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A PROJECT REPORTON

AMUL DAIRY

SUBMITTED TO:

SOMLALIT INSTITUTE OF BUSINESS ADMINISTRATION.

SUBMITTED BY:

SHAH RAJ P. F.Y.B.B.A.

ROLL NO: - 143

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CERTIFICATE

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ACKNOWLEDGEMENT

Knowledge in itself is continues process but now a day getting practical knowledge is an important thing and the most important things is guides. Motivation and inspiration provided by the different of our substantial support I find no words to express any gratitude to words those who had helped me directly or indirectly in making this success. I am indebted and thankful for assistance received forms various individuals

Firstly, I take this opportunity to convey my sincere gratitude to Professor JAY RAJ SIR whose constant support and guidance helped me throughout the project.

I am thankful to Managing Director of AMUL DAIRY for providing us so much accurate information about the unit.

I would also like to thank GCMMF for allowing me to visit such a big

unit.

I am thankful to the other faculties and the Director for their help.

Once again thank to all who directly helped.

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EXECUTIVE SUMMARY

Industrial sector has played a critical rule in the development of Indian economy industrialization holds the improvement of employment and fuller utilization of resources.

A dairy industry is a place for handling milk and milk product. Dairy technology has been defined as the branch of milk and manufacturing of the milk products for industrial sale.

After 50 years of independence India has become along way and her journey to words the goals of industrialization and has become self sufficient in respect of the consumer goods.

Dairy industry occupies important place in Indian economy. It is a consumer good industry. Large portion of India of Indian population is vegetarian therefore milk products assume importance as the only source of the animal fat in their diet important source of protein. So Dairy industry based on this way the Dairy industry has produced miracle in the form of white revolution.

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CO –OPERATIVE ENTERPRISE

At present, GCMMF is having 12 such members listed as follows:

1) Amul dairy - Anand

2) Dudh Sagar Dairy - Mehasana

3) Saber dairy -Himmat Nagar

4) Banas dairy -palanpur

5) Panchamrat dairy - Godhra

6) Sumul Dairy -surat

7) Uttam dairy - Ahmedabad

8) Vasundhara Dairy - Valsad

9) Rajkot Dairy - Rajkot

10) Oudhadhara dairy - Bharuch

11) Gandhinagar Dairy - Gandhinager

12) Baroda Dairy - Baroda

INDEX

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No. CONTENT Pg No.

1 Company Profile1.1 Name & address of the Organization1.2 Form of the Organization 1.3 Mission of the Organization1.4 History of the Organization1.5 Locational Advantages1.6 Achievement of the Organization1.7 Organizational Chart1.8 Establishment Year

2 Production Department2.1 Product Classification2.2 Installed & Utilized Capacity2.3 Production Process Chart2.4 Production Process

3 Human Resource Department3.1 Recruitment & Selection3.2 Types of Interviews3.3 Promotion & Training3.4 Incentives and welfare programmes3.5 Fringe benefits3.6 Safety measures3.7 Executive remunerations3.8 Wage policy3.9 Industrial relations

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4 Marketing Department4.1 Types of product(Advance chart)4.2 How do you decide prices?4.3 Channels of distribution4.4 Promotional programmes

5 Finance department5.1 Initial investment5.2 How cost is calculated5.3 Turnover5.4 Source of finance5.5 Financial performance

6 Social Responsibility

7 Future Plans

[1] COMPANY PROFILE

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NAME OF THE ORGANIZATION: - AMUL DAIRY

AMUL MEANS (FULL FORM) :-

A: - Anand

M: - Milk

U: - Union

L: - Limited

ADDRESS OF THE ORGANIZATION:-

- Kaira District Co-operative

33333 Milk Producers Union Ltd,

Anand - 38001,

Gujarat

Fax: - -91-269240208

E-mail:- gcmf.amul.com

Website: - www.amul.com

FORM OF THE ORGANIZATION: - Co-operative

MISSION OF THE ORGANIZATION:-

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1) Its basic objective is to provide better quality of products.

2) To give optimum returns to his members

3) To Assisi in the development of small villages co-operatives.

