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A STUDY ON FUNTIONAL AREAS IN

RIME RICH FOODS PVT. LTD

A SUMMER REPORT
Submitted by

MUNEER.PP
(Reg. No. AC08MBF056)

Submitted in partial fulfillment of the


Requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION


2008-2010
Under the guidance of
Mr.S.M.SIVASHANKER B.E,M.B.A

ADHIYAMAAN COLLEGE OF ENGINEERING


(AUTONOMOUS),HOSUR
(Approved by AICTE & Government of Tamil nadu &
affiliated to
ANNA UNIVERSITY)
JULY-2009
Internship
training in pappai ice cream

CERTIFICATE

This is to certify that the summer training report entitled “A


STUDY ON FUNCTIONAL AREAS IN RIME RICH FOODS PVT LIMITED ’’
Submitted by MUNEER.PP(ACO8MBF056) is a Bonafide record of the
industrial training done by her \ him during the academic year 2008-10,
under my guidance and supervision in partial fulfillment of DEGREE OF
MASTER OF BUSINESS ADMINISTRATION.

PLACE: HOSUR

DATE:

Mr.S.M.SIVASHANKER Dr.V.NAVNEETHAKUMAR
(faculty guide) (Director)

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Department of management studies, AERI College, Hosur
Internship
training in pappai ice cream

DECLARATION
I MUNEER PP here by declare that this internship
training carried out by me, at RIME RICH FOODS PVT LIMITED during the
period of study in Adhiyamaan College of Engineering Hosur under the
guidance of Mr.S.M.SIVASHANKER the faculty member of DEPARTMENT OF
MANAGEMENT STUDIES for the partial fulfillment of requirement of the
MASTER OF BUSINESS ADMININSTRATION program of ADHIYAMAAN COLLEGE
OF ENGNEERING, HOSUR.

I also certify that this project has not been submitted at any time
to any other university or institute for the award of Degree or Diploma

Place: Hosur MUNEER PP


Date:

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training in pappai ice cream

ACKNOWLEDGEMENT

We thank almighty GOD for the blessing that have been showered
upon us to complete the project successfully.
I would like to express my sincere gratitude and heartfelt thanks to
our PRINCIPAL Dr.G.RANGANATH whose as given me chance to do my post
graduation in this College and also to our DIRECTOR Dr.NAVANEETHKUMAR
For His valuable Guidance .
We hereby express my deepest gratitude to Mr.FINESON.K.J Managing
Director Rime Rich Foods (p) Ltd and to all the employees for their
immense support and patience they offered at all the time, thus helping me
to complete the project in the stipulated time period.
We used this opportunity to express my sincere and solemn thanks to
our internal guide Mr.S.M.SIVASHANKER Department of MANAGEMENT
Studies For the valuable guidance, constant encouragement and creative
suggestions offered during the course of the project and also while
preparing the project.
Indeed no words can express my deep sense of gratitude to my parents
And friends for extending motivation and financial assistance in the
completion of my In plant training.

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training in pappai ice cream

Sr. CONTENTS Page No.


No.

1. Introduction & History 1

2. Industry profile 8

3. Company profile 10

4 FUNCTIONAL AREAS

4.1 Finance department 15

4.2 Purchase department 16

4.3 Human Resource department 17

4.4 Production department 19

4.5 Marketing department 28

4.6 Sales department 30

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training in pappai ice cream

Sr. CONTENTS Page No.


No.

5. SWOT Analysis 33

6. Findings 37

7. Suggestions 39

8. Conclusion 40

9. Bibliography 41

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training in pappai ice cream

OBJECTIVE OF THE PROJECT UNDERTAKEN

1. Understanding the process


 A Complete Study on the movement of Ice cream production
in end to end process.
2. Plant reviewing and production techniques
 Frequent visits to plants and discussions with the officers
3. Learning and adjusting according to workplace environment

IMPORTANCE OF THE STUDY

Even though this study is mainly of an academic one, it is important


in many other aspects. This type of study and training will through some
light on the positive and the negative aspects various business
entrepreneurs selected for training. The finding of such studies by the
student will enable the local authority to frame their policies and chalk out
effective programs.

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Department of management studies, AERI College, Hosur
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training in pappai ice cream

SCOPE OF THE STUDY

The scope of the study neither deep nor wide. Only serious attempt
has been made to understand this industry and the unit. The industry whole
has been studied further the studies concentrated on major areas like
production, marketing, human resources of the pappai. In the areas of
marketing the emphasis is given to a brief study of marketing strategies of
the concern.
 Vast semi –urban market
 Increasing trend of ice-cream in India
 Good Market
 Competition

PRIMARY DATA

Primary data consist of mainly the result of the directed personal


enquiry and observation. The relevant information was collected from the
management staff and workers.

