Amul

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  • The Amul Model is a three-tier cooperative structure. This structure consists of a dairy cooperative society at the village level affiliated to a milk union at the district level which in turn is federated into a milk federation at the state level. Milk collection is done at the village dairy society, milk procurement and processing at the District Milk Union and milk and milk products marketing at the state milk federation. The structure was evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood programme. It is known as the ‘Amul Model’ or ‘Anand Pattern’ of dairy cooperatives.The main functions of the VDCS are:Collection of surplus milk from the producers of the village and payment based on quality and quantity,Providing support services to the members like veterinary first aid, artificial insemination services, cattle-feed sales, mineral mixture sales, fodder and fodder seed sales, conducting training on animal husbandry and dairying,Selling liquid milk for local consumers of the village,Supplying milk to the District Milk Union.
  • Amul Pure GheeAmul ButterAmul ShrikhandAmul Mithaee GulabjamunNutramul Brown BeverageAmul CheeseAmul Malai PaneerAmul UHT Milk (Long Life)Amul Gold MilkAmul Taaza Full Cream MilkAmul Lite Slim and Trim MilkAmul Fresh CreamBulk PacksAmul Skimmed Milk PowderAmul Full Cream Milk Powder
  • Amul

    1. 1. 1921 - 2012
    2. 2. • in the year 1946 Kaira district co-operative milk producers’ union was registered • began pasteurizing milk for the Bombay milk scheme in June 1948 • Amul diary was opened in 1950 at Anand with the help from UNICEF and government of new Zealand. • first products with Amul brand name was launched in 1955. • Dr Varghese Kurian, founder-chairman of the GCMMF for more than 30 years (1973– 2006), is credited with the success of Amul.
    3. 3. USA CHINA JAPAN AFGHANISTAN QATAR KUWAIT BANGLADESH THAILAND PHILIPINES UAE SRILANKA BRUENI KENYA SINGAPORE MALAYSIA BAHRAIN ST MARTEEN AUSTRALIA NEW ZEALAND
    4. 4. Category Market Share Market Position Butter, Ghee 85% 1 Milk Powder 40% 1 Cheese 50% 1 Ice-cream 24.75% 2 Sweets 50% 1 Chocolate Drink 90% 1 Chocolate 10% 3
    5. 5. • Low cost-price strategy • Strong branding • Effective Segmentation • Changing the Retail Environment • Product Repositioning • Product Overlap • Product Design Strategy
    6. 6. The moppet who put Amul on India's breakfast table 50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to It. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses. The Amul girl was the brainchild of SylvesterdaCunha, the managing director of the advertising agency AS. The ads were designed as a series of hoardings with designs relating to day-to-day issues. The brand recall for the Amul girl is phenomenal across India today. And the biggest reason for this is the topical nature of the ads.The Amul ads have witty one-liners which capture relevant events that have caught the fancy of the nation.
    7. 7. 3500 3000 2500 2000 $3,200.00 1500 $2,500.00 $2,172.00 1000 $1,325.00 500 $500.00 $500.00 $575.00 $616.00 $672.00 2000-01 2001-02 2002-03 2003-04 2004-05 $850.00 $1,504.00 $1,700.00 $1,050.00 0 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13
    8. 8. ROBUST SUPPLY CHAIN LOW COST STRATEGY DIVERSE PRODUCT MIX STRONG DISTRIBUTION NETWORK TECHNOLOGY AND E-INITIATIVES THE BRAND VALUE OF AMUL
    9. 9. • AMUL KOOL CHOCOLATE MILK • NUTRAMILK ENERGY DRINK • AMUL KOOL MILK SHAKE • AMUL CALCI + • AMUL CHEESE SPREAD • AMUL PRO WHEY PROTEIN BEVERAGE • AMUL LITE • SAGAR SKIMMED MILK POWDER • AMUL LIFE SLIM AND TRIM MILK • NUTRAMILK • AMUL SHAKTI DRINK
    10. 10. BAKERIES COFFEE SHOP CHAIN PIZZA RETAILERS ICE CREAM MANUFACTURERS SNACK OUTLETS RETAILERS
    11. 11. 4p’s Implementation of AMUL Butter • Follow standards like TQM, Kaizan and Agmark • Diverse packaging sizes from 500gm – 10gms to reach all target groups • Robust supply chain and a strong marketing channel gives a strong pricing advantage • Under GCMMF • >5 lakh retail outlets • >3500 distributors • 7000 AMUL parlors • Amul moppet girl • Sponsorships like Amul voice of India and Amul Chef of the year
    12. 12. Sales Time INTRODUCTION GROWTH MATURITY DECLINE
    13. 13. STRENGTH WEAKNESS OPPORTUNIES THREATS • Largest food brand in India • High Quality, Low Price • Introduced TQM • World's Largest Pouched Milk Brand • Annual turnover of US $2540 million • Highly Diverse Product Mix • Robust Distribution Network • 1.Low market share in chocolates segment • 2.Strong competition from international & domestic players in the ice cream segment means limited market share • Risks of highly complex supply chain system • Short shelf life of its products • Penetrate international markets • Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc • Sell products online • Competitors Hindustan Lever, Nestle and Britannia • Still competition from MNCs in butter • Growing price of milk and milk products • Political issues & union problems within organization
    14. 14. • Diary based sweets • Fast food sector • Frozen food sector • Hotels & restaurants • Energy drinks • Baby food products • Health products like protein powder & protein bars • Animal feeds
    15. 15. • Focus on retail expansion in Indian cities, towns and villages – increase branded Amul parlours to capture the consumer attention and keep the competition at bay • Amul can venture into offering low-fat versions of its products as it would help capture the hearts of second and third generation Indians in US & Global Market • Amul can venture out on new products like dairy based sweets, baby food products • Amul must try to understand the cause of certain products like Amul basundi, gulab jamoon, and chocolates etc not being very popular. Amul need to take up thorough market research and work on improving these products • Though Amul’s hoardings are a huge success, it can penetrate even better in the rural areas by advertising actively through the media viz cable channels and newspapers. Sponsoring more shows on TV, sports events can be of great help.
    16. 16. www.google.com www.slideshare.com www.amul.com www.Wikipedia.com www.authorstream.com www.scribd.com www.mediapanther.co.in www.rediff.com
    17. 17. Utterly Butterly Deliciously Thank You….

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