The document provides information about Yummy Ice Cream company in Pakistan. It discusses the history of the company, which was founded in 1981. It describes the ice cream making process and key ingredients like milk, butter, sugar and stabilizers. It also discusses the popularity of ice cream globally and segmentation of the market for Yummy Ice Cream in Pakistan by geography, demographics, psychographics and behavior.
Description originale:
Titre original
Internship report on yummy ice cream factory lahore.docx
The document provides information about Yummy Ice Cream company in Pakistan. It discusses the history of the company, which was founded in 1981. It describes the ice cream making process and key ingredients like milk, butter, sugar and stabilizers. It also discusses the popularity of ice cream globally and segmentation of the market for Yummy Ice Cream in Pakistan by geography, demographics, psychographics and behavior.
The document provides information about Yummy Ice Cream company in Pakistan. It discusses the history of the company, which was founded in 1981. It describes the ice cream making process and key ingredients like milk, butter, sugar and stabilizers. It also discusses the popularity of ice cream globally and segmentation of the market for Yummy Ice Cream in Pakistan by geography, demographics, psychographics and behavior.
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. After much preparation, the king's French chief had concocted an apparently new dish. It was cold and resembled fresh fallen snow but was much creamier and wetter than any other was after dinner dessert. 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 pounds a year to keep it that way some later, however poor Charles feel in disfavor 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, named De Mirco, had not kept his promise. This story is just one of many of the fascinating tales which surround the evolution of our country's most popular dessert, ice cream. It is likely that ice cream was not invented, but rather came to be over years of similar efforts, Indeed, the Roman Emperor Nero laudius Caesar is said to have sent Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 3
slaves to the mountains to bring snow and ice to cool and freeze the fruit drinks he was so fond of Centuries later, the Italian Marco Polo returned from his famous Joanne to the Far East with a recipe for making water ices resembling modern day sherbets.
WHY ICE CREAM IS POPULAR? Ice cream contains most of our favorite flavors. What do chocolate, potato chips and ice cream all have in common? They all contain high proportions of fat. Fat tastes good. That's why we all like those foods. Another favorite is sugar. Again ice cream has a high level of sugar. The addition of fruit or confectionery (chocolate, caramel, etc.) makes ice cream irresistible. The temperature that ice cream is consumed at makes it a pleasurable treat during the warmer months of the year. Ice cream also contains a portion of air. The air provides a softer texture making the product more pleasant to eat. The air in the ice cream also carries the flavors to the nose to enhance the taste sensation. How Popular Is Ice Cream? Here are some figures showing ice cream consumption (1998) in different countries. Country Consumption(1,000,000 liters)Per-Capita(liters per Person)
Countrys names Ice cream consumption/capita liters per person New Zealand 5316 Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 4
Pacific Iceland 41.2 United States 37921 Australia 32518 Japan 9687 Canada 36712 United Kingdom 4618 India 6650 Pakistan 3472.48
HISTORY OF YUMMY ICE CREAM
HISTORY In 1981 an army officer Mr. HAMID NAWAZ formed ice cream factory named as yummy ice cream after that in 1986 salesman Mr. Ijaz Ahmed purchased ice cream manufacturer "yummy ice cream (pvt) Ltd from Mr. HAMID NAWAZ who was the first owner of this company At that time polka was the main competitor of yummy ice cream and after that in 1999 polka ice cream Company merged in WALLS. In1995, UNILEVER entered in Pakistan with Ice Cream Company namely WALLS ice were intended to compete with other competitors. In Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 5
1991, the company began introducing a variety of additional flavor variations that were intended to compete with other competitors.
INTRODUCTION 1. The organization was incorporated in June 1981, under companys ordinance 1948 having its registered office at 124/4 Industrial Area Kot Lakhpat, Lahore. 2. Mr. Ahid Hamid and others are founders of the organization. 3. Yummy is engaged in the business of manufacturing and distribution of ice cream under the product name YUMMY ice cream in general. 4. The mission of yummy is to provide pure and quality ice cream to the whole generation whether child, young and old. 5. To work for providing fun food to the generation to all corner of the country. 6. Walls, Omore, Rococo, Hicco, Igloo, Smile, Eatmore & Pearl etc. are competitors. 7. Purity and quality is our individuality. We are the pioneer in the manufacturing of quality ice cream, which is our main advantage over our competitors. 8. We have grown up small unit to a bi g unit. It is our main achievement. 9. Ice cream parlor concept was introduced by us in the country. We introduced ice cream verities in different flavors. We have made the public conscious quality ice cream and carrying out business as per established standards.