SECONDARY DATA

Secondary data primarily consist of the following


 Annual report, other report of the firm and other printed source.
 Records of the company regarding production, marketing and other
details
 Books and publications, internet etc

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LIMITATION OF THE STUDY

 The study is restricted certain part of Malappuram District because


this unit of company is producing for that area.
 Certain respondents were not given proper information.
 Time is also limiting factor.

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The Evolution of Ice Cream

Ice cream's origins are not known to reach back


as far as the second century B.C., although no specific date of origin nor has
inventor been undisputable credited with its discovery. We know that
Alexander the Great enjoyed snow and ice flavored with honey and nectar.
Biblical references also show that King Solomon was fond of iced drinks
during harvesting. During the Roman Empire, Nero Claudius Caesar (A.D. 54-
86) frequently sent runners into the mountains for snow, which was then
flavored with fruits and juices. Over a thousand years later, Marco Polo
returned to Italy from the Far East with a recipe that closely resembled
what is now called sherbet. Historians estimate that this recipe evolved into
ice cream sometime in the 16th century. England seems to have discovered
ice cream at the same time, or perhaps even earlier than the Italians.
"Cream Ice," as it was called, appeared regularly at the table of Charles I
during the 17th century. France was introduced to similar frozen desserts in
1553 by the Italian Catherine de Medici when she became the wife of Henry
II of France. It wasn't until 1660 that ice cream was made available to the
general public. The Sicilian Procope introduced a recipe blending milk,
cream, butter and eggs at Caf Procope, the first caf in Paris.

Wide availability of ice cream in the late 19th century led to new
creations. In 1874, the American soda fountain shop and the profession of
the "soda jerk" emerged with the invention of the ice cream soda. In
response to religious criticism for eating "sinfully" rich ice cream sodas on
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Sundays, ice cream merchants left out the carbonated water and invented
the ice cream "Sunday" in the late 1890's. The name was eventually changed
to "sundae" to remove any connection with the Sabbath.

According to legend, Marco Polo brought the secrets of ice cream


with him from the Orient, together with other sundry savories. There is,
however, no proof of that, although there is some evidence that the Chinese
indulged in iced drinks and desserts, which gives some weight to the Marco
Polo theory. The Chinese did, however, teach Arab traders how to combine
syrups and snow, to make an early version of the sherbet. Arab traders
proceeded to show Venetians, then Romans, how to make this frozen
delight. The Emperor Nero was quite fond of pureed fruit, sweetened with
honey, and then mixed with snow--so much so that he had special cold
rooms built underneath the imperial residence in order to store snow. In the
1500s, Catherine de Medici brought the concept of the sorbet to the French,
who were soon to make a great improvement on it. Thomas Jefferson, who
imitated Nero in having a special cold room for storing snow, provides us
with the first recipe for ice cream found in the United States. Not to be
outdone, George Washington invested in one of the ice cream machines.
Until 1851, ice cream (or, more frequently, cream ice) was solely made at
home. But an intrepid man from Baltimore, named Jacob Fussell changed all
that by opening the first ice cream factory. Near the turn of the century, the
ice cream soda was created, although by who seems to be in question--
either James W. Tuff or Robert Green. It does seem to have been done by
accident, however--a scoop of ice cream falling in a glass of flavored soda
water. At any rate, the drink became a national craze, and many a girl and
boy went courting over an ice cream soda. So many, in fact, that many
municipalities passes laws forbidding the sale of soda water on Sunday.
Quickly afterwards, the 'sundae' was invented--it contained the ice cream,
syrup, and whipped cream of the soda, but without the evil influence of
soda water. Numerous variations existed.
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 The first official account of ice cream in the New World comes
from a letter written in 1744 by a guest of Maryland Governor
William Bladen.

 President George Washington spent approximately $200 for ice


cream during the summer of 1790.

 The first ice cream parlor in America opened in New York City in
1776.

 Invention of the ice cream soda is usually attributed to Robert M.


Green, who operated a soda water concession in Philadelphia.
Green, who sold a mix of carbonated water, cream, and syrup,
apparently ran out of cream and substituted ice cream, hoping his
customers wouldn't notice. But they did and daily sales receipts
climbed from $6 to $600.

 The first commercial ice cream plant was established in Baltimore


in 1851 by Jacob Fussell.

 In 1991, flavor phenomenon was created -- Chocolate Chip Cookie


Dough ice cream, which combines the best part of the Chocolate
Chip cookie -- the raw dough - with creamy vanilla ice cream and
semi-sweet chocolate chips.

