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The Kaira District Co-operative MilkProducers Union Limited, popularly
known as Amul Dairy is a US $ 500million turnover institutionIt is a institution built up with a networkof over 10000 Village Co-operativeSocieties and 500,000 plus members
Managed by an apex cooperativeorganisation, Gujarat Co-operative MilkMarketing Federation Ltd. (GCMMF),which today is jointly owned by some2.41 million milk producers in Gujarat,India
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Amul is the largest food brand inIndia with an annual turnover ofUS $1068 million (2007-08)
Currently Amul has 3.11 millionproducer members with milkcollection average of 6.04 millionlitres/day.Amul is the largest producer of
milk and milk products in theworld.
Sales Turnover US $ (million)
1994-95 355
1995-96 400
1996-97 450
1997-98 4551998-99 493
1999-00 493
2000-01 500
2001-02 500
2002-03 575
2003-04 616
2004-05 672
2005-06 850
Amul
2007-08 1068
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Amuls products range
includes milk powders,milk, butter, ghee,cheese, curd,chocolate, ice cream,cream, shrikhand,
paneer, gulab jamuns,basundi, Nutramulbrand and others.
http://www.amul.com/http://images.google.com/imgres?imgurl=http://www.businesswireindia.com/attachments/Pic_2(11).jpg&imgrefurl=http://www.andhranews.net/India/2006/november/2-Amul-Launches-Ready.asp&h=1212&w=480&sz=68&hl=en&start=33&um=1&tbnid=1v3H9beoqzIMkM:&tbnh=150&tbnw=59&prev=/images%3Fq%3Damul%2Bproducts%26start%3D20%26ndsp%3D20%26um%3D1%26hl%3Den%26sa%3DNhttp://www.amul.com/7/28/2019 Amul Insight.ppt
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Product Range Brand Name
Liquid Milk (nine varieties)Milk Powders (five varieties)
ButterGhee (two varieties)Bread SpreadCheese (three varieties)Cocoa Products (two varieties)Sweets (three varieties)Ice Cream (several varieties)Condensed MilkEdible Oil (nine varieties)Mineral WaterFruit Drinks
Panel E: Number of BrandsLiquid Milk: AMUL, SAGARMilk Powders: Amulspray,AMUL, SAGAR, Amulspree,AmulyaCocoa Products: AMUL,NutramulEdible Oils: Dhara, LokdharaMineral Water: Jal DharaFruit Drinks: Safal
http://images.google.com/imgres?imgurl=http://www.businesswireindia.com/attachments/SI_Vanilla_3_packs.jpg&imgrefurl=http://www.andhranews.net/India/2007/january/16-Amul-Launches-India.asp&h=270&w=680&sz=54&hl=en&start=7&um=1&tbnid=57-VIF6s_ODR0M:&tbnh=55&tbnw=139&prev=/images%3Fq%3Damul%2Bproducts%26um%3D1%26hl%3Den%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.moneycontrol.com/news_image_files/icecream_165.jpg&imgrefurl=http://news.moneycontrol.com/mc_new/markets/marketnews/marketnews.php%3Fcategory%3D100&h=165&w=165&sz=10&hl=en&start=34&um=1&tbnid=IHiqXvVfQzo9QM:&tbnh=99&tbnw=99&prev=/images%3Fq%3Damul%2Bproducts%26start%3D20%26ndsp%3D20%26um%3D1%26hl%3Den%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.businesswireindia.com/attachments/Pic_2(11).jpg&imgrefurl=http://www.andhranews.net/India/2006/november/2-Amul-Launches-Ready.asp&h=1212&w=480&sz=68&hl=en&start=33&um=1&tbnid=1v3H9beoqzIMkM:&tbnh=150&tbnw=59&prev=/images%3Fq%3Damul%2Bproducts%26start%3D20%26ndsp%3D20%26um%3D1%26hl%3Den%26sa%3DNhttp://images.google.com/imgres?imgurl=http://suppliers.jimtrade.com/resize_image.aspx%3FMaxSize%3D100%26filen%3D7/6751/37707.jpg&imgrefurl=http://products.jimtrade.com/6/cheese_cheese_spread.htm&h=100&w=100&sz=4&hl=en&start=28&um=1&tbnid=lBO8mz6fjgGZFM:&tbnh=82&tbnw=82&prev=/images%3Fq%3Damul%2Bproducts%26start%3D20%26ndsp%3D20%26um%3D1%26hl%3Den%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.koolcafe.in/images/product_can.gif&imgrefurl=http://www.koolcafe.in/products.htm&h=125&w=121&sz=8&hl=en&start=25&um=1&tbnid=i5rNEZ0Vlv1MYM:&tbnh=90&tbnw=87&prev=/images%3Fq%3Damul%2Bproducts%26start%3D20%26ndsp%3D20%26um%3D1%26hl%3Den%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.moneycontrol.com/news_image_files/amul_85.jpg&imgrefurl=http://www.moneycontrol.com/india/news/business/amul-producers-warn-govt-strike/02/30/302005&h=85&w=85&sz=4&hl=en&start=3&um=1&tbnid=1JtofJYPZd9ONM:&tbnh=76&tbnw=76&prev=/images%3Fq%3Damul%2Bproducts%26um%3D1%26hl%3Den%26sa%3DNhttp://www.amul.com/http://images.google.com/imgres?imgurl=http://www.businesswireindia.com/attachments/Pic_2(22).jpg&imgrefurl=http://www.businesswireindia.com/PressRelease.asp%3Fb2mid%3D13071&h=1472&w=1106&sz=176&hl=en&start=20&um=1&tbnid=KDNtDQjhMtF-DM:&tbnh=150&tbnw=113&prev=/images%3Fq%3Damul%2Bproducts%26um%3D1%26hl%3Den%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.minimart.