
2/84

A

PROJECT REPORT

ON

“STUDY OF DISTRIBUTION CHANNEL& SALES ` OF AMUL ICE CREAMAT NOIDA”

as require !"r #$e %ar#ia!u'(e)# "! #$e e*ree "!

BACHELOR OF BUSINESSADMINISTRATION +B,B,A,-

SESSION +JULY ./01 2A%ri./03-

UNDER THE

Pr"4e5# 6uie 7SUBMITTED BY 7

2


3/84

Mr, A8$ies$ 6u%#aA9ASH SAINI

B,B,A 3 Se(,R"

N",0:/1/0;1? A*ra,

./01@./03

3


4/84

"77) )A+A8 9:E'"T;<A0'A.

TO HOM IT MAY CONCERN

Thi( i( to certiy that )r. Aka(h "aini ha(

completed the pro%ect report titled =Analy(i( o

-i(tri$!tion etwork E>ectivene(( ? "ale( o Am!l

ce@cream at oida !nder my g!idance in partial

!lfllment o the 5ACBE8O' O 59"E""

A-)"T'ATO.

To< the 5e(t o my 7nowledge< the (ame ha( not

$een (!$mitted in any other 9niver(ity n(tit!te

or the p!rpo(e o p!r(!ing any other proe((ional

-egree -iploma Co!r(e.

+ro%ect 0!ide D )r. Akhile(h 0!pta

-ateD

+laceD

4


5/84

"eal

o the -irector(-ean

DECLARATION

here $y declare that thi( pro%ect report (!$mitted

to "77) )A+A8 9:E'"T; A0'A in +artial

!lfllment o the 5achelor o 5!(ine((

Admini(tration on Analy(i( o -i(tri$!tion etwork

E>ectivene(( ? (ale( o Am!l ce@cream at oida

i( the o!tcome o my own work.

A9ASHSAINI

5


6/84

B,B,A,3 Se(,

AC9NOLED6EMENT

The eeling o gratit!de when epre((ed in word(

i( only hal it( acknowledgement. Epre((ion( ail

to prod!ce o!r( over whelming (en(e o gratit!de<

devotion< and conte(ta$le regard( to o!r pro%ect

coordinator )'. A7B8E"B 09+TA or hi( val!a$le

g!idance< in(piring (!gge(tion( and rere(hing

enco!ragement which wa( a driving orce or the

(!cce((!l completion o thi( pro%ect work.

itho!t hi( metic!lo!( planning< inci(ive thinking

6


7/84

and cogent advice< thi( pro%ect wo!ld not have

a((!med the orm< it i( in today.

A9ASH SAINI

B,B,A, 3

Se(,

OVERVIEW

OF AMULINDIA

The Amul IndiaStory: Ruth Herediya

7


8/84

"So persevere, if necessary. For success attends only

those who persevere, who see their goal steadily and aim

for it unswervingly... who persevere with dedication and

faith in the cause they are ghting for..."

The a!thor< '!th BerediaF( connection with Am!l date($ack to the ina!g!ration o the Am!l -airy when< aged

o!r< (he pre(ented a $o!G!et to the g!e(t o hono!r<

+andit Hawaharlal ehr!. "he and her amily have (ampled

the ta(te o Am!l Conden(ed )ilk and Am!l Chee(e

thro!gh their vario!( progre((ive (tage(.

)( Beredia i( an occa(ional writer< and (ometime(

lect!re( on her avo!rite (!$%ect(D m!(ic< literat!re and

hi(tory. "he ha( a po(t grad!ate degree in Engli(h< ha(

$een a li$rarian< love( animal( Ie(pecially dog(J< and

en%oy( a good movie or a tenni( match.

The Am!l ndia "tory i( a (tim!lating ec!r(ion into adream that i( now reality. 5le((ed with the vi(ion o "ardar

:alla$h$hai +atel< a patriot< the $ook trace( the $irth o a

(mall movement in 0!%arat< the 7aira -i(trict Cooperative

)ilk +rod!cerF( 9nion and it( evol!tion into a anta(tic new

paradigm o development. A a(t@paced narrative< laced

with (everal a(cinating anecdote(< the $ook chronicle(the daring initiative( and dynami(m di(played $y a team

o committed individ!al( @ a armer< Tri$h!vanda(

anticipation...+atel< a proe((ional manager< :.7!rien and

a technologi(t< B.).-alaya. Thi( i( a (tory o aith<

empowerment< and dream realiKation< with all the

element( that make a (tory more intere(ting @ pa((ion<h!mo!r and the thrill o

8


9/84

0!%arat Co@operative )ilk )arketing ederation 8td.

I0C))J i( an ndiaL( large(t ood prod!ct marketing

organiKation. t i( a (tate level ape $ody o

milk co@operative( in 0!%rat.which aim( to provide

rem!nerative ret!rn( to the armer( and al(o (erve the

intere(t( o con(!mer( $y providing G!ality prod!ct(<

which are good val!e or money.

)em$er(D 12 di(trict( co@operative milk prod!cer !nion.

o. o prod!cer mem$er(D 2.#million.

o. o :illage (ocietie(D 11


10/84

AMUL TOI!AL STOR"

A(u Bu##er 6ir

'dited from an article (y )ini *arma pu(lished in The A#ian A$e on )arch , 199#

T$e ("%%e# $" %u# A(u ") I)ias rea8!as##ae

! years after it was rst launched, +muls sale gures

have umped from 1!!! tonnes a year in 19## to over

&,!!! tonnes a year in 199$. o other (rand comes even

close to it. +ll (ecause a thum(-si/ed girl clim(ed on to

the hoardings and put a spell on the masses.

B"(a>7 "!mmer o 1/&*. A Charni 'oad Nat. )r(.

"heela )ane< a 2,@year@old ho!(ewie i( o!t in the $alcony

drying clothe(. rom her (econd Noor Nat (he can (ee her

neigh$o!r( on the road. There are other people too. The

crowd (eem( to $e growing larger $y the min!te. 9na$le

to c!r$ her c!rio(ity "heela )ane h!rrie( down to (ee

what all the commotion i( a$o!t. "he epect( the wor(t

$!t can (ee no (ign( o an accident. t i( her o!r@year@old

who draw( her attention to the hoarding that ha( come !p

overnight. t wa( the fr(t Am!l hoarding that wa( p!t !p

in )!m$ai


11/84

Call her the riday to riday (tar. 'o!nd eyed< ch!$$y

cheeked< winking at yo!< rom (trategically placed

hoarding( at many traQc light(. "he i( the Am!l moppet

everyone love( to love Iincl!ding prickly votarie( o the"hiv "ena and 5H+J. Bow oten have we (topped< looked<

ch!ckled at the Am!l hoarding that ca(t( her (ometime a(

the coy< (hy )adh!ri< a $old (en(!o!( 9rmila or (imply a(

her(el< dre((ed in her little polka dotted dre(( and a red

and white $ow< holding o!t her avo!rite packet o $!tter.

or 3 odd year( the 9tterly 5!tterly girl ha( managed to

keep her an ollowing intact. "o m!ch (o that the ad( are

now ready to enter the 0uinness oo2 of 3orld ecords

or $eing the longe(t r!nning campaign ever. The !ltimate

compliment to the $!tter came when a 5riti(h company

la!nched a $!tter and called it 9tterly 5!tterly< la(t year.

t all $egan in 1/&& when "ylve(ter daC!nha< then the

managing director o the adverti(ing agency< A"+<

clinched the acco!nt or Am!l $!tter. The $!tter< which

had $een la!nched in 1/4#< had a (taid< $oring image<

primarily $eca!(e the earlier adverti(ing agency which

wa( in charge o the acco!nt preerred to (tick to ro!tine<corporate ad(.

One o the fr(t Am!l hoarding(

11


12/84

n ndia< ood wa( (omething one co!ldnFt a>ord to ool

aro!nd with. t had $een taken too (erio!(ly< or too long.

"ylve(ter daC!nha decided it wa( time or a change o

image.

The year "ylve(ter daC!nha took over the acco!nt< the

co!ntry (aw the $irth o a campaign who(e charm ha(

end!red fckle p!$lic opinion< gimmickry and all el(e.

The Am!l girl who lend( her(el (o completely to Am!l

$!tter< created a( a rival to the +ol(on $!tter girl. Thi( one

wa( (ey< village $elle< clothed in a tantali(ing choli all $!t

covering her !pper region(. E!(tace ernandeK Ithe art

directorJ and decided that we needed a girl who wo!ld

worm her way into a ho!(ewieF( heart. And who $etter

than a little girlR (ay( "ylve(ter daC!nha. And (o it came

a$o!t that the amo!( Am!l )oppet wa( $orn.

