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

 
   
     

          

 
    
  

  - (Harland, 1996)

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     -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:
ʹ Production
ʹ Supply
ʹ Inventory
ʹ Location
ʹ Transportation
ʹ 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

ʹ Intensive distribution
ʹ Selective distribution

ʹ Exclusive distribution
MOTHER DAIRY- THE JOURNEY SO FAR

· Mother Dairy͛ started its operations in 1974 under the

Operation Flood programme of the National Dairy
Development Board.

· X
 
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- THE JOURNEY SO FAR
v Mother Dairy͛ 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.

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

in and around Delhi, primarily because of consistent quality and
service reliability.
 
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v 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.

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v Dispatching of milk
After processing, the milk is chilled and stored in silos and
further chilled to about 2 C
v 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.
 
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· Token Distribution
· Container on Wheels (COW)
· Retailers
v Õuality 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.
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