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A Study On Consumer Attitudes Towords Hatsun Milk Products With Respect To Arun Ice Cream Shivamogga
A Study On Consumer Attitudes Towords Hatsun Milk Products With Respect To Arun Ice Cream Shivamogga
CHAPTER-1
INTRODUCTION
Introduction
Introduction to Project Report
Objectives of the Study
Methodology
The principles guide their conduct
Recognition
Limitations of the Study
Introduction
Consumers make many buying decisions every day. Most large companies research
consumer buying decisions in great detail to answer questions about what consumers buy,
where thy buy, how and how much they buy, when they buy, and why they buy marketers
can study actual consumer purchases to find out what they buy, where and how much. But
learning about they whys of consumer buying behavior is not so easy the answer are after
locked deep within the consumer’s mind.
Arokya and Gomatha are two milk product lines of HATSUN Agro selling liquid milk
to markets in TamilNadu, Karnataka, Andhra Pradesh and Goa. The company procured and
marketed about 1.40 lakh (140,000) liters milk in its Belgaum unit in 2003.
Methodology:
Following are the methods adopted for the collection of required data relating to the
project report.
1) Fieldwork method: Visited various dealers & householders to gather views
towards the product.
2) Survey method: An exhausted survey was conducted about the sales
performance of Arun ice creams & assesses the marketing strategy adopted
by Sudeer ice-cream parlor.
3) Questionnaire method: An appropriate questionnaire was designed
separately for selected Arun ice creams dealers & consumers with a view to
ascertain their attitude & opinion of the consumer preferences towards
various brands of ice cream, in general & particular by Sudeer ice-cream
parlor.
For the purpose of this project report the data has been collected from
both primary and secondary sources.
The primary data has been collected from field survey with the help of
interview schedules. This has been collected through questionnaires.
The Secondary data has been collected through, published sources,
unpublished sources, records etc.
Sources of Data
1. Primary data have been collected through
a) Interview with the partners of Sudeer ice-cream parlor, Shimoga for getting
information about history, turnover, staff pattern, area of distribution of firm
etc.,
b) Within the framework of objectives, a survey was conducted to gather the
opinions of consumers of chocolates by formulating questionnaire. Besides this,
a survey of dealer’s opinions towards marketing of ice cream was also conducted
through questionnaire method. Most of the respondents were personally
interviewed to get reliable response from them.
CHAPTER-2
History
Management
Outlook and Development of Hatsun com.
Welcome to the Hatsun world, India's largest private dairy. From a modest ice-cream
manufacturer to one of the leading names in India's dairy sector in just a span of three
decades, Hatsun now stands majestically as a hallmark of successful entrepreneurship. Be
it in the dedication to quality, in employing the world's latest technology, innovative
marketing strategies, or bringing prosperity to hundreds of thousands of farmers in the
south.
It started as a creamy dream in 1970: Arun Ice-cream, the rich, delicious brand that has
captured the hearts of millions of ice-cream lovers. With over 70 delightful varieties it is
the No. 1 selling ice-cream in south India. Arun Ice-cream is manufactured at the most
modern plant of its kind in Chennai. From the ingredients, to the packaging and
distribution stringent quality control is maintained at every stage which has made Arun Ice
creams the first ice-cream brand in India to win the 9001 certification for quality and
world-class manufacturing facilities. Arun Ice-creams reach the consumers through the
largest network of exclusive parlors in India. These and the many Arun mini-parlors in the
rural areas provide employment to thousands of people. When the vision is clear and the
dedication total, growth follows, and Hatsun expanded.
When the market was ruled by unhygienic milk, Hatsun came up with Arokya - the
standardized, homogenized and bacteria clarified milk. Arokya milk is still unsurpassed in
purity, thickness and quality and has made it one of the most preferred milk brands
consumed by several hundred thousand households every day and then came Hatsun
Komatha. This product is Hatsun's proud contribution of a superior quality, lower fat milk
which Hatsun calls 'Cow's milk'. Komatha is the perfect symbolization of the values and
attributes of the provider of fresh milk - the cow. No wonder then Hatsun Komatha milk is
hailed as the most suitable milk for the whole family. Loved by kids and adults like for its
taste and freshness.
