Professional Documents
Culture Documents
Group 6:
Swapnil Jindal
Mohit Johri
Souvik Roy Pravesh Dhavale Abhinav Shekhar
Overview
The Brand Amul is owned by The Gujarat Cooperative Milk Marketing Federation. GCMMF is Largest Food Products Marketing organization of India, with a revenue of $1.5 Billion.
It links 2.8 Million Village Milk producers and 13,141 Cooperative Societies across 13 Districts to milk and dairy consumers across India.
White revolution of India was an initiative under the Umbrella of Amul. Amul sells its products around the world in 40 countries.
Collects more than 5 lacs litres of milk from >2 million farmers everyday Delivers goods worth Rs 6 crore to over 5,00,000 retail outlets across country Aim is to transform lives in rural India & contribute to development of society. Amuls advertising and marketing spend has never exceeded 1% of its revenues. Distribution & value-for-money are the major strengths on which the brands popularity rests.
AMUL
Product Portfolio
Fresh Milk Amul Fresh Milk Amul Gold Milk Amul Taaza Double Toned Milk Amul Lite Slim & Trim Milk Amul Fresh Cream Amul Shakti Toned Milk Amul Calci+ Amul Buttermilk Desserts Amul Ice Creams Amul Shrikhand Amul Mithaee Gulab Jamuns Amul Chocolates Amul Basundi Amul Yogi Yoghurt
Milk Drinks Amul Kool Milk Shaake Amul Kool Amul Kool Cafe Kool Koko Nutramul Energy Drink Amul Kool Chocolate Milk Amul Kool Flavoured Bottled Milk Amul Kool Flavoured Tetra Pack Amul Kool Masti Spiced Buttermilk Amul Lassee Amul Kool Thandai
Procurement Network
The milk is then weighed and the fat content of the milk is measured by an electronic fat testing machine.
The Computer then calculates the amount due to a farmer on the basis of the fat content in the milk. The value of the milk is then printed out on a slip and handed over to farmer who collects the payment at adjacent window.
Collection of surplus milk & payment based on quality & quantity. Providing support services to the members. Selling liquid milk for local consumers of the village. Supplying milk to the District Milk Union
Procurement of milk from the VDCS Providing input services to the producers. Conducting training on Cooperative development
First leg
Manufacturing units to company depots using 9 and 18 MT trucks Amul has 65 depots across major cities of India Frozen food-below 18C Dairy wet-0-4C
Second leg
Depots to Wholesale Dealers Network of over 5000 distributors The margins offered to the distributors range between 3-5% Wholesaler incentives yearly set group targets, on achieving which they get some amount on every additional kg sold Transport through insulated 3 and 5 MT TATA 407s
Third leg
Milk procured twice a day. Payment is procurement. made under twelve hours of
The C&F agents are not fixed and are decided by the local company offices. The milk procured per day is 5 million liters Total capacity of operation is 7 million liters per day The peak processing till date has been 6 million liters per day These co-operative societies are bound to supply there produce only to GCMMF
Channel Management
Distributors
2.
Retailers
Trade schemes
Glow boards Schedule of the salesman Infrastructure of facilitation
Beat plan
Cumulative performance Target versus achievement Other criteria
Replacement of products
Credit policy Packaging Replenishment Margins
Product Line LOT SIZE ASSORTMENT/ VARIETY Youth L L L L M Kids L L M L L Women H M M M H Youth M M L L M
Women H H L H H
Fresh Milk
Milk Powder Cheese Bread Spread Ghee
NA
NA NA NA NA
H
H H H H
M
M M H M
L
H H
H
L H
M
L M
M
L L
H
L H
L
L M
Marketing of milk & milk products. Establish distribution network. Arranging transportation from the Milk Unions to the market. Creating & maintaining a brand. Providing Technical Inputs, management support & advisory services. Decide on the products to be manufactured at various Milk Unions (product-mix).
Policies
Differential Prices: Lower prices in state of Gujarat due to less transportation cost. Unused Milk: Milk, once, supplied to retailer is not taken back. Amul adopted a low-cost price strategy to make its products affordable. GCMMF transacts on an advance demand draft basis from its wholesale dealers instead of the cheque system Wholesale dealers carry inventory that is just adequate to take care of the transit time from the branch warehouse to their premises. This just-in-time inventory strategy improves dealers' return on investment (ROI). All GCMMF branches engage in route scheduling and have dedicated vehicle operations.
Effective coordination is critical for efficiency and cost control. Buy-in from the unions is assured as the plans are approved by GCMMF's board. The boards of the unions comprise of farmers elected through village societies Marketing efforts are assumed by GCMMF. Logistics of milk collection, distribution of dairy products, sale of products through dealers and retail stores, provision of animal feed, and veterinary services were done by 3rd party
The federation and the unions have adapted successful models from around the world including group activities, quality circles at the federation. Every Friday, between 10.00 a.m. and 11.00 a.m., all employees of GCMMF meet at the closest office to discuss their various quality concerns. Examples of benefits from recent initiatives include reduction in transportation time from the depots to the wholesale dealers, improvement in ROI of wholesale dealers, implementation of Zero Stock Out.
Sales Forecasting
Retailer Forecasting. Backend Data. Festivals and Special Occasions. Seasonal demand.
Corporate campaign: The Taste of India Amul butter girl is one of the longest run ad campaigns in the country (44 years!!!) Umbrella Branding Institutional Advertising Controversial issues and Social Messages Amul Greetings Newsletter and publication Competitions , Recipes, Cricket Rankings
Media
Outdoor
Hoardings/billboard
Broadcast
Non-broadcast Print Internet
Television
Cinema Newspaper General interest magazine Independent website Social Networking Sites
Recruitment @ Amul
Recruitment forms the first stage in the process. Selection and placement of the Sales force in the company.
The selection process starts with the intent for recruitment by the sales department head.
These intents specify the reasons why recruitment is to be made.
New expansion
New planning
Retirement
Sources of Recruitment
Internal Sources
External Sources
Steps of Recruitment
Application
Need
Introduction of new technology Increase quantity & quality of product To meet organization need at all time For better economic use of materials To prepare present employees for bigger role
2.
Effect
Coaching Job rotation Lecture method Conference method Seminar In this method the new recruits are sent to different training centers outside the organization for training purposes. generally used for top management recruits.
Outhouse training
Motivational Strategy
Motivation is the process of indoctrinating people with the unity of purpose to maintain a harmonious relationship among each other in the sales organization 2 types of motivators used:
Financial Motivators
Medical
Bonus Production Bonus
Performance allowance
Advance
Non-Financial Motivators
1.
Promotion (Criteria)
Seniority Vacancies Opinion Skill
& Knowledge
Experience Loyalty
2.
3. 4.
Seminar
Conference Fun @ Work
Observations