Y 

Y

Y
 


YY 


ADA ± Area Distribution Agent

FOW ± Freezer On Wheels

PCF ± Product Complain Form

DSR ± Daily Sales Report

PSM ± Pilot Sales Man

MMO ± Milk Marketing Office

APO ± Amul Preferred Outlet

 Segments
Y   Y

Swirl

Cone Loose milk

Wet
Stick
Pouches
Dry
Probiotic / Sugar free
Tetra packs
Bulk

 ! "! "!
Sales Structure

Ú


#

$

#
Distribution Cycle

Y '( )'

,
'

'*
%
%+'

 %&

 Sales cycle

# &*   %&

Y
%
%+'

&&)%

&%-
  %.
 Pricing (Margins)

))
 *
WD ± 8.9%
Retailer ± 17.5%

%

WD ± 3.5%
Retailer ± 2-6%

%/'%*%&
WD ± Rs 4 /crate
Retailer ± Rs 8 /crate
ROI
 Promotions


*%
‡ Rs 8 off on incremental sales per
crate of Taaza
‡ 12+1 on Amul Cool Tetra Pack

'*

*%
‡ 10% Discount on sugar free Ice
Creams
‡ Sponsor ³Star Voice of India´
‡ H2H promotions ( Liquid Milk )
 Pop Displays

‡ Price Charts
‡ Standees
‡ Wall paintings
‡ Name board
 Competition

Y   Y

Kwality Walls Nestle Mahananda

Havmore Chitle Gokul
Pastonji Britannia Aarey
Mother Diary Aarey Mother Dairy
Dinshaws Krishna
 Observations
Amul ice cream segment is growing value wise
and not volume wise

Many shops selling Amul ice creams

close down every year

APOs not doing good business ( High Rent )

Old dated stocks coming to retailer (dairy )

 Observations
Sales men do not carry DSR for order taking

Very few Trade Schemes

Lowest in Margins

Pull strategy is working very well for Amul

 Recommendations
Introduce installment system to sell HADF

Introduce product handling awareness among retailers

Visual Merchandising

Increase POP at retail outlets

Increase Ad Budget
 Learning's
How ³Sales´ takes place at market level

New business development & Competition Analysis

Behaviour of Retailers , Salesmen , Distributor

What role ³Advertising´ plays for a company

³Smart work´ can take you to top