24

LIST OF TABLESTABLE NO.TABLE CONTENTSPAGE NO.

4.1Rate of ice cream consuming people28

4.2Ice cream brand names positioned in consumers mind.29

4.3Reasons for peoples choose brands except milma30

4.4In past 2 week, how many times people consumed ice cream31

4.5Money spending rates of people per purchase of ice cream32

4.6Customer preferences towards different factors while buying an ice cream33

4.6.1Result of ranking technique33

4.7Taste of customers35

4.8Customer favourite packet of milma ice cream36

4.9Customers usual shop of ice cream37

4.10Who usually decide the choice of ice cream?38

4.11Source of information about milma39

4.12Negative and positive opinions about milma40

4.13 Consumer satisfaction level of milma ice cream41

4.14The area which milma ice cream need improvement42

4.15 Opinions about package of milma 43

4.16 Opinions about social and environmental mission of milma44

4.17 Opinions about advertisement of milma45

4.18 Opinions about campaign promotions that milma offers. 46

4.19 Ranking of the features of milma47

4.19.1Ranking of the features of milma47

4.20 Customer preferences towards different factors of milma new product (dry mix of ice cream).49

4.20.1 Result of ranking technique49

4.21 Customers curiosity about dry mix of ice cream

51

LIST OF CHARTSCHART NO.CHART CONTENTSPAGE NO.

4.1Rate of ice cream consuming people28

4.2Ice cream brand names positioned in consumers mind.29

4.3Reasons for peoples choose brands except milma30

4.4In past 2 week, how many times people consumed ice cream31

4.5Money spending rates of people per purchase of ice cream32

4.6Customer preferences towards different factors while buying an ice cream34

4.7Taste of customers35

4.8Customer favourite packet of milma ice cream36

4.9Customers usual shop of ice cream37

4.10Who usually decide the choice of ice cream?38

4.11Source of information about milma39

4.12Negative and positive opinions about milma40

4.13 Consumer satisfaction level of milma ice cream41

4.14The area which milma ice cream need improvement42

4.15 Opinions about package of milma 43

4.16 Opinions about social and environmental mission of milma44

4.17 Opinions about advertisement of milma45

4.18 Opinions about campaign promotions that milma offers. 46

4.19 Ranking of the features of milma48

4.20 Customer preferences towards different factors of milma new product (dry mix of ice cream).50

4.21 Customers curiosity about dry mix of ice cream

51

EXECUTIVE SUMMARY This study entitled determining position of Milma ice cream in Malappuram district was conducted to analyse the product positioning strategies of Milma ice cream. The research problem is to ascertain customers perception with regards to Milma ice cream, influence of positioning strategy of Milma in customers buying behavior and assess the unique and distinctive image for a brand relative to the competitors in the market. The research design adopted for the study is descriptive research, which is a fact-finding research. The population used for the study is the customers of Milma ice cream Malappuram and sample size for the study are 50 units. The type of data is primary data and secondary data. Primary data is collected through survey method; and secondary data through company records, websites and literature survey. Questionnaire is used for data collection. From the analysis, its very clear that the customers are satisfied with ice cream they have consumed. Most of the customers are buying ice cream twice in a week and these customers are highly involved in brand when buying ice cream. Most of the customers take decisions with their children to buy ice cream. Quality is the major factor that the customers consider while selecting the ice cream. brand and quality are the main factors that influenced the customer to buy ice cream from the store. Majority of the customers prefer and bought branded ice cream. Customers are satisfied with Milma and they are willing to recommend Milma to others. The study suggests that the company should take necessary steps to make their ice cream at high quality and taste, so they dont change the brand of ice cream and make them repurchase from the store. The company should focus more on improving the quality and pricing strategy of the milma ice cream as most customers are influenced by these factors. Also the company should make more customers aware by implementing necessary advertisement strategies and promotion mixes and they should focus on increasing their quality since majority of the customers are influenced by the quality of the ice cream.

