Dr. P N Udayachandra, HoD Dept of Studies and Research in Commerce Mr.

Vishal Pinto, Research Assistant, SDM College Ujire. Mr. A K Aneesh, Lecturer, SDM College, Ujire.

OBJECTIVES OF THE STUDY The objectives of study are;To study the impact of distribution System of

Milk and Milk related Products at D.K.M.U.L. To study the effectiveness of distribution system of D.K.M.U.L To assess the overall distribution system of Milk and Milk products of D.K.M.U.L. To study the overall system of SCM at D.K.M.U.L.

Meaning of SCM SCM with respect to Dairy Industry in India COMPANY PROFILE
DKMUL started on 08/MAY/1986 by Karnataka government, with capacity of about 10000 liters per day in Mangalore Milk Procurement per day from Unions -1,95,000 liters (659 DCS) milk from the other unions - 1,05,000 liters. output is 3,40,000 liters per day. 659 primary milk societies are affiliated milk distribution arrangements to all taluks of Dakshina Kannada and Udupi District. distributing about 3, 40, 000 liters of milk per day. liquid milk 3, 00,000 liters per day and remaining 40,000

Delivery System of DKMUL: main components of the delivery system- marketing, distribution and pricing systems. designed to reach the retail outlets on time and with an efficient manner. Marketing The packaged products are directly sold on cash and carry system. The retailers and dealers collect the milk and it is sold to customers. All retailers are authorized dealers of the union. Cash is either paid in advance or weekly, port-nightly, monthly etc. Get fixed percentage of commission. Online information System 1200 dealers.

Distribution SCM plays an important role in the distribution channels. Dealers - 3 types. - Houses, Shops and Parlour. Pricing Consider all the cost of procurement, selling, expenses, transportation expenses & profit margins etc . In case of milk products like called ghee, peda, etc price is determined after considering all cost incurred by the firm.

The effectiveness of SCM in delivering end products to retailers was analysis by distributing questionnaires. Figure 1:Milk delivered in proper cold

condition.

Table No.1: Cold chain facility provided by DKMUL

PARTICULARS Excellent Satisfactory Average Dissatisfactory Total

NO OF RESPONDENTS 48 38 14 0 100

PERCENTAGE 48% 38% 14 0% 100%

Figure.2: Satisfied with the business margin

provided by DKMUL.

Table.2: Overall ratings Of SCM of DKMUL

PARTICULARS NO OF RESPONDENTS 38 46 16 0 100 PERCENTA GE 38% 46% 16% 0% 100%

Best Better Good Poor Total

FINDINGS The following finding were derived from the study, milk is delivered in proper condition -resulted in enhancing the longer durability of the products.
cold chain facility is highly satisfied - the dealers and

retailers. Retailers and dealers highly Satisfied with Profit Margin.

Nandini milk mainly focuses for its quality, customer

demand and brand image. Nandini milk reaches every level of customers because of its brand loyalty. The overall rating about the effectiveness of SCM in delivering end products to retailers was effective and

SUGGESTIONS dealers expect more information regarding the new

products. So the company should give more explanation regarding that.

The company should conduct a training session in

improving delivering methods and thereby improving distribution system.

should conduct survey on its products by meeting

the retailers and also collect views about the milk & milk products. The retailers who have lack of confidence should be trained. This will encourage and motivate them to

CONCLUSION AND RECOMMENDATION

The S CM plays a vital role in effective

distribution of end products from the DKMUL main unit to its various retailers.

Though the Milk Union is not engaged directly in

retailing business, it has developed wide network of retailers who sell the multifarious end products of DKMUL.
Through this network the company could meet

the customer needs, wants and expectation in a right time, in a right place and also in a right manner.

THANK YOU