That Octo$er< lamp kio(k( and the $!( (ite( o the city

were (pla(hed with the moppet on a hor(e. The $a(eline

(imply (aid< Thoro!gh$read< 9tterly 5!tterly -elicio!(

Am!l


13/84

The 'e$ecca )ark avorite

or the fr(t one year the ad( made (tatement( o (ome

kind or the other $!t they had not yet acG!ired the topical

tone. n 1/&*< "ylve(ter decided that giving the ad( a (olid

concept wo!ld give them etra mileage< more dum< (o to

(ay. t wa( a deci(ion that wo!ld (tand the daC!nha( in

good (tead in the year( to come.

n 1/&/< when the city fr(t (aw the $eginning o the Bare

'ama Bare 7ri(hna movement< "ylve(ter daC!nha<

)ohammad 7han and 9(ha 5andarkar< then the creative

team working on the Am!l acco!nt came !p with a

clincher @@ FB!rry Am!l< B!rry B!rryF. 5om$ay reacted to

the ad with a ervo!r that wa( almo(t a( devo!t a( the

(kon ever.

That wa( the fr(t o the many topical ad( that were in the

oQng. rom then on Am!l $egan playing the role o a

(ocial o$(erver. Over the year( the campaign acG!ired

that all important Am!l to!ch.

ndia looked orward to Am!lF( evocative h!mo!r. the

aalite movement wa( the happening thing in Calc!tta<

Am!l wo!ld $e !p there on the hoarding( (aying< 5read

witho!t Am!l 5!tter< chol(e na chol(e na IwonFt do< wonFt

doJ. there wa( an ndian Airline( (trike Am!l wo!ld $e

there again (aying< ndian Airline( onFt ly itho!t Am!l.13


14/84

There are (torie( a$o!t the $!tter that people like to relate

over c!p( o tea. or over 1 year( have $een collecting

Am!l ad(. e(pecially like the ad( on the $ack( o the

$!tter packet(< (ay( )r(. "!mona :arma. hat doe( (he

do with the(e ad(R have made an al$!m o them to

am!(e my grandchildren


15/84

e(tival which (aid< 0anpati 5appa )ore 0hya I0anpati

5appa take moreJ. The "hiv "ena people (aid that i we

didnFt do (omething a$o!t removing the ad they wo!ld

come and de(troy o!r oQce. t i( (!rpri(ing how vigilant

the political orce( are in thi( co!ntry. Even when the

Enron ad( IEnr On Or O>J were r!nning< 'e$ecca )ark

wrote to !( (aying how m!ch (he liked them.

Am!lF( point o view on the )' co>ee controver(y

There were other in(tance( too. Beroine Addiction< Am!lF(

little %oke on B!((ain had the arti(t ringing the daC!nha(

!p to reG!e(t them or a $low !p o the ad. Be (aid that

he had (een the hoarding while pa((ing thro!gh a (mall

di(trict in 9+. Be (aid he had a(ked hi( a((i(tant to take a

photograph o him(el with the ad $eca!(e he had o!nd it

(o !nny


16/84

E%E!UTIVE SUMMAR"

Thi( +ro%ect 'eport 9ndertaken or 0!%arat Co@

operative )ilk )arketing ederation 8td. To fnd o!t "ale(

? -i(tri$!tion etwork o Am!l ce cream and margin

availa$ility< G!ality< packaging and vario!( pro$lem o theo!tlet holder(. The (!rvey or thi( p!rpo(e wa( cond!ct in

vario!( area( covered $y Am!l I0C))J 0haKia$ad.

The area given to me 9r$an and r!ral ad%oining. Thi(

wa( collect $y vario!( mean( general in(tr!ction and

G!e(tionnaire. AnalyKing the collected data and reportingthe fnding notifcation< and determining retailer

perception and (!mmariKed in pro%ect

)o(t o the retailer think( that price i( high and

(ervice in con(i(tence and delay in the (!pply i(

complained al(o. 5!t G!ality i( !ndo!$tedly good.

16


17/84

PROJECT OBJECTIE

The $a(ic o$%ective o the pro%ect i( to know a$o!t

the (ale( and -i(tri$!tion etwork in the market and to

know how their competitor( are giving their (ervice(.

=Analy(i( o -i(tri$!tion etwork E>ectivene(( ?

"ale( o Am!l ce Cream at oida

The (!$ o$%ective( are a( ollow(D@

To compare Am!l ei(ting -i(tri$!tion network vi( a

vi( competitor(

To identife( the area o epan(ion o Am!l

-i(tri$!tion etwork or the two prod!ct categorie( To a((e( e>ectivene(( o ei(ting $rand inp!t or all

three prod!ct categorie( i.e.

aJ Adverti(ing inp!t(

$J Availa$ility o prod!ct

cJ +ricing pattern

dJ "cheme( and margineJ 6!ality o prod!ct

17


18/84

J "ervice $ack!p

gJ Credit term

hJ Other dealer eed$ack

To compile Am!l( di(play (hare and (el (pace

To (t!dy the potential o dealer and to know whether

their potential i( !lly !tiliKed .

The market (!rvey wa( oc!(ed !pon -i(tri$!tion etwork

and importance o (ale( promotion. TodayL( empha(i(

giving on the importance o monitoring marketing

environment to keep prod!ct and marketing practice(

c!rrent $!t how can management learn a$o!t changing

c!(tomer want(< new competitor( initiative< changing

di(tri$!tion channel and (o on. The an(wer i( clearD

)anagement m!(t develop and manage inormation.

Three development( make the need or marketing

inormation grater now than at any time in the pa(tS the

ri(e o glo$al marketing the new empha(i( on the $!yerL(

want( and the trend( non price competition(.

=To manage a $!(ine(( well i( to manage it( !t!re and

to manage the !t!re i( to manage inormation.

mportant in(ight can $e gained $y (t!dying the

eperience( o other and a((e((ing the adeG!acy o one(

own (ervice eat!re( and perormance.

B!man nat!re enco!rage( people to reNect po(itively

in the organiKation with which they work. at!rally

people want to validate their e>ort( reG!ently. The need

18


19/84

or Am!l to !ndertake thi( eerci(e wa( to compare it(

perormance with the competitor( to eval!ate it(

(tandard. Thi( co!ld provide or company with a %!mp on

it( competitor(< a( the company can care!lly eval!ate

it( opport!nitie( and choo(e it( target market( to

maimiKe proft.

19


20/84

S!OE OF THE RO&E!T

ETENTS7@

5y doing a!dit o retail o!tlet one can acce(( the

potential o dealer(. Thi( i( a power!l $!(ine(( tool

$eca!(e it can $e applied to virt!ally every !nction o the

company whether it i( regarding the potential are

eed$ack.

)oreover< rontline manager can !(e it in many new and

creative way(.

"ome application( incl!deD

1. "trategic planning and good (etting.

2. )arketing perormance compari(on( and

eval!ation.

3. dea enrichment.

4. +ro$lem (olving.

#. mplementation.

BENEFITS7@

1. 0ive( epo(!re to new idea(.

2. +roper !(e o Adverti(ement( and "ale( +romotion

activitie(.

3. normation a$o!t the competitorL( price pattern.

4. Belp!l to know a$o!t other dealerL( eed$ack

#. 'ecord o new prod!ct introd!ction.

&. "how the pre(ent market (hare o the company.

20


21/84

*. A((e((e( the potential o dealer( and whether it i(

!lly !tiliKed or not.

,. eed$ack on dealerL( (ati(action with regard to the

prod!ct range< availa$ility< G!ality and con(!mer

pricing.

/. Comm!nication channel rom root level to the top

management.

LIMITATIONS

1. -ealer( were not ready to div!lge direct inormation

regarding their (ale( and t!rnover. They keep it a( a trade

(ecret.

2. 0etting inormation wa( a diQc!lt ta(k and limited to an

etent.

3. "ampling error i( not taking into acco!nt.

4. hile a(king re(pondent( to the rate a $rand on (pecifc

attri$!te(< po((i$ilitie( o =Carryover e>ect and $ackfre

e>ect cannot $e r!led o!t.

#. "ome o the dealer( re!(ed cooperate(

&. +o((i$ilitie( o (ome dealerL( $ia(ed or di(hone(t

an(wer( cannot $e r!led o!t.

21


22/84

SALES PROMOTION

"ale( promotion i( the media and non@media

marketing e>ort applied or a predetermined< limited

period at the level o con(!mer or intermediarie( in order

to

1. ncrea(e Con(!mer demand.2. mprove +rod!ct availa$ility.

"ale( promotion doe( have their draw$ack(. They are

(hort lived.

3. )arketer( may al(o fnd it diQc!lt to limit the (ale(promotion to a target market.

22


23/84

4. Another challenge with (ale( promotion i( making

compari(on( among the competitorL( activitie( $eca!(e

(ale( promotion take( many di>erent orm( rom a

trade (how ehi$it to $anner Nying $ehind on aero

plane to down warning people in the (hopping mall.

#. A reG!ent concern a$o!t (ale( promotion i( that

$eca!(e many involve a (hort term price $reak< they

erode $rand loyalty $y enco!raging c!(tomer to make

(election $a(ed on price. Thi( vie( a( (!pported $y a

drop in c!(tomer $rand loyalty over la(t decade< %!(t

when price related were a((!ming ma%or role.