CHAPTER 1INTRODUCTION

1.1 INTRODUCTION TO THE STUDY Buying Behavior is the decision processes and acts of people involved in buying and using products. Behavior occurs either for the individual, or in the context of a group (e.g. friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use). Customers buying behavior is the sum total of customers attitudes, preferences, intentions and decisions regarding the customer's behavior in the marketplace when purchasing a product or service? The study of customer behaviour draws upon social science disciplines of anthropology, psychology, sociology, and economics. The analysis about the position of milma ice cream in the customers mind before and after purchasing possesses a key role in the growth of the organization. So, the firms should concentrate with necessary importance on the buying behavior of customers.Here, this study is to be conducted to understand the positioning of milma ice cream on the basis of opinion collected from the fifty customers from malappuram district.

1.2 STATEMENT OF RESEARCH PROBLEMThe research problem is to ascertain customers perception with regards to Milma ice cream, influence of positioning strategy of Milma in customers buying behavior and assess the unique and distinctive image for a brand relative to the competitors in the market. Companies are now faced with an increasing number of tactical options that must be efficiently and effectively applied by swiftly responding to the changes in the market place with an increasing number of product variations for the other companies like LAZZA, AMUL, ADITHYA, MARII BOY etc. Companies can outperform competition only if they can go about winning customer by meeting & satisfying their needs. So, customers satisfaction has become crucial for any company. This research mainly studies the brand position of Milma ice cream.1.3 SCOPE OF THE STUDYThe aim of the study is to know the Milma distinctposition, relative tocompetingbrands, in the mind of thecustomer. The study will help the organization to understand the different factors that influence the customers to buy ice cream and it also helps to find out the satisfaction level of customers. This will be helpful to analyze the perception of the customers towards the ice cream products and the organization. This will also help to bring better relationship with them by identifying their needs and wants. It will be a great advantage to the company to bring better sales and increase the goodwill of the company and it will help to understand the defaults of the company and make improvement in the marketing strategies of the company.

1.4 OBJECTIVE OF THE STUDY To understand the brand name position of Milma ice cream. To understand the competitive advantage of Milma ice cream To ascertain what factors have more preference while buying an ice cream. To understand the customer buying behaviour.

1.5 RESEARCH METHODOLOGY TYPE OF STUDY:Descriptive Research: Descriptive research is used to describe characteristics of a population or phenomenon being studied. It does not answer questions about how/when/why the characteristics occurred. Rather it addresses the "what" question (What are the characteristics of the population or situation being studied?). Descriptive Research does not fit neatly into the definition of either quantitative or qualitative research methodologies, but instead it can utilise elements of both, often within the same study.

POPULATION OF THE STUDY:Customers of MILMA ice cream in Malappuram district.

DURATION OF THE STUDY:This study is carried with duration of 21 days starting from 1stDecember 2014 to 21stDecember 2014.

TYPES OF DATA: Secondary Data secondary data was collected from books, websites and company journals. Primary Data primary data was collected from Customers of ice cream in Malappuram district through questionnaires and direct interview.

SAMPLING UNIT:Each Customers of ice cream in Malappuram district.

SAMPLE SIZE:50 Customers of ice cream in Malappuram district.

SAMPLING METHOD:The sampling method used is Judgement Sampling.

TOOLS FOR DATA COLLECTION:The data used for this study was collected directly from the respondents through Questionnaires.

TOOLS FOR PRESENTATION OF DATA:The data used for the study is presented in the form of tables and charts.

TOOLS FOR DATA ANALYSIS:Percentage, weighted average, diagram, and graphical Method.

1.6 LIMITATIONS OF THE STUDY The sample size was restricted to 50 and may not represent the whole customer population. The information given by the respondents may not accurate. The study is related with customers in Malappuram district only.

