4. H OW KURIE N TRA N S F ORMED
AMUL F ROM A DRE A M IN TO A
MA JOR IN DUS TRIA L E N TITY …???
Anetworkof plants,
cooperativesocieties,
researchcenters,
Aninstitute for training future managersin rural
management,
secondaryserviceslike veterinary/artificial
inseminationexpertise/feedfactory
5. THEY COMBINED MARKET AND
SOCIAL DEVELOPMENT
wHY…???
• It realized that in order to achieve their
objectives, it had to benefit a large number of
people – both suppliers and consumers.
• world-class deployment of technological
resources and R&D.
• Better leveraging of scarce resources.
12. Forward Integration
Amul launches Chocolate milk under
brand name of ‘Amul Kool Koko’.
Amul Launches “Fresh Paneer” (Free
From Any Harmful Chemicals)
—Expanding its Cheese
Segment.
Current market share
65%.
14. Market Penetration
Strategy
• Amul is set to build up 10,000 `Amul
Parlours' across the country
• Amul trying to acquire a shelf in the yet to
come Wal-Mart.
15. MA RKE T DE VELOP ME N T
S TRA TE G Y
• Amul isnowshiftingitsfocusfrom
urbantorural marketsandsmaller
towns.
• Amul iscapturingthemarket of
diabeticandhealthconscious
peoplethroughsugar freeice-
cream, whichisavariationof an
existingproduct
• Amul isalsoincreasingitsmarket
basefor milkthroughanewversion
–theAmul T
azaa. T
azaaisthe
long-lifeversionof milkwhichhasa
longer shelf lifeascomparedto
normal freshmilk.
16. PRODUC T DEVE LOP MEN T
S TRA TE G Y
een
• • Amul-Cool (milk based cool
drink) and Amul-Kool café
• • Stamina – the instant energy
whey based sport drink has b
launched
packaged
buttermilk is aimed
to be another non-
carbonated cool
drink in the Amul
Cool range
17. S TRA TEG Y
• Ice cream ranges, Amul Sugarfree
and Amul Profile
Identified the working class women
as a new segment and has
introduced frozen easy to cook
stuffed parathas, matar paneer and
paneer pakoras which makes them
easy to cook quality tasty food in
less time.
•
Coi
n
nt
r
co
ed
u
nc
ti
n
rg
ict
w
Do
ip
vr
eo
r-
b
si
io
ft
ii
ccation Strategy
18. • priced at only Rs 12 for 200ml which will be
lower than its competitors whose price ranges
around 60 to 75 Rs.
Conglomerate Diversification Strategy
21. • Newer products with newer technologies
• Order the food through the internet
Horizontal Diversification Strategy
22. AMUL’S BEST
PRACTICES
• Umbrella Brand Strategy
• The GCMMF skillfully avoids
inter-union conflicts through
this strategy by giving every
union and sub-brand the
opportunity to contribute in
the developing products.
• Amul is the common brand for
most of the product categories
23. IMPROVEMENT PROGRAMS
• Employees of the GCMMF meet every Friday
between 10 to 11 am to discuss quality issues
at a depot.
• Every meeting has a Purpose, Agenda and
Limit (PAL).
24. CONSTANT INNOVATION
• cooperative ensures that the sequence and
product mix of high value brands is consistent
with Amul’s philosophy of low pricing and
affordability.
25. COORDINATION
• GCMMF ensures the distribution of final
products by coordinating with retailers and
dealers
• unions take care of the supply side of things
such as monitoring milk collection, supplying
animal feed, educational activities; all
ensuring that the product reaches the
consumer in time.
26. Enterprise- wise Integrated
Application System (EIAS).
• Automatic Milk Collection System units
(AMCUS)
• VSATs for seamless exchange of
information.
• using Geographic Information Systems
(GIS) for business planning
• Opted for the .coop domain to position
its brand in a distinct way FIRST
MOVERS
ADVANTAGE
27. • Amulis agreatbrand.It hasnotonlybeenagreatdairy products
brandbutit hasalsobeenasourceofincomeandlivelihoodto
manypeoplein thestate ofGujratin India... this is something
whichotherbrandsfail to do.Theybuildtheir ownbrandswithall
strategiesandplansbutfail todomuchforthecommunity.Oneof
themany, manyreasonswhyAmul isagreat brand.
• I sayit gently... andit releasesanadrenalinerush... Itsname..
sacredandsanctified...its taste... beyondeverysense...its Indian-
ness... amartyranydayI know...myLovemark.Its wit.. its
knowledgeofmycountry...its lovefor all I love... I salutemy
Lovemark... myAmul!
