A SUMMER INTERNSHIP PROJECT

REPORT
ON
“ TO STUDY THE SUPPLY CHAIN
MANAGEMENT ON AMUL FRESH
PRODUCTS”
AT
GCMMF, AMUL

SUBMITTED BY
SHASHANK GAUR (MITU17MBAB0005)

UNDER THE GUIDANCE OF

PROF. ASHOKA D. TODMAL
EXECUTIVE SUMMARY
TITLE: To study the supply chain management of amul fresh products.

Organization: “Gujarat Co-operative Milk Marketing Federation

(GCMMF), Anand, Gujarat”.

Objectives:
 To study the supply of Amul Milk and other fresh products from distributor
to the retailer and the consumer.
 To study the retail market for Amul Milk and increase the sale for Amul
milk and other fresh products in the untapped market.
 To study the promotional strategies used by Amul to promote its product
with respect to 4 P’s of marketing mix (Product, Price, Place and
Promotion) in an allotted area.
Research Methodology:
Research type was first hand, explanatory and descriptive. The research was
done through visiting regional office of the organisation, travelling along with
trucks and vans, visiting the distributors drop points and personally meeting
them. All the information which has been collected is First Hand.

Data Analysis:
The data analysis has done region wise. Route mapping for every distributor is
set according to the route and timing of delivery to each distributor. The sales
of each distributor was been targeted at initial and last day.

Conclusion:
To maintian the supply chain from distribbutor to retailers and
consumers. To increase 35-40 percent of milk market share in
alloted area.
INDIAN DAIRY INDUSTRY

 India is the highest milk producer in the world. India is well known as the
“Oyster” of the global dairy industry.
 The main objective of the Indian Dairy Industry is to manage the national
resources in a manner to enhance milk production and upgrade milk
processing using innovative technologies.
 The dairy industry in India has been witnessing rapid growth in
liberalization. "India's dairy industry is worth Rs 5.4 trillion by value,
having grown at 15 per cent CAGR during 2010-16.
 Going ahead, the dairy industry is expected to maintain 15 per cent CAGR
over 2016-20, and attain value of Rs 9.4 trillion on rising on consumerism.”
 Dairy Industry's contribution about 1.7 % of India's GDP. AMUL still holds
its position and is the market leader in Indian dairy industry.
ABOUT GCMMF,AMUL

 Type- Cooperative

 Industry- Dairy

 Founded- 1946

 Founder- Dr. Verghese Kurien

 Milk producers- 52.8 millions

AMUL FRESH PRODUCTS
 Milk
• Amul gold
• Amul Taaza
• Amul cow

 Buttermilk
 Dahi
 Fresh panner
DISTRIBUTION CHANNEL

 Products

 Agents
|
 Wholesaler
|
 Retailer
|
 Consumer
STUDY OF MARKETING MIX ON AMUL
FRESH PRODUCTS
RETAIL PENETRATION OF AMUL FRESH
PRODUCTS (MR)
DAY 1 MILK ORDERS
DAY 1 OTHER ORDERS
AFTER OVERALL PENETRATION IN THE AREA
CONCLUSION

Amul means different things to different people.

 To a milk producer – A life enriching experience.
 To a distributor- To make a Profitable business.
 To retailer- To fulfil the demand of the consumer.
 To a consumer – An Assurance of having wholesome products.
 To the country – Rural development and self-reliance.

As we know that Amul is very big organization and market leader in

dairy products. But there are places where the Amul products are
not available so Amul can have a research on this topic and can
supply products to that area. Distribution network has been one of
the major strength of Amul Company giving a tough competition to
competitors.
 Supply chain management can be the back bone of a company at it carries
out the most difficult task of distributing the products to different regions
and makes them available to consumers.
 AMUL, being an FMCG company, attaches a lot of significance to the
distribution aspect of its business. The distribution channel of AMUL holds
a lot of potential in affecting the demand or sales of AMUL products
through delivery on time, delivery of variety of products, the retailer
friendliness of the policies being set by the distributors and equitable
distribution of products to all the retail outlets in a particular region.
 Amul has successfully maintained very good relations with its stakeholders
in the market. Stake holders like Distributors and Customers. Even the small
Query of any distributor is solved within the time. Though the profit margin
in Amul is less compared to its competitors, the distributors are happy to
distribute Amul products.
SUGGESTIONS AND RECOMMENDATIONS

 It was observed that the distributors are facing huge losses because of
damages of the pouch milk. For this the people / drivers who are responsible
for loading and unloading process should be provided more training so as to
decrease the damages.
 The distributors are also facing the problem of dumping which make it
impossible for them to forecast and give order for the next day as they
currently have extra stock.
 Certain distributors are not literate enough to understand the billing pattern;
they need to be explained properly about everything. Their doubts need to
be cleared.
 The distributors of Amul should not be allowed to keep other milk products.
And even if they maintain the same, they should be punished.
 The exclusive distributor of Amul needs to be given more attention.
 Certain schemes needs to entertain to the milk distributors shall be given so
as to motivate them and increase our sales.
 Trucks which are used for transport of Amul Pouch Milk should be washed
regularly.
 The production of Amul Tea Top should be stopped as it is not giving proper
returns.