A Summer Training Report On " Amul Dairy" Anand: Submitted By: Project Guided by

A SUMMER TRAINING REPORT ON AMUL DAIRY ANAND
SUBMITTED BY: PRATIK PATEL
PROJECT GUIDED BY: VIRAL SHILU SIR
MASTER OF BUSINESS ADMINISTRATION, SEM-II (It i !"#ti"$$% &'$&i$$()*t +& ,)-#)) +& MBA. SUBMITTED TO: SHRI SARDAR PATEL KELAVANI MANDAL, JETPUR. SAURASHTRA UNIVERSITY
AMUL THE TASTE OF INDIA
ANAND MILK UNION LIMITED THE KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION LIMITED ANAND
AKNOWLEDGEMENT
At this juncture, when I am submitting summer report, I honestly feel that this report would not have been without the support, guidance, critique and direction of those who are associated with my academic and personal life. I sincerely and joyfully ac nowledge my gratitude to !r."ad #ijay $ohil %!anager.&'(, !r.)harat *atel %'etail in charge #aghasi depot at Anand( and !r.$.+.,rivedi for giving me such as valuable opportunities to apply my management concepts principal and s ill into real practice. ,hey really help me to ma e this project wor meaningful. I cannot forget to than !r. !ahesh -handra .oshi %In charge +irector( /.*.0.!. Institute, .etpur and !r.'itesh Amarsela, /.*.0.!. Institute, .etpur %$uide(, for guidance and support provided by me, and when needed without their help my wor was not ma e feasible, I sincerely pray to $od, for their high development to succeed in each stage of their life. At the end, I cannot forget to say than you to my family members, my friends and wish them a bright future and great carrier and last not the least my $od who have always been there in my highs and lows encouraged and motivated me to e1press my self with success.
PREFACE
,he !)A program is well structured and integrated course of business studies. ,he main objective of practical training at !)A level is to develop s ill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life nowledge about the industrial environment and business practices. ,he !)A program provides student with a fundamental nowledge of business and organi3ational functions and activities, as well as an e1posure to strategic thin ing of management. In every professional course, training is an important factor. *rofessors give us theoretical nowledge of various subjects in the college but we are practically e1posed of such subjects when we get the training in the organi3ation. It is only the training through which I come to now that what an industry is and how it wor s. I can learn about various departmental operations being performed in the industry In today4s globali3e world, where cutthroat competition is prevailing in the mar et, theoretical nowledge is not sufficient. )eside this one need to have practical nowledge, which would help an individual in his5her carrier activities and it is true that 671perience is best teacher8. A summer project is an opportunity to implement our entire theoretical management concept into real practice. $ujarat -ooperative !il !ar eting 9ederation :td. %$--!9( made this possible by giving me, such an opportunity to study their function at sales depot, Anand I hope that my wor and efforts will be definitely helpful to Amul.
Pratik Patel
BRIEF CONTENTS.. SR. NO. 1.

2. 3. 4. 5. !. 7. 8. #. 10. 11. 12. 13. 14. 15. 1!. 17. 18. 1#. 20.
PARTICULARS
ABOUT THE ORGNISATION OVERVIEW OF GCMMF THE ORGANISATION TOTAL QUALITY OF MANAGEMENT HUMAN RESOURCE. DE T. MAR"ETING DE ARTMENT E$ ORT DE ARTMENT QUALITY ASSURANCE DE ARTMENT URCHASE DE ARTMENT FINANCE DE ARTMENT INFORMATION SYSTEM DE T. DISTRIBUTION SALES DE OT THE AMUL SHO GCMMF ACHIEVEMENT AWARD BUSINESS ANALYSIS SWOT ANALYSIS FINDING AND SUGGESTION CONCLUSION BIBLIOGRA HY
PAGE NO
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ABOUT THE ORGANISATION

IT BEGAN WITH A STRIKE
A farmer in 0aira district as elsewhere in India derives his income, almost entirely from seasonal crops. ,he income from mil was partly and could not be from 0aira to the depended upon. ,he main buyers were mil traders of *olson ltd. > a privately owned company which enjoyed the monopoly for the supply of mil government4s )ombay mil scheme. ,he farmers of 0aira district were thus at the mercy of the mil traders who could dictate the price as they had nowhere else to turn. ,he unfair system bred widespread discontent. ,he farmers appealed to /ardar *atel a great leader of India4s freedom of the movement, to help. /ardar *atel advised to the mil through co? operatives of his own. &e sent his trusted deputy, the late /hri !orarji +esai to organi3e the farmers. At the meeting held at /amar ha village on .anuary 2th, 1@2<, it was resolved that mil co?operative societies would be organi3ed in each village of collect mil from the producers and federated into a district union. ,he government should be as ed to buy mil from the union. Ahen the government trusted down the demand, 0aira farmers organi3ed a mil stri e. 9or 1; days not a drop of mil was old to the traders. ,he )ombay mil scheme badly affected. ,he mil commissioners of )ombay visited Anand, assessed the situation and decided to concede to the farmers demand. ,hus was born the 0aira district co?operative mil producers union ltd. It was formally registered on +ecember 12th, 1@2<.
NEED SHOWS
In the beginning there were just a few farmers supplying about 2;C liters of mil a day. /oon the number increased to 2CC farmers and the quality of mil handled rose to ;CCC liters a day. Aith growth came problems. !il yield is higher in winter, and the )ombay mil scheme could not absorb the e1tra mil offered. ,he farmers were forced to sell the surplus mil to traders at very low rates. ,his led to the decision to set up a plant to process the surplus mil into butter and mil powder. Aith financial help from D"I-79 assistance from the government of "ew Eealand under the -olombo plant, and technical assistance provided by 9AF, a 's.; million factory to manufacture mil powder and butter was planned. ,he foundation was laid by +r.'ajendra *rasad, the president of India, on "ovember 1;, 1@;2, and on Fctober 31 ,1@;;, *andit .awaharlal "ehru , the then prime minister, declared it open.
GORWTH FOLLOWS GROWTH
In 1@;B the plant was e1panded to manufacture sweetened condensed mil . ,wo years later /hri !orarji +esai , by then India Gs finance minister, inaugurated a new wing designed to manufacture <CC tones of cheese and 2;CC tones of baby food formula was developed with the help of the central food technological research institute, !ysore . ,his was the first time in the world, that cheese or baby food was processed from buffalo mil on a large commercial scale. A plant to manufacture balanced cattle feed donated by FH9A!, was commissioned on Fctober 31st, 1@<2, by :al )ahadur /hastri, the then prime minister of India. At the request of the government of India in 1@<3, a new dairy with a capacity of 2Ctonnes of mil powder and 2Ctonnes of butter a day was speedily completed. ,his was meant requirement of IndiaGs defense forces. ,he dairy was declared open by /hri
!orarji +esai in April, 1@<;. )y now the dairy comple1 could handle ;CCCCC liter of mil a day the capacity was raised to =;CCCCliters a day in1@=2. ,he same year the 0aira
union set up a plant manufacture high protein weaning food, chocolate and malted food at !ogar , about B m. south of Anand. In /eptember, 1@B1 the second cattle feed plant at 0anjari was started. ,he successful completion of the co?generation project on /eptember 11th, 1@B; mar ed a new milestone on the energy front when two gas turbine generators of 1.; !A each based natural gas commissioned. 0aira put up a dread spread plant at !ogar with the assistance of "++) on 1@@2. Fn Fctober 31, 1@@2 +r.0urian, -hairman, "ational +airy +evelopment )oard, laid the foundation of 0aira union third dairy , with a processing capacity of <.; la h liters of a day. Aor on the union4s satellite dairy and cheese plant at 0hatraj began in 9ebruary 1@@2.
IMPROVING MILK PRODUCTION
9rom the late fifties 0aira union has been investing heavily in schemes to improve the mil yield of animals. ,he union built up a full fledged infrastructure for breeding animals and ensuring animal health care. /emen from high pedigree bulls is being made available. An efficient insemination service also was put into place through village society wor ers. A mobile veterinary service renders animal health care at the door step of the farmerI the veterinary first aid program organi3ed by union through trained village society wor ers was probably the first of its ind in India. ,he co?operative dairying system which too root in 0aira was beneficial and viable. ,he union, which started with two societies, had @;2 societies, with ;3=CCC members in 1@@;I mil handled went up from 2;C liters a day to one million liter a day. ,he turnover of the union in 1@@2?@; was 's. 322crores. ,he intervening years saw
1C
similar union s coming up in other district of $ujarat. ,he 6Anand pattern of co? operative dairying had become firmly established.
1200 1000 800 600 400 200 0 48-49 58-59 68-69 78-79 88-89 94-95 society members
!embership %GCCC(
0aira +istrict -o?Fperative !il Dnion :td.
THE AMUL SYSTEM
Ahy did Amul system succeedJ In the old system of middlemen the guiding principles were lowest possible price to the mil producer, price to the consumer, and lowest possible quality of the mil and 11 AMUL THE TASTE OF INDIA
mil product for sale. ,he middle men poc eted the profit Dnder the Amul system the reverse held wellI highest possible price to the producers, lowest possible price to the consumer and highest possible quality of mil and mil product for sale. ,he profits were used for the mil producers common good. Market forces fa ore! t"e A#$l s%ste#. ,he system was a village society was concerned mainly with purchase of mil from producerI it also acted as a channel for mil production of enhancement of scheme. ,he district union loo ed after policy formulation processing and mar eting of, mil and provision of technical inputs to enhance the mil yield of animals li e artificial
insemination service, veterinary care, better feeds etc. ,he system is same now e1cept for a third tier a federation, an ape1 co?operative of district unions for mar eting.
&illa'e Societ%
,he village co?operative society consists of primary mil producers. ,o mil producer pays an entrance fee of 'e. 1 and buys at least one share of 's.1C. ,he member elect managing committees elect a chairman. 7ach member has only one vote, regardless of the number of shares he has. -ommittee wor is honorary and is restricted to policy formulation and supervision. /alaried staffs are employed for mil collection fat testing, clerical and accounting wor , artificial insemination, etc. #illages are served by mil collection centers, open morning and evening. !il delivered by a producer is measured and a sample is drawn for quality?testing. ,he district union provides each centre with a fat?testing machine. /ocieties have introduced electronic fat?testing machine and some societies have installed automatic weighting cum fat testing equipment with data processing facilities. ,he unions have planned installation of village chilling units in the societies to that the quality and freshness of mil could be retained. *ayment due is wor ed out on the basis of the quantity and the quality of the mil delivered. ,he farmers are paid in the evening for mil delivered in the previous morning, and the following morning for the delivered the previous evening. +etails are entered in members4 pass?boo and the society record. 12 AMUL THE TASTE OF INDIA
-ash payment every days are a great boon to the farmers. A third of mil gives them money for food and other daily necessities. ,hose with land supplement their income from seasonal crops with mil sales. About half of the income from mil is estimated to be spent on food for animals. ,he balance is used for the family4s needs. ,he society earns a profit from its sale of mil to the union. A part of this profit is distributed to its member each year as bonus, calculated on the value of mil supplied by the producer. A part of the society4s profit is also channeled into schools, libraries, dispensaries and health centre, water wor s, drin ing troughs for cattle, roads, electricity ,elephone facilities, youth clubs, cattle relief and veterinary services li e first aid and artificial insemination.
DISTIRCT UNION
,he union is managed by board of directors twelve elected from among the chairman of village societies. ,he board elects a chairman and a vice chairman and appoints a managing director, who in turn appoints supporting professional and other staff. ,he board formulates policyI the professionals loo after the day to day wor . #illage representatives are elected every three years form amongst the village representatives. !il from the societies is pic ed up by union?up by union?hired truc s5tan ers plying at fi1ed routes. At the +airy, mil is gradedI good mil is weighed, sampled and tested for fat and solids?not?fat %/"9( content. ,he society is paid three times a month on the fat and /"9 content in the mil . :ow > grade or sour mil fetches a lower price. ,he dairy pasteuri3es mil for liquid mil sale or to convert it into products. :iquid mil leaves the dairy by insulated road or rail tan ers. !il products are dispatched by truc . In the early years the union loo ed after the mar eting of mil and mil products. I( )*+, t"e G$-arat co.o/erati e #ilk #arketi(' fe!eratio( li#ite!. A(a(!0 t"e a/e1 or'a(i2atio( of !istrict $(io(s 3as for#e! to /erfor# t"e #arketi(' f$(ctio(.
13
ANIMAL BREEDING
9or breeding animals the 0aira union has established centre at ode farm, 1B m from Anand with high pedigreed buffalo bulls, &olstein 9riesian bulls, artificial insemination sub centre are maintained by B2= societies. ,he semen is delivered to the sub centre through the hired, transport vehicles. Artificial insemination services are provided to member and are non?members at nominal cost. ,he union provides a pregnancy diagnosis service too. In 1@@2?@; the number of artificial inseminations carried out was <=2B;2. )oth buffaloes and cows are covered under the program. )y 1@@; there were 23=32 crossbred cows or heifers in the district. ,he union runs 1< mobile
veterinaries dispensaries with fully qualified staff and radio telephones. All villages are visited on pre determined days twice a month. A 22 hour emergency veterinary service with 2@ vehicles having radio telephone is available at a fee of 's.3; for members and 's. 1CC for non?member. ,hrough a group cattle insurance scheme the animals of the member are provided insurance coverage to mitigate any unforeseen cattle loss. 9irst aid veterinary services have been set up by @3C societies. 7ach has a staff member trained by the mobile dispensaries. !edicines are supplied by the union at ;CK subsidi3ed. ,he union4s cattle feed plant sells a balanced feed concentrate at cost price, to ensure better nutrition for animals. In 1@@2?@; the union sold 1, 22,1B1 tons of cattle feed through its societies. In order to provide low cost high energy feed, a urea molasses lic %mol?u?min( plant has been set up. ,he union is probably the first organi3ation in the country to use the by pass protein technology, manufacture such feed and ma e it available to farmers. ,he union assists the farmers in the cultivation of green fodder also by arranging high quality fodder seeds. ,he union also supports enrichment of poor quality paddy wheat straw by urea treatment.
EDUCATION
12 AMUL THE TASTE OF INDIA
,he union maintains a constant lin with rural producers. !eetings of women who generally loo after the animals are held in village and e1tension wor ers e1plain to them modern of animal husbandry. Aomen are also ta en on tour the cattle feed plant the dairy the animal breeding centre. ,he union publishes a newsletter twice month which carries write ups in simple $ujarati on animal husbandry, quality control of mil and the co?operative movement. ,he union continually guides and supervises the societies so that they remain efficient, viable and strong. ,he accounts of the societies are audited by the state government audit cell. Aelfare activities for member, two scholarships are given every year to outstanding children of members or the union staff for courses in veterinary and dairy sciences. Dnder the group gramin personal accident policy the member and spouse are insured by the union.
SOCIAL CHANGE
,he mil co?operative in the villages of 0aira are contributing in their own way to various desirous social changes. +emocratic traditions are ta ing root with yearly elections to the !anagement -ommittee. 9armer >members become aware of their rightsI they also learn the value of electing the right people. Ahen mil producers from diverse social and economic groups come together twice every day at the mil collection centre old barriers based on inequalities begin top brea down. 71posures to various modern technologies have an educational effect. ,hose who visit artificial insemination centre learn the facts about pregnancy, and family planning messages become easier to grasp. At the cattle feed plant villagers absorb lesson in nutrition. /imilarly the preventive vaccinations of cattle have led to greater acceptance of vaccination in children. !il co?operative have created more jobs and incomes in 0aira villages. ,he beneficiaries have no pressing need to migrate to towns.
1;
!il income has added a new confidence and created a better status for women who loo after the animals. Independent studies have shown that as high as 2B percent of the income of the rural house holds in the 0aira district is derived from dairying. And it has made a difference to their standard of living and their social status. Amul has demonstrated that farmer4s societies can employ professionals, ma e use of modern technology and harness mar et forces to serve their ends without disturbing the agro? system. ,o be a small producer is no disadvantage. Dnder the social concept of co? operative dairying there is a greater chance of rural development to leading to the empowerment of the poor and the lower.
A LARGER RESPONSIBILTY
,he 0aira district co?operative mil producers4 union was a pioneer. And it was successful. ,hus it comes to be regarded as a model. Aith this recognition came larger responsibilities. Ahen mil producers in other district of $ujarat started their co?
operative, they turned to 0aira union for help and guidance. Anand4s e1perience in project planning and e1ecution. ,he Ahmedabad municipal dairy %which has been ta en over by dairy development ( the $ujarat $overnment Gs 'aj ot dairy %which is now being managed by the co?operative union( and dairies of the !ehsana district co?operative union mil producers union ltd. and one of the )aroda district co?operative mil producers union ltd. were among the project e1ecuted with 0aira union4s technical elp. ,he 0aira union also started a training program for dairy and animal husbandry personnel. In 1@<2, the then prime minister of India, late :albahaduar /hatri visited Anand to inaugurate the union cattle feed plant. &e desired that co?operative on the Anand pattern should be set up thought the country. ,he "ational +airy +evelopment )oard %"++)( was thus set up in Anand 1@<;. "++) drew up the program Goperation flood Gto replicate the several mil sheds of the country. ,he implementation of the program started in 1@=C?=1. &eavy reliance was placed on the e1pertise of the 0aira union. 1< AMUL THE TASTE OF INDIA
In each area "++) deployed a spearhead team consisting of specialists who were fully conversant with the Anand pattern. ,he liaison between the "++) spearhead team and the wor ers of the project area invariably started with a training program at Anand. ,he creation of more GAnand4 was recommended under Aorld )an projects in 0arnata a, !adhya *radesh and 'ajasthan also. In these project as well, 0aira union served as 6live laboratory8 and "++) as the multiplier. ,he Anand pattern of co? operative dairying is now being replicated in all the states and union territories of India. )y !arch 31st, 1@@;, there were <@B=; village dairy co?operatives established in 1=C mil sheds, with a total membership of B.@ million farmers. /imilar co?operative are being established for oilseed cultivators, fruit and vegetable farmers and small?scale salt ma ers and tree growers.
AMUL
T"e #o//et 3"o /$t A#$l o( I(!ia4s 5reakfast ta5le