CHAPTER2REVIEW OF LITERATUREANDTHEORETICAL FRAMEWORK

REVIEW OF LITERATURE AND THEORETICAL FRAMEWORK Literatur e review is the discription about the data collected from published work as well as unpublished souce. In our project we review the following sources. Prospectus of Milma dairy kozhikode, Malabar Regional Co-operative Milk Producers Union (MRCMPU) Limited. Famous works of Dr, Varghese Kurien. Data gathered from various project done by previous year students. Factual opinion from superior officers of MILMA Dairy like , Marketing manager, sales officers etc.2.1 REVIEW OF LITERATUREPhilip Kotler observed that 'The aim of marketing is to make selling superfluous'. Marketing's task is to discover unmet needs and to prepare satisfying solutions (Kotler on Marketing - How to create, win and dominate marketsPhilipKotler).

Rakesh (1997) has found that the share of consumer expenditure on milk is increasing in both urban and rural areas, while that on cereals is decreasing. All this reflects on the increasing consumption of milk which would gain further momentum in years to come (Rakesh Saxena "Demand for Milk and Milk Products"Dairy,India,1997).

Vijay and Samar (1999) in their article "Economic Impact of WTO Agreement on the Indian Dairy Sector" suggested that today's consumer is increasingly interested in the quality and safety of the products. A Therefore, a comprehensive strategy for producing quality and safe dairy products should be formulated with suitable legal back up. (Ref: Vijay P. Sharma and Samar K. Datta Economic Impact of WTO Agreement on the Indian Dairy Sector Indian,Dairyman,November,1999).

Ravi Shankar (2002) suggested that world trade in dairy products continues to be severely distorted by entry barriers such as quotas, subsidies, high import duties and non-tariff barriers such as animal health requirements, microbiological quality and environment contaminants. It is, therefore, difficult for any developing country to acquire a major share in the international market for dairy products. Nonetheless, India has the advantage of low cost milk production and could gain a small but significant foothold in the international dairy market in the next few years (Ravi Shankar "Structure and Policy Changes on Dairy Market Developments in India and Their Implications on International Trade and Investment" The Co-operator November, 2002).

Amit Saha (2003) in his article on "Role of patenting in Indian Dairy Industry in the era of Globalisation" observed that if we now make proper planning for the future and take account of implications in respect of product patenting, then Indian share in the International Dairy Market will definitely increase. The increase in the exports of dairy products would speed up the economic development of the country as a result of which India could easily reach its dream GDP growth rate (Indian Dairyman, September, 2003).

2.2 THEORETICAL FRAMEWORKPOSITIONING Amarketing strategythataimsto make a brand occupy a distinctposition, relative tocompetingbrands, in the mind of thecustomer.Companiesapplythisstrategyeither by emphasizing the distinguishingfeaturesof their brand (what it is, what it does and how, etc.)orthey may try tocreatea suitableimage(inexpensive orpremium, utilitarian or luxurious, entry-level or high-end, etc.) throughadvertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. Consumers will position a product in their mind because they find some unique features or attributes in the product in relation to other products. The act of creating an image about a product or brand in the consumers mind is known as positioning.Product positioning refers to the place the product occupies in customers mind in relation to competing products. Act of placing the product in the minds of a potential customers and stressing that the product is different from and better than competitors products is known as product positioning.According to Kotler positioning is the act of designing the companies offer and image so that it occupies a distinct and valued place in the target customers minds 2.3 FOCUS OF POSITIONING

Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols2.4 STEPS IN PRODUCT POSITIONING1. Identify potential competitive advantagesConsumers generally choose products and services which give them greater value. Therefore the key to winning and keeping customer is to understand their needs and buying process far better than the competitors do and deliver more value.2. Identify the competitors positionWhen a firm understands how its customers view its brand relative to competitors, it must study how those same competitors position themselves.3. Choosing the right competitive advantagesA company may have several competitive advantages over its competitors in respect of technology, quality, cost and service. 4. Communicating the competitive advantagesThe last step is that the company is to communicate effectively to the market to the firms positioning concept.5. Monitoring the positioning strategy

