2. Amul ("priceless" in Sanskrit. The brand name
"Amul," from the Sanskrit "Amoolya," (meaning
Precious)formed in 1946, is a dairy cooperative in
India. It is a brand name managed by an apex
cooperative organisation, Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF)
The Gujarat Cooperative Milk Marketing Federation
Ltd, Anand (GCMMF) is the largest food products
marketing organisation of India.
3. In 1997, Amul ice creams entered Mumbai followed
by Chennai in 1998 and Kolkata and Delhi in 2002.
The portfolio consisted of impulse products like
sticks, cones, cups as well as take home packs and
institutional/catering packs.
It achieved the No 1 position in the country. This
position was achieved in 2001 and it has continued
to remain at the top.
4. Today the market share of Amul ice cream is 38%
share against the 9% market share of HLL (Kwality
Walls), thus making it 4 times larger than its
closest competitor.
Not only has it grown at a phenomenal rate but has
added a vast variety of flavours to its ever growing
range.
In January 2007, Amul introduced SUGAR FREE
&ProLifeProbiotic Wellness Ice Cream, which was a
first in India.
5. Amul’sentry into ice creams is regarded as
successful due to the large market share it was
able to capture within a short period of time – due
to price differential, quality of products and of
course the brand name.
6. The portfolio consisted of
impulse products like
sticks, cones, cups as well
as take home packs and
institutional/catering
packs.
In 1997, Amul ice creams
entered Mumbai followed
by Chennai in 1998 and
Kolkata and Delhi in 2002.
Nationally it was rolled out
across the country in
1999.
7. Has combated competition like
Walls, Mother Dairy and
achieved the No 1 position in
the country.
Today the market share of Amul
ice cream is 38%.
Amul’s entry into ice creams is
regarded as successful due to
the large market share it was
able to capture within a short
period of time.
8. Industry Snapshot:-
Market Size - 1200 Crores
Ice Cream market is growing at 26%
Major players:-
Amul - Market Leader with share of 36%
HLL - Kwality Walls - 2nd biggest player
Mother Diary
Arun - Chennai Based Hatsun Agro Product
Few Brands/ Target Consumers
1. Youth Centric - Chillz
2. Kids - Moo
3. Teenagers - Cornetto
4. Health Conscious - Amul Sugarfree& Pro-Life
14. The company is producing 100000 units of ice
cream at Rs. 74.05 for which the total cost
incurred is Rs. 7405000 and the total sales
is Rs. 9256250 which implies that that the
profit being made is Rs. 1851250.
The company is producing a single cup of ice
cream at Rs. 92.5625 which includes the cost
of a cup ice cream at Rs. 74.05 which again
implies that the profit of Rs. 18.5125 is earned
on a single unit of Amul ice cream.
15. Since the company is earning some
percentage of profit above the cost, it means
a slight increase in the cost will not have too
much of an effect on the profit since there is
a large margin of safety.
Since the company is earning some amount
of profit, the business is capable to expand
and diversify over a period of time.
16. PVR = C/S = 2671750/9256250 = 28.86%
BEP (in Rs.) = FC/PVR = 2195000/28.86 =
Rs.760568.26
BEP (in units) = FC/C = 2195000/2.67175 =
821558.9 = 821559
MOS = Profit/PVR = 476750/28.86 =
16519.404
17. Amul Ice Cream has marked the selling price
of their product roughly 20% above the cost
price.
This implies that they are making a profit on
each unit of output that is sold.
These profits can be ploughed into the
business again to create more output.
18. The establishment of Amul is known as White
Revolution.
The White Revolution inspired the notable Indian
film-maker Shyam Benegal to base his
film Manthan (1976) on it. It starred Smita
Patil, Girish Karnad, Naseeruddin
Shah and Amrish Puri. The film was financed by
over five lakh (half a million) rural farmers in
Gujarat who contributed Rs 2 each to its budget.
Upon its release, these farmers went in
truckloads to watch 'their' film, making it a
commercial success.[23][24] Manthan was chosen
for the 1977 National Film Award for Best Feature
Film in Hindi.
In popular culture