;C years after it was first launched, AmulLs sale figures have jumped from 1CCC tones a year in 1@<< to over 2;,CCC tones a year in 1@@=. "o other brand comes even close to it. All because a thumb?si3ed girl climbed on to the hoardings and put a spell on the masses. 6o#5a%7 /ummer of 1@<=. A -harni 'oad flat. !rs. /heela !ane, a 2B?year?old housewife is out in the balcony drying clothes. 9rom her second floor flat she can see her neighbors on the road. ,here are other people too. ,he crowd seems to be growing larger by the minute. Dnable to curb her curiosity /heela !ane hurries down to see what all the 1= AMUL THE TASTE OF INDIA
commotion is about. /he e1pects the worst but can see no signs of an accident. It is her four?year?old who draws her attention to the hoarding that has come up overnight. MIt was the first Amul hoarding that was put up in !umbai,M recalls /heela !ane. M*eople loved it. I remember it was our favorite topic of discussion for the ne1t one wee N 7verywhere we went somehow or the other the campaign always seemed to crop up in our conversation.M -all her the 9riday to 9riday star. 'ound eyed, chubby chee ed, win ing at you, from strategically placed hoardings at many traffic lights. /he is the Amul moppet everyone loves to love %including pric ly votaries of the /hiv /ena and ).*(. &ow often have we stopped, loo ed, chuc led at the Amul hoarding that casts her sometime as the coy, /hri !adhuri, a bold sensuous Drmila or simply as herself, dressed in her little pol a dotted dress and a red and white bow, holding out her favorite pac et of butter. 9or 3C odd years the Dtterly )utterly girl has managed to eep her fan following intact. /o much so that the ads are now ready to enter the $uinness )oo of Aorld 'ecords for being the longest running campaign ever. ,he ultimate compliment to the butter came when a )ritish company launched butter and called it Dtterly )utterly, last year. It all began in 1@<< when /ylvester +a-unha, then the managing director of the
advertising agency, A/*, clinched the account for Amul butter. ,he butter, which had been launched in 1@2;, had a staid, boring image, primarily because the earlier advertising agency which was in charge of the account preferred to stic to routine, corporate ads.
1B
In India, food was something one couldnLt afford to fool around with. It had been ta en too seriously, for too long. /ylvester +a-unha decided it was time for a change of image. ,he year /ylvester +a-unha too over the account, the country saw the birth of a campaign whose charm has endured fic le public opinion, gimmic ry and all else. The Amul girl who lends herself so completely to Amul butter, created as a rival to the *olson butter girl. ,his one was se1y, village belle, clothed in a tantali3ing choli all but covering her upper regions. M7ustace 9ernande3 %the art director( and I decided that we needed a girl who would worm her way into a housewifeLs heart. And who better than a little girlJM says /ylvester +a-unha. And so it came about that the famous Amul !oppet was born. ,hat Fctober, lamp ios s and the bus sites of the city were splashed with the moppet on a horse. ,he baseline simply said, thorough bread, Dtterly )utterly +elicious Amul. It was a matter of just a few hours before the da-unha office was ringing with calls. "ot just adults, even children were calling up to say how much they had li ed the ads. M,he response was phenomenal,M recalls /ylvester da-unha. MAe new our campaign was going to be successful.M 9or the first one year the ads made statements of some ind or the other but they had not yet acquired the topical tone. In 1@<=, /ylvester decided that giving the ads a solid concept would give them e1tra mileage, more dum, so to say. It was a decision that would stand the da-unha in good stead in the years to come.
In 1@<@, when the city first saw the beginning of the &are 'ama &are 0rishna movement, /ylvester da-unha, !ohammad 0han and Dsha )andar ar, then the creative team wor ing on the Amul account came up with a clincher ?? L&urry Amul, &urry &urryL. )ombay reacted to the ads with a fever that was almost as devout as the Is on fever. ,hat was the first of the many topical ads that were in the offing. 9rom then on Amul began playing the role of a social observer. Fver the years the campaign acquired that all?important Amul touch. India loo ed forward to AmulLs evocative humor. If the "a1alite movement was the happening thing in -alcutta, Amul would be up there on the hoardings saying, M)read without Amul )utter, cholbe na cholbe na %wonLt do, wonLt do(.
1@
If there was an Indian Airlines stri e Amul would be there again saying, Indian Airlines AonLt 9ly Aithout Amul. ,here are stories about the butter that people li e to relate over cups of tea. M9or over 1C years I have been collecting Amul ads. I especially li e the ads on the bac s of the butter pac ets, Msays !rs. /umona #arma. Ahat does she do with these adsJ MI have made an album of them to amuse my grandchildren,M she laughs. M,hey are almost part of our culture, arenLt theyJ !y grandchildren are already beginning to reali3e that these ads are not just a source of amusement. ,hey ma e them aware of what is happening around them.M +espite some of the negative reactions that the ads have got, da-unha have made it a policy not to play it safe. ,here are numerous ads that are risquO in tone. MAe had the option of being sweet and playing it safe, or ma ing an impact. A fine balance had to be struc . Ae have a campaign that is strong enough to ma e a statement. I didnLt want the hoardings to be pleasant or tame. ,hey have to say something,M says 'ahul da-unha. MAe ran a couple of ads that created quite a fur ore,M says /ylvester da-unha. M,he Indian Airlines one really angered the authorities. ,hey said if they didnLt ta e down the ads they would stop supplying Amul butter on the plane. /o ultimately we discontinued the ad,M he says laughing. ,hen there was the time when the Amul girl was shown wearing the $andhi cap. ,he high command came down heavy on that one. ,he $andhi cap was a symbol of independenceI they couldnLt have anyone not ta ing that seriously. /o despite their reluctance the hoardings were wiped clean. M,hen there was an
ads during the $anpati festival which said, $anpati )appa !ore $hya %$anpati )appa ta e more(. ,he /hiv /ena people said that if we didnLt do something about removing the ads they would come and destroy our office. It is surprising how vigilant the political forces are in this country. 7ven when the 7nron ads %7nr Fn Fr Fff( were running, 'ebecca !ar wrote to us saying how much she li ed them.M
2C
,here were other instances too. &eroine Addiction, AmulLs little jo e on &ussain had the artist ringing the da-unhas up to request them for a blow up of the ad. M&e said that he had seen the hoarding while passing through a small district in D*. &e said he had as ed his assistant to ta e a photograph of himself with the ads because he had found it so funny,M says 'ahul da-unha in amused tones. Indians do have a sense of humour, after all. 9rom the /i1ties to the "ineties, the Amul ads have come a long way. Ahile most people agree that the Amul ads were at their pea in the 7ighties they still maintain that the Amul ads continue to tease laughter out of them. Ahere does AmulLs magic actually lieJ !any believe that the charm lies in the catchy lines. ,hat we laugh because the humour is what anybody would enjoy. ,hey donLt pander to your nationality or certain sentiments. It is pure and simple, everyday fun.
AN OVERVIEW OF GCMMF LIMITED
$ujarat co?operative mil mar eting federation established in "ovember, 1@=3 is a co?operative organi3ation jointly owned by 2.< million mil producers with annual sales turnover of 's 22==.B2 crores %22.==(billion( in 2CC<?C= . $-!!9 in corporate more then 12,=CC village producers4 co?operatives affiliated to 13 district co? operatives mil producers union. $-!!9 has 1< affiliated dairy plant with total capacity of 1C.1< million litres per day and mil drying %powder manufacturing( capacity of ;@2 !,s per day. $-!!9 mar ets a wide range of dairy products under the brand names of the Amul and /agar. ,he product categories are infrant !il food, / immed mil powder, Instant
-ream mil
powder, dairy whitener , table butter, cheese, cheese spread, ghee,
sweetened condensed mil , chocolates, malted mil food ,blended bread?spread, fresh mil , dahi, ice cream and ethnic Indian sweets li e shri hand and gulabjamun. $-!!9 is also the largest e1porter of dairy products and its products are e1ported to D/A, 21 AMUL THE TASTE OF INDIA
middle east, /ingapore and other far east mar ets and neighboring countries li e )angladesh, /ri :an a etc. $ujarat -ooperative !il !ar eting 9ederation %$-!!9( is IndiaLs largest food products mar eting organi3ation. It is a state level ape1 body of mil cooperatives in $ujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total !!"-!#$: !!"-!#$:
13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million litres per day 3.05 billion litres 8. million litres !2! "ts. per day 3500 "ts per day
Milk collection (%aily &'erage Milk %rying (apacity:
(attle feed manufacturing (apacity:
As you may be aware, $ujarat co?operative mil mar eting federation limited is also one of the India4s largest food company having an annual turnover in 2CC=?CB above 's.;CCC crores. ,his is an out come of collective wisdom of some 2C lacs mil producers of $ujarat who have joined hands to carve out a premier co?operative organi3ation which has built such a valuable brands nown as Amul and sagar, over a period of ;C years. I hope to turn the magic figure of 's 1CCCC crores by the year 2CC;. At present, $-!!9 has 12 member union and their respective dairy co?operative societies made famous by the much acclaimed Anand pattern of co?operatives. ,he pattern envisages dairy co?
operative at level a processing unit called union at the district level and these are federated at the state level. ,oday there are 2C lac farmers forming 1C thousand village dairy co?operative which gives a tremendous strength to the GAmulGsaga. Stre('t" of GCMMF is t"e follo3i('7 22 AMUL THE TASTE OF INDIA
I see ourselves as business of the development not just mar eting. +evelopment, be it of products, people or process. ,he spirit of development can be seen and felt in everything that I do. !ar eting is simply our tool to achieve our ultimate objective?human development. A willingness to put in good solid hard wor and be innovative in our wor . An office culture which is steeped in camaraderie and encourages every one to ta e responsibility. &aving people who have contributed their best in whatever they have done, no matter how lowly or how surmounting the tas might have been. An ability to just hang in there and bear adversity. 9ederation as all commonly refer to $-!!9 as, infect this one word is nothing short of a password here in Anand, is classical e1ample of a co?operative organi3ation having its own culture and philosophy. I might be short in people, space, computer or time but I are never short encouragedN And despite the handicaps I are growing at more than 2CK each year, no mean achievement any way you loo at it. &ISSION A!D:4s vision is to provide more and more satisfaction to the farmers and their consumers. As employees and distributors, those are also the hands of Amul. ,hey believe that four hands are the greatest strength. ,hey should co?ordinate with each other, and Amul wants to maintain "o.1 position.
GCMMF8s #issio( state#e(t

