Beverage Industry:: To Study The Distribution Channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in
Hubli
Beverage Industry:
Structure of Beverage Industry:

Water:
Despite the fact that most beverages, including juice, soft drinks, and carbonated drinks,
have some form of water in them; water itself is often not classified as a beverage, and
the word beverage has been recurrently defined as not referring to water.
Essential to the survival of all organisms, water has historically been an important and
lifesustaining drink to humans. E!cluding fat, water composes appro!imately "#$ of the
human body by mass. %t is a crucial component of metabolic processes and serves as a
solvent for many bodily solutes. &ealth authorities have historically suggested at least
eight glasses, eight fluid ounces each, of water per day '() fluid ounces, or *.+, litres-,
and the .ritish Dietetic /ssociation recommends *.+ litres. 0he 1nited 2tates
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Water 3lavored
4on/lcoholic /lcoholic
5ilk &ot
.everages
6uices 2oft
Drinks
Wine .eer Distilled
spirit
.everages
Hubli
Environmental 7rotection /gency has determined that the average adult actually ingests
8.# litres per day.
Distilled 'pure- water is rarely found in nature. 2pring water, a natural resource from
which much bottled water comes, is generally imbued with minerals. 0ap water,
delivered by domestic water systems in developed nations, refers to water piped to homes
through a tap. /ll of these forms of water are commonly drink, often purified through
filtration.
Alcoholic beverages:
/n alcoholic beverage is a drink containing ethanol, commonly known as alcohol,
although in chemistry the definition of an alcohol includes many other
compounds. /lcoholic beverages, such as wine and beer, have been part of
human culture and development for +,### years.
Non-alcoholic Beverages:
uice-
9range juice
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uice is a li:uid naturally contained in fruit or vegetable tissue. 6uice is prepared by
mechanically s:uee;ing or macerating fresh fruits or vegetables without the application
of heat or solvents. 3or e!ample, orange juice is the li:uid e!tract of the fruit of the
orange tree. 6uice may be prepared in the home from fresh fruits and vegetables using
variety of hand or electric juicers. 5any commercial juices are filtered to remove fiber or
pulp, but high pulp fresh orange juice is marketed as an alternative. 6uice may be
marketed in concentrate form, sometimes fro;en, re:uiring the user to add water to
reconstitute the li:uid back to its <original state< '=enerally, concentrates have a
noticeably different taste than their comparable >freshs:uee;ed> versions-. 9ther juices
are reconstituted before packaging for retail sale. ?ommon methods for preservation and
processing of fruit juices include canning, pasteuri;ation, free;ing, evaporation and spray
drying.
7opular juices include but are not limited to apple, orange, grapefruit, pineapple, tomato,
mango, carrot, grape, cranberry and pomegranate. %t has become increasingly popular to
combine a variety of fruits into single juice drinks.
!il":
!il" is an opa:ue white li:uid produced by the mammary glands of female mammals
'including monotremes-. %t provides the primary source of nutrition for newborns before
they are able to digest other types of food. 0he early lactation milk is known as
colostrum, and carries the mother<s antibodies to the baby. %t can reduce the risk of many
diseases in the baby. 0he e!act components of raw milk varies by species, but it contains
significant amounts of saturated fat, protein and calcium as well as vitamin ?.
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Soft drin"s:
0he name >soft drink> specifies a lack of alcohol by way of contrast to the term >hard
drink> and the term >drink>, the latter of which is nominally neutral but often carries
connotations of alcoholic content. .everages like colas, sparkling water, iced tea,
lemonade, s:uash, and fruit punch are among the most common types of soft drinks,
while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall
into this classification. 5any carbonated soft drinks are optionally available in versions
sweetened with sugars or with noncaloric sweeteners.
Hot beverages
/ cup of coffee
&ot beverages, including infusions. 2ometimes drunk chilled.
o ?offeebased beverages
?appuccino
?offee
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Espresso
?afA au lait
3rappA
3lavored coffees 'mocha etc.-
Batte
o &ot chocolate
o &ot cider
5ulled cider
o =lChwein
o 0eabased beverages
3lavored teas 'chai etc.-
=reen tea
7earl milk tea
0ea
o &erbal teas
o Doasted grain beverages '7ostum etc.-
#ther
2ome substances may either be called food or drink, or accordingly be eaten with a s$oon
or drunk, depending on solid ingredients in it and on how thick it is, and on
preference:
2oup
Eogurt
Sou$
Sou$ is a food that is made by combining ingredients such as meat, vegetables or
legumes in stock or hotFboiling water, until the flavor is e!tracted, forming a broth.
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0raditionally, soups are classified into two broad groups: clear soups and thick soups.
0he established 3rench classifications of clear soups are bouillon and consomm. 0hick
soups are classified depending upon the type of thickening agent used: pures are
vegetable soups thickened with starch; bisques are made from purAed shellfish thickened
with cream; cream soups are thickened with bAchamel sauce; and velouts are thickened
with eggs, butter and cream. 9ther ingredients commonly used to thicken soups and
broths include rice, flour, and grain.
%oghurt

