SlideShare. Present yourself. Upload 0 Siva Pradeep ▼ Go Pro Amul rural marketing 2 years ago Email Favorite Download Embed Zipcast More… 37 comments Comments 1 - 10 of 37 comments next Post a comment RNZ_RI 1 month ago I would like to appreciate your support and providing me all the slides (more than I have requested) in my email [email protected]. Your efforts is really praiseworthy. Thanks once again RNZ_RI 1 month ago We are also trying to adjust supply chain in rural areas in our country. Please send this slides in [email protected]. I sincerely appreciate for your support.
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0 Siva Pradeep ▼
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Amul rural marketing2 years ago
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37 commentsComments 1 - 10 of 37 comments next Post a comment
RNZ_RI 1 month ago
I would like to appreciate your support and providing me all the slides (more than I have requested) in my email [email protected]. Your efforts is really praiseworthy. Thanks once again
RNZ_RI 1 month ago
We are also trying to adjust supply chain in rural areas in our country. Please send this slides in [email protected]. I sincerely appreciate for your support.
saurabh156 2 months ago
can u pl. send the presentation at [email protected] I would be very thankful 2 you.
hiiiiiiii........plz send me dis ppt on my id [email protected] request u..........
pranati2 8 months ago
i m preparing a presentation on rural marketing. i felt ur presentation very useful/could you please send this to my mail. i would be so thankful to you. . My mail ID is [email protected]
Amul rural marketing - Presentation Transcript1. o Presented to- Presented By- o N.H.Mullick Anil Kumar o Faculty-ISMC Roll No.-PG07-01 o PGPIMC 2. o The Kaira District Co-operative Milk Producers Union Limited, popularly
known as Amul Dairy is a US $ 1068 million turnover institution. o It is an institution built up with a network of over 10000 Village Co-operative
Societies and 500,000 plus members o Managed by an Apex cooperative organisation, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 3.11 million milk producers in Gujarat, India
3. o Currently Amul has 3.11 million producer members with milk collection
average of 6.3 million litres/day. o Amul is the largest producer of milk and milk products in the world.
5. 6. 7. 8. 9. 10. 11. 12. . Members: 2 district milk producing units Number of Producer Members: 3.11
million Number of Village Societies: 11,962 Total Milk Handling Capacity: 9.91 million litres per day Daily Average Milk Collection 6.3 million litres Milk Drying Capacity: 511 metric tons per day Cattle feed Manufacturing Capacity 2340 metric tons per day Sales Turnover: US $1068 million Biggest Strength: Supply Chain Management AMUL INFRASTRUCTURE IN RURAL INDIA
13. Farmers Village Cooperative Societies (with Chilling Units) Village Cooperative Societies (without Chilling Units) Local Restaurants/Other Milk related businesses Milk Sold to Village & Local Residents Milk Processing Union & Warehouses Warehouses Wholesalers Retailers Home Delivery Contractors CONSUMERS Network Services * Veterinary Services * Animal Husbandry * Animal Feed Factory * Milk Can Producers * Agriculture University * Rural Mgmt Institute * Trucking Facilities Chilling Plants CONSUMERS AMUL SUPPLY CHAIN
14. Collection Chain Supply Chain Weighing the milk Determination of fat content Calculation of the purchase price
Storing the milk
Processing the milk
Distributing the milk
Amul Co-operative Society Strategy
15. Establishment of Co-operative Society o A milk producer becomes a member by buying a share from the co-operative
after agreeing to sell milk only to it. o Each society has a milk collection center/unit o where farmers bring their milk in the morning and in evening. o There are 1million farmers organized into village milk producer’s co-operative
societies and procurement of milk is 6.3 million litres per day. 16. o AMUL introduced an electronic automatic milk collection system in 691 milk
collection centres , o The system weighs the milk and measures its fat content at the time of
delivery to the centre. o This system reduced time required for collecting the milk. o It enabled immediate payments to the farmer
AMUL MILK COLLECTION UNIT electronic weighing scale MILK-O-TESTER
17. AMUL INITIATIVE IN DEVELOPING RURAL RETAILING o Establish telecenters and enhance technology in villages o To purchase all milk that member farmers produced o To sell liquid milk at affordable prices so as to serve a large number of
consumers o To develop and deliver services that will improve lives of people in the
network o To hire professional managers, to run the federation and unions, whose values o included upliftment of rural poor.
18. Amul Marketing in Rural Sector in India o Advertisements on Aakashwani o Advertisements on Aakashwani o Hoardings o Posters
19. 20. Pricing Strategy
o Adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money.
21. e-initiative o Implementation of GIS (Geographic Information System) which helps in
tracking movement at Milk Collecting Centers. o Establishment of The Dairy Information and Services Kiosk (DISK). o Data analysis and decision support to help rural milk collection society in
improving its performance.
o Data analysis to improve productivity yield from cattle. o Farmers with facilities to place orders for goods and service offered by
different agencies in the dairying sector and collaborates on subjects of interest.
22. 23. Services offered at this centers are:
o Information service related to dairying o Access to multimedia database on innovations captured by SRISHTI (NGO
working IIM-A) from all the villages over Gujarat. o Communication facilities such as e-mail, fax, net phone. o Banking centers for payment for the farmers by using the milk cards which are
already in place o The e-governance and e-procurement o Effective medium of communication for the rural areas.
24. Collecting Data from the Villages 25. 26. Project Goals
o To build transparency among the farmers towards cooperative society o Training the rural people towards the quality supply of milk o Getting the whole activity chain of GCMMF under uninterrupted information
flow network. o To reduce the pilferage o To remove the complexity associated with the village cooperative society milk
collection process. o Empowering the rural masses towards self-development activities o To build the competencies in the area of it o To build the transparency and trust amongst the rural people towards the
cooperative system. o To face the global competition by effective decision-making. 27. o Radical changes in business processes - eliminating middlemen and bringing
the producers closer to the customers. o Improved delivery mechanisms and transparency of business operations. o Due to this process, AMUL is able to collect six million litres of milk per day.
REAPING RETURNS
28. o Huge reduction in processing time for effective payments to the farmers from
a week to couple of minutes after implementing the electronic collection unit. o Processing of 10 Million payments daily, amounting to transactions worth
USD 2 million in cash daily. o Controlling the movement of 5000 trucks to 200 dairy processing plants twice
a day in a most optimum manner.
REAPING RETURNS
29. o Uses automated milk collection system units for collection of milk
o Use of data analysis software for forecasting milk production and increasing productivity
o All zonal, regional and member diaries connected through Internet. o One of the first five Indian organization to have web presence. o Made IT education compulsory for all its employees. o Opted for the .coop domain to position its brand in a distinct way.
AMUL’S IT ROADMAP
30. Competitive Strategy o Matching demand and supply. o Vast and complex supply chain. o Developing demand. o Introducing higher value products. o Umbrella Branding Strategy. o e-initiative strategy.
31. WHY AMUL IS ? Physique : Taste, Quality Personality : Simple, Indian Self-Image : Proud Indian, Fun loving Reflection : Value Oriented Culture : Co-operative , Sharing Relationship : Sociable
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