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Logistics

Topic: Amul

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Aamisha Naik

Mini K.V

Chinmaya Nerkar

Apoorv Somani

Nitesh Chauhan

Khalil Ahmed

GROUP MEMBERS

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AMUL

Meaning

Initiation: 1946

Epitomize

GCMMF

Largest Food Brand In India

Largest Pouched Brand

Overseas Market

Brain Child

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PRODUCTSPRODUCTS

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Amulpattern

Milk

federation

Milk union

Dairy co-

operativesociety

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44,700 LI RES

OF ILKCONVERSION IN O

PAC

KAG

ED

BRAND

ED

PRODUCTS

DELIVEREDGOODS

WORTH6 CRORE

( 60 ILLION)TO OVER

500,000 RETAIL OUTLETS

ACROSSTHE COUNTRY

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47DEPOTS WITHDRY

ANDCOLD WAREHOUSES

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GCMMF Members : 13 district cooperative milk producers

union

No. Ofproducer members: 2.79 million

No. Ofvillage societies: 13,328

Total milk handling capacity: 11.22 million liters

per day

Milk collection:8.4 million liters

Cattle feed manufacturing capacity: 3500 mts per

day

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SUPPLY DEMAND LINKAGES

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Logistics in collection 6 million litres of milk per dayFrom about 10,600 separate village cooperativesocieties.

Approximately 2.8 million milk producingmember

Logistic in coordinationStoring the milk.Processing the milk.Distributing the milk.Weighing the milkDetermining of fat contentCalculation of the purchase price.

PROB

LEMS

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ROLE OF IT1994 : information technology

(decision)

Growth: formulated an IT plan

PrincipleStrategic decision :re-design and re-

organise the existing software

applications. (during implementation)

Integrate the applications :informationwas captured at source

Input Output

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AMUL: ROLE OF IT

Aut at ilk

c ll cti syst

ust iz ER i

c juncti n it IS

nnect t r ug SAT

ata analysis s ft are

Web resence

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AMCUS

AUTOMATED

MILKCOLLECTION

UNIT

SYSTEM

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3000 AMCUS Installed Use ofAMCUS

member information

milk fat content

volume collected

amount payable to each member.

Fairness and Transparency

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Name:XYZ

Collection ctr

no:12

Date of

collection:

Fat content:

Amount due:HAPPY

FAR ER

Identification

No:

% ofmilk:

Volume ofmilk:

SA PLE TAKEN

SAD

FAR ER(PAY ENT AFTER A WEEK)

TRADITIONAL ETHOD:

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ELECTRONIC BASEDSYSTEM COMPUTER BASEDSYSTEM

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ADVANTAGES

Spoilage

Wait time decreased

Fair process Higher profits

Transportation cost reduced.

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EIAS

ENTERPRISE-WIDE

INTEGRATED

APPLICATIONSYSTEM

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Assigned to TCS

Cost 3 Crores

Operations

market planning,

advertising and promotion,

distribution network planning,

stock control, sales

co-operative service management

VSAT connections across all locations

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GISG

EOGR

APH

IC

INFORMATION

SYSTEMS

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Product wise sales

deployment Advantages:

decipher information regarding

milk production productivity ofanimals, region

wise in Gujarat

Forecasting milk production Veterinary health

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DISKDAIRY

INFORMATIONSYSTEM

KIOSK

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Advantages Data analysis and decision

support

Extensive database on cattleowned

Information access available

Forecast milk collection and

produce from individual sellers

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E-INITIATIVES

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Web presence

Service in 125+ cities

Website:amulb2b.com

Brand identity extension

activities

organisations corporate

intranet site Product dedicated customer

feedback

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REAPINGRETURNS

Middlemen eliminated

Payment on time

Transperancy

Transport

JIT application with six sigma accuracy

Online orders

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AMUL PATTERN

(A 3 TIERCOOPERATIVE STRUCTURE)

MILK FEDERATION

MILK UNION

DAIRY COOPERTAIVE SOCIETY

STATE LEVEL

DISTRICT LEVEL

VILLAGE LEVEL

Price paid to

district

unions (fixedacross

unions)

Product mix

and quantity

Price paid

to village

co-

operative

societies

Price paid

to milk

suppliers

Membershi

p

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DOWNSTREAM CHANNEL

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Milk produced twice a day from 2 millionfarmers in Gujarat alone

Payment under twelve hours of procurement

10000 village cooperative societies

3600 wholesale distributors in the country

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45 depots

Approx. 4,50,000 retailers spread over India

Total house hold consumers covered are100,000

Milk procured per day is 5 million litres

Total capacity of operation is 7 million litres per

day

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COORDINATION OF

COMP

ETITIVENESS

Inter-locking control

Coordination agency:

Supplier enhancement and network servicing

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INTER LOCKINGCONTROL

Farmers interest: priority

Farmer representative

Managers and farmers Coordinating decisions across

different entities

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COORDINATION AGENCY

Selling ofmilk

Market

Value added products

Large population

Affordable price

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Reverse Logistics

POUCH MILK TRAY

BOTTLE

MILK CHURN

DAMAGEDBOTTLE

DAMAGEDBOTTLE

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