Sales & Distribution Study
Sales & Distribution Study
Sales & Distribution Study
Amul
Sales & Distribution Study
Overview
The Brand Amul is owned by The Gujarat Cooperative Milk Marketing Federation. GCMMF is Largest Food Products Marketing organization of India, with a revenue of $1.5 Billion. It links 2.8 Million Village Milk producers and 13,141 Cooperative Societies across 13 Districts to milk and dairy consumers across India. White revolution of India was an initiative under the Umbrella of Amul. Amul sells its products around the world in 40 countries.
Strict margins at retail and distribution ends, utilizing economies of scale to remain competitive.
High Sharing of profits with Farmers, to develop long-term relationships with them.
Product Classification
D
Dairy Products Butter Cheese VHT Kool
I
Ice Cream
L
Liquid Milk
Frozen Paneer
AMUL
Product Portfolio
Milk Drinks Amul Kool Milk Shaake Amul Kool Amul Kool Cafe Kool Koko
Fresh Milk Amul Fresh Milk Amul Gold Milk Amul Taaza Double Toned Milk Amul Lite Slim & Trim Milk Amul Fresh Cream Amul Shakti Toned Milk Amul Calci+ Amul Buttermilk
Desserts Amul Ice Creams Amul Shrikhand Amul Mithaee Gulab Jamuns Amul Chocolates Amul Basundi Amul Yogi Yoghurt
Nutramul Energy Drink Amul Kool Chocolate Milk Amul Kool Flavoured Bottled Milk Amul Kool Flavoured Tetra Pack Amul Kool Masti Spiced Buttermilk Amul Lassee Amul Kool Thandai
to
Procurement Network
An average of 1,000 Farmers sell milk at a Local Cooperative society. Each Farmer has plastic cards for identification. The Identification Number is fed into a computer. The milk is then weighed and the fat content of the milk is measured by an electronic fat testing machine. The Computer then calculates the amount due to a farmer on the basis of the fat content in the milk. The value of the milk is then printed out on a slip and handed over to farmer who collects the payment at adjacent window.
Policies
Regarding Rural market: No different policy for Rural Market.
Differential Prices: Most of the Amul product has lower prices in state of Gujarat due to less transportation cost.
Unused Milk: Milk, once, supplied to retailer is not taken back. Retailer uses the unused milk after Best before date for making other dairy products such as Paneer, etc.
Sales Forecasting
Retailer Forecasting. Backend Data. Festivals and Special Occasions. Seasonal demand.
Second Leg From Depot to Wholesale Dealers: Amul has a network of over 5000 distributors . The margins offered to the distributors range between 3-5%.On every crate there is a margin of Rs 5.5 .No volume discounts to distributors, prices are fixed.
Third Leg - This is the flow of good from WDs to retailers, a beat plan is prepared and transportation is done on auto-rickshaws, rickshaws and bicycles.
Day Schedule
Sales (in value and volume), Gross Profit, Net Profit Expenses Staff , Rent (warehouse + delivery vans) , Electricity Bills
Outdoor
Broadcast Non-broadcast Print
Hoardings/billboard
Television
Cinema Newspaper General interest magazine Independent website Social Networking Sites
Internet Media
BILLBOARD ADS