This is a present situation regarding manufacturing and distribution of amul milk, it's niche concept, calculations and problems.It would be really helpful to share some of the ideas and strategies to implement about the situation and problems occuring to them.....
Amul milk stays fresh for 15 days in 3-layer tetra-packs. Needing no refrigeration (till opened), it is retailed from Bombay commercial shops by-passing government booths, rationcards, queues and outlandish timings.
Amul 1/1 milk contains 6 per cent fat and sells at Rs. 6 a litre. Compared to this government distributes 6 per cent full cream milk (Rs. 6 a litre), and 4.5 per cent standardized milk (Rs. 4.60 a litre).
Bombay’s milk consumption is around 18 lakh litres a day. Worli dairy provides around 12 million litres (66 per cent) while private sources supply the rest. Milk has always been in short supply and thousands of applications languished for years on end in the waiting lists of government-run Worli dairy.
The under-supplied Bombayite has been compelled to turn to the private market, constituted largely of medium to small ‘bhayya’ cattle owners. Privately produced milk is often water-diluted and always unpasteurized.
Amul milk, therefore, appears destined for stardom. Prime in quality and available at convenient outlets all hours of the day, it would seem the answer to a prayer. But a piquant marketing situation arose just a few days before it was launched when the Maharashtra government announced that rationing was over and consumers could have all the milk they wanted from official booths. This undoubtedly throws Amul on its marketing mettle. The renowned cooperative will have to fight for market share and devise strategies to get Bombay households to consume its milk.
Think about it and present your own solutions.
thank you...
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