...2013 IMT Ghaziabad (DCP Batch – 2013-15) A Marketing Audit Report on - AMUL A Marketing Audit Report on - AMUL Executive Summary In this particular research, we have put an effort to understand the product and the marketing policy and activities of Amul and buying behaviour of the consumers with respect to Amul products. We discuss its mission, objectives and analyse the marketing strategies of the organization. Marketing policy includes interest-creating activities such as advertising, personal selling, publicity and direct marketing. Amul’s marketing activities include mainly hoardings and television advertisements and also a little on the internet. Moreover we also do a SWOT analysis and discuss our findings. A market research is also included which discusses how people perceive Amul as a brand and what has made Amul such a successful brand. Finally we conclude and recommend some suggestions which can help Amul continue in such a fruitful manner and enjoy success in the long run. Table of Contents INTRODUCTION TO THE ORGANISATION 3 Situational Analysis 4 Market Summary 4 SWOT Analysis 5 Competitors: 5 Product offering: 6 Keys to success: 7 Marketing Strategy 8 The Amul Model 8 Mission 9 Marketing Objectives 9 Financial Objectives 9 Market Segmentation 10 Market Targeting 10 Market Positioning 10 Strategy Summary 11 Marketing Mix 12 Product 12 Amul Pricing...
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...Amul Brand Basket Brand Amul owned and managed by Gujarat Cooperative Milk Marketing Federation (GCCMF) has 123 brands listed under its name. Liquid milk however contributes to 40% of the Amul’s revenues. Amul Products Market Share The brand positions itself as a brand of both masses and classes, unlike competitors like Nestle. Gujarat Co-operative Milk Marketing Federation (GCMMF), owners of Amul brand of milk and dairy products, posted sales of Rs 11,670 crore for the year ended March 2012, almost 55% more than Nestle India’s Rs 7,541-crore sales. Amul owns 85 percent share in butter market and 75 percent in cheese share market. It may be mentioned here that Amul is the market leader in Rs 600 crore cheese market in India with 65-66% share. It also has 88% market share in butter, 63% share in infant milk and 45% market share in dairy whitener. Amul also enjoys a 26% share in the 25,000-crore packaged milk market. With expected growth rate of 20 percent, 12% growth rate can be attributed to price rise and another 8 percent to rise in demand for dairy products. Amul Production Facilities One of the best known examples of policy success in India has been the “successful implementation of white revolution” and equally celebrated is the role of the brand in making this event a big success. From two diary cooperatives and 250 litres of milk per day to a network of 31 lakh dairy farmers, who are members of more than 15,000 village co-operatives. (Source:http://www.firstpost...
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...Milk Union Limited (AMUL) Group 8 Ajit Singh (13IB308) Jay Dodia (13IB324) Nishtha Goyal (13IB334) Nyshidha Nekkanti (13IB335) Ratnesh Kumar Gupta (13IB338) Shubhashish Sinha (13IB352) Submitted To: Dr. Kartik Dave For POST GRADUATE DIPLOMA IN MANAGEMENT-IB (2013- 2015) BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY GREATER NOIDA (U.P.) Background & Importance: Amul is a joint ownership of 3 million milk producers, established in 1946, in Anand, a small town in the state of Gujarat, India. It is managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF). The exploitive and egregious trade practices of the local trade cartel triggered off a White Revolution. During this time, the milk producers the area went on milk strike refusing to be cowed down by the cartel. Under the guidance of Sardar Vallabhbhai Patel, an Indian social leader, the milk producers got rid of the middlemen and formed their own cooperative which included procurement, processing and marketing. With the assistance of great social reformers such as Morarji Desai and Tribhuvandas Patel, the cooperative was registered on 14th December, 1946 as the ‘Kaira District Co-operative Milk Producers Union Limited’. This co-operative, which began with only two village dairy co-operative societies producing 247 litres of milk, is today better known as Amul Dairy. Currently AMUL has about 3.1 million producer members with an annual turnover of US $ 2.54 million. Today AMUL is a symbol of High-quality...
