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Sales And distribution project file Amul

Marketing Management (Maulana Abul Kalam Azad University of Technology)

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MAULANA ABUL KALAM AZAD UNIVERSITY OF

TECHNOLOGY

SUMMER PROJECT REPORT ON

SALES AND DISTRIBUTION MANAGEMENT AND
SECONDARY SALES ANALYSIS OF FRESH BAKERY AND
SWEETS
At
AMUL

BY
PRATIKSHA PATHAK
MAKAUT No.13600921005
OF 2020-2022

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GUIDANCE AND COMPLETION CERTIFICATE

This is to certify that Pratiksha Pathak, MAKAUT Roll No:

13600921005 of the study years 2021-2023, has undertaken
the project titled “SALES AND DISTRIBUTION MANAGEMENT
AND SECONDARY SALES ANALYSIS OF FRESH BAKERY
AND SWEETS”, under our guidance from 4th July 2022 to 20th
August 2022 and has completed the said project successfully.

_______________
Signature of Internal Guide
Dr. Jayanta Nath Mukhopadhyay

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DECLARATION

I hereby declare that this Project Report entitled “SALES AND

DISTRIBUTION MANAGEMENT AND SECONDARY SALES
ANALYSIS OF FRESH BAKERY AND SWEETS”, submitted by
me to the Army Institute of Management Kolkata, is a Bonafede
work undertaken by me under the guidance of Mr. Ankit Shukla,
Senior Territory Sales Officer, Amul, and Prof JN Mukhopadhyay
faculty of AIMK and it is not submitted to any other University or
Institution for the award of any degree or diploma/certificate or
published any time before

_______________
Pratiksha Pathak

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ACKNOWLEDGMENT

The internship opportunity I had with AMUL was a great chance

for learning and professional development. Therefore, I
consider myself a very lucky individual as I was provided with
an opportunity to be a part of it. I am also grateful for having a
chance to meet so many wonderful people and professionals
who led me through this internship period. Bearing in mind
previously I am using this opportunity to express my deepest
gratitude and special thanks to Mr. Ankit Shukla (Senior
Territory Sales officer) who despite being extraordinarily busy
with his duties, took time out to hear, guide, and keep me on
the correct path and allowing me to carry out my project at their
esteemed organization and extending during the training. I
express my deepest thanks to Mr. Santosh Kumar, (Branch
Manager) for taking part in useful decisions & giving necessary
pieces of advice and guidance, and arranging all facilities to
make life easier. I choose this moment to acknowledge his
contribution gratefully.

I perceive this opportunity as a big milestone in my career

development. I will strive to use gained skills and knowledge in
the best possible way, and I will continue to work on their
improvement, to attain my desired career objectives. Hope to
continue cooperation with all of you in the future,

Sincerely,

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TABLE OF CONTENTS

Authorization
Certificate from Guides i
Declaration by the Student ii

Acknowledgments

Executive Summary iv
1. Introduction
1.1 Company Profile
1.2 Amul Cookies and Rusk – New Launch
1.3 Objectives of the study
2. Methodology
2.1 Data collection
2.2 Sampling procedure
2.2.1 Population of the study
2.2.2 Sample Unit
2.2.3 Sample Size
2.2.4 Sampling technique
2.3 Data Analysis and interpretations
3. Findings and recommendations
3.1 Results
3.2 Conclusions
3.3 Recommendation
Appendices & Annexure

Reference

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EXECUTIVE SUMMARY

The project assigned to me is “SALES AND DISTRIBUTION

MANAGEMENT AND SECONDARY SALES ANALYSIS OF
FRESH BAKERY AND SWEETS” For which I have to analyze
the entire objectives of Amul Beverages

Amul is an Indian Dairy Cooperative based at Anand in the

state of Gujarat India the GCMMF is the largest food product
marketing Organisation in India it is the apex organization of
the dairy Cooperative of Gujarat it is the exclusive marketing
organization for the product under the brand name of Amul.

Purchases in the future the loyalty factor is quite high and

customers offer a great opportunity for positive word of mouth.

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COMPANY PROFILE

INTRODUCTION

AMUL-Anand Milk Union Limited is an Indian Diary company.

The company headquarters is in Anand, Gujarat, India. It is
India’s largest food products organization with a total brand
turnover of USD 5.1 Billion. The company popularly known as
‘AMUL’, aims to provide remunerative returns to the farmers
and also serve the interest of consumers by providing quality
products that are good value for money.

