By

Rakesh Rony Murmu

Globsyn Business School
Comparative Study Of Distribution &
Business
 Amul Competitors
Objectives-
 Comparison Between the Service frequency Of
Amul Vs Competitors
 Problem Faced By the Retailers regarding
Supply of Amul Products
 Service Frequency Of Amul & Competitors
 List Of Distributor
 Penetration Of Amul products in the Market.
 Places Visited:
1. Milan More (Siliguri) 10. Binnaguri (Jalpaiguri)
2. Debidanga (Siliguri) 11. Birpara (Jalpaiguri)
3. Champasari (Siliguri) 12. Chengmari Tea Garden
4. Uttar Bagdogra (Siliguri) (Jalpaiguri)
5. MathiPari (Siliguri)
6. Medical More (Siliguri)
7. Tari (Siliguri)
8. Dumriguri(Siliguri)
9. Odlabari (Jalpaiguri)
Question Asked to the retailer
 No Of Items Kept by The Retailer of Amul?
 Service frequency of the distributor?
 Among the Milk Products kept which Company’s product
sale is good?
 What are the Issues of the Retailers?
 How other Competitors Company are doing?
No. of Items kept by the Retailer

Companies ToTal 1(%) 2(%) 3(%) 4(%) 5(%) 6(%) 7(%) 8(%) 9(%) 10(%)
Amul 50 2% 18% 20% 20% 8% 10% 10% 8% 2% 2%
Itc 50 2% 4% 42% 26% 12% 6% 6% 2% 0% 0%
govardhan 50 2% 48% 52% 0% 0% 0% 0% 0% 0% 0%
Keventer 50 2% 0% 100% 0% 0% 0% 0% 0% 0% 0%
Patanjali 50 2% 38% 32% 22% 2% 0% 0% 0% 0% 0%
Nestle 50 2% 14% 32% 26% 10% 6% 0% 0% 0% 0%
Britannia 50 2% 16% 34% 16% 12% 16% 2% 4% 0% 0%
 Number of Items Kept By The
Retailers

100%

90%

80%

70%
Amul
60%
Itc
govardhan
50%
Keventer
40% Patanjali
Nestle
30% Britannia

20%

10%

0%
Service Frequency Of Various
Companies

COMPANIES RANK-1 RANK-2 RANK-3 RANK-4 TOTAL RANK

AMUL 2 18 10 20 102 2
ITC 2 26 14 8 122 1
GOVARDHAN 1 4 3 42 64 7
PATANJALI 2 2 8 38 68 6
KEVENTER 0 7 8 35 72 4
EVERYDAY 0 9 11 30 79 3
BRITANNIA 1 4 10 35 71 5
 Service Frequency Of Various
Companies

122
102
72 79
64 68 71
Service of Amul as an Individual
Company TOTAL Outlet Good Okay Bad
Amul 50 38% 48% 14%

Amul
Amul

48%
38%

14%

Good
Okay
Bad
Issue Of the Retailers (Market Wise)
Issues Reported Total Strongly Agree(%) Agree(%) Disagree(%) Strongly disagree(%) TOTAL
QUANTITY DEMANDED IS ALWAYS LESS 9 44% 33% 22% 0% 100%

STOCK UNAVAILABILITY 9 22% 56% 22% 0% 100%

SUPPLY PROBLEM 8 50% 25% 25% 0% 100%

NO ISSUE 9 11% 11% 78% 0% 100%

MILAN MORE, DEBIDANGA, CHAMPASARI

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Strongly Agree(%) Agree(%) Disagree(%) Strongly disagree(%)

QUANTITY DEMANDED IS ALWAYS LESS STOCK UNAVAILABILITY

SUPPLY PROBLEM NO ISSUE
Issue Of the Retailers (Market Wise)
ISSUES REPORTED TOTAL Strongly Agree(%) Disagree Strongly TOTAL
Agree(%) (%) disagree
QUANTITY DEMANDED IS ALWAYS LESS 9 13% 0% 56% (%) 0% 100%
STOCK UNAVAILABILITY 9 22% 44% 14% 0% 100%
SUPPLY PROBLEM 8 44% 33% 45% 0% 100%
NO ISSUE 9 22% 11% 27% 0% 100%
UTTAR BAGDOGRA, MATHIPARI,
MEDICAL MORE
60%
50%
40%
30%
20%
10%
0%
Strongly Agree(%) Agree(%) Disagree (%) Strongly disagree
(%)

