INTERNSHIP AT AMUL Final ppt

It is a short ppt of the presentation of my 3 months internship at AMUL for its fresh product division.

1. A REPORT ON RESEARCH, ANALYSIS AND STUDY OF AMUL’S MARKETING AND DISTRIBUTION NETWORK OF ITS FRESH PRODUCT SEGMENT   By BANDITA DAS Enrollment No.: 16BSP0577   Gujarat Co-operative Milk Marketing Federation Limited (AMUL) Distribution List: Distribution List: Faculty Guide Company Guide Prof. Nitin D. Bolinjkar Mr. Sandeep Bharade Faculty, IBS – Mumbai Asst. Manager AMUL

2. Introduction of the company (Amul) Founded in 1946 in Anand, Gujarat. Inspired by the great Indian patriot Sardar Vallabhbhai Patel. The Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy. The founder Chairman is Dr Verghese Kurien , 1950. GCMMF is India's largest food product marketing organisation. Annual turnover is US $ 4.1 billion (2016-17). Aim- provide remunerative returns to the farmers and serve the interest of consumers by providing quality products which are good value for money . GCMMF is India's largest exporter of Dairy Products.

3. Sales Turnover Rupees(in million) US$ (in million) 1994-95 11140 355 1995-96 13790 400 1996-97 15540 450 1997-98 18840 455 1998-99 22192 493 1999-00 22185 493 2000-01 22588 500 2001-02 23365 500 2002-03 27457 575 2003-04 28941 616 2004-05 29225 672 2005-06 37736 850 2006-07 42778 1050 2007-08 52554 1325 2008-09 67113 1504 2009-10 80053 1700 2010-11 97742 2172 2011-12 116680 2500 2012-13 137350 2540 2013-14 181434 3024 2014-15 207330 3410 2015-16 230000 3500 2016-17 270850 4100 Years of Establishment 1973 Members 17 District Milk Producers’ Union No. Of Producer Members 3.6 Million No. Of Village Societies 18,700 Total Milk handling capacity per day 30 Million litres per day Milk Collection (Total) 6.57 billion litres Milk collection (Daily Average) 18.0 million litres Cattle feed manufacturing Capacity 7800 Mts. Per day Sales Turnover- (2016-17) Rs.20785 Crores (US$ 4.1 billion)

4. MICHAEL PORTER'S FIVE FORCES MODEL ANALYSIS “AMUL”: Porter’s five forces Analysis Rivalry among the competitors Aarey milk, Mahanda & Vadilal dairy international etc. Local Dudhwalas. Threats of entrants Government rules and regulations (Low) Cost and resource advantage Access to distribution channel Bargaining power of supplier As it is a cooperative society the supplier has the right to bargain But there are many suppliers for the same product. Bargaining powers of buyers Customers are price sensitive . Availability of more choice. Threats of substitute Unorganized players in the market Others competitors in the market

5. Swot Analysis of amul Strength Strong brand equity in the mind of customer. Strong distribution network. Wide varieties of products. Strong quality assurance management. Built up formidable images as a brand. Promotional strategy as “ Taste of India “ has great impact Weakness Low margins to the retailers as compared to other competitors. There is no replacement of any product. All the Product has short life. As it is a cooperative society it takes time to implement new strategy Supply problems in outskirt areas Short supply of products to the retailers. Opportunities Increasing number of APO and Amul parlours. Largest exporter of dairy products in countries like Dubai, Singapore etc. Available facilities such as online booking and delivery of goods . Indian rural market -42 % out of 70% consumption . High potential in consumption boom. Threats Competition from others brands. Unorganized retail & local retail Vendor. International players looking to foray India. Government rules and regulations (Low)

6. Work done during sip The internship focuses on understanding the marketing and distribution network of Amul Fresh Product which includes Amul Milk (Gold, Taaza, Cow milk), Buttermilk(Plain and Spiced), Fresh Paneer, Dahi(Masti and Premium), and Lassi in the Mulund-Bandra-Khar-Santacruz area of Mumbai Objectives – To understand the distribution network of Amul dairy product. To understand the marketing strategies used by Amul to establish itself as the market leader in the dairy industry. It aimed at enhancing the sale of Amul’s newly launched fresh products i.e., Amul Fresh Paneer, Amul Premium Dahi, Amul Probiotic Lassi and Amul Spiced Buttermilk .

7. Learning's & recommendations There is a strong influence of Amul Fresh Products in the Central and Western Mumbai market (i.e., Mulund-Bandra-Khar-Santacruz). Amul has positioned itself in the minds of consumers as ‘best quality yet cheap product’. Thus the demand for Amul products is very high making it the market leader in the dairy market of India. Recommendations- Amul should work on winning retailers equity too with regular supply and standard margin . Amul should not place more than one distributor in same market area and timely visit should be given to the retail shops. Products that come with any problem such as leakage should be replaced immediately. Availability of Amul’s products should be increased in the retail shops. The retail shops should be provided with the hoarding and banners of Amul which will attract people’s attention resulting in promotion of the products. More kiosk activities should be performed in-order to increase awareness and sale. Amul should start promotion and advertising in ATL and BTL of its new product to increase its awareness of new products

8. Thank you