Amul – The Taste of India

31-Dec-13

Priyanka Mandore

1
31-Dec-13

Priyanka Mandore

2
About AMUL
• AMUL stands for Anand Milk Union Ltd.
• Incorporated: 1 December 1946
• It is Indian Dairy Co-operative based...
GCMMF – Over View
• GCMMF:
Gujarat
Cooperative
Milk
Marketing Federation.
• Its India's largest food products marketing
or...
Dr. Varghese Kurien (1921-2012)
•Kurien was responsible for the creation
&success of Amul brand
•Indian social entrepreneu...
31-Dec-13

Priyanka Mandore

6
Products of Amul
•
•
•
•
•
•
•
•
•

Milk
Milk Powder
Ice cream
Ghee
Milk drinks
Butter
Chocolates
Nutramul
Pizza

31-Dec-1...
An Overview
Members:

17 district cooperative milk
producers' Union

No. of Producer Members:

3.18 million

No. of Villag...
• Amul has largest distribution network for any FMCG
company
• It has nearly 48 sales office, 5000+ dealers in
wholesale, ...
Advertisements

31-Dec-13

Priyanka Mandore

10
Advertisements

31-Dec-13

Priyanka Mandore

11
Advertisement

31-Dec-13

Priyanka Mandore

12
•
•
•
•
•

The White Revolution inspired the notable Film
Film-maker: Shyam Benegal
Film Name: Manthan (1976)
Starred: Smi...
Mix- Product for every one
•

•

Product for youth
- Amul launched Chocolate milk under
brand
name of „Amul Kool Koko‟ tar...
Mix- Product for every one
• Product for the health
conscious

Amul Launched “low fat, low
cholesterol
bread spreads”
-

•...
Sales Turnover

31-Dec-13

Priyanka Mandore

16
The 3 C’s…
•Defending against Mahananda,
Vijay, Milma & other co-operative
milk brands
•Aggressive moves against
Britannia...
Customer Based Market Segmentation
Amul Kool Chocolate Milk
Nutramul Energy Drink
Amul Kool Milk Shake

Kids
Women

Amul C...
Competitors
•
•
•
•
•
•
•

Nestle
Britannia
Mother Dairy
Kwality
Vikas
Chitale
Haldiram

31-Dec-13

Priyanka Mandore

19
Reasons For Success of Amul
1.
2.
3.
4.
5.

Vast supply chain
Low cost strategy
Diverse product mix
Strong distribution
Te...
Amul – Product Portfolio
Category

Market Share

Market Position

Butter, Ghee

85%

1

Milk Powder

40%

1

Cheese

50%

...
Thank You !!

Your Feedback Please
31-Dec-13

Priyanka Mandore

22
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Amul the taste_of_india by Priyanka Mandore