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 6
CORE BENEFITS
Core benefits of the Yummy Ice Cream Company are pure milk & butter used to make it and also the great flavors, less fat and more fruits.
The new ingredients are called 'Ice Structuring Protein' (ISP). This protein allows us to make ice cream and ice bar which are lower in fat, sugar and calories and at the same time include more fruits. We can also now make ice creams and ice bar which cannot melt easily which is a great thing for small children and for hot countries.
YUMMY AS A BRAND As a brand, Yummy Milk Product (PVT) Ltd is a dedicated effort to produce Pakistans best quality dairy products and to ensure affordable prices to the consumer. Yummy ice cream is the oldest ice cream in Punjab and is still popular because of its pure ingredients and sustaining quality. Yummy is a promising brand with its pure intention of promoting culture through its advertising.
INGREDIENTS
Ice cream is made from ice (water), milk, butter, fat sugar, milk powder, glucose stabilizers, food grad color, artificial flavors, emulsifier, and natural flavors & colors. All of these ingredients are Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 7
necessary for you in your diet to lead an active lifestyle. From these ingredients you get protein that helps to build body tissues, carbohydrates and fats which give you energy and essential vitamins and minerals like calcium that help to strengthen bones and teeth.
ICE CREAM MAKING STEPS
1. RAW MATERIAL Fresh milk, milk powder, sugar, glucose, stabilizer/emulsifier, food grade, colors, flavors, fruit pulp, dry fruits.
2. PASTEURIZATION Selected ingredients with balance formulation are then heated into a tank called pasteurizing vat at 85 C 0 to kill all pathogenic bacteria.
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 8
3. HOMOGENIZATION After heating the mix is now homogenize at high pressure of 2000 lb / sq in to make a homogeneous mix.
4. COOLING AGING After homogenization the mix is now cool down by plate cooler to 4 C 0 and kept at this temperature from 2-24 hrs are called the aging process.
5. COLOURING AND FLAVOURING This cooled and aged mix is now either and flavor by artificial colors and flavors or food like Mango ice cream. Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 9
6. FREEZING Continuous freezer is a machine, which makes ice cream. It consists of mix pump, which pulls pre-cooled flavored mix along with air (called air-run) into barrel of freezer. Barrel consists of dasher with very sharp blades. These blades scrape the frozen mix from the sidewalls of barrel at eject out in form of semi solid ice cream at temperature of 4 C 0 to 6 C 0
7. CUP/ CONE FILLER The semi solid ice cream from continuous freezer is now filled into cups or cones by automatic filling machine called cups / cones filler and then transferred into hardening room at a temperature of -35 C 0 for further hardening. Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 10
8. STICKS MAKING MACHINES (ROLLO 20, ROLLO 32, CANADY) These are sticks making machine. Rollo 20 and 32 are semi aromatic units where as candy is a manual stick making machine. Process consists of filling ice cream into moulds. Moulds are kept into brine solution (a solution of cacl2) at a temperature of -30 to -40 C 0 . Wooden sticks are then inserted automatically in case of R-20 & 32 but manual in case of candy. After hardening the moulds are defrosted by warm water and ice cream sticks come out which are then packed automatically in pearl paper which then placed into card board boxes and shifted into hardening room for future hardening. From hardening room, the ice cream is shifted into cold rooms at a temperature of -25 C 0 .
