Download - amul last
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PRESENTATION ON
GUIDED BY:Prof. MANISH SIR
PRESENTED BY:AMIT SHARMA GOURAV JAIN
CHAMELI DEVI INSTITUTE OF MANAGEMENT AND RESEARCH
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ROAD MAP
INTRODUCTION & HISTORY HUMAN RESOURCE DEVELOPMANT DEPARTMENT
PRODUCTION DEPARTMENTMARKETING DEPARTMENTSOCIAL RESPONISIBILITIES SOME FACTSCONCLUSION RESOURCES
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ANAND MILK FEDERATION LIMITED
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KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LTD., ANAND.
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In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day.
The union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION.
This union selected the brand name AMUL in 1955.
The brand name Amul means “AMULYA”. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”.
The successful pattern of Amul cooperatives ,in 1965 , the prime minister of India, SHRI LAL BAHADUR SHASTRI, created The National Dairy Development Board(NDDB) .
History of Amul
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CONT……..
In 1973,Amul was managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).
Amul has spurred the White Revolution of India.
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GCMMF – OVER VIEW GCMMF: Gujarat Cooperative Milk Marketing
Federation.
It was established in 1973.
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 serve the interest of consumers by providing quality products which are good value for money.
CRISIL(credit rating information services of India limited), India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.
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THE MAN WHO BEHIND THE AMUL
Dr. VERGHESE KURIEN The father of White revolution in India and also called Milkman of India . He was the chairman of the GCMMF. He was also the chairman of NDDB. He was awarded by Ramon magsaysay for
community leadership. He was awarded by BHATAR PADMA SHRI,
PADMA BHUSHAN,AND PADMA VIBHUSAN.
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ORGANIZATIONAL STRUCTURE
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HUMAN RESOURCE DEVELOPMENT DEPARTMENT
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HUMAN RESOURCE MANAGEMENT DEPARTMENT
Recruitment, Selection & Induction. Training & Development. Performance appraisal. Promotions & Transfers. Wage & Salary Administration. Employee Turnover. Welfare Activities. Time Keeping Department. Personal Records.
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Internal Source - Promotions
- Present Permanent Employee Transfers
- Employee Referrals
- Former Employees External Source - Advertisement - Campus Interview - Employee Exchange - Unsolicited Application Requirement of recruitment
Recruitment
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SELECTION
Biographic Data Education Experience Personal Detail Aptitude Test Interest Test Intelligence Test Performance Test Personality Test Medical Test
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INDUCTION
INTERNAL INDUCTION EXTERNAL INDUCTION
TRAINING AND DEVELOPMENT
oON THE JOB TRAININGoOFF THE JOB TRAININGoOUT HOUSE TRAINING
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PERFORMANCE APPRAISAL
Feedback to the employee. Compensation decisions. Personal development. Training and development program . Promotion decision. TIME PERIOD OF APPRAISAL Manager - ¾ year. Temporary Workers - 1½ year. Workers - 1 year. Officers - 3 year.
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PROMOTIONS & TRANSFERS.
Seniority.
Opinion of Divisional head, past record, behavior.
Skill and knowledge.
Experience.
Loyalty toward organization.
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Time Wage Piece Wage Basic D.A. H.R.A. Traveling Allowances Medical Bonus
Credit Society Loan LIC Premium Provident Fund Canteen Coupon
Charge Profession Tax Income Tax Quarter Rent Advance
WAGES AND SALARY AND SALARY
DEDUCTION FROM SALARY
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EMPLOYEE TURNOVER
Employee Hiring Managerial Style Environment Incentives And Reward
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WELFARE ACTIVITIES
MEDICAL FACILITY CANTEEN FACILITIES BONUS LOAN FACILITY SAFETY UNIFORM PERSONAL ACCIDENT POLICY
TIME KEEPING DEPARTMENT
-ELECTRONIC PUNCH CARD SYSTEM(FOR OFFICERS)-MANUAL PUNCH CARD SYSTEM (FOR WORKERS)
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CONT……..
