In this ppt you will see about amul corporation and the history of amul. You also get to know about its founders and their working process.

1. MADE BY:
AKSHAT
JAIN &
GURDIT
SINGH

2. The Taste of India
Amul
World ‘s Biggest
Vegetarian
Cheese Brand
World’s Largest
Pouched
Milk Brand

3. 3
3
Contents
 AMUL, Introduction & History
 Reasons For Success & Its Growth Rate
 Business Model & Business Strategy
 Industry Analysis & 3 C’s Of Amul
 SWOT Analysis & Amul Portfolio
 Competitive Sustainable advantage of Amul
 Amul is Going Globally

4. q Formed in 1946 & is managed by Gujarat Co-operative Milk
Marketing Federation Ltd.
q The brand name Amul means “Amulya”. The English the Amulya
means Priceless.
q Amul has change the white revolution in India, which has made
India the largest producer of milk & milk products in the world.
q This white revolution made Amul the billion dollar brand.
q Today Amul Dairy is no.1 in Asia & no.2 in the world.
q AMUL stands for Anand Milk Union limited.
INTRODUCTION & HISTORY

5. • Amul is an Indian dairy cooperative society, based at Anand in the Indian state
of Gujarat. Formed in 1946, it is a cooperative brand managed by a cooperative
body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which
today is jointly owned by 36 lakh (3.6 million) milk producers in Gujarat, spread
across 13,000 villages of Gujarat. It is a 75 years old brand which is spread
Worldwide. It is founded by Tribhuvandas Patel under the guidance of Sardar
Vallabhbhai Patel. The older name of Amul was Kaira District Milk Union
Limited (later renamed as AMUL). But the main man behind Amul was Dr.
Verghese Kurien (also known as the father of White Revolution).
HISTORY

6. • A cooperative society is a voluntary association that
started with the aim of the service of its members. It is a
form of business where individuals belonging to the
same class join their hands for the promotion of their
common goals.
• Amul follows a three-tier cooperative structure which
consists of a dairy cooperative society at the village level
that is affiliated with milk unions at the district level
which in turn is federated to a milk federation at the
state level. ... The Amul model has helped India become
the largest milk producer in the world.
AMUL IS COOPERATIVE SOCIETY

7. • Polson is the name of a dairy product brand that
was started in India during British rule in 1915 in
Mumbai by Pestonjee Edulijee. Polson's first
dairy was set up in Anand, Gujarat in 1930. But
Polson is exploiting Indian farmer's as they buy
their milk in low prices than market rate.
Because of this AMUL has come into the market,
to protect farmers from Polson.
POLSON COMPANY

9. ROLE OF SARDAR PATEL &
TRIBHUVAN DAS PATEL IN AMUL
• Tribhuvandas Kishibhai Patel (22 October 1903 – 3 June 1994)
was the founder of the Kaira District Co-operative Milk
Producers' Union in 1946, and later the Amul co-operative
movement in Anand, Gujarat, India.
• When farmers were at the mercy of milk contractors in Kheda
they turned to Sardar for a solution. Sardar Patel, who had
advocated farmers' co-operatives as early as 1942, reiterated
his advice that they should market their milk through a
cooperative society of their own.

10. • Kurien was the Father of the White
Revolution. Dr Kurien guided the dairy co-
operative movement in India and brought
social and economic development in the
lives of milk producers of the country. ... Dr
Kurien always dreamt that "Amul" brand
should be associated with all milk
producers'; across India
• Verghese Kurien (26 November 1921 – 9
September 2012), known as the "Father of
the White Revolution" in India, was a social
entrepreneur whose "billion-litre idea",
Operation Flood, made dairy farming India's
largest self-sustaining industry and the
largest rural employment sector providing a
third of all rural income.
VERGHESE KURIEN

11.  Amul stands for Anand Milk Union Limited
 Since 1946, based in Anand , Gujrat.
 Market leaders for Amul Butter
 Turnover of 25 billion
 Amul is the symbol of:
• High quality at reasonable prices
• Genesis of a vast co-operative network
• Farmer's organization
THE COMPANY

12. Establishment of Amul was marked as an epoch in the White Revolution.
Largest food brand in India , World's Largest Pouched
Milk Brand & World's Largest Vegetarian Food Brand.
Product portfolio – Bread spreads, Milk Drinks, Fresh Milk, Power Milk, Cheese,
Deserts.
Market leaders in Ghee and Butter with 85% market share.
Symbol of high-quality products sold at reasonable prices, of availability, of
service.
ABOUT THE BRAND

13. • Brand Name:- The logo:- The Tagline/Slogan:-
• Amul
• The Jinggle:-
• "Utterly Butterly Delicious Amul!"
• The Mascot:-
Amul The Taste of India
BRAND'S ELEMENT

14. • Without stepping in the hardcore marketing,
Amul has made its way of success. It is now a
household name in the Indian Families with their
wide range of dairy products. With many big
players in the dairy industry, Amul is the only
name which is on everyone's lips for dairy
products. It has contributed the most in making
India number 1 in milk production.
NO MARKETING

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Reasons for Success
Success
Robust Supply Chain
Low Cost Strategy
Strong Distribution Network
Technology & e - initiatives
Diverse Product Mix
Amul Butter, Milk, Powder ,Ghee
Cheese,Chocolates, Ice Cream, Milk
The Brand Value of AMUL- Quality,
Value for money, Availability, Service

