A Report ON

COST EFFECTIVE DISTRIBUTION CHANNEL OF AMUL CUP DAHI

AT
GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION LIMITED (KOLKATA)

PRESENTED BY

TANMOY DUTTA PGDM (2010-2012) MASTER SCHOOL OF MANAGEMENT

COMPANY GUIDE: MR.KAUSHIK CHAKRABORTY (ASST.MANAGER, SALES) INSTITUTE GUIDE: MRS.NEHA SHARMA

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PREFACE
AMUL is the pride not only of Gujrat but also of entire country. I have great pleasure in preparing this project of such organisation. A person aspiring to enter in management profession must have practical knowledge of the subject. The objective of industrial training is to develop practical knowledge in student as a supplement to the theoretical study of management in general as well as industrial. It provides foundation to students intending to pursue a career in this field. The Industrial training is the most exciting experience of the education. Every person needs some changes from routine education. For this training industry is selected by me and fetch information about different products of AMUL, and its activities. But I concentrated more on taking information about Distribution channel of Amul Cup Dahi. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. During this whole training I got lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. We also know the Experience is the most important skill for my corporate life.

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ACKNOWLEDGEMENT
Every piece of hard work requires the combined efforts and talents of many people. An ambitious work of this kind, providing analytical review to the subject would have remained a concept rather than the finished product without cooperation of those who respondent to our request to contribute. In the present world of competition and success, training is like a bridge between theoretical and practical working; willingly I prepared this particular project.
With immense pleasure, I would like to present this project report on AMUL MASTI CUP DAHI for Gujarat Co-operative Milk Marketing Federation Ltd., KOLKATA. We are very much thankful to those people who give us their valuable time and related information about Amul. I would like to express my sincere thanks to all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr.KAUSIK CHAKROABORTY Asst.Manager,Sales of Amul. The manager of New India Agency(Distributer), Mr. BABU , along with the salesmen, Mr. BAKSHI, Mr. DUTTA deserve special mention for ensuring co-operation towards my project at all times. They were the pivot around which my project revolved. My faculty guide, Mrs. NEHA SHARMA had been pivotal for the successful completion of the project by guiding me throughout the entire phase. I would like to extend my gratitude to him for rendering all the support I needed throughout my Management-in-Practice. Lastly, I convey my regards to the whole staff, which made my stay at G.C.M.M.F LTD. A memorandum part of life.
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EXECUTIVE SUMMARY
PROJECT SCOPE

The project was entitled TO MAKE COST EFFECTIVE DISTRIBUTION CHANNEL OF AMUL CUP DAHI. The research objectives are as follows:

To make the distribution channel of Amul Cup Dahi more cost effective. To create awareness for the same product by demonstrating its functional benefit for the human system. To increase the off take of the retailers for the same product. To market Amul Cup Dahi in a more effective manner in spite of the existence of Amul Pouch Dahi in the market (Amul Pouch Dahi is available in almost half price of Amul Cup Dahi.) To know retailers satisfaction and their thinking about AMUL MASTI DAHI (CUP) in terms of price, schemes and offers. Demand estimation of AMUL MASTI CUP DAHI in a particular area.

MARKETING COVERING
A total of ten markets and near about 300 retailers in Kolkata, were taken to be visited in order to make the power plan. The bases for selection are, Situated at good place Cold storage facility
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 High storage capacity High customer demand

PROJECT REPORT CONTENT

INTRODUCTION.. Introduction to the study Theoretical background of the study Need for the study INDUSTRY PROFILE.. Food industry Advantage of India under food industry FMCG TOP 10 INDIAN FMCG SECTOR COMPANY PROFILE.. Company Background Organization Structure List of products PRODUCT PROFILE Total market size of curd Advantage of cup Dahi Major competitors Brand image
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 SWOT analysis EXISTING DISTRIBUTION CHANNEL ALTERNATIVE MODEL OF PROJECTED DISTRIBUTION CHANNEL.. LIMITATION OF THE Study.. STATEMENT OF THE PROBLEM SUGGESTIONS. CONCLUSION BIBLIOGRAPHY APPENDICES.

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INTRODUCTION

INTRODUCTION OF THE STUDY

India is a fertile economy for international products and company. Every company are emerging at the faster level. The technology and advancement have permitted companies to widen substantially both Markets and suppliers sources. Now as companies are emerging with their new products, marketing has become exuberant activity in expanding the market globally. Marketing starts with human need and wants. It is a human activity directed at satisfying needs and wants through exchange process. Marketing management is the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. In other words we can say it deals with identifying and meeting human and social needs. It is basically a meeting needs profitability. The aim of marketing is to know and understand the customer so well, that the product and service fits him and sells itself. It acts as an instrument to lift up the standard and life style of the economy with the help of the marketing. Marketing is of critical importance because it maintains stability in the economic condition. Marketing is an existing, dynamic and contemporary field. It is recognized as the most significant activity in the society. Marketing has a widest connection which include in its fold selling, buying, transportation, warehousing, pricing and packaging.

