of the most important factors for marketing because it is

a system of organizations, people, technology, activities, information and resources

involved in moving a product or service from supplier to customer. So it controls

all the activities between the supplier and the customer.

Now to gain a competitive advantage in the supply chain of the Ice cream

vending let’s have a look at the Supply chain system of Mother Dairy and Kwality

Walls.

Supply Chain Diagram of Mother Dairy:


Factories

Supply Chain Diagram of Kwality Walls:


C & F A(Carrying and Forwarding Agent)

VIJAYAWADAKOLKATA NASIK

Factories

KOLKATA NOIDA

C & F A(Carrying and Forwarding Agent)

Distributor Distributor Distributor

VENDORS

VENDORSVENDORS

VENDORSVENDORS

VENDORS

Supply Chain systems of Mother Dairy and Kwality Walls are almost equal

in basic structure. But there are some differences in the functional processes of

both the companies.

Analysis of Supply Chain system of Mother Dairy:

Mother dairy has its production units or factories at different locations of

India such as Kolkata and Nasik. Production of some of the sticks, cups and take

home packs are produced in the Kolkata plant, rest of the products are brought

from the Nasik plant. After assessment of requirements of different products an

order is placed at the plants. Then the products are delivered to the carrying and

forwarding agent by refrigerated transfer vehicles and stored at the cold storage

placed at Rajabazar. This procedure is always repeated in 1 to 2 days for the

Kolkata plant and 10 to 12 days for the other plant. Then the products are

distributed among the distributors according the orders of the distributors. The

distributors store the products in the deep freezers provided by the company or

their own. The vendors collect the products from the distributor points directly on


VENDORS

VENDORS

VENDORS

VENDORS

VENDORS

VENDORS

Distributor DistributorDistributor

daily basis according to their requirements. Then they store the products in the

carts which are attached with a freezer which stores them at the required

temperature and then they go to their areas or beats to sell the products to the

customer.

The billing for the distributers is done at C & FA’s depo and then the bill is

sent to Cold Storage for dispatching of the goods to the different distributors. This

billing of the products is done by the distributer himself. The time taken in the

process of billing and dispatching of goods to the distributors is high for Mother

Dairy.

Analysis of the supply chain system of Kwality walls:

Kwality Walls has its production houses at Kolkata, Nasik and Vijayawada.

Many products of Kwality Walls are produced at Kolkata, but all the Cornetto

items are produced at its Nasik plant. Hence supply of ice creams to Kolkata is

done from all the plants as per the assessment by the Kolkata office. The produced

finished goods are sent to the C & FA by refrigerated trucks and stored at the cold

storage unit. From Kolkata plant this transfer process is done at least twice a day

and from other two plants it is done in every 4 to 5 days. Now as per the orders by

the distributors they are distributed among them and vendors gather at the

distributor point everyday and take the products directly from there.


The billing system in Kwality walls is quite simpler and less time

consuming because at the time of taking order the bill is made and send to the cold

storage by the company personal and then the goods are dispatched to the

distributors as soon as possible.

SWOT Analysis of Mother Dairy:


Strengths:

Mother Dairy is one of the leading brands in India. It also has a strong brand

image in the ice cream industry. As it has its other units for milk production,

getting raw material for the production of ice cream is quite easy for it. It always

maintains the superior quality in its products and never compromises in the quality

parameters. That’s why it is also well known for its quality.

Weaknesses:


STRENGTHOne of the best brands in IndiaSuperior in QualityRaw materials are easily available

WEAKNESSLess number of cartsFinancial strength of the distributorsLess availablity of all productsLess man power

OPPORTUNITYCreation of new Vendors and financially strong DistributorsTie up with schools and apartmentsHome Delivery SystemLaunch of new products

THREATGovt. and police rulesRise in Eletricity and fuel priceExisting and New CompititorsChanging Climate

S W O TA n a l y s i s

Mother Diary is comparatively new to the Kolkata market. So it has less

strength in number of carts (265 carts) than its competitors. Mother Dairy has large

number of vending distributors, but man power required to control and guide them

is not sufficient. Mother Dairy has only 2 company personnel for this purpose and

they are responsible for the control of all the distributors over Kolkata. The

distributors of Mother Dairy are not much financially strong to hold enough

number of carts to compete in the market. Also the margin provided by the

company is less than many of its distributors. All the products in Kolkata market

are not produced in Kolkata. Hence there is a problem of availability of products

during the time of high demand. Mother Dairy doesn’t have any methods for large

scale promotion of its products.

