Mother Dairy India Ltd.

SUPPLY CHAIN MANAGEMENT PRESENTED BY:- Pramod Buram 09 Vishal Shete 94 Kunal Shah 74 Kanchan Thakre 99

SUPPLY CHAIN MANAGEMENT• Supply Chain Management (SCM) is the management of a

network of interconnected businesses involved in the ultimate

provision of product and service packages required by end

customers.- (Harland, 1996)

• Supply chain management encompasses the planning and

management of all activities involved in sourcing, procurement,

conversion, and logistics management. It also includes the

crucial components of coordination and collaboration

with channel partners, which can be suppliers, intermediaries,

third-party service providers, and customers.  -CSCMP

• Supply chain management can be viewed as a decision making process between strategy and operations.

• Basically there are three types of supply chain management flows

• There are six key elements to a supply chain: – Production– Supply– Inventory– Location– Transportation– Information

Supply chain management process

DISTRIBUTION

• Distribution is the process of moving a product from its manufacturing source to its customers.

• The distribution system gives strength to the company by helping to

increase the reach of the product to various parts of the region, country

or even in foreign markets.

• Alternate 'channels' of distribution

• Types of marketing channels

– Intensive distribution

– Selective distribution

– Exclusive distribution

MOTHER DAIRY- THE JOURNEY SO FAR

• ‘Mother Dairy’ started its operations in 1974 under the

Operation Flood programme of the National Dairy

Development Board.

• ‘Mother Dairy’ sources its requirement of liquid milk from

dairy co-operatives and producer institutions.

MOTHER DAIRY- THE JOURNEY SO FAR

• Presently, Mother Dairy sells more than 28 lakh ltr./day, out of which

approximately 9 lakh liters of milk is sold as bulk vended milk and

another 19 lakh liters of milk is sold in sachets in five different variants

across six states.

• Mother Dairy, Delhi is an IS/ISO-9001:2000 and Hazard Analysis Critical

Control Points (HACCP) and IS-14001:1996 Environment Management

System (EMS) Certified organization.

• ‘Mother Dairy’ is the single largest brand of milk in Delhi, India as

well as in Asia, marketing about 1.9 million liters of milk per day.

• Mother Dairy commands 40% market share in the organized sector in

and around Delhi, primarily because of consistent quality and service

reliability.

MOTHER DAIRY- THE JOURNEY SO FAR

Deals in:- -

Supplier

Processing Plant

Distributor

Retailer

Customer

DIRECTION OF MOVEMENT OF CHAIN

The rightProduct

HigherProfits

The rightTime

The rightCustomer

The rightQuantity

The rightStore

The rightPrice

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Process of Procurement & Distribution of Milk

Farmers and the Milk Co-operative Society

The Operation Flood programme helps both farmers as well as

the city consumers

• Checking the quality of milk Dairy stringent hygienic standards are maintained. The milk in

the tankers is first checked for quality and freshness and then unloaded

into huge insulated stainless steel storage tanks.

• Processing of milk Unprocessed milk may contain small dirt

particles invisible to the naked eye. In order to remove

these particles the milk has to be processed.

Processing

Clarification

Standardization

Homogenization

Pasteurization

• Dispatching of milk After processing, the milk is chilled and stored in silos and further chilled to about 2 C

• Making the milk available

The control room responsible for ensuring that

shops do not run out of milk. Each milk tanker is fitted

with a wireless set. As soon as the in charge at the control

room learns that a particular shop is running out of milk,

he contacts the tanker nearest to the shop.

Distribution Channel• Token Distribution

• Container on Wheels (COW)

• Retailers

• Quality control all the way

A final quality check of the milk is also made at the

shop itself. This ensures that milk reaching the customers

is of same quality as dispatched from the Dairy.

Keeping milk cool• Mother Dairy takes care to keep milk cool at every stage-it is chilled

before transporting in insulated tankers, it is stored in insulated silos

and kept in refrigerated tanks at the shops.