Project On Vadilal & Mother Dairy by Neeraj

KHANDELWAL COLLEGE OF MANAGEMENT SCIENCE &
TECHNOLOGY
PROJECT REPORT
ON
“Comparative Study Beetween Two
Ice-Cream Brands Vadilal
And Mother Dairy
Submitted by:
Submitted to:
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Neeraj Singh Bisht
Mr. Vishal Sharma
B.B.A. IV SEM
KCMT,Bareilly
Session: 2009-2010
PREFACE
This report has been prepared to have a received
of what I have done & learned about marketing
in Ice-Cream industry.
This report contains a basic introduction of ice-

cream industry & marketing management I hope
that this report provides sufficient information
regarding my work on project.
I would consider my efforts to be fruitful if it

proves useful to somebody at latest stages.
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ACKNOWLEDGEMENTS
Any accomplishment requires the effort of many

people and this work is not different. I am
thankful to my faculty Mr. VISHAL SHARMA for
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supporting me and guiding me throughout the
project. This report would not have been possible
without his help.
NEERAJ
SINGH BISHT
B.B.A. IV SEM
KCMT, Bareilly
TABLE OF CONTENTS
1. Introduction
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2.Company Profiles
a) VADILAL
b) MOTHER DAIRY
3.Objectives
4. Research Methodology
5. Data Analysis
6. Conclusions
7. Limitations
8. Bibliography
9. Questionnaire
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INTRODUCTION
HISTORY OF ICE CREAM
Ice Cream is the most famous delicacy all over

the world. People of all ages love ice cream and
frequently enjoy it.
Here are some amazing facts about ice cream:
• Nero (37-68 A.D.), The Roman Emperor, is

said to have eaten a sort of water-ice.
• The Chinese claim that they have been
making and consuming Ice Cream since
ages.
• Supposedly, Marco Polo (1254 – 1324)
carried the Chinese Ice Cream recipes back
with him to Venice.
• These were then introduced to the French by
Italian chefs retinue of Catherine de¢ Medici
when she married Henri II of France.
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• 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.
• 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.
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• 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.
Ice-Cream segment of FMCG:-
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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:-
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TABLE 1:- PER CAPITA CONSUMPTION OF

ICE-CREAM (IN US $):-
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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.
MAJOR FACTORS:-
1. The broad market of semi urban

market.
2. Least no. of competition.
3. Increase in consumption level
of people.
4. Favorable climate for ice-
cream in India.
5. GDP growth and growth in per
capita income.
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We can get all the datas regarding the per
capita incoma of India from the following table:-
TABLE 2:- PER CAPITA INCOME OF INDIA SINCE

2000
As given in the table, the GDP of India is

increasing in the last 5 years. It has brought a
remarkable change in the spending habits of
consumers; it has moved the 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
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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 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.
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Environment-The environment should be such
that the consumer wants to stay there and spent
some quality and quantity time.
Service- The service should be fast so that the
customer waiting time should be less and leads
to their satisfaction and results in formation of
good brand image.
Post-purchase:- Quality, Satisfaction, Store experience
Quality of ice cream – the quality of the ice
cream delivered certainly plays a vital role in
determining whether the customer will re
purchase the brand or not. The quality and taste
of ice cream determines the satisfaction level of
the customer and hence plays a vital role in
determining his approach towards the product.
Satisfaction from ice cream- well satisfaction is a
holistic picture the total experience of the
customer with the brand considering various
factors as mentioned above and then finally
arriving at a conclusion saying whether he is
satisfied or not from the product.
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COMPANY PROFILE
VADILAL ICE CREAM
Company Profile: Vadilal Industries Limited