in/beverages/amul_white.gif&imgrefurl=http://www.minimart.in/main.htm&h=98&w=74&sz=7&hl=en&start=8&um=1&tbnid=Rv6uj3tODGOeXM:&tbnh=81&tbnw=61&prev=/images%3Fq%3Damul%2Bproducts%26um%3D1%26hl%3Den%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.businesswireindia.com/attachments/SI_Vanilla_3_packs.jpg&imgrefurl=http://www.andhranews.net/India/2007/january/16-Amul-Launches-India.asp&h=270&w=680&sz=54&hl=en&start=7&um=1&tbnid=57-VIF6s_ODR0M:&tbnh=55&tbnw=139&prev=/images%3Fq%3Damul%2Bproducts%26um%3D1%26hl%3Den%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.indiadaily.org/images/r_amul_cheese.jpg&imgrefurl=http://jonty.instablogs.com/entry/say-cheese-amul-is-the-worlds-largest-veggie-cheese-brand/&h=215&w=216&sz=12&hl=en&start=6&um=1&tbnid=5WK54q2-JonWtM:&tbnh=107&tbnw=107&prev=/images%3Fq%3Damul%2Bproducts%26um%3D1%26hl%3Den%26sa%3DNhttp://images.google.com/imgres?imgurl=http://blog.freeradicalfederation.com/Images/Articles/Ghee/AmulGhee.gif&imgrefurl=http://freeradicalfederation.com/archive/2006/07/25/Ghee_Comparison_Table.aspx&h=200&w=200&sz=20&hl=en&start=2&um=1&tbnid=vkMOy6A5eiNrkM:&tbnh=104&tbnw=104&prev=/images%3Fq%3Damul%2Bproducts%26um%3D1%26hl%3Den%26sa%3DNhttp://images.google.com/imgres?imgurl=http://www.moneycontrol.com/news_image_files/amul_85.jpg&imgrefurl=http://www.moneycontrol.com/india/news/business/amul-producers-warn-govt-strike/02/30/302005&h=85&w=85&sz=4&hl=en&start=3&um=1&tbnid=1JtofJYPZd9ONM:&tbnh=76&tbnw=76&prev=/images%3Fq%3Damul%2Bproducts%26um%3D1%26hl%3Den%26sa%3DN7/28/2019 Amul Insight.ppt
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CollectionChain SupplyChain
Weighing the milk
Determination of fat content
Calculation of the purchase price
Storing the milk
Processing the milk
Distributing the milk
Amul Strategy
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AMUL introduced anelectronic automatic milkcollection system in 691milk collection centres,
The system weighs themilk and measures its fatcontent at the time ofdelivery to the centre.
This system reduced time
required for collecting themilk.
It enabled immediatepayments to the farmer
AMUL WORKING TO COLLECT MILK
electronic weighing scale
MILK-O-TESTER
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The CYCLE
MILKMAN
COW
DAIRY
DCS
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Farmers
VillageCooperative
Societies (withChilling Units)
VillageCooperative
Societies(without ChillingUnits)
LocalRestaurants/Other
Milk relatedbusinesses
Milk Sold toVillage &
Local Residents
Milk ProcessingUnion &Warehouses
Warehouses
Wholesalers/C&S
Retailers Home DeliveryContractors
CONSUMERS
NetworkServices
* VeterinaryServices* AnimalHusbandry* AnimalFeed Factory* Milk Can
Producers* AgricultureUniversity* Rural MgmtInstitute* Trucking
Facilities
Chilling Plants
CONSUMERS
AMUL SUPPLY CHAIN
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.
Members: 2 district milk producing units
Number of Producer Members: 2.5 millionNumber of Village Societies: 11,962Total Milk Handling Capacity: 9.91 million litres per dayTotal Milk Collection: 2.28 billion litresDaily Average Milk Collection 6.3 million litres
Milk Drying Capacity: 511 metric tons per dayCattle feed Manufacturing Capacity 2340 metric tons per daySales Turnover: US $868 million
AMUL INFRASTRUCTURE IN RURAL INDIA
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Amul Marketing in Rural Sector in India
Road ShowsRoad Shows
Advertisements on Aakashwani
Advertisements on Aakashwani
Hoardings Posters
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AMUL INICIATIVE IN DEVELOPING RURAL RETAILING
Insurance against natural calamities
Establish telecenters and enhancetechnology in villages
To charge for each service provided to
the supplier
To purchase all milk that memberfarmers produced
To sell liquid milk at affordable prices so
as to serve a large number of consumers
To develop and deliver services that willimprove lives of people in the network
To hire professional managers, to run
the federation and unions, whose valuesincluded upliftment of rural poor.
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CONCEPT Behind Rural Retailing
Inspiring Leadership
and Consuming Values Building Networks Coordination for
Competitiveness
Technology forEffectiveness
The Management Paradigm: Anand Pattern
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Physique :
Taste, QualityPersonality :Simple, Indian
Self-Image :Proud Indian, Fun loving
Reflection :Value Oriented
Culture :
Co-operative, Sharing
Relationship :Sociable
WHY AMUL IS ?