Beverage Industry:: To Study The Distribution Channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli
Beverage Industry:
Structure of Beverage Industry:
.everages
Water
3lavored
4on /lcoholic
/lcoholic
5ilk
&ot .everages
6uices
2oft Drinks
Wine
.eer
Distilled spirit
Water:
Despite the fact that most beverages, including juice, soft drinks, and carbonated drinks, have some form of water in them; water itself is often not classified as a beverage, and the word beverage has been recurrently defined as not referring to water. Essential to the survival of all organisms, water has historically been an important and life sustaining drink to humans. E!cluding fat, water composes appro!imately "#$ of the human body by mass. %t is a crucial component of metabolic processes and serves as a solvent for many bodily solutes. &ealth authorities have historically suggested at least eight glasses, eight fluid ounces each, of water per day '() fluid ounces, or *.+, litres-, and the .ritish Dietetic /ssociation recommends *.+ litres. 0he 1nited 2tates Babasabpatilfrepptmba.com Page *

Environmental 7rotection /gency has determined that the average adult actually ingests 8.# litres per day. Distilled 'pure- water is rarely found in nature. 2pring water, a natural resource from which much bottled water comes, is generally imbued with minerals. 0ap water, delivered by domestic water systems in developed nations, refers to water piped to homes through a tap. /ll of these forms of water are commonly drink, often purified through filtration.
Alcoholic beverages:
/n alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although in chemistry the definition of an alcohol includes many other compounds. /lcoholic beverages, such as wine and beer, have been part of human culture and development for +,### years.
Non-alcoholic Beverages: uice-
9range juice Babasabpatilfrepptmba.com Page 8

uice is a li:uid naturally contained in fruit or vegetable tissue. 6uice is prepared by mechanically s:uee;ing or macerating fresh fruits or vegetables without the application of heat or solvents. 3or e!ample, orange juice is the li:uid e!tract of the fruit of the orange tree. 6uice may be prepared in the home from fresh fruits and vegetables using variety of hand or electric juicers. 5any commercial juices are filtered to remove fiber or pulp, but high pulp fresh orange juice is marketed as an alternative. 6uice may be marketed in concentrate form, sometimes fro;en, re:uiring the user to add water to reconstitute the li:uid back to its <original state< '=enerally, concentrates have a noticeably different taste than their comparable >fresh s:uee;ed> versions-. 9ther juices are reconstituted before packaging for retail sale. ?ommon methods for preservation and processing of fruit juices include canning, pasteuri;ation, free;ing, evaporation and spray drying. 7opular juices include but are not limited to apple, orange, grapefruit, pineapple, tomato, mango, carrot, grape, cranberry and pomegranate. %t has become increasingly popular to combine a variety of fruits into single juice drinks.
!il":
!il" is an opa:ue white li:uid produced by the mammary glands of female mammals 'including monotremes-. %t provides the primary source of nutrition for newborns before they are able to digest other types of food. 0he early lactation milk is known as colostrum, and carries the mother<s antibodies to the baby. %t can reduce the risk of many diseases in the baby. 0he e!act components of raw milk varies by species, but it contains significant amounts of saturated fat, protein and calcium as well as vitamin ?. Babasabpatilfrepptmba.com Page @
Soft drin"s:
0he name >soft drink> specifies a lack of alcohol by way of contrast to the term >hard drink> and the term >drink>, the latter of which is nominally neutral but often carries connotations of alcoholic content. .everages like colas, sparkling water, iced tea, lemonade, s:uash, and fruit punch are among the most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this classification. 5any carbonated soft drinks are optionally available in versions sweetened with sugars or with non caloric sweeteners. Hot beverages
/ cup of coffee
&ot beverages, including infusions. 2ometimes drunk chilled.

o
?offee based beverages

?appuccino ?offee Page )
Babasabpatilfrepptmba.com

o o
Espresso ?afA au lait 3rappA 3lavored coffees 'mocha etc.Batte
&ot chocolate &ot cider
5ulled cider
o o
=lChwein 0ea based beverages

3lavored teas 'chai etc.=reen tea 7earl milk tea 0ea
o o
&erbal teas Doasted grain beverages '7ostum etc.-
#ther
2ome substances may either be called food or drink, or accordingly be eaten with a s$oon or drunk, depending on solid ingredients in it and on how thick it is, and on preference:

2oup Eogurt
Sou$ Sou$ is a food that is made by combining ingredients such as meat, vegetables or legumes in stock or hotFboiling water, until the flavor is e!tracted, forming a broth.
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0raditionally, soups are classified into two broad groups: clear soups and thick soups. 0he established 3rench classifications of clear soups are bouillon and consomm. 0hick soups are classified depending upon the type of thickening agent used: pures are vegetable soups thickened with starch; bisques are made from purAed shellfish thickened with cream; cream soups are thickened with bAchamel sauce; and velouts are thickened with eggs, butter and cream. 9ther ingredients commonly used to thicken soups and broths include rice, flour, and grain. %oghurt
Cack, a 0urkish cold soup yoghurt variety. %oghurt or yogurt, less commonly yoghourt or yogourt 'see spelling below-, is a dairy product produced by bacterial fermentation of milk. 3ermentation of the milk sugar 'lactose- produces lactic acid, which acts on milk protein to give yoghurt its te!ture and its characteristic tang. 2oy yogurt, a dairy yogurt alternative, is made from soy milk.
Beverages
With the domestic dairy sector slated to cross Ds G##,### crore in revenues by 8#**, milk seems to have found flavor with 35?= majors. 0hese companies are trying to develop niche categories to milk in the money.
?oca ?ola and 7epsi?o have already announced plans to enter the milk based beverages segment in the country. Deliance Detail, which has entered the diary segment with Dairy 7ure, its milk brand, may also e!pand into niche categories. %ndustry observers believe Babasabpatilfrepptmba.com Page (

that .harti Detail may also be working its way towards marking an entry into the dairy space. H=oing by the changing preference of consumers for healthier options, this category is likely to grow bigger in the coming years,I says /nand 2hah, the retail and 35?= analyst at /ngel .roking. /ccording Dairy %ndia 8##" estimates, the current si;e of the %ndian dairy sector is Ds 8G#,### crore and has been growing at a rate of G per cent a year. /t present, the Ds G## crore ready to drink flavoured milk category makes up for the largest chunk of the milk beverages market. 0he main players in the category include %ndian dairy majors =ujarat ?ooperative 5ilk 5arketing 3ederation '=?553- and 5other Dairy, along with &ershey, 4estle %ndia and /mrit 3ood.
=?553 has a wide range of flavoured milk options under the /mul brand, which includes /mul ?ool, Jool Joko and ?ool ?afe, while 5other Dairy has ?hill; on the shelf in the category. 4estle also introduced 5ilkmaid 3unshakes last year. H0he li:uid milk and allied products category continues to be our main focus since milk consumption is very high in the country,I D 2odhi, chief general manager, =?553, said. While /mul, with its health drink 2tamina, is the only player in the whey based drink category, lassi has caught the fancy of many, leading to innovations like probiotic lassi. HBassi is a very important category in our overall dairy portfolio. We have been growing at a rate of )# per cent in this category over the last few years,I 7aul 0hachil, ?E9, 5other Dairy 3ruits K Legetable, said.
When sales of carbonated soft drinks began to lose their fi;; around the world, soft drink companies entered
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the milk based drink domain. 7epsi launched chocolate milk under the 2o.e brand and 7epsiMs joint venture with 2tarbucks rolled out 3rapuccino, a refrigerated milk coffee beverage. ?oca ?ola, on the other hand, partnered 4estle 12/Ms beverages division to develop ?hoglit, a skim milk based chocolate flavoured drink.
&owever, starting the milk beverage business may not be simple. H3or a new dairy set up, backward integration would be the biggest challenge. 2etting up procurement, processing and production lines are time consuming activities and a new company would need to invest significantly to achieve these ends. / stable set up can only be achieved over a period of *# to 8# years,I 2odhi adds. Beverage firms to flood mar"et with health drin"s 0his summer, the beverages market will move a little more away from its carbonated drinks. 2tretching the health and wellness plank, beverage makers have lined up five si! new health drinks in the coming months, more than in any other category. &ealth drinks such as Dibena, Buco;ade and N @G .ody fuel may soon become the household names, as 7epsi?o, ?oca ?ola, /mul and =la!o2mithkline are planning to introduce these drinks. >0he penetration levels of aerated drinks in %ndia are :uite low compared with other developing and developed markets. ?arbonates are e!pected to register relatively moderate volume and value growth as consumers are increasingly opting for healthier beverages such as fruit juices and fruit based drinks, and even bottled water,> said &arminder 2ahni, managing director of 0echnopak /dvisors, a retail consultancy. 0hus, the Ds ",8## crore carbonated drinks category are e!pected to face the heat of the rising competition this summer from categories falling under the health umbrella. /t present, these categories are juice and juice based drinks, energy and sports drinks, malted beverages, probiotic drinks and bottled water. Babasabpatilfrepptmba.com Page +