Opportunities:

As Mother Dairy is new to Kolkata market it is also having many

opportunities to grow. Its can create new financially strong distributors who can

hold large number of vendors. It can also increase its vending strength by creating

new vendors. Mother Dairy can tie up with schools and apartments to allow the

vendors inside the campus as they are places of high sales for vendors. Mother

Dairy can introduce projects like Home Delivery to improve the sales. It can also

launch new products targeting different type of people and according to their

tastes.

Threats:

Apart from the opportunities in the market there are many threats for Mother

Dairy to sustain and grow in the market. Existing and new competitors are the


biggest threats for Mother Dairy. Also continuous changing government rules for

vending can create problems for the vendors. Rise in the price of sugar and other

materials for production is also harmful for the growth. Ice cream is a very delicate

product and can get damaged due to slightest change in the climatic conditions.

Hence changing climate conditions is also a possible threat for Mother Dairy.

SWOT Analysis of Kwality Walls:

Strengths:

Kwality Walls is one of the oldest Ice Cream vending organizations with an

existence of over 15 years. Hence it has the highest number of carts (over 675) in


STRENGTHBest Brand in KolkataPrompt service in every departmentMaximum number of cartsHigh Visibility and Promotion

WEAKNESSHigh Price of productsLow Margin to the vendorsNo additional Benefits to distributorsLess Supply then Demand

OPPERTUNITYCreation of New Beats/AreasCreation of New DistributorsTie up with Schools and ApartmentsPlacing more carts in high footfall areas

THREATNew CompetitorsIncrease in prices of Sugar and MilkIrregular supply of ElectricityGovt. rules & Unions

S W O TA n a l y s i s

Kolkata. Due to its maximum reach it’s known as the best brand in Kolkata

market. It is very prompt in services in every department starting from supply of

Ice Creams from C&FA to the RS to maintenance of carts. It has the highest

visibility in the market due to its heavy promotional strategies like television

advertisements, hoardings and point of sale materials like canopy, stickers,

danglers etc... It also has sufficient man power to control and guide all of its

functionalities.

Weaknesses:

Key weakness of Kwality Walls is its high price of products. In a price

sensitive market like Kolkata its high price is limiting its capacity to reach all of its

customers. It also provides lower margin to the vendors (16.67%), which is less

than its competitors margin and it’s creating a problem in vendor retention. Also

Kwality Walls does not provide any additional benefits to the distributors, which is

a premier obstacle in new distributer creation. Due to its visibility it has a high

demand in the market, but its production system is not well equipped to meet with

the demand. Hence its supply is less than the demand.

Opportunities:

According to Kwality Walls there are many areas to improve in the Kolkata

market. Hold over Kolkata market can be increased by creating new distributors.


Also number of vendors in high footfall areas can be increased by creating new

beats for vendors. Schools and apartments are always a place of high sales, but

vendors are not allowed to enter into the premises and outside the premises

opponents are also present. Hence sales can be improved by tying up the schools

and apartments to allow vendors inside their campus.

Threats:

According to Kwality Walls biggest threat for it is the increasing number of

competitors in Kolkata. There also other threats like increase in the price of milk

and sugar used for production, increase in the electricity and fuel prices used for

storage and transportation of Ice Creams. Changing government and police rules

are also threats for vending of ice creams. Unjustified demand of vendor unions

also creates problem. Climatic changes also threats vending of ice creams because

ice creams are very sensitive to temperature and humidity and slight change in

these two can cause damage to the products.

Other Important Issues:

Margin Structure for vendors and Distributors:


Margin on sales provides the income to the distributors and vendors. So it is

an important issue for consideration.

Company/Margin Distributor Vendor

Mother Dairy 7.5% 17.5%

Kwality Walls 9.2% 16.67%

The table above is giving us a brief idea about the margins provided to the

distributors and vendors of Mother Dairy and Kwality Walls. It can be seen that

the margin for distributors is higher in Kwality Walls then Mother Dairy. But in

Mother Dairy additional Electricity allowance is given to the Distributors, which

are not there in Kwality Walls. This brings us to a tie in margin to the distributors.