4) To minimize the adverse effect on the environment.

HISTORY OF AMUL

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In the

1940s, in the district of Kaira in the State of Gujarat, India, a unique

experiment was conducted that became one of the most celebrated success

stories of India. At that time, in Gujarat, milk was obtained from farmers by

private milk contractors and by a private company, Polson's Dairy in Anand,

the headquarters of the district. The company had a virtual stranglehold on

the farmers, deciding the prices both of the procured as well as the sold milk.

The company arranged to collect, chill and supply milk to the Bombay Milk

Scheme, which supplied milk to the metropolis of Bombay, and to cities in

Gujarat. Polson's Dairy also extracted dairy products such as cheese and

butter. Polson's Dairy exploited its monopoly fully; the farmers were forced

to accept very low prices for their products, and the decisions of the

company regarding the quality and even the quantity of the milk supplied by

the farmers were final.

In 1946, inspired by Sardar Vallabhbhai Patel, a local farmer, freedom

fighter and social worker, named Tribhuvandas Patel, organized the farmers

into co-operatives, which would procure milk from the farmers, process the

milk and sell it in Bombay to customers including the Bombay Milk

Scheme. Purely by chance, in 1949, a mechanical engineer named Verghese

Kurien, who had just completed his studies in engineering in the USA, came

to India and was posted by the Government of India to a job at the Dairy

Research Institute at Anand. Dr Kurien's involvement with the Kaira District

Co-operative Milk Producers' Union Limited grew rapidly.

The most important feature of these co-operatives is that they are run

purely as farmers' co-operatives, with all the major decisions being taken by

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the farmers themselves. The co-operatives are not 'run' by a separate

bureaucracy with vested interests of its own; the farmers are truly in charge

of their own decisions.

This experiment of organising farmers into co-operatives was one of

the most successful interventions in India. A very loyal clientele was built

up who experienced prosperity on a scale they could not have dreamt of 10

years earlier.

In 1954, Amul built a plant to convert surplus milk produced in the

cold seasons into milk powder and butter. In 1958, Subsequent years saw the

addition of more plants to produce different products. Starting from a daily

procurement of 250 litres in 1946, Amul had become a milk giant with a

large procurement base.

On his visit to Anand in 1965, the then Prime Minister of India, Lal

Bahadur Shastri, was impressed by what he saw—a system that procured,

processed and delivered high quality milk to distant markets cost efficiently.

Shastri could also see the difference that the income from milk had made to

the standard of living of farmers in the area. What impressed him the most

was that Amul had done all this without government assistance?

LOCATIONAL ADVANTAGES:-

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The Kaira District is very good place for dairy industry from where it was ranged from a small dairy to the national level repute.

There are very clear and roads along with railways line for transportation due to this reason collection of milk easily and speedily take place here.

Anand is a big city, which is surrounded by many village being in a big city is easily available being situated Anand.

ACHIVEMENTS OF THE ORGANIZATION:-

Even at the time of its formation, GCMMF had three major products in its portfolio: liquid milk, butter and milk powder. Gradually, many new products were added to its range, largely milk derivatives. so that poorer people can also afford to drink milk. In the 1970s, Amul introduced its processed cheddar cheese, a malt based beverage called Nutramul and chocolates. In 1983, cheese spread was launched by GCMMF. Amulya, a dairy whitener was introduced and it soon became the market leader.

In 1996, Amul launched its Amul brand ice cream. India's ice cream market was estimated to be worth around Rs 8 billion in the year 2000 (about US$ 175.8 million). GCMMF launched its ice creams in fourteen flavours in the city of Mumbai (Bombay) and Gujarat State. At launch, prices were about 30% lower than the prevailing prices and GCMMF also emphasised that the ice cream did not contain any gelatin. In less than a year, Amul ice cream commanded a market share of about 55% in Gujarat and 30% in Mumbai; by the year 2000, its share in India as a whole had reached 30%. In 1997, Amul achieved further success when it managed to get various co-operatives in the country, trying to launch their own ice cream brands, to sell all their ice creams under the Amul brand name. This enabled GCMMF to benefit from the capacity of many of the more than 170 co-operative unions in the country, with a milk procurement of more than 15 million litres/day, located close to the markets.