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Amul was formed in 1946, is a dairy cooperative in India. It is a brand name managed by an apex cooperative organisation, Gujrat co-operative Milk Marketing Ltd (GCMMF), which today is jointly owned by some 2.8 million milk producers in Gujrat, India.

THEORETICAL BACKGROUND OF THE STUDY Amul Masti Dahi- The answer to making great tasting dishes is fresh, creamy and good quality dahi. It is ideal meal accompaniment and is delicious as well as nutritious by itself too. Amul Dahi is prepared in controlled conditions i.e. maintaining proper temperatures to grow beneficial bacteria and to avoid growth of harmful bacteria. It is pasteurized product i.e. Free from unwanted bacteria and also its prepared with selected culture having pro health bacteria. The culture is developed after in depth research. Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free from added sugar and its doesnt contain any preservatives. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives excellent curd and its also hygienically processed and packed in a reusable plastic tub as well as convenient pouch and thus free from Possible adulteration. Amul Masti Dahi is high on nutrition and taste. The live micro flora in Amul Masti Dahi helps the digestive system and enhances the immune systems ability to fight harmful organisms. It improves the bodys natural defences and helps keep the body functioning at its best.

Amul Masti dahi is a health conscious product because its having a probiotic nature contains live bacterial culture which increases milk digestibility, quickens recovery from certain types of diarrhoea, skin infections, enhances immune function of the body and encourages the body to function in the best possible and most natural way. In amul masti dahi there are various contains such as proteins, carbohydrates, fats, calcium, phosphorous, magnesium, zinc, iodine and vitamins.
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Probiotics are living micro-organisms, which when ingested or locally applied in sufficient numbers confer one or more specified, demonstrated health benefits on the consumer. As against Antibiotic, Pro-biotic means 'for life', which indicates an essential property of probiotic cultures. The health benefits of probiotic foods are improved digestion and nutrient absorption, reduced blood cholesterol etc. Probiotics are beneficial bacteria that can be introduced into the digestive system through food like Amuls Probiotic Dahi.

Now when it comes to distribution channel for amul cup dahi which comes under the chilled category, the company needs to follow a critical distribution channel so that all the potential retail outlets could be reached easily in an effective manner to cater the noticeable demand for the premium product. Amul cup dahi which has self-life of 15 days only reaches distribution point after a day of manufacturing. And then it is being made available to the retailer within two or three days time period which in turn affects the sale of cup dahi due customer reluctance of backdated product.

Without a taste of dahi people doesnt consider their quota to be fulfilled as far as eating pattern is concerned over time at Kolkata. So its very natural for the people of Kolkata that they consume dahi almost on a daily basis, which indicate a huge demand for dahi. But people of here are very concerned about the taste of dahi and they are fond of either homemade or dahi of private level (sweet shop) which is sweet in taste or plain. Therefore its crystal clean for the company that dahi of private level is most competent Element for them. Apart from this there are brand like Metro Dairy and Amul Masti pouch dahi itself showing a real threat to Amul Masti cup dahi to excel further.

A marketing channel performs the work of moving goods from producer to consumer. It overcomes the time, place, possession gap that separate goods and services from those who need or want them , members of the marketing channel perform a number of key function like forward flow of activity from the
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company to customer (goods) and backward flow from customer to company (order and payment).

The Amul Indias product portfolio consists of four different categories, and they are 1. Frozen. 2. Chilled. 3. Ambience 4. Milk Therefore to obtain the highest degree of spatial convenience the company focuses on four different categories of product lines. NEED FOR THE STUDY In present market scenario customers are fairly exposed to a growing range of choices in the different brands of product & services. And the choices are based on their perception of the brand and qualities of the product & services they are paying for.

With the help of the study it can be easily said that for a product like Amul Masti Dahi (cup) which is targeted to the premium or upper segment of the consumers, the company needs to understand what are the several factors affecting or influencing the existence of the product. After going through this study it is ensure able that the company can have a clear view of the product in the long run. This study mainly focuses on making the existing distribution channel more effective in terms of time as well as cost.

This study will allow the company in giving them a better understanding of the distribution channel so that the demand of the premium segment can be catered in an effective and profitable manner by reaching the potential retail outlets in accordance with the time. Besides this it is also very important for the company to make people aware of the pro-biotic culture of Amul Dahi in a better manner so that potential target segment of the customers can be reached easily.
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Therefore it becomes necessary to understand, analyse, and evaluate among the projected distribution model in a systematic manner and act accordingly for a more cemented existence in todays competitive market scenario.

