A Discussion on AMUL

CHAUDHARI TECHNICAL INSTITUTE

(708)
in reference to
MIS, MM, HRM & QA

MBA SEMESTER II : Module 5 Report

(Group-A)
TWINKAL CHAUDHARI TABASSUM GHANCHI HIRAL PRAJAPATI ANKITA VAGHELA
157080592001 157080592007 157080592015 157080592022
 AMUL : An Introduction
The Birth of Amul

It all began when milk became a symbol of protest

Founded in 1946 to stop the exploitation by

middlemen

Inspired by the freedom movement

 The Amul Model
The Amul Model of dairy development is a three-tiered structure with
the dairy cooperative societies at the village level federated under a
milk union at the district level and a federation of member unions at the
state level.
Establishment of a direct linkage between milk producers and
consumers by eliminating middlemen
Milk Producers (farmers) control procurement, processing and
marketing
Professional management
 The Amul Model :
Producer to Consumer
AMUL WORKING MODULE
 Management Information System
Management Information System or 'MIS' is a planned

system of collecting, storing, and disseminating data in the

form of information needed to carry out the functions of

management.
Management Information System

Objectives of MIS
 Management Information System

EVOLUTION of IT in Amul
The milk collection center at village cooperative societies, were first automated.
Application and utilization of GIS.
Data analysis software utilization for milk production estimation and increasing productivity
Automatic Milk Collection System Units (AMCUS) at village society were installed in the
first phase to automate milk production logistics.
AMCUS facilities to capture member information, milk fat content, volume collected, and
amount payable to each member electronically.
Amul also connected its zonal offices, regional offices and members dairies through
VSATs.
The customized ERP- EIAS has been implemented across the organization integrating
various operational departments
 Management Information System

EVOLUTION of IT in Amul
 Management Information System

Supply chain management in Amul

 2. Marketing management
Marketing Management is the process of planning and

executing the conception, pricing and promotion and

distribution of goods, services and ideas to create

exchanges with target groups that satisfy customer and

organizational objectives.
 Marketing Management

4Ps of marketing mix

Marketing Mix is a
combination of
marketing tools that a
company uses to satisfy
their target customers
and achieving
organizational goals
 Marketing Management

Marketing mix in Amul

1. Product in the marketing mix of Amul Amul has a very very strong
product portfolio. Amul product portfolio is comprised mainly of Dairy
products. (Eg. Amul Cheese, Amul Milk, Amul ice cream, Amul Ghee
etc.)

2. Price in the marketing mix of Amul Amul has a strategy of low cost
pricing. Amul had a vision to provide their products to end customers
at the best affordable rates. And the same vision is in place even
today.
 Marketing Management

Marketing mix in Amul

3. Place in the marketing mix of Amul Amul has a massive distribution
network because its ice creams, milk, butter and cheese is found
practically everywhere.

In the distribution channel, there are carrying and forwarding agents,

distributors, dealers and retailers involved. There are also Amul
shoppes which sell all products in the Amul product portfolio.

4. Promotions in the marketing mix of Amul Amul is responsible for one

of the most unique and longest running outdoor campaign as well as
one of the most known outdoor advertising characters The Amul girl.
 3. Human Resource Management
Human Resource Management (HRM) is the term used to

describe formal systems devised for the management of

people within an organization. The responsibilities of a

human resource manager fall into three major areas:

staffing, employee compensation and benefits, and

defining/designing work.
 Human Resource Management

Recruitment & Selection

Recruitment

Recruitment can be defined as searching for and obtaining a pool of

potential candidates with the desired knowledge, skills and experience to
allow an organization to select the most appropriate people to fill job
vacancies against defined position descriptions and specifications.

Selection

Once the applicant has become a candidate, it means she has the
requisite skills to warrant an investment of resources necessary to
schedule, prepare and conduct an interview.
 Human Resource Management

Recruitment of Sales Force in Amul

There are two types of Recruitment sources followed by AMUL

i. Internal Sources

ii. External Sources

Internal Sources External Sources

i. Present Permanent Employees. i. Advertisement.

ii. Employee Referrals. ii. Campus Interview

iii. Former Employees iii. Employment Exchange.

iv. Unsolicited Application.

 Human Resource Management

Selection Procedure in Amul

Selection procedure followed;

Application Initial interview of the candidate

Employment tests.

Interviews.

Checking references.

Physical or medical examination.

Final interview and induction

 4. Quantitative Analysis- 2
Quantitative analysis is a business or financial analysis technique that seeks to

understand behavior by using complex mathematical and statistical modeling,

measurement and research. By assigning a numerical value to variables,

quantitative analysts try to replicate reality mathematically.

Quantitative analysis can be done for a number of reasons such as

measurement, performance evaluation or valuation of a financial instrument. It

can also be used to predict real world events such as changes in a share price.
 Quantitative Analysis- 2

Linear programming
Linear programming (LP; also called linear optimization) is a method to
achieve the best outcome (such as maximum profit or lowest cost) in a
mathematical model whose requirements are represented by linear
relationships. Linear programming is a special case of mathematical
programming (mathematical optimization).
 Quantitative Analysis- 2

Linear programming
Problem: Solution

Z maximize: 40x1+35x2

Constraint to,

2x1+3x2 <= 60

4x1+3x2 <=96
 Quantitative Analysis- 2

Transportation Problem
There is a type of linear programming problem that may be solved using a

simplified version of the simplex technique called transportation method.

Because of its major application in solving problems involving several

product sources and several destinations of products, this type of problem

is frequently called the transportation problem.

 Quantitative Analysis- 2

Transportation Problem
Problem

Sources Destns 1 2 3 4 Supply

A 20 30 50 17 7

B 70 35 40 60 10

C 40 12 60 25 18

Demand 5 8 7 15 35
 Quantitative Analysis- 2

Transportation Problem
Solution
CHAUDHARI TECHNICAL INSTITUTE
(708)

Thank you
MBA SEMESTER II : Module 5 Report
(Group-A)
TWINKAL CHAUDHARI TABASSUM GHANCHI HIRAL PRAJAPATI ANKITA VAGHELA
157080592001 157080592007 157080592015 157080592022