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 11
CURRENT MARKET SEGMENTATION
Current marketing segmentation of Yummy Ice Cream is as under:
1. Geographic segmentation In geographic segmentation the company divided the each city into different segments according to Areas, States, Regions, and Markets. Yummy Ice Cream is targeting as geographic segmentation of the Pakistan. We are targeting now the main cities of provinces as: I. Capital Territory (Islamabad) II. Punjab (Lahore, Faisalabad, Multan) III. Sindh (Karachi, Hyderabad) IV. KPK (Peshawar) V. Baluchistan (Quetta) Internship Report
In Demographic segmentation we will divide people according to their ages and life cycle. We will divide our customers regarding their ages as children, teenagers, twenty plus, thirty plus, and so on more than fifty years old. Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 14
But when we think about the children, they are more interested to eat ice cream of different flavors. Age Groups
Target Segment Age Group
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 15
Kids Kids normally do not have a great know-how of the taste rather they are psychologically attracted towards the product. They are not concerned with the taste of ice cream they just want the ice cream. As they are dependent and cannot spend money themselves, so their parents mostly just provide them with an economical ice cream, not any specialized ice cream as it is not demanded. Teenagers Teenagers dont have any specific taste and preferences. New products and new ideas always attract them. But they are limited about the products generally and they have to maintain their expenditures as well. Adults Adults mostly prefer the quality products, which not only fulfill their tastes and preferences requirements but also reflect their personality. The adults are normally ready to pay for products which fulfill their physical and psychological needs because they are the income generators.
Gender Segmentation We need not to make the search on gender segmentation because Yummy Ice Cream is for both male and female. Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 16
Income Segmentation We can easily make the division according to the income of people. Through the income segmentation, we can divide the people into different levels of groups regarding their income on monthly bases.
High Income Group Less Target Segment Middle Income Group Target Segment Small Income Group Less Target Segment
3. Psychographic Segmentation
The psychographic segmenting is done on the basis of the taste and health conscious consumer. Yummy is targeted its market by creating an image of high quality and hygienic products. Yummy was for anyone, anywhere and at anytime.
4. Behavioral Segmentation
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 17
Behavioral segmentation divides buyers into groups, based on their Knowledge, Attitude, Uses, or Responses about the products. We also believe like many marketers that behavior variables are the best starting point for building the best market segmentation. To make the best marketing structure we can set a reasonable price which is suitable for all types of social classes in Pakistan. By using focus strategies in which they just target the segment of sufficient size, not crucial to success of major competitors and they are not attempting to specialize in the same target segment.
COMPETITOR REVIEW
Hico Ice Cream was the first ice company in Pakistan. The brand Hico is well established since 1958. Hico has a fully automatic Ice Cream manufacturing facility, and has a production capacity of producing more than 4.5 million-litter dairy ice cream a year. It is marketed in major cities of Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 18
Punjab. Today, the brand Hico is considered being the favourite in its hometown Lahore. Our company's strong distribution and marketing network guarantees consumer satisfaction and brand loyalty. Walls introduced in Pakistan in 1997-98. The product line consists from lollies to ice creams. This includes Cornetto, Callipo, Max, Kulfis, Top Ten Choc Bars, Feast, Milky Way and etc.
OUR KEY COMPETITORS
In ice cream market industry there are many companies which produce the ice cream but all of them are not our key competitors. It is because they do not produce the ice cream of our level. Now our key competitors are Walls & o more.
COMPETITOR`S PROFILE
Walls introduced in Pakistan in 1997-98. The product line consists from lollies to ice creams. This includes Cornetto, Callipo, Max, Kulfis, Top Ten Choc Bars, Feast, Milky Way and etc. Unilever committed its own resources to acquire 'Polka' and consolidate the ice cream market for Lever Brothers Pakistan. Low gearing and reputation as a multinational blue chip give Lever ready access to capital at good terms to fund growth
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 19
DEPARTEMENT OF YUMMY
Department of Research Department of Marketing and Sales Department of Administration / Human Resources Department of Accounts Department of Finance Engineering Department Shipping Department Development / Food Technology Packaging: Multiple packaging
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 20
HUMAN RESOURCE DEPARTMENT
1. The role of H.R department is to hire best available candidates for the respective job, tackling of job related problems of employees, and also look after all job requirements to keep the wheel of industry running economically and effective. The hundred employees approx. are working in the factory.
