Amul

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About AMUL

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Amul

  1. 2. Brief history Of Amul Company <ul><li>Formed in 1946 by Dr. Verghese Kurien </li></ul><ul><li>It has found in Gujarat </li></ul><ul><li>Brand name taken from Sanskrit word “Amoolya” means Precious </li></ul><ul><li>Full name “Anad milk Producers Union ltd.” </li></ul><ul><li>Managed by GCMMF ( Gujarat Cooperative Milk Marketing Federation ) </li></ul><ul><li>Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world </li></ul>
  2. 3. Amul business strategy
  3. 4. Customer based market segmentation
  4. 5. <ul><li>Amul Kool </li></ul><ul><li>Chocolate Milk </li></ul><ul><li>Nutramul Energy Drink </li></ul><ul><li>Milk Shake </li></ul>Kids
  5. 6. <ul><li>Amul Calci :- </li></ul>Women
  6. 7. <ul><li>UtterlyDelicious Pizza </li></ul><ul><li>Amul Emmental Cheese </li></ul><ul><li>Amul Cheese Spreads </li></ul>Youth
  7. 8. <ul><li>Nutramul </li></ul><ul><li>Amul Shakti Health Food Drink </li></ul>Health Conscious
  8. 9. <ul><li>Amul Lite </li></ul><ul><li>Sagar Skimmed Milk Powder </li></ul><ul><li>Amul Lite Slim and Trim Milk </li></ul>Calorie Conscious
  9. 10. SWOT ANALYSIS <ul><li>Technical manpower </li></ul><ul><li>Demand </li></ul><ul><li>Margins </li></ul><ul><li>Problem in distribution </li></ul><ul><li>Perishability </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>Milk vendors </li></ul><ul><li>Competition </li></ul>
  10. 11. Product Related Attributes of AMUL vikas pawaiya Low cost, Availability of the products, Quality, Good taste, Topical i.e. associating the product with a recent happening, Distinctive packaging, Nutritious value, Delicious, Healthy, Hygiene, Pure, Flavour, Fresh, And reliable.
  11. 12. ICE CREAM CHOCOLATES LIQUID FRESH MILK BUTTER PIZZA COMPETITION
  12. 13. Factors that made AMUL success
  13. 14. The 3 C’s… <ul><li>Customers extremely satisfied </li></ul><ul><li>Moved from loose milk to </li></ul><ul><li>packaged milk </li></ul><ul><li>Ready to try more products </li></ul><ul><li>Improved socio-economic </li></ul><ul><li>conditions </li></ul><ul><li>Largest milk brand in Asia </li></ul><ul><li>More than 30 dairy brands </li></ul><ul><li>Market leader in ghee & butter </li></ul><ul><li>Very strong supply chain </li></ul><ul><li>Enjoys Fine reputation </li></ul><ul><li>Quality with Affordability </li></ul><ul><li>Defending against Mahananda, </li></ul><ul><li>Vijay, Milma & other co-operative </li></ul><ul><li>milk brands </li></ul><ul><li>Aggressive moves against </li></ul><ul><li>Britannia, Nestle, Mother Dairy </li></ul><ul><li>and Kwality </li></ul>
  14. 15. Advertisement
  15. 16. Amul – Product Portfolio in Graph on 2007-08 Market share Source:- www.amual.com
  16. 17. GCMMF TURNOVER up to 2011 Source: www.amul.com YEAR PRODUCTION(in million) TURN OVER(in mollion) 1995-96 65 13970 1996-97 68 14280 1997-98 71.5 14890 1998-99 74.8 18576 1999-00 78 20470 2000-01 84.5 22120 2001-02 87.5 22680 2002-03 92 23590 2002-04 97 25780 2004-05 102.3 26890 2005-06 105.3 28980 2006-07 110.2 30790 2007-08 113.5 30980 2008-09 118 32560 2009-10 121.3 34900 2010-11 126.4 40980
  17. 18. <ul><li>www.amul.com </li></ul><ul><li>www.wikipedia.com </li></ul><ul><li>www.scribd.com </li></ul><ul><li>www.google.com </li></ul>Bibliography…

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