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By the year 2000, its product range was truly expansive: three varieties of milk, flavoured milk, buttermilk, four varieties of milk powder, two varieties of butter, five varieties of cheese, two varieties of ghee (clarified butter), chocolates, chocolate drinks, sweets, ice cream, edible oils and fruit and vegetable based products. The latest additions to the range of brands marketed by GCMMF are Masti Dahi (curd) and Amul Taaza (long-life milk). In the year 1999–2000, GCMMF had a total turnover of Rs 22.2 billion (about US$ 550 million).

ORGANIZATIONAL CHARTS:-

GCMMF is a lean organisation, a strategy that is believed to provide it with a cost advantage. At its headquarters in Anand, four general managers (GMs) and four assistant general managers (AGMs) assist the managing director (MD). The four AGMs look after the functions of marketing, systems, co-operative services and technical projects, respectively. The four GMs are in charge of marketing (dairy products), human resources development and marketing (Dhara and new business), finance and quality assurance, respectively.

The whole country is divided into five zones, each headed by a zonal manager responsible for the sales of all products within his zone. These managers report to the MD but functionally each also reports to the various AGMs/GMs at the headquarters. There are 50 sales offices spread across the country (of which only two are in Gujarat); a sales manager heads each office and is assisted by sales officers and field salespersons. The entire country has been represented in this structure. GCMMF has one overseas office in Dubai.

Managing Director

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Production Marketing Finance

Manager Manager Manager

Factory Store Sales Advertising Chief Internal

Manager Manager Manager Manager Accountant Manager

Forman Sales Selection

ESTABLISHMENT YEAR: - December 4th 1946

[2] PRODUCTION DEPARTMENT

PRODUCT CLASSIFICATION

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BREAD SPREADS

1. AMUL BUTTER

2. DELICIOUS TABLE MARGARINE

3. AMUL LITE

MILK DRINKS

1. AMUL KOOL MILK SHAAKE

2. AMUL KOOL

3. AMUL KOOL CAFÉ

4. NATRAMUL ENERGY DRINK

5. AMUL KOOL FLAVOURED BOTTLED MILK

6. AMUL MASTI SPICED BUTTERMILK

7. KOOL KOKO

8. AMUL KOOL CHOCOLATE MILK

9. AMUL KOOL FLAVOURED TETRA PACK

10.AMUL LASSEE

11.AMUL KOOL THANDAI

POWDER MILK

1. AMUL SPRAY INFANT MILK FOOD

2. SAGAR SKIMMED MILK POWDER

3. AMULYA DAIRY WHITENER

4. AMUL INSTANT FULL CREAM MILK POWDER

5. SAGAR TEA COFFEE WHITENER

FRESH MILK

1. AMUL FRESH MILK

2. AMUL TAZZA DOUBLE TONED MULK

3. AMUL FRESH CREAM

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4. AMUL CALCI+AMUL GOLD MILK

