Amul Dairy has established several best practices that provide it with competitive advantages:
1. It has the largest dairy cooperative network in India, with over 2 million producer members supplying over 10 million liters of milk per day.
2. It has the largest cold chain network in India to efficiently distribute fresh and processed dairy products across the country.
3. Amul focuses on establishing strong distribution channels and providing training to distributors, retailers, and salespeople to effectively reach customers.
4. The cooperative structure and focus on customers and adapting to changes allows Amul to retain its position as the largest dairy brand in India.
Amul is an Indian dairy cooperative society based in Gujarat. It is one of the largest food and dairy organizations in the world, with annual revenues of over $2 billion. Amul procures milk from over 2 million milk producers in Gujarat and sells products through a network of over 3,600 distributors. Key facts:
- Amul collects over 6 million liters of milk per day from milk producers.
- It has over 10,000 village cooperative societies and 3 million milk producers as members.
- Amul manufactures products like milk, butter, cheese, ice cream and sells them under various brand names.
- It uses an electronic system to weigh and test milk fat content when
Amul strategic brand management by Dheeraj ED and Lavanya AB Dheeraj ED
This document provides an overview of Amul, an Indian dairy cooperative. It discusses Amul's origins in 1946 to address exploitation of milk producers. Amul organized milk producers into village cooperatives and established a dairy to process and market milk. It has since expanded to include over 2 million producers organized into village societies that supply milk to unions which are marketed by GCMMF. Amul pioneered many practices like payment to farmers and providing veterinary services to support producers. It focuses on low costs and prices to be accessible to consumers while supporting producers.
This project report provides a summary of a study conducted on the sales and distribution of Amul milk in the Pune market. It discusses the dairy industry in India and Amul's history, objectives of the study, research methodology, data collection and analysis. Key findings include that Amul faces tough competition from brands like Chitale and Katraj, with Chitale having the largest market share. Awareness of Amul milk is average among retailers and consumers, but acceptance is low. It is concluded that Amul milk has high potential but low acceptance compared to competitors that customers regularly use. The report recommends that Amul undertake promotional strategies to boost distribution and increase advertising through various channels.
AMUL's 3-tier business model involves dairy cooperative societies, district cooperative unions, and the state cooperative federation (GCMMF). AMUL uses a two-channel network for procurement from villages and distribution to retailers. For procurement, milk is transported from villages to manufacturing units via bicycles and trucks. For distribution, various sized trucks move products from plants to depots to wholesalers to retailers. AMUL implements ERP for inventory management across the supply chain. It also utilizes reverse logistics and third-party logistics providers.
Amul - research paper - March 15, 2015Nidhi Sharma
Amul is India's largest dairy cooperative with $2.5 billion in annual turnover. It has achieved this success through a customer-centric marketing strategy that focuses on market research, segmentation, branding, and competitive positioning. Amul communicates its brand values of trust, quality, and Indianness through memorable advertising campaigns featuring the Amul girl. Its low-cost, innovative ads create high reach and build loyalty among customers.
Amul is introducing two new products: Amul Liquid Creamer and Amul Lactose Free Milk. Amul Liquid Creamer is a shelf-stable dairy creamer as an alternative to milk powder. It will target hotels, airlines, and offices. Amul Lactose Free Milk is the first lactose-free milk in India targeting people with lactose intolerance. Field research was conducted through store promotions and sampling. Key findings were a lack of awareness about the products' benefits and retailers' dissatisfaction with margins and damaged goods policies. Recommendations include improving supply chain management, providing reasonable margins, and placing Lactose Free Milk in larger 1L cartons.
Market penetration of amul beverage range products by dhruvil shahDhruvil Shah
"Market Penetration of Amul Beverage Range Products" is a Summer Internship Project Under Taken my me during May-June 2017.
In Summer, the demand of cold beverages increases. Hence, I was supposed the push the sales of Amul Beverage Range Products which include Amul kool Flavored milk, Amul Masti Buttermilk, Amul Lassi, Amul Koko & Café Can and Amul Pro Drink by increasing the retail penetration.
I was supposed to work with two distributors of Amul dairy product in North Ahmedabad and Gandhinagar. The first one is ‘Shree Pashwanath Traders’ which is located in Sabarmati, Ahmedabad and another one is ‘Ashok Marketing’ which is located in Sargasan,Gandhinagar.
The main objective of the project is to increase retail penetration of Amul beverage range products.
To find the problems in selling of Amul beverage range product and find out improvement areas.
Other objective of the project is to competitive analysis and to know how company beverage products perform in competitive market.
The document discusses the history and establishment of Amul milk in India. It details that Amul was established in 1946 as the Kaira District Co-operative Milk Producers' Union in Anand, Gujarat by dairy farmers who were frustrated by exploitation from private milk traders. Amul was formally registered as a co-operative in December 1946. It initially collected 250 liters of milk per day but has since grown significantly. Amul helped empower dairy farmers and establish a cooperative model of milk production and distribution in India. Today, Amul collects over 11 lakh liters of milk daily and has expanded its product portfolio beyond milk to include butter, ghee, cheese and other dairy products.
Amul is an Indian dairy cooperative society based in Gujarat. It is one of the largest food and dairy organizations in the world, with annual revenues of over $2 billion. Amul procures milk from over 2 million milk producers in Gujarat and sells products through a network of over 3,600 distributors. Key facts:
- Amul collects over 6 million liters of milk per day from milk producers.
- It has over 10,000 village cooperative societies and 3 million milk producers as members.
- Amul manufactures products like milk, butter, cheese, ice cream and sells them under various brand names.
- It uses an electronic system to weigh and test milk fat content when
Amul strategic brand management by Dheeraj ED and Lavanya AB Dheeraj ED
This document provides an overview of Amul, an Indian dairy cooperative. It discusses Amul's origins in 1946 to address exploitation of milk producers. Amul organized milk producers into village cooperatives and established a dairy to process and market milk. It has since expanded to include over 2 million producers organized into village societies that supply milk to unions which are marketed by GCMMF. Amul pioneered many practices like payment to farmers and providing veterinary services to support producers. It focuses on low costs and prices to be accessible to consumers while supporting producers.
This project report provides a summary of a study conducted on the sales and distribution of Amul milk in the Pune market. It discusses the dairy industry in India and Amul's history, objectives of the study, research methodology, data collection and analysis. Key findings include that Amul faces tough competition from brands like Chitale and Katraj, with Chitale having the largest market share. Awareness of Amul milk is average among retailers and consumers, but acceptance is low. It is concluded that Amul milk has high potential but low acceptance compared to competitors that customers regularly use. The report recommends that Amul undertake promotional strategies to boost distribution and increase advertising through various channels.
AMUL's 3-tier business model involves dairy cooperative societies, district cooperative unions, and the state cooperative federation (GCMMF). AMUL uses a two-channel network for procurement from villages and distribution to retailers. For procurement, milk is transported from villages to manufacturing units via bicycles and trucks. For distribution, various sized trucks move products from plants to depots to wholesalers to retailers. AMUL implements ERP for inventory management across the supply chain. It also utilizes reverse logistics and third-party logistics providers.