  1. 1. Amul – The Taste of India 31-Dec-13 Priyanka Mandore 1
  2. 2. 31-Dec-13 Priyanka Mandore 2
  3. 3. About AMUL • AMUL stands for Anand Milk Union Ltd. • Incorporated: 1 December 1946 • It is Indian Dairy Co-operative based at Anand in the state of Gujarat • Derived from Sanskrit word ‘Amulya’ which means Invaluable • Amul spread white revolution in India, it made the country the worlds largest producer of milk & milk products • It is brand managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) 31-Dec-13 Priyanka Mandore 3
  4. 4. GCMMF – Over View • GCMMF: Gujarat Cooperative Milk Marketing Federation. • Its India's largest food products marketing organization. • It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers. • Serve the interest of consumers by providing quality products which are good value for money. 31-Dec-13 Priyanka Mandore 4
  5. 5. Dr. Varghese Kurien (1921-2012) •Kurien was responsible for the creation &success of Amul brand •Indian social entrepreneur •Father of white revolution for his billion litres milk idea • He founded around 30 institution of excellence which are owned & managed by farmers and run by professionals •He is founding chairman of GCMMF •Lal Bahadur Shastri appointed him as Chairman of National Dairy Development Board •He was awarded with Padmavibhushan & Magsaysay Award for community leadership 31-Dec-13 Priyanka Mandore 5
  6. 6. 31-Dec-13 Priyanka Mandore 6
  7. 7. Products of Amul • • • • • • • • • Milk Milk Powder Ice cream Ghee Milk drinks Butter Chocolates Nutramul Pizza 31-Dec-13 •Yoghurts •Methai mate •Cheese •Fresh cream •Cottage cheese •Bread spread •Butter milk •Lassi Priyanka Mandore 7
  8. 8. An Overview Members: 17 district cooperative milk producers' Union No. of Producer Members: 3.18 million No. of Village Societies: 16,914 Total Milk handling capacity: 16.8 million liters per day Milk collection (Total): 4.66 billion liters Milk collection (Daily Average): 12.7 million liters Milk Drying Capacity: 820 Mts. per day Cattle feed manufacturing Capacity: 5890 Mts. per day Sales Turnover Rs. 157.48 billion 31-Dec-13 Priyanka Mandore 8
  9. 9. • Amul has largest distribution network for any FMCG company • It has nearly 48 sales office, 5000+ dealers in wholesale, 10 lakhs retailers in India • Amul became the worlds largest vegetarian cheese & largest pouched milk brand • Largest exporter of dairy products in the country • Amul products are available in over 40 countries of the world • In 2013 Amul was named the most trusted brand in food & beverages sector in Brand Trust Report published by Trust Research Advisory. 31-Dec-13 Priyanka Mandore 9
  10. 10. Advertisements 31-Dec-13 Priyanka Mandore 10
  11. 11. Advertisements 31-Dec-13 Priyanka Mandore 11
  12. 12. Advertisement 31-Dec-13 Priyanka Mandore 12
  13. 13. • • • • • The White Revolution inspired the notable Film Film-maker: Shyam Benegal Film Name: Manthan (1976) Starred: Smita Patil, Naseeruddin Shah and Amrish Puri. The film was financed by over five lakhs 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. • Award: National Film Award for Best Feature Film in Hindi. 31-Dec-13 Priyanka Mandore 13
  14. 14. Mix- Product for every one • • Product for youth - Amul launched Chocolate milk under brand name of „Amul Kool Koko‟ targeting the youth • 31-Dec-13 Amul never forgot its “primary customer” - Amul collects 447,000 liters of milk from 2.12 million farmers (many illiterate) Product for diabetic people - India‟s First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics Priyanka Mandore 14
  15. 15. Mix- Product for every one • Product for the health conscious Amul Launched “low fat, low cholesterol bread spreads” - • Product for the price sensitive India - Low Priced Amul Ice Creams and affordable „sagar‟ whitener • Product for the urban class - Amul launched pizza & mozzarella cheese 31-Dec-13 Priyanka Mandore 15
  16. 16. Sales Turnover 31-Dec-13 Priyanka Mandore 16
  17. 17. The 3 C’s… •Defending against Mahananda, Vijay, Milma & other co-operative milk brands •Aggressive moves against Britannia, Nestle, Mother Dairy and Kwality •Customers extremely satisfied •Moved from loose milk to •packaged milk •Ready to try more products •Improved socio-economic conditions •Largest milk brand in Asia •More than 30 dairy brands •Market leader in ghee & butter •Very strong supply chain •Enjoys Fine reputation •Quality with Affordability 31-Dec-13 Priyanka Mandore 17
  18. 18. Customer Based Market Segmentation Amul Kool Chocolate Milk Nutramul Energy Drink Amul Kool Milk Shake Kids Women Amul Calci + Utterly Delicious Pizza Amul Emmental Cheese Amul Cheese Spreads Youth Amul Lite Sagar Skimmed Milk Powder Amul Lite Slim and Trim Milk Calorie Conscious Nutramul Amul Shakti Health Food Drink Health Conscious 31-Dec-13 Priyanka Mandore 18
  19. 19. Competitors • • • • • • • Nestle Britannia Mother Dairy Kwality Vikas Chitale Haldiram 31-Dec-13 Priyanka Mandore 19
  20. 20. Reasons For Success of Amul 1. 2. 3. 4. 5. Vast supply chain Low cost strategy Diverse product mix Strong distribution Technology & initiatives 31-Dec-13 Priyanka Mandore 20
  21. 21. Amul – Product Portfolio 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 31-Dec-13 Priyanka Mandore 21
  22. 22. Thank You !! Your Feedback Please 31-Dec-13 Priyanka Mandore 22

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