&. On the other hand (ale( promotion tend( to garner

G!ick re(!lt ( in mo(t ca(e( m!ch a(ter than

adverti(ing. And %!(t a( !niG!ene(( o (ale( promotion

may fn diQc!lt to $eing down or evol!tion< it can al(o

lead to enormo!( (!cce(( imprinting the prod!ct( name

in the c!(tomer mind. Entreprene!r( who are creative

$y nat!re can make val!a$le !(e o (ale( promotion o

tight $!dget.

TYPES OF SALES PROMOTION

They are !(!ally con(!mer oriented and trade oriented.

CONSUMER ORIENTED PROMOTION7@

They are tho(e type( o (ale( promotion in which the

con(!mer i( targeted.

TechniG!e( or con(!mer (ale( promotionD

23


24/84

Co!pon( @"tim!late demand thro!gh a

temporary price c!t(.

@enco!rage retailer (!pport.

-eal( @ "tim!late demand thro!gh a

temporary price c!t(.

+remi!m( @Attract new c!(tomer(.

@$!ild goodwill.

Conte(t and (weep(take( @5!ild awarene(( and (ale(

o prod!ct.

"ample( @Enco!rage( prod!ct trial( $y the

ri(k to con(!mer(.

@E(pecially !(e!l or new< low

co(t and reG!ently p!rcha(ed

prod!ct(.

+oint o +!rcha(e -i(play( @ncrea(e trial( and (ale( $y

drawing attention to the prod!ct

@Ed!cate con(!mer( a$o!t the

prod!ct.

@E(pecially !(e!l or

convenience good( and p!l(e

p!rcha(e

'e$ate( @Enco!rage (ale( thro!gh a price

c!t.

24


25/84

TRADE ORIENTED PROMOTION

"ale( promotion that are directed toward( whole(aler( andretailer(. n the market which i( $a(ically whole(aler( and

retailer( oriented (!ch type (ale( promotion will $e very

$enefcial the(e are the ollow(.

ALLOANCES7

0@A (er5$a)ise a"a)5e to retailer( or eat!ring

prod!ct predominantly.

.@A 5ase a"a)5e which i( (traight di(co!nt on ca(e o

prod!ct ordered $y retailer( and whole(aler(.

:@')a)5e a"a)5e( which cover epen(e( related to

con(!mer promotion.

;@S"##i)* a"a)5e i( in echange or adding a new

prod!ct to the retailer (helve(. The nat!re< G!ality and

timing( o allowance( are oten a matter to ind!(trypractice.

1@C""%era#i=e A=er#isi)* a) Saes su%%"r#

)arketer( may al(o engage in cooperative adverti(ing will

retailer ? train di(tri$!tor( (ale( to (ale( the prod!ct more

e>ectively.

25


26/84

TRADE SHO

9(!ally trade (how( rom a $ridge $etween marketer(

and c!(tomer(. They $ring c!(tomer( and marketer( in

the location over (hort period o time !(!ally three to o!r

day(.

According to trade (how( $!rea! It.(.$.J c!(tomer

attend( the(e event( or two rea(on(D

1@To !pdate their knowledge in feld.

2@To (hop or the good( and (ervice( they need.

SALES

-!ring the year< yo!r ederation( (ale( increa(ed $y

1, rom '(. 1,,3.#, crore to '(. 221/.23 crore<

incl!ding con(ignment (ale o '( 4*./3 crore. -airy

prod!ct t!rnover regi(tered a ro$!(t growth o 2. n

addition yo!r ederation coordinated '(. 24.1 crore in

prod!ct (ale( to deen(e( (ervice. Thi( year am!l $!tter

regi(tered record (ale( with '!pee t!rnover growing $y

1#. The (ale( val!e o am!lya ha( regi(tered impre((ive

growth with an increa(e o 12. "ale( o Am!l milk in

0!%arat ha( increa(ed $y 21 in val!e term(. Am!l chee(e

(ale( val!e ha( increa(ed $y a (pectac!lar 1# over the

26


27/84

previo!( year. -e(pite a decline in the milk powder market

d!e to adeG!ate availa$ility o liG!id milk in mo(t part( o

the co!ntry< we (!$(tantially increa(ed (ale( $y 1,< a

te(timony to it( G!ality.

ONLINE ROMOTION

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we(77

Stop a while and (rowse throught the many delicious

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28/84

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CBOCOC'9CB CE CA-E" )E0A5TE

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29


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!"'ER STORE

A( a fr(t (tep toward( ECommerce in ndia< Am!l i(delighted to o>er yo! the cy$er (hopping eperience with

a wide range o Am!l dairy prod!ct( in all ma%or citie( o

ndia.

;o! can order yo!r avo!rite Am!l cecream( at the new

Am!l cecream Cy$er(tore.

The Ta(te o ndia i( now a ew click( away rom yo!r

door(tep...

N"#e7 +lea(e "elect the item yo! wi(h to order< then

enter the G!antity Io. o 9nit( reG!iredJ. The total price

or the item will $e a!tomatically calc!lated. Once yo! are

done< yo! can click on the Calc!late Total $!tton. Then<

enter the order inormation< and click on the +lace Order

$!tton. -etailed Term( and Condition( are given $elow Iat

the endJ.

or Am!l prod!ct( in other co!ntrie(< plea(e check o!r

Eport( +age. Am!l prod!ct( are availa$le in 9"< 0!l

Co!ntrie( and "ingapore.

Applica$le +rice(

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Sr N", See5# Pr"u5#

1 Am!l 5!tter

2 Am!l 5!tter

3 -elicio!( Ta$le )argarine

4 Am!l 8ite 8owat 5read(pread

# Am!l Chee(e

& Am!l Chee(e "lice(

* Am!l Chee(e "lice(

, Am!l Chee(e Chiplet(

/ Am!l Chee(e

1 Am!l Chee(e "pread

11 Am!l +iKKa Chee(e

12 Am!l Emmental Chee(e

13 Am!l )alai +aneer

14 Am!l )alai +aneer

1# Am!l )alai +aneer

1& Am!l +!re 0hee1* Am!l +!re 0hee

1, Am!l +!re 0hee

1/ Am!l +!re 0hee

2 "agar +!re 0hee

21 "agar +!re 0hee

22 "agar +!re 0hee

23 "agar +!re 0hee

24 Am!l "hrikhand

2# Am!l "hrikhand

2& Am!l "hrikhand

2* Am!l "hrikhand

2, Am!l "hrikhand I)ango7e(ar5adam +i(taJ

2/ Am!l "hrikhand3 Am!l "hrikhand

31

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31 Am!l 7ool (coop "hrikhand

32 Amrakhand

33 Amrakhand

34 Am!l )ithaee 0!la$%am!n

3# Am!l )ithaee 0!la$%am!n

3& !tram!l

3* Am!l Chocolate(

3, Am!l Chocolate(

3/ Am!l Almond$ar

4 Am!l Chocolate( @ 5indaaK

41 Am!l Chocolate( @ !ndoo

42 Am!l Chocolate( @ !ndoo

43 Am!l ChocoKoo

44 Am!l ChocoKoo T!$

4# Am!l TaKKa )ilk

4& Am!l "hakti Toned )ilk

4* Am!l 0old )ilk

4, Am!l 8ite "lim@n@Trim )ilk

4/ )ithaimate "weetened Conden(ed )ilk# Am!l(pray )

#1 Am!l(pray )

#2 Am!l(pray )

#3 Am!l(pray )

#4 Am!l(pray )

## Am!l(pray )

#& "agar "kimmed )ilk +owder

#* Am!lya -airy hitener

#, Am!lya -airy hitener

#/ Am!lya -airy hitener

& Am!lya -airy hitener

&1 Am!l "hakti Bealth ood -rink I7e(a AlmondJ

&2 Am!l "hakti Bealth ood -rink I7e(a AlmondJ&3 Am!l 7ool lavo!red )ilk

32

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&4 Am!l 7ool lavo!red )ilk

Am!l 7ool lavo!red )ilk

&& Am!l 7ool CaV

&* Am!l 7ool CaV

&, Am!l 7ool CaV

&/ Am!l re(h Cream

* Am!l re(h Cream

*1 Am!l re(h Cream

*2 Am!l re(h Cream

*3 Am!l )a(ti "piced 5!tter milk

*4 Am!l )a(ti "piced 5!tter milk

*# Am!l )a(ti "piced 5!tter milk

T"#a

RESEARCH METHODOLO6Y Resear5$ Desi*)7@

-ata "o!rce( @ +rimary< "econdary

'e(earch Approach @ O$(ervation ? "!rvey

'e(earch n(tr!ment @ 6!e(tionnaire

"ampling 9nit @ hole !niver(e

Contact )ethod @ +er(onnelDa#a C"e5#i") S"ur5esD@

The data collection ha( $een completed $y gathering

data rom primary a( well a( (econdary (o!rce(. The data

collected i( very direct and (ecretive to the organiKation

Ii.e. inormation a$o!t credit term( and ann!al t!rn overJ.

