Professional Documents
Culture Documents
GROUP NO. 2
AMIT RAI 10 SHUBHANGI CHOUHAN 61 KULVINDER PATHANIA 27 PRATEEK CHHABRA 16 ASHISH SONAWARE 29 GAURAV CHOUHAN 57
AMUL
Cooperative Dairy 1946 Dr. Verghese kurien INR 67.11billion (2008-2009) Marketing arm: 735 Milk producers: 2.8 million
KEY FACTS
AMUL means priceless in Sanskrit Amoolya Brand name managed by an apex cooperation organization GCMMF Worlds biggest vegetarian cheese brand Worlds 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
2.79 million
13,328
CONT
Milk collection (Total - 2008-09): 3.05 billion liters. Milk collection (Daily Average 2008-09): 8.4 million liters
Dairy
Cheese Products Bread Spreads Milk Drinks & Desserts Fresh Milk
Non-Dairy
Instant Food Snacks Veg. Oils
PRODUCTS
For Cooking
Chocolate
MARKET SHARE
PRODUCT SHARE
Amul Ice
butter - 86%
cream - 36%
Chocolate
Ghee
- 10%
Skimmed
PROBLEMS TO BE ADDRESSED
I.
Logistics in collection
6 million liters of milk per day From about 10,600 separate village cooperative societies. Approximately 2.8 million milk producing member. Logistic in coordination of
II.
CONT.
III.
Supplier logistics
Weighing the milk. Determining of fat content. Calculation of the purchase price.
EVOLUTION OF IT
The evolution of IT in AMUL was took place in the guidance of DR.B.M Vyas. The milk collection center at village cooperative societies, were first automated. Application and utilization of GIS. Data analysis software utilization for milk production estimation and increasing productivity. VATS network between all the level of distribution network and GCMMF.
SHIFT PROCESS
The
company zeroed in on ERP as means to keep pace with dynamically changing business environment.
TCS
The
IMPLEMENTATION
Amul
Automatic
milk collection system units(AMCUS) at village society were installed in the first phase to automate milk production logistics. facilities to capture member information, milk fat content, volume collected, and amount payable to each member electronically.
AMCUS
CONT.
Amul
also connected its zonal offices, regional offices and members dairies through VSATs. The customized ERP- EIAS has been implemented across the organization integrating various operational departments. Amul is also using Geographic Information Systems (GIS) for business planning and optimization of collection processes.
CONT
Indian Institute of Management Ahmedabad supplemented Amuls IT strategy by providing an application software Dairy Information System Kiosk(DISK) to facilitate data analysis and decision support in improving milk collection. The kiosk would also contain an extensive database on the history of cattle owned by the farmers, medical history of the cattle, reproductive cycle and history of diseases. Farmers can have access to information related to milk production, including best practices in breeding and rearing cattle. As a large amount of detailed history on milk production is available in the database, the system can be used to forecast milk collection and monitor the produce from individual sellers.
CONT
The
kiosk would also contain an extensive database on the history of cattle owned by the farmers, medical history of the cattle, reproductive cycle and history of diseases. Farmers can have access to information related to milk production, including best practices in breeding and rearing cattle. As a large amount of detailed history on milk production is available in the database, the system can be used to forecast milk collection and monitor the produce from individual sellers.
REAPING RETURNS
Radical changes in business processes - eliminating middlemen . Improved delivery mechanisms and transparency of business operations. Due to this process, AMUL is able to collect six million litres of milk per day. Huge reduction in processing time for effecting payments to the farmers from a week to couple of minute. Processing of 10 Million payments daily, amounting to transactions worth USD 3.78 million in cash.
CONT..
Movement of 5000 trucks to 200 dairy processing plants twice a day in a most optimum manner. Practicing just in time supply chain management with six sigma accuracy. Online order placements of Amuls products on the web. Distributors can place their orders on the website. Amul exports products worth around US$ 25 million to countries in West Asia, Africa and USA.
There is improvement in quality of milk in term of acidity and sour milk. Sabor milk union records show 2% reduction in the amount of the sour milk received from the union. Improved microbiological quality of upcoming raw milk in the form of methylene blue reduction.
AMUL PATTERN
A three tier cooperative structure:
Dairy
Milk
Milk
ORGANIZATION STRUCTURE
LEVEL MEMBERS
District level Chairpersons, Registrar of Co-operatives, NDDB Representative, Technical Expert, CEO
DECISION-MAKING Price paid to district unions (fixed across unions) Product mix and quantity Price paid to village co-operative societies
State Federation
District
Village
quantity.
Providing Selling
Supplying
the District.
Arranging
transportation of raw milk from the VDCS to the Milk Union. input services to the producers. training on Cooperative development
Providing
Conducting
CONT..
Providing management support & regular supervision to the VDCS. Establish Chilling Centers & Dairy Plants for processing the milk. Selling liquid milk & milk products within the District.
DISTRIBUTION PROCESS
Company
Dealer Franchisee
Wholesaler Retailer
Shopkeeper
Consumers
Procurement Distribution
PROCUREMENT
Activities at the village level comprised developing and servicing the VCSs. Increasing milk collection, procuring milk, and transporting it to the chilling and processing units twice a day. The VCSs provided the farmers with good quality animal feed, fodder, and other services like veterinary first aid.
PROCURNMENT CHANNEL
On an average around thousand farmers come to sell milk at their local co-operative milk collection center. Each farmer has been given a plastic card for identification. At the milk collection counter, the farmer drops the card into a box and the identification number is transmitted to a personal computer attached to the machine. The milk is then weighed and the fat content of the milk is measured by an electronic fat testing machine. Both these details are recorded in the PC. The computer then calculates the amount due to farmer on the basis of the fat content. The value of the milk is then printed out on a slip and handed over to farmer who collects the payment at adjacent window.
in proximity of villages
Chilled
Delivery
trucks.
Refrigerators
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.
DOWNSTREAM FLOW
First
leg
Manufacturing units to company depots using 9 and 18 MT trucks Frozen food-below 18C Dairy wet-0-4C
Second
leg
leg
REVERSE LOGISTICS
MILK CHURN from dairy to VCS POUCH MILK TRAY from retailer to dairy BOTTLE from retailer to dairy DAMAGED PRODUCTS from customer to retailer then to dairy
Simultaneous
Network
Cost
Technology
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. than 2000 parlor with a turnover of 200 crore.
More
EXPANSION PLAN
MISSION 2020
Very 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..