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Project Report On: Mrs. Ruchika Jeswal Group-1

Amul was formed in 1946 in Anand, Gujarat as a cooperative initiative to provide remunerative prices to milk producers and provide quality, affordable dairy products to consumers. It has since grown to become the largest food brand in India. Amul follows a three-tier cooperative structure and employs over 2.7 million milk producers. Its strategy focuses on minimum advertising and expanding distribution to reach consumers across India with high-quality dairy products at low prices.

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Sagrika Mittal
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1K views

Project Report On: Mrs. Ruchika Jeswal Group-1

Amul was formed in 1946 in Anand, Gujarat as a cooperative initiative to provide remunerative prices to milk producers and provide quality, affordable dairy products to consumers. It has since grown to become the largest food brand in India. Amul follows a three-tier cooperative structure and employs over 2.7 million milk producers. Its strategy focuses on minimum advertising and expanding distribution to reach consumers across India with high-quality dairy products at low prices.

Uploaded by

Sagrika Mittal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
You are on page 1/ 17

PROJECT REPORT ON

AMUL

SUBMITTED TO-
SUBMITTED BY-
MRS. RUCHIKA JESWAL
GROUP-1
AMUL INTRODUCTION
Five decades ago, the `Iron Man of India' Shri
Vallabhbhai Patel called for the formation of milk co-
operatives to carry on the milk business. Inspired by
the call, the suggestion was spontaneously taken up,
adopted and implemented by late Shri Tribhuvandas K
Patel and Dr V Kurien - the `Father of the White
Revolution'. Together, they nurtured the concept of co-
operatives and as a sequel to their efforts, what we
behold today is an organization of international repute.

The daily milk production globally has touched 1650


million litres. Owing to White Revolution, India is placed
at the first position in the world, in terms of milk
production.
Gujarat Cooperative Milk Marketing
Federation
(GCMMF) is India's largest food products
marketing organization. It is a state level
apex body of milk cooperatives in Gujarat
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.
MISSION:

GCMMF endeavor is to satisfy the taste and


nutrition requirements of the customers of the
world through excellence in marketing by their
committed team. Through cooperative marketing,
they are committed to offer quality products that
provide best value for money.

Their mission is expansion of distribution network,


creative marketing, consumer education and
product innovation.

VISION 2020:
In the last year’s report, the chairman of Amul, Dr.
V.Kurien, had shared their perspective plan for the
year 2020 for the member unions envisaging a
capital investment of Rs. 2600 crores (Rs. 26
billion) and a projected group sales turnover of Rs.
27000 crores (Rs. 270 billion). Their Mehsana Union
has expanded capacity to 9.61 lakh litres per day
at its dairy at Manesar near Delhi. Banaskantha
Union too has embarked on installing new powder
plant and cattle-feed plant which shall be
commissioned soon. New cattle-feed plants are
being put up by Mehsana and Valsad Unions as
well.
McKINSEY’S 7’S FRAMEWORK

The 7’s model is a tool for managerial analysis an action,


was developed by a team of professors from Haward and
Stamford Busines School and consultants from McKinsey
Company.

The 7S’s is a framework for analyzing organizations and


their effectiveness. It looks at seven key elements that
makes the organization successful or not. They are as
follows:

1. STRATEGY

2. STRUCTURE

3. SYSTEMS

4. STYLE

5. SKILLS

6. STAFF

7. SHARED VALUES
STRATEGY
Strategy can be defined as the root that an
organization has choosen for its future growth.

Similarly amul follows a systematic and well defined


pattern of strategy, which can be categorized as

• Minimum expenditure on advertisement

• Focus on delighting customers

• Expanding its distribution network for maximum


reach of customers
• Minimize its expenditure and pay only 0.5% of its
turnover on salaries against other 7% FMCG
Companies

STRUCTURE
Structure refers to the framework in which the
activities of the organization and its members are co-
ordinated.

Amul which has a 3 tier organizational structure

• VILLAGE SOCIETY

• DISTRICT LEVEL DARIES UNION

• STATE LEVEL FEDERATION


This kind of co-operative structure came to be known
as the “ANAND PATTERN” co-operative system.

Each tier is economically independent.

• DISTRICT LEVEL UNION is an affiliate of all the village


dairy co-operative in that particular district. There
are 13 district co-operative milk products union.

• VILLAGE SOCIETY comprises of all the persons


residing in the village who subscribes to the shares
of dairy co-operative. There are 13,328 village
socities.

• STATE LEVEL- there is only 1 state level apex body of


AMUL i.e. GCMMF (Gujarat co-operative milk
marketing federation)

SYSTEMS
Every organization has some systems or internal
processes to support and implement the strategy and run
day to day affairs. These processes are normally strictly
followed and are designed to achieve maximum
effectiveness.
Amul follows a three tier system at various levels which
are:

• VILLAGE SOCIETY

• DISTRICT LEVEL DARIES UNION

• STATE LEVEL FEDERATION

STYLE
Style refers to the cultural style of the organization and
how key managers behave in achieving organizational
goals.

Amul which has very effective as well as efficient


management system and motivated employees which
help the organization to achieve its goals and objectives.

“ANAND PATTERN” is the management style of Amul. It


has a style of minimizing its expenditure and pay only
0.5% of its turnover on salaries against other 7% FMCG
Companies.
SKILLS
Skills can be defined as the distinctive capabilities of
personnel or the organization as a whole.

Amul,

- Involves people all over the country

- Less than 1% expend on advertisement.

- Distribution channel is vast and strong

• 300 stock keeping units

• 46 sales offices

• 3,000 distributors

• 5,00,000 outlets

- Provides Value for money products

- Low price with quality products


STAFF
Organizations are made up of humans and it’s the
people who make the real difference to the success
of the organization in the increasingly knowledge
based society. Staff refers to the organization human
resources. Staff refers to how people are developed ,
trained, socialized, integrated, motivated and how
their careers are managed.

Amul,

Members-13 disrict cooperative milk products

Number of producer members -2.79 million

Number of village socities-13,328

Total milk handling capacity-11.22 million litre per


day
Sales-15 million$

SHARED VALUES
Shared values can be described as what the organization
stand for and what it believes in (central believes and
attitudes). This may be to make money or to achieve
excellence in a particular field. These values and common
goals keep the employees working towards a common
destination as a coherent team and are important to keep
the team spirit alive.
Protecting the interest of dairy farmers.

Providing value for money products .

(aims to provide remunerative returns to the farmers and


also serves the interest of the consumer by providing
quality products which are good value for money.)

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