Case Study - the effectiveness of ICT in an organization ( presentation on how ICT has transformed the business)

1. AMUL

2. ABOUT THE ORGANIZATION
• In the year 1955 GCMMF (AMUL) was established.
• Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s largest food products
marketing organisation.
• GCMMF (AMUL) has the largest distribution network for any FMCG company.
• It has nearly 50 sales offices spread all over the country, more than 3000 wholesale
dealers and more than 500000 retailers.
• Besides India, AMUL has entered overseas markets such as Mauritius, UAE, USA,
Bangladesh, Australia, China, Singapore, Hong Kong and a few south African nations.
Other potential markets being considered include Sri Lanka.
• Annual Turnover of Rs. 6300 Crore (2006-09). Rs. 10000 crore mark over the next three
years.

4. PROBLEM STATEMENT
• Maximizing the network surplus and maintaining equity among unions.
• Matching demand and supply.
• Milk collection and storage ( perishable goods)
• As we know that customer is the king of any business, It is essential to understand customer
expectations their preferences towards the product and their needs and wants. Without understanding
consumer behavior no companies can survive.
• It serves as a feedback from the consumer and provide the companies the message regarding the
consumer attitudes, companies position, competition, opinions of the consumer regarding the product
etc.
• Now a days almost all the companies involves in collecting the data from consumers regarding their
product and brand. They employee marketing people to let them know consumer behavior.
• By keeping all this points in mind, as consumer behavior plays a vital role for any organization.

5. BOYCOTTED IN THANE, AMUL SEEKS
POLICE COVER; MAHARASHTRA
• MUMBAI: Even as Amul, India's largest dairy, on Wednesday sought police escort to
overcome the boycott of its milk in Thane, there were indications that the state
government may invoke the Essential Commodities Act with non-bailable provisions
against errant vendors to check overcharging.
• Since 1995, milk vendors have been forcing consumers to pay Rs 2-Rs 3 extra per litre
citing refrigeration costs, which works out to Rs 5,760 crore and counting. They are
now boycotting five brands which pay them poor commission. Retailers complained
dairies invest crores of rupees towards infrastructure, sponsorships and
advertisements, but refuse to increase margins.

6. HOW ICT TRANSFORMED AMUL?
• The application software provide to cooperatives will include: ¸ Data analysis and
decision support to help rural milk collection society in improving its performance. ¸
Data analysis to improve productivity the yield from cattle. ¸ Farmers with facilities to
place orders for goods and service offered by different agencies in the dairying sector
and collaborates on subjects of interest.
• The services to be offered at this center are: ¸ Information service related to dairying ¸
Access to multimedia database on innovations captured by SRISHTI (NGO working
IIMA) from all the villages over Gujarat. ¸ Communication facilities such as e-mail, fax,
net phone ¸ Banking centers for payment for the farmers by using the milk cards which
are already in place ¸ The e-governance and e-procurement ¸ Effective medium of
communication to the Gujarat rural

7. THE BENEFITS OF THE ICT SYSTEM
• The rural people are getting benefited much by the IT initiatives, started by GCMMF. The
benefits of various projects such as DISK are yet to be realized. The following are the
demonstrated benefits of the ICT platform.
• time reduction
• reduction of pilferage
• reduced human errors
• on the spot payments for farmers
• wastage is reduced
• transparency of operation
• operational integration

8. CONCLUSION
• The Amul’s IT operations are based on the principles of collaboration, co-operation and
co-evolution as opposed to the conflict, conformation and competition approach
followed by brand marketers.

9. THANKYOU
M A D E B Y: A D I T I G U P TA