INTRODUCTION

•AMUL means "priceless" in Sanskrit.

•Amul products have been in use in millions of

homes since 1946.

•Turnover of Rs. 67113 million in 2008-09.

•Today Amul is a symbol of high-quality

products sold at reasonable prices and of the
genesis of a vast co-operative network.
 PRODUCTS
• Bread spreads
• Cheese range
• Mithai range
• Milk range
• Pure ghee
• Infant milk
• Curd products
• Ice creams
 Facts about AMUL
• Milk is procured twice a day from 2 million
producers from Gujarat alone.
• 6 manufacturing units all over India.
• The payment is made under twelve hours of
procurement
• There are 13328 village cooperative societies
• There are 3600 wholesale distributors in the
country
• 47 depots
 Facts about AMUL contd...
• There are approx. 4,50,000 retailers spread all over India
• The milk procured per day is 8.4 million liters.

• Where the total capacity of operation is 11.22 million liters

per day.

• The peak processing till date has been 6 million liters per
day

• These co operative societies are bound to supply there

produce only to GCMMF(GUJARAT CO-OPERATIVE
MILK MARKETING FEDERATION).
 CHANNEL NETWORK
Amul has got 2 types of channel networks
which supports its procurement and
distribution aspect, they are:-

1. Procurement channel(upstream flow).

2. Distribution channel(downstream flow).

UPSTREAM FLOW

MANUFACTURING UNIT

VILLAGE CORPORATE SOCIETY(VCS)

VILLAGE
 DOWNSTREAM FLOW
DEPOT

MANUFACTURING UNIT.

WHOLESALE DISTRIBUTOR.

RETAILER.
 MODE OF TRANSPORT
FOR UPSTREAM

BICYCLE /FOOT
1. VILLAGE VCS.

2. VCS SPECIAL TRUCKS

MANUFACTURING
UNITS.
 MODE OF TRANSPORT CONTD...

FOR DOWNSTREAM.

1. MANUFACTURING 9 & 18 MT TRUCKS. DEPOT

UNIT.
INSULATED 3 & 5 MT
TRUCK(TATA 407).
2. DEPOT W.S

AUTO RICKSHAW,
3. W.S RICKSHAW, BICYCLE. RETAILER
 CONTROL OF CHANNEL
MEMBERS
AMUL takes into consideration a host of
factors for controlling the channel members.
1. Proper authentication of the channel members.
2. Proper storage facility.
3. Insurance of stock.
4. Details of all the distributors and dealers vehicle
to be kept with company.
5. Good reputation of the channel members.
 CONTROL OF CHANNEL
MEMBERS contd...

6. The company requires the dealers to furnish

Advertising & Sales initiative undertaken by
them on behalf of the company.
7. Market coverage by the distributors needs to
be defined which includes details of
Geographic coverage & Outlets per market
area
 CO-OPERATION AMONG
CHANNEL MEMBERS

• Amul quality circles.

• Pilot salesmen scheme.

• Scheduling of sales.

• Agreement defining rights.

 CONFLICTS AMONG
CHANNEL MEMBERS
• Ownership of assets.
• Stocking issues.
• Replacement of products.
• Replenishment.
• Packaging.
• Margins.
• Credit policy.
 OBSERVATION
• STRENGTH IN PROCURMENT.
• LOYAL COOPERATIVES.
• TRANSPORT CHANNEL.
• HIGH SALES VOLUME AND LOW MARGIN.
• SAME DISTRIBUTION CHANNEL FOR ALL
PRODUCT.
 CONCLUSION
• From the following information it is quite evident that
distribution channel network of any company plays a
vital role in its position in the market.
• AMUL has shown in all the way that why it is one of the
leading company in the market for dairy product.
• This accomplishment of AMUL is widely credited to
their well thought Distribution channel, which gives
them a competitive advantage over other companies.
• AMUL has paved way for others to follow, to have a
successful Distribution network.