ABOUT THE COMPANY´ AMUL- Anand Milk Union Limited formed in 1946 is a dairy co-operative movement.´ Based in Anand, Gujarat & has been a sterling example of a co-operative organization·s success in the long term.´ Amul has spurred the white revolution of India.´ The turn over of Amul in 2007-08 was Rs.52.55 billion.
HISTORY OF THE COMPANY´ The first milk Union milk was established in 1946 with 250 liters of milk.´ Amul was established in 1955, in the year 1946 the union was known as Kaira district co-operative milk producers union. This union selected the name Amul.´ The word Amul is derived from a Sanskrit word ´AMULYAµ which means priceless.´ Shri Pandit Jawaharlal Nehru, the then prime minister of India declared it open at Amul dairy on Nov20th, 1955.´ Amul has more than 150 chilling centers in various villages.
DIFFERENT PRODUCTS HANDLED BYAMUL BREAD SPREADSAmul Butter Delicious Table Margarine Amul Lite
MARKET ANALYSIS & TYPEOF INDUSTRY´ Market share of Amul butter is around 86%´ Market presence ² available in over 500,000 retail outlets across India.´ Amul butter is made from- butter, common salt, permitted natural color (annatto)´ Amul comes under FMCG sector.
PRODUCT ANALYSIS´ Product Specification- Meets AGMARK standards and BIS specifications. No.IS:13690:1992.´ Product personality- It is a unisex product.´ USP- is its taste. Amul butter is made from fresh cream by modern continuous butter making machines (pure vegetarian)
PRODUCT LIFE CYCLE STAGE´ Amul butter is in its Maturity stage , as it is the most profitable stage and definitely Amul butter is making huge profits as it dominates the market with an overall share of 86%.´ The sale is definitely increasing but at a slower pace, has a very strong Brand awareness and advertising expenditure thus reduced.