4. • in the year 1946 Kaira district co-operative milk producers’ union was registered
• began pasteurizing milk for the Bombay milk scheme in June 1948
• Amul diary was opened in 1950 at Anand with the help from UNICEF and government
of new Zealand.
• first products with Amul brand name was launched in 1955.
• Dr Varghese Kurian, founder-chairman of the GCMMF for more than 30 years (1973–
2006), is credited with the success of Amul.
14. The moppet who put Amul on India's breakfast table
50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in
1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to It. All because a
thumb-sized girl climbed on to the hoardings and put a spell on the masses.
The Amul girl was the brainchild of SylvesterdaCunha, the managing director of the advertising
agency AS. The ads were designed as a series of hoardings with designs relating to day-to-day
issues. The brand recall for the Amul girl is phenomenal across India today. And the biggest
reason for this is the topical nature of the ads.The Amul ads have witty one-liners which
capture relevant events that have caught the fancy of the nation.
21. 4p’s Implementation of AMUL Butter
• Follow standards like
TQM, Kaizan and Agmark
• Diverse packaging sizes from
500gm – 10gms to reach all
target groups
• Robust supply chain and a
strong marketing channel
gives a strong pricing
advantage
• Under GCMMF
• >5 lakh retail outlets
• >3500 distributors
• 7000 AMUL parlors
• Amul moppet girl
• Sponsorships like Amul
voice of India and Amul
Chef of the year
24. STRENGTH
WEAKNESS
OPPORTUNIES
THREATS
• Largest food brand in
India
• High Quality, Low
Price
• Introduced TQM
• World's Largest
Pouched Milk Brand
• Annual turnover of
US $2540 million
• Highly Diverse
Product Mix
• Robust Distribution
Network
• 1.Low market share
in chocolates
segment
• 2.Strong competition
from international &
domestic players in
the ice cream
segment means
limited market share
• Risks of highly
complex supply chain
system
• Short shelf life of its
products
• Penetrate
international markets
• Diversify product
portfolio to enter
new product
categories and
expand existing
categories like
processed
foods, chocolates etc
• Sell products online
• Competitors Hindustan
Lever, Nestle and
Britannia
• Still competition
from MNCs in butter
• Growing price of milk
and milk products
• Political issues &
union problems
within organization
25.
26. • Diary based sweets
• Fast food sector
• Frozen food sector
• Hotels & restaurants
• Energy drinks
• Baby food products
• Health products like protein powder & protein bars
• Animal feeds
27.
28. • Focus on retail expansion in Indian cities, towns and villages – increase branded Amul parlours
to capture the consumer attention and keep the competition at bay
• Amul can venture into offering low-fat versions of its products as it would help capture the
hearts of second and third generation Indians in US & Global Market
• Amul can venture out on new products like dairy based sweets, baby food products
• Amul must try to understand the cause of certain products like Amul basundi, gulab
jamoon, and chocolates etc not being very popular. Amul need to take up thorough market
research and work on improving these products
• Though Amul’s hoardings are a huge success, it can penetrate even better in the rural areas by
advertising actively through the media viz cable channels and newspapers. Sponsoring more
shows on TV, sports events can be of great help.
The Amul Model is a three-tier cooperative structure. This structure consists of a dairy cooperative society at the village level affiliated to a milk union at the district level which in turn is federated into a milk federation at the state level. Milk collection is done at the village dairy society, milk procurement and processing at the District Milk Union and milk and milk products marketing at the state milk federation. The structure was evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood programme. It is known as the ‘Amul Model’ or ‘Anand Pattern’ of dairy cooperatives.The main functions of the VDCS are:Collection of surplus milk from the producers of the village and payment based on quality and quantity,Providing support services to the members like veterinary first aid, artificial insemination services, cattle-feed sales, mineral mixture sales, fodder and fodder seed sales, conducting training on animal husbandry and dairying,Selling liquid milk for local consumers of the village,Supplying milk to the District Milk Union.
Amul Pure GheeAmul ButterAmul ShrikhandAmul Mithaee GulabjamunNutramul Brown BeverageAmul CheeseAmul Malai PaneerAmul UHT Milk (Long Life)Amul Gold MilkAmul Taaza Full Cream MilkAmul Lite Slim and Trim MilkAmul Fresh CreamBulk PacksAmul Skimmed Milk PowderAmul Full Cream Milk Powder