8ot o re(pondent( do not div!lge with (!ch inormation<

33

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(o d!e to thi( act( (econdary data will al(o have to $e

con(idered and reerred toD

A, Pri(ar> Da#a

+rimary data collection wa( carried o!t $y directly

interviewing to $e owner or managerial level people in the

target o!tlet(. The approache( or collection were.

a, Sur=e>7

"!rvey wa( carried o!t in the target o!tlet( to

collect a(t hand inormation while interviewing.

. Oser=a#i")7

hile interviewing the re(pondent wa( o$(erved

and all additional inormation wa( %otted down

which did not rom part o the G!e(tionnaire.

B,Se5")ar> Da#a

a- I)#er)aD nternal (o!rce( incl!de Company profle

and (ale( fg!re(

- E#er)a7 1. 0overnment +!$lication

2. Ho!rnal(< periodical and $ook(

@ 5!(ine(( Today@ Economic( Time( @

Bind!(tan Time(

@ Time( o ndia @)arketing )anagement $y +hilip

7otler

3. 'eport(D Ann!al report( o Am!l ce Cream.

DATA !OLLE!TION METHODS

O!t o the vario!( method o the data collection<

per(onal interview Iace to aceJ i( the $e(t method a(there i( a greater percentage o re(pon(e rom interviewer

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(ide. The G!e(tionnaire wa( de(igned in (!ch manner that

each and every relevant inormation< which wa( relevant

or the company and or my pro%ect< wa( pre(ent in it with

acc!racy and completene(( every (tep ha( $een taken to

make the G!e(tionnaire in a (imple(t manner.

ollowing are the rea(on( or which per(onal interview wa(

(elected.

1@Clear comprehen(ion( o G!e(tion( can $e given to

re(pondent.

2@The re(pon(e( can $e (im!lated thro!gh greater

intro(pection< pl!m$ing o memory.

3@n(tr!ction( can $e on whet( wanted and the manner o

re(ponding.

4@Ater interviewing there were many G!e(tion(< which can

$e te(ted $y eamining the ce Cream.

Fie "r8 Pa))i)*

The feld work( involve( the ollowing (tep(.

- Training and Ed!cation o the nve(tigator.

- nterviewing and collection o data.

- "!pervi(ion

Sa(%i)*7

"ampling reer( to the proced!re thro!gh which a ew

!nit( (elected orm the total pop!lation in accordance with

(ome (pecifed proced!re a (ample. The (ample con(i(t(

o all tho(e retailer( who are (elling ice cream it i( am!l or

other $rand( in the market.

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n the proce(( o (ampling to thing( which are important

had con(idered.

1. "ample Type

2. "ample "iKe

() Sa(%e T>%e7 t reer( to the approach o the

(ampling< which i( ollowed to determine a (ample o

individ!al(.

*) Sa(%e Sie7 The (ample incl!ded all tho!(and

dealer( retailer( that are (elling ice cream whether

Am!,l 5rand or other $rand(.

wa( a(ked to (!rvey the market (hare o Am!l ice

cream in oida and their comparative (t!dy

Li(i#a#i") "! Da#a7

0, "ample (iKe i( very (mall a( compared to the

!niver(e d!e to time and re(o!rce(.

The(e might $e (ome $ia(e( !nwillingne(( o the

re(pondent(< while given re(pon(e(.

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RODU!TS RAN+E

Today Am!l i( a (ym$ol o many thing( o high

G!ality prod!ct( (old at rea(ona$le price o the gene(i(

o a va(t co@operative network o the tri!mph o

indigeno!( technology o the marketing (avvy o aarmer( organiKation and o a proven model or daily

development A)98 mean( =+ricele(( in "an(krit. The

5rand name =Am!l rom the "an(krit =Amoolya wa(

(!gge(ted $y a G!ality control eport in Anand.

:ariant(< all meaning =+ricele(( are o!nded in (everal

ndian lang!age(. Am!l 5!tter< Am!l )ilk powder< Am!l

0hee< Am!l "pray< A!l Chee(e< Am!l Chocolate(< Am!l

"hrikhand< Am!l ce cream< e!tram!l< Am!l milk and

Am!lya have made Am!l a leading ood $rand in ndia

IT!rnover '(. 1/.* $illion in 1///@J D Today Am!l i( a

(ym$ol o many thing( o high G!ality prod!ct( (old at

rea(ona$le price( o the gene(i( o a :a(t Co@operative

network o the tri!mph o indigeno!( technology o the

marketing (avvy o aarmer organiKation and o proven

model or daily development.

Li#t o, rodu-t# Mar.eted:

Breas%reas7

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• Am!l 5!tter

• Am!l 8ite 8ow at 5read(pread

• Am!l Cooking 5!tter

C$eese Ra)*e7

• Am!l +a(te!riKed +roce((ed Cheddar Chee(e

• Am!l +roce((ed Chee(e "pread

• Am!l +iKKa I)oKarellaJ Chee(e

• Am!l "hredded +iKKa Chee(e

• Am!l Emmental Chee(e

• Am!l 0o!da Chee(e

• Am!l )alai +aneer Icottage chee(eJ

• 9tterly -elicio!( +iKKa

Mi#$aee Ra)*e +E#$)i5 see#s-7

• Am!l "hrikhand I)ango< "a>ron< Almond +i(tachio<

CardamomJ

• Am!l Amrakhand

• Am!l )ithaee 0!la$%am!n(

• Am!l )ithaee 0!la$%am!n )i

• Am!l )ithaee 7!lf )i

• Av(ar 8adoo(

UHT Mi8 Ra)*e7

• Am!l "hakti 3 at )ilk

• Am!l TaaKa 1.# at )ilk

• Am!l 0old 4.# at )ilk

• Am!l 8ite "lim@n@Trim )ilk at milk

• Am!l "hakti Toned )ilk

• Am!l re(h Cream

• Am!l "nowcap "oty )i

38

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Pure 6$ee7

• Am!l +!re 0hee

• "agar +!re 0hee

• Am!l Cow 0hee

I)!a)# Mi8 Ra)*e7

• Am!l nant )ilk orm!la 1 I@& month(J

• Am!l nant )ilk orm!la 2 I & month( a$oveJ

• Am!l(pray nant )ilk ood

Mi8 P"ers7

• Am!l !ll Cream )ilk +owder

• Am!lya -airy hitener

• "agar "kimmed )ilk +owder

• "agar Tea and Co>ee hitener

See#e)e C")e)se Mi87

• Am!l )ithaimate "weetened Conden(ed )ilk

Fres$ Mi87

• Am!l TaaKa Toned )ilk 3 at • Am!l 0old !ll Cream )ilk & at

• Am!l "hakti "tandardi(ed )ilk 4.# at

• Am!l "lim ? Trim -o!$le Toned )ilk 1.# at

• Am!l "aathi "kimmed )ilk at

• Am!l Cow )ilk

39

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Cur Pr"u5#s7

• ;ogi "weetened lavo!red -ahi I-e((ertJ

• Am!l )a(ti -ahi Ire(h c!rdJ

• Am!l )a(ti "piced 5!tter )ilk

• Am!l 8a((ee

A(u I5e5rea(s7

• R">a Trea# Ra)*e I5!tter(cotch< 'a%$hog< )alai

7!lfJ• Nu#@"@Ma)ia Ra)*e I7a%! -rak(h< 7e(ar +i(ta

'oyale< r!it 5onanKa< 'oa(ted AlmondJ

• Na#ures Trea# IAlphan(o )ango< re(h 8itchi< "hahi

An%ir< re(h "traw$erry< 5lack C!rrant< "antra )antra<

re(h +ineappleJ

•

Su)ae Ra)*e I)ango< 5lack C!rrant< "!ndae)agic< -o!$le "!ndaeJ

• Ass"r#e Trea# IChoco$ar< -ollie(< ro(tik< ce

Candie(< Tricone< Chococr!nch< )ega$ite< Ca((attaJ

• U##er> Dei5i"us I:anila< "traw$erry< Chocolate<

Chocochip(< Cake )agicJ

C$"5"a#e & C")!e5#i")er>7

40

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• Am!l )ilk Chocolate

• Am!l r!it ? !t Chocolate

Br") Be=era*e7

• !tram!l )alted )ilk ood

Mi8 Dri)87

• Am!l 7ool lavo!red )ilk I)ango< "traw$erry<

"a>ron< Cardamom< 'o(e< ChocolateJ

• Am!l 7ool Cae

Hea#$ Be=era*e7

• Am!l "hakti hite )ilk ood

DISTRIBUTION CHANNELS7

Channel( o di(tri$!tion are the mean( $y which

marketer( get their prod!ct( to the target market (o

that they will convenient to $!y. Channel( o di(tri$!tion

perorm all the activitie( reG!ired to link prod!cer with

!(er( o prod!ct(. ntermediarie( are (eparate $!(ine((

that (pecialiKe( carrying o!t many o the di(tri$!tion

!nction. Thi( !nction may $e o three type(D

41

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Tran(actional< logi(tical< and acilitating.