5. AMUL LITE SLIM AND TRIM MILK

6. AMUL SHAKTI TONED MILK

7. AMUL BUTTERMILK

CHEESE

1. AMUL PASTEURISED PROCESSED CHEESE

2. AMUL EMMENTAL CHEESE

3. GOUDA CHEESE

4. AMUL CHEESE SPREADS

5. AMUL PEZZA MOZZARELLA CHEESE

FOR COOKING

1. AMUL / SAGAR PURE GHEE

2. AMUL MALAI PANEER

3. MITHI MATE

4. PRO-BIOTIC DAHI

5. COKKING BUTTER

6. UTTERLY DELICIOUS PIZZA

7. MASTI DAHI

DESSERTS

1. AMUL ICE CREAMS

2. AMUL MITHAEE GULAB JAMUNS

3. AMUL BASUNDI

4. AMUL SHRIKHAND

5. AMUL CHOCOLATES

HEALTH DRINKS

1. NATRAMUL

2. AMUL SHAKTI HEALTH FOOD DRINK

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UTILIZED CAPACITIES

Members: 13 district cooperative milk producers' Union

No. of Producer Members: 2.79 million

No. of Village Societies: 13,328

Total Milk handling capacity: 11.22 million litres per day

Milk collection (Total - 2008-09): 3.05 billion litres

Milk collection (Daily Average 2008-09): 8.4 million litres

Milk Drying Capacity: 626 Mts. per day

Cattlefeed manufacturing Capacity: 3500 Mts per day

Production Process Chart

Milk Process

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Milk Milk

Pasteurization Standardization

PHE Milk Separator

(Plant_Heat_Exange) (Separates milk

Milk_flows_chilling_or and cream)

heating_medium

Milk taken to

2_cillos cillos 2_cillos

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PRODUCTION PROCESS

Production itself a process for converting the raw material into finished product after passing though different types of process steps. In the other words production process is a combination of collectively taken certain steps to receive finished final product.

1. Milk Storage at plant :-

The chilled milk received from various chilling center stored there in “AMUL DAIRY” about 10-lakh liter of milk is collected every day from 1509 villages before collecting the fat it is checked in the laboratory. On laboratory test they decide about the amount of milk to be collected.

All the raw milk collected at “AMUL DAIRY” is laboratory tested the fat and sniff of the milk then it is sent for pasteurizing.

2. Pasteurizing:-

After laboratory test of milk pasteurizing process is conducted through three pasteurization machines. The milk passed through the above machines with the help of water pumps. The milk in the pasteurizing machines is heated at 80 to 82 for 15 seconds and after it is cooled at 5’ Co. After this method the pathogenic bacteria present in the raw milk are destroyed and the milk becomes good for use. Now this process milk goes to separator machine and some part of milk is sent to patching machine.

3. Separation:-

This separation machines by falcate the milk into different kind of products.

(1) Skimmed milk

(2) Cream

The above both products sent to the different channels. There are hundred disk fixed in the separator machine. Now it is taken to the tank,

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which has the storage capacity of 20 thousand liters. There are four tanks and the milk in every tank has different portion of SNF. It is the deficit portion is added by mixing cream. There is some space in the tank to fill the added cream.

Now after adding necessary fat and SNF in the milk it is packed in 250 ml and 500 ml pouches. The pouches are kept in a basket which has the capacity to contain of the machine is 100 pouch per minute.

6. Storage Facility:-

After packing the milk in pouches, the pouches are taken to the cold storage, which has the capacity of containing 4500 pouches at the temperature on 8 to 10 degree Celsius. The temperature is maintaining with the help of silicon chips fans, with the help of ammonia.

7. Process of Ghee:-

The separator machine separator the cream and sends it to butter churching machine. These machines rotate for half and hour and the butter then take to the Ghee Kettle. Where it is heated at 40 o C. degree Celsius. Now the ghee is packed in pouches, tins, which is add in the market by the brand name of “AMUL DAIRY” The production of the ghee plant is 144181liter of ghee per year.

8. Process of milk powder:-

First chilled milk receive from chilling plant to “AMUL DAIRY” is checked in the laboratory and pass though separator machine though different channels. It is again tested in the laboratory and according to deficit it is added by mixing machine. After adding more fats and creaming milk there are some raw materials like salt and some other chemicals are also adding in the milk now the milk is boiled in vacuum so that it becomes thick. The thick milk is passed through condenser. Now, this condense ilk is sent too drier. The sour milk is taken away. The moistures remaining in the milk powder is taken away at a temperature of 60 Celsius. The machine pea this powder place this powder place automatically by machines without touching by human hand this powder milk is stored in cool place and sold under the make milk from powder in the name of sold under the make milk

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from powder in the name of “AMULYA” The capacity of production in 17000 liters. There are three milk powder plants.

9. Process of Amul Butter:-

After collecting and testing the milk in “AMUL DAIRY” laboratory. It is passed through pasteurizing plant by this method the pathogenic

bacterial presence in the raw milk are destroyed after this process some milk goes to separator machine where two products are produced at one hand schemed milk and at the other hand cream. Now the cream to churching

machine by churching of ripen cream keeping the fat present at bout 83 % the butter is ready. It can be with of without salt.