Cack, a 0urkish cold soup yoghurt variety.
%oghurt or yogurt, less commonly yoghourt or yogourt 'see spelling below-, is a dairy
product produced by bacterial fermentation of milk. 3ermentation of the milk sugar
'lactose- produces lactic acid, which acts on milk protein to give yoghurt its te!ture and
its characteristic tang. 2oy yogurt, a dairyyogurt alternative, is made from soy milk.
Beverages
With the domestic dairy sector slated to cross Ds G##,### crore in revenues by 8#**, milk
seems to have found flavor with 35?= majors. 0hese companies are trying to develop
niche categories to milk in the money.
?oca?ola and 7epsi?o have already announced plans to enter the milkbased beverages
segment in the country. Deliance Detail, which has entered the diary segment with Dairy
7ure, its milk brand, may also e!pand into niche categories. %ndustry observers believe
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that .harti Detail may also be working its way towards marking an entry into the dairy
space.
H=oing by the changing preference of consumers for healthier options, this category is
likely to grow bigger in the coming years,I says /nand 2hah, the retail and 35?=
analyst at /ngel .roking. /ccording Dairy %ndia 8##" estimates, the current si;e of the
%ndian dairy sector is Ds 8G#,### crore and has been growing at a rate of G per cent a
year.
/t present, the Ds G## crore readytodrink flavoured milk category makes up for the
largest chunk of the milk beverages market. 0he main players in the category include
%ndian dairy majors =ujarat ?ooperative 5ilk 5arketing 3ederation '=?553- and
5other Dairy, along with &ershey, 4estle %ndia and /mrit 3ood.
=?553 has a wide range of flavoured milk options under the /mul brand, which
includes /mul ?ool, Jool Joko and ?ool ?afe, while 5other Dairy has ?hill; on the
shelf in the category. 4estle also introduced 5ilkmaid 3unshakes last year.
H0he li:uid milk and allied products category continues to be our main focus since milk
consumption is very high in the country,I D 2odhi, chief general manager, =?553,
said.
While /mul, with its health drink 2tamina, is the only player in the wheybased drink
category, lassi has caught the fancy of many, leading to innovations like probiotic lassi.
HBassi is a very important category in our overall dairy portfolio. We have been growing
at a rate of )# per cent in this category over the last few years,I 7aul 0hachil, ?E9,
5other Dairy 3ruits K Legetable, said.
When sales of carbonated soft drinks began to lose their fi;; around the world, soft drink
companies entered
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the milkbased drink domain. 7epsi launched chocolate milk under the 2o.e brand and
7epsiMs joint venture with 2tarbucks rolled out 3rapuccino, a refrigerated milk coffee
beverage. ?oca?ola, on the other hand, partnered 4estle 12/Ms beverages division to
develop ?hoglit, a skim milkbased chocolateflavoured drink.
&owever, starting the milk beverage business may not be simple. H3or a new dairy set
up, backward integration would be the biggest challenge. 2etting up procurement,
processing and production lines are timeconsuming activities and a new company would
need to invest significantly to achieve these ends. / stable setup can only be achieved
over a period of *# to 8# years,I 2odhi adds.
Beverage firms to flood mar"et with health drin"s
0his summer, the beverages market will move a little more away from its carbonated
drinks. 2tretching the health and wellness plank, beverage makers have lined up fivesi!
new health drinks in the coming months, more than in any other category.
&ealth drinks such as Dibena, Buco;ade and N@G .ody fuel may soon become the
household names, as 7epsi?o, ?oca?ola, /mul and =la!o2mithkline are planning to
introduce these drinks.
>0he penetration levels of aerated drinks in %ndia are :uite low compared with other
developing and developed markets. ?arbonates are e!pected to register relatively
moderate volume and value growth as consumers are increasingly opting for healthier
beverages such as fruit juices and fruitbased drinks, and even bottled water,> said
&arminder 2ahni, managing director of 0echnopak /dvisors, a retail consultancy.
0hus, the Ds ",8##crore carbonated drinks category are e!pected to face the heat of the
rising competition this summer from categories falling under the health umbrella. /t
present, these categories are juice and juicebased drinks, energy and sports drinks,
malted beverages, probiotic drinks and bottled water.
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7epsi?o %ndia is eyeing a larger share of the Ds *,8##crore juice and juicebased drinks
market. >0hese drinks are the fastestgrowing category in the beverages market and over
G# per cent of the volume is to come from the category this year,> said 2anjiv ?hadha,
chief e!ecutive officer, 7epsi?o %ndia.
0he company is also planning to e!pand its juice drink 0ropicana 0wister in three more
flavours this year. %t is also working towards increasing its share of the drinking water
market.
?oca?ola too is widening its portfolio. >9ur entire brand portfolio has been designed to
satisfy the various needs of the consumers be it hydration, energy, enjoyment or simply
having fun. /s part of the same endeavor, we are e!ploring a wide variety of beverage
opportunities such as juice and juicebased drinks, energy and sports drinks, flavored
water,> said /tul 2ingh, president K ?E9, ?oca?ola %ndia.
/ccording to an industry analyst, the gross margin in the fruit beverages and the bottled
water categories are high, which is incentive enough for beverage makers to strengthen
their portfolios.
=la!o2mithJline ?onsumer &ealth ?are is tempted to enter the category. Oubair /hmed,
managing director, said: >We plan to bring in Buco;ade 2port for athletes and Dibena a
Litamin ?based fruit drink into the market soon. &owever, there are regulatory
challenges at present and the stability of products is to be tested.>
&omegrown 35?= company Dabur has launched a malted food drink, ?hyawan 6unior,
and plans to e!pand its Deal juices and Deal 0wist portfolio.
Eakult Danone %ndia is busy nurturing the newest kid on the beverage block, probiotic
drinks. 0he nascent category has already struck a chord with the %ndian consumer to
become a Ds 8##crore market. Dairy companies such as /mul and 5other dairy too
have entered this segment with probiotic lassi.
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&om$any overview:
Ty$e ?ooperative
'ounded *,)(
Head(uarters /nand, %ndia
)ey $eo$le
?hairman, =ujarat ?ooperative 5ilk
5arketing 3ederation Btd. '=?553-
Industry Dairy
*roducts 2ee complete products listing.
+evenue
0emplate:DevenueP* billion 12D 'in 8##(
#"-
,m$loyees 8.)* million milk producers
Slogan 0he 0aste of %ndia
-ebsite http:FFwww.amul.comF
Amul .Anand !il"-$roducers /nion 0imited1, formed in *,)(, is a dairy cooperative
movement in %ndia. %t is a brand name managed by an ape! cooperative organisation,
2u3arat &o-o$erative !il" !ar"eting 'ederation 0td4 .2&!!'1, which today is
jointly owned by some 8.( million milk producers in =ujarat, %ndia. %t is based in /nand
town of =ujarat and has been a sterling e!ample of a cooperative organi;ation<s success
in the long term. 0he Amul *attern has established itself as a uni:uely appropriate
model for rural development. /mul has spurred the White Devolution of %ndia, which has
made %ndia the largest producer of milk and milk products in the world. %t is also the
world<s biggest vegetarian cheese brand.
/mul<s product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate,
ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, 4utramul brand and others.
%n 6anuary 8##(, /mul plans to launch %ndia<s first sports drink Stamina, which will be
competing with ?oca ?ola<s Powerade and 7epsi?o<s Gatorade.
/mul is the largest food brand in %ndia and world<s Bargest 7ouched 5ilk .rand with an
annual turnover of 12 P*#G# million '8##(#"- .?urrently /mul has 8.( million producer
members with milk collection average of *#.*( million litres per day. .esides
%ndia, /mul has entered overseas markets such as 5auritius, 1/E, 12/, .angladesh,
/ustralia, ?hina, 2ingapore, &ong Jong and a few 2outh /frican countries. %ts bid to
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enter 6apanese market in *,,) had not succeeded, but now it has fresh plans of flooding
the 6apanese markets. 9ther potential markets being considered include 2ri Banka.
5Dr 6erghese )urien7 the chairman of the 2&!!'7 is recognised as the man
behind the success of Amul84
History
/mul was formally registered on December 9:7 9;:<4 0he brand name /mul, sourced
from the Sans"rit word Amoolya, means priceless. %t was suggested by a :uality control
e!pert in Anand4 2ome cite the origin as an acronym to 'Anand !il" *roducers /nion
0imited14
0he Amul revolution was started as awareness among the farmers. %t grew and matured
into a protest movement that was channeled towards economic prosperity.
Situation of farmers:
9ver five decades ago, the life of an average farmer in )heda District was very much
like that of hisFher counterpart anywhere else in India4 &isFher income was derived
almost entirely from seasonal crops. 0he income from milk buffaloes was undependable.
5ilk producers had to travel long distances to deliver milk to the only dairy, the 7olson
Dairy in /nand Q often milk went sour, especially in the summer season, as producers
had to physically carry milk in individual containers. 7rivate traders and middlemen
controlled the marketing and distribution system for the milk. 0hese middlemen decided
the prices and the offtake from the farmers by the season. /s milk is perishable, farmers
were compelled to sell it for whatever they were offered. 9ften, they had to sell cream
and ghee at throwaway prices. %n this situation, the private trader made a killing.
5oreover, the government at that time had given monopoly rights to 7olson Dairy
'around that time 7olson was the most well known butter brand in the country- to collect
milk from /nand and supply to .ombay city in turn 'about )## kilometers away-. %ndia
ranked nowhere amongst milk producing countries in the world in *,)(. =radually, the
reali;ation dawned on the farmers with inspiration from then nationalist leaders Sardar
6allabhbhai *atel 'who later became the first &ome 5inister of free %ndia- and !orar3i
Desai 'who later become the 7rime 5inister of %ndia- and local farmer, freedom fighter
and social worker Tribhovandas *atel, that the e!ploitation by the trader could be
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checked only if they marketed their milk themselves. /mul was the result of the
reali;ation that they could pool up their milk and work as a cooperative.
Setting u$ of )aira District &o-o$erative !il" *roducers= /nion:
0he )aira District &o-o$erative !il" *roducers= /nion 0imited ')D&!*/0-
began $asteuri>ing milk for the Bombay 5ilk 2cheme in 6une *,)+. .y the end of
9;:?7 more than )## farmers joined in more 6illage Society7 and the :uantity of milk
handled by one 1nion increased from 8G# to G,### liters a day. Dr4 6erghese )urien,
fed up being at the government creamery in /nand, which held no challenge, volunteered
to help 2hri 0ribhovandas 7atel, the ?hairman of JD?571B, in setting up a processing
plant. 0his marked the birth of /51B.0he success of /mul was instrumental in
launching the -hite +evolution that resulted in increased milk production in %ndia. %t is
officially termed as #$eration 'lood by /mul. 0he breakthrough technology of spray
drying and processing buffalo milk, developed by !r4 H4!4 Dalaya7 was one of the key
factors that contributed to the Devolution.
Setting /$ of 2u3arat &oo$erative !il" !ar"eting 'ederation:
%n *,G), Jaira District ?ooperative 5ilk 7roducersM 1nion built a plant to convert
surplus milk produced in the cold seasons into milk powder and butter@. %n *,G+, a plant
to manufacture cheese and one to produce baby food were added. 2ubse:uent years saw
the addition of more plants to produce different products. %n *,"@, the milk
societiesFdistrict level unions decided to set up a marketing agency to market their
products. 0his agency was the =ujarat ?ooperative 5ilk 5arketing 3ederation
'=?553-. %t was registered as a cooperative society on , 6uly *,"@.
2&!!' Today:
=?553 is %ndia<s largest food products marketing organisation. %t is a state level ape!
body of milk cooperatives in =ujarat, which aims to provide remunerative returns to the
farmers and also serve the interest of consumers by providing :uality products, which are
good value for money. =?553 markets and manages the /mul brand. 3rom mid*,,#<s
/mul has entered areas not related directly to its core business. %ts entry into ice cream
was regarded as successful due to the large market share it was able to capture within a
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short period of time primarily due to the price differential and the brand name. %t also