HIRING AND RECRUITMENT: 1. All type of recruitment is made in best interest of the organization as well as of job needs at all level of employments. 2. All relevant factors are taken into consideration for hiring and recruitment. 3. The job analysis is performed through measure like questionnaire, observation, interview, participation diary/logs, and combination of all or any other method. 4. No job description is given in writing. 5. We are a medium type organization, the planning and forecasting is done accordingly to fulfill job needs. 6. By assigning candidates a chance to putt in their energies to produce desire results through glancing of their qualifications. 7. The recruitment is done through advertisement for permanent staff beside deseasonal staff is also hired. 8. Only job related interviews /select here an employee. 9. No test are taken to measure mental ability, motor and physical abilities and personality and interest etc. 10. We go through selection techniques like background investigation references checks while selecting an employee. 11. Interview qualification and interview of respective are the basic elements of requirement of an employee at time of selection. Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 21
12. We do not have contract based jobs only full time employee hired. 13. The probation period is three months for each level. 14. The duration of retirement period is 65 years coupled with others factors. 15. The process of dismissal from the job is either through termination or resignation, exit interview is also held in certain cases.
TRAINING & DEVELOPMENT 1. Employee orientation is held through practical training by the supervisor and manager. The practical orientation of job program equips workers with the capability impact the management practices to achieve needed goals. 2. The training and jobs programs are held through job rotation. 3. The practical is given to employee acquaint themselves with requirement of jobs to perform it properly. 4. They do not have facilities like job training through lectures, audiovisual or computer based. 5. The employee is easily available so the special purpose training is not considered necessary. 6. The qualification and experience matter both at all level of jobs.
PERFOMANCE APPRAISAL 1. Performance standard are measures on the bases of results, competencies etc. 2. Performance appraisals are always done by manager concerned. 3. Some time the appraising is usually made by management through achievement of objectives and also mixture of others methods.
REMUNERATIONS AND BENEFITS Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 22
1. Full time is paid through salaries and ex-gratia. 2. This disbursement of salaries to employee is done cash and checks both. 3. Benefits provided to employee are, supervisory allowances, night shift allowances, leaves at holidays. 4. Remuneration like daily allowances, conveyance allowances, house rent allowances is paid to the employee.
EMPLOYEE BENEFITS 1. The salaries range from 7000 to 50,000 per month. 2. Annual increment is administrated on percentage basis. 3. All others benefits are government rules. 4. Ex-gratia.
MEDICAL COVERAGE 1. The employees do pay a part of their salaries for social securities. 2. As available under the social security scheme. 3. The necessary treatment is available in case of emergency.
WORKS SCHEDULE 1. Different work schedule are used for all levels of employees. 2. Attention is mark in the annual register.
WELFARE AMENITIES It is availed as per required.
DISCIPLONE AND GRIEVANCE HANDLING Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 23
1. Production workers are given uniform. 2. All labor laws are applicable. 3. Employee can make a complaint to his supervisor. 4. They are taken on merit bases. 5. Through termination. HEALTH AND SAFETY 1. Cleanness is the basic factor in maintaining the environment under control. 2. By keeping the working place neat and clean.
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 24
Chapter# 2
MANAGEMENT HIERARCHY
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 25
DI RECTORS:
1. AJAZ AHMAD MANAGING DIRECTOR 2. JUNAID AHMAD DIRECTOR 3. MEHBOOB EAHI DIRECTOR
ORGANI ZATI ONAL STRUCTURE OF YUMMY Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 26
MANAGEMENT STRUCTURE
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 27
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 28
CORPORATE I NFORMATION
CONTACT:
YUMMY MILK PRODUCTS (PVT) LTD. 124/4 Industrial Area Kot Lakhpat Lahore, Pakistan. Tel: (042) 35112753, 35150815, Fax: (042) 35113813
FOUR Ps OF YUMMY 1. Product A product consists of any good or services that can be offered to the market to satisfy a need or want .In case of Yummy, the products are the ice creams produced by the company. Applying the three levels of product in case of Yummy. Core Product: Ice creams, as desert after meals. Actual Product: The high quality level, different tastes, and shapes of the Ice creams, packaging and the Childs logo. Augmented Product: Yummy provides taste and hygiene as well as nutritional ingredients. Ice creams may generally be categorized as Convenience Products, products which consumers buy frequently, immediately and with minimum of comparison and buying effort. Although in case of the Pakistani ice cream market, consumers do give preferences to certain brands and compare quality from one brand to another, yet we would still consider ice cream to be convenience products, as they require minimum search effort and little planning. They are widely available and within the category of convenience products, they come under Impulse Products. Applying the concept of Product Quality, it is essential for yummy to pursue Strategic Quality, gaining an edge over the competitors by consistently monitoring consumers changing needs and wants and delivering better quality and satisfaction through improved products. Product Design may also be considered in case of yummy. Yummy should alter the style of a few of its product lines in order to attract more attention. There are many categories of yummy products: Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 32