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[3] HUMAN RESOURCE DEPARTMENT

Training and Development of Personnel’s

Amul employee are also provided training which helps to remove performance deficiencies in employees performance deficiencies in employees training is given to them only when,

a) Deficiency is caused by a lack of ability rather than a lack of motivation to perform.

b) The individual involves has the attitudes and motivation needed learn to the job better.

c) Supervisors & peers are supportive of the desired behaviors.

Training Contributes

Employee’s stability

Employees become efficient after understanding to training efficient.

Employee Contribute to the growth of the organization.

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Wages and Salary

Attendance is one of the major factors for the wages and salary administration.

The time keeper reads the record of the attendance to the accounts department where it is entered into the computer.

The record is study and after this salary is calculated for each employee through the computer.

On the other hand milk producer are paid regularly on first and 25th of every month.

Facilities given to employees.

Canteen

Group Insurance average

Healthy Environment

Health checkup.

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[4] MARKETING DEPARTMENT

Marketing

In the olden days there where sellers market in India but now a days

the trend has rapidly change the sellers market converted into the buyers

market.

In the change scenario now marketing has to play an important role by

providing a customer complete satisfaction by building value laden

relationship with the important customers. The marketing departments have

to create more demand for our product.

In the other words, we can say each marketing person must think to

create new customers and strengthen relationship with the existing

customers. It means the marketing people only have to think about

customers.

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TYPES OF PRODUCTS

Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

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Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee

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Amul Icecreams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit

Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh

Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double

Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,

Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake

Magic)

Chocolate & Confectionery:

Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

Health Beverage:

Amul Shakti White Milk Food

The basic concept of marketing:-

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Touch the heart of the customer to create demand.

Note customer’s needs, pick their choice,

Provide product knowledge, assure for food service, ideas, product

value.

Customer complete satisfaction

Creating product awareness throughDigerent, modes, Advertisement

Exchange & Transaction

Relationship and service network

Develop existing markets

Search new market and Prospects

Distribution chart

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GEMMF made indirect channel for distribution. They take of agents within the country and also for abrod. Agent supply to wholesalers and he supply to retailer and the retailer supply to customers.

PRODUCTION

AGENT

WHOLESALER

RETAILER

CUSTOMER

Advertising Anand milk union ltd. Is related to Gujarat co-operative milk

Marketing federation. they usually selected media like

Televion, radio, news paper, picture point on wall an road side etc.

Prefer to choose always cross roads for advertising.

PROMOTIONAL PROGRAMMES:-

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August 04, 2009

Visit of Ministerial Delegation from Chhattisgarh

July 03, 2009 Amul & IBM sign IT services agreement to fuel future growth

June 27, 2009 Shri B M Vyas, MD, GCMMF gets prestigious ‘Charotar Ratna’ Award

June 05, 2009 GCMMF (AMUL) Beats Recession, Achieves, A Turnover Of Rs. 6700 Crores

May 31, 2009 Visit of Ministerial Delegation from Uganda May 29, 2009 14th Annual Kaizen Celebration February 21, 2009

25th Hoshin Kanri Meeting At Anand

February 07, 2009

Indian Dairy Association (IDA) Honours B. M. Vyas for his Outstanding Role

January 08, 2009

IAS Officer Trainees of the 2008 batch

December 25, 2008

Amul’s Christmas Celebration At Second Life

December 20, 2008

13th Ice Cream Hoshin Kanri Meeting At Anand

December 05, 2008

4th Amul Milk Hoshin Kanri Meeting At Anand

November 22, 2008

Visit of Students from IIM, Ahmedabad

October 21, 2008

Visit of Dutch Expert

October 11, 2008

Launch of South South Experience Exchange Facility at World Bank, Washington

October 07, 2008

Visit of Tetra Pak Delegation

Sept 20, 2008 24th Hoshin Kanri Meeting At Anand August 28, 2008

Visit of Senior Journalists from the Republic of Kazakhstan and the Republic Uzbekistan