Amul - research paper - March 15, 2015Nidhi Sharma
Amul is India's largest dairy cooperative with $2.5 billion in annual turnover. It has achieved this success through a customer-centric marketing strategy that focuses on market research, segmentation, branding, and competitive positioning. Amul communicates its brand values of trust, quality, and Indianness through memorable advertising campaigns featuring the Amul girl. Its low-cost, innovative ads create high reach and build loyalty among customers.
Amul is introducing two new products: Amul Liquid Creamer and Amul Lactose Free Milk. Amul Liquid Creamer is a shelf-stable dairy creamer as an alternative to milk powder. It will target hotels, airlines, and offices. Amul Lactose Free Milk is the first lactose-free milk in India targeting people with lactose intolerance. Field research was conducted through store promotions and sampling. Key findings were a lack of awareness about the products' benefits and retailers' dissatisfaction with margins and damaged goods policies. Recommendations include improving supply chain management, providing reasonable margins, and placing Lactose Free Milk in larger 1L cartons.
Market penetration of amul beverage range products by dhruvil shahDhruvil Shah
"Market Penetration of Amul Beverage Range Products" is a Summer Internship Project Under Taken my me during May-June 2017.
In Summer, the demand of cold beverages increases. Hence, I was supposed the push the sales of Amul Beverage Range Products which include Amul kool Flavored milk, Amul Masti Buttermilk, Amul Lassi, Amul Koko & Café Can and Amul Pro Drink by increasing the retail penetration.
I was supposed to work with two distributors of Amul dairy product in North Ahmedabad and Gandhinagar. The first one is ‘Shree Pashwanath Traders’ which is located in Sabarmati, Ahmedabad and another one is ‘Ashok Marketing’ which is located in Sargasan,Gandhinagar.
The main objective of the project is to increase retail penetration of Amul beverage range products.
To find the problems in selling of Amul beverage range product and find out improvement areas.
Other objective of the project is to competitive analysis and to know how company beverage products perform in competitive market.
The document discusses the history and establishment of Amul milk in India. It details that Amul was established in 1946 as the Kaira District Co-operative Milk Producers' Union in Anand, Gujarat by dairy farmers who were frustrated by exploitation from private milk traders. Amul was formally registered as a co-operative in December 1946. It initially collected 250 liters of milk per day but has since grown significantly. Amul helped empower dairy farmers and establish a cooperative model of milk production and distribution in India. Today, Amul collects over 11 lakh liters of milk daily and has expanded its product portfolio beyond milk to include butter, ghee, cheese and other dairy products.
The document provides a history and overview of Amul, India's largest dairy cooperative. It describes how Amul was founded in 1946 by dairy farmers in Anand, Gujarat to stop exploitation by middlemen. Amul grew from just two village cooperatives with 247 liters of milk into the largest dairy organization in India. It established a direct link between milk producers and consumers by eliminating middlemen and giving farmers control. Amul's cooperative model of farmer ownership and management has helped India become the world's largest milk producer.
The Amul dairy cooperative was founded in 1946 in Anand, India in response to exploitation of farmers by milk traders. Inspired by Mahatma Gandhi's cooperative movement, farmers formed a cooperative society under the guidance of Sardar Vallabhbhai Patel and leaders like Morarji Desai. Starting with 247 liters of milk from two villages, Amul grew to become the largest dairy in India, establishing the successful Amul model of three-tiered farmer-owned and managed dairy cooperatives. The Amul model was then replicated nationwide by the National Dairy Development Board to empower millions of Indian milk producers.
The document provides details about Amul, a dairy cooperative in India. It discusses Amul's history beginning in 1946 and how it has helped spur India's white revolution making it the largest producer of milk and milk products. It then describes Amul's organizational structure and production processes. The production processes discussed include the collection and testing of raw milk, pasteurization and standardization, separation into cream and skimmed milk, quality checks, packaging, storage, and production of milk powder, butter, and ice cream.
Determinants of Consumer Buying Behavior- A Study on Amul EpicBlesson Raj
This document provides a summary of the determinants of consumer buying behavior for Amul EPIC ice cream in India. It begins with an executive summary that outlines consumer behavior and the dairy industry in India. It then discusses Amul's company profile and the product profile of Amul EPIC ice cream. The theoretical layout section analyzes the SWOT of Amul EPIC and discusses general determinants of consumer behavior. It identifies key psychological determinants like motivation, perception, learning and attitudes that influence the decision to buy Amul EPIC ice cream. Specifically, it analyzes how factors like product communication, brand, price, and availability drive consumer perception and purchase decisions for Amul EPIC.
The document provides background information on Amul, including:
1) Amul was established in 1946 as the Kaira District Cooperative Milk Producers' Union Limited in Anand, Gujarat by dairy farmers who were previously exploited by private milk traders.
2) It was founded with the help of Sardar Vallabhbhai Patel and started pasteurizing milk for the Bombay Milk Scheme in 1948.
3) In 1955, Amul set up a milk processing plant to manufacture milk powder and butter to handle excess supply, marking its transition from a cooperative to a processed food brand.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is jointly owned by 2.6 million milk producers and managed by the Gujarat Cooperative Milk Marketing Federation. Amul pioneered the White Revolution in India, making the country the largest milk producer in the world. It offers high quality milk and dairy products at reasonable prices. Amul's success is attributed to its cooperative model which ensures fair prices for farmers and affordable products for consumers. It has become a global brand and continues to grow its domestic and international markets.
Amul is an Indian dairy cooperative owned by 3.6 million milk producers. It was formed in 1956 in Anand, Gujarat when farmers organized themselves into cooperative societies in response to exploitation by local traders. Amul has grown to become one of the largest food and beverage conglomerates in India, with a turnover of over 29 billion rupees and market leadership in dairy products. It continues to empower milk producers through fair pricing and business opportunities.
This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's history, beginning in 1946 as a response to exploitation of milk producers. Amul was formed under the guidance of Sardar Vallabhbhai Patel and leaders like Morarji Desai and Tribhuvandas Patel. It is jointly owned by 3.6 million milk producers in Gujarat. The document outlines Amul's product portfolio and provides background on the dairy industry in India. It also gives a brief company profile, covering Amul's leadership, area served, and operational highlights.
This document provides a project report on studying supply chain management at Amul Satellite Dairy in Pune. It begins with an introduction that outlines the background, objectives, need and scope of the study. It then provides an overview of Amul, including its establishment in 1946, brand name, products, and cooperative structure. It describes the Pune plant, including its year of establishment, location, area, and number of milk collection centers. It outlines the dairy's key products and includes an organizational chart and description of the milk processing stages. In closing, it discusses Amul's operations and supply chain management strategy of coordinating its network and using appropriate technologies.
Amul was formed in 1946 in Anand, Gujarat and has since become the largest milk cooperative in India, currently handling nearly 14 million liters of milk per day from over 3 million farmers. It operates on a 3-tier structure with village cooperatives feeding into district level unions which are then part of the state level cooperative federation. Amul utilizes a robust supply chain and diverse product portfolio coupled with low costs and strong distribution to achieve significant annual sales turnover.
