AMUL: MILK TURNS TO GOLD

INTRODUCTION• Amul was first came into being on 1946.• It was named as anand milk limited.• This named was most probably suggested by a

quality control expert in anand which in sanskrit was delived from amulya.

• The brand name was registered only in 1957.• Amul beside being india’s largest food products

marketing organisation has become a sybol of aspiration of million of farmers creating a pattern of liberilastion and self reliance for farmer to follow.

• Largest producer of milk & its products.• Its total sales turnover in 2007-08 was 1,068

million US $.• It operates mostly through rural areas only.• 1 million farmers appointed procuring 6.3 million

liters of milk per day.• It is initiating toward opening telecentres in villages.

• Initiating to purchase all milk from farmers.

AMUL

PURPOSE OF THE CASE

• To discuss how Gujrat Coorporate Milk Marketing Federation (GCMMF) created advantage over MNCs in the term of product variety, quality, size, etc. and built an enviable reputation for Amul as a symbol of excellence.

• To focus on key factor that heralded White Revolution in India and what does the future look like.

• To debate how Amul should approach optimally and compete with milk products launched by other organization in India.

Amul products

Amul products

• Bread spread • Milk drinks• Powder milk• Fresh milk• Curd product• Pure ghee • Cheese• Chocolate• Ice creams• Brown Beverage• Ready to serve soups

Con.

Con.

• Amul butter concerned with the market share of more than 86%.

• Amul has introduced a number of diverse range of varied product. Like

• Low fat butter • Cooking butter etc.• Amul cheese• Variant:-• Amul pizza cheese• Amul processed cheese spread .• Amul pasteurized processed cheddar cheese .

Con.

• Amul ice cream have 24.75% share in the in the rs 525 crore Indian market.

• Variant:-• Royal treat range(rajbhog, butterscotch etc.)• Nut-o-mania range (kaju darkshi, kesar pista etc.)• Simple delicious range (vanilla, strawberry, etc.)• Amul chocolate have 10% share in market.• Amul ghee have 20% share in market.

GCMMF

• GCMMF (Gujarat cooperative milk marketing federation) is largest exporter of diary product.

• Its received APEDA Award in dairy product export in 1997-2005 from government of India for excellence.

• GCMMF’s competitor nestle procures 600,000 ltr. Milk per day which is hardly 10% of Amul capacity.

SUPPLY CHAIN OF GCMMF

LEVEL 1 (FARMERS)

LEVELL 2 (CO-OPERATIVES)

LEVEL 3 (DAIREIS )

LEVEL 4 (DEPOTS)

LEVEL 5 (DISTRIBUTORS)

LEVEL 6 (RETAIL OUTLETS)

LEVEL 7 (CONSUMERS)

Advertising tactics

Through Aakashwani.Road Shows with posters & hoardings.Organizing Kiosks at fairs in

villages.Availing quality products at

reasonable prices.Attractive posters relating to current

celebrities or events.

These hoardings attracted the rural

as well as the urban gathering.