1. Title
Sales Intern at GCMMF (AMUL)
My First Sales Sojourn!!!
Summer Internship Placements are always an opportunity for some
great learning experiences for those with no prior corporate exposure. I
also got mine when I was selected as a Sales Intern by GCMMF, one of
the biggest FMCG organizations in the country which manages the
brand AMUL.
Every Sales & Marketing buff knows the value of Field Work. Well, I got
the taste of it on 2nd May 2013, which happened to be my 1st day of
Internship. We had our meeting at the Distributor Point where my
Mentor introduced us to the Distributor & I was given some nuggets
about the basics of the Dairy Industry. I was handed out the list of
retailers serviced by that Distributor & was expected to visit them to
gain some market knowledge. Walking in the scorching heat & covering
every retailer on a beat was very challenging.
I got the real taste of the workings of the Dairy Industry when I was
asked to report at sharp 6:00 am at the Distributor Point to gain
knowledge about Loading-Unloading of Crates of Milk.
But I got a great opportunity when I came to know that I would be a
part of the launch of Amul ProLife Lassee in Mira-Bhayander Region. I
assisted my Area Sales Manager in the entire planning process & also
learnt from him the nuances of a Brand Launch. I was assigned the task
of creating a position of Brand among retailers.

2. A team was formed for the entire region & we started in-depth
preparations to get everything ready for a timely launch. We started
with BTL activities like putting up banners, danglers & informing
retailers about the benefits of the product.
Then came 20th
May when I sold my 1st
cup of AMUL Rose Flavored
ProLife Lassee & a got a quick feedback from the customer that it was
too sweet. On a promotional offer, the product started selling itself
with ease. I was excited to be a part of the sampling activity. During our
Internship Period, our team had distributed 9800 cups of Amul ProLife
Lassee. We used to report the sales on a daily basis at the end of the
day.
We were then invited for a visit by the Operations Team at the Boisar
Production Plant. It was very enriching & gave us good idea about the
humongous back-end operations involved behind any product
distribution.
The Internship period then ended where we had to submit a report
about the learnings & findings of a survey about the Decision-Making
Process involved in the Milk Purchase.
It felt great to be a part of one of the AMUL Family. I will always cherish
it.

3. AMULya Learnings
1. Convincing the retailers can make or break a product launch.
2. Retailers are ready to work at smaller margin if it results into
more footfalls & eventually more offtakes.
3. Stock-outs & retail coverage should always be the focus areas for
organizations with large distribution network.