Ashwani-Amul Final Report

7/31/2019 Ashwani-Amul Final Report

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A REPORT ON

ESTIMATION OF DEMAND POTENTIAL

& STRENGTHENING OF DISTRIBUTION

NETWORK

BY

Ashwani Tanwar

10BSPHH010170

CLASS OF 2012

IBS HYDERABAD


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A REPORT

ON

ESTIMATION OF DEMAND POTENTIAL

AND STRENGTHENING OF

DISTRIBUTION NETWORKBy

Ashwani Tanwar

10BSPHH010170

A report submitted in partial fulfillment of

the requirements of

MBA Program of

Mr A.shrikanth PGDM(IIM-C)

Faculty Guide, IBS Hyderabad

Mr. S.V.R Chary

Company Guide, Amul


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AUTHORIZATION

This project was undertaken at GCMMF Amul , Hyderabad till May 20 th , 2010 as an

Assignment for Summer Internship Project in management for partial fulfilment of theMBA Program at IBS, Hyderabad.

Date:

PGDM(IIM-C), IBS Hyderabad

, Company guide ,Amul Hyderabad.

, Project guide ,Amul Hyderabad


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I would like to express my gratitude to , Divisional Manager, GCMMFAmul , Hyderabad for giving me the permission to carry out my Summer Internship at

Amul

My sincerest gratitude also goes to , It is due to him that I could start my

training well in time. He was my Project Guide and always encouraged me to do new

things, to critically analyse the cases and gave his inputs as and when it was necessary.

My gratitude goes to , IBS Hyderabad who as my Faculty Guide has

always motivated us to put our best foot forward by setting high standards. I thank him

for guiding us at every step of the project and motivating us to do in-depth analysis.

A special thanks to , Faculty, IBS Hyderabad, who took the initiative of

inviting Amul for summer placements.

I am also indebted to all the Staff at Amul, Hyderabad. Their cooperation has helped me

immensely and made the experience of the internship program an enriching one.

Last but not the least; I would like to thank all my family members for their care,

encouragement and support.


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PAGE NO.s

1. Authorization 3

2. Acknowledgement 4

3. Executive summary 6

4. Introduction 7

4.1 Brief Insight on FMCG Industry 7

4.2 Amul : An Overview 9

4.2.1 Introduction 9

4.2.1 The distribution network 10

4.2.2 Amul brand building 11

4.2.3 Umbrella Branding 11

4.2.4 Developing the demand 12

4.2.5 Competitors 13

4.3 GCMMF : An overview 14

4.3.1 Achievements of GCMMF 15

4.3.2 Growth of GCMMF 15

4.3.3 Technology and E-ini. in GCMMF 164.4 Products 17

5 PART-II PROJECT 20

5.0 Project details 20

5.1 Methodology 20

5.2 Distribution Network working 21

5.3 Managing the supply chain 23


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5.4 Cordination 23

5.5 Managing third party service provider 23

5.6 Establishing best practices 24

5.7 Distributers and retailers of amul 25

5.8 Sources for the data for the analysis part 26

5.8.1 Beat plan 26

5.8.2 Market surveys 32

6 PART III ANALYSIS 34

6.1 Coverage ratio 35

6.2 Factors: Attract a retailer 366.3 Problems faced by Retailers 37

6.4 Other Remarks 38

7 LIMITATIONS/RECOMMENDATION 39

7.1 Limitation 39

7.2 Strategies/Recommendation 40

8 ANNEXURES 43

8.1 Questionnaire 43

9 REFERENCES 45


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Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG)

are have a quick turnover and relatively low cost. Consumers generally put less thought

into the purchase of FMCG than they do for other products.

The Indian FMCG industry witnessed significant changes through the 1990s. Many

players had been facing severe problems on account of increased competition from small

and regional players and from slow growth across its various product categories. As aresult, most of the companies were forced to revamp their product, marketing,

distribution and customer service strategies to strengthen their position in the market.

By the turn of the 20th century, the face of the Indian FMCG industry had changed

significantly. With the liberalization and growth of the Indian economy, the Indian

customer witnessed an increasing exposure to new domestic and foreign products through

different media, such as television and the Internet. Apart from this, social changes such

as increase in the number of nuclear families and the growing number of working couples

resulting in increased spending power also contributed to the increase in the Indianconsumers' personal consumption. The realization of the customer's growing awareness

and the need to meet changing requirements and preferences on account of changing

lifestyles required the FMCG producing companies to formulate customer-centric

strategies.

These changes had a positive impact, leading to the rapid growth in the FMCG industry.

Increased availability of retail space, rapid urbanization, and qualified manpower also

boosted the growth of the organized retailing sector.

the product, market, distribution and service formats of the FMCG industry were

revolutionized by focusing on rural markets, direct distribution, creating new product,

distribution and service formats. The FMCG sector also received a boost by government

led initiatives in the 2003 budget such as the setting up of excise free zones in various

parts of the country that witnessed firms moving away from outsourcing to

manufacturing by investing in the zones.

Though the absolute profit made on FMCG products is relatively small, they generally sell

in large numbers and so the cumulative profit on such products can be large. Unlike some


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industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass

layoffs every time the economy starts to dip. A person may put off buying a car but he

will not put off having his dinner.

Unlike other economy sectors, FMCG share float in a steady manner irrespective of globalmarket dip, because they generally satisfy rather fundamental, as opposed to luxurious

needs. The FMCG sector, which is growing at the rate of 9% is the fourth largest sector in

the Indian Economy and is worth Rs.93000 crores. The main contributor, making up 32%

of the sector, is the South Indian region. It is predicted that in the year 2011, the FMCG

sector will be worth Rs.143000 crores. The sector being one of the biggest sectors of the

Indian Economy provides up to 4 million jobs.


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Amul, formed in 1946, is a dairy cooperative in India. It is a brand name managed by an apex

cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which

today is jointly owned by some 2.8 million milk producers in Gujarat, India. Amul products have

been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee,

Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul

Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 67.11 billion in

2008-09). Today Amul is a symbol of many things. Of high-quality products sold at reasonable

prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology, of

the marketing savvy of a farmers' organisation and of a proven model for dairy development.

AMUL is based in Anand, Gujarat and has been an example of a co-operative organization's

success in the long term. It is one of the best examples of co-operative achievement in a

developing economy.
http://en.wikipedia.org/wiki/Dairyhttp://en.wikipedia.org/wiki/Cooperativehttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Anand,_Gujarathttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Anand,_Gujarathttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Cooperativehttp://en.wikipedia.org/wiki/Dairy


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Amul products are available in over 500,000 retail outlets across India through its

network of over 3,500 distributors. There are 47 depots with dry and cold warehouses tobuffer inventory of the entire range of products.

GCMMF transacts on an

advance demand draft basis

from its wholesale dealers

instead of the cheque system

adopted by other major

FMCG companies. This

practice is consistent with

GCMMF's philosophy of

maintaining cash transactions

throughout the supply chain and it also minimizes dumping.

