06-12-2012, 02:28 PM
STUDYING THE DISTRIBUTION NETWORK OF AMULIN BELGHARIA, KOLKATA
1STUDYING THE DISTRIBUTION.pptx (Size: 1.04 MB / Downloads: 105)
Company Profile
Based in Anand, Gujarat
Registered on December 14, 1946
Sourced from the sanskrit word amoolya
Dairy cooperative movement in india.
SWOT Analysis
Largest food brand in India
High quality, Low price
World’s largest pouched milk brand
Annul turnover of US $1504 million
Risk of highly complex supply chain
Alliance with third parties who do not belong to the organized sector
Penetrate international market
Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolate s etc.
Findings
Huge difference between proper demand and supply
Lack of promotional activities
Losing its shelf space as other brands are providing incentives to the retailer
Zero replacement facility
No display for AMUL products
No incentive for the sales persons
Suggestions
Availability & Accessibility
Work on response channel
Visits by Amul representatives
Brand visibility needed
Make Reliable distributors
Make promotional activities
Learning
FMCG industry is very delicate industry. Major business loss can happen by a minor problem
Its all about Branding, people buy products what they see, Brand loyalty is very low
FMCG market depends on Distribution network and on the sales persons
How to deal with people of various mindset.
Be ready to do anything necessary to make your things done.