AMUL

ABOUT THE ORGANIZATION

• In the year 1955 GCMMF (AMUL) was established.• Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s largest food products

marketing organisation.• GCMMF (AMUL) has the largest distribution network for any FMCG company.• It has nearly 50 sales offices spread all over the country, more than 3000 wholesale dealers

and more than 500000 retailers.• Besides India, AMUL has entered overseas markets such as Mauritius, UAE, USA, Bangladesh,

Australia, China, Singapore, Hong Kong and a few south African nations. Other potential markets being considered include Sri Lanka.

• Annual Turnover of Rs. 6300 Crore (2006-09). Rs. 10000 crore mark over the next three years.

PROBLEM STATEMENT

• Maximizing the network surplus and maintaining equity among unions.• Matching demand and supply.• Milk collection and storage ( perishable goods)• As we know that customer is the king of any business, It is essential to understand customer

expectations their preferences towards the product and their needs and wants. Without understanding consumer behavior no companies can survive.

• It serves as a feedback from the consumer and provide the companies the message regarding the consumer attitudes, companies position, competition, opinions of the consumer regarding the product etc.

• Now a days almost all the companies involves in collecting the data from consumers regarding their product and brand. They employee marketing people to let them know consumer behavior.

• By keeping all this points in mind, as consumer behavior plays a vital role for any organization.

BOYCOTTED IN THANE, AMUL SEEKS POLICE COVER; MAHARASHTRA 

• MUMBAI: Even as Amul, India's largest dairy, on Wednesday sought police escort to overcome the boycott of its milk in Thane, there were indications that the state government may invoke the Essential Commodities Act with non-bailable provisions against errant vendors to check overcharging.

• Since 1995, milk vendors have been forcing consumers to pay Rs 2-Rs 3 extra per litre citing refrigeration costs, which works out to Rs 5,760 crore and counting. They are now boycotting five brands which pay them poor commission. Retailers complained dairies invest crores of rupees towards infrastructure, sponsorships and advertisements, but refuse to increase margins.

HOW ICT TRANSFORMED AMUL?• The application software provide to cooperatives will include: ¸ Data

analysis and decision support to help rural milk collection society in improving its performance. ¸ Data analysis to improve productivity the yield from cattle. ¸ Farmers with facilities to place orders for goods and service offered by different agencies in the dairying sector and collaborates on subjects of interest.

• The services to be offered at this center are: ¸ Information service related to dairying ¸ Access to multimedia database on innovations captured by SRISHTI (NGO working IIMA) from all the villages over Gujarat. ¸ Communication facilities such as e-mail, fax, net phone ¸ Banking centers for payment for the farmers by using the milk cards which are already in place ¸ The e-governance and e-procurement ¸ Effective medium of communication to the Gujarat rural

THE BENEFITS OF THE ICT SYSTEM• The rural people are getting benefited much by the IT initiatives, started by GCMMF.

The benefits of various projects such as DISK are yet to be realized. The following are the demonstrated benefits of the ICT platform.

• time reduction • reduction of pilferage • reduced human errors • on the spot payments for farmers • wastage is reduced • transparency of operation • operational integration

CONCLUSION

• The Amul’s IT operations are based on the principles of collaboration, co-operation and co-evolution as opposed to the conflict, conformation and competition approach followed by brand marketers.

THANKYOUM A D E BY: A D I T I G U P TA