Hatsun handles a total 1.8 million liter a day. Hatsun's quest for quality starts at
procurement, two times a day, 365 days of the year at over a thousand collection centers,
from more than a hundred thousand farmers. Hatsun sources its milk with an ever watchful
eye, always keen on quality. It is an enthusiastic and bustling activity when milk takes its
first step in its journey to the consumers' homes.
India, the largest producer of milk in the world produces over 97 million
annually. For the past 4 years India has been a consistent exporter of
Dairy Ingredients to the world.
The average growth rate of milk production in India is 4%. The
Northern & Western part of India is a major producer of Buffalo milk
and the South of India produces cow's milk.
Hatsun, based in South India is the largest private sector dairy company
in India and hence has a distinct advantage of dealing in cow's milk.
Hatsun Agro Product Limited is a public limited company that was
founded by Mr. R.G.Chandramogan, who is also the present Chairman &
Managing Director.
In 1970, Hatsun began with the pioneering effort of producing Arun
icecream, which stil continues to be the most popular icecream brand in
South india.
Hatsun started marketing fresh milk in pouches from 1993 and
manufacturing dairy ingredients from 2003.
Today, Hatsun is a USD 185 million company, listed in the Mumbai Stock
Exchange.
Management:
Board of directors:
The company is managed by the Managing Director, Joint Managing Director and Executive
Director - Operations subject to the superintendence, control and direction of the board of
directors.
The board of Directors of the company have an optimum combination of executive, Non-
Executive and independent directors, which compels with clouse 49 of the listing
requirements as well. The entire board of the company is involved in selection, Orientation
and succession of directors.
Executive directors:
Shri R.G. Chandramogan is the promoter of the company. He is the chairman and
managing director of the company. He has initially started icecream business in early
1970s and later ventured into milk and milk related products. In the year 1986 he formed
the business into a private limited company, which was later converted into a public
limited company.
Financial
The company's sales have grown from a level of INR 190.9 million (approx. USD 4
million) in 1997 to INR 8694 million (approx. US$ 183 million) in 2008. The company's
PBDITA has increased from INR 25.14 million (approx. US$ 0.53 million) in 1997 to INR
614 million (approx US$ 12.92 million) in 2008
The equity base with reserves stand at Rs.481 million (approx US$ 10.12 million)
and gross asset base of more than Rs.2332 million (approx US$ 49.09 million).
Share Capital
The Company made its maiden public issue of 18,00,000 equity shares
of Rs.10/- at a premium of Rs.35/- per share. The issue was well subscribed.
The present listed and paid-up Equity Share Capital of the company is Rs.6.79
Crores with a shareholder base of 3,772 as of 30th September, 2008.
CHAPTER-3
Origin of ice-cream
Once upon a time, hundreds of years ago, Charles I of England hosted a
sumptuous state banquet for many of his friends and family. The meal,
consisting of many delicacies of the day, had been simply superb but the ‘coup
de grace' was yet to come.
The guests were delighted, as was Charles, who summoned the cook and
asked him not to divulge the recipe for his frozen cream. The King wanted the
delicacy to be served only at the Royal Table and offered the cook £500 a year
to keep it that way.
Sometime later however, poor Charles fell into disfavour with his people
and was beheaded in 1649. But by that time the secret of the frozen cream
remained a secret no more. The cook, DeMirco, had not kept his promise.
This story is one of many of the fascinating tales which surround the
evolution of ice cream. In fact it is likely that ice cream was not invented but
rather came to be over years of similar efforts. Indeed, the Roman Emperor
Nero Claudius Caesar is said to have sent slaves to the mountains to bring
snow and ice to cool and freeze the fruit drinks he was so fond of. Centuries
later Marco Polo (1254-1324) was supposed to have seen ice cream being
made during his trip to China and on his return introduced them to Italy.
