This presentation is about different distribution channel used by company called by AMUL, also explains about what is distribution channel and importance of distribution channels.
2. ABOUT AMUL
• Amul (Anand Milk Union Limited), formed in 1946, is a
dairy cooperative movement in India.
• It is managed by Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF).
• Amul is based in Anand, Gujarat and has been a sterling
example of a co-operative organizations success in the
long term. The Amul Pattern has established itself as a
uniquely appropriate model for rural development.
• Amul has spurred the White Revolution of India. It is also
the worlds biggest vegetarian cheese brand.
8. THE CHANNEL NETWORK
• Procurement channel- upstream flow
• Distribution channel- downstream flow
9. PROCUREMENT
• Activities at the village level comprised developing and
servicing the VCSs.
• Increasing milk collection, procuring milk, and transporting
it to the chilling and processing units twice a day.
• The VCSs provide the farmers with good quality animal
feed, fodder, and other services like veterinary first aid.
10. PROCUREMENT CHANNEL (UPSTREAM)
• On an average around thousand farmers come to sell milk
at their local co-operative milk collection center.
• Each farmer is given a plastic card for identification.
• At the milk collection counter, the farmer drops the card
into a box and the identification number is transmitted to a
personal computer attached to the machine.
• The milk is then weighed and the fat content of the milk is
measured by an electronic fat testing machine.
11. Cont…
• Both these details are recorded in the PC. The computer
then calculates the amount due to farmer on the basis of
the fat content.
• The value of the milk is then printed out on a slip and
handed over to farmer who collects the payment at
adjacent window.
12.
13. COLD STORAGE NETWORK
• Chillers in proximity of villages
• Prompt transport to district facilities for further dispatch to
consumers/ processing units.
• Chilled trucks to transport processed products
• Delivery to local chillers by insulated rail tankers and chilled
trucks.
• Refrigerators and freezers with retailers and departmental stores
to retain freshness.
14. DISTRIBUTION
• GCMMF coordinated with various unions to get a regular supply of
milk and dairy products.
• The processed milk and dairy products were procured from district
dairy unions and distributed through third party distributors.
• To ensure quality and timely deliveries, GCMMF and the district
unions had several mechanisms in place.
• The unions monitored the supplies of milk and the distribution of
finished products.
15. DOWNSTREAM FLOW
• First leg
• Manufacturing units to company depots using 9 and 18 MT trucks
• Frozen food below -18°C
• Dairy wet 0-4°C
• Second leg
• Depots to WDs
• Transport through insulated 3 and 5 MT TATA 407’s
• Third leg
• WDs to retailers
• Transport through rickshaws
16.
17. DIRECT RETAILING
• Amul has recently entered into direct retailing through
"Amul Utterly Delicious" parlors created in major
cities.
• Amul has plans to create a large chain of such outlets
to be managed by franchisees throughout the country.
• More than 2000 parlor with a turnover of Rs. 200
crores.