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    Presented By:: AMUL: Truly The Taste of India

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    shankar112
    Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is owned by 3 million milk producers and operates multiple dairy plants. Amul has become the largest food brand in India due to its low cost strategy, diverse product portfolio, and robust supply chain network spanning 500,000 retail outlets. Key to Amul's success has been its focus on returning maximum profits to milk producers while providing affordable dairy products to consumers. It continues diversifying its product range and expanding its national distribution reach.

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    Presented By:: AMUL: Truly The Taste of India

    Uploaded by

    shankar112
    334 views25 pages
    Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is owned by 3 million milk producers and operates multiple dairy plants. Amul has become the largest food brand in India due to its low cost strategy, diverse product portfolio, and robust supply chain network spanning 500,000 retail outlets. Key to Amul's success has been its focus on returning maximum profits to milk producers while providing affordable dairy products to consumers. It continues diversifying its product range and expanding its national distribution reach.

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    Amul Marketing(2)0000

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    Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is owned by 3 million milk producers and operates multiple dairy plants. Amul has become the largest food brand in India due to its low cost strategy, diverse product portfolio, and robust supply chain network spanning 500,000 retail outlets. Key to Amul's success has been its focus on returning maximum profits to milk producers while providing affordable dairy products to consumers. It continues diversifying its product range and expanding its national distribution reach.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    334 views25 pages

    Presented By:: AMUL: Truly The Taste of India

    Uploaded by

    shankar112
    Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is owned by 3 million milk producers and operates multiple dairy plants. Amul has become the largest food brand in India due to its low cost strategy, diverse product portfolio, and robust supply chain network spanning 500,000 retail outlets. Key to Amul's success has been its focus on returning maximum profits to milk producers while providing affordable dairy products to consumers. It continues diversifying its product range and expanding its national distribution reach.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 25

    AMUL : Truly The Taste Of India

    Presented By:
    MOHAMMED SAMSHAD

    History of Amul

    The brand name "Amul" ("priceless" in Sanskrit).

    Formed in 1946, is a dairy cooperative in India.

    AMUL is based in Anand, Gujarat.


    A part of the Gujarat Cooperative Milk Marketing Federation (GCMMF) Birth of Amul and development of Indias Dairy Cooperative Movement.

    Plants of Amul
    First plant is at ANAND, which engaged in the

    manufacturing of milk, butter, ghee, milk powder, flavored milk and buttermilk.

    Amul Plant at Anand

    Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia(snacks) and Amul Lite.

    Third plant is at Khatraj, which engaged in producing cheese.

    Today, twelve dairies are producing different products under the brand name Amul. Today Amul dairy is 1 dairy in Asia and no. 2 in the world

    Reasons for Success


    Robust Supply Chain
    The vast and complex supply chain Hierarchical network of cooperatives Stretches from small suppliers to large fragmented markets

    Low Cost Strategy


    Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money

    Diverse Product Mix

    Success!!

    Amul Butter, Milk Powder, Ghee, Amulspray, Cheese, Chocolates, Shrikhand, Ice cream, Nutramul, Milk and Amulya

    Strong Distribution Network


    Amul products are available in over 500,000 retail outlets across India through its network of over 3,500 distributors. 47 depots with dry and cold warehouses to buffer inventory of the entire range of products.

    Technology and e-initiatives


    New products Process technology Complementary assets to enhance milk production E-commerce.

    GCMMF Over View


    GCMMF: Gujarat Cooperative Milk Marketing Federation GCMMF is India's largest food products marketing

    organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

    CRISIL, India's leading Ratings, Research, Risk and Policy

    Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.

    Facts
    Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 201011): Milk collection (Daily Average 2010-11): Milk Drying Capacity: 13 district cooperative milk producers' Union 3.03 million 15,760 13.67 million liters per day 3.45 billion liters 9.2 million liters 647 Mts. per day

    Cattle feed manufacturing Capacity:

    3690 Mts. per day

    Steps Of Production Process


    1. Collection of Raw Milk 2. Electronic Milk Testing 3. Methyline Blue Reduction Test 4. The dairy fixes the proportion of SNF & FAT 5. Pasteurizing and Standardizing 6.Separation Process 7. Quality Check 8. Packaging Process 9. Storage

