amul scm

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SUPPLY CHAIN MANAGEMENTOF

AMUL

1

Presented by:Anshika PatelAbhinandan MalhotraSweta Raghuvanshi

Taranjeet SinghLokesh Nandan

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AMUL

Type - Cooperative

Industry - Dairy

Founded - 1946

Key people - Dr. Verghese kurien

evenue - I! 414"# $illion

%&ployee - $arketing ar&' ()*

$ilk produ+ers' 6,4,#(

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KEY FACTS

AMUL means priceless in Sanskrit “Amoolya”

Brand name managed by an apex cooperation organization –GCMMF

World’s biggest egetarian c!eese brand

World’s largest po"c!ed milk brand

Largest #ood brand in $ndia

Sp"rred t!e %!ite reol"tion in $ndia

Accreditation %it! &''( and )A**+ certi#ication by ,AS- A"stralia.

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GCMMF

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Year of Establishment 1973

Members17 District Cooperative Milk

Prodcers! "nions #1$ Members %

1 &ominal Members'

&o( of Prodcer Members $)*+)*,7

&o( of -illa.e /ocieties 101

2otal Milk handlin. capacit perda

Million liters per da

4he Drin. Capacit $, Mts( Per da

Milk collection #Dail 5vera.e ' 1(* million liters

Milk Drin. Capacit 1,, Mts( per da

Cattle feed manfactrin. Capacit 10,, Mts( per da

/ales 2rnover 6#0,1+61' &8 +1+0, Million

GCMM ! An "verview

5

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6

GCMMF td is a :ell kno:n or.ani;ation for its leadership in dairindstr( 5part from marketin. of dair prodcts) GCMMF td alsoprovides spport in dair farmin. b e<tendin. veterinar services and=alit inpts like Cattle Feed etc( GCMMF td is the lar.est prodcer ofCattle Feed in ndia and is associated :ith it since 19$+(

Produ#t Grou$ > 5nimal Feed) Cattle Feed) Pellet Feed) Pash 5ahar)Dan) Dana) /dana) Goli etc(

Produ#t Class > Compond ?alanced Cattle Feed %rand Na&e > 5ml Po:er Dan Pa#kaging > @DPE aminated , A. ?a.

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'( )*AL+T,

-( .AL*/ "R

M"N/,

0( A.A+L+%+L+T,

1( S/R.+C/

STRAT/G+CAL P+LL/RS" AM*L

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AM*L PR"2*CT3S 2+./RS++CAT+"N

*

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PR"2*CTSBread Spreads

Amul Milk

Cheese

UHT Milk

Beverage Range

Amul PRO

Ie Cream

Paneer

!ahi

"hee

Milk P#$ders

Mi%hai Range

Mi%hai Ma%e

Ch##la%es

&resh Cream

P#uh Bu%%er Milk

Amul Ca%%le &eed

9

http://www.amul.com/products/butter.php

http://www.amul.com/products/milk.php

http://www.amul.com/products/cheese.php

http://www.amul.com/products/uhtmilk.php

http://www.amul.com/products/beverage-range.php

http://www.amul.com/products/amul-pro.php

http://www.amul.com/products/icecream.php

http://www.amul.com/products/paneer.php

http://www.amul.com/products/dahi.php

http://www.amul.com/products/ghee.php

http://www.amul.com/products/milk-powder.php

http://www.amul.com/products/mithai-range.php

http://www.amul.com/products/mithai-mate.php

http://www.amul.com/products/chocolate.php

http://www.amul.com/products/freshcream.php

http://www.amul.com/products/pouch-butter-milk.php

http://www.amul.com/products/cattle-feed.php




http://www.amul.com/products/pouch-butter-milk.php

http://www.amul.com/products/freshcream.php

http://www.amul.com/products/chocolate.php





http://www.amul.com/products/milk-powder.php

http://www.amul.com/products/ghee.php

http://www.amul.com/products/dahi.php

http://www.amul.com/products/paneer.php

http://www.amul.com/products/icecream.php



http://www.amul.com/products/beverage-range.php

http://www.amul.com/products/uhtmilk.php

http://www.amul.com/products/cheese.php





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/"PPY C@5&

M5&5GEME&2

1,

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''

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VILLAGE DAIRY COOPERATIVE SOCIETY

(VDCS)

Colle+tion o surplus &ilk pay&ent /ased on 0uality

0uantity.

roviding support servi+es to the &e&/ers.

2elling li0uid &ilk or lo+al +onsu&ers o the village.

2upplying &ilk to the Distri+t $ilk 3nion

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DISTRICT COOPERATIVE MILK

PRODUCERS’ UNION (MILK UNION)ro+ure&ent o &ilk ro& the Village Dairy 2o+ieties o the

Distri+t.

rranging transportation o ra5 &ilk ro& the VDC2 to the

$ilk 3nion.

roviding input servi+es to the produ+ers.

Condu+ting training on Cooperative develop&ent.

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C!T..roviding &anage&ent support regular supervision to the

VDC2.

%sta/lish Chilling Centers Dairy lants or pro+essing the&ilk.

2elling li0uid &ilk &ilk produ+ts 5ithin the Distri+t.

ro+ess &ilk into various &ilk &ilk produ+ts.

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STATE COOPERATIVE MILKFEDERATION (FEDERATION)

$arketing o &ilk &ilk produ+ts

%sta/lish distri/ution net5ork

rranging transportation ro& the $ilk 3nions to the &arket.

Creating &aintaining a /rand

roviding Te+hni+al Inputs7 &anage&ent support advisory servi+es.

