Major Project Report
Sales & Distribution Management
Role of Sales and Distribution in AMUL India
Dr . Alok Mittal Sir
MBA 3rd Sem
Sales Management-Sales management is a business discipline which is focused on the practical application of sales techniques and the management of a firm's sales operations. It is an important business function as net sales through the sale of products and services and resulting profit drive most commercial business. These are also typically the goals and performance indicators of sales management.
Sales manager is the typical title of someone whose role is sales management. The role typically involves sales planning, human resources, talent development, leadership and control of resources such as organisational assets.
Distribution -Overseeing the movement of goods from supplier or manufacturer to point of sale. Distribution management is an overarching term that refers to numerous activities and processes such as packaging, inventory, warehousing, supply chain and logistics.
Effectively managing the entire distribution process is critical to financial success and corporate longevity. The larger a corporation or the greater the number of supply points a company has, the more it will need to rely on automation to effectively manage the distribution process.
Introduction to AMUL
Amul is the name dairy cooperative in India. Derived from the Sanskrit word "Amulya," Amul means invaluable.Formed in 1946, it is a brand name managed by an Indian cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat, India.
Entrance of Amul factory
Amul is based in Anand, Gujarat and has been a successful example of cooperative organization. Amul spurred the White Revolution in India which in turn made India the largest producer of milk and milk products in the world.It is also the world's largest vegetarian cheese brand .
Amul is the largest food brand in India and world's largest pouched milk brand with an annual turnover of US $2.2 billion (2010-11). Currently Unions making up GCMMF have 3.1 million producer members with milk collection average of 9.10 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but it plans to venture again.
Dr Verghese Kurien, former chairman of the GCMMF, is recognised as a key person behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.
Dr. Erich Joachimsthaler, CEO, Vivaldi Partners and Co author with David Aaker of the seminal book BRAND LEADERSHIP says that this no longer means mere lip service on the part of the marketers of milk product market. As he points out, perhaps to many a brand marketer's chagrin, brands don't occupy much mind space. In consumers, but revolves around other interest in their lives. Now as he says companies like AMUL,SANCHI, develop products that fit in to consumers' lives rather than develop products,which they think consumers will prefer The next decade is expected to be quite cataclysmic for milk product market specially for AMUL, an article by D.Shivakumar, ED of Philips India, captures the essence of the changes that are being wrought. But the refrain is the same. To manage and succeed in tomorrow's Brand world in milk line product, marketing teams of AMUL would need to be far more right brained than left brained they need to be more consumer connected and responsive than ever before. Speed, smart thinking and sensitivity will be the skill set...
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