'eiterates our endeavor to satisfy the taste and nutritional requirement of the customers of the world, through e1cellence in mar eting by our committed team of professionals.
)esides through co?operative net wor ing, I strive endlessly to offer quality products that provide best value for money. ,ry to inculcate it as much as you can > you will never be sorry having done so because success goes to not the one who is the fastest or strongest but to the one who says? 23 AMUL THE TASTE OF INDIA
And always remember > 9T"e secret to s$ccess o( t"e -o5 is to 3ork as t"o$'" %o$ 3ere 3orki(' for %o$r self. :o$r co#/a(% /ro i!es %o$ 3it" t"e 3ork area0 e;$i/#e(t a(! ot"er 5e(efits0 5$t 5asicall% %o$ k(o3 3"at "as to 'et !o(e a(! 5est 3a% to !o it0 so it<s $/ to %o$ to r$( %o$r o3( s"o3.=
THE ORGANIZATION
BOARD OF DIRECTORS
BOARD OF DIRECTORS 1. Shri Ramsingh P. Parmar 3. Shri Shivabhai M. Parmar 4. Shri Maganbhai G. Za a !. Shri Chand"bhai M. Parmar #. Shri Pravinsinh $. So an%i &. Shri Dhir"bhai '.Chavda (. Shri )haijibhai '. Za a *. Shri Mansinh +.Cha"han 1,. Shri )i-inbhai M..oshi 11. Smt. Madh"ben D. Parmar 12. Smt. Sara/"ben ). Pate 13. Shri Ranjitbhai +. Pate Chairman Director Director Director Director Director Director Director Director Director Director Director
2. Shri Rajendrasinh D. Parmar Vice Chairman
Shri ). M. V/as
0M.D. o1 GCMM$2 'nand3
22
Shri Rah" %"mar Shrivastav 0M.D. o1 +DCMP452 'nand3 Shri Dee-a% Da ai 0District Registrar3 +aira District Centra Co6o-erative )an% 4.7.8. )an% State )an% o1 8ndia )an% 91 )aroda )an% 91 Maharastra Cor-oration )an%
Auditor ).).)habhor S-ecia '"ditor 0Mi %32 Mi % '"dit 911ice2 'nand Foundation and Inauguration : Dr. Rajendra Prasad2 the -resident o1 8ndia aid the 1o"ndation on :ovember 1!2 1*!4. 9n 9ctober 31 St 1*!! .a;ahai a :ehr"2 the -rime minister o1 8ndia dec ared it o-en.
STRUCTRE OF Employee
2; AMUL THE TASTE OF INDIA
!A"A$I"$ +I'7-,F'
$7"7'A: !A"A$7'
A//I,A", $"7'A: !A"A$7'
!A"A$7'
+7*DP !A"A$7'
A/I/,A", !A"A$7'
/'.7H7-D,I#7
.D. 7H7-D,I#7
2<
THE PRODUCT OF THE GCCMMF

)read Spreads &mul )utter
Utterly #utterly $elicious
&mul *ite
%o& 'at, lo& ()olesterol #read *pread
Milk %rinks &mul +ool Millk Shaake &mul +ool
&mul +ool (afe
+ool +oko
+ deli,)t to ()ocolate %overs. $elicious ()ocolate taste
Nutramul ,nergy %rink

+ drink 'or -ids . provides ener,y to suit t)e needs o' ,ro&in, -ids
&mul +ool (hocolate Milk
&mul +ool -la'oured )ottled Milk
&mul +ool -la'oured Tetra Pack
&mul Masti Spiced )uttermilk

+mul introduces t)e #est /)irst 0uenc)in, $rink
&mul +ool Thandai
2=
Po.der Milk &mul Spray /nfant Milk -ood

*till, "ot)er's "ilk is #est 'or your baby
&mul /nstant -ull (ream Milk Po.der

+ dairy in your )ome
Sagar Skimmed Milk Po.der

1)ic) is especially use'ul 'or diet preparations or 'or use by people on lo& calorie and )i,) protein diet.
Sagar Tea (offee 0hitener
&mulya %airy 0hitener

/)e 2ic)est, 3urest $airy 1)itener
&mul -resh (ream
&mul Shakti Toned Milk
&mul (alci1
2B
-resh Milk &mul -resh Milk

/)is is t)e most )y,ienic milk available in t)e market. 3asteurised in state.o'.t)e.art processin, plants and pouc). packed 'or convenience.
&mul 2old Milk
&mul Taa3a %ouble Toned Milk
&mul *ite Slim and Trim Milk
&mul -resh (ream
&mul Shakti Toned Milk
&mul (alci1
(heese
2@
&mul Pasteurised Processed (heese

1004 5e,etarian ()eese made 'rom microbial rennet
&mul (heese Spreads

/asty ()eese *preads in 3 ,reat 'lavours..
&mul ,mmental (heese

/)e 6reat *&iss ()eese 'rom +mul, )as a s&eet.dry 'lavour and )a7elnut aroma
&mul Pi33a Mo33arella (heese

3i77a c)eese...makes ,reat tastin, pi77as8
-or (ooking &mul 4 Sagar Pure 2hee

"ade 'rom 'res) cream. 9as typical ric) aroma and ,ranular te:ture. +n et)nic product made by dairies &it) decades o' e:perience.
(ooking )utter
&mul Malai Paneer

2eady to cook paneer to make your 'avourite recipes8
5tterly %elicious Pi33a
Mithai Mate
*&eetened (ondensed "ilk . ;ree 'lo&in, and smoot) te:ture. 1)ite to creamy color &it) a pleasant taste.
Masti %ahi
%esserts
3C
&mul /ce (reams

3remium <ce (ream made in various varieties and 'lavours &it) dry 'ruits and nuts.
&mul Shrikhand
+ delicious treat, anytime.
&mul Mithaee 2ulab 6amuns

3ure -)oya 6ulab =amums...best served pipin, )ot.
&mul (hocolates
/)e per'ect ,i't 'or someone you love.
&mul *assee
&mul )asundi
7ealth %rink Nutramul

"alted "ilk ;ood made 'rom malt e:tract )as t)e )i,)est protein content amon, all t)e bro&n bevera,e po&ders sold in <ndia.
LIST OF PRODUCTS MARKETED7

31 AMUL THE TASTE OF INDIA
6rea!s/rea!s7

+mul #utter +mul %ite %o& ;at #readspread
Amul -oo ing )utter
C"eese Ra('e7

+mul 3asteuri7ed 3rocessed ()eddar ()eese +mul 3rocessed ()eese *pread +mul 3i77a >"o7arella? ()eese
Amul /hredded *i33a -heese