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...the exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand. Amul has appropriate and unique model that is targeted towards rural development. Amul was the pioneer of the White revolution of India, making India the largest producer of milk and milk products in the world. It is a brand with an annual turnover of Rs67.11 billion. Its network links more than 2.8 million village milk producers. It averages a milk collection of around 10.16 million litres per day. Amul has been able to remain successful because: 1. They have managed to integrate the farmers, policy makers, management team and the working professionals. Each acknowledging their roles and limitations. 2. They gave the rural milk producers the best technology to harness milk to the best of their capacity. 3. They provide a support system to the milk producers without disturbing their existing agro-economic systems. 4. They put back the profits by way of manpower, material and machines, in the rural sector for the common good and betterment of the member producers. 5. Finally, even with continuous growth with time and on such a large scale scale, it has remained with their small producer members and rural market. This is what puts Amul ahead of all its competitors and the benchmark for all other companies. The 3 C’s of AMUL: * Company: * It’s the largest milk producing brand in Asia. It is the number 1 milk producer in Asia and second...
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...6( For C,D & F Div’s only) Amul – Transcending Barriers Amul is the name derived from the Sanskriti word “Amulya,” which means invaluable. Formed in 1946, it is a brand name managed by an Indian co-operative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which in 2012 is jointly owned by 3.03 million milk producers in Gujarat, India. Amul is based in Anand, Gujarat and has been a successful example of co-operative organization. Amul spurred the white Revolution in India, which in turn made India the largest producer of milk, and milk products in the world. It is also the world’s largest vegetarian cheese brand. Amul is the largest food brand in India and world’s largest pouched milk with an annual turnover of US $2.2 billion (2010-11). GCMMF is the largest food products marketing organization of India. Over the last five and a half decades, dairy co-operatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. These co-operatives collect on an average 9.4 million liters of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless laborers and include a sizeable population of tribal folk and people belonging to the scheduled castes. Currently, the Unions making up GCMMF have 3.1 million producer members with milk collection average of 9.10 million liters per day. Besides India, Amul has entered overseas markets such...
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...business model and marketing mix of Amul which have led to its success. Gujarat Cooperative Milk Marketing Federation (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 serves the interest of consumers by providing quality products which are good value for money. Amul (Anand Milk-producers Union Limited), formed in 1946, is a dairy cooperative movement in India. The brand name Amul was derived from the Sanskrit word “Amulya” which means priceless and it is managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterlingexa mple of a co-operative organization's success in the long term. Amul’s Business Model : Amul followed a unique business model, which aimed at providing ‘value for money’ products to its consumers, while protecting the interests of the milk producing farmers who were its suppliers as well as its owners. The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy Cooperative Society at the village level affiliated to a Milk Union at the District level which in turn is further federated into a Milk Federation at the State level. As milk was a perishable items, Amul bought all the milk offered by the...
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...A Project Report on AMUL’S SUPPLY CHAIN MANAGEMENT Submitted By : SRIRAM MUKUND DINESH M INDEX 1) INTRODUCTION TO AMUL . . . . . . . . . . . . . . . . . . . . . . 3 2) STRATEGIES OF AMUL . . . . . . . . . . . . . . . . . . . . . . . . . 5 3) AMUL’S SUPPLY CHAIN MANAGEMENT . . . . . . . . . . 6 4) GCMMF’S SUPPLY CHAIN . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 5) E- SUPPLY CHAIN MANAGEMENT OF AMUL . . . . . . . . . . .13 6) AMUL CYBER STORE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 7) BENEFITS OF E-SCM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 8) FUTURE PLANS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 9) BIBLIGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 [pic] Introduction ➢ The Kaira District Co-operative Milk Producers Union Limited, popularly known as Amul Dairy is a US $ 500 million turnover institution. It is a institution built up with a network of over 10000 Village Co-operative Societies and 500,000 plus members. ➢ Formed in the year 1946 Amul is the leading food brand in India. ➢ Amul initiated the dairy co-operative movement in India and formed an apex co-operative organization called Gujarat co-operative Milk Marketing Federation (GCMMF) and today 70,000 villages and 200 districts...