The product portfolio includes milk- UHT and pouch, buttermilk,

ghee, butter, sweetened condensed milk, milk powders, infant
milk food, dairy whitener, tea, and coffee whitener, lassi, ice-
cream, paneer-fresh and frozen, cheese, cheese spreads,
margarine, flavored milk, Gulab Jamun, milkshakes, malted
foods, and drinks, probiotic Dahi and chocolates.

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Establishment

Anand Milk Union Limited was established in 1973. In 1946, the

company was registered to stop the exploitation of middlemen.
The exploitative trade practices followed by the local trade
cartel triggered off the cooperative movement. Then, the prime
minister, Lal Bahadur Shastri decided that the same approach
should become the basis of a National Dairy Development
policy.

The farmers owned the dairy, their elected representatives

managed the village societies and the district union, and they
employed professionals to operate the dairy and manage its
business. In 1965, the National Diary Development Board was
set up with the basic objective of replicating the Amul model.
The company established a direct linkage between milk
producers and consumers by eliminating middlemen. The Amul
model has helped India to emerge as the largest milk producer
in the world. More than 16 million milk producers pour their milk
in 185903 dairy cooperative societies across the country.

VISION

• GCMMF will be an outstanding marketing organization

with specialization in the marketing of food and Dairy
products both fresh and long life with customer focus and
it integrates
• The network would consist of over 100 officers, and 7500
stockist’s headquarters servicing nearly 10 lakh outlets
with a turnover of rupees 10000 crores and serving
several cooperatives.

MISSION
• GCMMF endeavours to satisfy the taste and nutritional
requirements of the customer of the world through
excellence in marketing by the committed team

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• Through Cooperative networking they are committed to

offering a quality product that provides the best value for
money
• For are people an environment where individuals can
constantly learn grow and prosper
• For business partners Amul should be the first choice for
the product

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Channel Design

The GCMMF (Gujarat Co-operative Milk Marketing Alliance

Ltd.) works on what has been shouted the “Anand Pattern”.
This innovative three-tier association construction merges
farmers' productive prodigy alongside expert association and
present technology. The abilities at all levels are completely
farmer-owned. The co-operatives can craft marketplaces,
supply inputs, and craft worth-added processing. Punctual and
remunerative payment for the production of good quality has
safeguarded the best incentive for the farmer to rise creation
and quality. The three-tier arrangement is diagrammatically
embodied below.

The main purpose of the village co-operative area is to amass

excess milk from the milk producers of the village and make
payments established on quality and quantity.

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Amul Cookies and Rusk – New Launch

AMUL Rusk

Rusk is easily one of our favourite chai partners.

Typically, this twice-baked bread is sweetened. And when we
came across a savoury variant from one of India’s most-loved
brands, we knew it had to be reviewed. Amul offers three
variants in its range of rusks- Milk, Jeera, and Eliche. For our
Amul Rusk review, we ordered a pack of each, and here’s how
we savoured them.
Everything you need to know about Amul rusk
1. Available Variants: Amul Rusk is offered in three flavour
variants. There is Milk, Jeera, and Eliche.
2. Available Sizes:75 and 200-gram packs are offered.
3. Price Range: A 200-gram pack is priced at Rs 30.
4. Shelf Life: All Amul Rusk variants have a four-month shelf
life.

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Amul
Milk Jeera Eliche
Rusk

Price Rs 30 Rs 30 Rs 30

Quantity 200 grams 200 grams 200 grams

Carbohydrates- Carbohydrates-
Carbohydrates-
49 grams 81 grams
46 grams
Nutrition Fat- 8 grams Fat-6.7 grams
Fat- 9 grams
Protein- 6 Protein-8
Protein-7 grams
grams grams

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AMUL COOKIES
Amul Butter Cookies are made with the finest ingredients and
delicious Amul butter. While many butter cookies available in
the market are only 0.3 – 4%.
Amul cookies come in six different flavours. These cookies are
made using a comparatively better source of fat.
Let’s have an overview of 3 flavours

Amul
Butter Nankhatai Chocolate
cookies

Price Rs 11 Rs 11 Rs 30

Quantity 32grams 200 grams 200 grams

Carbohydrates- Carbohydrates-
Carbohydrates-
31.2 grams 81 grams
56 grams
Nutrition Fat- 24.6grams Fat-6.7 grams
Fat- 21 grams
Protein- Protein-8
Protein- 5grams
6.9grams grams

Amul cookies have butter, nankhatai, and chocolate

Butter cookies contain Amul butter pure butter integrated with
zero vegetables palm oil made in extreme hygiene conditions of
most standards available in easy-to-carry packs and are the
perfect snack for all occasions

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The product has a 180-day shelf life

Major issues that people still not aware of it
The product is not there in the market

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Kaju Katli
This diamond-shaped delicacy is a favourite across age
groups. Its melt-in-the-mouth texture makes India’s ‘cashew
fudge’.

