Verghese Kurien

VERGHESE KURIEN

FY-BBI

Presented By: MEENAKSHI ANKITA ANNCILLA SNEHA SANHA

PRINCIPLES OF MANAGEMENT

VERGHESE KURIEN

HISTORY- Born on 26th November 1921 in a Syrain Christian family at Kozhikode, Kerala.- Graduated in Physics from Madras in 1940 & then did his B.E. ( Mech ). - He went to USA & earn his Master of Science

in Metallurgical Engineering from Michigan StateUniversity .

- - In between, he completed special studies in engineering at the Tata Iron & Steel Company Institute at Jamshedpur, Bihar.

- - In February 1946 he under went 9 months of Specialized training in dairy engineering at the National Dairy Research Institute of Bangalore.

INDIAN SOCIAL ENTREPRENEUR

WHY HE IS AN INSPIRATIONAL LEADER? - Father Of The White Revolution In India.- Architect behind the success of the Largest Dairy

Development Program in the World.- Chairman of the National Dairy Development

Board (NDDB) & the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).

ACTIVITIES- - Largest producer of milk.- - Rapid & significance progress- - Recognized as a man behind success.

- - He set up GCMMF.- - Also exported milk products abroad.- - Compete against NESTLE.- - Unique achievements.

BOOKS Verghese Kurien (2005) - I Too Had a Dream.

Verghese Kurien (1997)- An Unfinished Dream. Tata-McGraw-Hill. 

The Man Who Made The Elephant Dance – Audio Autobiography of Dr. Kurien in the voice of Tom Alter with Audio Foreword by Ratan Tata, in his own voice .

Verghese Kurien – The Man with the Billion Litre idea ( Amar Chitra Katha. )

Amul is an abbreviation of Anand Milk Union Limited.

Formed in 1946, it is a brand managed by a co operative body, the Gujarat Co-operative Milk Manufacturing Federation Ltd. (GCMMF)

Amul is synonymous with butter in India. Amul Butter Girl has been a part of Indian

Consumers since 1950. Amul means “AMULYA”. Started the white revolution in India, Amul dairy is no.1 in India and no.2 in Asia.

FIRST HOARDING OF AMUL BUTTER

SWOT ANALYSIS OF AMUL

Strengths

Largest food brand in India High Quality, Low Price Highly Diverse Product Mix

OpportunitiesPenetrate international marketsDiversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc

Threats

Competitors - Hindustan Lever, Nestle and BritanniaGrowing price of milk and milk products

Weaknesses

Risks of highly complex supply chain systemStrong dependency on weak infrastructure

POSITIONINGCategory Market Share Market Position

Butter, Ghee 88% 1

Milk Powder 40% 1

Cheese 75% 1

Ice-cream 25% 2

Sweets 50% 1

Chocolate Drink 90% 1

Chocolate 10% 3

Collects 447,000 litres of milk from 2.12 million farmers

Converts the milk into branded, packaged products

Delivers goods worth Rs 6 crore daily

500,000 retail outlets across India 3,500 distributors 47 depots with dry and cold

warehouses Dedicated vehicle operations.

DEVELOPMENT PATH Heavy investment in the

simultaneous development of suppliers

Effective management Vast and complex supply

chain stretches from small suppliers to large fragmented markets.

PRODUCT LIFE CYCLE

Introduction Growth Maturity

AMUL BUTTER

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PRODUCT First product of Amul is Butter Amul products includes Milk Powders, Milk,

Butter, Ghee, Cheese, Masti Dahi, etc. Amul’s sugar-free Pro-Biotic Ice-cream won

the International Dairy Federation Marketing Award for 2007.

Packaging

AWARDS AWARDING ORGANIZATION

Padma Vibhushan Government on in India

Padma Bhushan Government on in India

Padma Shri Government on in India

Krushi Ratna Award Government on in India

World Food Prize World Food Prize,USA

Wateler Peace Prize Wateler Peace Prize (Netherland)

INT… person of the year World Dairy Expo….