7epsi?o %ndia is eyeing a larger share of the Ds *,8## crore juice and juice based drinks market. >0hese drinks are the fastest growing category in the beverages market and over G# per cent of the volume is to come from the category this year,> said 2anjiv ?hadha, chief e!ecutive officer, 7epsi?o %ndia. 0he company is also planning to e!pand its juice drink 0ropicana 0wister in three more flavours this year. %t is also working towards increasing its share of the drinking water market. ?oca ?ola too is widening its portfolio. >9ur entire brand portfolio has been designed to satisfy the various needs of the consumers be it hydration, energy, enjoyment or simply having fun. /s part of the same endeavor, we are e!ploring a wide variety of beverage opportunities such as juice and juice based drinks, energy and sports drinks, flavored water,> said /tul 2ingh, president K ?E9, ?oca ?ola %ndia. /ccording to an industry analyst, the gross margin in the fruit beverages and the bottled water categories are high, which is incentive enough for beverage makers to strengthen their portfolios. =la!o2mithJline ?onsumer &ealth ?are is tempted to enter the category. Oubair /hmed, managing director, said: >We plan to bring in Buco;ade 2port for athletes and Dibena a Litamin ? based fruit drink into the market soon. &owever, there are regulatory challenges at present and the stability of products is to be tested.> &ome grown 35?= company Dabur has launched a malted food drink, ?hyawan 6unior, and plans to e!pand its Deal juices and Deal 0wist portfolio. Eakult Danone %ndia is busy nurturing the newest kid on the beverage block, probiotic drinks. 0he nascent category has already struck a chord with the %ndian consumer to become a Ds 8## crore market. Dairy companies such as /mul and 5other dairy too have entered this segment with probiotic lassi. Babasabpatilfrepptmba.com Page ,
&om$any overview:
Ty$e 'ounded Head(uarters )ey $eo$le Industry *roducts +evenue ,m$loyees Slogan -ebsite ?ooperative *,)( /nand, %ndia ?hairman, =ujarat
?o operative
5ilk
5arketing 3ederation Btd. '=?553Dairy 2ee complete products listing. 0emplate:DevenueP* billion 12D 'in 8##( #"8.)* million milk producers 0he 0aste of %ndia http:FFwww.amul.comF
Amul .Anand !il"-$roducers /nion 0imited1, formed in *,)(, is a dairy cooperative movement in %ndia. %t is a brand name managed by an ape! cooperative organisation, 2u3arat &o-o$erative !il" !ar"eting 'ederation 0td4 .2&!!'1 , which today is jointly owned by some 8.( million milk producers in =ujarat, %ndia. %t is based in /nand town of =ujarat and has been a sterling e!ample of a co operative organi;ation<s success in the long term. 0he Amul *attern has established itself as a uni:uely appropriate model for rural development. /mul has spurred the White Devolution of %ndia, which has made %ndia the largest producer of milk and milk products in the world. %t is also the world<s biggest vegetarian cheese brand. /mul<s product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, 4utramul brand and others. %n 6anuary 8##(, /mul plans to launch %ndia<s first sports drink Stamina, which will be competing with ?oca ?ola<s Powerade and 7epsi?o<s Gatorade. /mul is the largest food brand in %ndia and world<s Bargest 7ouched 5ilk .rand with an annual turnover of 12 P*#G# million '8##( #"- .?urrently /mul has 8.( million producer members with milk collection average of *#.*( million litres per day. .esides %ndia, /mul has entered overseas markets such as 5auritius, 1/E, 12/, .angladesh, /ustralia, ?hina, 2ingapore, &ong Jong and a few 2outh /frican countries. %ts bid to Babasabpatilfrepptmba.com Page *#

enter 6apanese market in *,,) had not succeeded, but now it has fresh plans of flooding the 6apanese markets. 9ther potential markets being considered include 2ri Banka. 5Dr 6erghese )urien7 the chairman of the 2&!!'7 is recognised as the man behind the success of Amul84
History
/mul was formally registered on December 9:7 9;:<4 0he brand name /mul, sourced from the Sans"rit word Amoolya, means priceless. %t was suggested by a :uality control e!pert in Anand4 2ome cite the origin as an acronym to 'Anand !il" *roducers /nion 0imited14 0he Amul revolution was started as awareness among the farmers. %t grew and matured into a protest movement that was channeled towards economic prosperity.
Situation of farmers:
9ver five decades ago, the life of an average farmer in )heda District was very much like that of hisFher counterpart anywhere else in India4 &isFher income was derived almost entirely from seasonal crops. 0he income from milk buffaloes was undependable. 5ilk producers had to travel long distances to deliver milk to the only dairy, the 7olson Dairy in /nand Q often milk went sour, especially in the summer season, as producers had to physically carry milk in individual containers. 7rivate traders and middlemen controlled the marketing and distribution system for the milk. 0hese middlemen decided the prices and the off take from the farmers by the season. /s milk is perishable, farmers were compelled to sell it for whatever they were offered. 9ften, they had to sell cream and ghee at throw away prices. %n this situation, the private trader made a killing. 5oreover, the government at that time had given monopoly rights to 7olson Dairy 'around that time 7olson was the most well known butter brand in the country- to collect milk from /nand and supply to .ombay city in turn 'about )## kilometers away-. %ndia ranked nowhere amongst milk producing countries in the world in *,)(. =radually, the reali;ation dawned on the farmers with inspiration from then nationalist leaders Sardar 6allabhbhai *atel 'who later became the first &ome 5inister of free %ndia- and !orar3i Desai 'who later become the 7rime 5inister of %ndia- and local farmer, freedom fighter and social worker Tribhovandas *atel, that the e!ploitation by the trader could be Babasabpatilfrepptmba.com Page **

checked only if they marketed their milk themselves. /mul was the result of the reali;ation that they could pool up their milk and work as a cooperative.
Setting u$ of )aira District &o-o$erative !il" *roducers= /nion:

0he )aira District &o-o$erative !il" *roducers= /nion 0imited ')D&!*/0began $asteuri>ing milk for the Bombay 5ilk 2cheme in 6une *,)+. .y the end of 9;:?7 more than )## farmers joined in more 6illage Society7 and the :uantity of milk handled by one 1nion increased from 8G# to G,### liters a day. Dr4 6erghese )urien, fed up being at the government creamery in /nand, which held no challenge, volunteered to help 2hri 0ribhovandas 7atel, the ?hairman of JD?571B, in setting up a processing plant. 0his marked the birth of /51B.0he success of /mul was instrumental in launching the -hite +evolution that resulted in increased milk production in %ndia. %t is officially termed as #$eration 'lood by /mul. 0he breakthrough technology of spray drying and processing buffalo milk, developed by !r4 H4!4 Dalaya7 was one of the key factors that contributed to the Devolution.
Setting /$ of 2u3arat &oo$erative !il" !ar"eting 'ederation:

%n *,G), Jaira District ?o operative 5ilk 7roducersM 1nion built a plant to convert surplus milk produced in the cold seasons into milk powder and butter@. %n *,G+, a plant to manufacture cheese and one to produce baby food were added. 2ubse:uent years saw the addition of more plants to produce different products. %n *,"@, the milk societiesFdistrict level unions decided to set up a marketing agency to market their products. 0his agency was the =ujarat ?ooperative 5ilk 5arketing 3ederation '=?553-. %t was registered as a co operative society on , 6uly *,"@.
2&!!' Today:
=?553 is %ndia<s largest food products marketing organisation. %t is a state level ape! body of milk cooperatives in =ujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing :uality products, which are good value for money. =?553 markets and manages the /mul brand. 3rom mid *,,#<s /mul has entered areas not related directly to its core business. %ts entry into ice cream was regarded as successful due to the large market share it was able to capture within a Babasabpatilfrepptmba.com Page *8

short period of time primarily due to the price differential and the brand name. %t also entered the *i>>a business, where the base and the recipes were made available to restaurant owners who could price it as low as @# rupees per pi;;a when the other players were charging upwards of *## rupees. %n 2eptember 8##", /mul emerged as the leading /sian brand according to a survey by 2ynovate to find out /sia<s top *### .rands.
!embers: No4 of *roducer !embers: No4 of 6illage Societies: Total !il" handling ca$acity: !il" collection .Total - @AA<-AB1: !il" collection .Daily Average @AA<-AB1: !il" Drying &a$acity: &attlefeed manufacturing &a$acity:
*@ district cooperative milk producers< 1nion 8.( million *8,",8 *#.*( million litters per day 8.@+ billion litters (.G million litters G,) 5ts. per day 8()# 5ts per day
/mul<s sugar free 7ro .iotic %ce cream won 0he %nternational Dairy 3ederation 5arketing /ward for 8##".
&ollection of mil": ,very

day /mul collects ))",### liters of milk from 8.*8 million farmers 'many illiterate-, converts the milk into branded, packaged products, and delivers goods worth Ds ( crore 'Ds (# million- to over G##,### retail outlets across the country. Babasabpatilfrepptmba.com Page *@

