Amul

WHITE REVOLUTION

(1946)

Made by : Ankit Batra (10) Heena Khosla (22) Himanshu Vasdev (23) Rohit Sharma (47) Shivendu Bhadauria(51)

AMUL
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Amul products have been in use in millions of homes since 1946. Amul a leading food brand in India with a Turnover: Rs. 52.55 billion in 2007-08.

Founder Of The Amul Company

Dr Verghese Kurien, the Chairman of the GCMMF (Gujarat Co-operative Milk Marketing Federation Ltd), an apex cooperative organisation, based in the in Anand town of Gujarat, India.

White Revolution. (1966)

Verghese Kuriens Amul experiment in Gujarat soon blossomed into the much larger Operation Flood, spread over 23 states, 170 districts and 90,000 village cooperatives. It changed India from an importer to the world's largest milk producer and exporter.

Introduction
Amul (ANAND MILK UNION LIMITED) formed in 1946 , is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat cooperative milk Marketing Federation Ltd. (GCMMF) , which today is jointly owned by some 2.6 million milk producers in Gujarat, India.

Amul
Type Founded in Headquarters Industry Key people Products Revenu Employee Slogan Co-operative 1946 Anand , India. Dairy. Chairman GCMMF Milk and relates product $1 billion 2.41 million milk producer the taste of india

Vision
Liberate our farmers from economic oppression and lead them to prosperity.

Mission
Mission2020 :- dairy co operatives of Gujarat turnover of Rs.27000 crores by the year 2020.

Gujarat Cooperative Milk Marketing Federation

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. In 1954, Kaira District Co-operative Milk Producers Union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. In 1958, a plant to manufacture cheese and one to produce baby food were added. Subsequent years saw the addition of more plants to produce different products. In 1973, the milk societies/district level unions decided toset up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was registered as a co-operative society on 9 July 1973.

GCMMF Today
Members: 13 district cooperative milk producers union No. of Producer Members: 2.7 million No. of Village Societies: 13,141 Total Milk handling capacity: 10.21 million litres per day Milk collection (Total - 2007-08): 2.69 billion litres Milk collection (Daily Average 07-08) 7.4 million litres Milk Drying Capacity: 626 Mts. per day Cattlefeed manufacturing Capacity: 3090 Mts per day

GCMMF TURNOVER
Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325

2008-09
2009-10

67113
80053

1504
1700

The moppet who put Amul on India's breakfast table

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.

Awards & certification

ISO 9000-HACCP certified plants : All Amul Ice cream plants are ISO 9000-HACCP certified. Amul is in the process of getting ISO 22000 (Improved version) certification for all its plants. No. 1 in Quality : Amul is ranked No.1 ice cream in quality by INSIGHT (May-June, 2002).

Customer based market segmentation

For Kids For women

For youth

For calorie conscious

For Health conscious

Amul business strategy

Developing demand

Umbrella Brand.

The distributio n network.

Third Party service providers.

SWOT Analysis
STRENGTH

THREATS

WEAKNESS

OPPORTUNITIES

SWOT Analysis
Strength
largest food brand in India & Asia High quality ,, low price Introduced TQM

World's largest pouched milk brand

Annual turnover of 4300 crore (2006-07) Highly diverse product mix

Advertisement

Conti
Weakness
Strong dependency on weak infrastructure
Risks of highly complex supply chain Short self life of its product

Alliance with third parties

Conti.
Opportunities
Penetrate international markets Use internet to sell its products

Diversify product portfolio to enter new product categories

What more can amul do?

Amul can venture out a new product. There are certain product like amul gulab jamoon , chocolates etc which are not as popular as amul ice cream . Though amuls hoardings are a huge success , it can penetrate even better in the rural areas by advertising .

Cont
Threat
Competitor
s

Stiff

competition from MNCs in butter

Ban on export of milk powder

Growing price of milk

Amul competitors
Products / brands
Butter Cheese Baby food Chocolates

competitors

Pizza

Britannia , nestle. Britannia Nestle , Heinz Cadbury , nestle Pizza hut, dominos

What is E-Supply Chain Management ?

E-SCM may be described as the integrated management approach for planning and controlling the flow of materials from suppliers to end users using Internet technologies E-SCM refers the complex network of relationships that organizations maintain with trading partners to source, manufacture and deliver products

Components of E-SCM
ADVANCED SCHEDULING

ORDER COMMITMENT

DEMAND FORECASTING`

CUSTOMER ORDER

DISTRIBUTION PLANNING

TRANSPORTATION LOGISTICS

How AMCUS work

Amul has installed over 3000 Automatic milk collection system units(AMCUS) at village societies to capture member information, milk fat content, volume collected and amount payable to each member. Each farmer is given a plastic card for identification Computer calculates amount due to farmer on the basis of fat content The value of the milk is then printed out on slip & handed over to the farmer, who collects the payment from adjacent window With the help of IT farmers receive their payment within minutes

Supply management through internet

Amul makes over 10 million payment transactions daily. On the logistics more than 5000 trucks move milk from the villages to 200 dairy processing plants twice a day according to a carefully planned schedule. Its ERP software named as Enterprise Wide Integrated Application System(EIAS) covers a plethora of operations like market planning advertising and promotion, distribution network planning. Each of amul offices are connected via internet and all of them send daily reports on sales and inventory to the main system at Anand.

Has also connected all zonal, regional & member dairies through VSAT

Supply & distribution

At the supply end a computerized database has been setup of all suppliers & their cattle. Computer equipment measures & records qualities & quantities collected. At the distribution end stockists have been provided with basic computer skills. Amul experts assist them in building promotional web pages.

Amul Cyber stores have been setup in India, USA, Singapore and Dubai

Amul Cyber store

Strong initiatives in e-commerce

Amul has linked distributors to the network & also incorporated web pages of top retailers on their website

Distributors can place their order on website amulb2b.com

Automated supply & delivery chain Practices just in time supply chain management with six sigma accuracy

Future Plans
Introduce Internet Banking Services & ATMs which will enable Milk societies to credit payments directly to sellers bank account Officials at amul are looking at upgrading the plastic cards which are being currently used only for identification purposes, to smart cards which can be used to withdraw cash from ATMs.

References..
Google search engine www.amul.com EBSCO online library www.ibej.org

Conclusion
Using very good strategy for selling the product. For all segment of products are available.