3. Formedin 1946 at ANAND Distt in the State
of GUJRAT, INDIA.
Amul has spurred the White Revolution of
India which has made India the largest
producer of milk & milk products in the world.
It
is also the world’s biggest Vegetarian
Cheese brand.
4. Amul has entered overseas markets such
Mauritius, UAE, USA, Bangladesh, Australia,
China, Singapore, Hongkong & a few South
African Countries.
Its bid to enter Japanese market in 1994 but
had not succeeded, but now it has fresh plans
of flooding the Japanese market.
5. Amul’sbirth is indelibly linked to the freedom
movement in India.
The first Amul cooperative was the result of a
farmers.
Sardar Vallabhbhai Patel vision to organise
farmers.
Dr. Verghese Kurien, who founded Amul.
6. Established in 1946 - two societies collected 250
litres of milk.
Competed with Polson’s to supply milk to
Bombay.
1952 - Bombay Government terminated Polson’s
contract and signed with AMUL.
1955 - Dairy and milk powder plant was
established with aid from the United Nations
Children's Fund (UNICEF).
7. 1960 - AMUL pioneered production of milk
powder and baby food from buffalo milk.
AMUL - meets producer demand for critical
inputs, veterinary services, artificial insemination
and feed.
Today AMUL members supply more than 9.2
million litres of milk per day.
AMUL sells 3690 tonnes of cattle feed every year.
8. Year of Establishment 1973
17 District Cooperative Milk
Members Producers' Unions (15 Members & 2
Nominal Members)
No. of Producer Members 3.03 Million
No. of Village Societies 15,712
Total Milk handling capacity per day 13.67 Million litres per day
Milk Collection (Total - 2010-11) 3.45 billion litres
Milk collection (Daily Average 2010-
9.2 million litres (peak 12 million)
11)
Milk Drying Capacity 647 Mts. per day
Cattlefeed manufacturing Capacity 3690 Mts. per day
Sales Turnover -(2010-11) Rs. 9774 Crores (US $2.2 Billion)
9. The Amul Model of dairy
development is a three-tiered
structure with the dairy cooperative
societies at the village level federated
under a milk union at the district level
and a federation of member unions at
the state level
10. Village level
200 members
Committee of 8-9 members
District level
Board of Directors- 12
900 Members (approx)
State Federation
Members are chairpersons of district level Co-
operative & Ex-official members.
Representative from NDDB
Registrar of Co-Operative of the state
concerned
11. Low Cost Robust
Strategy Supply Chain
Success!!
Strong
Distribution Diverse
Network Product
Mix
Te c h n o l o g y a n d
e-initiatives
13. Strengths Weaknesses
•Largest food brand in India •Risks of highly complex supply
•High Quality, Low Price chain system
•World's Largest Pouched Milk Brand •Strong dependency on weak
•Annual turnover of US $1504 million infrastructure
•Highly Diverse Product Mix •Alliance with third parties who do
•Robust Distribution Network not belong to the organized sector
Opportunities Threats
•Penetrate international markets •Competitors - Hindustan Lever,
•Diversify product portfolio to Nestle and Britannia
enter new product categories and •Still competition from MNCs in
expand existing categories like butter
processed foods, chocolates etc •Growing price of milk and milk
products
•Ban on export of milk powder
15. Amul Kool Chocolate Milk
Kids Nutramul Energy Drink
Amul Kool Milk Shake
Amul Calci +
Women
Utterly Delicious Pizza
Amul Emmental Cheese
Youth Amul Cheese Spreads
Amul Lite
Sagar Skimmed Milk Powder
Calorie Conscious Amul Lite Slim and Trim Milk
Nutramul
Health Conscious Amul Shakti Health Food
Drink
17. High Amul Ice-cream
Business
Amul Cheese Amul Chocolate
growth
Rate
Amul Butter
Low Amul Chocolate drink
Relative Market Share
High Low
18. 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
19. 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 emmental,
gouda and pizza mozzarella cheese
20.
21. Q:- Describe consumer behavior in
the context of a commodity like
milk.
Consumption on daily basis.
Females are the main decision maker for the
milk.
Preferences on Purity & Price.
Brand Matters.
22. Q:- What are the market segments
that Amul can penetrate? Are there
any other segmentation
alternatives available to Amul?
Two Segments- Consumer & Industry.
Alternative Segments- Railways, Educational
Institutions, Export.
23. Q:- If you were the marketing chief
of Amul, what other innovations
would you make in your marketing
strategy?
More consumer Centric.
Installing Bulk Milk Chillers and Automatic Milk
Collection Systems in all our village co-
operative societies.
Advertising on Local Cable Network, Radio
etc.
Creating Awareness.
