Presented By:-Milan Kumar Pandey

STUDYING THE DISTRIBUTION NETWORK OF AMUL

IN BELGHARIA, KOLKATA

Company Profile

Registered on December 14, 1946

Sourced from the sanskrit word amoolya

Dairy cooperative movement in india.

Largest food brand in India

Based in Anand, Gujarat

SWOT Analysis

Strength

Weakness

Opportunity

Threats

Largest food brand in India High quality, Low price World’s largest pouched milk brand Annul turnover of US $1504 million

Risk of highly complex supply chainAlliance with third parties who do not belong to

the organized sector

Penetrate international market Diversify product portfolio to enter new product

categories and expand existing categories like processed foods, chocolate s etc.

Competitors- Hindustan Lever, Nestle, Britannia Still competition in butter from MNC’s Growing price of milk and milk products Ban on export of milk powders

Competitors

Distribution Network

Amul The Taste of

Over 500,000 retail outlets across india

Over 3,500 distributors

47 depots with dry and cold warehouses

INDIA DAIRY PVT. LTD- Chanditala, Dankuni

2DOLON FOOD FACTORY-Makalpore,

Hooghly

India

Objective

To find out the flaws of the distribution channel in the area of Belgharia, Kolkata.

To collect the business information from retailers

Research Methodology

Set of questionnaire given by the company

Type of retailer Segment of location Retailers infrastructure(refrigerator, deep freezer, oven) Whether the retailer operates any Windows Hiring Scheme(WHS) Average monthly turnover Whether dealing with AMUL Frequency of service by AMUL dealer AMUL products and its monthly turnover(in terms of kg) Information for other brands

1   ASP, DW, Butter, Choc, KBCL, Lite

2   1+ UHT, F Cream, KBCL, GJ, Choc, Butter, Cheese

3   IC, Paneer, Pizza, BTR, Cheese, Choc, KBCL 4   2+35   Asp, DW, Butter6   HORECA, Bakery/ Sweet shop7   New Outlet

A4

Sheet - Map

Date: 15.05.2010 Page no. 1Market - Belgharia

Beat No.- 6/ S.K. Distributor

New Outlets26. Ganguram

Name of Retailer

1. Kichukhan Confectionary2. Maa Manasa Bhandar

3. Bichitra4. Subha Variety Stores5. Mamta Medical6. K Tapataran Shop7. Trishna Variety8. RadhaMadhab

Confectionary9. Majumdar Confectionary10. Lokenath Variety Stores

11. Sundaram Consumers Co-op Ltd.

12.Basak Stores

13. Nirmal Stores14. Majumdar Stores15. Jogajog16. Maa Manasa Bhandar17. Dutta Variety Stores18. Saha Brothers19. Kundu Bhandar20. Biplab Dutta21. Siddheswary Bhandar22. Kalpataru Variety Stores23. Aashis Stores24. Om Gopal

23%

75%

2%

Satisfaction level

YesNoNo Comments

Sample Size - 450

Are you satisfied with the service of AMUL?

Any promotional activity done for the retailers in recent past?

14%

82%

4%

Promotional Activity

YESNONO ANSWER

Sample Size - 450

Is your store regularly visited by AMUL executives?

11%

23%

66%

Store Visit

RegularIrregularOccasionally

Sample Size - 450

Are you satisfied with the service Quality of AMUL products?

18%

76%

6%

Service Quality

SatisfiedUnsatisfiedNo Comments

Sample Size - 450

Will you respond to any type of promotional activities from company?

75%

20%5%

Response to promotional Activities

YesNoNo Answer

Sample Size - 450

Is your store regularly visited by AMUL sales person?

70%

20%

10%

Sales visit

RegularIrregularOccasionally

Sample Size - 450

Limitations

Many retailers and the customers are illiterate as in the areas of Belgharia and Birati

Many a times the retailers and customers were not interested in answering and give the rude reply

The outcome can not be considered as universal result

Time was the major constraint

Findings

Huge difference between proper demand and supply

Lack of promotional activitiesLosing its shelf space as other brands are providing

incentives to the retailerZero replacement facilityNo display for AMUL productsNo incentive for the sales persons

Suggestions

Availability & Accessibility

Work on response channel

Visits by Amul representatives

Brand visibility needed

Make Reliable distributors

Make promotional activities

FMCG industry is very delicate industry. Major business loss can happen by a minor problem

Its all about Branding, people buy products what they see, Brand loyalty is very low

FMCG market depends on Distribution network and on the sales persons

How to deal with people of various mindset. Be ready to do anything necessary to make your things

done.

Learning

Presented By:-Milan Kumar Pandey

Thank You!

AMUL : truly the taste of India

Yet another reason to feel proud of being an INDIAN………