In sum, NDDB is a unique example of an organizational innovation with a focus on human

resource and co-operative development in India. By placing technology and professional

management in the hands of the village societies it has helped to raise the standard of living of

millions of poor people. These processes prove that true development is the development of the

people and this could be achieved through putting the instruments of development in the hands

of the people.

OPERATION FLOOD AN OVERVIEW

Operation Flood:  one of the world's largest rural development programmes

Launched in 1970, Operation Flood has helped dairy farmers direct their own development,

placing control of the resources they create in their own hands.  A National Milk Grid links

milk producers throughout India with consumers in over 700 towns and cities, reducing

seasonal and regional price variations while ensuring that the producer gets fair market prices

in a transparent manner on a regular basis.

The bedrock of Operation Flood has been village milk  producers' cooperatives, which procure

milk and provide inputs and services,  making modern management and technology available

to members.  Operation Flood's objectives included :

 Increase milk production ("a flood of milk")

Augment rural incomes

Reasonable prices for consumers

PROGRAMME IMPLEMENTATION

Operation Flood was implemented in three phases:

Phase I Phase I (1970-1980) was financed by the sale of skimmed milk powder and butter oil

gifted by the European Union then EEC through the World Food Programme. DDB

planned the programme and negotiated the details of EEC assistance.

During its first phase, Operation Flood linked 18 of India's premier milksheds with

consumers in India's  four major metropolitan cities:  Delhi, Mumbai, Kolkata and

Chennai.

Phase II Operation Flood's Phase II (1981-85) increased the milksheds from 18 to  136; 290

urban markets expanded the outlets for milk.  By the end of 1985, a self-sustaining

system of 43,000 village cooperatives covering 4.25 million milk producers had

become a reality.  Domestic milk powder production increased from 22,000 tons in

the pre-project year to 140,000 tons by 1989, all of the increase coming from dairies

set up under Operation Flood. In this way EEC gifts and World Bank loan helped to
 promote self-reliance.  Direct marketing of milk by producers' cooperatives increased

by several million litres a day.

Phase III Phase III (1985-1996) enabled dairy cooperatives to expand and strengthen the

infrastructure required to procure and market increasing volumes of milk. Veterinary

first-aid health care services, feed and artificial insemination services for cooperative

members were extended, along with intensified member education.

Operation Flood's Phase III consolidated India's dairy cooperative movement, adding 30,000

new  dairy cooperatives to the 42,000 existing societies organised during Phase II.  Milksheds

peaked to 173 in 1988-89 with the numbers of women members and Women's Dairy

Cooperative Societies increasing significantly.

Phase III gave increased emphasis to research and development in animal health and animal

nutrition.  Innovations like vaccine for Theileriosis , bypass protein feed and urea-molasses

mineral blocks, all contributed to the enhanced productivity of milch animals.

From the outset, Operation Flood was conceived and implemented as much more than a dairy

programme.  Rather, dairying was seen as an instrument of development, generating

employment and regular incomes for millions of rural people.   "Operation Flood can be

viewed as a twenty year experiment confirming the Rural Development Vision" (World Bank

Report 1997c.)
 GLOBAL ICE CREAM INDUSTRY – STRATEGIC MARKET, INTERNATIONAL

TRADE & PRODUCTION REVIEW

A new report on the global ice cream industry is the most current definitive report on the size

and trends in the industry, with coverage of all major countries. The report ispredicated by the

fact that the global ice cream industry is large and growing, with yet more opportunities for

market development by key players and participants – including processors, equipment

suppliers,ingredient suppliers, packaging companies, international traders and retailers.This is

especially the case as the rapidly developing China market comes on stream, and the bright

prospects of the sleepy Indian market awakening to what much of the rest of the world is

fondly embracing. This embrace is ice cream consumption. Global ice cream consumption

shows recent trends of strong year-on-year growth in worldwide ice cream consumption, with

continuing prospects for strong ongoing growth and development. International trade in ice

cream is significant, and again this usiness is increasing in size.

Current global ice cream trade is approaching 1 billion litres per year, with significant

prospects for further expansion. Ice cream capacity is responding well to this growth in

consumption. However the report suggests that there could be pressure on product availability

through 2008, which will provide some impetus to growth in international trade as major

players realign their sourcing options and high demand markets pull stock from other regional

sources.