Amul Kaju Katli Product Details

Price Rs. 190

Net Quantity 200 gm

Calories
491 kcal
(Per 100 gm)

1. Major competitors Haldiram and Bikaner Wala

2. Haldiram Kaju Katli’s shelf life is 45 days whereas Amul
Kaju Katli’s shelf life is 75 days
3. Other Brands Urban, Ghasitaram, Lal sweets, and GTM
are also major Kaju Katli manufacturing companies
Indian sweets are a complete sugar feast. Hence, the
initial focus of this segment is the overall sweetness. Amul
Kaju Katli is made using 54% cashews as the main
ingredient. There are a total of 27 pieces in a 200-gm
pack. Additionally, it also has two smaller triangular pieces
of Kaju Katli.

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OBJECT OF STUDY
The main objective was to engage with distributors and retailers
in a particular market area and find out the following:
• Whether the distributors properly performing their work?
• Check the availability of the products at the distributor point
and retailers
• Engage with retailers and customers to know honest reviews
regarding the product and Merchandising
• Connect new retailers and get daily feedback from every new
retailer opened.
• Solve the distributor and retailer issues.
• Know the competitive brand’s offers/margins being provided in
the market.
• Promotion of the product in every new retailer and to increase
the customer base.

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METHODOLOGY
The primary data was collected from 3 distributors with more
than 100 respondents from a market. A well-structured
questionnaire was structured to collect the data. The
questionnaire was structured to study the perception of the
audience about new Amul cookies, Rusk, and Kaju katli vs the
bakery product of the competitive companies.
1. Amul Cookies:
Primary Data:
Collected through google Forms and shop–to–shop.
Secondary Data:
Data was collected through sites, research papers, and,
data given by the company.

The main reason behind fewer customers is as follows:

1. Maximum customers were not aware of the product
2. The price of Amul cookies are more than other brand and
there is a very acceptable reason behind it and that is Amul
cookies are made of real butter whereas other brand cookies
are made of palm oil which is comparably unhealthy
3. Amul cookies can only give a margin of Rs 4 whereas other
cookies can easily give a margin of nearly Rs7- Rs 8, so
somewhere retailers don’t show much interest
4. Amul cookies work well in posh areas of Ghaziabad
Sampling procedure:
The population of the study: The population of the study is not
certain thus it’s a floating population.
Sample Unit: Random sampling is used in this research, where
our populations were between the age of 17 – 50.

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Sample Size: The study’s sample size was restricted to 100

respondents.
Sampling technique: Random Sampling.
Data Analysis and Interpretations
Analysing data collected by the means of a questionnaire
primarily Reve revealed several white very relevant to the
study.
Figure 1: Do you eat Amul cookies?

6, 6%
10, 10%
28, 28%

yes
no
sometimes
use too

56, 56%

Interpretation:
From the above data we can interpret that:
1. There is a huge market for Bakery products with real butter
2. Margins play a very vital role for retailers and distributors.

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3. Brand name works a lot in most of the market, but in the

small market, the local dairy brands are the real deal.
4. Distributor’s supply chain needs to work with the small
retailer(s).
5. The price of the cookies some are happy and some are not.

My point of view:
1. If we explain retailers regarding the product then it would
we easier
2. With help of merchandising, we can increase awareness
about product
3. From GCMF warehouse to distributor to retailer a proper
inspection should be done
4. Knowledge and product awareness between sales man is
also very important.
5. From Bulk breaking to product penetration everything
needs to be monitor

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2.AMUL RUSK

Primary Data:
Collected through google Forms and shop–to–shop.
Secondary Data:
Data was collected through sites, research papers, and
data given by the company.