In margin to the vendors Mother Dairy is giving more margins to the

vendors than Kwality Walls. But there are many schemes present in Kwality Walls

that provides the vendors with bonus amounts at the end of each month and at the

end of the year. Hence vendors of Kwality Walls are more satisfied with the

margin of Kwality Walls.

Maintenance:


In the ice cream market various machineries like freezers, carts are heavily

used. The maintenance of these items is area of high concern, because they store

the products at the right temperature and provides a medium to sell them out doors.

In Mother Dairy the maintenance of freezers is done by Western Company

with the company has a tie up for the maintenance of freezers for 5 years. It is a

third party organization hence it also has contracts with other companies. As

number of freezers are growing in the market Western is not able to provide the

maintenance with much efficiency. This is creating a problem for Mother Dairy as

the work of a vendor is totally dependent on the freezer and without which he can’t

go to his area or beat.

Now carts are running vehicles and many times due the conditions of the

roads they broke down. In Mother Dairy, the distributor or the vendor fixes

problems of the carts at their own expense and then sends a claim to the company

for reimbursement. These claims take a time of 15 to 20 days to recover. This is a

long for the distributors and vendors as Mother Dairy’s distributors are not much

financially strong. Hence many distributors delay this work which affects the sales.

But in Kwality Walls every work of maintenance is internally controlled. It

has a specific team to look at the maintenance of freezers and carts. The

distributors or the vendors don’t have to worry about these things. If any problem

in the freezers or carts is located then distributor informs the company personal.

Then the company personal sends someone to fix the problems on the same day or

at a maximum of 2 days. This helps the vendors to go back to the market as soon

as possible and doesn’t hamper the sales.


Allocation of areas or beats Vendors:

Sales generated from ice creams vary from area to area. Some places where

demand of high end products is more, in those areas revenue generation is also

more. So allocation of area or beat to a vendor is always a big issue for the

company.

In Mother Dairy this allocation is done by the distributor or by the old

vendors. But this system sometimes creates problem like infiltration and partiality.

In high sales area older vendors don’t want to share their market, hence they don’t

allow others to come to that area. This behavior blocks the possible sales increase

of Mother Dairy in those areas.

In Kwality Walls this area allocation is done by company personnel.

Company decides the area or beats for the vendors. This decreases chances of

infiltration and partiality. In high sales areas company allocates more vendors

according to the demand. The beats for vendors are also 50 to 75 meter away from

each other in those areas. But in areas of low sales company allocates less number

of vendors. In those areas allocation of beats is also out of sight of each other

creating less chance of market sharing.

Man power:

Kolkata has a very large market to cover. Hence every company needs right

man power structure to maintain its market in Kolkata.

To understand more let’s have a look at the man power structure of both

Mother Dairy and Kwality Walls.

For Mother Dairy:Area Sales Manager (1)


Sales Executive (3)

Senior Sales Executive (1)

Junior Sales Executive (3)

For Kwality Walls:

Area Sales Manager (1)

Activation Executive (2) Refrigeration Executive Mkt. Development Officer

Customer Service Officer (11) Support Staff (5) Support Staff (12)

Pilot Sales Officers

It can be seen from the diagrams that number of persons responsible for ice

cream market in Kolkata are less in Mother Dairy than Kwality Walls. In Mother

Dairy only two persons are allocated with the total vending market of Kolkata,

where as in Kwality Walls, they have 6 persons for that.

In Kwality Walls, under the ASM there are 2 AEs and one of them is

allocated with vending network. Now under the AE there are 5 CSOs who cover

the total Kolkata. Kwality Walls has a team for maintenance of carts and freezers

headed by the RE. Another team works to find out new opportunities in market and

is headed by MDO.


This strength of Kwality Walls in terms of man power provides it with a

strong hold in market.

Availability of Products:

To meet with the demand in the market all products must always be

available to the company.

