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Amul brand
 

Amul brand

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This presentation tell about the Brand name of Amul

This presentation tell about the Brand name of Amul

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    Amul brand Amul brand Presentation Transcript

    • Case study on “AMUL”(GCMMF)
      Presented by
    • Shivkumar
      Venkatesh
      Sunilkumar
    • History
      Founded in 1946 under the name Kaira District Co-operative Milk Producers Union Ltd by Tribhuvandas Patel
      Purely farmers co-operative
      Started with daily procurement of 250 lts/day
      Now it is known as GCMMF
      Manages brand “AMUL” means “Priceless” in Sanskrit
      No. 1 brand in India and 2 in the world
      Spurred the White Revolution in India
    • GCMMF
      Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.
    • Business Model
      Providing quality products to consumers at an affordable price
      Everyday GMCCF collects 4.6 mnlts of milk from 2.1 milk producers, converts the milk into branded, packed products and delivers the goods to over 4,00,000 retail outlets across the country with the help of its 12 plants
    • List of products marketed
    • products
      AmulKool Chocolate Milk
      Amul Butter
      Amulya Dairy Whitener
      Fresh Milk
      Cheese
      AmulShrikhand
      AmulMithaeeGulabJamuns
      Amul Chocolates
    • Contests
      Amul chef of the year, 2009 contest
      Amul maharani contest, 2008-09
      Amul food festival contest
      Winners of the Slogan likho Disneyland dekho contest
      Winners of “Amulya Fly to Bangkok Contset”
    • hits
      Management of a Gymkhana in Mumbai, evicted a trangender activist from a dinner party hosted by one of its member- April'10 
    • Venue of IPL shifts from India to Cape Town, South Africa - April '09 
    • Profit-sharing imbroglio between film producers and multiplexes -April '09 
    • Journalist hurls a shoe at Home Minister at a recent press-conference in Delhi - April '09 
    • Awards
      GCMMF bags APEDA AWARD for 11 years in a row
      Amul Pro-Biotic Ice-cream Gets No. 1 Award at World Dairy Summit
      Ramkrishna Bajaj National Quality Award-2003
      Amul- The Taste of India (GCMMF) Receives International Cio 100 Award For resourcefulness
      Rajive Gandhi National Quality Award – 1999
    • SWOT
      Strength
      Strong brand names
      Excellent relationship with supermarkets/ departmental stores
      Constant innovations
      Excellent relationship with the farmers
      Varied product range
      Robust Distribution Network
      High quality, low price
    • Cont….
      Weaknesses
      Tax implications because of Co-operative structures
      Short self life of most of their products
      Completely dependent on villages for its raw material
    • Cont….
      Opportunities
      The yield of Indian cow is much lower than that of cow in other dairy countries
      Penetrate international markets
      It should concentrate in the processed sector as it has a robust distribution
    • Cont….
      Threats
      Competitors – HUL, Nestle, Britannia other local players
      Tax by Govt. (as it is cooperative)