Amul is a dairy cooperative in India formed in 1946 and based in Anand, Gujarat. It is jointly owned by 2.8 million milk producers and has an annual turnover of over $1 billion. Amul follows a three-tier cooperative structure comprising village dairy societies, district milk unions, and the Gujarat Cooperative Milk Marketing Federation which markets Amul products nationally and internationally. Key to Amul's success is its ability to eliminate exploitation of milk producers and ensure fair prices through its cooperative model.
The document provides an overview of Amul, an Indian dairy cooperative. It discusses how Amul began in 1946 as a cooperative movement among milk producers in Gujarat, India. Amul is jointly owned by over 2 million milk producers and manages the Amul brand. It discusses Amul's wide range of dairy products including milk, butter, ghee, cheese, and ice cream. It also summarizes Amul's success in withstanding competition and exporting products, helping establish India as a major milk producer globally.
This study examines customer preferences for Amul milk and curd in Hyderabad. The objectives are to identify consumer preferences, perceptions of Amul milk, and attributes that impact milk purchases. A random sample of 300 tea stall vendors and housewives were surveyed. The study analyzes the data using SPSS to test hypotheses about factors influencing brand selection and switching. Key findings indicate that timely delivery, availability, and awareness influence customer choices. Suggestions include improving margins, delivery, promotions, and packaging to attract more customers. The study is limited by its sample size and focus only on Hyderabad.
The document provides a case study of AMUL, a dairy cooperative in western India. It discusses how AMUL was established in 1946 in response to exploitation of marginal milk producers. Since then, AMUL has grown into a large network of over 2 million milk producers organized into village cooperatives. AMUL helped transform India into the world's largest milk producer and has become a highly recognized brand. The document examines lessons from AMUL's success in developing both suppliers and markets simultaneously, achieving scale and cost advantages through its cooperative network, and taking a long-term focus.
Market penetration of amul beverage range products by dhruvil shahDhruvil Shah
"Market Penetration of Amul Beverage Range Products" is a Summer Internship Project Under Taken my me during May-June 2017.
In Summer, the demand of cold beverages increases. Hence, I was supposed the push the sales of Amul Beverage Range Products which include Amul kool Flavored milk, Amul Masti Buttermilk, Amul Lassi, Amul Koko & Café Can and Amul Pro Drink by increasing the retail penetration.
I was supposed to work with two distributors of Amul dairy product in North Ahmedabad and Gandhinagar. The first one is ‘Shree Pashwanath Traders’ which is located in Sabarmati, Ahmedabad and another one is ‘Ashok Marketing’ which is located in Sargasan,Gandhinagar.
The main objective of the project is to increase retail penetration of Amul beverage range products.
To find the problems in selling of Amul beverage range product and find out improvement areas.
Other objective of the project is to competitive analysis and to know how company beverage products perform in competitive market.
Amul is an Indian dairy cooperative based in Anand, Gujarat that produces milk and dairy products. It is owned by 3.6 million milk producers. Amul pioneered the dairy cooperative movement in India and is now replicated across 70,000 villages. It collects over 4.5 million liters of milk daily and achieved a turnover of 9774 crores in 2010-11. Amul faces competition from large MNCs but has strengths in its brand reputation for quality products at low prices, robust distribution network, and focus on milk and dairy. It sees opportunities in expanding its product portfolio and penetrating new markets domestically and globally.
The document is a student project report analyzing consumer preferences between Amul butter and Amul lite butter. It discusses the compositional and communication differences between the two products that have led to differences in sales volume. The report will examine Amul's market leadership position in the bread spread category in India and investigate why its market share has decreased as competitors like Nutralite have increased their share.
This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's founding in 1946 in response to exploitation of milk farmers by private traders. Amul now has over 3 million milk producer members. The document profiles Amul's organizational structure and operations, products including milk, butter, ghee, and ice cream. It analyzes the Indian and world dairy industries and Amul's role in India's White Revolution. The document also examines Amul's marketing strategies and provides profiles and analyses of new Amul Lactose Free Milk and Liquid Creamer products.
This document is a summer training report submitted by a student to Saurashtra University in India. The report details the student's summer training project at the Gujarat Co-operative Milk Marketing Federation (Amul), focusing on marketing strategies for Amul chocolates.
The student conducted primary research in the towns of Mahesana, Patan, Palanpur, and Deesa to study Amul's existing chocolate market share and identify ways to increase sales. Major findings include low brand awareness for Amul chocolates and a preference for quality and availability among consumers. The student suggests improving regular supply and transportation of chocolates, addressing retailer and consumer complaints, and using films to promote Amul chocolate quality
This document is a project report on the promotion and distribution of Amul ice cream. It provides background information on Amul and its ice cream business. Amul launched ice cream in 1996 and has since become the top brand in India with a 38% market share. The report discusses Amul's objectives, supply chain network, distribution challenges, and opportunities for expanding its business through new products and improved distribution. It also includes a SWOT analysis of Amul ice cream that examines its strengths in brand recognition and product quality against weaknesses in advertising and packaging.
The document provides a history and overview of Amul, India's largest dairy cooperative. It describes how Amul was founded in 1946 by dairy farmers in Anand, Gujarat to stop exploitation by middlemen. Amul grew from just two village cooperatives with 247 liters of milk into the largest dairy organization in India. It established a direct link between milk producers and consumers by eliminating middlemen and giving farmers control. Amul's cooperative model of farmer ownership and management has helped India become the world's largest milk producer.
The Amul dairy cooperative was founded in 1946 in Anand, India in response to exploitation of farmers by milk traders. Inspired by Mahatma Gandhi's cooperative movement, farmers formed a cooperative society under the guidance of Sardar Vallabhbhai Patel and leaders like Morarji Desai. Starting with 247 liters of milk from two villages, Amul grew to become the largest dairy in India, establishing the successful Amul model of three-tiered farmer-owned and managed dairy cooperatives. The Amul model was then replicated nationwide by the National Dairy Development Board to empower millions of Indian milk producers.
The document provides details about Amul, a dairy cooperative in India. It discusses Amul's history beginning in 1946 and how it has helped spur India's white revolution making it the largest producer of milk and milk products. It then describes Amul's organizational structure and production processes. The production processes discussed include the collection and testing of raw milk, pasteurization and standardization, separation into cream and skimmed milk, quality checks, packaging, storage, and production of milk powder, butter, and ice cream.
Determinants of Consumer Buying Behavior- A Study on Amul EpicBlesson Raj
This document provides a summary of the determinants of consumer buying behavior for Amul EPIC ice cream in India. It begins with an executive summary that outlines consumer behavior and the dairy industry in India. It then discusses Amul's company profile and the product profile of Amul EPIC ice cream. The theoretical layout section analyzes the SWOT of Amul EPIC and discusses general determinants of consumer behavior. It identifies key psychological determinants like motivation, perception, learning and attitudes that influence the decision to buy Amul EPIC ice cream. Specifically, it analyzes how factors like product communication, brand, price, and availability drive consumer perception and purchase decisions for Amul EPIC.