INDUSTRY PROFILE
Type: Co-operative Industry: Dairy Founded: 1946 Headquarters: Anand Key people: Chairman, Kaira District Cooperative Milk Producers Union Limited (KDCMPUL) Revenue: INR (Indian Rupee) 67.11 billion; $1.33 USD (in 2008-09) Employees: 735 employees of marketing arm. However, real pool consist of 2.8 million milk producers Website: www.amul.com Amul is the largest food brand in india and worlds largest pouched milk brand with an annual turnover of US $1050 million (2006-07).

FOOD INDUSTRY
The food industry is the complex, global collective of diverse business that together supply much of the food energy consumed by the world population.
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Only subsistence farmers, those who survive on what they grow , can be considered outside of the scope of the modern food industry. The food industry includes:

Education: Academic, vocational, consultancy

Research & Development: Food technology

Financial service: Insurance, credit Manufacturing: Agrichemicals, seed, farm machinery and suppliers, agricultural construction, etc.

Regulation: Local, regional, national and international rules and regulations for food production and sale, including food quality and food safety, and industry lobbying activities.

Agriculture: Raising of crops and livestock, seafood.

Food processing: Preparation of fresh products for market, manufacture of prepared food products

Marketing: promotion of generic products, new products ,public opinion, through advertising, packaging, public relations, etc

Wholesale and distribution: Warehousing, transportation, logistics

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Retail: Supermarket chains and independent food stores, direct-to consumer, restaurant, food services.

Advantage of India under food industry:

India is one of the largest food producers in the world. India has diverse raw material base suitable for food processing companies. Investment requirement of around US$16 billion exists in the food processing sector. India is looking for investment in infrastructure, packaging and marketing. India has huge scientific and research talent pool. A largely untapped domestic market of 1000 million consumers, 300 million upper and middle class consume processed food and 200 million more consumers expected to shift to processed food by 2011. Here are well developed infrastructure and distribution network. Rapid urbanization, increased literacy, changing life style, increased number of women in workforce, rising per capita income leading to rapid growth and new opportunities in food and beverages sector. 50 percent household expenditure by Indians is on food items Strategic geographic location (proximity of India to markets in Europe and Far East, South East and West Asia) Under the food industry, Dairy product is very important part of food processing. Dairy processing is acting good role in India.

FMCG
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Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. A subset of FMCGs is Fast Moving Consumer Electronics which include innovative electronic products such as mobile phones, mp3 player, digital camera, GPS system and laptops. These are replaced more frequently than other electronic products. White goods in FMCG refer to household electronic items such as Refrigerators, TVs, Music system, etc.

Indian FMCG Sector

The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well- established distribution networks, as well as intense competition between the organized and unorganized segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$33.4 billion in 2015 from US$11.6 billion in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand markets the opportunity to convert them to branded products. Most of the products categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as penetration level, but the potential for growth is huge. The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. 62 of the top 100 brands are owned by MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned
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by Hindustan Lever. Pepsi is at number three followed by Thums up. Dabur india takes the fifth place, followed by Asian paints(6), Cadbury india(7), Britannia(8), P&G(9), Marico(10). These are figures the soft drink and cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top brands.

The Top 10 Companies In FMCG Sector

Hindustan Unilever Ltd.

ITC (Indian Tobacco Company)

Nestle India

GCMMF (AMUL)

Dabur India Ltd.

Asian Paints (India)

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 Cadbury India

Britannia Industries Ltd.

Procter & Gamble Hygiene and Health Care Marico Industries Ltd.

COMPANY PROFILE

THE TASTE OF INDIA, AMUL comes from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was perfect acronym for Anand Milk Union Limited. AMUL was formed under the dairy cooperative movement in India in 1946. The AMUL pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the white revolution of India , which has made India the largest producer of milk and milk products in the world. The story of Amul inspired operation flood and heralded the White Revolution in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. The Amul revolution started as awareness among the farmers grew and matured into a protest movement. Over four decades ago, the life of a farmer in Karia district was very much like that of his counterpart anywhere else in India. His
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income was derived almost entirely from seasonal crops. The income from milch buffaloes was undependable. Private traders and middleman controlled the marketing and distribution system for the milk. As milk is perishable, farmers were compelled to sell it for whatever they were offered. It is also the worlds largest vegetarian cheese brand. The system succeeded mainly because it provides an assured market at remunerative prices for producers milk besides acting as a channel to market the production enhancement package. Whats more, it does not disturb the agro system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middleman, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Looking back on the path traversed by Amul, the following features make it pattern and model for emulation elsewhere. Amul has been able to:

Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations,

Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment.

Provide a support system to the milk producers without disturbing their agro economic systems,

Plough back the profits, by prudent use of men, material, and machines in the rural sector for the common good and betterment of the members producers.
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 Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, Amul is an example, of an intervention for rural change.

