SUMMER INTERNSHIP PROGRAM Project Proposal

I. II.

Project Proposed: To get the knowledge about the distribution network of Amul ice cream India ltd. Description of the project in brief : Gujarat Co-operative Milk Marketing Federation (GCMMF), custodian of the Amul brand is India's largest food products marketing organization. With its wide product portfolio GCMMF today has a turnover in excess of Rs. 6700 Cr. With a singular focus on marketing and distribution, GCMMF today reaches consumers in all parts of the country .A state level apex body of milk co-operatives in Gujarat, it has been an endeavour of GCMMF to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Today ice creams are equally popular among children and grown-ups. Eating ice creams have become an occasion for celebration. In India alone, the organized ice cream industry has a turnover of around Rs. 1000 Cr. and the market is witnessing a booming growth rate of 12-15% annually. Since its launch in 1996, Amul Ice Creams have consistently combated competition like Kwality walls, Mother Dairy and other brands. The customers have shown huge faith in the quality of Amul Ice Creams and today its the No. 1 ice cream brand of the country. Nearly 4 times larger as its competitors, it is the only national brand. Amul has been able to write such a success story because of the quality of its products, economic pricing and the belief consumers have in the brand. The project assigned to us is to get the knowledge about the distribution network of Amul ice cream and to find out the problems which the retailers are facing so that by overcoming these problems company can do work in much better way. For knowing the actual problem we are visiting retail shops with the sales man and finding out the actual problems which Amul ice cream is facing and also applying various strategies for the promotion of Amul ice creams. We note down the various issues and demands of the retailers and forwarding them to the distributor so that he can take immediate action to full fill their needs. We are learning different strategies which other competitors are using

to compete in the market. Our main work in this distribution network is to know how the actual work is done and to find out the valuable results which the company is facing. The main problem which the Amul ice creams company is facing is the damages and profit margin problems, we have to find solution of this problem. To know the actual problem we are going to study the distribution network in detail right from the point of manufacturing to the point of retailers and find out at which stage the damages problem happens and try to reduce that damages problems up to certain extend so the company gain more profits. And the profit margins are 16.5% for the retailers which they said is less as compare to the other competitors, we are also working on it that how we can retain our retailers at this margin level by giving them different schemes. We are also focusing on the promotional activities of the Amul ice creams by providing them flexible boards of Amul ice creams for more visibility. The main competitors of Amul ice creams are Kwality wall, Vadilal, Havmore etc who are giving tough competition to Amul ice creams. They also come up with different schemes giving more profit margins to the retailers and try to attract them towards their products. They give deep freezers free of cost to the retailers so that they can expand their ice creams market share. Our main job is to analyse the different strategies of competitors and come out with the new strategies through which we can also expand our market share and retain the no.1 position in the Indian market. III. Objectives of the Project: The main objective of the project is to understand the working of the distribution network of Amul ice creams in the market, how they work in the market and find out the difficulties which the company is facing in distributing their product to the customers. We here also study the competitors marketing strategies, how they work in the market and according to that we make changes in our strategies to get effective results. We also analyse the distribution channel which cost less to the company and deliver the products to the customers with less damages problems. IV. Methodology: In Amul ice creams India ltd. We have to study the distribution network for ice creams. Thus, knowing the process, a Research methodology is purposed. The Research process includes the research design, which tells the nature of my study. It comprises of defining and redefining the problems and suggested solutions, organizing and collection of data. Research Methodology Adopted categorized as follows: The data source Sample unit Secondary data : Primary : Retailers : Journals, Company Data (Previous records)

Analyses and Interpretation: To study the distribution network of Amul ice creams and find out the solutions for the problems which company is facing in distributing the products to the retailers. Conclusion Suggestions and recommendations This research is descriptive research.

V.

Limitations of the study: The limitations of my study are discussed below: I can judge how well the company carries out its distribution network but officially I cannot be a part of the process, because I am not an employee of the company. Thus, it will lead to a difficult situation for me, to understand the in-depth of the concerned process. Since the distribution network is handled by many distributors so it become difficult to judge the process of different distributors Though the work allotted to me is to survey the market, so it become difficult for me to understand the actual distribution network

VI.

Schedule: The project mentioned above is to be carried out in the following schedule: My schedule start with the sales person with whom I visit different outlets of Amul ice creams and note down there problems which the retailers are facing. Till now I visited near about 140 outlets of Amul ice creams. Till know I work for two distributors i.e Karan Enterprises and R.K Enterprises under the supervision of Mr. Harshal Saigal.

Faculty Guide: Prof. Hemant Purandare Company Guide: Mr. Nitin Moghe Date:- 14-03-2014 By: Navdeep Singh Enrollment no. 13bsp1166 IBS campus: Mumbai navdeeprai13@yahoo.com