A

SUMMER INTERNSHIP PROJECT REPORT ON

Study on Channel of Distribution opted by
Amul for Fresh Milk in Nagpur.

Company Guide Faculty

Guide
Mr. Vikas Kachhwaya Dr.
Shreedevi Jaiswal

Presented By
Akshay Manchalwar
Introduction to the topic:-
 A distribution channel is a chain of businesses or intermediaries through
which a good or service passes until it reaches the end consumer. It can
include wholesalers, retailers, distributors and even the internet.
Channels are broken into direct and indirect forms: A direct channel
allows the consumer to buy the good from the manufacturer, and an
indirect channel allows the consumer to buy the good from a wholesaler
or retailer.
Company profile:-

 Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is

India's largest food product marketing organisation with annual turnover
(2017-18) US$ 4.5 billion.
 Its daily milk procurement is approx 18 million lit per day from
18,554 village milk cooperative societies, 18 member unions
covering 33 districts, and 3.6 million milk producer members.
 It operates through 47 Sales Offices and has a dealernetwork of 5000
dealers and 10 lakh retailers, one of the largest such networks in India.
 It is exclusive marketing organisationof 'Amul' and 'Sagar' branded
products. It operates through 47 Sales Offices and has a dealernetwork of
5000 dealers and 10 lakh retailers, one of the largest such networks in
India.
Objective of study:-

 To understand the role of distribution channel of Amul.

 To study how distribution channel add value to the marketing mix of
Amul.
 To understand the different level of intensity in distribution effect.
 To understand the relation between Amul & it’s distributors & retailers.
 To understand the satisfaction level of the retailers from the service of
the distribution
Nature of work done:-

 Week 1:- Assigned ADA & located the area of ADA.

 Week2:- Did marketing in assigned area.
 Week3:- Did marketing in area Manish nagar, Narendra nagar &
Rameshwari .
 Week4:-Did Umbrella activity in Manish nagar.
 Week5:-Did Umbrella activity in Tajbagh & Rameshwari.
 Week6- Did Umbrella activity & marketing in Narendra nagar.
 Week7:- Did Umbrella activity & marketing .
 Week8:- Did marketing & took review about product from retailer .
 Finding & conclusion:-

1.Finding:-
 Customers are loyal toward brand.
 each distributor has 70 outlets,4 employee & at least one vehicle.
 Company delivers good quality and quantity product.
 Retailers are not satisfied with company’s margin.
 Company enjoys a market leadership.
 Company faces huge competition.
 Many of the Amul milk seller don’t have banner or flex.
 Many people were unaware about Amul shakti milk & Amul masti dahi(400g).
 Some retailer are not satisfied with the packaging of Amul milk.
2.Conclusion:-
 From the information it is quite evident that distribution channel of any
company plays a vital role in its position in the market.
 Amul has shown in all the way that why it is one of the leading company
in the market for milk product
 Amul meant different thing different people.
To a milk producer- a life enriching experience
To a consumer. – assurance of having wholesome milk
To a mother. – a reliable source of nourishment for her child
To the country -. Rural development & self reliance.
To a people. – a source of income
 
Recommendation:-
 Amul is supposed to increase number of distributor. 
 Company is supposed to allow milk to distributors on credit base.
 Company is supposed to give offer to retailers.
 Company should do social media marketing.
 Company is supposed to provide free sample for new product. 
 Company is supposed to contact with there retailer also. 
 Company should use more Television advertisement.
 Company should provide offer during festive season
 Company has to handle retailers problem like replacement ,damage.
Learning:-

1. Personal learning:-
 Punctuality
 Decision making
 Communication Skill
2.Professional learning:-
 Competitor Analysis
 Market Segmentation
 Utilization Of available resources
Achievement:-

 I have added 6 new outlets.

 I have increased the sale of amul milk (product name:-Shakti) in various
different area such as Beltarodi road, Manish nagar, Pawanbhumi, Shree
nagar.
 I have sold 183 lit of milk on the occasion of Eid in a period of half week
(3 days).
 I have generated Sale through different catering Services and also dairy
retailers of milk to distributor.
THANK YOU