Wholesale dealers carry inventory that is just adequate to take care of the transit time

from the branch warehouse to their premises. This just-in-time inventory strategy

improves dealers' return on investment (ROI). All GCMMF branches engage in route

scheduling and have dedicated vehicle operations.

The network follows an umbrella branding strategy. Amul is the common brand for most product

categories


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GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50

sales offices spread all over the country, more than 3,000 wholesale dealers and more than

5,00,000 retailers.

AMUL is also the largest exporter of dairy products in the country. AMUL is available today in

over 40 countries of the world. AMUL is exporting a wide variety of products which include

Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified Butter (Ghee)

and Indigenous Sweets. The major markets are USA, West Indies, and countries in Africa, the

Gulf Region, and [SAARC], Singapore, The Philippines, Thailand, Japan and China.

In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate

to find out Asia's top 1000 Brands.

produced by various unions: liquid milk, milk powders, butter, ghee, cheese, cocoa

products, sweets, ice-cream and condensed milk.

Amul's sub-brands include variants such as Amulspray, Amulspree, Amulya and

Nutramul. The edible oil products are grouped around Dhara and Lokdhara, mineral

water is sold under the Jal Dhara brand while fruit drinks bear the Safal name.

By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union

conflicts but also created an opportunity for the union members to cooperate in

developing products.


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From the very beginning at the time when the purchasing power of the consumer was very low

and the level of consumption was also very modest so the amul decided to adopt a

to ensure the affordability of the product and making it more attractive to the customers

by giving them more value for money .

Ignoring the fact that amul had competition with some of the industry leaders like Hindustan

lever ,Britannia and nestle ,it ensures that the mix of the product and the sequence of the

introduction of the product matches with the philosophy of providing butter at a basic affordable

prices to appeal to the mass.


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Gujarat co-operative milk marketing federation (GCMMF) owns Amul.

Rajiv Gandhi National Quality Award and Ramakrishna National Quality Award

winner.

Amul delivers milk, butter, ghee, ice creams, cheese etc. and has over 50 products.

Amul has milk handling capacity of 11.2 million litres per day.

Nestle S.A. (Switzerland) runs its subsidiary in India with the name Nestle India.

It has a total of six thousand brands.

In 2009 Nestle recorded a net profit of CHF 10.43 billion, 16% of which was from Asia.

Mother dairy is owned by National Dairy Development Board of India (NDDB).

It was established in 1974 and is an ISO certified organisation.

Also offers Dhaara- range of edible oils and Safal range of fresh fruit juices. Mother dairy markets around 2.8 million litres of milk everyday.


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Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products

marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to

provide remunerative returns to the farmers and also serve the interest of consumers by providing

quality products which are good value for money.

, Indias leading Ratings, Research, Risk and Policy Advisor company, has assigned its

highest ratings of AAA/Stable/P1+ to the various bank facilities of GCMMF.

Ever since the movement was launched fifty-five years ago, Gujarats Dairy Cooperatives have

brought about a significant social and economic change to our rural people. The Dairy

Cooperatives have helped in ending the exploitation of farmers and demonstrated that when our

rural producers benefit, the community and nation benefits as well.

The Gujarat Cooperative Milk Marketing Federation Ltd. cannot be viewed simply as a business

enterprise. It is an institution created by the milk producers themselves to primarily safeguard

their interest economically, socially as well as democratically. Business houses create profit in

order to distribute it to the shareholders. In the case of GCMMF the surplus is ploughed back to

farmers through the District Unions as well as the village societies. This circulation of capital with

value addition within the structure not only benefits the final beneficiary the farmer but

eventually contributes to the development of the village community. This is the most significant

contribution the Amul Model co-operatives have made in building the Nation.


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2.8 million Milk producer member families

13,759 village societies 13 District Unions

11.22 million litres total milk handling capacity per day

8.4 million litres average daily milk collection (through 2008-09)

150 million rupees disbursed in cash daily

GCMMF is the largest cooperative business of small producers with an annual turnover of

53 billion rupees

Largest milk handling capacity in Asia

Largest Cold Chain Network

50 Sales offices, 3000 Wholesale Distributors, 5 lakh retail outlets

Export to 37 countries worth 150 crore rupees


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4.3.3 Technology and e-initiatives

GCMMF's technology strategy is characterized by four distinct components: new

products, process technology, and complementary assets to enhance milk production and

e-commerce.

Few dairies of the world have the wide variety of products produced by the GCMMF

network. Village societies are encouraged through subsidies to install chilling units.

Automation in processing and packaging areas is common, as is HACCP certification.

Amul actively pursues developments in embryo transfer and cattle breeding in order to

improve cattle quality and increases in milk yields.

GCMMF was one of the first FMCG (fast-moving consumer goods) firms in India to

employ Internet technologies to implement B2C commerce.

Today customers can order a variety of products through the Internet and be assured of

timely delivery with cash payment upon receipt.

Another e-initiative underway is to provide farmers access to information relating to

markets, technology and best practices in the dairy industry through net enabled kiosks

in the villages.

GCMMF has also implemented a Geographical Information System (GIS) at both ends of

the supply chain, i.e. milk collection as well as the marketing process.

0

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1000

1200

1400

1600

1800

1994-95

1995-96

1996-97

1997-98

1998-99

1999-00

2000-01

2001-02

2002-03

2003-04

2004-05

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2006-07

2007-08

2008-09

2009-10

Sales (in $ million)

Sales (in $ million)


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Farmers now have better access to information on the output as well as support services

while providing a better planning tool to marketing personnel.

Amul Butter

Amul Lite Low Fat Bread-spread

Amul Cooking Butter

Amul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread

Amul Pizza (Mozarella) Cheese

Amul Shredded Pizza Cheese

Amul Gouda Cheese

Amul Malai Paneer (cottage cheese)

Utterly Delicious Pizza
http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.html


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Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

Amul Mithaee Gulabjamuns

Amul Mithaee Gulabjamun Mix

Amul Mithaee Kulfi Mix

Amul Shakti 3% fat Milk

Amul Taaza 1.5% fat Milk

Amul Gold 4.5% fat Milk

Amul Fresh Cream

Amul Pure Ghee

Amul Cow Ghee

Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 ( 6 months above)

Amulspray Infant Milk Food

Amul Full Cream Milk Powder

Amulya Dairy Whitener

Amul Mithaimate Sweetened Condensed Milk
http://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/desserts-kulfi.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-shrikhand-.html


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Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat

Amul Shakti Standardised Milk 4.5% fat

Amul Slim & Trim Double Toned Milk 1.5% fat

Amul Saathi Skimmed Milk 0% fat

Yogi Sweetened Flavoured Dahi (Dessert)

Amul Masti Dahi (fresh curd)

Amul Masti Spiced Butter Milk

Amul Lassee

(Butterscotch, Rajbhog, Malai Kulfi)

(Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted

Almond)

(Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black

Currant, Santra Mantra, Fresh Pineapple)

(Mango, Black Currant, Sundae Magic, Double Sundae)

(Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch,

Megabite, Cassatta) (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Amul Milk Chocolate

Amul Fruit & Nut Chocolate
http://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.html


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Nutramul Malted Milk Food

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

Amul Kool Cafe

Amul Kool Koko

Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

- To develop alternative process to estimate the demand potential for each product in

a particular territory and arrive at a set of strategies required to be followed to strengthen the

distribution network within the territory and emerge as market leader in each segment.