-i(tri$!tion Channel( may $e organiKed in a ew

$a(ic way(. Channel( or con(!mer good( incl!de direct

channel( Idirect marketingJ in which prod!ct( move

directly rom prod!cer to end !(er ? other(. Other

channel( incl!de tho(e in which good( move rom

prod!cer to retailer to con(!mer< and rom prod!cer to

whole(aler to retailer to con(!mer. IThi( i( the mo(t

commonJ. inally good( may pa(( rom prod!cer to

Agent( to whole(aler( to retailer( to con(!mer(.

-i(tri$!tion channel( or the (ervice and ind!(trial

good(. )arketer( may decide that variation on the

(tandard type( o di(tri$!tion are $etter (!ited to their

prod!ct( and market( or even rever(e channel( to $e(t

(ervice their market(. -i(tri$!tion channel may $e

organiKed vertically or horiKontally. A vertical market

(y(tem I:)"J i( centrally managed and de(igned to

achieve eQciency with a maim!m marketing impact.

ranchi(ing another mean( $y which the prod!cer(

(ale( directly to the con(!mer(.

)anaging the di(tri$!tion channel( i( to a prod!ct(

(!cce((. )arketer (ho!ld (elect the channel( $a(ed on

the characteri(tic( o the target market< the

organiKation( marketing o$%ective(< the nat!re o the

prod!ct it(el< the intermediarie( and the marketing

42


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environment. The channel m!(t $e eQcient and provide

the level o the coverage de(ired $y the prod!ct change

in the market environment@"!ch a( reg!lation and

economic climate are al(o key actor(. ConNict(

$etween channel( mem$er( may $e ari(e over (!ch

i((!e( a( location o proft and deci(ion making.

Channel mem$er (ho!ld remem$er that they depend

on one another or (!cce((. Cooperation oten depend(

on the e(ta$li(hment o a channel captain I+rod!cer(<

hole(aler(< and 'etailer(J who will manage

di(tri$!tion. Channel (trategyL( partic!larly comple or

glo$al market(< who m!(t contained with (!ch i((!e(

a( the po((i$le need or di>erent type( o

intermediarie(< longer tran(portation di(tance(< c!lt!re

di>erence( inN!encing the $ehavior o intermediarie(

and inerior inra(tr!ct!re.

e live in the glo$al economy< where the pace o

change i( !n$elieva$le and the demand o c!(tomer are

more diQc!lt to meet.

TodayL( c!(tomer( are not (ati(fed with G!ality

prod!ct( only. They demand G!ality (ervice and

increa(ing val!e(. -i(tri$!tion i( the management o

the inventory to achieve c!(tomer (ati(action. t i( not

(!rpri(ing< thereore< to fnd di(tri$!tion in the limelight.

Today many companie( are di(covering that di(tri$!tion

43


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i( not a nece((ary evil $!t rather the ma%or rontier or

$oth c!(tomer (ervice enhancement and co(t

red!ction< !nort!nately< in many companie( the

di(tri$!tion proe((ion i( not prepared to meet the

demanding need( o the c!(tomer< the pace o change

or the tr!e integration o di(tri$!tion !nction. TodayL(

di(tri$!tion manager oten ha( a (trong practical

$ackgro!nd in only one area o di(tri$!tion< typically he

or (he doe( not have a ormal ed!cation in di(tri$!tion

and doe( not have the $reathe o eperience to handle

the $reathe o the proe((ion o di(tri$!tion.

The challenge conronting many companie( thereore

in thi( they de(ire to enhance c!(tomer (ati(action $y

improving di(tri$!tion< $!t lack( the knowledge work

orce to make thi( happen. The p!rpo(e o thi( $ook i(

to deal with challenge< to deal with increa(ed

(ophi(tication o di(tri$!tion< to pre(ent the (tate art o

di(tri$!tion and defne the proe((ion o di(tri$!tion. t

i( the indicator goal that improvement in di(tri$!tion

perormance that will re(!lt rom applying the material

in thi( hand$ook will !rther devote and promote the

awarene(( o the promotion o di(tri$!tion.

The organiKation o the hand$ook mirror( o the

editorL( goal and there defnition o di(tri$!tion. The

goal i( to elevate the level o eperience in di(tri$!tion

management there defnition o di(tri$!tion.

TODAYKS DISTRIBUTION CHALLEN6E

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45/84

The challenge o enhancing c!(tomer (ati(action $y

improving the di(tri$!tion reG!ire( the !lly integrated

approach to di(tri$!tion. n many companie( todayL(<

the !nction i( done in the (egregated manner. The

order entry manager< workho!(e manager< traQc

manager< data proce((ing< claim( manager etc. all

operate independently. All o di(tri$!tion m!(t work a(

one< with each per(on involve( with di(tri$!tion having

m!ch greater awarene(( o how the totality o

di(tri$!tion !nction.

0iven todayL( operation o reG!irement( thi( i( not an

ea(y ta(k. The operation o reG!irement( having the

greate(t impact on integrated di(tri$!tion a$ility to

enhance c!(tomer (ati(action i( $!(ine((

reG!irement(< c!(tomer reG!irement( and di(tri$!tion

reG!irement(. The $!(ine(( reG!irement( reNect the

changing climate within which di(tri$!tion m!(t

!nction. 5!(ine(( i((!e( (!ch a( the glo$al market

place< the level o the government involvement the

environment and the i((!e o energy m!(t $e

!nder(tood a( the contet within which di(tri$!tion

!nction. At the (ame time the c!(tomer reG!irement(

o increa(ed pace< variety and adapta$ility< while

red!cing co(t( m!(t $e !nder(tood a( a $a(i( or

c!(tomer (ati(action. O co!r(e the i((!e( impact the

internal pre((!re( o the di(tri$!tion reG!irement( to

centraliKe< !tiliKe third partie(< improve inormation

45


46/84

(y(tem(< increa(e prod!ctivity and more !lly !tiliKe

people. An overview o the(e di(tri$!tion channel( i(

pre(ented in fg!re.

46


47/84

DISTRIBUTION NETOR9 OF

AMUL

;o!r ederationL( di(tri$!tion ha( $een (trengthened

with addition o 1* more whole (ale dealer(< d!ring

the year. 0C))L" total no. o whole(ale dealer( now

(tand( at 3* etending o!r to reach to more than fve

lack retailer(. The(e (tati(tic(< impre((ive a( they are<do not tell the mo(t important part o the (toryD The

(ta!nch (!pport< $rand loyalty and commitment o o!r

whole(ale dealer( and retailer(< that make( it po((i$le<

o!r o!r prod!ct( to reach con(!mer( in the remote(t

part o o!r co!ntry.

Fa5#"r> +6$a)$i Na*ar? 6u4ra#-

")e

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Bra)5$ O5e

Dis#riu#"r Deaer

Su Deaer

Am!l cecream doe( not have any C? agent

network. t ha( own $ranche( in ndia. ndia i( divided

into o!r Kone( viK. orth< Ea(t< (o!th and we(t. The

$e(t Kone i( divided into fve (tock point catering o

their re(pective $ranche(. The di(patch wo!ld $e made

to either the fve (tock point( depending on the location

o end point (tock point in t!rn (erved their re(pective

city and allotted area(.

48


49/84

+u/arat !oo0erati1e Mil. Mar.etin$

Federation

6CMMF7 A) O=er=ie

0!%arat Cooperative )ilk )arketing ederation I0C))J i(

ndiaF( large(t ood prod!ct( marketing organi(ation. t i( a

(tate level ape $ody o milk cooperative( in 0!%arat

which aim( to provide rem!nerative ret!rn( to the armer(

and al(o (erve the intere(t o con(!mer( $y providing

G!ality prod!ct( which are good val!e or money.

Me(ers7 12 di(trict cooperative

milk prod!cer(F 9nion

N", "! Pr"u5er

Me(ers7

2.41 million

N", "! ia*e

S"5ie#ies7

11

A=era*e .//;@/1-7

#.*1 million litre(

Mi8 Dr>i)*

Ca%a5i#>7

#11 metric Ton( per day

Ca##e!ee

(a)u!a5#uri)*

Ca%a5i#>7

234 )t( per day

49


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Saes

Tur)"=erRs +(ii")- US +i) (ii")-

1//4@/# 1114 3##

1//#@/& 13*/ 4

1//&@/* 1##4 4#

1//*@/, 1,,4 4##1//,@// 221/2 4/3

1///@ 221,# 4/3

2@1 22#,, #

21@2 233 #

22@3 2*4#* #*#

23@4 2,/41 &1&

24@# 2/22# &*2

E%ORT S!ENERIO

0C)) i( ndiaF( large(t eporter o -airy +rod!ct(. t ha(

$een accorded a Trading Bo!(e (tat!(. 0C)) ha(

received the A+E-A Award rom 0overnment o ndia or

Ecellence in -airy +rod!ct Eport( or the la(t / year(.