CHAPTER 3INDUSTRY PROFILEANDCOMPANY PROFILE

3.1 INDUSTRY PROFILE Traditionally, inIndiadairying has been a rural cottage industry. Semi-commercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century. In earlier years, many households owned their own family cow or secured milk from a neighbor who had one. With the increase in urban population fewer households could afford to keep a cow for private use & moreover there were other problems also like the high cost of milk production, problems of sanitation etc. restricted the practice; and gradually the family cow in the city was eliminated and city cattle were all sent back to the rural areas. Gradually farmers living near the cities took advantage of their proximity to the cities & began supplying milk to the urban population; this gave rise to the fluid milk-sheds we see today in every city of our country. Prior to the 1850s most milk was necessarily produced within a short distance of the place of consumption because of lack of suitable means of transportation and refrigeration. The Indian Dairy Industry has made rapid progress sinceIndependence. A large number of modern milk plants and product factories have since been established. These organized dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically. InIndia, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with the establishment of AMUL Dairy, Anand. Indian dairy sector is still mainly an unorganized sectoras barely 10% of our total milk production undergoes organized handling.

INDIAN DAIRY INDUSTRY FACTS & FIGURES Beginning in organized milk handling was made inIndiawith the establishment of Military Dairy Farms. Handling of milk in Co-operative Milk Unions established all over the country on a small scale in the early stages. Long distance refrigerated rail-transport of milk from Anand toBombaysince 1945.Pasteurization and bottling of milk on a large scale for organized distribution was started at Aarey (1950),Calcutta(Haringhata, 1959),Delhi(1959), Worli (1961),Madras (1963) etc. Establishment of Milk Plants under the Five-Year Plans for Dairy Development all over India. These were taken up with the dual object of increasing the national level of milk consumption and ensuing better returns to the primary milk producer. Their main aim was to produce more, better and cheaper milk.Milk Production India's milk production increased from 21.2 million MT in 1968 to 88.1 million MT in 2003-04. Indiais the largest producer of Milk in the World (replacingUSA) Per capita availability of milk presently is 231 grams per day, up from 112 grams per day in 1968-69. India's 3.8 percent annual growth of milk production surpasses the 2 per cent growth in population; the net increase in availability is around 2 per cent per year.Marketing In 2004-05, average daily cooperative milk marketing stood at 155 lakh litres, registering a growth of 4.2 percent over 148.75 lakh liters in 2003-04. Dairy Cooperatives now market milk in about 200 class cities including metros and some 550 smaller towns. During the last decade, the daily milk supply to each 1,000 urban consumers has increased from 17.5 to 52.0 liters.Innovation Bulk-vending - saving money and the environment. Milk travels as far as 2,200 kilometers to deficit areas, carried by innovative rail and road milk tankers. Ninety-five percent of dairy equipment is produced inIndia, saving valuable foreign exchange.Macro Impact The annual value ofIndia's milk production amounts to about Rs. 880 billion. Dairy cooperatives generate employment opportunities for some 12 million farm families. Dairy Farming is the single largest contributor to the economy(5% of GDP &13% of employment) Dairy industry represents a huge opportunity being the largest single FMCG Market: Urban Mkt size Rs 33000 Crores and organized sector Rs 11000 Crores representing a huge opportunity for conversion and growth.Key challenges before Indian Dairy Industry are as follows: Ensuring Quality Procurement and efficiencies in supply chain Product differentiation and value additionTHE FATHER OF WHITE REVOLUTIONDR. VERGHESE KURIEN (26 November 1921 9 September 2012) was a renowned Indian social entrepreneur and is best known as the "Father of the White Revolution", 3.2 COMPANY PROFILEMILMA The goodness Kerala wakes up to...

