...ACKNOWLEDGMENT A lot of guidance and support was needed to complete this report. It was a Work in which, I have seen the external world with same eyes but in different perception. I would like to express my deep sense of gratitude to Mr. Vishal Goel for giving me the opportunity as they proved to be a constant source of inspiration providing unstained support at all stages of the project work. Acknowledgement must be given to honorable Director Mr. Sanjeev Gupta (IMR Ghaziabad) who provided me a proper guidance to do the Research project and attain the standard. Lastly, I would like to thank my parents for being the guiding force through all the phases of my life. Doing my project on this topic was a wonder opportunity for me, for it instilled in me a great deal of confidence and ability to work hard and thereby face challenges. Vikas Kr Gupta P.G.D.M 3rd sem I M R Ghaziabad 3 ...
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...1. INTRODUCTION 1.1 DISTRIBUTION Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries. 1.2 DISTRIBUTION CHANNEL It is the chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer. A distribution channel can include wholesalers, retailers, distributors and even the internet. Channels are broken into direct and indirect forms, with a "direct" channel allowing the consumer to buy the good from the manufacturer and an "indirect" channel allowing the consumer to buy the good from a wholesaler. Direct channels are considered "shorter" than "indirect" ones. Goods and services often pass to consumers through multiple channels. While increasing the number of ways in which a consumer can find a good has the potential to increase sales, it also creates a complex system that can make distribution management difficult. In addition, the longer the distribution channel the less profit a product manufacturer might get from the sale. Distribution channels are probably the most visible aspect of any company’s marketing efforts. A recent estimate puts the number of retail out lets in India at 5 million. The retail industry provides livelihood to more than 15 million people in the country. If one included in this the number of distributors, wholesalers, agents including the army of life insurance agents,...
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...Amul Brand Basket Brand Amul owned and managed by Gujarat Cooperative Milk Marketing Federation (GCCMF) has 123 brands listed under its name. Liquid milk however contributes to 40% of the Amul’s revenues. Amul Products Market Share The brand positions itself as a brand of both masses and classes, unlike competitors like Nestle. Gujarat Co-operative Milk Marketing Federation (GCMMF), owners of Amul brand of milk and dairy products, posted sales of Rs 11,670 crore for the year ended March 2012, almost 55% more than Nestle India’s Rs 7,541-crore sales. Amul owns 85 percent share in butter market and 75 percent in cheese share market. It may be mentioned here that Amul is the market leader in Rs 600 crore cheese market in India with 65-66% share. It also has 88% market share in butter, 63% share in infant milk and 45% market share in dairy whitener. Amul also enjoys a 26% share in the 25,000-crore packaged milk market. With expected growth rate of 20 percent, 12% growth rate can be attributed to price rise and another 8 percent to rise in demand for dairy products. Amul Production Facilities One of the best known examples of policy success in India has been the “successful implementation of white revolution” and equally celebrated is the role of the brand in making this event a big success. From two diary cooperatives and 250 litres of milk per day to a network of 31 lakh dairy farmers, who are members of more than 15,000 village co-operatives. (Source:http://www.firstpost...
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...Milk Union Limited (AMUL) Group 8 Ajit Singh (13IB308) Jay Dodia (13IB324) Nishtha Goyal (13IB334) Nyshidha Nekkanti (13IB335) Ratnesh Kumar Gupta (13IB338) Shubhashish Sinha (13IB352) Submitted To: Dr. Kartik Dave For POST GRADUATE DIPLOMA IN MANAGEMENT-IB (2013- 2015) BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY GREATER NOIDA (U.P.) Background & Importance: Amul is a joint ownership of 3 million milk producers, established in 1946, in Anand, a small town in the state of Gujarat, India. It is managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF). The exploitive and egregious trade practices of the local trade cartel triggered off a White Revolution. During this time, the milk producers the area went on milk strike refusing to be cowed down by the cartel. Under the guidance of Sardar Vallabhbhai Patel, an Indian social leader, the milk producers got rid of the middlemen and formed their own cooperative which included procurement, processing and marketing. With the assistance of great social reformers such as Morarji Desai and Tribhuvandas Patel, the cooperative was registered on 14th December, 1946 as the ‘Kaira District Co-operative Milk Producers Union Limited’. This co-operative, which began with only two village dairy co-operative societies producing 247 litres of milk, is today better known as Amul Dairy. Currently AMUL has about 3.1 million producer members with an annual turnover of US $ 2.54 million. Today AMUL is a symbol of High-quality...