The ma%or eport prod!ct( areD

C")su(er Pa58s

• Am!l +!re 0hee

• Am!l 5!tter

•

Am!l "hrikhand • Am!l )ithaee 0!la$%am!n

50

http://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.html


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• !tram!l 5rown 5everage

• Am!l(pray nant )ilk ood

• Am!l Chee(e

• Am!l )alai +aneer

• Am!l 9BT )ilk I8ong 8ieJ

• Am!l re(h Cream

Bu8 Pa58s

• Am!l "kimmed )ilk +owder

• Am!l !ll Cream )ilk +owder

)any o o!r prod!ct( are now availa$le in the 9"A< 0!l Co!ntrie( and "ingapore.

51

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52/84

INFO FLASH7

6CMMF Saes u% ./

The Am!l moppet( got a ta(te o ndia. A !n new place

where there are milk( a plenty and no $!tter (torage in

(!mmer. hen private dairying i( the part o the game

and comp!ter( the whole proce(( o $rand o $ig

tran(actional a( well a( p!nk( rom the (mall (cale (ector

and (atellite T:< which compre((e( the whole proce(( o

$rand $!ilding and make( or a reg!lar Nood o new ood(

$rand(. And (o along with the re(t o the gang W (aal<

(!gam< dhara Am!l( gone in to maim!m over drive

ee are (till !nder

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53/84

con(ideration $!t and concept!al (tage. One prod!ct that

made it to the market in (!gam (hakti developed $y

ational -airy -evelopment 5oard I--5J with the no$le

o$%ective o providing higher n!trition at lower co(t(. t i(

ami o (oya and wheat No!r that i( meant to (!$(tit!te

the traditional dal. 5!t ood( ha$it( do not change ea(y

and the ederation moving ca!tio!(ly on the new prod!ct<

te(t marketing it eten(ively in a ew (elected citie( like

ndore.

The po((i$ilitie( in agric!lt!ral marketing are limit

le(( $!t in 0C)) moving too ar a feld o it( core

competencie( here.:ya( re!(e( to $e hemmed in $y any

(ort o marketing myopia. =e market ta(te and n!tritionS

he declared why not we (ho!ld (ell dal or tea.

0!%ratL( Cooperative milk prod!ct( !nion(< or the

movement donLt( (eem to mind to mind their ederationL(

aray( in to !n related feld( growth in milk proc!rement

ha( over aged ten percent over the pa(t fve year( and

0C)) kept pace with a val!e added growth o 1,. 5!t

the milk %!(t keep( coming in order to cope 0!%ratL( )ilk

!nion( are now inve(ting '(.2& crore in creating. Added

capacity or milk powder which i( (tored or !(e in down

(tream prod!ct(

The day( o (hortage( are over and or 0C))

who(e rai(on deter i( marketing all the milk prod!ced $y

it( !nion(. t i( $o!nd to po(e a challenge in the coming

year(. TodayL( am!l liG!id milk (old in 0!%rat and

)ahara(htra contri$!te( ro!ghly '( 4 crore to 0C))

ann!al t!rn over o '(. 1, crore< while mat!re

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54/84

prod!ct( like am!l $!tter< ghee and milk powder

together contri$!te '(. / crore non dairy prod!ct( like

dhara oil contri$!te another '(. 4 crore Am!l ce cream

which i( another prod!ct with the potential to generate

vol!me( i( yet to reach a three fg!re t!rnover and when it

doe(< it i( likely to $e thro!gh prod!ction tie@!p( with dairy

cooperative in other part o the co!ntry. A( or the high

profle chee(e category. :ya( (ay(< =The market i( not a(

$ig a( people think. t i( worth aro!nd '(. # crore o

which we control &.

n it( proactive model< 0C)) i( now taking Am!l in

to +rod!ct hither to con(idered the re(erve o (mall (cale

ind!(try where $randing ha( $een minimal. +aneer and

g!la$ %am!n initially te(t marketed in 0!%rat !nder the

"!gam $rand name and have now $een la!nched

nationally !nder the Am!l 0C)) i( watching it clo(ely or

!t!re potential.

"ay( :ya(< =5rand $!ilding i( a a(ter proce((

todayL(< thank( to di(per(ed media option. can move

rom local to ational la!nch very G!ickly. O co!r(e< the

logi(tic( o the dairy ind!(try !(!ally mean that prod!ct(

like dahi and ice cream need to $e made and di(tri$!ted

locally. Eplain( gro!p prod!ct( manager 7i(hore Hhala<

=-i(tri$!tion i( the cr! o thi( $!(ine(( and $ad

management here can $e di(a(tro!(. 5rtannia recently

had to call $ack h!ge G!antity o (poilt chee(e (pread

$eca!(e retailer tho!ght the gla(( $ottle( din need

rerigeration. e had a (imilar pro$lem with am!l lie.

ith $arrel cold chain( or prod!ct( reG!iring

deerent degree( o rerigeration in placed di(tri$!tion i(

one o the Am!l( $ig (trength todayL(. A( i( it varied

54


55/84

$a(ked o old ? new prod!ct(< alway( ready to cro((

(!$(idiarie( to each other in the price war( it i( amed or

and ater twenty fve year( in the $!(ine((< it i( ready to

plan !p on $eing a home growth $rand< once e(chewed

a( to ri(ky in a market that avored $rand(. =O!r Ta(te o

ndia campaign i( not (ome (ort (wade(hi e ndia< 5!y

ndianL. )e((age (tre((e( :ya(< =5!t (ince none o o!r

competitor( can convincingly make (!ch a claim(< we

tho!gh we wo!ld make it o!r 9"+.

ridge the igital ivide - 5nnovation at the

0rass oots

One o the mem$er( o 0C))< the 5ana( dairy< ha(

(tarted a !niG!e initiative called the nternet "ewa +ro%ectin their di(trict called 5ana(kantha. Thi( i( a village@level

55


56/84

e>ort at $ridging the -igital -ivide $y providing

inormation kio(k( at the :illage Cooperative level. Each

village ha( one inormation kio(k< which i( the (ingle point

o contact or nternet and other e@governance activitie(

or the co@op. OQcial orm(< ed!cational application( and

local market price( are provided at the inormation kio(k

(o that people do not have to travel all the way to the

di(trict headG!arter( or thi( inormation. 0o to

httpDwww.$ana(.chiraag.com to (ee an act!al (ite. To

addre(( poor connectivity at (ome (ite(< the 5ana( dairy

!(e( a wirele(( connection to the nternet. The wirele((

eG!ipment i( cheap (ince there i( only a one@time (et!p

charge and no rec!rring charge(. To improve the armer

mem$er(F living (tandard( and to acilitate a>orda$le

nternet acce(( (ervice(< the di(trict !nion ha( al(o

$ecome a local nternet "ervice +rovider I"+J !(ing the(e

:illage normation 7io(k(. Today the (ervice( are

(!$(idi(ed $!t the goal i( or the kio(k( to $ecome (el@

(!pporting.

56

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57/84

MANA+EMENT AT AMUL

Mana$ement 2urien Style: MV 2amath

o!r decade( ago< the then

pre(ident o ndia< -r 'a%endra

+ra(ad< laid the o!ndation (tone o

a modern dairy< the dairy o the

7aira -i(trict Cooperative )ilk

+rod!cerF( 9nion. The in(piration or

the dairy< which came into

ei(tence ater a (tr!ggle again(t

great odd(< wa( provided $y "ardar :alla$h$hai +atel and

)orar%i -e(ai. Tri$h!vanda( +atel< with hi( dedication and

integrity< wa( the power $ehind the armerF( organi(ation.

:arghe(e 7!rien< then hardly 33< gave the proe((ional

management (kill( and nece((ary thr!(t to thecooperative. Over the year( the cooperative pro(pered.

8ater< +rime )ini(ter 8al 5ahad!r "ha(tri wa( to give

!rther impet!( to the dairy cooperative( $y inviting -r

7!rien to replicate what came to $e known a( the Anand

+attern< ater the town(hip o Anand< in 0!%arat.

The a(cinating (aga o the (!cce(( o fr(t A)98 and then

Operation lood< which wa( to make ndia a ma%or milk

57


58/84

prod!cing co!ntry< ha( $een told $y ).:. 7amath in all it(

compleity. t i( an eciting piece o work and a (tory that

ha( never $een told $eore< rich in anecdote( and

revelation( o how ndiaF( hite 'evol!tion $ecame

po((i$le.

).:. 7A)ATB< *3< a (enior col!mni(t and commentator on

a whole range o national and international i((!e( i( an

a!thor o over 3# $ook( on diver(e (!$%ect( (!ch a(

%o!rnali(m< travel< hi(tory and c!lt!re< $iography< politic(

and philo(ophy. "tarting hi( career in %o!rnali(m< ater a

$rie (tint a( a chemi(t< 7amath ha( (!cce((ively workeda( a reporter in the ree +re(( Ho!rnal< editor o ree +re((

5!lletin and 5harat Hyoti< Contri$!ting Editor 9nited A(ia

and "!nday Editor o The Time( o ndia.