2009 Sales: 1,481,600,000
Major Industry: Food & Beverages
Sub Industry: Miscellaneous Food
Country: INDIA
Employees: 500
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 Ordinary Item 2.84 0.06
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Book Value 0.00 0.00
EPS 4.10 -12.97
Dividend 0.00 0.00
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
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
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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.
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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
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Slice Cassatta
Sajan Sajni R/cut
Matka Kulfi
PARTY PACKS Kesar runch
Shahi Bonanza
Rose Kaju
MOTHER DAIRY ICECREAM
Type : Cooperative
Industry : Dairy
Founded : 1974
Headquarters : Delhi, India
Key people :Sanjay Sinha, CEO, Mother Dairy
India Ltd
:Mr. Sunil Bansal CEO Hortilculture
SBU
Employees :2500
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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.
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
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(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
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liters of milk daily and undertakes its marketing
operations through around 14,000 retail outlets
and 845 exclusive outlets of Mother Dairy.
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
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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.
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
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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/
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pack the Dhara range of edible oils by
undertaking to nationally market all Dhara
products.
At Mother Dairy, processing of milk is controlled
by process automation whereby state-of-the-art
microprocessor technology is adopted to
integrate and completely automate all functions
of the milk processing areas to ensure high
product quality/ reliability and safety. Mother
Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS-
14001 EMS certified organization. Moreover, its
Quality Assurance Laboratory is certified by
National Accreditation Board for Testing and
Calibration Laboratory (NABL)-Department of
Science and Technology, Government of India.
Mother Dairy markets approximately 2.8 million
liters of milk daily in the markets of Delhi,
Mumbai, Saurashtra and Hyderabad. Mother
Dairy Milk has a market share of 66% in the
branded sector in Delhi where it sells 2.3 million
liters of milk daily and undertakes its marketing
operations through around 14,000 retail outlets
and 845 exclusive outlets of Mother Dairy.
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
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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.
TYPE FLAVOURS NAME
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LIC LOLLEEZ BUBBLE GUM
BANANA
SHARARAT
COLA
LEMON
ORANGE
CHULBULI
MANGO-RASPBERRY
COOL BUDDIES CHOCO BITZ
KULFI KULFI KESAR
KULFI PISTA
CUPS
VANILLA
STRABERRY
CHOCOLATE
CHOCO-CHIP
SUNDAE MAGIC COFFEE EXCESS
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JAMAICAN ALMOND FUDGE
SHAHI MEVA MALAI
FRUIT
CLASSICS STRABERRY CRUSH
MANGO MARVEL
LITCHI SURPRISE
CHOCO FUDGE
BRICKS
BADAM THANDAI
SHAHI NAZRANA
FRUIT-N-NUT
SIMPLY COFFEE
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OBJECTIVES
Basic:
*Comparative study towards Vadilal & Mother
Dairy
Other:
a)To study about Vadilal & Mother Dairy & its
Products.
b)To study about consumer preferences in

BAREILLY about ice-creams.
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c)To study about consumer satisfaction
towards VADILAL & MOTHER DAIRY.
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Research Methodology
Research is a systematic method to gain a new
knowledge. The main aim of the research is to
find out the hidden truth and has not been
discovered yet. Research is thus, the originally
contribution to the existing stock of knowledge
making for its advancement.
Research methodology refers to the method

adopted to collect relevant data and other
information, which form the basis of the project
report.
The data collected has to be quality oriented, to

ensure correct reporting and analysis. Every
effort has been made to collect primary data and
secondary data from websites.
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METHODS OF DATA COLLECTION

The task of data collection begins after a research
problem has been defined and research design is
chalked out. While deciding about the method of data
collection to be used for the study; the researcher
should keep in mind two types of data that is Primary
Data and Secondary Data.
PRIMARY DATA:
The primary data are those which are collected afresh
and for the first time, and thus happens to be original
In character. The different methods that are used for
collecting primary data are as follows:
 Interview Method
 Observation Method
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 Questionnaire Method
SECONDARY DATA:
These are those data which have already been
collected by someone else and which have already
passed through the statistical process. In this project
secondary data are collected from following sources:
 Websites
 Newspapers & Magazines
 Reports and publications of various associations connected with
business and industry
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RESEARCH METHODOLOGY
USED:
Sample Size: 50
Data Used: Primary
Sampling Area: Bareilly
Questionnaire Filled By: Consumers Of Ice-

Cream
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ANALYSIS & INTERPRETATION

1. Do you buy ice cream?
OPTIONS GIVEN TO NO. OF
RESPONDENTS RESPONDENTS
CHOOSING THE
OPTION
Yes 49
No 01
2.How frequently do you purchase ice-

cream?
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CHOOSING THE
OPTION
Everyday 08
3-4 times a week 23
Once a week 07
Once a month 03
Occassionally 09
3.What is your favourite brand in ice-

cream?
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CHOOSING THE
OPTION
Vadilal 30
Mother Dairy 15
Others 5
4.What makes you like that ice-cream?

CHOOSING THE
OPTION
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Quality 26
Flavours 23
Company Image 1
Advertisement 0
5.How much importance does price play in

your choice of brand of ice-cream?
CHOOSING THE
OPTION
No Effect 27
Little 20
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High 3
6.According to you which of these following

brand having better delivery system?
CHOOSING THE
OPTION
Vadilal 28
Mother Dairy 15
Others 7
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7.How do you prefer to have your ice-cream

in?
CHOOSING THE
OPTION
Stick 10
Cup 16
Cone 22
Others 2
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8.To what extent do the advertisements &

offers influence your purchase?
CHOOSING THE
OPTION
Very Much 21
Little Bit 24
No Effect 5
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9.Where do you usually buy your ice-

