2

:
Sales &
Distribution Study
Presented by:
Abhilasha Cupta (33)
Aniket Sengar (47)
Ekta Nandrayog (32)
Niharika Singh (S7)
Saurabh Sheth (S3)
Shelani Agarwal (03)
090f9l0N
W 'he Brand '43' is owned by 'he Cujarat Cooperative Nilk Narketing
Federation.
W CCNNF is Largest Food Products Narketing organization of !ndia, with
a revenue of $1.S Billion.
W !t links 2.8 Nillion village Nilk producers and 13,141 Cooperative
Societies across 13 Districts to milk and dairy consumers across !ndia.
W White revolution of !ndia was an initiative under the Umbrella of Amul.
W 43 sells its products around the world in 40 countries.
09 l020ßl8 0l 8:8lß088 N080
W "perations that are low cost, high quality and high efficiency
(Competitive Edge).
W Strict margins at retail and distribution ends, utilizing economies of
scale to remain competitive.
W High Sharing of profits with Farmers, to develop long·term
relationships with them.
DD
Dairy Products Dairy Products
Butter Butter
Cheese Cheese
vH' vH'
ool ool
!!
!ce Cream !ce Cream
Frozen Paneer Frozen Paneer
LL
Liquid Nilk Liquid Nilk
!f08:.l 0,88lll.,ll0ß
0ll
AmulrhasrarwlderranaerofrproducLsťr
r
r
r r
r
r
r
r
r
r
r
r
r r r r r
r r
r
r
r
r
Cheese
O AmulrÞasLeurlsedr
ÞrocessedrCheeser
O AmulrCheeser
Spreadsr
O AmulrLmmenLalr
Cheeser
O AmulrÞlzzar
MozzarellarCheeser
O oudarCheeser
ForCooking
O Amul/SaaarrÞurer
heer
O Cooklnar8uLLerr
O AmulrMalalrÞaneerr
O DLLerlvruellclousr
Þlzzar
O MlLhalrMaLer
O MasLlruahlr
O ÞroŴ8loLlcruahlr
!owderMiIk
O AmulrSpravrlnfanLrMllkr
loodr
O AmulrlnsLanLrlullr
CreamrMllkrÞowderr
O SaaarrSklmmedrMllkr
Þowderr
O Saaarr1earCoffeer
WhlLenerr
O AmulvarualrvrWhlLenerr
eaIthDrinks
O -uLramulr
O AmulrShakLlr
PealLhrloodr
urlnkr
MUL
Desserts
O AmulrlcerCreamsr
O AmulrShrlkhandr
O AmulrMlLhaeer
ulabr!amunsr
O AmulrChocolaLesr
O Amulr8asundlr
O Amulr?oalr?oahurLr
FreshMiIk
O AmulrlreshrMllkr
O AmulroldrMllkr
O Amulr1aazaruoubler
1onedrMllkr
O AmulrLlLerSllmrƎr
1rlmrMllkr
O AmulrlreshrCreamr
O AmulrShakLlr1onedr
Mllkr
O AmulrCalcl+r
O Amulr8uLLermllkr
MiIkDrinks
O AmulrkoolrMllkrShaaker
O Amulrkoolr
O AmulrkoolrCafer
O koolrkokor
O -uLramulrLneravrurlnkr
O AmulrkoolrChocolaLerMllkr
O Amulrkoolrllavouredr
8oLLledrMllkr
O Amulrkoolrllavouredr
1eLrarÞackr
O AmulrkoolrMasLlrSplcedr
8uLLermllkr
O AmulrLasseer
O Amulrkoolr1handalr
readSpreads
O Amulr8uLLerr
O AmulrLlLer
O uellclousr1abler
Maraarlner
!f08:.l
!0fll0l0
%0 $:559 0,lß
Dairy cooperative society at
village level
Nilk union at district level
Nilk federation at state level
W Collection of surplus milk S payment based on quality S quantity.
W Providing support services to the members.
W Selling liquid milk for local consumers of the village.
W Supplying milk to the
District Nilk Union
'l,0 0,lf9 00050f,ll90 $0.l0l9
I'00$l
W Procurement of milk from the vDCS
W Providing input services to the producers.
W Conducting training on Cooperative development
W Providing management support S regular supervision to the vDCS.