entered the *i>>a business, where the base and the recipes were made available to
restaurant owners who could price it as low as @# rupees per pi;;a when the other players
were charging upwards of *## rupees.
%n 2eptember 8##", /mul emerged as the leading /sian brand according to a survey by
2ynovate to find out /sia<s top *### .rands.
!embers: *@ district cooperative milk
producers< 1nion
No4 of *roducer !embers: 8.( million
No4 of 6illage Societies: *8,",8
Total !il" handling ca$acity: *#.*( million litters per day
!il" collection .Total - @AA<-AB1: 8.@+ billion litters
!il" collection .Daily Average
@AA<-AB1:
(.G million litters
!il" Drying &a$acity: G,) 5ts. per day
&attlefeed manufacturing
&a$acity:
8()# 5ts per day
/mul<s sugarfree 7ro.iotic %cecream won 0he %nternational Dairy 3ederation
5arketing /ward for 8##".
&ollection of mil":
,very day /mul collects ))",### liters of milk from 8.*8 million farmers 'many
illiterate-, converts the milk into branded, packaged products, and delivers goods worth
Ds ( crore 'Ds (# million- to over G##,### retail outlets across the country.
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%ts supply chain is easily one of the most complicated in the world. &ow do managers at
/mul prevent the milk from souringR
Walk in to any /mul or =ujarat ?ooperative 5ilk 5arketing 3ederation '=?553-
office, and you may or may not see a photograph of 5ahatma =andhi, but you will
certainly see one particular photograph. %t shows a long line of =ujarati women waiting
patiently for a union truck to come and collect the milk they have brought in shining
brass matkas.
0he picture is always prominently displayed. 0he message is clear: never forget your
primary customer. %f you don<t, success is certain. 0he proof / uni:ue, Ds 8,8## crore
'Ds 88 billion- enterprise.
#rgani>ation structure:
%t all started in December *,)( with a group of farmers keen to free themselves from
intermediaries, gain access to markets and thereby ensure ma!imum returns for their
efforts.
.ased in the village of /nand, the Jaira District 5ilk ?ooperative 1nion 'better known
as /mul- e!panded e!ponentially. %t joined hands with other milk cooperatives, and the
=ujarat network now covers 8.*8 million farmers, *#,)** village level milk collection
centers and fourteen district level plants 'unions- under the overall supervision of
=?553.
0here are similar federations in other states. Dight from the beginning, there was
recognition that this initiative would directly benefit and transform small farmers and
contribute to the development of society.
5arkets, then and even today, are primitive and poor in infrastructure. /mul and
=?553 acknowledged that development and growth could not be left to market forces
and that proactive intervention was re:uired. 0wo key re:uirements were identified.
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0he first, that sustained growth for the long term would depend on matching
supply and demand. %t would need heavy investment in the simultaneous
development of suppliers and consumers.
2econd, that effective management of the network and commercial viability
would re:uire professional managers and technocrats.
0o implement their vision while retaining their focus on farmers, a hierarchical network
of cooperatives was developed, which today forms the robust supply chain behind
=?553Ms endeavors 0he vast and comple! supply chain stretches from small suppliers
to large fragmented markets.
5anagement of this network is made more comple! by the fact that =?553 is directly
responsible only for a small part of the chain, with a number of third party players
'distributors, retailers and logistics support providers- playing large roles.
5anaging this supply chain efficiently is critical as =?553<s competitive position is
driven by low consumer prices supported by a low cost system.
Introducing higher value $roducts:
.eginning with li:uid milk, =?553 enhanced the product mi! through the progressive
addition of higher value products while maintaining the desired growth in e!isting
products.
Despite competition in the high value dairy product segments from firms such as
&industan Bever, 4estle and .ritannia, =?553 ensures that the product mi! and the
se:uence in which /mul introduces its products is consistent with the core philosophy of
providing milk at a basic, affordable price.
/mbrella brand:
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0he network follows an umbrella branding strategy. /mul is the common brand for most
product categories produced by various unions: li:uid milk, milk powders, butter, ghee,
cheese, cocoa products, sweets, icecream and condensed milk.
/mul<s subbrands include variants such as /mulspray, /mulspree, /mulya and
4utramul. 0he edible oil products are grouped around Dhara and Bokdhara, mineral
water is sold under the 6al Dhara brand while fruit drinks bear the 2afal name.
.y insisting on an umbrella brand, =?553 not only skillfully avoided interunion
conflicts but also created an opportunity for the union members to cooperate in
developing products.
!anaging the su$$ly chain:
Even though the cooperative was formed to bring together farmers, it was recognised that
professional managers and technocrats would be re:uired to manage the network
effectively and make it commercially viable.
&oordination:
=iven the large number of organi;ations and entities in the supply chain and
decentrali;ed responsibility for various activities, effective coordination is critical for
efficiency and cost control. =?553 and the unions play a major role in this process and
jointly achieve the desired degree of control.
.uyin from the unions is assured as =?553Ms board approves the plans. 0he board is
drawn from the heads of all the unions, and the boards of the unions comprise of farmers
elected through village societies, thereby creating a situation of interlocking control.
0he federation handles the distribution of end products and coordination with retailers
and the dealers. 0he unions coordinate the supply side activities.
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0hese include monitoring milk collection contractors, the supply of animal feed and other
supplies, provision of veterinary services, and educational activities.
!anaging third $arty service $roviders:
3rom the beginning, it was recogni;ed that the unions< core activity lay in milk
processing and the production of dairy products. /ccordingly, marketing efforts
'including brand development- were assumed by =?553. /ll other activities were
entrusted to third parties. 0hese include logistics of milk collection, distribution of dairy
products, sale of products through dealers and retail stores, provision of animal feed, and
veterinary services.
%t is worth noting that a number of these third parties are not in the organi;ed sector, and
many are not professionally managed with little regard for :uality and service.
0his is a particularly critical issue in the logistics and transport of a perishable
commodity where there are already weaknesses in the basic infrastructure.
,stablishing best $ractices:
/ key source of competitive advantage has been the enterprise<s ability to continuously
implement best practices across all elements of the network: the federation, the unions,
the village societies and the distribution channel.
%n developing these practices, the federation and the unions have adapted successful
models from around the world. %t could be the implementation of small group activities or
:uality circles at the federation. 9r a 0S5 program at the unions. 9r housekeeping and
good accounting practices at the village society level.
5ore important, the network has been able to regularly roll out improvement programs
across to a large number of members and the implementation rate is consistently high.
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3or e!ample, every 3riday, without fail, between *#.## a.m. and **.## a.m., all
employees of =?553 meet at the closest office, be it a department or a branch or a
depot to discuss their various :uality concerns.
Each meeting has its preset format in terms of 7urpose, /genda and Bimit '7/B- with a
process check at the end to record how the meeting was conducted. 2imilar processes are
in place at the village societies, the unions and even at the wholesaler and ?K3 agent
levels as well.
E!amples of benefits from recent initiatives include reduction in transportation time from
the depots to the wholesale dealers, improvement in D9% of wholesale dealers,
implementation of Oero 2tock 9ut through improved availability of products at depots
and also the implementation of 6ustin0ime in finance to reduce the float.
Jai;ens at the unions have helped improve the :uality of milk in terms of acidity and
sour milk. (Undertaken by multidisciplined teams! "ai#ens are highly $ocussed pro%ects!
reliant on a structured approach based on data gathering and analysis&' 3or e!ample,
2abar 1nion<s records show a reduction from 8.#$ to #.G$ in the amount of sour
milkFcurd received at the union.
0he most impressive aspect of this largescale roll out is that improvement processes are
turning the village societies into individual improvement centers.
Technology and e-initiatives:
=?553<s technology strategy is characteri;ed by four distinct components: new
products, process technology, and complementary assets to enhance milk production and
ecommerce.
3ew dairies of the world have the wide variety of products produced by the =?553
network. Lillage societies are encouraged through subsidies to install chilling units.
/utomation in processing and packaging areas is common, as is &/??7 certification.
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/mul actively pursues developments in embryo transfer and cattle breeding in order to
improve cattle :uality and increases in milk yields.
=?553 was one of the first 35?= 'fastmoving consumer goods- firms in %ndia to
employ %nternet technologies to implement .8? commerce.
0oday customers can order a variety of products through the %nternet and be assured of
timely delivery with cash payment upon receipt.
/nother einitiative underway is to provide farmers access to information relating to
markets, technology and best practices in the dairy industry through net enabled kiosks in
the villages.
=?553 has also implemented a =eographical %nformation 2ystem '=%2- at both ends of
the supply chain, i.e. milk collection as well as the marketing process.
3armers now have better access to information on the output as well as support services
while providing a better planning tool to marketing personnel.
!ascot:
0he /mul baby
2ince 9;<B /mul products< mascot has been the very recognisable >/mul baby> 'a
chubby butter girl usually dressed in $ol"a dotted dress- showing up on hoardings and
product wrappers with the e:ually recognisable tagline Utterly (utterly )elicious
Amul.0he mascot was first used for /mul butter. .ut in recent years in a second wave of
ad campaign for /mul products, she has also been used for other product like ghee and
mil"4
?urrently /mul is in the process of getting the /mul =irl registered as the oldest ad
campaign in the =uinness .ook 9f World Decords. /lthough there seems to be no
competition for this mascot, /mul ?orporation is still doing further research to confirm
their claim.
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In *o$ular &ulture:
0he establishment of /mul is also known as 0he White Devolution. 0he White
Devolution of %ndia inspired the notable %ndian filmmaker 2hyam .enegal to base a
movie on. 0he motion picture 5anthan was made during the late *,(#s and early *,"#s,
and starred: 2mita 7atil, =irish Jarnad, 4aseeruddin 2hah, and /mrish 7uri.
0he White Devolution ushered an era of plenty from a measly amount of milk production
and distribution. /side from the great measurable success that this project was, it also
demonstrated the power of >collective might>. / small set of poor farmers of Jheda
district in =ujarat had the vision and foresight to act in a way that was good for the
society and not for the self alone
:*Cs of 2&!!' 0TD:
*roduct:
A!/0 means "priceless" in 2anskrit. 0he brand name >/mul,> from the 2anskrit
>/moolya,> was suggested by a :uality control e!pert in /nand. Lariants, all meaning
>priceless>, are found in several %ndian languages. /mul products have been in use in
millions of homes since *,)(. /mul .utter, /mul 5ilk 7owder, /mul =hee, /mulspray,
/mul ?heese, /mul ?hocolates, /mul 2hrikhand, /mul %ce cream, 4utramul, /mul
5ilk and /mulya have made /mul a leading food brand in %ndia. '0urnover: Ds. )8."+
billion in 8##(#"-. 0oday /mul is a symbol of many things. 9f high:uality products
sold at reasonable prices. 9f the genesis of a vast cooperative network. 9f the triumph of
indigenous technology. 9f the marketing savvy of a farmers< organisation. /nd of a
proven model for dairy development.
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Bread S$reads