 In 1843, New England housewife Nancy Johnson invented the


hand-cranked ice cream churn. She patented her invention but
lacked the resources to make and market the churn herself. Mrs.
Johnson sold the patent for $200 to a Philadelphia kitchen
wholesaler who, by 1847, made enough freezers to satisfy the high
demand. From 1847 to 1877, more than 70 improvements to ice
cream churns were patented.
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The beginning of new era

India’s contribution to the modern world may not be signed in


numbers, but whatever contribution made worth wise is absolutely great.
One of the contributions in the desert category “THE KULFI”

Kulfi

Kulfi is a popular South Asian, ice cream made with boiled milk typically
from water buffalo. It comes in many flavors, including pistachio, malai,
mango, cardamom (elaichi), and saffron (kesar). Kulfi differs from western
ice cream in that it is richer in taste and creamier in texture. As well, where
western ice creams are whipped with air or overrun, kulfi contains no air; it
is solid dense frozen milk.

It is made by boiling milk until it is reduced to half. Then sugar is added and
the mixture is boiled for another ten minutes. Then flavorings, dried fruits,
cardamom, etc. are added. The mixture is then put in moulds and frozen.
One can eat kulfi plain as is or it can be garnished with ground cardamom,
saffron, or pistachio nuts. As well, Kulfi is also served with Falooda
vermicelli noodles.

But since the kulfi could not become world famous, with the concept of
kulfi, ice-cream was started in 1981 in India. Then onwards it has been one
big journey……. on the road.

Now, Rime Rich Foods (p) Ltd – The Healthy Ice Cream brings to you the new
generation of Ice Creams….

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INDUSTRY PROFILE
The ice cream market growth picked up after de-reservation of
the sector in 1997. The total size of Indian ice-cream industry is 800+ cores.
In the organized sector the major players are Hindustan Lever represented
mainly by Kwality Walls brand. Amul with an estimated market share of 38%
is biggest player in market also he is rapidly gaining market share and lastly
Vadilal is the player in the national market with 8-9% of the market share.
Almost 40% of the ice creams sold in the country are consumed in the
western region with Mumbai being the main market, followed by 30% in the
north and 20% in the south.

Growth :-

The Indian government adopted the policy of liberalization


regarding the ice cream industry also and it is since then that this sector has
shown an annual growth ranging from 15-20% per annum for last 1- 2 year.
Till now it is estimated at worth of 800+ crores. This growth rate is expected
to continue for another next 2- 3 years because of lower base. Per capita
consumption of ice-cream in India is still a dismal 106 ml per annum against
22 liters in markets like the US. So Indian ice-cream industry is still is in
growth phase. This is a good sign for competitors.

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RECENT DEVELOPMENT IN ICE CREAM:-

 This time companies are coming with concept of Probiotic health and
wellness ice creams and sugar free variants. They are coming with
natural flavors like natural vanilla.
 Amul, the market leader in the ice cream space, has already
launched Probiotic health and wellness ice creams and is also offering
sugar free variants.
 Mother Dairy, a subsidiary of the National Dairy Development Board,
has decided to expand its naturally flavored offerings along with its
new packaging.
 Some company is looking at adding more natural flavors to its
portfolio. The company is also betting big on fruit juice bars to cater
to the growing number of conscious consumers.
 Hindustan Unilever introduced Moo ice cream under the health and
wellness umbrella. Moo, a combination of chocolate and vanilla, is
targeted at children and mothers because of its health credentials
each stick has calcium equivalent to one glass of milk.
 In the field of marketing and setting up new shops the multinational
companies are targeting big malls and multiplex. They are setting
shops in malls and multiplex in good positions to attract customers.

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COMPANY PROFILE

Location:- kinfra techno industrial park kakkanchery near Calicut

university.

Rime Rich Foods pvt limited was established in 2002 at


kakkanchery. It was the first started industry in Techno park It is situated at
kakkanchery at a distance of 10 kms away from Calicut airport and having a
vast premise in about 18 acres of land, where its office and plants are
situated. The installed capacity of this is 6000 liters per day. And it has 5
crores of sales and 10 crores of turnover per day. Its marketing
administrative office is situated at THRISSUR, for the successful
implementation of operation flood programme in Kerala. The firm has got an
Efficient management. The different department have managers and
assistant managers. They came under the control of Rime Rich manager.