Products Flavours Corneto Vanilla, classico, strawberry Magnum Choclate. Feast Choclate, kulfa Spilt Mango, strawberry Solow Vanila,cramile Mini milk Samar, kulfa Ice bar Orange, colla, banana Star cup Vanila, mango ,slash, strawberry Family pack(1 liter) Mango, choclate, kulfa Others Charlie,fudge flavour, chocobar
Corneto Family Strawberry Vanila
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 33
Magnum
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 34
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 35
Feast & Ice dip
Ice Bar flavor Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 36
Cup ice cream Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 37
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 38
PRODUCT DEVELOPMENT PROCESS (YUMMY ICE CREAM)
Idea Analysis Development Test Market New Product Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 39
Idea Generation Company has the full time Research & Development Department, which recommends new products planning and organizing. Company also does copy its competitors products. They also consult with their employees, customers about their needs and distributions.
Product Analysis After the conceptual test of ice cream products they analyze the products regarding their cost, sales, demand & supply and profits.
Development Company develops a prototype or a sample test to check the taste of ice cream within the company. Then they make market strategy for the new ice cream products. It estimates the production level and technical production feasibility and finally needed government approvals for launching the products. In Pakistan government institutes which approve the products is PCSIR (Pakistan Council of Science and Industrial Research)
Test Marketing After the introduction of products and marketing program to determine the reaction of the potential customer in market situation, company chooses Lahore city to test the market of his products.
New Product Company builds inventory and distributes them, then makes the advertisement of new products through channels and brushers.
Introduction Stage The i nt r oduct i on s t age i s ver y cr uci al s t age, becaus e i f t he pr oduct i s not launched properly it will not be able to survive in the market for long. In introductory stage the prices are normally high because normally innovators adopt i t and t he y ar e not pr i ce cons ci ous . Yummy al s o adopt t hi s pr i ci ng strategies.
GROWTH In the growth, both sale and profit rises, often at a rapid rate. Competitors ent er i n t he mar ket i n l ar ge number , i f t he pr of i t out l ook i s par t i cul ar l y attractive. Number of distribution outlet increases, pricing may come down a bit. Typically, profits starts to decline near the end of Growth stage.
MATURITY Du r i n g t h e f i r s t p a r t o f t h i s p e r i o d s a l e s c o n t i n u e t o i n c r e a s e , b u t a t a decreasing rate. Marginal producers are forced to drop out of the market. Price competition intensifies. Here we introduce new flavors and new products. Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 41
DECLINE After maturity stage the product start to decline, It is very important stage for the product to survive in the market. The company should take steps to add new features in their existing product.
DISTRIBUTION REVIEW
Distribution means to distribute the product through different channels. Extension is in the nature of every business. We are changing the strategies day by day due to development of distribution channels. These days all the well dressed organizations adopted the distribution channels.
Introduction : "Price" is one of the most important "P" of the marketing Mix. Pricing is important because it is a reward to the company and must be in hand to complete the other three "P" of the marketing Mix. The pricing of the godsend services performs a key strategic role in many firms because of the deregulation intense global competition, slow growth in many markets and the opportunities for firms to strengthen market position. Pricing decision is very important because the survival of a company in the market depends upon pricing decision. Pricing strategy depends on pricing objectives.
Pricing Objectives:
Companies use their price strategies to achieve one or many of the several objectives. They may price for results (sales, market share, and profit) for market penetration or positioning. Pricing objectives may be,
Sales volume Profit Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 43
Market growth Pricing objective of Wall's are market growth, sales volume and also making profit. To achieve these objectives Wall's often add new features in the product and also decrease its price.