ORGANISATION STRUCTURE

It all started in December 1946 with a group of farmers keen to free Them selves from intermediaries, gain access to markets and thereby ensure maximum returns for their efforts. Based in the village of Anand, the Karia District Milk cooperative Union expanded exponentially. There are similar federations in other states. There was recognition that this initiative would directly benefit and transform small farmers and contribute to the development of society. Markets, then and even today are primitive and poor in infrastructure. Amul and GCMMF acknowledged that development and growth could not be left to market forces and that proactive intervention was required. Two key requirements were identified. The first, that sustained growth for the long term would depend on matching supply and demand. It would need heavy investment in the simultaneous development of suppliers and consumers.
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Second, that effective management of the network and commercial viability would require professional managers and technocrats. To implement their vision while retaining their focus on farmers, a hierarchical network of cooperatives was developed, which today forms the robust supply chain behind GCMMFs endeavours. The vast and complex supply chain stretches from small suppliers to large fragmented markets. Management of this network is made more complex by the fact that GCMMF is directly responsible only for a small part of the chain, with a number of third party players playing large roles. Managing this supply chain efficiently is critical as GCMMFs competitive position is driven by low consumer prices supported by a low cost system. The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like- all through the village societies.

List of Products Marketed by Amul

Bread spreads: Amul Butter Amul Lite Low Fat Bread Spread Amul Cooking Butter Cheese Range: Amul Pasteurized Processed Cheddar Cheese Amul processed cheese spread Amul pizza cheese Amul shredded pizza cheese Amul Emmental cheese Amul gouda cheese Amul Malai paneer
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 Utterly delicious pizza Mithaee Range: Amul Shrikhand Amul amrakhand Amul mithaee gulabjamuns Amul mithaee gulabjamun mix Amul mithaee kulfi mix Avsar ladoos UHT Milk range: Amul shakti 3%fat milk Amul tazza 1.5% fat milk Amul gold 4.5% fat milk Amul lite slim-n-trim milk 0% fat milk Amul shakti toned milk Amul fresh cream Amul snowcap softy mix Pure Ghee: Amul pure ghee Sagar pure ghee Amul cow ghee Infant Milk Range: Amul infant milk formula 1 Amul infant milk formula 2 Amulspray infant milk food
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Milk Powders: Amul full cream milk powder Amulya dairy whitener Sagar skimmed milk powder Sagar tea and coffee whitener Sweetened Condensed Milk: Amul mithaimate sweetened condensed milk Fresh Milk: Amul tazza toned milk 3% fat Amul gold full cream milk 6% fat Amul shakti standardised milk 4.5% fat Amul slim & trim double toned milk 1.5% fat Amul saathi skimmed milk 0% fat Amul cow milk Curd Products: Amul flaavyo yoghurt Amul masti dahi (fresh curd) Amul masti spiced butter milk Amul Lassee Amul Icecream: Royal treat range Nut-o-Mania range Natures treat Sundae range
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 Assorted treat Utterly delicious Chocolate & Confectionery: Amul milk chocolate Amul fruit & nut chocolate Brown Beverage: Nutramul malted milk food Milk Drink: Amul kool flavoured milk Amul kool caf Amul kool koko Amul kool milk shakee

PRODUCT PROFILE
Dahi is popular in Indian diet through ages. Dahi is the product made by coagulation of milk with the help of lactic acid fermentation by advantages bacteria. Dahi is more preferred from of all nutrients of milk in pre-digested form. Amul Masti Dahi is made from standardized milk with 4.5% fat and 8.5% SNF which gives creamy compact body and texture. Fat content is 50% more than others brands. It is made in the most hygienic way with state of art modern processing plant. It is made with special culture called Direct Vat Set Culture(DVC), they are RST and CHN-11 contains mixer of acid producing and flavour producing organism to give smooth, mild acidic taste and pleasant flavour producing organism to give smooth, mild acidic taste and pleasant flavour consistently.

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Amul Masti Dahi is available in convenient and attractive reusable plastic cups. Which are sealed with tamper proof aluminium seals to avoid any adulteration. This curd is available in two different packs sizes 200 gm and 400gm cups.

Total Market size Of Curd

Per capita consumption of milk is 225ml per person per day. Out of this 25% of milk is converted into curd. So consumption of curd is 50gm per person per day. So for town with 100,000 population market potential for curd is 5 Metric Ton per day.

Attractive pricing of Amul Masti Dahi

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Masti Dahi Advantage

Amul Masti Dahi is prepared from purest, freshest pasteurized milk and it is free from added sugar. Amul Masti Dahi is prepared from certified and selected bacterial culture which gives excellent curd Amul Masti Dahi is hygienically processed and packed in a reusable plastic tub as well as convenient pouch and thus free from possible adulteration. Amul Masti Dahi is high on nutrition and taste. Amul Masti Dahi having a probiotic nature contains live bacterial culture which increases milk digestibility, quickens recovery from certain types of diarrhea, skin infections, enhances immune function of the body and encourages the body to function in the best possible and most natural way. Amul Masti Dahi contains all goodness of milk such as proteins, carbohydrates, fats, calcium, phosphorous, magnesium, zinc, iodine and vitamins. Lactic acid in Amul Masti Dahi is helpful in absorption and utilization of calcium.