    Amul - Business Model

    RAW MILK

    pasteurization

    Condensed

    Packaged Milk Ice cream Beverages

    Ghee Butter Cream

    Dried Skimmed Milk Powder

    Amul Distribution Channel


    Farmer
    Village Cooperative Societies(wi th chilling units)
    Village Co-operative Societies(wit hout chilling units)

    Local restaurant/ Other milk Related Business

    Milk sold to village & local restaurant

    CHILLING PLANTS

    VENTINARY SERVICE

    Milk processing union & warehouses

    *ANIMAL HUSBANDARY *ANIMAL FEED FACTORY *MILK CAN PRODUCER * AGRICULTURE UNIVERSITY RURAL MANAGEMENT UNIVERSITY TRUCKING FACILITIES

    GCMMF
    WHOLESALER/ C&S
    HOME DELIVERY CONTRAC TER CONSUMER

    RETAILER

    CONSUMER

    Amul Distribution Network


    300 stock keeping units. 46 sales offices. 3,000 distributors. 1,00,000 retailers with refrigerators.

    5,00,000 non-refrigerated retail outlets

    Customer Based Market Segmentation


    Amul Kool Chocolate Milk Nutramul Energy Drink Amul Kool Millk Shaake

    Kids
    Women

    Amul Calci + Utterly Delicious Pizza Amul Emmental Cheese Amul Cheese Spreadsv Amul Lite Sagar Skimmed Milk Powder Amul Lite Slim and Trim Milk

    Youth
    Calorie Conscious

    Health Conscious

    Nutramul Amul Shakti Health Food Drink

    Industry Based Market Segmentation


    Ice-cream Manufacturers

    Restaurant/Food Chains

    Coffee Shop Chains

    Milk

    Temples

    Bakery & Confectionaries

    Pizza Retailers

    Snacks Retailers

    Butter/Cheese/Ghee

    Advertisements
    AMUL is well known for its innovative hoardings. Find below a few:

    Mix Product for every one

    Amul never forgot its primary customer Amul collect on an average 9.4 million litres of milk per day from their producer members and small farmers. Product for youth Amul launched Chocolate milk under brand name of Amul Kool Koko targeting the youth

    Product for diabetic people Indias First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics

    Product for the health


    Amul Launched low fat, low cholesterol bread spreads

    conscious

    Product for the price

    sensitive India

    Low Priced Amul Ice Creams and affordable sagar whitener

    Product for the urban class Amul launched emmental, gouda and pizza mozzarella cheese

    AMUL- Product Diversification


    Seeking unfamiliar products or markets in the pursuits of growth with both dairy and non-dairy products Secret Philosophy Progressive addition of higher value products while maintaining the desired growth in existing products. Amul introduced products with consistent value addition but never left the core philosophy of providing milk at a basic, affordable price

    Amul - Product Abandonment

    10 years back, Amul took a shot at bottled water through Jaldhara which was produced by NDDB. However the venture failed owing to less demand for packaged water in market. The product was abandoned. Now Amul is all set to re-launch bottled water NARMADA NEER

    Amul BCG Matrix


    High Amul Ice-cream

    Business growth Rate

    Amul Cheese
    Amul Butter

    Amul Chocolate

    Low

    Amul Chocolate drink

    High Relative Market Share

    Low

    Struggle - Amul Chocolates


    Low

    Growth Phase Inadequate Success Failed new brands Excessive discounts 10% Market share Tough competition by Market Leaders Cadbury (70%), Nestle

    Decline

    Sales

    Introduction
    Phase Amul Milk, Amul Fruit and Nut

    Decline Sales

    New Brands Rejoice, Kite Bite, Nuts about you Sugar Free Choco Zoo

    AMULS- Vision, Mission Objectives

    Vision: Liberate our farmers from economic oppression and


    lead them to prosperity

    Mission: Dairy Cooperatives of Gujarat to reach a turnover of Rs. 27000 crores by the year 2020 Objective: is to ensure that the maximum share of the consumers rupee goes back to the milk producers

    Suggestions and Recommendations

    Company should start printing packaging date on milk pouch. Consider on the supply of product in the peak season. 250 ml milk pouch should make available to retailers for selling, because lower income family has intention to buy small pouch milk. Incentives & schemes should be given to the retailers. Provide reasonable Margin to retailers as compared to competitors, this motivates them to promote companys milk and milk products

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