%ts supply chain is easily one of the most complicated in the world. &ow do managers at /mul prevent the milk from souringR Walk in to any /mul or =ujarat ?ooperative 5ilk 5arketing 3ederation '=?553office, and you may or may not see a photograph of 5ahatma =andhi, but you will certainly see one particular photograph. %t shows a long line of =ujarati women waiting patiently for a union truck to come and collect the milk they have brought in shining brass matkas. 0he picture is always prominently displayed. 0he message is clear: never forget your primary customer. %f you don<t, success is certain. 0he proof / uni:ue, Ds 8,8## crore 'Ds 88 billion- enterprise.
#rgani>ation structure:
%t all started in December *,)( with a group of farmers keen to free themselves from intermediaries, gain access to markets and thereby ensure ma!imum returns for their efforts. .ased in the village of /nand, the Jaira District 5ilk ?ooperative 1nion 'better known as /mul- e!panded e!ponentially. %t joined hands with other milk cooperatives, and the =ujarat network now covers 8.*8 million farmers, *#,)** village level milk collection centers and fourteen district level plants 'unions- under the overall supervision of =?553. 0here are similar federations in other states. Dight from the beginning, there was recognition that this initiative would directly benefit and transform small farmers and contribute to the development of society. 5arkets, then and even today, are primitive and poor in infrastructure. /mul and =?553 acknowledged that development and growth could not be left to market forces and that proactive intervention was re:uired. 0wo key re:uirements were identified.
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0he first, that sustained growth for the long term would depend on matching supply and demand. %t would need heavy investment in the simultaneous development of suppliers and consumers. 2econd, that effective management of the network and commercial viability would re:uire professional managers and technocrats. 0o implement their vision while retaining their focus on farmers, a hierarchical network of cooperatives was developed, which today forms the robust supply chain behind =?553Ms endeavors 0he vast and comple! supply chain stretches from small suppliers to large fragmented markets. 5anagement of this network is made more comple! by the fact that =?553 is directly responsible only for a small part of the chain, with a number of third party players 'distributors, retailers and logistics support providers- playing large roles. 5anaging this supply chain efficiently is critical as =?553<s competitive position is driven by low consumer prices supported by a low cost system.
Introducing higher value $roducts:

.eginning with li:uid milk, =?553 enhanced the product mi! through the progressive addition of higher value products while maintaining the desired growth in e!isting products. Despite competition in the high value dairy product segments from firms such as &industan Bever, 4estle and .ritannia, =?553 ensures that the product mi! and the se:uence in which /mul introduces its products is consistent with the core philosophy of providing milk at a basic, affordable price.
/mbrella brand:
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0he network follows an umbrella branding strategy. /mul is the common brand for most product categories produced by various unions: li:uid milk, milk powders, butter, ghee, cheese, cocoa products, sweets, ice cream and condensed milk. /mul<s sub brands include variants such as /mulspray, /mulspree, /mulya and 4utramul. 0he edible oil products are grouped around Dhara and Bokdhara, mineral water is sold under the 6al Dhara brand while fruit drinks bear the 2afal name. .y insisting on an umbrella brand, =?553 not only skillfully avoided inter union conflicts but also created an opportunity for the union members to cooperate in developing products.
!anaging the su$$ly chain:

Even though the cooperative was formed to bring together farmers, it was recognised that professional managers and technocrats would be re:uired to manage the network effectively and make it commercially viable.
&oordination:
=iven the large number of organi;ations and entities in the supply chain and decentrali;ed responsibility for various activities, effective coordination is critical for efficiency and cost control. =?553 and the unions play a major role in this process and jointly achieve the desired degree of control. .uy in from the unions is assured as =?553Ms board approves the plans. 0he board is drawn from the heads of all the unions, and the boards of the unions comprise of farmers elected through village societies, thereby creating a situation of interlocking control. 0he federation handles the distribution of end products and coordination with retailers and the dealers. 0he unions coordinate the supply side activities.
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0hese include monitoring milk collection contractors, the supply of animal feed and other supplies, provision of veterinary services, and educational activities.
!anaging third $arty service $roviders:

3rom the beginning, it was recogni;ed that the unions< core activity lay in milk processing and the production of dairy products. /ccordingly, marketing efforts 'including brand development- were assumed by =?553. /ll other activities were entrusted to third parties. 0hese include logistics of milk collection, distribution of dairy products, sale of products through dealers and retail stores, provision of animal feed, and veterinary services. %t is worth noting that a number of these third parties are not in the organi;ed sector, and many are not professionally managed with little regard for :uality and service. 0his is a particularly critical issue in the logistics and transport of a perishable commodity where there are already weaknesses in the basic infrastructure.
,stablishing best $ractices:

/ key source of competitive advantage has been the enterprise<s ability to continuously implement best practices across all elements of the network: the federation, the unions, the village societies and the distribution channel. %n developing these practices, the federation and the unions have adapted successful models from around the world. %t could be the implementation of small group activities or :uality circles at the federation. 9r a 0S5 program at the unions. 9r housekeeping and good accounting practices at the village society level. 5ore important, the network has been able to regularly roll out improvement programs across to a large number of members and the implementation rate is consistently high.
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3or e!ample, every 3riday, without fail, between *#.## a.m. and **.## a.m., all employees of =?553 meet at the closest office, be it a department or a branch or a depot to discuss their various :uality concerns. Each meeting has its pre set format in terms of 7urpose, /genda and Bimit '7/B- with a process check at the end to record how the meeting was conducted. 2imilar processes are in place at the village societies, the unions and even at the wholesaler and ?K3 agent levels as well. E!amples of benefits from recent initiatives include reduction in transportation time from the depots to the wholesale dealers, improvement in D9% of wholesale dealers, implementation of Oero 2tock 9ut through improved availability of products at depots and also the implementation of 6ust in 0ime in finance to reduce the float. Jai;ens at the unions have helped improve the :uality of milk in terms of acidity and sour milk. (Undertaken by multi disciplined teams! "ai#ens are highly $ocussed pro%ects! reliant on a structured approach based on data gathering and analysis&' 3or e!ample, 2abar 1nion<s records show a reduction from 8.#$ to #.G$ in the amount of sour milkFcurd received at the union. 0he most impressive aspect of this large scale roll out is that improvement processes are turning the village societies into individual improvement centers.
Technology and e-initiatives:

=?553<s technology strategy is characteri;ed by four distinct components: new products, process technology, and complementary assets to enhance milk production and e commerce. 3ew dairies of the world have the wide variety of products produced by the =?553 network. Lillage societies are encouraged through subsidies to install chilling units. /utomation in processing and packaging areas is common, as is &/??7 certification.
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/mul actively pursues developments in embryo transfer and cattle breeding in order to improve cattle :uality and increases in milk yields. =?553 was one of the first 35?= 'fast moving consumer goods- firms in %ndia to employ %nternet technologies to implement .8? commerce. 0oday customers can order a variety of products through the %nternet and be assured of timely delivery with cash payment upon receipt. /nother e initiative underway is to provide farmers access to information relating to markets, technology and best practices in the dairy industry through net enabled kiosks in the villages. =?553 has also implemented a =eographical %nformation 2ystem '=%2- at both ends of the supply chain, i.e. milk collection as well as the marketing process. 3armers now have better access to information on the output as well as support services while providing a better planning tool to marketing personnel.
!ascot:
0he /mul baby 2ince 9;<B /mul products< mascot has been the very recognisable >/mul baby> 'a chubby butter girl usually dressed in $ol"a dotted dress- showing up on hoardings and product wrappers with the e:ually recognisable tagline Utterly (utterly )elicious Amul.0he mascot was first used for /mul butter. .ut in recent years in a second wave of ad campaign for /mul products, she has also been used for other product like ghee and mil"4 ?urrently /mul is in the process of getting the /mul =irl registered as the oldest ad campaign in the =uinness .ook 9f World Decords. /lthough there seems to be no competition for this mascot, /mul ?orporation is still doing further research to confirm their claim.
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To study the distribution channel and Demand of Amul Beverages in Hubli In *o$ular &ulture:
0he establishment of /mul is also known as 0he White Devolution. 0he White Devolution of %ndia inspired the notable %ndian film maker 2hyam .enegal to base a movie on. 0he motion picture 5anthan was made during the late *,(#s and early *,"#s, and starred: 2mita 7atil, =irish Jarnad, 4aseeruddin 2hah, and /mrish 7uri. 0he White Devolution ushered an era of plenty from a measly amount of milk production and distribution. /side from the great measurable success that this project was, it also demonstrated the power of >collective might>. / small set of poor farmers of Jheda district in =ujarat had the vision and foresight to act in a way that was good for the society and not for the self alone
:*Cs of 2&!!' 0TD: *roduct:

A!/0 means "priceless" in 2anskrit. 0he brand name >/mul,> from the 2anskrit >/moolya,> was suggested by a :uality control e!pert in /nand. Lariants, all meaning >priceless>, are found in several %ndian languages. /mul products have been in use in millions of homes since *,)(. /mul .utter, /mul 5ilk 7owder, /mul =hee, /mulspray, /mul ?heese, /mul ?hocolates, /mul 2hrikhand, /mul %ce cream, 4utramul, /mul 5ilk and /mulya have made /mul a leading food brand in %ndia. '0urnover: Ds. )8."+ billion in 8##( #"-. 0oday /mul is a symbol of many things. 9f high :uality products sold at reasonable prices. 9f the genesis of a vast co operative network. 9f the triumph of indigenous technology. 9f the marketing savvy of a farmers< organisation. /nd of a proven model for dairy development.
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To study the distribution channel and Demand of Amul Beverages in Hubli Bread S$reads
/mul .utter /mul Bite Bow 3at .readspread /mul ?ooking .utter
&heese +ange:
/mul 7asteuri;ed 7rocessed ?heddar ?heese /mul 7rocessed ?heese 2pread /mul 7i;;a '5o;arella- ?heese /mul Emmental ?heese /mul =ouda ?heese
!il" Drin"s:
/mul Jool /mul Jool ?afe Jool Joko / delight to ?hocolate Bovers. Delicious ?hocolate taste 4utramul Energy Drink/ drink for Jids provides energy to suit the needs of growing Jids /mul Jool ?hocolate 5ilk /mul Jool 3lavoured .ottled 5ilk /mul Jool 3lavoured 0etra 7ack Page 8*

/mul 5asti 2piced .uttermilk /mul introduces the .est 0hirst Suenching Drink
*owder !il":
/mul 2pray %nfant 5ilk 3ood 2till, 5other<s 5ilk is .est for your baby /mul %nstant 3ull ?ream 5ilk 7owder / dairy in your home 2agar 2kimmed 5ilk 7owder Which is especially useful for diet preparations or for use by people on low calorie and high protein diet. 2agar 0ea ?offee Whitener /mulya Dairy Whitener 0he Dichest, 7urest Dairy Whitener
'resh !il":
/mul 3resh 5ilk 0his is the most hygienic milk available in the market. 7asteurised in state of the art processing plants and pouch packed for convenience. /mul =old 5ilk /mul 0aa;a Double 0oned 5ilk /mul Bite 2lim and 0rim 5ilk /mul 3resh ?ream /mul 2hakti 0oned 5ilk
Page 88
'or &oo"ing:
/mul F 2agar 7ure =hee 5ade from fresh cream. &as typical rich aroma and granular te!ture. /n ethnic product made by dairies with decades of e!perience. ?ooking .utter /mul 5alai 7aneer Deady to cook paneer to make your favourite recipesT 1tterly Delicious 7i;;a 5ithai 5ate 2weetened ?ondensed 5ilk 3ree flowing and smooth te!ture. White to creamy color with a pleasant taste 5asti Dahi
Desserts:
/mul %ce ?reams 7remium %ce ?ream made in various varieties and flavours with dry fruits and nuts. /mul 2hrikhand / delicious treat, anytime /mul 5ithaee =ulab 6amuns 7ure Jhoya =ulab 6amums...best served piping hot. /mul ?hocolates 0he perfect gift for someone you love. Babasabpatilfrepptmba.com Page 8@

/mul Bassee /mul .asundi
Health Drin":
4utramul '5alted 5ilk 3ood made from malt e!tract has the highest protein content among all the brown beverage powders sold in %ndia. /mul 2hakti &ealth 3ood Drink '/vailable in Jesar /lmond and ?hocolate flavours-.
*lace .The distribution networ"1:
Page 8)

/mul products are available in over G##,### retail outlets across %ndia through its network of over @,G## distributors. 0here are )" depots with dry and cold warehouses to buffer inventory of the entire range of products. =?553 transacts on an advance demand draft basis from its wholesale dealers instead of the che:ue system adopted by other major 35?= companies. 0his practice is consistent with =?553<s philosophy of maintaining cash transactions throughout the supply chain and it also minimi;es dumping. Wholesale dealers carry inventory that is just ade:uate to take care of the transit time from the branch warehouse to their premises. 0his just in time inventory strategy improves dealers< return on investment 'D9%-. /ll =?553 branches engage in route scheduling and have dedicated vehicle operations.
Distribution Structure for dairy $roduct:

5ember 1nionF '5anufacturer-
?ompany Depot
Distributor
Detailer
?ustomer
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Distribution structure for Ice-&ream:

5ember union '5anufacturer-
?ompany &ub
?ompany Depot
Distributor
Detailer
?ustomer
/ll %ndia they have )G sales Depot, ( Oonal offices in chanai, .ombay, Jolkotta, =owhati, Delhi, /hemdabad. /lso @G## distributors and more than 8,G#,### retail outlets. %n Jarnataka they have 8 sales Depot one in Dharwad'north- and one in .angalore'south-, these comes under chanai ;onal office, and **G distributors. %n 4orth Jarnataka sales depot is in near Dharwad. 0hey cover places from chitradurg to .idar total 8G district. 0hey have (8 distributors in north Jarnataka, in &ubli and Dharwad they have 8 distributors. %n &ubli Q 4armada trading company Babasabpatilfrepptmba.com Page 8(

.allari galli &ubli %n Dharwad 2hri veerbhadreshwar 5arketing .ack side of vijaya theater Dharwad
*rice:
/t the time /mul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products. 0hus /mul adopted a low cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money.
*romotional Activity: Advertising
/n /mul butter ad on 7akistan<s )argil -ar fiasco. 0he image shows the >/mul baby> in between 2eorge 'ernandes and 6a3$ayee4 %ts advertising has also started using tongue in cheek sketches starring the /mul baby commenting jovially on the latest news or current events. 0he pun in her words has been popular. 0he /mul ads are one of the longest running ads based on a theme, now vying for the 2uinness records for being the longest running ad campaign ever. 2ylvester da?unha, was the managing director of the advertising agency, /27, that created the campaign in *,(" whose charm has endured fickle public opinion, gimmickry and all else.
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&om$etitors of Amul:
/mul has been able to withstand the onslaught of private and foreign players in the dairy industry and has also been able to e!port products in limited :uantities. 0he success of /mul resulted in similar organi;ations being setup by state governments throughout %ndia, most of which had reasonable success. E!amples are !ilma in )erala7 Lijaya in Andhra *radesh, /avin in Tamil Nadu 7)4!4' ' 4andini - in )arnata"a, 2udha in Bihar and others. 9ther co operative rivals of /mul include National Dairy Develo$ment Board .NDDB1 'with its Mother Dairy and *ugam brands-. With /mul entering the s$orts drin" market, its rivals now include ?oca ?ola and 7epsi?o.
Sales Turn over:

/mul has recorded a @#$ growth in turnover this year, despite stiff competition from multinational companies and big domestic players in the milk and dairy business. =ujarat ?ooperative 5ilk 5arketing 3ederation Btd, which markets /mul products, is e!pecting a turnover of Ds @,(## crore during 8##G #( fromDs 8,,## crore last year.
business outside Gujarat, its promotional campaigns, its growth targets at home and abroad B M Vyas, Managing Director, talks to P N V Nair, Editor - Food & Beverage News, about Amul's expanding
2ales 0urnover *,,) ,G *,,G ,( *,,( ," *,," ,+ *,,+ ,, *,,, ## 8### #* 8##* #8 8##8 #@ 8##@ #) 8##) #G 8##G #(
Ds 'million***)# *@",# *GG)# *++)# 88*,8 88*+G 88G++ 8@@(G 8")G" 8+,)* 8,88G @""@(
12 P 'in million@GG )## )G# )GG ),@ ),@ G## G## G"G (*( ("8 +G# Page 8+