Privilege leave:- According to office rule employee can use 22 P.L in
a year. Casual leave:- According to office rule in a year 7 C.L are given to
the employee.
Notified holiday:- In a year 12 day are notified holiday. All employee
under office rule entitled for this 12 days leave.
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CONT…….
Optional holiday:- 5 days optional holidays are entitled under office
rule for the all workers, managerial group and other staff.
Accident leave:- Medical certificate from doctor is required to be
taken for the accident leave. Maternity leave:- For woman employees 12 weeks leave is given for
the delivery. Dog bite leave:- If an injured person shows medical certificate, leave
is given to that employee according to rule.
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PERSONAL RECORD
Employment number. Full name of employee. Designation. Date of joining. Date of confirmation. Date of increment. Date of retirement.
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PRODUCTION DEPARTMENT
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ROAD MAP
Introduction Production plants Manufacturing process Interrelationship of production department Purchasing Manpower scheduling Material handling Production scheduling Plant location Storing
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The AMUL is started with only 250 liters of milk per day but now AMUL.
Collect average 6.5 lakhs litters milk. With the financial help of UNICEF, union established a Rs. 5 million factory to manufacture milk powder and butter in November 15, 1954.
In 1958 the plant was expanded to manufacture sweet condensed milk .
In 1960 the other branch is started, which can produce 600 tones of cheese and 2500 tones of baby food every year.
PRODUCTION DEPARTMENT
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CONT……
In 1964 the other plan was established to manufacture cattle feed on October 31, 1964.
Today the AMUL has three plant known as AMUL 1, 2, and 3. All three plant work 24 hours a day continuously.
The all manufacturing process done automatically.
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PRODUCTION PLANTS
Production is the process of conversion in which all inputs are converted into output.
Production management is very necessary
for getting optimal output with maximum use of inputs and raw materials.
AMUL has its manufacturing units. These all units are concerning with production of various milk product. The four plants are as follows:
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PlantsFirst plant is at ANAND, which engaged in the
manufacturing of milk, butter, ghee, milk powder, flavored milk and
buttermilk.
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Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite.
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Third plant is at Kanjari, which produces cattle feed.
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Fourth plant is at Khatraj, which engaged in producing cheese.
Today, twelve dairies are producing different products under the brand name Amul.
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AMUL - BUSINESS MODEL
RAW MILK
DriedSkimmed Milk
Powder
Packaged Milk
Ice creamBeverages
Condensed
GheeButterCream
pasteurization
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MANUFACTURING PROCESS OF PRODUCTS
Place Collection center Process product Butter , Ghee , Milk powder , Flavored milk
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ProcessingProcessing
Skim MilkSkim Milk
Powder Plant
Powder Plant
Market DispatchMarket Dispatch
DairiesDairies SellingSelling
CreamCream
Butter PlantButter Plant
Ghee PlantGhee Plant
Selling Selling
DIAGRAM OF ACTIVITIES OF PRODUCTION DEPARTMENT
MILK RECEPTION
MILK RECEPTION
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INTERRELATIONSHIP OF PRODUCTION DEPARTMENT
Purchase and Production Department .
Sales and Production Department .
Marketing and Production Department .
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PURCHASING
The required department i.e. the milk – producing department send the requisition to the stores department for the requisition to the stores department for the requirement of materials.
If the store has enough quantity of material in stock, it supplies them to the department concerned.
If the stores don’t have proper quantity of material, it contacts the purchasing department for the purchase of required material.
The purchase department maintains contact with the supplier of material and demand quotation forms them.
The purchase department thus chooses the suppliers and places order with him for supply of material required.
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MANPOWER SHEDULING
Maintenance:- Kaira Union collects milk every night and day, it
means 365 day in a year and manufacturing products. There are mainly three shifts of working employees:
8:30 a.m. to 4:30 p.m. – 390 workers. 4:30 p.m. to 12:30 a.m. – 270 workers. 12:30 a.m. to 8:30 p.m. – 190 workers.
Total Workman:- Manager – 45. , Workers – 1200 approx. Officers – 180. Clerical – 258.