A ormer pre(ident o the 5om$ay 9nion o Ho!rnali(t(<

7amath i( a o!nder@mem$er o the oreign

Corre(pondent( A((ociation< a(hington -C and ha(

covered every important international gathering $etween

1/#3 and 1/*,. Be retired in 1/,1 a( editor o The

ll!(trated eekly o ndia and c!rrently write( or over a

doKen new(paper( and %o!rnal(. Be i( actively connected

with a n!m$er o (ocial

and p!$lic in(tit!tion( in 5om$ay and 7arnataka and wa(

recently nominated a( mem$er o the Eec!tive 5oard o

the )anipal Academy o Bigher Ed!cation.

The a(cinating (aga o the (!cce(( o fr(t A)98 and thenOperation lood< which wa( to make ndia a ma%or milk

58


59/84

prod!cing co!ntry< ha( $een told $y ).:. 7amath in all it(

compleity. t i( an eciting piece o work and a (tory that

ha( never $een told $eore< rich in anecdote( and

revelation( o how ndiaF( hite 'evol!tion $ecame

po((i$le.

The Un3ni#hed Dream: V 2urien

"5 consider *erghese :urien to (e

one of the worlds great agricultural

leaders of this century. ;his

collection of his speeches, so aptly

entitled +n


60/84

ederation o ndia and the 0!%arat Cooperative )ilk

)arketing ederation. Bi( proe((ional lie ha( $een

dedicated to empowering the ndian armer thro!gh

cooperative(. The architect o ndiaF( hite 'evol!tion<

Operation lood< hi( work ha( $een recogni(ed $y the

award o a +adma 5h!(han< the 'amon )ag(ay(ay +riKe

or Comm!nity 8eader(hip< the Carnegie@ateler orld

+eace +riKe< and the orld ood +riKe.

"3e must (uild on the resources represented (y our

young professionals and (y our nations farmers. 3ithout

their involvement, we cannot succeed. 3ith their involvement, we cannot fail...

;hose of us who are of our countrys ur(an elite often fail

to recognise the tremendous resource that our nations

farmers represent. 5t is that resource, lin2ed

with the professional manager, that can return 5ndia to its

position as a surplus producer...

;rue development involves (uilding the institutional

capacity to respond to new and diverse challenges= to

adapt, to innovate and to create newer institutional

forms ..."

er*$ese 9urie)

Thi( $ook i( the (tory o the p!r(!it o a dream. A dream in

which regardle(( o origin< place o $irth< occ!pation< or o

lang!age< each ndian ha( an eG!al opport!nity to (hare in

60


61/84

the nationF( $le((ing(< and to contri$!te to the nationF(

progre((.

"panning nearly 4 year( rom 1/## to 1//4< An

9nfni(hed -ream contain( (peeche( o -r :erghe(e

7!rien< Chairman o ational -airy -evelopment 5oard. The (peeche( are rich in their arg!ment(< inci(ive in their

view( and contain anecdote( that ill!minate< in(pire and

(ometime( am!(e. They ri(e a$ove the din o ideology

and parti(an rhetoric to provide clear and rere(hing

in(ight( on varied (!$%ect( @ -evelopment< Technology<

Operation lood< )arketing< and Empowerment o ndiaF('!ral +rod!cer(.

An 9nfni(hed -ream ha( three (ection(D

A -ream< -eending the -ream< and A -ream 'enewed.

Each (ection< while %oined $y a theme< draw( on the pa(t

and look( toward( the !t!re.

61


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MAR9ETIN6 AMUL ICE CREAM 7 6UJRAT

TAL9S A PACE ITH STATE CO@OPS7

The 0!%arat cooperative milk marketing ederation i

in advance (tage o negotiation with cooperativeederation in other (tate( or man!act!ring and

marketing it( Am!l $rand o Am!l ice cream all acro(( the

co!ntry.

The '(. 13, crore co@operative dairy giant i(

(eeking to worko!t arrangement( with other (tate co@

operative< where $y the letter( wo!ld man!act!re icecream !nder licen(e in their !nder it( Am!l $rand name.

The 0C)) -irector )r. 5. ). :ya(< (aid< =e are in

ta(k with almo(t all (tate ederation or e(ta$li(hing a

nation wide decentraliKed ice cream man!act!ring $a(e.

O!r idea i( to la!nch Am!l ice cram in mo(t (tate( d!ring

the coming (!mmer (ea(on it(el. According to )r. :ya(< (etting !p ice cream

man!act!ring acilitie( in the co@operative ei(ting dairie(

wo!ld involve( making an additional inve(tment hardly

1 in val!e term(< which i( a raction o the co(t o a

green feld vent!re. Thi( i( $eca!(e critical dairy plant

already po((e( the nece((ary eG!ipment (!ch a(pa(te!riKer(< high (peed centri!ge(< cold (torage tank(

and rerigerator.

The only re(h inve(tment reG!ired are in reeKer(

and down (tream cold came acilitie( ITran(portation :an(<

cold (torage acilitie( at the retail level etc.J $!t the mo(t

cr!cial link in the entire man!act!ring proce(( i( a liG!id

availa$ility o the raw material namely liG!id milk< and

here co@operative dairy network hold( a tremendo!(62


63/84

advantage< with the 1, di(trict( !nion aQliated to the

di>erent (tate ederation proc!ring on an average 11

lack( o milk per day. =ce cream i( mare epan(ion o the

co@operative ei(ting prod!ct( range< which incl!de

$!tter< milk powder< $a$y ood and chee(e< it i( (omething

that day wo!ld have $een prod!cing earlier< $!t or it(

$eing till recently re(erve or the (mall (cale (ector(.

The a((i(tance manager ImarketingJ o 0C)) )r.

'.". "odhi o$(erved< the 0C))L( pre(ence in the

co!ntrie( '(. 32# crore $randed ice cream market i(

c!rrently re(tricted only the we(tern region< where Am!l

ha( capt!red over 3 (ale( with in a year o it( $eing

introd!ce in 0!%arat d!ring )arch 1//&. hile Am!l i( now

(elling 12 liter( per day o!t o the total e(timated ice

cream (ale( o 24 8+- in 0!%arat< it i( (aid to have

already gra$$ed nearly a G!arter o the 3& 8+-

)!m$ai market ever (ince it wa( la!nch there in Han!ary

thi( year.

=e are targeting 4 8+- (ale( or the we(tern

region $y the end o thi( (ea(on. )r. "odhi (aid< he

denied that there wo!ld $e ="tock o!t pro$lem ari(ing

rom the act that there might $e precio!( little

liG!id milk let or man!act!ring ice cream< ater the

reG!irement or N!id.

)ilk< $!tter< $a$y ood and chee(e (ale( were mat<

=To prod!ce a little o ice cream< one need( only hal a liter

o milk. O!r reG!irement wo!ld< thereore $e aro!nd

2 8+-< which i( $arely .# o o!r total dairy liG!id

milk proc!rement. e added the average milk

proc!rement $y the 0C)) !nion i( epected to to!ch 3,

63


64/84

lack( 8+- thi( f(cal< a 2& increa(e over the 1//#@/&

average o 2/., lack( 8+- o the 3, lack( 8+-< a$o!t

1*lack( 8+- i( $eing marketed a(

N!id milk< with the re(t going or man!act!re o $a$y

ood< $!tter< dairy whitener< ghee and now ice cream. The

pro$lem( in epanding the Am!l pre(ence in the ice cream

(egment $eyond it( (o called we(tern< =+ocket $oro!gh

do not lie in raw material availa$ility a( m!ch in logi(tic(.

)arketing the prod!ct( within the we(tern region i( not a

pro$lem< (ince the proc!rement( a( well a( prod!ction

a(pect can $e handling within 0!%arat. 5!t i the ice cream

prod!ce at Anand i( to $e ha!led at (!$ Kero temperat!re

all the way to -elhi< the tran(port co(t wo!ld amo!nt to an

eor$itant '(. 1 per liter compare to the average e@

actory price o ##.& or a liter o Am!l ice cream.

SWOT ANAL"SIS

STREN6THS7

1. "el@ (!Qciency in ca(e o ma%or inp!t( i.e. milk.

2. Corporate image

3. -iver(ifed prod!ct line and all prod!ct( are highly

demanded.

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4. -edicated work orce.

#. Totally integrated operation.

&. 0ood or (ightedne(( and long term vi(ion.

*. Bigh degree eperience in ca(e o milk proc!rement

and proce((ing a( company i( in the feld rom

nearly ree decade(.

,. 8ow capital co(t.

/. 8arge network o di(tri$!tion.

1. +rice( are comparatively.

EA9NESS7

1. "!pply i( not reg!lar.

2. -i(tri$!tion network o Am!l ice cream i( not

proper.