This story continues with the Italian chefs of Catherine de'Medici taking
this magical dish to France when she went there in 1533 to marry the Duc
d’Orleans. The story goes that de'Medici’s Italian chefs served a different
flavour in each of the thirty-four days of the wedding celebration. Their son,
Henry Ill, became so addicted to the delectable treat that he demanded a daily
dose.
After the dessert was imported to the United States, it was served by
several famous Americans. George Washington and Thomas Jefferson served
it to their guests. In 1700, Governor Bladen of Maryland was recorded as
having served it to his guests. In 1774, a London caterer named Philip Lenzi
announced in a New York newspaper that he would be offering for sale
various confections, including ice cream. Dolly Madison served it in 1812.
Dairy Ingredients serves the Food & Nutrition Industry including the
Dairy, Bakery, Pharmaceutical, Confectionery, Snacks & Savory markets.
Quality
Preamble: We at "Hatsun" from management to down the line i.e.
land/floor are conscious and continue to strive hard to achieve high level of
pledge in obtaining pure milk and safe products. Scruple sly & sincerely IS
standard of analysis are followed "before - during - after"; at procurement
point, collection bank point, raw fresh milk reception point, Chilled milk point,
market milk point, dairy ingredients point, dairy by-products point.
Particularly physical, chemistry, microbiology, residue monitoring are applied
at all necessary point in order to comply & to provide comfortable milk & milk
products. This applies from cow to commercial.
Fresh Milk is procured and poured at our dedicated (major) fresh milk collection centre i.e.
Hatsun Milk Bank (HMB).
Physical evaluation:
Organ optic evaluation i.e. sensory evaluation is carried out by our trained HMB
personal
Milk is measured i.e. computerized.
Cleanliness of milk cans.
Chemical analysis:
Gerber method applied to find out fat percentage
Lactometer method is applied to find out Solid non fat
At Chilling centre raw fresh milk reception dock (Second tire analysis): -
Physical evaluation:
Chemical analysis:
Physical evaluation:
Chemical of milk:
Microbiology of milk:
MBRT of milk
Antibiotic residue test
CAP residue test
Standard plat count enumeration
Coli form enumeration
Products:
Milk
Milk Products
Arun Ice-cream
Beverages
Dairy Ingredients
Milk:
Arokya has more nutrition and butterfat. Growing children can consume Arokya
because it's wholesome and nourishing. It fortifies the bones with calcium, proteins and
minerals. In case of adults, Arokya can be diluted with water & used.
Arokya is healthy and ready nourishment for growing children. Fortified with 4.5%
butterfat, Arokya helps in the growth of vital strengths of a child - both physical and
mental. It contains adequate quantities of calcium and phospholipids for development of
the bones and brain respectively.
Unlike toned milk where butterfat is removed to make it only 3%, Arokya has 4.5%
butterfat. Hence the catchy slogan attached to it: Nothing added. Nothing removed.
Nobody underscores the need for healthy foods more than the World Health
Organisation (WHO). In fact, World Children's Fund (WCF)-a body recognized by WHO-
believes that milk with 4.5% butterfat is best for growing children.
It is very critical to give every child the right kind of food and nutrients, and to give
the child just when he needs them the most. If you are looking to make your child skilled,
agile and admired, switch to Arokya. And watch your child excel.
Specially designed for hoteliers and caterers: Hatsun Santosa Full Cream Milk is well
suited for Hotels and Catering needs as it is ideal for preparation of curd, lassi, milk shakes,
sweets, payasam, tea and coffee. This is because it is thicker with 6% butter fat and 9% SNF
and is also homogenized. The aroma of tea and coffee is greatly enhanced due to the higher
SNF content and because of bacteria clarification, the beverage also tastes fresher.
Greater profits
The uniqueness of Hatsun Santosa Full Cream Milk is that in a market where the milk
prices are rising, it provides you with the opportunity to actually increase your profits. This
is because of the 6% butter content which makes the milk thicker.
We have introduced a new Food Service Pack of 5 later at an attractive price, keeping
in mind the needs of hotels and institutions. The following benefits will accrue through its
use:
Another fresh milk in the stable of Hatsun, Hatsun Komatha Toned Milk was launched
in the year 2000. A lighter milk than Arokya, Hatsun Komatha Toned Milk comes with all
the good processing technologies deployed by Hatsun, i.e., homogenization, pasteurisation
and bacteria clarification. This ensures that the high quality and hygiene standards set by
Hatsun for its products are met.