Hyderabad

Select a particular distributor and focus on his territory

Do a survey of all the retail outlets in that particular territory

The survey covers details of
http://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/healthy-nutramul.html


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Type of outlet (Kirana/General Store/Departmental/etc.)

whether the distributor visits the outlet or not

the quantity of the various AMUL products being sold by the retailerthat have been procured from the outside that particular territory (i.e.

from another territory)

the quantity of the competitor products being sold by the retail outlet

The branding techniques adopted by various companies. Eg: Front

Space hoardings, Window Hiring Schemes, etc.

Contact details of the retailer

Finally, create road-maps of the areas being covered

Analyse the data collected to present the key findings and suggestions

THE CHANNEL NETWORK

Distribution channel

First leg (from manufacturing units)

GCMMF

HEAD OFFICE

Depot...1 Depot...n

Manufacturing


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Distribution

Downstream flow

GCMMF

MU1 MU...n

Procurement Channel


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Above is the whole procedure from the point of manufacturing to the point where the product

reaches to the consumer through the retailers

Where its clearly stated that the product after getting manufactured it reaches to the GCMMF and

then it reaches to the depots of the various places and then it is then distributed to the wholesale

distributers after that the product reaches to the retailers through the distributers of their

territories

The network is pretty complex with the milk being procured from 2 million from gujrat only ,with

10,000 village co-operative societies and 3600 wholesale distributors in the country with co-

operatives bound to provide their produce to GCMMF only

Even though the cooperative was formed to bring together farmers, it was recognised that

professional managers and technocrats would be required to manage the network

effectively and make it commercially viable.


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Given the large number of organisations and entities in the supply chain and

for various activities, effective coordination is critical forefficiency and cost control. GCMMF and the unions play a major role in this process and

jointly achieve the desired degree of control.

Buy-in from the unions is assured as the plans are approved by GCMMF's board. The

board is drawn from the heads of all the unions, and the boards of the unions comprise of

farmers elected through village societies, thereby creating a situation of interlocking

control.

The federation handles the distribution of end products and coordination with retailers

and the dealers. The unions coordinate the supply side activities.

These include monitoring milk collection contractors, the supply of animal feed and

other supplies, provision of veterinary services, and educational activities.

From the beginning, it was recognised that the unions' core activity lay in milkprocessing and the production of dairy products. Accordingly, marketing efforts

(including brand development) were assumed by GCMMF. All other activities were

entrusted to third parties. These include logistics of milk collection, distribution of dairy

products, sale of products through dealers and retail stores, provision of animal feed, and

veterinary services.

It is worth noting that a number of these third parties are not in the organized sector, and

many are not professionally managed with little regard for quality and service.


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A key source of competitive advantage has been the enterprise's ability to continuously

implement best practices across all elements of the network: the federation, the unions,

the village societies and the distribution channel.

In developing these practices, the federation and the unions have adapted successful

models from around the world. It could be the implementation of small group activities

or quality circles at the federation. Or a TQM program at the unions. Or housekeeping

and good accounting practices at the village society level.

More important, the network has been able to regularly roll out improvement programs

across to a large number of members and the implementation rate is consistently high.

Each meeting has its pre-set format in terms of Purpose, Agenda and Limit (PAL) with a

process check at the end to record how the meeting was conducted. Similar processes are

in place at the village societies, the unions and even at the wholesaler and C&F agent

levels as well.

Examples of benefits from recent initiatives include reduction in transportation time from

the depots to the wholesale dealers, improvement in ROI of wholesale dealers,

through improved availability of products at depots

and also the implementation of in finance to reduce the float.

Kaizens at the unions have helped improve the quality of milk in terms of acidity and

sour milk. (Undertaken by multi-disciplined teams, Kaizens are highly focussed projects,

reliant on a structured approach based on data gathering and analysis.)For example, Sabar

Union's records show a reduction from 2.0% to 0.5% in the amount of sour milk/curd

received at the union.

The most impressive aspect of this large-scale roll out is that improvement processes are

turning the village societies into individual improvement centers.

Amul takes utmost care in choosing their distributers so that they can get people who can

help them in attaining the maximum penetration in the market


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Safety of the inventory, which means that the distributor/ dealer should get the stock of thecompany insured.

Inventory or the perishable goods kept by the distributor/ dealer should be in good

condition which means a detail of storage space & Refrigeration facility is to be provided.Refrigeration system should have deep freezers, cold room & walk in coolers.

GCMMF acknowledges the fact that it needs to be sensitive to the market demands. For thisit requires that a number of salesmen needs to be present on the field. The salesmen too are

divided into various categories like the Field salesmen & Counter salesmen. Also the details

of Clerical Staff & Mazdoors are to be provided. The technical competence of the salesmen

needs to be mentioned.

Details of the product kept of other companies have to be provided. The annual sales ofthese products too have to be mentioned. Also details of complementary products &

product lines need to be mentioned.

Dealers of the company must carry a good reputation. This is due to the fact that thecompany believes reputation of the dealer affects the clientele.

Market coverage by the distributors needs to be defined which includes details of

Geographic coverage & Outlets per market area.

The company also requires the dealers to furnish any Advertising & Sales initiativeundertaken by them on behalf of the company.

Distributers : they keep distributers motivated by giving them good profit margins which is

usually not that high as of the competitors but still as the demand of the consumers is more

volume wise so they still like to stock amul products

Since amul is a co-operative so they cannot afford to give high monetary benefits and the

fact that they dont charge high margins so all the products of the company are value formoney and all the monetary stock are used for short term promotions of amul product .

For the retailers amul is also trying raising the margin by 2% for the hard selling products likeicecreams and the flavoured milk and even good packaging is being done in case of buter

and cheese is being done which is actually a short term initiative to push the sales of the

products

Now the initiative also includes putting up sign boards on the shops where they would even

pay the major cost of it and also providing them with freezers to store and display their


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products in a good manners and offering them the stuff with schemes and repayment

options when the products depreciates .

its a plan which is made generally for all the products , a weekly plan is

made for all the distributers and the retailers and then the turnover for each of the product is then

generated for the wholesale dealer. The beat plan is the main document through which we get the

address of the people to visit and see if their weekly demand is regularly met or not .

Every week a beat plan is made for the markets and the areas whose retail stores and shops are

covered by the distributers to make sure if there is no lack of amul products in the area .