/mul .utter
/mul Bite Bow 3at .readspread
/mul ?ooking .utter
&heese +ange:

/mul 7asteuri;ed 7rocessed ?heddar ?heese
/mul 7rocessed ?heese 2pread
/mul 7i;;a '5o;arella- ?heese
/mul Emmental ?heese
/mul =ouda ?heese
!il" Drin"s:
/mul Jool
/mul Jool ?afe
Jool Joko / delight to ?hocolate Bovers. Delicious ?hocolate taste
4utramul Energy Drink/ drink for Jids provides energy to suit the needs of
growing Jids
/mul Jool ?hocolate 5ilk
/mul Jool 3lavoured .ottled 5ilk
/mul Jool 3lavoured 0etra 7ack
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/mul 5asti 2piced .uttermilk
/mul introduces the .est 0hirst Suenching Drink

*owder !il":
/mul 2pray %nfant 5ilk 3ood
2till, 5other<s 5ilk is .est for your baby
/mul %nstant 3ull ?ream 5ilk 7owder
/ dairy in your home
2agar 2kimmed 5ilk 7owder
Which is especially useful for diet preparations or for use by people on low
calorie and high protein diet.
2agar 0ea ?offee Whitener
/mulya Dairy Whitener
0he Dichest, 7urest Dairy Whitener

'resh !il":
/mul 3resh 5ilk
0his is the most hygienic milk available in the market. 7asteurised in stateofthe
art processing plants and pouchpacked for convenience.
/mul =old 5ilk
/mul 0aa;a Double 0oned 5ilk
/mul Bite 2lim and 0rim 5ilk
/mul 3resh ?ream
/mul 2hakti 0oned 5ilk

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'or &oo"ing:
/mul F 2agar 7ure =hee
5ade from fresh cream. &as typical rich aroma and granular te!ture. /n ethnic
product made by dairies with decades of e!perience.
?ooking .utter
/mul 5alai 7aneer
Deady to cook paneer to make your favourite recipesT
1tterly Delicious 7i;;a
5ithai 5ate
2weetened ?ondensed 5ilk 3ree flowing and smooth te!ture. White to creamy
color with a pleasant taste
5asti Dahi
Desserts:
/mul %ce ?reams
7remium %ce ?ream made in various varieties and flavours with dry fruits and
nuts.
/mul 2hrikhand
/ delicious treat, anytime
/mul 5ithaee =ulab 6amuns
7ure Jhoya =ulab 6amums...best served piping hot.
/mul ?hocolates
0he perfect gift for someone you love.
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/mul Bassee
/mul .asundi
Health Drin":
4utramul
'5alted 5ilk 3ood made from malt e!tract has the highest protein content among
all the brown beverage powders sold in %ndia.-
/mul 2hakti &ealth 3ood Drink
'/vailable in Jesar/lmond and ?hocolate flavours-.
*lace .The distribution networ"1:
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/mul products are available in over G##,### retail outlets across %ndia through its
network of over @,G## distributors. 0here are )" depots with dry and cold warehouses to
buffer inventory of the entire range of products.
=?553 transacts on an advance demand draft basis from its wholesale dealers instead
of the che:ue system adopted by other major 35?= companies. 0his practice is
consistent with =?553<s philosophy of maintaining cash transactions throughout the
supply chain and it also minimi;es dumping.
Wholesale dealers carry inventory that is just ade:uate to take care of the transit time
from the branch warehouse to their premises. 0his justintime inventory strategy
improves dealers< return on investment 'D9%-. /ll =?553 branches engage in route
scheduling and have dedicated vehicle operations.
Distribution Structure for dairy $roduct:
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5ember 1nionF
'5anufacturer-
?ompany Depot
Distributor
Detailer
?ustomer
Hubli
Distribution structure for Ice-&ream:
/ll %ndia they have )G sales Depot, ( Oonal offices in chanai, .ombay, Jolkotta,
=owhati, Delhi, /hemdabad. /lso @G## distributors and more than 8,G#,### retail
outlets.
%n Jarnataka they have 8 sales Depot one in Dharwad'north- and one in
.angalore'south-, these comes under chanai ;onal office, and **G distributors.
%n 4orthJarnataka sales depot is in near Dharwad. 0hey cover places from chitradurg to
.idar total 8G district. 0hey have (8 distributors in northJarnataka, in &ubli and
Dharwad they have 8 distributors.
%n &ubli Q 4armada trading company
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5ember union
'5anufacturer-
?ompany &ub
?ompany Depot
Distributor
Detailer
?ustomer
Hubli
.allari galli &ubli
%n Dharwad 2hri veerbhadreshwar 5arketing
.ack side of vijaya theater Dharwad
*rice:
/t the time /mul was formed, consumers had limited purchasing power, and modest
consumption levels of milk and other dairy products. 0hus /mul adopted a lowcost price
strategy to make its products affordable and attractive to consumers by guaranteeing them
value for money.
*romotional Activity:
Advertising