+mul @mmental ()eese +mul 6ouda ()eese
Amul !alai *aneer %cottage cheese(
Mit"aee Ra('e >Et"(ic s3eets?7

+mul *)rik)and >"an,o, *a''ron, +lmond 3istac)io, (ardamom?
Amul Amra hand

+mul "it)aee 6ulabAamuns +mul "it)aee 6ulabAamun "i: +mul "it)aee -ul'i "i:
Avsar
U@T Milk Ra('e7

Amul /ha ti 3K fat !il

+mul /aa7a 1.54 'at "ilk +mul 6old .54 'at "ilk
+mul %ite *lim.n./rim "ilk 04 'at milk
Amul /ha ti ,oned !il 32 AMUL THE TASTE OF INDIA
+mul ;res) (ream
P$re G"ee7

+mul 3ure 6)ee *a,ar 3ure 6)ee
Amul -ow $hee
I(fa(t Milk Ra('e7

Amul Infant !il 9ormula 1 %C?< months( Amul Infant !il 9ormula 2 % < months above(
+mulspray <n'ant "ilk ;ood
Milk Po3!ers7

+mul ;ull (ream "ilk 3o&der +mulya $airy 1)itener *a,ar *kimmed "ilk 3o&der *a,ar /ea and (o''ee 1)itener
S3eete(e! Co(!e(se! Milk7
+mul "it)aimate *&eetened (ondensed "ilk
Fres" Milk7

+mul /aa7a /oned "ilk 34 'at +mul 6old ;ull (ream "ilk !4 'at
Amul /ha ti /tandardised !il 2.;K fat Amul /lim Q ,rim +ouble ,oned !il 1.;K fat Amul /aathi / immed !il CK fat Amul -ow !il
33
C$r! Pro!$cts7

Pogi /weetened 9lavoured +ahi %+essert(

+mul "asti $a)i >'res) curd?
Amul !asti /piced )utter !il Amul :assee
A#$l Icecrea#s7

8oyal Treat 8ange
%)utterscotch, 'ajbhog, !alai 0ulfi( %0aju +ra sh, 0esar *ista 'oyale, 9ruit )onan3a, 'oasted
Nut-o-Mania 8ange
Almond(
Nature9s Treat
%Alphanso !ango, 9resh :itchi, /hahi Anjir, 9resh /trawberry,
)lac -urrant, /antra !antra, 9resh *ineapple(

S$(!ae Ra('e %!ango, )lac -urrant, /undae !agic, +ouble /undae( Assorte! Treat %-hocobar, +ollies, 9rosti , Ice -andies, ,ricone, -hococrunch, !egabite, -assatta( Utterl% Delicio$s %#anila, /trawberry, -hocolate, -hocochips, -a e !agic(
C"ocolate A Co(fectio(er%7

+mul "ilk ()ocolate +mul ;ruit B Cut ()ocolate
6ro3( 6e era'e7
Cutramul "alted "ilk ;ood
Milk Dri(k7

Amul 0ool 9lavoured !il %!ango, /trawberry, -ardamom, 'ose, -hocolate( Amul 0ool -afe
32
T@E CODE OF T@E PRODUCT @AS 6EEN USE IN T@E ORGANISATION7 *roduct code A/* A!P A!* -&7 /&0 A:, A), "D, *A" A$& /$& -&/ -&* 7!! /!+ D&, ),! 9:! !:0 !9. /,0 +*/ /,!EI!! /-! -&F A$. *roduct A!D:/*'AP A!ID:P A&F:7 !I:0 *FA+7' -&77/7 /&'I"0&A"+ A!D: :I,7 A!D: )D,,7' "D,'A!A: *A"77' A!D: $&77 /A$A' $&77 -&77/7 /*'7A+ -&77/7 *FA+7' 7!!7",A: -&77/7 /A9A: !A"$F +'I"0 D&, !I:0 )D,,7' !I:0 9:A#FD'+ !I:0 !I:0 !IH7+ 9'DI, .A! /A9A: ,F!A,F 07,-& D* +7:I-IFD/ *A# )&A.I /*'7A+ /A$A' ,7A -F9977 A&I,7"7' !FEE'7::A -&77/7 I"/,A", !I:0 *FA+7' /A77,7"7+ -F"+7"/7+ !I:0 -&F-F:A,7 A!D: !I,&A77 $D:A).A!D!
Department
1. ,F,A: RDA:I,P !A"A$7!7", 2. I"9F'!A,IF" /P/,7! +*A',!7", 3. !A'07,I"$ 2. &F? A--FD",I"$ ;. *D'-&A/7 +7*A',!7", <. I-7 -'7A! -7:: =. !I:0 -7:: B. *7'/F"A: A"+ &D!A" '7/FD'-7 @. !A'07,I"$ +7/*A,-& 1C. RDA:I,P A//D'A"-7 +7*A',!7", 3; AMUL THE TASTE OF INDIA
FUNCTION OF PRODUCTion OFFICERS

,he wonderful creature that the product officer is, he5she has a lot of responsibility on his5her young shouldersN I list down some of these. ,he list is by no means e1haustive and is just indicativeN *F4s are to update it in their mindsNN 1. +AI:P !A"A$7!7", 1.1. !onitoring product wise and pac wise sales in all depots for his product 1.2. !onitoring product wise and pac wise dispatches to all depots from his member union 1.3. !onitoring and coordinating products wise production at member union 1.2. 7nsuring that no stoc out occurs in any product pac by ensuring minimum inventory at depots 1.;. -ontingency management by trouble shooting specific depots problem as and when they arise in above matters 1.<. *roviding support to the depots in the form of approvals for promotions, scheme by getting necessary !+ approval, drafting circular and dispatching same 1.=. +epot correspondence for any correspondence a minimum of three copies is to be ta en
Fne for the addressee Fne for dispatch? master copy Fne for you?office files copy Fne for -- to %optional( 7ach correspondence should have dispatch number from dispatch department
3<
1.B. -ompetitor activity compilation in file 1.@. Any other tas which !+5A$!5$*! might give for the day 2. A770:P !A"A$7!7", 2.1. 7very 11th 512th of month sales and stoc figures fro -!-P and -!*P should go to !+ for perusal 2.2 wee ly reminders to depots on their sales and stoc identifying depots which are minus on sales and urging them to meet their targets for the month 2.3 pending issues from the previous wee 2.2 monitoring sales5stoc 5dispatches5pending dispatches for his product 3. !F",&:P !"A$7!7", 3.3 Indent >allocation on every month 2; onwards 3.2 brand performance report for !+ 3.3 communicating shortfall if any in indent v5s production to member union and shot fall in targeted sales v5s achieved sales depots 3.2 monitoring trade schemes5),: Activities 5consumer schemes 3.; new product development reviews 3.< communicating advertising schedule to depots from time to time 3.= developments of pac aging and pop material for the e1isting brands and new products to be launched5 revamped in close co?ordination with !Dc5R+epts. 5 and liasioning with advertising agency through e?mail
3.B requisite mar et research for the brand 3.@ *-! planning and brand presentation 3.1C sales *atti compilation in case of //A products 2. ,R! A-,I#I,I7/ 3= AMUL THE TASTE OF INDIA
2.1 small group activities 2.2 ai3en recording 2.3 other related ,R! activities coordinated through &'+ department ;. A""DA: !A"A$7!7", A-,I#I,I7/ ;.1 "*+ launched plan ;.2 annual trade scheme5),:5*F* calendars ;.3 annual advertising plans ;.2 annual mar eting plans ;.; fi1ing annual sales targets ;.< hoshin anri preparation every si1 months
3B
Co(te(tBBBBBBB T;# i(itiati es Gc##f roa!#a/ A#$l ;$alit% circle C$alit% i(itiati es at #e#5er !airies Sco/e of total ;$alit% #a(a'e#e(t
3@
TOTAL QUALITY MANAGEMENT A&A, I/ ,&7 ,R!J ,otal quality management can be defined as an organi3ation >wide effort to develop systems, tools, techniques s ill and the mindset to establish a quality assurance system that is responsive to the emerging mar et needs. /uch an effort will provide distinctive advantages to a firm and will enable it to compete effectively in the mar et.
A&P ,F,A: RDA:I,P !A"A$7!7",J 'esponse better to customer Improve management efficiency *roduct /ervice ,&7 ,R! !F+7:
!I//IF" #I/IF" /,'A,7$P
TWE
TEI
TCC
2C
,R! I"I,IA,I#7/ #alues 5 initiatives &oshin nri A/-5)'!5 9riday meetings I/+?AR /$A 0ai3en &ouse eeping
GCMMF TQM ROADMAP

Appreciative enquiry Q proposal )y 7-/ !F- IQ 2 awareness *rogramme ,raining the trainee -ascading of !F0ai3en /$A F-/ &oshin 0anri Amul quality circles /eptember5Fctober @2 +ecember @2 Q .anuary @; 9ebruary @; !arch 5 April @; !ay @; .uly @< .une @< .anuary @= Fctober @=
AMUL QUALITY CIRCLE

3<CC $-!!9 +istributor AR- used as a tool for business consultancy to wds to improve their I!*'F#7!7", distribution efficiency An e1cellence review forum for monitoring /haring of success stories
9D"-,IF" F9 A!D: RDA:I,P -I'-:7 ,rained around 2CC sales e1ecutive as internal consultants
21
,hese consultants trained around 3<CC distributors ,hese AR-s meet on 3rd /aturday of every month at a A+ location $-!!9 99's are the facilitators for this meeting +epots have specific agenda for this meeting In addition to the above , ho?distribution dept. also sends &F ARagenda to all depots for the above meeting #enue of meeting is decided basis so that each A+ gets a chance to the meeting AR- an e1cellent forum for dissemination of information, policies, strategies. AR- used as a forum for cascading quality initiatives li e ai3en , house eeping AR- used for solving pain areas in the mar et through self?leadership
F'$A"IEA,IF" -:I!A,7 /D'#AP /urvey conducted among all employees to identify pain areas. ,he performance appraisal system %leads( has been redesigned based on the feed bac 7:7!7",/ F9 F'$A"IEA,IF" -:I!A,7 /D'#7P ,otal quality management -ommunication 'ecognition :eadership 71ternal customer orientation Accountability 'ewards -areer development +evelopment *erformance appraisal -reativity 22 AMUL THE TASTE OF INDIA
,eam wor .ob content Inter personal relationship +iscipline )elongingness Ruality of wor life /ocial security Aor ing condition
QUALITY INITIATIVES AT MEMBER DAIRIES

