Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
BBUSINESSUSINESS
CCOMMUNICATIONOMMUNICATION
PPRESENTATION-RESENTATION-11
AMULAMUL
 TypeType - Cooperative- Cooperative
 FoundedFounded – 1946– 1946
 Key peopleKey people - Chairman, Gujarat Co...
INTRODUCTION
 Amul (Anand Milk UnionAmul (Anand Milk Union
Limited),Limited), formed in 1946, is aformed in 1946, is a
da...
INTRODUCTION CONTD…CONTD…
 AMULAMUL is based in Anand, Gujarat and has been ais based in Anand, Gujarat and has been a
st...
HHISTORYISTORY
 Amul was formally registered on December 14,Amul was formally registered on December 14,
1946. The brand ...
HHISTORYISTORY CONTD…CONTD…
By the end of 1948, more than 400 farmersBy the end of 1948, more than 400 farmers
joined in ...
MARKET REACHMARKET REACH
Besides India, Amul has entered overseasBesides India, Amul has entered overseas
markets such as...
PRODUCTSPRODUCTS
PRODUCTSPRODUCTS
Bread spread – Amul Butter, Amul Lite,Bread spread – Amul Butter, Amul Lite,
Delicious Table Margarine.D...
PRODUCTSPRODUCTS CONTD…CONTD…
Powered Milk – Amul Spray Infant Milk Food,Powered Milk – Amul Spray Infant Milk Food,
Inst...
AWARDSAWARDS
GCMMFGCMMF bagsbags APEDA AWARDAPEDA AWARD for 11th yearfor 11th year
in a row.in a row.
Amul Pro-Biotic Ic...
PROMOTION OFPROMOTION OF
PRODUCTSPRODUCTS
MASCOTMASCOT - Since 1967 Amul products'- Since 1967 Amul products'
mascot has ...
PROMOTION OFPROMOTION OF
PRODUCTSPRODUCTS
Amul has recently entered into directAmul has recently entered into direct
reta...
COMPETITORSCOMPETITORS
CADBURYCADBURY
BRITANNIABRITANNIA
NESTLENESTLE
National Dairy Development Board (NDDB)National ...
REFRENCESREFRENCES
WWW.WIKIPEDIA.ORGWWW.WIKIPEDIA.ORG
WWW.AMUL.COMWWW.AMUL.COM
A PRESENTATION BY:
Anjali Bhatt
&
Anchal Tripathi
(AMUL)
(AMUL)
Upcoming SlideShare
Loading in …5
×

(AMUL)

3,202 views

Published on

Published in: Business, Technology
  • Be the first to comment

(AMUL)