August 21, 2008

Visit of Chairman, National Coop. Fed. , Nepal

August 15, 2008

Amul Coops plant more than 70 lakhs trees

July 12, 2008 Visit of Training Officers from Cooperative College of

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Malaysia, Kuala Lumpur July 10, 2008 Visit of MD, NCDC, New Delhi July 08, 2008 Visit of Secretary, AHD & Fisheries, GOI June 30, 2008 Visit of SBI Managing Director June 27, 2008 Visit of Mr. Walter Stechel, Consul General, German

Consulate General, Mumbai June 26, 2008 CRISIL ‘AAA’ and ‘P1+’ for GUJARAT COOPERATIVE

MILK MARKETING FEDERATION’ bank facilities June 20, 2008 Visit of Singapore Indian Chamber of Commerce & Industry June 18, 2008 Visit of World Bank Team June 09, 2008 Visit of IFAD Team June 03, 2008 GCMMF bags Apeda Award for 11th year in a row March 29, 2008 Visit of African Youth Group March 19, 2008 Visit of Board of Directors, Koyana Union February 23, 2008

23rd Hoshin Kanri Meeting At Anand

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[4] FINANCE DEPARTMENT

The turnover that year march 1, April 2000 was last crore hats the

profit was only to 1 crore 3 lucks beaulement of the profit was given back to

the people. The difference in price at the during the year at the time of Holi &

diwali also 15 % dividend on a have was distribution, Hence in this was

numy at Rs. 1.78 given to milk powder & 2.7 prise is an bellow 1.1 price we

toa advertisement tant & 5 % electricity expense % 147 is administrative

what.

Today three is a staff of 1400 people chocolate mint, diary plant &

chilling center. Also Amul creating job opportunities for various

professionals into dairy technology, micro biologist’s business administrative

computer expert and computer analysis reads insurance agents etc. This is the

way the populated country like our process previously in Mumbai city

animals were kept the artificial addition but now in khaira the animal were

kept in the metal condition & they gets free with clean water. In fact National

dairy Development Board (Nddb) started milk production anand patten in all

state like keralla A.P. & Tamilnadu etc.

Amul dairy is determined to provide better cervices to the farmers and

co-operative members and very good incentives. Amul dairy also qualified

milk , ghee, butter, cheese etc. to the consumers at a reasonable price.

Amul dairy has been able to strike a prepare and effective balance

between the aver increase expenses and competitive revenues without

compromising on the quality of the product. It is an important task but a

challenging and rewarding one for any manager because this is Amul Dairy.

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INITIAL INVESTMENT2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

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PARTICULARS 2005 2006

Opening stock 17951.14 19295.58

Raw materials consumed 44095.28 45518.15

Salaries 2263.58 2385.18

Power and fuel expenditure 1563.14 1396.07

Other manufacturing expenses 339.93 312.31

Rent and electricity expenditure 112.84 107.56

Repairs and maintenances Expenditure 582.47 582.04

Marketing Expenditure 8091.81 9157.24

Postage Telephone Printing and Stationary 288.40 300.27

Donation - 36.00

Cooperative Development Expenses 186.36 2136.66

Legal and Professional charge 45.54 36.04

General Expenses 222.98 220.33

Traveling and Conveyance 351.70 366.39

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BALANCE SHEET

PARTICULAR 2004 - 2005 2005 – 2006

DEBIT

Net purchase 28630.73 28662.05Raw materials consumption 8001.18 8990.68

Research expenditure 418.71 350.71Processing expenditure 139.79 124.73

Packaging expenditure 3021.22 2995.23

Power and fuel 2318.32 2339.90Salaries 1260.15 1325.27

Staff P.F and gratuity 268.54 269.69Repair expenditure 342.75 336.26

Marketing expenditure 30.44 25.96

Printing and phone expenditure 26.39 26.17Insurance Premium 18.11 20.17

Rent Expenditure 7.83 7.84Miscellaneous Expenditure 22.24 32.10

Interest and Commission 1645.97 1445.95

Depreciation 1349.38 1336.59Net Profit 145.74 196.20

CREDIT

Net Sales 48403.01 46445.48Income from Investment 376.12 572.31

Dividend Income 72.47 71.26Miscellaneous Income 489.40 211.23

CHANGE MANAGEMENT OF GCMMF

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In 1991, the previously protected Indian economy first became exposed to the 'winds of liberalisation' when the government opened up the sector to global competition. The Government of India passed the Milk and Milk Products Order (MMPO) in 1992, whereby the milk collection sheds allotted to different co-operative unions were protected from the entry of new enterprises, which otherwise would have competed for the procurement of milk from the milk sheds. With the liberalised import regime and reduced import duties on most food and dairy products, it became clear that it was necessary to deal with the upcoming competition.