The main work will begin by visiting the shops and then figuring out and collecting the data from

those shops like

1. Are you satisfied with the delivery schedule of the distributers salesman ?

2. How much product do you stock in the monthly basis ?

3. Is the demand of amul products more or less then the stock that you have ?

4. The amount of competitors products that you order and sell ?

All the above questions help us to determine the penetration of amul product in the market and

the competitors product in the market too.

Through the information gathered we can also calculate the nos of outlets covered in the market

and the nos of potential stores that can be covered which tells us the amount with we can expand

our market share .

The shops covered in the below list are the shops who receive their supplies from the

distributers, the beat name tells you the route on which the shop lies so we can identify if

the shop has been covered or not .

SI NO OUTLET NAME BEAT NAME


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1 TUJA KIRANA STORE NAMPLLY/MANGALHAT/MALLEPALLY

2 ANUPAMA TRADERS NAMPLLY/MANGALHAT/MALLEPALLY

3 DEVENDER KIRANA GENRAL STORE NAMPLLY/MANGALHAT/MALLEPALLY

4 BISMILLAH STORE(M. GULAM ALI STORE) NAMPLLY/MANGALHAT/MALLEPALLY

5 BHAVANI GENRAL STORE(WHOLE SALE&RETAIL NAMPLLY/MANGALHAT/MALLEPALLY

6 A.R.M KIRANA STORE NAMPLLY/MANGALHAT/MALLEPALLY

7 PAVAN TRADERS NAMPLLY/MANGALHAT/MALLEPALLY

8 BHAGWANDAS KIRANA GENRAL NAMPLLY/MANGALHAT/MALLEPALLY

9 DAILY NEEDS SUPER MARKET NAMPLLY/MANGALHAT/MALLEPALLY

10 AHMEDN SUPER MARKET NAMPLLY/MANGALHAT/MALLEPALLY

11 KGA GENRAL STORE NAMPLLY/MANGALHAT/MALLEPALLY

12 LUCKY KIRANA GENRAL STORE NAMPLLY/MANGALHAT/MALLEPALLY

13 AHARALEEM STORE NAMPLLY/MANGALHAT/MALLEPALLY

14SRI SAI ESWARLAL SUBASHCHAND GRAINS&GENRALMARCHENT NAMPLLY/MANGALHAT/MALLEPALLY

15 NEW ROYAL GENRAL&KIRANA STORE NAMPLLY/MANGALHAT/MALLEPALLY

16 GAUTAM GENRAL STORE NAMPLLY/MANGALHAT/MALLEPALLY

17 HARI HARA KIRANA GENRAL STORE NAMPLLY/MANGALHAT/MALLEPALLY

18 AHMED GRAIN KIRANA&GENRAL STORE NAMPLLY/MANGALHAT/MALLEPALLY

19 KARACHI BAKERY NAMPLLY/MANGALHAT/MALLEPALLY

20 GURUNAM STORE NAMPLLY/MANGALHAT/MALLEPALLY

21 SAI BABA STORE NAMPLLY/MANGALHAT/MALLEPALLY

22 VIJAY KIRANA GENRAL STORE NAMPLLY/MANGALHAT/MALLEPALLY

23 R R TRADERS NAMPLLY/MANGALHAT/MALLEPALLY

24 ABDUL KIRANA GENRAL NAMPLLY/MANGALHAT/MALLEPALLY

25 MANISH GRAND BAZER NAMPLLY/MANGALHAT/MALLEPALLY

26 SABER KIRANA &GENRAL STORE NAMPLLY/MANGALHAT/MALLEPALLY

27 HUWASH-SHAPI MEDICAL& GENERAL STORE NAMPLLY/MANGALHAT/MALLEPALLY

28 R.K.STORES NAMPLLY/MANGALHAT/MALLEPALLY

29SAFE PHARMACY NAMPLLY/MANGALHAT/MALLEPALLY

30 GAUTHAM STORES NAMPLLY/MANGALHAT/MALLEPALLY

31 BALAJI KIRANA GENRAL STORE VIJAYANAGAR COLONY

32 NEW SHAMA KIRANA GENRAL STORE VIJAYANAGAR COLONY

33 KRISHNA SAI KIRANA GENRAL STORE VIJAYANAGAR COLONY

34 LUCKY STORE VIJAYANAGAR COLONY

35 MURSHY SPICES VIJAYANAGAR COLONY

36 CLASSIC GENRAL STORE VIJAYANAGAR COLONY

37 DILIP SUPER MARKET VIJAYANAGAR COLONY

38 DILIP GRAND BAZAR VIJAYANAGAR COLONY

39 KALEEL STORE VIJAYANAGAR COLONY

40 ASHOK GENRAL STORE VIJAYANAGAR COLONY

41 SRI KISHORE KIRANA GENRAL STORE VIJAYANAGAR COLONY

42 DATHATHARAYA KIRANA GENRAL STORE VIJAYANAGAR COLONY

43 RAJ STORE VIJAYANAGAR COLONY

44 NEW BHARAT STORES VIJAYANAGAR COLONY

45 ROYAL STORE VIJAYANAGAR COLONY

46 HUSAIN&SONS KIRANA GENRAL VIJAYANAGAR COLONY

47 DURGA KIRANA GENRAL VIJAYANAGAR COLONY

48 R R TRADERS VIJAYANAGAR COLONY

49 SONAL KIRANA GENRAL STORE VIJAYANAGAR COLONY

50 SHRI KURUMURTHY TRADERS MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

51 SRI RAGHAVENDRA KIRANA GENRAL MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

52 S.A TRADERS MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

53 NEW SKILL MEDICAL HALL MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

54 GANJA JAMUNA KIRANA & GENRAL STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR


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55 MOHMED HUSSAIN GENRAL STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

56 KHAN'S SUPER MARKET MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

57 TAJ TRADERS MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

58 AKRAM STORES MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

59 AZMATH KIRANA &GENRAL STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

60 ABHEE'S SUPER MARKET MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

61 SHIV SUPER MARKET MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

62 SHIV KIRANA STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

63 BALAJI GRAND BAZAR(MP) MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

64 HI-TECH SUPER MARKET MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

65 T.T.SUPER BAZAR MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

66 ZAFAR KIRANA GENRAL STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

67 BASHEER KIRANA&GENRAL STORES MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

68 ZULKHA STORES KIRANA GENRAL MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

69 MADAN MEDICAL HALL MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

70 ROYAL KIRANA GENRAL STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

71 BAJRANG STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

72 ARUNA MEDICAL&GENRAL STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR73 BARTANIYA BACKERY MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

