This document provides an overview of Amul, an Indian dairy cooperative. It discusses Amul's history beginning in 1946, products, procurement and distribution process, promotional strategy, competitors and more. The summary covers Amul's founding as a cooperative in response to unfair trade practices towards farmers, how it has grown from a few farmers to over 3.6 million members today, and its 3-tier cooperative structure model that links milk producers directly to consumers.

2. Marketing Management
Assignment
Presented by:
Gowriveni V,
Harisri K,
Jagadeshwar V,
Jagan K
&
Jayshree Jagathi A P
MBA (1st Year) CEG Campus, ANNA UNIVERSITY, Chennai.

3. Content
• Introduction about Amul
• Journey of Amul
• Products of Amul
• Procurement, Processing & Distribution
• Promotional Strategy
• Recent SWOT analysis
• CSR Initiatives
• Amul Research and Development Association
• Latest News
• Based on our Journey
• Quiz on Amul

4. Introduction
Amul is an Indian dairy cooperative.
• Industry : Dairy/ Fast-moving consumer
good(FMCG)
• Founded : 1946
• Headquarters : Anand, Gujarat, India
• Parent : Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF )
• Chairman : Ramsinh Parman, Kaira District Co-
operative Milk Producers Union Limited.
• Website : www.amul.com
Amul is an Indian dairy cooperative.
• Industry : Dairy/ Fast-moving consumer
good(FMCG)
• Founded : 1946
• Headquarters : Anand, Gujarat, India
• Parent : Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF )
• Chairman : Ramsinh Parman, Kaira District Co-
operative Milk Producers Union Limited.
• Website : www.amul.com

5. Brand Element
Brand Name : “Amul” is acronym of Anand Milk Federation
Union Limited.
Also means “Amul” “Amulya”(Sanskrit) invaluable &
symbolized the pride of swadeshi production.
Logo :
Slogan : “The Taste of India”
For Butter : “Utterly, butterly, delicious…..Amul”
Mascot : Amul moppet

6. History
Problem - Polson dairy’s unfair trade practices
towards farmers, at kaira village, gujarat.
Formation of cooperative - Adviced by Sardar
Vallabhbhai Patel under leadership of Tribhuvandas
K.Patel which when rejected went on strike & formed
kaira union.
Amul - cooperative registered on 14th Dec, 1946.

7. History
Soon five more unions were set up in other districts.
Later all district cooperatives was combined & setup as GCMMF in
1973.
In 1955 kaira union’s brand name Amul was transferred to
GCMMF.
GCMMF is largest food products marketing organisation in India.
In 1999, was awarded “Best of all” Rajiv Gandhi National Quality
Award
In 1976, Manthan won National film award

8. History … Current
Started with very few farmers providing 247ltrs milk per day
during 1946 ……Now has created an economic network with 750
employees of marketing arm & over 3.6 million milk producer
members providing total of 17.65 million ltrs daily

9. AROUND THE WORLD
AMUL -
EXPORT
COUNTRIES

10. History … Current
REVENUE : US$ 4.1 BILLION (2016-17)

11. Current- overview

12. AMUL MODEL OR ANAND PATTERN
3- Tiered structure
Goal: Establishment of a direct linkage
between milk producers and consumers
by eliminating middlemen
Professional management
Milk Producers (farmers) control
procurement,
processing and
marketing

13. AMUL MODEL
18 district
unions in
Gujarat
18,549
village
societies
in Gujarat 3.6 million
producer
members
Rs. 27043
Crores

14. Turning point in history of dairy
development programme
• 31st Oct,1964, Late Shri Lal Bahadur Shastri, then Prime
Minister of India visited Anand.
• 1965, The National Dairy Development Board (NDDB) was
established with V.Kurien as Chairman.
• 1969-70 came out “Operation Flood” or “ White Revolution”.
• Institute of Rural Management Anand (IRMA) founded in 1979
at the initiative of NDDB based on success of Amul.

15. Success of operation flood or
success of amul pattern
Even today, the largest dairy development programme ever drawn
in the world.
Transformed India, surpassing the USA in 1998, with about 17
percent of global output in 2010–11.
In 30 years it doubled milk available per person, and made dairy
farming India’s largest self-sustainable rural employment generator.
Hence Amul Meant
To a Milk Producer … A life enriching experience.
To a Consumer … Assurance of having wholesome milk.
To a Mother … A reliable source of nourishment for her child.
To the Country … Rural Development and Self Reliance.