The document provides background information on Amul, including:
1) Amul was established in 1946 as the Kaira District Cooperative Milk Producers' Union Limited in Anand, Gujarat by dairy farmers who were previously exploited by private milk traders.
2) It was founded with the help of Sardar Vallabhbhai Patel and started pasteurizing milk for the Bombay Milk Scheme in 1948.
3) In 1955, Amul set up a milk processing plant to manufacture milk powder and butter to handle excess supply, marking its transition from a cooperative to a processed food brand.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is jointly owned by 2.6 million milk producers and managed by the Gujarat Cooperative Milk Marketing Federation. Amul pioneered the White Revolution in India, making the country the largest milk producer in the world. It offers high quality milk and dairy products at reasonable prices. Amul's success is attributed to its cooperative model which ensures fair prices for farmers and affordable products for consumers. It has become a global brand and continues to grow its domestic and international markets.
Amul is an Indian dairy cooperative owned by 3.6 million milk producers. It was formed in 1956 in Anand, Gujarat when farmers organized themselves into cooperative societies in response to exploitation by local traders. Amul has grown to become one of the largest food and beverage conglomerates in India, with a turnover of over 29 billion rupees and market leadership in dairy products. It continues to empower milk producers through fair pricing and business opportunities.
This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's history, beginning in 1946 as a response to exploitation of milk producers. Amul was formed under the guidance of Sardar Vallabhbhai Patel and leaders like Morarji Desai and Tribhuvandas Patel. It is jointly owned by 3.6 million milk producers in Gujarat. The document outlines Amul's product portfolio and provides background on the dairy industry in India. It also gives a brief company profile, covering Amul's leadership, area served, and operational highlights.
This document provides a project report on studying supply chain management at Amul Satellite Dairy in Pune. It begins with an introduction that outlines the background, objectives, need and scope of the study. It then provides an overview of Amul, including its establishment in 1946, brand name, products, and cooperative structure. It describes the Pune plant, including its year of establishment, location, area, and number of milk collection centers. It outlines the dairy's key products and includes an organizational chart and description of the milk processing stages. In closing, it discusses Amul's operations and supply chain management strategy of coordinating its network and using appropriate technologies.
Amul was formed in 1946 in Anand, Gujarat and has since become the largest milk cooperative in India, currently handling nearly 14 million liters of milk per day from over 3 million farmers. It operates on a 3-tier structure with village cooperatives feeding into district level unions which are then part of the state level cooperative federation. Amul utilizes a robust supply chain and diverse product portfolio coupled with low costs and strong distribution to achieve significant annual sales turnover.
Amul is a dairy cooperative in India formed in 1946 and based in Anand, Gujarat. It is jointly owned by 2.8 million milk producers and has an annual turnover of over $1 billion. Amul follows a three-tier cooperative structure comprising village dairy societies, district milk unions, and the Gujarat Cooperative Milk Marketing Federation which markets Amul products nationally and internationally. Key to Amul's success is its ability to eliminate exploitation of milk producers and ensure fair prices through its cooperative model.
The document provides an overview of Amul, an Indian dairy cooperative. It discusses how Amul began in 1946 as a cooperative movement among milk producers in Gujarat, India. Amul is jointly owned by over 2 million milk producers and manages the Amul brand. It discusses Amul's wide range of dairy products including milk, butter, ghee, cheese, and ice cream. It also summarizes Amul's success in withstanding competition and exporting products, helping establish India as a major milk producer globally.
This study examines customer preferences for Amul milk and curd in Hyderabad. The objectives are to identify consumer preferences, perceptions of Amul milk, and attributes that impact milk purchases. A random sample of 300 tea stall vendors and housewives were surveyed. The study analyzes the data using SPSS to test hypotheses about factors influencing brand selection and switching. Key findings indicate that timely delivery, availability, and awareness influence customer choices. Suggestions include improving margins, delivery, promotions, and packaging to attract more customers. The study is limited by its sample size and focus only on Hyderabad.
The document provides a case study of AMUL, a dairy cooperative in western India. It discusses how AMUL was established in 1946 in response to exploitation of marginal milk producers. Since then, AMUL has grown into a large network of over 2 million milk producers organized into village cooperatives. AMUL helped transform India into the world's largest milk producer and has become a highly recognized brand. The document examines lessons from AMUL's success in developing both suppliers and markets simultaneously, achieving scale and cost advantages through its cooperative network, and taking a long-term focus.
Market penetration of amul beverage range products by dhruvil shahDhruvil Shah
"Market Penetration of Amul Beverage Range Products" is a Summer Internship Project Under Taken my me during May-June 2017.
In Summer, the demand of cold beverages increases. Hence, I was supposed the push the sales of Amul Beverage Range Products which include Amul kool Flavored milk, Amul Masti Buttermilk, Amul Lassi, Amul Koko & Café Can and Amul Pro Drink by increasing the retail penetration.
I was supposed to work with two distributors of Amul dairy product in North Ahmedabad and Gandhinagar. The first one is ‘Shree Pashwanath Traders’ which is located in Sabarmati, Ahmedabad and another one is ‘Ashok Marketing’ which is located in Sargasan,Gandhinagar.
The main objective of the project is to increase retail penetration of Amul beverage range products.
To find the problems in selling of Amul beverage range product and find out improvement areas.
Other objective of the project is to competitive analysis and to know how company beverage products perform in competitive market.
Amul is an Indian dairy cooperative based in Anand, Gujarat that produces milk and dairy products. It is owned by 3.6 million milk producers. Amul pioneered the dairy cooperative movement in India and is now replicated across 70,000 villages. It collects over 4.5 million liters of milk daily and achieved a turnover of 9774 crores in 2010-11. Amul faces competition from large MNCs but has strengths in its brand reputation for quality products at low prices, robust distribution network, and focus on milk and dairy. It sees opportunities in expanding its product portfolio and penetrating new markets domestically and globally.
The document is a student project report analyzing consumer preferences between Amul butter and Amul lite butter. It discusses the compositional and communication differences between the two products that have led to differences in sales volume. The report will examine Amul's market leadership position in the bread spread category in India and investigate why its market share has decreased as competitors like Nutralite have increased their share.
This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's founding in 1946 in response to exploitation of milk farmers by private traders. Amul now has over 3 million milk producer members. The document profiles Amul's organizational structure and operations, products including milk, butter, ghee, and ice cream. It analyzes the Indian and world dairy industries and Amul's role in India's White Revolution. The document also examines Amul's marketing strategies and provides profiles and analyses of new Amul Lactose Free Milk and Liquid Creamer products.
This document is a summer training report submitted by a student to Saurashtra University in India. The report details the student's summer training project at the Gujarat Co-operative Milk Marketing Federation (Amul), focusing on marketing strategies for Amul chocolates.
