Amul Maketing

In: Business and Management

Submitted By kunals
Words 786
Pages 4



“Amul Milk”



| | |
|LOGO | [pic] |

|SWOT Analysis |
|Strength |1. Largest food brand in india |
| |2. High quality, low price |
| |3. World’s largest pouched milk brand |
| |4. Highly diverse product mix |
| |5. Robust distribution network |
|Weakness |1. risks of highly complex supply chain system |
| |2.strong dependency on weak infrastructure…...

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...The Birth of Amul * It all began when milk became a symbol of protest * Founded in 1946 to stop the exploitation by middlemen * Inspired by the freedom movement The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.  In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946.  This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien,who was entrusted the task of running the dairy from1950. The then Prime Minister of India, Lal Bahadur Shastri decided that the same......

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...Supply chain model at Amul GCMMF- Gujarat Co-operative Milk Marketing Federation MUs- Member Unions VCs- Village Co-operatives The farmers bring the milk to the village cooperatives in their bicycles. The milk is then channelized to the member unions located in various states in India. These member unions are independent organizations involved in the process of milk production. The head office of GCMMF is located at Anand. The entire market is divided into five zones. The zonal headquarters are located in Ahmedabad, Mumbai, New Delhi, Kolkata and Chennai. Moreover there are 49 depots located across the country and GCMMF also caters to 13 export markets. Amul has an excellent distribution channel. As milk is a perishable product and Amul is spread all over India. It has a robust logistic system consisting of milk vans, tanker lorries and rail wagons to supply its finished products to various parts of the country. Distribution channel in Amul FARMERS FARMERS VCs (without chilling units) VCs (without chilling units) CONSUMERS CONSUMERS CONSUMERS CONSUMERS Retailers Retailers Home delivery contractors Home delivery contractors Wholesalers/ C&S Wholesalers/ C&S Warehouses Warehouses Chilling units Chilling units Milk processing units Milk processing units Local residents Local residents Local Restaueants Local Restaueants VCs (with chilling units) VCs (with chilling units) First of all the products are stored with the......

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