Distribution Stockiest / Agents. We reach our customers through our wide network of
30 Distribution Stockiest and over 1500 Agents in Tamil Nadu / Bangalore.
Hatsun's all-natural high-quality Cooking Butter has something that makes it stand
out from the crowd - it has dollops of 'zeal' in it. Hatsun Pasteurised Cooking Butter is made
from the choicest of creams, churned from pure farm fresh milk. It is then processed in a
high-tech dairy plant where hygiene and quality are given utmost importance. This ensures
that sweets, savouries and cakes have a great taste and aroma.
At Hatsun, we decided that Hatsun would be different from other branded ghees that
jostle for your attention. So, what makes Hatsun Ghee different? The nutty taste of Hatsun
Ghee - a special grade ghee, is perfect for Indian cuisine in general and sweet making in
particular. Being made only from cow milk, all the freshness and uniqueness associated
with cow milk can be found in Hatsun Ghee. It has the distinct property of carrying and
enhancing the flavour of practically any dish that one briefly fries in Hatsun Ghee.
Hatsun Curd
Hatsun Curd is a semi-solid fermented milk product, with excellent consistency. It has a
very low bacteria count making it extremely healthy in nature and delightfully tasty in
character.
1. 125 gm cup
Hatsun Paneer
Aaros Coffee
Made from exquisite quality coffee beans
Very fine filter coffee taste
Aaros Ragi
Made from high quality roasted ragi grains
Tasty and very Refreshing
Arun: An insight Arun Icecreams believes in the motto "Customer is the King". Arun
Icecreams, a feather in the cap of Hatsun is a brand leader in the icecream market. Today,
Arun is the largest selling icecream brand in south India. It sells its icecreams through
exclusive parlours spread all over Tamilnadu, and parts of Karnataka, Kerala and Andhra
Pradesh. With over 70 unforgettable varieties, Arun continues to delight millions of
customers.
Arun introduced the concept of exclusive franchise parlours selling only Arun
Icecreams. This is admittedly one of the major reasons for Arun Icecreams' strong
performance over the years. By reaching out to towns with a population of 30,000 and in
some cases even smaller towns, Arun has boldly taken a path that is less traveled. Arun
Icecreams continue to come up with new varieties and flavours which should help it
maintain its strong performance and brand image.
Arun has now brought about standardisation of its parlours. This will help maintain
the unique identity of the parlours. This, in turn, enhances uniformity in the image of the
brand among the consumers leading to utmost satisfaction.
Arun Icecreams parlours have been hugely successful. The reasons for this are explained
briefly:
More
And now Arun introduces the whole new concept in icecream retailing in south
India, the Unlimited concept.
Arun unlimited offers the customer a wide range of flavours with unlimited options
of creating ones own sundaes. The customer is given the option to choose his own choice of
icecream and toppings or sauces to go with it. In addition to allowing customers to create
their own combinations, The Arun unlimited has a sundae menu of proprietary and
innovative creations ready for customers to enjoy. We even offer take away icecreams. The
parlours are decorated to offer a vibrant,fun and friendly experience.
Currently operational at Chennai's leading shopping mall - Spencer plaza and also
stand alone parlours at Annanagar, R.K.Salai , Besant nagar, Egmore etc Arun Unlimited
also operates inside the most renowned IT parks like Chennai one and IT giants like
Accenture. Arun unlimited is very much on its way marching ahead to become the leading
icecream Retail chain in south India in years to come.
Parlor Standardization
Arun has now brought about standardization of its parlors. This will
help maintain the unique identity of the parlors. This, in turn, enhances
uniformity in the image of the brand among the consumers leading to utmost
satisfaction.
Arun ice-cream parlors have been hugely successful. The reasons for
this are explained briefly:
On a growth track
And now Arun introduces the whole new concept in ice-cream retailing
in south India, the unlimited concept.