/n /mul butter ad on 7akistan<s )argil -ar fiasco. 0he image shows the >/mul baby>
in between 2eorge 'ernandes and 6a3$ayee4
%ts advertising has also started using tongueincheek sketches starring the /mul baby
commenting jovially on the latest news or current events. 0he pun in her words has been
popular. 0he /mul ads are one of the longest running ads based on a theme, now vying
for the 2uinness records for being the longest running ad campaign ever. 2ylvester
da?unha, was the managing director of the advertising agency, /27, that created the
campaign in *,(" whose charm has endured fickle public opinion, gimmickry and all
else.
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&om$etitors of Amul:
/mul has been able to withstand the onslaught of private and foreign players in the dairy
industry and has also been able to e!port products in limited :uantities. 0he success of
/mul resulted in similar organi;ations being setup by state governments throughout
%ndia, most of which had reasonable success. E!amples are !ilma in )erala7 Lijaya in
Andhra *radesh, /avin in Tamil Nadu 7)4!4' ' 4andini - in )arnata"a, 2udha in
Bihar and others.
9ther cooperative rivals of /mul include National Dairy Develo$ment Board .NDDB1
'with its Mother Dairy and *ugam brands-. With /mul entering the s$orts drin" market,
its rivals now include ?oca ?ola and 7epsi?o.
Sales Turn over:
/mul has recorded a @#$ growth in turnover this year, despite stiff competition from
multinational companies and big domestic players in the milk and dairy business. =ujarat
?ooperative 5ilk 5arketing 3ederation Btd, which markets /mul products, is e!pecting
a turnover of Ds @,(## crore during 8##G#( fromDs 8,,## crore last year. B M Vyas,
Managing Director, talks to P N V Nair, Editor - Food & Beverage News, about Amul's expanding
business outside Gujarat, its promotional campaigns, its growth targets at home and abroad
2ales 0urnover Ds 'million- 12 P 'in million-
*,,),G ***)# @GG
*,,G,( *@",# )##
*,,(," *GG)# )G#
*,,",+ *++)# )GG
*,,+,, 88*,8 ),@
*,,,## 88*+G ),@
8####* 88G++ G##
8##*#8 8@@(G G##
8##8#@ 8")G" G"G
8##@#) 8+,)* (*(
8##)#G 8,88G ("8
8##G#( @""@( +G#
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8##(#" )8""+ *#G#
Entertainment:
Books
0he /mul %ndia 2tory : Duth &erediya
5anagement Jurien 2tyle : 5L Jamath
0he 1nfinished Dream : L Jurien
Feature Films
2ardar: 0he %ron 5an of %ndia : / film by Jetan 5ehta
5anthan: / 3ilm by 2hyam .enegal
0o view the movie click here.
Awards:
Damkrishna .ajaj 4ational Sality /ward8##@
/mul 0he 0aste 9f %ndia '=cmmf-Deceives %nternational ?io *## /ward 3or
Desourcefulness
Dajiv =andhi 4ational Suality /ward *,,,
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Amul Beverages:
3lavored milk /mul Jool, a low calorie thirst :uenching drink, 5asti .utter 5ilk; ready
to drink coffee Jool ?afA and %ndia<s first sports drink 2tamina. With these launches,
the billion dollar =ujarat ?ooperative 5ilk 5arketing 3ederation Btd '=?553-, /sia<s
largest integrated dairy products manufacturing and marketing organi;ation, is now a
leading player in the %ndian dairy beverages market with over ,#$ market share in
branded packaged dairy drinks segment. 0he milk based drink market has been showing a
hefty double digit growth.
%n /ugust 8##", /mul introduced Jool Joko, a chocolate milk brand e!tending its
product offeringt in the milk products segment. 9ther /mul brands are /mul Jool, a low
calorie thirst :uenching drink; 5asti .utter 5ilk; Jool ?afe, ready to drink coffee and
%ndia<s first sports drink 2tamina.
0he %ndian soft drink market is worth about Ds ",### crores per annum. 0he soft drink
market can be broadly divided into two major segments carbonated soft drink and non
carbonated soft drinks. 0he carbonated soft drinks account for +G$ of the total soft drink
market. &owever the growth rate has been stagnant and in fact declining over the past
few years. 0he noncarbonated drinks category includes special categories like fruit
drinks, juices and milk drinks, etc. With the changing lifestyles and increasing health
concern, the growth in noncarbonated drink category has been much higher than the
carbonated category.
+eady-to-drin" coffee from Amul
/nand , 4ov. (
/mul has now entered the branded readytoserve coffee market with the launch of /mul
Jool ?afA all over the country.
5ade from pure milk and developed to suit %ndian taste, /mul Jool ?afA will be
available in drink pack options of bottle, cartons and can. 7riced at Ds *G for a 8## ml
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disposable bottleFcarton and Ds 8# for a 8G# ml can, it provides value for money to
consumers, the company said in a release here.
Amul )ool &afD

'lavours : ?offee
*ac" Si>e : 8##ml =lass .ottle, 8##ml 0etra 7ack, 8G#ml ?an
Ingredients : 0oned 5ilk, 2ugar K ?offee. ?ontains permitted Emulsifier and 2tabiliser.
Nutrition 'acts:
2ervingsi;e:8##ml
2erving per pack : *
Amount $er serving: Energy 88# ?alories
Energy from fat ,, ?alories
U $Daily value
0otal 3at ,.# g *).G
7rotein ".#g *).#
0otal ?arbohydrates
8)g
+.#
?alcium 8)# mg 8).#
Litamin / 8G8 %1 G.#
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4ot a significant source of Dietary 3ibre, Litamin ? and %ron. . $ Daily Lalues are based
on a 8,### calorie diet.
/mul Jool ?afA is targeted at =eneration N, which is in search of a healthy beverage,
which is also tasty, trendy and nutritious. /mul also plans to launch ?offee 5ocha,
?offee 2ugar3ree and decaffeinated flavours.
With this launch, the =ujarat ?ooperative 5ilk 5arketing 3ederation Btd '=?553-,
/sia<s largest integrated dairy products manufacturing and marketing organisation and
the country<s largest food company, further consolidates its position in the beverage
market.
0he noncarbonated drink market has been showing a hefty doubledigit growth since the
last couple of years. =?553 is now a leading player in the %ndian dairy beverage market
with over ,# per cent market share in branded, packaged dairy drinks segment.
%n keeping with its goal of emerging as the single largest entity in the dairy beverage
market, /mul introduced lowcalorie thirst :uenching drinks and tasty /mul 5asti
.uttermilk in addition to /mul Jool range of flavoured milk and also the country<s first
2ports and Energy drink, 2tamina.
Amul launches chocolate mil" Saturday7 Se$tember A97 @AAB:
/mul is all set to further consolidate its position in the beverages market with the
introduction of chocolate milk under brand name of /mul Jool Joko. 5ade from pure
milk with addition of cocoa solids, /mul Jool Joko, is targeted at teenagers and youth.
0his refreshing beverage is priced at Ds *G for a 8##ml disposable bottle, Ds *G for a
8##ml tetrapak, Ds 8# for a 8G#ml can and Ds G# for *lt tetra pack, providing value for
money to the consumers.
*ac" Si>e : 8##ml =lass .ottle, 8##ml 0etra 7ack, 8G#ml ?an
Ingredients : Double 0oned 5ilk, 2ugar, ?ocoa 2olids K Water. ?ontains 7ermitted
2tabiliser and artifical flavouring substances.
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Nutrition 'acts :
ServingSi>e:8G#ml
Serving $er $ac" : *
Amount $er serving : Energy 8(( kcal
Energy from fat GG kcal
U $Daily value
0otal 3at (.@ g ,.)#
2aturated 3at ).)g 88.(
?holesterol, ".+mg 8.G
2odium *8G.# mg (.#
0otal ?arbohydrates
)8.Gg
*@.+
7rotein ,.)g *+.+
?alcium )## mg +*.#
/mul has introduced a slew of milkbased drinks over the past few months. 0his has been
done to achieve its goal of emerging as the single largest entity in the beverages market.
Baunched recently, /mul Jool Joko ?hocolate 5ilk is the latest addition to the basket
in 8##".
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Amul )ool
0he nutritious and tasty flavoured milk in different flavour such as Jesar, Elaichi, Dose,
5ango etc