9ormation of member union steering council of ,R! 'egular monitoring of initiatives at the member union steering council *rovided consultancy on Appreciative inquiry 0ai3en &ouse eeping /$A #!/ %vision mission strategy( wor shop
RDA:I,P A--'7+I,IF" 1C mil union have received I/F? @CCC certification 2;C villages societies have got the I/F? @CCC certification !other dairy $andhinagar has received I/F > 12CCC and I/F? @CCC certification 3 mil union have received I/F? 12CCC certification
23
SCOPE OF TOTAL QUALITY MANAGEMENT
22
KEY LEARNING ,R! is a management led , never ending process in which top management commitment is successful Improvements are very often intangible. ,herefore , faith plays an important role ,here are always more non?believers than believers ,here is always a tendency to go bac to the old ways
,R! is li e trying to change the tyre while the car is running. ,here is never enough time or people Ahen people stop tal ing about ,R! , it is the first sign that ,R! has ta en root ,he time to start is right now
Co(te(t BBBBBB.. Ke% acti ities Recr$it#e(t 2; AMUL THE TASTE OF INDIA
Trai(i(' a(! co#/ete(c% !e elo/#e(t Co#/e(satio( #a(a'e#e(t Perfor#a(ce #a(a'e#e(t Facilitati(' c"a('e #a(a'e#e(t a(! t;# /ro'ra#s
PERSONNEL AND HUMAN RESOURCE DEVELOPMENT
Ahat is personnel and human resource managementJ &'! is a management function that helps organi3ation to recruit, select, train, develop and manage its members. /imply stated, &'! is all about AMUL 2< THE TASTE OF INDIA
management of people in the organi3ation from 'ecruitment to 'etirement. &'! refers to set of programs, functions, and activities designed and carried out in order to ma1imi3e both employee as well as organi3ational effectiveness. +efinition ? 6&'! is planning, organi3ing, directing and controlling of the procurement, development, compensation, integration, maintenance and separation of human resources to the end that individual, organi3ational and social objectives are accomplished.8 Fur goal is to integrate the individual employee in the culture of the organi3ation , and provide him5 her job satisfaction , job enrichment and quality of wor ing life ,o ensure this I strive attract and retain quality manpower by recruiting the best talents and developing the required competencies eeping in mind their roles and responsibilities. I would continue to facilitate the quality movement in the organi3ation.
SKEY ACTIVITIES
'ecruitment ,raining and competency and development !anpower planning and redeployment -ompetency mapping /tructuring of benefit programs and employee related policies Fperational &' activities 9acilitate change management and ,R! programs !easurement and audit -ompensation management *erformance management
RECRUITMENT
9ront line sales and staff recruitments decentrali3ed 'ecruitment guided by the organi3ation recruitment policy
2=
71ecutive, middle and senior management recruitment done centrally from corporate head office ,o provide fle1ibility to organi3ation and to meet manpower needs, I have entered into secondary sales force out sourcing with !A 9oi on trial basis Dse campus visit and multiple screening process to recruit competent talent
TRAINING AND COMPETENCY DEVELOPMENT

Induction training 71ternal training -ompetency development for sales force +evelopment centre for senior managers for generic competency development ,R! training
MAN POWER PLANING AND REDEPLOYMEWNT

; year man power plan, reviewed annually through a manpower planning e1ercise 'edeployment and recruitment needs are identified Accordingly recruitment plan is made
STRUCTURE OF BENEFIT PROGRAMMS AND EMPLOYEE RELETED POLICIES

*olicies for housing loan , vehicle and soft furnishing loan *olicies for lien , where in employees can retain employment with $-!!9 for the a period of 1?2 years, while wor ing in another organi3ation in the sector or while going for advanced studies *rovision of official vehicles and health insurance for senior management etc.
COMPETENCY MAPPING
2B AMUL THE TASTE OF INDIA
9unctional competencies have been identified $eneric competencies have been mapped for top management place -ompetencies mapping for other function is underway
OPERTIONAL HR ACTIVITIES
Fperational issues li e transfer letter , promotion , confirmation, appointment , reappointment etc. Implementation of 7AI/ &'! module. *ersonnel records and service history of employees are available online
MEASUREMENT AND AUDIT (through OCS, performance audit etc.)

Frgani3ational climate surveys carried out in 1@@;, 2CCC and 2CC<. *erformance audit e1ercise carried out in the year 2CCC
COMPESATION MANAGEMENT
-ompensation revision carried out in the year 2CC< Implemented the first organi3ational performance lin ed incentive scheme in the year 2CC2?C3 *erformance incentive scheme is lin ed to organi3ational performance in terms of sales turnover growth over previous year. Incentive amount is graded based on sales growth and grade of employees to ensure differentiation between high depots and low performing ones 1CC K of consumer pac s sales and 1C K of bul sales are considered for *I distribution to ensure focus on consumer pac sales.
2@
PERFORMANCE MANGEMENT
:eads is based on *+-A cycle )egin with performance planning , followed by mid year review and identification of developmental needs and concludes with a year end evaluation and identification of training needs *erformance planning meeting begins again with last year data as one of the inputs #ertical integration through &oshin 0anri meeting :7A+/ primarily for development purpose, through referred to during promotion
FACILITATING CHANGE MANAGEMENT AND TQM PROGRMS
;C
!I//IF" #I/IF" /,'A,7$P
TWE
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TCC
CONTENT)))))))).. D(4/&/'/%& M-12('/&, (&8/%1&6(&' M-12(' 6/= T0( 6-12('/&, 49&:'/%& S'19:'91( %4 '0( 6-12('/&, 49&:'/%& M-&-,/&, +1-&3 75-&&/&, (>9/'; ;1 AMUL THE TASTE OF INDIA
MARKETING DEPARTMENT 7
!ar eting is very important function in any industry. 7very company has to handle its mar eting function with care. As the whole world is turning into a global mar et, mar eting function is getting more and important in every company. ,he term mar eting is changing in the world. "ow selling product by advertising, it is not only the function of mar eting. )ut in this new world mar eting puts weight age on satisfying consumer needs. If the mar et does a god job understanding consumer needs, develops product that provide superior value and price, distributes and promotes them effectively. ,hese products will sell very easily. ,he mar eting function at $-!!9 aims to understand the taste and nutritional requirements of the customers of the world and strives to satisfy these requirements with food?products of the best quality and at the most reasonable prices.
DEFINITION OF MARKETING7
6"eed and want through creating, offering, and e1changing products and value with others.8
MARKETING EN&IRONMENT7
;2 AMUL THE TASTE OF INDIA
,he broad environment consists of demographic environment, economic environment, natural environment, technological environment, political and legal environment, and socio?cultural environment. !ar eter must pay close attention to the trend and development in this environment and ma e timely adjustment to their mar eting strategies.
TARGET MARKETS7
-ompanies do best when they choose their target mar et carefully and prepared tailored mar eting programs.
COMPETITION7
-ompetition includes all actual and potential rival offering and substitutes that a buyer may consider. ,here are four levels of competition for any company and their following brand, industry, form and generic competition.
AD&ERTISING7
Advertising can be traced bac to the very beginning of recorded history. Any paid form of non?personal, *resentation and promotion of ideas goods or services by an identified sponsor are nown as advertising. Advertising is very important tool to combat competition.
$-!!9 success lies in its e1cellence advertisements in the mar et. In the beginning $-!!9 was nothing that much important on advertisement. )ut after sometime it understand that if it were to enter in the Indian mar et, it would have to advertisement its product largely in the mar et so it stated advertisements its products in different media. .ust recently it has adopted a new message or slogan that says MAmul, ,he taste of IndiaM and $-!!9 has recorded 12K rise in the sales of its products. $-!!9 has made its products very popular by advertisement in all the parts of India
MEDIA SELECTION7
!edia selection involves findings the most cost?effective media to deliver the desired number of e1posure to the audience. !ajor !edia ,ypes o "ews paper o ,elevision o 'adio o !aga3ines o Internet
;3
!ar eting activity of A!D: is performed by $-!!9 %$ujarat -o?operative !il !ar eting 9ederation(. ,otal @CK of A!D:4s products are mar eted by $-!!9 e1cept liquid mil . ,ill 1@<C A!D: was mar eting their product on its own, but there were many problems against such direct mar eting and therefore the idea of mar eting federation was turned into establishment of $-!!9. ,hus, the federation was established in 12?@?=2 for mar eting the product of all dairies in $ujarat. $-!!9 has done all the functions of mar eting for A!D:. $-!!9 sends monthly mar et requirements data to the unit and accordingly the unit wor s for the fulfillment of the order.
THE MARKETING FUNCTION

,he mar eting function comprises three *rimary sub?functionS? managing brand equity e1panding mar et si3e and mar et share facilitating business growth through relevant diversification
STRUCTURE KOF THE MARKET FUNCTION
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WORLD MILK PRODUCTION

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EXPORT DEPARTMENT
Ahat is e1portJ ? ? physical e1portS when the goods cross the territory of the country deemed e1port S when the goods are sold to a buyer in India and the buyer in turn dispatches the goods out of country
GCCMF: EXPORT PERFORMANCE

1@@@?CC '/. 2C -'. 2CCC?C1 '/. 21 -'. 2CC1?C2 '/. =B.; -'. 2CC2?C3 '/. =3.< -'. 2CC3?C2 '/. 22 -'.%shortage in domestic mar et( ;B AMUL THE TASTE OF INDIA
2CC2?C; '/.11; -'. 2CC;?C< '/.132 -'. 2CC<?C= '/. <C -'.%ban on mil powder e1port( Ainner of 1C consecutive A*7+A awards and various other for e1cellence in dairy product e1port :aunch of ethic amul products in developed countries li e D/A, /I"$*F'7 , !I++:7 7A/, etc. A7/, A/IA DA7 , )A&'AI" ,F!A" ,0DAAI,, /AD+I A!D: D&, !I:0, $&77,)D,,7', -&77/7,/:I-7,/!*,*A"77',"D,'7!D:,/&'I"07+Q $D:A).A!D" '7$D:A':P 7H*F',7+ D/A :AD"-&7+ I" "ovember @B A!D: )D,,7' A!D: -&77/7 A!D: /&'I"07+ A!D: $D:A) .A!D"
A!D: 9'I7+ *A"77' A!D: !A:AI *A"77' #ary encouraging consumer response /outh east Asia on regular basis :unch all amul product in /ingapore 9-!* and nutramul to !F+ , !yanmar :aunched D&, in /:. &0, *hilippines, laos )ul /!* to /: , china /ingapore ,hailand AD/,'A:IA amul ghee amul gulabjamun ;@ AMUL THE TASTE OF INDIA ? )angladesh I smp in buc pac s, e1ported
Africa 71portsS sales promotion
amul cheese amul paneer e1port of nutramul south Africa /!* in 2; g bags to Dganda, ,an3ania and )otswana A very potential mar et for future
advertising in leading papers in gulf a unique 6fly me home 6 contest in gulf has given a very good consumer response advertising in leading Indian dailies Eee D/A and E77 middle east !ode of payment advance payment cash against document document on acceptance letter of credit
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QUALITY ASSURANCE DEPARTMENT GOAL AND OBJECTIVES

product quality new product development <1 AMUL THE TASTE OF INDIA
technical up gradation customer satisfaction technical support to organi3ation reduction in cost and increase in productivity PRODUCT CUALIT: uniformity S benchmar ing , uniform testing , methods consistency S product testing at regular frequency during production, pac aging , before and after dispatch safety S hygiene auditT &A--* at all !Ds uniformity S benchmar ing , uniform testing , methods consistency S product testing at regular frequency during production, pac aging , before and after dispatch safety S hygiene auditT &A--* at all !Ds product quality new product development technical up gradation customer satisfaction technical support to organi3ation reduction in cost and increase in productivity NEW PRODUCT DE&ELOPMENT Dnderstand customer need -onception of new product formulation ,rial5testing5feed bac 5 tuning *ilot testing 5 standardi3ation :aunch *+-A
TEC@NICAL SUPPORT TO ORGANISATION *ac aging material specification <2 AMUL THE TASTE OF INDIA
#endor development process /torage5 handling guidelines and maintenance Awareness of product and its usage 'eduction of product and its usage 'eduction in mar eting e1penses Dp gradation of mar et hygiene
REDUCTION IN COST AND INCREASE IN PRODUCTIVITY