Arun Unlimited also operates inside the most renowned IT parks like
Chennai one and IT giants like Accenture.
Arun Unlimited is very much on its way marching ahead to become the
leading icecream Retail chain in southIndia in years to come.
Methods and Technology
Whoever invented the method of using ice mixed with salt to lower and
control the temperature of ice cream ingredients during its making provided a
major breakthrough in ice cream technology. Also important was the
invention of the wooden bucket freezer with rotary paddles improved ice
cream's manufacture.
Mechanical Refrigeration
The treat became both distributable and profitable with the introduction
of mechanical refrigeration. The ice cream shop or soda fountain has since
become an icon of American culture.
Eskimo Pie
The idea for the Eskimo Pie bar was created by Chris Nelson, a ice cream
shop owner from Onawa, Iowa. He thought up the idea in the spring of 1920,
after he saw a young customer called Douglas Ressenden having difficulty
choosing between ordering an ice cream sandwich and a chocolate bar. Nelson
created the solution, a chocolate covered ice cream bar. The first Eskimo Pie
chocolate covered ice cream bar on a stick was created in 1934.
Originally Eskimo Pie was called the "I-Scream-Bar". Between 1988 and
1991, Eskimo Pie introduced an aspartame sweetened, chocolate covered,
frozen dairy dessert bar called the Eskimo Pie No Sugar Added Reduced Fat
Ice Cream Bar.
Haagen-Dazs
Dove Bar
In 1920, Harry Burt invented the Good Humor Ice Cream Bar and patented it
in 1923. Burt sold his Good Humor bars from a fleet of white trucks equipped
with bells and uniformed drivers.
Ice-Cream flavors
Introduction
Ice cream is basically a frozen dessert that is made form dairy products,
mainly milk and cream. It also comprises of flavorings and sweeteners, such
as sugar, and some other ingredients. While making ice cream, the mixture of
dairy products and other ingredients is cooled down to freezing temperature,
while stirring continuously, to avoid the formation of large ice crystals in it.
Ice cream is one of the most popular desserts in the world and there is hardly
any country in the world where it is not enjoyed, by the young and old alike. In
the following lines, we have provided a list of ice cream flavors, commonly
found across the world.
o Vanilla
Vanilla is the basic and the most popular flavor for ice cream. White to off-
white colored ice creams are mostly flavored with vanilla. It is one of the most
expensive spices, next to saffron. The rich flavor is derived from orchids of the
genus ‘Vanilla’.
o Chocolate
No one can resist a cup of melt-in-the-mouth chocolate ice cream, isn’t it?
Derived from cocoa, chocolate is perhaps the most popular flavor for ice
creams and other sweet desserts, just next to vanilla. The content of chocolate
decides the grade of the ice cream - from light to dark chocolate.
o Chocolate Chip
Chocolate chips, as the name suggests, are small chunks of chocolates. They
taste good and add an attractive edge to the ice cream. Chocolate chips can be
an additive to ice creams of other flavors too.
o Strawberry
The pink colored strawberry ice cream can be easily differentiated from other
flavors. The rich color and flavor of the ice cream is derived from the very
delicious fruit - strawberry.
o Mango
Mango ice cream is as enticing as the fruit itself. Yellow in color, mango ice
cream is many people’s favorite, as it reminds one of the rich taste of the fruit.
o Coffee
Coffee flavored ice cream would easily remind you of a cup of coffee. The ice
cream can be found in many variants. You can find merely coffee flavored ice
cream or the one that has the basic vanilla flavor, with a tinge of coffee in it.
o Black Currant
Black currant ice cream is here to stay. The peculiar purple color of the ice
cream makes it look different and it tastes unique too.
o Cherry
It is a general perception that cherry finds its place only as a topping for
desserts and ice creams, when it comes to sweet dishes. As a matter of fact,
you can find ice cream flavored purely with cherry essence too!
o Butterscotch
For those who love to have nuts in their sweet dishes, trying out walnut
flavored ice cream would be a nice idea. Eating pieces of the nut would be
enticing to the taste buds!