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    Distribution Channel of AMUL

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    GCMMF is the exclusive marketing organization for milk and milk products under the Amul brand name. It was founded in 1946 as the Anand Milk Federation Union and helps spur India's White Revolution. GCMMF operates on a cooperative model that returns 80-20 profits to milk producers and consumers. It has a 3-tier structure that moves milk from villages to district unions to state federations and then to consumers, removing middlemen. One of GCMMF's dealers, Laxmi Enterprise, services the Sashtrinagar area of Ahmedabad through retail shops and institutional buyers using a mobile app to take orders. However, the summary also notes some negatives like low retailer margins, lack of special incentives, and issues

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    Distribution Channel of AMUL

    Uploaded by

    Meet Jivani
    248 views13 pages
    GCMMF is the exclusive marketing organization for milk and milk products under the Amul brand name. It was founded in 1946 as the Anand Milk Federation Union and helps spur India's White Revolution. GCMMF operates on a cooperative model that returns 80-20 profits to milk producers and consumers. It has a 3-tier structure that moves milk from villages to district unions to state federations and then to consumers, removing middlemen. One of GCMMF's dealers, Laxmi Enterprise, services the Sashtrinagar area of Ahmedabad through retail shops and institutional buyers using a mobile app to take orders. However, the summary also notes some negatives like low retailer margins, lack of special incentives, and issues

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    Amul

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    GCMMF is the exclusive marketing organization for milk and milk products under the Amul brand name. It was founded in 1946 as the Anand Milk Federation Union and helps spur India's White Revolution. GCMMF operates on a cooperative model that returns 80-20 profits to milk producers and consumers. It has a 3-tier structure that moves milk from villages to district unions to state federations and then to consumers, removing middlemen. One of GCMMF's dealers, Laxmi Enterprise, services the Sashtrinagar area of Ahmedabad through retail shops and institutional buyers using a mobile app to take orders. However, the summary also notes some negatives like low retailer margins, lack of special incentives, and issues

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    248 views13 pages

    Distribution Channel of AMUL

    Uploaded by

    Meet Jivani
    GCMMF is the exclusive marketing organization for milk and milk products under the Amul brand name. It was founded in 1946 as the Anand Milk Federation Union and helps spur India's White Revolution. GCMMF operates on a cooperative model that returns 80-20 profits to milk producers and consumers. It has a 3-tier structure that moves milk from villages to district unions to state federations and then to consumers, removing middlemen. One of GCMMF's dealers, Laxmi Enterprise, services the Sashtrinagar area of Ahmedabad through retail shops and institutional buyers using a mobile app to take orders. However, the summary also notes some negatives like low retailer margins, lack of special incentives, and issues

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
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    At a glance
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    Amul is a cooperative organization that works for the welfare of milk producers and consumers. It has a 3-tier structure for procurement and a 2-tier structure for distribution.

    Amul has a 3-tier structure for procurement from milk producers and a 2-tier structure for distribution to consumers.

    GCMMF follows a cooperative ideology with an 80-20 profit sharing model to provide best quality products at reasonable prices while removing middlemen.

    Distribution channel of AMUL

    GCMMF
    Anand Milk Federation Union Limited founded
    in 1946 and later renamed as Gujarat
    Cooperative Milk Marketing Federation Ltd
    Exclusive marketing organization for Milk and
    Milk products under brand name of Amul and
    Sagar.
    Amul spurred India's White Revolution.

    GCMMF Ideology
    Cooperative organization working for the
    welfare of masses.
    80 -20 profit sharing model.
    Best quality products at reasonable prices.
    Removes the middle men between milk
    producers and consumers,
    Provide highest value through excellent
    operational efficiencies.
    GCMMF Structure
    Inbound
    Outbound
    3 tier - INBOUND
    District milk Co-
    operative union

    Milk Producer
    Village Dairy Co-
    operative
    2 Tier - Outbound
    State co-operative
    milk marketing
    Federation
    Consumers
    Distribution
    Channel
    Distribution Channel Matrix
    Products /Outlets Perishable Long shelf life
    Below freezing
    Point
    Retail shops
    Institutional buyers
    Exclusive stores
    Laxmi Enterprise
    Catered to Sashtri nagar area of Ahmedabad
    West.
    Owned and ran by Hemangini.
    Dealer of Long shelf life dairy products.
    Supplied to retailers and APOS.
    Used Mobile app for order booking.
    Sashtrinagar area
    A majority of middle class locality.
    Low to moderate in education.
    Densely residential area.
    Buying pattern mostly traditional milk
    products
    Observations - Positives
    Very strong brand loyalty in some of the pockets.
    Wide product portfolio in comparison to other
    competitors.
    A strong backward flow of information.
    A strong umbrella Branding encompassing all the
    products.
    Strong distribution reach.
    An agile channel for inventory management with an IT
    backbone.
    Inventory diversion in case of expiry approaching
    powered by wide reach.
    Observations - Negatives
    GCMMF ideology not conveyed.
    Low budget spent for local advertisements.
    Shops selling AMUL products, were having big
    shine boards of competitor brands.
    Margin low at 8% on average to retailer.
    Few or no special incentives to retailers for
    bulk buying or so.
    No incentive to dealers on basis of sell.

    Observations - Negatives
    Supply of certain very popular product not
    there. (E.g. 500 gm ghee pouches).
    Fast change in packaging of certain
    products(Lassi).
    Push of products is very weak.(new shrikhand
    with mango pieces)
    Certain products ill segmented (Amul Moti).
    Observations - Negatives
    Pricing of certain products very odd in number
    (Chassh @ 12 so consumers not giving 2 rs
    change and some retailers stopped it.)
    Return of certain products was not present.

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