selection of right technology for product manufacturing and pac aging balancing production cost and cost for quality to get the product quality which is the best value for money -F"/D!7' A"+ ,'A+7 RDA'I7/ *repare a report and presentations based on benchmar ing and literature -irculation of relevant literature > member union and depot $'A+I"$ F$ *'F+D-, )enchmar ing of the product standard *roduct grading -ompetitors product grading 9eed bac to mar eting department , depots and member union !A'07, R- /D'#7P Inspection of storage condition by R-s and suggestion for improvement to depots and member *ac ed product e1amination /toc age e1amination -F"/D!7' Q ,'A+7 -F!*:AI",/ Inspection and verification of complaint -orrespondence with customers :iaison with depot for settlement :iaison with !Ds and depot for technical guidance -orrective5 preventive measures !I/
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PURC@ASE DEPARTMENT *D'-&A/7 9I"A:IEA,IF" F9 * g. !,':. 9F' !7!)7' D"IF" Indent and performance evaluation reports from dairies for suppliers5indent from mar eting department Approval of list of suppliers for sending enquiry on data on firm list Approval of specification 9loating of enquiry -omparative statement -osting )ac up data *roposal to purchase committee 'ate approval letter 7!+5/, handling !F"I,7'I"$ F9 /D**:I7/ *lacing of purchase order by dairies ,imely deliveries ,imely release of payment Ruarterly supply position -oordination5follow up with !Ds -oordination5follow up with suppliers "7A *A-0 +7#7:F*!7", A"+ I",'F+D-,IF" Identify pac ing material requirement 9ormulation of specification Fbtain confirmation from mar eting5qc5member union for specification +esign5art wor approval from mar eting Fbtain 153 quotations for !+s approval 'elease of ral for trail order <; AMUL THE TASTE OF INDIA
-oordinating with mar eting dept. and R- dept. for printing design, printability etc. 9ollow up feed bac !odification, up gradation in spcn, material, supplies if required /-A"I"$ ,&7 !A'07,I"$ /canning of information from publication and periodical !eeting new vendors Attending of different pac aging 5 purchasing conference +evelop contact and to feel the pulse of the industry Dndergoing short and long term training program at iip, ipcl,irma,iim etc #I/I, ,F /D**:I7'/ ,o scan the infrastructure facilities and technical now how available ,o ensure facilities are as per requirement and best in the country ,o ensure raw material are used as per our requirement ,o ensure that the production processes are as per our requirement ,o study the capability of new vendors before their regn. Fn our list ,o asses competitors or other industries pac aging material5de ,o asses off ta es of competitors5 other organi3ation indifferent pac aging material which will give us an ideas of their competitors sale I"#7",F'P F9 *A-0A$7I"$ !A,7'IA: A, !7!)7' D"IF" .D/, I" ,I!7 5 !FR 7,-. *'F+D-,IF" *:A"I"$ A"+ !F",& AI/7 *'F+D-, A::F-A,IF" I" *-! #7"+F' /7:7-,IF" #7"+F' +7#7:F*!7", << AMUL THE TASTE OF INDIA
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@O F ACCOUNTS DEPARTMENT )'A"-& A5- A"+ )FF0 *F'-7//I"$ ,o receive disbursement a5c and sales record from all depots ,o pass merging entries in the boo s of account :edger processing. 'econciliation of branch5 depot account 9I"A:I/A,IF" F9 A--FD",/5)D+$7, '7#I7A 'oll up 7IA/ data5 grouping and finali3ation of profit and loss a5c and balance sheet *repare quarterly5annual accounts including projections *repare budget review statements /crutini3e e1penses with budget provisions *repare operating income statement &F?*AP!7",/ ,o prepare payment vouchers5jv for ma ing payment to wards advertisement e1penses, local conveyance, services purchase of miscellaneous items ,o chec the payment of bills with contract5 purchase orders ,o coordinate in finali3ation of account Asset accounting 57!+5/+ accounting !I:0 *FF: to ma e advance payment and final payment to !Ds in respect of liquid mil under mil pool to pass its entries and distribute the difference so arrived through mil pool to !Ds to prepare !I/ data regarding mil , etc <B AMUL THE TASTE OF INDIA
*'F#I+I"$ 9D"+ ,'D/, A--FD",/ ,o eep p.f. a5c of staff
Invest fund in govt. securities and eep records ,o file monthly returns with '*9- as an e1empted pf trust *rocess loan application and maintain its account
,o settle pf a5c of e1?employees *repare income and e1p. a5c and balance sheet of pf trust *AP 'F:: ,o ma e salary payment for &F employees ,o ma e statutory payment such as professional ta1 , income ta1 and payment of other institution li e lic, anandalaya +eal with :I- on gratuity5group assurance schemes /ettlement of dues and benefits of out going 5retired5e1pired employees ,AHA,IF" ,o file income ta1 and sales ta1 returns ,o follow up for assessment hearing *repare &F sales journal 'econcile sales ta1 accounts I",7'"A: AD+I, A"+ /,A,D,F'P AD+I, Appointment and renewal of audit firms at all depots 'eceive monthly audit report from all auditors and compilation of audit observation <@ AMUL THE TASTE OF INDIA
-ompliance of internal audit and statutory audit queries and pertaining to ho department 9ollow up and ensure implementation of suggestions auditors
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INFORMATION S:STEM DEPARTMENT T0( 6/52 :0-/&
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I, I"I,IA,I#7/ Identified the major entities in the business process of the $-!!9 -ame up with suitable I, initiatives to facilitate the e1change of information and to aid the business strategy 7",I,I7/ I+7",I9I7+ )P D/ 9A'!7'/ -&I:I"$ *:A", D"IF" ,'A"/*F',A7' !A'07,I"$ &F EF"A: F99I-7 /A:7/ +7*F, F99I-7 $F+FA"/ +I/,'I)D,7' '7,AI:7' I"-:D/I#7 A!D: *A':FD'/ -F"/D!7' A!D: e)IE -F#7'A$7 ; !" "7, D/7'/ 3CCC /-'77" <CC /-'77" T #*"5AA" +I/,'I)D,F'/ 3CCCT '7,AI:7' ;CCCCCT -F"/D!7'/ 2C !I::IF" T =2 AMUL THE TASTE OF INDIA
!7!)7' D"IF" 12 D"I,/, 1CCCCT #I::A$7 -FF*.1C;B2 9A'!7'/ 22 !I::IF" /7'#I-7 D"+7' I"7'"7, /7AA $F#7'"A"-7 I"I,IA,I#7 e?mail to farmers e?public library and games
Astrology and jobs job and educational application forms govt. official forms documents children club bus and train time table *alanpur mar et yards prices doctors interaction voice chats5consultancy using web cam at ios auction agriculture e?question and answers D"I9F'! 7'* /F:D,IF" 9F' !7!)7' +AI'I7/ *rocess driven oracle e?business suite 11i 7'* implementation /uccessful implementation at !ehsana +udhsagar +airy and mother dairy $andhinagar Inter face with 7IA/Q web 7IA/ 'ollout to other dairies is in process now 7IA/ !F+D:7/ -F#7'/ 07P )D/I"7// !F+D:7/ *roduction planning and control /oc and dispatch control !ar et planning , advertising and promotion +istribution net wor planning /ales and sales accounting =3 AMUL THE TASTE OF INDIA
-ommercial Asset management 71port management 'etail management Ruality control management *urchase )ul direct sale management /D**F', !A"A$7!7", 9inancial accounting !anagement accounting )udgetary control
*ayroll and human resource management Internal audit management I/ management Administration -ooperative service management I",7$'A,7+ 7'* /P/,7! 7IA/ developed on oracle d2 /ystem is platform independent Dse of flat file technology and scheduled online 9,* for provide for priority data transfer It provide a low cost alternative to the requirement of continuous connectivity for data transfer ,he selected process of core 7IA/ has been web layered using three tier architecture with oracle @Ias A!D: F":I"7 7'* Aeb inference for the 7IA/ developed for e1tending the reach of the system to the different participation of the supply chain. It use the latest @i oracle application server and front end internet e1plorer +eveloped using oracle form5<i tool =2 AMUL THE TASTE OF INDIA
Aeb enabled 7IA/ will reduce the time lag between the actual events and data reception. "ow the data will follow physical traveling of the gods from the manufacturing location to the go down from where they are eventually sent to the A+s5retailers. At any given time we can find out the pipeline inventory with complete accuracy. /uppliers and transport are given log in ids so that they too can log in to the system and orders, assignment and pending issues.
I"9F'!A,IF" '7/FD'-7 !A"A$7!7", ,&7 I/+ I/ -F!*'I/7+ F9 3 9D"-,IF"A: $'FD*/S 1?D/7' /D**F', $'FD*/ 9acilities to encourage, train and support end users to use computers directly, generate reports and develop application *romoting the I/+ facilities and benefits at all levels in $-!!9. !onitoring the effectiveness of system of system developed and providing feedbac to application system group. 2? ,7-&"IA: /D**F', $'FD* ,echnical support group comprises of application system group, database management group and net wor management group Application system group is responsible for the actual analysis design, development and testing of the application system in $-!!9. ,he primary responsibility of this group includes system design and development, documentation and testing, system conversion and migration, inference management and version control. =; AMUL THE TASTE OF INDIA
+atabase management group would be the database administrators for the information dept. the responsibility of this group includes overall database design and maintenance, regulation of the software, security of the hard ware in terms of fire, corruption and hard dis failure. /ince electronic communication net wor across $-!!9 offices is vital to $-!!9, the net wor management group plays important role to control and monitor the environment, net wor administration, configuration management and performance monitoring, planning of net wor architecture and up gradation. 3 ? 9A-I:I,I7/ A"+ !AI",7"A"-7 $'FD* ,he major function of this group is to ensure that hardware and /oftware is wor ing satisfactorily
ensure that I/+ is equipped with adequate stationary for printing , magnetic media and other items indenting for the same liaison for insurance and annual maintenance contract for hardware and software maintain log down time of equipment ensure system bac up at intervals plan for crisis management educate the users on proper usage and handling of equipment
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DISTRI6UTION DEPARTMENT PURPOSE7 to facilities creating necessary infrastructure for efficient flow of our product across the country in a most cost effective way ,o create a database of information for decision ma ing 'F:7 F9 +I/,'I)D,IF"S All proposal for hiring5 renewal of A-Q 9 are submitted by depot, duly recommended by 3onal manager to distribution. business handled in !, and cases e1isting agreement period e1isting remuneration paidS fi1ed and variable proposed rate5 remuneration over all increase in remuneration validity period $DI+7:I"7/ 9F' +'P $F+FA" 1. *allets should be present in good condition. 2. :ighting > tube light preferred. =B AMUL THE TASTE OF INDIA
3. -alibrated thermometer in the go down for daily measurement and recording of temperature. 2. *roper ventilation for better circulation of air and for preventing birds5insects5rodents entry. ;. 7nough number of e1haust fans to eep the area cool. <. /tac mar ing on floor be painted eeping 1Bth space from wall and leaving enough space between stac s. =. *roper bin cards on each stac duly updated with all details. B. 9!9F must be maintained @. $eneral maintenance li e repairs of walls, floor and ceiling. 1C. &ouse eeping up eep. 11. /toc under observation and not for sale must be ept segregated. 12. 9aster destruction of complaint stoc . 13. Insistence of iron angle and proper loading in case of stoc transfers etc.
$DI+7 :I"7/ 9F' -F:+ //,F'A$7 1. ,emperature of cold storage C to 2Uavailability of data logger 2. chocolate chamber temperature S 1< to 1B c wherever possible 3. pallet should be present in good condition 2. lighting > tube lights preferred ;. temperature should be recorded twice a day and recorded in the log boo <. recorded product temperature at least once month =. pattern of stac ing allow cold air to circulate, ma ing of space for stac ing away from walls B. bin cards on stoc to be properly ept and updated with all details @. 9!9F should maintained 1C. e1clusion of all smelling items 11. general maintenance li e anti fungal paint, repairs of walls 12. house eeping up eep 13. frequent visits by depot staff, ma ing a report and sending to &F5R- regularly =@ AMUL THE TASTE OF INDIA
12. 9requency of fumigation, rodent control, pest control and refilling fo e1tinguishers. 1;. stoc not for sale, faster destruction, stoc under complaint should be segregated A&F:7/:7 +7A:7' *'F*F/A: 1. Is he distributor really interested in our lineJ 2. &ow well established is heJ 3. what is his reputation among the trade5 2. Ahat other allied lines does the distributor handleJ ;. Ahat is his financial positionJ <. Ahat is the territory he coversJ =. Ahat is the manpowerJ B. Ahat are its qualities for these activitiesJ
)D+$7,I"$ )udgeting involves the statement o future plans in specific numerical terms, usually financial accounts. ,he process ads planning and coordinating as well as control. )asic tool manage our operation. *'F-7// /ales budget %m t.dept.( sending of e1penses budget papers to depot processing of paper by distribution by analy3ing each head prepare a master budget preparation of board resolution board recommend to annual general body meeting A$! approve the budget -onveying depot wise budget BC AMUL THE TASTE OF INDIA
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SALES DEPOT +epot has an important place in the whole distribution net wor . A typical distribution channel in $-!!9 ltd. is as followS
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In case of such structure all the entities have their own specific role to play and they have to be coordinated in terms of tome, transaction and operation, )esides such a structure reduces the burden of storing or selling a product just on one entity. ,he depot also helps in better coordination and provides a lin between the consumer and head office. ,his is because of the pro1imity to the mar et the supply is being made. In India ;2 sales +epot, in $ujarat, there are two depot 1? #A$A/I, A"A"+ 2? A&!7+A)A+ ,&7 A"A"+ +7*F, -F#7' !A+&PA $D.A'A,, *A"-&!A&A: A"+ /FD,& $D.A'A, APPOINTMENT OF W@OLESALE DEALER
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As the mar et share increase the depot in charge may divide the area under on dealer into two or more area under different dealer. ,his is done for better servicing of the retailers. It is ta en care that business ode the provides A+ does not suffer to such an e1tent that he loses interest in the business. Applications are invited from interested parties for the appointment of A+s. ,he application are visited an information of financial stability, previous service record in similar ind of wor are chec ed. ,he A+s have to provide ban guarantee, vehicle for transport, sales man etc. Fnce the above criteria are fulfilled the depot gives a preface list short listing the candidates. ,he head office has the final say in selecting the A+ in consultation with the depot. ,he company should also ta e physical verification insurance product complaint handling allocation invoice )A/ A"+ 9A/ pac ages *rice wor ing
,erms of payment &iring of go down 9ield sales representative S 9/' has to fill daily sales report form. ,he form has been designed to obtain information about the stoc position of the product in the various retail outlets. also eeps a tab on competitor activities. It provides information about the consumer off ta e, !'* and the margin of the competitors. STRUCTURE OF SALES DEPOT DEPOT INC@ARGE
SENOIR EGECUTI&E B2
HUNIOR EGECUTI&E
EGECUTI&E SALES
FIELD FORCE REPRESENTATI&E
PILOT SALES MAN
T@E AMUL S@OP A#$l IUtterl% Delicio$sI Parlo$rs
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Amul has recently entered into direct retailing through MAmul Dtterly +eliciousM parlours created in major cities Ahmedabad, )angalore, )aroda, +elhi, !umbai, &yderabad and /urat. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country. Ae have created Amul *arlours at some prominent locations in the country, which are run by the company or its wholesale dealersS 1. +elhi !etro 'ail -orporation 2. ,he /omnath ,emple 3. "ational Institute of +esign 2. Infosys ,echnologies in )angalore, !ysore Q *une ;. Aipro campus in )angalore <. :... -ollege, Ahmedabad =. Ahmedabad Airport B. /urat !unicipal -orporation @. +elhi *olice 1C. $ujarat /tate 'aod ,ransport -orporation 11. .ubilee !ission !edical -ollege, ,richur, 0erala
12. /anjay $andhi &ospital *arlour, Amethi 13. Indian Institute of !anagement, 0ol ata 12. -afe Amul, !+$, $andhinagar MAmul Dtterly +eliciousM parlours are an e1cellent business opportunity for investors, shop eepers and organi3ations. In order to come closer to the customer, we have decided to create a model for retail outlets, which would be nown as MAmul *referred FutletsM%A*F(.
AC@IE&EMENT OF AWARDS 6: GCMMF LTD.

