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HISTORYAmul was formally registered on December 14, 1946. The

brand name Amu l, sourced from the Sanskrit word Amoolya,

means priceless.

The Amul revolution was started as awareness among thefarmers. It grew and matured into a protest movement that

was channeled towards economic prosperity.

The success of Amul was instrumental in launching the White

Revolution that resulted in increased milk production in India.It is officially termed as Operation Flood by Amul.

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OBJECTIVESA. Primary Objective

To find the Problems faced by retailers in selling and storing.

To collect Information about the Competitor.

To find the problems regarding distributors.

To assess the Effectiveness of distribution channel of Amul

Beverages in Mumbai.

B. Secondary Objective

To organize sales promotional activities to improve lassi selling.

To generate and secure consumer awareness.

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SCOPE It gives information about the size of the retail network.

It gives information about the services given by distributors to

their retailer.

It gives information about the competitors products.

It will serve consumer in better manner.

It provides suggestions to the company to improve their

products sales.

To gives information about the sales promotion activities toimprove the lassie sale.

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MARKET REACHBesides India, Amul has entered overseas

markets such as Mauritius, USA, Bangladesh,

Australia, China, Singapore, Hong Kong and a

few South African countries.

Other potential markets being considered

include Sri Lanka.

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AMUL BEVERAGESFlavored milk Amul Kool, a low calorie thirst quenching drink,

Masti Butter Milk; ready to drink coffee - Kool Caf and India's

first sports drink Stamina.With these launches, the billion

dollar Gujarat Co-operative Milk Marketing Federation Ltd(GCMM F), Asia's largest integrated dairy products

manufacturing and marketing organization, is now a leading

player in the Indian dairy beverages market with over 90%

market share in branded packaged dairy drinks segment. The

milk based drink market has been showing a hefty doubledigit growth.

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Water Flavored

Non-Alcoholic Alcoholic

Milk Hot

Beverages

Juices Soft

Drinks

Wine Beer Distilled

spirit

Beverages

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PRODUCTS

.

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PRODUCTSBread spread Amul Butter, Amul Lite,

Delicious Table Margarine.

Milk Drinks Amul Kool Milk Shake, Amul Kool,Amul Kool Cafe, Kool Koko, Nutramool Energy

Drink, Amul Kool Flavoured Chocolate Drink,Flavoured Butter Bottled Milk, Flavoured Tetra

Pack, Amul Lassee, Amul Kool Thandai.

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PRODUCTS ONT Powered Mi lk Amul Spray Infant Milk Food,Instant Full Cream Milk Powder, Sagar Skimmed

Milk Powder, Amulya Dairy Whitener.

Fresh Milk Amul Fresh Milk, Gold Milk,TazaaDouble Toned Milk,Lite Slim & Trim Milk, Amul

Buttermilk.

CheesePasteurised ProcessedCheese,Cheese Spreads,Pizza Cheese.

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DATA ANALYSIS INTERPRTATION DEAL WITH AMUL BEVERAGES

Frequency Percent Valid PercentCumulative

PercentYes 53 53.0 53.0 53.0

No 47 47.0 47.0 100.0

Total 100 100.0 100.0

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.

Interpretation:

As per above table in 100 respondents

53% of the retailers are dealing with Amul beverages

47% of the retailer are not dealing with Amul beverages

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FINDINGS FINDINGS BASED ON ANALYSIS

53% of the retailers are dealing with Amul beverages and 47% of

the retailers are not dealing with Amul beverages.

In 53% of the respondents 23% of the retailers placing the order

whenever they required, 22% of the retailers placing the order once

in week , 7% of the retailer placing the order fortnightly ,and 1% of

the retailer placing the order monthly.

Amul kool is fast moving product in amul beverages, 2ndis the amul

kool caf, 3rdis the amul spiced butter milk, 4this the amul kool

koko, and others like Nutramul energy drink, amul kool chocolate

milk,amul kool flavoured bottled milk, amul kool flavoured tetra pack

are not selling here

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SUGGESTION 47%of the retailers not dealing with Amul Beverages in

that 12 %of the retailers complain delay in supply; it

delays in delivery of the product on time because of

distributor. This should be avoided. So company has to

tell the distributor to increase the man power/vehicle orelse appoint other distributor.

8% of the retailers are not dealing with the Amul

Beverages because of schemes/discounts, so companyhas to give schemes/discounts.

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CONCLUSOIN

After going through detailed study, I come to the

conclusion that compared to the distribution network of

other brand of beverages to the Amul, it has to improve

their network properly and make product available to the

customer and also handle the customer problem if any.

Company has to maintain a good relationship with the

retailers by giving better margin, schemes/discounts.

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