The student conducted primary research in the towns of Mahesana, Patan, Palanpur, and Deesa to study Amul's existing chocolate market share and identify ways to increase sales. Major findings include low brand awareness for Amul chocolates and a preference for quality and availability among consumers. The student suggests improving regular supply and transportation of chocolates, addressing retailer and consumer complaints, and using films to promote Amul chocolate quality
This document is a project report on the promotion and distribution of Amul ice cream. It provides background information on Amul and its ice cream business. Amul launched ice cream in 1996 and has since become the top brand in India with a 38% market share. The report discusses Amul's objectives, supply chain network, distribution challenges, and opportunities for expanding its business through new products and improved distribution. It also includes a SWOT analysis of Amul ice cream that examines its strengths in brand recognition and product quality against weaknesses in advertising and packaging.
Dairy Industry in India: Represent the Growth of Value Added ProductsIMARC Group
The report provides a comprehensive analysis of dairy market in india with insight the value added dairy products like UHT milk, flavored milk, flavored yoghurts, probiotic dairy products, etc that are currently growing at 20-25% annually. Link to report: http://www.imarcgroup.com/dairy-industry-in-india
Gujarat Cooperative Milk Marketing Federation (GCMMF) owns the Amul brand. Amul was founded in 1946 in Anand, Gujarat as a dairy cooperative. It has grown to become the largest food brand in India. Amul has a wide distribution network of over 5000 distributors and 800,000 retail outlets across India. It sources milk from over 3 million milk producers and processes 10 million liters of milk daily. Amul uses a multi-level distribution system to transport products efficiently from manufacturing plants to retail outlets via depots and distributors.
summer internship project report on AMULMayank Patel
1) The document presents information from a survey about dahi (yogurt) consumption conducted in West Ahmedabad.
2) The survey found that most respondents consume homemade dahi daily, preferring it over store-bought brands due to perceptions of better quality.
3) Amul brand masti dahi was the most popular store-bought variety according to 28% of respondents, while 6% preferred loose dahi from local vendors.
India is the world's largest milk producer due to several key strategies:
(1) Strong national policies support dairy farming and link the economy, agriculture, and rural development.
(2) India preserves indigenous cattle and buffalo breeds that are well-adapted to local conditions rather than relying on imported breeds.
(3) Cooperative management structures like AMUL collect, process and market milk at village, district and state levels, ensuring fair prices and quality standards.
Private management also works effectively with agents.
(4) Milk is processed into value-added products to reduce spoilage and access more markets.
(5) Popular brands and quality control allow cooperatives and companies to market products nationally
The document is a project report on a gap analysis of Amul ice creams in the metro market of West Bengal. It was conducted from June to August 2014. The primary objective was to analyze Amul's retail network and understand retailer views on supply chain, issues, and suggestions for better penetration. Competitors' activities were also examined. Research methods included questionnaires with retailers and secondary data from distributors. Key findings were that Amul has high awareness but average coverage, while competitors like Kwality Walls have larger market share due to policies like providing free refrigerators to retailers. The report provided an analysis of Amul and competitors in the target market.
The document discusses feedback from mothers and shop owners on a proposed new milk bottle called Milk Buddy. Mothers provided feedback on features, price, and concerns about bulkiness and unnecessary compartments. Shop owners discussed what consumers would pay and their interest in selling Milk Buddy. The marketing strategy focuses on brand building to be synonymous with quality and functions, using advertising to create brand awareness for mothers. Changes were made to address issues raised like reducing bulk and improving temperature sensitivity.
Amul is India's largest food brand that was established in 1946. It is managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF) and is the world's largest pouched milk brand. Amul aims to ensure farmers receive the maximum share of consumers' money through its cooperative business model. Today, Amul has an annual turnover of Rs. 9700 crore with 5000+ wholesale dealers and 5.5+ lac retailers across India and 41 other countries. Amul maintains its success through strategies of maintaining quality, low pricing, and a robust distribution network.
The document provides information about The Pondicherry Co-operative Milk Producers Union Ltd (PONLAIT), including its origins in 1955 as the first dairy cooperative in Pondicherry. It discusses the Indian dairy industry landscape and PONLAIT's milestones over time, such as adopting a monemic symbol in 2002 and supplying milk to schools in 2003. The summary also gives an overview of PONLAIT's operations, including its 600 employees, 142 milk parlours, production process involving homogenization and pasteurization, and departments like administration, procurement, and marketing.
The document describes Saanchi Group, a group of companies established to serve people irrespective of gender, caste, creed or religion. It has expanded into various sectors after the success of its infrastructure company. The group includes companies in electronics, real estate, energy, minerals, agriculture, and transportation. It aims to provide high quality electronics products competitively with excellent customer service. The group and its managing director have a vision of growth and becoming a leader in various industries.
This document discusses trends in the milk industry from 2013. It covers topics like health and wellness, sustainability, evolving consumer landscapes, and more. Some key points include that organic milk innovation has been slow, with only 12% of new milk launches in 2012 being organic. Consumers consider premium pricing reasonable for sustainability benefits like products being natural or local. Also, aging populations around the world present opportunities to develop products catering to the needs of seniors by promoting milk's natural health benefits.
Baroda District Co-operative Milk Producers' Union Ltd is a milk union established to collect, process and market milk and milk products. It has over 82,000 cattle members and processes over 1.6 million liters of milk daily. The union focuses on quality through ISO standards and professional management. It has a wide range of dairy products for both retail and institutional customers that it markets through the Gujarat Cooperative Milk Marketing Federation. The union prioritizes the health and safety of its workers and supports the local community through various development programs.
This Project has been prepared as a part of the Pune University course curriculum. I found very interesting and educative. I gained knowledge about some of the Manufacturing aspects and also Retail Operations. A practical exposure of working in an organization; although for a brief period will however benefit me in the long run. This experience will be treasured by me always.
The document summarizes a study on customer and retailer preferences for pasteurized cow milk from Ponlait in Pondicherry, India. Key findings include that 59% of customers learned about Ponlait cow milk from retailers and most previously purchased Ponlait toned milk. Retailers stock more Ponlait cow milk than other brands and customers prefer it for availability, quality, and fat content. Suggestions are made to improve promotion, address complaints, offer 200ml packaging, and increase distribution and executive visits.
Future recommendations to Amul Packaged milk for expansion in NCR Akash Tyagi
Amul is world's largest cooperative and milk producer in packaged milk category, but at this time it faces several issues despite an impeccable Supply chain. Tremendous competition posed by another sister cooperative Mother Dairy is posing supply problems, price variance and increased costs and lead times for Amul. We analyze the overall system and find certain possible solutions to the same.
The bottled water industry in India is one of the fastest growing industries, valued at 4000 Crore and increasing by 30% per year. More than 200 brands are present in the market but the top players capture 40% of the market. Bisleri is the current market leader with 40% share due to its early entry, aggressive marketing, rural penetration and logistics. Kinley and Aquafina are the main challengers, having market shares of 25% and unknown% respectively. Himalayan water targets the premium niche market, capturing 70% of that segment through clients like Taj hotels. Rail Neer focuses only on the railway sector through IRCTC outlets.