The report highlights the promise that the U.S. is expected to be best positioned to exploit the

opportunities in export trade for ice cream, with a forecast that the U.S. will usurp the EU and
 become the leading ice cream exporter (excluding intra-EU trade) due to various factors,

including:

• The present low value of the U.S. dollar, providing competitive cost supply options

• Growth opportunities on its doorstep – including markets such as Mexico, Latin America,

Canada, as well as an established track record in supply of dairy roducts to key Asian

markets

• The positive image of ice cream emanating from the U.S.

• The U.S. as the home to innovation in ice cream

• The well-recognized ability of the U.S. to produce quality takehome products/desserts

that are growing niches in many export markets

The report highlights the role of global innovation as an important driver in the expansion of

the world ice cream market, and suggests that this will differentiate companies from a

competitive perspective.

INDIA – COUNTRY OVERVIEW

VOLUME (ooo’liters) 2004 2005 2006 2007

Production 120,334.7 134,425.0 152,943.5 172,201.7

Imports 14.1 7.9 26.8 3.7

Exports 248.8 132.9 170.3 205.4

Apparent consumption 120,100.0 134,300.0 152,800.0 172,000.0

India has a very poorly developed ice cream industry. Total consumption is growing very

strongly, standing at 172 million litres per year. However, with the sheer population size, his

means that per capita consumption is only 0.14 litres per year, among the lowest in the world.

Constraints on consumption are subject to economic conditions, affordability, and product

availability (an inadequate cold chain). However, growth in per capita consumption will lead to

tremendous volume increases – and there is little doubt that this will occur in the short- to

medium-term (and beyond). A small volume is imported, and there is some exports to regional

markets – but generally India plays a minor role in any aspect of ice cream global trade.

RESEARCH PROBLEM

On the basis of literature review and discussion with the guides and presentation a final

research problem which will formulate the basis of actual study, has been formulated and

described here. The main problem with the organisation is realting to their smooth functioning

of their distribution system. The company have distributor both in north as as well as the

southern part of the city. The company is facing the problem of smooth supply of its product
to the retailer because of a weak distribution system. Apart from that the company is also

facing some problem relating to credit and commission realted problem with the retailers.

Specially in the northern part of the city the retailers are more vocal in credit and commision

related issues because other local players are giving such credit an extra commission in order

to get a toe hold into the market. Another major problem is that has not been able to capitalize

on its brand name.

OBJECTIVE

Make a plan to increase the sale of MOTHER DAIRY in Retail stores.

Find out New trends to advertisement in Retail stores.

To know the relationship of sales with the advertisement .

To determine the various factors influencing buying decisions.

To determine the expectations of customers from the company .

To study post purchase behavior.

 RESEARCH METHODOLOGY

Research can be defined as the careful investigation or inquiry especially through search for

new facts in any branch of knowledge. Market research is a systematic and objective study of

problems pertaining to the marketing of goods and services. It is not restricted to any particular

area of marketing but is applicable to all its phases and aspects. In other words it is the function

that links the customer and the general public that comes under the purview of the target

audience.
 RESEARCH DESIGN

The research design is analytical in nature. A questionnaire was prepared and distributed to the

concerned persons of different retail stores. The user’s profile is based on the results of a

questionnaire that the users complete.

SOURCES OF DATA COLLECTION

Primary Data

Data were collected through survey among various retail stores across Lucknow mainly from the

southern and the northern part with the help of a structured questionnaire.

Secondary Data

 Internet

 Articles

 Newspapers

Sample Design

Convenient Sampling

Sample Size

 Number of people Approached: 180

  Our total number of respondents: 170

ANALYSIS METHOD

The analysis methods include the following: Ratio Analysis, Historical Trend Analysis.

.
 DATA ANALYSIS AND INTERPRETATION

Q.1 Which of this companies SKU ( Stock keeping unit) do you sell in your shop?

12% 12% 35%

27%
15%

Kwality walls Metro Dairy Mother Dairy All Others

Interpretation: The number of exclusive mother Dairy retailer in the region is very few and

the major factor behind is that the retailer are asking for more comision and extra credit on

purchase of SKU’s which the other local players are giving in the region which is hampering

the sell of the company.

Q.2 Which of them has the highest sell in your shop?

 13%
15% 41%

31%

Kwality walls Metro dairy Mother Dairy Other

Interpretation: When the retailers have been asked that which company has the highest sell in

the reason approximately 40% of the respondents say its kwality walls followed by 29% for

metro dairy and approximately 15 % for mother dairy. The main reason for kwality walls to

become number one in the area is that they have got a very efficient distribution system in

place.

Q.3 Which is the most selling SKU in your shop?

 20%
20%
8%

22%
30%

100 ml cup Chocobar Feast Chocovanilla cone Other

Interpretation: Most selling SKU in the region is Feast followed by choc-bar. Both feast and

choc-bar have a market share of 30% and 22% approximately. In both this SKU the kwality

walls have got the largest market share followed by metro Dairy.

Q.4 Are you satisfied with the Availability of the SKU’s?

 35%

65%

Yes NO

Interpretation: The main problem with almost all the major players in the region is that they

could not able to supply the SKU’s in this peak season as a result of that almost retailers of all

the companies are not very happy with their distribution. Approximately 65% of the retailers

selling mother dairy ice cream is not satisfied with the availability of the SKU’s in the peak

season.

Q.5 Which is the most selling Mother dairy SKU in your shop?
 20%

45%

15%
20%

Choco vanilla cone kulfi Lic lolleez others

Interpretation: Chocó vanilla cone is the largest selling mother dairy SKU followed by kulfi

and Lic lolleez. Approximately 45 % of the retailers said that Chocó vanilla cone is most

selling SKU in their shop followed by Kulfi with 20 % and lic llolleez with 15%. The company

also introduced two new flavors in their Chocó vanilla cone ‘CHILLZ’ and ‘NAUGHTY

ALMOND’ that boost up the sell in this segment.

Q.6 Which company’s refrigerator you are using at present?

 31%
2%

57%
10%

kwality Walls Mother Dairy Own Others

Interpretation: The number of retailer who have their own freeze is so high because metro

dairy one of the local brand do not sell refrigerators to the retailers instead they help the

retailers to purchase refrigerators at a lower price. So the retailers who are selling metro

dairy’s SKU is having their own freeze. The kwality is also very aggressive in this segment as

they supply freezer to selected retailer without any investment on purchase of certain amount

of SKU at a time.

Q. 7 Are you interested in “own your asset scheme” of the company?

 42% 12%

46%

Yes No Later

Interpretation: In this reason the majority of the retailer want to carry on their ice cream

business without too much of investment as a result of that they do not want to invest too much

in refrigerators and because of that reason the OYA scheme of the company do not get type of

response which the company was hoping for. Only 10 % of the respondents showed interest in

the OYA scheme.

CONCLUSION
 For the last one and half month I am working on this project. In this period I have conduct

survey in different parts of the city and analyzed my findings and data that I have collected

through this survey. in my conclusion I would like to highlight the following points:

1. The company have a very good brand name but it has fail to capitalize on it fully.

2. The company’s distribution system and supply chain is very weak and needs to be reframed

properly

3. The company have got variety in terms of their SKU but the problem is that they fail to

promote it properly.

4. One more important thing is that the customer here is very price sensitive and a slight

change in price is having a very wide effect on the demand of the product.

5. Mother dairy has a pan India presence and that is helping the company to some extent in

promoting there product in a more better way.

SUGGESTION

Strategies need to be adopted by the company

Brand Name: The Company has a very good brand name and at least every body knows about

the company. So the company can utilize its brand name to promote its product into the market
more and more aggressively by making its products more visible by advertising its products

through hoardings and banners and glow signboard in major areas as well as to the retailer’s

shops.

Wide Variety of Product: The Company has a wide range of SKU, which is a major strength

of the company. It should thus utilize it to grab the market by making all the SKU’s available

at all time so that the customer gets any of the company’s SKU they prefer to have. Especially

the major selling SKU’s should be available at all times.

Distribution System: The Company needs to look into its distribution system more carefully

and needs to restratigies it. In my opinion some more resources need to employ because of

inadequate coverage in some areas where the retailers are complaining about the poor supply

of SKU’s.

Incentive Basis Commission System: The company should adopt a incentive basis

commission system for its retailers as well as vendors it will help the company to boost is sell

because the retailers will promote the company’s product more in order to earn more profit.

LIMITATION

The project that I have undertook in Mother Dairy Fruits and vegetable pvt. ltd. was a great

learning experience for me. I have given my full effort to accomplish the task assigned to me

but there certain constrait which is otherwise present in any project. I have also face certain

difficulties and limitation during my working on this project. The main limitation that I have

face in my project can be summerised as follows:-

1. Limitation realting to expense relating to this project.

2. Limitation of time on this project.

3. The feedback provided by the retailer may have some limitation because under different

condition a reatailer can provide different feedback.