Milma was established in April 1980 by Kerala Co-operative Milk Marketing Federation (KCMMF). The mission of Milma is Farmers Prosperity through consumer satisfaction. The objective of Milma is to build up a viable dairy industry in the State and to provide constant market and stable price to the dairy farmers for their produce. The Malabar Cooperative Milk Producers Union (MCMPU), head quartered at Kozhikode (Calicut) in Kerala, was started in 1991. It has the 6 Northern Districts of Kerala as its area of operation and an average milk procurement of 4 lakh litres per day. The Union operates 5 Dairy plants and 2 Milk Chilling Centers. It has a Milk Products Dairy too. The network of Bulk Milk Coolers is in fast expansion. Currently a BMC capacity of 2 lakh litres is in place with 75 BMCs installed in the villages. The products comprise Market milk (4 lakh litres per day), curd (40, 000 Kg /Day), Ghee (150 MT per month), Ice-cream (1500 Litres per day), Peda (10 MT per month), Butter milk, Milk Lollies, Sterilized flavored milk etc. Malabar Regional Co-operative Milk Producers Union (MRCMPU) Limited is a Union of more than 1000 village level dairy co-operative societies located in the six northern districts of Kerala State in South India and it is owned by the dairy farmers who are members of each affiliated society and who live in the area of operation of these societies. The societies function on the pattern of the societies affiliated to the world famous Anand Milk Union Ltd. (AMUL) at Anand (Gujarat), India and hence are also known as Anand Pattern Co-op Societies or APCOS. The area of operation of MRCMPU Ltd. comprises of the six revenue districts of North Kerala, viz Kasaragod, Kannur, Wayanad, Kozhikode, Malappuram and Palakkad. The Union sells its products under the Milma brand, a common brand for the Kerala Cooperative Milk Marketing Federation, which has two more Milk Unions under it at Ernakulam (Kochi) and Thiruvananthapuram (Trivandrum).

MALABAR REGIONAL CO-OPERATIVE MILK PRODUCERS UNION (MRCMPU) LIMITED

Location: Kunnamangalam, KozhikodeCommissioned on : 06.02.1995Processing capacity per day : 1,25,000 LitresMarket Area (Milk) : Kozhikode District, Kondotty,Manjeri , Nilamburand Areakode areas of Malappuram DistrictMarket Area (Frozen Products) Entire area of operation of MRCMPU LtdTurnover (2011-12) : 175.7 Crores (Rs. 1757 Million )The new Kozhikode dairy plant was commissioned in 1995, in place of the old dairy plant, which was functioning from 1965 at Beypore, near Kozhikode city. This dairy is located near Kunnamangalam, 15 KM away from Kozhikode city and near to the Union Head Office. The dairy has been expanded to 1,25,000 LPD during 1999-2000. The Dairy has a Milk Chilling Plant at Nilambur in Malappuram District. The dairy is procuring milk from Malappuram, Kozhikode and Palakkad (partial area) districts and selling milk and milk products at Kozhikode, Malappuram (partly) and Waynad districts.

OBJECTIVE

The objective of the union is to carry out activities conducive to the socio-economic development of the dairy farmers by effectively organizing procurement, processing and marketing of commodities as per the directions of the Kerala co-operative milk marketing federation ltd. For achieving this objective, the union lays particular emphasis on carrying out the following activities on a commercial scale1. The entire volume of milk produced by the farmers is purchased at remunerative prices even in surplus situations.2. Proper processing and packing of the products are carried out in the dairies owned by the union to guarantee product quality to consumer,3. Proper marketing of milk and dairy products are carried out on a daily basis to guarantee consumer satisfaction and thus Maximize economic returns for the farmerMISSION The mission of the dairy is farmers prosperity through consumer satisfaction supplying good quality product. MILMA is satisfying the customers and helping the farmers to rise up.VISIONTo constantly provide valued consumers with the highest quality milk, milk products and other products with the best standard of service by our passionate and focused work focuses using state of the art technology ensuring sustained growth and simultaneously ensuring dairy farmers delight by better realization of milk price and offering needed service at his or her door step.