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...1. Comment on the business model and marketing mix of Amul which have led to its business success. Amul’s business model was nothing like that had taken place before. From the encouragement of freedom fighter Sardar Vallabvai Patel, the exploited dairy farmers from Kaira District formed Kaira District Cooperative Milk Producers Union Ltd. The cooperative was formed with two societies and the initial daily collection of milk was a mere 250 liters. This was the Anand model which later adapted to the brand name Amul. Amul is the flagship brand of India’s largest food company the Gujarat Cooperative Milk Marketing Federation (GCMMF). Since the suppliers (dairy farmers) were also the owners of Amul, The Company’s primary focus was protecting the interests of the farmers and providing its customers with products that were value for money. Amul bought all the milk that the farmers produced so that they didn’t have to incur any losses. They shared the profits generated from the sales of milk and milk products and encouraged the farmers to produce more milk with better quality by using modern day techniques which in turn lowered the costs of the farmers. Since GCMMF sold all its products under only one brand name “Amul”, it helped Amul save a lot of money on advertising products under different brand names. The GCMMF spent just 1% of their turnover on advertising campaigns which would have increased to 6-7% if they had adopted to different brands for different products. The GCMMF...
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...CONTENTS Sl. NO | Topic | Page Number | 1 | Introduction to Amul | 3 | 2 | Customer – Survey | 4 | 3 | Customer – Special case | 5 | 4 | Collaborative, Competition – Wholesaler, Dealer perspectives | 7 | 5 | Collaborative, Competition – Company salesperson perspectives | 8 | 6 | Collaborative – Company’s operations and advertisements | 11 | 7 | Our learnings | 15 | 8 | Online references | 16 | INTRODUCTION About Amul: Amul was formally formed on December 14, 1946. The brand name was derived from the Sanskrit word ‘Amoolya’, which means priceless. But some cite the name as an acronym Anand Milk Union Limited. Amul products have been used in millions of home since then. Today Amul is a symbol of high quality delivered at a reasonable price, of the creation of a vast co-operative network, of a triumph of the white revolution. And it serves as an established model for dairy development. In the early 1940s, the main sources of earning of the farmers of the Kaira district were selling of milk and farming. During that time, there was a high demand of milk in Bombay. It was mainly supplied by Polsen dairy limited which had a monopoly and was privately held. Those traders used to decide on the prices of milk and the farmers had no say in that. But the exploitation became intolerable and the farmers collectively requested Sardar Vallabhai Patel. He told them to establish a co-operative union, as an alternative to supplying milk to private traders. Morarji Desai...
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...Institute. This report is the record of authentic work carried out by the student during the academic year 2008 -2009. Prof. VIBHUTI JHA Prof. N. H. Deshpande (Internal Guide) Vice-President (Faculty of Management) DECLARATION I, Rohan Roy Samuel hereby declare that this report is the record of authentic work carried out by me during the academic year 2008-2009 in Amul (Gujrat co-operative Milk Marketing Federation) Gujarat Co-operative Milk Marketing Federation Gudiyari Raipur (C.G.) ( ) Signature of the student ( Rohan Roy Samuel ) ACKNOWLEDGEMENT With immense pleasure, I would like to present this project report for AMUL “GUJRAT CO-OPERATIVE MILK MARKETING FEDERFATION. It has been an enriching experience for me to undergo my summer training at AMUL, which would not have possible without the goodwill and support of the people around. As a student of DISHA SCHOOL OF MANAGEMENT I would like to express my sincere thanks to all those who helped me during...
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...ACKNOWLEDGMENT A lot of guidance and support was needed to complete this report. It was a Work in which, I have seen the external world with same eyes but in different perception. I would like to express my deep sense of gratitude to Mr. Vishal Goel for giving me the opportunity as they proved to be a constant source of inspiration providing unstained support at all stages of the project work. Acknowledgement must be given to honorable Director Mr. Sanjeev Gupta (IMR Ghaziabad) who provided me a proper guidance to do the Research project and attain the standard. Lastly, I would like to thank my parents for being the guiding force through all the phases of my life. Doing my project on this topic was a wonder opportunity for me, for it instilled in me a great deal of confidence and ability to work hard and thereby face challenges. Vikas Kr Gupta P.G.D.M 3rd sem I M R Ghaziabad 3 ...
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...1. INTRODUCTION 1.1 DISTRIBUTION Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries. 1.2 DISTRIBUTION CHANNEL It is the chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer. A distribution channel can include wholesalers, retailers, distributors and even the internet. Channels are broken into direct and indirect forms, with a "direct" channel allowing the consumer to buy the good from the manufacturer and an "indirect" channel allowing the consumer to buy the good from a wholesaler. Direct channels are considered "shorter" than "indirect" ones. Goods and services often pass to consumers through multiple channels. While increasing the number of ways in which a consumer can find a good has the potential to increase sales, it also creates a complex system that can make distribution management difficult. In addition, the longer the distribution channel the less profit a product manufacturer might get from the sale. Distribution channels are probably the most visible aspect of any company’s marketing efforts. A recent estimate puts the number of retail out lets in India at 5 million. The retail industry provides livelihood to more than 15 million people in the country. If one included in this the number of distributors, wholesalers, agents including the army of life insurance agents,...