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...White Revolution of India - ‘Operation flood’ a program started by National Dairy Development Board (NDDB) in 1970 made India the largest producer of the milk in the world. This program with its whopping success was called as ‘The White Revolution’. The main architect of this successful project was Dr. Verghese Kurien, also called the father of White Revolution. In 1949 Mr. Kurien joined Kaira District Co-operative Milk Producers’ Union (KDCMPUL), now famous as Amul voluntarily leaving a government job of dairy engineer. Kurien has since then built this organization into one of the largest and most successful institutions in India. The Amul pattern of cooperatives had been so successful, in 1965, then Prime Minister of India, Shri Lal Bahadur Shastri, created the National Dairy Development Board (NDDB) to replicate the program on a nationwide basis citing Kurien’s “extraordinary and dynamic leadership” upon naming him chairman. Operation Flood: The Operation Flood was completed in three phases: Phase I (1970-79):- During this phase 18 of the country’s main milk sheds were connected to the consumers of the four metros viz. Mumbai, Delhi, Chennai and Kolkata. The total cost of this phase was Rs.116crores. The main objectives were, commanding share of milk market and speed up development of dairy animals respectively hinter lands of rural areas. Phase II (1981–1985):- The management increased the milk sheds from 18 to 136; 290 urban markets expanded the outlets...
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...1. Comment on the business model and marketing mix of Amul which have led to its business success. Amul’s business model was nothing like that had taken place before. From the encouragement of freedom fighter Sardar Vallabvai Patel, the exploited dairy farmers from Kaira District formed Kaira District Cooperative Milk Producers Union Ltd. The cooperative was formed with two societies and the initial daily collection of milk was a mere 250 liters. This was the Anand model which later adapted to the brand name Amul. Amul is the flagship brand of India’s largest food company the Gujarat Cooperative Milk Marketing Federation (GCMMF). Since the suppliers (dairy farmers) were also the owners of Amul, The Company’s primary focus was protecting the interests of the farmers and providing its customers with products that were value for money. Amul bought all the milk that the farmers produced so that they didn’t have to incur any losses. They shared the profits generated from the sales of milk and milk products and encouraged the farmers to produce more milk with better quality by using modern day techniques which in turn lowered the costs of the farmers. Since GCMMF sold all its products under only one brand name “Amul”, it helped Amul save a lot of money on advertising products under different brand names. The GCMMF spent just 1% of their turnover on advertising campaigns which would have increased to 6-7% if they had adopted to different brands for different products. The GCMMF...
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... (QUESTIONARE) My study is about how AMUL is managing their inventory level within the warehouse. And how they are fulfilling the distributor’s requirements and the problems they are facing in doing the same. 1. What is the replenishment process? Pull System Push system 2. How frequently you place order in C&F/Plant? Weekly Fortnight Any other ___________________________ 3. What inventory control system you are using? Continuous review system Periodic review system optional replenishment system Base stock system Any other _______________ 4. What is the lead time? 24hrs 48hrs 1 week 15 days Any other ______________ 5. Different stock keeping units do you currently having in your products? I. Amul Butter 20g ______ 50g _______ 100g______ 500g____ II. Amul Cheese 400g ______ III. Amul Gold 1L ______ IV. Amul Taza 1L _______ 200 ml ______ 500 ml ______ V. Amul Kool Cafe 200ml glass bottle _______ 250ml can________ VI. Amul Kool Lassee 200ml _____ VII. Amul Spray 1kg _____ 200gm_____ 500gm _____ VIII. Amullya ...