16. Recent Awards
• 20th Apr 2017, BML (Business Excellence through Learning and
Development) –Munjal Award
• 7th Apr 2017, Champions of excellence award for Brand Amul
@ Goa fest 2017
• 24th Mar 2017, Iconic Brand of India Award from Economic
Times

17. Product Mix
• Utterly perfect for breakfast – Bread & butter
• A Relishing range of Milk, Cream & Dahi
• The Irresistble Cheese
• The Versatile Paneer
• Real milk Amul Ice Cream
• Ghee for your Health & Happiness
• Sweets & Chocolates for Special occasions
• Everyone’s Favourite Kool Drinks
• Frozen Delights – Open, Heat & Relish
• Explore Pizza, Cookies & more

18. Major Product

19. Products
Relishing Range of MILK
22/-27/- 26/- 27/-
20/- 27/- 24/- 28/-
*Price for 500ml packet

20. Amul milk product
specification
Packaging :
500ml, 1000ml,
5L,4L,3L,350ml,400ml,200ml,pet bottles
Shelf life :
48 hours, 96 hours.
Availability :
Gujarat, Delhi & NCR, Mumbai, Kolkata,
Kanpur, Lucknow, Allahabad, Agra,
Meerut, Aligarh, Asansol, Nagpur,
Raipur, Indore, Bhopal, Jaipur, Ajmer,
Pushkar, Udaipur, Jodhpur, Pali, Pune,
Nasik, Ahmedabad, some parts of
southern india.
*price for 1L tetrapack
72/-
65/-
100/-

21. Dahi, ghee & paneer
490/- 255/-
470/-
• Ghee 1L tin ,500ml jar
• Paneer 200gm packet
• Dahi 220gm, flavoured 100gm
61/- 57/-
25/-
22/-
11/-

22. Amul milk product
specification - Dahi
Curd made from Pasteurised Toned Milk
Packaging :
Poly Pack, Poly Cup
100gm, 200gm, 400gm, 1Kg
Shelf life :
7 days, 15days. (under 8C)
Availability :
Gujarat, Delhi & NCR, Western UP, Mumbai,
Kolkata, Kanpur, Lucknow, Allahabad, Agra,
Meerut, Aligarh, Asansol, Nagpur, Raipur,
Indore, Bhopal, Jaipur, Ajmer, Pushkar,
Udaipur, Jodhpur, Pune, Chennai, Bangalore.

23. Amul milk product
specification - Paneer
Equivalent to Cream Cottage Cheese
Packaging :
Block Paneer
100gm, 200gm, 1Kg
Shelf life :
45days. (under 4C)
Availability :
Gujarat, Delhi & NCR, Rajasthan, Mumbai,
Pune.

24. Amul milk product
specification - Ghee
Amul Ghee
Packaging :
Pouch: 500ml, 1ltr
Tin: 200ml, 500ml, 1ltr, 2 ltr, 5ltr
Refil: 200ml, 500ml, 1ltr
Pet jar: 200ml, 500ml, 1ltr
Bulk Pack: 10Kg, Plastic Bucket: 15Kg
Shelf life :
9 – 12 Months depending on Package
Availability :
India and other countries like UAE/
Bahrain/Oman/HongKong/Sri Lanka/ USA/
Singapore/ Qatar/ Australia/ Saudi Arabia/
Japan.

25. Milk powder & Cheese
40/- 71/- 48/- 69/-
93/- 75/- 215/-
• Amulspray, Cheese slice 100g
• Amulya, Mozarella, Cheese spread 200g
• T-special 1litre, Gouda 250g

26. Amul milk product
specification – Milk Powder
Dairy whitener, Infant milk food
Packaging :
Pouch/Tin: 1Kg, 500gm
Refil: 200gm, 500gm, 1ltr
Sachet: Rs.10, Rs.5
Shelf life :
12 Months under Ambient storage Condition.
Availability :
All over India.