Rime Rich Foods (p) Ltd will have plant with foreign machineries
scheduled to be commissioned in Jan 2002 by AIFA LAVAL, an Italian company
owned by world famous TETRA PACK of SWEDEN

Rime Rich Foods (p) Ltd will have highly sophisticated laboratory
to check the quality of product at every stage of production and this to add
to the Total Quality Management (TQM) policy of the company

MANAGEMENT
The mega venture is brought to you by Mr. John Johnson, an
NRI(Non Resident Indian) associated with a major air lines industry in UAE
for the last 22years with a sound financial and business acumen backed by
proven track record in food, marketing, and customer service and

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Mr. Starson, managing partner of a leading ice cream company in Kerala,


India.

ABOUT THE BRAND NAME PAPPAI

PAPPAI means child in many language in India. The brand


name pappai was selected by a survey among customers. From some
samples more people selected pappai. and the world famous cartoon
“POPEYE” . A major part of ice cream customers are children. Any children
can easily pronounce the word pappai. Because “pappa” is one word as
father which any child learn to pronounce first. So this factor influenced the
selection of brand name pappai.

It was introduced in Kerala just seven years before. But the growth of
the pappai was exclamatory. New pappai was one of the most famous ice
cream in Kerala. Turn over 40 crores. Today pappai is symbol of many things
at high quality product sold at reasonable price

PRODUCT DEFINITION
Ice cream may be defined “as a frozen dairy product made by
suitable blending and processing of cream and together with sugar and
flavor, with or without stabilize or color and with incorporation of air during
the freezing process”.
Rime Rich Foods (p) Ltd is a multi million rupees business venture in
ice cream industry eyeing the south India market with soon to be launched
delicious product PAPPAI ice creams

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RAW MATERIAL

Main product frozen dessert:

 vegetable fat & milk fat.

 Butter

 Skimmed milk powder

 Sugar

 Stabilizer

 Vegetable fat

LOCATION ADVANTAGES

 Good transportation facility.

 33kv substation.

 Near national highway.

 Industrial park.

 Industrial atmosphere.

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Different departments:-
1. production and maintenance
2. marketing
3. human resource management
4. dispatching
5. front office

MISSION STATEMENT
Pappai Ice Cream’s mission is presented below:
We pledge that we will serve fresh foods in a
prompt and friendly manner.
We pledge that we will serve only quality foods
that meet the nutritional standards of the International
Premium Ice Cream Institute.
We pledge that we will be good community
citizens, respectful of the environment, and friendly
neighbors to the surrounding businesses.
We pledge that we will always present a positive
public image and make our establishment one that you
can visit with safety and peace of mind.
We pledge that we will be responsive to your
suggestions and concerns.
If we do not keep our pledge of satisfaction, you
do not pay!
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ORGANIZATION STRUCTURE

Board of directors

Managing Director

Purch Mgr Prodn Dept Finance Marketing Despatch


MMngr dept

Store ProdnMngr A/C Mngr Sales Mngr Despatch


keeper Assistant

Supervison Accountant Sales


officer

Worker

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FINANCE / ACCOUNTS DEPARTMENT

Finance is the life blood of business. It is the most important


aspects of a business and scarce. Therefore it requires proper planning and
control to achieve the objectives the objectives of a business.
Accounting has rightly been termed as the language of the
business. The basic function of a language is to serve as a means of
communication. Accounting also serves this function. It communicates the
results of business operation to various parties who gave some stake to the
business, proprietor, creditors, investors, government and other agencies.
The financial statements of the company have being prepared
under historical cost convention, in accordance with the GAAP applicable in
India and the provisions of company Act 1956.

WAGE PAYMENT

Wages are paid to the workers on monthly. Payment is made


on the last day of each month. The wages of workers are fixed on the basis
of their skill. Yearly increments in the grades are also given. A skilled
worker get minimum Rs 4000/-per month. Wage payment also considers the
work experience and skill. Total wages Rs 200000 paid in a month

BENEFIT AND INCENTIVES

The company pays festival allowances to workers during Onam


season. During peak season Sunday are also considered as working days.
For these days wage are paid above than the normal rate. All the days in a
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week are working days except Sunday. Yearly they can take 13 holidays.
That is four national holidays and 9 festival holidays. Employees can take
15 days casual leave plus sick leave. Any leave taken above this will be
treated as leave without pay. Company provide ESI and Provident Fund
coverage to its permanent workers

PURCHASE DEPARTMENT

Purchase order is placed based on the requirements. Reorder level


varies from materials to materials on the basis of distances of the suppliers
and the usage of the material. Purchase indents will be received from the
stores, maintenance department the material like sugar, packing materials
the purchase department itself will make the check and order.

QUALITY OBJECTIVE

 To produce material cost, improve supplier’s performance.

DUTIES OF PURCHASE MANAGER


 He is in charge for the smooth functioning
 He is also having right to negotiation.

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HUMAN RESOURCE

pappai regards its personnel as its most valuable asset.


