THE COMPANY

Amul means priceless in Sanskrit Since 1946 Market leaders for Amul butter Turnover of 25 billion Amul is a symbol for
High quality at reasonable prices Genesis of a vast co-operative network Triumph of indigenous technology Farmers organization

THE PRODUCTS
Bread spreads Cheese ranges UHT milk Milk powders Fresh milk Ice creams Chocolates Mithaiee range

SCM and Market Logistics

Implementation of an ERP program as low as Rs. 3 corers in collaboration with TCS ltd. Synchronized working and best possible utilization of the available resources Maintains details regarding the inventory management.

THE CHANNEL NETWORK

Distribution channel- downstream flow

Procurement channel- upstream flow

DOWNSTREAM FLOW
First leg
Manufacturing units to company depots using 9 and 18 MT trucks Frozen food-below 18C Dairy wet-0-4C

Second leg
Depots to WDs Transport through insulated 3 and 5 MT TATA 407s

Third leg
WDs to retailers Transport through rickshaws according to the beat plan

UPSTREAM FLOW
Milk is taken to VCS by farmers by bicycles Transportation of milk from the cooperatives to the manufacturing units through trucks equipped with tankers equipped to carry milk

Selection Criteria of the Channel Members

Authentication by way of identity Proof of solvency-details of the bankers Safety of inventory by getting the company stock insured Proper storage space in forms of refrigerators The company requires the dealers to furnish any Advertising & Sales initiative undertaken by them on behalf of the company

Selection Criteria Conti

Details of delivery vehicles Competent salesman Details of the product kept of other companies have to be provided Dealers of the company must carry a good reputation Market coverage of distributors need to be defined

Motivation Of Channel Members

Distributors
Margins Trade marketing Total quality management Vision and mission statemnts Amul yatras

Motivation Cont
Retailers
Trade schemes Glow boards Schedule of the salesman Infrastructure of facilitation

Evaluation of Channel Members

Beat plan Cumulative performance Target versus achievement Other criteria

Conflicts among Channel Members

Ownership of assets Stocking issues Replacement of products Credit policy Packaging Replenishment Margins

Cooperation Among Channel Members

Amul quality circles Pilot salesman scheme Scheduling of sales Agreement defining rights

Observations
Strength in its procurement Leverage on the relationship Strength in transport channel No promotional schemes undertaken Non profit driven organization Push strategy

Comments and Suggestions

Amul should go in for exclusive outlets Push carts Trade promotions Home delivery Increase margins Additional salesman on field

Thank You!!