MARKET SEGMENTATION FOLLOWED BY MILMAMarket segmentation is the process by which the companies divide the total market for their product in to segments or submarket and concentrating their marketing efforts on the most profitable segments. In short , grouping of buyers in to different categories or segmenting the market is called market segmentation.Different bases have been suggested by different scholars for segmenting the market. The bases include demographic segmentation, geographic segmentation and behavioral segmentation.Geographical segmentation is followed by MILMA. It refers to grouping of customers according to their geographical location.MARKETING STRATEGIES OF MILMAMarketing task is identifying or satisfying customer needs in such away as to achieve organization objectives for profitability, survival or growth. the marketing strategy defines target market, what direction need to be taken and what need to be done in broad terms to create a defensible competitive position compatible with overall corporate strategy with in those market, it is therefore concerned with many of the aspects considered in buyer behavior as well as the decision to target particular market segment.Milma consider two key elements of marketing strategies such as focus on strong brand and product mix expansion to include UHT milk, cheese, ice cream and spreads. The changing marketing trends will see the shift from generic products to the packaged quasi, regular and premium brands. The dairy sells milk and milk products directly to the institutional buyers like hospital, hotel, shop, public sector undertakings , social welfare department , temples etc. the products are distributed through two types of dealers retailers and wholesalers . The MILMA marketing strategy to increase maximum reach and to increase the volume of business, small shop also considered for milk supply without insisting for security deposit.

BRAND IMAGE OF MILMABrand is anything which is distinguished from similar products or services. Brand stand for assurance of quality, value, service and prices besides offering intangible benefits like glamour, style, energy and as on the best company brand conveys a warranty of quality. Image is the way the public perceives the company or products. Image is affected by many factors, beyond the company control. Brand image is the impression left in the minds of the prospects by the brand. It is what we think of and feel when we hear or see the brand name.Great brand image are easy to see. MILMA had a great brand image. It has more royalty and higher market share and it create happiness in the mind of consumers by giving high quality and branded products. Consumers update their brand image to reflect new information both positive and negative. An important component of brand image is that appropriate usage situation for the product or brand, brand image generally considers the firm image without a direct comparison to competitors

IMPLEMENTATION OF QUALITY MANAGEMENT SYSTEMDifferent type of quality management system are being implemented in MRCMPU.Ltd to ensure that customer requirements are given due to importance and customer satisfaction is enhanced continues basis . These include1. ISO 9001:2008ISO 9001:2008 is a quality management standard by which an organization ensures that customer requirements are met and customer satisfaction is enhanced continuously. The dairies and chilling plant under the union as well as the head office have been ISO9001:2008 certified by the international certifying agency, M/S Det Norske Veritas B.V of the Netherlands.2. HACCPThe growing concern about consumers about the safety of food is one of the greatest challenges facing the dairy industry today. The Hazard analysis and critical control point (HACCP) system is a structured , systematic tool developed to identify and assess the micro biological , chemical , physical and allergenic hazards and risk associated with the manufacture and distribution of dairy products.3. ISO:22000:2005 This latest international standard specifies the requirements for food safety management system where an organization in the food chain need to demonstrate its ability to control food safety hazards in order to ensure that food is safe at human consumption. It requires an organization to meet any applicable food safety related statutory and regulatory requirements through its food safety management system this food safety management system has been implemented at our Kozhikode dairy and the system has been certified by M/S Det Norske Veritas of Netherlands.

PRODUCT PROFILE The name of Milma and its motto your health is our concern has become synonymous with assured quality. This is amply proved fact of its entire product mainly ghee, selling solely under the trade name of MILMA. All the products strictly adhere to the PFA rules and are sent to the market only after stringent quality checks. MILMA commitment to the quality of milk that they deliver starts right at the doorstep of village producer. The MILMA Kozhikode plant producing the following products.