Involvement at all levels starts with open communication, whether on
specific aspects of the business, or about the activities of the Company in
general. Suggestions for changes and proposals for improvements of pappai’s
practices are encouraged.
Human Resource Management is concerned with the peoples
dimension in organization. Human Resource Management is a series of
integrated decisions that from the employment relationship; their quality
contributes to the ability of the organizations and the employees to achieve
their objectives.
Human Resource is considered to be an invaluable asset.
Employees are motivated to bring out the best within themselves.
Performance is recognized with an appropriate compensation package.
Human Resource Department endures smooth and
homogeneous industrial relationship at all the units. Company’s human
resources have played a vital role in achieving the improved results. They
are being appreciated for their hard work and dedication. Health, safety
measures, disciplinary and improved working conditioned are provided for
the employees.
The Human Resource department maintains the record of the
employees containing the names of the employees, their age, qualifications,
experience, promotion, and achievements etc for future reference.

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WORKING TIME
 The factory works all days in the week except Sunday.

 In times of greater demand production will be carried out on


Sunday also the company works 8 hours.

 The normal working time is 7.30am to 4.30pm.

 The office staff’s works from 9am to 6pm.

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PRODUCTION

Production process

SELECTING INGREDIENTS

FIGURING

MAKING

PASTURIZATION

HOMOGEUNAIZATION

COOLING AND AGING

FREEZING
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PLANT LAYOUT OF PAPPAI

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SELECTING INGREDIENTS
Selection of ice cream ingredients involves extraction of fat and SNF
from milk is not sufficient to prepare same quantity of ice cream. There for
we separate fat and SNF and later mix the required amount needed in ice
cream. Moreover, stabilizer and sugar are also used.
Composition of pappai ice cream

• greater than 10% milk fat by legal definition, and usually between
10% and as high as 16% fat in some premium ice creams
• 9 to 12% milk solids-not-fat: this component, also known as the
serum solids, contains the proteins (caseins and whey proteins) and
carbohydrates (lactose) found in milk
• 12 to 16% sweeteners: usually a combination of sucrose and glucose-
based corn syrup sweeteners
• 0.2 to 0.5% stabilizers and emulsifiers
• 55% to 64% water which comes from the milk or other ingredients

FIGURING :-

Suitable and accurate quantity of the listed ingredients is decided


proportionally.

MAKING :-

The process of making ice cream is the next step. All the above
components are mixed well and blending is done to make the mixture
smooth and soft.

PASTURIZATION:-

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The mix is then pasteurized. Pasteurization is the biological control


point in the system, designed for the destruction of pathogenic bacteria. In
addition to this very important function, pasteurization also reduces the
number of spoilage organisms such as psychrotrophs, and helps to hydrate
some of the components (proteins, stabilizers).

Here its heated at 68 degree Celsius for 30 minute and cooled slowly as
needed. Homogenization is done for the complete mixing of fat and water
content which gives definite and homogenous content shape of ice cream.

HOMOGEUNAIZATION :-

The mix is also homogenized which forms the fat emulsion by


breaking down or reducing the size of the fat globules found in milk or
cream to less than 1 µ m. Two stage homogenization is usually preferred for
ice cream mix. Clumping or clustering of the fat is reduced thereby
producing a thinner, more rapidly whipped mix. Melt-down is also improved.
Homogenization provides the following functions in ice cream manufacture:

• Reduces size of fat globules


• Increases surface area
• Forms membrane
• makes possible the use of butter, frozen cream, etc.
• makes a smoother ice cream
• gives a greater apparent richness and palatability
• better air stability
• increases resistance to melting

COOLING AND AGING :-

The mix is then aged for at least four hours and usually overnight.
This allows time for the fat to cool down and crystallize, and for the
proteins and polysaccharides to fully hydrate. Aging provides the following
functions:

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Aging is performed in insulated or refrigerated storage tanks, silos, etc. Mix


temperature should be maintained as low as possible without freezing, at or
below 5 C. An aging time of overnight is likely to give best results under
average plant conditions. A "green" or unaged mix is usually quickly detected
at the freezer.

FREEZING :-

The mix then enters the dynamic freezing process which both
freezes a portion of the water and whips air into the frozen mix. The
"barrel" freezer is a scraped-surface, tubular heat exchanger, which is
jacketed with a boiling refrigerant such as ammonia or freon. Mix is pumped
through this freezer and is drawn off the other end in a matter of 30
seconds, (or 10 to 15 minutes in the case of batch freezers) with about 50%
of its water frozen. There are rotating blades inside the barrel that keep the
ice scraped off the surface of the freezer and also dashers inside the
machine which help to whip the mix and incorporate air.