8##( #" )8""+ *#G#
Entertainment:
Books
0he /mul %ndia 2tory : Duth &erediya 5anagement Jurien 2tyle : 5L Jamath 0he 1nfinished Dream : L Jurien
Feature Films
2ardar: 0he %ron 5an of %ndia : / film by Jetan 5ehta 5anthan: / 3ilm by 2hyam .enegal 0o view the movie click here.
Awards:

Damkrishna .ajaj 4ational Sality /ward 8##@ /mul 0he 0aste 9f %ndia '=cmmf-Deceives %nternational ?io *## /ward 3or Desourcefulness
Dajiv =andhi 4ational Suality /ward *,,,
Page 8,
To study the distribution channel and Demand of Amul Beverages in Hubli Amul Beverages:
3lavored milk /mul Jool, a low calorie thirst :uenching drink, 5asti .utter 5ilk; ready to drink coffee Jool ?afA and %ndia<s first sports drink 2tamina. With these launches, the billion dollar =ujarat ?o operative 5ilk 5arketing 3ederation Btd '=?553-, /sia<s largest integrated dairy products manufacturing and marketing organi;ation, is now a leading player in the %ndian dairy beverages market with over ,#$ market share in branded packaged dairy drinks segment. 0he milk based drink market has been showing a hefty double digit growth. %n /ugust 8##", /mul introduced Jool Joko, a chocolate milk brand e!tending its product offeringt in the milk products segment. 9ther /mul brands are /mul Jool, a low calorie thirst :uenching drink; 5asti .utter 5ilk; Jool ?afe, ready to drink coffee and %ndia<s first sports drink 2tamina. 0he %ndian soft drink market is worth about Ds ",### crores per annum. 0he soft drink market can be broadly divided into two major segments carbonated soft drink and non carbonated soft drinks. 0he carbonated soft drinks account for +G$ of the total soft drink market. &owever the growth rate has been stagnant and in fact declining over the past few years. 0he non carbonated drinks category includes special categories like fruit drinks, juices and milk drinks, etc. With the changing lifestyles and increasing health concern, the growth in non carbonated drink category has been much higher than the carbonated category. +eady-to-drin" coffee from Amul /nand , 4ov. ( /mul has now entered the branded ready to serve coffee market with the launch of /mul Jool ?afA all over the country. 5ade from pure milk and developed to suit %ndian taste, /mul Jool ?afA will be available in drink pack options of bottle, cartons and can. 7riced at Ds *G for a 8## ml
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disposable bottleFcarton and Ds 8# for a 8G# ml can, it provides value for money to consumers, the company said in a release here.
Amul )ool &afD
'lavours : ?offee *ac" Si>e : 8##ml =lass .ottle, 8##ml 0etra 7ack, 8G#ml ?an Ingredients : 0oned 5ilk, 2ugar K ?offee. ?ontains permitted Emulsifier and 2tabiliser. Nutrition 'acts: 2ervingsi;e:8##ml 2erving per pack : * Amount $er serving: Energy 88# ?alories
Energy from fat ,, ?alories U $Daily value 0otal 3at ,.# g *).G 7rotein ".#g *).# 0otal ?arbohydrates +.# 8)g ?alcium 8)# mg 8).# Litamin / 8G8 %1 G.# Babasabpatilfrepptmba.com Page @*

4ot a significant source of Dietary 3ibre, Litamin ? and %ron. . $ Daily Lalues are based on a 8,### calorie diet. /mul Jool ?afA is targeted at =eneration N, which is in search of a healthy beverage, which is also tasty, trendy and nutritious. /mul also plans to launch ?offee 5ocha, ?offee 2ugar 3ree and decaffeinated flavours. With this launch, the =ujarat ?o operative 5ilk 5arketing 3ederation Btd '=?553-, /sia<s largest integrated dairy products manufacturing and marketing organisation and the country<s largest food company, further consolidates its position in the beverage market. 0he non carbonated drink market has been showing a hefty double digit growth since the last couple of years. =?553 is now a leading player in the %ndian dairy beverage market with over ,# per cent market share in branded, packaged dairy drinks segment. %n keeping with its goal of emerging as the single largest entity in the dairy beverage market, /mul introduced low calorie thirst :uenching drinks and tasty /mul 5asti .uttermilk in addition to /mul Jool range of flavoured milk and also the country<s first 2ports and Energy drink, 2tamina. Amul launches chocolate mil" Saturday7 Se$tember A97 @AAB: /mul is all set to further consolidate its position in the beverages market with the introduction of chocolate milk under brand name of /mul Jool Joko. 5ade from pure milk with addition of cocoa solids, /mul Jool Joko, is targeted at teenagers and youth. 0his refreshing beverage is priced at Ds *G for a 8##ml disposable bottle, Ds *G for a 8##ml tetrapak, Ds 8# for a 8G#ml can and Ds G# for *lt tetra pack, providing value for money to the consumers.
*ac" Si>e : 8##ml =lass .ottle, 8##ml 0etra 7ack, 8G#ml ?an Ingredients : Double 0oned 5ilk, 2ugar, ?ocoa 2olids K Water. ?ontains 7ermitted 2tabiliser and artifical flavouring substances.
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Nutrition 'acts : ServingSi>e:8G#ml Serving $er $ac" : * Amount $er serving : Energy 8(( kcal
Energy from fat GG kcal U $Daily value ,.)# 88.( 8.G (.# *@.+ *+.+ +*.#
0otal 3at (.@ g 2aturated 3at ).)g ?holesterol, ".+mg 2odium *8G.# mg 0otal ?arbohydrates )8.Gg 7rotein ,.)g ?alcium )## mg
4ot a significant source of Dietary 3ibre, Litamin ? and %ron. . $ Daily Lalues are based on a 8,### calorie diet. /mul has introduced a slew of milk based drinks over the past few months. 0his has been done to achieve its goal of emerging as the single largest entity in the beverages market. Baunched recently, /mul Jool Joko ?hocolate 5ilk is the latest addition to the basket in 8##".
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To study the distribution channel and Demand of Amul Beverages in Hubli Amul )ool
0he nutritious and tasty flavoured milk in different flavour such as Jesar, Elaichi, Dose, 5ango etc
'lavours : Jesar, Elaichi, Dose, 5ango, 2trawberry *ac" Si>e : 8##ml =lass .ottle, 8##ml 0etra 7ack, 8G#ml ?an, * Bitre 0etra 7ack Ingredients : 0oned 5ilk and 2ugar, ?ontains permitted synthetic 3ood ?olours and added nature identical flavouring substances.
Nutramul ,nergy !il":

*ac" Si>e : 8##ml =lass .ottle Ingredients: 0oned 5ilk, 5alt E!tract, ?ocoa 2olids K 2ugar.
?ontains 7ermitted 4atural ?olour and added nature identical flavour.
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Nutrition 'acts: ServingSi>e:8##ml Serving $er $ac" : * Amount $er serving : Energy +, kcal F *##ml
Energy from fat 8+ kcal F *##ml U $Daily value 0otal 3at (.8 g ,.@# 2aturated 3at @.+g *,.G ?holesterol, #.#*((g G.8 0otal ?arbohydrates "., 8)g 7rotein (.)g *8.+ ?alcium 8(# mg G8.+ Litamin / "G.+ mcg G.# 4ot a significant source of Dietary 3ibre, Litamin ? and %ron. . $ Daily Lalues are based on a 8,### calorie diet.
Amul !asti S$iced Buttermil":
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*roduct Details:

7roduct /mul 5asti 2piced .uttermilk 7ack 8##ml 0etra .rik 5D7 Ds. G.##
Ingredients 5ilk 2olids, ?ommon 2alt, 2pices and ?ondiments, ?ontains permitted stabili;er 5ost importantly,
1nlike carbonated soft drinks, /mul 5asti 2piced .uttermilk is *##$ 4atural and 2ucrose 3ree without any color or preservative added. %t is a low fat product with lower sodium salt content. %t contains protein with almost G#$ lower calorie than soft drinks. 0he spices and condiments added to the product enhance its taste and flavour. /vailable in convenient and attractive, take away tamper proof 8## ml 0etra 7ak .rik with *8# days shelf life at ambient temperatures. 7resently available in %ndia only.
? Im$ortant !ar"eting +ules fallowed By Amul: *. 4ever 1nderestimate the customer 8. 2hatter the demand curve @. ?reate a ladder of genuine benefits 'technical,functional,emotional). Escale innovate, elevate :uality, deliver a flowless e!perience G. E!tend the price rang and positioning of the brand (. ?ustomi;e your value chain to deliver an the benefit ladder ". 1se influence marketing, seed your success through brand aposites +. ?ontinually attack the category like an outsider
Distribution Networ"
Babasabpatilfrepptmba.com Page @(