In Mother Dairy product availability is a major area of concern. Mother

Dairy has its production house at Kolkata but this doesn’t manufacture all type of

items which are present in Kolkata. The rest of the products are brought from

Noida production house. The time duration between each delivery from there is 10

to 12 days. But the sales of some of the products are so high that the stock is

finished within 4 to 5 days. Hence for the rest of the time the products are out of

stock till the next delivery is arrived. This is a great barrier to maintain continuous

demand in the market and to retain the customers, because customers can switch to

other options very easily.

Kwality Walls is also facing the same problem despite of there more

deliveries. The time duration between each delivery of Kwality Walls is 4 to 5

days. But Kwality Walls is having more number of products in the market. So if

one type of product is unavailable then other products can compensate the demand

for some time. This is a great advantage for Kwality Walls.

Billing System:


In marketing proper utilization of time and resources always plays a crucial

role in growth of a company. But in Kolkata, Mother Dairy is being able to utilize

the time properly due do the weak billing system. For its billing system it is not

using any instant billing techniques. The distributor himself prepares the order

sheet and then he or the company personnel takes that to the C & FA depo. There

bill is prepared for the order and then is sent to the cold storage for dispatch of

goods. From the cold storage the products and the receipt is then sent to the

distributor. This whole procedure is very time taking. Sometimes Junior Sales

Executive has to take the bill to cold store for dispatching of goods to the

distributor.

But in Kwality Walls billing system is lot simpler. It is using instant billing

technique which makes the whole procedure lot simpler. The company personnel

carry a small billing machine with them. At the distributor point the order is placed

and is sent to the C & FA and cold storage instantly. Then the receipt and the

ordered products are sent to the distributor. This saves a lot of time which can be

utilized in other ways for development.

Electricity Bills:

To store ice creams deep freezers are used because ice creams require a

temperature of -180 for storage. These freezers consume a large amount of

electricity for cooling. Hence electricity cost is important area of concern for the

distributors.

Mother Dairy provides the distributors with electricity allowance. This

allowance is 15 rupees per freezer or cart or 350 rupees per month, which one is


lower. This provides a great help to the distributors. But Kwality Walls doesn’t

have any electricity allowance. The distributor has to pay the electricity bill from

his profit.

Future Project of Kwality Walls:

Kwality Walls is planning for a new project named as ‘3600 PROJECT’.

This is a joint venture of both the retail and vending department of Kwality Walls.

As the name shows this project is being developed to increase the visibility and

reach of its products.

(Basic Diagram of 3600 Program)


CUSTEMORW E

S

N

According to the Project plan Kwality Walls is planning to place its vendors

and retailers in such a way that at any place customer will be able to find then in all

directions within 100 meter range. That means if the customer is standing at the

center of a circle then in all four directions North, South, East, West he will be able

to find either a vendor or a retailer within 100 meters of radius. This project is

going to increase the visibility and sales of Kwality Walls because customer is

going to find Kwality Walls in every direction with an easy reach to the products.


Analysis of Vendor Satisfaction Level

In Vending satisfaction of vendors is very important because if they are not

satisfied then they can easily switch to other companies, and in vending the beats

are of the vendors not of the companies. The vendor is able to place cart of any

company at that point or area and other vendors can’t place their carts at that

location. Finding new vendors is also a very hard task because vending is a

commission based job and the income in it is not fixed.

To know the satisfaction level of vendors of Mother Dairy on different

issues and to gain a competitive advantage over the biggest competitor Kwality

Walls an analysis is done. For this analysis a questionnaire is made which contains

questions on different issues. Then the response of the vendors are registered

according to the questionnaire and analyzed. The questionnaire is provided in the

Annexure-I. For a competitive analysis venders of both Mother Dairy and Kwality

Walls are surveyed with the same questionnaire. Number of vendors surveyed of

Mother Dairy is 80 and number of vendors surveyed of Kwality Walls is 70.


Different issues considered and their analysis:

Product Quality:

Mother Dairy Kwality Walls0%

10%20%30%40%50%60%70%80%90%

100%

71 68

9 2

Not SatisfiedSatisfied

The table shows a 88.75% satisfaction level of Mother Dairy vendors in

terms of quality of the products which is 97% in Kwality Walls. According to the

unsatisfied vendors of Mother Dairy the only problem with the products is that

they melt quickly then products of other companies.

