EVALLUATION OF DISTRIBUTION CHANNEL

EXECUTIVE SUMMARY

I completed my Summer Training in Gujarat Co-operative Milk Marketing Federation

Limited(Amul). It is a private limited company producing milk and milk products. It
is the exclusive marketing organization for products under the brand name of Amul
and Sagar.
My project was to do a study and Evaluate the Distribution Channel of various
FMCG brands of various companies.
The aim was not only to do a project but also to make myself aware of the insight of
the FMCG market as this was my first exposure to a FMCG market and to learn
various Skills and techniques by which a distributor create healthy relations with its
retailers and learning through observing. In this report, I have made an attempt to
capture all my experiences and learnings during my summer training.

The main reason for carrying out this project is to understand the various types of
FMCG distributors on various parameters like what all services they provide, how is
their process, salesman behaviour, credit policies etc, and they made me do this
evaluation so that it can be used to expand their reach in Pune region in the near
future. This project also consists of meeting shopkeepers, generating data base of
distributors, collecting feedbacks, and analysis.

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EVALLUATION OF DISTRIBUTION CHANNEL

OBJECTIVES

To conduct a market research on all the FMCG brands(Companies) and their

distributors.
To record their behavior.
To record their workings and process of distribution
To analyze the data collected.
To conclude the best distributor amongst all the distributors in the given areas.

AREAS ALLOTED

Gokhale Nagar
F. C. Road
Law College Road
Deep Bangla Chowk

The internship was carried out in Four following phases

Data collection(Shops)
Total 11 shops(Super Market) is selected in all the allotted areas.
Data collected of various FMCG brands along with their parent
company name.

Data collection(Distributors)
Collected details of all the distributors of various Parent Company
from each shop.
Details like- Agency name, Contact no., Address etc.

Survey and analysis

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EVALLUATION OF DISTRIBUTION CHANNEL

Select 20 Companies.
16-17 of any edible products and 3-4 of competitors.
Prepare a questionnaire for its distributors.
Get it filled by the retailers.
Put data in an Excel sheet.

Rating
Give each distributor ratings out of 5 on the basis of the response
collected by the retailers.
Brief justification for the rating given.
Conclude the best two distributors amongst all on the basis of their
score.

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