27. Amul milk product
specification - Cheese
Made from Graded cow/buffalo milk using
vegetable rennet
Packaging :
Block : 200gm, 500gm, 1kg
Tins: 400gm
Slices: 100gm, 200gm, 400gm, 750gm
Chiplets: 200gm, 500gm, 1Kg
Shelf life :
6 - 9 Months (Under 4C)
Availability :
India and other countries like UAE/
Bahrain/Oman/HongKong/Sri Lanka/ USA/
Singapore/ Qatar/ Australia/ Saudi Arabia/
Japan.

28. Beverages65/-
30/-
20/-
30/-
30/-
30/-
35/-
20/-
11/-
• Pro 200g
• Smoothies,Shakers,Flavoured Milk 200ml
• Memory Milk, Lassi, Café, Koko 200ml
• Buttermilk 500ml

29. Amul milk product
specification - Beverages
Homogenized Flavored Toned Milk & Sugar
Packaging :
Glass Bottle : 200ml
Can: 250ml
TetraPack:200ml, 1Ltr
Pet Bottle: 200ml
Shelf life :
180 days Under ambient storage condition
Availability :
All over India.

30. Spread & Cream
47/- 42/- 47/-
60/-
46/-
80/- 60/-
• Lite, Choco 200g
• Delicious, Garlic, Salted, Unsalted 100g
• Fresh, Sour Cream 250ml
15/-
60/-

31. Amul milk product specification
– Butter & Spread
Made of pure milk FAT
Packaging :
100gm, 500gm, 50gm, 20gm, 10gm
200gm Tub sealed with Aluminium foil
Shelf life :
12months (Under 4C)
Availability :
India and other countries like UAE/
Bahrain/Oman/HongKong/Sri Lanka/ USA/
Singapore/ Qatar/ Australia/ Saudi Arabia/
Japan

32. Amul milk product
specification - Cream
Low FAT Cream
Packaging :
TetraPack: 200ml, 1Ltr
200gm tub – Sour Cream
Shelf life :
120Days (Under ambient condition)
Availability :
India and other countries like UAE/ Bahrain/
USA/ Singapore/ Qatar

33. Sweets & Other products
49/- 42/- 175/-
165/-
180/-
15/-26/-28/-
15/-

34. Amul milk product
specification – Mithai Mate
Sweetened Condensed Milk
Packaging :
Tin: 200gm, 400gm, 2.5Kg, 7.5Kg
Barrel: 280Kg
Shelf life :
12 months (400gm)
6 months (7.5Kg)
3 months (280Kg) (Under ambient condition)
Availability :
India and other countries like UAE/ Bahrain/
USA/ Singapore/ Qatar/ SriLanka

35. Amul milk product
specification – Mithai Range
Bakery & Sweets
Packaging :
100gm, 200gm, 500gm, 1Kg, 20Kg
Shelf life :
6 months (Under ambient condition)
Availability :
In India at Gujarat, Maharashtra & rest of some
states and other countries like UAE/ Bahrain/
USA/ Singapore/ Qatar/ SriLanka/ NZ/ Kenya

36. Ice Cream
120/-
40/-40/-30/-
25/-
20/-
20/-
25/-
145/-

37. Amul milk product
specification – Ice cream
Made from fresh milk with a wide range of
flavours and packs
Packaging :
Shelf life :
12 months (Under -18C)
Availability :
All over India.

38. Chocolates
113/-
113/-135/-
150/-
135/-
135/-
90/-
110/-

39. Amul milk product
specification – Chocolates
Made with rich cream milk & delicious cocoa
Packaging :
10gm, 20gm, 15gm, 35gm, 40gm, 150gm
Shelf life :
12 months (Under 15C)
Availability :
In Amul Parlors, Grocery/ Retail stores

40. COMPETITORS
Milk Variants Dahi Ghee
RKG
Beverages
Cheese Paneer Spreads & Cream Sweets & other
Chocolates Ice Cream
- Local dairies
for TN
- Local dairies for KL, KA

41. Channel Network
• Procurement channel-
upstream flow
• Distribution channel-
downstream flow

42. Procurement
• Activities at the village level
comprised developing and servicing
the VCSs.
• Increasing milk collection, procuring
milk, and transporting it to the chilling
and processing units twice a day.
• The VCSs provided the farmers with
good quality animal feed, fodder, and
other services like veterinary first aid.