74 SAHARA HOME NEEDS, MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

75 T.M. STORES KIRANA GENRAL STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

76 SUDHA SUPER MARKET& PHARMACY MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

77 MY HOME SUPER MARKET MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

78 M.M KIRANA GENRAL STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

79 JAGADMBA GENRAL&PANCY STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

80 BASHA MARKET (FRESH HALAL MEAT& GROCERIES) MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

81 MED LIFE PHARMACY MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

82 SRI BHAVANI MEDICAL GENRAL STORE MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

83 SUPER BAKERY & STORES MEHDIPATNAM/ASIFNAGAR/MURAD NAGAR

84 ANUSHA SUPER MARKET GUDIMALKAPUR/KARW AN/PURNAPOOL

85 M S STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

86 RADHIKA STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

87 HABEEB KIRANA GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

88 SHIV SHAKTHI KIRANA GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

89 AGRWAL KIRANA GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

90 JAI BHARAT KIRANA GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

91 MAHAVEER KIRANA GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

92 SATYANARAYANA KIRANA GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

93 KAMADHENU KIRANA GENRAL STORE GUDIMALKAPUR/KARWAN/PURNAPOOL

94 SAI SANTHOSH GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

95OM MEDICAL HALL GUDIMALKAPUR/KARW AN/PURNAPOOL

96 JAIN KIRANA STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

97 BALAJI MEDICAL &GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

98 SRI VENKATESWARA TRADERS GUDIMALKAPUR/KARW AN/PURNAPOOL

99 SURJMALJAIN STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

100 J.B.RAO STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

101 MEDI NEEDS MEDICAL HALL GUDIMALKAPUR/KARWAN/PURNAPOOL

102 RAM CHANDR STORE GUDIMALKAPUR/KARWAN/PURNAPOOL

103 NEW ASIAN MEDICAL HALL GUDIMALKAPUR/KARW AN/PURNAPOOL

104 SHAM MEDICAL HALL GUDIMALKAPUR/KARW AN/PURNAPOOL

105 RAM MEDICALS GUDIMALKAPUR/KARW AN/PURNAPOOL

106 QUALITY STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

107 BHAVANI KIRANA GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL108 RAMESH MEDICAL GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL


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109 MALLIKARJUNA KIRANA GENRAL STORE(WHOLESALE&RETIL) GUDIMALKAPUR/KARW AN/PURNAPOOL

110 LAXMI NARSIMHA STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

111 GOPAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

112 DEVARA BHAVANI SUPER MARKET GUDIMALKAPUR/KARW AN/PURNAPOOL

113 SRI BHAVANI MEDICAL &GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

114 VISHNU MEDICAL GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

115 SUDHA MEDICAL&GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

116 SRI GANESH TREDERS GUDIMALKAPUR/KARW AN/PURNAPOOL

117 MORE BAKERS & CONFECTIONERS GUDIMALKAPUR/KARW AN/PURNAPOOL

118 M.S. STORES KIRANA & GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

119 S M KIRANA & GENRAL STORE GUDIMALKAPUR/KARWAN/PURNAPOOL

120 EZEEWAY SUPER MARKET GUDIMALKAPUR/KARW AN/PURNAPOOL

121 SRI SAI STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

122 B.CHANDRAMOULI KIRANA&GENRAL STORE GUDIMALKAPUR/KARWAN/PURNAPOOL

123 GANESH STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

124 DINESH KIRANA GENRAL STORE GUDIMALKAPUR/KARW AN/PURNAPOOL

125 BHARAT GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

126 A.1 KIRANA GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN127 AL-RAHMAN TRADERS LONGER HOUSE/ HYDERGUDA/ KARWAN

128 KANISHKA MEDICAL&GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

129 NEW DHANA LAKSHMI SUPER MARKET LONGER HOUSE/ HYDERGUDA/ KARWAN

130 K K PHARMACY LONGER HOUSE/ HYDERGUDA/ KARWAN

131 NISHA KIRANA&GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

132 G. BABU RAO STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

133 SRI AMAR CHAND KIRANA GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

134 M/S DHANALAXMI TRADERS LONGER HOUSE/ HYDERGUDA/ KARWAN

135 VIAJAYA MEDICAL &GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

136 ARJUN MEDICAL & GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

137 SRI BALAJI GRAND BAZAR (L HOUSE) LONGER HOUSE/ HYDERGUDA/ KARWAN

138 ANUPAMA MEDICAL& GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

139 ADITYA MEDICAL HALL LONGER HOUSE/ HYDERGUDA/ KARWAN

140 JVS SUPER MARKET LONGER HOUSE/ HYDERGUDA/ KARWAN

141 KANTHA ANJAIAH & SONS KIRANA GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

142 NEW SRI SAI RAM MEDICAL GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

143 SRINIVASA MEDICAL & GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

144 V.F.P. IN&OUT CONVENIENCE STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

145 MALLIKARJUNA KIRANA&GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

146 SRI VINYAKA KIRANA &GERNRA STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

147 BALAJI MEDICAL&GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

148 NARESH KIRANA GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

149SRI SRINIVASA MEDICAL & GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

150 VISWA SAI MEDICAL&GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

151 KOYA STORE KIRANA&GENRAL LONGER HOUSE/ HYDERGUDA/ KARWAN

152 SHIV GRAND BAZAR LONGER HOUSE/ HYDERGUDA/ KARWAN

153 A1 MEDICAL&GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

154 MAMATHA MEDICAL HALL CHEMISTS&DRUGGISTS LONGER HOUSE/ HYDERGUDA/ KARWAN

155 SRI SAI MEDICAL&GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

156 SAHARA CHILDREN SWEETS LONGER HOUSE/ HYDERGUDA/ KARWAN

157 PARAMESHWARI MEDICAL GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

158 SAI SUPER BAZAR LONGER HOUSE/ HYDERGUDA/ KARWAN

159 SAI RAMA MEDICAL HALL LONGER HOUSE/ HYDERGUDA/ KARWAN

160 SRI GANESH KIRANA GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

161 SRI SAI KIRANA&GENRAL LONGER HOUSE/ HYDERGUDA/ KARWAN162 SRI LAKSHMI SUPER MARKET LONGER HOUSE/ HYDERGUDA/ KARWAN


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163 SRI VENKATESWARA KIRANA&GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

164 SAI TEJA MEDICAL&GENRAL STORES LONGER HOUSE/ HYDERGUDA/ KARWAN

165 MANHARS SUPER MARKET LONGER HOUSE/ HYDERGUDA/ KARWAN

166 MATHAJI KIRANA&GENRAL STORES LONGER HOUSE/ HYDERGUDA/ KARWAN

167 SRI BALAJI JAGDISH KIRANA&GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

168 REDDY STORE(SRIYA HOME NEEDS) LONGER HOUSE/ HYDERGUDA/ KARWAN

169 SRI RAJA RAJESWARI KIRANA GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

170 VIJAYA MEDICAL HALL LONGER HOUSE/ HYDERGUDA/ KARWAN

171 SAI KRISHNA KIRANA GENRAL LONGER HOUSE/ HYDERGUDA/ KARWAN

172 VINAYAKA STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

173 DHANALAXMI SUPER MARKET LONGER HOUSE/ HYDERGUDA/ KARWAN

174 M.A. KIRANA STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

175 ANILSTORE LONGER HOUSE/ HYDERGUDA/ KARWAN

176 NAKODA MEDICAL & GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

177 MAHALAXMI MEDICAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

178 SRI RAGAVENDRA KIRANA & GENRAL STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

179 Q. J STORE LONGER HOUSE/ HYDERGUDA/ KARWAN

180 BALAJI STORE LONGER HOUSE/ HYDERGUDA/ KARWAN181 AL-KAREEM MEDICAL &GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