Product Variety:


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

27

63

53

7



In Product Variety Mother Dairy has only 34% satisfied vendors where as in

Kwality Walls it is 90%. This is because Kwality Walls has almost 50% more

products in Impulse segment which is mostly sold by vendors.

Product Price:


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

31 26

49 44


In Product Price vendors of both the companies are almost equally

unsatisfied. Unsatisfied vendors of Mother Dairy are 62% and of Kwality Walls

are 65%, because in Kolkata market prices of local company products are lower.


Promotional Efforts:


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

7

67

73

3


This is the case where vendors’ responses are totally opposite for both the

companies. For Mother Dairy satisfaction level is below 10% where as for Kwality

Walls it is above 95%. This is because Kwality Walls has various promotional

strategies like TV advertisements, Hoardings etc., but in Mother Dairy they are

absent and the point of sale materials are also insufficient.

Demand in Market:



10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

74 65

6 5


Demand in market is almost same for both the products as both the products

are superior in quality. For both the companies, vendors’ satisfaction level due to

product demand is above 90%.

Availability of Products:


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

22

54

58

16



From the diagram it can be clearly seen that vendors of Kwality Walls are

more satisfied in terms of availability than vendors of Mother Dairy. The reason

behind this is the huge variety of products of Kwality Walls and also the

production and supply system of Kwality Walls.

Margin and Schemes for Vendors:


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

4

17

76

53


Vendors are never satisfied with the margin or schemes of any company.

But in Kolkata vendors of Mother Dairy are less satisfied then Kwality Walls.

Margin of Kwality Walls is less than Mother Dairy but additional schemes present

at Kwality Walls make the vendors more satisfied with the company. But the

overall satisfaction level of vendors of both the companies is less than 25%

because the local companies like Coolfi and Rollic are giving a margin of upto

25% of the sales to the vendors.


Maintenance of Carts:


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

46

55

34

15


Maintenance of carts in Kwality Walls is done by the company, but in

Mother Dairy, the company has a tie up with Western company for maintenance of

carts. Hence more vendors of Kwality Walls are satisfied with the maintenance

then Mother Dairy and the gap between both the companies is around 20%.

Area or Beat Allocated:


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

67 56

13 14



Nearly 80% vendors of both the companies are satisfied with their area or

beat. At present conditions satisfaction level of Mother Dairy’s vendors is slight

higher then Kwality Walls. But Mother Dairy has less than half number of vendors

of Kwality Walls. Hence in future after growth in the number of carts this will be a

problem for Mother Dairy.

Satisfaction with the Company:


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

47

58

23

12


On analysis of overall satisfaction with the company, around 65% vendors

of Mother Dairy are satisfied with the company. But this satisfaction level is more

than 80% for Kwality Walls. The main reason behind this is the schemes and

availability of products of Kwality Walls. Hence for Mother Dairy it would be

better to concentrate on these two parameters to satisfy the vendors for future

growth in Vending.


Factors affecting most:

Among the 150 vendors surveyed almost all gave highest priority to the

margin and schemes because it gave them the direct income. Then for the second

factor which is important for the vendors, some said availability of products

because according to them if the availability is more than they can sell more and

some said product variety because more variety can allow them to serve more

customers. The other factors are not so important for them as according to them

they don’t provide direct income or support for income to them.

Conclusion

This project was about the ice cream segment of Mother Dairy Pvt. Ltd. in

Kolkata that is growing at a very slow rate in its vending market due to intense

competition from its main competitor Kwality Walls. So in this project different

parameters on which vending depends are studied and analyzed. Also the reasons

for the success of Kwality Walls are also analyzed. The final outcomes of the

project are, the key parameters on which vending is dependent are Margin to the

vendors, availability of products and the key strengths of Kwality Walls are

better schemes for Vendors and more product variety and availability. The

ice-cream market is a highly competitive market and also the market in Kolkata is

very sensitive towards price. So the organization should put extra efforts for

finding solutions for the existing drawbacks in vending and for finding new

opportunities for its improvement and growth.


Recommendations

1. Home Delivery System:

Today’s customers don’t want to go out; they want everything at their

doorsteps and Mother Dairy can fulfill this need of customers by starting home

delivery system with its vending network.