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...STUDY OF AMUL CO-OPERATIVE IN INDIA IN RELATION TO ORGANIZATIONAL DESIGN AND OPERATIONAL EFFICIENCY FIRST AUTHOR Dr. Ruchira Prasad Lecturer in Management Seth Padam Chand Jain Institute of Management Agra University, Khandari, Agra Utter Pradesh, India Email: ruchi_1508@rediffmail.com SECOND AUTHOUR Dr. Rupali Satsangi Assistant Professor Department of Economics DEI. Dayalbagh Educational Institute Dayalbagh, Agra-2822005 Utter Pradesh, India Email: rupali22dei@gmail.com IJSER © 2013 http://www.ijser.org International Journal of Scientific & Engineering Research Volume 4, Issue 1, January-2013 ISSN 2229-5518 2 A CASE STUDY OF AMUL CO-OPERATIVE IN INDIA IN RELATION TO ORGANIZATIONAL DESIGN AND OPERATIONAL EFFICIENCY Dr. Ruchira Prasad and Dr. Rupali Satsangi ABSTRACT Organizational Structure can improve the working condition of an organization and a poor structure can ruin all the possibilities of openness, dynamism and decision-making. Organizational effectiveness on the other hand, is the extent to which an organization, given certain resources and means, achieves its objectives without placing undue strain on its members. Another important role is played by the technology. More an organization is able to adapt itself to the changing technology the better will be its efficiencies. In the present research paper a relationship between the designs of an organization with its operational efficiency indicators has been examined in the context of Amul.. The...
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...White Revolution of India - ‘Operation flood’ a program started by National Dairy Development Board (NDDB) in 1970 made India the largest producer of the milk in the world. This program with its whopping success was called as ‘The White Revolution’. The main architect of this successful project was Dr. Verghese Kurien, also called the father of White Revolution. In 1949 Mr. Kurien joined Kaira District Co-operative Milk Producers’ Union (KDCMPUL), now famous as Amul voluntarily leaving a government job of dairy engineer. Kurien has since then built this organization into one of the largest and most successful institutions in India. The Amul pattern of cooperatives had been so successful, in 1965, then Prime Minister of India, Shri Lal Bahadur Shastri, created the National Dairy Development Board (NDDB) to replicate the program on a nationwide basis citing Kurien’s “extraordinary and dynamic leadership” upon naming him chairman. Operation Flood: The Operation Flood was completed in three phases: Phase I (1970-79):- During this phase 18 of the country’s main milk sheds were connected to the consumers of the four metros viz. Mumbai, Delhi, Chennai and Kolkata. The total cost of this phase was Rs.116crores. The main objectives were, commanding share of milk market and speed up development of dairy animals respectively hinter lands of rural areas. Phase II (1981–1985):- The management increased the milk sheds from 18 to 136; 290 urban markets expanded the outlets...
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... (QUESTIONARE) My study is about how AMUL is managing their inventory level within the warehouse. And how they are fulfilling the distributor’s requirements and the problems they are facing in doing the same. 1. What is the replenishment process? Pull System Push system 2. How frequently you place order in C&F/Plant? Weekly Fortnight Any other ___________________________ 3. What inventory control system you are using? Continuous review system Periodic review system optional replenishment system Base stock system Any other _______________ 4. What is the lead time? 24hrs 48hrs 1 week 15 days Any other ______________ 5. Different stock keeping units do you currently having in your products? I. Amul Butter 20g ______ 50g _______ 100g______ 500g____ II. Amul Cheese 400g ______ III. Amul Gold 1L ______ IV. Amul Taza 1L _______ 200 ml ______ 500 ml ______ V. Amul Kool Cafe 200ml glass bottle _______ 250ml can________ VI. Amul Kool Lassee 200ml _____ VII. Amul Spray 1kg _____ 200gm_____ 500gm _____ VIII. Amullya ...
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