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a complete proj on amul marketing


  1. 2. INTRODUCTION <ul><li>Amul – The Taste of India </li></ul><ul><li>AMUL means “priceless” </li></ul><ul><li>Today amul is a symbol of </li></ul><ul><li>many things </li></ul><ul><li>Multi-dimensional impact </li></ul><ul><li>on rural economy and society </li></ul>
  2. 3. <ul><li>Amul’s birth is indelibly linked to the freedom movement in India. </li></ul><ul><li>The first Amul cooperative was the result of a farmers. </li></ul><ul><li>Sardar Vallabhbhai Patel vision to organise farmers. </li></ul><ul><li>Dr. Verghese Kurien, who founded Amul. </li></ul>HISTORICAL BACKGROUND OF AMUL
  3. 4. <ul><li>Established in 1946 - two societies collected 250 lures of milk. </li></ul><ul><li>  </li></ul><ul><li>Competed with Polson’s to supply milk to Bombay. </li></ul><ul><li>  </li></ul><ul><li>1952 - Bombay Government terminated Polson’s contract and signed with AMUL. </li></ul><ul><li>1955 - Dairy and milk powder plant was established with aid from the United Nations Children's Fund (UNICEF). </li></ul><ul><li>  </li></ul>FACTS ABOUT THE KAIRA DISTRICT COOPERATIVE MILK PRODUCER’S UNION (AMUL)
  4. 5. <ul><li>  </li></ul><ul><li>1960 - AMUL pioneered production of milk powder and baby food from buffalo milk. </li></ul><ul><li>AMUL - meets producer demand for critical inputs, veterinary services, artificial insemination and feed. </li></ul><ul><li>  </li></ul><ul><li>Today AMUL members supply more than 1 million lures of milk per day. </li></ul><ul><li>  </li></ul><ul><li>AMUL sells 400 tonnes of cattle feed every </li></ul>CONTD…
  5. 6. <ul><li>Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. </li></ul><ul><li>Amul initiated the dairy co-operative movement. </li></ul><ul><li>Today, this movement is being replicated in 70,000 villages in over 200 districts in India. </li></ul>THE GUJARAT COOPERATIVE MILK MARKETING FEDERATION
  6. 7. <ul><li>Amul Dairy has organized over 10,000 village cooperatives. </li></ul><ul><li>Rise in export of Amul products. </li></ul><ul><li>Every day Amul collects 4,47,000 litres of milk. </li></ul><ul><li>Today, 173 milk producers cooperative unions and 22 federations play a major role </li></ul>THE GROWTH ERA
  7. 8. HISTORY OF AMUL <ul><li>Dairy cooperative </li></ul><ul><li>Largest food brand in India </li></ul><ul><li>Situation of farmers </li></ul><ul><li>GCMMF contribution to Amul </li></ul>
  8. 9. INTRODUCTION AND CONTRIBUTION OF DR.VERGHESE kURIEN (CHAIRMEN) <ul><li>Milk Procurement </li></ul><ul><li>Sales </li></ul><ul><li>Distribution </li></ul><ul><li>Cooperative Development </li></ul>
  10. 11. SWOT ANALYSIS <ul><li>Milk vendors </li></ul><ul><li>Competition </li></ul><ul><li>Flexibility in market </li></ul><ul><li>Export </li></ul><ul><li>potential </li></ul><ul><li>Problem in distribution </li></ul><ul><li>Perishability </li></ul><ul><li>Competition </li></ul><ul><li>Technical manpower </li></ul><ul><li>Demand </li></ul><ul><li>Margins </li></ul>
  12. 13. <ul><li>BUSINESS MODEL </li></ul><ul><li>Follows a unique business model </li></ul><ul><li>Protect he interest of milk-producing farmers </li></ul><ul><li>ORGANISATIONAL STRUCTURE </li></ul><ul><li>The cooperative came to be known as the &quot;Anand pattern&quot; cooperative system. </li></ul><ul><li>It has a three-tier structure. </li></ul><ul><li>Each tier is economically independent. </li></ul>
  13. 14. <ul><li>PRODUCT DEVELOPMENT </li></ul><ul><li>Cooperative system </li></ul><ul><li>Profitability </li></ul><ul><li>Committed to the farmers </li></ul><ul><li>DISTRIBUTION NETWORK </li></ul><ul><li>300 stock keeping units, </li></ul><ul><li>46 sales offices, </li></ul><ul><li>3,000 distributors, </li></ul><ul><li>1,00,000 retailers with refrigerators and </li></ul><ul><li>5,00,000 non-refrigerated retail outlets... </li></ul>
  14. 15. MISSION 2020 <ul><li>Vision :liberate our farmers from economic oppression and lead them to prosperity </li></ul><ul><li>Mission 2020: dairy cooperatives of Gujarat turnover of Rs. 27000 crores by the year 2020 </li></ul><ul><li>Objective: is to ensure that the maximum share of the consumer’s rupee goes back to the milk producers </li></ul>
  15. 16. FUTURE PLANS <ul><li>Expansion of distribution network, creative marketing, consumer education and product innovation, we will leverage effectively on rising income levels and growing affluence among Indian consumers. </li></ul><ul><li>Tapping the rising demand for new value-added products. </li></ul>
  16. 17. CONTD… <ul><li>Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at an annual growth rate of 4% </li></ul><ul><li>Installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our village cooperative societies. </li></ul><ul><li>Collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the peak flush season. </li></ul><ul><li>Satellite dairies with combined processing and liquid milk packaging capacity of 50 LKPD will be established in major metro market </li></ul>
  17. 18. CONTD… <ul><li>We plan to double to processing capacity of our dairy plants to 20.7 million kg per day, by 2020 </li></ul><ul><li>Milk drying capacity will also be enhanced by 200 MT’s per day </li></ul><ul><li>Plan to expand our cattle feed manufacturing capacity, more than four times to 12,000 MT’s per day, by 2020. </li></ul><ul><li>Total investments envisaged for creating all the required infrastructure would be Rs. 2,600 crores (Rs. 26 billion) till the year 2020 </li></ul>
  18. 19. CONCLUSION <ul><li>AMUL’S Philosophy </li></ul><ul><li>Trustworthy of 1,000 million Indians </li></ul><ul><li>Also known for food brand </li></ul>