Ice cream contains a considerable quantity of air, up to half of its volume.


This gives the product its characteristic lightness. Without air, ice cream
would be similar to a frozen ice cube. The air content is termed its overrun,
which can be calculated mathematically.

As the ice cream is drawn with about half of its water frozen, particulate
matter such as fruits, nuts, candy, cookies, or whatever you like, is added to
the semi-frozen slurry which has a consistency similar to soft-serve ice
cream. In fact, almost the only thing which differentiates hard frozen ice
cream from soft-serve, is the fact that soft serve is drawn into cones at this
point in the process rather than into packages for subsequent hardening.

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How Ice Cream Is Made


Everybody has a favorite flavor or brand of ice cream, and the
debate over whose ice cream is the best rages on each year. While each
manufacturer develops its own special recipes, ice cream production basics
are basically the same everywhere.

The most important ice cream ingredients come from milk. The
dairy ingredients are crucial in determining the characteristics of the final
frozen product. Federal regulations state that ice cream must have at least
10% milk fat, the single most critical ingredient. The use of varying
percentages of milk fat affects the palatability, smoothness, color, texture
and food value of the finished product. Gourmet or super premium ice
creams contain at least 12% milk fat, usually more.

Ice cream contains nonfat solids (the non-fat, protein part of the
milk), which contribute nutritional value (protein, calcium, minerals and
vitamins). Nonfat dry milk, skim milk and whole milk are the usual sources
of nonfat solids.

The sweeteners used in ice cream vary from cane or beet sugar to
corn sweeteners or honey. Stabilizers, such as plant derivatives, are
commonly used in small amounts to prevent the formation of large ice
crystals and to make a smoother ice cream. Emulsifiers, such as lecithin and
mono- and triglycerides, are also used in small amounts. They provide
uniform whipping qualities to the ice cream during freezing, as well as a
smoother and drier body and texture in the frozen form.

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These basic ingredients are agitated and blended in a mixing tank.


The mixture is then pumped into a pasteurizer, where it is heated and held
at a predetermined temperature. The hot mixture is then "shot" through a
homogenizer, where pressure of 2,000 to 2,500 pounds per square inch
breaks the milk fat down into smaller particles, allowing the mixture to stay
smooth and creamy. The mix is then quick-cooled to about 40°F and frozen
via the "continuous freezer" method (the "batch freezer" method) that uses
a steady flow of mix that freezes a set quantity of ice cream one batch at a
time.

During freezing, the mix is aerated by "dashers," revolving blades


in the freezer. The small air cells that are incorporated by this whipping
action prevent ice cream from becoming a solid mass of frozen ingredients.
The amount of aeration is called "overrun," and is limited by the federal
standard that requires the finished product must not weigh less than 4.5
pounds per gallon.

The next step is the addition of bulky flavorings, such as fruits,


nuts and chocolate chips. The ingredients are either "dropped" or "shot" into
the semi-solid ice cream after it leaves the freezer.

After the flavoring additions are completed, the ice cream can be
packaged in a variety of containers, cups or molds. It is moved quickly to a
"hardening room," where sub-zero temperatures freeze the product to its
final state for storage and distribution.

Business strategy
Our business strategy will include the determination of the most
beneficial product market in term of establishing itself in this new product
segment. The most important factor for the success of Rime Rich Foods (p)
Ltd. brand is the perception of the consumer and to what extent it can build
a positive image in the consumer’s mind. The intensity of the business

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environment, the sustainable competitive advantage of a quality product


will give it a strong base to build the market.

It is important for us to adopt a different strategy for the Indian


market since it is composed of quality buyers as well as those who will buy
for their family. Thus, we shall introduce some new strategies so as to
establish our self in the Indian market and develop a strong customer base.
Items Processed

From antiquity to modern times, Europe has played a central role in


world culture. Having contributed to some of the world's most admired
architecture, paintings, literature and music. And to this day, these proud
people continue to cherish and pay tribute to their culture. Through their
many local dialects, holidays, festivals and songs. And yes, cuisines too.
Now you can feel that magic, live those lives and taste their
delicacies. With all new range that is winning over lovers of ice creams.