The co-operatives needed to change in speed and direction. The existing set up of governance needed a complete shift of paradigm. The impending challenge necessitated the organisations to anticipate change and be prepared for it by bringing about change in the way they worked and thought. The competition would force all to be customer focused and to plan for innovation and continuous improvements in the quality of all aspects—products, service, processes and systems.

It was at about this time in GCMMF that 'change management' was considered to bring about improvements in the existing management systems with quality as the cutting edge (Figure 1). It was also decided that all the links on the production and marketing side had to be involved in the process of change management, to make it a real and a complete success (Table 1).

GCMMF = Gujarat Co-operative Milk Marketing Federation; MUs = Member Unions; VCs = Village Co-operatives.Figure 1. Scope of change management.

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Table 1. Summary of change management initiatives implemented for the various links of the chain.

Distributor GCMMF Member unions Village co-operatives

Vision mission workshop

Amul Yatra

Amul quality circle

Vision 2005 Introspection on values Identification of strategic

thrust areas Strategy deployment (Hoshin

Kanri) Kaizen movement Housekeeping  Small group activity (SGA) International training

programmes on change management

Transformational leadership Internal consultant

development ISO (International

Organization for Standardization) certification

Vision mission workshop

Identification of strategic thrust areas

Strategy deployment Kaizen Housekeeping Small group activities ISO and HACCP

(hazard analysis critical control point) certification

International training programme on change management

Internal consultant development

Housekeeping Village self

leadership development programme

Women's leadership development programme

ISO certification

The two areas, which need special attention, are that of 'customer focus' and 'quality orientation'. These areas will be the foundation stones for providing a competitive edge to small-scale producers' co-operative organisations. With the competition intensifying and the consumer becoming more demanding than ever before, it is imperative that such organisations remain very close to the consumer; the consumer needs to be central to all decisions. Furthermore, with the increasing level of consumer education and the potential issue of non-tariff barriers looming large over prospective exports to other countries, organisations must keep up with the pace of technology, upgrading to attain higher levels of quality delivery.

To cope with the impending changes and to outperform the competition, the institutional structure created so far, now needs to abide by a new set of paradigms, acting sooner and faster, with focus on customer and quality. Only this can ensure stable and consistent returns to the milk producers who depend on these economic activities as tools for their social development.

CONCLUSION

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After studying the details about the marketing strategies & behaviors

of Amul, We can conclude the following:

Quality is the main point of concentrated for Amul. They wanted to

give their customer the best quality good at a cheaper rate, which give the

customer satisfactory.

They want to make Amul as the biggest supplier of the fabrics with

good quality.

They don’t concentrate more efforts to the brands either it is lee,

flying machine or any other brand they put more effort on fabrics made.

They don't concentrate advertising. They think that if they customers

are satisfied they will come & buy the commodity by them selves. They

believe in long lasting relation. They believe customers are God.

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BIBLIOGRAPHY

Kottler Philip, marketing management, Singapore, person education ltd, 2004, 800 pp.

Bhuoon Y.K. fundamental of business organization and management, New Delhi, Sultan and Sons educational publishers, 1994, 625 pp.

PRASAD L.M., Principle and practice of management, delhi sultan and sons education press, 1997, 730 P.P.

ARTICLES

Kurian V. Ahat, the future hold, Amul Annual report Gujarat Anand press 2003-2004.

Singhania, Aditya Competitors in Diary market first Globle

WEB-SITE:-www.amul.comwww.google.com

AMUL TASTE OF INDIA