Feedback from customers is as follows:

1. Maximum customers are not satisfied with the taste
2. The price of Amul rusk is affordable
3. Amul Rusk can only give a margin of Rs 6
4. Amul Rusk has 4 month-life
Sampling procedure:
The population of the study: The population of the study is not
certain thus it’s a floating population.
Sample Unit: Random sampling is used in this research, where
our populations were between the age of 17 – 50.
Sample Size: The study’s sample size was done with more
than 100 respondents.
Sampling technique: Random Sampling.
Data Analysis and Interpretations
Analysing data collected by the means of a questionnaire
primarily revealed that is very relevant to the study.
Figure 1: Do you eat Amul Rusk?

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17

23

My point of view:
1. If we explain retailers regarding the product then it would
we easier
2. With help of merchandising, we can increase awareness
about product
3. From GCMF warehouse to distributor to retailer a proper
inspection should be done
4. Knowledge and product awareness between sales man is
also very important.
5. From Bulk breaking to product penetration everything
needs to be monitor
6. A great clarification about Rusk is need between
customers

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2. AMUL KAJU KATLI

Primary Data:
Collected through google Forms and shop–to–shop.
Secondary Data:
Data was collected through sites, research papers, and data
given by the company.

Feedback from customers is as follows:

1. Maximum customers are satisfied with the taste
2. The price of Amul Kaju Katli is affordable
3. Amul Kaju katli can easily be storable
4. sales always increase during the festival season
Sampling procedure:
The population of the study: The population of the study is not
certain thus it’s a floating population.
Sample Unit: Random sampling is used in this research, where
our populations were between the age of 17 – 50.
Sample Size: The study’s sample size was done with more
than 100 respondents.
Sampling technique: Random Sampling.
Data Analysis and Interpretations
Analysing the data collected by the means of a questionnaire
primarily revealed several things that are very relevant to the
study.
Figure 1: Do you eat Amul Kaju Katli?

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16%

56%
28%

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Findings and recommendations

Results:
• The findings/result is clear that there are still some markets
that have Bakery product customers and are ready to invest
money.
• The distribution gap needs to be worked out between the
distributor and the retailer.
Finding theory
Retailers were my target account where I had to tell them about
a product making them aware of the new launch in the fresh
Bakery and sweets based on my survey it was clear that a
product was appreciated as a better product and others in
terms of quality and taste however retailers have a complaint
regarding the manage schemes replacement of project and
much other reason for this is the company policy of Amul.
FIRST- Small-scale retailers tend to be more price sensitive
they are not ready to put Amul beverages in some areas there
is less demand and they do not have refrigerators for display on
way to increase the sales of beverages. Making it aware of its
market gives retailers more management in the compensation
to computers and advertising it as much as possible
SECOND- regarding customer satisfaction customers are quite
satisfied with the product of Amul, especially with the taste
however there is tough competition from other brands in terms
of price-quality, and taste so these legs are a little behind in the
level of satisfaction.
THIRD- and last the level of customer delight is quite high they
feel happy to be attached to Amul and they welcome further
new launches of the products in the segment for more

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Conclusions:
To conclude, this study highlights the potential of those markets
where a fresh bakery company can work and the gap between
the distributor and retailer which needs to be filled. It is very
clear from the above research that the market for dairy
products is everlasting, all a company needs to do is focus on
three specific areas: Market Area, the relationship between
distributor and retailer, and Pricing.
Recommendation:
The bridge needs to be gapped between the distributor &
retailer, price range, and thorough market study, hence Sales
officers and PSRs should work more on those market areas
which have been left out.

RETAILERS VISIT:

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Appendices & Annexure

Questionnaire (Google Form)
Q1. Do you eat cookies or rusk?
(a)Yes (b)No
Q2. Have you tried Amul cookies or rusk?
a. Yes
b. No
Q 3. Which cookie brand do you prefer more?
a. Amul
b. Britannia
c. Dark Fantasy
d. Unibic
e. Metro Other
Q 4. Do you know about Amul cookies and they are made of
real butter?
a. Yes
b. No
Q 5. Is the price of Amul cookies affordable?
a. Yes
b. No
c. Never Bought
Q 6. Rate the taste of Amul cookies and rusk.
Ans: 1 to 5

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Q7. Does your distributor distribute your products on time?

a. Yes
b. No
Q 8. Which brand of cookies and rusk do you sell?
a. Amul
b. Britannia
c. Dark Fantasy
d. Unibic
Q 9. Why there is less demand for Amul cookies and rusk in
market?
OTHER QUESTIONS
Q. Do sells man talk properly and take the order correctly
Q. Do you get your product at right time from distributor office?
Q. DO you have any payment issue ?

Reference
https://amul.com/index.php
https://en.wikipedia.org/wiki/Amul

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