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1. Amul

2. Overview
A-Anand M-Milk U-Union L-Limited.
AMUL means “priceless
Amul – The Taste of India
Multi-dimensional impact on rural
economy and society.

3. GCMMF
Members: 13 district cooperative milk
producers' Union
No. of Producer Members: 2.79 million
No. of Village Societies: 13,328
Total Milk handling capacity: 11.22 million litres per day
Milk collection (Total - 2008-09): 3.05 billion litres
Milk collection (Daily Average 2008-
09):
8.4 million litres
Milk Drying Capacity: 626 Mts. per day
Cattlefeed manufacturing Capacity: 3500 Mts per day
State level apex body of milk cooperatives in Gujarat.
Dr Verghese Kurien, former Chairman of the GCMMF.
Rated "AAA/Stable/P1+" by CRISIL.

5. Competition
Products Major Competitors
Cheese Range
Britannia Cheese, Mother Dairy
Cheese, Gowardhan, Kraft
Mithaee Range (Ethnic sweets) Haldirams
Milk Range
Mother Dairy, Nestle,
Aarey,Gokul
Amul Icecreams
Kwality Walls, Mother Dairy,
Pastonjee, Vadilal
Chocolate & Confectionery Cadbury, Nestle, Parle

6. Promotional Strategy
In the initial stages, Amul Butter
had a staid and boring image.
Sylvester daCunha - The man
behind change of image.
The moppet
Friday to Friday star.

7. Where does Amul's magic
actually lie?

8. Distribution Network
Farmers
Village
Cooperative
Societies (with
Chilling Units)
Village
Cooperative
Societies
(without Chilling
Units)
Local
Restaurants/Other
Milk related
businesses
Milk Sold to
Village &
Local
Residents
Milk Processing
Union &
Warehouses
Warehouses
Wholesalers
Retailers Home Delivery
Contractors
Consumers
Network
Services
Veterinary
Services
Animal Husbandry
Animal Feed
Factory
Milk Can Producers
Agriculture
University
Rural Mgmt
Institute
Trucking Facilities
Chilling Plants
Consumers
Amul’s Supply Chain

9. Intelligent and Innovative Marketing
Amul follows an Umbrella Brand
International Marketing
Amul Cyberstore
Spoken Web
A T M
Amul Outlets

10. SWOT Analysis

11. BCG Matrix
Business
growth
Rate
High Low
High
Low
Amul Chocolate
Amul Butter
Amul Cheese
Amul Chocolate drink
Amul Ice-cream
Relative Market Share
Amul Sweets

12. What went wrong with Amul
Pizza?

13. Future Outlook
Amul plans to double to processing capacity of
our dairy plants to 20.7 million kg per day, by
2020.
Plan to expand our cattle feed manufacturing
capacity, more than four times to 12,000 MT’s
per day, by 2020.
Tapping the rising demand for new value-
added products.

14. CSR Initiatives
Orientation to Distributors & Retailers
Amul Yatra
Amul Relief Trust

15. Care for a drink…….
Cheers!!!!!

16. Thank you 🙂