STUDYING THE DISTRIBUTION

NETWORK OF AMUL
IN BELGHARIA, KOLKATA

Presented By:-
Milan Kumar Pandey
Company Profile

 Based in Anand, Gujarat

 Registered on December 14, 1946

 Sourced from the sanskrit word amoolya

 Dairy cooperative movement in india.

 Largest food brand in India

SWOT Analysis
 Largest food brand in India
 High quality, Low price
Strength  World’s largest pouched milk brand
 Annul turnover of US $1504 million

 Risk of highly complex supply chain

Weakness  Alliance with third parties who do not belong to
the organized sector

 Penetrate international market

Opportunity  Diversify product portfolio to enter new product
categories and expand existing categories like
processed foods, chocolate s etc.

 Competitors- Hindustan Lever, Nestle, Britannia

Threats  Still competition in butter from MNC’s
 Growing price of milk and milk products
 Ban on export of milk powders
Competitors
 Distribution Network

Amul The Taste of India

Over 500,000 Over 3,500 47 depots with INDIA DAIRY 2DOLON FOOD
retail outlets distributors dry and cold PVT. LTD- FACTORY-
across india warehouses Chanditala, Makalpore,
Dankuni Hooghly
Objective

To find out the flaws of the

distribution channel in the
area of Belgharia, Kolkata.

To collect the business

information from retailers
Research Methodology
Set of questionnaire given by the company

 Type of retailer
 Segment of location
 Retailers infrastructure(refrigerator, deep freezer, oven)
 Whether the retailer operates any Windows Hiring Scheme(WHS)
 Average monthly turnover
 Whether dealing with AMUL
 Frequency of service by AMUL dealer
 AMUL products and its monthly turnover(in terms of kg)
 Information for other brands
Date: 15.05.2010 Name of Retailer
Page no. 1
Market - Belgharia
A4 1. Kichukhan Confectionary
2. Maa Manasa Bhandar
Beat No.- 6/ S.K. Distributor Sheet - Map 3. Bichitra
4. Subha Variety Stores
5. Mamta Medical
6. K Tapataran Shop
7. Trishna Variety

8. RadhaMadhab Confectionary
9. Majumdar Confectionary
10. Lokenath Variety Stores
11. Sundaram Consumers Co-op
Ltd.
12.Basak Stores
13. Nirmal Stores
14. Majumdar Stores
15. Jogajog
16. Maa Manasa Bhandar
17. Dutta Variety Stores
18. Saha Brothers
19. Kundu Bhandar
1   ASP, DW, Butter, Choc, KBCL, Lite New Outlets 20. Biplab Dutta
2   1+ UHT, F Cream, KBCL, GJ, Choc, Butter, Cheese 26. Ganguram
3   IC, Paneer, Pizza, BTR, Cheese, Choc, KBCL
21. Siddheswary Bhandar
4   2+3 22. Kalpataru Variety Stores
5   Asp, DW, Butter
6   HORECA, Bakery/ Sweet shop
23. Aashis Stores
7   New Outlet 24. Om Gopal
Are you satisfied with the service of
AMUL?

Satisfaction level

2% 23%

Yes
No
No Comments

75%

Sample Size - 450

Any promotional activity done for
the retailers in recent past?

Promotional Activity

14%
4%

YES
NO
NO ANSWER

82%

Sample Size - 450

Is your store regularly visited by
AMUL executives?

Store Visit

11%

23%
Regular
Irregular
Occasionally

66%

Sample Size - 450

Are you satisfied with the service
Quality of AMUL products?

Service Quality

6% 18%

Satisfied
Unsatisfied
No Comments

76%

Sample Size - 450

Will you respond to any type of
promotional activities from company?

Response to promotional Activities

20% 5%

Yes
No
No Answer

75%

Sample Size - 450

Is your store regularly visited by
AMUL sales person?

Sales visit

10%
20%

Regular
Irregular
Occasionally

70%

Sample Size - 450

Limitations
 Many retailers and the customers are illiterate as in the
areas of Belgharia and Birati

 Many a times the retailers and customers were not

interested in answering and give the rude reply

 The outcome can not be considered as universal result

 Time was the major constraint

Findings
 Huge difference between proper demand and
supply
 Lack of promotional activities
 Losing its shelf space as other brands are providing
incentives to the retailer
 Zero replacement facility
 No display for AMUL products
 No incentive for the sales persons
Suggestions
 Availability & Accessibility

 Work on response channel

 Visits by Amul representatives

 Brand visibility needed

 Make Reliable distributors

 Make promotional activities

Learning
 FMCG industry is very delicate industry. Major business
loss can happen by a minor problem
 Its all about Branding, people buy products what they
see, Brand loyalty is very low
 FMCG market depends on Distribution network and on
the sales persons
 How to deal with people of various mindset.
 Be ready to do anything necessary to make your things
done.
 Yet another reason
AMUL : truly the taste of India
to feel proud
of being an INDIAN………

Thank You!
Presented By:-
Milan Kumar Pandey