'lavours : Jesar, Elaichi, Dose, 5ango, 2trawberry
*ac" Si>e : 8##ml =lass .ottle, 8##ml 0etra 7ack, 8G#ml ?an, * Bitre 0etra 7ack
Ingredients : 0oned 5ilk and 2ugar, ?ontains permitted synthetic 3ood ?olours and
added natureidentical flavouring substances.
Nutramul ,nergy !il":
*ac" Si>e : 8##ml =lass .ottle
Ingredients:
0oned 5ilk, 5alt E!tract, ?ocoa 2olids K 2ugar.
?ontains 7ermitted 4atural ?olour and added nature identical flavour.
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Nutrition 'acts:
ServingSi>e:8##ml
Serving $er $ac" : *
Amount $er serving :
Energy +, kcal F *##ml
Energy from fat 8+ kcal F *##ml
U $Daily value
0otal 3at (.8 g ,.@#
2aturated 3at @.+g *,.G
?holesterol, #.#*((g G.8
0otal ?arbohydrates
8)g
".,
7rotein (.)g *8.+
?alcium 8(# mg G8.+
Litamin / "G.+ mcg G.#
Amul !asti S$iced Buttermil":

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*roduct Details:
7roduct /mul 5asti 2piced .uttermilk
7ack 8##ml 0etra .rik
5D7 Ds. G.##
Ingredients -
5ilk 2olids, ?ommon 2alt, 2pices and ?ondiments, ?ontains permitted stabili;er
5ost importantly,
1nlike carbonated soft drinks, /mul 5asti 2piced .uttermilk is *##$ 4atural
and 2ucrose 3ree without any color or preservative added.
%t is a low fat product with lower sodium salt content.
%t contains protein with almost G#$ lower calorie than soft drinks.
0he spices and condiments added to the product enhance its taste and flavour.
/vailable in convenient and attractive, takeaway tamper proof 8## ml 0etra 7ak
.rik with *8# days shelf life at ambient temperatures.
7resently available in %ndia only.
? Im$ortant !ar"eting +ules fallowed By Amul:
*. 4ever 1nderestimate the customer
8. 2hatter the demand curve
@. ?reate a ladder of genuine benefits 'technical,functional,emotional-
). Escale innovate, elevate :uality, deliver a flowless e!perience
G. E!tend the price rang and positioning of the brand
(. ?ustomi;e your value chain to deliver an the benefit ladder
". 1se influence marketing, seed your success through brand aposites
+. ?ontinually attack the category like an outsider
Distribution Networ"
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Distribution channels are probably the most visible aspect of any companyMs marketing
efforts. / recent estimate puts the number of retail out lets in %ndia at G million. 0he retail
industry provides livelihood to more than *G million people in the country. %f one
included in this the number of distributors, wholesalers, agents including the army of life
insurance agents, transporters, warehouse keepers, and all other entities involved in the
distribution of products and services to the end consumers.
5Distribution channels are sets of interde$endent organi>ations involved in the
$rocess of ma"ing a $roduct or service available for use or consum$tion84
Distribution function is currently undergoing tremendous changes in terms of both its
span and productivity.
%ntermediaries are re:uired to smoothen the flow of goods and services by engaging
themselves in sorting function. 0he sorting function performed by the intermediaries
includes
.reaking down a heterogeneous supply into separate stocks that are relatively
homogeneous called Vsorting outM.
.ringing similar stocks from a number of sources together into a larger
homogeneous supply called VaccumulationM.
.uilding up of an assortment of products for resale in association with eath other
called VassortingM.
Distribution channel strategy:
0he major domains across which distribution strategy is framed includes
2etting distribution objectives in terms of the customer re:uirements
9rgani;ing the activities so that the responsibility of performing the activities is
shared among the entities that are meant to perform these activities
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Developing policy guidelines for the smooth functioning of the channel on a day
to day basis
%n the wake of increasingly complicated supply chains, distribution network design plays
a key role in controlling the cost of doing business. /nd in a world of shrinking margins,
controlling the cost of doing business can be the factor that puts you ahead of your
competitors.
&om$aring the channel design:
0he design would basically vary in terms of the components that constitute the logistical
network as well as the type of members who constitute the commercial network.
/ firm channel consisting of distributors, wholesalers, and retailers. 9nce a few feasible
and viable designs have been generated, they have to be compared in terms of the
following criteria to select the most suitable.
,ffectiveness:
0he effectiveness of a channel is measured by analy;ing whether the objectives set for
the channels can be achieved. 3or instance, if one of the objectives includes ;ero waiting
time, the effectiveness criterion would look at whether this service objective can be
achieved without fail by the channel system.
,fficiency:
0he efficiency criterion is concerned with the input e!pended for achieving the level of
output. %f two channel designs deliver the same level of outputs but one channel design
re:uires fewer inputs in terms of logistical and other types of inputs, then the second
channel design is deemed to be more efficient.
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,(uity:
0he principle of e:uity is very important. 0he constituents of a channel should be
remunerated to the e!tent of their participation in the channel. /lso, the remuneration
pattern should reflect the criticality of each of the activities.
Scalability:
0he fourth major consideration for comparing the channel design is the e!tent to which it
is scalable. %f there is an unusual surge in demand, can the channel system handle itR 0his
criterion becomes very important in case of products where it is not very easy to forecast
demand accurately if the channel can increase its operation with the least effort.
'leEibility:
%f the demand pattern changes or new products are introduced at fre:uent intervals will
the channel system be able to fulfill the resultant rapidly changing demand 0his assumes
greater significance when the firm is involved in marketing hightechnology products
where rapid innovation is always a possibility.
Distribution Networ" Design Solutions:
/n optimal distribution network is intelligently designed to minimi;e costs by providing
the customer the right goods, in the right :uantity, at the right place, and at right time. /
tall order, right %n most organi;ations, controlling distribution costs involves striking a
balance between warehousing and transportation. While more distribution centers drives
down the cost of transportation, the opposite holds true as well. 0ompkins distribution
network design services attempt to answer :uestions like:
&ow many D?s should you haveR
Where should they be locatedR
What should be the configuration and strategy of each D?R
Which group of customers should each D? serviceR
&ow will customers order from and how will each D? be replenishedR
&ow should shipments be scheduledR
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What should the service levels beR
Which transportation methods should be usedR
0ompkins /ssociates pioneered the use of computers for modeling and analy;ing
distribution networks. 4obody does it with the depth of understanding or attention to
detail that we do. We choose from an array of the best modeling tools to best suit each
client<s operation.
/nderstanding Distribution Networ" Design:
.ecause the volatile forces at play in the market today can cause a company<s momentum
to vanish into thin air, we design into your distribution network the fle!ibility to adjust to
changing market conditions, including:
=eographic shifts in production and consumption
5arket segmentation, new markets and new customer service re:uirements
?ost increases in energy, plant and e:uipment maintenance, and labor
=overnment regulation or deregulation
7roduct proliferation and product life cycle
?ompetitor adjustments
Events in the economy
4ot only will we create the most demandfle!ible, costeffective distribution network, as
a fullservice consulting and integration firm, we can build it for you and step you and
your employees through the transition to the new network. 0ompkins can provide your
firm everything from site selection and real estate services to construction and integration
services.
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Distribution Networ" Analyses:
2ome of the analyses performed during a distribution network design project:
Demand /nalysis
0ransportation /nalysis
Economic /nalysis
2ensitivity /nalysis
/lternatives /nalysis
5odel Lalidation
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Need for the study:
5y project is a small effort to understand the distribution channel and to know the
demand of /mul .everages in &ubli and Dharwad city. 0his will help the company to
concentrate on their loop holes. 0he study will make to know the feelings and opinions of
the retailerMs about the /mul .everages.
/tility of the $ro3ect:
To the com$any:
o 0he project helps the company to identify its areas of improvements
o %t helps the company to rework its marketing strategies
o %t helps to know their effectiveness of distribution network
o %t helps to know their competitors in the market
To self:
o 0his project enabled me to understand the beverage market, the present scenario,
and the different competitors with /mul beverages.
o %t also helped me to implement the theoretical aspects of study in to practical use.
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About the $ro3ect
0his project was undertaken in =?553 B0D Dharwad, H0o study the distribution
channel and Demand of Amul Beverages in Hubli7 Dharwad city84
!anagement *roblem:
%mproper distribution channel of /mul .everages With respect to &ubli, Dharwad city
+esearch *roblem:
H0o "now the distribution channel and Demand of Amul Beverages in
Hubli7 Dharwad city84
#b3ectives:
0o asses the Effectiveness of distribution channel of /mul .everages in &ubli K
Dharwad city
0o study the demand for the /mul .everages against other beverages in &ubli K
Dharwad ?ity
0o analy;e the view point of the retailer over the sale of /mul .everages in &ubli
and Dharwad city.
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!ethodology:
Ty$e of research:
0his project report is done based on both e!ploratory and descriptive research.
,E$loratory +esearch:
E!ploratory research seeks to develop initial hunches or insights and to provide direction
for any further research needed. 0he primary purpose of e!ploratory research is to shed
light on the nature of the situation and identify any specific objectives or data needs to be
addressed through additional research .e!ploratory research is most useful when a
decision maker wishes to better understand a situation and For identify decision
alternatives.
Descri$tive +esearch:
Descriptive Desearch aim is to describe something. 2pecifically, its intended to generate
data describing the composition and characteristics of relevant groups of units such as a
customers, sales people, organi;ations, and market areas data collected through
descriptive research can provide valuable information about the study units along
relevant characteristics and also about association among those characteristic the
fallowing e!amples illustrate the use of descriptive research in a marketing conte!t.
Ty$e of data
.oth primary data and secondary data was collected
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Data &ollection !ethod
*rimary Data:
7rimary Data was collected specifically for a research. 0he primary data was collected
through :uestionnaire method where in the :uestionnaire was designed to be structured K
nonstructured. / systematic collection of information was done directly from
respondents.
Secondary Data:
0he secondary data such as actual amount spent, cost of production number of purchase
indent etc collected from annual reports, document and accounts maintained by company.
%nformation re:uired for analysis and interpretation of data are gathered from articles in
the professional journals internet, by referring some standard books.
0he first step in the data collection approach is to look for secondary data. 1sually
secondary data is developed for some purpose other than for helping to solve the problem
at hand.
%n this survey the secondary data was collected through company guide and company
website .
0he collected data was processed by using 2722.
Survey method:
0he related data or information will obtain by personal administration through
:uestionnaire i.e. personal survey
Sam$ling method:
0he method use for survey is nonprobability, convenience sampling method
Number of field wor"ers:
2urvey will conduct by a single person 'female-
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2eogra$hical Area:
0he survey will conduct in the geographical area of &ubli and Dharwad city.