De+ide on the produ+ts to /e &anua+tured at various $ilk 3nions

8produ+t-&i:Condu+t long-ter& $ilk rodu+tion7 ro+ure&ent7 ro+essing

$arketing lanning

Conli+t esolution keeping the entire stru+ture inta+t

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L"G+ST+CS PR"C/SS

( o.istics in collection B

$ million liters of milk per da

From abot 1,)$,, separate villa.e cooperative

societies(5ppro<imatel 0(* million milk prodcin. member(

( o.istics in coordination of B

/torin. the milk(

Processin. the milk(

Distribtin. the milk( 1$

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THE CHANNEL NETWORK

ro+ure&ent +hannel- upstrea& lo5

Distri/ution +hannel- do5nstrea& lo5

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PROCUREMENT

+tivities at the village level +o&prised developing and servi+ing the VC2s.

In+reasing &ilk +olle+tion7 pro+uring &ilk7 and transporting it to the +hilling and

pro+essing units t5i+e a day.

The VC2s provided the ar&ers 5ith good 0uality ani&al eed7 odder7 and other

servi+es like veterinary irst aid.

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PROCURNMENT CHANNEL

n an average around thousand ar&ers +o&e to sell &ilk at their lo+al +o-

operative &ilk +olle+tion +enter.

%a+h ar&er has /een given a plasti+ +ard or identii+ation.

t the &ilk +olle+tion +ounter7 the ar&er drops the +ard into a /o and the

identii+ation nu&/er is trans&itted to a personal +o&puter atta+hed to the

&a+hine.

The &ilk is then 5eighed and the at +ontent o the &ilk is &easured /y an

ele+troni+ at testing &a+hine.

;oth these details are re+orded in the C. The +o&puter then +al+ulates thea&ount due to ar&er on the /asis o the at +ontent.

The value o the &ilk is then printed out on a slip and handed over to ar&er 5ho

+olle+ts the pay&ent at ad<a+ent 5indo5.

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C"L2 ST"RAG/ N/T5"R6

Chillers in pro<imit of villa.es

Prompt transport to district facilities for frtherdispatch to consmers processin. nits(

Chilled trcks to transport processed prodcts

Deliver to local chillers b inslated rail tankers andchilled trcks(

8efri.erators and free;ers :ith retailers and

departmental stores to retain freshness(

00

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2+STR+%*T+"N

GCMMF coordinated :ith varios nions to .et a re.lar spplof milk and dair prodcts(

2he processed milk and dair prodcts :ere procred from

district dair nions and distribted thro.h third partdistribtors(

2o ensre =alit and timel deliveries) GCMMF and the district

nions had several mechanisms in place(

2he nions monitored the spplies of milk and the distribtionof finished prodcts(

03

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DISTRIBUTION PROCESS

Co&pany

=holesaler Dealer Fran+hisee

etailer

Consu&ers

(4

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DOWNSTREAM FLOW &irs% legManu)a%uring uni%s %# #mpan* dep#%s using + and ',MT %ruks

&r#-en )##d./el#$ ',C!air* $e%.0.4C

Se#nd leg!ep#%s %# 1!s

Transp#r% %hr#ugh insula%ed 2 and 5 MT TATA 403s

Third leg1!s %# re%ailers

Transp#r% %hr#ugh riksha$s a#rding %# %he /ea% plan

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2"5NSTR/AM L"5 First le.

Manfactrin. nits to compan depots sin. 9 and1* M2 trcks

Fro;en food belo: 61*C

Dair :et ,6+C

/econd le.Depots to 4Ds

2ransport thro.h inslated 3 and M2 2525 +,7s

2hird le.4Ds to retailers

2ransport thro.h ricksha:s

0$

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(3

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R/./RS/ L"G+ST+CS

0*

MA C@"8& from dair to -C/

?22Efrom retailer to dair

D5M5GED P8D"C2/from cstomer to retailer then to dair

P"C@ MA 285Y

from retailer to dair

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2+R/CT R/TA+L+NG

5ml has recentl entered into direct retailin. thro.h5ml "tterl Delicios parlors created in maHor cities(

5ml has plans to create a lar.e chain of sch otletsto be mana.ed b franchisees thro.hot the contr(

More than 0,,, parlor :ith a trnover of 8s( 0,,crores(

09

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A*T"MAT+C M+L6C"LL/CT+"N *N+T S,ST/M

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2'

Am"l !as installed oer /''' A"tomatic milk

collection system "nits0AM*US1 at illage societies

to capt"re member in#ormation- milk #at content-

ol"me collected and amo"nt payable to eac!member.

2 3ac! #armer is gien a plastic card #or identi#ication

2 *omp"ter calc"lates amo"nt d"e to #armer on t!e

basis o# #at content

2 4!e al"e o# t!e milk is t!en printed o"t on slip 5

!anded oer to t!e #armer- %!o collects t!e payment

#rom ad6acent %indo% 2 Wit! t!e !elp o# $4 #armers receie t!eir payment

%it!in min"tes

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AUTOMATIC MILK COLLECTION SYSTEMUNITS (AMCUS)

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Supply managementthrough Internet

Am"l makes oer (' million payment transactionsdaily. 7n t!e logistics more t!an 8''' tr"cks moe

milk #rom t!e illages to 9'' dairy processing plants

t%ice a day according to a care#"lly planned

sc!ed"le.2 $t’s 3:+ so#t%are named as 3nterprise Wide

$ntegrated Application System03$AS1 coers a

plet!ora o# operations like market planning

adertising and promotion- distrib"tion net%ork

planning. 3ac! o# Am"l o##ices are connected ia

internet and all o# t!em send daily reports on sales

and inentory to t!e main system at Anand.2

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T7AN6 ,"*4

3+

amul scm

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