Product Line Pricing Setting the price steps between various productions in product line, based on cost difference between the production, consumer evaluation of features, and competitors prices. yummy has very long range of its line of products. The various product line of yummy is as follows;
Products Flavors Cornetto Mango, Classico, Strawberry Feast Chocolate, Chocobar. Kulfa Split Mango, Strawberry Solo Mango, Kola Raspberry Mini milk Samar, Kulfa Banana, Rainbow, Chocolate-Fudge Fruiti. Topten Star CupVanilla, Mango Slash, Vanilla, Chocolate, Strawberry, Family Pack (1liter) Mango, Chocolate.
3. Placement
Yummy introduced first time in history of Pakistan door to door service facilities. That is Spot Point Dealer (SPDs), these are the mobile sellers. That is great achievement of Yummy Ice Cream. Tricycle provides door to door services that is way Yummy is easily available in every where city, town, street, Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 44
market etc. In tricycle the soft music continuously singing a bell which is the identification of yummy. Through this yummy also make sales promotion and people often made impulse buying which increases sales. Yummy also wants to get its ice creams available on the shelves of the millions of retailers all over the country and in turn in the hands of the consumers. So ictuses distributors who can cater to the size of yummy and its consumer base. These distributors make the ice creams made by Walls available to the final consumers. Here Walls uses Indirect Marketing Channels, that is it has intermediaries (distributors) between the company itself and the retailers who in turn provide their products to the final consumers. In actual there are 280 distributors other than SPDs. These distributors break up the large consumer base into regions and territories that they cover.
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 45
DISTRIBUTION SITUATION
WAREHOUSING
Yummy Ice Cream has two warehouses, the 1 st in Multan and the 2 nd in Islamabad. Warehouse of Multan serves the Sindh State and Islamabad serves the Khyber Pakhton Khwa. Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 46
Company has its own network of 50 Vans & 4 big Trollers which easily deliver the ice cream to the retailers.
4. Promotion
Introduction The marketing mix activities of a product planning, pricing, and distribution are performed mainly within the organization or between the organization and its marketing "partners". However, with promotional activities, the firm communicates directly with potential customers. Promotion is the element in an organization's marketing mix that serves to inform, persuade, and remind the market of the organization and its products. Promotional Methods The promotional mix is the combination of personal selling, advertising, sales promotion, publicity, and public relations that helps an organization to achieves its marketing objectives. Personal Selling Personal selling is the presentation of a product to a prospective customer by a representative of the selling organization. Across all business, more moneys spending on personal selling then on any other form of promotion. Its example is "SPDs" which is introduced by yummy. Advertising Advertising is the promotion of product or services through wide variety of messages transmitted through different media. Sales Promotion Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 47
Sales promotion is designed to supplement advertising and coordinate personal selling. Include in sales promotion are such activities as contests for sales people and consumer, trade shows, in store displays, samples, premiums, and coupons. There is a difference between advertising and sales promotion, "advertising describes messages carried in media owned and controlled primarily by people other than the advertiser, and media controlled by the company itself carries "sales promotion" messages. Yummy has following sales promoting activities:
Cycling System: We start its cycling system for awareness but after that its task will be modified into doing sales promotions for the company. And also cycling system will prove excellent in terms of sales and promotion.
Coupon System: We will start a coupon system for build healthy relations with customers and for promotion of Yummy. A product containing a coupon, which will be printed inside the wrapping of the product. If a customer fined that coupon then he/she will win/get a Cow Boy dress. It also shows the heritage.
Yummy Promotional Method
Packaging
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 48
The activities of designing and producing the container or wrapper for a product. Packaging serves several safety and utilitarian purpose. It may be a part of a company's marketing program and it is help full to identifying product among the competitor. Today, however, the marketing significance of packaging is fully recognized, and packaging is truly a major competitive force in the struggle for markets. As walls is a perishable consumer product so it is carefully packed, so that it can protect the product in its way to the consumer, provide protection after the product is purchased, help in acceptance of the product from middleman and help persuade consumer to by the product. Packaging of yummy also containing information about the product.