43. Procurement (upstream)
• On an average around thousand farmers come to sell milk at their local co-
operative milk collection center.
• Each farmer has been given a plastic card for identification.
• At the milk collection counter, the farmer drops the card into a box and the
identification number is transmitted to a personal computer attached to the
machine.
• The milk is then weighed and the fat content of the milk is measured by an
electronic fat testing
• Both these details are recorded in the PC. The computer then calculates the
amount due to farmer on the basis of the fat content.
• The value of the milk is then printed out on a slip and handed over
to farmer who collects the payment at adjacent window.

44. AUTOMATIC MILK COLLECTION UNIT SYSTEM

45. Distribution
GCMMF coordinated with various unions to get a regular
supply of milk and dairy products.
The processed milk and dairy products were procured
from district dairy unions and distributed through third
party distributors.
To ensure quality and timely deliveries, GCMMF and the
district unions had several mechanisms in place.
The unions monitored the supplies of milk and the
distribution of finished products.

46. Downstream flow
First leg
Manufacturing units to company depots using 9
and 18 MT trucks
Frozen food below -18°C
Dairy wet 0-4°C
Second leg
Depots to WDs
Transport through insulated 3 and 5 MT TATA
407’s
Third leg
WDs to retailers
Transport through rickshaws

47. Cold storage network
Chillers in proximity of villages
Prompt transport to district facilities for further dispatch to
consumers/ processing units.
Chilled trucks to transport processed products
Delivery to local chillers by insulated rail tankers and chilled
trucks.
Refrigerators and freezers with retailers and departmental
stores to retain freshness.

48. Direct retailing
Amul has direct retailing through "Amul Utterly Delicious"
parlours created in major cities.
Amul has plans to create a large chain of such outlets to be
managed by franchisees throughout the country.
More than 2000 parlour with a turnover of Rs. 200 crores.
Also have Amul Onlinestore
Apps:
Amul Online – by infibeam
Amul Farmers app
Amul Milk Union App

49. Advertisement
• Advertise Through Topical Story, TV Commercials, Contests
• Use Catchy Slogan
• Emphasizes on Brand rather than any particular product
Uses Emotional Strategies
Features:
Variety of Amul Products
Healthy and Affordable
Availability across the country
Accepted by the masses

50. AMUL BUTTER GIRL
• Introduced in 1967
• The Amul girl is a hand-drawn cartoon of a
young Indian girl dressed in a polka dotted
frock with blue hair and a half pony tied up
• Designed by ASP(Advertising and Sales
Promotion) / daCunha Communications
(1969)
• Amul Girl was created as a response to
Amul’s rival brand polson’s butter girl
• 51years Grown up & still remaining young
isn’t she !

51. Representation
• Amul is Known for taking up current
affairs as part of its campaign
advertisements.
• Represents events pertaining to a broad
range such as movies, political issues,
sports etc,.
• It also represents Humour, Mockery and
pun.
• Two books have been launched
containing collection of advertisements
along with an APP “AMUL WORLD” to
make it more popular.

52. Tribute to Arjan Singh
16th April 1919 – 16th September 2017

53. Other Promotional Strategies
• Amul SaReGaMaPa Little Champ Ice
Cream Contest
• Amul MasterChef India
• Amul Junior Master Chef
• Amul Chef of the Year
• Winner of slogan Likho Disneyland
Dekho Contest
Sponsored New Zealand Cricket Team For
ICC Champions Trophy 2017

54. SWOT analysis
Strength
• Amul has a brand name and loyal customers & wide range of
products .
• Amul has a very strong supply chain and quality.
• Their global mascot used in advertisement is their icon
throughout the world.

55. Weakness
• Low market share in chocolates segment for Amul.
• With too many international brand & some domestic players
in competition with amul it now finds difficult to control its
cost of operations.
• Shelf life for Milk is limited
• Amul invests very low in advertising.