MilmaSmart MilkContains 1.5 percent fat and 9.0 percent non-fat solids. Ideal for elderly people since fat content is low. Can also be used for whitening tea/coffee and for the preparation of milk based drinks like fruit shakes. Fat will not settle at the top since the milk is homogenized. Available in 500 ml sachets.Milma Toned MilkContains 3.0 percent fat and 8.5 percent non-fat solids. Ideal for consumption by children in the form of milk or in the form of brown beverages like Bournvita. Fat will settle at the top if Milk is kept still for some time. Available in 500 ml sachetsHomogenized Toned Milk Contains 3.0 percent fat and 8.5 percent non-fat solids. Ideal for whitening tea/coffee andfor the preparation of solid curd. Since the milk is homogenized, whitening capacity is more and less amount of milk will be sufficient for whitening tea/coffee. The milk will not stick to vessels on heating and hence washing of used vessels is easier. Fat will not settle at the top since the milk is homogenized. Available in 500 ml sachets.Milma-Rich Milk Contains 4.5 percent fat and 8.5 percent non-fat solids. Ideal for the preparation of payasam and sweets. Fat will settle at the top if Milk is kept still for some time since the milk is not homogenized. Available in 500 ml sachets.Skimmed Milk Curd Contains 10 percent non-fat solids. Ideal for making curries. Prepared under hygienic conditions by fully mechanized processes. Cannot be used as starter-curd for converting milk into curd. Available in 500 ml sachets.Milma-Sambharam (Butter Milk) Contains 4.5 percent total solids and natural flavour extracts. Ideal as thirst quencher during hot season. Prepared under hygienic conditions using fully mechanized processes. Available in 200 ml sachets.Milma Ghee Contains 99.7 percent milk fat. Manufactured by melting fresh cream under hygienic conditions. Milma ghee has the ideal golden yellow color due to presence of natural carotene in cow milk. (In contrast, ghee manufactured from buffalo milk is white in color). No artificial colors or flavours are added in Milma ghee. Natural aroma and flavour of ghee is retained since ghee is produced directly from fresh cream instead of going in for melting stored butterFlavoured MilkManufactured by addition of sugar and flavour to skimmed milk. The product is sterilized along with the glass container by heating to a high temperature in specialized ovens after which containers are stored in chilled condition in outlets. Ideal for elderly people as well as children since it contains very little fat and is far more nutritious than cola drinks. Available in 200 ml containers and in a variety of flavours.ICE CREAMMade from pure milk cream (unlike many private brands who vend Frozen desserts made from cheap vegetable fats in the guise of Ice cream), this is a real ice cream made available in various flavours and packs. Produced hygienically in ISO 9001-2008 and HACCP certified production facility.Milma ice-cream is available in a range of lip smacking flavours: vanila, chocolate, mango, strawberry and fruit & nut, fIn addition, our Ernakulam Union also produces and distributes delicious "kulfi" and cream rolls. The only ice-cream in Kerala market which is manufactured in a dairy and hence most fresh ice cream.KulfiThis is an ice-cream in which cardamom & saffron flavours are used and filled in moulded container.Cone Ice creamThis is an ice-cream which is filled in a dry cone-shaped pastry, made of a wafer which enables ice-cream to be held in the hand and eaten without a bowl or spoon.Choco BarThis is a stick ice cream having chocolate as an outer layer and vanilla flavoured ice-cream inside.CassattaMixture of tasty ice-cream and tooty fruity encircled with oven fresh spong cake. It is a delicious snack rich in Milma cream.Milma Sip-upIt is an ice- lolly made available in two varieties Milk Sip-up and Water Sip-up. Both are packed in elongated and tubular pouches, which can be broken by biting into it. The contents are then consumed by sipping at the broken end. Made by using pure milk, pasteurized water, sugar and permitted flavours. A favorite of school children especially during hot weather.

CHAPTER 4DATA ANALYSISANDINTERPRETATION