Labeling Labeling is another product feature that requires managerial attention. A labels a part of a product that identifies the product, describes several things about the product who made it where it was made, when it was made, its contents how is to be used and how to use it safely. A label may be a part of a package, or it may be a tag attached directly to the product. Obviously there is Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 49
a close relationship among labeling, packaging and branding. Finally, the label might promote the product thought attractive graphic. Descriptive label is used for yummy as it contains ingredients, nutritional contents and flavor of the ice-cream. Design and Color One way to satisfy customers and gain a competitive advantage is through skillful product design. In fact, a distinctive design may be the only feature that significantly differentiates a product. Many firms feel that there is considerable glamour and general promotional appeal in product design and designers name. In the field of business products, engineering design has long been recognizing as extremely important. Today, there is a realization of he marketing value of appearance design as well. Color often is the determining factor in the consumer acceptance or rejection of a product. Yummy is using very attractive design and beautiful colors for the customer attraction. All the wrappers provide some ideas about the flavor, taste, quality and freshness of the product.
MARKETING CHANNELS
These are known as the set of independent organizations involved in the process of making a product or service available for the use or consumption. These channels perform the work of Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 50
moving the goods from Manufacturer to the final consumer. It is the only way through which we can provide the goods to the final consumer at the right time and right place according to the needs, wants, and demands of general public. Mostly these channels perform the functions like. They collect the information about the potential and current customers, competitors, and other acts, facts, forces of the marketing environment. They develop disseminate persuasive communication to stimulate the purchasing. They place an order to the company. They provide best place for storage and movement of physical products. They evaluate and clarify the customer`s needs, wants, and demands properly. In conclusion to all above actions we can say that they perform their self as a platform on which all the work activities are handled between the customers and manufacturers.
TV, Billboards, News papers, Magazines, Radio, Banners, Pamphlets, Stands in shops, Shop boards, Sponsorships of pop stars, actors, models, Event arrangements, Bus Stop Board Ads, Fun carnival carried out in different parks such as Racecourse Park. We choose the way for promotion of Yummy: TV Banners Pamphlets Stands in shops Shop boards Bus Stop Board Ads
ADVERTISEMENT Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 51
We are creating awareness about its new products such as Choc Dip, Chocolate Feast, for this purpose it is using huge signboards on the major square of the cities and more importantly both the print and electronic media for advertisement. AWARENESS We use print and electronic media plus the signboards initially just to create awareness and knowledge in the customer mind about its new product as these days it is giving a lot of ads of both of its newly launched products. INTEREST As the public gets awareness of the produces of Yummy. The next step is to create interest among the target buyers about the product which is again done through advertisement. DESIRE We create curiosity among the customers and transform that curiosity into the desire of the product. ACTION Finally to make the customer purchase the product this is the final thing to be done in model. We follow a sequential pattern through which it strengthens its newly launched products.
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 52
Companies inform the people when they dont know about the product, persuasion takes place when people already know about the product and company forces them to buy the product and when companies is selling enough quantities of a product it reminds consumers about the product to keep the sales at the same level in future. Promotion is important for firms in many ways. It helps to establish image of product, which the manufacture wants to portray, and also the personality of product. It informs the people, creates awareness and helps in positioning and repositioning of the product. With promotional tools company can tell about the availability of product, company can justify prices or can communicate the features of the product.