Cups(50ml & 100ml) , Family Pack(500ml), Party Pack(1 litre)


and Bulk (4 litre)

Vanilla , Strawberry, Orange, Pineapple, Chocolate, Mango, Coffee,


Chocolate Chips, Coconut, Spanish Delight, Caramel Butter Scotch, Pista
Green, Walnut Cherry, Butter Scotch, Maharaja, Fig & Honey, Black Currant,
Scottish Crunch, Kaju Kismis, Kulfi, Kesar Pista, Apricot, Sweety Pai, White
Honey, Mango Twinkle, Badam Bononz, Star Truck, Dil Bahar, Special Kesar,
Star Angel, Richi Lichi

Special Varieties
 Cassatta (Regular, Premium & Deluxe)
 Pappai Slice
 Rich Ball (100 ml & 125 ml)
 Strawberry 'n' Strawberry
 Rich Corona
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 Pot Kulfi
 Sundae Rich
 Chotta Corona
 Stick Items
 Choko Rime, Mango Rime, Pineapple Rime, Strawberry Rime, Orange
Rime
 Ice Lolly Pineapple, Ice Lolly Orange, Ice Lolly Grape, Ice Lolly
Mango, Ice Lolly in Tube
FLAVOUR

MOST PREFERED ICE-CREAM FLAVOUR

INTERPRETATION :-

The above data shows the different ice-cream flavor


which is most preferred by consumers. As per my survey, Vanilla flavor is the
most preferred ice-cream flavor by consumers with 43% of market shares. It
is preferred by almost all type of peoples. Strawberry is the second most
demandable flavor by the customers. Almost 24% of all the ice-cream
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consumption is comes from strawberry. It is followed by chocolate with 19%


and14% of other flavors.

MARKETING

American marketing association defines marketing as “the


performance of business activity that direct the flow of goods and services
from producer to consumer or user”

“Marketing as a social and management process by which individual


and group obtain what they need or what they want through creating,
offering and exchanging product of value with others”
-Philip kotler-

MARKETING CONCEPT

Costomer orientation Costomer satisfaction

Achievement of organizations
performance
objectives

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Co-ordinated marketing Organization success

During internal analysis the promoter should take care of the


following things:

 Raw material requirement

 Power supply

 Labour requirement

 Working force

 Capital

 Working capital

 Internal rules and regulations

 Proper management

 Proper material handling

Market research
Customers purchase decisions are based on perceptions about brands. They
also keep on changing with fashion, income and changes in lifestyle. Unlike
industrial products, it is difficult to differentiate products on technical or

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functional grounds. With increasing competition, companies spend enormous


sums on product launches. Market research and test marketing become
inevitable. The business rests on the two aspects that are brand equity and
distribution network.

SALES

Sales revenue for the product and service are a major components for
the forecast. Everything else is geared around the company’s ability to
exploit its sales potential.
Our approach to forecasting product and service revenue is:
all available competing product
Customer base being served by

TOTAL REVENUE

FORECAST
NUMBER OF UNIT

PERIOD
UNITx

IN
.Number of potential

.PRICE PERyours
.% of xtotal
MARKET
Your product

.X
customer for

including
CUSTOMER

SHARE

.=
.
TOTAL

BASE

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PRICE
The price is the exchange value of the product , It is value expressed
in terms of monetary medium of exchange . It is a link that binds the
customer and the company . It helps to establish a mutually advantageous
economic relationships and facilitates the transfer of ownership of goods
and services from the company to buyers , Price serves to bring supply of
goods and services produced in equilibrium with the quantity demanded.

OUR PRICING IS DONE BY CONSIDERING


• our marketing objectives
• the economic condition of our target market
• pricing of our competitor
• the nature of our business

Sales promotion
• Foreign trip for distributors those who achieving the target
• Conducting Road show
• Special schemes in seasons
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• Providing free freezer to distributors

Distribution network
In this sector, one of the most critical success factors is the ability
to build, develop, and maintain a robust distribution network. Availability
near the customer is vital for wider penetration as most products are high
value products. It takes enormous time and effort to build a chain of
stockiest, retailers; dealers etc and establish their loyalties. There are entry
barriers for a new entrant as a new product is typically slow moving and has
lesser consumer demand. Therefore dealers/ retailers are reluctant to
allocate resources and time. Established players use their clout to inhibit
new entrants. However, when a product offers a strong breakthrough, equity
build up rapidly and so does the distribution network.

Distribution channel

Super stockist

stockist

Distributor

Sub Distributor

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Dealer

End consumer

SWOT Analysis

The SWOT analysis is gaining momentum in the present days. The


researcher, doing their job in this field is increasingly using this analysis as a
mode of presenting their concluding remarks. The term SWOT explains the
STRENGTH, WEAKNESSES, OPPORTUNITIES AND THREATS. As far as the
project in hand is concerned, the chapter aims at bringing out clearly the
strength, weaknesses, opportunities & threats of Rime rich foods (pvt)
Limited.

STRENGTH:
• Less fixed cost required

• No side effects

• Less consumption of sugar

• Less consumption of fats

• Reduces chances of illness like diabetes

• Useful for health conscious people

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• Tasty with health

• Variety

• Eco-friendly

• Efficient supply chain.