Amul is a cooperative network in India that has been a market leader for butter since 1946. It has a turnover of 25 billion and provides high quality dairy products at reasonable prices through a vast cooperative network of farmers. Amul implements an efficient supply chain management system with 47 depots and over 4000 distributors to distribute products through a network of over 5 lakh outlets. Milk is procured from farmers and transported to manufacturing plants, then products are transported from plants to depots to wholesale dealers and finally to retailers using refrigerated trucks according to a beat plan.
Customer satisfaction towards ponlait by productSaranraj S
(1) The document discusses a study on customer satisfaction towards milk by-products in Puducherry by Ponlait. (2) It collected primary data through questionnaires from 150 customers and secondary data from the company. (3) The study found that most customers were satisfied with quality and freshness but expected lower prices and better packaging. (4) It provided suggestions like promotions, product expansion, and price reductions to improve sales and overall customer satisfaction.
This document summarizes the marketing strategy of Amul dairy. It discusses Amul's unique marketing strategies such as using an iconic mascot girl in advertisements, moment marketing on social media, providing high quality products at affordable prices, using memorable taglines, selling various products under one flagship brand, and implementing a strong digital marketing strategy including SEO. Amul has been able to dominate the dairy industry in India through innovative marketing campaigns that connect with customers while maintaining its goal of benefiting milk producers.
1) Amul was established as a cooperative brand to provide high quality and affordable dairy products while supporting farmers and the local community.
2) Amul has expanded significantly over the years through various business strategies like developing processing plants, research centers, and training institutes. It focuses on both market and social development.
3) Key to Amul's success has been adopting network and cooperative models, continuous innovation through new products and technologies, and ensuring products reach consumers in a timely manner through coordinated distribution.
Amul is a cooperative dairy brand in India that was started in 1946. [1] It provides livelihood to milk producers while selling high-quality dairy products at reasonable prices. [2] Amul transformed from a small cooperative into a major business by developing a vast cooperative network of milk collection centers and processing plants. [3] It combined both market and social development objectives by benefiting both suppliers and consumers.
Amul is a cooperative dairy company based in India that was formed in 1946. It works with millions of milk producers across Gujarat and has become the largest food brand in India. Amul follows a unique business model of being farmer-controlled and avoiding middlemen to ensure fair prices for producers and affordable products for consumers. Through consistent branding, diverse products, competitive pricing, and effective marketing strategies like umbrella branding and witty advertisements, Amul has been able to maintain its position as India's largest dairy brand.
This document provides an overview and history of Amul Ice Cream. It discusses how Amul was founded in 1946 as a dairy cooperative in Anand, Gujarat to eliminate exploitation of farmers by middlemen. Amul replicated this cooperative model nationwide. Amul entered the ice cream market in 1996 and has since become the top ice cream brand in India, offering over 200 products. The document outlines Amul's expansion across different Indian markets from the late 1990s onward. It also notes Amul introduced sugar-free and probiotic ice cream variants in 2007, being the first in India to do so.
I have prepared that slides depend upon basics of marketing strategy and saw the 4p's of marketing mix of AMUL, BCG matrix and distribution strategy with its supply chain.I have also shown the competitive analysis and what is the competitor of AMUL brand.
The document analyzes Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF), commonly known as Amul, using Porter's Five Forces framework and a SWOT analysis. For Porter's Five Forces, it finds the threat of new entrants and rivalry among competitors to be moderate, while the bargaining power of suppliers and buyers to be moderate. It identifies opportunities for Amul in processing raw materials, exporting, diversifying products, and innovating. Weaknesses include perishable products, uncertain supply, and government intervention.
This document provides information about Amul, the largest dairy cooperative in India. It discusses Amul's history beginning in 1946 with two village cooperatives collecting 250 liters of milk per day. Currently, Amul collects over 5 million liters per day. The document outlines Amul's products such as butter, milk powder, cheese, and ice cream. It also discusses Amul's financial performance, marketing strategies, objectives of exporting products like skimmed milk powder and butter-oil, and dairy equipment used in Amul's operations.
1) Amul was established in 1946 in Gujarat, India as a cooperative society to protect farmers from exploitation by middlemen. It is now one of India's most successful brands.
2) Amul follows a three-tiered cooperative model that provides value to customers through affordable prices while also protecting farmer interests.
3) Amul targets all of India with a mass market strategy. Its advertising focuses on the iconic Amul girl mascot and uses various media channels effectively with a low-cost approach.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is managed by the Gujarat Cooperative Milk Marketing Federation and collects and processes over 3 million liters of milk per day from millions of farmer members. Amul operates multiple dairy plants across Gujarat to process milk into products like butter, milk powder, ghee, cheese and ice cream. It has pioneered the White Revolution in India through its cooperative model that empowers milk producers.
Amul Success Diaries | Kalaari Capital
Amul is the quintessential story of Indian ingenuity and enterprise solving economic inequality at the grassroots. By having a culture of continuous innovation and carefully designed incentive structures, we explore how Amul took a contrarian approach to become a billion-dollar business while taking care of stakeholders across the value chain.
AMUL was formed in 1946 and is owned by dairy farmers. It has grown to become India's largest food brand with products including milk, butter, cheese and ice cream. AMUL has a simple marketing strategy of consistently high quality at low prices while maintaining its core values. Its iconic "Amul Girl" advertising campaign, created in 1967, has become the longest running campaign in India and helped establish brand recognition through its commentary on current events. AMUL operates as a cooperative, empowering farmers and rural communities through decentralized production.
Mr. Alok Gupta, manager of AMUL's Kanpur branch, is worried because AMUL has lost significant market share to a new competitor, Namaste India milk. AMUL was previously the dominant packaged milk brand in Kanpur with over 86% market share. Market surveys found that many customers switched to Namaste India because they believe it has better quality than AMUL. Retailers also report higher margins and better supply for Namaste India. Mr. Gupta must decide whether AMUL should change its strategy or continue its current approach to address the threat from Namaste India.
Case on Market Competition and promotional Strategies. The Case describes how a new brand can compete with the market leader and what should be done by the market leader to be on top of the market.
In this presentation I have covered 7Ps of Marketing Mix of Amul
1 Product
2 Price
3 Promotion
4 Place
#amul4ps, #amul7ps, #amuladsense, #amulmarketing, #amulpresentation, #amulprice, #amulproducts, #amulprocess, #amulphysicalevidenc, #amulpeople
Amul is an Indian dairy cooperative based in Anand, Gujarat that is managed by the Gujarat Cooperative Milk Marketing Federation. Formed in 1946, it is jointly owned by 3 million milk producers and has become the largest food brand in India. It spurred India's White Revolution by making the country the largest producer of milk and milk products. Amul uses a three-tier cooperative structure of village dairy societies, district milk unions, and a state milk federation to collect, process, and market milk.
Amul, India's largest dairy cooperative, planned to launch camel milk in India by the end of 2015. Camel milk has been used for centuries in Middle Eastern cultures as a natural remedy for diabetes and is touted as a superfood. It contains more vitamins and nutrients than cow's milk. Amul was considering introducing camel milk exclusively for medical conditions like autism and diabetes or more broadly as a healthy option. However, India had not yet regulated camel milk consumption. Amul dominated the Indian dairy market but faced competition from companies like Mother Dairy, Britannia, and Nestle. The Indian dairy industry was growing with consumers switching to packaged, flavored, and nutrient-rich milk products.
