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Amul – The Taste of India
Priyanka Mandore 131-Dec-13
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About AMUL
• AMUL stands for Anand Milk Union Ltd.
• Incorporated: 1 December 1946
• It is Indian Dairy Co-operative based at Anand in thestate of Gujarat
• Derived from Sanskrit word ‘Amulya’ which meansInvaluable
• Amul spread white revolution in India, it made thecountry the worlds largest producer of milk & milkproducts
• It is brand managed by Gujarat Co-operative MilkMarketing Federation Ltd. (GCMMF)
Priyanka Mandore 331-Dec-13
GCMMF – Over View
• GCMMF: Gujarat Cooperative MilkMarketing Federation.
• Its India's largest food products marketingorganization.
• It is a state level apex body of milkcooperatives in Gujarat which aims toprovide remunerative returns to thefarmers.
• Serve the interest of consumers byproviding quality products which are goodvalue for money.
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Dr. Varghese Kurien (1921-2012)
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•Kurien was responsible for the creation
&success of Amul brand
•Indian social entrepreneur
•Father of white revolution for his billion
litres milk idea
• He founded around 30 institution of
excellence which are owned & managed
by farmers and run by professionals
•He is founding chairman of GCMMF
•Lal Bahadur Shastri appointed him as Chairman of National
Dairy Development Board
•He was awarded with Padmavibhushan & Magsaysay Award
for community leadership
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Products of Amul
• Milk
• Milk Powder
• Ice cream
• Ghee
• Milk drinks
• Butter
• Chocolates
• Nutramul
• Pizza
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•Yoghurts•Methai mate•Cheese•Fresh cream•Cottage cheese•Bread spread•Butter milk•Lassi
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Members: 17 district cooperative milk producers' Union
No. of Producer Members: 3.18 million
No. of Village Societies: 16,914
Total Milk handling capacity: 16.8 million liters per day
Milk collection (Total): 4.66 billion liters
Milk collection (Daily Average): 12.7 million liters
Milk Drying Capacity: 820 Mts. per day
Cattle feed manufacturing Capacity:
5890 Mts. per day
Sales Turnover Rs. 157.48 billion
An Overview
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• Amul has largest distribution network for any FMCGcompany
• It has nearly 48 sales office, 5000+ dealers inwholesale, 10 lakhs retailers in India
• Amul became the worlds largest vegetarian cheese& largest pouched milk brand
• Largest exporter of dairy products in the country
• Amul products are available in over 40 countries ofthe world
• In 2013 Amul was named the most trusted brand infood & beverages sector in Brand Trust Reportpublished by Trust Research Advisory.
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Advertisements
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Advertisements
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• The White Revolution inspired the notable Film
• Film-maker: Shyam Benegal
• Film Name: Manthan (1976)
• Starred: Smita Patil, Naseeruddin Shah and Amrish Puri.
• The film was financed by over five lakhs rural farmers in Gujarat who contributed Rs 2 each to its budget. Upon its release, these farmers went in truckloads to watch 'their' film, making it a commercial success.
• Award: National Film Award for Best Feature Film in Hindi.
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Mix- Product for every one
• Amul never forgot its “primary customer”
- Amul collects 447,000 liters of milk from 2.12 million farmers (many illiterate)
• Product for youth
- Amul launched Chocolate milk under brand
name of „Amul Kool Koko‟ targeting the youth
• Product for diabetic people
- India‟s First Pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics
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Mix- Product for every one
• Product for the health conscious
- Amul Launched “low fat, low cholesterol
bread spreads”
• Product for the price sensitive India
- Low Priced Amul Ice Creams and affordable „sagar‟ whitener
• Product for the urban class- Amul launched pizza &
mozzarella cheese
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Sales Turnover
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The 3 C’s…•Customers extremely satisfied•Moved from loose milk to •packaged milk•Ready to try more products•Improved socio-economic conditions
•Largest milk brand in Asia•More than 30 dairy brands•Market leader in ghee & butter•Very strong supply chain•Enjoys Fine reputation•Quality with Affordability
•Defending against Mahananda,Vijay, Milma & other co-operative milk brands•Aggressive moves against Britannia, Nestle, Mother Dairy and Kwality
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Customer Based Market Segmentation
Kids
Women
Calorie Conscious
Health Conscious
Youth
Amul Kool Chocolate MilkNutramul Energy DrinkAmul Kool Milk Shake
Amul Calci +
Utterly Delicious PizzaAmul Emmental CheeseAmul Cheese Spreads
Amul LiteSagar Skimmed Milk PowderAmul Lite Slim and Trim Milk
NutramulAmul Shakti Health Food Drink
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Competitors
• Nestle
• Britannia
• Mother Dairy
• Kwality
• Vikas
• Chitale
• Haldiram
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Reasons For Success of Amul
1. Vast supply chain
2. Low cost strategy
3. Diverse product mix
4. Strong distribution
5. Technology & initiatives
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Amul – Product PortfolioCategory Market Share Market Position
Butter, Ghee 85% 1
Milk Powder 40% 1
Cheese 50% 1
Ice-cream 24.75% 2
Sweets 50% 1
Chocolate Drink 90% 1
Chocolate 10% 3
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Thank You !!
Your Feedback Please22Priyanka Mandore31-Dec-13