QUANTITY DEMANDED IS ALWAYS LESS

STOCK UNAVAILABILITY
SUPPLY PROBLEM
NO ISSUE
Issue Of the Retailers (Market Wise)
issue reported TOTALStrongly Agree(%)Agree(%) Disagree(%)
Strongly disagree(%)
TOTAL
QUANTITY DEMANDED IS ALWAYS LESS 6 50% 33% 17% 0% 100%
STOCK UNAVAILABILITY 6 33% 67% 0% 0% 100%
SUPPLY PROBLEM 5 60% 20% 20% 0% 100%
NO ISSUE 6 33% 0% 67% 0% 100%

Tari, Dumriguri
70%
60%
50%
40%
30%
20%
10%
0%
Strongly Agree(%) Agree(%) Disagree(%) Strongly
disagree(%)
Issue Of the Retailers (Market Wise)
Issue Reported TOTAL Strongly Agree(%) Agree(%) Disagree(%)Strongly disagree(%)TOTAL
QUANTITY DEMANDED IS ALWAYS LESS 7 43% 43% 14% 0% 100%
STOCK UNAVAILABILITY 7 17% 67% 17% 0% 100%
SUPPLY PROBLEM 6 67% 17% 17% 0% 100%
NO ISSUE 7 14% 57% 29% 0% 100%

80% Chengmari Tea Garden

QUANTITY
DEMANDED IS
60%
ALWAYS LESS
STOCK
40% UNAVAILABILITY

SUPPLY PROBLEM
20%

0%
Strongly Agree(%) Agree(%) Disagree(%) Strongly disagree(%)
Issue Of the Retailers (Market Wise)
Issue reported TOTAL Strongly Agree(%) Agree(%) Disagree(%)Strongly disagree(%)TOTAL

QUANTITY DEMANDED IS ALWAYS LESS15 33% 33% 33% 0% 100%

STOCK UNAVAILABILITY 16 25% 50% 25% 0% 100%
SUPPLY PROBLEM 16 50% 25% 25% 0% 100%
NO ISSUE 16 0% 56% 44% 0% 100%

odlabari,Binnaguri,Birpara,Telipara Tea
Garden
QUANTITY DEMANDED IS ALWAYS LESS STOCK UNAVAILABILITY
SUPPLY PROBLEM NO ISSUE
56%
50% 50%
44%
33% 33% 33%
25% 25% 25% 25%

0% 0% 0% 0% 0%

Strongly Agree(%) Agree(%) Disagree(%) Strongly disagree(%)

List of All The Distributor Met
Data Sheet Of All the Distributor Collected.
S.No Market Name Location Population Distributors Name Contact No Comapany associated with
1 Siliguri Milan More 294546 J.P.ENTERPRISE 9046561233 Amul
Debidanga
Champasari
2 Siliguri Uttar Bagdogra 25044 MAA SHIPRA 9733055855 Amul
Mathipari 11529 AGENCY
Medical More
3 Siliguri Tari 14458 MAA SHIPRA 9733055855 Amul
Dumriguri AGENCY
PINTO STORE 9641177479 Wholesaler

Kundu Store Wholesaler

Apni Dukan Wholesaler
4 JALPIGURI Chengmari 14446 OM BHANDAR 9593896726 Amul, Fortune
Tea Garden 9434140101 Hindustan Unilever Limited
5 JALPIGURI Odlabari 14194 JANAK 9733202469
Birpara 42080 ENTERPRISE
Binnaguri 58840
Telipara Tea 11535 DEVATRA 9932464337
Garden BINDAL
MANGAL 9932034366
BHANDAR
MANISH 9832392645
ENTERPRISE

6 Mirik Mirik 11513 GYATRI STORES 7407071232

7 Kurseong kurseong 42446 Krishna Agency 9126009311

dip's Enterprise 9296989730

 An Overview

 Amul Must Supply Various other Product in the market,as

consumer have very little knowledge in varietes of the product.
 Many outlet have to get their product from wholesaler, as a result
it looses the distributor.
 Depending upon the market Gowardhan ghee has hold the
market. If not than local ghee.
 Supply problem is the major issue in urban areas.
 Whereas companies like ITC, britannia has a very good hold in
the market

Thank You