Home delivery system requires medium of connectivity, hence starting of

home delivery system requires some initial investment. Today mobile phones are

very cheap and come at a price of 1000 rupees only. The company can provide the

vendors with mobile phones. These mobile phones are long term investment for

the company as they work properly for at least 4 to 5 years. The company can also

keep some security from the vendors for these phones to prevent theft and can

make an agreement that the vendor has to return the phone if he wants to leave the

company.

The mobile phone numbers of the distributor and the vendor can be showed

on the cart of the respective vendor for the purpose of customer reference and

contact. The company can also print leaflets showing the numbers of the vendors’

area wise and product and price list. These leaflets can be distributed among the

customers by the vendors.

The company can put some minimum purchase amount like 50 rupees or can

put some extra charge of 5 rupees for the customers to avail this facility.


Through this facility Mother Dairy can increase its customer base because

no other ice cream company is providing this facility in Kolkata. This facility will

also increase customer awareness about the products of the company and can also

act as a medium of instant promotion.

2. Promotion on Radio:

Kolkata is in second position in the world for highest floating population.

Approximately around 40 lakh people are always on the roads of Kolkata. On

roads most people prefer listening radio. Radios are now attached with cell phones

and in autorikshas, taxis and buses they are always on. Hence it is an important

medium for promotions.

Mother Dairy can promote its ice creams on different local radio channels

because they are highly effective and are also much cheaper than the television

commercials.

3. Introduction of instant billing system:

In Mother Dairy, its billing system is making the supply chain system time

consuming. So the company can use instant billing to overcome this problem. For

this the company must provide its employees with instruments of instant billing

like palmtops, through which they can place the order and generate the bill

instantly. Through this they can also send the order to the C & FA for early

dispatch of products. This will make the whole process simpler and faster.


4. Introduction of new schemes for vendors:

In vendors satisfaction is highly important because they are product sellers

and through their efforts the sales of Mother Dairy can grow. The biggest problem

for the vendors is fewer sales in the off seasons like winter and rain. So during

these periods income of the vendors is less and as a result many vendors quit

vending during this time. So the company must provide them with some schemes

to generate some extra income during the off seasons. The company can set targets

for vendors in form of attendance and on completion of the target the vendors will

be able to get some bonus. This will generate an interest in the vendors to go to the

market daily, which will increase the sale of Mother Dairy.

5. Contact to labour organizations for finding new vendors:

Finding new vendors is a big problem in the growth of Vending. Vending is

a commission based job and it will not guarantee a fixed income every day. So

people generally don’t want to work as vendors.

To solve this problem Mother Dairy can contact with different labour

organizations that provide workers for different jobs. Company can get vendors

from these organizations on contract basis.


Bibliography

www.motherdairy.com

www.nddb.org

www.kwalitywalls.in

www.hul.co.in

www.wikipedia.org

Marketing Management by Kotler

Annexure – I


Vendors Questions

1. Vendor Name: ___________________

2. Distributor: ____________________

3. How long you are with Mother Dairy? ____(in months)

4. Are you allocated in a particular area or a particular Beat? ___________

5. If area then which area you cover? _________________________

6. If beat then where is your beat located? _________________________

7. Are you satisfied with the following things? (Yes or No)

Product Quality: Y/N _ ______

Product Variety: Y/N _______

Product Price: Y/N _______

Promotional Efforts: Y/N _______

Demand in Market: Y/N _______

Availability of products: Y/N _______

Margin and Schemes for Vendors: Y/N _______

Maintenance of Carts: Y/N _______

Area/Beat Allocated: Y/N _______

Satisfaction with the Company: Y/N _______

8. Which 2 factors from the above affects you most?

_______________________

9. How many ice cream vendors of other companies are present in your

area/beat?

_________(approx.)

10.Specifically:


Kwality Walls-

Coolfi-

Rolic-

Amul-

Vadilal-

11.Anything extra you want to tell us about.

Annexure – II


Distributors Questions

1. Agency’s Name: ____________________________________________

2. How long you are with Mother Dairy? _________ (in months)

3. How many carts do you have? _________

4. How many are working right now? _________

5. Have you increased your carts then previous year? Y/N _______

6. Do you have a person to manage the vendors? Y/N _______

7. How you manage the vendors in off seasons when sale is low?

8. Area of coverage:

9. How many deep freezers do you have? _________

10.Are you satisfied with the margin and schemes of mother dairy?