Ra#akris"(a 6a-a- Natio(al C$alit% A3ar!.JKKL,he $ujarat -o?operative !il !ar eting 9ederation :td. has emerged as the top scorer in the service category of the prestigious I!- 'am rishna )ajaj "ational Ruality Award ? 2CC3. ,he -ertificate of AMUL B< THE TASTE OF INDIA
!erit was presented at a glittering ceremony held at !umbai on !arch 11 by the $overnor of the 'eserve )an of India, +r. P. #. 'eddy. INTERNATIONAL CIO 100 AWARD FOR RESOURCEFULNESS $-!!9 is a winner of the prestigious international -IF 1CC award from I+$Ls -IF !aga3ine, D/A. ,he 2CC3 -IF 1CC award recogni3es the organi3ations around the world that e1cel in positive business performance through resourceful I, management and best practices. ,his -IF International I, e1cellence Award has recogni3ed the -ooperative !ovement Q its :eadership under the MAmulM brand, initiated by +r. # 0urien, !il man of India, whose main !otto is to build Indian /ociety economically Q literally strong through innovative cooperative resourceful networ , so as to provide quality service Q products to the end consumers and good returns to the farmer member. Ra-i Ga(!"i Natio(al C$alit% A3ar! F )*** After creating ripples in the mar et whether it be with a 's. 2C5? *i33a or with a MrealM Ice -ream, Amul has done it again. )ut this time, it is not only for new product launches or
giving a tough fight to best of the food companies in e1tremely competitive segments, it has now topped as the winner of the IB(*' %4 A55I Ra-i Ga(!"i Natio(al C$alit% A3ar! for the year, 1@@@. A#$l Pro.6iotic Ice.crea# Gets No. ) A3ar! At Worl! Dair% S$##it
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M/h #0 /ingh, IA/, !anaging +irector, *unjab -ooperative +airy 9ederation accepting 2CC= I+9 !ar eting Award from /h .im )egg, *resident, International +airy 9ederation for Amul *rolife *robiotic Ice -ream on 3rd Fct 2CC= at Aorld +airy /ummit, +ublin, Ireland. /h #0 /ingh had indly accepted award on behalf of $-!!9.M
2(MM- bags &P,%& &0&8% for ::th year in a ro.
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$-!!9 has bagged award for e1cellent performance in e1ports of dairy products for the year 2CC<?C= from Agricultural and *rocessed 9ood 71ports +evelopment Authority %A*7+A(, !inister of -ommerce, "ew +elhi. $-!!9 has won the award for 11th time. ,he award was received by !r. 'aveen -houdhary, our A$! %E?I(, +elhi, from &onLble !inister of -ommerce, /hri 0amalnath, in a glittering ceremony held at /iri 9ort Auditorium on 3rd .une, 2CCB.
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Achievements of the +airy -ooperatives in India till 2CC3?C2 Reach

,he dairy cooperative networ is owned by nearly 12 million farmer members. ,hese producers are grouped in nearly 1,CB,;=2 village?level dairy cooperative societies. ,he societies are grouped in 1=C district?level unions spanning 33B districts. ,he unions ma e up 22 state?level mar eting federations.
Milk production

India4s mil production increased from 21.2 million metric tons in 1@<B><@ to BB.1 million metric tons in 2CC3>C2. *er capita availability of mil increased from 112 grams per day in 1@<B><@ to 231 grams per day in 2CC3>C2. India4s 3.B percent annual growth of mil production surpasses the 2 per cent growth in populationI the net increase in availability is around 2 per cent per year.
Marketing
In 2CC3>C2, average daily cooperative mil mar eting stood at 12.B= million litresI annual growth has averaged about 2.2 per cent compounded over the last five years. +airy cooperatives now mar et mil in about 2CC class I cities including metros and some ;;C smaller towns. +uring the last decade, the daily mil supply has increased from 1=.; to ;2 litres per 1,CCC urban consumers.
Innovation

)ul vending saves money and conserves the environment. !il travels as far as 2,2CC ilometres to areas of shortage, carried by rail and road mil tan ers. India produces @; per cent of its own dairy equipment, saving valuable foreign e1change.
Macro impact

,he annual value of India4s mil production amounts to about 's.BBC billion. +airy cooperatives generate employment opportunities for about 12 million farm families.
@C
6USINESS ANAL:SISS ,&7 $'FA,& F9 ,&7 F'$A"I/A,IF" *A',I-D:A'/ /&A'7 -A*I,A: '7/7'#7 $7"7'A: 9D"+ 9IH7+ A//7,/ I"#7/,!7", -D''7", A//7, I"#7",F'I7/ /D"+'P +7),F'/ -A/&Q)A"0 )A:A"-7/ :FA" +I997'7", ,AH :IA)I:I,P :FA"QA+#A"-7/ "7, *'F9I, A/ A, 315352CC= %'/. I" :A-/( 2CCC 222=.1C 223@.12 12@3@.@1 =2.@1 1===@.1< 3C=<.2@ =33=.@< ;<2.CC 222.<= 2@1=@.2C 11CC.B1 A/ A, 315352CC<%'/.I" :A-/( 2CCC 21;1.@C 1B@;.;1 12B<1.@= =2.@1 2C=CC.@2 2<;=.B1 BC3=.;B =BB.@1 213.@= 32;33.12 =<1.2C
I" 2CC= ,&7 ,D'" F#7' I/ ;2CC%-'.( %A**'FHI!A,7:P(
Sales Turno'er 199 .95 1995.9! 199!.97 1997.98 1998.99
8s. (million$ 111 0 13790 155 0 188 0 22192
5S ; (in million$ 355 00 50 55 93
@1
1999.00 2000.01 2001.02 2002.03 2003.0 200 .05 2005.0! 200!.07 2007.08 2008.09
22185 22588 233!5 27 57 289 1 29225 3773! 2778 5255 !7113
93 500 500 575 !1! !72 850 1050 1325 150
*'F9I, I" 2CC<?11CC.3B %:A-( A"+ I" 2CC;?=<1.2C %:A-(

