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‡ AMUL was formed in 1946


‡ AMUL is managed by an apex cooperative
organization
‡ Today it¶s jointly owned by some 2.6 million milk
producers in Gujarat, India.
‡ Amul is the largest food brand in India and world's
Largest Pouched Milk Brand with an annual
turnover of ,-../% (09-10)
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° Type : Intensive, Multichannel, Hybrid Channel


° Channel Members:-
r Agents, Distributors/Wholesaler and retailers
r Amul Parlours

r Exclusive Amul Outlets

r Internet ( Amul Cyber stores)



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° 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
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° Positives:-
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° Amul factory Anand--Palwal Godown--GGN


distributors/Delhi distributors--retailers
° Transportation vehicles are either distributor owned or
outsourced.
° Company Pays Rs 4.50/- to Rs4.80/-/crate i.e
12liters,to distributors with 350-800 crates per truck.
° Distributor collects from company godown /godown till
retailer.
° Delay in transportation or any damages all beard by
distributor
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Two territory(for GGN.)
1. NH8 right
2. NH8 left
° Through R.P Traders and Haryana Traders
° All the transportation expenses are beared by the
company
° Either the refrigerator trucks are comp. owned or
distributor owned on behalf of comp..
° As No risk of delay and damage is assured as Mother
Dairy and HUL Kwality walls are tough competitors
° Newly opened ice cream plant at Manesar reduced the
transportation cost as well as risk associated.
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° ‡ Amul should go in for exclusive outlets in at least all


the shopping malls coming up these.
° Pushcarts should be increased in number in order to
increase the market reach.
° In order to motivate the channel members it is also
very essential for the company to increase the
margins for the hard selling items