Welcome To The Workshop Corporate

Competence With Alumni Association

Presenters:

1.Sarvagya Dwivedi 4. Shivam Pandey

2. Shreya Singh 5. Shivi Khatri

3. Shivam Kumar Pandey 6. Shreya Tiwari

Event Coordinator-
Mr. Prakash Kundnani
The Study On Amul “The Taste Of India”
 Topics.
1. Summary.

2. Introduction.

3. History Of Amul.

4. Marketing Mix Of Amul .

5. Financial Stability.

6. HR Process Of Amul.

7. Conclusion.

8. References.
 Summary.

Amul is a co-operative. It is the institution of the farmers, for the farmers and from the farmers.
The AMUL gives pleasure to the farmer to charge the own price, which was not possible in earlier
years. This union was born on 14th December 1946. The union provides facilities to its members
like more return, satisfactory price, insemination, first aid, group insurance, cattle food at conces
-sional price etc.

So in this, we study the marketing strategies, financial management and HR process of Amul in
depth.
 Introduction.

The full form of AMUL is Anand Milk Union Limited that is the brand
Name of Kaira District Co-operative milk producers union Ltd. For its
Product range since 1955. Amul is Asia no. 1 and world second number
Co-operative dairy. It has largest market and dairy network in every
State of India and across the India, like central Asian countries. It was
Started with 250 liters of milk and 2 societies and now, it produces 15
Lakhs liters milk per day and it has 1113 societies and more than 15 Lakhs
Farmer members.

Amul was started with little machinery and now all the production of Amul
Are produced by latest and advanced Machineries. Amul has completed 77th
Year and entered into 78th year in 2024.
 History Of Amul.

In the year 1946 the first milk union was established. This union was started with 250 liters of
Milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected the brand name
AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived from the Sanskrit word “AMULYA”
Which means “PRICELESS”. A quality control expert in Anand has suggested the brand name
“Amul”. Amul have been in use in millions of homes since 1946.

Today Amul is a symbol of many things like of the high quality products sold at reasonable prices,
Of a genesis of a vast co-operative network, of the triumph of indigenous technology, of the
Marketing savvy of a farmers organization.
 Marketing Mix Of Amul.

Product Price Place Promotion

1.Amul Butter 1. Low Cost 1. Distribution Channel 1. Television and Radio

2. Amul Milk 2. Cheap Products 2. Physical Stores. 2. Print and Digital

Advertising
3. Amul Ghee 3. Avoid Sophisticated 3. Online Platforms. 3. Social Media
Packaging Marketing
 Segmentation, Targeting And Positioning Of Amul (STP Process Of Amul)

Segmentation.
Customer-Based Segmentation Industry-Based Segmentation

1. Kids: Kool, Lassi Butter Milk Chocolate. 1. Milk: Coffee Shop, Restaurant
2. Women: Calci 2. Butter and Cheese: Bakery,
3. Youth: Pizza Bread, Cheese Spread Pizza Manufacturer
4. Health Conscious: Nutramul, Amul Shakti
 Target Market.

1. Amul Unique Selling Proportion: “High quality products at affordable prices.”

Amul means different thing to different people:

To a Milk Producer: A life enriching experience.

To a Consumer: An assurance of having Wholesome Milk
To a Mother: A reliable source o Nourishment for her Child.
To the Country: Rural Development and Self Reliance.
 Positioning.

1. Emotion: Advertisements on Print Media on occasions of national interest, Fun Loving Purely
Indian.

2. Descriptive: Butter has become a part of the family.

3. Functional: Quality products at affordable prices.

 Finance Management of Amul.

Management of funds is a critical aspect of Financial Management. Management of Funds acts

As a foremost concern whether it is in a business undertaking or in an education institution.

Financial Management is that managerial activity which is concerned with the planning and
Controlling of the firm financial resources.

We discuss how and what accounting process that Amul used in his business:

1. Source of Capital:

a. All the products are sold and distributed by Gujarat Co-operative milk marketing federation.
b. Fix deposit of society is the major source of finance.
c. Interest of fix deposit of bank like UTI, BOB, etc.
d. Share capital of Amul, which is not listed in marketing.
Accounting Policies:
Method of Accounting

1. The Union follows accrual system of accounting in the preparation of accounts.

2. The financial statements are prepared on the historical cost convention and in accordance
With GAAP.

I. Fixed Assets: Fixed assets are valued at cost. The cost of assets comprises purchase price and
Any directly attributed cost in bringing the assets to its present condition.

II. Depreciation: Depreciation on fixed assets is provided on Written Down Value Method at the
Applicable rates prescribed under the Income tax Act,1961.
Sales Turnover of Amul from Financial Year
2011 to 2023 (in Billion Indian Rupees)
 HR Process Of Amul.
1. Recruitment and Selection Function
Recruitment: There are two types of Recruitment sources followed by Amul:

 External Sources:
• Campus Recruitment.
• Unsolicited Application.
• Application Blank.
• Placement Agencies.

 Internal Sources:
• Present Permanent Employees
• Employees Referrals.
• Former Employee.
2. Selection: The selection process in Amul is as under:
Vacancy in any Department.

Approval From M.D

Advertisement.

Collection of Advertisement.

Securitize the application.

Interview.

Medical Checkups.

Selection
 Wage and Salary Structure.
Post Grade Payscale
Managing Director Manager 21000-28000

General Manager Manager 15000-21000

Assistant General Manager Manager 7000-15000

Assistant Clerical 2500-7500

Performance Appraisal.
Promotion Period Appraisal
1 Year Managers
3 Years Officers.
1 Year Workers.
1.5 Years Temporary Workers.
3.5 Years Head Clerk.
 Conclusion.

As Amul has large number of product variety, they can focus on each criteria on each market
Segment. The most effective dimension would be a product differentiation among place wise.
As of now there is no such company which made product variety in such segments.
 References.

Summary: https://www.scribd.com
Introduction: https://www.scribd.com
History: https://www.scribd.com
STP: https://www.slideshare.net
Finance Management: https://www.scribd.com
Sales turnover: https://www.statista.com
HR Process: https://www.slideshare.net