60000 50000 40000 30000 20000 10000 0
!eries1 19 9495 19 9798 20 0001 20 0304 20 0607
$-!!9 had an absolute net worth of 's.12CC !illion. ,he federation reported a profit after ta1 %*A,( of V 's.1;C !illion on revenues of 's. ;2.<2 )illion for 2CC=?CB. CRISIL 8AAA< a(! 8P)M< for GUHARAT COOPERATI&E MILK MARKETING FEDERATION< 5a(k facilities
's. C.23 )illion -ash -redit :imit 's.=.; )illion )ill +iscounting 's. C.3C )illion /hort ,erm )an 9acility 's.2C !illion :etter of -redit 's.2C !illion )an $uarantee @2
AAA5/table%Assigned( *1T%Assigned( *1T%Assigned( *1T%Assigned( *1T%Assigned( AMUL THE TASTE OF INDIA
-'I/I: has assigned its highest ratings of 8AAAESta5leEP)M< to the various ban facilities of $ujarat -ooperative !il !ar eting 9ederation %$-!!9(. ,he ratings are underpinned by $-!!94s dominant position in the domestic dairy industry, and strong financial ris profile. ,hese strengths are partially offset by the federation4s e1posure to policy?level, environmental and epidemic?related factors that influence the agro?related sectors. SWOT ANAL:SIS STRENGT@S ,he major strength of the A!D: +airy is the different variety of !il s and a recogni3ed )'A"+ name. ,he increasing demand for these products presents a great opportunity for the A!D: +iary to increase and scale up the production.
WEAKNESS /carce A!D: +airy Futlets. :ess !argin given to the Futlet owners to match the e1isting competitors.
OPPORTUNITIES ,here is a scope of business as there is a demand for dairy products. @3 AMUL THE TASTE OF INDIA
A!D: +airy should open more outlets to get the ma1imum advantage of the demand.
"eed to put more stress in the face?to?face direct mar eting to reach to the customers. ,he increasing demand for these products presents a great opportunity for t he *roduction.
T@REATS Increasing competition from the other brands. /trong supply chain management by the competitors. /trong mar eting strategy by competitors by offering the discount coupons to consumers and providing healthy commissions to the retailers. FINDING AND SUGGESTION @OUSE@OLDS7 1. *eople have a high consideration for RDA:I,P and they thin A!D: !il is low in quality and is also yellowish in color. Reco##e(!atio(7 -ompany should try to conduct camps and awareness programmers in these areas to overcome this thin ing of people. 2. *eople in these areas have *'I-7 as the most important factor which effects their decision to consume. If the company can achieve its target in this area by eeping low
@2
margin and by reducing the price then the sales in this area can improve drastically because in this area the income level of households is not very high. 3. ,his area being a &I::P Area is the most challenging job for any company to serve. *eople want A!D: !il here but there are no booths in this area. Reco##e(!atio(7 If the company can open its )ooth in this area it can be the leader as no other company has its booth in this area e1cept $F*A:.77. ,he sales can improve to a very big e1tent from this area alone since there is demand but no availability. A!D: +AI'P should also launch certain schemes for &ouseholds. It has schemes for 'etailers but not for households. ,his section being the major user of mil and in order to enter into a new area such starting schemes can be very helpful. +emand and #isibility go hand in hand. If A!D: can do certain promotions as its competitor A!D: does, then it can attract sales. *romotion with the help of boards, hoardings etc. :astly incase of &ouseholds the company should maintain a proper communication with the :ocalities or Areas facing problem. RETAILERS AND MD RETAILERS7 ,he major problem faced by 'etailers and A!D: 'etailers is the /D**:P problem i.e. problem with the distribution. ,he company should aim at improving its /D**P -&AI" !A"A$7!7",. ,he company should increase incentives that can increase 'etailers "ominal Income. ,his can be done through certain /chemes that increase the overall sales. ,he company should lay emphasis on proper *'F!F,IF" of the brand at the 'etail Futlet. ,he company should get a proper 977+)A-0 from 'etailers time to time. Incase they are facing any problem it can be solved timely, without delays. ,here is a problem of +A,7 also being faced by 'etailers. ,he date printed is one day previous. If retailers get the same day4s mil in the evening %which is not so(.
@;
CONCLUSION $-!!9 has superior brand equity, a wide product portfolio, well?spread distribution networ , and an aggressive mar eting strategy. $-!!9 has established the brand GAmul,4 as the leading dairy products brand in India. $-!!94s has an e1ceptional distribution networ and its products are geographically well diversified. $-!!9 has always been proactive in maintaining its leadership position in the dairy products segment, by launching new products, research and development %'Q+( initiatives, and innovative sales strategies to enhance customer satisfaction. $-!!9 has grown at a healthy compounded annual growth rate %-A$'( of 1= per cent over the past four years, owing to its superior mar et position. !oreover, $-!!9 has a robust financial ris profile, supported by a steady growth in accruals, a favorable capital structure, e1cellent debt?protection measures and strong liquidity. ,he federation4s gearing was also low at C.13 times, as on !arch 31, 2CCB. Fwing to its near debt?free status, $-!!94s debt protection measures are e1cellentS it had interest coverage and net cash accrual to debt ratios of more than 32 times and 2 times, respectively, in 2CC=? CB. As a result of the survey it is concluded that Amul is "o.1 and this is mainly because of its goodwill, better quality and fewer prices. ,he retailers have shown willingness to eep Amul, which is good sign for $-!!9. ,he sales of some of A!D: products have great seasonal fluctuation. ,he retailers want to eep most of A!D: product in every season and in an occasion li e festival, wedding, anniversaries etc. Amul is facing the tough competition from #adilal, &avmor as well as from the !other dairy brands. 7specially in $ujarat region the service of wholesale distributor %A+( is not proper which possess less impression among the retailers. ,his should be ept under consideration for having effective service.
@<
BIBILIOGRAPHY
www.amul.com Induction program material Fperation management
&&&.,oo,le.com
9inancial management &uman resource management
@=
@B
ANNEXURE
A CUESTIONNAIRE FOR RETAILER

)? Do %o$ k(o3 t"at t"e A#$l is (o3 i( 5aker% ite#s i.e. 5rea!E5$( D :es > ?0 No > ? J? Are %o$ i(tereste! for selli(' of A#$l /ro!$cts D :es > ?0 No > ? L? @o3 3o$l! %o$ rate t"e follo3i(' feat$res of A#$l ite#s D EGTEREMEL: IMPORTANT SLIG@TL: NOT IMPORTANT IMPORTANT IMPORTANT PRICE CUALIT: TASTE &ARIT: ,? A era'e #o(t"l% t$r(o er of 5rea! A#$l NNNNNNNNNNN S$/erNNNNNNNNNNN Aa5a!NNNNNNNNNNN Ot"ersNNNNNNNNNNN
O? Does a( a! ertise#e(t of t"ese /ro!$cts affect /ositi el% i#/act o( c$sto#ers< /$rc"ase !ecisio(D AMUL @@ THE TASTE OF INDIA
:es > ?0 No > ? P? W"at are t"e c$sto#ers< re ie3 a5o$t t"ese /ro!$cts D NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN. NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN +? Do %o$ 'et a(% s$''estio(s fro# c$sto#ers D NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN NN Q? Do %o$ "a e a(% /ro5le#s re'ar!i(' t"ese /ro!$cts D :es > ?0 No > ?
*? Do %o$ 'et a(% sc"e#e fro# co#/a(% si!e D :es > ?0 No > ? )K? If (o t"a( 'i e %o$r o/i(io( NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN NN
))? @o3 3o$l! %o$ /a% t"e #o(e% for /$rc"asi(' 5rea! D 6% cas" > ?0 6% cre!it > ? )J? If 5% cre!it 0 "o3 #a(% /erio!s %o$ are allo3e! D NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN )L? Are %o$ satisfie! 3it" t"e !istri5$tio( s%ste# of A#$l 5rea! D :es > ?0 No > ? PERSONAL DETAILS7 NAME 7 ADDRESS 7 AGE 7 6elo3 JO > ?0 JO.,K > ? A5o e ,K > ? 1CC AMUL THE TASTE OF INDIA
A CUESTIONNAIRE FOR CUSTOMER

)? Do %o$ k(o3 t"at t"e A#$l is (o3 i( 5aker% ite#s i.e. 5rea!E5$(D :es > ?0 No > ? J? Do %o$ 5$% t"e 5rea!D :es > ?0 No > ? L? W"ic" are ot"er 5ra(! t"at %o$ are a3are of a aila5le i( t"e #arketD Aa5a! > ? S$/er > ? A#$l > ? Ot"er > ?
,? W"ic" of t"e follo3i(' ite#s of A#$l %o$ are 5$%i('D 6$tter > ? Milk > ? C"eese > ? Ot"er > ?
O? W"ic" factor %o$ take i(to co(si!eratio( 3"ile /$rc"asi(' 6rea!D Price Taste > ? > ? C$alit% > ? &arit% > ?
P? @o3 ofte( %o$ /$rc"ase 5rea! for %o$r fa#il%D 1C1 AMUL THE TASTE OF INDIA
Re'$larl%
> ?
Occasio(all%
> ?
Rarel% > ?
+? A#$l "as i(tro!$ce! its 5rea! i( se eral /acka'e 3"ic" /acka'e !o %o$ P$rc"aseD JKKGMs PKKGMs > ? > ? ,KKGMs > ? QKKGMs > ?
Q? W"at !o t"i(k a5o$t /rice of 5aker% /ro!$ct of A#$lD @i'" > ? Mo!erate > ? Affor!ase > ?
*? @o3 #a(% r$/ees %o$ s/e(! for /$rc"asi(' of 5rea!D NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN )K? W"o takes !ecisio( for 5$%i(' 5rea! i( %o$r fa#il%D :o$rself > ? Mot"er > ? Fat"er> ? A(% ot"er > ?
))? Does a( a! ertise#e(t affect to %o$r 5$%i(' !ecisio(D :es > ? No> ?
)J? Do %o$ 3a(t a(% /ro5le#s 3"ile co(s$#i(' t"e 5rea!D :es > ? No> ?
)L? Are %o$ co(forta5le 3it" i(str$ctio( 'i e( o( t"e /acka'e of 5rea!D :es > ? No> ?
),? Please #e(tio( %o$r #o(t"l% i(co#e. 6elo3 )KKKK > ? PERSONAL DETAILS7 NAME 7 ADDRESS 7 AGE 7 6elo3 JO > ?0 JO.,K > ? A5o e ,K > ? 1C2 AMUL THE TASTE OF INDIA )KKKK.)OKKK > ? A5o e )OKKK> ?
MARETARIAL STATUS7 Marrie! > ?0 U(#arrie! > ?
1C3

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A SUMMER TRAINING REPORT ON AMUL DAIRY ANAND

SUBMITTED BY: PRATIK PATEL

PROJECT GUIDED BY: VIRAL SHILU SIR

AMUL THE TASTE OF INDIA

AMUL THE TASTE OF INDIA

AMUL THE TASTE OF INDIA

AMUL THE TASTE OF INDIA

AMUL THE TASTE OF INDIA

BRIEF CONTENTS.. SR. NO. 1.

AMUL THE TASTE OF INDIA

AMUL THE TASTE OF INDIA

ABOUT THE ORGANISATION

AMUL THE TASTE OF INDIA

GORWTH FOLLOWS GROWTH

AMUL THE TASTE OF INDIA

IMPROVING MILK PRODUCTION

AMUL THE TASTE OF INDIA

0aira +istrict -o?Fperative !il Dnion :td.

THE AMUL SYSTEM

AMUL THE TASTE OF INDIA

AMUL THE TASTE OF INDIA

T"e #o//et 3"o /$t A#$l o( I(!ia4s 5reakfast ta5le

AMUL THE TASTE OF INDIA

AMUL THE TASTE OF INDIA

AMUL THE TASTE OF INDIA

AN OVERVIEW OF GCMMF LIMITED

powder, dairy whitener , table butter, cheese, cheese spread, ghee,

Milk collection (%aily &'erage Milk %rying (apacity:

(attle feed manufacturing (apacity:

GCMMF8s #issio( state#e(t

2. Shri Rajendrasinh D. Parmar Vice Chairman

0M.D. o1 GCMM$2 'nand3

AMUL THE TASTE OF INDIA

A//I,A", $"7'A: !A"A$7'

AMUL THE TASTE OF INDIA

THE PRODUCT OF THE GCCMMF

Milk %rinks &mul +ool Millk Shaake &mul +ool

&mul +ool (afe

Nutramul ,nergy %rink

&mul +ool (hocolate Milk

&mul +ool -la'oured )ottled Milk

&mul +ool -la'oured Tetra Pack

&mul Masti Spiced )uttermilk

&mul +ool Thandai

AMUL THE TASTE OF INDIA

Po.der Milk &mul Spray /nfant Milk -ood

&mul /nstant -ull (ream Milk Po.der

Sagar Skimmed Milk Po.der

Sagar Tea (offee 0hitener

&mulya %airy 0hitener

&mul -resh (ream

&mul Shakti Toned Milk

AMUL THE TASTE OF INDIA

-resh Milk &mul -resh Milk

&mul 2old Milk

&mul Taa3a %ouble Toned Milk

&mul *ite Slim and Trim Milk

&mul -resh (ream

#A'ID/ /F+D-, !A"A$7'/, &A"+:I"$ +I997'7", +AI'P > 'F+D-, $'FD*/