Market Share
In all the market, where the company had launched Masti Dahi, its market share is more than 80% except in south.

Major Competitors
Amul masti pouch Dahi is the major competitor of Amul masti cup Dahi. Private level Dahi.

Brand Image
Great testing dishes is fresh, creamy and good quality dahi.
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Delicious to eat Prefered by the entire family. Probiotic concept Convenient packaging Good for health Amul is the big brand

SWOT Analysis Strength:

products, which is purely vegetarian thus providing quality confidence in the minds of the customer.

Good brand image: It manufactures only milk and milk

creating feeling of oneness in the mind of the customer.

Indian Brand: The company is having Indian origin thus Probiotic concept: Probiotic concept is the one of the

unique features that is differentiate with any private level curd.

Weakness: No Replacement. Improper distribution channel. Only 15 days self life Improper supply Opportunity:
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company has good scope future.

Extention: Intensive advertisements and brand image, Product offering: Can offer wide variety of Dahi under

umbrella of Amul Masti Dahi.

Existing market is not fully tapped & the company can increase presence by penetrating further.

Threats:
The major threat is his own product i.e Amul Masti pouch Dahi and private level curd. There is no brand loyalty in the curd market and the consumer can change their brand.

Existing distribution channel

Distribution channel is a path through which goods & services flow in one direction (from vendor to consumer) and the payments generated by them that flow in the opposite direction (from consumer to the vendor). A marketing channel can be as short as being from the vendor to the consumer or may include several interconnected intermediaries such as wholesaler, distributer, agents, retailer. Each intermediaries receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final buyer.
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The channel Network Distribution Channel

Manufacturing unit (Kolkata, Dankuni)

Distributer point (Shyambazar)

Mkt-1

Mkt-2

Mkt-3

Mkt-4

Mkt-5

Mkt-6

Mkt-7

Mkt-8 Durgangar

Lake-town Subhasnagar Bangur Italgacha Sribhumi-

Dumdum Airport

Dakshindari

Naryantala

Gorabazar

Its a downstream channel. Downstream channel is the part of the supply chain, from the manufacturing units to the retailer. Dahi is a fresh category product and its self life only 15 days, So that its manufacturing point in Dankuni, Kolkata and after that is immediately supply to the distributer point to serve the product to their targeted retailer. And transportation is done on 3and 5MT Tata407s, auto-rickshaw, rickshaw etc. Presently under New India Agencies distribution beat are as follows,

DAY

LOCATION

SALESMAN

Monday

Subhasnagar part-1 Sribhumi-Dakshindari

Salesman-1 Salesman-2

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Tuesday

Bangur Airport

Salesman-1 Salesman-2

Wednesday

Laketown -kalindi

Salesman-1

Thursday

Subhasnagar part-2 Gorabazar

Salesman-2 Salesman-1

Friday

Italgacha

Salesman-2

Saturday

Durganagar Dumdumpark-Narayantala

Salesman-1 Salesman-2

In this way both salesman are covered the existing distribution beat of Dahi as well as other product line. But existing distribution beat have been faced some problem for supply as well as delivery of Dahi. The problem are , As the schedule of the existing distribution beat distributer are visit to the retailer once a week but some potential retailer want to take Dahi twice in a week and fresh Dahi along with 15 days self-life. Another is that New India Agency order Dahi from the company twice in a week (Monday, Thursday).But under the New India Agencies Wednesday and Saturday market (lake-town,Sribhumi-dakshindari,Durganagar,dumdumpark-

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narayantala) did not get the fresh product, both market get 3days backdated product and retailer get only 12days self-life of the particular product.

Alternative Model Of Projected Distribution Channel

In this present scenario after scanning all the existing distribution beat under the New India Agencies market, I have projected a new cost effective distribution plan for amul cup dahi. In this project I have prepared the new distribution beat under the New India Agencies market for Amul cup dahi only. All markets are divided into two beats.

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This beats model are as follows:

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In this model shows that total market are divided into two beat and also two way. From this study I find that in the beat-1 all the markets are same route and in the beat-2 all the markets are same route thats for I have prepared in this type of beat model that is cost effective.

In the beat-1 markets are- (i) Sribhumi-dakshindari (ii) laketown-kalindi (iii) Bangur (iv) Dumdumpark-Narayantala In the beat-2 markets are- (i) Subhasnagar part-1 (ii) Subhasnagar part-2 (iii) Airport (iv)Italgacha (v) Gorabazar (vi) Durganagar.

In the beat-1, salesman can covered easily all the dahi market as well as other product line of Amul. In the beat-2, salesman can covered all the dahi market as well as other product line of Amul.