• Distribution structure that allows wide reach and coverage in the


target markets.

• Capable and committed human resources.

WEAKNESSES:
• Slightly high in price due to use of special products
• Complex supply chain configuration.

OPPOURTUNITIES:
• Introduction of new flavors

• Easy in achieving breakeven point

• Prices can be reduced in short run

• Potential for expansion in the smaller towns and other geographies.

• Try to adopt new technologies that our competitors are not using

THREATS:
• Lot of competition from existing Ice Cream parlors offering sugar free
ice creams
• Rising prices of raw materials and fuels.

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• Slowdown in rural demand


• Economic slowdown can reduce the demand
• Major players may enter target market

FUTURE OF ICE CREAM MARKET IN INDIA

Ice Cream market will expand with increase in number of malls -


HLL has been increasing their ice cream outlets - Swirl. Few years
consumers use to go out for walk after dinner and use to buy ice creams
from hawkers. But now consumer who often visit malls for entertainment
prefer to buy ice creams during different times of the day as it is visible
upfront and feel like
spending Rs. 50 for that tasty chocolate swirl with cake and nuts. As
marketers are understanding the different needs of consumers, be it health
conscious people, kids, youngsters, young etc, and coming up with products
specific for them... with portfolio of flavors, consumer today has plethora
of options at hand to choose from and therefore high probability of buying
one more scoop of ice cream. Also with increasing wallet size and innovative
modern retail formats, it has definitely given a good chance to the ice
cream industry in India.

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.

We can get all the data regarding the per capita income of
India from the following table:-

PER CAPITA INCOME OF INDIA SINCE 2000

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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 move the consumers 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.

Future plans of pappai

 Set up new plant in Thiruvananthapuram ,Kannur and Erode.


 Produce sugar free ice cream by collaboration with us technology
without changing the taste.
 Produce ice cream which boost resistance power .

FINDINGS
Production
 Pappai using latest technologies in production field.
 Pappai is using high quality raw material for its production.
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 Pappai is using Stimulated Milk Powder (SMP) instead of milk. It


provides more durability than using milk.

Human resources
 Pappai providing healthy ice cream to its customers.
 Pappai conduct training and development programme for its
employees.
 Payment is made according to the skills of employees.
 Pappai keeping employees database (wages, performance of
employees etc..) by using software’s.

MARKETING AND SALES DEPARTEMENT


 Company is using strong distribution channel for marketing ice cream
timely
 Company providing freezers to distributors.
 Company gives more promotional activities to suppliers for increasing
sale.
 Company gives more offerings to distributors those achieving target.
 Some of the innovative ideas are made for the high selling retailers.
Such as giving them special packages. Which encourages the dealers.
 Pappai Introduced some attractive schemes to improve the sale.
 for attracting youths, sponsorship programs are taken .
 Company launched new attractive packing to change image of
pappai ice-cream in consumers mind.
 Company gains competitive advantage.

Finance department

 Pappai have sound finance

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 Pappai is using tally software for recording all financial transaction. it


provide more security for financial data
 Proper allocation fund to various department

SUGGESTIONS

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 Company may use brand ambassador which attracts each age


segment.

 Company may introduce sales promotion schemes like free weight,


cutting knife, contest, free gifts etc.

 Company may launch ice-cream in new flavors like Mix Fruit

 The company needs to improve their packaging material quality.


Packaging is one of the main areas of disagreement with the ice
cream because the packaging of the Prolife & Sugar free ice cream
creates problem with caring and forwarding

 The full information about the company and all it’s products may be
provided in the website of the company.

 Company may launch Prolife sugar free ice-cream in new attractive


packing to change image of competitor in consumers mind.

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CONCLUSION

Pappai is one of the market leader in ice cream industry in


Kerala Quality is the dominating aspect which influences consumer to
purchase pappai ice cream. for the existence in the local market pappai
using aggressive selling techniques. even though in economic slowdown
pappai is growing fastly. Rime Rich Food created a good brand image and
company well known its brand name pappai, due to its quality. pappai have
lot of future plans for expansion of business and production of healthy ice
cream. With the help of research, company can find out its week points and
can increase its market share through rectify mistakes. People have
believed in pappai and they will accept its ice-cream, also if effective
actions were taken.
The industrial training in Rime Rich Food pvt limited helped me to
learn about ice-cream industry and its different departments process . I
express my thanks to one and all helped me to complete the project.

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Bibliography

 Marketing management -philip kotler


 Business today
 www.pappai.com
 www.google.com
 www.wikipedia.com
 www.scribd.com

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