Y/N ______

11.Does company provide you with any long term schemes?

Y/N _______

12.If yes then what are those schemes?


13.Is company paying for the maintenance of the carts? Y/N _____

14.Are you satisfied with the cart maintenance provided by the company?

Y/N _______

15.Is company paying for the electricity charges? Y/N ______

16.Are you getting your ordered stock regularly in time? Y/N ______

17.Are you satisfied with the supply chain of the company? Y/N ______

18.Is a company personnel visit you regularly? Y/N _______

19.What about the promotional efforts of the company?

20.Anything extra you want to tell us about.

Annexure – III

Mother Dairy Products with Prices:


Serial No Products MRP Vol PerPer Pc Pc (in ml)

Small Cups1 Vanilla Cup 5 502 Strawberry Cup 5 50

Large Cups3 Vanilla Cup 10 1004 Strawberry Cup 10 1005 2 in 1 (Vanilla+Strawberry) Cup 10 1006 Butter Scotch Cup 18 1007 Kesar Pista Cup 22 100

Liclolly8 Orange Bar 5 609 Mango Bar 5 6010 Cola Bar 5 6011 Mango Raspberry Bar 5 60

Kulfi12 Kesar Kamal Kulfi 15 60

Cone13 Choco Cone(Mini) 12 5014 Choco Cone 25 10015 Choco Vanilla Cone 18 10016 2 in 1 Cone 18 10017 Butter Scotch Cone 25 10018 Chocolate Ball Cone 22 10019 Nutty Special Ball Cone 22 100

Bars20 Choco Mini Bar 10 4521 Chocolate Bar 15 6522 Chocotreat Bar 22 75

Tub23 Sugar Free MF Natural Vanilla 80 50024 Sugar Free Mf Kesar Almond 90 500


Indian Classic Tub25 Kaju Kishmish Paper Tub 180 100026 Kesar Pista Paper Tub 260 100027 Shahi Meva Malai Paper Tub 180 1000

Fruit Classic Tub28 Strawberry Crush Paper Tub 180 100029 Litchi Surprise Paper Tub 180 100030 Mango Marvel Paper Tub 180 1000

Western Classic Tub31 Cookie Crumb Tub 180 100032 Choco Fudge Tub 180 100033 Rum Cake Tub 180 1000

Bricks34 Vanilla Pk 70 100035 Strawberry Pk 70 100036 2 in 1 Pk 70 100037 Butter Scotch Pk 100 100038 Chocolate Pk 70 100039 Vanilla Caterer's Delite Pk 65 100040 Strawberry Caterer's Delite Pk 65 100041 2 in 1 Caterer's Delite Pk 65 1000

Gallon42 Vanilla Pk 290 400043 Strawberry Pk 290 400044 Vanilla Pk (8% Fat) 255 400045 Strawberry Pk (8% Fat) 255 400046 2 in 1 Pk 280 400047 Chocolate Pk 305 400048 Butter Scotch Pk 375 4000

Annexure – IV


Kwality Walls Products with Prices:

Kwality Wall's Products & PricesSerial No

Products MRP

Pcs MRP Vendor's Distributor's

Per Pc

Per Box

Per Box

Price Price

Large Cups1 Vanilla 10 24 240.00 200.00 181.822 Two in One 10 24 240.00 200.00 181.823 Kesar Pista 20 24 480.00 400.00 363.644 Butter Scotch 20 24 480.00 400.00 363.645 Chocolate 12 24 288.00 240.00 218.186 Chocolate Xcess 20 8 160.00 133.33 121.21

Small Cups7 Vanilla 6 18 108.00 90.00 81.828 Strawberry 5 18 90.00 75.00 68.18

Cornetto9 Snackers 12 24 288.00 240.00 218.1810 Chocolate 25 16 400.00 333.33 303.0311 Butter Scotch 30 16 480.00 400.00 363.6412 Choco Fudge 20 16 320.00 266.67 242.4213 Cassatta 30 10 300.00 250.00 227.2714 Strawberry Tease Cake 30 16 480.00 400.00 363.6415 Black Forest 30 16 480.00 400.00 363.6416 Chocolate Truffle Tempt 30 16 480.00 400.00 363.6417 Double Chocolate 25 16 400.00 333.33 303.03