cream?
CHOOSING THE
OPTION
Super Market 2
Ice-Cream Parlour 20
Ice-Cream cart/Vehicle 19
Others 9
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10.Most of time you aware about new
brand/flavour of ice-cream through?
CHOOSING THE
OPTION
Words of Mouth 16
Televisions 28
Radio 1
News Papers 5
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CONCLUSIONS
 98% of respondents purchase ice-creams.
 18% of respondents purchase ice-cream everyday,46% of
respondents were purchase 3-4 days a week, 14% of
respondents purchase ice-cream once a week, 6% of
respondents purchase ice-cream once a month and 18% of
respondents purchase 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.
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LIMITATIONS
➢ The study is confined to area only.
➢ There is possibility of sampling errors in the study.
➢ The responses of the consumers may not genuine.
➢ The Questions included in the questionnaire may not be

comprehensive.
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BIBLIOGRAPH
Y
WEBSITES:
 www.google.com
 www.scribd.com
 www.wikipedia.com
 www.motherdairy.com
 www.vadilal.com
 www.economictimes.com
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QUESTIONNAI
RE
Name:
Occupation:
Contact No. :
1. Do you buy ice-cream?
a) Yes:
b) No :
2. . How frequently do you purchase ice
cream?
a) Everyday: b) 3-4 times a
week:
c) Once a week: d) Once a month:
e)Occassionally:
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3. What is your favorite brand in ice cream?

a)Vadilal: b)Mother Dairy:
c)Others:
4. What makes you like that ice cream?

a)Quality: b)Flavours:
c)Company Image: d)Advertisement:
5. How much importance does price play in

your choice of brand of ice cream?
a)No Effect: b)Little
c)High:
6.According To you which of these
following brands having better delivery
system?
a)Vadilal: b)Mother Dairy:
c)Others:
7. How do you prefer to have your ice-
cream in?
a)Stick: b)Cup:
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c)Cone: d)Others:
8. To what extent do the advertisements
and offers influence your purchase?
a)Very Much: b)Little Bit:
c)No Effect:
9.Where Do you usually buy your ice-

cream?
a)Super Markets: b)Ice-Cream Parlour:
c)Ice-Cream Cart/Vehicle: d)Others:
10.Most of time you aware about new
brand/flavour of ice-cream through:
a)Words Of Mouth: b)Televisions:
c)Radio: d)News Paper:
60

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KHANDELWAL COLLEGE OF MANAGEMENT SCIENCE &

This report contains a basic introduction of ice-

I would consider my efforts to be fruitful if it

Any accomplishment requires the effort of many

HISTORY OF ICE CREAM

Ice Cream is the most famous delicacy all over

Here are some amazing facts about ice cream:

• Nero (37-68 A.D.), The Roman Emperor, is

Basically the ice-cream business comes under

Ice-Cream segment of FMCG:-

As the demand of Ice-cream is increasing in India

TABLE 1:- PER CAPITA CONSUMPTION OF

As given in the above table, the per capita

1. The broad market of semi urban

TABLE 2:- PER CAPITA INCOME OF INDIA SINCE

As given in the table, the GDP of India is

THE THREE STAGES IN CONSUMPTION PROCESS OF

Company Profile: Vadilal Industries Limited

Quarterly Results (Rs. in Millions)

Quarterly Results (in %)

Today, the name Vadilal conjures images of lip-

Real Kesar Pista

CONE Pineapple Delight Cone

Chocolate Drip Cone

Mango Treat Cone

P.k. Badam kulfi R/cut

Sajan Sajni R/cut

MOTHER DAIRY ICECREAM

Mother Dairy – Delhi was set up in 1974 under

Mother Dairy markets & sells dairy products

Mother Dairy sources significant part of its

(b) Uphold institutional structures that empower

At Mother Dairy, processing of milk is controlled

Mother Dairy markets approximately 2.8 million

The company’s derives significant competitive

The company markets an array of fresh and

Mother Dairy has also been marketing the Dhara

Mother Dairy has over the last 3 decades,

TYPE FLAVOURS NAME

COOL BUDDIES CHOCO BITZ

KULFI KULFI KESAR

SHAHI MEVA MALAI

b)To study about consumer preferences in

Research methodology refers to the method

The data collected has to be quality oriented, to

METHODS OF DATA COLLECTION

Data Used: Primary

Sampling Area: Bareilly

Questionnaire Filled By: Consumers Of Ice-

ANALYSIS & INTERPRETATION

2.How frequently do you purchase ice-

3.What is your favourite brand in ice-

4.What makes you like that ice-cream?

5.How much importance does price play in

6.According to you which of these following

7.How do you prefer to have your ice-cream

8.To what extent do the advertisements &

9.Where do you usually buy your ice-

➢ The study is confined to area only.

➢ There is possibility of sampling errors in the study.

➢ The responses of the consumers may not genuine.

➢ The Questions included in the questionnaire may not be

3. What is your favorite brand in ice cream?