182 HUSSAIN KIRANA GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

183 YASEEN STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

184 IMRA MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

185 MUJEEB MEDICAL & GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

186 MOHAMMADIA MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

187 SAMI STORES KIRANA&GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

188 M A AZEEM KIRANA GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

189 SK. RAHEEMULLAH&SONS STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

190 NEW HEALTH POINT MEDICAL & GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

191 G.S BAKERY TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

192 MAWA MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

193 DAILY NEEDS G.K STORES&STATIONARY TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

194 R.S TRADERS TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

195 GRACE MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

196 AL-MAMOURA KIRANA GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

197 HYDERABAD RICE TRADERS TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

198 FOOD SAGAR SUPER MARKET TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

199 LIMRA KIRANA&GENRAL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

200 SRI BALAJI SATHYANARAYANA COOL DRINKS TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

201 SAI BALAJI GENERAL & KIRANA STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

202 JAI BHAVANI KIRANA & GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

203HANUMAN KIRANA & GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

204 HANUMAN KIRANA & GENRAL STORE(MANIKONDA) TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

205 SAI KIRANA & GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

206 SRI MATHAJI STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

207 SRI BALAJI KIRANA&GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

208 ZEE SUPER MARKET TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

209 SHREE RAMA PROVISON STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

210 OM BHAVANI (K&G) STORES TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

211 SRI JAGADMBA TRADERS TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

212 PAVAN MEDICAL GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

213 SRI LAXMI KIRANA&GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

214 SRI KEISHRIYA KIRANA & GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

215 KAMAL MEDICAL & GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET216 JAI JAGADMBA KIRANA GENERAL STORES TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET


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217 MAHAVEER KIRANA & GENERAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

218 WHOLE FOODS TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

219 SREE VENUGOPAL KIRANA & GENERAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

220 KWALITY SUPER MARKET TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

221 SMAARTWAY SUPER MARKET TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

222 GOOD HEALTH MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

223 BRINDHAVAN KIRANA & GENERAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

224 M.M MEDICALS TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

225 HAMEED SIDDIQUI MEDICAL &GENERAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

226 NEW NATIONAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

227 ABHINDHANA KIRANA & GENERAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

228 U-NEED KIRANA & GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

229 MAYUR CHALIYA & GENERAL STORE WHOLE SALE &RETAILER TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

230 S.B STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

231 VENKATESWARA MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

232 MEDIZONE PHARMACY & GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

233 HUSSAIN MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

234 BAKE WELL PHARMACY TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET235 TANVEER MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

236 HEALTH POINT MEDICAL & GENERAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

237 RIYAN MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

238 SYED MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

239 MOGAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

240 DIAMOND STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

241 P. SATYANARAYANA STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

242 FAZIL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

243 NAWAZ SOTRE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

244 RAINBOW MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

245 HOT BREAD BAKERY TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

246 M.M. MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

247 MAXFRESH SUPER MARKET TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

248 F.S. KIRANA STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

249 SAI BABA KIRANA GENERAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

250 BHARATH MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

251 SHAH MEDICAL & GENRAL STORES TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

252 HUWA SHAAFI THE PHARMACY TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

253 MAKKA MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

254 SRI BALAJI MANIKILAL KIRANA GENERAL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

255 MAMATHA PROVISION STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

256 GAJAND KIRANA GENRAL STORE TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

257B.S. MEDICAL HALL TOLICHOWKI/SHAIKPET/MANIKONDA/HAKIMPET

258 CARE MEDICAL& GENRAL STORE LAKEDI-KA-POOL/KHAIRATHABAD

259 SRI VIJAYA DURGA MEDICAL &GENRAL STORE LAKEDI-KA-POOL/KHAIRATHABAD

260 BHAVANI MEDICAL HALL LAKEDI-KA-POOL/KHAIRATHABAD

261 VIJAY STORE LAKEDI-KA-POOL/KHAIRATHABAD

262 SRI MEDICAL&GENERAL STORE LAKEDI-KA-POOL/KHAIRATHABAD

263 VIJAYA LAXMI KIRANA & GENERAL LAKEDI-KA-POOL/KHAIRATHABAD

264 SRI STORE LAKEDI-KA-POOL/KHAIRATHABAD

265 ANANTH BROTHERS GENERAL MARCHENT LAKEDI-KA-POOL/KHAIRATHABAD

266 ASHOK STORES KIRANA & GENRAL STORE LAKEDI-KA-POOL/KHAIRATHABAD

267 OM SAI MEDICAL & GENRAL STORE LAKEDI-KA-POOL/KHAIRATHABAD

268 SURESH STORE LAKEDI-KA-POOL/KHAIRATHABAD

269 M/S SASI MEDICAL & GENRAL STORES LAKEDI-KA-POOL/KHAIRATHABAD270 SRI SRINIVASA STORE LAKEDI-KA-POOL/KHAIRATHABAD


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271 THE FRIENDS CONSUMERS CO-OP, STORE LTD LAKEDI-KA-POOL/KHAIRATHABAD

