AMUL company ppt milk

1. PRESENTED BY,
ANJANA P R
MBA - A

2. HISTORY

4. OVER THE YEARS……
• In 1965, The National Diary Development Board (NDDB) was established at
Anand to replicate the Amul model throughout the country
• In 1970, it spearheaded the White revolution of India.
• the Gujarat Co-operative Milk Marketing Federation Ltd. an apex marketing
body of these district cooperatives, was set up in 1973.
• The Kaira Union, which had the brand name Amul with it since 1955, transferred
it to GCMMF
• GCMMF commenced marketing on April 1, 1974 under the single brand name of
Amul.
• Operation Flood : a cooperative movement that turned India from a net importer
of milk into one of the world’s two largest producers today.

5. The GCMMF is the largest food products marketing organisation of
India with annual turnover (2018-2019) US $ 4.8 billion. It is the
largest exporter of dairy products in India and Amul is the umbrella
for all its products.

7. BRAND HIERARCHY

9. PRODUCT MIX

10. PRODUCT MIX OF AMUL

11. PRODUCT MIX OF AMUL

12. TARGET SEGMENTATION

13. AMUL – MARKET SHARE

14. NEW PRODUCTS

15. EXPANSIONS
• recently launched fruit juices under the Amul Tru brand
• expansion into the frozen snacks market ; Last year it launched
products like French fries, aloo tikki and hash browns under the
Happy Treats brand.
• GCMMF will invest Rs 600 to 800 crore in new processing and
packaging facilities every year.
• Expansion to West Asia and US : started local manufacturing of ghee,
shrikhand and paneer in the US in a third party facility in 2014

16. AMUL - COMPETITORS

17. DEVELOPING DEMAND:
• Limited purchase power ; modest consumption levels
• A low cost price strategy products
THE DISTRIBUTION NETWORK
• Dry and cold warehouse
• Cash transaction throughout supply chain
• JIT improves dealers return on investment (ROI)
UMBRELLA BRAND:
• Common brand for most categories
THIRD PARTY SERVICE PROVIDERS :
• Core is milk production, distribution of dairy
products
• Logistics of milk collection, distribution of dairy
products , sale of product through dealers / retailers
BUSINESS STRATEGY

18. SOME CREATIVE AMUL ADS….

21. THANK YOU…!!!