19. • Dr. Rupinder Singh Sodhi is
Managing Director of Gujarat
Cooperative Milk Marketing
Federation, Ltd., (AMUL), He
has obtained his B.E. (Ag)
degree from CTAE, Udaipur,
India and then joined Institute
of Rural Management Anand
(IRMA).
MD OF AMUL
Click to add text

22. • "Operation Flood started the White Revolution in
India and made our country self-sufficient in milk
and this was achieved entirely through the
cooperative structure. Today around 12 million
farmers in more than 22 states across the country
own around 250 dairy plants handling around 20
million litres of milk a day. "In 1955 our butter
imports were 500 tons per year; today our
cooperatives alone produce more than 12,000 tons
of butter. Similarly, we imported 3000 tons of baby
food in 1955; today our cooperatives alone produce
38,000 tons of baby food.
WHITE
REVOLUTION

24. Distribution Network
15%
5%
80%
Farmers Profit
Milk Processing
COOPERATIVE MODEL AMUL

25. .
Annual Turnover of RS 52000 Crore (2019-2020)
AMUL register a 17% higher sales than the previous year
Growth Rate

26. BUSINESS MODEL
• The milk is processed in
222 Districts by Co-
operative Milk Unions &
marketed by 28 state
Marketing Federations,
ensuring a better life for
millions.
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Business Strategy
Developing Demand
 Limited purchasing power.
 Modest consumption levels.
 A low-cost price strategy
products.
Distribution Network
 Dry & cold warehouses.
 Cash transaction throughout
the supply chain.
Umbrella brand
 Common brand for most
product categories.
 Alum’s sub brand,edible oils
produts.
Third Party
Service Provider
 Core Is milk processing.
 Production of dairy products.
 Sale of products through
dealers & retailers.

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Industry Analysis
Competitive
Rivalry is high
due to other
brands & local
Players
PORTER’S
5 FORCES
Competitive Rivalry
is high due to
Other brands &
local player.
Bargaining Power of
Customer is High
because of
various competitor
s.
Threat of Subsitutes
Is High because of
Availability of others
products.
Bargaining Power of
Suppliers is low
Because the suppliers
Are rural milk
producers.
Threat of new entries
is High Because
there are no entry
barriers.

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3C’s MODEL
 Defending against
Mahananda, Vijay,
Milma & other Co-
operative milk
brands.
 Aggressive moves
against Britannia,
Nestle, Mother
Dairy & Kwality.
 Customers extremely
Satisfied.
 Moved from loose
milk to Packed milk.
 Ready to try more
products.
 Improved socio –
economic conditions.
 Largest Milk brand in Asia.
 More than 20 dairy products.
 Market leader in ghee & butter.
 Very strong supply Chain.
 Enjoy Fine Reputation.
 Quality with Affordability.

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SWOT ANALYSIS
Strengths
 Largest food brand in India & Asia.
 High Quality, Low Price strategy.
 World Largest Pouched Milk Brand.
 Annual Turnover of 52000 crore (2019-2020).
 Highly Diverse Product Mix.
 Robust Distribution Network.
Opportunities
 Penetrate International Market.
 Diversify product portfolio to enter new
product categories & expand existing
categories like processed food chocolates
etc.
 Use internet to sell its products.
Weaknesses
 Strong dependency on weak infrastructure
& completely dependent on villagers for its
raw materials.
 Risks of highly complex supply chain system.
 Short self life of its product.
 Alliance with third parties who do not
belong to the organised sector.
Threats
 Competitors – Hindustan Unilever, Nestle,
Britannia & local players.
 Stiff competition from MNC’s in butter.
 Growing price of milk & mik products.
 Ban on export of milk powder.
 The yield of India cattle still much lower
than other dairy countries.

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AMUL COMPETITORS

32. Brand Rank
Amul 1
Mother Dairy 2
Britannia 3
Kwality 4
Orissa State Cooperation Milk
Producer's Federation Limited
5
MOST FAVORED BUTTER BRAND

33. Brand Rank
Amul 1
Baskin Robbins 2
Kwality Walls 3
Mother Dairy 4
Vadilal 5
Creamebell 6
MOST SELLING ICE CREAM BRAND

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PRODUCT PORTFOLIO

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PRODUCT MIX

36. COMPETITIVE SUSTAINABLE ADVANTAGE
• Amul ability to 7 million liters of milk from 2.6 million formers, convert them into goods worth RS 6
crore & distribute them to 5,00,000 reatailers across country is not easy.
• No other dairy in India has such a Sustainable Procurement Network.
• Managing large scale supply chain of AMUL which begins from milk producer & ends with the supply
to the customer from Retailer is very critical job.
• It requires lot of dedication & hard work from all members of the corporation & also distributors &
retailers across countries.
• The Product Portfolio due to which they run Amul Shop & also have its product available in retail.

37. SUPPLY CHAIN

38. INTELLIGENT MARKETING
• One of the most conservative FMCG entities GCMMF.
• Amul butter girl is one of the longest run advertisement campaigns in the country for 50
years.
• The advertisement won the Guinness world for the longest running advertisement.
• Intelligent marketing of milk, ice cream & butter milk.
• AMUL beats recession achieve the turnover of 52000 crore in 2019-20.

40. THANKYOU