Distribution channels are probably the most visible aspect of any companyMs marketing efforts. / recent estimate puts the number of retail out lets in %ndia at G million. 0he retail industry provides livelihood to more than *G million people in the country. %f one included in this the number of distributors, wholesalers, agents including the army of life insurance agents, transporters, warehouse keepers, and all other entities involved in the distribution of products and services to the end consumers. 5Distribution channels are sets of interde$endent organi>ations involved in the $rocess of ma"ing a $roduct or service available for use or consum$tion84 Distribution function is currently undergoing tremendous changes in terms of both its span and productivity. %ntermediaries are re:uired to smoothen the flow of goods and services by engaging themselves in sorting function. 0he sorting function performed by the intermediaries includes .reaking down a heterogeneous supply into separate stocks that are relatively homogeneous called Vsorting outM. .ringing similar stocks from a number of sources together into a larger homogeneous supply called VaccumulationM. .uilding up of an assortment of products for resale in association with eath other called VassortingM.
Distribution channel strategy:

0he major domains across which distribution strategy is framed includes 2etting distribution objectives in terms of the customer re:uirements 9rgani;ing the activities so that the responsibility of performing the activities is shared among the entities that are meant to perform these activities
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Developing policy guidelines for the smooth functioning of the channel on a day to day basis %n the wake of increasingly complicated supply chains, distribution network design plays a key role in controlling the cost of doing business. /nd in a world of shrinking margins, controlling the cost of doing business can be the factor that puts you ahead of your competitors.
&om$aring the channel design:

0he design would basically vary in terms of the components that constitute the logistical network as well as the type of members who constitute the commercial network. / firm channel consisting of distributors, wholesalers, and retailers. 9nce a few feasible and viable designs have been generated, they have to be compared in terms of the following criteria to select the most suitable. ,ffectiveness: 0he effectiveness of a channel is measured by analy;ing whether the objectives set for the channels can be achieved. 3or instance, if one of the objectives includes ;ero waiting time, the effectiveness criterion would look at whether this service objective can be achieved without fail by the channel system. ,fficiency: 0he efficiency criterion is concerned with the input e!pended for achieving the level of output. %f two channel designs deliver the same level of outputs but one channel design re:uires fewer inputs in terms of logistical and other types of inputs, then the second channel design is deemed to be more efficient.
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,(uity: 0he principle of e:uity is very important. 0he constituents of a channel should be remunerated to the e!tent of their participation in the channel. /lso, the remuneration pattern should reflect the criticality of each of the activities. Scalability: 0he fourth major consideration for comparing the channel design is the e!tent to which it is scalable. %f there is an unusual surge in demand, can the channel system handle itR 0his criterion becomes very important in case of products where it is not very easy to forecast demand accurately if the channel can increase its operation with the least effort. 'leEibility: %f the demand pattern changes or new products are introduced at fre:uent intervals will the channel system be able to fulfill the resultant rapidly changing demand 0his assumes greater significance when the firm is involved in marketing high technology products where rapid innovation is always a possibility.
Distribution Networ" Design Solutions:

/n optimal distribution network is intelligently designed to minimi;e costs by providing the customer the right goods, in the right :uantity, at the right place, and at right time. / tall order, right %n most organi;ations, controlling distribution costs involves striking a balance between warehousing and transportation. While more distribution centers drives down the cost of transportation, the opposite holds true as well. 0ompkins distribution network design services attempt to answer :uestions like:

&ow many D?s should you haveR Where should they be locatedR What should be the configuration and strategy of each D?R Which group of customers should each D? serviceR &ow will customers order from and how will each D? be replenishedR &ow should shipments be scheduledR Page @,

What should the service levels beR Which transportation methods should be usedR
0ompkins /ssociates pioneered the use of computers for modeling and analy;ing distribution networks. 4obody does it with the depth of understanding or attention to detail that we do. We choose from an array of the best modeling tools to best suit each client<s operation.
/nderstanding Distribution Networ" Design:

.ecause the volatile forces at play in the market today can cause a company<s momentum to vanish into thin air, we design into your distribution network the fle!ibility to adjust to changing market conditions, including:

=eographic shifts in production and consumption 5arket segmentation, new markets and new customer service re:uirements ?ost increases in energy, plant and e:uipment maintenance, and labor =overnment regulation or deregulation 7roduct proliferation and product life cycle ?ompetitor adjustments Events in the economy
4ot only will we create the most demand fle!ible, cost effective distribution network, as a full service consulting and integration firm, we can build it for you and step you and your employees through the transition to the new network. 0ompkins can provide your firm everything from site selection and real estate services to construction and integration services.
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To study the distribution channel and Demand of Amul Beverages in Hubli Distribution Networ" Analyses:
2ome of the analyses performed during a distribution network design project:

Demand /nalysis 0ransportation /nalysis Economic /nalysis 2ensitivity /nalysis /lternatives /nalysis 5odel Lalidation
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To study the distribution channel and Demand of Amul Beverages in Hubli Need for the study:
5y project is a small effort to understand the distribution channel and to know the demand of /mul .everages in &ubli and Dharwad city. 0his will help the company to concentrate on their loop holes. 0he study will make to know the feelings and opinions of the retailerMs about the /mul .everages.
/tility of the $ro3ect:

To the com$any: o 0he project helps the company to identify its areas of improvements o %t helps the company to rework its marketing strategies o %t helps to know their effectiveness of distribution network o %t helps to know their competitors in the market
To self: o 0his project enabled me to understand the beverage market, the present scenario, and the different competitors with /mul beverages. o %t also helped me to implement the theoretical aspects of study in to practical use.
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About the $ro3ect

0his project was undertaken in =?553 B0D Dharwad, H0o study the distribution
channel and Demand of Amul Beverages in Hubli7 Dharwad city84 !anagement *roblem:
%mproper distribution channel of /mul .everages With respect to &ubli, Dharwad city
+esearch *roblem: H0o "now the distribution channel and Demand of Amul Beverages in Hubli7 Dharwad city84 #b3ectives:
0o asses the Effectiveness of distribution channel of /mul .everages in &ubli K Dharwad city 0o study the demand for the /mul .everages against other beverages in &ubli K Dharwad ?ity 0o analy;e the view point of the retailer over the sale of /mul .everages in &ubli and Dharwad city.
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!ethodology:
Ty$e of research: 0his project report is done based on both e!ploratory and descriptive research. ,E$loratory +esearch:
E!ploratory research seeks to develop initial hunches or insights and to provide direction for any further research needed. 0he primary purpose of e!ploratory research is to shed light on the nature of the situation and identify any specific objectives or data needs to be addressed through additional research .e!ploratory research is most useful when a decision maker wishes to better understand a situation and For identify decision alternatives. Descri$tive +esearch:
Descriptive Desearch aim is to describe something. 2pecifically, its intended to generate data describing the composition and characteristics of relevant groups of units such as a customers, sales people, organi;ations, and market areas data collected through descriptive research can provide valuable information about the study units along relevant characteristics and also about association among those characteristic the fallowing e!amples illustrate the use of descriptive research in a marketing conte!t.
Ty$e of data
.oth primary data and secondary data was collected
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To study the distribution channel and Demand of Amul Beverages in Hubli Data &ollection !ethod *rimary Data:
7rimary Data was collected specifically for a research. 0he primary data was collected through :uestionnaire method where in the :uestionnaire was designed to be structured K non structured. / systematic collection of information was done directly from respondents.
Secondary Data:
0he secondary data such as actual amount spent, cost of production number of purchase indent etc collected from annual reports, document and accounts maintained by company. %nformation re:uired for analysis and interpretation of data are gathered from articles in the professional journals internet, by referring some standard books. 0he first step in the data collection approach is to look for secondary data. 1sually secondary data is developed for some purpose other than for helping to solve the problem at hand. %n this survey the secondary data was collected through company guide and company website . 0he collected data was processed by using 2722.
Survey method:
0he related data or information will obtain by personal administration through :uestionnaire i.e. personal survey
Sam$ling method:
0he method use for survey is non probability, convenience sampling method
Number of field wor"ers:

2urvey will conduct by a single person 'femaleBabasabpatilfrepptmba.com Page )G
To study the distribution channel and Demand of Amul Beverages in Hubli 2eogra$hical Area:
0he survey will conduct in the geographical area of &ubli and Dharwad city.
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To study the distribution channel and Demand of Amul Beverages in Hubli *o$ulation:
i-,Etent: &ubli and Dharwad city ii-Time : ) months
Sam$ling Design:
Sam$ling /nit: Detailer Sam$ling !ethod: non probability, convenience sampling Sam$ling Si>e: *## +esearch instrument: Suestionnaire Sam$ling Area: &ubli and Dharwad city
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To study the distribution channel and Demand of Amul Beverages in Hubli Tools and Techni(ues of Data &ollection
0he above mentioned sampling units were interviewed personally i, e face to face interviews were done. Suestionnaire was used for data collection from customers, in order to know Hthe distribution channel and Demand of /mul .everages in &ubli K Dharwad I.
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Data Analysis: Ty$e of outlet

Type of out let !alid ercent $%&% (&% ((&% +%&% +-&% +%%&% "umulati#e ercent $%&% $(&% )*&% ,*&% +%%&%
Frequency bakery super ba'aar institution cool drink shop any other Total $% ( (( +% ++%%
ercent $%&% (&% ((&% +%&% +-&% +%%&%
lace
Frequency ercent .harwad /ubli Total $% $% +%% $%&% $%&% +%%&%
!alid ercent $%&% $%&% +%%&%
"umulati#e ercent $%&% +%%&%
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*%
0%
0+
(% +1 +)
type of out let

bakery super ba''ar
+% , ,
institution $ ( dharw ad hubli * any other cool drink shop
"ount
place
Inter$retation:
/s per the above table in *## retailers G# in Dharwad K G# in &ubli, whom % met during survey out of them %n Dharwad bakery @* ?ool drink shop ( %n &ubli bakery *, 2uper ba;;ar 8 /ny other + institution G any other + institution *" cool drink shop )
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Deal with Amul beverages

Deal with amul beverages Frequen ercent cy 2es $0 $0&% 3o *) *)&% Total +%% +%%&%
$* $0 $( $+ $% *1 *, *) *yes no
!alid ercent $0&% *)&% +%%&%
"umulati#e ercent $0&% +%%&%
$0
"ount
*)
deal with amul be#erages
Inter$retation:
/s per above table in *## respondents G@$ of the retailers are dealing with /mul beverages )"$ of the retailer are not dealing with /mul beverages
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To study the distribution channel and Demand of Amul Beverages in Hubli 6arity of Amul beverages
-%
$%
$(
*%
0%
(%
+% 1
5um
% amul kool cafe kool koko .4FGamul butter milk Amul kool
Inter$retation:
/s per graph /mul kool is fast moving product in amul beverages 8nd is the amul kool cafA @rd is the amul spiced butter milk )th is the amul kool koko 4utramul energy drink, amul kool chocolate milk, amul kool flavoured tetra pack are not selling in outlet
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To study the distribution channel and Demand of Amul Beverages in Hubli *lacing the order
placing order Frequency 3ot applicant once in week fortnightly 6onthly when e#er required Total
$% *) *%
ercent *)&% ((&% )&% +&% (0&% +%%&%
!alid ercent *)&% ((&% )&% +&% (0&% +%%&%
"umulati#e ercent *)&% -1&% )-&% ))&% +%%&%
*) (( ) + (0 +%%
0%
(%
((
(0
+%
"ount
) % not applicant once in w eek fortnightly monthly w hen e#er required
placing order
Inter$retation:
Babasabpatilfrepptmba.com Page G@

/s per the above graph in G@ respondents 8@$ of the retailer placing the orde whenever they re:uired 88$ of the retailer placing the order once in week "$ of the retailer placing the order fortnightly *$ of the retailer placing the order monthly
#rder getting
order getting Frequency not *) applicant next day +( of order after ( ($ days more than ( days Total ++%% ercent !alid ercent "umulati#e ercent *)&% +(&% ($&% *)&% +(&% ($&% *)&% $1&% ,*&%
+-&% +%%&%
+-&% +%%&%
+%%&%
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$% *) *%
0%
($ (% ++% +(
"ount
% not applicant next day of order after ( days more than ( days
order getting
Inter$retation:
/s per above graph in G@ respondents 8G$ of the retailer getting the order after 8days *($ of the retailer getting the order more than 8 days *8 $ of the retailer getting the order ne!t day of the order
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!onthly sales of Amul beverages .no of $ac" $er month1
Ty$e of out let Ba"ery Su$er Ba>aar Institution &ool drin" sho$ Any other
!onthly sales.no of $ac" $er month1

+G , @# *# )
Inter$retation:
/s per above graph shows that .akery is selling highest monthly +G packs 8nd is the institution @# packs @rd is the cool drink shop *# packs )th is the super ba;aar , packs Bast is the janaral stores, juice centre,sweet mart ) packs
Page G(
To study the distribution channel and Demand of Amul Beverages in Hubli DiscountsFschemes
DiscountsFscheme 3re:uency 4ot applicant Ees 4o 0otal )" @ G# *## 7ercent )".# @.# G#.# *##.# Lalid 7ercent )".# @.# G#.# *##.# ?umulative 7ercent )".# G#.# *##.#
-%
$% *) *%
$%
0%
(%
+%
"ount
% not applicant
0 yes no
discounts7scheme
%nterpretation: /s per above graph in G@ respondents G@ $ of the retailers are not getting any discountsFshemes 9nly @$ of the retailer getting discountsFschemes
Influence factor
Babasabpatilfrepptmba.com Page G"

%nfluence factor 3re:uency 7ercent not applicant brand :uality demand /vailabili ty 0otal )" ) 8+ 8# * *## )".# ).# 8+.# 8#.# *.# *##.# Lalid 7ercent )".# ).# 8+.# 8#.# *.# *##.# ?umulative 7ercent )".# G*.# ",.# ,,.# *##.#
$% *) *%
0% (, (%
(%
+%
"ount
% not applicant
* brand quality demand a#ailability
influence factor
Inter$retation:
/s per above graph in G@ respondents 8+ $ of the retailers are selling because of :uality Page G+

8# $ of the retailers are selling because of demand for the product )$ of the retailer are selling because of brand image 9nly *$ of the retailer selling because of availability
&riteria for selling Amul beverages in your sho$

Guality margin 6olume Su$$ly Brand &redit Demand &om$laint Page G,

@+@ * *,G G sold *,8 ( 8** ) @G" 8 facility *G8 " @GG @ handling G" +
,&% )&0 -&) -&% -&,
*&% 0&) 0&) 0&1
(&1 (&%
6ean
+&% %&% 8T?>A:<T 8T!9: 8T5> 8T=;A3. 8T.46A3. 8T"96 :T 8T6A;G<3 8T";4.<T
Page (#
To study the distribution channel and Demand of Amul Beverages in Hubli Inter$retation:
/s per above graph Detailers are consider *st :uality Detailers are consider 8nd as demand Detailers are consider @rd as brand Detailer are consider )th as supply Gth is the margin (th is the volume sold "th is the credit facility +th is the complaint handling
+eason for not selling Amul beverages in your sho$

Deason for not selling /mul beverages 3re:uency 7ercent 4ot applicant 4on availability low margin no demand 4o discountsFsc heme G@ *8 G " @ G@.# *8.# G.# ".# @.# Lalid 7ercent G@.# *8.# G.# ".# @.# ?umulative 7ercent G@.# (G.# "#.# "".# +#.#
Page (*