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MATERIAL HANDLING EQUIPMENTS
Milk Tankers. Tempos. Belt Conveyers. Crates. Cans. Trolley. Cans Tube. Plastic Tube. Glass Bottles.
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PRODUCTION SCHEDULING
Product scheduling plan develop and successfully markets the products. It is initial point for whole marketing functions.
In AMUL, federation decides what type of product is to be produced or what are the requirements for developing the new product.
If the prevailing products are not at their best then what kind of up gradations are required that GCMMF guides AMUL for following concern and accordingly the unit works.
So the product planning is to introduce and develop the new product as per the consumer’s requirement.
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PLANT LOCATION
Plant location deals with the selection of optimum location for establishing industry. The selection of location is affected by a variety of factors like:
Availability of raw material. Proximity of market. Availability of water, power etc. Government policy. Availability of finance. Availability of labour. Infrastructure facility. Link with the transportation network
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STORING
The stock of raw materials Store finished goods
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MARKETING DEPARTMENT
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ROAD MAP
List of Product Market segmentation Market research Branding and packaging Marketing mix Advertising Competitors Export
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LIST OF PRODUCT
Bread Spreads:- AMUL Butter. AMUL Lite Low Fat Bread Spread. AMUL Cooking Butter.
Cheese Range:- - AMUL Shredded Pizza Cheese. - AMUL Emmental Cheese. - AMUL Gouda Cheese. - AMUL Malai Paneer (cottage cheese) Frozen and
Tinned. - Utterly Delicious Pizza.
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LIST OF PRODUCT
Mithaee Range
― AMUL Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom).
― AMUL Amrakhand.― AMUL Mithaee
Gulabjamuns.― AMUL Mithaee
Gulabjamuns Mix.― AMUL Mithaee Kulfi Mix.
UHT Milk Range:-
― AMUL Taaza 3% Fat Milk.― AMUL Gold 4.5% Fat Milk.― AMUL Slim – n – Trim 0%
Fat Milk.― AMUL Chocolate Milk.― AMUL Fresh Cream.― AMUL Snowcap Softy Milk.― AMUL Taaza Double Toned
Milk.
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LIST OF PRODUCT
Pure Ghee:-― AMUL Pure Ghee.― Sagar Pure Ghee.― AMUL Cow Ghee.
Infant Milk Range:-― AMUL Infant Milk Formula
1(0 – 6 months).― AMUL Infant Milk Formula
2(6 months above).― Amul spray Infant Milk
Food.
Milk Powders:-― AMUL Full Milk Powder.― Amulya Dairy Whitener.― Sagar Skimmed Milk
Powder.― Sagar Tea and Coffee
Whitener.
Sweetened Condensed Milk:-
― AMUL Mithaimate Sweetened Condensed Milk.
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LIST OF PRODUCT Fresh Milk:- AMUL Taaza Toned Milk 3%
Fat.
AMUL Gold Full Cream Milk 6% Fat.
AMUL Shakti Standardized Milk 3% Fat.
AMUL Smart Double Toned Milk 1.5% Fat.
Curd products:- AMUL Masti Dahi (Fresh
Curd).
AMUL Butter Milk.
AMUL Lassee.
Brown Beverage:-
Nutramul Malted Milk Food.
Milk Drink:-
AMUL Shakti Flavored Milk.
Ready to serve soups:-
Masti Tomato Soup.
Masti Hot and Sour Soup.
Chocolate and Confectionery:-
AMUL Milk Chocolate.
AMUL Fruit and Nut Chocolate.
AMUL Éclairs.
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LIST OF PRODUCT
Ice-cream
― Royal Treat Range (Rajbhog, Cappucino, Butterscotch, Truti Fruti).
― Nut – o – Mania Range (Kaju Draksh, Kesar Pista, Roasted Almond, Kesar Carnival, Badshahi Badam Kulfi, Sahi Pista Kulfi).