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Potential and Actual Retail stores

After scanning the full market under the New India Agency, I have selected 17 potential retail stores. In 17 retail stores select on the basis of:

A.Situated at good place B.Cold storage facility C.High storage capacity D.High customer demand

The 17 retail store and beat are as follows:

PROTENTIAL RETAIL STORE Swapan stores Khagen stores Grih Laxmi Matri varaities stores Trishul stores Annanya Kaberi stores Mimo stores Srikrishna bhandar Monmohon stores Radharani stores Kolpotoru Dutta varaities stores Mouchak Sreehari stores Laxmi narayan amul parlour

ADDRESS Laketown Laketown Laketown Laketown Laketown Subhasnagar part-1 Subhasnagar part-1 Dumdumpark Italgacha Italgacha Dakshindari Subhasnagar part-2 Subhasnagar part-2 Subhasnagar part-2 sribhumi Durganagar

Beat Beat-1 Beat-1 Beat-1 Beat-1 Beat-1 Beat-2 Beat-2 Beat-1 Beat-2 Beat-2 Beat-1 Beat-2 Beat-2 Beat-2 Beat-1 Beat-2

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These 17 retail store are situated different different location and all location are divided into two distribution beat. This distribution beat are prepared only for Dahi market. In this process salesman can cover market twice in a week (only cup dahi market) and retailer can get fresh supply along with 15 days self life.

Alternative way of distribution plan for Amul cup dahi delivery

Alternative-1

Beat-1

Beat-2

Tuesday

Salesman-1(Bangur)

Salesman-2(airport)

Saturday

Salesman-2(Dumdumpark)

Salesman-1(Durganagar)

In the alternative shows that

Since beat-1 and beat-2 consist of 70-75 retail store selling Amul Cup Dahi among 16 are Potential. Delivery of the Amul cup Dahi should be require twice in a week according of those potential retail store to avoid the replacement problem and stock out position. And the proposed day should be Tuesday and Saturday.

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On Tuesday salesman-1 have been work in the Bangur market then he can easily covered the all potential retail store under the beat-1 in effective manner. On Tuesday salesman-2 have been work in the Airport market then he can easily covered the all potential retail store under beat-2 in effective manner. On Saturday salesman-2 have been work in the Dumdumpark-narayantala market then he can easily covered the all potential retail store under beat-1 in effective manner. On Saturday salesman-1 have been work in the Durganagar then he can easily covered the all potential retail store under beat-2 in effective manner. Because the beat-1 all four market and beat-2 all six market are very near to each other and it is possible to make it available without breaking existing distribution beat and this plan would be cost effective also.

Apart from existing market salesman-1 will cover additional potential Dahi retail store(beat-1), additional retail store are: Swapan stores,Khagen stores,grih laxmi,Matri varaities store,Trishul stores in lake-town,Mimo stores in dumdumpark,Radharani stores in Dakshindari and Sreehari stores in Sribhumi on Tuesday. salesman-2 will cover additional potential Dahi retail store(beat-2), additional retail store are:Annanya,Kaberi stores in Subhasnagar part-1,Srikrishna bhandar,Monmohon stores in Italgacha, Kolpotoru,Dutta varaities stores,Mouchak in Subhasnagar part-2 and Laxmi Narayan amul parlour in Durganagar on Tuesday. Apart from existing market on Saturday Salesman-2 and salesman-1 will cover additional potential Dahi retail store(beat-1 and beat-2). Merits and Demerits of alternative-1 Merits: (i)No additional transportation cost required. (ii)Retailer get fresh product as well as 14days self-life.
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(iii)No additional salesman required.

Demerits:

On that proposed day existing beat market is too much large therefore the both salesman have to maintain the hectic schedule. It is difficult to maintain all the potential outlet.

Alternative-2

Beat-1

Beat-2

Monday

Salesman-2(Dakshndari)

Salesman-1(Subhasnagar part-1)

Friday

------------------------

Salesman-2(Italgacha)

Saturday

Salesman-2(dumdumpark)

Salesman-1(Durganagar)

In the alternative-2 shows that : Since beat-1 and beat-2 consist of 70-75 retail store selling Amul Cup Dahi among 16 arePotential. Delivery of the Amul cup Dahi should be require twice
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in a week according of those potential retail store to avoid the replacement problem and stock out position and get fresh product. And proposed day should be Monday,Friday,Saturday. On Monday salesman-2 have been work in the Dakshindari market then he can easily covered the other 6retail store (Beat-1) in effective manner,the retail store are: Swapan stores,Khagen stores,grih laxmi,Matri varaities store,Trishul stores in lake-town,Mimo stores in dumdumpark. On Monday salesman-1 have been work in the subhasnagar part-1 market then he can easily covered the other 6retail store (Beat-2) in effective manner,the retail store are: Srikrishna bhandar,Monmohon stores in Italgacha, Kolpotoru,Dutta varaities stores, Mouchak in Subhasnagar part-2 and Laxmi Narayan amul parlour in Durganagar. On Friday salesman-2 have been work in the italgacha market then he can easily covered the other 5retail stores (Beat-2) in effective manner,the retail stores are: Annanya,Kaberi stores in Subhasnagar part-1,Srikrishna bhandar,Monmohon stores in Italgacha, Kolpotoru, Dutta varaities stores,Mouchak in Subhasnagar part-2

On Saturday salesman-2 have been work in the dumdumpark-narayantala market then he can covered the other 7potential retail stores (Beat-1) in effective manner,the potential retail stores are: Swapan stores,Khagen stores,grih laxmi,Matri varaities store,Trishul stores in lake-town,Radharani stores in Dakshindari and Sreehari stores in Sribhumi.