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*o$ulation:
i-,Etent: &ubli and Dharwad city
ii-Time : ) months
Sam$ling Design:
Sam$ling /nit: Detailer
Sam$ling !ethod: nonprobability, convenience sampling
Sam$ling Si>e: *##
+esearch instrument: Suestionnaire
Sam$ling Area: &ubli and Dharwad city
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Tools and Techni(ues of Data &ollection
0he above mentioned sampling units were interviewed personally i, e face to face
interviews were done.
Suestionnaire was used for data collection from customers, in order to know Hthe
distribution channel and Demand of /mul .everages in &ubli K Dharwad I.
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Hubli
Data Analysis:
Ty$e of outlet
Type of out let
Frequency ercent
!alid
ercent
"umulati#e
ercent
bakery $% $%&% $%&% $%&%
super ba'aar ( (&% (&% $(&%
institution (( ((&% ((&% )*&%
cool drink shop +% +%&% +%&% ,*&%
any other +- +-&% +-&% +%%&%
Total +%% +%%&% +%%&%
lace
Frequency ercent
!alid
ercent
"umulati#e ercent
.harwad $% $%&% $%&% $%&%
/ubli $% $%&% $%&% +%%&%
Total +%% +%%&% +%%&%
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place
hubli dharwad
"
o
u
n
t
*%
0%
(%
+%
%
type of out let
bakery
super ba''ar
institution
cool drink shop
any other
, ,
*
-
+)
$
(
+1
0+
Inter$retation:
/s per the above table in *## retailers G# in Dharwad K G# in &ubli, whom % met during
survey out of them
%n Dharwad bakery@* institutionG
?ool drink shop( any other+
%n &ubli bakery*, institution*"
2uper ba;;ar8 cool drink shop)
/ny other +
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Hubli
Deal with Amul beverages
Deal with amul beverages
Frequen
cy
ercent
!alid
ercent
"umulati#e
ercent
2es $0 $0&% $0&% $0&%
3o *) *)&% *)&% +%%&%
Total +%% +%%&% +%%&%
deal with amul be#erages
no yes
"
o
u
n
t
$*
$0
$(
$+
$%
*1
*,
*)
*-
*)
$0
Inter$retation:
/s per above table in *## respondents
G@$ of the retailers are dealing with /mul beverages
)"$ of the retailer are not dealing with /mul beverages
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6arity of Amul beverages
Amul kool
amul butter milk
G-
F-
4-
.-
kool koko
amul kool cafe
5
u
m
-%
$%
*%
0%
(%
+%
%
$(
,
1
Inter$retation:
/s per graph
/mul kool is fast moving product in amul beverages
8
nd
is the amul kool cafA
@
rd
is the amul spiced butter milk
)
th
is the amul kool koko
4utramul energy drink, amul kool chocolate milk, amul kool flavoured tetra pack
are not selling in outlet

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Hubli
*lacing the order
placing order
Frequency ercent
!alid
ercent
"umulati#e
ercent
3ot
applicant
*) *)&% *)&% *)&%
once in
week
(( ((&% ((&% -1&%
fortnightly ) )&% )&% )-&%
6onthly + +&% +&% ))&%
when e#er
required
(0 (0&% (0&% +%%&%
Total +%% +%%&% +%%&%
placing order
when e#er required
monthly
f ortnightly
once in week
not applicant
"
o
u
n
t
$%
*%
0%
(%
+%
%
(0
)
((
*)
Inter$retation:
Babasabpatilfrepptmba.com Page G@
Hubli
/s per the above graph in G@ respondents
8@$ of the retailer placing the orde whenever they re:uired
88$ of the retailer placing the order once in week
"$ of the retailer placing the order fortnightly
*$ of the retailer placing the order monthly
#rder getting
order getting
Frequency ercent !alid ercent "umulati#e ercent
not
applicant
*) *)&% *)&% *)&%
next day
of order
+( +(&% +(&% $1&%
after (
days
($ ($&% ($&% ,*&%
more
than (
days
+- +-&% +-&% +%%&%
Total +%% +%%&% +%%&%
Babasabpatilfrepptmba.com Page G)
Hubli
order getting
more than ( days after ( days next day of order not applicant
"
o
u
n
t
$%
*%
0%
(%
+%
%
+-
($
+(
*)
Inter$retation:
/s per above graph in G@ respondents
8G$ of the retailer getting the order after 8days
*($ of the retailer getting the order more than 8 days
*8 $ of the retailer getting the order ne!t day of the order