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...6( For C,D & F Div’s only) Amul – Transcending Barriers Amul is the name derived from the Sanskriti word “Amulya,” which means invaluable. Formed in 1946, it is a brand name managed by an Indian co-operative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which in 2012 is jointly owned by 3.03 million milk producers in Gujarat, India. Amul is based in Anand, Gujarat and has been a successful example of co-operative organization. Amul spurred the white Revolution in India, which in turn made India the largest producer of milk, and milk products in the world. It is also the world’s largest vegetarian cheese brand. Amul is the largest food brand in India and world’s largest pouched milk with an annual turnover of US $2.2 billion (2010-11). GCMMF is the largest food products marketing organization of India. Over the last five and a half decades, dairy co-operatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. These co-operatives collect on an average 9.4 million liters of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless laborers and include a sizeable population of tribal folk and people belonging to the scheduled castes. Currently, the Unions making up GCMMF have 3.1 million producer members with milk collection average of 9.10 million liters per day. Besides India, Amul has entered overseas markets such...
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...2013 IMT Ghaziabad (DCP Batch – 2013-15) A Marketing Audit Report on - AMUL A Marketing Audit Report on - AMUL Executive Summary In this particular research, we have put an effort to understand the product and the marketing policy and activities of Amul and buying behaviour of the consumers with respect to Amul products. We discuss its mission, objectives and analyse the marketing strategies of the organization. Marketing policy includes interest-creating activities such as advertising, personal selling, publicity and direct marketing. Amul’s marketing activities include mainly hoardings and television advertisements and also a little on the internet. Moreover we also do a SWOT analysis and discuss our findings. A market research is also included which discusses how people perceive Amul as a brand and what has made Amul such a successful brand. Finally we conclude and recommend some suggestions which can help Amul continue in such a fruitful manner and enjoy success in the long run. Table of Contents INTRODUCTION TO THE ORGANISATION 3 Situational Analysis 4 Market Summary 4 SWOT Analysis 5 Competitors: 5 Product offering: 6 Keys to success: 7 Marketing Strategy 8 The Amul Model 8 Mission 9 Marketing Objectives 9 Financial Objectives 9 Market Segmentation 10 Market Targeting 10 Market Positioning 10 Strategy Summary 11 Marketing Mix 12 Product 12 Amul Pricing...
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...GCMMF Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organization with annual turnover (2013-14) US$ 3.0 billion. Its daily milk procurement is approx. 13.18 million lit per day from 17,025 village milk cooperative societies, 17 member unions covering 31 districts, and 3.23 million milk producer members. It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', 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. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organization of 'Amul' and 'Sagar' branded products. It operates through 53 Sales Offices and has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc. GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden Trophy"...
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...Amul to invest Rs 2,500 cr to raise milk processing capacity The cooperative is looking to raise the capacity by 2020, which will require an investment of about Rs 2,500 crore, Sodhi added. By: PTI | New Delhi | Published:May 4, 2016 2:11 pm Dairy major GCMMF, which sells products under the Amul brand, is planning to invest about Rs 2,500 crore to raise its milk processing capacity to more than 38 million litres per day in the next four years. “There has been rise in milk demand across the country and therefore, we are planning to raise our milk processing capacity by another 10 million litres per day from current capacity of 28.1 million litres per day (mltpd),” Gujarat Co-operative Milk Marketing Federation (GCMMF) Managing Director R S Sodhi told PTI. The cooperative is looking to raise the capacity by 2020, which will require an investment of about Rs 2,500 crore, Sodhi added. “As of now, we are looking to establish one plant each for milk processing in Kolkata and Mumbai and two more plants in Gujarat. Besides this, we have plans to raise the capacity in few existing plants, ” he said. The cooperative has about 60 various processing plants, of which 40 are in Gujarat only. About 50 per cent of Amul’s turnover comes from milk sale only, commodity business contributes 5-7 per cent and the rest comes from value-added products segment. Besides milk, the cooperative is focusing on value-added products like cheese and has raised cheese producing capacity three times to 120 tonnes...
