Success Story of Amul

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Success Story of Amul

  1. 1. THE SUCCESS STORY
  2. 2. Submitted by: <ul><li>Shveta Bhatia </li></ul><ul><li>Sunny Grover </li></ul><ul><li>Varun Joshi </li></ul><ul><li>Sheenu Chhabra </li></ul><ul><li>Vivek Chaudhary </li></ul><ul><li>Vishakh Varun </li></ul>
  3. 3. AMUL INTRODUCTION <ul><li>More than 60 products. </li></ul><ul><li>Exported to more than 20 countries. </li></ul><ul><li>Founded in 1946. “AMUL Pattern” in co-operative sector. </li></ul><ul><li>National Dairy Development Board White Revolution </li></ul><ul><li>IRMA GCMMF - One brand </li></ul>
  4. 4. AMUL INTRODUCTION <ul><li>Members:12 district cooperative milk producers' Union </li></ul><ul><li>No. of Producer Members:2.5 million </li></ul><ul><li>No. of Village Societies:11,962 </li></ul><ul><li>Total Milk handling capacity:9.91 million liters per day </li></ul><ul><li>Milk collection (Total - 2005-06):2.28 billion liters </li></ul><ul><li>Milk collection (Daily Average 2005-06):6.3 million liters </li></ul><ul><li>Milk Drying Capacity:511 metric Tons per day </li></ul>
  5. 5. Specifically, AMUL has been able to <ul><li>Produce an appropriate blend of the policy makers comprising of farmers and professionals with each group appreciating its role and limitations; </li></ul><ul><li>Bring at the command of the rural milk producers the best of the technology and harness its benefits for the betterment of members; </li></ul><ul><li>Provide a support system to the milk producers without disturbing their agro-economic systems; </li></ul><ul><li>Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers; and </li></ul><ul><li>Despite growth in the scale of operations, it has remained with the smallest producer members. </li></ul>
  6. 6. Product Range Brand Name <ul><li>Liquid Milk (nine varieties) </li></ul><ul><li>Milk Powders (five varieties) </li></ul><ul><li>Butter </li></ul><ul><li>Ghee (two varieties) </li></ul><ul><li>Bread Spread </li></ul><ul><li>Cheese (three varieties) </li></ul><ul><li>Cocoa Products (two varieties) </li></ul><ul><li>Sweets (three varieties) </li></ul><ul><li>Ice Cream (several varieties) </li></ul><ul><li>Condensed Milk </li></ul><ul><li>Edible Oil (nine varieties) </li></ul><ul><li>Mineral Water </li></ul><ul><li>Fruit Drinks </li></ul><ul><li>Panel E: Number of Brands </li></ul><ul><li>Liquid Milk: AMUL, SAGAR </li></ul><ul><li>Milk Powders: Amulspray, </li></ul><ul><li>AMUL, SAGAR, Amulspree, </li></ul><ul><li>Amulya </li></ul><ul><li>Cocoa Products: AMUL, </li></ul><ul><li>Nutramul </li></ul><ul><li>Edible Oils: Dhara, Lokdhara </li></ul><ul><li>Mineral Water: Jal Dhara </li></ul><ul><li>Fruit Drinks: Safal </li></ul>
  7. 7. Collection Chain Supply Chain Weighing the milk Determination of fat content Calculation of the purchase price <ul><ul><li>Storing the milk </li></ul></ul>Processing the milk <ul><ul><li>Distributing the milk </li></ul></ul>Amul Strategy
  8. 8. 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/C&S 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
  9. 9. WHY AMUL IS ? Physique : Taste, Quality Personality : Simple, Indian Self-Image : Proud Indian, Fun loving Reflection : Value Oriented Culture : Co-operative , Sharing Relationship : Sociable
  10. 10. AMUL’s Success accounts for its: <ul><ul><li>Advertisements • Quality </li></ul></ul><ul><ul><li>Value for money • Availability </li></ul></ul><ul><ul><li>Service </li></ul></ul>

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