Amul industry
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Amul was formed in 1946 in Gujarat, India to support milk producers. It is managed by the Gujarat Cooperative Milk Marketing Federation. Amul has become the largest food brand in India and spurred the White Revolution, making India the world's largest milk producer. Amul has a wide portfolio of dairy products including milk, butter, ghee, ice cream and cheese. It has grown significantly over the years and had a turnover of over Rs. 100,000 crores in 2011-2012. Amul's success is due to factors like ensuring quality, easy availability, product diversification, use of technology, promotions and pricing strategy.
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Amul industry
- 3. INTRODUCTION Amul – The Taste of India AMUL means “priceless” Today amul is a symbol of many things Multi-dimensional impact on rural economy and society A brand name AMUL is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).
- 4. History Formed in 1946 by Dr. Varghese Kurien It has found in Gujarat Brand name taken from Sanskrit word “Amoolya” means Precious Full name “Anad milk Producers Union ltd.” Managed by GCMMF (Gujarat Cooperative Milk Marketing Federation) Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world
- 8. 90% 85% 50% 50% 40.00% 25% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Chocolate Drink Butter Ghee Cheese Sweets Milk Powder Ice Creamchocolate Market Share Products Amul – Product Portfolio Marketshare Source:- www.amual.com
- 9. Sales Turnover Rs.(in Millions) 1994-95 11140 1995-96 13790 1996-97 15540 1997-98 18840 1998-99 22192 1999-00 22185 2000-01 22588 2001-02 23365 2002-03 27457 2003-04 28941 2004-05 29225 2005-06 37736 2006-07 42778 2007-08 52554 2008-09 67110 2009-10 80050 2010-11 97440 2011-12 116680
- 11. Steps:- Collection of Raw-Milk Electronic Milk Test Methyline Blue Reduction Test Purchasing And Standardizing Process Separation Process Quality Check (Processing of Milk) Packaging Process Cold Storage
- 12. Amul business strategy Developing demand The distributio n network. Umbrella Brand. Third Party service providers.
- 13. Customer based market segmentation For Kids For women For youth For calorie conscious For Health conscious
- 14. Amul Kool Chocolate Milk Nutramul Energy Drink Milk Shake Kids
- 16. UtterlyDelicious Pizza Amul Emmental Cheese Amul Cheese Spreads Youth
- 17. Nutramul Amul Shakti Health Food Drink Health Conscious
- 18. Success factor of Amul Test & Trust Easy Availability Product diversification Use updated Technology Promotions Pricing Strategy
- 21. Cost of milk. Labor cost. Packaging cost. Processing cost. Advertisement cost. Transportation cost. Sales promotion cost. Taxes etc.
- 22. • Uses of variety of media to communicate. • Most famous in bill board • Amul Butter girl is one of the longest run ad • Campaign using like Amul star voice of India.
- 23. . HUMAN RESOURCES The professionally qualified and experienced employees of the Company helped it during the period under review to render efficient services to its clients and also maintained its project execution track record. The Company believe that the quality of services delivered by its employees is among the best in the industry and helps the Company in getting new orders and executing the projects in hand. The Company regularly provides opportunities to its employees to enhance their skills and knowledge both through external and internal training sessions at regular intervals. It believes in maintaining cordial and harmonious industrial relations.
- 24. CORPORATE SOCIAL RESPONSIBILITY • Corporate social responsibility (CSR) has been defined as the commitment of business to contribute to sustainable economic development working with employees, their families, the local community, and society at large to improve their quality of life, in ways that are both good for business and good for development.´ • To meet with the CSR it is expected that a business in its entire procurement- production-processing-marketing chain should focus on human development involving the producer, the worker, the supplier, the consumer, the civil society, and the environment.
- 25. VISION:- The society focuses on having high-tech solutions without wiping out the Indian people values. The network would consist of over 100 offices, 7500 stockiest. Head quarter is servicing nearly 10 lakhs outlets with a turnover of Rs.10,000 Cr & serving several co- operatives. GCMMF shall also create markets for its products in neighboring countries.
- 26. MISSION:- Mission of this apex body is alike all that is focusing on the taste, quality and nutritional requirement of its customers. The marketing strategy of the body always try to have excellence in it.