My Experience Truly many of us have no experience to visit a factory except watching on T.V sometimes in any programme.When I took up this challenge to take an opportunity as an internee with a ice cream factory it looked that this will be an uphill task and I may not do this. With the name of factory one can easily hear the unbarring and irritating noise of the heavy machines which are working in the factory. But after joining, Yummy ice cream factory I changed my opinion because there is no such horrible noise except production area each room is sound proof so there was very peaceful environment in the factory. Due to the eatable goods factory there took very care of cleanness not only the place of production but the entire factory. There took very care of employee cleanness their uniforms time table and their health. First few days were a transformation of my self to the people from different field of life and a different art. I have learnt from highly experienced people and definitely a new field for us. First day I took a guided tour conducted by Sir Ashraf. He gave a precise and complete orientation about yummy and its position. Training Program I started my internship from 22 nd July 2013 and complete on 30 th August 2013. During my six weak training program we got special training in HR and in dccounts department guided by Sir Ashraf and Sir Muhsin. Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 56
Week wise Training Activities 1 st weak I started my internship with an introductory lecture given by Sir Muhsin Naeem. Later he took me to a complete tour of the factory. I spent first day in learning the activities and working of different departments. He introduced me to all employees working in leading seats. Next two days I spent with Mr. Mehboob Elahi in production area, he guided me how ice cream is made and what kind of ingredients used in ice cream making. There w as taking very much care about exact weight every ingredients specially flavors and others preservative liquids. I observed his activities as he was all the time busy in operating different machines. In first weak I observed and took experience in weighting the different intermediate items such as weight of moulds, after filling and packing and check whether they are all of same weight or not. 2 nd weak In HR departments I checked the daily time table of each employee and took their attendance in record, and their applications took forward to the Sir Ashraf. He guided me in personal life preparation and maintaining personal data record. He also gave me observation round regarding each department management schedule. This management charter includes responsibilities of a person in charge of each department. He is responsible for cleanness of the department and make sure that all needed things are available, clean and at proper place. I learned how to prepare the employee HAND BOOK, which describe in detail their duty timings, shifts and dress code, by observing Sir Ashraf . 3 rd weak Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 57
Sir Ashraf taught about duty roster preparation, employee management meeting planning, attendance compiling and personal file preparation at all levels. I prepared duty roster on trial bases which includes times when they coming, attending overtime, timings of top and medium level managements and duty schedule of related staff. 4 th weak
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 58
Chapter # 5
SWOT ANALYSIS
Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 59
SWOT ANALYSIS
Swot analysis enables the marketer or business manager to exactly locate What strengths or strong points his products has and on which he can capitalize and earn more market share. What weaknesses or weak points are there in his product or in the external environment, which he should work on and try to improve? Which kinds of opportunities are there available for him, so that he could cash on those opportunities? Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 60
And most importantly the threats that are faced by the company or the product in the external environment in shape of the competitors and others factors. The fact that there are number of competitors in the market of ice cream and there is going to be a lot of competition between the different products, analyzing the external environment becomes even more important. Following this scenario where there is competition right from direct competition to generic competition, Swot analysis becomes a key to success. A complete analysis of the external environment is as follows. Strengths: The strengths of Yummy Ice Cream are as follows: Yummy Ice Cream is available in natural taste. No preserving chemicals that affect the health. Its not a frozen dessert. It is a time saving product. Skilled and trustworthy workers are working in the company. Good growth of market.
Weaknesses: Some weaknesses of Yummy Ice Cream are given below.
The company has fewer resources as compared to competitors. The company has lack of advertisement. It has not strong brand image. It has not any distribution channels. Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 61
They have less market share as compared to competitors. They have fewer budgets as compared to competitors. They have less technical resources.
Opportunities: There are also some opportunities for Yummy Ice Cream which is as under: The company can use new technology. They can change its target segment. Prepare the new Ice cream flavor. They can change product use. They can change product image by changing its styles.
Threats: There also are some threats for Yummy Ice Cream: Competitors are willing to work on these products and o more has strong brand image. So competitors have captured the market share of the Yummy Ice Cream. Competitors have more resources than Yummy Ice Cream Company. Due to fewer resources it is very difficult to give awareness of Yummy Ice Cream to the customers. If the company will do all this perfectly then they can make a huge change and promotion. Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 62
Chapter # 6
Problems & Recommendations Internship Report
ISLAMIA COLLEGE COOPER ROAD LAHORE. Page 63
Suggestions for Weaknesses and Threats:
Firstly the company has to reduce its weaknesses and then move on to the threats .There are some suggestions or some positive or negative points to reduce the burden of weaknesses and threats. These ideas or suggestions are as under: 1. First of all the company has to create a brand and then focus on it by making advertisement more and more to get the best positioning level in the minds of the public. If company create a strong brand image then it is very easy to remove the weak points. 2. Secondly the company will have to make strong distribution channels. If the company does so then all the hurdles will be removed which supposed the cause of decrease in sales. For this purpose company will have to give margins by giving bonuses, incentives, and gift hampers. The company will have to give some packages/schemes to the distributors. 3. The threats are that our competitors are strong. They have strong brand image. The company has to make the Quality level, Design, Packaging, and labeling of Yummy Ice Cream better than its competitors. If the company does so then it can easily get the best positioning level in the mind of customers. By following these three suggestions the company can easily remove the big problems that the company is facing.