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!onthly sales of Amul beverages .no of $ac" $er month1
Ty$e of out let !onthly sales.no of $ac" $er
month1
Ba"ery
+G
Su$er Ba>aar
,
Institution
@#
&ool drin" sho$
*#
Any other
)
Inter$retation:
/s per above graph shows that
.akery is selling highest monthly +G packs
8
nd
is the institution @# packs
@
rd
is the cool drink shop *# packs
)
th
is the super ba;aar , packs
Bast is the janaral stores, juice centre,sweet mart ) packs
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DiscountsFschemes
DiscountsFscheme
3re:uency 7ercent
Lalid
7ercent
?umulative 7ercent
4ot
applicant
)" )".# )".# )".#
Ees @ @.# @.# G#.#
4o G# G#.# G#.# *##.#
0otal *## *##.# *##.#
discounts7scheme
no yes not applicant
"
o
u
n
t
-%
$%
*%
0%
(%
+%
%
$%
0
*)
%nterpretation:
G@ $ of the retailers are not getting any discountsFshemes
9nly @$ of the retailer getting discountsFschemes
Influence factor
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Hubli
%nfluence factor
3re:uency 7ercent
Lalid
7ercent
?umulative 7ercent
not
applicant
)" )".# )".# )".#
brand ) ).# ).# G*.#
:uality 8+ 8+.# 8+.# ",.#
demand 8# 8#.# 8#.# ,,.#
/vailabili
ty
* *.# *.# *##.#
0otal *## *##.# *##.#
influence factor
a#ailability demand quality brand not applicant
"
o
u
n
t
$%
*%
0%
(%
+%
%
(%
(,
*
*)
Inter$retation:
8+ $ of the retailers are selling because of :uality
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Hubli
8# $ of the retailers are selling because of demand for the product
)$ of the retailer are selling because of brand image
9nly *$ of the retailer selling because of availability
&riteria for selling Amul beverages in your sho$
Guality margin 6olume Su$$ly Brand &redit Demand &om$laint
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sold facility handling
@+@ *,G *,8 8** @G" *G8 @GG G"
* G ( ) 8 " @ +
8T"96:T
8T.46A3.
8T";4.<T
8T=;A3.
8T5>
8T!9:
8T6A;G<3
8T?>A:<T
6
e
a
n
,&%
-&%
*&%
(&%
%&%
+&%
-&,
(&1
-&)
0&1
0&) 0&)
)&0
Babasabpatilfrepptmba.com Page (#
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Inter$retation:
/s per above graph
Detailers are consider *
st
:uality
Detailers are consider 8
nd
as demand
Detailers are consider @
rd
as brand
Detailer are consider )
th
as supply
G
th
is the margin
(
th
is the volume sold
"
th
is the credit facility
+
th
is the complaint handling
+eason for not selling Amul beverages in your sho$
Deason for not selling /mul beverages
3re:uency 7ercent
Lalid
7ercent
?umulative 7ercent
4ot
applicant
G@ G@.# G@.# G@.#
4on
availability
*8 *8.# *8.# (G.#
low margin G G.# G.# "#.#
no demand " ".# ".# "".#
4o
discountsFsc
heme
@ @.# @.# +#.#
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reason for not selling amul be#erages
any other
no discounts7scheme
no demand
low margin
non a#ailability
not applicant
"
o
u
n
t
-%
$%
*%
0%
(%
+%
%
(%
0
)
$
+(
$0
Inter$retation:
/s per above graph in )" $of the respondents
*. 8#$ retailers are not selling amul beverages because of distributor did not
approach them
8. *8$of the retailers are not selling because of non availability of the product
@. "$of the retailers are not selling because of no demand foe the product
). G$ of the retailers are not selling because of no discountsF schemes
G. @$ of the retailers are not selling because of low margin
Babasabpatilfrepptmba.com Page (8
Hubli
'indings:
*. %n *## respondents G# are from Dhawad and G# are from &ubli, in that
a. %n Dharwad .akery@* %nstitutionG
?ool drink shop( /ny other+
b. %n &ubli .akery*, %nstitution*"
2uper ba;;ar8 ?ool drink shop)
/ny other +
8. G@$ of the retailers are dealing with /mul beverages and )"$ of the retailers are
not dealing with /mul beverages.
@. /mul kool is fast moving product in amul beverages, 8
nd
is the amul kool cafA, @
rd
is the amul spiced butter milk, )
th
is the amul kool koko, and others like 4utramul
energy drink, amul kool chocolate milk,amul kool flavoured bottled milk, amul
kool flavoured tetra pack are not selling here
). %n G@$ of the respondents 8@$ of the retailers placing the order whenever they
re:uired, 88$ of the retailers placing the order once in week , "$ of the retailer
placing the order fortnightly ,and *$ of the retailer placing the order monthly
G. %n G@$ of the respondents 8G$ of the retailer getting the order after 8days, *($
of the retailer getting the order more than 8 days, *8$ of the retailer getting the
order ne!t day of the order it shows the there is delay in supply
(. .akeryMs are selling highest, monthly +G pack, institution @# packs, cool drink
shop *# packs, super ba;aar , packs, and janaral stores, juice centre,sweet mart )
packs per month
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". 9ut of *##respondents, G@$ of the retail respondents dealing with amul
beverages, in that G#$ of the retailers are not getting any discountsFschemes, only
@$ of the retailers told that they were getting discountsFschemes
+. G@ $ of the retail respondents dealing with amul beverages, in that 8+ $ of the
retailers are selling amul beverages because of :uality , 8#$ of the retailers are
selling because of demand for the product , ) $ of the retailer are selling because
of brand image, only * $ of the retailer selling because of availability
,. /ccording to view point of the retailers they consider the volume sold is in (
th
position
*#. %n )"$ of the respondents , 8#$ retailers are not selling amul beverages because
of distributor did not approach them, *8$ of the retailers are not selling because
of non availability of the product, "$ of the retailers are not selling because of no
demand for the product , G $ of the retailers are not selling because of no
discountsF schemes , @ $ of the retailers are not selling because of low margin
+ecommendations:
Babasabpatilfrepptmba.com Page ()
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*. )"$of the retailers not dealing with /mul .everages in that *8 $of the retailers
complain delay in supply; it delays in delivery of the product on time because of
distributor. 0his should be avoided. 2o company has to tell the distributor to
increase the man powerFvehicle or else appoint other distributor.
8. +$ of the retailers are not dealing with the /mul .everages because of
schemesFdiscounts, so company has to give schemesFdiscounts.
@. ?ompany has to handle the retailerMs problem like replacement of the damaged
product because it becomes inevitable when competitors are doing the same
without any hassles. 2o it will help the company to build the strong relationship
with the retailers.
). 8#$ of the retailers are not dealing with the /mul .everages because of
distributors did not approach them. .ut there is demand for the product so any
company officials should see to it that the distributor approach the retailer. and
also company has to conduct market survey for retail outlet.
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0imitations:
0ime duration is very less to study the organi;ation
2urvey is limited to only &ubli K Dharwad cities
0he response of the respondents are some times biased
0he sample si;e taken for the study was very small compared to the huge
population of the cities and hence was not fully representing the city.
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&onclusion:
/fter going through detailed study, % come to the conclusion that compared to the
distribution network of other brand of beverages to the /mul, it has to improve their
network properly and make product available to the customer and also handle the
customer problem if any. ?ompany has to maintain a good relationship with the retailers
by giving better margin, schemesFdiscounts.
Babasabpatilfrepptmba.com Page ("
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Guestionnaire
Dear Detailer
*- 0ype of outlet
.akery
2uper .a;aar
%nstitution
?ool drink shop
8- Do you deal with the .everagesR
a- Ees b- 4o
@- Which type of .everages do you sell in your 2hopR
a- ?orbonate b- noncorbonate
c- 3ruit juice d- /ll
)- What are the other major brands of .everages you sell in your shopR
* WWWWWWWW. 8WWWWWWW..
@ WWWWWWWW )WWWWWWW..
GWWWWWWWW ( WWWWWWW..
G- /re you dealing with /mul .everagesR'if no go to Sno *@-
a- Ees b- 4o
(- Which are the /mul .everages you sell in your shopR
a- /mul Jool b- /mul Jool ?afe
c- Jool Joko d- 4utramul Energy Drink
e- /mul Jool ?hocolate 5ilk f- /mul Jool 3lavoured .ottled 5ilk
g- /mul Jool 3lavoured 0etra 7ack h- /mul 5asti 2piced .uttermilk
"- &ow fre:uently you place the orderR
a- 9nce in week b- 3ortnightly
c- 5onthly d- Whenever re:uired
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+- When do you get order stockR
a- 4e!t day of order b- /fter 8 days
c- 5ore than 8 days d- 4ot at all
,- What is your monthly sales of /mul .everages'no of pack per month-RWWWW
*#- Does the company give discountsFschemesR
a- Ees b- 4o
**- What factors influence you to sell the /mul .everagesR
a- .rand %mage b- 5argin
c- Bow price d- Detail schemes
e- 2ervice f- Suality
g- Demand h- /vailability
*8- Dank your criteria for selling the /mul beverages in your shop
+an" in the form of numbers7 9 to ? .where 9 is highest and ? is low1
*arameter Amul
Suality WWWW
Detail margin WWWW
Lolume sold WWWW
2upply on time WWWW
7opular brand WWWW
?redit facility WWWW
?omplaint handling WWW..
Demand WWW..
*@- 7lease mention the reason why you are not selling /mul .everages in your
2hop
a- 4on availability b- Bow 5argin
c- Bate delivery d- 4o demand for the product
e- 4o discountFscheme f- %f any other reason WWWWWW
*)- /ny suggestion WWWWWWWWWWWWWWWWWWWWWWWWW
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
Babasabpatilfrepptmba.com Page (,
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Name: WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
Address:
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
*hno: WWWWWWWWWW
THAN) %#/
Bibliogra$hy:
Babasabpatilfrepptmba.com Page "#
Hubli
Name of the Boo" Author
94 !ar"eting +esearch *arasuraman 2rewal )rishnan
@4 !ar"eting !anagement *hili$ )otler
H4 Sales and distribution !anagement *andaI Sahadev
-eb Sites:
www4amul4com
Babasabpatilfrepptmba.com Page "*

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