Stick18 Chocobar Sr. 15 20 300.00 250.00 227.2719 Chocobar Jr. 10 25 250.00 208.33 189.3920 Feast Chocolate 25 20 500.00 416.67 378.7921 Feast Mango Zap 20 20 400.00 333.33 303.0322 Litchi Zap 20 20 400.00 333.33 303.0323 Cola Vanilla Snow 10 25 250.00 208.33 189.3924 Orange 5 35 175.00 145.83 132.58


25 Rainbow 10 24 240.00 200.00 181.8226 Almond Forest 25 15 375.00 312.50 284.0927 Twister 15 15 225.00 187.50 170.4528 Orange Maha Bar 8 20 160.00 133.33 121.2129 Bubble Boom 5 35 175.00 145.83 132.5830 Feast Fruit N Nut 25 15 375.00 312.50 284.0931 Choco Berry Nova 10 20 200.00 166.67 151.5232 Jelly Brust 10 20 200.00 166.67 151.5233 Fun Mango 5 35 175.00 145.83 132.58

Sundae Tub (800ml)34 Double Sundae 130 1 130.00 108.33 98.4835 Mocha Browne 140 1 140.00 116.67 106.0636 Litchi Bite 135 1 135.00 112.50 102.2737 Strawberry Current 135 1 135.00 112.50 102.2738 Fruit & Nut 140 1 140.00 116.67 106.0639 Dutch Coconut 140 1 140.00 116.67 106.0640 Black Forest 140 1 140.00 116.67 106.06

Gelato (750ml)41 Nochiola 160 1 160.00 133.33 121.2142 Tiramishu 160 1 160.00 133.33 121.21

Viennetta (600ml)43 Vanilla 150 1 150.00 125.00 113.6444 Chocolate 150 1 150.00 125.00 113.64

Bloke45 Vanilla ( 1250 ml ) 99 1 99.00 82.50 75.0046 Two in One ( 1 lt ) 75 1 75.00 62.50 56.8247 Kesar Pista ( 750 ml ) 99 1 99.00 82.50 75.0048 Butter Scotch ( 750 ml ) 99 1 99.00 82.50 75.0049 Chocolate Xcess ( 900

ml )120 1 120.00 100.00 90.91

50 Neopolitan ( 1 lt ) 110 1 110.00 91.67 83.33

Gallon (Bulk 4000 ml Pack)


51 Vanilla 312 1 312.00 260.00 236.3652 Two in One 312 1 312.00 260.00 236.3653 Strawberry 312 1 312.00 260.00 236.3654 Chocolate 450 1 450.00 375.00 340.9155 Tuty Fruity 474 1 474.00 395.00 359.0956 Cookies Cream 474 1 474.00 395.00 359.0957 Pink Passion 474 1 474.00 395.00 359.0958 Mango Mischief 474 1 474.00 395.00 359.0959 Double Trouble 474 1 474.00 395.00 359.0960 Chocomint 474 1 474.00 395.00 359.0961 Pineapple Hawain 474 1 474.00 395.00 359.0962 French Kiss 474 1 474.00 395.00 359.0963 Dumb Blonde 474 1 474.00 395.00 359.0964 Brandy Buzz 474 1 474.00 395.00 359.0965 Orange Obsession 474 1 474.00 395.00 359.0966 Rum Ravage 474 1 474.00 395.00 359.0967 Butter Scotch 540 1 540.00 450.00 409.0968 Chocolate Xcess 540 1 540.00 450.00 409.0969 Mochanut Mischief 540 1 540.00 450.00 409.0970 Litchi Byte 540 1 540.00 450.00 409.0971 Kesar Pista 540 1 540.00 450.00 409.0972 Black Current 540 1 540.00 450.00 409.0973 Roasted Almond 540 1 540.00 450.00 409.0974 Fruit & Nut 540 1 540.00 450.00 409.09


Documents

Final Project Report (Company)