  1. 1. BBUSINESSUSINESS CCOMMUNICATIONOMMUNICATION PPRESENTATION-RESENTATION-11
  2. 2. AMULAMUL  TypeType - Cooperative- Cooperative  FoundedFounded – 1946– 1946  Key peopleKey people - Chairman, Gujarat Co-operative- Chairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)Milk Marketing Federation Ltd. (GCMMF)  HeadquartersHeadquarters - Anand, India- Anand, India  IndustryIndustry- Dairy- Dairy  EmployeesEmployees - 2.41 million milk producers- 2.41 million milk producers
  3. 3. INTRODUCTION  Amul (Anand Milk UnionAmul (Anand Milk Union Limited),Limited), formed in 1946, is aformed in 1946, is a dairy cooperative movement indairy cooperative movement in India.India.  It is a brand name managed byIt is a brand name managed by an apex cooperativean apex cooperative organisation,organisation, Gujarat Co-Gujarat Co- operative Milk Marketingoperative Milk Marketing Federation Ltd. (GCMMF)Federation Ltd. (GCMMF),, which today is jointly owned bywhich today is jointly owned by some 2.6 million milk producerssome 2.6 million milk producers in Gujarat, India.in Gujarat, India.
  4. 4. INTRODUCTION CONTD…CONTD…  AMULAMUL is based in Anand, Gujarat and has been ais based in Anand, Gujarat and has been a sterling example of a co-operative organization's successsterling example of a co-operative organization's success in the long term.in the long term.  AmulAmul has spurred the White Revolution of India, whichhas spurred the White Revolution of India, which has made India the largest producer of milk and milkhas made India the largest producer of milk and milk products in the world.products in the world.  It is also the world's biggest vegetarian cheese brand.It is also the world's biggest vegetarian cheese brand.  Currently Amul has around 2.6 million producerCurrently Amul has around 2.6 million producer members with milk collection average of 10.16 millionmembers with milk collection average of 10.16 million litres per day.litres per day.
  5. 5. HHISTORYISTORY  Amul was formally registered on December 14,Amul was formally registered on December 14, 1946. The brand name1946. The brand name AmulAmul, sourced from the, sourced from the Sanskrit word Amoolya, means priceless.Sanskrit word Amoolya, means priceless.  The Amul revolution was started as awarenessThe Amul revolution was started as awareness among the farmers. It grew and matured into aamong the farmers. It grew and matured into a protest movement that was channeled towardsprotest movement that was channeled towards economic prosperity.economic prosperity.  The Kaira District Co-operative Milk Producers'The Kaira District Co-operative Milk Producers' Union Limited (KDCMPUL) began pasteurizing milkUnion Limited (KDCMPUL) began pasteurizing milk for the Bombay Milk Scheme in June 1948.for the Bombay Milk Scheme in June 1948.
  6. 6. HHISTORYISTORY CONTD…CONTD… By the end of 1948, more than 400 farmersBy the end of 1948, more than 400 farmers joined in more Village Society, and thejoined in more Village Society, and the quantity of milk handled by one Unionquantity of milk handled by one Union increased from 250 to 5,000 liters a day.increased from 250 to 5,000 liters a day. The success of Amul was instrumental inThe success of Amul was instrumental in launching the White Revolution that resultedlaunching the White Revolution that resulted in increased milk production in India. It isin increased milk production in India. It is officially termed as Operation Flood byofficially termed as Operation Flood by Amul.Amul.
  7. 7. MARKET REACHMARKET REACH Besides India, Amul has entered overseasBesides India, Amul has entered overseas markets such as Mauritius, UAE, USA,markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore,Bangladesh, Australia, China, Singapore, Hong Kong and a few South AfricanHong Kong and a few South African countries.countries. Other potential markets being consideredOther potential markets being considered include Sri Lanka.include Sri Lanka.
  8. 8. PRODUCTSPRODUCTS
  9. 9. PRODUCTSPRODUCTS Bread spread – Amul Butter, Amul Lite,Bread spread – Amul Butter, Amul Lite, Delicious Table Margarine.Delicious Table Margarine. Milk Drinks – Amul Kool Milk Shake, AmulMilk Drinks – Amul Kool Milk Shake, Amul Kool, Amul Kool Cafe, Kool Koko, NutramoolKool, Amul Kool Cafe, Kool Koko, Nutramool Energy Drink, Amul Kool FlavouredEnergy Drink, Amul Kool Flavoured Chocolate Drink, Flavoured Butter BottledChocolate Drink, Flavoured Butter Bottled Milk, Flavoured Tetra Pack, Amul Lassee,Milk, Flavoured Tetra Pack, Amul Lassee, Amul Kool Thandai.Amul Kool Thandai.
  10. 10. PRODUCTSPRODUCTS CONTD…CONTD… Powered Milk – Amul Spray Infant Milk Food,Powered Milk – Amul Spray Infant Milk Food, Instant Full Cream Milk Powder, SagarInstant Full Cream Milk Powder, Sagar Skimmed Milk Powder, Amulya DairySkimmed Milk Powder, Amulya Dairy Whitener.Whitener. Fresh Milk – Amul Fresh Milk, GoldFresh Milk – Amul Fresh Milk, Gold Milk,Tazaa Double Toned Milk,Lite Slim &Milk,Tazaa Double Toned Milk,Lite Slim & Trim Milk, Amul Buttermilk.Trim Milk, Amul Buttermilk. Cheese – Pasteurised ProcessedCheese – Pasteurised Processed Cheese,Cheese Spreads,Pizza Cheese.Cheese,Cheese Spreads,Pizza Cheese.
  11. 11. AWARDSAWARDS GCMMFGCMMF bagsbags APEDA AWARDAPEDA AWARD for 11th yearfor 11th year in a row.in a row. Amul Pro-Biotic Ice-cream GetsAmul Pro-Biotic Ice-cream Gets No. 1 AwardNo. 1 Award At World Dairy Summit.At World Dairy Summit. Ramkrishna BajajRamkrishna Bajaj National Quality Award-National Quality Award- 2003.2003. Amul - The Taste Of India (Gcmmf)ReceivesAmul - The Taste Of India (Gcmmf)Receives International CioInternational Cio 100 Award For100 Award For Resourcefulness.Resourcefulness. Rajiv GandhiRajiv Gandhi National Quality Award -National Quality Award - 1999.1999.
  12. 12. PROMOTION OFPROMOTION OF PRODUCTSPRODUCTS MASCOTMASCOT - Since 1967 Amul products'- Since 1967 Amul products' mascot has been the very recognisablemascot has been the very recognisable "Amul baby" with tagline Utterly Butterly"Amul baby" with tagline Utterly Butterly Delicious Amul.Delicious Amul. ADVERTISINGADVERTISING - The Amul ads are one of the- The Amul ads are one of the longest running ads based on a theme, nowlongest running ads based on a theme, now vying for the Guinness records for being thevying for the Guinness records for being the longest running ad campaign ever.longest running ad campaign ever. Currently Amul is in the Guinness Book OfCurrently Amul is in the Guinness Book Of World RecordsWorld Records
  13. 13. PROMOTION OFPROMOTION OF PRODUCTSPRODUCTS Amul has recently entered into directAmul has recently entered into direct retailing throughretailing through "Amul Utterly Delicious""Amul Utterly Delicious" parlours created in major citiesparlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi,Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat.Mumbai, Hyderabad and Surat. Amul has plans to create a large chain ofAmul has plans to create a large chain of such outlets to be managed by franchiseessuch outlets to be managed by franchisees throughout the country.throughout the country.
  14. 14. COMPETITORSCOMPETITORS CADBURYCADBURY BRITANNIABRITANNIA NESTLENESTLE National Dairy Development Board (NDDB)National Dairy Development Board (NDDB) With Amul entering the sports drink market,With Amul entering the sports drink market, its rivals now include Coca Cola andits rivals now include Coca Cola and PepsiCo.PepsiCo.
  15. 15. REFRENCESREFRENCES WWW.WIKIPEDIA.ORGWWW.WIKIPEDIA.ORG WWW.AMUL.COMWWW.AMUL.COM
  16. 16. A PRESENTATION BY: Anjali Bhatt & Anchal Tripathi

×