sadma project final

7/29/2019 Sadma Project Final

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Sales and Distribution

Management ofAMUL

Presentation by: Group 4

Saurav Singh

Rohit Anand

Nishita

Mukul Kumar

Kumari ShaliniKumar Alok


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AMULType CooperativeFounded 1946Headquarters Anand, IndiaKey people Chairman, Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF)Industry

Dairy

Revenue 13750 croreEmployees 2.41 million milk producersSlogan The Taste of IndiaWebsite http://www.amul.com/

`


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Key Facts

AMUL means priceless in Sanskrit Amoolya

Brand name managed by an apex cooperation organizationGCMMF

Worlds biggest vegetarian cheese brand

Worlds largest pouched milk brand

Largest food brand in India

Spurred the white revolution in India


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GCMMF: An Overview Largest food products marketing organization of India

Average collection is 7.5 million litres of milk per day

Members

13 district cooperative milk producers Union

No. of Producer Members

2.79 million

No. of Village Societies

13,328

Total Milk handling capacity

11.22 million liters per day


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Products

Dairy Frozen Fresh


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Objective

To study and analyze the sales strategy of Amul.To study and analyze the distribution strategy of A

To analyze the effect of distribution strategy on s

Amul product.


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Methodology

Structured interview

With company officials and distributors

Questionnaire

Open ended

Questions including reasons

Type of research:

Exploratory Research

Descriptive Research

Sample Size

13 distributers of Patna

Method of survey:

Personal interview


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Sales Force Strategy

SALES TEAM

RANK RESPONSIBILITY


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MD

GM

AGM

Deputy Manager

Branch Manager

Assistant Manager

Senior Executive

ModerateExecutive

Juniorexecutive

TerritorySales Incharge

Salesma

n

RANK WISE


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RESPONSIBILITY

WISE

MD

Chief General Manager

Zonal Manager

Branch Manager

Officer InCharge

Territory

Sales


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Overall Structure


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Recruitment of Sales Force In Amul

The first stage of process, continued with

selection and placement

Starts with the intent of the Sale departmenthead

Personal department checks the financialimplication and additional expenses, if any

A positive process and most importantfunction


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Types of Recruitment Sources

INTERNAL SOURCE

Present PermanentEmployees

Employee Referrals

Former Employees

EXTERNAL SOURCE

Advertisement.

Campus Interview

Employment Exchange.

Unsolicited Application


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Selection

Final interview and induction

Physical or medical examination.

Checking references.

Interviews.

Employment tests.

Initial interview of the candidate.

Application


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Process of SelectionApproval from M.D: When there is any vacancy in any department, first ste

approval from M.D to give advertisement in newspaper. After getting approval

goes further.

Advertisement: After getting approval from M.D., advertisement is givenewspaper for the related post in the sales department.

Collection of Application: All the direct applications are collected.

Securitization of applications: After collection, applications are scrutinized

Interview: Interview is being carried out by a panel of 3 to 4 members consist

of Sales Department, M.D. and Manager of AdministrationMedical checkup: Selected person sent for medical check. It held on interv

AMUL when candidate found medically fit then selection is done

Selection: At the end they give the appointment letter to the person and he/she

about his/her joining in the organization


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Induction Program

INTERNAL

Continues for 5-6 days

Makes familiar with SalesDepartment of Organization

EXTERNAL

Continues for 6-7 day

Makes the employeesplant, the chilling cen


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Training and Development

Identification of need of Training

Module Preparation

Selection of employee for the

training

Training

Feedback

M h d f h i i


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Methods for the training

On the job training

The immediate superior who knows exactly what the trainee should learn and do, gives him/her training at h

workplace.

Coaching:

the new recruit is trained on the job by his/her immediate

superior.

Job rotation:

The employee is made to move from job to job at certain

intervals.

Need of Training:


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Need of Training:-

When new technology introduce in union.

Increase quantity and quality of product.

To meet organization need at all time.

For better economic use of materials.

To prepare the present employees for higher

assignments so that they may promote from within.

Effect of Training:-

Increased effectiveness of work

Increased dedication feeling for

Higher productivity

Motivation Strategy


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Motivation Strategy

Financial motivators

Adhoc

House rent allowance

Travel Allowance

Medical

Bonus

Production Bonus Other allowance(Performance

Allowance , advance , LTC )

Non-financial Motivat

Promotion( Based on Seniority, Vacancies, Op

of Divisional head, past record,

behaviour, Skill and knowledge

Experience, Loyalty toward

organisation. )

Seminars Conference

Compensation Policy


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Compensation Policy

It includes fixed salary, bonus and shared profit.

Method of remuneration payment:- Time wage

Piece wage

Compensation structure:-There are 3 sound primary compensation structures.

Internal Equity.

External Competitiveness.

Performance based payment.

The Channel Network


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The Channel Network

Procurement Channel (Upstream

Flow)

Milk is taken to VCs by farmers on bicycle.

Transportation of milk from the co-

operatives through truck equipped with

tanker.

Distribution channel (Downstream


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Distribution channel (Downstream

Flow)

First leg of transport is from the

manufacturing unit to the

company depots.

Second leg is from the depot to

the WDs

Third leg this is the flow of

good from WDs to retailers

Amul Supply-Demand Linkages


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Amul Supply-Demand Linkages

Distribution


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Channel

Structure at

Amul

Managing Channel member


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Managing Channel member

Selection Authentication

Proof of solvency Safety of the inventory

Details of storage

Human resource

Details of other product

Market coverage

Details of advertisement

initiatives

Motivating Channel Mem

Distributors Margin

Trade marketing

Counseling measures

Amul yatras

Retailers

Trade schemes Glow boards

Schedule of the salesmen

Infrastructure facilitation

Evaluation of channel members:


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Evaluation of channel members:

Beat plan

Cumulative performance

Target versus achievement

o Details of the bank guaranty

o Photographs of the offices

o Details of the WD salesmen and the product lines he deals in

o The computerization facility available

o The storage space

o Refrigeration facility with photograph

o Details of the delivery vehicle with photographo Summary of the monthly potential sales of marketso Summary of the product wise monthly sales potential of instit

Suggestions


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Suggestions

Amul should go in for exclusive outlets in at least all the shopping

Pushcarts should be increased in number.

The company should start a home delivery where a particular hou

will order full range of products required by it over a period of tim

In order to remain sensitive to market demand, it is essential for th

company to place additional salesmen on the field since the brand

such commands a high demand in the market but fails to match it the supply.


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THANK YOU

sadma project final

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