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AMUL : Truly The Taste Of India
Presented By:
MOHAMMED SAMSHAD
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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 India’s Dairy Cooperative
Movement.
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Plants of Amul
First plant is at ANAND, which engaged in themanufacturing of milk, butter, ghee, milk powder,
flavored milk and buttermilk.
Amul Plant at Anand
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Second plant is at MOGAR, which engaged in manufacturing
chocolate, nutramul, Amul Ganthia(snacks) and Amul Lite.
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Third plant is at
Khatraj, which
engaged inproducing cheese.
Today, twelve
dairies are
producing different
products under the
brand name Amul.
Today Amul dairy
is 1 dairy in Asiaand no. 2 in the
world
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Reasons for Success
Success!!
Robust Supply ChainThe vast and complex supply chain Hierarchical network of cooperativesStretches from small suppliers to large fragmented markets
Low Cost StrategyAmul adopted a low-cost price strategy to make its productsaffordable and attractive to consumers by guaranteeingthem value for money
Diverse Product MixAmul Butter, Milk Powder, Ghee,Amulspray, Cheese, Chocolates,Shrikhand, Ice cream,Nutramul, Milk and Amulya
Strong Distribution NetworkAmul products are available in over 500,000 retail outlets acrossIndia through its network of over 3,500 distributors.47 depots with dry and cold warehouses to buffer inventory of theentire range of products.
Technology and e-initiatives New products
Process technologyComplementary assets to enhance milk productionE-commerce.
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GCMMF – Over View
GCMMF: Gujarat Cooperative Milk Marketing Federation
GCMMF is India's largest food products marketingorganization. It is a state level apex body of milk cooperativesin Gujarat which aims to provide remunerative returns to thefarmers and also serve the interest of consumers by providingquality products which are good value for money.
CRISIL, India's leading Ratings, Research, Risk and PolicyAdvisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.
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Facts
Members: 13 district cooperative milkproducers' Union
No. of Producer Members: 3.03 million
No. of Village Societies: 15,760
Total Milk handling capacity: 13.67 million liters per day
Milk collection (Total - 2010-11):
3.45 billion liters
Milk collection (Daily Average2010-11):
9.2 million liters
Milk Drying Capacity: 647 Mts. per day
Cattle feed manufacturingCapacity:
3690 Mts. per day
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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
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Amul - Business Model
RAW MILK
DriedSkimmed Milk
Powder
Packaged Milk
Ice creamBeverages
Condensed
GheeButterCream
pasteurization
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Amul – Distribution Channel
Farmer
Village
Co-operative
Societies(with chilling
units)
Milk processingunion &
warehouses
GCMMF
WHOLESALER/C&S
RETAILER
CONSUMER
HOMEDELIVERYCONTRAC
TER
CONSUMER
Village
Co-operative
Societies(without chilling
units)
* VENTINARYSERVICE
*ANIMALHUSBANDARY
*ANIMAL FEEDFACTORY
*MILK CANPRODUCER
* AGRICULTUREUNIVERSITY
RURALMANAGEMENT
UNIVERSITY
TRUCKINGFACILITIES
CHILLINGPLANTS
Localrestaurant/
Other milk
RelatedBusiness
Milk sold tovillage &
localrestaurant
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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
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Customer Based Market Segmentation
Kids
Women
Calorie Conscious
Health Conscious
Youth
Amul Kool Chocolate MilkNutramul Energy DrinkAmul Kool Millk Shaake
Amul Calci +
Utterly Delicious PizzaAmul Emmental CheeseAmul Cheese Spreadsv
Amul LiteSagar Skimmed Milk PowderAmul Lite Slim and Trim Milk
NutramulAmul Shakti Health FoodDrink
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Industry Based Market Segmentation
Milk
Butter/Cheese/Ghee
Ice-cream Manufacturers
Restaurant/Food Chains
Temples
Bakery & Confectionaries
Pizza Retailers
Snacks Retailers
Coffee Shop Chains
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Advertisements
AMUL is well known for its innovative hoardings. Find belowa few:
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Mix… Product for every one
Amul never forgot its “primarycustomer”
Amul collect on an average 9.4 million litres ofmilk per day from their producer members andsmall farmers.
Product for youthAmul launched Chocolate milk underbrand name of „Amul Kool Koko‟ targeting the youth
Product for diabetic peopleIndia‟s First Pro-Biotic Wellness Ice cream
& Sugar Free Delights For Diabetics
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Product for the healthconsciousAmul Launched “low fat, low
cholesterol bread spreads”
Product for the pricesensitive IndiaLow Priced Amul Ice Creams
and affordable „sagar‟ whitener
Product for the urban classAmul launched emmental, goudaand pizza mozzarella cheese
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AMUL- Product Diversification
Seeking unfamiliar products or markets in the pursuits of growthwith 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”
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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 packagedwater in market. The product was abandoned.
Now Amul is all set to re-launch bottled water “NARMADANEER”
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Amul – BCG Matrix
Relative Market Share
High
Business
growth
Rate
Low
High Low
Amul Cheese
Amul Ice-cream
Amul Chocolate
Amul Chocolate drink
Amul Butter
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Struggle - Amul Chocolates
Low
Growth
Phase
Introduction
Phase
Amul Milk,Amul Fruit and
Nut
DeclineSales
New BrandsRejoice,Kite Bite,Nuts about youSugar FreeChoco Zoo
Decline
Sales
Inadequate Success
Failed new brands
Excessive discounts10% Market share
Tough competition by
Market Leaders –
Cadbury (70%), Nestle
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AMUL’S- 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. 27000crores by the year 2020
Objective: is to ensure that the maximum share of the consumer’s rupee
goes back to the milk producers
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Suggestions and Recommendations
Company should start printing packaging date onmilk pouch.
Consider on the supply of product in the peak season.
250 ml milk pouch should make available to retailers forselling, because lower income family has intention to buysmall pouch milk.
Incentives & schemes should be given to the retailers.
Provide reasonable Margin to retailers as compared tocompetitors, this motivates them to promote company’smilk and milk products
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