Success Stories - Amul & Biocon


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Success Stories - Amul & Biocon

  1. 1. Presented By:Puneet MahajanCU Jammu1500712
  2. 2. • Formed in1946 ,is dairy co-operative movement in India.• A brand name managed by Gujarat Co-operative MilkMarketing Federation(GCMMF)• Jointly owned by 2.6 million milk producer in Gujarat.• Spurred the white revolution of India, which has made Indiathe largest producer of milk and milk product in the world.• Overseas market Mauritius, UAE, USA, Bangladesh, Australia.• Dr. Varghese Kurien former chairman of GCMMF is the manbehind the success of Amul.
  3. 3. AMUL means “priceless” in Sanskrit. Thebrand name “Amul”, from the Sanskrit“Amoolya”, was suggested by a qualitycontrol expert in Anand.
  4. 4. • The Tagline / Slogan:“The taste of India”• The Jingle:Utterly, butterly, delicious…..Amul• The Character / Mascot:The Amul moppet has been the mascot of Amul since1967, sporting a young girl in red polka dot frock withutterly butterly delicious’ jingle.
  5. 5. Value Preposition• Functional – Quality, Variety of products, Range ofProducts.• Emotional – It attracts people Emotionally with launchingvarious products like Energy Drinks, Sugar free Productsfor health conscious people.• Economical – The Price of Amul Products is Equivalentto its quality. The fresh products which Amul deliver inreasonable prices is one of the Economical Propositionsof Amul.
  6. 6. • USP – Quality with Affordability• USP of Amul is its “TASTE”
  7. 7. • Amul has very strong marketing channel.• The GCMMF has a network of more than 3500distributers and more than 5 lakh retail outlets.• More than 2.8 million farmers of 12 districts areoperational• Amul has 47 depots
  8. 8. Collection ChainSupply ChainWeighing the milkDetermination of fat contentCalculation of the purchase priceStoring the milkProcessing the milkDistributing the milkAmul Strategy
  9. 9. FarmersVillageCooperativeSocieties (withChilling Units)VillageCooperativeSocieties(without ChillingUnits)LocalRestaurants/OtherMilk relatedbusinessesMilk Sold toVillage &Local ResidentsMilk ProcessingUnion &WarehousesWarehousesWholesalers/C&SRetailers Home DeliveryContractorsCONSUMERSNetworkServices* VeterinaryServices* AnimalHusbandry* AnimalFeed Factory* Milk CanProducers* AgricultureUniversity* Rural MgmtInstitute* TruckingFacilitiesChilling PlantsCONSUMERSAMUL SUPPLY CHAIN
  10. 10. • Amul Maharani contest: In this contest questions aboutAmul are asked..
  11. 11. • AMUL sponsored the Singing Competition AMUL StarVoice of India, Music ka maha mukabla
  13. 13. • Amul has portrayed its image as a symbol of dairyproducts. Amul is one of the leading food brand of INDIAand also a proven model for dairy development.• Amul has maintained its identity with its MASCOT andalso with its tagline “Amul the taste of INDIA”• It is one of the most trusted brand of India in dairyproducts. With its taste, quality and value orientedservices.
  14. 14. The Amul Range
  15. 15. Product Range Brand NameLiquid Milk (nine varieties)Milk Powders (five varieties)ButterGhee (two varieties)Bread SpreadCheese (three varieties)Cocoa Products (two varieties)Sweets (three varieties)Ice Cream (several varieties)Condensed MilkEdible Oil (nine varieties)Mineral WaterFruit DrinksPanel E: Number of BrandsLiquid Milk: AMUL, SAGARMilk Powders: Amulspray,AMUL, SAGAR, Amulspree,AmulyaCocoa Products: AMUL,NutramulEdible Oils: Dhara, LokdharaMineral Water: Jal DharaFruit Drinks: Safal
  16. 16. Physique :Taste, QualityPersonality :Simple, IndianSelf-Image :Proud Indian, Fun lovingReflection :Value OrientedCulture :Co-operative, SharingRelationship :Sociable?
  17. 17. • Biocon has made failure a part of its risk managementstrategy.• Mazumdar-Shaw says, “The important thing is to learnfrom that failure and give it another go.”• But she warns, “You might finally have to give up.”• Like in the case of the protein fusion experiment, if thethird approach in the protein fusion program had notworked, Biocon was ready to give it up.
  18. 18. • Partnerships – both for marketing and research - are anintegral part of Biocon’s strategy.• Some of its partners include Mylan, Amylin, IaTRICa Inc,Vaccinex, Pfizer and Optimer.• To make partnerships work, the most important thing todo is to have a clear set of expectations from each otherwith very clear descriptions of roles and responsibilities.
  19. 19. • Divided their business into 3 units that are collaborativewith each other and at the same time they are individualin nature.• SYNGENE{Pre-clinical Discovery}• CLINIGENE{Clinical Development}, and• BIOCON{Commercialization}
  20. 20. • Scope of R&D and Manufacturing operations increases.• Facilitates new product discovery.• Driving more innovation.• Accelerate growth.• Facilitate the delivery of product in time.
  21. 21. Thank you….