COMPANY PROFILE AMUL

2011-2013

A PROJECT REPORT ON COMPANI PROFILE AMUL

In partial fulfillment for requirements of organizational behavior Course in the two year full time

MASTERS OF BUSINESS ADMINISTRATION

SUBMITTED TO DATE OF SUBMISSION

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PROF. KALGI SHAH 22TH NOV 2011

N.R.INSTITUTE OF BUSINESS MANAGEMENT GUJARAT LAW SOCIETY

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COMPANY PROFILE AMUL

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PREFACE

The fast growth and urbanization of Ahmadabad now a mega city demand efficient platforms for various personalized and service activities The wining spirit of enterprising people , vibrant culture and heritage of Ahmadabad is taking the state to the newer heights year after year it is no surprise that the state has emerged as the growth engine of the country . Experience is the best teacher. This saying has played a guiding role in including report as a part of the curriculum of Business Administration Program. Here, we are going to give the information about a milk company named AMUL which is situated at Anand, Gujarat. We have try to include each and and every point of the company.
MEMBERS NAMEDINESH VALIA (11048) ASPAK MOGHAL (11084) ARPIT NAGAR (11086) BHOOMI PARMAR (11097)

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COMPANY PROFILE AMUL

2011-2013 SHIVANI SHUKLA (11148)

ACKNOWLEDGEMENT
Mans hunger for the knowledge never ends. Theory and practical are essential and complimentary to each other. We are grateful and thankful for the assistance received from various individuals for this project a success. We have no word to express our appreciation toward those who were constantly occupied with us throughout our breathtaking skill with the project of company profile AMUL MILK CO.

First and prime we would like to express our gratitude to our PROF. KALGI SHAH.

Moreover without the co operation and support of all the above individuals definitely the work of superiority could not be possible since they have been a greatest source of inspiration for us and our support trainer like us was a great gesture on their part for which our project group is once again thankful to them.

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A BRIEF HISTORY
Kara District co-operative milk producers union Limited, Anand, popularly known as Amul is farmers co-operative, established way back 1946. Amul is the brand name which was introduced in 1955 for its product range. The name Amul is derived from Sanskrit word Amulya which means priceless or precious. The farmers of kaira District were exploited by traders before the formation of Amul. Milk being highly perishable commodity and in absence of a marketing system, they were compelled to sell the milk at throw away price to traders. The main buyers were milk traders of polson Ltd a privately-owned company-which enjoyed monopoly for supply of milk from kaira to the governments milk scheme Bombay. The farmers were therefore at the mercy of traders. This unfair system led farmers to appeal to sardar patel, a great leader of Indias freedom movement for help, sardar is known in the Indian history as iron man of India for his leadership qualities. On his advice, in order to free the milk producers from exploitation that had become part of their lives, Amul was founded. It was formally registered on December 14, 1946. Amul began the humble journey with a small collection of 250 liters of milk from a handful of farmers through two primary village co-operative societies.
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It started from a government research creamery in Anand. Their cooperative effort in collection, processing , marketing of milk and the return of money in ahdns, an unknown experience till then, brought cheers and a new faith in themselves and the system. This led to more and more membership and milk which necessitated creating facility to convert the surplus milk into dairy products. A new dairy plant was planned to manufacture milk powder and butter. This was set up with the financial help from UNICEF, assistance from the government of New Zealand under the Colombo plan and technical assistance provided by FAO, at a cost of Rs. 5 million. Dr Rajendra Prasad, the then president of India laid foundation for this plant on November 15, 1954 and on October 31, 1955 pundit Jawaharlal Nehru, the then prime minister, declared if open. Amul Dairy- First plant 1955 inaugurated by shrei pandit Jawaharlal Nehru, Prime Minister of India. The above success generated more spirit and enthusiasm which again led to expand the plant in 1960 In 1965 asecond dairy plant was set up at the request of governemtn of India to supply dairy products to Indian armed forces. Even today this dairy is often called as defence dairy

DICISION ABOUT CHANNELS

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In Amul Dairy first of all the decision of channels are taken by the dairy. They sell their products to the distributors. After this distributor sells the products to the retailers so in this case decision is taken by distributors. Then a retailer sells products to the customer. Here decision is taken by the retailers.

Wholesaling:Wholesaling includes all the activities involved in selling good or services to those who buy for resale or business use. Wholesaling excludes manufactures and farmers because they are engaged primarily in production, and it excludes retailers. Wholesalers pay less attention to promotion, atmosphere and location. They are also known as distributors. In Amul Dairy, they have wholesaler for the sale of their product.

Retailing:Retailing includes all the activities involved in selling goods or services directly to final consumers for personal, nonbusiness use. A retailer or retail store is any business enterprise whose sales volume comes primarily from the retailing. Amul Dairy is also doing retailing through their retailer.

Sales Promotion :Sales promotion, a key ingredient in marketing campaigns, consist of a collection of incentive tools, mostly short term, designed to simulate
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2011-2013

quicker or greater purchase of particular products or services by consumer or he trade. There are two types of sales promotion:-

(1) Consumer Sales Promotion:Where any benefits are given to consumers then it is called Consumer Sales Promotion. It includes samples, coupons, cash refund, offers, prices off, premiums, prizes, patronage rewards, free trials, warranties, tie-in-promotion, cross promotion, point of purchase displays and demonstration.

(2) Trade Sales Promotion:Same way, where any benefits are given to the wholesalers and middle men then it is called Trade Sales Promotion. It includes allowances, advertisement allowances, trade shows and conventions, sales contest, free goods, free gifts on special discounts, etc.