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...direct their own development, placing control of the resources they create in their own hands. A 'National Milk Grid', links milk producers throughout India with consumers in over 700 towns and cities, reducing seasonal and regional price variations while ensuring that the producer gets a major share of the price consumers pay. The bedrock of Operation Flood has been village milk producers' cooperatives, which procure milk and provide inputs and services, making modern management and technology available to members. Operation Flood's objectives included : * Increase milk production ("a flood of milk") * Augment rural incomes * Fair prices for consumers Programme implementation Gujarat-based co-operation "Anand Milk Union Limited", often called Amul, was the engine behind the success of the...
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...A Project Report on AMUL’S SUPPLY CHAIN MANAGEMENT Submitted By : SRIRAM MUKUND DINESH M INDEX 1) INTRODUCTION TO AMUL . . . . . . . . . . . . . . . . . . . . . . 3 2) STRATEGIES OF AMUL . . . . . . . . . . . . . . . . . . . . . . . . . 5 3) AMUL’S SUPPLY CHAIN MANAGEMENT . . . . . . . . . . 6 4) GCMMF’S SUPPLY CHAIN . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 5) E- SUPPLY CHAIN MANAGEMENT OF AMUL . . . . . . . . . . .13 6) AMUL CYBER STORE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 7) BENEFITS OF E-SCM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 8) FUTURE PLANS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 9) BIBLIGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 [pic] Introduction ➢ The Kaira District Co-operative Milk Producers Union Limited, popularly known as Amul Dairy is a US $ 500 million turnover institution. It is a institution built up with a network of over 10000 Village Co-operative Societies and 500,000 plus members. ➢ Formed in the year 1946 Amul is the leading food brand in India. ➢ Amul initiated the dairy co-operative movement in India and formed an apex co-operative organization called Gujarat co-operative Milk Marketing Federation (GCMMF) and today 70,000 villages and 200 districts...
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...Business Quiz Q1. What was founded by Herb Kelleher in 1973 in Dallas, Texas, USA?(South West Airlines). Q2. Big Blue is IBM. Which corporate is referred as 'Big Black' ?(UPS). Q3. Who founded the Amul milk co-operative in Gujarat in the year 1902?(Tribhuvandas Patel) Q4.Who is known as the 'Father of Mustang', a famous brand of car?(Lee Iococca)FMCG & Textile :Q1. Coke ventured into Dairy Products in India this year. Name the product? (Maaza Milky)Q2. Which company dropped its new logo within one week?(GAP)Q3. “Hartmax” a custom suit supplier to president Obama was recently acquired by an Indian suitings company following its Bankrupt. Name the Company(S.Kumars)Stock MarketQ1.Demat is the acronym for................???(Dematerialisation)Q2.What is the name of two share depositories in India?(NSDL and CSDL)Q3.Stock split increases a company's equity capital. True or false?(false)Q4.Which is the first foreign company listed on NYSE.(Sony).Q5. DAX is Acronym of which Stock Exchange?(Frankfurt Stock Exchange) Q6.Name the first public sector share quoted on BSE.(HPCL). | BankingQ1. What is known as the cost of living index which represents the goods and services purchased by consumers?(Consumer Price Index)Q2. Which financial services giant is referred as the "Thundering Herd"?(Merill Lynch)Q3. What is the exchange rate of one currency for another over a fixed period of time called?(Swap or Currency Swap)Q4. Recently WPI was changed base year from 93-94 level to which year...
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...business model and marketing mix of Amul which have led to its success. Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food Products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serves the interest of consumers by providing quality products which are good value for money. Amul (Anand Milk-producers Union Limited), formed in 1946, is a dairy cooperative movement in India. The brand name Amul was derived from the Sanskrit word “Amulya” which means priceless and it is managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterlingexa mple of a co-operative organization's success in the long term. Amul’s Business Model : Amul followed a unique business model, which aimed at providing ‘value for money’ products to its consumers, while protecting the interests of the milk producing farmers who were its suppliers as well as its owners. The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy Cooperative Society at the village level affiliated to a Milk Union at the District level which in turn is further federated into a Milk Federation at the State level. As milk was a perishable items, Amul bought all the milk offered by the...
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