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Supply Chain Mgmt

Supply Chain Mgmt

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Amul scm Amul scm Presentation Transcript

  • A PRESENTATION ONSUPPLY CHAIN MANAGEMENT By: Swapnil Lazarus
  • AMUL Type - Cooperative Industry - Dairy Founded - 1946 Key people - Dr. Verghese kurien Revenue - $ 2.15 billions (2010-2011) Employee - Marketing arm: 735 Milk producers: 3.03 million
  • KEY FACTS AMUL means priceless in Sanskrit “Amoolya” Brand name managed by an apex cooperation organization –GCMMF World’s biggest vegetarian cheese brand World’s largest pouched milk brand Largest food brand in India Spurred the white revolution in India Accreditation with 9001 and HACCP certification by QAS, Australia.
  • GCMMF: AN OVERVIEW Members  13 district cooperative milk producers Union No. of Producer Members  3.03 million No. of Village Societies  15,712 Total Milk handling capacity  13.67 million liters per day
  • CONT… Milk collection (Total - 2010-11): 3.45 billion liters. Milk collection (Daily Average 2010-11): 9.2 million liters Milk Drying Capacity: 647 Mts. per day Cattle feed manufacturing Capacity: 3690 Mts. per day Sales turnover(2010-11): Rs 9774 Crores
  • Area Coveredo During the year 2010-11, 1000 new Amul Parlors have been added, taking the total strength to 6000o We have already started 30 super distributors across 8 states, covering 520 smaller towns. In the year 2011-12, we plan to increase the number of super distributors to 150 and cover as many as 3000 small towns.
  • AMUL PRODUCT’S DIVERSIFICATIONDairy• Cheese Products• Bread Spreads Non-Dairy• Milk Drinks & Desserts • Instant Food• Fresh Milk • Snacks • Veg. Oils
  • PRODUCTS Bread Spreads Milk Drinks Powder Milk Fresh Milk Cheese For Cooking Chocolate
  • MARKET SHARE
  • PRODUCT SHARE Amul butter - 86% Ice cream - 36% Chocolate - 10% Ghee - 20% Skimmed milk powder - 40%
  • LOGISTICSI. Logistics in collection –  9.2 million liters of milk per day  From about 15.712 separate village cooperative societies.  Approximately 3.03 million milk producing member.II. Logistic in coordination of –  Storing the milk.  Processing the milk.  Distributing the milk.
  • CONT….III. Supplier logistics –  Weighing the milk.  Determining of fat content.  Calculation of the purchase price.
  • AMUL PATTERNA three tier cooperative structure: Dairy cooperative society at village level Milk union at district level Milk federation at state level
  • VILLAGE DAIRY COOPERATIVE SOCIETY (VDCS) 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
  • DISTRICT COOPERATIVE MILK PRODUCERS’ UNION(MILK UNION) Procurement of milk from the Village Dairy Societies of the District. Arranging transportation of raw milk from the VDCS to the Milk Union. Providing input services to the producers. Conducting training on Cooperative development
  • STATE COOPERATIVE MILK FEDERATION (FEDERATION) 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) Conduct long-term Milk Production, Procurement, Processing & Marketing Planning Conflict Resolution & keeping the entire structure intact
  • DISTRIBUTION PROCESSCompany Dealer FranchiseeWholesalerRetailerShopkeeperConsumers
  • COLD STORAGE NETWORK Chillers in proximity of villages Prompt transport to district facilities for further dispatch to consumers/ processing units. Chilled trucks to transport processed products Delivery to local chillers by insulated rail tankers and chilled trucks. Refrigerators and freezers with retailers and departmental stores to retain freshness.
  • DISTRIBUTION GCMMF coordinated with various unions to get a regular supply of milk and dairy products. The processed milk and dairy products were procured from district dairy unions and distributed through third party distributors. To ensure quality and timely deliveries, GCMMF and the district unions had several mechanisms in place. The unions monitored the supplies of milk and the distribution of finished products.
  • DIRECT RETAILING Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlors created in major cities. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country. More than 2000 parlor with a turnover of 200 crore.
  • MISSION 2020Very ambitious future plan – Turnover of 27000 crore.(three fold increase in the group turn over.) Milk production 33.1 million liter/day. Milk drying capacity 200 mt/day
  • THANK YOU………..