On Saturday salesman-1 have been work in the durganagar market then he can covered the Durganagar, if any revisit require in beat-2 then he can easily covered that in effective manner.

In this way of distribution is possible to make it available without breaking the existing distribution beat and this plan would be cost effective also.
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Merits of Alternative-2

(i)Retailer get fresh product. (ii)No extra transportation cost. (iii)No extra salesman required. (iv)Salesman work smoothly because on that proposed day existing market is not too much large therefore both salesman covered the market easily.

Synopsis of Alternative Model No.1

Alternative-1 proposed day and market name of the outlet Day Tuesday Market/Beat Beat-1 Salesman Swapan stores Khagen stores Bangur Grih laxmi Matri varaities stores Laketown37 | P a g e

kalindi

M.bakshi

Trishul stores Radharani stores

SribhumiDakshindari

Srihari stores Mimo stores

DumdumparkNarayantala

Beat-2

Airport

Annanya Kaberi stores

Subhasnagar part-1 S.dutta Subhasnagar part-2

Srikrishna bhandar Monmohon stores Kolpotoru Dutta varaities stores Mouchak

Italgacha

Laxmi Narayan Amul Parlour

Durganagar

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Beat-1 Saturday DumdumparkNarayantala S.dutta

Mimo stores Pratiksha food corner Calpotoru Maa kali stores Chandi stores

Laketownkalindi

Park tea Swapan stores Khagen stores

Sribhumi39 | P a g e

Dakshindari

Grih laxmi Matri varaities stores Trishul stores Radharani stores Srihari stores

Beat-2 M.bakshi Durganagar Radhashyam stores Laxmi Narayan Amul Parlour Annanya Subhasnagar part-1 Kaberi stores Srikrishna bhandar Monmohon stores Subhasnagar part-2 Kolpotoru Dutta varaities stores Italgacha Mouchak

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Synopsis of Alternative Model No.2

Alternative-2 proposed day and market name of the outlet Day Monday Market/Beat Beat-1 Salesman Radharani stores Anupam stores Laketownkalindi S.dutta SribhumiDakshindari Street corner Midiate plus Srihari stores Swapan stores Khagen stores DumdumparkNarayantala Grih laxmi Matri varaities stores Trishul stores Mimo stores

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Annanya Kaberi stores D-Zone Mira varaities Beat-2 M.bakshi Kundu stores Gopal bhandar Subhasnagar part-1 Deboniar Hashi confectionary Krishna stores Subhasnagar part-2 Srikrishna bhandar Monmohon stores Italgacha Kolpotoru Dutta varaities stores Durganagar Mouchak Laxmi Narayan Amul Parlour

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Friday

Beat-2 S.dutta Italgacha

Srikrishna bhandar Monmohon stores Sankar stores Usha stores

Subhasnagar part-1

Taraknath bhandar Annanya Kaberi stores

Subhasnagar part-2

Kolpotoru Dutta varaities stores Mouchak

Beat-1 Saturday DumdumparkNarayantala S.dutta

Mimo stores Pratiksha food corner Calpotoru Maa kali stores Chandi stores

Laketownkalindi

Park tea Swapan stores Khagen stores

SribhumiDakshindari

Grih laxmi Matri varaities stores Trishul stores Radharani stores Srihari stores

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Radhashyam stores Laxmi Narayan Amul Parlour

Beat-2 M.bakshi Durganagar

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Limitation of the Study

1. The study is absolutely market specific and the alternatives distribution models has been suggested ,are entirely based on the specific characteristic and market conditions of particular market. 2. The projected distribution models are effective and applicable for Amul masti cup Dahi only. 3. Retailers are not ready to furnish the detailed information. Some retailers were showing a great deal of reluctances in answering most the question regarding the product due to the irregular visit of distributor. 4. The study may not be applicable after a period of time.

Statement of The Problem

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In this fast changing economy, it has become necessary how to prepare the cost effective distribution channel. This study is done for making the distribution channel of cup Dahi cost effective. The realistic side of the problem is Most of the retailers are not satisfied due to supply issue, for this reason the retailers did not get product at proper time. Amul Masti cup Dahi which has a self-life of 15 days but when its come manufacturer to retailer then it already passed 3-4 days. Due to this problem retailer are not willing to keep this product.