Amul is a dairy cooperative brand in India owned by milk producers. It is the largest food brand in India, managed by the Gujarat Cooperative Milk Marketing Federation. Amul was formed in 1946 and has since spurred India's white revolution, making India the largest milk producer in the world. Amul produces and sells a wide range of dairy and non-dairy products across India and international markets through a business model that collects milk directly from milk producers.
This document provides an overview and history of Amul, including its vision, mission, and operations. It discusses:
1) Amul was established in 1946 as the Kaira District Co-operative Milk Producers' Union and is now a major dairy brand in India.
2) The Gujarat Cooperative Milk Marketing Federation (GCMMF) is Amul's parent organization and India's largest food products marketing group.
3) Amul's vision is to use high-tech solutions while maintaining Indian values and serve a large market in India and neighboring countries with over 10,000 crores in annual turnover.
This document is an internship report submitted by Rohit Pathak analyzing Amul's product development and customer feedback. It includes an executive summary, industry profile on the food industry in India focusing on dairy processing, company profile of Amul, description of Amul Pro, research methodology used, findings, and conclusion. The main task of Rohit's internship was promoting the new Amul Pro product and making it available in stores while gathering feedback from 50 retailers on their views of the product.
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2. Introduction:
THE TASTE OF INDIA, AMUL comes from the Sanskrit word Amoolya, means
priceless. It was suggested by a quality control expert in Anand and it was
chosen because it was a perfect acronym for Anand Milk Union Limited .
AMUL was formed under the dairy cooperative movement in India in 1946.
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest
food products marketing organisation. It is a state level apex body of milk
cooperatives in Gujarat which aims to provide remunerative returns to the
farmers and also serve the interest of consumers by providing quality products
which are good value for money. AMUL is the brand under this organization.
Amul is the largest food brand in India and world's Largest Pouched Milk Brand
with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6
million producer members with milk collection average of 10.16 million litres per
day. Besides India, Amul has entered overseas markets such as Mauritius, UAE,
USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South
African countries. Its bid to enter Japanese market in 1994 had not succeeded,
but now it has fresh plans of
flooding the Japanese markets .Other potential markets being considered include
Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man
behind the success of Amul. On 10 Aug 2006 Parthi G Bhatol, chairman of the
Banaskantha Union, was elected chairman of GCMMF.
3. 1. Discuss Amul's Umbrella Branding and Distribution network strategy.
An umbrella brand is a brand that covers diverse kinds of products which are more
or less related. It applies also to any company that is identified only by its brand
and history. It is contrasted with individual branding in which each product in a
portfolio is given a unique identity and brand name.
Amul has high brand equity and umbrella branding of Amul has helped the
company in bigger sense. Amuls‟s brand name has helped its other brands also
like Mitahi made, Amul Ice creams, chocolates, Amul Kool etc. So umbrella
Brand, Amul is used to build and offer value to customers in bigger sense. In
literal sense, a company has high brand equity if it has multi dimensions. Amul
has explored various available opportunities to reach to mass customers. It has
opened a community on public forums like orkut, sponsored events like Amul
voice of India etc. The brand value of Amul will surely help company to maintain
the status of largest food brand in India at least for sometime in future.
Amul‟s strategy of using “umbrella branding” has really paid off. Amul‟s
advertising and marketing spend has never exceeded 1% of its revenues.
Amul‟s creatives—in the form of billboards or the Taste of India campaign—have
always managed to evoke a larger-than-life brand feel, consistency and spirit of
Indian culture in a contemporary way.
4. Distribution Network
Consumers expect marketers to deliver products in the locations and forms they
require. To meet expectations of such demanding consumers, alignments of our
four Distribution Highways of Fresh, Chilled, Frozen and Ambient products were
already made by introducing Project DIL. Subsequently, a major initiative was
taken to enhance distribution network to smaller towns. About 1200 distributors in
small towns across India were added during this initiative. Today about 3000
Distributors ensure availability of our products across India, whether it is in Leh or
Lakshadweep, in Kutch or Arunachal. Simultaneously, to augment fresh milk
distribution in various markets of India, approximately 1400 exclusive Milk
Distributors have been inducted.
Distribution Process
Company
Dealer Franchisee
Wholesaler
Retailer
Shopkeeper
Consumers
GCMMF’s Supply Chain
***Source: IIM(A), Working Paper No. 2002-05-06
5. AMUL has the largest cold chain network in India (i.e. 18000 refrigerators) as
compared to any other company. The chemical components of milk are water,
SNF and solids. Milk is very perishable product so it has to be consumed within
24 hours. In order to avoid wastage AMUL converts the milk in to SNF and milk
solids by evaporating the water, which comprises up to 60-70% of milk contents.
This is possible only if the distribution channel right from the producer to the
consumer is well organized. It will be surprising to know that AMUL makes even
the „Sarpanch‟ to eat pizza i.e. it supplies pizzas even to rural market.
Last year, theye divided the retail market into 14 specific segments to achieve
further distribution efficiency. This year our focus was on inducting distributors
having expertise in servicing such specific market segments. This initiative is
yielding results by way of ensuring wider availability of our product range.
The role of distributors in our business process has never been more diverse or
more important, as it is today. As a matter of fact, we consider our Distributor to
be the real “Marketing Manager” of our organization. To enhance business
performance of our Distributors, a workshop on Marketing and Sales Management
was designed in collaboration with a premier business school. The objective of the
entire initiative was to upgrade the knowledge of our Distributors in terms of
contemporary Business Management Practices, so that they can perform well not
only as our business partner but also as Marketing Managers. During the year, 659
Distributors have undergone this programme in 39 locations. Cold Storage is an
extremely essential component in the Federation‟s distribution process.
Unfortunately, availability of efficient cold storage facilities is grossly inadequate
in our country. To cope up with the increasing need of suitable cold stores closer
to our markets, we have continued our endeavour of creating the Federation‟s own
cold stores this year in various locations across the country. We now own 24 state-
of- the art cold rooms of different sizes.
To get an exposure to our cooperative structure, our culture as well as operational
systems and processes, every year we invite our distributors, major retailers and
other business partners to Anand, for Amul Yatra. So far, about 7000 Distributors
and other business partners have participated in this Amul Yatra.
6. Over recent years, the Federation has successfully introduced new product lines.
This year, in order to leverage their distribution network strengths, to optimize
market supervision expenditures, to achieve increasing efficiency while keeping
the distribution infrastructure lean, focused and productive, the Federation
amalgamated its different distribution networks. Today, they operate an efficient
distribution infrastructure consisting of 46 sales offices, catering to 3,000
distributors and five lac retailers. Almost every Federation stockist has visited
Anand to participate in a unique programme called 'Amul Yatra'. During this
programme, stockists are exposed to the Federation Philosophy, the culture of
Cooperation, as well as operational Systems and Processes. The Federation has
also invited distributor's salesmen from all over the country to Anand for a training
program focused on the Federation's philosophy and developing their selling
skills.