-%
$%
$0
*%
0%
(%
(% +( $ not applicant low margin ) 0 no discounts7scheme no demand any other
+%
"ount
% non a#ailability
reason for not selling amul be#erages
Inter$retation:
/s per above graph in )" $of the respondents *. 8#$ retailers are not selling amul beverages because of distributor did not approach them 8. *8$of the retailers are not selling because of non availability of the product @. "$of the retailers are not selling because of no demand foe the product ). G$ of the retailers are not selling because of no discountsF schemes G. @$ of the retailers are not selling because of low margin
Page (8
To study the distribution channel and Demand of Amul Beverages in Hubli 'indings:
*. %n *## respondents G# are from Dhawad and G# are from &ubli, in that a. %n Dharwad .akery @* ?ool drink shop ( b. %n &ubli .akery *, 2uper ba;;ar 8 /ny other + 8. G@$ of the retailers are dealing with /mul beverages and )"$ of the retailers are not dealing with /mul beverages. %nstitution G /ny other + %nstitution *" ?ool drink shop )
@. /mul kool is fast moving product in amul beverages, 8nd is the amul kool cafA, @rd is the amul spiced butter milk, ) th is the amul kool koko, and others like 4utramul energy drink, amul kool chocolate milk,amul kool flavoured bottled milk, amul kool flavoured tetra pack are not selling here ). %n G@$ of the respondents 8@$ of the retailers placing the order whenever they re:uired, 88$ of the retailers placing the order once in week , "$ of the retailer placing the order fortnightly ,and *$ of the retailer placing the order monthly
G. %n G@$ of the respondents 8G$ of the retailer getting the order after 8days, *($ of the retailer getting the order more than 8 days, *8$ of the retailer getting the order ne!t day of the order it shows the there is delay in supply (. .akeryMs are selling highest, monthly +G pack, institution @# packs, cool drink shop *# packs, super ba;aar , packs, and janaral stores, juice centre,sweet mart ) packs per month
Page (@

". 9ut of *##respondents, G@$ of the retail respondents dealing with amul beverages, in that G#$ of the retailers are not getting any discountsFschemes, only @$ of the retailers told that they were getting discountsFschemes
+. G@ $ of the retail respondents dealing with amul beverages, in that 8+ $ of the retailers are selling amul beverages because of :uality , 8#$ of the retailers are selling because of demand for the product , ) $ of the retailer are selling because of brand image, only * $ of the retailer selling because of availability
,. /ccording to view point of the retailers they consider the volume sold is in ( th position
*#. %n )"$ of the respondents , 8#$ retailers are not selling amul beverages because of distributor did not approach them, *8$ of the retailers are not selling because of non availability of the product, "$ of the retailers are not selling because of no demand for the product , G $ of the retailers are not selling because of no discountsF schemes , @ $ of the retailers are not selling because of low margin
+ecommendations:
Babasabpatilfrepptmba.com Page ()

*. )"$of the retailers not dealing with /mul .everages in that *8 $of the retailers complain delay in supply; it delays in delivery of the product on time because of distributor. 0his should be avoided. 2o company has to tell the distributor to increase the man powerFvehicle or else appoint other distributor. 8. +$ of the retailers are not dealing with the /mul .everages because of schemesFdiscounts, so company has to give schemesFdiscounts. @. ?ompany has to handle the retailerMs problem like replacement of the damaged product because it becomes inevitable when competitors are doing the same without any hassles. 2o it will help the company to build the strong relationship with the retailers. ). 8#$ of the retailers are not dealing with the /mul .everages because of distributors did not approach them. .ut there is demand for the product so any company officials should see to it that the distributor approach the retailer. and also company has to conduct market survey for retail outlet.
Page (G
To study the distribution channel and Demand of Amul Beverages in Hubli 0imitations:
0ime duration is very less to study the organi;ation 2urvey is limited to only &ubli K Dharwad cities 0he response of the respondents are some times biased 0he sample si;e taken for the study was very small compared to the huge population of the cities and hence was not fully representing the city.
Page ((
To study the distribution channel and Demand of Amul Beverages in Hubli &onclusion:
/fter going through detailed study, % come to the conclusion that compared to the distribution network of other brand of beverages to the /mul, it has to improve their network properly and make product available to the customer and also handle the customer problem if any. ?ompany has to maintain a good relationship with the retailers by giving better margin, schemesFdiscounts.
Page ("
Guestionnaire
Dear Detailer *- 0ype of outlet a- Ees a- ?orbonate c- 3ruit juice .akery 2uper .a;aar %nstitution ?ool drink shop b- 4o b- non corbonate d- /ll
8- Do you deal with the .everagesR @- Which type of .everages do you sell in your 2hopR
)- What are the other major brands of .everages you sell in your shopR
* WWWWWWWW. @ WWWWWWWW GWWWWWWWW a- Ees

a- /mul Jool c- Jool Joko e- /mul Jool ?hocolate 5ilk g- /mul Jool 3lavoured 0etra 7ack
8WWWWWWW.. )WWWWWWW.. ( WWWWWWW.. b- 4o

b- /mul Jool ?afe d- 4utramul Energy Drink f- /mul Jool 3lavoured .ottled 5ilk h- /mul 5asti 2piced .uttermilk
G- /re you dealing with /mul .everagesR'if no go to Sno *@(- Which are the /mul .everages you sell in your shopR
"- &ow fre:uently you place the orderR a- 9nce in week c- 5onthly b- 3ortnightly d- Whenever re:uired
Page (+

+- When do you get order stockR a- 4e!t day of order c- 5ore than 8 days b- /fter 8 days d- 4ot at all
,- What is your monthly sales of /mul .everages'no of pack per month-RWWWW *#- Does the company give discountsFschemesR a- Ees a- .rand %mage c- Bow price e- 2ervice g- Demand b- 4o b- 5argin d- Detail schemes f- Suality h- /vailability **- What factors influence you to sell the /mul .everagesR
*8- Dank your criteria for selling the /mul beverages in your shop +an" in the form of numbers7 9 to ? .where 9 is highest and ? is low1 *arameter Suality Detail margin Lolume sold 2upply on time 7opular brand ?redit facility ?omplaint handling Demand 2hop a- 4on availability c- Bate delivery e- 4o discountFscheme b- Bow 5argin d- 4o demand for the product f- %f any other reason WWWWWW Amul WWWW WWWW WWWW WWWW WWWW WWWW WWW.. WWW..
*@- 7lease mention the reason why you are not selling /mul .everages in your
*)- /ny suggestion WWWWWWWWWWWWWWWWWWWWWWWWW WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
Page (,

Name: WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW Address: WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW *hno: WWWWWWWWWW THAN) %#/
Bibliogra$hy:
Babasabpatilfrepptmba.com Page "#
To study the distribution channel and Demand of Amul Beverages in Hubli Name of the Boo" 94 !ar"eting +esearch @4 !ar"eting !anagement H4 Sales and distribution !anagement -eb Sites: www4amul4com Author *arasuraman 2rewal )rishnan *hili$ )otler *andaI Sahadev
Page "*

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To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

Non-alcoholic Beverages: uice-

9range juice Babasabpatilfrepptmba.com Page 8

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

&ot beverages, including infusions. 2ometimes drunk chilled.

?offee based beverages

?appuccino ?offee Page )

To study the distribution channel and Demand of Amul Beverages in Hubli

Espresso ?afA au lait 3rappA 3lavored coffees 'mocha etc.Batte

&ot chocolate &ot cider

=lChwein 0ea based beverages

3lavored teas 'chai etc.=reen tea 7earl milk tea 0ea

&erbal teas Doasted grain beverages '7ostum etc.-

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

Setting u$ of )aira District &o-o$erative !il" *roducers= /nion:

Setting /$ of 2u3arat &oo$erative !il" !ar"eting 'ederation:

To study the distribution channel and Demand of Amul Beverages in Hubli

&ollection of mil": ,very

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

Introducing higher value $roducts:

To study the distribution channel and Demand of Amul Beverages in Hubli

!anaging the su$$ly chain:

To study the distribution channel and Demand of Amul Beverages in Hubli

!anaging third $arty service $roviders:

,stablishing best $ractices:

To study the distribution channel and Demand of Amul Beverages in Hubli

Technology and e-initiatives:

To study the distribution channel and Demand of Amul Beverages in Hubli

:*Cs of 2&!!' 0TD: *roduct:

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

*lace .The distribution networ"1:

To study the distribution channel and Demand of Amul Beverages in Hubli

Distribution Structure for dairy $roduct:

To study the distribution channel and Demand of Amul Beverages in Hubli

Distribution structure for Ice-&ream:

To study the distribution channel and Demand of Amul Beverages in Hubli

*romotional Activity: Advertising

To study the distribution channel and Demand of Amul Beverages in Hubli

Sales Turn over:

To study the distribution channel and Demand of Amul Beverages in Hubli

Dajiv =andhi 4ational Suality /ward *,,,

To study the distribution channel and Demand of Amul Beverages in Hubli

Amul )ool &afD

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

Nutramul ,nergy !il":

?ontains 7ermitted 4atural ?olour and added nature identical flavour.

To study the distribution channel and Demand of Amul Beverages in Hubli

Amul !asti S$iced Buttermil":

To study the distribution channel and Demand of Amul Beverages in Hubli

To study the distribution channel and Demand of Amul Beverages in Hubli

Distribution channel strategy:

:Cs of 2&!!' 0TD: roduct: