A CASE STUDY ON RETALERS PERCEPTION TOWARDS JERSEY ICECREAMS AT CREAMLINE DAIRY PRODUCTS LTD

SUBMITTED BY CH.SAIKUMAR H.NO.2129-11-672-048 Partial fulfillment of the requirement of the award of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF BUSINESS ADMINISTRATION AURORA P.G.COLLEGE (M.C.A)

MOOSARAMBAGH, HYDERABAD-500036.

(2011-2013)

DECLARATION

I hereby declare that this project report titled MARKET POSITION TOWARDS JERSEY ICE CREAMS at CREAMLINE DAIRY PRODUCTS LTD is the result of my own efforts and is being submitted to AURORA P.G. COLLEGE (M.C.A), moosarambagh in the partial fulfillment for the award of the degree of MASTERS OF BUSINESS ADMINISTRATION and has not been submitted to any other University.

DATE: PLACE: (CH.SAIKUMAR)

Creamline dairy products ltd. 1-11-252/11/1, Motilal Nagar, Begumpet, Hyderabad-500 016
Web: www.Creamlinedairy.com, E-mail; itservices@creamlinedairy.com

June 15, 2012

TO WHOMSOEVER IT MAY CONCERN

This is to certify that, Mr. CH.SAIKUMAR (HT.No: 2129-11672-048), MBA (Marketing) Student of AURORAS P.G. COLLEGE (M.C.A); Hyderabad has successfully completed his project entitled MARKET POSITION OF JERSEY ICE CREAMS at Creamline dairy products Ltd. The project was for a period of 45 days from 28th May 2012 to 11th June 20. His performance during this period was good. I wish him all the success in the future.

Best regards, P.PRABHAKAR (Sales manager) For Creamline dairy products Ltd. Authorized Signatory

ACKNOWLEDGEMENT
I profoundly thank Dr. Y.V.SUBRHAMANYAM, DIRECTOR who gave me the valuable guidance for my growth and for the overall support and encouragement. I thank Mr.G.N. SATHISH KUMAR, Head of the Department, MBA, for his extended support and for allowing me to do this project. This project has been made possible through the assistance of my erudites, whom I wish to thank with great respect. I deem it a great pleasure and privilege to have an opportunity to take up the project work under the able and inspiring guidance of Prabhakar (Sales- Manager) Cream line dairy products Ltd. I thank them for giving me the permission to complete my project on time. I express my profound gratitude for the encouragement given during the preparation of the project. I give special thanks to my faculty cum guide Mr. B.Mohankumar who motivated me and has also given helpful comments and information regarding the topic and documentation of the project. Last but not the least; I thank my parents, my family members and friends who were all involved in the successful completion of my project. (CH.SAIKUMAR)

CERTIFICATE

This is to certify that the project titled RETAILERS PERCEPTION TOWARDS JERSEY ICE CREAMS AT CREAMLINE DAIRY PRODUCT LTD. Hyderabad has been submitted by CHIDIPOTU SAIKUMAR for the partial fulfillment of the award of Masters Degree in Business Administration, Osmania University, Hyderabad, Andhra Pradesh. This is the original work under my supervision and guidance and has not been submitted to any other University.

Date: Place: Hyderabad

Project Guide (Mr. B.MOHAN KUMAR)

PREFACE

Project report is a part of curriculum in partial fulfillment of Master Degree in Business administration (M.B.A), Osmania University, Hyderabad. The aim of the project is to enhance the practical experience of the student as they get an opportunity to gain knowledge from the field work and also learn the opinions on the basis of responses received to the questionnaire that has been administered, this study is undertaken as the part of practical training for specified period, which is compulsory for M.B.A. scholars. This study is conducted on one of the Important Functions of Marketing. It is very important function in the Business field .This study concentrated on the Market Positioning on Jersey Ice creams. The study signifies the importance of positioning Icecreams, it will help that how to position the product with this we can get awareness of the product, and this story is all about the JERSEY Ice creams positioning and I prepared questionnaire on this I got so much information on this towards Jersey Milk The process of JERSEY ICE CREAMS Market Positioning was Very interesting for me in this process I met Retailers of Jersey milk and customer with that I found strategies to position of Jersey Ice creams

CONTENTS
CHAPTER 1 INTRODUCTION
Need and importance of the Study Scope of the Study Objectives of the Study

1-9

CHAPTER 2 REVIEW OF LITEATURE THEORETICAL FRAMEWORK LIMITATIONS CHAPTER 3 INDUSTRY PROFILE COMPANY PROFILE PRODUCT PROFILE
SWOT ANALYSIS

10-24

25-53

CHAPTER 4 RESEARCH AND METHODOLOGY CHAPTER 5 DATA ANALYSIS AND INTERPRETATION CHAPTER 6 FINDINGS CONCLUSIONS SUGGESITIONS QUESTIONNAIRE

54-57

58-66

67-75

 BIBLIOGRAPHY

INTRODUCTION

RESEARCH METHODOLOGY

REVIEW OF LITERATURE

INDUSTRY PROFILE & COMPANY PROFILE

DATA ANALYSIS & INTERPRETATION

FINDINGS

SUGGESTIONS

BIBLIOGRAPHY

QUESTIONNAIRE

CONCLUSIONS

PRODUCT PROFILE