7. 2. How do you spell out the importance of establishing the Best Practices by
Amul to have competitive advantage?
Amul has Competitive sustainable advantage (CSA) over its competitors. Amul‟s
CSA lies in its procurement part ,the ability to collect 447,000 litres of milk every
day from 2.12 million farmers ,convert them into goods worth Rs 6 crore and
distribute them to 5,00,000 retailers across country ,is not easy. No other dairy in
India has such a sustainable procurement network.
Managing the large scale supply chain of Amul which begins from milk producer
and ends with supply to customer from retailer is very critical job. It requires lot of
dedication and hard work from all members of the corporation and also
distributors and retailers across country
It is not that Amul had a successful campaign, many of its ads backfired. One ad
meant to target Marathi segment during Ganpati festival had to be removed under
political pressure. In another incident on advertisement in which Amul girl was
wearing Gandhi cap had to be again removed. In one another incident Amul had
aired an ad portraying Hussain as “Heroine addiction”, for this Amul was taken to
court.
Most of Amul‟s communication is based on latest happenings in the country. That
is why its ads are termed different from what is that of its nearest rival, Mother
dairy. Most of Mother dairy ads are directly targeted to children where as Amul‟s
ad are on current affairs, in which adults are also involved.
The key to retaining their competitive advantage lies in keeping focused on the
basic business principles:
Be Customer-Driven
Adapt quickly to the changing environment.
Anticipate change and act today to meet tomorrow's challenges.
The Federation has invested substantially over the last few years in improving
the quality of its products and services, keeping in mind the emerging
challenges of globalization. In recognition of its achievements in Quality
Management Initiatives.
Their core business is marketing branded food products to household
consumers. Their success has been grounded in two strengths :-
Distribution network, serving more than five lac retail outlets.
Superior product quality - 'Value for money'
8. The key to maintaining these two competitive advantages rests on their ability
to attract and retain the very best manpower. In this age of intensive
competition, only dedicated and committed professionals can successfully
manage their business.
9. 3. What is the role and importance of Technology and E- Initiatives by
GCMMF?
Amul assigned the ERP software development project named as Enterprise-
wide integrated application system (EIAS), on a turnkey basis to Tata
Consultancy Services. At present, the EIAS system covers a plethora of
operations like market planning, advertising and promotion, distribution
network planning, stock control, sales and accounting, budgetary control,
quality control management and co-operative service management. Amul has
also connected all its zonal offices, regional offices and members dairies
through VSATs for seamless exchange of information.
Each of Amul‟s offices is connected by e-mail and all of them send a daily
report on sales and inventory to the main system at Anand. Also, sales offices,
C&F points and wholesale distributors of GCMMF have been connected
through the Internet for timely exchange of information. The customised ERP
EIAS is designed in such a way that it can be plugged into various points of the
supply chain and external system. Moreover, the software is platform
independent and can work on any operating system. Amul is also in the process
of Web-enabling the entire supply chain so that it can capture key information
at the source, and use the same for decision-making. This would include the
likes of transporters, member-manufacturing units, oil packing stations,
suppliers, depots and the entire field force.
The federation has now integrated it's country-wide operations through
successful implementation of the "Enterprise-wide Integrated Application
System". They believe that introduction of similar integrated ERP systems at
their Member Unions will help them ensure that the IT revolution serves their
members better. The Federation is among the Top 100 IT Users in the country.
Currently, there are more than 3,000 computers installed in their village
10. societies, which support the Automated Milk Collection System. Their goal is
to install computers in all their village societies and to integrate them with their
respective unions. On the market side, their distributors have responded
enthusiastically to their suggestion of computerizing their operations and
getting email connectivity for better communication with their sales offices.
The distributors can now place their orders on our internet website
www.Amulb2b.com. They continue to receive a good consumer response to
their website www.Amul.com which is noted for its distinct features like
cyberstore for ice-cream and other milk products, cricket rankings and the
recently launched e-greetings site.
To strengthen business linkages with the business partners, GCMMF has
enhanced its “Amul e-Groupware System” by adding more features like e-
mailing the invoices and ledgers to business partners, announcing various
schemes online, calendar facility etc.
“Video conferencing” is rapidly gaining in popularity, which provides business
with the ability to meet and to work with others over a distance. For real time
communication, better brainstorming, knowledge sharing and information
gathering, we have installed and implemented Video conferencing System at
our Head Office, Zonal Offices and a few Sales Offices.
The world is moving towards virtual reality by creating virtual world on the
Internet. Our Federation has taken the initiatives towards virtual commerce by
creating an online virtual Amul Parlor in the Second Life, an online virtual
world. GCMMF has further advanced the use of Geographical Information
systems by implementing GIS based Sales Analytics solution across various
offices.
The history of Amul shows that it radically changed the way business was
done—by eliminating the middleman and bringing the producer closer to the
consumer—resulting in benefits for both. Incidentally, it was also one of the
first Indian companies to have a Web presence. Today, Amul‟s cyberstore
gifting service is capable of servicing consumers in more than 125 cities. Says
Hegde, “We have also linked our distributors to our network and also
incorporated Web pages of top retailers in our site, amul.com, as part of our
B2B initiatives.” Distributors can place their orders on the website,
amulb2b.com, especially meant for accepting orders from stockists and
promoting Amul‟s products via e-commerce. Currently, the company receives
queries from overseas agents for distributing its products in countries like the
11. US, Britain, New Zealand, Singapore and Thailand. As a result of the online
initiatives, today, Amul exports products worth around Rs 100 crore, to
countries in West Asia, Africa and the US. Amul has also launched sites like
amulgreetings.com and amulkids.com to extend the brand identity to kids and
teenagers who are its target market for its ice-cream and chocolates products.
Also, as a strategy, Amul has a customer feedback channel which uses e-mail
like cheese@amul.com for cheese products and butter@amul.com for butter
products.
In addition, the organisation‟s corporate intranet site contains all the
company‟s updates including policies, procedures, functional role and
responsibilities of each person in the organisation. Another example that puts
Amul in a league of its own, is its recruitment policy. For instance, for any new
requirement in different functional areas, candidates have to compulsorily
undergo a computer literacy test, where the minimum passing mark is 80
percent. Explains Vyas, “Our main emphasis is to increase competency at the
end user level with the help of IT. All our employees have undergone computer
training according to the departmental needs so that they can take charge of
their responsibilities in an effective way at the respective supply points.”
Amul‟s success in leveraging IT to its advantage lies in the simple fact that the
organisation has a clear IT vision. For example, after a top-level domain co-
operative was made available, Amul embraced it with gusto. Hegde says that
by developing the „Amul.coop‟ Web portal, the organisation will be in a
position to communicate with other similar co-operative movements. As co-
operatives can interact with each other with similar organisations sharing this
domain, knowledge can be shared on a pro-active basis, which can lead to
further productivity benefits.
While it has always been argued that investments related to information
technology made in rural India are a disaster, the case of Amul proves that
where there is a will, there is a way. From catchy billboards to being a
e-commerce success story, Amul is truly rural India‟s flag-bearer in the IT
revolution.