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A      PRESENTATION          ONSUPPLY CHAIN MANAGEMENT               By: Swapnil Lazarus
AMUL   Type -         Cooperative   Industry -     Dairy   Founded -      1946   Key people -   Dr. Verghese kurien  ...
KEY FACTS   AMUL means priceless in Sanskrit “Amoolya”   Brand name managed by an apex cooperation organization –GCMMF ...
GCMMF: AN OVERVIEW   Members       13 district cooperative milk producers Union   No. of Producer Members       3.03 m...
CONT…   Milk collection (Total - 2010-11): 3.45 billion liters.   Milk collection (Daily Average 2010-11): 9.2 million l...
Area Coveredo During the year 2010-11, 1000 new Amul Parlors have been added, taking the total strength to 6000o We have a...
AMUL PRODUCT’S DIVERSIFICATIONDairy•   Cheese Products•   Bread Spreads            Non-Dairy•   Milk Drinks & Desserts    ...
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 separa...
CONT….III.       Supplier logistics –        Weighing the milk.        Determining of fat content.        Calculation o...
AMUL PATTERNA three tier cooperative structure: Dairy   cooperative society at village level Milk   union at district le...
VILLAGE DAIRY COOPERATIVE SOCIETY (VDCS) Collection   of surplus milk & payment based on quality &  quantity. Providing ...
DISTRICT COOPERATIVE MILK PRODUCERS’ UNION(MILK UNION) Procurement      of milk from the Village Dairy Societies of  the ...
STATE COOPERATIVE MILK FEDERATION (FEDERATION) Marketing of milk & milk products Establish distribution network Arrangi...
DISTRIBUTION PROCESSCompany                  Dealer FranchiseeWholesalerRetailerShopkeeperConsumers
COLD STORAGE NETWORK Chillers   in proximity of villages Prompt transport to district facilities for further dispatch to...
DISTRIBUTION   GCMMF coordinated with various unions to get a regular supply of milk    and dairy products.   The proces...
DIRECT RETAILING Amul   has recently entered into direct retailing through "Amul Utterly Delicious" parlors created in ma...
MISSION 2020Very ambitious future plan –   Turnover of 27000 crore.(three fold increase in the group turn    over.)   Mi...
THANK YOU………..
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Amul scm

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Amul scm

  1. 1. A PRESENTATION ONSUPPLY CHAIN MANAGEMENT By: Swapnil Lazarus
  2. 2. 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
  3. 3. 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.
  4. 4. 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
  5. 5. 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
  6. 6. 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.
  7. 7. AMUL PRODUCT’S DIVERSIFICATIONDairy• Cheese Products• Bread Spreads Non-Dairy• Milk Drinks & Desserts • Instant Food• Fresh Milk • Snacks • Veg. Oils
  8. 8. PRODUCTS Bread Spreads Milk Drinks Powder Milk Fresh Milk Cheese For Cooking Chocolate
  9. 9. MARKET SHARE
  10. 10. PRODUCT SHARE Amul butter - 86% Ice cream - 36% Chocolate - 10% Ghee - 20% Skimmed milk powder - 40%
  11. 11. 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.
  12. 12. CONT….III. Supplier logistics –  Weighing the milk.  Determining of fat content.  Calculation of the purchase price.
  13. 13. AMUL PATTERNA three tier cooperative structure: Dairy cooperative society at village level Milk union at district level Milk federation at state level
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. DISTRIBUTION PROCESSCompany Dealer FranchiseeWholesalerRetailerShopkeeperConsumers
  18. 18. 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.
  19. 19. 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.
  20. 20. 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.
  21. 21. 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
  22. 22. THANK YOU………..

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