3. Co@ordination i( not proper $etween retailer and

company.

OPPORTUNITIES7

1. ith the li$eraliKation new aven!e( o eploiting

open market economie( are $eing open !p.

2. 5eing the olde(t co@operative it (ho!ld enca(e the

goodwill.

3. )!(t take the advantage o the priority give to the

dairy ind!(trie( $y the 0ovt. in term( o loan(<

(!$(idiarie( to eplored new opport!nitie( that are

in the market.

THREATS7

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1. ith the glo$aliKation and li$eraliKation vario!(

glo$al $rand( are (tarted to peek in.

2. Competition rom other co@operative and local

ind!(trie( pre(ent in the market.

AAILABILITY S BRAND NAME7

9ALITY@


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RESPONSE FROM DISTRIBUTOR S

BRAND NAME

9ALITY@


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REPLACEMENT TERM S BRAND NAME

9ALITY@33

AMUL@30

ADILAL@/68


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DAIRY FUNN@11

BRANDS S LI9IN6

9AL

ITY@


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AMUL@1

ADILAL@31

DAIRY FUNN@1/

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MAR6INE S BRAND NAME

9ALITY@

1

AMUL@11

ADILAL@

31

DAIRYFUNN@3/

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NUMBER OF PEOPLE HO LI9E THE

ADERTISIN6 OF DIFFERENT BRANDS

9ALITY@;/

AMUL@;/

ADILAL@01

DAIRY

FUNN@0/

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DIFFERENT PROBLEM ON OUTLET

R

EFRI6ERATION@1

COST HI6H@0/

LAC9 OF

PRODUCT@:1

N

O PROBLEM@1/

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QUALITY OF BRAND STORE S BRAND

NAME

9ALITY

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DAIRY FUNN

2 3/

FINDIN+S

inding o the pro%ect are $a(ed on the inormation

o$tained rom the G!e(tionnaire and (econdary (o!rce(.

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O!tcome regardind ha( $een arrived !pon the $a(i( o

ad%!(tment( made in the analy(i(. Thi( chapter i( divided

in to vario!( part( highlighted the o!tcome G!e(tion(

a(ked in the G!e(tionnaire.

1. Am!l ice@cream di(tri$!tion pattern i( good a(

compared to other companie(.

2. am!l p!$licity material i( availa$le only on

am!l( o!tlet(< even in (ome ca(e( they do not ha$it in

reG!i(ite amo!nt(

3. Am!l p!$licity need( to $e improved. +!$licity

thro!gh print media i( G!ite good< $!t hoarding(< glow

(ign(< wall painting< etc are need to $oo(t (ale(.

4. Am!l credit period i( $etter than (ome o it(

competitor( which i( $enefcial or dealer(.

#. "cheme( and margin( play an important role in

deciding that on which partic!lar $rand prod!ct< the

(eller wo!ld empha(iKe to inN!ence the $!yer(

deci(ion.

Altho!gh am!l ice@cream (cheme( and margin( are

r!led a( average $!t the $eneft( are reaped mainly $y

whole(aler( and di(tri$!tor( leaving the retailer( at the

lower end o di(tri$!tion chain !n(ati(fed.

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RE!OMMENDATIONS

The (!rvey work releaved that the o!tlet holder are

never (ati(fed yo! give the more they want.

0, )argin( play a very important role in p!(hing the

prod!ct to the end c!(tomer a( the retailer take( the

intere(t in tho(e prod!ct in which he get( a $etter

margin. "o the company while (etting their price( o the

icecream (ho!ld (et (!ch margin( or the retailer( whichcan motivate him to p!(h their prod!ct to the end

con(!mer(.

., to (top the (!pply o the d!plicate $rand< the

company (ho!ld initiate a (y(tem o recollecting their

container( rom the market %!(t like $ottle( o the cold

drink(. To make thi( e>ective < the company (ho!ld f

(ome amo!nt which one get( when yo! ret!rn the

container to retailer and in t!rn < retailer commi((ion

(ho!ld al(o $e fed when he ret!rn( them to the

company.

:, Circ!lar( rom the company are not i((!ed in proper

time regarding the di>erent (cheme( Noated in the

market. or e.g. my di(tri$!tor had not received any

circ!lar regarding ro (tickL (cheme


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!rther improved. (!gge(t the enth!(ia(tic orce o

(ale( man that they are lacking.

1, One o the $a(ic pro$lem aced $y the retailer( that i(

the rate printed on the rate li(t are di>erent rom the

printed on the prod!ct. The(e create a elling

!n(ati(action and c!(tomer eel $etrayed.

3, A( market i( $a(ically retailer oriented< (!gge(t

company (ho!ld (tart ann!al or $i@ann!al target

(cheme( or retailer(. The retailer margin (ho!ld $e

improved (o a( to motivate him.

, +ackaging Chock $ar wa( earlier done in cartoon

package that i( preerred to the pre(ent packaging. The

new packaging ha( re(!lting in damage(. "o (!gge(t

cartoon packaging or chock $ar and or (tale.


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00, The company m!(t in(!re that the prod!ct

literat!re i( reaching the retailer( in (!Qcient amo!nt

and made availa$le to the c!(tomer.

0., Company can increa(e it( (ale( $y collecting

the reerence( rom the con(!mer(< i.e.< $y having the

eed$ack and then (end the prod!ct $y direct approach.

0:, ew dealer( (ho!ld $e appointed in the area(

like "!ra%p!r to (trengthen the di(tri$!tion network o the

company.

0;, The adverti(ement in the local new(paper(

(ho!ld incl!de the name and addre(( o the dealer( (hop

re(pective citie(.

'I'LIO+RAH"

1. nternet www. Am!l.com

2. )arketing )anagement +hilip 7otler

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3. -i(tri$!tion )anagement Hame(

Tompkin(

4. The Bind!(tan Time( Iew( +aperJ

!ON!LUSION

0, Am!l i( (!cce((!lly moving toward( a great

height. Am!l i( very pop!lar $rand among

con(!mer( in and aro!nd oidaS my (!rvey

pro%ect confrmed the pop!larity o Am!l ice@

cream

.

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., According to my (!rvey< Am!l en%oy( mo(t

pop!larity $etween the age gro!p o &@3.

:, O all the pop!lation< Am!l wa( not pop!lar

among (t!dent( than other proe((ion. O all

proe((ion 2,.*# (t!dent( preerred Am!l.

;, Am!l i( no more a ce cream or not $!t it ha(

$ecome a nece((ity or the ndian(< like either

in winter or (!mmer. The (cheme( and

di(co!nt( are availed on thi( pack time to time

$y campaign(< l!cky draw(< home delivery< etc.

1, Tho!gh $eing a leader< it i( (!Qcient or Am!l

ice cream to mark !p it( proft and (ale( in the

market.

4UESTIONNAIRE

1. ame o the CityITownJ D XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

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2. ame o the 'etailer D XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

3. Addre(( D XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

4. Total di(tance Iin 7m(J rom City D XXXXXXXXXXXXXXXXXXXXXXXXXX

#. Total pop!lation o the Town D XXXXXXXXXXXXXXXXXXXXXXXXXXXXX

&. hat all are the other $rand( availa$le in yo!r o!tlet R

1J 7wality 2J :adilal

3J )other -airy 4J Am!l

*. ( Am!l ce cream availa$le in yo!r o!tlet R

1J ;e( 2J o

,. Are yo! intere(ted in Am!l ce cream R

1J ;e( 2J o

/. hat i( the total (ale o Am!l in yo!r o!tlet Iper ann!mJ R

ApproimateXXXXXXXXXXXXX

1. hat i( the total (ale o other $rand( in yo!r o!tlet Iper ann!mJ

R

1J 5elow 2

2J 2 W #

3J # W ,

4J any other XXXXXXXXXXXXXXX

11. -o yo! have proper (tock o Am!l cecream R

1J ;e( 2J o

12. Are yo! (ati(fed with the (!pply o the Am!l ce cream R

1J ;e( 2J o

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13. Are yo! (ati(fed with the (ale( o Am!l ce cream R

1J ;e( 2J o

14. not then why R

Y 6!ality i( not good

Y +oor +ackaging

Y 'erigeration +ro$lem

Y Co(t i( high

Y Am!l di(tri$!tion i( not good

1#. hich $rand( o the ice cream ha( high demand in yo!r o!tlet R

1J Am!l 2J 7wality

3J :adilal 4J )other( dairy

1&. hat i( the rea(on o the high demand o any $rand IAm!lJ R

Y +rice i( low

Y Attractive packaging

Y 6!ality i( good

Y Bigh margin

Y T.:. Adverti(ement(

1*. Bow important are the ollowing to yo! < plea(e rank them

accordinglyI 1 to # J R

Y )argin

Y Availa$ility

Y 'eplacement

Y 'e(pon(e rom di(tri$!tor(

Y 0ood 6!ality

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AMUL Distribution Channel and Sales PROJECT

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Transcript of AMUL Distribution Channel and Sales PROJECT