272 TIRUMALA MEDICAL & GENRAL STORE LAKEDI-KA-POOL/KHAIRATHABAD

273 KRISHNAVENI PHARMACY LAKEDI-KA-POOL/KHAIRATHABAD

274 SRI SAI MEDICAL HALL LAKEDI-KA-POOL/KHAIRATHABAD

275 SRI SAI TRADERS LAKEDI-KA-POOL/KHAIRATHABAD

276 SUMANGALI MEDICAL &GENERAL STORES LAKEDI-KA-POOL/KHAIRATHABAD

277 SWAMY GENRAL STORES LAKEDI-KA-POOL/KHAIRATHABAD

278 HEMANTH MEDICAL HALL LAKEDI-KA-POOL/KHAIRATHABAD

279 PRABHAKAR KIRANA STORE LAKEDI-KA-POOL/KHAIRATHABAD

280 SRI VENKATESWARA TRADERS LAKEDI-KA-POOL/KHAIRATHABAD

281 SRI SANTHOSH MEDICAL HALL LAKEDI-KA-POOL/KHAIRATHABAD

282 ALEEZ GENERAL STORES LAKEDI-KA-POOL/KHAIRATHABAD

283 HYDERABAD TELEPHONE DIST. LAKEDI-KA-POOL/KHAIRATHABAD

284 A.P. POLICE EMPLOYEES CONSUMER CO-OP LAKEDI-KA-POOL/KHAIRATHABAD

285 SRI LAXMI MEDICAL HALL LAKEDI-KA-POOL/KHAIRATHABAD

286 ROHITH DAIRY PARLOUR 1ST LANCER/MASAB TANK

287 RAGAVA MEDICAL & GENERAL STORES 1ST LANCER/MASAB TANK

288 SONEE MEDICAL & GENRAL STORES 1ST LANCER/MASAB TANK289 RATHI STORE 1ST LANCER/MASAB TANK

290 SRI KRISHNA KIRANA & GENERAL STORE 1ST LANCER/MASAB TANK

291 G.M KIRANA GENERAL 1ST LANCER/MASAB TANK

292 ANDHRA SUPER MARKET 1ST LANCER/MASAB TANK

293 BOMBAY STORES 1ST LANCER/MASAB TANK

294 BALAJI GRAND BAZAR (MT) 1ST LANCER/MASAB TANK

295 KWALITY STORE 1ST LANCER/MASAB TANK

296 BABOO STORE 1ST LANCER/MASAB TANK

297 MAMATHA KIRANA STORE 1ST LANCER/MASAB TANK

298 U-NEEDS PHARMA MEDICAL & GENRALSTORE 1ST LANCER/MASAB TANK

299 HEALTH CARE MEDICAL&GENERAL STORE 1ST LANCER/MASAB TANK

300 SIRAJ STORE 1ST LANCER/MASAB TANK

301 U-NEED MEDICAL HALL 1ST LANCER/MASAB TANK

302 AL-MADINA MEDICAL HALL 1ST LANCER/MASAB TANK

303 NAWAZ KIRANA GENERL 1ST LANCER/MASAB TANK

304 KARACHI BAKERY 1ST LANCER/MASAB TANK

305 NIDO SUPER STORE 1ST LANCER/MASAB TANK

306 MASAB TANK MEDICALS & GENERAL STORE 1ST LANCER/MASAB TANK

307 CANNA SUPER BAZAR 1ST LANCER/MASAB TANK

308 SAFEWAY KIRANA GENERAL 1ST LANCER/MASAB TANK

309 HARMAIN MEDICAL & GENERAL STORE 1ST LANCER/MASAB TANK

310 LAKSHMI MEDICAL & GENERAL STORE 1ST LANCER/MASAB TANK

311QUDURATA STORE 1ST LANCER/MASAB TANK

312 VARMA MEDICAL & GENERAL STORES 1ST LANCER/MASAB TANK

313 DHANARAM DEVARAM CHOUDHARY K&G STORE 1ST LANCER/MASAB TANK

314 WHITE HOUSE MEDICAL GENERAL STORE 1ST LANCER/MASAB TANK

315 AL-SHIFA MEDICAL&GENRAL STORE 1ST LANCER/MASAB TANK

316 NEEDS STORE 1ST LANCER/MASAB TANK

317 SUNDAR STORE 1ST LANCER/MASAB TANK


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Market surveys were done so as to get an idea if the distribution is being done efficiently

or not with the help of the beat plan we get to know actually if the salesman or the

distributer is covering the complete route map or not .

The market surveys help in figuring out two of the most important aspects of the marketwhich are like

1 why are they doing business with Amul and what are the positives .

2 what are the problems that they are facing while doing business with amul

By using questionnaires filled personally while visiting the outlets

There are 5 distributors in the Hyderabad region. During my time at the company, I was

able to cover the territories of one out the five. The first one being s.

The outlet wise coverage of the stores and kiranas is being done accordingly which is in

progress x

First of all after joining the company knowing the working of the whole ]process was

most important so tried to get more importance of it and found out the exact working

process of the company from the point of procurement of milk from the farmers to


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distributing it to the dealers the whole procedure comprises of dealers wholesalers and

salesman and many more entities .

There were mainly three parts of the analysis that were done here

1.coverage ratio .

2.factors attract a retailer.

3.problems faced by retailers.

in the next section section of the report we will see the analysis on all the above

mentioned areas

By using the data collected from the questionnaire we can come to the conclusions like in

the first part of the analysis we will find the coverage ratio of the distributer ,which was

found by visiting the outlets by the salesman of the distributer and then in the end of the

survey matching it with the BEAT LIST of the shops that were suppose to be covered by

the distributer

By doing the survey we can get to the fact about what % of the maximum is being

covered by the distributer which can also give us the information about the distributers

gain and what it could be eventually


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Some of the shops are not given priority as the sale is not that much in those shops or the

carrying capacity of the vehicles that carry the supply

As we can see the result of the market reaserch that the average coverage area is the same

nevertheless in all the areas but its the least in mehddipatnam area and masab tank so

what we can do is increase in the vehicle capacity or take bigger vehicles so that the

supply which is being carried in one go will increase as a result there will be more

coverage in the same day as compared to the earlier .

ROUTE NOS OF SHOPS COVERED %COVERAGE

nampally/ malley pally 60 54 90%

Meheddipatnam 39 31 79%

Towlichowki 76 69 91%

langer house 55 50 91%

masab tank 31 27 87%

The % coverage result for all the beat routes

for this we have taken data from the questionnaire that was filled by the retailers during

the visit from the data we can come to the conclusion as to which factor plays the

deciding role or which factor has the most impact on the retailers ,or plays an important

role in keeping them happy with amul


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From the above results we can say that towlichoki is the area where we are most

vulnerable so as to loose a retailer so we can work on that to avoid itsimilarly we can also

see from the results the area where the retailers have enough of reasons to keep workingwith amul.


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Similar to the above result we got the information about this one from the questionnaire

by analysing the data f

From the above analysis we can see that masab tank is the area which requires the most

attention so that we can retain the retailers and add new one as well.

One more thing that can be inferred from the data is that low margin is the biggest

hindrance in getting retailers and one of the biggest problem for the existing ones

With all the % contribution of all the problems that a retailer face we can improve and

put in effort to rectify the problem accordingly

.


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Complaint of Damage Goods not being replaced in almost 15% of the outlets

Small shops, having the potential to sell Amulya are being ignored

HUL, P&G, Garnier, Nestle, etc. are companies that are very active in giving schemes to

the retailers . We dont give any scheme to the retailers like giving them some money for

shelves occupied by the product or hanging strips outside their shops .

Around 70% of the outlets visited were involved in some kind of WHS

There were one of the retailers who had a scheme from nestle EVERYDAY for the

retailers for who gives the most visibility to the product in the counter .we can do

something like that to increase the sales in some of the retail stores who have good sales

or less .

A dubious complaint was that of expired goods being supplied by the distributor and not

being replaced


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The study was restricted to 1 distributer in Hyderabad only, with sample size of

317. the interpretations & findings are accordingly to it only.

The time period of 3 months was the major limitation.

Due to the financial and time constraints the study was not able to include more

retailers.

To convince the retailer for a proper interviewing process was also difficult.

Retailers some time give wrong data.

The reluctance on the part of the retailers was also a major setback.

The analysis of project was based on observations and interpretation on the basis

of sample survey.

Another limitation could be lack of knowledge. Being a student I undertake this

project as a learning experience. I have made many mistakes and then learned

from them. I have tried my best to be as authentic and as accurate as possible in

the research analysis taking the help of my project mentor Mr atul Mishra on

relevant primary and secondary data.