― Utsav Range (Anjir, Roasted Almond).― Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose,
Chocolate).― Nature’s Treating (Alphanso Mango, Fresh Litchi, Anjir, Fresh
Strawberry, and Black Currant).― Sundae Range (Mango, Black Currant, Chocolate, Strawberry).― Tricone Cones (Butterscotch, Chocolate).― Megabit Almond Cone.― Frostik – 3 Layers Chocolate Bar.
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LIST OF PRODUCT
― Millennium ice-cream (Cheese with Almonds, Dates with Honey).
― Milk Bars (Chocó bar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi pista Kulfi, Mawa Kulfi, Green Pista Kulfi).
― Cool Candies (Orange, Mango).― Cassatta.― Fundoo Range – Exclusively for Kids.― SlimScoop Fat Free Frozen Dessert (Vanilla,
Banana, Mango, Pineapple).― Health: Isabcool.
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Customer Based Market Segmentation
Kids
Women
Calorie Conscious
Health Conscious
Youth
Amul Kool Chocolate MilkNutramul Energy DrinkAmul Kool Millk Shaake
Amul Calci +
Utterly Delicious PizzaAmul Emmental CheeseAmul Cheese Spreads
Amul LiteSagar Skimmed Milk PowderAmul Lite Slim and Trim Milk
NutramulAmul Shakti Health Food Drink
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INDUSTRY BASED MARKET SEGMENTATION
Milk
Butter/Cheese/Ghee
Ice-cream Manufacturers
Restaurant/Food Chains
Temples
Bakery & Confectionaries
Pizza Retailers
Snacks Retailers
Coffee Shop Chains
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BRANDING AND PACKAGING
A brand or a name, sign, term, symbol or design .
A brand is company’s promise to consistently deliver a specific set of features, benefits or services to buyers .
The best brand conveys a warranty of quality .
Packaging involves activities of designing and producing container or wrapper for the product.
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MARKET RESEARCH
“Marketing research is the systematic design collection analysis and reporting of data and finding relevant to a specific marketing situation the company.”
AMUL performs the marketing research mainly to launch a new product in market.
The purpose is checking the viability of the new products in the target market for local area.
AMUL conducts the market survey by appointing business administration students for conducting the market survey.
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AMUL – PRODUCT PORTFOLIO
Category Market Share Market Position
Butter, Ghee 85% 1
Milk Powder 40% 1
Cheese 50% 1
Ice-cream 24.75% 2
Sweets 50% 1
Chocolate Drink 90% 1
Chocolate 10% 3
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PRODUCT MIX OF AMUL
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PRODUCT A product is anything that satisfies a need or
wants and can be offered in the exchange .
A product can be goods, service or idea.
AMUL produces and sell the product i.e. milk;and milk base it has to plan its product very carefully so that the consumer gets only good quality products.
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PRICE
Pricing and product image are closely related. Cost of milk. Labor cost. Processing cost. Packaging cost. Advertising cost. Transportation cost. Sales promotion costs. Taxes etc.
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PROMOTION
Advertising philosophy“ to be simple, fresh and innovative".
The clean, emotion-based ads.
Amul ads-creative , apt for the current situation.
The Amul ads are one of the longest running ads based on a theme , now vying for the Guinness records
1% of its turnover on promotions.
Not spending more than Rs2 crore on Amul butter
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BILLBOARD CAMPAIGN
First billboard came up in 1967
For the first one year the ads made statements of some kind
Later many topical adds came into existence
When Mumbai first saw the beginning of the Hare Rama Hare Krishna movement .
Amul came up with a clincher—‘ Hurry Amul , Hurry Hurry ‘.
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PROMOTION BY EVENTS
Amul Chef of the Year , 2009 contest.
Amul Maharani Contest,2008-09.
Amul Food festival Contest.
Winners of Slogan likho Disney land dekho contest.
Winners of"Amul ya Fly to Bangkok Contest.
Sponsoring amul star voice of india .
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SOME TV ADD
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AMUL MASCOT
The term mascot – defined as a term for any person, animal, or object thought to bring luck[1] – colloquially (informally) includes anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name.
