AMUL-SALES AND

DISTRIBUTION
Submitted by:
Gaurav Kumar Gautam
Distributer : Gulmarg
Area : Pandav Nagar
Jitendra Chaudhary
Distributer : Pandit Brothers
Area : Shahadra
IMS Ghaziabad

Submitted To:
Mr. K.K.Khanna
Mr. Aavesh
Gujarat Cooperative Milk
Marketing Federation

India's largest food products marketing
organization.
Intends to be largest food company in India.
State level apex body of milk cooperatives in
Gujarat
Aims to provide remunerative returns to the
farmers
Also serve the interest of consumers by providing
quality products which are good value for money.
AMUL Ice Cream-History
BORN on 10th March, 1996 in Gujarat
1997-Mumbai
1998- Chennai
2002-Kolkata and Delhi
In January 2007, Amul introduced SUGAR FREE & Pro
Life Probiotic Wellness Ice Cream, which was a first in
India.
Amul ice cream is positioned as 'real ice-cream' made from real
milk cream, while HUL's Kwality Walls is made from vegetable
oil and its items are dubbed as Frozen Deserts

Manufacturing Units

Distribution Process
Manufacturing
Unit
Carrying &
Forward Agent
Distributor
Vendors
Retailer
Consumers
VRS
Consumers
Distribution Network
Depots with dry and cold warehouses to buffer
inventory of the entire range of products
Transacts on an advance demand draft basis
from its wholesale dealers instead of the
cheque system adopted by other major FMCG
companies
Philosophy of maintaining cash transactions
throughout the supply chain
Distribution Network
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.
Policy regarding
unsold/spoilt goods
If product crosses the shelf life, the vender bears the
costs.
If the product gets spoilt during the transportation or
if there is any customer complaint, Amul bears costs.
Unsold goods are not returned to the manufacturer.
No reverse logistics.
Competitors in the industry:-
The major competitors of Amul are
Mother dairy,
Kwality Walls,
Cream Bell and
Vadilal.

FOUR PS OF THE PRODUCT

PRODUCT:
Amul ice cream has wide range of variety that consists of more
than hundred flavors available in the market . As ice cream is an
impulsive purchase item so, its sale depends mostly on availability
and variety.
PRICE:
The price of Amul ice cream is very less compared to its
competitors.
In novelty item the price of the flavors varies from Rs.2 to Rs22.
The pricing strategy of Amul is, to target each income group of the
society.
The cheaper price of ice cream is meant for targeting the people
with low income.
Along with the low income group Amul is also targeting medium
as well as the premium segment by providing different flavors at
different prices.

FOUR PS OF THE PRODUCT

PLACE:
The distribution of the ice cream in Delhi is done through exclusive
Amul outlets situated in various locations.
In Delhi, Amul has eleven distributors who supplies ice cream to
retail outlets or vendors.
These eleven distributors are responsible for their respective areas.
PROMOTION:
Amul is a well-established brand name of GCMMF. For promotion
of the ice cream the company gives advertisement in newspaper and
magazines.
It gives glow sign board to every retailers and also makes wall
paintings on there request.
Amul uses their punch line ---Real milk real ice cream for the
promotion.

SWOT ANALYSIS


SWOT Analysis is a vital tool in order to judge
the competitors and to analyze the position of
the company itself. Basically S.W.O.T.
analysis refers to the Strength, Weakness,
Opportunities and Threats.

Strengths


Amul has well built image of excellence and innovation
Biggest souring base for milk and milk products in India
Quality of Ice cream is excellent and it doesnt use any
artificial items in making Ice cream
It has well logistic and distribution channel network
It ensures that only cow and buffalo milk is used for making
Ice cream by collecting milk from cooperatives
Abundant availability of milk
High brand image of AMUL in the market
Offerings new products to customers continuously
Maximum share in take away home packs i.e. Bricks due to its
lower pricing, many flavors, economical pack sizes, and
promotional schemes.
Customer is most comfortable buying Ice Cream in the Value
for Money segment and Amul is well present in this segment.

Weakness

Unable to meet the market demand during peek season time.
Availability of all type of verity ice is not regular.
No training schedules for training to vendors.
Equal importance is not given by Distributors to all the
vendors. They neglect some of the vendor.
Image of Amul is being lost due to no timely supply of goods
in the market
Lagging much behind in Advertisement and Promotional
activities
Kwality Walls is into heavy advertising and consequently, is
popular.
Lack of dedicated push carts for area.
Lack of focus due to multiple brands.
Less attractive packaging


Opportunities

There is a phenomenal scope for value addition in innovations in
product development, packaging and presentation
By increasing the production capacity, it can fulfill the demand during
the peak season
There is ample scope in the low priced segment as also in other
categories where consumers presently are dissatisfied with the quantity
being provided vis a vis the price being charged.
Amul has the opportunity to capture the more evolved young adults and
children who are open to new products provided they meet their
expectations.
Internet promotions are a good means of awareness which should
be tapped
By increasing focus on impulse items, it can increase its market share
Can reach out to different segments which have remained untouched.
Amul must concentrate on heavy promotional advertising in order to
maintain its market share. More enthusiastic efforts need to be carried
out.


Threats

Cut throat competition in the market
New companies are entering the ICE industry.
Local manufacturers are growing at alarming rate
Kwality walls product differentiation strategy has been very
well received by the consumer
Kwality wall focuses more on advertisements. Recently,
Mother dairy has also started focusing on TV advertisements
No flexibility in strategy
The major competition is from push carts business of Mother
dairy and Kwality walls
Customers are not brand loyal in Ice cream industry

PROBLEMS OF VENDORS OF
AMUL IN EAST DELHI GCMMF
Less number of units in boxes.
Some where vendor feels they are neglected by the company
Dress are not provided to AMUL vendors
Distributors not supplying product on time.
Damage products was received by Vendors of Amul.
Short supply of goods.
Vendors wants incentives on sales.
Reapair cost of cart, Battery and light was not given to the vendors.
Product not available on time by distributor.
Technicians were not available on time for rapair work of push carts.


SCOPE OF IMPROVEMENT
More vendors should be located on this area.
Timely check the requirement and problems of
vendors
Less focused on pacakging
New innovative method of marketing
New variable product should be launched


THANKYOU