Limited knowledge of the researcher in the field of research may lead to

interpretation errors. Certain retailers were not comfortable divulging the figures and data, as they want

to keep it confidential.

The respondents may be based or influence by other factor.

A busy schedule of dealers/retailers had made my collation of information very

difficult.

The projection is purely based on verbal meetings and may be influenced by

unprecedented factors.

Non-co-operative behaviour of respondent was a big problem in this survey & it isthe important fact which should be taken into consideration.

The minor concept & techniques at the marketing management are used

significant in the project concern.

The research was based on primary collection of data so there may be chances of

human error and biasness.


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To strengthen the distribution network and henceforth emerge as the market leader in all

segments, the following issues need to be dealt with and the following strategies need to be

followed.

This is the simplest strategy to tap the entire market potential

that there is.

2. The Salesmen of AMUL should have a proper uniform to

begin with. This way they can be spotted easily by the retailers. Also, on the whole, it

gives a more professional outlook. (Eg Coke)

3. AMUL needs to start branding fast and stop relying on the pull

that its consumers generate. Compared to companies like HUL, P & G, Nestle,

Kwality, Britannia, etc. AMUL is lagging behind by a huge margin. One simple

instance where branding can be implemented is to make sure that at least all outlets

having AMUL Icecream do have a board/hoarding conveying that.

4. By giving better schemes (display schemes) to the retailers, a push

for AMUL products can be generated. This, clubbed with the already well established

pull for the AMUL products, could be a lethal weapon to fend off competition. For

example, Nestle gives great schemes to retailers and they are in fact reluctant to sell

Amulya. It is the pull of Amulya that is keeping the product in good shape. But one

needs to ask the question How long is this going to last, given the aggressive stunts

that are being pulled off by Amuls competitors?

5. Need to get active in this space otherwise the brand can get lost amongst other

names like that of Nestle, HUL, P&G, etc.


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6. This might very well be a nationwide problem and the company

needs to come up with a solution to this. On the whole, around 15 % of the outlets

covered by me had this complaint of damaged goods not being replaced.

7. There is certainly a lot of scope in this department . The

distributor should be given theoretical advice on what levels of inventory to maintain

(Eg EOQ, etc.)

8. being in the city for a long time now i havent seen amul

pushcarts in the city . pushcarts can be a very gus idea to boost the sales of ice cream

in the region, the concept of push-carts needs to be taken up on a sincere note. These

push-carts can be directly controlled from the main Depot and need not be under the

purview of the distributors. Also, giving uniforms/umbrellas/etc. need to be

considered.

9. from the market survey done so far retailers are not happy with the

schemes given by the amul for the deep freezers and about their policies of not

keeping other companies product in it even after buying them at substantial price ,

unlike other companies who give the coolers to the retailers for free There is an

emerging sense of health consciousness amongst todays beverage consumers and

more and more are shifting towards non-aerated beverages. The current times are apt

for AMUL to get into some aggressive marketing by giving Visi-coolers to retailers at a

little more discounted price.

10. The sales force of the distributors needs to trained in every

respect. They must have proper product knowledge and should be trained specifically

the art of pushing new products. They should be aware of all the SKUs of different

products and should try and push all SKUs instead of only the ones that are asked by

the retailer. Also, there should be a standardized manner in which all sales people

across all distributors behave while dealing with retailers. Because these people are


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the face of AMUL to the world, they must be trained in a manner that speaks of the

company.

11. I dont know how feasible this is but if it is possible to

prepare pamphlets and/or catalogues that have a list of all the different products (with

SKUs) that AMUL has to offer then it can be great.I dont know if this has been done

before or not , these pamphlets can be distributed to the retailers so that they become

aware of the AMUL products and this will definitely go a long way in generating that

push for products that are not fast running.

12.Sale of products in Medical stores is very less so huge potential is there. Company

should make effective schemes to motivate them to sell their products.

13.Timing and frequency of van:-

It was most common problem of retailers of Ghantaghar and Rakesh Marg. The reasonwas that delivery vans of these two areas were of less capacity and the area is also

congested. These factors become problem for the delivery men to reach every retailer

in same day.

14.So we can get rid of this problem by simply increasing the capacity of the vehicles or

by having more nos of vehicles delivering the supplies .

8 ANNEXURES


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8.1 QUESTIONAIRE

D i s c l a i m e r : -

T h i s s u r v e y i s b e i n g c a r r i e d o u t t o i n c o m p l i a n c e o f t h e c o u r s e c u r r i c u l u m o f t h e S u m m e r

T r a i n e e , b y f i l l i n g o u t t h i s q u e s t i o n n a i r e y o u a c c e p t a n d p r o v i d e t h e p e r m i s s i o n t o u s e t h e

d a t a i n t h e s u r v e y . T h e q u e s t i o n na i r e w i l l t a k e 5 - 6 m i n s . t o f i l l o u t ( r e s u l t o f t h e p i l o t t e s t ) .

J u s t t i c k ( ) w h i c h e v e r i s a p p l i c a b l e i n t h e a p p r o p r i a t e q u e s t i o n s .

Q u e s t i o n n a i r e

Q 1 . N a m e o f O u t l e t :

Q 2 . L o c a t i o n :

Q 3 . L i f e s p a n o f b u s i n e s s :

Q 4 . T o t a l r e v e n u e p e r d a y :

Q 6 . T y p e o f O u t l e t

a. Grocery S to re b . Med ica l S to re c . E & D Out le ts

d . C o n v e n i e n c e s t o r e e . J u i c e C o r n e r T 1 T 2

Q7. Reta i le rs VPO (Vo lume Per Out le t )

Q 8 . H o w o f t e n d o u o r d e r ?


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Q 9 . I f y o u d o b u s i n e s s w i t h A m u l , g i v e r e a s o n s f o r k e e p i n g i t .

a . B r a n d V a l u e b . B e t t e r s c h e m e

c . H i g h D e m a n d d . G o o d S u p p l y

e . H i g h P r o f i t M a r g i n f . G o o d S e r v i c e Q u a l i t y

g . A n y O t h e r

Q 1 0 . A n y p r o b l e m d o y o u f a c e w h i l e d o i n g b u s i n e s s w i t h a C o k e .

a . T i m i n g & F r e q u e n c y o f V a n b . S a l e s m a n s a b i l i t y

c . S a l e s m a n s a t t i t u d e d . D a i l y i n o r d e r s

e . C o m p l e t e i n f o r m a t i o n & d a i l y s c h e m e s

f . D e l i v e r y m a n s p r o f e s s i o n a l i s m

h . A n y O t h e r

S u g g e s t i o n s , i f a n y : -

D a t e d : - / / 2 0 0 9


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Websites

Amul.com company website

Financialexpress.com

Books

Marketing whitebook 2010-2011

Ashwani-Amul Final Report

Documents

Transcript of Ashwani-Amul Final Report