W Establish Chilling Centers S Dairy Plants for processing the milk.
W Selling liquid milk S milk products within the District.
W Process milk into various milk S milk products.
W Decide on the prices of milk to be paid to
milk producers.
N02-0f 0ßl0ß8 0f 0050l8
W Narketing of milk S milk products
W Establish distribution network
W Arranging transportation from the Nilk Unions to the market.
W Creating S maintaining a brand
W Providing 'echnical !nputs, management support S advisory services.
W Decide on the products to be manufactured at various Nilk Unions (product·
mix)
W Conduct long·term Nilk Production, Procurement, Processing S Narketing
Planning
W Conflict Resolution S keeping the entire structure intact
00f50f,l0 0lll.0 f:ß.ll0ß8
W An average of 1,000 Farmers sell milk at a Local Cooperative society.
W Each Farmer has plastic cards for identification.
W 'he !dentification Number is fed into a computer.
W 'he milk is then weighed and the fat content of the milk is measured
by an electronic fat testing machine.
W 'he Computer then calculates the amount due to a farmer on the basis
of the fat content in the milk.
W 'he value of the milk is then printed out on a slip and handed over to
farmer who collects the payment at adjacent window.
!f0.:f020ßl 80lN0fk
W Regarding Rural market: No different policy for Rural Narket.
W Differential Prices: Nost of the Amul product has lower prices in state
of Cujarat due to less transportation cost.
W Unused Nilk: Nilk, 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.
!0l.l08
N,flß8
$,08 f0f0.,8llß
W Retailer Forecasting.
W Backend Data.
W Festivals and Special "ccasions.
W Seasonal demand.
Distribtion Channe3 From the manufacturing units to the retailers.
W Amul products are available in over 800,000 retail outlets across !ndia
through its network of over S,000 distributors.
W First Leg From manufacturing units to Depots: Amul has 6S depots
across major cities of !ndia.
W Second Leg From Depot to Wholesale Dealers: Amul has a network
of over S000 distributors . 'he margins offered to the distributors
range between 3·S%."n every crate there is a margin of Rs S.S .No
volume discounts to distributors, prices are fixed. Wholesaler incentives
yearly set group targets, on achieving which they get some amount
on every additional kg sold.
W 'hird Leg · 'his is the flow of good from WD's to retailers, a beat plan
is prepared and transportation is done on auto·rickshaws, rickshaws
and bicycles.
0l8lfl-:ll0ß ,ß8 00,0f8
0l8lfl-:l0f8 . 80ll ,ß8 00. I6,lk05,f , %l,k 8,,f, 'l89,9l,fl
Day
Schedule
- Different schedules for both 'etra pack and pouch milk
Profit
Nargins and
Expenses
- Sales (in value and volume), Cross Profit, Net Profit
- Expenses Staff , Rent (warehouse + delivery vans) ,
Electricity Bills
Nan Power
and
storage
facility
- Staff and Roles
- Cold Storage and warehouses : F!F"
'raining and
Notivation
- 1 day long ¨Product Launch Conference"
- Notivation : Amul·'he Brand
0022:ßl.,ll0ß 8
890fll8lß
W Corporate campaign: 'he 'aste of !ndia
W Amul butter girl is one of the longest run ad campaigns in the
country (44 years!!!)
W Umbrella Branding
W !nstitutional Advertising
W Promotion budget
W Nere 1% of its turnover
0022:ßl.,ll0ß 8
890fll8020ßl8
W Controversial issues and Social Nessages
W Amul Creetings
W Newsletter and publication
W Competitions , Recipes, Cricket Rankings
N08l,
- Hoardings/billboard
"utdoor
- 'elevision
Broadcast
- Cinema
Non·broadcast
- Newspaper
- Ceneral interest magazine
Print
- !ndependent website
- Social Networking Sites
!nternet
B!LLB"ARD ADS B!LLB"ARD ADS
$50.l, %,ßk8 %0
W Nr. Arindam Chatterjee, Depot Nanager, CCNNF,
Numbai.
W Nr. Cirish Bhatol, Executive (Sales), CCNNF,
Numbai
W N/s. Rohit and Co., Distributor (Amul Products),
vidyavihar and Chatkopar Region.
'hank yo for yor
Patience

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