In Amul Dairy, they are giving sales promotion to their dealers. They give six months targets to the dealers for the sales. If they fulfill this condition they were given gift.

INTERNATIONAL MARKETING
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GCMMF is a winner of the prestigious international CIO 100 award from IDG's CIO Magazine, USA. The 2003 CIO 100 award recognizes the organisations around the world that excel in positive business performance through resourceful IT management and best practices. This CIO International IT excellence Award has recognised the Cooperative Movement & its Leadership under the "Amul" brand, initiated by Dr. V Kurien, Milkman of India, whose main Motto is to build Indian Society economically & literally strong through innovative cooperative resourceful network, so as to provide quality service & products to the end consumers and good returns to the farmer members. This award has also given direction that IT need to be encouraged & adopted more & more at grass root level and bridge the digital divide through proper training, re-training so as to bring radical change & benefit to the Indian society. It has also recognised the Managing Director, Mr. B M Vyas, who has taken IT initiative by setting the direction "GCMMF as IT Company in Food business". It has also inspired all the employees of GCMMF Enterprise to sustain the challenges as a "Change Agent" by excelling their IT skills in order to transform the people around them
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towards IT Integration (e-Vision) on both the ends of supply chain (Village level Farmer to end consumer). This award also motivated the each & every member dairy, Amul's wholesale distributors, retailers, transporters and suppliers who have supported whole-heartedly the IT initiatives of GCMMF. The Gujarat Co-operative Milk Marketing Federation (GCMMF) has been honoured at the CIO 100 Symposium & Award Ceremony on August 19, 2003, at the Broadmoor in Colorado Springs, Colorado, USA. Shri Subbarao Hegde, Head of IT had been to USA and received the said Award on behalf of GCMMF. The photograph link of the recipient of the CIO award along with CIO Magazine's Editor in Chief, Abbie Lundberg, can be seen at www.cio.com

Rajiv Gandhi National Quality Award 1999

After creating ripples in the market whether it be with a Rs. 20/Pizza or with a "real" Ice Cream, Amul has done it again. But this time, it is not only for new product launches or giving a tough fight to best of the
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food companies in extremely competitive segments, it has now topped as the winner of the "Best of All" Rajiv Gandhi National Quality Award for the year, 1999. GCMMF, the apex marketing body of well known Amul, Sagar and Dhara brands of products is a Cooperative Federation of more than 2 million milk producers of Gujarat. Pioneered by Dr. Verghese Kurien, the father of white revolution, GCMMF is today nation's largest food company with an annual turnover exceeding Rs 2300 Crores. Shri B.M. Vyas, Managing Director, who championed this movement realized way back in 1994 that with emerging competition, doing business would become more exciting yet extremely competitive which would require at times not only a whole set of new skills and competencies but quick adaptability to change without much stress or turbulence. The initiation of TQM was to work with the well known quality management initiatives which have proven to be effective elsewhere to create a culture of transparency, openness and leadership in the organization. Employees of GCMMF have done more than 1.60 lakhs Kaizen since May, 1995 which has impacted in bringing in a culture of continuous improvement. The housekeeping initiatives have helped keeping the offices/warehouses neat, clean and more productive, be it be the Office premises or the godowns or even Computers. More than 150
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SGAs (Small Group Activity) have been carried out in cross functional groups to address the problem and pain areas of the organization, be it an issue of sales, marketing, HR or IT. The organization has implemented a customized ERP for seamless integration of its 40 odd sales offices from Jammu to Port-Blair and Head Office. All its wholesale dealers are computerized and GCMMF is moving on a B2B model for integration interface with its dealers be it for placing order for buying its products, sharing information or for tracking logistic of dispatch/receipt of goods. One of the unique initiatives has been in terms of involvement of its wholesale dealers in a common platform to address issues of market/customers. All the wholesale dealers from across the country have visited Anand in a unique programme called "AMUL YATRA". In the next phase, the organization has already started inviting the salesmen of these wholesale dealers for this programme. GCMMF has also embarked upon for last 4 years, 'Hoshin Kanri' a ployment initiative where more than 100 Officers/Heads participate twice in a year to review its business goals/processes and implement new initiatives. These are further cascaded to the wholesale dealers in different territories in a two day exercise called Vision Mission Strategy (VMS) Workshop. These initiatives have resulted common understanding of goals, eliminating communication barrier.
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In a glittering function organized at Vigyan Bhawan, New Delhi on 12th November, 2001, Shri Shanta Kumar, Hon'ble Minister of Consumer Affairs, Food and Public Distribution gave away the awards to Shri B.M. Vyas, MD of GCMMF.

FINDINGS

People in the market prefer AMUL as a trustworthy brand name and for its reasonable price.

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Most of the consumers are of the view that they have never found any type of defect in Amuls product.

This dairy is well known for its quality. There is no category of quality standards in this dairy.

It produces only high quality products and never compromise with second quality

CONCLUSION

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Hereby We have completed Our project report on Amul Dairy. The successful completion of this report is possible only with the help of my college and Teachers.

This project report has provided as an opportunity to get a brief view of the market for the chain of Milk and other product. This project report has thought us the important of hard work, Team work, has maid us how to coordinate thing labor and resources and has enriched our communications skills. The qualifications which have increased our knowledge notably.

Finally we would like to conclude our project on the note that, through this research we have been able to explore deeper insight into this topic and have been able to combine the essential elements that are to be taken care of.

BIBLIOGRAPHY

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***WWW.GOOGLE.COM*** ***WWW.AMUL.COM***

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