Amul Case

In: Business and Management

Submitted By shreeroo
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An Outstanding Story from India: Creating Competitive Advantage

Prepared by: (Group # 1) Arun Reddy Patel (G13068) Neha Bhartiya (G13085) Neha Dani (G13086) Preeti Venugopalan (G13091) Roopashree BE (G13097)

TABLE OF CONTENTS
INTRODUCTION ........................................................................................................................................ 3 THE GENESIS ............................................................................................................................................. 3 ABOUT GCMMF ......................................................................................................................................... 3 THE THREE TIER AMUL MODEL ........................................................................................................... 4 INDIAN DIARY INDUSTRY – AN OVERVIEW...................................................................................... 5 COMPANY OVERVIEW ............................................................................................................................ 6 Sales .............................................................................................................................................................. 6 Retailing ........................................................................................................................................................ 7 Export............................................................................................................................................................ 8 Distribution Network .................................................................................................................................... 8 STRATEGY AND APPROACH .................................................................................................................. 8 MAJOR…...

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...AMUL – The Taste of India Report on the Product Mix and Distribution of AMUL products. This report covers the product mix of AMUL across all categories, studies its distribution model in India and has an in depth study on the distribution channel of AMUL products in the state of Goa. AMUL The brand name AMUL is an abbreviation for Anand Milk Union Limited. AMUL is managed by the cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). AMUL’s headquarters is in Anand, Gujarat and the GCMMF, is India's largest food product marketing organisation with annual turnover US$ 2.2 billion in 2011. Its daily milk procurement is approximately 12 million litres from 15,712 village milk cooperative societies, 15 member unions in 24 districts, and 3 million milk producer members. The aim of the GCMMF is to provide profitable returns to the farmers and also serve the interests of consumers by providing quality products which are good value for money. It is exclusive marketing organisation of 'Amul' and 'Sagar' branded products. A Slice of History: In 1946, the farmers in Anand, Gujarat went on a milk strike. This strike was to stop the exploitation of farmers by middlemen. Sardar Patel, Morarji Desai and Tribhuvandas Patel helped form the cooperative - The Kaira District Co-operative Milk Producers Union Ltd. and is today better known as AMUL Dairy. Tribhuvandas Patel was appointed the founder Chairman of AMUL Diary and Dr.Verghese Kurien, the architect......

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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......

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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......

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