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MARKETING ANALYSIS” ON MOTHER DIARY
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1. NATURE OF BUISNESS
"Mother Dairy" is the single largest brand of milk in India as well as in Asia, marketing about 2.2 million liters of milk per day. Mother Dairy commands 40% market share in the organized sector in and around Delhi, primarily because of consistent quality and service -whatever be the crisis floods, transport strike, curfew etc. Mother Dairy, Patparganj, Delhi, is presently manufacturing & selling around 8.5 lakh liters of tonned milk through bulk vending shops.
Mother Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis Critical Control Points (HACCP) and IS-14001:1996 Environment Management System (EMS) Certified organization. Mother Dairy was the first Dairy in the country to implement ISO-14031(Environment Performance Evaluation) project. The company's Quality Assurance Laboratory is ISO/IEC-17025:1999 certified by NABL (National Accreditation Board for Testing and Calibration Laboratory), Department of Science & Technology, India. This provides assurance to the consumer in respect of Quality and Safety of products manufactured and marketed by Mother Dairy.
The National Dairy Development Board (NDDB) commissioned Mother Dairy in the first phase of Operation Flood in 1974. Considering the success of Dairy industry NDDB established Fruit & Vegetable Project in Delhi in 1988 with "SAFAL" as its umbrella brand.
With a view to separating the commercial activities from developmental activities, the NDDB merged Mother Dairy and the Fruit & Vegetable project into a wholly owned company named Mother Dairy Fruit & Vegetable Ltd (MDFVL) in April 2000. This becomes the holding company of Mother Dairy India Ltd (MDIL) - a marketing company and Mother Dairy Foods Processing Ltd (MDFPL)- a processing company. MDFPL is a multi unit company, with units at various locations in India. Mother Dairy, Delhi is one of the units of MDFPL.
The company is a highly trusted household name for its wide range of milk products like Milk, Flavored Milk, Ice-Cream, Dahi, Lassi, Table Butter, Dairy Whitener, Ghee etc.
The application for the award is being made for Mother Dairy, Delhi unit.
Mother dairy has taken up the concept of Total Productive Maintenance (TPM) whole heartedly. The number of employees involved in KAIZENS and the no. of KAIZENS per employee are very encouraging. Mother Dairy is a member of CII-TPM Club and the KAIZENS done by Mother Dairy employees have been selected and presented in 2nd, 3rd, 4th and 5th National Kaizen Conferences held from time to time during the last three years. Our TPM efforts have resulted in increase in MTBF and decrease in MTTR, quality improvement, Cost reduction and reduction in accidents.
Mother Dairy has received "Best Productivity Performance" award for three consecutive years starting from 1987-88 to 1989-90 and again from 1995-96 to 1997-1998 from National productivity Council and a commendation Certificate for Rajiv Gandhi National Quality Award, National Energy Conservation Award - 2004, Oil and Gas Conservation Award - 2004, Indian Innovation Award - 2004 and Safety Initiative Award - 2005.
2. TYPES & OWNERSHIP PATTERN
Mother Dairy, set up in 1974, is a wholly owned subsidiary of National Dairy Development Board (NDDB) of India. The National Dairy Development Board is an institution of national importance setup by an Act of Parliament of India. The main office is located in Anand, Gujarat with regional offices throughout the country. NDDB's subsidiaries include Mother Dairy, Delhi. The main stakeholder of Mother Dairy was the farmer member for whose welfare it existed.
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