Suggestion
I suggest the 2nd alternative, because the 2nd alternative is more effective than 1st alternative. As existing distribution beat is going on for that salesman have to maintain a hectic schedule to fulfills the projected plan because the existing distribution market is too much large and salesman cannot maintain the time to cover the full market. Both salesman have to face same type of problem in alternative-1.But in the case of 2nd alternative is not so hectic for the salesman because on that day existing distribution market are not too much large then both salesman can easily covered the total beat of Dahi market.

The retail shop needs advertisement to create awareness of the customer.

Curd is consumed by upper class and upper middle class thats for after scanning the all markets I have selected some potential retail shop where the upper class and upper-middle class customer are available.

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 For increasing the sale company should give some gifts or any free

scheme to attract the retailer in the market

.Sales incentives/commissions should be provided to the

salespersons. This will motivate the salespersons to achieve higher sales of the products like Amul Cup Dahi. Special offers should be there for dealers, retailers and consumers at the time of Diwali,Durgapuja and Holi Distributor should not avoid those store who could not sell all products of Amul, proper follow up should also be given to them Samples should be given to the institutional outlets when this is asked for.

Conclusion
The project was of great knowledgeable for me, I have learnt a lot in this project. As we know that Amul is very big organisation and market leader in dairy products. In the Amul there are many product categories like as milk, butter, cheese, paneer, etc. But milk & Butter is the main product of Amul. Amul has maximum market share in milk and butter but Curd industry is also a profitable industry and company cannot ignore it. With the help of the study, company can find weak in distribution channel in Amul cup Dahi. I suggest the two alternatives that company can apply the best alternative among these two and rectify the distribution channel .finally I have conclude by saying that I was really privileged to work in the Amul company and had got such a real time exposure of FMCG Company.

BIBLIOGRAPHY
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Marketing Management (Author- Philip Kotlar) www.amul.com www.wikipedia.com www.google.com

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APPENDIX
Name of the retail store Swapan stores Jai maa kali stores Khagen stores Shri hanuman stores Lokenata banijya kendrya Shri ganesh stores Pooder provision stores Samrat Shah stores Addya maa stores Grih lakshmi Kathlen Raj stores Matri varaities stores Trishul stores Lake coorner C.G catarers Vatika enterprise Anandam Rakshit stationary Annanya Nirmal stores Address laketown laketown laketown laketown laketown laketown laketown laketown laketown laketown laketown laketown laketown laketown laketown laketown laketown kalindi kalindi kalindi Subhasnagar part-1 Subhasnagar part-1

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Kaberi stores D-zone Mira varaities Kundu stores Gopal bhandar Alok nath stores Srikrishna bhandar Breakfast Monmohon stores Taraknath Radhagobindo stores Sankar stores Usha stores Taraknath bhandar Trisha stores Mimo stores Pratiksha food coorner Calpotoru Maa kali stores Chandi stores Park tea Lokenath stores Gupta bhandar Elocasi Shanti bhandar Revenue stores 50 | P a g e

Subhasnagar part-1 Subhasnagar part-1 Subhasnagar part-1 Subhasnagar part-1 Subhasnagar part-1 Italgacha Italgacha Italgacha Italgacha Italgacha Italgacha Italgacha Italgacha Italgacha Italgacha Dumdum park Dumdum park Dumdum park Dumdum park Dumdum park Dumdum park Dumdum park Dumdum park Bangur Bangur Bangur

Bangur stores Raj family shoap Bachhu stores Jaganath bhandar Binayak stores kailas stores New bachhu stores Krishan kannya Mondol stores Maa parboti stores New ghar sansar Girigopal stores Puja confectionary Radha stores Mongolom Shri durga stores Mongola gouri Vishal stores Swaraswati stores Ramkrishna sarada stores Shankar stores Girish stores Kailash stores Shree confectionary Basanti stores Gautam bhandar 51 | P a g e

Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Bangur Airport Airport Airport

New prova Titan lodge Kanchan stores Radharani stores Anupam stores Street corneer Midiate plus Srihari stores Babai fastfood center Maa padmma stores Dutta varaities stores Proojoni Jamuna varaities stores Kakali snacks Mouchak kolpotoru Deboniar Hashi confectionary Krishna stores Josodha bhandar Ice pariour Radhashyam stores Laxmi narayan amul parlour Sarada bhandar Sunny Sabita shopping center 52 | P a g e

Airport Airport Airport Dakshindari Dakshindari Dakshindari Dakshindari Sribhumi Subhasnagar part-2 Subhasnagar part-2 Subhasnagar part-2 Subhasnagar part-2 Subhasnagar part-2 Subhasnagar part-2 Subhasnagar part-2 subhasnagar part-2 Subhasnagar part-1 Subhasnagar part-1 subhasnagar part-1 Durganagar Durganagar Durganagar Durganagar Gorabazar Gorabazar Gorabazar

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