56. Opportunities
• Amul can introduce new products in the chocolate segment
• To tap the untapped market, It can increase its reach in rural
markets in other regions of India
• Rise in purchasing power of Indian people
Threats
• The emerging competition in the local market
from international brand is a threat to amul operations.
• Economic slowdown and inflation can affect business

57. CSR Initiatives
# Tribuvandas foundation – rural health & development
# Swarnjayanthi Gram Swarozgar yojana (SGSY)
# Tree plantation (619.7 Lakhs Trees)
# Amul Relief Trust (2001)
#Blood donation Camps
# Dairy demo farms
# AMUL scholar
# Rural sanitation campaign

58. ARDA
• Amul Research and Development
Association established in 1964 under
societies act of 1860.
• R&D for Cattle breeding, animal
healthcare, animal nutrition with 24hours
service by team of veterinarians, para
veterinarians and livestock development
agents
• Educating farmers on good management
practices in dairy husbandry

59. Latest News
Controversy
 AD controversy period Mar-Jun 2017
 HUL filed case regarding ice cream ad by
GCMMF at Mumbai High Court
 Ad was about creating awareness
between ice cream and frozen desserts
that is sold under impression of ice
cream
 As per FSSAI norms, ice cream must be
manufactured using only dairy
ingredients but out of the total ice cream
market 40-45% is frozen dessert

60. Latest News
Ongoing Litigation
 Mobile wallet company MobiKwik,
announced its tie up with Amul to help
customers pay digitally at all their retail
outlets for less cash economy.
 With food safety regulator FSSAI setting
new standards for camel milk, dairy
major GCMMF, which sells products
under the Amul brand, today said it will
launch camel milk in the next three
months.

61. Latest News
Press Release
 10th July, 2017 - Amul becomes 6th largest butter brand in the
world
 13th May, 2017 - Amul a bigger brand than other FMCG
companies
 15th June, 2017 - Amul successfully quadruples farmer’s
income in seven years
 15th June, 2017 - 43rd Annual General Body Meeting

62. Based on our Journey
Amul Scooping Parlour

63. Based on our Journey
Reliance Fresh

64. Based on our Journey

65. Based on our Journey

66. Based on our Journey

67. Based on our Journey
Feed Plant

68. Based on our Journey
GCMMF Zonal Office

69. Based on our Journey
From Admin Incharge of GCMMF Zonal Office
• Amul has 6 Zonal Offices in India
• Of Which Chennai is Zonal Office & Head office for
South India
• For Each State there are 2 or 3 Branch office:
• Tamilnadu – Chennai, Coimbatore ( Chennai is also a
Branch office)
• Kerala – Cochin, Kozhikode
• Karnataka – Mangalore, Bangalore & Hubli
• Telangana – Hyderabad, Vizag etc.

70. Based on our Journey
From Admin Incharge of GCMMF Zonal Office
Branch
Manager
Officer
Incharge -
Dairy
Territory
Incharge
3 – 4 Dealers
Sales Incharge
3 – 4 Dealers
Officer
Incharge -
Frozen
Territory
Incharge
3 – 4 Dealers
Sales Incharge
3 – 4 Dealers
Office
Dealers
Parlours,
Retailers,
PushCart
At Railway station – (7-8)% given to railways

71. Based on our Journey
From Admin Incharge of GCMMF Zonal Office
• Direct Freight to Taj Hotel, Taj Club House, Taj Madras
Flight
• 2 Types of Godown – Dry & Frozen
•
• Dry Godown contains Milk, Beverage, Amulspray etc with
Cold Room for Chocolate, Butter
• Frozen Godown contains Ice cream, Paneer, Frozen Delights
• 2 Dry Godowns in Chennai – Madhavaram, Kundrathur
• Ice Cream manufactured at Pondicherry
NEW PRODUCT – MILK CAKE

72. Based on our Journey
From Admin Incharge of GCMMF Zonal Office
Works Taken Care at GCMMF ZONAL OFFICE
• Administration
• Recruitment
• Delivery
• Salary Processing
• Marketing
• Bills – Bills of Dealer, Freight Bills, Payment Release, Bills
related to Warehouse ( Rent, Electricity)
• DMS – Distribution Management System
Godown – Dealer – enroute order – Retailer (Logistics)
• Ledger for Each Dealer ( By Accounts Incharge)

73. Based on our Journey
From Admin Incharge of GCMMF Zonal Office
• Low MRP
• Low Margin
• Weekly Supply Twice
Margin profit obtained by franchise owner is not given as cash
instead as products
Profitable Only for Farmers
Farmers owned company
Maximum stakeholders are farmers

74. Quiz Time !
Thank You