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COMPETITORS
Brittania
Nestle
Cadboury
Mother Dairy
VADILAL
CREAM BELL
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AMUL - PRODUCT ABANDONMENT
20 years back, Amul took a shot at bottled water through ‘Jaldhara’ which was produced by NDDB.
However the venture failed owing to less demand for packaged water in market. The product was abandoned.
Now Amul is all set to re-launch bottled water “NARMADA NEER”
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DIRECT MARKETING
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SERVICES OFFERED BY AMUL
Medical facilities for the cattle of former
Cattle feeding
Artificial insemination (Cattle Breeding )
Free animal vaccination
Former education programs
AMUL also provide the scholarship to children of member of society.
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FACTSMembers: 13 district cooperative milk producers'
Union
No. of Producer Members: 2.79 million
No. of Village Societies: 13,328
Total Milk handling capacity: 11.22 million liters per day
Milk collection (Total - 2008-09): 3.05 billion liters
Milk collection (Daily Average 2008-09):
8.4 million liters
Milk Drying Capacity: 626 Mts. per day
Cattle feed manufacturing Capacity:
3500 Mts. per day
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CONT…
Every day Amul collects 7 million liters of milk from 2.79 million farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods to over 5,00,000 retail outlets across the country.
Its supply chain one of the most complicated in the world.
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Annual Turnover Of Rs 4300 Crore (2006-07)
Rs 10,000-crore mark over the next three years.
Four decades to become Rs 2,000-crore entity, But the turnover doubled to over Rs 4,300 crore within nine years from 1999 to 2007
Annual Turnover
4300
10000
2000
0
2000
4000
6000
8000
10000
1946 1999 2007 2008 2009 2010
Time Frame
INR
Cro
res
CAGR: 32%
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REASONS FOR SUCCESS
Robust Supply ChainThe vast and complex supply chain Hierarchical network of cooperatives
Stretches from small suppliers to large fragmented markets
Low Cost Strategy Amul adopted a low-cost price strategy to make its products
affordable and attractive to consumers by guaranteeing them value for money
Diverse Product MixAmul Butter, Milk Powder, Ghee, Amulspray, Cheese, Chocolates,
Shrikhand, Ice cream, Nutramul, Milk and Amulya
Strong Distribution NetworkAmul products are available in over 500,000 retail outlets across
India through its network of over 3,500 distributors. 47 depots with dry and cold warehouses to buffer inventory of the
entire range of products.
Technology and e-initiatives New products
Process technologyComplementary assets to enhance milk production
E-commerce.
Success!!
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WHAT MORE CAN AMUL DO?To improve further Amul can try out the following ideas:
I) Amul can venture out on new products like Toned milk, Condensed milk that can be used for sweets, Baby food products.
II) There are certain product like Amul basundi, gulab jamoon, chocolates etc which are not as popular as Amul ice cream. Amul must try to understand the cause of this through market research and work on improving these products.
III) Though Amul’s hoardings are a huge success, it can penetrate even better in the rural areas by advertising through the media with cable channels and newspapers. Sponsoring shows in TV, sports events can be of great help.
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CONCLUSION
India has emerged as the highest Milk Producing Country in the world.
The Dairy Industry in India is considered to be a category, which has been Growing & Profitable.
The Major Markets for Export of Dairy products from India include Germany, USA, UAE, & Nepal.
Indian Dairy Products play a significant role in the socio – Economic & Religious activities of our population.
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CONT……………
AMUL is well poised to steer the Dairy Co- operative Sector into an era of further prosperity & Growth.
AMUL have been serving as the “ROLE MODEL” for Dairy Co- operatives across the world.
Amul is one of the successful business houses and other companies should learn from Amul that how to do their business in a corporately socially responsible manner.
Amul has proved a point , Amul uses only 1 percent of its turnover for promotions .This shows that it is not always necessary to spend millions on promotion when you have creativity.
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Thank You !!
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REFERENCES
www.wikipedia.com www.Amul.com www.amuldairy.com www.slideshare.com www.dairy.com The story of Amul