Distribution channel of Amul. A presentation on Supply chain management of amul

1. Channel penetration & sale of Amul paneer &
milk pouches in Kolkata
By Summer Intern
Sampriti Tah
(MBA-Marketing)

2. Dairy Industry :
Growing at a rate of 15% CAGR
Contributing 1.7 % of Indian GDP
Largest milk producing Country

4. Milk Processing Union/
Warehouse (GCMMF)
Distribution House (Dankuni)
Distributors(Uttarpara, Hindmotor, Bali)
Retailers Home Delivery
Contractors
Consumers/ End Customer
Distribution Channel:

5. Internship Summary:
Figure Out distribution
channel
Survey of Amul Powder
Milk
Promotional Activity
Create New Outlets
Grading

6. Research Analysis:

7. 81%
19%
Yes No
Profit Margin
Retailers’ opinion

8. Product Replacement scheme
Unware about new products
Excellent Brand name
Observation
Amul
84%
Mother
Dairy
9%
Metro Dairy
4%
Red cow
2% Dalicious
1%
Amul Mother Dairy Metro Dairy
Red cow Dalicious

9. Generated
Leads
Won back
retailers
Selected for
final meeting
Achievements:

10. Increase
margin
Longer order
placing period
Longer Shelf
life
Credit option Loose milk
Return on
defective
product
Suggestion: